What is the purpose of a film trailer?

There are multiple elements to a film's marketing campaign, whether it be the trailer, posters, advertisements or even viral marketing. These all contribute towards raising audience awareness through continuous exposure, as well as their interest in a film, in advance and during its cinema release. If audiences didn't have access to these marketing campaigns, they could possible have misconceptions and incorrect expectations of a film, a poster complimenting the trailer can reassure them.

The title of a film can also lead to incorrect assumptions, as it could potentially allude to a completely different genre and the overall atmosphere/pace of a film. Example of this include Dark Shadows, my first impressions of this title is that the film follows a dark genre - perhaps 'Horror' or 'Mystery'. I have made this assumption based on the conotations associated with "dark" and "shadows", as this could imply that something is unseen, creepy, threatening; all elements empahasised in horror films such as Paronormal Activity, The Cabin in the Woods e.t.c.

I could also use the film John Carter as an example, my initial impression is of a lifestory, a film focusing on an individuals journey due to the title consisting of someone's name - this emphasises the main character and subsequently puts the focus on them. Another reason behind me making this assumption could be because of my familiarity with films where the title follows the same format, such as Forrest Gump, Juno and Donnie Darko. However the latter wasn't so much a family drama conveying an individual's journey, as it was a fantasy/sci-fi drama, meaning that this film could have multiple inter-related genres, though without further information I am unable to guarantee this.

Finally, my first impression of Skyfall is that it has a sci-fi genre due the association of sky and space, something falling from the "sky" out of "space". Although it could  also follow and "end of the world" scenerio as the world as we know it - the sky - is falling down. I made this assumption as films such as 2012 and The Day After Tomorrow depict the end of the world due to natural disasters (dramatic weather change in the "sky" is an indicator in both films). If this was a contemporary recent film, it would be relevant towards the 2012 period, due to the controversial theory that the world will come to end when the Mayan Calendar finishes on Sunday, December 23, 2012.

What factors make you want to see a film?

There are many harmonious factors that contribute towards encouraging people to see specific films. These can include the genre, the actors, director, setting, special effects, storyline e.t.c. Other factors can include whether the film is a visual adaptation of a novel i.e. Harry Potter. Or even if the storyline of a film is based on a true story, this can imply a realistic viewing.

This could ultimately expand potential audiences or subsequently result in negative publicity if critics feel it didn't "live up" to their expectations or the standard of the book. Film/book adaptations may also be criticised if writers alter story lines, characters or the ending, examples of this include Watchmen, Fight Club, My Sister's Keeper, The Last of the Mohicans e.t.c. This problem has also manifested in the Harry Potter franchise as well as the recent Hunger Games, even though this 2012 film received praise and has proven popular among younger viewers (a reason behind the '12' rating and edited action sequences). This film has been bashed for at least 31 changes from book to film (as stated on www.film.com) changes that many people interpreted as significant and necessary to the storyline.

True stories visualised in film can also be a factor that attracts cinema-goers, as these can prove to be extremely realistic as well as relatable. Subsequently viewers can empathise with particular characters and their situations, or even "walk in their shoes" - as referred to Max Weber's theory of Verstehen (study into social sciences and human behaviour). In this occurrence, characters are conveyed in-depth, the viewers are shown a dynamic and complex 'person' rather than just a stock character such as the 'hero', 'victim' e.t.c, (Vladimir Propp). This use of verisimilitude helps to introduce a quality of realism to the overall characters, storyline, genre e.t.c, that can result in a rich and even heartbreaking performance as shown in Schindler's List, 127 Hours, Pearl Harbor, Pursuit of Happyness e.t.c. Two of the films I have just selected focus on historical events, this can be extremely valuable to anyone interested in history - they provide an insight into specific periods of time, as well as public views, beliefs and attitudes of the time. While the remainder focus on an individuals journey, the Pursuit of Happyness tackles a very prevailing topic - homelessness, extremely common in areas of deprivation. This means that the audience at least has a basic knowledge of the subject, however they may become aware of how far people go to survive if they become face-to-face with it. These films can incite people into controversial subjects, as they may have previously ignored/disregarded the notion that fellow human beings are suffering, to feel better about themselves. 

Where might you see elements of a marketing campaign?

You might expect to see the advertisement aspect of marketing through film posters, magazine reviews, tie-ins, pop ups, social media sites e.t.c. These appear to have a juxtaposed purpose to film trailers that provide a 'sneak peak' to intrigue and excite the audience, however I believe film adverts focus more on exposure. These ads are situated in places occupied by a large amount of people on a daily basis, whether it be shoppers walking past buses/bus stops (maxi film posters) or even clicking on the film's pop up ad while on Facebook, linking to the trailer/website e.t.c. A visual image is placed within the public's head acting as an incentive to watch the film, this could even be an iconic image that is directly associated with a film or francise. This can result in the advertising method becoming even more effective at fulfilling it's purpose.

This is an example of the association of an iconic image, the Harry Potter franchise. The camera shot of the main characters remains roughly the same throughout the series of posters, as well as the composition. As Harry (the main protaganist, the focal character) appears to always be in the middle of the poster with his companions are at the side of him, almost in the background. They are still in shot, however this represents that they are minor compared the actor in the foreground. Gender could also be represented as partriarchal in this poster, as the two male leads are at the front, while the female lead is placed right at the back. Even though with the film she is conveyed as 'strong' and her high intelligence is a neccesity for the trio and the success of Harry's journey. The font is also iconic to HP, as it is instantaneously related to Harry's scar, the 'P' in the franchise's title alludes to this.

How is a film's 'message' presented?

A film's 'message' can be presented to potential audiences in different ways, from a specific genre and storyline to the actors present within the film. The genre can present a certain message, as a sci-fi film could represent how some people disregard the possibility of 'alien' life. The film could expand on this belief, using verisimilitude throughout the setting/characters e.t.c. If the film is set on Earth, the audience could then empathise with the characters and the situation they're in - thus 'opening their eyes' to the scenario and the possibility of different species. On the other hand, a drama/comedy or true life story also allow audiences to relate/empathise - as they present natural settings and real life situations. For example, it could focus on the human condition, how we take things for granted, how we can act selfish and disregard others needs e.t.c.

Actors present within films can also represent a message, as the popularity of an actor/actress could potentially determine the success of a film they're staring in. For example, the actor Brad Pitt and Angelina Jolie are conveyed as this 'family unit' and well respected - they appear to be down to earth as well as considerate i.e. believing in equal marriage/rights. Subsequently the films starring them are successful in the box office, Mr & Mrs Smith grossed roughly $478,336,279 worldwide (quadrupling the $110 million budget).


Examples of films with a 'message' include;


To Kill a Mockingbird tells the story of Atticus Finch, a lawyer in a small town Alabama who chooses to defend a black man wrongly accused of raping a white woman. This presents a very important and predominate social message for the time [1962], as its set in America when racism was at it's peak with the segregation of white and black people. It reveals how this racism effected social perception and the legal system, as the American 'White' population where more likely going to believe a white woman's false accusations rather than a innocent black man.




Philadelphia tells the story of gay lawyer Andrew Beckett who is unjustly fired by his firm because he has AIDS, and of Beckett's legal fight against his termination. This film represented how many people in [1993] as well as in modern society have misconceptions of homosexuality and its relation to the disease. For example, many wrongly assumed that all gay men had AIDS and it could be transferred through touch - which is probably why Beckett was unfairly dismissed from his position.

What is a film trailer?

First and foremost, I have to establish what a film trailer is. Especially as they are an important part of a film’s marketing campaign, essentially an ‘advert’ for film. They are necessary to inform potential audiences about the film with the purpose of evoking a response from people while encouraging them to view it at the cinema. A film trailer can even be designed to complement its poster, however this isn’t always the case as either cold be alluding to something else completely. For example; a genre that wasn’t conveyed on the trailer/poster, used as a hidden USP (unique selling point).

Due to film trailers having a fundamental place within marketing campaigns, it’s important that film companies invest wisely, they need to create a trailer that with attract, intrigue and eventual ‘hook’ an audience. They have to achieve this within an approximate two-minute slot, possibly including the intro, middle and conclusion of a film, without revealing too much that it ‘spoils’ it for viewer. The format in which a film trailer is shown is also important as they shouldn’t only be screened in cinemas. These formats include the internet (imdb, YouTube), DVD’s/bluray’s as well as on television. The time slot is dependent on the rating given by BBFC (British Board of Film Classification) as an 18 or Mature rated film’s trailer cannot be shown before the watershed, due to exposure to young children. However it is also common for high rated trailers to be edited to conform to these standards, this allows it to be viewed earlier and exposed on a daily basis before the film’s release – although this can be misrepresentative to young people who want to see the film because of this “exposure”.