1. What are typical codes and conventions of film trailers?
The typical film trailer would reveal the equilibrium and disequilibrium, in order to show enigma codes to lure the audience in and captivate them. Normally, the most interesting parts are shown within the trailer in order to create anticipation and audience desire to watch the film. The use of editing would be fast paced and in the form of a montage to portray a captivating whole visual image of the film so that the audience are able to understand the concept of the film. There would be very little dialogue and the use of parallel non-diegetic sound would be played throughout the trailer, conventionally one soundtrack parallel to the equilibrium and another to complement the disequilibrium. Also, there may be a voiceover in order for the audience to really understand the narrative and also a question to create a direct mode of address so that the audience are able to be lured into the film.
The institutional information would also be shown, either at the beginning or at the end of the trailer, to create audience appeal such as the use of a famous director or film company, which would make a viewer feel more comfortable due to brand loyalty. Furthermore, there would conventionally be critics awards, ratings and quotes to again make the viewer interested as they would trust a critic's review. Conventionally, the title of the film and the release date would be revealed at the end of the film as the montage builds up to the title; all the fast paced editing and suspense would then reach the climax of the title and release date. This would therefore be the last thing that the viewer sees and so the audience would not forget this.
2. How are trailers distributed?
Trailers are distributed in different ways depending upon the movie - such as if it is a large franchise or whether it is a high/low budget film. For example, a big budget Hollywood blockbuster would have a big name in terms of its distributer compared to a low budget British film. A Hollywood film would have more exposure in terms of the plot and the characters in the film which therefore would be exposed through the distributor.
3. How does the ill Manors trailer use trailer conventions?
Most significantly, the use of non-diegetic sound is used within the trailer, however this is interestingly done as the director, Plan B, has included his own music within the trailer and the use of this synergy therefore helps with the promotion of the film. The non-diegetic sound is also told like a story, which acts almost like a voiceover. In addition to this, the trailer conforms to the montage type of cinematography and is very fast paced, almost like a music video; this is something we would expect to see as we are aware that the director is a music artist.
The trailer is shorter than the conventional trailer yet is super fast paced and rapid, representing the whole atmosphere created within the film itself as it is a very paced film, which jumps from time frame to time frame. The use of extreme close ups in the trailer also reinforce the idea of it appearing more like a music video rather than a film trailer as the use of the monotone cinematography and the super 8 highlight the different time zones and various aspects within the film. The slow motion and the fast paced, sped up editing, makes the trailer seem even more rapid and thrilling, complementing the urban crime genre perfectly.
The use of the iconography is also a key convention as the audience are able to immediately identify the genre of the film through this. So the use of guns, drugs and violence are used as action codes to identify the genre as urban crime.
4. Who is the target audience? Does it have a unique selling point or use particular techniques to appeal to the audience? Consider the way the scenes are edited together – does the trailer give away any clues about the narrative? Are the main stars visible in the trailer? Is there information about the director of the film? Is there information about the release date? Is a narrator’s voice-over used? Why?
The core target audience for 'ill Manors' would be young adults predominantly, this could however also broaden out to the youth market also as in today's generation and society the subject matter of drugs, sex and violence effect the youth market just as much as the young adult market. It would also be aimed at a dominant male target audience and we can tell this from the trailer due to the use of the reviews from 'Men's Health magazine' and 'FHM.' Furthermore, the subject matters that are addressed throughout the film seem to be aimed at the male demographic rather than the female, therefore I would argue that 70% of viewers would be male.
In terms of psychographics, the film would be aimed at strugglers and perhaps explorers as strugglers are likely to seek escape from their own world and explorers are interested in experiencing new things, therefore may be open to watching a film directed by a music artist. The uses and gratifications theory is also present within the trailer as the film is there to entertain and seek some sort of escapism, however it is also there to educate the viewer about the effects of drugs, violence and sexual abuse and how these all inevitably lead to a downfall.
The unique selling point of this trailer is of course the director himself being a music artist and the fact that his music is being played throughout the trailer as a story, like a voiceover, rather than having a simple soundtrack or a simple voiceover, adds a unique and original aspect to the trailer. This reflects the whole film as being quite original, within the way that it has been produced - almost like a music video. In the trailer, at the end, when the non-diegetic sound of the violin becomes more rapid, the review from Q magazine 'unforgettable' blinks rapidly on screen simultaneously with the sound of the non-diegetic sound.
The montage type editing is very typical for a film trailer, but as the audience we are able to get a sense of what the narrative of the film is due to the iconography related to the genre of urban crime drama. The use of the guns, the drugs and the prostitutes, all give us the sense that the narrative of the story will be central to these issues. However, we can also guess that this is a multi-strand narrative, due to all the characters being shown within the trailer, and therefore we may guess that this is a film focusing on more than one character and their story.
The names of the main stars do not appear in the trailer yet they are seen, perhaps this was deliberately done as they are not critically acclaimed actors, however this could also be used to not draw away the attention from the director itself. The main unique selling point of the film is the fact that Plan B directed it, which makes it unique in itself and as he is the only name clearly seen on screen emphasises this unique originality - 'From the visionary artist Plan B.' Also as a rapper, Plan B would already have a fairly large fan base, which would again help with the success of the film and therefore this would be something that the audience would need to be aware of.
The release date at the end of the film is a key convention of film trailers as it is the last thing that the viewer sees and would therefore remember the date. Also, the whole montage, the fast paced editing all leads up to the climax of the title and the release date, making the audience anticipated.
5. How has the genre of the film been represented through characters, settings, lighting, colour, music/dialogue, camera shots/movements/angles and editing?
Initially, we can see the characters as young adults and therefore make the connection that this film is aimed at the core demographic of young adults. Their costume of hoodies and snapbacks reinforce the 'hoodlem thug' stereotype as we would closely associate sportswear and hoodies with youths up to no good. However, we could also argue that this is part of the youth culture and that is how they dress. This is a negative representation of youths but also relates to Medhursts idea of stereotypes being shorthand - within a trailer there cannot be any confusion within the genre of the film, therefore the audience are immediately able to understand that the youth culture and urban life is being presented through the use of their costume. Furthermore, the use of the setting, relating to the working class, the estates which is contrasted with London, reveals the conflict and the binary opposition between the rich and the poor, the upper and the lower class. Also as we see London, we are aware that this could be a British film or more basically, it is set in London.
The use of the trailer appearing quite artistic relates to the idea of it looking like a music video more than a trailer. The lighting varies and the use of the super 8 and the monotone add an artistic depth, which makes it seem more visually interesting.
The non-diegetic music that is within the clip is produced by Plan B and his words act as a narration - like a voiceover as well as a soundtrack. The fact that he says 'I am the narrator, allow me to take you back and fourth through time,' reflects the idea of the whole film being a story that Plan B raps his way through. Also the use of the shot showing Plan B as he raps, 'I am the narrator,' shows how close the link between him and the film is. Also, due to the use of the diegetic sound of the dialogue, it allows the audience to understand the subject matter at hand and also get to know some of the characters. We see a shot of Kirby walking out of prison like a dominant character due to his stance and the way that he malevolently grins - which links to Propps theory of the 'villain.'
The narrative structure of Todorov's disequilibrium is presented in this trailer too as we saw all the dysfunction of the urban life - revealing the negative representation of the genre within the film.
The various camera angles, editing and movement relates to a music video - through the use of the rewind in monochrome and the super 8 footage, it reveals the fact that the film is a 'story.' The pace of the trailer is again very fast paced and rapid, varying with different angles and shots to add more interest within the film and to again, highlight the fact that it has been directed by a musical artist. Also the use of extreme close ups in the trailer also reinforce the idea of it appearing more like a music video rather than a film trailer; the slow motion and the fast paced, sped up editing, makes the trailer seem even more rapid and thrilling, complementing the urban crime genre perfectly.
The use of the iconography is also a key convention as the audience are able to immediately identify the genre of the film through this. So the use of guns, drugs and violence are used as action codes to identify the genre as urban crime.
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