A trailer must be regarded as an important part of a film itself. Almost all of the audience that sees a film will have seen either the trailer or a briefer television commercial. Thus what is revealed in the trailer greatly impacts on the level of suspense and the audience expectations. How much to give away in a trailer is a controversial question. Some producer argues that a trailer should tell everything about a film, even its ending, as audiences do not want to pay a goodly sum to see films unless they know exactly what they are paying for. Most other filmmakers disagree and believe that some surprise is necessary and that a trailer should show no more than is needed to convince the audience to see a film.
Movie- The trailer that I am going to discuss is for action films. In order to discuss the persuasive techniques of the film trailers, I have been given ‘trailer 2’ of James bond movie- ‘Die Another Day’ which is aimed at the modern audience. The trailers of a movie employ different methods and techniques in order to manipulate the audience. I will be analysing only one trailer. This trailer employs varying techniques, styles and subject matter to try and relate to as many of this ‘target audience’ as possible, and bring across the character of ‘James Bond’, using only a few minutes of moving image and sound. Film trailers are usually shown before film is released at cinema theatres so that audience get an idea what the movie is really about but when we talk about James bond movie, we can see ‘Action/Adventure genre’ containing guns, girls and a main boss. The James Bond films can also be classed in a sub-genre called “Bond”. All containing guns, girls and a main boss but also gadgets, fast cars, gambling and the drink- Vodka Martini. The target audience for the Bond films is 12-30 year olds. The film appeals to this age group because people of this age are more interested in the fast action; the women and James Bond. (Men want to be him and women want him). Also the fast cars and guns appeal to this age group than to someone who is 60 years old but it can be debated that ‘film doesn’t appeals to the 60 yrs old’ because bond movie has a fan base and some would have been this age when they have watched his movie.
The plot of a ‘James Bond’ film is usually founded around the same hugely successful idea; a very stereotypical, megalomaniac villain who is motivated by the extreme desire for even more power, money or possesses a philosophy that is clearly unhealthy. All of these plot related issues are in some way a threat to the world or, more specifically, the western world today. It is the political ideals behind the plot itself and the relationship between the new plot and the real contemporary circumstances of the time that provide the fluid elements of a Bond film, and guarantee Bond’s seemingly constant success and appeal continues.
In the second trailer, the director has taken a different approach to try and bring across the character of Bond. There is no commentary through the trailer. Instead, the character of Bond is portrayed with interwoven passages of speech and dialogue from key points in the movie. In the starting scene, we are greeted by the image of a woman, later to become known as ‘’Jinx”, emerging from the sea through what appears to be a telescope with the voice of Bond remarking “what a magnificent view”. This comment confirms to the audience that Bond is indefinitely a character with typical human qualities; as well as being the immortal womanizing ‘’superhero’’ that saves the world from evil as a way of life he, no matter how elevated he may seem to us all, still possesses that sense of humanistic normality.
We then see the two characters interacting at a bar on the beach, introducing themselves to one another and on a more subconscious level, the audience also. Also with the appearance of Bond; the instantly recognisable, well-presented, formal character we have come to know, we immediately identify the genre and subject of the trailer. Bond introduces himself using the infamous line “My friends call me Bond, James Bond” to which Jinx responds, “Now there’s a mouthful!”. From this short dialogue between the two characters, we are not only introduced to the main characters of the movie, but also identify the chemistry between and flirtatious nature of these two characters.
After this opening scene, we are again given the chance to experience Bond’s apparent invincibility with a fast paced sequence of numerous action shots. As this sequence is coming to an end, a number of quotations from the movie are interwoven. “You are a rare challenge Mr. Bond” spoken by the recognisable megalomaniac villain the plot is founded around. This line giving the audience the idea that Bond is unique and very individual.
After this scene, we are then introduced to the villains in the movie. We see the face of one with what appears to be diamonds implanted into one side of his face. The other asks him ‘’so what happened to you?’’, the reply being “Bond”. Here, we are introduced to the evil present in the film, but we are introduced also to the aftermath of a previous encounter with Bond; quite clearly he is a very dangerous, ruthless man.
Towards the end of the trailer, the audience can see a very powerful image of Bond slouching easily behind a desk, holding a gun casually in one hand. He says, “so you live to die another day”, incidentally the title of the movie, in a very relaxed, controlling tone. Here we get a sense of Bond’s ability to stay calm in very extreme situations, and it is apparent by the look on his face that he is completely relaxed and in complete control of everything that’s happening. This, again, emphasizing he is invincible.
Proceeding this to close the trailer, another fast sequence of action and gunfire from the movie ensues, giving the movie a climax before showing the release date and other information to sell the movie to the audience. Again, this sequence gives us as the audience an idea of Bond’s presence and his hunger for danger. He is a man who lives on the edge, and every second as if it is his last.
Overall I can say that this trailer is effective as it successfully explores the theme and portrayals of the movie that what it is really about but with numerous fast paced, gadgets, pumping action sequences showing bond as immortal, invincible, overindulgent womaniser and ensuring the legend of Bond is destined to continue for years and years to come and that what movie is really about. So we can say that this trailer successfully advertises the film to a great extent.
