Romance Genre Mood Board

Conventions of the romance genre

My research into different trailers has not only shown me the conventions of theatrical trailers in general, but also the conventions of romance trailers specifically.

The romance genre is quite a wide one and can be split into varies different sub genres or hybrid genres, such as:

• The rom-com genre, this is probably the most well known and widespread example. This is a very successful hybrid genre and has proven to appeal to a large audience, stereotypically female. 
• Romance Drama is a sub-genre that has become increasingly popular over the last few years. An example of this might include the film 'If I Stay' which involves a serious car accident- demonstrating the drama side of the genre- but also includes a main female and male protagonist who are in love, this shows the romance side of the genre. 
• Fantasy Romance/Time Travel Romance films have also become more widespread. These involve a mythical/make-believe element in the narrative, but still conform to stereotypical codes of the romance genre, like the characters or props used. An example of this is the film 'About Time' this is about time travel so it fits under the fantasy and time travel genre, however it involves two main love interests and uses slow/gentle music, showing the romance side of the genre.
• Gothic Romance
• Science Fiction Romance (fairly similar to fantasy)
• Paranormal Romance
• Historical Romance
• Romance Thriller
• Contemporary Romance
• Traditional Romance
• and Adventure Romance 

Conventional narrative structure:

• The narrative of romance films/trailers usually follow a conventional "boy meets girl" set up, which consists of the main male character meeting the main female character and them eventually falling in love. This has proven to be a successful narrative structure of romance films in the past, the target audience often expect to see a plot like this in romance films.
• Often the film will involve some sort of disequilibrium which forces the characters to break up or be separated, the cause of this could be: another character, one of them moving away, or even one of them dying etc.
• The film will most likely have one of two endings. The first being the "happily ever after" ending where the love interests are reunited and live the rest of their lives together, therefore this is the equilibrium in the film because everything is solved and the characters are happy. The second ending is the opposite of the first where the love interests don't get back together, often this is due to one of them dying. This usually happens in tearjerker or Romance Drama films, sometimes even social realism films. 

Conventional characters: 

• Films of the romance genre usually include two main protagonists, the majority of the time this is a female character and a male character that fall in love and then the film is based upon their relationship. Occasionally the protagonists differ but in the majority of romance films there will be a male and female who have some sort of relationship and play a key role in the narrative. 
• An antagonist is usually included in romance films too, this antagonist plays a part in trying to break up the main love interests in some way. The antagonist can differ quite widely but stereotypical examples are: the father of the female who dislikes the male character and doesn't want him to be with his daughter, the popular/jealous girl who doesn't want the couple to be together or the popular male boy who also doesn't want the couple to be together. 
• Sometimes romance films will include the "gay best friend" type character who is friends with the main female protagonist.
• Often the characters will be teenagers, possibly in large friendship groups e.g. the stereotypically popular group of cheerleaders, compared to the stereotypically "geeky" group.

Mise En Scene:

• The location is often somewhere rural, because it is perceived as beautiful and peaceful which are both associated with the romance genre. For example, a wood or lake somewhere, maybe even a costal area. 
• On the other hand many romance films are set in secondary (high) schools as the characters in the film are teenagers. Also this is used to appeal to a teenage audience as they can relate to the characters because they are the same age and often have the same hobbies. 
• Some romance films are set in city locations and the stock characters could be young businessmen/women who meet in a work location and fall in love.
• Flowers are a prop conventionally used in romance trailers/films because they symbolise beauty and have connotations of love and affection. Giving them as a gift has been perceived as romantic for a long time and therefore they are used as a way to emphasise romantic feelings between characters. 
• Costume is very varied for the romance genre. It often depends on what sub-genre the film falls under. However for most romance films the characters will just wear casual clothing such as jeans and t-shirts/coats. This is because the stock characters are often teenagers and teenagers are often stereotyped to wear casual clothes. 
• The costume could be business wear depending on what the narrative consists of or who the stock characters are. For example, if the film is set in a city location and includes working mean and women, then they will be likely to be wearing business wear at some point or other in the trailer. 

Camera Shots/Edits:

• Close up shots are used to emphasise the significance/importance of certain things in the narrative. Often these are close ups of the characters face or something the character is holding which immediately allows the audience to notice this specific thing and gets them wondering what part it plays in the narrative. 
• Long/Extreme Long shots are used to show the characters full costume so the audience can make their judgement on the character's personality from this. 
• Shot reverse shot edits are used to clearly show a connection or relationship between two characters, most commonly the romantic relationship between the protagonists. 
• Establishing shots are used to show the location so the audience can instantly get ideas of what kind of the narrative the film might follow/what characters it might include, based on its location. For example, if the establishing shot shows a high school then the audience know that the stock characters will most likely be teenagers. 

Genre Specific Trailer Analysis 3

The Best of Me 

• The non diegetic music cuts in as the first ident is shown on screen, it is conventional of a lot of trailers to have the music begin slightly before the first actual shot in order to grab the target audiences attention so they are focused on the trailer in time to see the first shot.
• The first shot is an establishing shot of a town, this immediately sets the scene as the audience know what location the film is set in and therefore what the narrative may involve. The town shown looks fairly quite as there isn't too much traffic and the buildings aren't tall, office type buildings like in large, highly populated cities. This already tells the audience that the film may be set in a more rural area, countryside areas like this are used quite a lot in films of the romance genre as they include lots of beautiful scenery which links in to the romance genre very well.
• The medium shot of the female character, probably the protagonist, smiling then cuts to the male character, probably the love interest/also the protagonist, smiling back at her. The shot reverse shot edit is used to immediately show the audience their relationship and symbolise that they are likely to be the main love interests in the story because they were both shown first.
• The title saying "the best selling author of the notebook and safe haven" appears on a screen with a plain background, written in bold black font. This title is used because it links the film to two already successful romance films, this will appeal to the audience because, if they enjoyed the other films then they will be likely to enjoy this one and will therefore be more persuaded to want to watch. It will cause anticipation and build hype within the audience as they will be excited to see if this film lives up to the other films mentioned. The target audience will probably be similar to the audience of the other two films mentioned and will be aimed at teenage girls/adult females. This is the category of audience who is proven to enjoy films of the romance genre the most, therefore it makes sense for this film to target a female audience similar to the one mentioned above. 
• The lyrics to the non diegetic soundtrack cut in as the title above is shown to emphasise the title and to show that the trailer is building up and getting more and more exciting. 
• The medium long shot shows the male character giving a rose to the female character. Flowers are a common prop specific to the romance genre. This is used because giving flowers is seen as a romantic act and gives connotations of love and kindness. Many of the target audience will get excited and happy when they see this shot because they will perceive it to be cute and they will then want to watch on and see how the relationship between the two characters develop. 
• The montage of shots show the couple together having fun and being happy, this makes the audience want them to stay together as they like the idea of them as a couple.
• The long shot shows the couple walking together in a park area surrounded by brightly coloured flowers. Parks are often locations used in romance films as they are seen as romantic by the target audience. The flowers make the location look bright and beautiful and flowers are iconic of the romance genre so thats why they have been included in this shot.
• The medium shot shows the couple kissing in the rain. The idea of kissing in the rain is seen as romantic and has been used in many romance films in the past to connect with the audience and provoke an emotional response within them such as crying or excitement.
• A two shot is used to show the main male protagonist and an older looking man. The older man looks angry and stern, this indicates that he could be the antagonist in the narrative and do something to split the couple up in some way. This is conventional of the romance genre as usually romance films include a figure that is unhappy that the couple are together and that wants to break them up. This figure is often the cause of the disequilibrium within the plot.
• This then cuts to a close up shot of the protagonist looking angry and annoyed whilst speaking to the other man, this backs up the idea that this older man is the antagonist of the film, so already the audience are starting to dislike him and are anticipating what he might do. This creates a build up of tension and the audience will want to watch further and see what role this antagonist plays in the film and how/if the love interests will overcome the problems caused by him.
• The extreme long shot of the car driving away is significant as it shows the disequilibrium of the film and the idea that the love interests are being separated. Vehicles are often used in romance films to show distance/separation between characters and here this car is used to represent the characters being apart and their relationship ending. 
• This then cuts to a shot of the female crying and an older man, possibly her granddad, comforting her. This emphasises the disequilibrium of this part of the film to the audience and her crying shows she is upset and heartbroken about the male protagonist leaving. The audience may feel emotional at this point as they feel pity for the female and will want to watch on in the hope of finding some resolution. 
• An over the shoulder shot of the female turning round and seeing the male character is shown, the female looks surprised as she sees the male character for a first time in a very long time. This shot then fades into a shot of the younger/teenager version of the female character. This is used to show the connection between the two characters and associate the older character with her younger self to show to the audience that she is the same person, with the same feelings. The audience are now excited as they want the characters to be reunited and back together properly.
• The shot of the male fades into a shot of the older version of him, showing the link between the two characters and emphasising this link to the audience. 
• The music gets louder as the two characters meet again. This build the tension and excitement within the audience and hints that this is some sort of resolution in the narrative. This implies that the film might follow the stereotypical romance "happily ever after" film ending that is used in a large number of comedy films. 
• The extreme long shot shows the couple having fun together. The diegetic scream/laughing sound as the female jumps into the water shows that she is having a good time. The audience see that the couple can have fun together and this provokes a response in them and makes them want the couple to be together even more. 
• The long shot of the couple kissing in the water is seen as romantic. Kissing is used in films of the romance genre because it is symbolic of love and gives codes of happiness and affection. 
• The title stating "found you again" backs up the narrative shown in the shots of the younger characters turning into the older characters. It shows that the love interests were separated and then somehow found each other and were reunited again. This will appeal to the audience as they are anticipating a happy ending between the protagonists and they will want to watch to feel happy and hopeful themselves. Both of these emotions are what many of the target audience will want to feel whilst watching these films, therefore film companies who produce romance films often seek to target and exaggerate these emotions in the viewer. 
• This title is followed by a two shot of the older version of the couple backing up that they did find each other again. 
• The medium shot shows the male character picking up and hugging the female. Like kissing, hugging is often used in romance films as it gives codes of affection. Often dramatic hugs are used after a build up of tension, this stereotypically happens after the disequilibrium e.g. the couple have split up or left to live in different places and then this dramatic hug is used when they are reunited. 
• When the female jumps into the males arms the music gets louder emphasising this moment and provoking happiness/relief in the audience. 
• The medium long shot shows the characters dancing in the woods, the sun is shining down through the trees. Wooded areas are often perceived as romantic as they are filled with nature which symbolises beauty. The sun makes gives the shot high-key lighting and this makes the tone of the shot brighter and happier. Often brighter lighting is used to show a nice location or symbolise a nice/happy moment in the film. 
• A split screen is used with half showing the character and half showing the actors name in real life. This is conventional of lots of romance films and promotes and plays on the star system to try and appeal to the audience who will see these actors and want to watch the film. James Marsden is one of the actors mentioned, he also starred in the Notebook, a film of the same genre and likely targeting the same audience. His part in the film is emphasised because the institution is trying to appeal to a similar audience to those who liked the Notebook because this film proved very successful. 
• The main title and end credits appear over actual shots of the characters and not just on a separate screen. This differs from many romance films as conventionally the main title appears on a completely new screen. 

Genre Specific Trailer Analysis 2

The Fault in Our Stars Trailer

• The non diegetic soundtrack cuts in at the very beginning as the 20th Century Fox ident is shown. This is conventional of a lot of trailers and trailers of every genre will have the ident/idents of the film company that made the film at the very start to link the film to their name and to further promote their company. Also it often helps to promote the film itself because if the audience can see that the film has been made by a successful/respected company then they will trust that company to produce a good film and will therefore be more likely to watch it.
• The first shot shown is worm's eye view shot of a starry night sky. This shot being used so soon  in the trailer immediately symbolises the romance genre to the audience. Stars have connotations of beauty and often link to the romance genre because people sometimes link beauty/calmness to romance. This shot also links to the title of the film "The Fault in Our Stars" and hints slightly at the narrative to the audience. 
• The soundtrack is played on the piano and is fairly gentle which is stereotypical of the romance genre. Classical or gentle music without lyrics is often associated with the romance genre as it provokes emotions in people and many find it moving. Lots of romance trailers use music similar to this as the target audience will associate it with the romance genre and those who enjoy the romance genre will want to watch further or watch the film itself.
• The voiceover is done by the main female protagonist and is played over the top of the shots. Romance trailers often include a voiceover from one of the main characters in the film as it allows the audience to get to know/understand the character slightly more and allows this character to explain their side of the story. Often when voice overs are used, the trailers require less titles because the narrative is explained in greater detail by the voiceover. Using the main character as the voiceover is often seen as more appealing because if a film is in a franchise then the audience will recognise the voice and get very excited because they will know the character, or on the other hand, some voiceovers can just sound cheesy if they are not done by a character in the film. This will make the audience less likely to want to watch the film.
• The medium shot of the character lying on the ground looking up at the sky shows her to be looking like she is deep in thought. This represents to the audience that something bad may have happened to her or that she is worried/confused about something. This could hint slightly at the film's plot.
• A fade to black transition cuts to a shot of the two love interests dancing and looking happy. Immediately the audience are shown that these characters are the main antagonists, from the way they are looking so happy and having so much fun when they are together. Already the audience are rooting for them to be together or stay together in the film and will want to watch to see if this happens. 
• A "whoosh" sound effect cuts in when they are dancing at the moment the he spins her around. This emphasises the idea that they are dancing, which is seen as romantic by many.
• A medium shot shows the two characters kissing, kissing symbolises romance and is used in  pretty much every romance film. The genre is emphasised to the audience in this medium shot and they are anticipating what will happen next.
• The music cuts out fairly suddenly as a close up of the female character's eyes appear on the screen to increase the tension and catch the audiences attention. The eyes suddenly shut and then we are shown a prolonged black screen with the voice over still going on over the top. This builds the suspense as the audience are waiting for something to happen. It indicates that she is in a dream or remembering something because when the next shot appears it shows an entirely new location.
• A drumbeat sound followed by a much more upbeat non diegetic soundtrack then cuts in and the shot shows a brighter location. The tone of the trailer has changed significantly due to the brighter location and the more exciting music, suddenly the audience are shown a calm and happier shot.
• The close up shot of a bag being rolled along the ground indicated that the character is maybe new to the area. This encourages the audience to think about what part it may play in the narrative. 
• The music gets louder as the shot of the love interests bumping into each other and meeting for the first time is shown. This gives connotations of their romantic relationship and the increase in volume is designed to provoke an excited response within the audience.
• The diegetic sound of the female protagonist laughing symbolises her happiness when she is with the male character.
• Many shot reverse shot edits are used between the two stock characters to show their relationship/connection to the audience. These shots are often close ups or medium shots of them smiling and looking directly at each other. This emphasises their relationship even further to the target audience.
• The music is generally louder and more upbeat when the characters are together, symbolising their happiness when they are around each other.
• The zoom long shot shows the female character, the mis en scene is fairly simple. The is dressed in fairly casual clothing consisting of jeans and a T-shirt. The t-shirt she is wearing is quite baggy indicating that she may not be a girl who bothers with her appearance that much. She doesn't seem to be wearing much make up either so this backs up that idea. 
• The medium shot shows both stock characters, again the female is dressed casually in a plain blue t shirt. Casual clothing is conventional of the romance genre as the characters in these are often teenagers and teenagers are stereotyped as wearing jeans and tops instead of smart/business clothing. The male is wearing a sports jersey of some sort, this may symbolise that he is a very sporty/healthy character. This costume is also conventional of the romance genre as many romance films are commonly set in a secondary school location, usually in America, and one of the stock characters can sometimes be the "jock" character who is very popular and sporty.
• The medium shot of the couple shows the male character holding a bunch of flowers. Flowers are a prop used commonly in romance films/trailers as they give codes of love. Giving someone flowers is perceived as kind and they are often thought of as a romantic gift as many give them to their other half on special occasions such as valentines days or anniversaries. This prop is used to represent the male characters love for the female character and shows him showing her that he cares about her and wants to make her happy. 
• The music cuts out suddenly when the female character says "I'm a grenade" and it cuts to a shot of the male character looking upset and disappointed. The cutting out of the music at this point emphasises the tension in this part of the trailer.
• The tone of the music suddenly changes and a slow motion shot of a different female character (probably the protagonists mother) shouting and running to help the female protagonist is shown. This then cuts to a shot of the female protagonist being carried to hospital and by this point the music is slow and piercing with the occasional drum beat sound. This drum beat sound is similar to a heartbeat sound and the slowness of it indicates that someone might be unwell/fighting for their life. This idea is backed up by the hospital location, as hospitals usually give connotations of illness or even death. 
• A medium shot of the male protagonist looking shocked and sad is shown, in the background it looks like he is standing in a hospital location. This gives an insight into the narrative and the possibility that the female character is the one in hospital.
• The music gets more upbeat again when the next title appears on the screen and more shots of the couple are shown, this hints at some sort of resolution in the narrative. 
• The voiceover changes to the male protagonists voice narrating over some shots, this allows a slight insight into his opinions/personality.
• The Medium shot shows the two main characters in a boat on some sort of river. Locations like lakes/rivers are used lots in romance films as they give connotations of peace and beauty.
• The soundtrack gets louder and the lyrics cut in when the two characters kiss, this provokes happiness and excitement within the audience.
• The ending shot is similar to the starting shot of the character lying on the ground which backs up the idea that the main female was having some sort of dream or flashback. However, in the start she doesn't have any tubes on her face. Where as in the end shot she does, emphasising her illness. This could play a key role in the narrative and may provoke a response within the audience as they want to know if there is an equilibrium or if she can be cured.
• The final shot at the end of the trailer of the female lying on the ground alone is powerful. The idea that it is just her in the final shot and not just him hints that maybe something has gone wrong. The lighting in the shot is dark and gloomy which implies that maybe the film doesn't end with a resolution and doesn't follow the "happily ever after" type narrative that lots of romance films do. This shot will intrigue the audience and make them want to watch to find out what happens.
• The main film title appears at the end of the trailer and is written in the same colour/font as the rest of the titles. This is conventional of film trailers of every genre. The font used consists of white and blue which are both quite cool colours, romance films often use fairly cool colours instead of bright and bold colours which are used in many comedy or action films.

This screenshot shows the main love interests stood looking at each other. The male is holding a bunch of flowers as a prop, flowers are a conventional prop associated with the romance genre as they symbolise love and the idea of giving them as a gift is seen as romantic by the target audience, who  are often teenage girls, because it is proven that teenage girls/young adult females get pleasure from watching these type of films as they can either associate with the characters or aspire to be like them.

Genre Specific Trailer Analysis 1

What If Trailer

• This film is a hybrid between romance and comedy, films like these are often referred to as 'rom-coms'. This has become a very popular sub-genre of both main genres. This genre has many conventions and specifically targets a female audience, often older teenagers and young adults as they are stereotypically the gender that watch these type of films and the content appeals to them. The characters used in this genre are usually young adults often a main male protagonist and main female protagonist. This appeals to the younger generation as the characters are similar ages to them and they can often relate to the narrative.
• This trailer starts with the conventional green screen approving the trailer for its indicated audience. This screen isn't specific to just this rom-com hybrid genre it is conventional of trailers of every genre.
• The close up of the fridge magnets saying "love is stupid" is shown and then a spin edit cuts to a shot of the main protagonist moving the magnets and looking upset. This represents that the character may be having relationship troubles and that this may play a key role in the narrative. The audience immediately find out a bit about his personality. The romance genre often follows a plot where the main male character is lonely or socially awkward and finds it hard to be in relationships, but then he eventually meets the main female character and she is the right person for him and it all ends successfully. This film may follow a similar narrative as this shot immediately gets the audience to perceive this character as the stereotypical socially awkward stock character.
• The non diegetic music increases slightly in volume as we see the stock male character. This indicates his importance in the films plot and the music is upbeat therefore symbolising that he is the protagonist in the film and the audience should like him. 
• The soundtrack gets louder when the two stock characters first meet. This represents the importance in them meeting to the  audience and shows that their relationship may play an important role in the film. The music is upbeat and fast paced which is conventional of films of the comedy genre as it is exciting and makes the audience feel happy. 
• A shot reverse shot is used to show the two characters laughing and playing table tennis, this shows how happy they are when they're together and signifies their relationship. This is a common edit used in films of the romance genre as it successfully shows the relationship between characters. 
• The music cuts out at a funny moment in the trailer to emphasise this joke to this audience in the hope that they will find it amusing. This is a conventional feature of many comedy trailers as the producers want to emphasise the funny moment so that the film appeals to the audience and they are then more likely to watch. 
• The diegetic sound of the main character laughing is used, this represents her happiness and invites the audience to laugh with her. The aim of comedy films is to make the audience laugh so this is used to encourage laughter within the films target audience. 
• The extreme long shot is used to show the two main characters walking home together. This shot shows their whole costume to the audience. Both of them are dressed in very casual clothing, just jeans tops and coats because it is night time so it might be a bit cold. In rom-com films the stock characters costumes' are usually just quite casual and represent the stereotypical way young adults may dress. This trailer follows these same conventions. 
• The music cuts out in the moment after we find out that the main female character has a boyfriend, and the shot of the male protagonist looking upset/disappointed is shown. This persuades the audience to feel sorry for the male character as they are led to want the two protagonists to be together.
• The trailer includes a short voiceover of the main character talking about love over a montage of shots of the two main love interests together. In romance/comedy trailers it is often conventional to have a voiceover but only over a few shots and then a non-diegetic soundtrack and dialogue throughout the rest of the trailer. This allows the audience a brief insight into how/what the main character is thinking but not too much as the audience will get a lot of insight into the narrative from the dialogue included in the shots anyway.
• In the shot of the female character walking and talking to the male character, there is no non-diegetic music playing in the background. This emphasises the importance/significance of what she is saying. While music is conventionally used to symbolise an important moment in a film, silence can also be used to do the same as it is more dramatic.
• The titles include quotes and reviews of the film. These are used to make the film seem more appealing to the audience as they can see that other people liked it and rated it highly. Often film companies ask/encourage popular magazines to review their films as they are respected and the audience can see that if a well known magazine has rated it highly then it might be worth watching. 
• The location shot of the park is used because it is a nice location and the weather is sunny. Parks often give connotations of romance as they can be seen as calm and beautiful, therefore this location is used to demonstrate that the main protagonists are in a romantic location together and are happy. 
• A close up shot of the female protagonist and her current boyfriend is shown. This then cuts to the male character character looking sad and annoyed. This is used to show the audience that he has feelings for the female and is jealous of her current boyfriend. This displays a key part in the narrative, it offers the idea that the current boyfriend may be the antagonist in the film as he is getting in the way of the protagonists being together.
• A medium shot of the male character holding an umbrella up for the female character is used. This is a romantic gesture and the audience will see that it is symbolic of him caring about the female and putting her first. 
• The music gets slower and more gentle as the two love interests are standing close together and the male is helping her take off her dress. This symbolises their romantic relationship and emphasises the feelings they have for each other.
• A quick cut edit is then used to show the male protagonist getting punched in the face by the current boyfriend, again this backs up the idea that he is the antagonist of the film. There is a drum beat sound effect at the same time the character punches the other character signifying the power of the punch.
• The extreme long shot used after shows the protagonist lying on the ground and the antagonist in the background of the shot looking strong and masculine. This shows how intimidating the antagonist is and makes him look more powerful because he is stood at the top of the stairs in a higher position. 
• The non diegetic soundtrack cuts back in with the title "about love". This title links to the romance genre as the romance genre is a all about love and relationships.
• A close up of the female protagonist looking sadly out of a plane window hints at the narrative to the audience. This could be the disequilibrium in the film as the characters could have been separated for some reason e.g. one of them moves away. This close up is used to emphasise the fact that she is leaving to the audience as they will want to watch further and see why she's leaving or if she will come back. 
• A low angled shot of the plane in the sky emphasises the idea of her leaving and the characters being apart, even further. It represents the distance between the characters, often in romance films, distance is used as the cause of the disequilibrium as it is what makes the love interests break up.
• A long shot/track shot of the male character running is used shortly after the shots of the female on the plane. This represents to the audience that he might be running to find her/be reunited with her and this excites them as they want the two to be together. This hints at a possible equilibrium towards the end of the film and the target audience for films of this genre often want a happy ending.
• The star system is used at the end, the screen is split in half with half of the screen including a shot of the character and the other half with their name written in the same font as the other titles. This split screen is often used in films of the comedy genre as a way of promoting the actors in the film as the audience can associate names with faces and if they see successful actors in the film they will be enticed to watch.
• "This summer" title is shown, including a time of release for the film is conventional of films of every genre, because then the audience will know when they can watch it.
• The non-diegetic music gets louder towards the end of the trailer to build excitement in the audience and to get them hyped for the film. This also indicates that the film may have a dramatic ending. 
• Comedy films conventionally use bright colours and the titles and mis en scene used in this trailer is very bright. The costumes the actors are wearing is pretty brightly coloured but still casual, apart from when the female is wearing a bright red dress.
• This film follows a stereotypical 'boy meets girl' narrative. This storyline is used a lot in films of the romance genre as it is proven to appeal to the young female audience. 

This screenshot shows an example of one of the quotes about the film. This is designed to appeal to the audience because they can see that other people watched and enjoyed it. Also this shows the that the titles are written in a colourful/bright font, this is conventional of the comedy genre specifically.

Here we can see the mis en scene of costume clearly. The female character is dressed in quite brightly coloured/eye catching clothing, which is again conventional of the comedy part of the rom-com genre. The male is dressed in casual clothing which is designed to appeal to the target audience because they are likely to dress casually too, and is conventional of both the romance and the comedy aspect of the genre.

This shows the conventional split screen that appears at the end of a lot of trailers. It allows the audience to associate actors names with their role/character in this specific film and it appeals to them because it promotes the fact that the actors are in the film and if the actor is well known/respected then it will appeal to a larger audience as they trust that specific actor to play the role well. 

Trailer Analysis 5

The Notebook

• Begins with common green screen approving the trailer, this reassures the audience that the trailer is official.
• The idents are shown at the very beginning of the trailer, this is conventional as again it shows that the trailer is official and it links the film company to the trailer.
• The trailer includes a voiceover that is played over the shots to narrate the plot to the audience. At the start the voiceover is done by the older version of the male protagonist, this allowed him to narrate from his point of view and tell his story as he was recalling his own past and the story of how him and the female protagonist met. However towards the end the voiceover changes to a different narrator that isn't a stock character in the film, this voice tells the audience the main points in the plot from a non bias perspective and then says what actors star in the film. Nowadays it is less conventional to have a voiceover done by someone who isn't in the film, over a trailer as it is often seem as a bit cheesy, especially in romance films. However it was done in the past a lot more as an alternative way of showing the audience the key points in the films narrative.
• An establishing/aerial shot is used of a calm lake with lots of swans swimming in it. This is used firstly, to show the audience the location so that they may gain hints as to what genre the film is, and secondly because lakes are stereotypically seen as peaceful and swans often give connotations of beauty and therefore symbolise love and happiness. 
• The group shot shows 4 teenagers (two sets of couples) having fun on bicycles. Teenagers are characters conventionally used in romance films, often with the male and the female being the main love interests and maybe them surrounded by friends or by the antagonist being the person that is trying to get in the way of things. In this example it is the main protagonists along with what looks like their friends, who also seem to be in a relationship from the way they are shown in close proximity, having fun together.
• Shot reverse shot edit is used between the two characters the first time they meet, showing them looking at each other and then talking to each other. This edit is used to symbolise the connection between them and emphasise it to the viewer.
• The music consists of a slow non-diegetic soundtrack, sounding like it is played on the piano. Films of the romance genre often use slow or classical soundtracks because they are seen by many as beautiful and emotional therefore they want to provoke those same emotions in the audience whilst they are watching.
• A jump cut in time is used to far in the future when the stock characters are elderly. This shows the audience a significant part of the narrative however the audience are yet unaware that the old people are actually the younger couple in the future and will therefore still be curious and want to know who they are. Curiosity is an emotion targeted commonly in trailers as it means people will always want to watch further in order to find out more.
• A medium shot then a shot reverse shot is used of the main protagonist and then of the rich male. This edit is used to show the contrast between the two characters. The rich characters are all wearing full white suits and posh ties or white dresses and the male character is wearing a simple blue shirt to a posh meal. The shot then cuts to a close up of woman wearing lots of jewellery and dressed very nicely this shows she is most likely wealthy and judgemental of the male protagonist who is clearly not as wealthy judging by his costume. The character the female plays could be the antagonist because she is the reason the two protagonists can't be together. Romance films always have a character like this who doesn't want the couple to be together and goes to great lengths to spilt them up. In this case, the female character wants to split the couple up because the male protagonist isn't wealthy enough and she thinks he doesn't deserve the female character. This shows the disequilibrium of the narrative and the audience want to watch further in the hope of finding the resolution.
• The close up of the character looking upset and driving away in the car hints at the plot even further to the audience in the idea that she is having to leave the male protagonist for some reason.
• A title saying "from the best selling novel" this is read out by the narrator and links the film to the book that many of the target audience may have already read.
• The fade to black transition is used a lot to edit different shots of the protagonists together or of the interference in their relationship.
• A medium two shot shows the female protagonist with a different male character. In many romance films the third character will be another love interest in a love triangle, therefore they interfere with the two protagonists relationship. This character often fills the antagonist role because they end up trying to ruin the protagonists relationship. 
• The non-diegetic music increases in volume as the two main characters are reunited. This increases the suspense within the audience and gets them excited as this seems like the equilibrium in the plot.
• A close up shot of the main characters kissing is used, kissing is stereotyped as romantic and symbolises love and affection. This close up shot was used to emphasise these feelings that the characters feel and to make the audience exciting as they are wanting them to be together.
• Included is a close up shot of the letters written from one character to the other. These playa key part in the narrative and would be seen as a romantic gesture by the target audience. The film is called "the notebook" so the audience already presume that writing has something to do with the films plot, these letters symbolise this.
• The medium shot of the protagonists stood together in the rain, is dramatic and gives connotations of romance because they are willing to go and stand in the pouring rain in order to be together.
• The star system is used in this and is clearly emphasised towards the end of the trailer when the narrator reads out the actors names one by one and a shot of each is shown individually on screen. Ryan Gosling and Rachel McAdams are both very well know and current actors so the fact that they are in this film attracts the audience and makes them more likely to want to see it if they have liked the actor in films in the past.
• The main film title appears in a handwriting style font which represents the narrative and emphasises the significance of the letters in the film. This title is in a different font and style to all of the other titles which makes it stand out from the rest and makes the audience more likely to remember it because it appears at the end. However, this is unconventional as usually in trailers all the titles including the main film title follow the same font or at least the same font shape or background, however this one doesn't.
• The diegetic sound of the shooting and the planes in the location during the war emphasises the danger and sadness of the fighting. This shot is shown after the characters leave each other which represents that the male character's life is much worse without the female and shows a contrast between the peaceful rural lake location, to the cold, snowy, dangerous battlefield location. 

Trailer Analysis 4

Safe Haven Trailer

• The conventional green screen indicating that the trailer is suitable for it's recommended audience is shown at the very start of the trailer to show that the content is authentic. 
• The film's title is shown at the start of the the trailer, this is different because often the main title is shown at the end of the trailer. 
• The titles appear in a black font with the background screen showing a sea/peer location. This links in with the film's narrative and immediately allows the audience to make a link to where the film might be located, and what it might involve. This increases anticipation within an audience. The same background is used for each title showing consistency, this is conventional of trailers.
• The diegetic/incidental sound of seagulls cuts in over the shots/titles indicating to the audience that the film is set in a seaside location. Also, this sound makes the location seem quite calm and quiet, this shows a complete contrast to the busy/dangerous city location the main female protagonist came from (was running from). This is done deliberately to allow the audience to see the difference in locations and how this plays a role in the narrative, because the main protagonist wants to escape from something in the city and this new location is meant to seem safer.
• The idents appear at the same time as a small drum beat sound effect. This is done to emphasise their importance and ensure the audience read them. 
• A close up shot of the character running in the dark and looking back over her shoulder. This increases the tension as the shot of her looking behind tells the audience that there is some sort of danger that she is running from. This appeals to the audience as they want to know what this danger is and find out why she is scared, therefore they will be more likely to watch the film because they are curious.
• The shot of the protagonist on the bus with her hood up looking like she is anxious and fearful, then fades into the shot of the bus driving into a more peaceful, rural location indicating that the character is escaping and going somewhere more calm and away from the city.
• The aerial track/zoom shot shows the new location the bus has arrived at. This shows the seaside location as much sunnier and brighter, compared to the city location which was shown to be dark and raining. Dark and rainy locations are often used to represent somewhere dangerous or scary, because they give connotations of not knowing what is going to happen or not knowing what is lurking in the dark therefore the audience feel uneasy and intense when these locations are displayed. A location like this is not usually used in romance films, however locations like the calm/seaside location are commonly used because they can be stereotypically seen as romantic for couples.
• The mis en scene used is important for trailers of every genre as it clearly establishes what type of narrative the film may have and what type of characters the film includes. The prop of the photo of the woman, that the man shows around to people in an attempt to try and find her, plays a part in the narrative and provokes curiosity in the audience because they wonder why he has a photo of her and why he is so desperate to find her.
• The non-diegetic music gets louder as the first title appears emphasising its importance and grabbing the audiences attention.
• The flashback the female protagonist has looking back on her past is shown with a sepia type filter making it clear to the audience that it is a flashback and isn't currently happening. This filter is an effect used in films of every genre type as it allows the audience to know that the character is having a flashback or remembering something so they don't get confused and can follow the plot easily. 
• The volume of the non-diegetic music increases when the flashback is shown. This is done to heighten the suspense and so the audience expect something bad/scary to happen. 
• The close up shot of feet running fast from something provoke a response in the viewer because they are nervous and curious as they don't know who is running or why. The idea that only the feet are shown heightens the tension as the audience can't see anything else happening. The technique of not being able to see something/someone fully is used a lot in trailers/films because it is mysterious and people are proven to be scared of the unknown. Therefore it is used to scare the audience and make them gripped and wanting to watch more.
• The soundtrack used is of a pre-existing song that has been well known for years however it has been specifically editing so it is slower and more emotional to tie in with the romance/drama genre more successfully. 
• Numerous shot reverse shot edits are used to show the romantic relationship between the two stock characters. This allows the audience to predict what might happen between them and get excited because they are rooting for them to get together in the end (as part of the equilibrium/resolution).
• The diegetic sound of police sirens is used in the trailer, this immediately tells the audience that something bad has happened and prepares them. It puts them on the edge of their seat as they are wondering what has happened.
• Another prop used is the bicycle. Close up and medium shots are used of this prop to show it plays a part in the narrative and later we see a shot the male and female characters stood with the bike, therefore it is a prop linking the two together. 
• The aerial/high angle shot of the calm lake/sea at with the sun setting over it. This shot is used because the lake location is peaceful and sunsets are stereotypically included in films of the romance genre because the target audience see them as romantic as they have codes of tranquility and beauty.
• The close up of the main female character smiling represents her happiness when she is around the main male protagonist, as smiling is symbolic of happiness/excitement.
• The two shot of the characters messing about in the rain and laughing shows that they are happy together. Often the idea of being in the rain kissing/dancing with someone is perceived as romantic, this is why this shot was used.
• A close up shot of the characters with their faces close to each others is used, the background is blurred and they are the only thing properly in focus. This is done to indicate that the main characters are the most important thing and that nothing else really matters when they are together.
• The fade to white transition is used quite a lot towards the end of the trailer. This is done because it is quite soft and allows a smooth transition between the shots of the protagonist couple.
• The main title is shown again at the end, many trailers only show it at the end but this trailer shows it at the start as well, most likely because the producer wants the audience to remember the title so they display it twice in the hope that it stays in their head so they are more likely to want to see it.
• The release date appears at the end which is conventional of almost every trailer.
• The montage editing between shots gets faster towards the end which increases the excitement/build up of tension the audience feels. 

Trailer Analysis 3

If I Stay Trailer 

• The film companies indents appear at the very start on a black screen. This is conventional of trailers of any genre.
• The shot then fades from black to a shot of a theatre with a stage, this is a key element of the narrative which is why it is shown first. This shot shows a location that will be very key in the plot which is why it was shown so soon into the trailer. Trailers often shows shots of locations or specific areas because they play an important role in the film and immediately allow the audience some insight into the narrative. For example the opening shots in this trailer are of the character in a big theatre setting holding an instrument. The use of mis en scene here is vital as the prop she is holding plays a part in the narrative. Props are key to showing the audience what genre a film is or what type of personality a character has. Here the use of the cello as a prop shows that the character has an interest in music and may want to pursue that interest further.
• The diegetic sound of the footsteps walking at the very beginning of the trailer increases the tension and emphasises the characters nerves. The shot of the main character then sat in a room alone with 3 judges, looking as if she's at an audition appears on screen, increasing the tension even further so the audience are anticipating what will happen next.
• This trailer uses montage editing, montage editing is the most common editing technique used in trailers as it shows the narrative in a non linear order. Trailers are designed to promote the film by showing the most exciting parts or the parts that will appeal to the audience most and montage editing is the perfect way to show all of these shots.
• Classical music cuts in along with a pan shot of the theatre/hall's ceiling with the main characters talking over these shots. The non diegetic classical soundtrack links in with the narrative and classical music gives connotations of the romance genre. 
• A medium shot of the stock characters (protagonists) is shown, here we begin to see the relationship the characters have. Many shots are used showing them stood in close proximity to each other and looking into each others eyes. This emphasises their feelings for each other to the audience.
• A close up shot of the two main protagonists holding hands is shown. Holding hands is perceived by many to be romantic and gives codes of the romance genre. Shots of characters holding hands are used a lot in trailers of the romance genre as it emphasises their relationship.
• The shot reverse shot edit is used to again represent the relationship between the two characters. This is an edit commonly used in all types of trailers, especially in romance trailers as it makes it clear to the audience that two people have a connection in some way, most commonly in a romantic way.
• A close up shot of the characters kissing is used to excite the audience because the two main characters have gotten together and are happy and this is what the target audience of the romance genre want, therefore they will want to watch the film to see what happens properly.
• Aerial/birds eye view shot of the city at night time, showing the audience the film's location.
• The non-diegetic music gets faster and then all of a sudden changes to a more dark/dramatic tone when the car crashes. This is accompanied by a close up shot of the cars wheels skidding, this allows the audience to see that this crash is going to be a main part of the narrative. The darker music cutting in let the audience know that something was going to happen which made the anticipate what it would be and increased the suspense they felt.
• The diegetic sound of the tyres skidding on the ice again emphasised it's importance and made the whole shot more dramatic for the viewer. This sound immediately increased the suspense as the viewer knew something bad was going to happen but wanted to find out what happened specifically and hopefully find an equilibrium in the end where everything is resolved and the stock characters (protagonists) are happy.
• The medium shot shows the protagonist lying on the ground at the scene of the accident. The non-diegetic soundtrack cuts in with a slow and emotional song that had recently been in the charts. The emotional lyrics tie in nicely with the film's narrative and emphasise the sadness of the shot to the audience. Also, because the song is fairly well known, a wider (potentially more tent-pole) audience will recognise it and hopefully associate it with the film or at least get drawn to the trailer. 
• As the character opens her eyes it uses a fast cut to a black screen to indicate her waking up, but then it cuts to an over the shoulder shot of her standing and looking at the accident. This indicates to the audience that she is out of her own body looking at the accident, this is emphasised because it plays a key part in the films narrative. 
• Just before the car accident there are several quick jump cuts to the main characters at different times. One of them jumps to the main protagonist playing the cello very dramatically and then cuts back. This builds the tension because as her playing gets faster and louder the audience sense something is going to happen. The main character is narrating over the shots and then right before the car crashes the voiceover stops which emphasises the suspense even more and signifies that she is in danger.
• One of the titles says "Based on the acclaimed novel". This is conventional in trailers for films that were made from pre-existing books. 
• At different intervals throughout this trailer the music increases in volume to build up tension and provoke a response within the audience.
• Old family videos/flashbacks are shown after the car accident. These shots show the drama genre coming through, and are designed to make the audience feel emotional. The target audience of drama/romance films stereotypically like emotional, often tear provoking shots, therefore this would appeal to them.
• The main title appears at the end of the trailer, which is a conventional aspect of almost every trailer. The title is in the same coloured white font as the other titles, this shows constancy and represents the link between them all. 
• The film's release date appears after that. Release dates are common aspects of trailers and teaser trailers as they inform the audience when they are able to watch the film. 
• There is a twitter hashtag for the film shown in smaller font at the very end. This is a way of further promoting the film as they aim to get the fans to spread word of the film virally so more and more people watch the trailer or become interested/excited for the film.
• The mis en scene of the main female protagonists costume is fairly basic throughout the trailer. In many shots she is shown wearing basic tops, for example a basic chequered top and jeans. This outfit is stereotypical of an outfit a teenage girl would wear when she is dressed casually. In other shots she is wearing a black dress, showing that she has dressed up for an important occasion.
• The male protagonist is shown with an electric guitar as his prop, indicating that he is interested in rock music and is potentially in a band. This hints at his personality slightly to the audience. A range of medium and long shots show him wearing band tops and a leather jacket. This symbolises that he is "alternative" and potentially rebellious, because leather jackets often symbolise the hardcore rock look, which again signifies the idea of him being in a band.
• The prop of a microphone, in which the male character is singing into, shows that he is in a band and that this plays a part in the narrative.

Here is a screenshot of the main male character. His costume shows him wearing a leather jacket and having a guitar strapped to his back, this makes him look quite rebellious as leather jackets give codes of not conforming to society and listening to loud/rock music and the guitar symbolises that he plays music, most likely rock music judging from his costume and the way he is portrayed.

Trailer Analysis 2

The Other Woman Trailer

• The trailer begins with the conventional green screen that appears before every trailer stating that the film has been approved for its audience. This screen lets the audience know that the trailer is official and that it's content will follow the guidelines of appropriate content of the age certificate the film has been given. This particular screen is used in almost every trailer to show that the content is authentic and to assure the targeted audience that it is safe to watch.
• The trailer includes a non diegetic soundtrack of fast/upbeat music. This is used to represent the party/clubbing lifestyle, which therefore hints at the narrative. A lot of the time rom-com films use soundtracks life this to present the stock characters as young and wanting to go out and have fun, which is often what the film's plot is based around.
• The stock characters are shown so that the audience know the basic narrative of the film and so that they can discover quickly who the protagonists and antagonists are. For example in this film it is clear that the main male character is the antagonist because the audience find out quickly that he has been cheating on the 3 main female charters (the protagonists).
• The star system is used successfully in this trailer to make it appealing to the audience. Actresses and celebrities like Cameron Diaz and Nicki Minaj are shown in the beginning shots to immediately catch the target audiences attention and entice them. Using very current and well known celebrities to promote films is a conventional of film trailers of every genre, because the audience see these successful people and associate them with the film, they anticipate that the film will be entertaining and they are more likely to watch it.
• The ident, of the film institution that made the film, appears near the start of the trailer, this is conventional of almost any trailer as the company wants to show that they own the film so that they can get good representation and become well known/stay at the top in the film industry.
• There are lots of medium shots/long shots used of the stock characters to show their costume/style so the audience can make conclusions about their personality or what role they play in the film's plot.
• The trailer includes an establishing shot of the city to show the films location. Location is a very important aspect of a film and it hints a lot about what the narrative may be, so trailers conventionally use establishing shots to show the audience the location.
• The non diegetic soundtrack throughout the trailer varies from different upbeat/chart songs. This again links to the rom-com genre, using chart music appeals to the target audience as if they know or like the song used then they will be drawn to the trailer and potentially associate the film with that song and therefore be more likely to want to watch it. Also many of these songs are played frequently on the radio etc so a large proportion of people would recognise them and become interested in the film.
• Sound effect of "uh oh" sound cuts in when character finds out that her boyfriend has a wife. Sound effects are often used in trailers to emphasise the most dramatic or scary parts. In this instance it was used to emphasise how dramatic the shot/scene was. 
• Different titles narrating the plot appear throughout the trailer. This is conventional and often used instead of a voiceover, it emphasises the narrative to the audience and allows them to make a link between the stock characters. The titles conventionally appear on a plain screen, with a simple font or a font specific to the genre. These titles use a simple white background screen throughout and a pink font. Pink has connotations of femininity and the film is all about girls working together and being successful so it links to the narrative successfully. Pink is often a colour used in and representative of the romance genre because these films are usually about love and have fairly soppy narratives so they target a more female audience and pink is stereotypically thought of as a female colour.
• Shot reverse shot edit is used to show the relationship between the two characters. This edit is commonly used in trailers as it allows the audience to make a connection between two or more character and they can therefore understand the narrative more.
• The music gets more exciting and "sexier" when the attractive character appears. This represents to the audience that this character is going to be the stereotypically attractive character in the film and this may have something to do with the narrative.
• A title saying the word "Revenge" cuts onto the screen. This immediately tells the audience what a huge part of the film will include. The revenge narrative is conventional of the rom-com drama, usually one of the main characters has been treated unfairly by a different main character (antagonist) and wants to find a way to get back at them for what they have done. Often the female is the one seeking revenge because the male has done something bad to her.
• The main film title appears at the end so it sticks in the audiences mind. This is conventional of trailers of any genre as the producers want the audience to remember the film's name so that they can talk about it/promote it through word of mouth or so they will remember that they want to watch it.
• "Coming Soon" appears at the end of the trailer. This is another common convention of film trailers. They will usually either say this or give a specific release date.
• The name of the website and the twitter hashtag appears at the end of the trailer. This is to attempt to further promote the film and get people to talk about it and create a buzz around it.
• Music cuts out when characters are laughing/talking to emphasise a funny or awkward moment then cuts back in after. This is a common technique used in many comedy trailers.

Here is an example of the conventional green screen used in almost every trailer to prove that it is appropriate for the recommended audience:

Screen shot of the establishing shot used in this trailer. It clearly shows the city location due to all the tall buildings and how they are in such close proximity to each other:

Trailer Analysis 1

The Hobbit: The Battle of the Five Armies Teaser Trailer 

• The Warner Brothers ident is shown at the very beginning of the trailer. This is conventional of any trailer or teaser trailer as the institution wants to associate themselves with the film and show that they own it. However the ident isn't the original, basic Warner Bros symbol, it has been edited to link with the films narrative. It has been made to look ancient and golden which represents the fantasy genre that the film is based around.
• The fade from black shot immediately shows an extreme long shot of the main protagonist. This automatically lets the audience in on the narrative and if the film is part of a franchise (as this one is) then the audience instantly know what film it is and this will excite them and make them want to watch further. The stock characters are always used in trailers to appeal to the audience and get them anticipating about what will happen or when the film will be released.
• The star system is used effectively in this trailer. Martin Freeman appears in the very first shot, he is a well known actor and has been in a lot of successful films. Therefore the producers want to associate him with this film as much as they can, because people think that if a highly successful actor is in it, then surely it will be entertaining and therefore they are drawn to watch the trailer.
• This trailer uses montage editing, this is conventional of trailers as the shots are shown in a non linear order as opposed to using continuity editing, where shots are shown in a linear order.
• Voice overs are a well known convention of many trailers. This trailer includes a voice over done by the main character to give his side of the story or his opinions on things that happen in the film. Often voice overs are done by one of the main characters, usually a main protagonist, to allow the audience an insight into their viewpoint or to allow an explanation of the narrative in greater detail. 
• There is diegetic sound of the dragon roaring/breathing fire and of people screaming, this emphasises this part of the films narrative and is designed to provoke a scared or shocked reaction within the audience.
• The dramatic music then fades into a non diegetic soundtrack with a slow/mythical style to it. This represents the fantasy aspect of the film and this style of music is associated with the films franchise.
• The film's release date is conventionally included in the trailer as it is important that the audience know when it comes out so they can go and watch it.
• At certain points in the trailer slow, eerie music cuts in, it gives the feeling like the audience are waiting for something to happen but they don't know what. This is iconic of trailers, especially adventure/action films, as they are designed so the audience are on the edge of their seats waiting for something to happen. 
• The diegetic sound of the swords and armour moving, and again later when the swords are clashing, is iconic of the adventure genre. Weapons are codes of the adventure genre and the audience stereotypically associate them with this genre of film, therefore they have more of an insight into the narrative of the film and for the specific target audience of people who enjoy watching adventure films, then this will appeal to them. 
• Often trailers will include the quote "from the director of....." followed by a successful/enjoyed film from the same director. This appeals to people as they link this new film with one they liked from the same director and want to watch it. In this case the film is linking to the 'Middle Earth Saga' (the other films in the franchise) so this will appeal to the audience who liked the first films in the franchise and want to watch the latest one.
• The music increases in volume as the fighting starts to build tension within the audience.
• The 'eye' flashes up briefly in one of the shots. It is an icon that is stereotypically representative of the Lord of The Rings franchise. Trailers conventionally use shots/icons that are linked directly to their film (or film franchise) in order to appeal to a pre-existing audience or attract a new one.
• Close up shots are used on a number of stock characters, this emphasises their importance in the plot and gives slightly more hints into who the protagonists and antagonists are due to the angle of the shots and the context in which they are taken. (e.g. a high angle shot can be used to make somebody look weak as the camera is above them and it looks as if we as an audience are stood over them in a dominant way).
• Using the same font throughout the trailer is a conventional aspect to every trailer. Sometimes the same style font is used on other promotional campaigns for the film for example it's poster, so that they all link together. This trailer used olden, ancient style font in a golden colour, which is stereotypical of the fantasy or adventure genre. 
• The main title appears in the same font as the others but slightly larger. The main title is conventionally written in a larger font than the rest of the titles to indicate it's importance. As the title appeared the sound of a sword cuts in, again representing the narrative and increasing the tension within the audience.
• After the main title there appears a list of brief credits showing who the main institutions involved in the film are. Many trailers have this feature.
• A pan shot is used to show location. Pan edits are sometimes used in trailers to show a vast location or to follow something significant. 
• Opening shot isn't an establishing shot which differs from many trailers. 

Overall this teaser trailer includes many key conventions included in trailers. The shots used are conventional apart from it not beginning with an establishing shot to show the location, which is a common convention of teaser and theatrical trailers. The sound was fairly conventional, in the way that it increased in the more dramatic parts and slowed in the more emotional parts, also the sound was specific to the fantasy/adventure genre. It included many titles that are conventionally included in trailers such as the release date of the film or the conventional "from the director of..." title, used in a large amount of trailers for films targeting a tent-pole audience.

Methods of Promotion

Films are promoted before their official release date in order to create hype about the film and make people aware of it. Promotional campaigns are done to try and attract an audience or often to try and get the attention of a pre-existing audience that have shown an interest in similar films. The level of promotion depends on the budget the institution owning the film has. For example, Hollywood institutions like Walt Disney and the rest of the Big 6 have the budget to create huge/global promotional campaigns such as a viral campaign asking the audience (a tent-pole audience) to do something, like the campaign for The Dark Knight Rises where fans were asked to locate pieces of graffiti in order to unlock the films full trailer, or heritage promotion e.g. a number of large posters spread globally. However, smaller institutions such as Warp or Microwave films can't afford to create huge promotional campaigns as their budget can only stretch locally, or occassionally nationally.

Nowadays, film companies often use the internet to promote their films because it is cheaper and it allows access to a world-wide audience. However in the past there wasn't this option and heritage marketing was used to promote upcoming films. Examples of heritage marketing are posters, TV adverts or youtube adverts. These methods are often more expensive than digital marketing methods but have proven to be very effective in spreading news about films.

Digital marketing is the spreading of information about a film on the internet to try and create a 'buzz' within an audience. The target audience for these campaigns is always the online community but a lot of the time the institution will go deeper than that and target more niche audiences, such as certain age groups or genders for example. With the increase in the use of social networking sites such as Facebook and Twitter, film companies are able to reach their appropriate audience easily or start trends/competitions on these sites to promote the film further.

Les Miserables (2012) film poster on a large billboard. 

Les Miserables (2012) official film poster.

These are both examples of heritage marketing for the 2012 Les Miserables film. The first promotion is done in the form of a large poster on a billboard, most likely located in a busy area of a town/city where lots of people are likely to see it.  The poster is designed to stand out and catch the audiences eye. Immediately we can see that it includes conventions of stereotypical film posters. It has a close up shot of the main characters face on it, the title is at the bottom in clear/bold font so that the audience are immediately drawn to it. The star system has been used to promote the film here as we see that the names of all the successful/well known actors are written along the top. The font is a golden colour throughout which emphasises the theme of the trailer (and sometimes in films of a certain genre, the font hints at the narrative). Below the first picture, is a picture of the Les Miserables official film poster, this is very similar to the Billboard poster and follows all of the same conventions. The same picture has been used to emphasise the character's (protagonists) importance in the film's narrative, the same style font has been used and the same actors names are used representing the link between the two and emphasising these things further in order to gain audience appeal. 

Above is an example of digital marketing as the film company has created an official Facebook page that fans can like and receive updates about the film from. The page includes screenshots from the film and hashtags that the fans can copy and post themselves, thus spreading news about the film and helping to promote it. Social networking sites are a great way to connect with an audience, they're good at creating hype about a film and allowing the audience to pass this excitement on to others. Digital Marketing allows audience interaction in a way that heritage marketing never did, now the film companies/producers can talk directly to their audience, therefore this allows them to gain feedback or opinions on the film. 

This was a viral marketing strategy to promote the new Batman Dark Knight Rises film, Warner Bros created a fake poster before the release of one of the film's trailers before the official film release. This caught the audiences attention because it was unusual so it intrigued the audience and got them wanting to know more. The Dark Knight Rises created a series of successful online campaigns and it eventually paid off when the film was released. Despite many viral campaigns promoting the film in a positive way, some can go very wrong too. For example the viral campaign for the 2012 disaster movie led people to believe that these things were actually happening and that the fake news stories created to promote the film, were actually real. It got so serious that in the end NASA had to reassure people that the world was not actually ending, this had terrible consequences for the film when it was released. 

I aim to use mainly heritage marketing to promote my film in terms of a conventional teaser trailer and poster, because both of these have proven successful in the past. I will also create a magazine cover to promote my film that will include some similar conventions to the above posters I looked at, yet it will include more specific details about the film and maybe some reviews/ratings. I may try and do some social networking promotion to try and draw more attention to my film, however the majority of promotional tools I create will fall under the heritage marketing category.

Conventions of Teaser Trailers and Full Length Trailers

What is a teaser trailer? 

The term 'teaser trailer' refers to a form of advertising that is short and combined and uses small/cryptic advertisements. Teaser trailers are used to promote a bigger campaign. Often they are used to create hype about something up to a year before it is actually released. Films often use short teaser trailers to excite the audience by giving them just enough information to get excited/know what the new film is about, but not enough information to give away much of the films narrative. The name 'teaser' is used because teaser trailers are designed to tease people, they make people want to watch something and get the audience hyped for the films release. Teaser trailers are often an effective way of virally marketing a film because they don't need to be that long to be effective. Teasers differ from theatrical trailers in the way that teaser trailers are a shortened version of the theatrical trailer. Teaser trailers only show a tiny bit of the film and often don't give the audience much of an idea of the narrative. Theatrical trailers are used to preview the film, they contain a lot more and are longer. Theatrical trailers are exhibited in cinemas in order to promote a new film to an audience. Teaser trailers can now differ in length greatly, a teaser trailer can range from either 10 seconds long right up to 2 minutes. Teasers vary in length and can be up to 1minute 30 seconds long but now the name is used loosely and opinions differ on the maximum length a teaser can be.

Conventions of a Teaser Trailer:

• Teaser trailers are shorter and don't include as much as theatrical trailers, as they are designed create excitement for a film without giving much away. 
• Teasers create mystery whereas Theatricals promote. 
• Teasers usually last up to 1 minute 30seconds, trailers can last up to 2 minutes 30. 
• Theatrical trailers are shown closer to the films release date.
• Teaser trailers always introduce the audience to the main characters as do full length trailers.
• It is important that the audience get a sense of the genre of the film even if the teaser trailer is very short.

Conventions of a Theatrical Trailer:  

• Trailers always have the green screen at the very beginning that states that the 'preview has been approved for appropriate audiences'. This screen usually lasts for about 5-7 seconds to ensure that the audience had time to read it properly.
• The title/logo of the institution that produced the film conventionally appears after the first green screen. This shows the audience clearly the company that produced the film and allows them to briefly promote themselves/claim recognition for the film.
• Often the trailer will begin with an establishing shot to display the films location instantly or to emphasise the significance of the location. If not then the trailer could begin with a shot of the main character or a character that plays a significant role in the films narrative. 
• Fast fade to black transitions are conventionally used between shots in films with a horror or thriller genre. 
• Many film trailers use voiceovers that talk over the shots. These voiceovers could either be from one of the main characters giving their insight and setting the tone of the film. On the other hand it could be a voiceover of somebody different outlining the films plot. In horror film trailers they often use a mans voice and make him speak slowly or creepily to increase tension. In romance trailers the stereotypical cheesy Hollywood voiceover is sometimes used. 
• In films of a horror or thriller stereotype, the music often starts off as quite upbeat and relaxed as the main characters are living happily and the antagonist hasn't appeared yet, but when the antagonist comes in and bad things start happening, the music gets more dramatic and intense. It often gets louder throughout the trailer. 
• Trailers will almost always include the release date or season e.g. "This Summer"
• In Romance films with teens the trailer conventionally includes shots of the school and shots of big groups of friends.
• All trailers include titles and the title of the film appears at the end of the trailer in a memorable font so that the name of the film stays in the audiences mind. 
• Comedy trailers often use an upbeat song often a popular pop song or a song with lyrics relating to the film. Romance trailers often use love songs.