Research: General Trailer Research

Functions and Features of a trailer part 2

How does a trailer show that a film is worth going to see?
Whilst marketing campaign uses genre to gain our interest, it must also show us how this new film is different to others in the same genre: the USP. This is what separates one film title from another released around the same time or of a similar genre.

USP COULD BE
A genre which presents an usual mix – musical horror
Something distinct – innovative use of special effects
Star playing ‘against type’ – an actor known for action movie taking on a serious role.

What are the Features of a trailer?

• Trailers are NOT mini films. They are a genre in their own right and have their own sense of easily recognisable conventions
• Trailers are designed to capture out attention and hold it for a short space of time
  They create a mood or atmosphere and heighten out anticipation of what is to come within the film
• The style in which the information is conveyed is often fast – moving and requires out full attention.
• To watch a film at this pace would be impossible, we wouldn’t be able to cope with the input and would ‘switch off’. However, we enjoy the rollercoaster effect of a trailer and the mental challenge it presents.
  Sound is very important, particularly the music which can manipulate our emotions and create specific atmosphere
• The voiceover, a feature of advertising, is used to summarise aspects of the story and emphasises credits information where appropriate. Like every other element of the trailer the voiceover looks to promote the film by building our anticipation.
  

CONVENTIONS
They highlight the ‘best bits’ of the film – the very funny, sad ,action –packed, bizarre

• Showcase the stars in the film
• Some visual images barely stay on the screen long enough for us to recognise what we are seeing
• Conventions between characters often consist of one liners
• Dramatic camera angles – show events or character
• Action – combined with credits on screen
• Voiceover – used to tell the story and give credit information
• Music – Creating atmosphere
• Title – may not appear until the end
• Trailer builds to climax, where it ends

The purpose of a trailer
What is a marketing campaign and why is it needed?

• Film making can be very cost effective, with feature films needing healthy 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 in which it has in order for it to become a box – office hit.
  
• The marketing campaign plays an important role in informing potential audience about the film with the purpose of encouraging people to see the film in cinema.
  
• The distributors are keen for the film to be a success so they can create a marketing campaign that aims 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, but they cannot convey 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 stirs our emotion and gives us a “flavour” of the film that is impossible to gain through the still images alone.
  

When is the trailer produced?

• Most trailers are created and produced at the same time as 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 very short version of the trailer, know as a “teaser”, 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 release.
  
• Most films now have websites to accompany their release, these teaser trailers are often seen fist online.
  
• After this theatrical campaigns and television spots will start to appear to maintain and strengthen the initial “buzz”.
  

Global Releasing

• Where a film is being shown in a range of countries, it many have a range of release dates, in which case each version of the trailer will need to carry the correct information to ensure audience are aware of the release date.
• Any of the films we see in the U.K are from the US and the trailers have been created there, hence the use of American vocabulary and accent in the voiceover.
• However sometimes the trailer may be re-cut for different countries. With a different voiceover or even dubbed speech.
• In recent years changes in media technology have had a big impact on the way that film titles are released internationally. When films are released earlier in the USA for example then they are in Europe “pirated” versions of those films.
• This is due to individuals recording the film in the cinema then uploading it online - an illegal activity usually referred to a “film piracy”.
• As a result if this potential box – office profits are at risk, those involving in promoting a film need to carefully control the process of release. For this reason films are increasingly released on a “day and date” which means that the film is released around the world on exactly the same day in order to prevent the international trade of pirated copies.