The Art of the construction of the Film Trailer

https://www.youtube.com/watch?v=QAEkuVgt6Aw&list=FL7bwRB2K5q3gw7CNQqZugHQ&index=4


We've all seen film trailers. Indeed, any time you've ever gone to the cinema there is approximately about 20 minutes of somewhat inconveniencing and rather annoying trailers. But, contrary to popular belief, film trailers are far from simply the annoying pre-text to the viewing of a film, they are in fact an effective marketing tool that are deployed as part of the arsenal of marketing tools and techniques at the disposal of film production companies, or moreover, the film distributor whose job it is to, on behalf of the production crew, to effectively market and promote the film product to a potential target audience/ demographic.  In this post, I will be analysing what makes film trailers so effective in achieving and fulfilling their marketing requirements for a product both successfully and effectively.
My first example to showcase the effective capabilities of the film trailer as an effective marketing tool is the trailer to summer blockbuster: "Star Trek: Into Darkness." Given the blockbuster nature and grand expenditure clearly evident of the film through the large use of special, fantastical visual effects it is clear that the film classifies itself into that of the action and the science fiction genres. This becomes evident through the location and setting of the film trailer, as it is in the setting of space that the main action for the trailer takes place, informing audience members and potential would-be viewers that the film being promoted is that of the science fiction genre.       
The use of the steel font used to portray the title of the marketed film to the viewer as "Star Trek: Into Darkness" immediately invites the viewer into the atmosphere and overall 'feeling' of the film as claustrophobically dark and uninvitingly sinister. However, there is reason to suspect that this is an intended effect and finish to the font to give indications and subtle hints as to the dark and foreboding nature of the film. Indeed, given the fact that the film's setting is supposedly that of a far off world and fantastical location of another galaxy, the pure, raw human emotions give indications to the viewer that in fact for all of the special effects and clichéd dialogue, there are very much large elements of relatable nature to the characters transferring to audience members and their situations of unimaginable peril and deadly danger.

 This, I believe, is ultimately the most evident unique selling point of this blockbuster, that, given it's unparalleled laws of physics and large explosions and space fighter chases, there are still very human characteristics that the audience can unquestionably relate to. Perhaps the best example of this being showcased with particular effect is the point of dialogue within the trailer where the antagonist with which the protagonists of the film view with great danger and a clear threat to their personal safety, where he proclaims with evil intent and cold malice: "No ship should go down without her captain", portraying an unnerving sense of cold calmness and calculated intent to his proclamation. Just as this has occurred, the audience hears the harsh scream of a female protagonist, implying great peril and danger that the characters are placed in.

It becomes clearly evident and immediately apparent as to the film's intended genre due to the clear emphasis placed on space and alien concepts and technology reminiscent of a world largely removed and unrealteable to that of our own.  Throughout the trailer, the audience are confronted with images of crashing spacecraft and even at one point a character hurtling through chunks of space debris.
The target audience for the trailer I believe is one that the producers of the film are looking to expand upon with the release of the trailer as, talking from experience, the audience is one that does not have to be entirely infatuated with the Star Trek franchise in it's previous incarnations to be attracted to the appeal of the franchise. Through the trailer, producers are aiming to widen the niche audience market previously associated with films of the Star Trek franchise through the openness and diverse appeal of the trailer to male audiences of 18 to 40 years of age, given the long association of the original Star Trek franchise and their enjoyment of the action adventure as well as scifi genre.


Another appeal of the trailer I believe is the very humanistic nature in which events are portrayed. Through the viewing of the trailer, it is clear that through all of the expanse and diverse range of deep space, there remains a very simple plot at the heart of the story. A battle for one man, in this case, the protagonist Captain Kirk, Commander of starship, the SS Enterprise doing all he can to defend his morals and his beliefs as well as the lives of his loyal and beloved crew, shown in an emotional portrayal in the trailer as more like a second family to the captain. Pitted against him and utterly mocking and deprecating of Kirk's values exemplified in the line "You can't even guarantee the safety of your own crew" is the insufferable antagonist of Khan portrayed by British actor Benedict Cumberbatch to meet both audience expectations of the American audience and target demographic to contrast with the casting of American Hollywood actor Chris Pine as the suave and dashing Captain Kirk to appease audience expectation of the stereotype that Britons and Americans have conflicting ideals and interests exemplified   through films of the action/adventure genre. This in turn, is also an interesting plot development as through Khan's lack of morality we as the audience experience in the trailer how far the normally cool headed Kirk is prepared to go to defend his beliefs and liberties from those opposing them, as he demonstrates when questioned by Spock, an extraordinarily intelligent member of his crew, he replies: "I don't know what I have to do, I only know what I can do." Through this line, the audience are exposed to yet another Unique Selling Point of this film's production is that the audience are able to experience how far protagonist and antagonist dare push each other to be declared victor over the other side, even though for the audience the outcome of the conflict is most likely predictable and pre-determined.