Research

Introduction

Before I can consider the planning and production of my teaser trailer, I need to conduct some research.
 Research is beneficial in producing a media product because it allows an insight into looking into similar products, institutions, target audience etc. to ensure that the final product is as successful as can be.
Also, it means that all bases of production are covered so the actual process of making my teaser trailer can run as smoothly as possible. 

Teaser Trailer Definition and Introduction of Genre

  ‘A teaser trailer, or just teaser, is a short trailer used to advertise an upcoming film, television program, video game, or product...Teaser trailers are often made while the film is still in production or being edited and as a result they may feature scenes or alternate versions of scenes that are not in the finished film.’ - wikipedia.org

For my production piece I am making a drama/thriller teaser trailer based on the topic of ‘catfishing’, a serious and unresolved issue revolving around people creating false identities on the internet and trying to lure people into false relationships.
  The genre, drama/thriller was chosen because the issue that will be highlighted in the trailer is sensitive and powerful enough to fit into the drama genre, yet it also has issues circulating around it which allows for more exciting, thriller based themes.
Moreover although the genre isn’t necessarily the most popular, many big name films fall into this category e.g. Black Swan, Silence of the Lambs and The Girl with the Dragon Tattoo.

Research Plan

By constructing a research plan, my time will be better organised and having to meet deadlines means the work will have to be completed as quickly as possible but to a high standard.

Steps	Topic of research	Research method	By when
1	Introduction/Definition of trailer	Internet	9thSeptember
2	Introduction/Definition of genre (drama/thriller)	Internet	9th September
3	Conventions of a trailer	Video analysis Youtube/IMDB	12th September
4	Length/structure/pace (style) of a standard Teaser trailer	“	12th September
5	Conventions/Names of a drama/thriller trailer	“	16thSeptember
	Techniques used in drama/thriller trailers	“	17thSeptember
6	Institutional research (how successful the genre is)	Internet/Google	19thSeptember
7	Film studio research (Details about production companies)	"	23rdSeptember
8	Narrative theory research	“	23rdSeptember
9	Audience research	Secondary research Questionnaire/survey/interview	25thSeptember
10	Focus Group	Interview(s)	25thSeptember
11	Audience profile	Questionnaire/survey/interview	25thSeptember
12	Audience theories in application to my work	Internet/Google	27thSeptember
13	Representation of characters		2nd October

Narrative Theories

It is important to mention narrative theory to develop knowledge of how meaning is constructed in teaser trailers.

Narrative Theories | Create infographics

-http://www.hautlieucreative.co.uk/Media/2013AS/binary-oppositions-claude-levi-strauss/

Applying Narrative Theories to Teaser Trailers

By now applying theories to my own piece, I am able to elaborate on how I will create certain meaning through my piece to express to my target audience.

Most teaser trailers are constructed in the same way.
This being that there is an initial equilibrium, where the scene is set and characters are introduced, then a dilemma or complication arises which leads to a series of events and actions being quickly summarised to give a feel of where film could be leading to. All while that sequence takes place, a build-up is taking place to make the trailer seem more exciting and to show how relationships between characters could be affected by the problem.
  This structure initially shows evidence of both Levi-Strauss’ and Tzvetan Toderov’s narrative theories being relevant to teaser trailer structures.
   Although some stages of Toderov’s theory are missing (the resolution and the ending), the beginning stages are there which shows that most mainstream films follow this particular theory so audiences will be more intrigued to go see the film because they can identify upcoming events in within the narrative but also be left with some mystery.
   Propp's character types are usually evident in most mainstream teaser trailers for the purpose of familiarity.For example, the hero is stereotypically presented in a positive light with noticable characteristics that the audience can identify with opposed to the antagonist/villain who has negative traits.This familiarity with common character types allows the audience to have an idea of how the narrative will play out and give the audience some idea of how the film will run to not leave them completely in the dark.
   Barthes' Engima Code relates to the sense of mystery as his theory states a media text portrays a mystery to entice an audience in and pose questions about the specific text. 

Teaser trailers will be constructed with elements of the Enigma Code as the idea of unknowing and a suspenseful atmosphere posed on the audience will make them more intruiged in the piece, thus influencing them to go and view the entire film to unravel the mystery that has been presented to them by the producers.
   Moreover, Strauss’ theory is clearly evident because any problems that arise in the trailer will have some link to binary opposites, the idea of two opposite forces, in this case, working against each other for one to be victorious in the resolution. This could relate to the idea of light and dark (in a horror/thriller movie) working against each other or even the protagonist/antagonist fighting for right/wrong in an action movie.
This narrative theory is relevant as it gives the audience a clear idea of the two ways how the story could resolve itself because of the two opposing forces, persuading them more to view the film to see how the narrative resolution plays out.

- The Media Student’s Book 5^th edition by Gill Branston with Roy Strafford

The Counsellor and Titanic 3D Teaser Trailer Analysis

I analysed two teaser trailers which were 'The Counsellor' and 'Titanic 3D'.

 Both trailers were chosen as they fall into the thriller genre, which will be a sub-genre of my teaser trailer and both are very dramatic in how they are displayed.

I focussed on four different areas in particular in the analysis; sound, titles, editing and camerawork (which are recorded in the pictures below).

These four areas were chosen as they are the fundamental parts which make up a trailer, therefore I need to be aware of what's conventional in each to either replicate, or challenge when I come to making my own teaser trailer.

The Counselor

Titanic 3D

Both trailers show very similar conventions after my analysis. 

In both Titanic 3D and The Counsellor, sound effects are often paired with titles

and repeated throughout the video e.g. the Titanic 3D titles were accompanied
by a ringing bell sound effect each time.The editing shows that cuts become faster towards the end to build up tension within the clip and that many long/wide and medium shots are used to properly introduce characters/scenes etc. so the audience can familiarise themselves with the content and be more influenced to want to view the film.

  

List of similar texts I'm going to analyse

·         Trust trailer- As it has a very similar themes (internet safety and issues that come from it)

·         The Hunger Games teaser trailer- As it was a much anticipated and has thriller elements as well as an emotional side I want to portray

·         Diana teaser trailer- as it is a drama teaser trailer (one sub-genre of my intended product)

·         Cold teaser trailer- as it is a drama/thriller teaser trailer, both genres will be portrayed in my own product

·         Perks of wallflower teaser trailer - as it is a drama and it is aimed at teens which falls into the age group I will be targeting with my teaser trailer

Similar Products Analysis

By researching products that bare similar traits to my own intended piece, I will be able to justify why I chose to adhere to or break conventions based on what is already out there.

Conventions of a teaser trailer

After conducting my research of analysis into similar products it is clear to see certain conventions when viewing a teaser trailer which I will summarise in a list below

·         Film company titles always appears at the beginning of the trailer

·         The name of the film always appears in a title at the end

·         The length usually ranges from about 30 seconds to just under 2 minutes

·         Mostly medium /long shots are used to introduce characters and setting

·         Some sort of soundtrack/non diegetic sound is used to create an atmosphere relating to the genre

·         Presence of Barthes’ enigma code is always present to add the element of mystery, suspense and anticipation

Genre Theorist Research

It is important to know genre theorists as genre is what initially attracts an audience due to the features a media text will present, fitting into a certain genre therefore uniting an audience who like similar aspects of life.

-http://www.aber.ac.uk/media/Documents/intgenre/intgenre1.html

-http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=genre

Steps to Ensure the Success of my Teaser Trailer

After analysing each theorist’s take on the concept of ‘genre’, I will take these steps to make sure that my teaser trailer is successful with my target audience.

·         Certain common characteristics/conventions need to be expressed so people

who regularly consume films of the same genre will be encouraged to see it

·         Although there needs to be familiarity, my teaser trailer needs to show the sense of individuality to keep my audience entertained

·         I will try to create strong semantic and syntactic elements to try and fully establish my genres and make it clear to the audience the message/s I’m trying to convey through the genre

Genre Conventions Mind Map

Using a variety of sources, I will carry out research into the conventions of the drama genre. The focus of my research will revolve around typical storylines, characters, settings, themes, use of sound and editing.

http://www.filmsite.org/dramafilms.html

Drama Genre Timeline

The purpose of this task is to show my awareness of how my selected genre has changed over time by identifying key film directors and/or films who have shaped the genre and key developments in the style of the genre.

http://www.tiki-toki.com/timeline/entry/168730/Drama-Genre-Timeline/#vars!date=2008-02-27_00:00:00!

When creating the 'Drama Genre Timeline', I noticed that none of the films really fitted into the experimental or parody stage. The most likely reasons being that drama is one of the oldest genres meaning codes had already been well established before 1975 due to the fact that the genre mostly relies on verisimilitude. Also, parody is rarely seen in the genre as it is hard to mock, being that most dramas revolve around experience of more serious issues or issues that have been experienced in reality.

Teaser trailers and the film making process/ The life cycle of a short film

Beneath is a flow chart showing what stages films go through to actually create the final product. This research is beneficial to me as it shows me when trailers are actually released.

When looking at the chart, it is clear to see that trailers aren't released until late in the process, the ninth stage in sales, which gives me an indication as to when my product would roughly be released.

-http://www.skillset.org/film/business

Methods of film promotion   

I will conduct research into what other methods film makers used to promote an upcoming film. Also, I will see how methods of promotion used by large and small film producers differ.

- http://www.adamranson.plus.com/film%20promotion.htm

-http://entertainment.howstuffworks.com/movie-marketing2.htm

Media debates

This task will involve me referring to relevant media theories and outline the debates that surround each theory .

-http://revisionworld.co.uk/a2-level-level-revision/sociology/mass-media-0/effect-media-content-audiences-and-society

BBFC Guidelines

‘The British Board of Film Classification is an independent, non-governmental body which has classified cinema films since it was set up in 1912 and videos/ DVDs since the Video Recordings Act was passed in 1984.’
- http://www.bbfc.co.uk/about-bbfc

The BBFC have necessary guidelines which films fall into according to the themes/language/content involved. The certificates include U, PG, 12A and 12, 15, 18 and R18. They are relevant as they ensure that all films are categorised and open to the appropriate audiences. For my teaser trailer, the concept and themes involved with the concept mean that it will most likely be a 15 or 18 therefore I will research both certificates and present my findings underneath.

After analysing both certificates it is clear that the 15 certificate is much more appropriate for my own production piece. This is because my target audience will be young adults e.g. 16-20, who are of the same age. Also, although some topics that will be included in the content may not be as suitable for a younger audience; in general there will be nothing inappropriate involved.

-http://www.bbfc.co.uk/what-classification/15
-http://www.bbfc.co.uk/what-classification/18

Secondary Market Research

It is important to resarch statistics referring to the current market in relation to my genre and target audience to estimate how successful my piece would be in reality.

Film Studio Research

Different film companies usually specialise in one type of genre of film e.g. Hammer Horror. I will carry out research into production companies that would be likely to/have made films like mine and show how successful their films have been.

Audience Profile

Below is an infogram and spider diagram entailing what I will include in an audience profile. Creating an audience programme is necessary to define and target my audience effectively.

Audience Profile | Create Infographics

Primary Research

In order to gain the best quality of audience feedback, my group and I have decided  to conduct a survey and a focus group so the information we receive will both qualitative and quantitative.

Survey

A screenshot can be seen underneath of the survey we created and uploaded on to the website 'survey monkey', which could be completed by anyone who has access to the internet and therefore gives us a more general idea of what the public think about the genre and idea.

After analysing the recorded results, it is clear that our production should still fall into the drama genre with strong thriller elements. This is because the results show that our audience would be more inclined to watch a drama if it contained thriller aspects, in particular, suspense. We will make sure that the needs of the audience are included in our production by ensuring that thriller elements of tension and suspense are thoroughly included to keep the audience on the edge interested and anticipating what will occur further on in the narrative.
We also found that for most people, the storyline is what attracts them most to the film therefore we must ensure that our story is portrayed in a way that is clear to the audience and one that will attract them to go and view the film.
Overall, our idea has generally been given quite good ratings thus we must try and execute our production in a way that will satiate our audiences wants and needs and make sure they are fully engaged in the media piece we will produce.

Focus Group

 As well as the questionnaire, we are going to conduct a focus group for our target audience to give us a more intimate understanding of what our specific audience expects and wants from our production piece. Our questions will revolve around their thoughts on or initial idea, what they like about it and what they think could be improved; as well as their thoughts on character traits which allow them to be easier to relate to.

 The video we made of the focus group can be seen below:

After looking at the feedback we received from the focus group, I have learned a number of things that will be important in conducting my production piece.
   To begin with, some improvements were suggested, the main one being if a boy got 'catfished' instead of a girl, and a girl presented as the antagonist, which is anti-stereotypical regarding the theme presented. This would definitely be interesting and unique, therefore breaking typical conventions/stereotypes making the piece more intriguing. Another point we were unsure about was how much of each sub-genre we would include in the teaser trailer, ratio wise, as it is both a drama and a thriller.
The focus group suggested that sticking to the teaser trailer following drama conventions throughout most of the trailer, and then quickly change to thriller at the end where the pace would quicken and more exciting, thriller elements would be involved.This would surprise our target audience hence making them more intrigued to watch the intended film to see how the problem would be resolved.

Representation Analysis

In this task, I have analysed how female protagonists are portrayed in the drama genre and will end with whether I will follow the given conventions.

Techniques I like

To conclude my research, I will watch a variety of clips in order to pick out techniques I like and feel may be suited to my own teaser trailer.

Titles

Firstly I looked at the ‘Disconnect’ trailer as it features similar themes of online safety and the risks that relationships go through when relating to the topic.

-Disconnect trailer: http://www.youtube.com/watch?v=UI7Bhq2zDb8

The effect the titles have a ‘flicker-y electronic’ effect which makes the light illuminated from the titles look like it is about to burn out.

As my teaser trailer revolves around the internet, the effect would like quite good on my own titles as an electronic feel should or would be relevant in my own product.

Editing

Then I went on to analyse the Hunger Games teaser trailer as it has the sub-genre of thriller which will feature in my own product.

-The Hunger Games teaser trailer- http://www.youtube.com/watch?v=Hj797cQYMfc

At the beginning of the trailer, there are a few cuts to black which creates a dramatic effect as it is paired with a cinematic boom sound effect.
I think this editing technique would be relevant in my own teaser trailer when I introduce the thriller side of it at the end, as it will speed up the pace of the trailer and make the product more exciting when events turn dramatic.

Camerawork

Lastly, I looked at the trust teaser trailer as it has very similar themes of a girl being groomed by an online predator and the consequences of this affecting relationships with family and friends.

Trust trailer- http://www.youtube.com/watch?v=k9J3fBSpXwc

The change from the mid shot of Annie of her laptop to the point of view shot of her taking pictures on her webcam is a technique I like as it makes the shot more personal, highlighting the characters features more and makes it easier to relate to for the audience as it looks like you are witnessing events from the protagonists point of view.
Moreover, three quick jump cuts are then used paired with an electronic sound effect to speed up the pace of the trailer. I may use this technique to speed up the pace of my trailer at the end to build tension and properly convey the thriller side of my teaser trailer.

Technique Trials

Editing

I decided to recreate the editing technique of 'cut to black' as towards the end of my trailer, the thriller sub-genre will be very evident and this needs to be expressed to the audience.
I used the effect on an over shoulder shot of a male walking along as this shot will appear in our actual teaser trailer and is meant to communicate a menacing sort of atmosphere to the audience.

I think I recreated the effect well. With the tension-building music in the background as well, the idea of suspense is created, a typical convention of the thriller genre. Therefore this editing technique will most likely appear in my production piece when it comes to the editing stage of the production.

Camera/Editing

I decided to recreate the camera angles/editing from 'Trust' as the mid shot and P.O.V shots clearly show the computer/laptop and chatroom layout and display the clear theme of online communication/relationships.

The technique was recreated to a sufficient standard. The mise en scene was quite poor and there was no audio to accompany the footage, however the concept of chatting via webcam is clearly evident and would be suitable to include in my teaser trailer.
However, this will have to be decided in post-production .