Codes and Conventions of a Film Trailer

The aim of a film trailer is to advertise a feature film soon to hit mainstream cinemas in the near future and persuade the intended audience to see the film. Scenes from the film are shown in just under 2 and a half minutes, carefully edited to show the genre and plot of the film without giving too much away. Music and voice overs are also a main component. As film trailers often consist of vast amounts of action this is crucial for the film. In order to convey this, quick paced editing is used showing all the best parts in vast quantities of the film without revealing too much of the plot at once.

Trailers usually begin with 1 or more company logo's giving the audience an idea about the budget of the film that is to follow may also reveal what country the film originates from. Certain company logo's are renounced and an audience can usually identify the genre of the film that is being advertised. For example; Walt Disney and Pixar are associated with animation or children's films and have been responsible for the production of films such as: The Lion King, Finding Nemo, Toy Story, etc. Productions names such as Warner Bros and Paramount are known for big budget and high profiles films. For example Harry Potter, Beverly Hills Cop, etc.

The Certification alert for the film will be included in the trailer signifying the film's target audience. Several techniques to persuade the audience to watch the film will consist of including recognisable names of the cast such as actors, directors, producers, or other famous household names that contributed to the production of the film. The names are boasted purposely to draw the audience in or remind fans of previous work. Trailers are also an opportunity to showcase new talent, such as new actors that have just emerged. Trailers may also include the mentions of nominations or awards that the film received, e.g: Bafta's, Oscars, etc.

The inclusion of a narrator (usually deep voiced) often heightens the appeal of the trailer and therefore the film. Narrators give mystery, excitement and tension, and are often used to enhance the trailer. Other techniques such as including lines from the film are also featured. The lines are often short and snappy perhaps with a comedic reference. They are easily remembered and can be repeated by the audience watching the trailer. This common technique is often used as helps to promote the film.

A film trailer may also include lines by the narrator such as: From the maker's of... to help identify the audience member with what they may already be familiar with. A release date is included at the end of the trailer which lets the audience members and fans of the film know when the production is able to be viewed. This is done purposely at the end so it is fresh in the audience's mind.