Produce a promotion package for a new film, to include a teaser trailer together with 2 of the 3:
- A website homepage for the film
- A film magazine front cover, featuring the film
- A poster for the film
The genre of my film is Science Fiction, so my search will be refined to films of this type. Subcategories for this include Superhero (e.g. Spiderman & The Hulk), Post-apocalyptic (Terminator, The Matrix) and Space Opera (Star Wars & Serenity). I will view trailers from each of these categories and note my observations. Some of the techniques noted will be accompanied by 'screenshots'; shown below the observation. Obviously this will not be possible in relation to sound; which will be described as best as possible. For further reference a link to the URL of the trailer is posted beside each trailer title.
Iron Man (2008) http://movies.yahoo.com/movie/1808411893/trailer
- Duration 2:25
- Uses non-diegetic audio clips from popular music tracks (namely Iron Man by Black Sabbath, Cochise by Audioslave and Back in Black by AC/DC). Familiarises audience by using well-known songs; breaks down consumer resistance. Strong drum beats in all songs help keep viewer attention.
- Includes the logos of the production companies (Paramount Pictures and Marvel) to give audience 'trust' in well known brand names.
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- Frequent use of shadows at beginning of trailer creates enigma, and by doing this arouses viewer interest.
- Dissonant sounds of explosions, collisions, gunshots etc used throughout to excite viewers and keep their attention.
- Comedy used to break down viewer resistance.
- Bursts of text that dominate the screen for a few seconds ('This Summer' 'Heroes Aren't Born'...'They're Built')
- Non-diegetic speech of characters mixed with diegetic dialogue. Helps maintain continuity throughout trailer whilst giving plot narrative.
- Film name, release date and website address shown at end of trailer; gives audience further information about film and makes them more likely to watch it.
- Stark's (female) secretary portrayed as jovial and inappropriately cheerful; "Tears of Joy. I hate job hunting." Tony Stark asserts his authority over her by retorting with "You're vacation's over."
- Stark displays a sexist attitute towards women in the military that is likely calculated to reflect popular male ideas; "Good god, you're a woman!". This surprised is accepted by the other members of the military convoy as they react to this with laughter.
- Phallic symbols shown; of missiles and guns. Appeals to male audience.
- Sunglasses create enigma and add 'cool factor'.
- Expensive cars, shining gold titling, luxurious houses and advanced technology (such as 'see through' monitors and artificially intelligent computer system) create an impression of wealth, which marks the protagonist out as an influential individual and thereby impresses the viewer. Shot of protagonist standing at press conference (on raised platform, watched by attentive journalists) continues this.
- Shot of Stark at casino rolling dice reinforces the theme of wealth, and also adds element of risk and excitement.
- Woman kissing Stark creates theme of romance; which will appeal to women. Also appeals to male gaze, as this connotes sexual activity.
- The cut-shots of text are red and yellow; red connoting passion and intense emotion (which is intended to excite and interest a viewer) and gold is emblematic of wealth and power (which will appeal to a viewer's acquisitive or aspirational nature, and also to females)
- Stark appearing with arms outstretched to the side put him in a messianic light; confirming his position as a 'hero'.
Although there are 6 Star Wars films I chose the most recent because I am promoting a new film, so feel that contemporary sources are best suited for research. However its use is somewhat limited, in the respect that this film is the 6th made in a series, and the brief mentions a 'new film'.
- Duration 2:21
- Production company logos used at beginning of trailer (20th Century Fox and Lucasfilm Ltd) give viewers 'brand confidence' in knowing that the advertised film is made in collaboration with well established and respected organisations.
- Opens with establishing shots containing strange planets and unusual architecture; with space ships flying in the vicinity. This creates viewer intrigue and establishes Science-Fiction genre.
- Shadows used throughout trailer, creates enigma (intrigue) which captures viewer interest. Hooded faces and faces concealed by masks/helments reinforce intrigue.
- Non-diegetic orchestral music, typical of the Star Wars franchise. Helps attract fans of previous films, and the fast-paced rhythm creates excitement that holds viewer attention.
- Space ships and lightsabers used to create nostalgia of Star Wars films, and attract fans of previous editions.
- Disequilibrium created; "We are at war, Anakin" "Obi-Wan and the council don't trust me" creates viewer interest.
- Strong drum beat grabs viewer attention, and creates continuity throughout the fast-paced sequence of action shots.
- Dissonant sounds used towards end of trailer (explosions, gunfire, sword clashes, screaming, lightning) to maintain viewer interest, which may begin to diminish as the trailer progresses.
- Well known characters (Yoda, C3PO, R2D2, Stormtroopers) provide more nostalgia of the Star Wars franchise.
- Iconic 'Darth Vader Breathing' which is instantly recognisable to Star Wars fans, and also to many viewers who may not have seen Star Wars.
- 'Star Wars Episode III- Revenge of the Sith' title featured, to reinforce brand identity of the film.
- List of actors, directors and collaborators (many of which are big names in the movie industry) attracts interest in famous personalities.
- Lightsabers are phallic symbols; impress male viewers. Bright colours attract attention.
- "I don't think the boy can handle it; I don't trust him" creates doubt, therefore enhancing disequilibrium.
- Questions such as "who could have done this?" create enigma.
- Explosions, death and destruction shown between shots of Anakin; mark him out as a dangerous individual. Shows a change in character role from protagonist to antagonist.
- Sound of 'TIE fighter' over production company logo creates instant sense of nostalgia; appealing to fans of previous Star Wars films.
- Padme Amidala shown wearing revealing clothes but given no diaogue or significant action. She listens attentively to what her husband is saying. Shot of her crying shows stereotypical female emotional weakness. This demonstrates a conformity with a societal 'sexual hierarchy' in which the male gender is dominant. This will appeal to traditionalist aspects of a viewer's mind (both male and female). Female presence also attracts female viewership.
The Matrix (1999) http://www.youtube.com/watch?v=UM5yepZ21pI
- Duration 2:26
- Production company logos; subverted with 'shifting cloud' cloured in dark blue, to grab attention before the trailer has even begun. Sound effect of fast footsteps creates tension.
- Woman dressed in black running. Running is action to grab attention, woman in black leather bodysuit holds male gaze, and also appeals to women. Black 'flicker' focuses attention on visible action.
- Morpheus character in dark glasses creates enigma.
- Running jump over street establishes science-fiction element, and attracts interest. Appeals to women as active female plays a key part.
- Fuild mirror, mutating mouth, metallic skin, character standing in mid air, man punching through concrete, discoloured skyline, slow motion bullet dodging, robotic creature all arouse curiosity, and further strenghten science-fiction links.
- Unanswered questions "What is happening to me?" "What is the matrix?" "What truth?"
- Fast-paced shot switching in the middle of the trailer grabs viewer attention. Useful for delivering lots of information at once.
- Slides of glowing text on black background; subversion of reverse-out white on black. Creates more enigma.
- Information about film release date and website.
- Web address creates enigma "whatisthematrix.com"
- Starring actor names
- "No-one can be told what the matrix is...you have to see it for yourself" strengthens viewer desire to watch the film.
- Neo & Trinity talking in nightclub are intimately close to one another. This has romantic (and also sexual) connotations to appeal both to men and women. The male gaze will also be alerted to Trinity's black leather bodysuit.
- At beginning of trailer the protagonist Neo appears confused, disoriented and completely unaware of the situation. However, after the line "So, you're here to save the world" Neo appears much more active, self-assured and adventurous. This shows the audience that during the film a tranformation will take place, and the status quo will change; adding to the enigma.
- Non-diegetic 'opera style' vocals used as a backing track, to to make the viewer see the unfolding events as dramatic and important.
- Phallic symbols of guns used to appeal to male viewers.
Advent Children is a CGI anime film, set as a sequel to the video game Final Fantasy 7. The film was made in Japan, but has well-synchronised english dubbing. Although the film is based on a video game and therefore not quintessentially 'new', the trailer does contain several attractive science fiction elements; such as unorthodox character costumes, futuristic weaponry, and 'superhuman' powers, which all have strong connotations with the aforementioned genre.
- Duration 2:20
- Opening music track is adapted from video game; creates nostalgic interest.
- Establishing shot of man holding girl; sets scene, establishes romantic theme which appeals to female viewers. Glowing white trees create intrigue and establish science fiction theme. Beam of light focuses attention on protagonist. Character is facing away from the audience, which creates enigma.
- Ruined buildings are often shown in background to action, which enhances post-apocalyptic theme. It can also be argued that this serves to enhance the destructive power of the human race; and as the main protagonist and antagonists are represented as being dominant over all other characters shown, this power is transferred to these individuals; further marking them out as prominent figures. Ruined cityscape contains 'Midgar Cannon'; a distinctive and memorable location from the game.
- Camera pans and tracks reveal information slowly, which is intended to cause the viewer to become impatient and attentive to the details being shown.
- Voiceover functions as primary narrative element; gives context to the scenes it overlaps.
- Halfway through trailer music track changes abruptly; peaceful, slow music changes to fast-paced, orchestral and choral song, which dramatises the events shown whilst it is playing. Name of main antagonist 'Sephiroth' is chanted by the choir, whilst explosions, violence, destruction and vicious creatures are shown. This serves the purpose of further vilifying the antagonist, and creating a sense of fear in the viewer.
- Bright lights, fast-paced action sequences with short bursts of fast scene changes, 'camera shake', fast pans excite viewer, and overload the senses. This breaks down consumer resistance to what is effectively an advertisement for the film.
- Established characters from the video game shown to invoke a nostalgic mood amongst fans.
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- "Is for the children?... For a memory?...Or...For Himself?" creates enigma by causing a viewer to question the motivations of the protagonist. Pattern of 3 makes this more memorable to a viewer.
- Woman attacking man in physical combat. Subverts stereotype of passive female and by doing this grabs attention. Her costume consists of a skirt and tight-fitting top, which serves to grab the male gaze and also to uphold the contention that females make themselves look physically attractive, therefore matching the values of most viewers. Also, because some male characters have long hair this helps to distinguish them as being of a separate gender. "The planet weaves a cruel fate for men" shows how the trailer is attempting to appeal primarily to the male gender by echoing their traditional values.
- Male narrator conforms to gender dominance values held by viewers, and would therefore establish a more authoritative and trustworthy 'voice'.
- Main protagonist and antagonists given phallic symbols (guns, motorbikes, swords) to show their dominance and power.
- Children shown to be vulnerable; ill in bed, being carried away from danger, sitting or lying; 'passive', high angle shots
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- Lead antagonist is surrounded by flames, making him appear dangerous and destructive.
- Film name shown at end of trailer, and "Final Fantasy 7..Advent Children" narrated continues the recurring theme of nostalgia for the video game.
- No diegetic dialogue or sound effects are heard at all, at any point in the trailer. This focuses the viewer's hearing on the music and narration.
Below are noted some emerging patterns I have noticed from my observations of the above film trailers.
- All trailers are approximately 2:30 in length. This is so that a viewer can be given enough information about the plot, setting and characters without becoming bored.
- Romantic links between men and women. These are made so that female viewers are appealed to. It also alerts men to possibilities of sexual interaction between characters. This also reflects a conservative outlook towards interpersonal relationships; as no homosexual couples or relationships are shown (in either the trailers or the films). Science-Fiction as a genre already deals with abstract concepts; be it dystopian societies, advances in technology/ biological disasters, adding another dimension of intrigue would perhaps alienate some viewers.
- Fast changes from shot-to-shot, to keep audience attention and overload the senses; in order to break down consumer resistance.
- Non-diegetic sound; such as narration (to give a plot overview) or music (to build tension or create mood).
- Production company logos (to create viewer trust in 'brand identity of respective film company), and web addresses (to create further consumer/producer contact, with which the potential consumer can be further persuaded to view the film) used.
- Protagonist is always a main feature of the trailer, and the audience is intended to develop a relationship with this main character.
- The 'status quo' is established and almost immediately changed; creating a sense of disequilibrium, or the hope that equilibrium may be restored to the characters' lives.
- Antagonists are shown, to enhance the sense of danger, disequilibrium, and challenges the protagonist must face as they seek to accomplish their task (said task or goal is not mentioned in detail in any of these trailers).
- Questions are posed, and not always answered; this enhances the mystery and enigma of the trailer, in order to generate interest from the viewer.
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