At the first stage of editing, it is important to view the clips as an audience. Consider what is going to make people excited, interested and trying to find unique moments of the story.
It can be useful to find film trailers that you enjoy, from your chosen genre, and brainstorm what it is that attracts you to it and attempt to apply it to your clips.
It is important that the trailer has a definite narrative, if the audience can't understand what is happening they won't want to watch it, it will seem confused and unconnected. Similarly, if the trailer shows the climax of the film it will eliminate the audiences need to see the film.
More modern trailers have a conventional five part structure that they follow:
Start with a scene from the start of the film
Define the setting
Character Introduction
Plot Introduced
Hook
Start with a scene from the start of the film
It establishes the tone for the film and is used to grab the audiences attention and keep them watching.
Define the setting
There are two ways of defining the setting; one with the use of post-editing titles and another with the characters defining who they are. Character Introduction
This is the stage where the audience meet the character before they have undergone their transformation. They are often introduced in a series of sound bites.
Plot introduced
It explains the plot of the film, without revealing the plot twists and the climax of the film. It builds their excitement and feeling of tension.
Hook
The goal of the trailer to make the audience want more, it can be done in many through one-liners and dramatic montages. It depends on what the producers want their audience to remember.
(Information gathered from https://www.premiumbeat.com/blog/how-to-pick-the-right-tone-shots-and-music-for-trailers/)
Social and cultural experiences may affect how audience respond to a media text
The relationship between media technologies and how audiences consume media products
How audiences outside of the target aren't alienated
Audience interaction
Audience Categories
Audiences can be defined through their demographic profile or psychological profile.
Demographic Profiling
Groups an audience from A to E due to their class, occupation and income. A and B being the most wealthy and influential members of society, it is assumed that they have the most disposable income.
It helps to assume where advertisements should be placed as well as find the target audience.
Psychological Profiling
Defines an audience by their values, attitudes and lifestyle .
Young and Rubicam's Four Consumers, is an advertising agency which considers how cross-cultural consumer characteristic can group people into stereotypes. Such as Mainstreamers, Aspirer's, Explorers, Succeeder's and Reformers.
Mainstreamers - make up around 40% of the population, they like security, tired and trusted branding. They are persuaded by value for money and are less likely to take risks.
Aspirer's - want status and prefer brands that show their place in society. They are stylish, dynamic and may be persuaded by celebrity endorsement
Explorers - like to discover new things, attracted to brands that offer new experiences and instant results.
Suceeder's - already have status and control, prefer brands that are serious, reliable and believe they deserve best.
Reformer's - defined by their self-esteem and fulfilment, may be more inclined to buy brands that are environmentally friendly or considered healthy.
Attracting and addressing audiences?
Technical and audio codes - the product may employ these to target an audience
The language and mode of address - may target a specific audience and alienate another
The construction - construction of a product and the audience within the product
An audience may also be targeted through the ways in which the products are marketed and distributed
The positioning of the audience - through camera shots, angles, music, and other audio codes, the language mode of address or through empathy with the characters
Audience Positioning
Concerns the relationship between the product and the responses an audience may have
Different audiences will decode the same product in different ways with different responses
How are they positioned?
Technical codes employed by the product - camera shots and angles used to place the audience in a particular position
Language and mode of address - an example is using conversational and colloquial language in vlogs to position the intended audience as part of the vloggers world
Construction of the product - media products construct and idea of their audience or user
(Information gathered from AS/A2 OCR Media textbook)
The Purpose of a trailer
John Ellis suggests that a trailer gives the narrative image of the film, an idea of what it is like, not everything that happens in it.
The trailer and any other marketing, gives a promise to the audience, it shows the best parts of the film and what it is about.
A trailer, must be aware of the genre of the film, it uses the correct kind of music, brightness and stars that reflect to conventions of the genre.
For example, the film Harry Potter is in the fantasy genre, its music, props and actors used all reflect the idea of fantasy. The trailer uses it's music of violins of pianos which is quite often used for films in the fantasy genre, however, over the release of the seven films it has become recognised and associated with the Harry potter franchise. This illustrates the impact of the soundtrack and how the trailer can help to identify a whole franchise and the genre that it is in.
It uses the knowledge of genre, actors and composition to give the audience an idea of something new and more exciting.
This happens the most in franchises, as the trailers need to show that the next film isn't the same and will offer something more.
The Hangover Part 2 is a film that has been largely criticised for being the same as the original just in a different location. The trailer was thought to be misleading and giving the representation that the film was more different to the original than it actually was.
A trailer's main purpose is to create questions within an audience that can only be answered through watching the film.
The Unique Selling Point
Film distributors as well as the trailer editors need to decide what sets the film apart. It is then decided which elements are stressed or in the marketing campaign.
For example, in the marketing for Deadpool some of the most stressed elements was the use of crude humour and breaking the 4th wall. It set the film apart fro not only other Marvel and 20th Century Fox films but the superhero genre as well.
The visual campaign stress the USP and give the audience the narrative image.
The Target Audience
A particular group at which a product such as a film or advertisement is aimed at. It shows where to advertise the film and how to reach that defined target audience.
A film's target audience can 'cross-over' as it appeals to a demographic larger than its target audience.
For example. This is England attracts a large audience than the idea of reminiscing and it shows today's youth culture of what life was like.
The Trailer
It gives audiences a sense of genre, what the story is about, who is in the film and when it opens. Shown in a cinema, before a film with a similar target audience, helps attract audiences.
The film has to be positioned by considering the USP against an understanding of gender, lifestyles and activities of the audiences available - helps to inform decisions on promotion.
For example, in the adverts for Finding Dory, Beauty & the Beast was being advertised. Common Trailer Mistakes
Lack of pace in editing
Too long
Shots are too long
No music
No clear idea of a story
No use of voice over or intertitles
Poor quality of dialogue
No variety of shots
Tips to making a trailer
Starting point should be knowing the complete story
Consider the narrative image to convey to audience
Ensure film genre is recognisable
Show key moments but not ending
Variety of shots - makes more exciting and editing easier
Music level dip for dialogue and voice-overs
Lots of short shots are more impacting than very few long ones
Lay down music before starting editing the images
(Information sourced from MEDIA magazine, Ian Wall, April 2014)
One of the most important features of a trailer is the soundtrack, it affects the pace of the trailer and when done correctly it can have a very emotional impact on the audience. Sometimes if a piece of soundtrack is found to have a very profound effect in a trailer, it ends up being re-used.
An example, of this is the piece by David Gale which is used in many modern trailers, such as The Artist, Munich and The Iron Lady.
In more modern trailers, "studies [have shown] that the average of a shot in a film ova been shrinkng every single year". This change can be seen in the trailer, where the number of jump cuts have dramatically increased.
An example, of this is can be seen in the trailer for Guardians of the Galaxy 2, which uses a large volume of jump cuts to show the processing action in the film. In most trailers, especially from the action genre, large volumes of jump cuts are used to portray how fast paced it is.
Terminology
The Turn Line - when the music stops or becomes quieter, so that he dialogue - which is usually one or two lines between characters - can be heard. This is the point of the trailer where it turns towards more action or shows the comedic side.
An example, of a turn line can be seen in the trailer for Being Charlie, the most noticeable turn line is at 0:56. In this trailer, the change in the tempo of the music gives it a more melancholy atmosphere and changes the speed of the trailer. Similar to most trailers, Being Charlie uses a turning point to illustrate an event in the film that changes the course of events for the characters.
The Rise - the final of the trailer, which the trailer usually builds for, this normally happens after the turn line.
An example, of the rise is seen in Kong Skull Island, throughout the trailer there is high speed action which lots of explosions and CGI. The rise of the trailer begins with moment of silence, it helps to build the tension, the trailer ends with a short glimpse of the threat in the film. Similarly, to most trailers the crescendo of the trailer is one of the quiet points in the action trailer, it however, has the most effect on the audience.
The Hits - the dramatic booms, which is found in most trailers.
An example, of this can be seen in the trailer for Guardians of the Galaxy, whilst hits are used throughout towards the end of the trailer, from around 1:46 onwards, louder music begins which are accompanied with larger hits. Similarly, with most other trailers hits aren't used throughout or overused, but they are used more often than other trailers that aren't from the action genre.
The Button - the scare or joke at the end of the trailer, usually after the main title, it ends the trailer with a bang or laugh.
An example, of this is in the trailer for Fantastic Beasts and Where to Find Them, which ends with a laugh rather than a bang. It uses humour to end the trailer with something that the audience and remember, it brings a lighter and more uplifting end. With most trailers, that aren't part of the horror genre, it will end with a laugh.
(All information used can be found on http://www.npr.org/sections/monkeysee/2012/01/15/145227280/the-art-of-the-modern-movie-trailer)
Simplistic style - limited content and a lot of free space
Large defined title
Few core colours for both text and imagery
This is England
Genre - British Indie/Drama Film
Director - Shaun Meadows
Synopsis - Shaun (Thomas Turgoose), who lost his father in the Falklands War, earns the respect of skinheads when he stand up to their teasing. He becomes part of the gang and enjoys hanging out with his new friends. Trouble starts with the return of Combo (Stephen Graham), a racist ex-convict. With the gang divided into two factions, Shaun sides with Combo and, unfortunately, finds in him a father figure.
Media Language - On both posters, there is minimal text used, it doesn't distract from the main message which is portrayed through the images. It is a convention of Indie film posters to have minimal text used. However, on the second poster the top third of the poster portrays all of the different awards and reviews the film has received. It illustrates how the film is a guaranteed success and helps attract and audience. Camera - Both of the images used a wide angle shot that allows the audience to see all of the characters, through showing all of the main characters it gives the image that the skin-heads are a strong family like unit that shouldn't be messed with. On the second image, there is a very loose frame around the top of the image that allows the audience to see the flats above the fence. It gives the audience a small look into where the film will be set, it furthers the representation that it is a authentic look into the skin-head life. Editing - Both of the images used have not used a filter, it represents how the film is showing the real side to the skin-heads lifestyle. All of the characters are making direct address, it gives the impression that they are intimidating and are trying to frighten the audience. In both images, the characters bodies and faces are brightened so that they stand out slightly from the backgrounds which draws attention to the characters. Mise-en-scene - In both posters, it depicts all of the characters whose ages range from young adult to a twelve year old child. Their body language is quite relaxed but still as if they are on the defence, with some of them leaning back whilst others are shoulders back with feet apart. On the first poster, the background of the image is removed and replaced with three simple colours, by doing this it conforms to the conventions of an Indie poster. The three colours also represents how the film is a simple look into the lifestyle and the kind of events that would have possibly occurred then.
Media Language - On the magazine, there is little tag lines and other information that tells the audience about what is included in the content. The simple and little text for the content, conforms with the Indie film simplicity. The cover is structured so that the masthead of the magazine is inside a white circle and placed over the top of the main image and slightly obscures part of it. This is done because it helps attract an audience for the film that might not have previously been aware, the fact that a well known magazine is featuring the film gives it further positive marketing. Camera - The image used is a big close up on the main character, it draws attention to the audience the actors age and how in the reality of the context, how real people and real children were affected. Around the top of the image there is a loose frame, with shows the graffiti in the background it gives a small amount into the context with the social class that the film is set in. Similarly, at the bottom third of the poster there is a tight frame that draws attention to the actor's swearing. Editing - There is a filter used on the image, that gives it this graffiti style that fits with the background of the image and genre of the film. The actor uses direct address to the audience which gives it the impression that the character is in fact swearing at the audience. Mise-en-scene - In the bottom third of the image, the main characters costume can be seen, it fits with the stereotypical skin-head image with the checked shirt, braces and a shaven head. The characters swearing draws attention to the tattoo of the cross on his hand which gives the audience further context.
Media Language -In the trailer, the media language is used through the title of the film as well as the logos of the companies involved in the production and distribution of the film. It shows the audience who was involved in the film, and may give further marketing if it brings in an audience who are interested in a certain director or company. The different awards and recognition that the film has received are shown, which tells the audience that the film will be a success and that it is worth watching. There is a text used throughout which acts as a narration for the film and gives an insight to what the film will be about. Camera -Throughout the trailer, the majority of camera angles used are close-ups with a tight frame, it shows how the film is centred around these characters and how their lives are affected by the events. One of the most important scenes is a long shot with shows some of the characters walking, it causes the audience to want to view the film as they want to see what the outcome of this change will be.
Editing - Throughout, there is many fast paced jump cuts that show how the film has a fast paced series of events that cause a lot of change in a short period of time. Towards the end of the trailer, the number of jump cuts slow down which suggest that these are the most important parts of the film, the moments that really shows the desired message across to the audience. Mise-en-scene - Throughout the trailer, different clips of real moments in English history are shown which show how real events have shaped the film, it shows the audience how unique it is as it is meant to give a different perspective on the times shown. Whilst some of the most important moments are hinted at through the editing and sound, the reasons behind them and the majority of the dialogue are not shown. This is because a trailer is only meant to give an outline and cause interest in the viewer so that they will want to watch the film. Sound - The sound does not immediately begin at the start of the trailer, which may suggest that the moment, event or people which change the main character's life have not been seen yet. About half-way through the clip the music changes to one of a different beat and tempo, it builds tension as it suggest that the new character introduced will change things that might not be for the better. At the end of the trailer, the music slows down to a soft piano and violin, this is done as the different reviews and awards are played to finish the trailer, it leaves the trailer on a poignant note that makes the viewer want to learn more.
Evaluation of these products
In the advertising of this film, other than being for the same film they link in how they try to reach as far of an audience as possible, through going through different mediums some of which are online and some not. In order to bring as many new interested audience members in as possible. The people who benefits from these different advertising links, is the companies and studios that will financially gain with the increase in ticket sales from increasing awareness of the film. It also benefits the actors as the advertising another successful film for them increases their popularity and spread of their name. Different to the other film, it helps to spread the message of what life was like back then and how it affected the people involved.
Synopsis - Arthur Kipps (Daniel Radcliffe), a lawyer, is recently widowed and grieving the loss of his wife when he is sent to a remote village to put a deceased eccentric's affairs in order. Soon after his arrival, it becomes clear that the villagers are hiding a terrible secret. Kipps discovers that his late client's house is haunted by the spirit of a woman who is trying to find someone and something she lost, and that no one -- not even the children -- is safe from her terrible wrath.
Media Language -On the posters the text is structured so that it does not distract from the main image. On both of the posters the main title 'The Woman in Black' is further towards the bottom of the page, this means that the main image is not distracted from. In the first poster, there is the use of the rhetorical question 'What did they see?', this attracts the audience as it gives an unanswered question with a tone of mystery and fear. It is a film poster convention to advertise the most famous celebrities, both posters use 'Daniel Radcliff' through advertising his name at the top of the page in a large font as a way to attract as large of an audience as possible.
Camera - In both of the images there is an extreme close-up of the main characters, which only shows half of his face. The surroundings are dark and gloomy which some of the only light coming from his face, which is shown to be quite pale, and from the surrounding text. Similarly, the images include other vital information such as the location of the mansion and clues to the kind of horror that the plot will face. It is a horror movie convention that there is a close-up or focus on the eye which is done through the icy blue being the brightest colour on the poster.
Editing - On the first poster, all of the images are edited to give them a black and white affect, this gives it the idea that the horror that is being faced may be old, ancient threats are a horror movie convention. However, in the image Daniel Radcliff's eye isn't given a black and white tone. but instead the blue of his eye is enhanced. This is done to draw attention to his eye and perhaps show that he will be the victim to the horror. On the second poster, there is blue and black tone which has been edited across the whole image, it makes it look as if a fog is hiding something to intrigue the audience. Similarly to first poster, there is an enhancement on the eye o make it the brightest on the poster compared to the blue and black fog.
Mise-en-scene - In both images, the age of the threat and the time that the film is set in is shown through both location and costume. The location of a seemingly abandoned mansion reveals to the audience how old the threat may be, whereas the old-fashioned clothing worn by the main character reveals that the film is also set in. Similarly, in both images Daniel Radcliff is making direct address with the camera which could show his vulnerability and perhaps fear as well.
Media Language - On the magazine front cover, the title of the magazine takes up the majority of the upper half of the front cover. This may be because the brand of the magazine is well-known and therefore for it to be seen with its main feature as 'The Woman in Black' is acts as further positive advertising. It also attracts a new audience to the film, people who may have previously be unaware or uninterested in the film before this feature. Camera - Different to the movie posters, the magazine doesn't use an extreme close-up of the main character but instead a close up which shows from the chest up but with a loose frame which can show the location in the background. Editing - There isn't a black and white tone added to the images, but the images are rather enhanced to add to any naturals lighting and bring attention to the main character. The natural lighting that is used throughout draws attention to the dark shadowed figure that s on the right hand side of the front cover, it gives the image a sense of mystery and dread. Mise-en-scene -On the image, the main characters clothing shows the age of which the film is set in. The brown and overgrown grass that can be seen between the main character and the mansion, shows how unkept it is and perhaps how old the horror that is threatening may be.
Media Language - In the trailer, the media language is used through the title of the film as well as the logos of the companies involved in the production and distribution of the film. It shows the audience who was involved in the film, and may give further marketing if it brings in an audience who are interested in a certain director or company. Before the trailer begins the screen shows that the film has properly been checked with the age ratings, which can also tell an audience that it is an official trailer rather than a fan-made one. Camera - At the beginning of the trailer, it shows an abandoned child's room that shows no one to be there, this builds tension when there is an big close-up of the monkey toys. This is because an extreme close-up of the toy when it begins moving makes the audience aware that there is no one there with the toy which means it has began moving on it's own, toys that move on their own are stereotypically used in horror movies to build fear and tension. A shot of the mansion includes the gates which are shown to be open but look as if they are hanging on by their hinges. This gives the impression that the abandoned house is welcoming in both the characters and the audience. Throughout the trailer, varying different shots that move from close-ups to long shots build tension and mystery.
Editing - The cuts used in the trailer, are almost matched in time with the music, when it cuts to a different image or scene the music playing in the background by the toys is heard at the same time. This makes it appear as if it is being controlled by a supernatural force. As the speed of the jump cuts increase as does the temp of the music as the chimes are in sync with the cuts. Mise-en-scene -
Throughout, the majority of the scenes don't show the cause of the fear and horror, this is because it creates tension and uncertainty of when the character will appear. It also means that not too much is revealed in the trailer and it is only meant to be an outline of the film, and if too much were to be revealed viewers may then feel it is unneeded to go and see the film. Sound - At the beginning of the trailer there is little sound other than a soft blowing of the wind, which is a common horror movie convention. The toy monkey playing the instruments acts almost as if it is counting down to when the action will start, this builds tension and puts the audience on edge. The narrative dialogue of the young girl talking builds tension as it shows the audience that children are involved in the film, which is a stereotypical convention, that adds to the context of the film. The use of rhyming gives it the idea that it is describing a fairy tale that has gone wrong. Throughout the clips the moments that are of the most impact, such as in the final moment when the figure appears behind the main character there is no sound, in order to build the most tension.
Evaluation of these products
In the advertising of this film, other than being for the same film they link in how they try to reach as far of an audience as possible, through going through different mediums some of which are online and some not. In order to bring as many new interested audience members in as possible. The people who benefits from these different advertising links, is the companies and studios that will financially gain with the increase in ticket sales from increasing awareness of the film. It also benefits the actors as the advertising another successful film for them increases their popularity and spread of their name.
