The Campaign

When creating a film trailer, film makers and producers create a synergy to ensure that it is advertised in the best way. When creating a film campaign, the most important part is of course the film trailer itself. The way in which this is portrayed to an audience is crucial as this is the first experience they will have when viewing the trailer. There are also more types of trailers than just the full theatrical trailer –which is shown in the cinema before the final film is released. It is vital that this should immediately attract their specific audience into seeing that particular film. The other types of trailers include:

- A teaser trailer: when the film is currently being produced in the early stages, this type of trailer will be made as they will most likely have limited footage of that film. This is the kind of trailer we will hopefully be able to produce.

- Short trailer: this is shorter than the theatrical trailer as this is usually played after the film’s release date, acting as a type of reminder to the audience.

- TV version: this is another attempt to attract the audience through the TV as they see more TV than they do films at the cinema. They usually last around 30seconds as they have to fit in the space of an advert, this is what the producers call a spot. The usual cost for one these can vary from £30,000 +

Each type of trailer can have a different effect on the audience. Each element of the film links with each other, for example the copy used in a campaign. This helps to create a visual image in which the audience can relate each elements together. By using the same font throughout the audience will be able to automatically recognise which film it is for.

Examples of this can be seen below ...

The copy in each film can vary. In horror trailers captions are most likely to be used over a voice over, which are used more for comedy films. They act as a bridge gap holding the trailer together. The film poster can also act as a teaser element of the campaign, this is made before filming starts.