Scream Trailer- Specific Genre Analysis

Name: Scream

Date release:1996

Rating: R

Cast: Drew Barrymore, Courtney Cox, David Arquette

Production: Dimension Films and Woods Entertainment

Director: Wes Craven 

Box Office: $6,354, 586

Awards: MTV: Best Movie.

Target Audience.

I think that the target audience for this film would be males and females from around the age of 16 to 25. I think that this is the perfect age range as typically thriller films appeal to teenagers and the younger age of the adult spectrum. This film would appeal to both genders as this has a narrative that does not specify to a particular gender. However due to the fact that the main protagonist is a girl this could mean that this film would appeal more to males. I think that this film would not necessarily appeal to older adults over the age of 40, although it is a thriller film, it has slight comical elements perhaps due to when it was created. Therefore adults may find this film immature and slightly unappealing. The secondary audience for this film would be teenagers from the age of 12 up to 16. I think this because this film isn't that scary therefore younger children may enjoy watching it.

Settings, Camera and Mise En Scene.

The opening shot of the trailer is an extreme close up of a phone ringing. The telephone is quite old and is a landline. The fact the phone is a landline shows the audience that the location is someones house. This immediately sets the narrative for the audience. The extreme close up shot entrances the audience and adds emphasis. The shot hints to the audience that phone will be an important prop and icon of the film.

This shot then flows smoothly into a close up of the protagonist. This is done by tracking of the camera. This shot follows the length of her arm and up to her face. The close up shot of her face introduces her as a character to the audience. This shot will create familiarity and recognition for the viewer. The costume that the character is wearing is a beige wooly jumper. This costume shows connotations that it is set in the winter/autumn season as in America it is typically hot. The jumper also shows that she is warm and cosy which juxtaposes the tone and themes of the thriller/horror film. The setting of the house looks quite modern and clean which suggests she lives in a suburban area and is most likely middle class status. Having the film set in a typical house gives the viewer a sense of normality. The lamp switched on in the background suggests that it is dark outside- typical lighting for a thriller\ horror film. The character is wearing makeup which follows the archetype that girls wear makeup and care about their appearance.

A title is then added to the sequence which helps to break the shots up and inform the audience about any details of the film. The typography of the title is slanted in italics and is glowing blue against a black background which makes the font stand out.

This then fades into an establishing shot of the house, the camera movement is panning. This movement exhibits the location to the audience so they have a more clear view on the location and the area of filming.

A mid shot of the protagonist popping some popcorn and still on the phone conveys to the audience that the popcorn prop may be significant in this sequence. The popcorn popping signifies the tension buildings and the threat coming closer. This shot also allows the viewer to see the environment behind her, this further helps to set the scene of the trailer. The environment shown in the background gives a realistic tone to the film and makes it look more realistic.

A close up of the popcorn popping on the stove further supports the tension and atmosphere which is slowly being created through the trailer. The camera tracks the protagonist around the room further showing the narrative progress and develop as the trailer goes on. The camera angle in which she is being tracked in an over the shoulder shot, this shot exhibits the location of the house. The props in the background further support the type of area she is living in and how wealthy the family may be. For example we can see some dark leather bound books which are typically more expensive. However the old fashioned television juxtaposes the wealthiness of the family.

As the mood of the trailer changes and the tension is developed the genre of the film becomes more clear as the audience is introduced to a threat. This is shown through a close up of the character and her facial expression turning from happiness to fright. This is further supported by the two shot of the antagonist and the protagonist in the window reflection. The antagonist is wearing a costume that is conventional to have in a thriller film. The colour of  the costume shows connotations of death and abyss. The mask prop used by the antagonist is an icon of the Scream franchise and of the horror genre. The mask is recognisable and distinguishable by the audience.

An extreme close up shot of the emergency response information on the screen emphasises the danger that the character is in. The information in this shot supports a semantic field of law and authority. This semantic field is supported by a long shot of a police car.

A mid shot of another protagonist being attacked shows an equilibrium and a problem that is continually happening. The fact that a different character is being attacked shows the development of the narrative and that there is more than one target.

The use of an over the shoulder shot of a news reporter shows a realistic portrayal of a real life crime and how it would be documented by the news. The costume that the news reporter is wearing is bright yellow/green. This bright colour shows connotations of happiness which contrasts the genre of the film. Her costume also draws the viewer's attention to her and makes her the focus of the shot. The different location in this shot shows the film had a higher budget and could therefore afford to have different locations. The different locations shows progression and development which keeps the audience interested in the trailer. In this over the shoulder we can see the back of the a man's jacket.with the words 'top story', the slogan on this jacket emphasises that this story is important to the story line.

A two shot of a male and female. The composition of shot shows that these two characters are equal as they both have the same amount of shot space. This shot is a medium close up and is used to introduce these to characters to the audience, this allows the familiarity for the viewer. A zoom shot that frames to a medium close up of another character introduces her to the narrative, This character isn't wearing very much makeup which subverts the female archetype, her costume does this as well as it is very dull which is opposite to stereotypical female clothing

An over the shoulder shot exhibits a policeman scouting a house. An over the shoulder shot allows the viewer to feel as if they are in the moment with the actor- this creates an inclusive atmosphere for the audience.  The fact that a police man is scouting a house shows that the problem is trying to be solved. It also follows the authority semantic field shown in the trailer. The gun that the officer is wearing is an icon of crime and creates the strong association with law and crime. The officer's outfit follows the conventions of policeman. The high key lighting inside the house gives a sense of normality. This lighting also contrasts well with the low key lighting outside the house.

An establishing shot that pans horizontally showcases a new location to the audience and progresses the trailer further. A new location will excite and entrance the audience and keep them interested in the trailer. The low key lighting adds a mysterious and eerie tone to the trailer further supporting and relating back to the genre of the film. The fact that fog is used in this shot shows connotations of horror and also impending danger. The use of fog is an icon of horror and thriller films as it helps to set the mood and atmosphere.

A close up shot of another character talking on the phone shows repetition and a strong relationship to the beginning of the trailer. As it is the same scenario as in the beginning of the trailer it is dramatic irony because the audience knows something the characters do not. To further support the situation that the character is in and how someone is out to get her, a point of view shot that pans horizontally shows that she is looking for someone.

A shot of two girls shown in through a fence establishes their age and their interests. This is shown by the blonde girls cheerleading outfit. As she is a cheerleader it establishes her age (which would be high school or university), her age is also similar to the target audience which therefore establishes a report and relation. The high key lighting represents this shot to be normal and everyday like, as if nothing bad will happen. The high key lighting establishes and connotes a happy atmosphere.

Montage editing has been used to link a high angle shot and a mid shot together in order for them to create a link and show a relation between one another. The high angle shot shows a pursuit which is a key element and convention in horror and thriller films. This chase will keep the audience interested in the trailer and eager to see what will happen next. The next shot of the other protagonist running shows a clear image to the audience what the two characters have in common.

A two shot of a man and a women in a romantic scene shows a love interest and a relationship which can be a common factor is the particular genre. The composition of shot shows the two character having equal camera space which could show that they are an equal partnership.

A group shot of teenagers sat in a room makes it clear to the audience which age the film is based on- the age of the teenagers in the room links to the age of the target audience, this makes the character more relatable to the target audience. The teenagers are all eating and drinking which follows the stereotypes of what teenagers normally do.

A close up shot of the door slamming builds up the atmosphere and the tension for the audience. It could also be a sign of the impending doom yet to come.

An over the shoulder shot of one of the female character running shows a threat and how she is in danger. The low key lighting exhibits an eerie and dangerous atmosphere. This shot may also be a point of view shot- therefore this gives the audience an insight to his point of vie and what he can see.

Titles which show a catchphrase further enhances the narrative to the viewer. The typography used for the titles relate back to the font used for the emergency call line. This title screen liquefies into red. The colour red shows connotation of death and blood- strong themes that run through a thriller/horror.

A series of shots that vary from mid shots, long shot and close up have been put and linked together by montage editing. These shots are very fast pace and will keep the audience interested. This will also help to hint at the narrative and give the viewer sneak peeks of what is yet to come.

The title screen that shows the name Scream on the screen concludes the trailer. By having the title last in the trailer leaves a lasting impression on the audience and will make them remember the name of the film. The typography and animation for this title is the same as the other titles screens. This adds uniformity and consistency throughout the trailer. The dark background makes the font pop out. The screen is black which shows connotations of death- this contrasts strongly with the red font.

Sound.
The trailer begins with a diegetic sound of the telephone ringing. The phone is quite old and the ringtone mimics the age of this phone. The sound immediately grabs the audiences attention and sets the scene for the narrative. Normal dialogue is used for the female protagonist, however for the antagonist a non diegetic voice over is used to portray the antagonists speech. I think that a filter or auto tuning was used in order to portray a realistic phone conversation. This conversation sound bridges over into the next shot which is the title shot, the conversation now turns into a voiceover. The voiceover continues into the next few shots and at this point an incidental sound track begins and immediately the normal tone of the trailer concludes and an eerie one begins. As the close up popcorn shot is shown a diegetic sound effect of the popcorn is heard which makes the shot sound and look more realistic. As the opening sequence comes a close the incidental sound track ceases in order to enhance the piece of dialogue that was said by the antagonist.
A diegetic sound effect of a window smashing immediately sets the audience on edge and emphasises the danger that the character is in.
As the incidental music begins again it is much more dramatic and sets a dangerous mood, the danger semantic field that runs through the trailer is supported by the dramatic voice over. A lot of the dialogue used in the film has been used as a voiceover in order to emphasise the importance of what they are saying.


Atmosphere created.
At the beginning of the film a normal everyday atmosphere was created and portrayed by the protagonists. The use of high key lighting supports this kind of atmosphere. However as the trailer progresses and develops the atmosphere changes and become more scary and creepy. This is also supported by the low key lighting. The use of a male voiceover creates a dramatic and tense tone to the film.

60 Second Pitch.

This is a video of our 60second pitch where we talk to our class and teacher about our ideas for our trailer.

Suicide Squad - trailer analysis

Name: Suicide Squad

Date Released: 5th August 2016

Cast: Will Smith, Ben Affleck, Jared Leto, Cara Delevingne, Margot Robbie.

Rating: to be confirmed

Production Company: DC Entertainment

Director: John Ayer

Box Office: to be confirmed

Target Audience.

As this film is produced by DC Entertainment therefore there is already an established audience from previous films made by the company. The core target audience for this film is fans of comic books as this is a film predominantly about super heroes and villains. I think that this film will appeal more teenagers as stereotypically teenagers are into superheroes at this age. This film would probably be aimed more towards males as stereotypically they are interested in the concept of superheroes and comic books. However I females would be interested in this film due to the star system.

Settings, location and Mise en scene.

The opening of this trailer begins with a long shot in a restaurant, the shot has been framed through a window and includes the use of rain in the shot. This adds an ominous tone to the first shot of the trailer therefore exciting the audience and entrances them for whats to come. This shot then transitions into a fade to black screen.

The ident of the warner brothers logo is significant t the trailer as the animation used relates back to the narrative and the themes included in the trailer. The Ident that is used also fits in well with the theme and colours used in the trailer. The colours that are shown on the Ident also relate well to the colours that are stereotypically associated with superheroes. However this would be ironic as the film is about villains.

Between the two shots a fade transition into black is used to give a dramatic effect and to entice and peak the audience's interest. The next important shot used in the trailer is one which a tracking up is used. The use of tracking helps to establish the change in location to the audience it also attract the audience into finding out what will happen next. This shot is also a technique used to introduce one of the characters. This shot is important as it is the first look at the character we will see.

The close up shot of the character allows an introduction between the character and the audience. Tis helps to create a rapport between them. The shot also allows the audience to recognise the character and make her an established part of the film.

The next few shots shown in the blog is a montage paired up with a voiceover that sound bridges over from the previous restaurant scene. The use of the montage allows the audience to view things that will happen in the film but in a shorter amount of time. The montage also helps to keep them edited. The use of the voice over sound bridging into the next shot also the audience to make the association between that conversation and these shots. It gives the audience familiarity. These shots are linked in together using a fad to black transition and jump cut editing. This adds a flow to the trailer and could help the audience understand that these shots are happening at different times and places.

As we come to the middle of the trailer more and more of the characters are being introduced. The camera work to introduce theses characters are mainly close ups or medium shots. These shots enable the audience to really focus on the characters features and make them more recognisable for the viewer. An over the shoulder shot to introduce a character is also used as this gives a unique 360 degree so the character is more distinguishable. The costume worn by this character supports the criminal archetype as the character is wearing an orange jumpsuit which stereotypically associated with criminals.

Again in this trailer a montage editing sequence is used as a form of introduction for the audience. This is a good technique as it introduces the audience at a faster pace. This montage also is an effective way of seeing how the characters were before they joined the suicide squad. This could make the audience feel as if they know the character better, this therefore creates a relationship. 

One of the most important shots in this trailer is the medium shot of the character all together. This shot is significant as it shows the squad all together. This shows the audience that they are a equal team and shows unity for the viewer. The costume worn by the female character, Harley Quinn subverts the archetype that women wear skirts and are pristine all the time. However this characters wears minimal clothing and looks the opposite to the stereotypical woman. The squad of villains are also wearing slightly bright items of clothing, this subverts the archetype that villain wear all black to connote death.

Near the end of the trailer titles with typography that can be associated with the film is used to break up the clips and montages to inform the audience of the important details e.g. release date. A catch phrase is also incorporated into the trailer, the catch phrase has been broken up into different parts and is paired with shots that interlock and relate back to the slogan.

Medium close up shots are used to highlights the fact that these villains turned heroes still have a normal life with children and loved ones, it signifies that these characters are capable of love. This is exhibited through a medium close up of a character hugging and caring for his daughter.

Another significant shot in the trailer is the first glimpse of the joker. The extreme long shot of the joker is only around 3 seconds long. The fact that this shot is only several seconds long entrances the audience and excites them to continue watching in hope they see one of the most important characters again. 

The final shot of the trailer is of the joker. The costume and makeup on the joker supports the stereotypical mise en scene that would be associated with his characters. The actor has green hair and makeup on which shows connotations of a clown or a joker. The fact the joker has tattoos is a icon of a criminal. A close up shot allows the audience to clearly see this. The effect of a close up shot impacts the audience greatly as it is very eerie and will make a lasting impression and won't be forgettable.

Sound.

When the ident is showed at the beginning of the trailer a non diegetic sound track is used to mimic the sound of a timer or a clock. This adds an eerie effect to the clip and immediately entrances and puts the audience on edge. From the offset of the trailer a low beat soundtrack plays and this piece of music is quite atmospheric and flows well with the genre and storyline of the film. As the first character is introduced a non diegetic soundtrack begins, the soundtrack is of a female singing. The sound of this piece of music is very eerie and almost angelic which is ironic because these characters are the opposite of angels. The tone of music also flows well with the character who is being featured as it is a female, and the song is quite feminine and dainty.

Whilst the soundtrack is playing throughout the trailer several sound bridges are used to further introduce characters. The dialogue used in these sound bridges also interlock with the narrative and the shots well. 

As the trailer move forward the tension and atmosphere is built up with more powerful instruments and sounds added into the soundtrack. This reflects the anticipation created for not only the film release but possibly for the big reveal of the joker's appearance. The anticipation for the joker to be shown is also created through the music ceasing, after this the only thing that can be heard is the joker laughing. This effect creates an ominous atmosphere and immediately entrances the audience. 

Research: Definition of trailers and teasers trailers and the method of film promotion

Trailer: A trailer is a a form of Heritage marketing and creates a buzz for the films future release. The aim of the trailer is to create a wider target audience and to convince and appeal people to watch the film. A trailer can be from 2 minutes up to 5 minutes and will include a variety of shots and angles that will help to establish the narrative and introduce characters to the audience. The trailer will also help to establish the genre of the film and possibly the target audience.

Teaser trailers are usually released up to two years in advance of the actual films release and are usually up to 2 minutes 

The aim of promoting a film is to create a buzz within the target audience and to convince the audience to pay to view the film. Although a lot of marketing is put in to promoting the release in cinema, companies can also release promotions for the DVDs release. This helps to generate excitement for not only the film release but the dvd release as-well therefore increasing profit.

The promotion of a film can be approached in different ways for example heritage and digital. Heritage marketing is the more traditional method of marketing and includes posters, billboards and trailers. Whereas digital marketing is social media and websites. Both of these methods are used together in order to reach out to a wide target audience.

The advantages of using digital marketing is that the content can be shared and received directly to the target audience. The use of digital marketing also allows the fans to get more involved in the marketing of the film, for example The Hunger Games (2012) had a huge marketing scheme and spent around $45 million just to market the release of the film. Lionsgate created a concept called Fan Fridays in which the fans of the book and film could create their own content like poster and fan made trailers in order to create a rapport with the audience. 

The marketing concept also included the Capitol Pn. The Capitol Pn is a website based on the fictional world that is included in the books. The website allows fans of the franchise to interact with other fans and be placed into districts and run for mayor in each districts.

Web 2.0 is the current state of online technology in comparison to the early days of the web. One of the differences between web 2.0 and the original is that there is more communication, interaction, collaboration and content sharing. There is more social media sites and applications. By using web 2.0 it allows the product to connect more with the audience therefore transmitting the product directly to their target audience. Through web 2.0 viral marketing is incorporated through the use of social media platforms such as Facebook and Twitter for example hashtags like #headtothesqauare when marketing for The Hunger Games.

Differences between trailers and teasers.

Research: The Hunger Games: Mockingjay part 1 Trailer.

Institutional information:

Name: The Hunger Games: Mockingjay part 1

Year: 2014

Rating:Pg 13

Production company; Lionsgate

Director: Francis Lawrence

Box office:

Awards: Kids choice awards: Favourite movie, female action star and male action star, MTV- musical moment, best on screen transformation.

Star System: Jennifer Lawrence, Josh Hutcherson, Liam Hemsworth, Julianne Moore.

Box office takings: $337,135,885 (USA)

 Target Audience.

The target audience for this film has already been established from the trilogy written by Suzanne Collins. The books are mainly aimed at teenagers but the book has become more popular that it appeals to a wider age group for example adults. Therefore this could foreshadowing the popularity of the film and what audiences it will appeal to. The genre of this film is action adventure and Sci-Fi therefore the film will appeal to fans of that genre.

The secondary target audience would be adults as the film may be slightly more mature for children and would have a narrative that adults would find more interesting and appealing. Stereotypically adults would enjoy action and adventure films more than children.

Settings, location and mise en scene
In this first couple of shots in the trailer we are shown several locations. The first is an aerial shot of a forest and includes a helicopter, this element therefore links this shot into the next shot of the main characters aboard the helicopter. The lightning of this shot is very dark and has low key lighting which creates a ominous atmosphere. The low key lighting supports the conventions that thriller films are dark and mysterious and have a lot of drama in them.

 The next shot which features the main protagonist helps to introduce the character- the introduction for this character also includes a voice over which sound bridges over into the next shot of the protagonist. The medium close up of the two characters establishes their relationship, the high key lighting also lifts the mood and gives a happy atmosphere. The change in location also helps to keep the audience interested and entranced.

In the next few shots the audience are introduced to the antagonist, this is shown through an over the shoulder shot. The use of this shot makes the audience feel like the antagonist is not only looking at the protagonist but the audience as well. This shot is important because this is first time the audience are introduced to the antagonist. The low key lighting further supports the darkness  how sinister the antagonist is. The atmosphere and introduction is created for this character is achieved by the use of a voice over that sounds bridges in the shot before. The costume for the antagonist supports the archetype that villains wear all black, the colour that signifies death.

However the protagonists costume subverts the archetype that women wear bright colours and dresses due to the fact hat this character is wearing a black full body armour style suit. The scene in which the antagonist is conversing to the protagonist includes a cut to a black screen and then fade in to a medium close up shot, this makes the dialogue more dramatic and adds a dramatic tone to it.

In the next couple of shots they are sequenced together using fast past editing to create a montage. The use of the montage helps to establish the narrative. The fast past editing creates action for the audience and excites them. One of these shots include an extreme close up of the Mockingjay pin. This prop is a icon of the film and is used so fans can make the association with the franchise.

The final shot of the trailer is of the main protagonist firing an arrow. This shot is the last one the audience will see therefore it needs to make lasting impression, the protagonists pose us is one that is iconic to the movie and is recognisable to the fan base. This pose is what people can associate the film with.

Near the ending of the trailer titles are added to create excitement for the audience. The font that is used is one that the fan base can associate with the franchise. The font colour is a bright red and orange colour which symbolises fire, this again relates well to the narrative and fans will make the association with the previous narratives from the other books and films.

Sound.
The soundtrack that is used throughout the trailer is similar to a symphony, in symphonies there is usually a choir, therefore the choir could represent the uprising which is one of the main narratives throughout the film. The music is very dramatic which relates well to the narrative as it is the final part of the franchise it needs to finish with a bang. The use of this music creates a dramatic atmosphere and tension for the audience and also helps the create excitement. The shots that are included whilst the music is playing are perfectly timed with bangs and loud sounds that are in the trailer. The use of this helps to make the shot more dramatic and have added emphasis.

Atmosphere.
Throughout the trailer a tense and dramatic atmosphere has been created and the soundtrack supports this well. The atmosphere is dramatic because it is the final instalment of the franchise. The atmosphere needs to be the this way because fans who have read the books will be expecting action and drama.