Conventions of a Film Trailer

Although there are many different types, film trailers use a number of different codes and conventions in order to put across exactly what is needed to the audience. These conventions should include all the necessary information the the viewer needs in order to make a decision about whether to see the advertised film or not.

• First of all the production company's logo is usually displayed at the beginning. This can straight away influence whether a viewer wants to see the film as if it has a good reputation for example Pixar or Warner Brothers, this may attract people. The production company can also present an idea of what kind of film is being advertised.

• Another essential convention of film trailers is the title of the film. This aspect is necessary when advertising so that the audience know what its called and can find out more if they need to. This will need to appear in a design specific to the genre. For example horror titles would use dark and mysterious colours while a comedy usually wouldn't. Very common colours used for the horror genre are black and red, however others may be used too.

• Music and voice over are also effective conventions of film trailers. Every trailer will have background music to accompany clips from the film however not all may use a voice over. Others may involved title overlays which are also effective in helping to give an idea of the story. In class we tested the effectiveness of music in a film trailer by watching a horror trailer with sound and then without. We all found the trailer much scarier and more intense with the music than without suggesting that it is an essential convention.
• Fast paced editing is a commonly used editing convention of horror trailers in particular. This often creates suspense and intensity which can make the viewer feel tense and on edge.
• An introduction to the main characters is in most film trailers. Like the production logo, if the characters are well-known and regarded in the film industry then this may attract a larger audience so it is effective to include them in advertising.
• A link to social media such as Facebook or Twitter is often included in film trailers where viewers can follow the film more closely. This technique allows the audience to feel more involved in the film.
• A necessary part of a film trailer is to show the age certificate for example if its a PG, 12, 15 etc. This allows for attraction of a certain audience as if viewers are made aware of the certificate they can decide if its suitable for them. This mainly applies to the younger audience. If the film is a 15 for example, viewers can expect to see possible violence, strong language or adult themes.
• Finally, all trailers display a release date which is important so that the audience can plan to see it. The trailer should be available at least a few weeks before the film is released to allow the audience to do this.