EVALUATION 5 -how have you made your trailer seem like a trailer?/expectations?

•  we used a continuous method of filming where events took place in chronological order in a linear mannerism, creating a full story-like experience for audiences which arguably subverted trailer expectations and differentiated our trailer from similar horror genre releases however this makes our trailer seem more like a original and unique trailer through adopting a innovative story telling technique, almost telling a unfinished story leaving audiences on a cliff-hanger and with unanswered enigmas which is a trailer convention. it also warps the idea of story telling and fairy tales which are associated with innocence and children and youth whereas our story telling juxtaposes this as although we have a young protagonist in our trailer asleep with a teddy depicting serenity and innocence, conventionally of trailers we then break this equilibrium in our trailer with the disequilibrium when the old lady antagonist appears...adhering to blumler and Katz equilibrium theory incorporated in the majority of trailers- hence making our trailer seem like a professional trailer.
•  titles are extremely important in promoting the film but for us; they were paricularly useful in breaking the continutity and ensuring our jump cuts and editing was not jolted and unprofessional and uncovnetniaonal for our trailer. we used the titles much like most horror trailers do to create tension, create a build up for action to take place and to interrupt scenes where a jump scare or tactical scary scene was about to happen.
•  conventional of a trailer was the time of release stating that it was 'This Halloween'. This is important and recognisable in most trailers as it is a key piece of information that distributors want audiences to remember.
• we displayed the Title of the film and the credits. In the majority of trailers, these tend to be at the end as they are again things that we want the audiences to remember. Most importantly is the name of the film which is 'Dawn'. This is the main thing that we want audiences to remember and is what audiences should know when it is released. This is conventional in most trailers and was something that we recognised when analysing other trailers prior to creating our own.
• In most trailers, the camera movement tends to be very fast-paced and this is due to the multiple events that are combined together typically with montage editing and jump cuts to different scenes and points of action, however we actually subverted this style of editing with just one continuous scene and slower camera tracking, panning and restricted movement to create a tone of entrapment and a shallow camera focus making our protagonist seem particularly vulnerable. this idea of vulnerability for horror protagonists and victims is often a trait of horror trailers to maintain a feel of vulnerability- often with high angle shots too which make the character seem belittled and helpless.
•  In our trailer, we have used a range of different shots and angles including, mid shots revealing body language and actions, close ups, over the shoulder shots, mirror shots, POV, etc. All of these were effective in engaging audiences which is the general purpose of a trailer. We aimed to use as many different shots and angles as possible in our trailer in order to show the change of atmosphere and to create meaning. and create a set of different narratives and point of views to suggest in our full length movie our plot with alternate Chinese box style narrative structure audiences would be kept engaged.

 

EVALUATION 10- brand identity

*Target audience start recognizing the brand identity helping to promote the film...characters etc*

'YOUR FEARS ARE WHAT YOU CREATE' - slogan
this harrowing slogan that we used in both our trailer and on our ancillary text in our poster ensured that audiences could recognize the films brand identity from the phrase that was repeated on both. the phrase also uses direct mode of address with pronouns 'you' and 'we', however we changed marginally our pronoun usage to not make the repeated slogan seem too clichéd. The slogan is also recognisable because of its font and style, with the pronoun highlighted in red so it stands out directly associating with audiences and involving them in the film marketing campaign and they can interact with our brand identity. The idea of the actual message behind the slogan with audiences creating their own fears made our trailer and film poster seem directed towards our proposed audiences and their interests and fears, incorporating our research, preliminary tasks and audience profiling to ensure our film effectively has a purpose- to scare our audiences and juxtapose Maslow's need of escapism from daily troubles and woes and instead entrap our audiences in our film with their own fears. The slogan we used to create a brand identity also created ambiguities and enigmas as audiences would be eagerly tensious to understand what these fears are, and maintaining enigmas would make prospective audiences more likely to discover the plot of the film.

 'ROBYN' INSTITUTION REFERENCE
the reference of 'ROBYN' our AS film project references a film audiences can relate to and recognise creating a wider market for our film. 'ROBYN' being a Christian female name, is just as ambiguous as our title 'DAWN' creating even more engimas for our horror movie which is conventional for maintaining secrets and engimas audiences will have to see the film to understand hence drawing in potential film viewers. The title of ROBYN creates a brand identity through usages of ambiguous names a swell as creating a brand identity with the larger scale context of the film 'DAWN' being 'ROBYN's prequel potentially. this is similar to the film 'SPLIT' that m. night shalyman directed that was the prequel to 'unbreakable' however this was only hinted subtly through the films marketing campaign and posters and audiences had to wait until the actual films ending to piece together the plot and its links to 'unbreakable', similarly to the idea behind our potential horror series, with the brand identity we have created.

 'THIS HALLOWEEN' RELEASE DATE REFERENCE
the repeated reference to the films release date engrains it in audiences heads when our film is set to be released, which creates a brand identity through the mention of this on all of our ancillary texts and film trailer, however also, it creates a tone for our branding of eerie Halloween horror, and almost ensures we maintain a brand identity based around the hybrid genre of a seasonal Halloween horror. we were inspired to use the ambiguous mention of Halloween rather than a specific date by the film 'ouijja' that has a personal link to myself because I was drawn in to see the film due to it being released for a special occasion, haloween. The text editing with our own original font usage and the closely packed lettering and alternation between lower and upper case creates a uneasy feel for our films release date, drawing audiences in even more.

 PERSONAL PRONOUNS- DIRECT MODE OF ADDRESS

direct mode of address creates a brand identity for us because we constantly reference our audiences with aim to draw them in to see our film. the direct mode of address used in our products is both physical and through text, where we have direct mode of address of eye contact and camera close ups with characters directly looking at the camera, aswell as direct mode of address in the text with pronouns used. this brand identity makes us stand out from other films that are less personal and create a hyperreal or superimposed, supernatural world audiences can sometimes not relate to wheras our brand identity using personal links and references draws more viewers in.

IMAGERY- OLD WOMAN'S FACE REPEATED APPEARANCE; SCREEN/PAGE PREVALENCE
the old lady character in our film makes a repeated appearance in all of our film marketing in order to farmiliarise audiences with the antagonist, which is a USP for our film as many horrors do not use elderly antagonists because of the lack of available elderly actors happy to take on horror roles. The repeated appearance of the old lady creates a brand identity through dark harrowing imagery that audiences will recongise and want to find out more about. also, through using similar angles and shot types with monochrome or paranormal filters, the images look similar so it is easy to recognise that it is the same character.

 TITLE FONT CONSISTENCY
the consistency of the calligraphy style hand writing creates a brand identity for us because by using a original font, just like the SAW unique font, or the SEVEN unique font, audiences can recognise our film by just the text appearance and can hence relate our ancillary texts to our trailer and make associations and connections. differing the colour scheme with black and white alternating schemes for the poster and magazine in making our film title appear more interesting and alternate, and because of the consistent font, audiences do not have to rely on colour or imagery to recognise the film. The archaic handwriting differs from recent 21st century box office films with modern, contemporary digitalized fonts so our film hence stands out from these recent brand identities.