Theory of Trailers

Purpose of a Trailer

• part of a marketing campaign to guarantee viewers for opening weekend which the success of the film distribution depends on 
• Trailers are designed to stir emotion and excitement instead of using posters in a marketing campaign 
• Trailers aim to give the audience information about the genre, stars, story and the type of film 

Genre is important - it targets the audience and the viewers can associate the trailer with similar films to see whether they want to see it/whether they will enjoy it. We automatically decode the trailer to establish genre e.g. shadows = horror, animated images/bright colours = children's film, and these are called recognisable sounds and image conventions of the genre. Certain stars are typecast for a certain genre, for example Jennifer Aniston generally stars in romantic comedies, so the viewers tend to associate the actor with the genre.

• the USP (unique selling point) is a way to show how this film is different from all other films of the same genre and is strongly emphasised to set the film apart from the rivals. Examples of USP are: mixes of unusual genres, innovative use of special effects, a typecast star that plays an unusual role

Distributing a Trailer

• Trailers are created at the same time as the film being cut and edited BUT, the timing of the release of the trailer is extremely important. If the trailer is released too early, people will forget about it but if it is released too close to the release of the actual film, there is not enough excitement or hype for the film. As a way to create as much excitement early enough, many films release 'teaser trailers' before the first trailer is even released. 
• Global releasing: a film that is released across many countries may have a number of different release dates. This means that the trailers individually have to hold the correct information for each country. Trailers may also be dubbed or subtitled for foreign audiences and there may also be other cuts aimed at certain audiences. Due to film piracy, early copies of American films can be found online in Europe, therefore more international releases are being released on the same day to counteract piracy - 'day and date' basis
• Online trailer websites allow more hype around the film through chat and discussion forums but also mean that its difficult to control age restriction unlike in cinemas
• Similar genres/films trailers are shown before a film at the cinema to establish a regular audience by encouraging them to return to the cinema. This also applies with certification - a 15 cert. trailer cannot show before a PG film. However, trailers are cut to seem younger as a way to attract the accompanying adults.

Features of Trailers

• sound is very important, creating a specific atmosphere for the genre and manipulating the audience's emotions
• the voiceover is used to summarise the plot and is used to promotion and advertisement 
• theatrical trailer will run for around 2 minutes

Trailer Conventions

• voiceovers tell the story and information
• stars are showcased
• titles are sometimes used to convey key points
• conversations are generally one-liners
• dramatic camera angles
• action is interspersed with titles/credits
• music - atmosphere
• film's title appears at the end - climaxed
• montage - drama etc.
• clips to attract a wider audience (romance in action for example)

Voiceover

• gives a sense of the narrative
• showcases the stars
• information about production team 
• sense of anticipation for the film's release
• sets tone
• introduces/reinforces title

W.H.