Analysis 1 - Inception

Inception isn't specifically a thriller in genre, however I think this trailer is one of the best I have seen so far this year. I'm going to analyse it shot by shot in order to pick out the aspects of the trailer I think that is makes it, in my opinion, so effective as a teaser trailer.

These two shots are a prime example of branding within this specific trailer. The shot to the left is the first thing seen in this teaser trailer. Normally at the beginning of any kind of trailer the producers logo will appear. The usual logo used to represent Warner Brothers has been edited to follow to fit in with the rest of the trailer. The shot to the left shows the altered logo, and you can see with the shot to the left how it fits in with the theme used in Inception. This is a key example of iconography used in this trailer.

These five shot are freeze-frames of the text used throughout the trailer. The use of text is extremely significant within teaser trailers as usually no dialogue is used, meaning the text used are the only clues to what the plot is. However, the text is still limited to capture the audience's attention. Another aspect of this trailer that is effective is the sound used. Again, no diegetic sound is used leaving just the soundtrack which I think is extremely successful in this teaser trailer.

These three shots are three bits of footage from different points throughout the trailer. From just watching the teaser alone, you have no idea how the objects included are related to the film which means the audience are left trying to figure out the puzzle of what the film is about. The mystery is furthered by the fact there is no narrative to explain what is going on. This is an extremely effective technique in creating a hype about the film, leaving potential audience anticipating the release of the film.

This collection of freeze frames from the trailer are all of the footage included in the film. Again, they do not run in narrative order, and the order they appear in the film has been changed in order to build up suspense throughout the trailer. 4/6 pieces of footage including characters featured the same character (played by Leo DiCaprio) which means the audience are introduced to him as one of the main characters within the film.

Exhibition of a trailer

The internet has become an important tool when it comes to viewing a trailer, and has a considerable effect on the ways in which people find film trailers. Websites such as; The Internet Movie Database (IMBD), Apple Movie Trailers, and other websites specifically created for particular films and their upcoming release. The use of internet has also introduced the idea of consumers becoming prosumers, where the audience can comment on trailers, join online forums, and share links through blogging and social networking sites. Obviously, viral marketing is heavily relied on within the contemporary film industry, especially in regards to teaser trailer.

Although the internet is the newest way to exhibit a teaser trailer and to create the wanted hype, the exhibitor will use their knowledge to select trailers aimed at a particular audience to that of the main film in order to direct audiences towards specific films. This then encourages cinema-goers to return, and the process is then repeated. There are two main themes considered when this process happens, being classification of the film or genre of the film.

Sub genres

I have chosen to further my research within the thriller option as my initial ideas revolve around that genre. I have had a look at the sub-genres that fall within the genre and have chosen a few that I want my idea to follow. They include;

• Mystery thriller: Suspense films where characters attempt solving, or involved in, a mystery.
• Psychological thriller: In which (until the often violent resolution) the conflict between the main characters is mental and emotional, rather than physical.

Structure of a trailer

Normally, a trailer is structured around the most appealing aspect of the film it's advertising without taking the narrative order into consideration. For example, it may include a sequence of clips from different parts of the film to attract to a wide audience.

A basic structure for a normal trailer is as follows;

• Opening: establishes seeting and introduces and character
• Build-up: relationships established/development of characters and their world
• Problem: a dilemma or series of complications: characters faces with an obstacle to overcome.
• Events: a series of events as characters try to overcome obstacles and solve problems, further complications may arise

A more brief outline of a trailer's structure is;

• Beginning: order is established
• Middle: order is disrupted
• End: order is restored

For a teaser trailer, the structure isn't as developed as a theatrical trailer. This is due to the fact that a teaser only lasts from 30-90 seconds, whereas there is more time for a plot develop in a theatrical trailer which lasts up to 2/3 minutes.

Trailer conventions

In order to ensure my teaser trailer is as close to the real thing as possible, I must first study the typical conventions so that I can incorporate them into my research and eventually my own work.

Below is a list of the most recognisable conventions found at http://www.filmeducation.org/teachingtrailers/secondary/downloads.html;

• voiceovers are used to tell the story and give information about the film
• the stars of the film are showcased
• key points are sometimes conveyed through titles (words on the screen)
• conversations between characters often consist of one-liners, normally kept to a minimum
• dramatic camera angles may be used to show certain aspects of the film (events/characters)
• film footage is normally interspersed with actor or director credits
• music helps with building up an atmosphere
• the films title is normally shown towards the end of the trailer
• the trailer ends on a climax
• a montage (different point of the films edited together) is usually used in order to highlight the genre of the film
• usually lasts from 30-90 seconds
• the pace increases throughout the trailer

Genres

In order to achieve more focused and relevant research, I must decide on a genre for my own teaser trailer. There are many genres to choose from, the main ones being; Action, Adventure, Comedy, Crime, Drama, Epics, Horror, Musicals, Science fiction, War and Westerns. Within this genres, there are hundred of sub genres. I have chose three genres that are closely linked in which I shall base my research around.

Crime : developed around the sinister actions of criminals (e.g bankrobbers, underworld figures, murderers). Often classed as "film noir" or "detective mysetery" because of similarities. Oftern includes "serial killer" films.

Drama : serious, plot driven, realistic characters/settings/situation. Usually not focused on special effects/comedy/action. Include many subsets.

Horror : designed to frighten and invoke our hidden worst fears. Usually ends with a shocking finale. Often combined with Science Fiction. There are many sub-genres; slasher, teen terror, serial killers, satanic, zombies.

What is a teaser trailer and why are they important?

What is a teaser trailer?

• A teaser trailer is unlike a theatrical trailer in the sense that they are normally a lot shorter, normally lasting 30-60 seconds on average. Although it doesn't show as much footage from the film, they are both used for an upcoming film, television programme or game.
• The reason for the name "teaser" is because they are usually brought out up to a year before the film is released in order to create hype.
• The purpose of a teaser trailer is to tell the audience about the films content, create an interest amongst the public for the film and to let them know the film is coming up.
• Teaser trailers are often produced before even filming starts or during editing, which means some scenes that appear in them may not be featured in the final film. Some have scenes made exclusively for the teaser trailer only. (E.g Pixar)
• Teaser trailers heavily rely on internet downloading and viral popularity. This means that YouTube is an important site when it comes to teaser trailers.

Why are they important?

• It is a powerful weapon in the marketing campaign.
• Unlike a poster, they are able to they can convey emotion, excitement and the atmosphere of a film.
• Especially when they are viewed inside a cinema auditorium, they can be a very exciting experience.

A2 Media

For our A2 media coursework we get the choice to either do; a music video, a teaser trailer or a short film. I will use this blog in order to record my progress throughout different areas such as research, production and editing.