Brain Damage (1982)

Brain damage which is a horror/comedy uses a very different form of advertising in this trailer to the same era movie 'The Shining' as straight away we can see lots of different scenes and locations from the film itself, which shares more information and leaks more footage where as 'The Shining' doesn't tell you/show you anything to the movie. We also see a different approach in the narrative voice over, as the other trailer doesn't use this technique which involves the viewer, including personal pronouns which entice the viewer in as they believe the film is designed just for them, which is a valuable marketing strategy. The editing of the trailer consists of lots of jump cuts and different editing effects which in a sense make it look a little cheap and low-budget compared to The Shining. 

The Shining (1980)

We see in this film trailer a different approach in a movie trailer, a simplistic and minimal type, which links in with the genre of a horror movie, as minimal activity will happen in order to create tension. The start is as if it is the end credits or even the start of the star wars credits, its ascending text at the start, just states who made what and who the film is based on etc. This unusual approach which you would find in practically most films having the credits at the end not the start, shows a different and backwards approach which could link into the film itself, which really creates a unique and different outlook upon the film. The setting itself is the same spot, using a tripod to hold the camera in the same place which is a wide shot of the room. The colour scheme of the room is brown and red, creating a warm and tense atmosphere. The colour red which is the focal point being in the middle of the shot which we can see in the photograph can be associated with both love and blood, which creates contrasting approach to the view on this room. Also the lighting itself is dim and dull which makes the trailer washed out and link in with the genre of a horror and scary film, as dark colours we associate with evil. Artificial lighting is the only light source in this setting which is used for the whole trailer, as the camera angle and movement stays the same. This keeps an un-edited atmosphere to the trailer as it seems more realistic which makes it more appealing to the audience. The trailer itself goes against Lisa Kernan’s idea of a trailer having a narrative, telling a story, which this trailer definitely doesn’t do.

When the blood actually comes from the corner of the door, it seems as if it has been edited in slow motion, as it just comes from nowhere, and by making the scene slow it really contrasts with the idea of creating tension with fast moving scenes, but by making it slow, it allows the viewer to consider what the affect of the blood is doing. The blood itself covers the camera and flows past, bringing furniture with it which is really when you see the affect of the slow motion as it brings the furniture closer to the viewer slowly. This really shocks the viewer as this scene is extremely simple and slow, and this random blood comes out and surprises the viewer. With the editing as well a fade in is used from a blank black screen to show a dark and evil side, also uses the same convention of slow motion to build a tense mood to the audience perception of the trailer. The sound in the trailer is a high pitched crescendo starting of with slow drum beats which links in with the slow fade in and then it starts to build up and starts to sound like a swarm of bee’s or even a ticking noise like a clock, this fast non-diegetic music keeps on getting faster and then contrasts with the slow motion of the blood which you cant hear gushing which makes it more unique and different.

Lisa Kernan (2004)

“..a unique form of narrative film exhibition, wherin promotional discourse and narrative pleasures are conjoined.”

Trailers

Trailers original purpose was to be the 'market' of the cinema, to entice and advertise up and coming movies. The trailer itself was part of the cinematic 'ritual' in which would be seen before the movies, the audience would expect them, and that is the 'ritual' of the viewing. With trailers it was all about how the film perceived there self and this time it was all about first impressions, if the audience didn't like the trailer - they're most likely not going to see the movie. So trailers were an offering of first pleasures, meaning and ideas. 

With the movie industry being so big already with Hollywood and Bollywood movies, there are way too many films in the 'media-sphere' for everyone to watch everyone therefore each one had to stand out. Trailers also help us organise our schedule of media consumption patterns,for they might advertise a really good film through a trailer which makes the audience want to go see it, but be put of another film. 

Paranormal Activity (2009)

The second Paranormal Activity as well as the other two uses several different conventions which allow this trailer to be so unique compared to others, build tension and show the story line in three minutes. We see the 2.17 minute trailer use a simplistic approach of advertising the teaser of the movie and this is used in all three movies. One aspect which is used to advertise the movie is the editing, in which it is made it to look like real life footage which would make the movie more appealing for it makes it seem more realistic. As well as the editing of the trailer, with the worn away clips and footage which fades out and goes black and white, the use of the camera angles and movement throughout the whole film itself which is handheld makes a more realistic atmosphere. To link in with this, we hear sounds such as high pitched noises of such that sound like the tuning of a radio trying to get signal, but these sounds being non-diegetic tend to be played when the screen is black and empty, which links in with the whole minimalistic theme. As well as this, we see editing being taken place in the form of the date in the right hand corner, acting as a home made video and with the blue high opacity filter added on top of the normal footage, a cold and dark mood is portrayed which links in with the genre of the film. We see a lot of tension building up as not much is given or seen in the clip, in till we see a clip of a body being thrown at the camera, which is shocking as you don't expect it. Another technique to create this trailer is the use of text, using text itself which is also kept minimal makes it seem more intense as well because it builds tension with sentences such as 'Nothing can prepare you' which is a strong statement to make, being a declarative which makes us (the audience) question it and want to see the film, because the trailer don't know us personally, they don't know what the audience are frightened off, which creates a hype because you want to see it more.