RESEARCH: WHEN ARE TRAILERS SHOWN?

Most trailers are produced at the same time as the film is being edited. The timing of a trailer campaign is important: it must be shown far enough in advance to generate excitement about the film’s release, but not so early that people forget about the film before it even comes out. Directors also intend to have their films released by January, before Oscar season, so that their film can be nominated.

Toy Story 4

This film is a sequel in the toy story franchise, therefore it already has an established audience who will watch the film in order to relive old memories of watching the original films. Female audiences may watch the film due to the introduction of the new character; Little Bo-Peep, a strong, independent toy. This film was released in Summer, likely to target a child audience who are on their Summer break. This is also to fit in with the Summer vibe of the film. The trailer will also appeal to Americans as the idea of going away in a camper-van is traditional for Americans and may cause them to relive good, old memories. Furthermore, the beach boys soundtrack causes nostalgia for audiences, even though they may not have been alive during the songs initial release, it has a nostalgic and summery feel to it. The song may also contribute to the parents deciding to take their children to the film, because they like the music. 

Yesterday

The main reason why people are attracted to this film is because of the music of the Beatles. An older audience may like to watch this film because they want to relive memories of when the Beatles were together. However, the Beatles are multi-generational, so the film's music can be enjoyed by a very wide range of age groups. This film also has a summer feel to it with the festival season and live performances on the beech. This likely causes audiences to reminisce about musical summer experiences were maybe they attended a concert or festival. The film is also littered with guest appearances from famous stars such as Ed Sheeran and James Corden. This will attract an audience who like these famous singers and performers. 

The Brink

The Brink is a documentary about Steve Bannon, a right-wring American politician. This trailer will likely appeal to an American, adult audience who likes politics. Furthermore, right-wing audiences may enjoy this film as there beliefs are being emphasised. The film allows audiences to see 'behind the scenes' of the USA's political scene and fully understand how it can be very difficult to be a politician. However, in my opinion, the trailer does not seem to ask any hard questions, it just observes. This makes me believe that the film will be informative, rather than compelling. 

RESEARCH: 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.

After a discussion, I found that the most common places to view trailers are:

Cinema

Trailers are shown in cinemas before the viewing of the main film commences. Trailers being shown in cinemas are especially good because they are shown on a very big screen, with very loud audio, which gives the audience a chance to get a real idea and feel for the film, enticing them to go watch the film when it releases. Furthermore, another benefit of showing trailers in cinema is that audiences are not able too fast forward or ignore the trailer. Therefore, audiences will just sit back and enjoy the trailers and look out for films they may want to go and see.

TV

Trailers shown on television are not as effective as trailers shown in cinemas. This is because a lot of audiences tend to not pay attention during the commercial break. For example, people tend to go and get a drink or snack when the show stops playing. However, most people watch more TV than cinema so that is a benefit.

Websites

Trailers shown on websites are an effective way of reaching an online audience. More and more people are spending more time on the internet so releasing trailers as adverts for websites is a good way of reaching out to a potential audience. Unofficial trailers can also be uploaded by users to websites such as YouTube, this is a good way for a film to generate free publicity.

DVD

DVD's can be effective at promoting trailers as DVD's are watched over and over again. However, people have the option too fast forward through the trailers at the beginning of the tape, so it may not always be effective.

Social Media

Social media allows people to comment on trailers and join in with discussions about the film. Trailers posted on social media also appeal to a younger audience who are constantly using social media.

RESEARCH: HOW TRAILERS HELP FILL CINEMAS

The teaching trailers resource, published by the FDA clearly states that it is of the highest important for a film's trailer to clearly show the genre of the film, so that audiences can decide if the film will appeal to them. For example, somebody who only likes action films is not going to like a romantic comedy. The resource also says there should be a unique selling point (USP) that is shown in the trailer, in order to offer something new to audiences and make the film stand out from others. A USP could be many things:

• The innovative use of special effects
• An unusual mix of genres
• A popular star

I identified the USP in the trailers of 3 films.

Lion King - A film consisting only of animal characters who have the ability to speak. The scenery is very beautiful and the animation quality is of the highest standard.

Late Night - Popular stars; Emma Thompson and Mindy Kaling. Also focuses on women in the workplace.

Spies in Disguise - Popular stars; Will Smith and Tom Holland. Also unique animation style with high quality special effects.

RESEARCH: WHO ARE TRAILERS AIMED AT?

 I watched trailers for 3 films: Vita and Virginia, Frozen 2 and Apollo 11.

Trailers are typically aimed at the same target audience as the film will be aimed at. Different types of people are interested in different genres of film. Whilst everyone is an individual, certain trailers will appeal to large mainstream audiences whereas some trailers may appeal to a smaller niche audience.

Vita and Virginia

I believe the target audience is aimed towards ages of 35+ with a slight skew towards a female audience. It is also aimed at all couples who may enjoy watching romantic films together. This film would appeal to socially aware women who enjoy seeing on-screen women doing what they want, without the regard of any men. The setting of the film is also very pretty, with scenes set Sissinghurst, therefore it will likely appeal to lovers of natural beauty and national trust members. Due to the films high production value with extravagant costumes and beautiful settings, it is likely to appeal to audiences who like large budget films with realistic props and settings.

Frozen 2

It is clear that the target audience is aimed at children under the age of 13 with a slight skew towards a young female audience. This is likely to be because of the main two characters being 'classic' Disney princesses. Young female audiences are likely to look up to the princesses as they see them as role-models. The feel-good vibe of the film will also attract family audiences with young children. Furthermore, the wholesome values in the film will attract families who want their children to learn good moral values. The smooth animation style also provokes a sense of childlike innocence which will attract a young audience. The action within the film may appeal to young men who enjoy watching action/adventure films. The talking snowman and all the animals also appeal to children who like nature. The general target audience is a typical Disney audience.

Apollo 11

The fact the film was selected for the Sundance Film Festival sets the idea that the film is aimed at a prestige audience as this film festival features indie films, rather than large blockbusters. The film is also a form of documentary which may attract an audience who enjoy non-fiction films, especially people interested in space and engineering. The film could be aimed at a wide range of age groups, those who were alive to witness the actual event may watch the film to reminisce about the 'good old days'. It could also be aimed at a younger audience who want to be informed about the moon landing. 

RESEARCH: WHY IS A FILM TRAILER MADE?

I looked at 3 different trailers on the Teaching Trailers website supplied by the FDA in order to further my understanding of why trailers are made and how they indicate the films genre.

The trailers that I watched:

The Mustang

The opening of this film indicated that the film was a cliche, villain surviving in a prison story, but as the trailer developed, it was evident that this was not the case. This was shown when the main character is introduced into a horse program. The trailer clarifies that the film is a feel-good film as we see the main character transform from a person rotting away in a jail cell to someone who has a new found bond with a loving horse. The trailer makes audiences want to view the film as viewers of the trailer are left with questions about how this transformation takes place and how a hardened criminal can find a new love for animals. The genre of this film is definitely drama as it is evident that the main character is in a difficult place in his life and overcoming this is going to be difficult for him.

Hobbs & Shaw

As Hobbs & Shaw is part of the Fast and Furious franchise, it is safe to assume that the genre will be action and the film will consist of very unrealistic violence. The trailer showed all the things that would be expected in a Fast and Furious film; car chases, explosions, excessive violence and advanced technology. The trailer is mainly aimed at a male, young teenage audience who like cars and violence. However, the female actress proved that females can also be typical 'bad-asses' who fire guns and drive fast, therefore it may also appeal to a female audience.

Artemis Fowl

Artemis Fowl was represented as a children's fantasy film in its trailer. This was mainly because the main character was a confident, young child who embarks on an adventure. The quest theme theme is typical in action/adventure films designed for children as it usually involves a gripping storyline with twists that engage the child audience. The film made use of children's love for magic and fantasy as well as their appreciation of beautiful sets too lore in potential child audiences. For example, the scene where the woman transforms into a pretty being with wings, capable of flight will make viewers want to watch the film. Trailers like this appeal to both girls and boys.

RESEARCH: WHAT IS A TRAILER?

 I have started further research into trailers using the FDA's Teaching Trailers online resource, from which these resources come. 

I watched a trailer Booksmart before considering the following questions about trailers in general. 

1. What do you think are the major elements of a film marketing campaign?

Using Black Panther as an example of a very successful marketing campaign, I believe there are physical and digital elements of a successful marketing campaign. Digital elements could include Black Panther's website consisted of convergent links that lead to the social media accounts for the films where the film could be promoted to different audiences, especially the teenage audience who are common users of social media. Furthermore, Black Panther also used physical techniques such as billboards and posters that appealed to audiences by making the film seem exciting and action-packed. 

2. Where might you expect to see each of the different parts of the marketing campaign?

In cinemas and on TV (trailers), online (film websites and social media accounts), TV and chat shows, newspaper reports and features, radio shows reviewing films, magazine articles.

3. What factors make you want to go and see a film? How do you decide what films to see?

I think the main factor that influences my decision on whether or not to watch a film is the trailer. If the film has a well made trailer it gives me the idea that the film is professional and therefore will be well made. Another important factor is the genre of the film, different genres appeal to different people. The genre of the film will influence my decision on whether or not I will watch a film. Finally, if the film has a strong marketing campaign it will mean I am more likely to watch it. For example, if I see advertising for the film physically and digitally it will motivate me to watch the film as I want to fit in with everyone else who will be watching it.