Research: Analysis of a teaser trailer 2 - Joy (2015)

Institutional Information
Joy is a 2015 biographical comedy drama film starring Jennifer Lawrence, Robert De Niro and Bradley Cooper. It was directed by David O. Russell and was produced by John Davis, Megan Ellison, Jonathan Gordon, Ken Mok and David O. Russell. The production companies were Fox 2000 Pictures, Davis Entertainment Company, Annapurna Pictures and TSG Entertainment. It was distributed by 20th Century Fox. The film's budget was $60 million, and it took $101.1 million at the box office, making a profit of $41.1 million.

Synopsis
Joy Mangano is a divorced mother of two and an aspiring inventor. Inspired by true events, Joy tells the story of her mission to make people's lives easier, and sell her new invention, Miracle Mop on the shopping channel QVC. Joy is a very strong character, and her resilience shines through. 

Mise en Scene

Joy titles, showing the juxtaposition of black and white

There are many different settings in this trailer, due to the movie following Joy's life. However, the main colour used is white to reflect Joy doing something good. It also connotes snow, and so links to the film being based and released around Christmas time. In this case, white might not necessarily represent innocence as it is made clear to the audience that Joy is quite a strong and opinionated character, with huge ambitions. The lighting varies, but is mostly low key to represent Joy being a "normal" and grounded person who has worked for her position. At the start, a three person shot is used. The third person is out of focus to emphasise the two closest to the camera. This almost makes it a two person shot. The lighting is interesting here because the audience are shown a silhouette of the two characters. The silhouette shows the height difference between the characters. As one of them is an adult and the other a child, it hints at the power inequality. Despite this, the proxemics of the shot suggest that the characters are familial and close. Throughout the trailer, the audience are introduced to many people, but with her being the titular character, the main focus is on Joy. She is wearing standard costumes which are not suggestive of her being upper class, and so links to how she had to work hard to reach her position and has had a hard life in some respects.

An example of lighting

Sound

The trailer uses a both non diegetic and diegetic sound as appropriate. It also gives the audience variety, perhaps increasing the overall effectiveness of the trailer. The first 7 seconds of the trailer uses a sound bridge (diegetic, in the form of dialogue) to add anticipation for the trailer. The line "listen to me" also acts as an imperative for the audience, they become more engaged. A sound bridge can also make the audience want to watch because the speed at which the trailer is progressing feels faster. Then at 0:12 a non diegetic soundtrack is used to give the trailer another dimension. However, it is overlapped by the continuing diegetic sound, and the slow pace puts emphasis on what the character is saying, it is parallel to the music and footage onscreen. 

At 0:29, a new sound is used, the text on screen being in time with the chime of the bells. This new music could perhaps indicate a disequilibrium and progression, as the trailer is becoming more fast paced. The lyrics of the songs in this trailer are important as they act like a caption for the footage. The line "You can't always get what you want" further conveys how Joy faced hardships in her life. Furthermore, the church bells and choirs connote the festive and wintery season, where a lot of the footage used in this trailer  is set. At 0:55, this fades into a line (short voice over) to act as a turning point for the trailer, mirroring the progression of Joy. 

At 1:00, there is non diegetic music over the action on screen. This is fast paced, parallel to the footage and perhaps reflects how Joy has realized that she must go through everything regardless of how hard she has worked to achieve success. The speed of the music helps to emphasise the many things that have happened in her life, and the increasing volume suggests that it will eventually reach a crescendo. The rhythm of the music could also mimic the sound of production, linking to Joy being an inventor. Again, this is parallel to the action on screen.

At 1:28, the trailer returns to diegetic sound in the form of gunshots. This loud noise could shock the audience and act as a crescendo for the sound. The absence of music at this point helps put emphasis on the characters name. The sound then returns to the music introduced at 1:00, perhaps suggesting a predominantly uplifting story. Lastly, the names of cast members are revealed in sync to the rhythm of the music, helping them to have more impact.

Editing

The footage at the start is more linear than the rest, to reflect what Joy is being told about what events are going to occur in her life. Rather than using fade to black, the trailer uses jump cuts to show different points in the film. This indicates that the narrative is fast paced. A lot of the shots are shown for less than a second in the second half of the trailer to reflect how Joy's life is changing.

Camera 
Timeline of shots
0:00-0:05 - INSTITUTIONAL LOGOS
0:06-0:10 - Two person close up
0:11-0:14 - medium close up (zooms in) close up
0:15-0:17 - close up
0:18 -0:20 - long shot
0:21- 0:23 close up (pans) to medium close up
0:24 -0:28- close up
0:29 - 0:30 - TITLES
0:31-0:32 -long shot (zooms) 
0:33-0:34 -close up
0:35- long shot
0:36 - long shot
0:37 TITLES
0:38- medium close up (switches to POV)
0:39 Close up POV shot
0:40 medium close up
0:41 XCU
0:42 Close up
0:42-0:43 medium long shot
0:44 - long shot
0:45 medium close up
0:46 close up
0:46-0:47  long shot
0:48 - medium close up
0:49- two person medium close up
0:50 FADE TO BLACK
0:50 -close up
0:51 - close up
0:52-0:53 - close up
0:54-0:59 - close up
1:00 - TITLES
1:01 - Close up
1:02 -1:03 medium long shot
1:04- close up
1:04 - medium close up
1:05- close up
1:06 - medium shot (zooms) to close up
1:07-1:08 - medium long shot (zooms) to medium close up
1:08 mid shot
1:08-1:09 - two person mid shot
1:10 - close up
1:10-1:11 three person tracking shot
1:12 - mid shot(s)
1:13 - three person mid shot
1:14 - medium long shot
1:14 - three person medium long shot
1:15 - close up shot(s)
1:16 - TITLES
1:17 - medium close up shot
1:18 - medium long shot
1:18 TITLES
1:19 - two person close up
1:19 - medium close up
1:20 TITLES
1:21-1:22 - close up
1:23 - long shot
1:23 - medium shot
1:24- close up
1:25 - close up
1:25- two person mid shot (low angle)
1:26 - two person mid shot
1:27 - close up
1:28 - medium close up
1:29 - close up
1:30-1:35 - close up
1:36-1:47 TITLES
1:48-1:58 (YouTube) - subscribe/connect with movie
* where timings overlap, the shot lasts for less than a second

Camera
Analysis of shots

As there are so many, I am not going to analyse all of them. Instead I have chosen a just a few shots.

Close up

This close up shot from 0:15 is effective because it conveys to the emotion of Joy. She looks quite subdued and so it fits with the diegetic sound of dialogue that is carried over the first 27 seconds of the trailer, as the voice is quite clear and authoritative. The fact that she is in the foreground (the other character is blurred out) emphasises the fact that she is the protagonist in the film.

Medium long shot

This medium long shot shows to the audience how business minded one of the characters is through his body language and gestures. These are suggestive of going through the motions and contuinuing, which is what Joy has been doing her entire life, so connects to her determination. The mise en scene is also significant in this shot, the character's costume, for example the fact that he is wearing a tie and jacket could reveal he holds a position of authority.

Three person mid shot

This shot shows how much Joy making the Miracle Mop means to all of those involved. The mid shot allows the audience to see the emotion that Joy is experiencing, perhaps evoking sympathy for her. However, unlike ordinary mid shots from the waist up, we can also see her being embraced by her family. We learn from the trailer that Joy perhaps has strained relationships and a difficult time, so this is significant, hence creating a range of audience pleasures.

Evaluation and Critical Reflection
I think this is a very effective trailer that successfully conveys the genre and narrative of the film. It is less cryptic and longer than some teaser trailers I have seen, but it still manages to create hype and anticipation for the film. I especially like how all the clips and titles are in time with the music. Speeding up the editing in the second half makes it seem more exciting. If I was being really critical, I would say that they could use more extreme close ups as there was a lot of close ups. Perhaps having a shot of Joy's eye would further convey her emotion.

Research: Analysis teaser trailer 1 - Beauty and the Beast (2017)

Teaser trailers are compilations of film footage which introduces the audience to the narrative and increases anticipation. These are normally heavily edited to show the audience the "best bits" of the film to make them want to go and see it. Teaser trailers conventionally last between 30 seconds and a minute long. They are sometimes released as much as 18 months in advance of the film.
The advantage of me creating a teaser trailer is that it is shorter, so will perhaps require less filming than a full trailer. In addition, because it gives the audience less information, the narrative will not have to be as developed.
To inform my research, I have decided to conduct a short analysis of teaser trailers.

Beauty and the Beast (2017) teaser trailer

Institutional Information
Beauty and the Beast (2017) is a live action retelling of a classic story. It stars Emma Watson and Dan Stevens, among others. The film is directed by Bill Condon, with the writers being Stephen Chbosky, Evan Spiliotopoulos and based on the 1991 animated version written by Linda Woolverton. It is produced by Disney.

Mise en Scene
The colours used are predominantly red and gold. Red connotes love, foreshadowing the romance between Belle and the Beast. However, it could also link to the danger that the Beast first presents. Gold is significant because it connotes the regality in the movie; Belle is a princess. Gold can be seen in the typography and so furthers this notion of nobility. This means that the trailer also adheres to the usual "sparkle" seen in Disney films.
The setting featured in the trailer (a majestic house) adds to the feeling of nobility. It also makes Belle seem more vulnerable and is a stock setting for Disney films; it acts as a palace. The large size of the house adds to the ambiguity of the film as we are not shown the whole setting. The lighting substantiates this ambiguity because it is low key and dark, our view of the setting and Belle is unclear. However, when Belle reaches to pick up the rose, there is natural lighting shed on her face. This light helps to portray her as a symbol of innocence and purity. The floating petal seen during the titles is suggestive of damage to the rose, so could point to Belle being in danger.

Sound
The dominant sound used in this teaser trailer is a non diegetic soundtrack. It is quite slow and calm, and the higher pitch sounds connote magic and sparkle. This links to the premise of the film. There is also the diegetic sound of Belle saying "hello" within the scene. Prior to this, there is the diegetic sound of the other characters (I'm assuming them to be a candle and clock" talking to one another.) It is unclear whether it has been added in after filming, because it is over a black screen. However, it is not a voice over because it doesn't introduce enough of the narrative and it is a conversation between two characters. At 0:44, a "claw" rips across the screen (representing the Beast) and the sound becomes more dramatic. There is the non diegetic sound of growling, the door opening and sighing. At 1:04, the trailer returns to a softer version of the original soundtrack. This continues until 1:27.

Editing
There are fade to blacks at 0:24, 0:34, 0:44, 0:52, 1:00 and 1:17. The frequent use of fade to black increases ambiguity, surrounding the film, as well as increasing anticipation for the footage. A black screen heightens the impact of sound, because it is the only thing the audience has to focus on. This means they will be able to digest the dialogue. At 0:44, the claw like tear across the screen perhaps shocks the audience; it is suggestive of the Beast and contrasts with the calm seen prior to this. The typography style is serif, so makes the title seem more definitive.

This appears at the end of the trailer, and shows the typography used.

Camera
The first few shots are wide establishing shots. These help introduce the audience to the setting, whilst immediately being suggestive of magic. This is because the house has a lot of grandeur, and the natural lighting indoors offers an aura of sophistication. The camera pans to give the audience a better view. 

Wide establishing shot

Close up

This close up helps emphasise the painting (in particular this face) to the audience, suggesting its prominence in the narrative. After this, an effect in the transition is used. It is like the screen is being ripped by a claw so foreshadows the beast. The painting is old and so conveys the grand nature of the house. It is a stock setting for darker films and so links to the 'Beast' part of the movie.

Long shot

This long shot is effective because it displays the sheer size of the house, emphasizing the girl's innocence. Innocence is a key part of the princess persona. Furthermore, the fact that the door is half closed means there is ambiguity surrounding the pivotal character (Belle, we cannot see her face) and so builds audience anticipation to be introduced to her. This means that they are more likely to want to watch the whole trailer. It also links to teaser trailers being more cryptic, offering the audience less information than full trailers.

XCU

This XCU helps to convey the fragility of the rose to the audience, whilst also signalling its importance within the narrative. As I mentioned earlier when talking about mise en scene, red is a significant colour because it connotes both love and danger, representing both sides of the Beast's personality. Additionally, given the next shot, this could have been from Belle's point of view.

Close up 

This is a "dirty" close up shot, as the rose is out of focus. It conveys that Belle is dominant both in the shot and narrative; the audience can see her clearly. However, as this only shows half of her face and hand, some ambiguity surrounding her appearance remains. This shot further emphasises the fragility and prominence of the rose, as it is encased in glass. Hence it could suggest that Belle is quite an inquisitive character; she is exploring the character.

Evaluation and Critical Reflection
The trailer successfully introduces the audience to the film, "teasing" them with regards to the narrative. It is intelligently put together because there is such ambiguity surrounding a classic story, making it more interesting. I feel that the editing and sound are particularly effective. A more diverse range of camera angles, such as tracking shots, may have increased the impact. Whilst I understand the choice of setting (it was inevitable for a film like this, and effective) if I was being really critical, it could perhaps be a bit more imaginative.

Research Task: Methods of Promotion

How are films promoted?
Films are promoted in a various ways. Film industries must promote films in order to make a profit and make audiences aware of their product. It helps increase their brand reach. Usually conglomerates can afford to market their films more because of a bigger budget.

Below are some of the ways in which films are promoted:
Teaser Trailers - teaser trailers are compilations of film footage which introduces the audience to the narrative and increases anticipation. These are normally heavily edited to show the audience the "best bits" of the film to make them want to go and see it. Teaser trailers conventionally last between 30 seconds and a minute long. They are sometimes released as much as 18 months in advance of the film. Recent examples of a teaser trailer are Finding Dory (2016). The teaser trailer can be viewed below:

There is another teaser trailer which lasts for 1:46, subverting the conventions of a teaser trailer as it is considerably longer. Perhaps this is because Disney (Pixar) produces tentpole films and they know that there is a lot of anticipation. Therefore they can afford to offer the audience more.

Full Trailers - full trailers are similar to teaser trailers but they are longer. They have to be less than two minutes and thirty seconds long according to the Motion Picture Association of America (MPAA). Film producers and distributors are allowed to break this rule once a year if they think it is necessary to do so. They usually reveal more about the narrative and are less cryptic than teasers.
The full trailer for Saving Mr Banks (2013) can be viewed below:
                                             
Posters, billboards and standees - posters introduce the audience to the star system (cast) of the film. Posters often focus on a pivotal or significant point or scene in the movie, using direct address and interesting camera angles and shots to captivate the audience. Posters can be seen in the cinema and some companies may use billboards (large outdoor boards for showing advertisements). Standees are cut outs of the cast (life size) often seen in cinemas.

Poster promoting The Hunger Games: Catching Fire
(2013)

Merchandise - Merchandise is the goods which can be sold, which help to promote the film. Merchandise is an area of promotion employed by larger companies (usually conglomerates) because they have a bigger budget and produce films on a large scale. Merchandise is often bought by fans of a franchise or film. The sale of these goods will contribute to the success of the film. Typical merchandise will include t-shirts, mugs, keyrings, other clothing items and sometimes figurines.

Star Wars VII Merchandise (Keyrings)

Types of Marketing

Heritage Marketing - this strategy focuses on emphasising a company's heritage to promote their work, such as "helping you since 1901*". Word of mouth (oral marketing) is also associated with this. Small, independent companies are more likely to use this because they often have a smaller budget, so can afford less.

Viral Marketing - this is when information about a company or product is passed on by the internet, from one user to another. Bigger companies can afford to spend more money ensuring that their product goes viral. Viral marketing is sometimes used interchangeably with internet marketing, which entails using the internet as a platform to promote a film. For example, via an official website.

Examples of marketing techniques
Disney is a large conglomerate that uses effective strategies to market themselves. Disney films often follow a narrative that involves self discovery. Through conveying this in the trailer, Disney manages to make the audience feel special. There is also a recurring theme in Disney films, for example, magic. Their marketing strategies seem to captivate the audience, allowing them to engage with the magic. Frozen (2013) had a lot of merchandise which helped Disney to market the film. For example, discount shop Pound World sold Frozen goods. In some Disney stores in America, customers were limited to two Frozen items per person. 
Independent films often use a trailer to market their films. 

How has technological convergence, synergy and the proliferation of hardware changed how films are promoted?
The promotion of films has evolved over the years to keep up with society. Now that there is more technology, a lot of companies have made the transition from heritage marketing to viral or internet marketing. The proliferation of hardware has advanced this. As their are more devices you can view films on, for example a tablet, many films are marketed online as box office takings and cinema goers have decreased. Google is a search engine and internet giant that has formed synergistic links with conglomerates to promote films. As Google is used by a huge amount of people, it increases awareness of the film. An example of synergy is Disney's Alice Through the Looking Glass (2016) who teamed up with Urban Decay cosmetics to produce a limited edition eye shadow palette. Nowadays, there is more vertical integration and working together. This has also been attributed to cross media convergence. However, Disney had a well thought out marketing strategy in 1957. They interlinked elements and had recurring content or themes. A range of different content, for instance the soundtrack and footage support each other. Despite pressure to keep up with the times, some companies stick with what they know best because it works for them. As long as you are not too old fashioned, you will still succeed in the promotion of your product. Through this example, we can see that there is still a similar structure to marketing. Marketing techniques these days are more digital, which may hit low budget, independent companies hard as they are normally less able to afford these techniques.

A map of Disney's marketing strategy in 1957

* this is not necessarily a specific company's slogan, just an example that I thought of!

Sources of pictures

Catching Fire Poster: imdb

Star Wars Keyrings: Party Pieces' Website

Disney's strategy: 

http://www.doz.com/marketing-resources/disney-marketing-strategy

Introduction

This blog is a compilation of my work for A2 Media Studies Advanced Portfolio. I look forward to building on the skills learned for AS Media Studies. This year, I hope to explore the promotion of film in greater depth.