RESEARCH: When are trailers shown

 The timing of the campaign is important as if brought out to early hype begins to settle for the film and people tend to forget about it meaning that timing is essential. Often films may choose to release their films in relation to the time of the year, for example a feel-good summer film would be wise to release a trailer in early spring for release in summer so that people can feel excited for the season and, in turn, the movie.

TOY STORY 4

Sequalization of an extremely viral film franchise immediately establishes a designated audience. With the Disney label, parents expect values and lessons that imprint well on their children and this is reflected within the dialogue such as 'everything will be ok'

Toy Story 4 promises an exciting summer adventure that both has something for adults and children. It's nostalgic Beach Boys music with a campervan driving into the sunset evokes memories of settling down after a long sunny summers day which parents will also be able to reminisce over. Kids will similarly find excitement in the prospect of these bright colours that pop highly engaging 

YESTERDAY

Yesterday offers a festival-like atmosphere that allow people who want to relive the magic of the Beatles to do so. It's summer release date well correlates with the bright, sunny locations and the vibrant music that's shown in the trailer.

Many guests appearances from James Corden and Ed Sheeran allow for the movie to establish itself as a high budget production that takes itself seriously.

THE BRINK

Featuring real-life public figures, The Brink promises a documentary style production that exposes the truth providing a level of insight for audiences interested in politics. Camera men even go as far as to sit in on meetings between figures, a highly invasive position for the audience to sit in on.

Many, including The Guardian, found that the trailer doesn't ask questions and would be put off by the fly-on-the-wall style of documentary. In comparison, films like 'Frost/Nixon' portray a far more invasive style of documentary that pushes Richard Nixon into the spotlight and truly asking questions.

RESEARCH: Where are trailers shown?

According to the FDA film trailer website, Trailers are shown at the Cinema, TV Spots, and most prominently in this digital age: Social Media. 

• Cinema - As played 30 mins before the film, it is likely a paying audience for the film would be interested in films of a similar genre. Therefore, in the midst of comfortable seating and snacks an audience is likely to engage with whatever is presented.

• Social Media - As videos can be embedded, it is easy for audiences to engage with the content that is promoted to them as it plays upon scrolling into view of the trailer. This is preferable as it forces audiences to see your trailer, this means it is essential for the content to appeal to the 7 second rule (the amount of time a viewer will view a product before scrolling). In squeezing the USP of the trailer and other attractive features within these opening moments people who don't go out of their way to view new trailers will possibly engage with your product regardless.

• TV Spots - With these styles of advertising dominating how trailers are distributed for the past decade, TV spots are infamous for their nuisance as it frustratingly interrupts the programme. In adaptation to this, viewers often pre-record the show to be able to skip through the ads or, as of recent, switch to streaming services where there is no advertising. It is because of this that TV spots have lost their effectivity.

On the Film Space website, Dan Skinner discusses the effect of duration and style on trailers and who it will be consequently viewed by.

Teaser Trailer - The first time you get to see the material, the purpose of the teaser trailer is to get a sense of what the film will be about and excite you. Fewer shots, there is less plot and simply a first glimpse into the movie.

Main Trailer - Often Longer, trailers are anything up to 3 minutes long. The Trailer needs to set up the story, specifically what needs to be overcome by the protaganist. It is further important that the Trailer unfolds every piece of content that would be found appealing, revealing who is involved in the film means that audiences can create associations with directors who have made other films they've liked.

TV Spots - Much shorter, they work on the audience having knowledge of the film, reminding audiences of the films release and building excitement. Unlike the Main Trailer when there is no set duration, the TV spot needs to be very creative in fitting into such a finite time period.

RESEARCH: How trailers help cinemas fill

 FDA's 'Teaching Trailers' resource, while implying that film advertising finds success from signalling genre,  FDA further state that they must provide something new to audiences in order to engage them with their plot in particular, as Kermode states, 'Originality is rewarded'. This originality being labelled by the FDA as the USP or unique selling point. 

I identified a USP in three different trailers:

THE LION KING

The remake of the beloved Lion King(1994), Disney looks to recapture this past magic in the capabilities of 2020s animation. A movie loyal to the highly rated original, it's unique selling point is found in the spectacle for adults being able to relive the magic they felt watching this 25 years ago when they were younger and now likely sharing the experience with their own children.

LATE NIGHT

A show likely popular within adults or fans of the late night talk-shows, Late Night portrays a story of a bitter host navigating the world of live television as she attempts to save her show in threats of it being cancelled. The trailer establishes a woman (Molly) looking to prove her worth as more than a girl hired for diversity in the writers room, a story of perseverance in the face of racism in the work place, being a theme not tackled often in Hollywood, Late Night achieves a USP which many will relate. 

SPIES IN DISGUISE

A film which finds a compromise between the suave action in movies like James Bond, meets the fun, innocence of past dreamwork titles which are wildly popular within children as they look to meet the short attention span of children with it's high paced action and easily interpretable animated characters. Spies in Disguise further features Will Smith, a unique selling point in himself as with his name, brings the highly famous humour of his past roles.

RESEARCH: Who are the trailers aimed at?

 Trailers, by portraying its characters and themes aim to target an audience who fit the description of the character and are able to identify with the issues they face.  I analysed trailers offered by the FDA Teaching Trailers resource and speculated on it's target audience.

VITA AND VIRGINIA tells the inspiring story of independent women breaking boundaries set by society, restricting them of their creative potential. Such a story will immediately grab the attention of young influential women who find their perseverance and resilience in such a harsh world highly inspiring and will likely go to see the film as such. Furthermore, fans of period dramas will also find this film interesting as it succumbs to the high production values seen in the costume and set design, such an audience likely being able to be labelled as a 35+ audience who enjoy its realism, a popular trope for period dramas to adopt. These 35+ audiences likely find its themes of romance and the hardships of the life to be relevant within in their own lives and therefore, are more engaged with the characters.

FROZEN II being a family friendly animated film looks to engage a younger audience with its friendly looking characters or everyman figures which a child would easily identify with. The Disney wholesomeness values promote adults to take there kids to see these films as it's brand promises a good influence, this being prominent with the strong female character who is shown to provide determination as she runs head first into stormy waves. This being values young women would especially appreciate.

APOLLO 11 in the form of a documentary looks to appeal to fans who appreciate the human history, the production values coming across highly authentic an audience may be nostalgic of the fashion of the 1960s that Apollo 11 depicts as it recreates the day of the rocket launch. This audience may be, while not limited to, ages 16-25 year olds looking to educate themselves on these past experiences. The focus on the national pride makes the movie highly universal in its patriotism of the 'We are one' values that the launch represented at the time. Recently in watching the trailer for Gravity, the unsettling drama of being in the unknown is highly uneasy and creates tension, thus appealing to fans of drama pieces.  

  

RESEARCH: Why Is a Film Trailer Made

    In our research of trailers the three trailers on the Teaching Trailers resource supplied by the FDA online we watched and analysed in order to further my understanding of why trailers are made and how they signal the film's genre and character.

The trailers that I viewed:

The Trailer for 'Hobbs & Shaw', rooted in it's past as part of the fast and furious franchise, looked to grab this returning audience with its emphasis on the high pace, high budget action complimented by elements of comedy. 

'Artemis Fowl' looks to grab a younger audience fascinated by the grand mystique of a fantasy world. The trailer depicts the main character as one left as a nameless 12-13 year old as to allow for this audience base to imagine themselves going through the world of 'Artemis Fowl'. It's special effects being highly impressive and attractive, the trailer looks to show these off promising audiences to expect more as they watch the film.

The Film trailer of The Mustang depicts more adult themes, depicting a coming-of-age tale related to the struggles of an adult moving through the world. With many adult men likely finding this relatable it further introduces fantastically beautiful settings which many will find highly enticing.

RESEARCH: What is a Film Trailer

In researching film trailers, FDA's Teaching  Trailers online course enlightened me to a Film Trailers importance in the marketing and distribution of a film. The case study we looked at was 'Booksmart' which we then used to analyse its effects.

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

In looking at Ken Loach's Sorry we Missed You, their marketing campaign heavily anchored itself upon its grass rooting of certain struggling working class areas of Britain. This further being elaborated within its relatable film trailer which depicted characters audience's may relate to.

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

Trailers are often displayed in area's distributers would expect to find target audiences, such as in the cinema before a film of a similarly genre or possibly online, found in websites related to the contents of the film.  Furthermore posters are found more publicly in high population areas located on billboards or modes of transport as for viewership to be maximised.

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

The company behind production of the film is highly important for me, whether it is a24 or marvel, production companies who's projects I've enjoyed in the past will usually intrigue me enough to see it in cinemas. However, equally if an indie film that has been rated highly by trusted critics or peers I will usually trust their opinion and see the film