Trailers - Codes & Conventions
After watching a variety of trailers from different genres I gathered that the following things appear predominantly:
Introduction to the film
Release date
Advert for the film
Promotes the film
Length (1 – 3mins)
Narrative Director’s name
Production company
Shows key stages of narrative
Certificate
Slogan/ Catchphrase
Voiceover(sometimes)
Reviews
Diegetic sound (Dialogue)
Non-Diegetic sound (Sountrack)
Intertitles (Actors names)
Horror Trailers - Codes & Conventions
After watching only horror trailers, I found out the common conventions which should then be visible in our trailer:
Upbeat music
Release Date
Pace builds up with the narrative to create suspense
Doesn’t give entire narrative away, but shows enough to grab the audience’s attention
Establishing shot at the beginning of the trailer to set the scene
Production company logo
The length of each shot shortens as the action and pace enhances.
Transition: Start off using fade to blacks but gradually only straight cuts are used
Camera Angle: Predominantly medium angle
Camera Shot: Ranges from ECU, CU and MS
Approx: 80 shots
Length: 2.00 minutes approx
Non diegetic sound
I gathered the following notes using an interactive DVD on trailers.
What is a marketing campaign and why is it needed?
Major elements of a film making campaign include:
· Trailers
· Billboards
· Pop ups
· Radio
· Website
· DVD
· Web 2.0
Film making can be very cost effective. Feature films need strong takings at the box office in order to cover the costs of production, pay investors and make enough money for the next release. When a film is released at the cinema it only has a short space of time for it become a box office hit.
The marketing campaign plays an important role in informing the potential audience about the film with the purpose of encouraging other people to see the film in the cinema.
The distributors are keen for the film to be a success so they can create a marketing campaign that aims an awareness of the film and create interest; this means distributors stand a better chance of making a profit.
Why is the trailer important?
A Trailer is a powerful weapon in the marketing campaign. Posters are important in capturing the initial interest of the audience and drawing them into the cinema, however they cannot put across the excitement and atmosphere of a film in the same way a trailer does.
The combination of a moving image and sound both show “larger than life” through the equipment of the cinema. This means trailers stir our emotions and give us a “flavour” of the film that is impossible to gain through the still images alone.
When is the trailer produced?
Most trailers are produced at the same time the film is being edited.
The timing of a trailer campaign in cinemas, online and on Television is important. It must be shown far enough in advance to generate excitement about the film’s release, but not so early that people forget about the film. Often, a shorter version of the trailer known as a “teaser trailer” will be released early on in the marketing campaign to give people an idea of what the film will be about, and to generate a “buzz” around the time of release. Now, most films have websites to accompany their release and teaser trailers will often be seen first online.
Global releasing
When a film is being shown globally, it may have a range of release dates. In which case each version of the trailer must carry the correct information to ensure the audience are aware of the correct release date. Sometime trailers are re-cut for different countries for example if a U.S film is released in the UK, they may use a different voiceover on the trailer shown in the UK to make it easier for the UK audience to understand.
In recent years, the changes in media technology have had a big effect on the way film titles are released internationally. For example a film which is released in the
This potentially puts box office profits at risk and therefore those involved in promoting a film need to carefully control the process of release. For this reason films are increasingly being release on a “day and date” basis, which means they are released on the same day globally which prevents pirating.
Function and Features of a Trailer
What types of trailers are there?
A ‘teaser’ trailer may be cut and released online, or played in the cinema in the early sages of the promotional campaign. This is shorter than theatrical trailers and is designed to ‘tease’ the audience and stimulate their appetite for more information. A word of mouth will therefore be started as people will talk about the film to friends and an air of anticipation is created.
The teaser trailer will be followed by a theatrical trailer, which is usually played in cinemas 3-4 weeks before the film is due to be released. Trailers may also be used in television advertising campaigns, known as ‘TV spots’, but as air time is expensive there are very short cuts of the trailer, designed for impact in the shorted space of time possible.
How are trailers chosen to preview before certain films?
The exhibitor (cinema manager) uses their marketing knowledge to select trailers aimed at similar target audience to that of the main film showing, hoping the forthcoming attractions will encourage them to come back. When the cinemagoers (people who visit cinemas to watch a film) return the process is repeated, which results in a regular audience.
Classification also plays an important part in what is shown. Trailers are given classifications in the same way films are, so for example a trailer for a 15-certificate film can not be played before a PG film as it would be unsuitable for the younger audience. However sometimes trailers designed for older audiences are cut to make them suitable for younger viewers with the idea that accompanying adults will return to see the film on their own.
Trailers - Location, location, location
As the internet is now established as a tool in film marketing, the ways in which we come into contact with film trailers has changed significantly. Websites such as IMDB (Internet Movie Database), Apple movie trailers and official websites for films often have trailers which have been cut for a general audience and are therefore suitable for viewers of all ages.
This is important online as, in contrast to cinemas, age restrictions can be difficult to enforce. Options to comment on trailers, joining online forums to discuss the latest releases and links to film sites through social networking enables internet users to engage with films before they are released.
From the view of a film distributor, online marketing is a very effective way to generate interest in a film before it’s released.
Why is it important for a trailer to show us the genre and how is this established?
Genre is important in film making as our decision about what to see will partly depend on whether we enjoyed other similar films. When we watch trailers we are automatically ‘decoding’ what we see and hear to work out the film’s genre. For example dark shadowy figures and scary music would be recognised as a film of the horror genre or animated images and bright colours would indicate a film for children. We call these recognisable sounds and images conventions of the genre. Occasionally, a film will be a mixture of more than one genre, this adds to our enjoyment as our expectations are taken first in one direction then in another.
The stars in the film are another indication to the genre. As a cinema-going audience we are used to associating certain stars with certain genres, for example Jim Carrey with comedy. A trailer will always ensure that we are made aware of who the stars are, as this will encourage the audience to see then film and help them to recognise the genre.
How does a trailer show that a film is worth going to see?
To show us how this new film is different to others in the same genre, the USP. This is what separates one film from another released around the same time or of the same genre.
The USP could be a genre which provides a unusual mix e.g musical horror or some distinct such as an innovative use of special effects. The USP of a film is important for marketing the film as it sets each release apart from its rivals.
What are the features of a trailer?
Trailers are a genre in their own right and have their own sense of easily recognisable conventions. -Trailers are designed to capture our attention and hold it for a short space of time -They create a mood/atmosphere and intensify our anticipation of what is to come within the film -They give away some of the plot but not all of it -The style in which the information is conveyed is often fast-moving and requires our full attention -It is not possible to watch a film at this high pace however we enjoy the rollercoaster effect of a trailer and the mental challenges it presents -Sound is important, particularly the music which can manipulate our emotions and create specific atmospheres. -The voiceover is used to summarise aspects of the story and empahsise credit information where appropriate. It also try’s to promote the film by building anticipation.
Conventions:
They highlights the ‘best bits’ of a film
-Showcase the stars in the film
-Some visual images barely stay on the screen long enough for us to recognise what we are seeing
-Conversations between characters often consist of one liners
-Dramatic camera angles n
-Action-combined with credits on screen
-Voiceover- used to tell the story and give credit information
-Music-creates atmosphere
-Title-may not appear until the end
-Trailer builds to a climax, where it ends.
