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Studying Trailers: An Introduction
Aims & Objectives
Intro to the purpose of trailers & their importance in a films marketing campaign
Start to explore & understand some of the conventions of trailers
Understand how trailers are constructed for different audiences
What is s film trailer?Look at the statements about film trailers on
the handout, What is a film trailer? With a
partner, decide which statements you AGREE
or DISAGREE with.
Give reasons for your answers.
Why is the trailer made?Film posters are important in capturing
audience interest but they cannot convey the
excitement and atmosphere of a film in the
way a trailer does. When experienced
through the advanced equipment of the
cinema auditorium, a trailer stirs our
emotions and gives us an impression of the
film that is impossible through still images
alone.
Look at the following titles of these three trailers:
Captain America: The First AvengerProm2 Days in New YorkAbraham Lincoln: Vampire Hunter
Based on just the titles, what clues are there about the content of the film? Try to say what exactly you are basing your ideas on. Is it the associations of a particular word or phrase? Is it knowledge of other films?
Do the posters help ?
Now watch the trailers. How accurate were your predictions?
Trailers help audiences understand the genre of a film. Referring to the trailers listed above, which ones fit the following genres? Comedy RomanceAction adventureHorror
Do any of the trailers seem to fit more than one genre? Give reasons for your answers.
Who are trailers aimed at?Trailers are generally aimed at the same
audience as the films they publicise. Different types of people like different sorts of films and whilst everyone is an individual there are certain features that will have wide appeal to specific groups of people. See if you can work out what these are.
Look at the following three trailers:Age of HeroesTransformers: Dark of the MoonSenna
Use the handout to make notes on your observations.
Use this list of potential target audiences to help you complete the second column of the worksheet
Teenage boys and girlsFamiliesCouples16-25 yrs skewed to boys16 - 25 yrs skewed to girls25 - 35 yrs skewed to women25 - 35 skewed to men35+
In the third column, note the features that you think appeal to this target audience.
H How do trailers help to fill cinemas?As well as using genre to gain our interest,
marketing campaigns must also show us how a new film is different to others in the same genre: this is known as the USP (unique selling point) of the film.
The USP is what separates one film title from another released at a similar time or within the same genre. The USP could be many things, for example:
the innovative use of special effectsan unusual mix of genresa popular star
Watch each of the three trailers listed below then write in the text boxes next to the trailer title what you think is its USP.
Trailer Title What’s the USP?
Cowboys & Aliens
Green Lantern
Real Steel
Where are trailers shown?Trailers are shown at the cinema, on TV and online with
poster campaigns and radio campaigns also giving wide
coverage for new film releases.
Dedicated trailer sites and official film websites often
carry trailers that have been cut for a general audience
and are suitable for viewers of any age, whereas trailers
shown in the cinema usually correspond to the
classification of the film being screened.
DiscussionWhere do you see film trailers? Talk with a
partner about the most recent trailers you have seen. Where were they? Did you watch the whole trailer? What do you remember about it? Does the place you see a trailer affect how you respond to it?
What do you think are the advantages and disadvantages of the different platforms used to show film trailers?
Use handout to take discussion further.