RESEARCH: WHY IS A FILM TRAILER MADE?

I look at three trailers on the Teaching Trailers Resource supplied by the FDA Online in order to further my understanding of why trailers are made and how they signal the film's genre.

The trailers I viewed were:

The Mustang

I gathered from the trailer of The Mustang that the film was a drama. I was able to infer this from the mature themes shown - the main character is in prison who is given the opportunity to join a rehabilitation program that consists of taming a wild mustang. The film depicts a feel-good plot as the main character starts to form a connection with the horse and his daughter and the audience can see the heart-warming nature of the storyline. A sense of intrigue is also created as the plot is based on real-life events. 

Fast and Furious

The trailer of Fast and Furious includes extremely fast-pace editing and dynamic action shots that show the characters partaking in crazy stunts. These features infer the genre of action and adventure and would be suitable for an older audience. The genre is further enforced through the powerful non-diegetic music immersing the audience in what's happening on screen. The film is also part of a franchise so has an established loyal audience and has access to a high budget that allows them to produce a film with massive explosions, technology guns and fast cars. The film also has some comedic elements that feature between American Agent Hobbs ad British Mercenary Shaw which also appeals to another type of audience who like their films to be funny. The typical good vs evil theme appeals to younger audiences as it is a common convention of many dramatic action films.

Artemis Fowl

Artemis Fowl came across as a children's fantasy film because the central character was a confident assertive child who sets off on a daring adventure to discover dark truths and who seemed to swagger his way through the scene. The quest theme is a typical narrative trope in action adventure films, this one embroidered by fantasy and magic. Trailers like this appeal to both genders but mainly children as they can relate more to the main character. As the film comes from Disney, it is highly trusted by families and parents know it will be a suitable watch for their children. 

RESEARCH: WHAT IS A TRAILER?

I have started further research on trailers, using the FDA Teaching Trailers online course. 

I watched the trailer for Booksmart before considering the following questions about trailers in general: 

During my study of the film industry last year, I learnt about how both Hollywood majors and UK independent films created different marketing campaigns to reach and engage their audiences. A film marketing campaign may cover many different ways in which the film's message is presented to potential audiences. 

The major elements of a film marketing campaign are: the trailer and teaser trailer; social media and viral marketing; film poster and the film website. The marketing for Black Panther was very successful and utilised the prestige and status that Disney and the MCU hold and were able to engage the loyal audiences as well as new ones. The film website acted as a convergent hub and used convergent links to showcase the social media, merchandising, trailers, posters and other insights into the film. It was released during Black History Month and Fashion Week: Welcome to Wakanda to emphasise the positive ethnic representation of African Americans in the film. 

To see different elements of the campaign, one would go to: the film website (where they have access to convergent links); cinemas (trailers) or TV (chat shows); blog posts by influences/fans; newspaper reports and magazine articles; P+A (posters)

The trailer for Black Panther was available on YouTube and on the website. Social media was used to announce events such as the Wakanda Fashion Show which was effective as such platforms are able to reach audiences globally. Anticipation for the film's release started 2 years prior to the release with interviews on radio, tv and YouTube. 

When deciding whether to go an watch a film, I am heavily influenced by the trailer. If the trailer engages me either through genre indication or star talent, it is likely I will watch the film. I will also look at reviews of the film to see what people enjoyed but also didn't enjoy about the film as I am influenced by word of mouth. 

RESEARCH: WHO ARE TRAILERS AIMED AT?

 Trailers are generally aimed at the same audience as the films they publicise. Different types of people like different genres of films and whilst everyone has their own unique taste, there are certain features that will have wide appeal to specific groups of people. 

I analysed three trailers and attempted to match the potential target audience to the categories below: 

The three trailers I watched were: Vita and Virginia, Frozen 2 and Apollo 11. 

My Conclusions

Vita and Virginia is suited to: Ages 25+, and probably more appealing to women. The film is a literacy adaptation and so literary, educated audiences would definitely be attracted to it and as the storyline involves literacy circles such as the Bloomsbury group. Additionally, it is set in the 1920s and so those who have an interest in period drama would enjoy the period costumes and set. The plot involves the history of women's liberation, meaning that it also might be of interest to women who are independent and social aware. Equally, Virginia's association to the Bloomsbury Group may interest lovers of social history, literature and art. National Trust and nature lovers are also targeted due to the beautiful gardens in which the film is located.  

Frozen 2 is suited to: Families and children under 13 which is the traditional target audience for Disney films. The film is animated to a high standard and so would engage adults who watch the film with their children. The main character also appeals to young female audiences who will aspire to be like Elsa - strong, courageous and independent. The appeal to children further comes from the dramatic music and visuals with hints of magic as well as the comedic element that we get from Olaf. 

Apollo 11 is suited to: A wide target audience of adults and teenagers and perhaps skew slightly more towards men. The trailer includes lots of action and adventure through dramatic visual and audio codes, enticing audiences who enjoy thriller genre-films and even space. The strong documentary style would appeal to those who enjoy modern history and NASA. The footage used is archival footage which builds to the excitement of the film and a sense of national pride. I recently watched the trailer for Gravity which also revolves around space travel but who suit another type of audience who enjoy tense, thrilling drama and action.

RESEARCH: HOW TRAILERS HELP FILL CINEMAS

The FDA Resources 'Teaching Trailers' taught me that marketing campaigns may use a film's genre to gain out interest, playing on elements that are familiar to audiences who love that genre. But at the same time, it must demonstrate to audience how the film is different to others and provides them with a new original experience. This is known as the Unique Selling Point (USP) and explains how trailers help fill cinemas. Common USPs are a popular A List actor, innovative use of special effect or an unusual mix of genres. 

I watched three trailers - The Lion King, Late Night and Spies in Disguise. 

1. The Lion King

The USPs of this film are its high quality animation which is attained through the use of computer generated imagery (CGI) and allows for the animals to look really realistic. The film is also a live action remake of the 1994 original and so attracts many of the audiences that watched and loved the film back then but is also providing them with a new kind of experience too. 

2. Late Night

Late Night's USP is the star talent of Emma Thompson and Mindy Kaling who both have big fanbases. Equally, the storyline promotes and supports female empowerment and feminism making it different to quite a lot of films and allow it to stand out in the marketplace. 

3. Spies in Disguise

The USP of this film is thee A-List actors who are used for the voice overs of the main characters - Will Smith and Tom Holland. Will Smith attracts an older demographic as he is best known for his sitcom Fresh Prince of Belair which came out in 1990. On the other hand, Tom Holland is much more well-known by younger generations through recognition from the MCU. Furthermore, the film's main character is a man of colour which is not that common, giving the film a unique angle and promoting ethnic representation. 

RESEARCH: WHEN ARE TRAILERS SHOWN?

Most trailers are produced at the same time that the film is being edited. The timing of a trailer campaign 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 before it even comes out. 

Trailers are never released at a random date, the producers have always thought about what time is best to introduce audiences to the film. For example, horror films are likely to be released during Halloween season as it intensifies the buzz that the film creates and family films are likely to be released during summer as school is out and families are together. As a class, we watched and discussed the main talking points about trailers from Toy Story 4, Yesterday and The Brink. 

Toy Story 4

Toy Story 4 is a sequel produced and distributed by Walt Disney and Pixar. The main talking point of the trailer is the fact that it is a sequel and so audiences will feel a certain nostalgia seeing characters they've seen before. Throughout the trailer, intertitles come up with text saying 'old friends' which helps to reinforce the characters that the audience will get to see again. Equally, the song 'You've Got a Friend' is heard at the beginning which is iconic to the film's previous movies and so will attract the loyal audience members who are fans of the other Toy Story films. 

Secondly, the trailer successfully creates the feel-good sentiment that Disney is renowned for. This is achieved through the music 'God Only Knows' by the Beach Boys which evokes happiness for the parents watching as well as the 'school's out for summer!' vibe. It creates a sense of idealised happiness of childhood and convinces audiences that this is a family film that will provide audiences with happy memories of coming to see the film, promoting togetherness. The film also expresses good morals throughout the trailer through characters such as Little Bo Peep who is presented as a confident and independent woman who would inspire younger girls watching the film. 

The visuals of the trailer show funfairs and warm weather with blue skies and so it would be smart to release the film during summer as not only does it fit with the ambiance of the film but practically speaking, in the UK, kids break up for summer holidays at this time and so the producers would be making the most of the fact that cinemas would be full of families and kids. 

Yesterday

The main talking point of Yesterday's film trailer is the link to The Beatles and the fact that it takes a 'new spin' on the well-known and loved band. This instantly creates a strong audience attraction as both young and older demographics enjoy their music but are also getting a new, modern-take and unheard-of experience. The music that is included throughout the trailer generates nostalgia for audiences who have grown-up listening to it. The unrealistic element of 'magic' included in the trailer helps to create a narrative and sense of intrigue that tempts the audience towards the film. 

The film would likely be released during summer as many of the shots show blue skies and the sea, reminding the audience of the holidays and generating excitement towards to film. Furthermore, the trailer has a strong 'summer feel' because of the representation towards festivals, music concerts and live music and anyone who has been to a festival themselves will relate to the buzz that is created.

A-List actors within the film also create an appeal towards 'Yesterday'. Lily James is a big star talent of the film and will attract mass revenue as well as the guest appearances of Ed Sheeran and James Corden, helping to increase the production value of the film. 

The Brink

The main talking points about this trailer is that it follows real-life events and includes real politicians such as Nigel Farrage and carries a documentary feel whilst giving the audience a POV that they have never experienced - almost a behind-the-scenes. This stance allows audiences to feel like they have an understanding of what goes on behind doors away from the public and this intrigue makes them have a strong urge to watch the film. 

This film would attract audiences who have a knowledge of politics, especially right-wing audiences as many of the policies discussed in the trailer follow the beliefs of that leaning. Despite this, the film still manages to attract left-leaning audiences as they feel as if they are getting an insight into the secrets of those opposing politicians. The film would need to be released during if not, shortly after the life events took place in order to attain a invested audience whilst the plot was still relevant. 

The film chooses to use a 'fly on the wall' perspective where the audience sit and absorb the events being shown. This type of cinematography does not lead to searching questions or create a climax and so I read film critics from The Guardian and The Observer which helped frame my understanding of this film. The Brink positions Bannen in a completely different way than in the film Frost/Nixon (another political/documentary film). Frost/Nixon presents the politicians in a negative way whilst Bannen shows the events how they happened in real life which gives the audience room to form their own opinions rather than be influenced. 

 https://www.asa.org.uk/rulings/prettylittlething-dot-com-ltd-A19-1035979.html

RESEARCH: WHERE ARE TRAILERS SHOWN?

Trailers are shown at the cinema, on TV and online with poster campaigns and radio campaigns also giving wide coverage for new film releases. Films often have dedicated film websites where the trailer can be viewed, and are suitable for viewers of any age as footage is cut to make sure there are no harsh mature themes. However, trailers that are shown in cinemas often match to the classification of the film being screened. 

After discussion, I came to the conclusion that...

• When people watch live TV, it is unlikely that they will watch the adverts shown between shows. This is because they have no interest in anything other than the show they sat down to watch. The adverts are often used as a 'break' to either get a snack, talk to people around you or simply zone out. 
• Even though the number of people that watch TV is considerably larger than those who go to the cinema, it is actually a more successful place to screen trailers. People are more likely to engage with trailers at the cinema because they can be viewed on the big screen and with surround sound. This being said, many people do in fact turn up late to the cinema because they know there will be at least 15 mins of trailers that they want to miss. 
• Trailer on DVDs have disadvantages as DVDs are viewed as quite outdated as we now have access to instant availability through platforms like Netflix.  Equally, you can fast-forward to the beginning of the film, missing out all the trailers before the movie.

I watched a video where Dan Skinner explains how the style of a trailer is affected by a number of factors including where it will be seen, who by and for how long. 

1. Teaser Trailer

This is a shorter and more succinct version of the main trailer. It's main aim is to give you a glimpse into what to expect from this film such as genre. It lacks in providing the audience with the plot and story of the film and instead focuses on making a positive first impression without revealing too much about the film. 

2. Main Trailer

These tend to last 2-3 minutes and follow a 3-act structure. They are far more detailed and give a deeper sense of the film, focusing on plot and storytelling. Throughout the structure, the trailer will set tone and storyline for the film - revealing problems the characters will face. In the final 'act', the trailer intends to excite the audience by showcasing star talent and director power. This is usually achieved by a montage where the editing creates fast-pace cuts as well as cast runs which is where an actor will be named followed by shots of them in the film. 

The Main Trailer is the most significant piece of media marketing as it will be shown online, in theatres and cinemas and on all social media platforms. 

3. TV Spots

TV Spots are condensed trailers and often are aimed at people who have previous knowledge of the film and main trailer. The main aim of these is to leave an impression on the audience which is a struggle as the duration of these clips is limited to 30 seconds, 20 seconds or even sometimes 10 seconds. Therefore, they have to choose the most exciting and impactful shots and lines. By the time the TV Spot comes out, the film has been reviewed and so sometimes the clips will contain positive reviews to encourage more people to watch it. 

4. Using Graphics

There are two types of Graphics - Copy and Pedigree. 

Copy (as in Copywriting) is the writing that features in a trailer which can be used to guide you through the story and point you towards certain aspects that the film makers want you to see and absorb. 

Pedigree can come from the studio such as a company logo, equally it could be about the director of the film as well as the cast and or writers. This allows audiences to be interested in the film as they can see it has either come from somewhere they like or the actors are ones they enjoy watching. 

5. Trailers in the Digital Age

Producers have to be aware that the trailers in the Digital Age are going to be viewed on many different types of devices and they have to make sure the trailer is tailored to fit each varying device in terms of visual shots and sound quality. For example, if the trailer plays in a cinema, producers are working with a wide and large canvas and surround sound. Therefore, they must make sure that the quality of the visual picture is high and they would use immersive sound (if a spaceship goes over your head in the trailer, the sound will move from the back speakers to the front ones). 

Furthermore, trailers that will be viewed on a smaller device such as phones need to be visually and audibly altered to fit the device properties for example, smaller bits of 'snackable content' which would appear online on platforms like Instagram. 

Additionally, the digital age means that trailers are analysed frame by frame by fans when looking for theories. This means that producers have to be aware of this and make sure that they are careful in not revealing too much.