How Do Trailers Help to Market a Film?

Films are marketed through trailers in order to gain interest from their target audience and ultimately, 'sell' their film. This is often done through showing recognisable elements so that the genre is clear to the audience; however, there needs to be something (e.g - the plot, the characters, the actors) that makes it different from other films released in the same genre prior to this new film's release. This is called the USP, or Unique Selling Point. This could be achieved through the film being a hybrid of genres that may not have been done before, improved special effects, a convention-breaking plot, or an interesting blend of stars. Below I will be analysing a few trailers to investigate what their USP may be.

Trailer 1


Star Wars: The Force Awakens (2015) is a sequel to the original Star Wars series of films. When it was first announced, and even when Disney bought the franchise, it got a mixed reaction from audiences who were debating whether the sequel would be a success, with most loyal fans arguing whether it was even necessary. The trailer's appeal, however, mostly lies within its USPs of having refurbished its special effects in a sense, and featuring a more diverse lead cast in terms of gender, ethnicity, etc. It also shows a few props and such that are reminiscent of the older films, most likely to give older audiences a feeling of nostalgia and excitement (for example, the worn and damaged Darth Vader helmet and the Millennium Falcon ship). Additionally, as well as featuring a lot of the old films' cast such as Harrison Ford (Han Solo), Carrie Fisher (Princess Leia) and more, it features a few newer, less well-known stars that play lead roles: Daisy Ridley (Rey) and John Boyega (Finn), which may attract a bigger potential audience.

Trailer 2


Ghostbusters (2016) is a re-make of the franchise of the same name, the first film for which was released in 1984. The film has received a lot of mixed reactions, like Star Wars: The Force Awakens, as there are many who criticise the fact that it is being re-made at all, again with the question, "Is it necessary?". The trailer makes the film's USPs evident: the main factor being that the lead cast is all-female, rather than the previous films' all-male cast. This is a positive, convention breaking feature, therefore making it appealing through its unique twist on the franchise. Another USP is its upgraded CGI, making it appear more professional and modern, along with a new soundtrack, including a track from the popular rock band Fall Out Boy.

Trailer 3



Hot Fuzz (2007) is an action/comedy/mystery film from the same creators who made the popular zombie-horror comedy Shaun of the Dead (2004). The plot follows a police officer, Nicholas Angel, in London who gets re-located to a small village, 'Sandford', for being 'too good' at his job. At first, his work in the town seems quiet and uneventful, until two actors are found dead from an 'accident', which Angel refuses to believe when more deaths occur. The USP for this film mostly lies with the unique nature of the director's storytelling and distinct cinematic style, (which he is famed for, having directed Shaun of the Dead and The World's End, all featuring the stars Simon Pegg and Nic Frost), along with its sense of humour (such as the moment when Angel protests when being re-located, "There's one thing you haven't taken into account- and that's what the team is gonna make of this!" - at which point the camera cuts to the police department gathered outside the office with a banner and party poppers).
The trailer advertises this film as having a convention-breaking action plot: instead of it revolving around the typical 'city cop' who fights crime in car chases and adrenaline-filled action sequences, it is about an uptight, strict officer who is moved to the countryside, where upon a first glance, nothing happens at all (apart from a comedic moment in the trailer where he gets a call that "the swan has escaped" - although towards the end, the pace increases and more action is shown). It plays upon the fear factor of otherness and difference, as halfway through the trailer the plot begins to escalate into Angel investigating the mysterious 'accidents', and shows his frustration when none of the country officers believe his claims that it's murder (see 1:18 - 1:31 in the trailer). The USP is also made clear to the audience through the self-aware narration in the trailer, for example when the typically dramatic, deep voice says, "From the guys who watched every action movie ever made and created Shaun of the Dead".

To conclude, from watching these trailers and looking closely into elements of their genres and how they have been twisted or changed to create a USP, it is clear that some films rely on this technique to advertise a film in order to convince the audience that it isn't 'your average, seen it all before [insert genre here] movie'. However, trailers should aim to be self-aware (such as in Hot Fuzz) to get the audience's attention, and not try to instead dazzle the audience and rely on an over-the-top genre hybrid (such as the western/sci-fi film Cowboys & Aliens, a known flop in the world of film, despite advertising special effects and the star Harrison Ford, best known for the Star Wars originals and Indiana Jones). This technique, particularly nowadays, seems to be almost essential when advertising a film- especially during the superhero film generic cycle we seem to be in, as audiences can quickly become tired of the 'same old' plots and conventions. Essentially, films need to be unique (hence the term USP), genre convention-breaking, and eye-catching.