Why do film companies need to use trailers?
When a film is released at the cinema it has only a short space of time in which to become a ‘box-office hit’. The marketing campaign plays a vital role in advertising the film to the potential audience and in encouraging them to come to the cinema to see it. The companies who own the film and loan it to the cinema to show for a period of time are called the distributors, because they distribute the film around the country.
The distributors are keen for the film to be as successful as possible so they create a marketing campaign that aims to raise awareness of the film and arouse interest. The major elements of a film marketing campaign are posters, trailers, radio adverts and TV spots.
Why is the trailer important?
The trailer is a powerful tool in the marketing campaign. Posters are important in capturing the initial interest of the audience and drawing them into the cinema, but they cannot convey the excitement and atmosphere of film in the same way as a trailer does. The combination of moving images and sound, both experienced ‘larger than life’ through the advanced equipment of the cinema auditorium, is an exciting experience.
What types of trailer are there?
A distribution company may decide to release more than one trailer for a film, particularly if it is a blockbuster with a large marketing budget. The first type of trailer that is used to promote a film is usually the ‘teaser trailer’. As the name suggests, the teaser trailer is designed to ‘tease’ the audience and whet their appetite for more information. The idea is that people will talk about the film to their friends. The teaser trailer will be followed by a main trailer, which usually plays in cinemas three to four weeks before the film is due to be released. Trailers may also be used in TV advertising campaigns, but as airtime is expensive, these will be very short cuts of the trailer, designed for impact in as short a space of time as possible.
When is the trailer made?
Most trailers are created and produced at the same time as the film is being edited. Many of the films we see are from America and the trailers have been created there, hence the use of American vocabulary and accent in the voiceover.
How are trailers chosen to preview before certain films?
An enjoyable part of the whole cinema experience is watching the trailers which preview the main feature. The exhibitor (cinema manager) uses their marketing knowledge to select trailers aimed at a similar target audience to that of the main film, in the hope that the forthcoming attractions will appeal to them and bring them back at a later date. When they return, the process is repeated and in this way a regular audience is established. Classification is also an important factor in what is shown. Trailers are given a classification in the same way that films are and an adult trailer cannot play before a film aimed at a family audience. However, sometimes trailers for adult films are cut to make them suitable for a younger audience with the idea that accompanying adults will return to see the film on their own.
Why is it important for a trailer to show us the genre of the film and how does this happen?
A trailer aims to give the audience information about the film – what the story is about, who the stars are and what genre or type of film it will be. Genre is important in film marketing because our decision about what to see will partly depend upon whether we enjoyed other similar films. When we view a trailer we are automatically ‘decoding’ the things we see and hear to work out what genre the film is. For instance, if we see dark shadowy figures and hear scary music we recognise that this will be a film of the horror genre. Animated images and bright colours will usually indicate a family film, a rapid beat to the music means suspense, and so on. We call these recognisable sounds and images ‘conventions’ of the genre. Occasionally, a film will be a cross of more than one genre and then it may take more time for us to decide what it is. This can add to our enjoyment, as our expectations are taken first in one direction, then in another.
Another indication as to the genre of a film is the stars. As a cinema audience we are used to associating
Certain stars with certain genres, for example Mike Myers with comedy. A trailer will always ensure that we are made aware of whom the stars are, as this will encourage the audience to see the film and help them recognise the genre.
How does the trailer show that this film is worth coming to see?
Whilst the marketing campaign uses genre to gain our interest it must also show us how this new film is
different to others in the same genre category. The trailer must make clear the Unique Selling Point or USP of each film. The USP might be linked to the genre in that it is an unusual mix – say a musical horror or starring an actor who usually plays a different type of role or it might be something distinct like the use of special effects.
What are the features of a trailer?
Trailers are not ‘mini-films’. They are a genre in their own right and have their own set of easily recognisable features or conventions.
Trailers are designed to capture our attention and hold it for a short space of time. They give us just enough information to raise our curiosity but not enough to spoil the story of the film. They create a mood or atmosphere and heighten our anticipation of what is to come. In short, they tease but they don’t tell.
In some ways watching a trailer is like doing a jigsaw puzzle – we’re given some information as to plot and character and our task is to fill in the missing pieces in the time available. The style in which the information is conveyed is fast moving and requires our attention one hundred per cent of the time. To watch a film at this pace would be impossible – we could not cope with the input and would ‘switch off’. However, we enjoy the rollercoaster effect of a trailer.
The sound is very important in a trailer, particularly the music, which helps to create an atmosphere. The voiceover, a feature of advertising, is used to summarise the story and emphasise credit information (such as star or director names) where appropriate. Like every other element of the trailer, the voiceover also looks to promote the film by building our anticipation.
Here are some of the more common conventions of the trailers:
• They highlight the ‘best bits’ of the film; the very funny, the very sad, the action-packed, the bizarre, etc.
• We are not shown the story in the correct narrative order
• They showcase the stars of the film
• Some visual images stay on screen for only just enough time for our mind to realise what we are seeing
• Conversations between characters usually consist of one line each
• Unusual angles are often used to show events or characters
• Action is interspersed with credits on screen
• Voiceovers are used to tell the story and give credit information
• Music plays an important role in creating atmosphere
• The title does not appear until the end
• The trailer builds to a climax, where it ends
The Voiceover
The voiceover (including words on screen) is one of the most frequently used conventions of the trailer genre. It is used for several reasons:
• It helps us make sense of the narrative by giving us background such as where the action is set
• It showcases the stars appearing in the film
• It can give us information about the important filmmakers behind the film such as the director and producer and their previous work
• It helps to build a sense of anticipation about the film’s release
• It reinforces the title of the film
• It sets the tone for the film
A voiceover can summarise the story in between 5-8 lines. It does not give away the ending, but helps us
Anticipate what is to come. Choose a story you know well and do the same. Some trailers rely on words on screen and characters’ dialogue rather than a voiceover. Music also plays an important part alongside these features of a trailer.
