Trailers: the theory

What do you think are the major elements of a film marketing campaign – the different way in which the film’s ‘message’ is

presented to potential audiences?

The major elements of a film marketing campaign are:-

• A film trailer consisting of 'a series of selected shots from the film being advertised.' These excerpts are usually drawn from 'the most noteworthy parts of the film but in abbreviated form' and usually without revealing too much of the plot line.

• A promotional poster usually containing a large image with the film title in a large font accompanied by the main cast and a short tagline.

• Viral Marketing - a website or social networking page to gain recognition and interest from the target audience (e.g. Facebookcould be used for an audience of 16-24 year olds).

• A magazine feature or review - an article giving an overview of the film before release, critic's review of the film.

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

• Trailers are often shown in cinemas before a film aimed at a similar target audience with a similar genre, is played. They can also be shown during televeision advert breaks so a romantic-comedy trailer may be shown during the adverts from programmes such as Hollyoaks, Glee, Friends etc as it would be aimed at females particularly teenagers.

• Promotional film posters can often be found in cinemas or theatres, encouraging people to see it. Also, billboards and but stops may be clad with film posters of new releases

• Magazines may advertise particular films if the genre appeals to their readers. Buyers of OK magazine are more likely to see ‘rom-com’s and so they are more likely to be advertised

• Viral marketing is usually used through social networking sites such as facebook.com, twitter.com, tumblr.com. Youtube is also used

• Reviews in magazines and websites such as Empire, Total Film and Rotten Tomatoes are used to encourage particular people to see films, positive reviews will influence more people’s decision to see the film.

Where do you most commonly see film trailers?

• I commonly watch film trailers when in the cinema, before the film I am going to see. I think this is the best way to view a trailer as it is more likely to be of a similar rating and genre of the film playing in the theatre and will therefore be of more interest to you

• My experience watching movie trailers may be different to others as there is a variety in the genre of film shown in the cinema. Films may be recommended to others and the trailer can then be viewed on the website ‘youtube’.

• Trailers are also commonly seen during television advert breaks, depending on the rating and genre of the film (film ratings of 15+ are less likely to be shown on prime time television).

• After asking my focus group about their experience, most agreed that they most often watch trailers in the cinema or on television, however some stated that trailers are often advertised on social networking websites and ‘youtube’.

Do the different locations and different ways of viewing –online, in the cinema, on television, or at the start of a rented

DVD, for example - have different effects on the way you respond to a film trailer?

• Yes, I think a person will react in a different way depending on where they view a film trailer.

• If a person watches the trailer for a film on a site such as youtube, they are more likely to be interested in the film as they have purposely gone to youtube to find a trailer that has been recommended to them or that they have heard of.

• If a person views a trailer in the cinema, they may be less likely to be interested in the film as they are just being fed the information, rather than choosing to watch something they would specifically be interested in

• If a trailer is put on a DVD, people may not respond as well to a film as it is easy for them to skip through the trailer and ignore it all together

• This can also be said for trailers shown on television, they can easily be ignored by the viewer and with new technology, people can even fast forward through the ad breaks and ignore advertisements and trailers for certain films.

Conventions

Typical conventions of film trailers:

• Main stars of the film are typically showcased

• Dramatic camera angles may be chosen to show events or characters

• The film’s title may not appear until the end

• Trailers build to a climax, where it ends

• Music plays an important role in creating the atmosphere