The trailer begins with a brief note telling the audience that it has been approved for appropriate audiences. This is important as films often don't warn the audience what to expect and as a result, may be affected by it.
To begin with, there is nothing suggesting that the film is a horror - and the trailer typically subverts the conventions and expectations of the genre. This is subverted through the use of a quite contented soundtrack. The first part of the trailer focuses alot on portraying them as the typical, happy family. However this is soon changed when the trailer incorporates the eerie soundtracks, dark lighting, and often the dramatic, loud thud or screams. These are all conventions of a horror and are significantly used to create an eerie, tense atmosphere. There is also alot of fast-paced camera movement... revealing alot of things going on at once - alongside this, they have used quite upbeat intense music/sound to create tension.
The majority of the lighting in the trailer is dark, making it more suspicious but also intense for audiences as we tend to focus a lot more to be able to see whats going on - therefore are taken by surprise much more when unexpected things happen. Also, it is often more effective when using dark lighting as it is more engaging not knowing (but only hearing) what is going on and also not knowing where or who the sounds are coming from. Also the location that we are shown looks like quite an old, worn down house on the outside - which is conventional of a horror and gives quite an eerie feel as if something bad is inevitably going to happen.
There are multiple shots in this trailer that are used effectively; firstly there are a lot of long/mid-shots which are used - displaying both the characters and there surroundings but also there body language and the actions that they're making. To begin, once the change of scene has occurred, a high angle long/mid shot is used of the two children in the bedroom. This is an effective shot to use as the slight angle gives the suggestion that someone is watching over them - giving the impression that there is an eerie presence in the room. These kind of shots in specific situations continue to convey the horror genre and conform to expectations. There was also a wide use of close up shots throughout the trailer. Firstly, the close-up of the two children as they were video calling there mum - in the situation they were in, this was an effective shot as the close up revealed the seriousness and the slight fear in there facial expressions as they didn't know what was going on. This shot could essentially make the audience warm to them two characters as the feared look evidently revealed how they were scared... making the audience feel for them. Another significant close up was of the elderly women as she was touched on the shoulder by her grandchild - this was a significant shot as it was an eerie situation and the close up revealed the look on her face as if she was kind-of possessed or didn't know what was going on.
There is also a lot of tracking, camera movement that is used, most effectively when the elderly women runs across the room - this was showing the pace at which she was moving and presented the fact that she was being watched... and this creates an intense atmosphere, typically thrilling the audience. This tracking movement is used continuously throughout where they are using point of view shots where they are constantly moving around the house; and this is significant as it partially puts the whole situation in perspective for audiences as they are seeing it from the characters view.
Throughout this trailer, there is a lot of voice-overs, where characters are speaking over the filming's. This is effective as it is essentially guiding audiences through the story; it also is a way of viewers understanding why certain events are happening in the movie but it also engages us as viewers to make us feel as if we are part of it. Later on in the trailer, there is a lot of eerie soundtracks... making the audience feel the tense atmosphere that they are experiencing, These sounds that are being used are often quite monotone and some are relatively quiet and this is effective as if we struggle to hear something, as the audience we will be much more focused and listen much better - and in the case of many trailers, this is the intentions they have to then release a loud sound to scare the audience.
Another effective sound that is used is the opening and closing of doors. Half way through the trailer, the two children hear something outside the bedroom and when slowly opening the door to see what it was - we are able to hear the diegetic sound of the creaking door and the lengthening sound of this creates a tense atmosphere, making audiences fear of what they are about to see. Following on from this was the sound of nails being scraped across a door... and this was extremely effective as it is a jaw-dropping sound and is not something audiences warm to hear.
The use of titles in this trailer are significant as they are mostly relating back to other films. For example, titles used like 'From the writer and director of' and 'the producer of' are effective and would be seen as a unique selling point for the film as if people have previously watched films by the same director then it is likely that they will want to watch another one of there films.
The typical conventions of a trailer are fast paced camera movement - short clips not revealing much about the story but enough to entice the audience into wanting to watch on.
The target audience is addressed through the different scenes and situations that are taking place; for example, there are alot of fast-paced, intense clips which typically are aimed at those who enjoy a thriller film and something that is enticing throughout.
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