Trailer research - Horror

After reviewing the nominated trailers for the horror category in the Golden Trailer Awards, I could tell that the Mama trailer was the winner. Although there were other similarly effective film trailers such as The Last Exorcism Part II and The Possession, I believe that the Mama trailer was the most effective in its purpose of appealing to the audience and making the film look interesting/scary.

With the way that the trailer is structured, we get a rough idea of the storyline of the film. It is structured very carefully and professionally as the identity of the monster (Mama) is not given away. This is done as revealing the identity could be seen as a spoiler which the audience do not want to see as it will spoil the film for them because they will know what the monster looks like. Therefore, when they are watching the film, there will be no shock/wow-factor which is one of the main features of a horror movie. If the identity of the monster is shown in the trailer, then the audience will lose a bit of interest and it will no longer appeal to them as much as it would if the identity remained hidden until watching the film.

Another feature to the trailer that is used effectively is the use of editing in jump cuts. Jump cuts are used to separate the different clips in the trailer to keep the viewer hooked and make the film look good without giving too much away. The more jump cuts there are, the more there is a chance that the trailer is going to appeal to the viewer as they can get a rough idea on what the film includes. Sound is another feature of the trailer to have been used effectively. There are various uses of sound in the trailer such as background music, sound effects and voice overs in order to build suspense and give the trailer a high standard.

When creating my trailer, I will make sure that the identity of the monster/villain is not given away too much as this will build suspense and make the viewers want to watch the film so that they can see for themselves. I will also use a lot of jump cuts and sound effectively such as in the Mama trailer as this will make my trailer look professional and appeal to the viewer.

Blake Snyder's 10 film categories

Monster in the house:
Essentially, the monster in the house category would mean that the film is of the horror genre. They tell the story of a powerful creature or monster who has the intentions of hurting or killing everyone in the film. Usually one of the characters in the film is guilty of a 'sin' which releases or brings the monster to life such as in Frankenstein. Other examples include Jaws, The Ring and Paranormal activity.

Golden fleece:
The golden fleece categorises films as being 'road movies' meaning that the main protagonist must hit the road in order to obtain a prize such as a lesson learnt or a treasure. The protagonist remains the focus of the film throughout and when they 'hit the road', they usually discover themselves and find out things that they did not know before. Examples of golden fleece movies include Raiders of the Lost ark and The hobbit.

Out of the bottle:
The out of the bottle category includes films from the magical and fantasy film genres such as Bruce Almighty and Evan Almighty. The hero is granted a wish or desire of theirs and a spell is used as a framework in order to teach them a moral lesson and make them change their ways.

Dude with a problem:
This category includes many film genres such as comedy, horror and action. It is usually about a normal character who develops an attitude along the path of heroism which is triggered through a sudden event. They will often find that they need to save the planet or deal with other life or death situations. Films that would fall into this category include Transporter, Taken and Die Hard.

Rites of passage:
Typically, the main protagonist of the film reaches a crossroad in their life whether this may be a break up/divorce, retirement or a mid life crisis. The hero struggles to overcome and solve the problem and often finds that they are making the problem worse without meaning to. The problem may not always be completely solved and the hero matures and accepts the certain aspect of life. However, when the problem is solved, the hero feels a huge relief such as in The pursuit of Happyness.

Buddy love:
These films refer to our physiological need to be loved and accepted. Transformation lies at the center of these films and despite whatever obstacles lie in the way, two people need to be together to function at their best. Examples of these films include Bad Boys and Dumb and Dumberer. 

Whydunit:
Films of the thriller, crime and mystery genres fall under this category. The focus of these films is to find out why an action has been committed rather than when, where and who done it. The reason is usually due to money, sex, power or greed and all rules are eventually broken in order to unravel the mystery. An example of a whydunit film is silence of the lambs.

Fool triumphant:
Fool triumphant films tend to fall under the comedy genre. They are about a character who is oblivious to the world around them labeling them as an underdog who eventually comes out on top giving the film a happy ending. Examples include Dodgeball and Forrest gump.


Institutionalized:
This category follows movies that are centered around a group of characters/friends who often go on quests/adventures. There are happy and sad moments in these films, with the ending usually being that of a happy outcome. Examples include Stand By Me and The Goonies.


Superhero:
This category focuses on the hero of a film who finds that they have special skills and abilities and have to put them to use in scenarios such as saving the world or defeating the villain. They are usually the audience's favourite character in the film. Examples include Hancock and Superman.

Codes and conventions of film trailers

In order to make a film trailer successful, it needs to include certain codes and conventions such as the production companies logo, an introduction to the cast, crew and studio behind the film, the certification of the film, the name of it and many more.

Certification (Age rating)
The majority of trailers will include the type of band (red, green etc.) for the film in order to let the viewer know what the minimum age rating for the film is. This will inform them and give them a clue on whether or not the film will be suitable for them to view as it will give a rough idea on the target audience for the movie. For example, a film that has been rated 18+ should definitely not be viewed by anyone under that age as it will more than likely include strong language and graphic scenes that are not suitable towards anyone under the age. The higher rating such as an 18+ is represented with a red band rather than a green one to highlight the difference. The certification of the film usually appears at the start or end of the film rather than randomly being placed in the middle of it where a lot of cut scenes are happening.

This brings me on to the next code and convention that is featured in film trailers:

Different fast paced cuts
Each trailer will include a number of top scenes from the film in order to make it look as good and as appealing to the viewer as possible. A lot of films are criticised for doing this as it builds the film up and lets the viewer down when it eventually comes out. With these scenes, the film needs to make sure that it is not giving away any 'spoilers' that will wreck the film before it even comes out. The length of the scenes varies all the time from less than a second to a few seconds. In The Wolverine trailer, there are a total of approximately 168 cuts in it which show how action packed the film is.

Non digetic music
Non digetic music such as a song playing in the background of the trailer is used often in film trailers as it is a very effective technique. It is effective as it sets the mood for the trailer and helps the viewer to recognize what genre the film is. A good example of this is in the 'Insidious 2' trailer where they use a song called 'Tiptoe through the tulips' which played a big part in the first film when used in time with the main demon. It is a normal song with a very eerie feel to it which makes it that more effective when spooking the viewer as we wouldn't imagine the song to be used where it has. Now, whenever that song is heard I automatically think of the Insidious films and the demons in them.




Graphic captions

Graphic captions are another code and convention used in film trailers. These can include the directors name, the cast names, the date of release and any other text related to the film. By using graphic captions, it lets the viewer know who has been involved with the film which can make it sell better as if the director or cast members are well known for playing a part in previous successful films, the viewer will assume this one will also be a success as the content may be similar to that of a film they have enjoyed with those people in before. This is a very effective way of enticing the audience. Notable directors who's names often appear in film trailers include Tim Burton, Steven Spielberg and Clint Eastwood.
The date of release is another important graphic caption used in film trailers as it informs the viewer when the actual film is coming out. The date of release doesn't always have to be a specific date such as 'Friday 13th August' like in the Insidious 2 trailer above. It can be something such as 'Coming this fall' or simply 'Coming soon'. This helps to advertise the film effectively as it will gain the film more media attention and publicity nearer the time of release.

Production companies logo
Another code and convention of film trailers is the use of the production companies logo. Again, this gives the viewer an idea of what genre the film is and what to expect as the company will have a reputation for producing a specific genre and type of film. An example of this is the production company Twisted Pictures. They are most notably known for the Saw franchise as well as most recently Texas Chainsaw 3D which are both of the horror genre and include plenty of blood and gore. The name straight away suggests that they produce horror films and the logo almost guarantees this with the use of barbed wire, chains and thorns. We wouldn't associate the company with comedy or romantic films as the name has the connotation of something sick and disturbing, which is exactly what horror films are. The production logo can also symbolise to the audience the budget of the film and who has created it. Sometimes, the logo's can be altered such as with the Warner Bro's one below. In the film 'Inception', the logo has been changed to match the thriller genre and mood of the film.

Trailer definition and terminology

A trailer is a series of selected shots from the film in order to achieve its aim of advertising the film and attracting an audience/the viewer. Trailers tend to include the most exciting, funny or noteworthy parts of the film in order to stand a better chance of attracting the audience as they will think it looks good. They do not include any major parts of the film (spoilers) as this may ruin it for the viewer. The shots are not in the order that they appear in the film and the total time for the trailer has to be less than two and a half minutes. (2:30)

Terminology

Plot summary:
Film trailers have a plot summary that usually have a three-act structure similar to that of a feature length-film. The first act starts it off and basically introduces and lays out the premise of the story. This is then followed by act two which extends the story usually ending with a dramatic climax. And finally, act three consists of a visual montage of various clips (usually powerful and emotional moments) with a strong piece of "signature music" playing over the top. A cast run of noteworthy stars may also be used in order to help sell the movie.

Voice-over:
Voice-over is a narration technique commonly used in trailers in order to build up the story and provide explanation of important information to the viewer when necessary. It is primarily used to make sure that the audience have a clear understanding of the movies plot.

Music:
Music is used in trailers in order to add effect and set the mood. The music used is not usually from the film itself as it may not have been composed yet. It can be music from the score of other movies, popular music, music specifically composed for advertising, or songs such as knock-offs of recognizable ones.

Cast, crew and studio information:
The list of stars that appear in a movie is known as a cast run. Some successful and well known directors or produces will want a mention and to feature in the cast run. A billing block is used in the majority of trailers which shows a list of the principal cast and crew who worked on the movie. This can appear either at the start or end of the movie and tends to be the same list seen on posters or print publicity materials of the film. The logos of the production company and distributor of the film will also feature at the start or end of it.

Technical elements:
Sound mix - The majority of movie trailers are presented in multichannel sound mix such as Dolby Digital. They include sound effects and music that are enhanced by stereophonic sound in order to make them more effective and the main focus point.
Video resolution - Feature film movie trailers are usually presented in the same format as the feature - 35mm film or a digital format. Trailers can be distributed at any resolution up to 1080p with the help of high bandwidth internet connections.

A2 Coursework Brief Summary

For my A2 coursework, I will produce one main product and two ancillaries. The main product will be a movie trailer for a new film that I will create with a group of classmates. For my ancillaries, I will produce a poster for the film as well as the front cover for a film magazine with my film on the front. When creating the film trailer, I will be taking into consideration the roles of camera operators, actors, mise en scene, lighting and sound, directors and continuity. I will produce the trailer in a group of no more than four class mates and complete my ancillaries on my own.