the use of a fade effect, or in other terms the premier elements additive dissolve effect. for a swift and smooth transition from the institution titles into the trailer footage makes the trailer flow and begin with ease, encouraging audiences to carry on watching it with its continuous cyclic appeal. similarly to this relational editing has been used with the globe iconic logo for universal studios using a camera zoom and pan to feature just one of the continents like a map, and this then uses relational editing to show a view of streets and satellite views of residency and roads that give a sense of setting. The blue colors in universals logo are reciprocated in the blues of the sky hues, giving a solemn tone to the trailer. Alongside the establishing shots of the setting (a city presumably by the high rise buildings and residency) a soundtrack of Animal- neon trees is playing, a upbeat well known single that juxtaposes its feel good music genre with the genre of this film being a action/ thriller movie with themes of horror imposed also- hence arguably being a hybrid genre. the soundtrack seems to correlate with the care free open spacious surroundings shown in the large scale establishing shots using natural lighting, however the soundtrack quickly comes to a halt when the equilibrium in the trailer is broken when a car comes to a harsh stop on a bridge. The fast paced drum snare type sounds playing behind the couples dialogue replicates a heartbeat and builds tension, this technique is effective in making the whole scene more sensory for audiences and allow them to relate to the heart racing situation the characters are in.
overlaying the scenic route that the camera pans over in the first few seconds of the trailer a woman's voice says 'can you step on it its getting late'. this allows audiences to straight away imply that the couple we see in the next shot are under a time limit- giving a basis for the films action plot as conventionally motifs and codes in action and thriller movies give time limits, missions, tasks and timed quests for their victims and protagonists. The colloquialism she uses 'step on it' audiences assume she is referring to the acceleration pedal, as even before seeing the couple in the car, we see cars zooming past..hence audiences begin to decipher themes and enigmas for themselves, making them want to discover more of the film. When the male character says 'were gonna be okay' the music rapidly increases in volume before coming to a halt along with the car they are driving coming to a halt. this is the trailer disruption of the equilibrium and from this point audiences are drawn in with tension to know what happens next. this technique of equilibrium disturbance is one we would hope to use in our own film trailer to give context and themes of disruption to the trailer. the car stopping directly subverts from Maslows theory- 'maslows needs' with the need for security and safety as these people seem insecure and unsafe and hence, it creates a parallel between audiences and these characters who they would pity and potentially relate to (linking to the uses and gratifications theory to associate with characters) and hence want to watch the film more.
The usage of just a character duo instead of lots of characters in the trailers opening helps prevent ambiguity and audience confusion, also another technique we hope to use with just having an elderly and young character rather than many different personality characteristics and traits from our movie giving away too much.
the fade to black used for effect when the 'this is your emergency system' warning comes on the radio makes audiences build tension as they want to know who is saying this, why and what it means. the black screen hides all give aways about the plot so audiences are drawn in to watch the film more. also this fade to black and black screen appearance for a matter of seconds creates a change of mood, almost like a literature Ronda or tone change, and hence it splits the trailer almost directly in half- as if in parallels to give away context and the story line prior to 'the purge' and also afterwards, making the story line and plot seem three dimensional and effective. this fade to black technique would also be a technique id aim to use in my own trailer to split up scenes of differing nature, and show a change of mood. The government warnings sound professional and realistic. replicating the tone and sound of news alerts which hence draws specific attention to the announcement.
repetitive shots from close up and extreme close up camera perspectives give a certain idea of entrapment which is reinforced through the editing using quick second long camera shots. This also hints something bad/ feared is approaching hence creating audience enigmas.
the tracking shots of the victimized couple as well as the antagonists on motorbikes creates a chase scene for audiences who will feel actively engaged in the film with fast paced running and driving scenes creating an adrenaline feel. These shots also are very short, which lets them not give away too much. some of the shots from the motorbike riding antagonists use home camera techniques almost as if they have been filmed on a camcorder or low quality go pro which reinforces the realistic approach for the film, as well as making it easy to decipher between antagonists and protagonists with different camera quality usage. this home camera technique is becoming increasingly popular in the cinematic industry after the success of films such as the visit and paranormal activity and hence the realistic camera approach draws away some of the 4k cinematic magic and sharp quality making the footage seem more harrowing and raw...we would hence aspire to include this technique in our own trailer.
The glitching sound effect that arises 3/4 of the way through the trailer makes it seem as if the prior music and soundtrack has been damaged- symbolically- as if evil has won over good...making the film even more endearing to see. the noise is also difficult to listen to,almost painful because of pitch variation hence making an audience impact. This same glitching technique is one i would aim to use in my own trailer to make the film seem altered, interrupted and almost overrun by evil.
The credit usage that states 'on July 18th' is effective as very few other credits are used in the trailer if at all, and hence we are drawn as audiences to this specific date. this makes it memorable to audiences, as well as standing out with the shot of a house up in flames that follows it. the contrasting usage of simple white text on black styled text makes the date even more notable. similarly the directive imperative with first person pronoun 'you' in 'are you ready?' directly addresses audiences watching the trailer. the repetition technique of repeating the date at the end of the trailer for a longer shot reinforces it to stick in audiences heads, as well as appearing alongside hashtag #purgeanrachy creating a social marketing approach for the film reeling in audiences. this would be a similar technique i would want to use in my own trailer to create a link between my ancillary texts of poster and magazine cover and interlink all my advertising approaches.
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