RESEARCH
&ANALYSIS
ANALYSING TRAILERS
WHAT ARE TRAILERS?
Definition: a short teaser produced to advertise a new film (Defined by the Media
Studies a AS Dictionary by David Probert)
Trailers are used in the distribution stage; often used to market their product. There are three
different types of trailers:
Teaser trailers: Movie teasers are usually made for big-budget and popularly themed movies.
There are used to advertise an upcoming film and usually contains small clips from the film.
Their purpose is less to tell the audience about a movie's content than simply to let them know
that the movie is coming up in the near future, and to add to the hype of the upcoming release.
Teaser trailers are often made while the film is still in production or being edited and as a result
they may feature scenes or alternate versions of scenes that are not in the finished film.
Theatrical trailers: is an advertisement or a commercial which is normally used to promote a
film, usually in the cinemas. Previously, trailers were shown at the end of a feature of the film
screening, however that did not last very as consumers started to leave the cinemas after the
film ended so they started to show the trailer before the film started.
DVD trailers: movie trailers are not only shown in the cinemas, they have now become
popular on DVDs and Blu-ray Discs as well as on the internet and mobile devices. Out of ten
billion videos watched online, film trailers were rank third – this shows how consumers have
taken advantage of digital proliferation! Larger media conglomerates are the ones who are
more likely to show their trailers on TV as they have a large amount of advertising budget.
In some cases, movie trailers have been so well-designed and beautifully executed that they
have won awards!
GOLDEN TRAILERS AWARDS
The first Golden Trailer Awards ceremony was held on September 21,
1999 in New York City. Due to the fact trailers are awarded, it just
shows how significant trailers are in the media.
2013: Iron Man 3
2012: The Dark Knight Rises[3]
2011: The Social Network
2010: The Cove
2009: Star Trek
2008: The Dark Knight
2007: 300
2006: Mission: Impossible III
2005: Saw
2004: The Stepford Wives
2003: About Schmidt
2002: The Royal Tenenbaums
2001: Requiem for a Dream
2000: The Matrix
HOW HAS TRAILERS CHANGED
OVER TIME?
Well we all know that the way trailers are presented in this
modern society is very different to how it would have been
presented years ago. Take a look at this trailer…
http://www.youtube.com/watch?v=zyv19bg0scg
First of all the trailer is presented in black and white, however now a days
trailers are presented in colours – the improvement in digital technology has
allowed for better looking trailers making it more attractive for the consumers.
Not only that, modern audiences will say that this does not even seem like a
trailer. This just shows how we have become more of an active audience –
modern audiences are aware of the conventions of a trailer today so we will not
perceive this as an actual trailer, therefore making us reluctant to go and see the
film. Filming industries need to be aware of the audiences thoughts when
producing a trailer – they need to always make sure trailers include modern
conventions! For example we would be more interested in a coloured trailer
rather than a black and white one.
TRAILERS CHANGING OVER TIME...
What about the trailers in 1997?
http://www.youtube.com/watch?v=vP_1T4ilm8M
Again, back in 1997 people were not able to take advantage of a better and professional video camera we
have now, for this reason the quality of the trailer is poor. The voiceover used in the background is not striking
enough, he seems out of place and not engaging at all. Modern consumers will not be eager to watch Star
Wars.
Now take a look at this one
http://www.youtube.com/watch?v=bVpnNyalKT0
A lot more engaging as you can see. The voiceover is more striking and appealing than the other one. Unlike
the first one, at the beginning we are introduced to the name of the film industry: 20th Fox Century which
allows us to view the trailer in a more professional manner. The ratings as well were also shown: rated as
‘parental guidance’ which was not included on the previous one, this therefore shows us that in our modern
society now include regulations within the filming industry which did not exist years ago – media platforms in
general have now become more restricted. Did you notice anything else? There is a coloured man. Before the
1950’s coloured people were exploited in the media but now they receive appropriate recognition, which has
been shown in this trailer. The previous trailers did not even have coloured people, which shows how inferior
they used to be in the past.
As well as that, we are able to engage more with the characters as a lot more of the narration is coming from
them rather than the voice over . All these are modern themes we expect to see in a trailer.
As you may have acknowledge the quality of the film has changed
overtime. Digital proliferation has allowed us to produce better quality in
HD, so viewers have a better view of the trailer.
Moreover, based on the both previous trailers of star wars we can see a
difference in the way both trailers have been produced. We have been
able to take advantage on the improvement of technology, this is
acknowledged because we have now been able to create more realistic
and better animations on screen. As well as that the recent Star Wars
can now be viewed on 3D, therefore showing how technology has
developed.
MEDIA CONGLOMERATE TRAILERS VS.
INDEPENDENT MOVIE TRAILERS
•
Marvel Studios (part of Disney’s conglomerate): produced The Avengers.
•
•
http://www.youtube.com/watch?v=1hPpG4s3-O4
•
$78,000,000 (estimated budget)
•
$407,999,255 (gross profit)
Celador Films (Independent institutions) & Film 4 Productions: produced Slumdog Millionaire
•
http://www.youtube.com/watch?v=AIzbwV7on6Q
•
•
•
Budget: $15,000,000 (estimated)
•
$360,000,000 (gross profit worldwide)
Do you see the difference between both trailers? Since Marvel Studios are subsidiary to huge filming conglomerate,
they have a higher budget so therefore they can afford to implement better visual effects in their trailers, making it more
entertaining to watch, hence the reason why they made more profit. However, independent institutions like Celador
Films can not afford this, so therefore they will find it difficult to take advantage of a much more advanced technology
for visual effects. As well as that we need to acknowledge that this was filmed in India (which is still a developing
country), therefore the technology their may not be as advanced as the one in America.
However, due to the achievement of Slumdog Millionaire it can be acknowledged that having a lower budget
does not necessarily mean that the film can not come to a success. Slumdog Millionaire had a small budget
but still made a huge amount of gross profit, also winning seven BAFTA Awards (including Best Film), five
Critics' Choice Awards, and four Golden Globes.
CAMERAS
As you can see, the technology that the filming conglomerates used are very advanced and expensive compared to independent
institutions. For example in the production of the movie ‘The Avengers’, they used more advance and better camera Arriflex 435,
compared to Celador Films, who used Arriflex 235. This just shows how technology can have an impact on the way the trailer
looks. Obviously the better the technology, the better your trailer looks, therefore the more audience you attract. This has been
proven due to the popularity of The Avengers which had biggest opening weekend in North America and the fastest film to gross
$1 billion. It grossed $1.51 billion worldwide, and became the third-highest-grossing film.
WHY DO WE WATCH TRAILERS?
This is similar to the reasons why we watch the actual movie. It can be
based on the audience gratification theory by Blumler and Katz's:
Gaining information: if you can’t wait to see a movie people may watch
the trailer to satisfy their curiosity and also maybe for general interest.
Personal identity; finding reinforcement with personal values
Social integration: gaining insight into circumstances for others
For entertainment!
The two- step flow, created by Katz & Lazarsfeld (1955): it is very
easy for opinion leaders to influence the mind of others. All they have to
do is to exaggerate about a trailer they have seen and they can
influence others to watch it. The people that are influenced then become
the opinion followers
REGULATIONS IN TRAILERS/FILMS
Before a trailer is released, regulators such as the BBFC have to check the trailer to ensure that the trailer is suitable for the audiences
viewing the film. All classifications decisions are based on the BBFC’s published and regularly updated Guidelines. Examiners look at
issues such as discrimination, drugs, horror, imitable behaviour, language, nudity, sex, sexual violence, theme and violence when
making decisions. The Guidelines details show you what is acceptable at each age category, from U to R18. They also set out the laws
and principles which impact on the BBFC’s work.
Filming industries must consider the following guidelines when classifying the age range for their film (these are only the guidelines for
PG, 15+ and 18) :
PG
15+
18
Before trailers/movies are shown, the BBFC
checks them and ensure that the rated age
range matches the procedures set out
CONVENTIONS OF TRAILERS:
Genre indicators
Plot
Short clips
Voiceover
Music
Cast
Director
The Title
The Studio
NOW I’M GOING TO
MOVE ONTO ANALYSING
DIFFERENT GENRES OF
TRAILERS…
WHAT IS A GENRE?
A category of artistic composition, characterized by similarities in
form, style, or subject matter.
A genre also depends on what we expect to see. Active audiences
know what they are looking for in a certain genre, so it is
important that film makers include features that are consistent
with the genre.
COMEDY
intends to mimic another genre to
humorous effect. Parodies can be
intended to mock and criticize as
well as to pay homage.
Black
Comedy
these stories are intended to be funny,
they also touch darker areas of
storytelling, such as death and fear; they
make fun out of serious events.
Slapstick
comedy
Parodies
Romantic
comedies
This type of comedy
features physical humour
such as pratfalls, silly and
exaggerated body language,
and unlikely scenarios.
mix love stories together
with comedic events.
Conventions of a comedy trailer:
Editing sounds to add humour
Generic setting: bright places, towns, cities, well populated areas
Characters are idiots and very stupid
Sarcasm
COMEDY
http://www.youtube.com/watch?v=KLAkxSjs8ZY
This can be viewed as a Slapstick comedy
Non-diegetic sound: as the audience because we are not yet viewed with the characters so can assume the background
singing at the beginning is non-diegetic but it then moves into a diegetic sound when are viewed with the character singing
the song. The sound transition at this point also acts as a sound bridge as we hear the same music from one scene to
another. Moreover, the singing at the beginning contradicts the genre of the music. The tone of the song is quite depressing
and sad, which doesn’t link into the comedy genre. As a result to this, the sound bridge at the beginning acts as an enigma
code, leaving the readers confused as to why a depressing sound tone will be in a comedy trailer. Further on in the trailer
the music starts to get faster and more up beat, which compliments the conventions of a comedy trailer as fast and striking
music can connote fun and banter which is a feature of comedy.
Mis en scene: What makes laugh? We usually find unexpected and unusual situations funny. Therefore seeing a giraffe in
back of the car might make the audience laugh. Also some audience may have found the man singing at the beginning funny
as we do not expect a man to be singing with such a high voice. Did the topless man in the scene make you laugh?
You may not be laughing at the fact that he is topless. Directors and producers
are smart! They purposely decided to display this character top less so his
unattractive body can make the audience laugh. His actions in the trailer also
allows for banter – such as the accident he causes at the end and the fact that
he buys a giraffe. Alan could be representing the ‘natural fool’ in the play
Lighting: high lightening used to highlight the genre of the film. However
there are some low key lightening in some areas – rather than fear, it is
used to create suspense making the film more engaging and interesting
Diegetic sound: dialogue is a typical form of diegetic sound we will hear in any trailer. The diegetic sound we hear in
Hangover are chosen carefully so they make us laugh: ‘My name is Alan and I bought a giraffe?’ Again, unexpected,
unusual and funny!
CAMERA ANGLES AND MOVEMENTS
Establishing shot: this is usually used at the beginning of a film and trailers, just
to introduce us to the film. The audience maybe wondering why do we have an
establishing shot of a funeral when this is meant to be a comedy? Again this acts
as an enigma in the trailer. Also there is a lot of establishing shots of the town/city
itself. Maybe this is shown to highlight the joyful mood of ‘Las Vegas’ again linking
back to the genre of the trailer. Notice that this establishing shot uses low key
lightening- this is not to create fear (although it usually does like in horror films), it
could have been used to highlight the ‘fantastic city’ in Las Vegas
Low angle: high angle is usually used to display vulnerability
and fear but as the audience since we are ware that this is a
comedy trailer, we will instantly find this funny. The fact that
he is about to fall off a building is used for humour.
Over the shoulder shot/Reverse shot: allows us to view the actions of the two
characters. Through this over-the shoulder shot we also view the woman’s facial
expressions. The facial expressions, along with the fact that the male character
places a sweet in her mouth that has been on hers will make some of the
audience laugh. The aim of comedy is to encourage the audience to laugh so
therefore it will include a lot of funny actions
High angle: of an aeroplane. Could be connote holiday. Since holiday is all
about fun – this could have been used to point of the genre of the film.
Comedy is all about fun!
Medium close-up: used to introduce us to the characters in the film. The
character is wearing glasses and a shirt which is stereotypical representation of a
‘geek’ , therefore making him a funny character. The fact that he is wearing a pink
shirt is even more humorous as we do not expect a man to wear a pink shirt
Close-up: this may have been used so we are able to view the costume
the character is wearing over their head. The animated costume is used to
make the audience laugh. This makes the wear he chases Alan even more
funny!
NARRATIVE THEORY
It is very hard to acknowledge Todorov’s and Propp’s theory from
watching the trailer as we are not viewed with the film movie, but
however based on the trailer only…
Does this trailer challenge Todorov’s theory? Yes it does! At the
beginning we are already introduced with a problem (the funeral gives
this impression) instead of a fresh and clean start. This just shows how
trailers have developed through the years - modern trailers no longer
consider Todorov’s narrative theory. However in the film there is a
resolution and a happy ending (the two characters get married and the
‘bad guy’ turns good)
Does this trailer challenge Propp’s theory? Only to some extent! It
still includes the villain and we could assume the three main characters
are the hero and princess as the blonde girl portrayed in the trailer
DID YOU REALISE ANYTHING
ELSE?
This trailer does not have a voiceover! The comedy lies
extensively within the characters so it is important that they are
pointed out as much as possible as they are the ones to make the
audience laugh. As well as that, this also highlights the fact the
conventions of a modern trailer. Although there are still a few,
many modern trailers include little or no voiceover, giving the
characters a chance to embrace their dialogue.
HORROR
These stories paint a future where
humankind is up against a threat
like zombies or vampires and
must survive against the odds.
Ghost
These are stories where the dead
return to life and haunt the living,
such as Dickens’ A Christmas
Carol. Sometimes the ghosts are
trying to teach the living a lesson.
Monster
Survival
Slasher
fictions
A monster movie is a film
which revolves around
innocent civilians and
emergency services
struggling to stay alive in
assaults against Giant
Monsters.
tell of deranged
killers who are out
to punish regular
people.
Conventions of horror film:
Dark/ gloomy setting
Death
Blood
Fear
Isolation
Depression
HORROR
http://www.youtube.com/watch?v=IfcHoXTlMX0
Sound: a lot of diegetic sounds were presented in this trailer including: the sound of the clock
ticking, the door squeaking slowly and footsteps. All these type of sound were used to create
tension. The clock ticking and footsteps especially creates a lot of suspense. The clock ticking
then acts as a sound bridge, moving onto non-diegetic sound. The sound of the clock ticking is
included in many different scenes to highlight the uncertainty in the trailer. All these features
compliment the conventions of a horror trailer.
More diegetic sound: at the beginning we hear the characters laughing which contradicts the nondiegetic sound of the ominous music we hear in the background. This adds more tension, because as
the audience we know that a frightening event is yet to take place. Moreover, we then start to hear
negative sounds such as a: baby crying, characters shouting, the dialogue: ‘its not the house that is
haunted, its your son’ . All these destructive sounds adheres to the conventions of a horror film.
Lighting: most of the time low key lighting is used. The trailer portrays dark scenes most of the time,
which connotes fear, and as a result to this it also leaves the audience frightened.
Mis en scene: rather than bright colours, the characters in the trailer are wearing dark colours. Again,
editors do this deliberately – they need to ensure that even the characters outfit compliments the horror
genre. What else do we see? Shadows instead of the actual characters. This makes the audience
curious and maybe even nervous.
CAMERA ANGLES/MOVEMENTS/EDITING
Close-up: a close up of a broken ladder highlights a destructive
atmosphere. At this point, we are viewed with a little boy who
tries climbing up the ladder, it breaks and the boys falls down –
as the readers we will be curious, we do not want the little boy to
fall over.
Wide shot: we are viewed with the boy falling over, which
increases our anxiety levels, leaving us even more curious.
This negative events that take place highlights the destructive
atmosphere. Film makers, include these negative events as
they are conventions of a horror trailer.
Close-up: of the clock emphasises the non-diegetic
sound we hear of the clock ticking in the background
High angle: At this point we hear a loud anonymous voice
coming from above. The fact that this voice is anonymous adds
to the fear of the trailer. Moving on, this is taking from a high
angle which portrays the character as vulnerable and also
emphasising the characters terror. A lot of other high angle shots
were portrayed throughout the trailer to point out how
weaknesses of the characters and the power of this anonymous
voice
This is a low angle shot from the audiences point of view,
leaving the audience vulnerable. This low angle show allows
us to be in the audiences position – terrified! It highlights the
power of this ‘ghostly voice’ , leaving the characters to feel
weak and defenceless
Wide shot: This is a very effective shot as it allows us to view the
little boy in bed as well as a random arm by the side. This is
really freaky and gives us the impression that the little boy is
going to get hurt.
Two shot: a two shot allows us to view the
facial expressions of both characters at the
same time. As you can see they both look
unhappy, which adds to the negativity of the
whole trailer
Extreme close up of someone struggling to get through the
door. This gives us the impression the character is trapped
and being desperate to get out. The idea of being ‘trapped’
ads to the genre of the film. When you are trapped you
usually feel scared and distressed.
Extreme close up: At this point we are able to view that her
eyes are moving really fast which builds up the tension we
face in the trailer. The eyes can connote sensitivity, since the
characters are in such a destructive atmosphere we can
assume that extreme close up of the eye is being portrayed to
highlight the vulnerability of the characters.
Eye line match: we are viewed with the object the
character is looking at. This shot emphasises the
importance of this object. This objects detects the
baby’s noise and the fact that this object is being
highlighted gives us the impression that the baby is in
trouble
Black out: used during the trailer making the
audience assume that the trailer is finished but then
another scene is portrayed which enhances the
audience anxiety levels.
Panning: this is used to highlight the significance of the house.
The main setting of the trailer is based on this haunted house.
The house looks isolated – pointing out one of the conventions
of a genre of the trailer
Tilt:
At this point the camera very slowly tilts up from the
woman’s hands to her face. This was deliberately done
in slow motion to build up the suspense of the trailer
Again we assume that the film is finished until the camera
zooms in with a close up of this ghostly image, which leaves the
readers shocked. The make up that is used, gives the character
a more frightening appearance.
During the end of the trailer, the edits and shots start to move faster which then enhances the destruction
and tension of the trailer leaving the readers stressed and disorientated
SO WHAT WAS THE DIFFERENCE
BETWEEN HORROR AND COMEDY ?
First of all, we are portrayed with scenes which included low key lighting giving a gloomy
atmosphere but the comedy included more high key lighting which gives a light hearted
atmosphere.
Horror includes many destructive and negative events however comedy involves more funny
and unexpected events which makes us laugh. In horror movies we know what is coming but
we don’t know when, which adds to the suspense and makes us anxious.
Notice that the music is different as well – the music that is used influences the way the
audience responses to the trailer. The main background music is fast and jolly which gets the
audiences excited. However, in the horror trailer, the music sounds mysterious and daunting.
SO WHY DO WE WATCH HORROR FILMS EVEN THOUGH THEY ARE
FRIGHTENING?
For the thrill and entertainment!
According to psychologist, we watch horror film because of the need for excitement. the desire to feel intense
emotions, and distraction from everyday concerns. Although dramatic films can fulfil some of these needs, movies
depicting violence and horror have features that other forms of drama do not, including the violation of social norms
and the portrayal of events seldom seen in real life.
One study identified three factors that were important in the appeal of horror films to males aged 15-45: the excitement
generated by the film (called "sensation-seeking" by psychologists, the enjoyment of stimulation or physiological
arousal), the wish to see the destruction found in horror films, and the satisfying resolution usually found at the end of
the film.
Stated by Jeffrey Goldstein, Ph.D
Another reason is based on Gender socialisation:
More men like to see scary movies because men are socialised to be brave and love threatening events, therefore receive a
social gratification of not letting scary films bother them
In one study males liked a horror movie more when they saw it with a female who was scared, and females liked the movie more
when they saw it with a male who wasn’t scared.
Reference: http://psychcentral.com/blog/archives/2012/10/31/why-some-people-love-horror-movies-while-others-hate-them/
The cuddle effect: Men often like scary films as date movies because women are more likely to seek physical closeness when
they’re scared, and men can show off their strength and bravery
ROMANCE
Historical
Fantasy
Contemporary
Gothic
ROMANCE : TYPICAL
CONVENTIONS
• Often a voiceover used to introduce the theme of love
•
Normally contains emotional feelings
• It will include sexuality, gender and relationships
• Usually involves wedding bells, hearts and flowers
• Usually the characters separate and reunite after
• Audiences would be expecting a happy ending, hence the
reason why we watch it.
http://www.youtube.com/watch?v=7JoXHO3ceUY
Over the shoulder shot: used to present the dialogue, from this shot we
are viewed with elements from the mise en scene – we see a wedding
take place. The man is dressed in a suit and the woman is wearing a veil.
What we see in the scene compliments the genre of the trailer, leaving the
audience pleased which is what we expect in a romantic genre.
Wide shot: we can view the character’s pink dress and she is holding flowers
which connotes love and happiness, highlighting the genre of the film. The fact
that she is wearing a pink dress is also the stereotypical view of woman being
the more gentle and loving gender. High key lighting is used to emphasis the
light hearted feeling you receive when you are in love. The background
includes a beautiful building to point out the lovely affections and the feeling of
love
Two shot: both characters are kissing, enhancing the theme of
love. The fact that she is wearing a red jacket highlights this
High angle: of both characters in bed, points out the sexual
and emotional connotations of a romance film
Sound: Diegetic sound: ‘I vow to live within the warmth of your heart’. Non
diegetic sound:slow and passionate music playing in the background which
influences the mood of the audience. Allowing them to feel emotional and also
sympathy for the characters. These are all typical conventions of a romantic
genre.
DOES THIS TRAILER ADHERE TO
THE CONVENTIONS OF
ROMANCE?
• Yes it does! The two lovers separate because of her memory
loss, but in the actual film they end up together at the end. This
adheres to Todorov’s narrative theory.
• We see in the mise en scene themes related to love and
romance
•
As the audiences we are emotional when they break up and
the happy ending we are expected is viewed.
• Although there is no voiceover this is becoming a typical
convention of a modern trailer.
WHY DO WE WATCH
ROMANTIC TRAILERS?
This can be based on the uses and gratification theory. One of the reasons
why audiences may watch romantic theory maybe because of the
entertainment – for the emotional release we gain when we watch it. This is
usually a very good feeling as romance have happy endings.
Another reason maybe because of personal identity. Audiences may love
watching romance because they are able to relate to the characters. E.g.
audiences may have a hubby which they have been in the same situation
with. From this social interaction can be developed – people may watch the
trailer to gain insight into circumstances of others.