How do trailers help market a film?

Key forms and Conventions of film trailers

·        Film trailers have many different forms and conventions. Although trailers are obviously different, they all stick to a list of rules because of testing. Over the years, trailers have transformed. The same can be said for films and audiences.

·        Forms consist of: The ‘shape’ of the trailer. This refers to the actual length, title and type. Most film trailers are 2-3 minutes long.

·        Conventions: The expectations we have as a community. (dramatic music, voice over, cinematography etc.) Conventions are used to add to the body of a production, meaning aspects of the production which add up to create an overall meaning/effect. For example, simple shots of cinematography being middle, focused, low angle shots. Further example: a low angle shot on a character in a trailer gives a strong amplification that the character is superior or to be feared, perhaps hinting he is some sort of big boss in the film, either a fearsome enemy or a powerful ally, this may not be given away in the advertisement. High angle shots may be used to put emphasis on how vulnerable or puny a character appears compared to something. The strong implying and the increasing sense of vagueness attracts the targeted audience. It serves as a very efficient method.

Examples: The Commuter Official Trailer (2017)

Length of trailer: 2:05