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.
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
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.
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