1. The first shots of the trailer are quite slow and
introduce the themes of cars and automobiles; this is
done by showing us Sam with his Dad driving into a
car showroom forecourt. A tracking shot is used to
allow the audience to follow the car and their
conversation. The story of a young teenage boy
getting his first car with his dad is put across. A non-
diegetic soundtrack plays with these scenes, the music connotes that the
film is for a young audience as the song is by Linkin Park.
The start of the trailer also introduces the theme of destiny as the car sales
man (Bernie Mac) can be heard saying to Sam (Shia LaBeouf) “The driver
don’t pick the car, the car picks the driver, it’s a mystical bond between
man and machine”. As he is saying this we are shown shots of Sam
admiring the car. He sits in the driver seat and strokes the steering wheel
and we are shown an extreme close up of the centre
of the steering wheel where there’s an emblem for the
Transformers, the use of an extreme close up signals
to us that the emblem has some importance to the
film’s narrative (story) as a whole. This particular shot
furthermore signals a change of pace and mood with
the use of music and editing. We hear rock guitar strings and heavy drums
which seem to be the sound of the car radio finding a frequency; we’re
shown several shots in quick secession, the radio
knob (to show that it’s turning by itself), the
frequency needle, Sam about to leave the car, the
DreamWorks logo and the Paramount logo. In
trailers one key convention is to show the logos of
the production company and of the distribution
company.
It then cuts to a shot of the car and we hear the engine starting and we
are shown a medium close up shot of Sam awoken from his sleep,
because he believes the car is being stolen. We hear the diegetic sound
of him shouting “That’s my car” at the same time as we are shown the
car’s gear stick moving in the car by itself signalling to us, the audience
that the car is driving itself.
We then are shown flaming meteors in space heading for
Earth, this is the first real clues that we are given that
connote the science fiction genre, this also links in with
the traditional themes of invasions and threats to planet
Earth. There is a use of diegetic sound along with the

2. meteors, and then the use of a black screen which provides the audience
with a quick moment to wonder what’s going to happen. We are then
shown and hear the meteors landing in several different places.
We see a clip of Sam’s car starting to change
into a robot but we don’t see all of him, just
enough to signal that something isn’t right, we
then see shots of Sam’s face to show his
reaction to this. All of this is shown using
several shots using fade to black between the
shots to provide an ellipsis. We then are then
placed in a subjective position behind Sam but
still unable to see what’s happing to the car due to the bright light. This
particular section again changes pace; the soundtrack is lowered so that
we can hear the diegetic sound of the car as it ‘transforms’. This enigma
is furthered with several other shots of the car (cut using fade to black) and
Sam showing his reactions but we never fully see what happened but
enough to give a really big clue.
A fade up from white is used to get to the next
scene, we hear the dialogue “What you’re about
to see is totally classified”. This is accompanied by
shots of what appear to be a covert government
building, and we are shown a pedestal shot of a
huge robot that looks menacing, the use of this
particular camera movement allows the size of
the robot to have more impact. We hear another
character saying “Dear God what is this?” This can
make the audience worry, but also he’s asking a
question that the audience maybe asking
themselves. The use of a fade up from white could
connote that the government are the good guys
and a sign of hope. The shots of the robot and the idea of the government
protecting people from the unknown again can connote the sci-fi genre.
The screen changes to black and graphics appear using an extremely fast
zoom out saying ‘on July 4th’ (American Independence) then it changes to
a soldier (Tyrese) running shouting “We’re under attack”. The release date
is an important fact to how well a film will do, the release date for this film
is July 4th, the date that America celebrates their independence, and this
films narrative represents a threat to that independence. The pace
changes again, and the music is heightened to sound like battle music. We
then see and hear diegetically robots blowing up army vehicles, and
cross dissolves to war ships on the sea, fighter
pilots running to their jets, a woman watching the
president address to the nation on TV. The shots
are accompanied by dialogue saying “We’re
facing war, against a civilisation far superior to
our own, our enemy can take any shape, and
they could be anywhere.” This dialogue is heard
parallel to the shots, the dialogue spoken matches with what we’re shown
on the screen. We see the transformers changing shape, the woman

3. hearing his voice on the TV and a robot coming out of a swimming pool.
These shots set up the theme of threat, threat to the nation that will take
army forces to be rid of but the following shots, allows the audience to
question this threat.
Then graphics come up (using a zoom out) MOST HAVE COME TO
DESTROY US, we see a horrific robot attack US soldiers then it says
SOME HAVE COME TO PROTECT US. Then
we see several shots of a truck, Sam and
Mikaela, all edited using fade to black and the
music reaches a climax. The music cuts out and
we see the truck transform, a point of view shot
is used and the camera zooms up from Sam
and Mikaela to connote to the audience the
height of the robot. (Optimus Prime) This is the
only time the camera stops for any length of time on a robot so this shows
that he’s important. Also the use of this clip connotes that he maybe the
‘some’ that have come to protect because we see this straight after the
graphics that have said this. Sam’s humour is shown when he says the
robot is probably Japanese.
The music kicks in again, this time sounding almost apocalyptic and
graphics zoom out which reads ‘director Michael Bay’, this is important, he
maybe mentioned because he is seen as prime selling point of the film as
he also directed Armageddon, The Rock, Pear Harbour and Bad Boys. We
are then shown more fighting this time it’s clear it’s in an urban area again
showing the sci-fi genre and the robots being a threat to civilisation. The
screen goes black again and graphics zoom out which reads ‘And
Executive Producer Steven Spielberg’, this again is another big selling
point, as he has been responsible for many successful films.
From this point on the intensity of the music really
picks up and the shots increase in pace as we’re
are shown more actions shots, things getting
blown up, Sam in peril, and Mikaela is heard
saying “I’ll drive you shoot” she is also in the
middle of the action again bringing in another sci-
fi convention of women shown to be just as good
as the men, and taking on masculine traits. We are also shown a quick
shot of Sam and Mikaela holding hands signally love interest. All of these
shots are edited using straight cuts to allow there
to be a fast pace as the trailer reaches its climax.
The shots get even faster and as the music comes
to a crescendo we are shown Optimus striking a
fighting pose and Sergeant Epps (Tyrese) shouts
“Bring it”. Then for the last shot from the film we’re
shown Optimus fighting with another robot which
reassures the audience that he’s the one who has come to protect, but
throws up the question ‘did he succeed?’

4. The title Transformers then comes on screen and the letters transform to
create the word and mimic the movements of the real Transformers. We
then see the release date, followed by credits. All fonts used represent a
metal effect to keep in with the robot theme.
The target audience for this particular film would be young people and
adults possibly up to the age of late thirties. Young people would be
attracted by the way that the genres conventions have been
communicated. The use of images and sound not only connote the sci-fi
genre but also action genre with the use of images of things being blown
up. The music provides an attraction as it helped the trailer to keep pace
and added to the excitement. In addition the use of young actors such as
Shia LaBeouf and Megan Fox would be appealing to young people. The
older audience would be attracted to the film due to their familiarity with the
original Transformers toys and television cartoon.
The trailer makes the film seem unmissable, I believe by using Steven
Spielberg’s name, and also by making the film seem big budget with the
careful selection of scenes form the film, that show that its action packed,
but also creates a narrative that is easy for audience member to
understand. Also after building up all the action the trailer sets up enigmas
(puzzles) that can only be answered if you go to watch the whole film.