RESEARCH: WHEN ARE TRAILERS SHOWN?

Its important to release a film at a time where it will generate mass success. This is often achieved by considering the time of year. For example, horror/thriller films are most likely to excel in October for the widely celebrated holiday Halloween is celebrated here. This connection will therefore draw upon a wider range of audiences for audiences will want to watch scary films during this holiday period. Similarly,  Mumma Mia did extremely well because of its release in mid July 2018, for the setting and the themes presented within this film can be described as summery. Romantic films in February, Easter films in March etc. A films release date - and month - determine how successful a film will be and how well it will be received by audiences. 

Case studies: 

Toy Story 4 - the last sequel - was released in the summer to appeal to a wide audience.

As it is a sequel, audiences know what kind of conventions they should expect. The positive imagery spoken within the trailer: 'it's all gonna be alright',  'make happy memories' aligns itself with what Disney is famous for: family time, coming together, supporting each other. 

Summer is a perfect time to release a feel good family film which features a summer holiday. As it is released during the summer holidays, this allows for families to visit the cinema and enjoy the experience together. The trailer depicts summery scenes of a fun fair: 'schools out' sort of feeling, which is relatable for children.

Lastly, the song 'God Only Knows' by the beach boys used within the trailer is upbeat and feel good and reminds parents of their own summers when they were younger. This therefore is engaging for older audiences, not solely for the young children demographic. 

The Brink:  

The genre is political which is a main talking point. The film includes real footage which makes it feel more real – this can be described as the USP of the film. Audiences who are interested in the subject will want to become more knowledgeable through watching the film which offers an insight into the truth of the events .The film offers behind the scene footage/unseen evidence which is intriguing to many people. 

This films target audience would be adults because is the subject matter requires existing knowledge of politics and secondly because it is heavy and covers mature themes. The film targets a right wing audience. The film offers big politicians such as Nigel Farage, Piers Morgan, Steve Bannon so allows for audiences to identity with the leaders they support. The films release time is important for it was soon after the elections. This is a successful idea for the election will still be spoken of frequently and prominent to audiences. 

Yesterday: Audiences will love this film because of the iconic music of the Beatles which people love and adore. The target demographic is wide, for older generations will enjoy the music they have grown up to love, as well as younger adults who listen to the Beatles music even today. The USP of this film is 'a new take on the Beatles' which is an interesting idea and will spark interest. 

The film has a 'summer feel' because of the music concerts and the festival vibe depicted within the trailer which involves audiences and makes us feel like we are partaking. Audiences who themselves take part in festivals - Reading, Boardmasters - will identify with these scenes. The blue skies, sea etc remind us of summer and the film is therefore cleverly brought out during summer to create the mass revenue. 

Written by the makers of Love Actually, audiences are also promised comedy. This is clearly shown in the trailer through the short dialogue at the end: 'Hey Jude are you sure?' - 'Yes much better'. As well as the drama which is presented through the romantic relationship between the protagonist and Lily James, comedy creates light relief and is important in drawing an audience into cinemas. Famous actress Lily James alongside extremely famous guest actors Ed Sheeran and James cordon creates 'buzz' from already adoring fans who will continue to support them by watching the film 'Yesterday'. Lots of attention can be generated through a star cast. 

RESEARCH: WHERE ARE TRAILERS SHOWN?

Trailers in different media:

Trailers are shown on various different media platforms: the cinema and TV as well as online with radio and poster campaigns offering lots of coverage for new films.  Trailers are often shown in cinemas prior to the film of a related genre and often match the classification for they share or have a similar target audience. Film websites publish trimmed trailers leaving out images spotlighting any harmful, harsh, and mature themes to ensure that it is suitable for viewers of all ages.

I have come to the conclusion that…

 

When watching live TV, its common for watchers to use adverts as a ‘break time’ to refresh their food and drink, talk to friends (if watching tv with others), check their phones or go to the toilet etc. Therefore this means that it is unlikely for trailers to be successfully taken in and acknowledged during advert breaks for viewers mostly only care for the film/ tv show they are already watching. Its common for people to use advert breaks as a time to ‘zone out’ instead of paying close attention to what is on screen.

Although the amount of people who watch TV is significantly more than the amount who visit the cinema, this is a very successful place to screen trailers, and arguably more so because these trailers are much more engaging. With a lack of distractions and the big screen with surround sound, audiences are captivated by the shared experience at the cinema and therefore the trailers will grab much attention. On the other hand, many people do consider the trailer time (15 minutes) and consequently miss the advert period where relevant trailers are shown. Therefore, cinemas can either be perfect for trailer coverage and revenue or not: depending on the viewer. 

 

Trailers on DVDs have big disadvantages for these are viewed as an outdated platform for watching trailers – and films. Because of the recent instant availability through viewing platforms like Netflix, Amazon prime, sky go, DVDs have become futile. Additionally, viewers have the option to fast-forward the trailers however much they wish and therefore will often skip the trailers to get to the film which paid to watch. This is arguably the worst platform of all for trailers to be recognised.

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.

Teaser Trailer

-       -  Shorter and more succinct version of the main.

-        - The teaser offers a small peak into what the audience should expect: the genre.

-        -  It doesn’t tell the audience of the plot/narrative

-        - he teaser focuses on making a good person impression without giving too much away

 

Main Trailer

-        2-3 minutes

-        The main trailer is detailed and focuses on storytelling – it offers a deeper understanding of the narrative.

-         Follows a three acked structure: beginning, middle and end.

-       - Introduces the audience to protagonists, antagonists, problems.

-         Montages used to build excitement and intrigue: fast-paced cuts.

-         It is the most important media marketing because it will be viewed in theatres, cinemas and across all social media platforms.

 

 TV Spots

- Condensed trailers: aimed towards viewers who already have knowledge of the film.

- These are much shorter. There are three standard times: 30, 20 or 10 seconds long.

-        These are used to leave an impression through carefully chosen impactful and exciting shots.

-        Reviews are often included for by the time the TV Spot comes out, the film has already been reviewed. These reviews create positive encouragement to assure that people take an interest.

 

 Using Graphics

- Two types of graphics: Copy and Pedigree.

- Copy: help guide you through the story. This is the writing that features in a trailer. This text points the audience towards certain details which the film makers want to be drawn attention to.

- Pedigree: may be a company logo or the director of the film/ cast/ writers. This draws interest for audiences can notice that it has come from makers they adore and enjoy watching.

 

 Trailers in the Digital Age

- These are more about visual elements and sound quality

- Sounds are different on different devices: a trailer sounds better screened at a cinema rather than on a mobile device.

- Production companies are also adapt trailers to suit a variety of devices.

 

RESEARCH: HOW TRAILERS HELP FILL CINEMAS

 The FDA resource 'Teaching Trailers' suggests that marketing campaigns and film trailers should offer audiences new experiences to make their film stand out whilst still signalling a specific genre in order to help audiences chose if the film is of their interest. The idea of a film presenting a fresh and different idea is know as the unique selling point (USP).

Given three trailers, I identified what was the USP in each: 

Lion King

USP - Film consists of only talking animals and offers extremely high quality and realistic animation.

Late Night

USP - Film consists of star talents, Mindy Kaling and Emma Thompson with the main focus being on women and feminism.

In Disguise

USP - Film consists of extremely well known stars within the industry, Will Smith and Tom Holland. High quality animation is also present.

RESEARCH: WHO ARE THE TRAILERS AIMED AT?

 I learnt that trailers are mostly always aimed at the same audience as they publicise. All different people enjoy different types of films however people may fit into groups where certain features have a wide appeal. The trailers I analysed and attempted to match the potential target audience can be seen below: 

My conclusions:

VITA AND VIRGINIA is suited towards an Art House audiences. Mainly audiences such as Couples, prestige audiences, literary audiences etc would be intrigued. The film would interest socially aware women who care about history.  Lovers of period drama and The National Trust goers would enjoy this film because of the settings: gardens, flowers at Sissinghurst (National Trust park). Fashionable audiences too for the beautiful costumes/ hats/ hairstyles etc. The film would interest the Bloomsbury Group: a group of associated English writers, intellectuals, philosophers and artists. Older audiences would be interested rather than younger children for the film explores mature themes and I also believe the film gives itself more to female audiences because of the subject matter and content: it is romantic which is more traditionally feminine.  

FROZEN 2 is aimed at towards young audiences and families for this movie is put out by Disney (a mass media conglomerate) who provides for this target audience. Children are pulled into cartoons for the characters are identifiable and cartoon characters explore  appropriate themes — like kindness, being a good friend, resilience, what to do when scared etc. However, adults will secondly enjoy the film for the high-quality animation and production values. Young girls can identify with Elsa for she is a strong-willed, independent woman who inspiring girls can strive to identify with. Elsa can be used as a role model. Action and adventure audiences will also enjoy this film because the trailer presents this genre through the daring adventure scenes: running, jumping. The trailer shows highlights of comedy to engage a wider rage of audiences too. 

APPOLLO 11 would interest audiences who take an interest in history and space craft - most likely teenagers and adults. With the film's rating being G,  there is therefore virtually nothing for parents to be concerned about however some parts of the movie can be very loud and intense, and very young or sensitive children might be frightened. Therefore, children will likely not enjoy this film unless specifically interested in spaceflight and moon-landing. The real footage makes the film feel authentic and therefore has a interesting USP.  Viewers who enjoy documentary will enjoy this film for it is a documentary edited film using solely real footage. Viewers with national pride and scientific interest will enjoy this film for it creates a sense of scientific revolutionary advancement and a further understanding of space. 

RESEARCH: WHY IS A FILM TRAILER MADE?

 I looked at three different trailers on the Teaching Trailers resource supplied by the FDA online in order to further my understanding of why trailers are made and the way in which they signal a genre.

The Mustang came across as a drama for it centred around a notorious prisoner who has the opportunity to restart his life when he he is selected for rehabilitation therapy that requires him to train a wild mustang. Its clear the film revolves around mature themes such as redemption and hope in adversity. 

Hobbs and Shaw is clearly an action film packed with 'fast and furious' excitement. Presenting a dynamic (and comedy) duo US agent Luke Hobbs and British mercenary Deckard Shaw, the trailer fullfils the genre convention of action as we learn they are forced to put their rivalry side and work together to stop a genetically enhanced supervillain. 

I believe Artemis Fowl is a children's fantasy film.   This is because the protagonist appears a confident, passionate young boy who begins his journey on a dangerous adventure to discover dark truths. The quest theme is established through narrative tropes such as fantasy and magic, explored through beautiful sets such as the magical set-piece scene in which an frail, old woman  changes into a beautiful sprite. The trailer presents different special effects to spotlight the young boys magical power. This is appealing to children: both young girls and boys. 

RESEARCH: WHAT IS A FILM TRAILER?

In researching film trailers, FDA's Teaching  Trailers online course taught me about how signifant Film Trailers are in the marketing and distribution of a film. We looked at 'Booksmart' as a case study which we used to analyse its effects. 

During my first year of A Level Media Studies I studied The Film Industry and was taught about Hollywood Majors, Low budget independent films and British films. Each film has a unique marketing campaign to engage a specific target audience: mainstream, prestige, grassroots. Every marketing campaign will cover many different aspects so that the film's 'message' will reach potential audiences. 

1. What do you think are the major elements of a film marketing campaign?

For example: Captain Marvel. This film attracts a mainstream family audience. This is achieved through the film website which had a convergent hub at the top of the page with convergent links. This technology creates an interactive platform between the text producer and the audience. 

 2. Where might you expect to see each of the different parts of the marketing campaign?

- campaigns in cinemas

- television (teaser trailer, main trailer)

- social media platforms: Facebook, Twitter, Instagram. 

- online websites: convergent links to other social media networking platforms. 

- the use of 'influencers' to promote the film and encourage their follows and fans to watch the film. 

- other ways include: TV chat shows, newspapers, reports and fetures; PDA (posters, fleet media, cinema lobby posters) 

These techniques are all used to create a successful marketing campaign. 

3. What factors make you want to go and see a film? How do you decide which films to see?

The use of influences with social media are important factors for me because I use social media platforms everyday. Social media is the sole place where I will find myself  being pushed and persuaded to watch a film. I watch films if they are well received and reviewed by critics, or if people's opinion I respect tell me that they have enjoyed it. This is what will convince me to watch/stream certain films.