What is a trailer?
A trailer is a moving image that promotes a new upcoming film. It is aimed to inform the audience that a new film is soon to be released. A trailer can be shown via the television, internet, the cinema and even the radio to ensure that the film is well marketed during the distribution process. When showing a trailer that has an older certfictae. e.g 15 or 18, the trailer will have to be shown at a later time in the day, unless they cut the trailer to be a lower certificate. By using many codes and conventions, the audience is given hints such as the narrative, genre and the title of the film to interest them so that they will see the film when it is released.
Codes and conventions:
Title:
The title of the film is vital in any trailer. The title is most commonly shown at the end of a trailer or even repeated so that the audience remembers it. The title has to be memorable and cleverly thought about (this is created during the pre-production/production stages) so it will stand out on the trailer.
Narrative
A trailer has to push forward the narrative, of the film, so that the audience knows what the film will be about. However, it does not need to give too much away. This is often portrayed by hinting towards ideas and leaving it open ended so that the audience is left to guess what will happen; ultimately leaving them to want to see the film.
Example:
For example, there could be a hint of violence towards the protagonist but you would not see what finally happens to him. This would leave the audience questioning his survival and what the consequences may be, making them want to see the film.
A trailer has to push forward the narrative, of the film, so that the audience knows what the film will be about. However, it does not need to give too much away. This is often portrayed by hinting towards ideas and leaving it open ended so that the audience is left to guess what will happen; ultimately leaving them to want to see the film.
Example:
For example, there could be a hint of violence towards the protagonist but you would not see what finally happens to him. This would leave the audience questioning his survival and what the consequences may be, making them want to see the film.
Production Logo
During a trailer, the production logo is often seen at the beginning of the sequence. Usually, it appears for no longer than four seconds, unlike an opening to a film, as the trailer needs to show what the film is about rather than focusing on the institution By doing this, the audience knows who has created the film, without focusing on it; rather they focus on the actual film that is about to be released.
E.g In 'The Hobbit' trailer, the production logos are shown very briefly to allow the trailer to move at a good pace and interest the audience straight away.
Genre
E.g In 'The Hobbit' trailer, the production logos are shown very briefly to allow the trailer to move at a good pace and interest the audience straight away.
Genre
The genre of the film is shown through a number of things, throughout a trailer by their semiotic meaning. This could be due to many things such as:
Cast- The cast can show the genre as certain actors/directors can work in a specific genre.
E.g The films 'Pretty Woman' and 'Runaway Bride' both star Julia Roberts who usually stars in the romance genre.
Cast- The cast can show the genre as certain actors/directors can work in a specific genre.
E.g The films 'Pretty Woman' and 'Runaway Bride' both star Julia Roberts who usually stars in the romance genre.
Lighting- The lighting can imply the genre as it can have different connotations. For example, low key lighting could represent the horror genre as we subconsciesioly associate darkness with fear and the unknown. On the other hand, high key lighting could be used in children's films as light can portray happiness and innocence.
E.g The film 'Frozen' by Disney uses high key lighting throughout suggesting that it is a happy film aimed at children.
Sound- Sound can be just as important as lighting. Stringed instruments and a fast pace could be used in the thriller genre. For instance, Alfred Hitchcock used stringed instruments in his film 'Psyhco' to portray the suspense. This type of instrument could be used within trailers to show the genre. For other genres, such as a rom-com, chart pop music may be used. This adds a romantic contemporary feel to the feel to suggest that the audience can relate the film.
E.g 'The Vow' uses Taylor Swift's song 'Enchanted'. Not only do the lyrics portray the genre, but the instruments do too.
Within a trailer, the director or major cast members can be named via copy or just shown within the shots. By doing this, people who like the actors/directors may want to see the film. Also, the copy can usually say something such as 'From the director of Jurassic Park', including the audience who have seen this film.
Release Date
The release date is vital for any trailer. It has to be shown so that the audience know when the film is going to be available to watch. Usually, teaser trailers give away a rough idea of the date (e.g 'Coming this November' or 'This Halloween') unlike the main theatrical which has a set date such as '2nd November'. The release date is often shown at the end of the trailer. This keeps the audience eager to know the date and makes them rmemeber it more if it is the last thing they see.
Iconography
Iconography can be used during sequel trailers or for popular icons/characters. For example, seeing a bat logo on a trailer would make you think of Batman. This is often used in teaser trailers to hint at what it is about. It is also used within sequel trailers to include the demographic/target audience and to keep the theme of the first film.
Example:
This Dark Knight Trailer uses the batman logo and the Joker card to portray the iconography. The audience will instantly know what the film is even without the title being shown.
Reviews
Iconography can be used during sequel trailers or for popular icons/characters. For example, seeing a bat logo on a trailer would make you think of Batman. This is often used in teaser trailers to hint at what it is about. It is also used within sequel trailers to include the demographic/target audience and to keep the theme of the first film.
Example:
This Dark Knight Trailer uses the batman logo and the Joker card to portray the iconography. The audience will instantly know what the film is even without the title being shown.
Reviews
Occasionally, if the film has had good reviews, the trailer may portray this within the trailer via copy or voice over. This makes the audience think that the film is a 'must-see' and will want o see it themselves (because they think it will be good due to reviews or even to decide for themselves.)
Tagline
A tagline can be used to make the trailer memorable. It is usually a small line that can use phonetic features such as alliteration or assonance. Taglines can also be questions which involve the audience, making them want to see the film to have the question answered.
Rating Cards
At the start of a trailer, usually a green or red band will appear by 'The Motion picture Association'. This is to clarify who can watch the trailer. By doing this, the audience know the rating before they watch the trailer so that they knwo it is suitable.
Here is a picture of them:
Rating:
Just like the rating card, a rating can be shown at the end of the film by the BBFC (British Board of Film Classification). This is to reinforce the rating and give an exact certificate Sometimes, the rating can be 'TBC' meaning 'to be confirmed', however, this is often only in early teaser trailers.
Credit to a book
If the film is based on a book, the trailer may mention this in the trailer. This is to gain a wider audience as there will be fans of the book. This also helps both ways as the film may promote the book and vice versa.
The Hunger Games trailer does this:
Rating Cards
At the start of a trailer, usually a green or red band will appear by 'The Motion picture Association'. This is to clarify who can watch the trailer. By doing this, the audience know the rating before they watch the trailer so that they knwo it is suitable.
Here is a picture of them:
Rating:
Just like the rating card, a rating can be shown at the end of the film by the BBFC (British Board of Film Classification). This is to reinforce the rating and give an exact certificate Sometimes, the rating can be 'TBC' meaning 'to be confirmed', however, this is often only in early teaser trailers.
Credit to a book
If the film is based on a book, the trailer may mention this in the trailer. This is to gain a wider audience as there will be fans of the book. This also helps both ways as the film may promote the book and vice versa.
The Hunger Games trailer does this:
USP
A trailer needs to market itself by finding the unique selling point. This will vary from each film, as they all have different genres an narratives. The USP will attract the audience and should make them want to see the film as it is something they haven't seen before.
A trailer needs to market itself by finding the unique selling point. This will vary from each film, as they all have different genres an narratives. The USP will attract the audience and should make them want to see the film as it is something they haven't seen before.
Camera Shots:
The camera shots used within trailers vary for different genres and narratives. However, some shots are used quite often. For instance, these shots tend to be used a lot within a trailer:
Close-ups/Extreme Close-ups:
Both of these shots are used to build characterisation Close-ups can be used on the characters faces so that the audience can see what and who they are. Extreme close-ups can be used on specific items so that the demographic can see the importance of them for the films narrative. It also helps to question what they are.
Establishing shots:
Establishing shots are essential in any trailer. The use of these shots set the scene, place and time of the film so that the audience can get a rough idea of when/where it is set. For example, if a film is set during WW2, establishing shots are needed so that the audience understand the time period. Moreover for fantasy films, establishing shots are used to show a whole other world. Without them, the audience may find it hard to imagine another world, therefore visual shots of the area is needed.
Here is an example (The Chronicles of Narnia: The Lion, The Witch and The Wardrobe):
A few establishing shots are used within this trailer to show the new world: Narnia. Not only does it shows the genre, but gives the audience a sense of place.
Reaction shots:
Reaction shots can be used to build an emotional attachment with the viewer. By showing close-ups of the characters faces, when they react, the audience can see the emotion behind each person. This portrays the emotions withing the film and gives the characters a deeper personality that the audience can relate to.
Pace:
A trailer has to set a good pace to keep the audience interested. Generically, trailers begin with a slow pace by using establishing shots and dialogue. However, as the trailer progresses the film's pace can become quicker and slower before reaching the climax. After this, quick cuts tend to be used to speed up the pace to get the audience 'on the edge of their seat'.
Copy:
Throughout a trailer, there is usually copy (writing) on screen. This can be used to tell the audience something as it is or even to question them. Copy can also be used to break up scenes within a trailer to allow the audience to think about what they are seeing on screen.
Narration/voice-over:
Sometimes, instead of or alongside copy, narration/voice-over can be used. This can be to give a characters point of view or to recount something that has happened. It is often effective to explain things that is hard to portray through visual image, in a trailer.
Social Media
Links to social media sites can be shown at the end of the film so that the demographic can keep updated virally. These can be sites such as 'Facebook', 'Twitter' or even the film's official website.
The camera shots used within trailers vary for different genres and narratives. However, some shots are used quite often. For instance, these shots tend to be used a lot within a trailer:
Close-ups/Extreme Close-ups:
Both of these shots are used to build characterisation Close-ups can be used on the characters faces so that the audience can see what and who they are. Extreme close-ups can be used on specific items so that the demographic can see the importance of them for the films narrative. It also helps to question what they are.
Establishing shots:
Establishing shots are essential in any trailer. The use of these shots set the scene, place and time of the film so that the audience can get a rough idea of when/where it is set. For example, if a film is set during WW2, establishing shots are needed so that the audience understand the time period. Moreover for fantasy films, establishing shots are used to show a whole other world. Without them, the audience may find it hard to imagine another world, therefore visual shots of the area is needed.
Here is an example (The Chronicles of Narnia: The Lion, The Witch and The Wardrobe):
Reaction shots:
Reaction shots can be used to build an emotional attachment with the viewer. By showing close-ups of the characters faces, when they react, the audience can see the emotion behind each person. This portrays the emotions withing the film and gives the characters a deeper personality that the audience can relate to.
Pace:
A trailer has to set a good pace to keep the audience interested. Generically, trailers begin with a slow pace by using establishing shots and dialogue. However, as the trailer progresses the film's pace can become quicker and slower before reaching the climax. After this, quick cuts tend to be used to speed up the pace to get the audience 'on the edge of their seat'.
Copy:
Throughout a trailer, there is usually copy (writing) on screen. This can be used to tell the audience something as it is or even to question them. Copy can also be used to break up scenes within a trailer to allow the audience to think about what they are seeing on screen.
Narration/voice-over:
Sometimes, instead of or alongside copy, narration/voice-over can be used. This can be to give a characters point of view or to recount something that has happened. It is often effective to explain things that is hard to portray through visual image, in a trailer.
Social Media
Links to social media sites can be shown at the end of the film so that the demographic can keep updated virally. These can be sites such as 'Facebook', 'Twitter' or even the film's official website.
Three Types of Trailers:
There are three types of trailers that all have different purposes and are released at different times.
These are:
Teaser Trailer:
A teaser trailer is the first trailer that is released. It is usually very short and does not give the audience many clues as to what the film is about. It 'teases' the demographic and hints towards conventions such as the genre, production company, release date, title and main cast/crew. This trailer is often shown months in advance of the upcoming film, and can even be shown a year before. This gets the audience interested and allows word of mouth to market the film.
An example of a teaser trailer is:
This trailer is very simple and uses iconography to sell itself. 'Marvel' is incredibly popular and well known so by using its logo, the audience will already know that the film will be based upon superheroes. The title 'Avengers' is also surrounded by darkness, suggesting that the characters that are part of the 'Avengers' will be the light within the dark; they will save people form evil.
A voice-over is also used by Samuel L Jackson, hinting that he may be a main character/cast within the film. This teaser trailer does not show a release date, 'teasing' the audience making them eager to find out when it will be available to watch. 'The Avengers' trailer is only forty two seconds long, showing that it only wants to give the audience clues for the upcoming film.
Another example would be:
A voice-over is also used by Samuel L Jackson, hinting that he may be a main character/cast within the film. This teaser trailer does not show a release date, 'teasing' the audience making them eager to find out when it will be available to watch. 'The Avengers' trailer is only forty two seconds long, showing that it only wants to give the audience clues for the upcoming film.
Another example would be:
This trailer is a lot different to 'The Avengers'. First of all, it is one minute six seconds, unlike the other teaser trailer. 'Star Trek Into Darkness' begins with the institution logos, leading onto an establishing shot, using the codes and conventions of a teaser trailer. Just like 'The Avengers', this trailer also uses a voice-over. No speech between characters is shared, suggesting that the main focus is what the narrator is saying. Close-ups are used on characters faces to show the cast without using copy. Furthermore, the director is mentioned. The soundtrack behind the trailer uses loud bangs and diagetic sound from the film, this creates tension as sound such as screams are used. Conventionally, the title is shown at the end of the trailer to make it more memorable and a quick cuts are used to credit cast/crew, institution etc. Finally, it tells the exact release date which is unusual for a teaser trailer.
Main Theatrical Trailer:
A main theatrical trailer is the longest of the three. It is often shown near the release date of the film and during its first opening weeks in the cinema. The main theatrical tells the exact release date as it is aiming to inform as well as entertain. Cast, director and other important people will be shown via copy or visual image as well as things such as institutions and its book base (if it has been based upon one.) Moreover, this trailer will have more detail unlike the other trailers such as reviews and a rating. The main theatrical tells more about the narrative and builds upon characters,
Here is an example of a main theatrical:
The 'Hunger Games: Catching Fire' trailer uses many codes and conventions. The beginning uses a rating card to instantly show that it suitable for most audiences.
The sound uses stringed instrument during the first part to build up suspense and is accompanied by a narration from one of the characters. Throughout the trailer, iconography is used. Since the trailer is a sequel, most of the audience know that the mocking-jay symbol is associated with the 'Hunger Games'. There is also a whistle used at the end which is associated with the first film. 'Lionsgate' is clearly shown so that the audience knows who the institution is and the release date is shown clearly 'November 22nd'. Many more scenes are shown in this trailer in, whether they are in order or not. in comparison to the others and dialogue is often shown between characters. Katniss is developed as a character through close-ups and reaction shots and other characters are brought in throughout the trailer. Copy is used nearer the end, when the pace picks up, to split the scenes and keep the audience involved. It says 'the world' involving everybody,showing how big this film is.
A main theatrical trailer is the longest of the three. It is often shown near the release date of the film and during its first opening weeks in the cinema. The main theatrical tells the exact release date as it is aiming to inform as well as entertain. Cast, director and other important people will be shown via copy or visual image as well as things such as institutions and its book base (if it has been based upon one.) Moreover, this trailer will have more detail unlike the other trailers such as reviews and a rating. The main theatrical tells more about the narrative and builds upon characters,
Here is an example of a main theatrical:
The 'Hunger Games: Catching Fire' trailer uses many codes and conventions. The beginning uses a rating card to instantly show that it suitable for most audiences.
The sound uses stringed instrument during the first part to build up suspense and is accompanied by a narration from one of the characters. Throughout the trailer, iconography is used. Since the trailer is a sequel, most of the audience know that the mocking-jay symbol is associated with the 'Hunger Games'. There is also a whistle used at the end which is associated with the first film. 'Lionsgate' is clearly shown so that the audience knows who the institution is and the release date is shown clearly 'November 22nd'. Many more scenes are shown in this trailer in, whether they are in order or not. in comparison to the others and dialogue is often shown between characters. Katniss is developed as a character through close-ups and reaction shots and other characters are brought in throughout the trailer. Copy is used nearer the end, when the pace picks up, to split the scenes and keep the audience involved. It says 'the world' involving everybody,showing how big this film is.
Short theatrical trailer:
The Short theatrical trailer is the last to be released. It tends to be shown once the film has been released for quite a while so it just reminds the audience that thy can still see it. It briefly shows the narrative and may change the release date to 'out now' or 'in a cinema near you' as the film has already been released.
It may show awards and reviews but it will not cover all codes and conventions.
Here is an example:
This 'the Twilight Saga: Breaking Dawn Part 2' trailer could be used as a short theatrical or teaser trailer. It briefly mentions the release date and ends with the title. This trailer gives a quick overview of the narrative and focuses on the main character: Bella. It is a lot shorter than the main theatrical but much longer than the teaser, giving it a good length to show after the film has been released. The pace becomes fast quite quickly, gripping the audience within a minute. This is a successful short theatrical trailer.
The Short theatrical trailer is the last to be released. It tends to be shown once the film has been released for quite a while so it just reminds the audience that thy can still see it. It briefly shows the narrative and may change the release date to 'out now' or 'in a cinema near you' as the film has already been released.
It may show awards and reviews but it will not cover all codes and conventions.
Here is an example:
This 'the Twilight Saga: Breaking Dawn Part 2' trailer could be used as a short theatrical or teaser trailer. It briefly mentions the release date and ends with the title. This trailer gives a quick overview of the narrative and focuses on the main character: Bella. It is a lot shorter than the main theatrical but much longer than the teaser, giving it a good length to show after the film has been released. The pace becomes fast quite quickly, gripping the audience within a minute. This is a successful short theatrical trailer.
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