RESEARCH: Where are trailers shown

According to the FDA Teaching Trailers website, trailers are shown at the cinema, on TV and online with poster campaigns and radio campaigns providing the new release with wide coverage. Dedicated trailer sites and official film websites often screen trailers that have been made for a general audience and are suitable for viewers of any age. Whereas, trailers shown in the cinema usually correspond to the classification of the film being screened. 

After discussion on trailers in different media, I understand that:

• There are disadvantages of playing trailers in ad breaks during live television as many people take the ad breaks as an opportunity to get food, chat or simply not pay attention. However, some viewers may enjoy ad breaks as it gives them a chance to engage in discussion about their views on the film. 
• Although people do watch TV a lot more than going to the cinema, cinema can be a more immersive feel for audiences watching trailers due to the atmosphere and surround sound. However, even in cinemas some viewers will arrive at the cinema late to avoid the adverts.
• As trailers made with an 18 age rating are sometimes cut for a more general viewing audiences, older audiences can be dissatisfied and irritated by this.  
• DVDs tend to be watched over and over again, especially if someone's collection of DVDs is limited. However, after a discussion in class we agreed that DVDs are now viewed as largely outdated, as there is no need now with the instant availability of wide varieties of films on other streaming services. Any trailers shown on DVDs can be fast forwarded, so that audiences can skip to the beginning of the film.
• I think that posting links to trailers will significantly boost trailer viewing figures as it engaged people, and leaves it up to their control.

I have watched a video by Dan Skinner, explaining how the style of a trailer is affected by a number of factors including where it will be seen, who by and for how long.

1. The Teaser Trailer:

A shorter, and more concise version of the main trailer that is the first piece of marketing content to go out, with the purpose of exciting audiences with a sense of what the film is about. It is less story-focussed and its main purpose is to inform of a brief storyline with only small elements of the narrative shown. It aims to give a positive first impression without revealing specific details. 

2. The Main Trailer:

Main trailers often have a 3-act structure; a beginning, middle and end, lasting from 2-3 minutes. They are far more detailed and reveal more narrative information than the teaser trailer, giving more to fuel audience excitement through a deeper sense to what the film is about. Problems, locations, tone of film, antagonists and protagonists are revealed, giving audiences a glimpse of star talent and a chance to form opinions.

Many have montages towards the end with increasingly fast paced editing of lots of different shots from the film. This helps to build excitement as well as enigma as audiences have little time to work out what is happening in the shots. Often in the third act there is a cast run, showing stars and following shots of them, as well as name dropping the director, utilising director power. Main trailers are exhibited online, in theatres, cinemas and social media platforms, extending the films reach to wide audiences.

3. TV Spots

TV spots are much shorter, condensed versions of the trailer, working with people having a somewhat knowledge of the film and main trailer. Their main focus is to leave a positive impression of the film, so are less story focussed. They are usually 30seconds, 20 seconds or 10seconds, so aim to show as much of the film as possible, containing the most exciting and impactful lines and shots. TV spots often include pull-quotes from reviews, showing peoples approval of the movie. 

Although more people watch TV than go to the cinema, people tend to loose concentration during ad breaks, meaning that the TV spot has to be as eye catching as possible.

4. Using Graphics:

There are 2 types: Copy and Pedigree. 

Graphics that copy help tell the story of the movie. They guide you through the story, helping to point viewers to certain aspects distributors want to know are important. Pedigree graphics can be from the studio (e.g. production company logos), meaning people that enjoy that company will be interested. They can also be about the director, cast and writers etc.

5. Trailers in the Digital Age:

From a practical perspective, trailers in the digital age tend to be more diligent about the cohesion of visual shots on screen and the sound quality. Producers are often aware that pictures and sound operate differently on different devices. For example, if a screening is in a cinema, the surround sound will be immersive (e.g. if a spaceship goes over your head in the trailer, the sound will follow it). 

Increasingly, production companies are cutting trailers to visually and audibly be fit for smaller, hand held devices due to audiences screening films on phones and laptops. 

The digital age also means that production companies have to be much more careful not to reveal too much, as every aspect of the trailer online is examined and pulled apart by fan theories. Whereas, in a trailer this wouldn't be possible. There is also further appetite for small bits of content ('snackable content') being put out online to keep audiences engaged and interested.

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