Film Trailers

Film Trailers

Definition

A film trailer is a short promotional film for a forthcoming feature film. By showing significant and exciting moments with fast cutting, dramatic music and an intense commentary, it aims to create a need and desire in the audience to see the film.

A film trailer has to do many things in a very short time to promote a film. The trailer has to:

• make the film seem exciting, interesting and a must-see
• raise the expectations of the audience for the film
• promote the stars in the film
• make clear the genre of the film
• generate interest in the characters
• outline the story/plot without giving too much away
• highlight the main action or dramatic sequences
• showcase the USP – unique selling point - of this film
• highlight members of the production team the audience may know

Research 1
Look for examples of good trailers.
Choose different genres of films.
Choose trailers for films that you have seen, and for some films you have not seen. Youtube and IMDB are probably the best sources.

Harry Potter 2009
http://www.youtube.com/watch?v=L0Jv5DFQW4M&feature=related

Vampire film that is a love story: Twilight
http://www.youtube.com/watch?v=edLB6YWZ-R4&feature=channel


Research 2
Research some more information about film trailers from Film Education which is good on narrative structure and trailer techniques:

http://www.filmeducation.org/staffroom/film_in_the_classroom/film_trailers/genre_narrative_structure.php

For an article about film trailers.
See http://www.guardian.co.uk/film/2005/apr/01/2

This article about the origins of the film trailer asks are trailers the best bit of a trip to the cinema, or just artless commercial spoilers?

To cut a long story short by Oliver Burkeman.

His analysis of the trailer for Independence Day is worth reading:
The well-known trailer for the 1996 film Independence Day is a thing of beauty. Compacting the standard-issue plot into a timeframe of less than three minutes forces a special discipline; the voiceover, delivered in the second person, feels intensely personal. “It is morning. You wake up ... ” it runs, as we see Will Smith wake up. “You greet your loved ones. You grab the morning paper.” It’s quiet - too quiet. “And although it seems like any ordinary day, it isn’t.”…within seconds, the Empire State building has been zapped and is collapsing in flames - one of the film’s most impressive scenes. The military response gets under way. Men in suits shout at each other. “You’re looking at worldwide destruction in the next 36 hours!” someone yells. But the fight soon turns in the good guys’ direction. “We’re going to survive! We’re going to survive!” someone else yells. And before you know it, Smith and Vivica Fox are kissing, silhouetted against the embers of a not-fully-destroyed planet, leaving just a couple of seconds for Smith to end with a self-referential sci-fi movie wisecrack: “Now that’s what I call a close encounter!” (Oliver Burkeman 2005)
Independence Day was a very successful film so the trailer must have worked!

Codes and Conventions of a Trailer

What to look out for:
• The duration of a trailer is under 3 minutes - 2’05” is typical
• Fast cutting creating jump cuts (see glossary)
• Lots of action in each frame
• Many different shots are used
• Use of on screen graphics
• Use of a voice over narration
• References positive reviews
• Ensure the film’s USP is evident
• Includes main producers at the beginning and production credits at the end (although not on the screen long enough to actually read in the cinema but Ok for the inevitable DVD)
• Title of film as a banner
• An onscreen website link

The voiceover and text on screen often feature the film’s USP, its Unique Selling Point. This will be something that can be communicated on a poster.
The voiceover narration is an important element of a trailer often using stock phrases like ‘Coming soon … (creates a sense of anticipation).
The Title (often heard and seen to cement in viewers’ minds)
Film Trailer Analysis
Now try some film trailer analysis using what you know about the key concept of film language.
Some suggested trailers from different genres...

The X men movie Wolverine
http://www.youtube.com/watch?v=aCTDVNgNUeY

Harry Potter Half BloodFull movie Trailer 2009 HD
http://www.youtube.com/watch?v=L0Jv5DFQW4M&NR=1

There is some comment on this version enthusing about this trailer.
The Watchmen 2009 trailer is interesting for its use of sound and a song
http://www.youtube.com/watch?v=E4blSrZvPhU

One that works very well with students is Hot Fuzz for a hybrid comedy/action thriller low budget British film - nothing beats it!
http://www.youtube.com/watch?v=u5B8sSBkRF0&NR=1

Activity
In small groups watch one of these trailers several times. Look for one element of the film language and make short notes each time you view. You can draw up a three column table with the film language element on the left, and notes on how it is used in the other two columns.
The third column is for why the film language has been used in this particular way in this trailer – what does it tell you about the film such as – the genre – the mood or atmosphere – who are the intended audience – what expectations are created in the audience?

Trailer name
Slumdog millionaire
Film language How it is used Why it has been used in this way
Camera moving camera shots
close ups of main character a
to create action sequences, and a sense of urgency
to involve the viewer in the thought processes and emotions of Jamal

Sound

Film Language
• use of the camera – shot sizes, camera angles, camera positions
• use of sound – dialogue, voice over, music and sound effects (SFX), diegetic and non diegetic sound
• colour – is there a dominant colour, how is colour used
• lighting – hard or soft (see glossary), shadows, dramatic or naturalistic
• editing – typically very quick cuts and some dissolves – how long is each shot
• mise-en-scène (see glossary) – what is the contribution of the sets, props, costumes and acting
• use of on-screen graphics – what do they do?
Think about how each of these elements combine in the trailer to create an overall impression. Does the music match the speed of the editing or does the music do something else? What do the graphics do – see how they reinforce the voice over in the fist part of the Hot Fuzz trailer.
Activity 2

You are now in a position to do a written analysis of a film trailer. A good way to write an analysis is to remember the three point guide to each paragraph.
1. Make a point (e.g. use of camera angles)
2. Quote from the text – perhaps a shot or sequence
3. Explain what it is doing and why
Whatever you write, do not tell the story of the film or of the trailer.

Analysis Example 1 - Hot Fuzz
The low camera angle of feet walking towards the viewer right at the beginning followed by high intensity action shots convey the hybrid genre of action comedy that the Hot Fuzz trailer uses to attract an audience. On-screen graphics reinforce the stereotypical deep gravely tones of the voice over.
The low camera angle of a policeman’s feet walking towards camera is repeated in the safest town in the country to set up the contrasting comedy aspect of the hybrid genre. An expectation of comedy is contrasted and surpassed by fast cutting action shots with strong thriller elements setting up expectations of an action thriller.
The shock mock horror comedy sequence with the fork in the forehead is contrasted with the narration preparing us for real murder: ‘things are about to get very bad’.
The hybrid elements are seamlessly cut together to attract audiences of both genres. The mise-en-scène of the English small town with its church, graveyard and fete are referenced in the trailer to attract a UK audience for comedic and nostalgic reasons. It also attracts audiences in other countries notably the US by building on the success of popular British location films like Notting Hill.
Appealing to a young audience the trailer device of on-screen graphics gives provenance to the producers : ‘From the team that brought you Shaun of the Dead.’ High tech action scenes juxtaposed with verbal comedy interlaced with a heavy soundtrack convey a potent mix that ratchets up the expectations of the audience promising both humour and explosive action.
The plot is only hinted at, but production values are eye catching and apparently big budget, but the thrust of the trailer is the film’s hybrid genre.

Analysis Example 2 - Slumdog Millionaire Official Trailer (Pathe version)
http://www.youtube.com/watch?v=c0DKHKVWwkg

Art House Trailer
http://www.youtube.com/watch?v=AIzbwV7on6Q

Nice exercise to compare the two trailers

Analysis

Slumdog Millionaire The Official UK Trailer
It is what this trailer does not do that is interesting. It does not start with dramatic action shots, tricky camera angles or names of stars, because the film does not have these typical Hollywood conventions. It starts with the TV game show and a voice over sets up the enigma of the film – how does a boy from the slums know all of the answers? This version of the trailer uses the voice over to grab the audience as much as the cleverly angled shots of India.
This is a low budget all British film with very little initial publicity and no Hollywood style launch campaign. So a cinema audience may have heard little about this film. In my case I had read about this British film set in the slums of Mumbai, but I was not at all sure that I wanted to spend time and money on going to see the film. So the trailer had to do a lot of work on someone like me.
There at least two versions of the trailer. I saw both. According to the ‘art house’ trailer the film won a prestigious international award at the Toronto film festival and this information is used as a promotional device and as a way of giving the audience confidence that the film is something special and really worth seeing.
The film’s successful director, Danny Boyle, is flagged up straightaway which gives the message that this film will be as good as Danny Boyle’s last successful film 28 Days Later. The official version above chooses to highlight the same writer as The full Monty. Also there is an American voice over emphasising the compulsive nature of the quiz show plot.
There are several challenges in this trailer not least that the film is set around a TV quiz show and that the plot is given away by the title. The trailer makes the best use of the enigma of ‘will he get the answer correctly?’ but there is very little room for filmic action or moody drama. On screen graphics and sophisticated non-diegetic music create suspense. ‘Jamal Malik is one question away from winning 20 million rupees – how did he do it?’
The trailer shows aspects of the TV quiz show and then changes direction. The film language becomes playful, and dynamic with fluid camera movements and saturated colours depicting children in India jumping over roofs, climbing into trains and running for their lives. A beautiful girl is seen as the object of the main character’s aspiration and there are strong hints of romance with an enticing line of dialogue: ‘I went on the show because I thought she would be watching’.
The trailer cuts between the familiar TV studio set up of Who wants to be a millionaire and the noise and chaos of the streets of Mumbai. The audience are looking for a familiar film genre or emotional clue to the story. The art house trailer gives an onscreen quote not from a regular film goers magazine but from the Wall Street Journal: ‘a soaring, cloud pleasing fantasy that’s a tale of unswerving love’. The audience are reassured. It is a love story but hard nosed bankers like this film so it must have just that bit extra.
The mise-en-scène suggested by the trailer is the India you know like the Taj Mahal, and the Mumbai you don’t – the back street slums teeming with children.
(The song used in the trailer is from the rather underated band A-ha - The Sun Always Shines on TV - check the full version on http://www.youtube.com/watch?v=y0zPINgTBY0&feature=related )
The camera work is busy, moving all the time showing humorous activity, dynamic chases, delicate characters and poignant moments against a spectacularly colourful Indian back drop.
The editing is fast cuts, juxtaposing wide scenes with close ups.
The music is rhythmic, and emotional with all the bounce and energy of Indian film music and the beautiful Latika’s theme. An anthemic song with a clever hook plays over on-screen graphics highlighting in a huge font Danny Boyle and the writer.
This is a relatively low key trailer hinting and nudging rather than kicking and shoving audience expectations. Both trailers suggest this is a film for the more thoughtful viewer.
The media language with shots of hope and betrayal tells the audience that this a romantic movie, with some clever twists in the plot and stunning performances set in a new landscape of the slums of Mumbai.
Finally it delivers the USP which is that this is ‘The feel – good film of the decade’.
Note: Interestingly the trailer does not hint at the violent first part of the actual film – it is not seeking an audience who like to see violence, rather the opposite. This fact upset some audiences who went to see the film. The trailer does a clever job in not alluding to this violence – could it therefore be seen as being dishonest?

More Trailer Analysis
To read a short analysis of the trailers for Donnie Darko, Whale Rider, Lord of the Rings and Heist visit: http://www.teachit.co.uk/attachments/5119.pdf

For example:
The trailer for Donnie Darko uses contrasts between dark and light very effectively. The opening has high key lighting (see glossary): a very bright sunlight which outlines the figure of the main character. It is like a heavenly light, and coincides with, during the voice over, the word ‘life’ being spoken. There is a suggestion of something supernatural, perhaps even of the after-life by using this lighting (teachit 2007)

Activity

Discussion. How far should a trailer be scrupulously truthful about the film it is promoting? Is it acceptable to only show what the producers think will sell the film? Of course in such a short time not everything can be shown, but some trailers show scenes that have been deleted from the film – is this fair to the audience?

Making A Trailer

You have analysed several trailers, and you know the codes and conventions of a trailer. You now have some preproduction to do before you can start filming:
• choose the genre of the film
• choose the title – keep to it
• write a short synopsis of the plot – discuss it with friends
• write brief descriptions of the main characters
• create a storyboard THIS IS VITAL
• choose where the film will be made – a location near to you where you have access
• choose your cast from your friends or drama students
• select your film crew - could be just you or ideally two of you
• make sure you know how to use a video camera –do the video exercises on this website
• make sure you know how to use video editing software
• prepare anything else you need like costumes and props
Production
Couple of things to remember about making a trailer:
1. you need a great many different shots, with different shot sizes and camera angles
2. you do not need many different locations for the average trailer
Because a trailer is so short – between 2 and 3 minutes – each and every shot has a job to do – that is why you need to plan each shot. Even the best planned storyboards can and do change on the filming day – this is OK, you may think of a better shot as you are filming but without a plan better shots rarely reveal themselves.
Most trailers have an average of 40 to 60 shots a minute or about one shot every second. That’s a lot of shots to film. You may have to settle for less and use on-screen graphics as shots.

Plot

This is a basic story line for a 15 rated hybrid quest film. A young woman/man goes on a quest journey with his friend (male or female) to find his brother/friend/father/fortune who was last heard of in a mysterious text message. The journey involves running, car, train and bike – either all of these or just one or two. At various stages he is held up by unexpected obstacles. Eventually he arrives at what he thinks is the right destination to be confronted by ……a gang, aliens, a robot, dead body, monsters, a mysterious attempt on his own death or his kidnapped brother alone in a prison type house – choose any one, you are not going to show more than a hint of the ending.

Filming Pictures
Remember you do not need to worry too much about the sound with your pictures. Video cameras have a microphone on the front which will record sound, but it will not be high quality. Mostly you will use non –diegetic sound although it is useful to have – for example - the noise of that bus to create a sense of reality in your trailer.

What pictures do you need to illustrate a version of this story?
You need pictures of your hero and his/ her sidekick travelling in all sorts of different vehicles. You don’t need to see all of them move. For a car you need close ups of the characters at the wheel. For a bus getting on, and getting off the bus. If they hitchhike getting into a truck, car etc. You can get pictures of the bicycles easily – make sure they look exciting. Put the camera on the ground and look up.
Use close ups of faces and objects. Use different camera angles.

Tone
You will need to inject a sense of suspense and urgency for the journey. Do this with lighting and with canted camera angles.

Music and sound effects (SFX) also create tone.

Mystery and Enigma

Use music and voice over to create mystery and enigma. The narration often asks a question – will Dale and Tanya arrive alive? Who can stop them now? What is the mysterious presence that is following them? The mysterious presence can be filmed in a mist or fog created by smoke. Rustling in the bushes can create suspense.

Energy

The energy and thrust of a trailer are created through quick editing. You must of course have a lot of pictures in order to create quick cuts.
Energy also comes from camera movement and movement of characters and people within the frame. Think about using some simple camera techniques to create effects such as the ‘locked off’ camera on a tripod shooting a crowded place over a long time. When edited into a 5 second sequence this show lots of people moving very fast in one place like a railway station – ideal for your travel/journey/quest film.

Sound

Whatever you do do not put just one piece of music over the whole trailer. This is not a music video and anyway you cannot use commercial music for an exam. You will have to make your own music – just a guitar or keyboard can work really well. Often a friend will be happy to compose and play some suitable music for your trailer using your basic story idea as a stimulus.
Where possible create your own SFX. Record sounds with the mic very close to the sound – it can be very dramatic. Try it with a dripping tap in the sink. The kitchen must be quiet and the camera mic very close to the source of the noise – not the tap, but where the drip hits the sink. Use the camera mic to record sound because, as you edit, the pictures will help you remember just what sound you have recorded.
The voice over of a trailer is important, and one of the key codes and conventions of a trailer. Make sure each word counts and use short sentences. Typically you will need to say:
What the plot is about: ‘Dale and Tanya go on the journey of a lifetime … meeting unspeakable disasters … but do they achieve their goal…..’
Something promotional like: ‘from the people who brought you’…(refers to established audience) or ‘based on a true story’…(although a fictional film it is based on real life) as well as superlatives such as ‘unmissable…breathtaking….sensational’
Do not forget to voice the title of the film at some point near the end as well as writing it as a banner on the screen.
Record it in a very quiet place with the voice close to the microphone. Speak quietly and don’t shout. Always check that the recording is actually on the tape.

Editing

I have already indicated that you will need many more pictures than you imagine, as you will try to edit a picture every second or so. Even though this trailer will be less than 3 minutes in duration you will need several hours on different days to edit it effectively.
A good tip is to edit the sound track first especially the voice over narration. This will give you a shape to work to. You can then edit pictures of your main characters as the narration identifies them in the trailer, and put the title at the right point where it is voiced.
• Do a long rough cut first where you put down your most effective pictures and the sound without any music
• Edit the soundtrack to time and start making the pictures fit.
• Add SFX
• Add your specially composed music (no commercial music remember )
• Play it to your friends and make minor adjustments for the fine cut