RESEARCH: Film Trailer Conventions

Task 1: List the structural conventions you would expect to find in a film trailer.

1) Opening- This will traditionally set the scene so as to inform the viewer, for example, if it is in an inner-city area it is likely to be a thriller. Another reason the opening of a trailer is used for is to introduce the main characters probably with many quick shots of each of them. Comedy films may tend to open with a comedic scene to set the tone for the rest of the trailer.

2) Build-up- Following on from the opening the build-up will establish the characters into their roles in the movie. This will establish their relationships with other characters and from this build-up you can often tell the characters importance in relativity with the plot so you can generally tell if they are significantly involved in the storyline or not. From this the audience can identify the main protagonist/protagonists and the main villain/villains.

3) Problem- There is then a problem or problems also known as a disruption to the 'equilibrium' in the plot as suggested in Tzvetan Todorov's theory. This problem allows viewers to relate to the film as they gain from this problem an idea of what the film will be about and what problems the main protagonist or protagonist's will have to overcome.

4) Events- This then shows crucial scenes from the film to bring the trailer to a close. This can be big battle scenes or car chases to excite the audience as well as telling them what the film will involve and be about. The end scenes are generally designed to give the audience a better understanding of the film and give the trailer a structure. In some cases the end scene will involve a comedic scene to show the audience it is not too serious and maybe opening it up to a whole different audience.

Task 2: Exploring the Conventions in Pairs

American Reunion   

http://www.imdb.com/video/imdb/vi3984040217/

Universal Studios logo edited
to fit the theme

American Reunion is a comedy film and a sequel to a film franchise. The trailer begins slow paced at the beginning but then speeds up as soon as what the film is becomes clear. The non-diegetic music of an acoustic guitar playing at a high tempo with the tone being harsh then cuts in. This popular music attracts a new modern audience. The institutional logo of the film then comes up showing that Universal Studios produced it.  The logo is brightly coloured to fit in with the cheery theme of the film. There is a diegetic dialogue throughout as there are scenes from the film being shown and there is no voiceover. Foley effects used include drumbeats to enhance the footsteps as the characters are walking down the hall and laughter and screams which are also enhanced so that the sound is controlled. This could have been done to highlight the importance of these sounds.  At the beginning there is an establishing shot to set the scene then a medium close-up to introduce the main character. There are then a lot of quick, fast-paced shots where the camera is fading to black then back into focus again to show ellipsis in time so the trailer can be condensed as it can't be too long but so it still shows the important parts. There is then a transition cut to the Universal Studios logo and then another cut to a different establishing shot over which there is continuity editing with speech continuing from the establishing shot to the following scene. There are then a lot of fast paced clips of the film in a montage sequence during which the shot-reverse-shot technique is often used to portray dialogue between two individuals. This helps to establish relationships within the film as the audience can see the way in which characters are speaking to each other and from this can tell their relationship. There are a few tracking shots during the few longer scenes that occur to follow events that are occurring. Following these there is a fade to white to show another ellipsis in time. At the ending scene there is a comedic clip after the title has been shown which is a technique often used in comedy trailers to end the trailer in a comedic way. Due to it being a comedy film, the trailer involves most of the comedy moments in the film using both dialogue and actual clips. It also reveals romance in the film through showing intimate moments between characters like Jim and his wife holding hands to introduce the relationships between characters so that the audience can understand the characters relations to each other. This allows you to get a feel of the narrative and sub-genre of the film. The films name then comes up following the basic conventions. Finally, it ends with the website address and links to social networking sites to allow the audience to search up on the film and share it with their friends and allowing it to go viral. Also there is the release date to inform the audience when they can go to watch it.



Close intimate moment looking into each others eyes and holding hands
 to show close relationship and romance perhaps.

The Thing (2011) 
http://www.imdb.com/video/imdb/vi2985204761/ 

Logo edited to fit the 'Horror' theme

The Thing (2011) is a horror/sci-fi cross over and is a prelude to The Thing(1982). The trailer begins rather slow paced and reveals the institutional logo which is Universal studios. The logo is edited in a similar way to the way it is in American Reunion but contrasts in the way there is less colour to fit the 'Horror' theme. In American Union a non-diegetic voice over occurs at the start of the film, but it is using dialogue from the film to narrate the story. A non-diegetic voice over, in a harsh but calm tone, begins to explain what is happening almost in a narrative style and straight away explains the plot of the film about a creature being discovered. It then cuts to whom we assume is the main protagonist, due to the camera being focused on her more. A cut to the ice in Antarctica where many people are gathered, yet the camera is focused on the ice revealing a creature trapped inside of it. Due to it not being human, you assume that it is the antagonist of the film. The main characters begin to have fun and relax after finding the creature and begin to play the guitar, but the trailer cuts to the creatures ice block which has thawed out while the guitar becomes more high pitched and distorted making it more ominous. Then characters begin to be attacked and killed which is a typical convention of horror films, as well as showing lots of blood, panic and suspicion among them. The editing gets faster paced while the tempo of the music speeds up. Various taglines appear such as 'Universal Pictures' to tell the audience who was involved in making this film and then 'and the producers of Dawn of the Dead' appears which is a previously successful horror film so this will give this films trailer more credibility. The 'This October' tagline is there to inform the audience of when this film will be released. After this there is a sentence split up into three parts 'In a place where there was nothing' 'They found' 'Something'. This is done to further highlight that the film is about a creature being found but also the end of the word 'something' is 'Thing' and so the 'some' part fades out leaving the title as the word 'the' appears in its place. All these taglines are displayed during different parts of a montage of the film which gives the audience a feeling of wanting more which then ends with the film title coming up with the website address and information about the soundtrack which is a common convention in any film trailer. The reason for this is synergy which means all these different forms of media are bi-directional so things like the websites and soundtracks are making money through being known from the movie and some people who listen to the soundtrack or visit the website might be influenced to go and watch the movie. All these things bi-directionally affect each other.

Lots of blood to emphasize 'Horror' theme

Lord of the Rings: Return of the King
http://www.zuguide.com/#The-Lord-of-the-Rings-The-Return-of-the-King  

Dark colours on logo to suit films
serious theme

This begins with diegetic dialogue from Legolas used to explain something horrific about the antagonists in the film and how they’re becoming stronger. Suddenly fast paced editing creating a montage effect while a non-diegetic voice over occurs stating, “the end has come.” The New Line Cinema logo comes on the screen revealing the institution. The main characters are then all shown in different locations whilst cutting to each other revealing the different, intertwining plotlines such as a war and carrying ‘the ring’. Showing the plot is a common convention in films as it indicates and highlights what to expect in the film. Non-diegetic Orchestral music is played in the background which is common for adventure films as it makes everything more atmospheric. The antagonist is then revealed which happens a lot in film trailers. The release date is then shown as a tagline saying ‘The Journey Ends’ appears stating it is the final part of the film. The editing speed picks up once again acting as another little montage revealing a lot of action sequences which is typical of adventure and action related films. There are some non-diegetic use of dialogue as a form of narrative exposition voiceover which establishes and emphasizes the story/plotlines as well as the music which speeds up and hits a crescendo. The film’s title then appears on the screen against a black background which then gets replaced with the release date of the film and the website for it, which are typical conventions of film trailers.

Weapons to show there will be violence and fighting as
well as showing this is an action film.

Dark Knight
http://www.imdb.com/video/screenplay/vi2313552153/



Villain is presented. We know he is the villain as
his dialogue tells you he is trying to kill our main
antagonist.

A hero, villain and damsel in distress are all presented, which also links with Propp’s theory of characters. Strauss’ theory of binary opposition is also used with night and day, evil and good. Plot devices are presented to intrigue the audience and give narrative exposition such as the Joker. Slight humour is peppered throughout to provide variety.

Off screen voice of the joker is unsettling and provides a voice over like narration. Enigmas as to how Batman will fight back and overcome adversity. Other common conventions include institutional information, release date, website and the film title with ominous music at the end.

Institutional information is shown

Avatar

http://www.imdb.com/video/imdb/vi531039513/

This title is used to give familiarity and
credibility to the film

Lots of narrative exposition showing the Avatar race and tense music punctuates the fades and transitions to different scenes. Lots locations are used to show how big and epic the film is, also showing Todorov’s narrative theory with an equilibrium and then disruption also providing enigma.

‘The director of’ is also used to give familiarity and a reliability to the film, as big successful franchises such as Alien and Terminator are used, so the audience feel more insured the film will be worth watching. James Cameron is mentioned several times as he is the director and he is linked to other big, successful films such as Titanic which will give this film more credibility. Also big name actors are shown,  and at the end the title is shown along with a website address. 20^th Century Fox and the film maker are shown at the beginning, and the film rating information.

Several mentions of James Cameron

Pulp Fiction

http://www.imdb.com/video/screenplay/vi647011097/

Awards the film received are shown
to give the film credibility

Music from the soundtrack is used to lighten the mood of the trailer, and a voice over talks about the various awards the film has received, with words like loyalty and betrayal in red font on a black background signifying death, murder and blood. Using words like ‘loyalty’ and ‘betrayal’ to give an idea of the plot.

There is also some humour throughout, with frequent soundtrack changes to give variety, and the voiceover says the main cast showing it as ‘all-star’ with Uma Thurman, Samuel L Jackson and John Travolta and many more. The title of the film is shown at the end along with gun shots that we hear with flashes over the title. Institutional information is shown at the end, and the film is made to look ‘retro’.

Big, successful , 'marquee' actors Samuel L. Jackson and
John Travolta are shown to give the film more credibility

My Wife is a Gangster

Institutional information is shown at the start, going straight into an action scene with rock music to emphasise how intense the fight scene is with over the top style fighting. A voiceover is used with pink and blue text on a white background which is in juxtaposition to the brutality previously seen.

Equilibrium and disruption is also shown with the two getting married but the Wife becomes a gangster, as well as action, there is also humour shown as it doesn’t take itself too seriously, the woman being more manly than the husband etc. ‘Asian box office smash hit’ may convince western audiences to see it as it has been successful.

Once Upon a Time in America
http://www.imdb.com/video/screenplay/vi3130655001/

Romance being shown

Begins with a voiceover explaining the emotions the film brings out for the audience focusing on the story, showing romance, crime and drama. An orchestral soundtrack plays throughout showing different emotion and ambiguity, leaving it to the audience’s imagination as to what will happen. Propp’s character theory is shown with a hero, the prize (the woman he loves) and maybe a false hero to keep the audience guessing.

Robert De Niro is mentioned as a big name-star actor and then the stylized font is shown a long with the voiceover to reinforce it so the audience won’t forget. Then he says ‘rated R’ and institutional information is shown along with more actors and the director.

Institutional information is shown

Institutional information is common throughout and must be included legally with film ratings, directors, actors etc. which can also help sell the film and give reliability as well as familiarity to the audience as they may have seen their past films or follow their careers.

Todorov’s narrative theory is also shown; some trailers present more narrative than others, like Pulp fiction shows quite a bit of the story as does Avatar. But Once Upon a time in America shows barely anything, these can both be quite effective methods of reaching audiences and making them interested.

Trailers also show the main characters, adhering to Proppian character roles with a hero and villain, prize and helper, this can be seen in The Dark Knight where Batman is the hero, The Joker is the villain, Batmans ex girlfriend is the prize and Michael Caine is the helper.  However, some show less than others to present mystery and enigma.

All the trailers try to show variety with the scenes they choose e.g. humour, romance, drama and action, they also have a variety of shots, dialogue, sound effects and CGI etc.

Binary opposition tends to be shown in darker films like the Dark Knight with good and evil, or juxtapositions in other films like My Wife is a Gangster between action and seriousness with light hearted elements.

Trailers also like to show off the film with awards and nominations, as well as previous films and big franchises that the director has done, big name actors and studios, also text to show what the story explores and what emotions it brings out.

Enigmas help to give mystery and intrigue into the film which makes it interesting, and the fast paced cuts and epic music combine making most of the film trailers analyzed appealing.

While use of some common conventions is good, the structure of a trailer is sometimes very predictable, and some of the trailers could benefit from less action orientated scenes e.g. Once Upon a time in America uses less action orientated scenes but hints at them with the voiceover and a shot of a gun. In addition, most trailers use the best scenes in the film, so when it is seen in full, it is often not as good as expected. However this can be a good thing and it can be crucial in geting the audience hooked and interested in the film which is what the trailers job is to do.

Interactive trailers could engage audiences to find out more information and give more entertainment value. This could be done on Youtube through annotations and links that appear on the trailer at a certain time which perhaps takes you to other videos linking to that event. Or seen in Super 8 with a video game attached, and Fast Five which had trailers for each character as they appeared in the main trailer. Websites like IGN also analyze and break down trailers to show parts which the audience may not have seen, with clues to the films plot which are well hidden. Therefore attention to detail in trailers is key to get audiences excited.