Codes and conventions of film trailers Emily Dorsett-Beard 12.2

Introduction

A trailer is a commercial or advertisement for a feature film which is going to be exhibited in cinemas at a later date.

Trailers were originally shown after a film but more recently, they’re advertised before a film starts whist the audience waits for the feature production.

Trailers are now found on most DVDs, as well as on the internet and other mobile devices. Trailers are intended to increase box office takings.

Analysis of 3 videos from my chosen

production

Character Introductions – This denotes the film features, a plotline around a woman and her daughter and establishes connotations of a family centered relationship. To introduce the characters the audience, we see Kyle and her daughter framed in an establishing shot at the airport, about to embark on a journey. The narrative centers around a mother’s worst fears of losing her child. Any mother who sees this film will be able to relate to the protagonist, Kyle, as they have possibly experienced similar fears.

The protagonist is portrayed by Jodie Foster. The directors are aware Jodie Foster is a popular actress, so her reputation will benefit the film. The audience may decide to see the film if they are fans of her work or if they like the suspense genre.

Use of Sound – Diegetic and non-diegetic sound featured in the trailer. In the form of dialogue, diegetic sound established a sense of urgency and concern for the missing child, whereas non-diegetic sound in the form of fast-paced music scores, heighten suspense, after being slow-paced to imply an easygoing and relaxed mise-en-scene. The dialogue of the characters, additionally, guides the audience through the trailer’s narrative. It helps to involve them in the action and persuades them to see the film.

Introducing the producers and company – Naming the company and producers attracts viewers, as they sometimes recognise the companies are well-known for making good products. Viewers will be more encouraged to see these companies productions if they are well known for working with a specific genre, for instance crime or thriller. Knowing these companies may work with a less variety of genre, the audience may feel ‘safe’, knowing products of that genre have been made before.

Film Title – The title is depicted at the end of the trailer and zooms quickly towards us, as if the movement is unexpected. It is used at the end of the film trailer, because producers know the audience will become interested in seeing the film, so will wish to know the title. The title’s colour schemes perhaps indicate the genre and themes of mystery, thriller and suspense because of using a dark background and small white lighting, to represent hope of a problem being solved.

Release date and social media – This follows the same colour scheme throughout the trailer to establish good levels of professionalism and reflect the genre. The website address is included for showing the audience where to find more information about the film. If many people are discussing the film through online forums, this helps to generate a buzz and create ‘word of mouth’ which is effective for the advertising campaign to seek large audiences. The popularity of the internet means that millions of people across the world and write comments and messages about the upcoming film, thus spreading the word and interesting millions of people.

The release date is essential for attracting a large audience to the film’s premiere release. The trailer is featured with the date on it, sometime before it is due to be released. This allows time for the audience to see it, yet close enough to the release date that people can make plans to see it. It is shown at the end of a film trailer, like the title, for it to grab the audience’s attention and gives them the information needed to see it.

Film production logo – This is shown halfway through the first minute of the trailer. Summit Entertainment’s logo can attract interest, since people may have seen and enjoyed other films they’ve made such as the Twilight Saga. Viewers will see the same logo on the Remember Me trailer and decide to see the film, as they enjoyed other films which Summit Entertainment have made.

It also creates an idea of type of film the company is trying to sell. For example, people will see Summit Entertainment’s logo and know it will have a reasonably good budget and they’re recognised for creating films which are teenage friendly.

Character Introductions – This denotes that Remember Me has a plot line is about someone who broke too many rules and lost the sense of doing what is expected of him. However, this shows connotations of someone with a rebellious nature who lost his way through trying to do the right thing with good intentions. This enables the audience to connect and relate to the protagonist as some of them may have done the same thing in their own lives. For example, having a rebellious protagonist aimed to viewers with similar traits are more likely to watch the film.

Character introductions – Because Robert Pattinson portrays the main character and the audience have enjoyed his previous films or are fans of his work, they might decide to see the film because they know they enjoy the films he’s appeared in. His name is shown before other actors, since younger teenage viewers will recognise him better than older actors such as Pierce Bronson who portrays the protagonist’s father.

Use of sound – Diegetic and non-diegetic sound is used in the trailer. In the form of dialogue, diegetic sound enables viewers to be introduced to the protagonist’s lifestyle. The support of non-diegetic sound, established through music and monologue, introduces viewers to the character and his view of the world. Throughout the trailer, non diegetic music remains harmonious, implying throughout some chaotic moments, the protagonist seems content and relaxed with his everyday life.

Introducing cast, crew and social media – Using names of famous actors helps to attract large audiences who admire them or understand they will see good acting from the actor, because they are well known for good film performances. Naming cast and crew like the directors and producers attracts an audience if the crew are well recognised for developing good products. Viewers will be encouraged to see more of the crew’s work. If companies are recognised for working on specific genres, such as coming-of-age romance, audiences may feel secure if they’re aware products of the same genre have been made previously.

Social media and website addresses are other ways for audiences to learn more about a film and its upcoming release. If people are talking about the film on social networking sites such as Facebook, ‘word of mouth’ and a ‘buzz’ is generated. The popularity of Facebook means that international audiences can post statuses, links and hash tags, therefore spreading word and gaining interest from other people.

Film production logo – This is shown in the first part of the trailer. Miramax’s reputation can benefit the trailer, as audiences who’ve seen and enjoyed other films made by the production company then may decide to see this film as they’ve found their other productions appealing.

The logo sometimes establishes the type of film producers are trying to sell, depending how the logo is customised to fit the trailer. For example, it uses simple black and white to convey simplicity and professionalism and audiences are aware that Miramax often intended to make their films family friendly, so audience numbers will not be limited.

Narrative introduction – An essential feature in film trailers is the introduction of the narrative. This is important for this trailer because the context of the Holocaust is introduced to us. although the contextual era is mid-20th century, audiences find this appealing as they’re interested in the context the narrative takes place in and may be able to relate to characters if they are easily curious, therefore by what the film is like.

Use of sound – Diegetic and non diegetic sound is used. The non-diegetic sound of the piano establishes a calm relaxed environment with a strong sense of normality when showing the characters leaving their house and journeying to their new home by train. This music also introduces the rural and isolated landscape of Auschwitz, where the characters have moved to. The non-diegetic music later alters into a higher crescendo to create suspense and heighten the drama. The use of dialogue such as “we’re not suppose to be friends, we’re suppose to be enemies” implies that through their childhood innocence, the boys grow aware they’re living near danger.

Introduction to cast and crew – Introducing the cast and crew helps to attract audiences as some actors may be known, although the trailer seems to target niche audiences, such as people interested in history. Naming people such as John Boyne, also attracts the audience as the film is based on his best selling novel of the same name. Boyne is well-known for writing a bestseller and if fans of his work know the film is based off it, they’ll eventually be more inclined to see it.

Analysis of three other trailers from my chosen

genre/star image

Film production logo – This is depicted in the first part of the trailer. The company’s reputation can benefit the trailer, because people who’ve seen and enjoyed other films by the same company, will be more inclined to see this production. It may create an idea of the type of film the company tries to sell to audiences. For example, viewers who watch films made by Catch’em Alive Productions, understand it has a reputation of producing films involving mystery and suspense.

Introduction to narrative – This is essential in trailers because it pleases the audience if they have an opportunity to connect and relate to the narrative. For instance, anyone who’s experienced loosing a a parent at some point in their lives can relate to the plot, as the protagonist experiences the the pressure of losing his father, after his mother has already died.

If the film features anyone famous, audiences may wish to see it if they admire the actors and find their work appealing.

Name captions – The actor’s name is depicted overlapping with a still of their character. This denotes they’re perhaps portraying a character close to their age with connotations of a believable role. This also enables an opportunity for the audience to decide if they like the film’s style and whether they’ll see it.

However, directors may deceive viewers as scenes in the trailer may perhaps not be used in the actual film. This is a clever technique of attracting large audiences to see a film which appears brilliant and special.

Use of sound – Both diegetic and non diegetic music is used. The use of character dialogue establish the film’s pace, especially with the relaxed mise-en-scene of the house. The non diegetic music, in contrast, begins with a short calm piano to set the scene and implies the calmness last for a short moment before halting as a car suddenly crashes. The piano score is maintained throughout the trailer, but the crescendo increases to establish the characters as they attempt to save the protagonist’s father. The music changes to a dramatic score to increase the pace and heighten suspense.

Film title – The title is featured in every trailer, usually at the end. Directors already know audiences are drawn in by the thrill and drama so providing them with the film’s name enables them to remember what it is and to perhaps consider arranging plans to see it. The font, colour and background often provides an indication to what the film is like. For instance, the film is evidently about death as the word ‘flatline’ is used by doctors and nurses when referring to patients who’ve immediately died. The blue line, black background and white font, perhaps further represents the sense of mystery and tranquility associated with death.

Introducing cast and crew – Naming crew such as directors and producers may attract an audience if they are recognised for making good products. Audiences might be encouraged to see more of their work if they know or expect it to be good. If the production team are well known for specific genres like drama and thrillers, then audience feel more satisfied with knowing products of that genre have been made before.

Film production company – The company’s logo is not featured in the trailer, yet the name is acknowledge, because they’re responsible for producing the film. The company’s name benefits the trailer, since audiences have seen and enjoyed other productions they’ve made. It also establishes an idea of the type of trailer the company tries to sell. For example people will look at Metro-Goldwyn-Mayer and its more recent logo, and know that it will have a large budget with a good reputation for making films which are often intended to be family friendly.

Character introduction – This is an important feature used in film trailers, whether the actors are famous or not. Michael Douglas, however, is still well-known today. This satisfies viewers, as they can relate to the characters through individual similarities, such as having a professional medical role like Douglas’s character. If audiences have liked some of Douglas’s previous films, or are fans, they might watch the new film because they’ll know they’ll enjoy his work. Since Douglas is famous, a character still has been accompanied by his name so his reputation benefits the film.

Use of sound – Diegetic and non-diegetic music is used in the trailer. The non-diegetic music is key for informing the audience’s of Coma’s genre by creating an atmosphere of a dramatic and stressful hospital lifestyle which increases more as there appears to be a problem. Both diegetic and non-diegetic sound sets the pace of the trailer and steadies the clips to be in time with the music. For example, the music is high pitched in order to create suspense and heighten drama.

Title and Introducing cast and crew – The title is featured at the end and also throughout the trailer. This establishes the focus towards the films plot, evidently giving clues that comas are a vital part of the narrative, therefore being the focus of it. Producers have done this, perhaps as a way to know if audiences are interested in seeing the film as well as remembering the title. The background, colouring and font may give indications to what the film genre will be. For example, black and white is associated with detectives and mystery to further imply a mystery is going to be heavily involved in the plot.

Film production logo – This is featured in the first part of the trailer. The production company’s reputation benefits the trailer, because if people have seen and enjoyed another Castle Rock film, then they’ll see the logo on a new film and decide to watch it as they’ve enjoyed the company’s previous work. This also sometimes establishes an idea of the type of film the company try to sell. For example, people will see the Castle Rock logo and understand the company is running on a comfortable budget and has a positive reputation of producing an entertaining film.

Character introduction – Because Hugh Grant stars as the protagonist and the audience have enjoyed other films he’s been in, they might decide to see the film because they know they’ve enjoyed other films he’s featured in such as Bridget Jones’s Diary. His name is cast before other actors since he portrays the protagonist and is perhaps the most recognisable.

Use of sound – There is the use of diegetic and non-diegetic sound. The types of sound, in the form of dialogue and fast-paced music scores, establish the film’s quick pace and reflect its genre of being a thriller. Good music scores, perhaps reflect the budget, since the larger the budget, the greater amount of music scores can be used in the film and trailer. Dialogue further guides the audience through the characters and narrative to keep them entertained and involved within the plot.

Film title – The title is used at the end of the trailer to inform viewers of the film’s name in case they wish to see or remember it. The font, colouring and background are generally good clues as to what the film will be like. For instance, the intense red establishes connotations of danger, violence and overlaps with a gentle blue to suggest two sides in which the protagonist is involved in – one that’s safe and the other that’s lethal.

Introducing cast and crew – Using names of well known actors, such as Hugh Grant, helps attract large audiences who admire their work or know they will see good acting if the actor is well known for good performances.

Naming producers and directors additionally attracts an audience, because if they’re recognised for making good products, people will be willing to pay money to see their films. Audiences may feel more satisfied if companies are better known for creating films with specific genres, knowing that products of that genre have been made before.