What are film trailers?
Trailers are, essentially, short compilations of films (usually the most exciting, humorous or action-packed parts, depending on genre) that attempt to appeal to a specific audience. The trailers will usually start with introducing a main character or multiple protagonists in a state of equilibrium (where everything is ordinary in their daily lives), before introducing a type of conflict that sparks the main plot. This may vary depending on the film, its genre, and whether it is convention-conforming or convention-breaking.
Why are they made?
Trailers are made to advertise a film's release (in cinema or even on DVD/Blu-ray) and appeal to as much of their target audience (movie-goers of a certain age, gender, etc) as it can, in order to, effectively, sell the film. Often nowadays, trailers will be released many months before a film's release in an effort to generate a 'hype'.
How do they work?
As a trailer aims to advertise, they will often be fast-paced and attention-grabbing, and if it is shown in cinema, especially immersive; many films will feature high-concept elements such as a recognisable soundtrack. Trailers often have distinguishable parts: firstly, the main narrative will be introduced, along with the protagonists. A disruptive event may then occur, sparking the conflict that furthers the plot and pulls the audience deeper into the narrative, making it engaging. However, trailers are, (more often than not), careful to keep an element of mystery; an enigma for the audience to solve that entices them into seeing the film to get the 'answer'. Finally, the trailer will end in a high-impact fashion or with a 'cliff-hanger' effect that will encourage the audience to see the film in full.
Who are they for?
Trailers for films all aim to appeal to a specific audience: people of a certain age range, gender, etc. For example, Disney/Pixar's Cars (2006) is an action/adventure/comedy marketed towards children; mainly boys of 5 and above (as its age certificate is G, General). It may also be tied to a gratification it may give the viewer; some may be looking for escapism or to identify with what they see on-screen. Although perhaps more of a relevant theory in TV, a film's genre will often fulfill a certain 'need' in the audience (e.g - a horror film showing violence, so the audience doesn't need to express it themselves).
Where do we see them?
Trailers can be found on a variety of platforms: TV, in online media such as Facebook or Youtube, and in theaters/cinemas. In cinemas the trailers that are shown usually depend on the genre of the film that is being shown- for instance, if you were to see an action genre film such as X-Men Apocalypse [2016], trailers shown prior to the film would most likely be the same genre, such as Suicide Squad [2016] (because they can guarantee the same target audience being in the cinema at that time). On TV, it is rare that a full-length trailer is shown: they are usually shortened down to 30 seconds, and in some cases even just teasers with split-second shots followed by its release date in cinema. Some films are also advertised when they are released on DVD and Blu-ray. Online marketing has become very important for films generating a 'hype' or establishing a fanbase, especially when targeting a audience of young adults, who use social medias frequently. Often, advertisements target specific ages so it will show up on their 'newsfeed', 'twitter feed', etc.
When are they released?
The majority of trailers are released a few months prior to a film's release, and are shown increasingly in cinema when it is nearing this release date. However, films with a certain audience may release trailers even earlier in order to spark a 'hype' and give more time for audience engagement. For example, Suicide Squad, 2016, which features iconic characters in the superhero/action genre such as The Joker and Harley Quinn, released its first trailer on 19th January 2016 (and even a teaser, shown exclusively at ComicCon in 2015), despite the film's actual release being 5th August 2016 [UK].
Trailer 1
Trailer 2
Universal's Scott Pilgrim vs. The World, 2010, is an action comedy/fantasy film, rated PG-13. The film is based on a series of comic books by Bryan Lee O'Malley, and so already held a relatively established audience at the time it was made. Upon watching the trailer, I think that the target audience for the film is young adults of about 13-15+ as a minimum, as in the UK the age certificate is 12. However, I do think that considering the film's subject matter and genre, it appeals more to teenagers who have a similar sense of humour to the comedy shown in the trailer. The plot concerns Scott and his battle to defeat his new girlfriend Ramona's seven 'evil exes'. I think this trailer appeals to any gender because it has, quite obviously, a romantic plot, but there is also plenty of action shown in the trailer which is very fast-paced to make it exciting, along with comedy. It is also quite inclusive, as it features a gay man named Wallace who is quite non-stereotypical, as he is assertive and not flamboyant, as the stereotype goes. Although some of his lines make reference to his sexuality in a comedic tone, in my opinion, it is a fairly good representation and therefore may attract a wider audience.
Trailer 3
Fox's The Best Exotic Marigold Hotel, 2011, is a comedy drama, rated PG-13. It is about a group of retirees who go to a hotel in India, said to be newly refurbished- however, they soon realise it is worse for wear. I think this film is targeted towards the older generation for quite a few reasons. Firstly, the actors and actresses are all retirees and are quite big stars who have been in acting careers for a long time, and so are easily recognisable. Secondly, the comedy is quite light and is fairly stereotypical- for example, a moment in the trailer where one of the actors falls and they pronounce him dead, but then he gets up and asks, "Did I nod off?" (a stereotypical 'old person' thing to do). Overall, the comedy, plot (retirees going on a traveling adventure), characters, and the stars used for said characters, all lead me to decide that this is clearly a trailer designed to appeal to the older generation.
Great level of detail. Good work.
ReplyDelete