2. Aims & Objectives of Trailers
• A trailer is a form of advertising in which the purpose is to promote a
new film to potential audiences and aims to encourage people to buy
the film or see it at the cinema.
• The genre of a film is often represented in a trailer through the
elements of mise-en-scene and cinematography techniques. For
example, the editing in a horror film is likely to be fast paced and
include camera shots such as extreme close ups, yet these elements are
not likely to be found in a film from the romantic genre.
• Similarly, the choice of actors in a trailer can also represent the target
audience of a film giving them something to relate to as well as
providing a form of escapism as suggested in the Uses and
Gratifications Theory by Blumler and Katz.
• The actors themselves can emphasise the genre if they are known for a
particular genre of film. For example, actor Jim Carey is known for
playing a role in comedies.
• Trailers will often have a unique selling point (USP) to help it appear
different from others of the same genre. This helps to attract audiences
because a new release will appear different from previous trailers
audiences may have seen before. Trailers will often create enigma to
entice audiences through mystery.
3. The Woman in Black Trailer
http://www.youtube.com/watch?v=7lReemWmO5o
• The Woman in Black (2012) is a film from the horror/thriller genre
directed by James Watkins. The film features Daniel
Radcliffe, Ciarán Hinds, and Janet McTee.
• Originally a novel, the story of The Woman in Black was
performed as a play, followed by the 2012 film adaptation.
• The opening credits of the Woman in Black trailer reveals that
Cross Creek Pictures produce the film and CBS are responsible for
the distribution. Cross Creek pictures are known for their
production of horror films including Bone Shaker, Black Swan, and
Clown. Similarly, director James Watkins is also known for writing
and directing other horror films including My Little Eye and Eden
Lake.
4. Narrative
• The opening of the trailer introduces an
audience to the setting through a series
of point of view shots. By doing this the
audience feel more involved in the
narrative as it feels like they too are
stepping into the Victorian house which
appears dark, dusty, and includes old
furniture and children’s toys.
• The trailer has a child voice over
narrating which connotes an idea of
innocence and purity through its nursery
rhyme feel however the topic she
discusses is quite sinister when played
along with images from the trailer. This
creates an uneasy atmosphere for an
audience and highlights the horror
genre.
• The narrator tells a poem which ‘she’ is
constantly repeated, this adds to the
sense of unease as it is ambiguous who
the voice over is talking about.
5. • The poem that the voice over tells in the trailer implies that the male
character is the victim which suggests The Woman in Black goes
against typical conventions as often in horror films, females play the
role of the victim whilst males are usually the villain.
• The voice over sets the scene for an audience by introducing the
storyline which leads to the introduction of the main
protagonist, Arthur Kipps. When this character is introduced, he
appears uncomfortable from his body language which is something
an audience can relate to as like him, they are unaware of what will
happen.
• Todorov’s narrative structure can be applied to the trailer as the
opening scenes are calm and balanced where the children’s toys and
tea party is shown. However when the Woman in Black is first
sighted, disruption occurs as the trailer soon becomes fast paced and
the change in the weather adds to the negative atmosphere. The
disruption increases as the trailer progresses and the audience does
not see the new equilibrium as this will make them curious to know
what happens.
6. Camerawork
Close-Ups
The opening of the Woman in Black trailer uses
several close ups of toys with each of them
fitting to the rule of thirds.
The eyes of these toys each fit the rule of thirds
grid which makes an audience eyes go straight
to this point when they first see them. This
allows an audience to gain a more personal
connection but also makes them feel
uncomfortable.
By using a close ups to display these toys
creates a sense of unease for a consumer as
there is nothing else for them to look at as they
are the only thing in focus.
The choice of using toys creates a feeling of
innocence and purity as they are often
associated with childhood however the
appearance of the toys is quite unexpected as
they are displayed in an opposite way to what
an audience expects and as a result creates a
sinister atmosphere.
7. Long Shots
• The trailer introduces the setting through
the use of long shots.
• In the first long shot, an audience can see
that the from the greyness of picture that
the atmosphere is dull and gloomy.
• This can be thought to set the tone of the
film as being quite dark. This is
particularly shown through the cross, this
is an example of dramatic irony as the
cross being in focus highlights the theme
of death to the audience which the
character is unaware of.
• Also, the surroundings appear abandoned
and isolated suggesting that the character
is trapped and alone.
• This creates a sense of fear as it
foreshadows the characters entrapment
in the house and that no-one will hear if
help is needed.
• These shots also highlight the Victorian
time period through the horse and
carriage and the house showing how the
setting is old and perhaps holds memories
or secrets.
8. High Angle Shots
• The trailer uses high angle shots to show
how the main character is powerless and
vulnerable.
• This is shown through an establishing shot
as this highlights how small he is
compared to his surroundings whilst also
emphasising how deserted the setting is.
• This is dramatic irony as the audience can
see that something will happen that the
character is unaware of.
• Similarly, when he enter the house, he
again looks small through the use of a high
angle shot portrayed how he is weaker
and more vulnerable.
• The second shot could also be considered
as a point a view shot as from an
audience’s perspective it appears that they
are the ones standing at the top of the
stairs which not only makes them feel
more involved but like they have a sense
of power.
9. Editing
• Towards the end of the trailer, the editing
uses quick, fast cuts to help build tension.
• As these cuts are quick, it makes the
reader question what it is that they have
just seen. This encourages an audience to
go and watch the film whilst also creating
a sense of fear.
• For example, multiple scenes are put
together with a black out in between, this
makes the trailer continuous and flows
well.
• Parallel editing is also used. Different
things are happening in house at the
same time.
• For example, the toys are moving in one
room, the children’s tea party and the
protagonist travelling to the house.
• This shows that eventually all of these
elements will meet so foreshadows that
something will happen.
10. • Cross-cutting is also used
in the trailer. This is where
scenes are shown in a non-
chronological order to
show the most exciting
scenes in the trailer.
• In this trailer, the more
exciting scenes are shown
towards the end which this
helps to attract an
audience and entice
people to watch the film as
as the most memorable
scenes are left until last.
11. Sound
Children’s Music Box
• The trailer uses the tune of a children’s music box for
incidental music throughout. The music would normally be
associated with children and this connotes the idea of
innocence and purity however as it is quite calm and slow it
creates a sense of unease.
• This music is played in time with the movements of the toys.
For example, on every chime, the scene will cut to the next.
This happens throughout the trailer so is a constant reminder
for the audience that children will play a significant role in the
film.
• The children’s tune is very repetitive so perhaps foreshadows
that the Woman in Black is always there.
12. Diegetic Sounds
• The weather is also used as part of sound. The
wind, lightening and rain are used as diegetic sounds, which
instantly creates a dark and gloomy atmosphere. If these
sounds were played alone, an audience are most likely to
know that the atmosphere is quite negative. This is suitable
for this style of film as the weather is a typical convention in
setting the scene in horror.
• This is the only other sound played alongside the music box.
The music box is associated with childhood however when
played along with the weather, some of the child-like
innocence is taken away which creates a feeling of unease.
13. • During the fast paced scenes at the end
of the trailer, the sound is very minimal.
• In these scenes, an audience would
expect to hear the diegetic sounds of the
fire, the rain and screaming of the
characters yet the music box just
continues to play.
• This music box tune is asynchronous as is
does not fit any of the actions of screen.
This makes an audience feel quite
uncomfortable as what they are seeing
and what they are hearing are two
different things. Therefore, an audience is
encouraged to use their imagination to
think about what is on screen.
• Silence is also used at the beginning and
at the end of the trailer. This builds
tension at the start and shows at the end
how the scene is still quite tense.
Todorov’s narrative structure can be
applied to this as the silences show how
there is not an equilibrium. Silences also
encourage audiences to use their
imagination.
14. Mise-En-Scene
Setting
• The setting always appears quite dark
and isolated. This creates a sense of
fear as the town is abandoned
meaning that the main character is
distant from society.
• The trailer shows bars that surround
the house and bars around the houses
in the village. This can connote the
idea that the characters are trapped as
a prison like feel is created.
Similarly, the bars in front of the
children highlight how they too are
trapped by the Woman in Black as
they play a main role.
• The forest is also used as a setting
which is another typical convention of
horror films. The trees surround the
main character and this emphasises
his entrapment.
15. Colour & Lighting
• The colours used are very dark, particularly
black has been used throughout and this
portrays a sense of danger and is often
associated with death, with is appropriate
for the films storyline.
• The colour of the character’s costumes are
often quite pale which could suggest how
they are becoming distant, and ghost-like
which is relevant to the ghost story. The
main character however, stands out as he is
dressed all in black showing how he is an
outsider.
• The lighting used is also very dark and this
connotes the idea of the unknown as the
audience and characters in the film are
unable to see what's could be coming.
• Similarly, the dark lighting is suitable for the
horror genre as it adds to the
gloomy, negative atmosphere.
16. Mode of Address
• Even though the trailer does not
show a release date, by saying
“Coming Soon” suggests that the
film is something that audiences
need to start looking for.
• The trailer talks to the target
audience by using their website and
twitter account as a synergistic
technique.
• This form of advertising is relevant
to the target audience as it can help
people to raise awareness of the film
through social networking.
Also, with twitter if people start
talking about the film, this all helps
the promotion and raising
awareness of the film.
17. Barthe’s Enigma Theory
• The purpose of a trailer is to create mystery
surrounding the films release and this theory
can be applied to the Woman in Black trailer
as mystery is created throughout.
• Firstly, who the Woman in Black is or why she
is important is not revealed in the trailer
therefore an enigma is instantly created as
audiences have questions about her.
• Similarly, from the trailer it is unclear why the
main protagonist, Arthur Kipps as no link is
revealed between him and the Woman in
Black.
• Photos of a family are repeated throughout
the trailer with their eyes scratched and
again, this creates mystery as their history or
significance to the film is unknown and why
their picture has been vandalised is unclear.
• All of these factors help to contribute to
enticing an audience to watch the film as they
will have questions that need to be answered.
18. Influences
• From this trailer we have been inspired to use toys in our trailer as
usually toys are associated with childhood and happiness so it will be
interesting to use them in a way that the audience unexpect.
• We have been influenced by the Woman in Black trailer to include
point of view shots as this allows an audience to take the position of
the character which not only makes them feel involved but share the
emotions and feelings of the character.
• With the editing, the quick cuts create tension and create a countdown
effect as this transitions are building up to something that will make
the audience jump. We think this is successful as it makes audiences
feel uneasy which is expected of the horror genre. Fast cuts were also
popular in our questionnaire so this needs to be something that we
consider using.
• This trailer does not use any dialogue, only diegetic and incidental
sounds so this encourages audiences to use their imagination. This is
something that we are considering to use in our trailer as sometimes
using your imagination is more powerful than seeing or being told
information.
