Learning objectives: To list the conventions of film trailers and analyse the key conventions of film
trailers.
Key words: Characters, tagline, graphics, enigmas, audio codes, technical codes, editing.
It is important when a new film is launched that the audience are aware of it.
Film distribution companies that sell the film are in competition and their aim is to secure the best audience for their new film.
Audiences can be targeted in several different ways.
Through trailers on the Internet, television and in cinemas.
Trailers for new films generally begin to appear about six weeks before the film is released.
producers want to draw the audience's attention to the film and to raise expectations.
If the film has a cast of recognisable stars then the trailer will focus on them, if not then the focus will be on narrative.
A trailer will contain enigmas to make the audience want to watch and find out what is going to happen
Voice overs give the audience an outline of the narrative.
Music can add to the overall effect.
Even sequels will have trailers to remind the audience what to expect.
Task 1:
Watch this film trailer and state how it attracts audiences to watch the film.
Orange books. Consider narrative, iconography, representation, codes.
Film trailers are an important way to market a film to audiences.
The aim of a film trailer is to give enough information, but not too much so that the audience want to go to see the film.
Conventions of film trailers - an audience expects to see certain elements in a film trailer. These include:
The name of the film.
This is obviously so the film can be recognised later on.
The name may give a clue to the genre. Certain audiences are attracted to certain genres.
The Vampire Diaries for example.
If the film is a sequel then the name usually links to the original film.
Twilight: Breaking Dawn.
The main characters.
The characters and an extract showing their role in the film is a typical convention of the trailer.
If they are played by high profile stars then the name may go alongside a shot of the character on the screen.
The tagline.
This will give the audience a clue to the genre and sometimes the narrative of the film.
Task 2:
Can you name the films that go with these tag lines?
Orange books. Research.
On screen graphics.
Words appear on the screen during the trailer. These may be the names of the characters, stars or the tagline.
the font style will also help to tell the audience what sort of film it is.
Task 3:
What does the font style of these film titles tell us about the genre of the film itself.
Orange books. Film font styles.
Enigmas.
The purpose of a trailer is to make the audience want to go and see the film. The trailer will be put together to show some of the best bits of the film but leaves out bits of information so the audience will have to go to see the film to find out what happens.
Task 4:
How has the following trailer used enigmas that keep the audience hooked?
Audio codes.
The film trailer will include music, for example a theme tune that is used in all marketing for the film.
It may be recognisable song. There may also be music that gives a clue to the action, for example sinister music to show an evil character on screen. This is called a sound motif.
The trailer may also include sound effects that link to the genre. Howling wolves for example for the vampire/horror genre.
A voice over is usually used to explain some of the storyline to the audience. This tells the audience what to expect from the film.
Task 5:
Can you recognise the following sound motifs and the genre of film they suggest? State why the music suggests the genre. Orange books.
Technical codes.
Trailers use arrange of camera shots and angles to hold the interest of the audience. The shots will be edited together to show the audience the storyline and to make the trailer more interesting.
The pace of the trailer will link to the genre; an action film will be fast and dramatic, a suspense thriller may be slower and more thoughtful.
Editing.
The aim of the trailer is to catch the attention of the audience. In a trailer, scenes from the film are chosen in order to introduce the narrative and the characters. These are put together to create an effect and are often accompanied by music, sound effects or a voice over to help the edited scenes make sense to the audience. It is sometimes the case that a good trailer that is edited well can make the film seem more interesting than it actually is.
Learning Outcome:
You will investigate how audience lifestyles influence the films they watch and how film trailers compete for a particular audience.
Key words: Demographic, psychographic.
Product
A film needs to be clearly identifiable in its marketing — genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of content
Placing
A film has to have the right release date — Christmas for a Christmas movie etc. Its release date will also depend on what else is being released at the same time - films have to fight it out for cinema screens. It would be pointless releasing any big action adventure movie the same weekend as another one simply because cinema goers would choose between it and the competition, thus halving the box office takings. It makes more sense to put a romantic comedy in that release slot, to mop up the movie-goers who are not interested in big screen action
Promotion
Promotion for films takes many forms:
Print advertising (posters + ads in newspapers & magazines)
Trailers (screened at cinemas + on TV/radio)
Internet sites (including Facebook 'fan' pages)
Viral Videos
Merchandising — the list is endless books, t-shirts, food, soundtrack CDs, computer games, toys, cars, mobile phones, anything that can be associated with the brand of the movie
Publicity
The publicity department of a studio can use the talent (actors, director, screenwriter) attached to a movie (they have contractual obligations to do what the studio asks) and will try to gain maximum benefit from the following:
Key words: Characters, tagline, graphics, enigmas, audio codes, technical codes, editing.
It is important when a new film is launched that the audience are aware of it.
Film distribution companies that sell the film are in competition and their aim is to secure the best audience for their new film.
Audiences can be targeted in several different ways.
- Through articles and reviews in magazines and newspapers.
- Through interviews with the stars of the film in the press, talk shows, radio, magazines.
- Through adverts on billboards and in magazines.
- Through teaser posters.
- Through cinema listings.
Through trailers on the Internet, television and in cinemas.
Trailers for new films generally begin to appear about six weeks before the film is released.
producers want to draw the audience's attention to the film and to raise expectations.
If the film has a cast of recognisable stars then the trailer will focus on them, if not then the focus will be on narrative.
A trailer will contain enigmas to make the audience want to watch and find out what is going to happen
Voice overs give the audience an outline of the narrative.
Music can add to the overall effect.
Even sequels will have trailers to remind the audience what to expect.
Task 1:
Watch this film trailer and state how it attracts audiences to watch the film.
Orange books. Consider narrative, iconography, representation, codes.
Film trailers are an important way to market a film to audiences.
The aim of a film trailer is to give enough information, but not too much so that the audience want to go to see the film.
Conventions of film trailers - an audience expects to see certain elements in a film trailer. These include:
The name of the film.
This is obviously so the film can be recognised later on.
The name may give a clue to the genre. Certain audiences are attracted to certain genres.
The Vampire Diaries for example.
If the film is a sequel then the name usually links to the original film.
Twilight: Breaking Dawn.
The main characters.
The characters and an extract showing their role in the film is a typical convention of the trailer.
If they are played by high profile stars then the name may go alongside a shot of the character on the screen.
The tagline.
This will give the audience a clue to the genre and sometimes the narrative of the film.
Task 2:
Can you name the films that go with these tag lines?
Orange books. Research.
- In space no one can hear you scream.
- Who ya gonna call?
- Just when you thought it was safe to go back in the water.
- Fear can hold you prisoner. Hope can set you free.
- One ring to rule them all.
On screen graphics.
Words appear on the screen during the trailer. These may be the names of the characters, stars or the tagline.
the font style will also help to tell the audience what sort of film it is.
Task 3:
What does the font style of these film titles tell us about the genre of the film itself.
Orange books. Film font styles.
Enigmas.
The purpose of a trailer is to make the audience want to go and see the film. The trailer will be put together to show some of the best bits of the film but leaves out bits of information so the audience will have to go to see the film to find out what happens.
Task 4:
How has the following trailer used enigmas that keep the audience hooked?
Audio codes.
The film trailer will include music, for example a theme tune that is used in all marketing for the film.
It may be recognisable song. There may also be music that gives a clue to the action, for example sinister music to show an evil character on screen. This is called a sound motif.
The trailer may also include sound effects that link to the genre. Howling wolves for example for the vampire/horror genre.
A voice over is usually used to explain some of the storyline to the audience. This tells the audience what to expect from the film.
Task 5:
Can you recognise the following sound motifs and the genre of film they suggest? State why the music suggests the genre. Orange books.
Technical codes.
Trailers use arrange of camera shots and angles to hold the interest of the audience. The shots will be edited together to show the audience the storyline and to make the trailer more interesting.
The pace of the trailer will link to the genre; an action film will be fast and dramatic, a suspense thriller may be slower and more thoughtful.
Editing.
The aim of the trailer is to catch the attention of the audience. In a trailer, scenes from the film are chosen in order to introduce the narrative and the characters. These are put together to create an effect and are often accompanied by music, sound effects or a voice over to help the edited scenes make sense to the audience. It is sometimes the case that a good trailer that is edited well can make the film seem more interesting than it actually is.
Learning Outcome:
You will investigate how audience lifestyles influence the films they watch and how film trailers compete for a particular audience.
Key words: Demographic, psychographic.
Product
A film needs to be clearly identifiable in its marketing — genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of content
Placing
A film has to have the right release date — Christmas for a Christmas movie etc. Its release date will also depend on what else is being released at the same time - films have to fight it out for cinema screens. It would be pointless releasing any big action adventure movie the same weekend as another one simply because cinema goers would choose between it and the competition, thus halving the box office takings. It makes more sense to put a romantic comedy in that release slot, to mop up the movie-goers who are not interested in big screen action
Promotion
Promotion for films takes many forms:
Print advertising (posters + ads in newspapers & magazines)
Trailers (screened at cinemas + on TV/radio)
Internet sites (including Facebook 'fan' pages)
Viral Videos
Merchandising — the list is endless books, t-shirts, food, soundtrack CDs, computer games, toys, cars, mobile phones, anything that can be associated with the brand of the movie
Publicity
The publicity department of a studio can use the talent (actors, director, screenwriter) attached to a movie (they have contractual obligations to do what the studio asks) and will try to gain maximum benefit from the following:
- Star Interviews — in print, online and broadcast media
- 'Making Of' documentaries, set reports and viral videos add to the hype
- Gala Premieres — who's wearing what frock
- Reviews and profiles —Empire front cover anyone?
- News stories - who did what on set and what records has this movie broken
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