Analysing Film Posters

This is a film poster from the film 'Orphan'. The genre for this film is horror and i will discuss how the poster reflects this genre. The image of the girl is clearly the focus for the poster, we can tell this due to the fact she is in the center of the poster and is staring directly out at the audience. The image of the girl has no light reflections on her eyes, this makes her appear dead and lifeless and therefore relates back to the storyline and genre. Her blank expression also reflects this and makes her appear scary. As she is staring directly down the camera lens it makes her appear intimidating and also activly engages the audience with the poster. By using a blank expression and making her appear non human makes the audience feel uneasy, as it makes you feel that she is unable to follow rules and morals as she has no emotions to sympathise or have compassion for other people. This is a common representation used in the genre of horror- the attacker appearing to have no emotions or remorse for their victims, this scares the audience as its unusual from the norms that we have in society and means that the attacker will seize to do as they please regardless of someone elses pain.The genre of horror often uses children as the attacker in films, this is effective as it breaks away from the norms of what society thinks of children. Society expects children to be sweet and innocent, therefore when they are portrayed as evil and sinister it shocks and confuses the audience and scares them more than if it was an adult. This is the Unique Selling Point of the film, the fact that shes a young girl, this is what the film has that no other film does and therefore they have made this the feature of the campaign. The colours are very dull and dark, this reflects the sinister element of the storyline. The girl is dressed in a typical old fashioned outfit for little girls, this is again connotes innocence but it contridicted by her facial expression. The simple use of captions leaves the audience in suspense as they havnt specified whats 'wrong' with the character, and it leaves the audience to speculate. They have used a very simple font for the smaller captions but put the title 'Orphan' in a differnt font, this makes it stand out more. The use of a scratchy point reflects the feeling of someone being trapped and it also reflects a childs handwriting due to the lack of captial letters, this again relates back to the image of a child and therefore the storyline. The use of red for 'can you keep a secret' reflects danger, it could also reflect love, but as the rest of the poster suggests that the genre of this poster is horror we know that it is related to death/ blood and danger. This colour is minimally used in the poster, and we therefore know that the places in which it is used are important parts of the trailer. The fact that she has a red scarf around her neck shows the importance of this and suggests death due to it being quite tight, it also reflects restriction and makes the audience feels awkward. They have made the edges around the poster darker and makes her stand out as she is brighter and your attention is drawn to her face. The lighting is high key and has created harsh shadows on her face which again makes her appear sinister.

The similarities and differences between elements of the campaign for Saw 5

Through analysing Saw 5's campaign I have noticed similarities and differences between the individual elements of the campaign. I noticed that similar images where used through out the campaign, colour schemes and fonts where all kept similar. The reason why I feel the designers may have created this synergy is so that their audience may recognise and associate certain elements of their campaign to each other. For example if a viewer saw the trailer, by keeping the same fonts and images they will recognise the poster if they walk past it in the street.

Throughout the campaign the designers have used the same font and imagery, this gives their campaign a sense of synergy. The audience may or may not see the website, poster and the trailer, but if they do they will recognise the same font and imagery and relate it back to the film. This is their unique selling point. The voice over for the trailer is a recognisable voice, used through out the series of the films, this again is the unique selling point of the film. By deciding that their film was to be released at Halloween the distributors would have had to compete with other horrors as many horror films are released during this period. They therefore would need to ensure that their campaign stands out from everything else. This campaign has relied heavily on its existing audiences from the previous films. By using the same font that has been used in the other films and a similar design and music, they have directly appealed to an audience that will already recognise these devices. The clinical aspect of the images used in the posters is relevant as this film is based around a hospital and a member of staff in it. The washed out images with dull lighting and colour tones, is also used in the film, and therefore by using this in the campaign it directly links to the style of filming used.

Analysis of film poster for Saw 5

Here is one of the posters for the 'Saw 5' film that I analysed as part of my research. The film 'Saw 5' fits into the genre of horror. It is a very horrific and gruesome film that includes a lot of violence. This poster doesn't reflect this aspect of the film, although the image itself is slightly disturbing due to the simplistic and eeriness nature of the image. This is an unusual poster layout as normally film posters include a lot of images, that are really striking and eye catching due to bright colours to attracted viewers.

Although this image is again very striking it isn’t striking because its full of detail, its striking as it isn’t what the audience is expecting and therefore maybe implying that the film is different and nothing like anything they have seen before. This may also imply that it is a controversial film. By not including a wide variety of images they are emphasising the importance of the only image they have used. This shows that the image has a lot to do with the storyline and therefore they want the audience to focus on it and remember it. As it is a very simple layout it will also stand out over other film posters and therefore attract the attention of the audience.

The fact that the man is wearing a mask implies a sense of mystery to the film, which relates back to the storyline as through out the series of films, the main character wears a mask and you are never fully made aware of who he is. This image used for the poster of the 'Saw 5' film is similar to a lot of the previous films posters; the majority of these posters include a grey clinical background with a lone object. The majority of the other posters are again washed out with little colour and again connote a dead like quality, relating back to the genre of horror. By using a similar style layout and colour scheme they are ensuring that their target audience will relate the images and the layout to previous films and this will draw their target audience in.

The image is used repeatedly through out the campaign and images of a similar style are also used, by using similar or the same image through their campaign they are ensuring the audience will remember and recognise these images and when they see another element of the campaign they will relate it back to the film. The other images include the same grey background and are all washed out with little colour. The image portrays a clinical, death like quality due to the colouring of the models skin. By using minimal text they are also not giving too much of the story line away. This reinforces the deception element of the fact the model is wearing a mask, but also shows that the designers are confident enough to know that their audience will be attracted to this poster with out texts being involved.

The image is deceiving in the way that he is wearing a mask and you can only see one side of his face, but his expression and the rest of his body language don’t reinforce this idea. He isn’t attempting to psychically hide any of his features with the rest of his body. The image to reminds me of a mug shot used in police stations, the model doesn’t appear intimidating or scary as he is looking away from the camera, they have chosen to do this on purpose, as they could have got the model to look down the lens and this would have created a more impacting and scary image as the audience would feel engaged in the image, but by having him side on and looking away they are creating distance between the model and the audience which is unusual for designers to do as normally they strive for that connection. This relates back to the storyline as the main character from the film carries out violent acts, but doesn’t actually do them himself; he lays traps for people to fall into. In my research I commented on the similarities and differences between the Saw 5 webpage, posters and trailers and how each one is different.

All of these images include an elderly looking mans face. The therefore reflects that possibly this is a key feature of the film or something of importance.

This image is the same as the poster underneath, but it has zoomed in on the head. This shows the importance of it. By not including the rest of the shot it leaves the audience in confusion, as they cannot work out what the head is in or what is going on.

Through this long shot of the scene the audience can see what has happened to the head. It automatically appears to be scary. The stillness of the shot also adds to the eerie nature, and reflects the genre of the film. All posters have used the same font type creating a sense of synergy. The use of washed out images in all of the posters again makes them link together so that the audience will recognise the link between them

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A blog exploring the narrative conventions of our trailer

When myself and Amy researched into the horror and genre and trailers that are with in the horror genre we found that there were many conventions used to enhance the fear factor whilst watching the trailer. Myself and Ferne tried to incorporate some of these ideas into our trailer so that we could ensure that our trailer reflects the genre of horror.

One of the main conventions we used from the horror genre is the impact of cut transitions. All of our transitions within the trailer are cuts, which are used to build up a fast pace and to also increase the tension for the viewer. Also because of the fast pace created it disorientates the viewer as the story is unfolding quickly and then stops suddenly, which encourages the viewer to watch the film afterwards. We have also Incorporated still flashing images to break up the footage, which shocks the audience and leaves a lasting impact of a gruesome image. The inconsistency of the trailer reflects the corrupted storyline of the film and makes the audience feel uneasy.

Another convention that we saw was popular whilst analysing horror trailers was the use of captions. We therefore decided that we would use these within out trailer. We have used a font that resembles scratch marks to portray a feeling of entrapment. By using captions it again disturbs the consistency of the trailer and again reflects a corrupted storyline. As our trailer is fast pace and disorientates the viewer, the captions help to explain what is going on and to refocus the audience. The captions also involve the audience and evoke a feeling of empathy with the main character by asking a rhetorical question and also using the pronoun of 'you', which helps the audience to feel attached to the film. It also is a direct approach of captivating the audience, which demands their attention.

Low key lighting reflects a dark and sinister storyline, and makes the audience feel like they don't know whats going on. If we had filmed in high key lighting our trailer wouldn't of had the same effect. This was a common feature that we saw in a lot of trailers to make the audience feel uneasy- for example in 'The Orphan' most of the footage is filmed in high key lighting, but there is a shot of the girl standing next to the parents bed, and there are flashes of light where you can see her then it goes dark again- this leaves the audience not knowing what is going on. Myself and Ferne took inspiration from this and decided to film our entire trailer in low key lighting, this is most effective when the camera pans round to see Bowe at the doorway as you cant quite make out his face. By using Low key lighting for the footage and high key lighting for the still images it makes the photos stand out from the footage and have more of an impact on the audience.

We have used a female as our victim for out trailer. We feel that by doing this we can appeal to a wider audience as females feel that they can relate to her and males want to rescue her. This relates to the collective identity theory. Females feel that they have something in common with the leading character and therefore feel more involved with the trailer. This was our intention as through our initially research we discovered that most people enjoyed trailers that they feel that they could relate too. Conventionally women are presented as victims and the audience will have a collective knowledge of this, which makes our trailer relate to macro media. We have subverted this theory at the same time by using a female as the heroine of the storyline, as it is Sophie's sister who rescues her at the end of the film. In macro media men are represented as the dominant gender, which is a convention that we have included. Our male antagonist is presented as an evil dominating character this stereotype makes the male audience feel like they should be the hero and rescue a female in distress.

We have used a slow, sinister soundtrack. This is a common convention for a horror trailer, and is what the audience will be expecting. Some trailers use slow music that builds up, usually with string instruments as they can sound very soothing but can also sound very screechy. This is representative of the duality of humanity, as horror ,more modernly, explores the dark psychological aspects of humans. We wanted our trailer to bare emotional attachment, as the music is very slow and minimal it puts the focus clearly on the image, which leaves the audience fixated. The music also has a piano in it that plays few notes repeatedly, this is disjointed as usually a piece of music would flow and notes would be played together, whereas these notes are emphasised greatly by being put on their own. This also represents the isolation of our protagonist Sophie, who is clearly distressed and left on her own. The slow pace also helps to slow down the heart rate of the audience which makes them on the edge of the seats waiting for something to happen.

The mise-en-scene of the trailer follows conventions of a horror trailer, as we can instantly see blood and a bruised face whilst Sophie is tied up. This make up needs to be so dramatic in order to attract attention and shock the audience. This also helps to provoke an emotional response from the audience which is coupled with the music and the captions. As this is a teaser trailer the audience only have around a minute to a minute and a half to digest all of the information presented to them and be attracted to see the film. In order to maximise the audiences response we made the make up very dramatic and shocking so that the audience are aware of what the film is about instantly.

Another convention we have used is the ending footage of our main character, Sophie, crying and asking Bowe not too hurt her. This is often seen in horror trailers, as after the title or ending logo, a piece of footage is played to leave a lasting impact of the film in the audiences mind. This is seen in the film 'The Orphan' where the young girl jumps our from under the bed sheets, which is ultimately meant to shock the audience and leave them with their heart beating. This will encourage them to see the movie after the trailer. We wanted to use this technique and convention in our trailer as we feel it is important to leave a lasting impression of the film. Our footage was of Sophie crying, which is the first time we see her talking and her image at the same time, which helps us to piece her as a whole character, whereas before we presented only her image or her voice. The lasting image of Sophie as a whole character makes the audience want her to be safe and see what happens to her, which will encourage them to see the film after the trailer. Also because she is crying, it also provokes an emotional response from the audience, which is built up throughout the trailer.

Our final trailer

After placing our trailer on the Internet we decided to gain further feedback and asked our teachers for the criticisms. They were generally pleased with the trailers outcome but gave some criticisms. Here are their criticisms and the improvements me made based on the criticisms.
1. they felt that the initial flashing images of the beaten girl were too short and could be slightly longer but we felt these shot where unnecessary and limited the effect of the flashing images later so we decided to remove these.
2. they felt that the pan in the middle of the trailer to the man in the door way was amature and suggested we either re-shot or worked with this clip. We decided to apply a ghosting effect to make it less amature and blur the jolt in the middle of it.
3. they suggested possible a change with in the music, but we had previously experimented with this and it was unsuccessful
4. they felt that the narrative wasn't clear and suggested us using establishing shots, we decided to take photographs of the house (the setting of the trailer) from what would be the perspective of Bowe the antagonist of our film, we gradually built up the pace of these shots through the beginning of the trailer to add tension. This makes the audience aware that it is set in a domestic setting, this is important as we discovered with in our research that our audience preferred a storyline set in a domestic setting. By including these establishing shots it also gives meaning to late shots as it explains that someone has entered the house and that is who is at the doorway as the last set of shots from the beginning sequel is at the entrance to the door that Bowe stands in during the panning shot.

Music- 'The End'- John Murphy

Here is our trailer with final improvements made


http://www.youtube.com/watch?v=7quWXbb_Cp4

Questionnaire for trailer

In order to gain feedback on our trailer, we devised and distributed a questionnaire to see if our trailer was successful in attracting our target audience.

Here is the Questionnaire regarding the completed teaser trailer:

1. Are you?
a. Male
b. Female

2. How old are you?

a. 12-14
b. 15-17
c. 18-20

d. 21+

3. What genre do you feel that the trailer you have viewed portrays?
a. Comedy

b. Horror
c. Sci-fi

d. Rom-com

4. In what ways do you feel that this trailer portrays this genre?

5. Do you feel that this teaser trailer is an appropriate and effective length?
a. Yes

b. No

6. Do you feel that the pace of the trailer was effective?

a. Yes

b. No

7. Would you go and see this film?

a. Yes
b. No

8. Do you feel that our plot reflects a realistic storyline?
a. Yes

b. No

9. Do you feel compassion for the female in the trailer?

a. Yes
b. No

10. Did you enjoy the trailer?
a. Yes
b. No
c. There was room for improvement (if so please state below)

11. Do you feel that the trailer made sense?
a. Yes

b. No

12. Could you suggest any improvements for this trailer?

Here are our results:

These results show us who are feedback was from. From these results you can see that 46% were male and 54% were female. This shows us that we have an evenly mixed gender audience, which means we have appealed to both sexes and will recieve more realistic results as we are not disincluding a certain type from our audience.

These results show me that 46% of our audience were aged between 15-17 and 38% of our audience were aged between 18 - 20. This is our target audience and by gaining their feedback we are able to see if the trailer was effective and attracted out target audience.




These results show us that our trailer was succesful in portraying the genre our film is in as 100% of people asked said they felt hi trailer portrayed a genre horror. This is important in attracting people who are interested in horror films and ensuring that the trailer has a clear theme.

These results help to show us if our trailer had an effective length whilst sticking within the conventions of a teaser trailer. 78% of people asked, thought we had an appropriate and effective length, which helps to attract viewers as it is not too long but gives enough information away.

These results also help to show how effective our trailer was to our audience. This refers to the pace we have created in order to build tension. 86% of people asked thought that the pace was effective, which shows that the pace we created attracted audienced which will encourage them to watch the film.

These results show how effective the trailer was in encouraging people to watch the actual film as a form of promotion. This shows that 90% of people would go and watch the film, which shows our trailer was effective in appealing to our target audience and encouragnig them to watch the actual film.

These results show that 80% of our audience feel that this is a realistic storyline. This is important in engaging the audience as they can relate to the realistic aspects, such as violent relationships.

These results show that 84% of people felt compassion for our female protagonist. This is important as we are using a heorine and in order for this to be successful we need the audience to relate to her and feel that how she acts is the right way.

This is important in seeing how effective the trailer was and if the audience felt engaged by it. 86% of people asked enjoyed our trailer which is important as the trailer is used to advertise the film and in order for people to watch the trailer they need to have enjoyed it. However as it is a distressing trailer some people may not have enjoyed it but would still go to see it, which maybe why 90% of people would go to see it as oppose to 86% of people enjoying it.

These results show that 78% of our audinece felt that our trailer made sense. This is important for our audience to go and see the trailer, as they need an understanding of what the film is. Our trailer uses narrative enigma in order to commuicate our distressing storyline, this is important as in order for people to understand the message they need it to be presented in an equally distressing way, which is evident in Fisher's theory.

Editing after feedback

After recieving our class feedback myself and Ferne decided to edit our trailer for the final time. We decided to act on our consumers response and extended the trailer title and shorten the phone call to two rings. Another comment was that the screen was black for a while, so we decided to add a flashing image of our main character Sophie on the beat of the two rings. We also extended the green flashes during the exposure of the images, however we only extended them slightly, otherwise the images don't carry the same impact of surprise and confusion. We also then showed our peers the changes to see if it matched their expectations. The feedback we recieved was extremley positive and had the desired impact we intended.

We then exported our trailer and imported it onto youtube so that it is an accessible format for people to watch it.

This is the URL for our trailer:
http://www.youtube.com/watch?v=uEsCH7_z8X4

class feedback

After our final editing of our trailer we presented our trailer on a large screen in front of our media class, consisting of people aged between 17 and 19. This is effective feedback as these people are in our target audience and we are catering for their needs.

The class presented us with negative and positive comments about the trailer and helped us to see our trailer from another point of view. Here are the positive reflections we recieved from the class:

• Good use of colour and contrast in the flashing images
• Good length for a teaser trailer
• Engaging for the audience
• Presents a plot, but also leaves enough mystery that the audience want to see it
• Emotive as it provoked empathy, fear and sadness
• Instant awareness of the genre
• Good logo
• Music helps to create an emotive atmosphere and fits the genre
• Good and appropriate use of audio including the phone call and one section of filming with audio

Here are the constructive comments we recieved from the class:

• The phone call could have two rings instead of three as the screen is black for a long time
• The green flashes could be extended to show the audience that it is the main character
• The title could be extended slightly

This feedback will help us in our final editing and to meet our target audiences needs. It also helps us to see our trailer from a consumers point of view instead of the creators.

Editing

Once myself and Ferne had all our footage together, we began refining and deciding what footage we felt was appropriate and effective for our trailer. When myself and Ferne first designed our storyboard we were very ambitious in our ideas, but due to technical limitations we have altered how we want our trailer to look so that it still looks effective. If we had followed our storyboard precisisly our trailer would have been too long and therefore would not have been a teaser. We feel that for our plot we needed to speed up our trailer to make it more impacting and effective and to capture our target audiences attention quicker. We have therefore decided that the images of Sophie in distress should take up the majority of our trailer, cut up with still photos of her as well, as we felt these are impacting and build tension and will shock our audience. By cutting out the love scene that comes after the phone call to Sophies father, and jumping straight to the horrific images, it disorentates the audience and leaves them in the fear of the unknown. These images and footage also clearly reflect our choosen genre. We have manipulated the images to make them green, this colour connotes an eiry atmosphere, it also reflects possible night vision shots which is closely associated with fear. This colour sharply contrasts with the rest of the trailer, which also works effectively with the quick cut transitions. We have removed the caption, 'How far would you go to save someone you loved?', as we felt that by using three captions we were defeatinng the impact that the previous two give. As we have previously removed the scene where Sophie's sister comes to save her the caption does not make sense or have relevance.

1st section of editing:
After myself and Amy had filmed the footage we needed for our trailer we started editing it on the software, Adobe Elements. This allowed us to cut, merge, brighten and use different effects on the filming we had done.

First of all we put our pieces of footage in order to match our storyboard. This allowed us to have a clear vision of what we had and then made it easier to see what we needed to edit in order for it to flow. The filming represented the storyboard, however we felt the love scene let the rest of the trailer down. We decided that Talia, our actress for Sophie, had an acting strength and it may be better if we filmed it from Bowe's perspective. This gave the audience a deeper connection with the characters and also made it seem more professional.

We used the editing tools to see what effects we could use in order to create the most effective trailer. We changed the colours of some images and also used photographs that we had taken of Sophie to help create a more shocking reaction from the audience. Myself and Amy cut a lot of film as we only used the bits that were necessary and effective. This is why when creating our project we used as much film as we can, so that we could edit the best parts.

We feel that we have started the editing process well as we are aware of how to use the software and manipulate it to our advantage, however the trailer needs more editing, as the filming may need to be moved around.

2nd section of editing:

Once myself and Amy had all our footage together, we began refining and deciding what footage we felt was appropriate and effective for our trailer. When myself and Amy first designed our storyboard we were very ambitious in our ideas, but due to technical limitations we have altered how we want our trailer to look so that it still looks effective. If we had followed our storyboard precisisly our trailer would have been too long and therefore would not have been a teaser. We feel that for our plot we needed to speed up our trailer to make it more impacting and effective and to capture our target audiences attention quicker. We have therefore decided that the images of Sophie in distress should take up the majority of our trailer, cut up with still photos of her as well, as we felt these are impacting and build tension and will shock our audience. By cutting out the love scene that comes after the phone call to Sophies father, and jumping straight to the horrific images, it disorientates the audience and leaves them in the fear of the unknown. These images and footage also clearly reflect our chosen genre. We have manipulated the images to make them green, this colour connotes an eiry atmosphere, it also reflects possible night vision shots which is closely associated with fear. This colour sharply contrasts with the rest of the trailer, which also works effectively with the quick cut transitions. We have removed the caption, 'How far would you go to save someone you loved?', as we felt that by using three captions we were defeating the impact that the previous two give. As we have previously removed the scene where Sophie's sister comes to save her the caption does not make sense or have relevance. We inserted our production logo, captions and title for the film in the desired locations as well.

Peer assessment:

We then showed our initial trailer to our peers who are the age of our target audience. We asked them to give both positive and negative feedback so that we could improve our trailer to a better standard. Here is what our peers said, and the improvements that Myself and Amy made where needed.

1. They really liked the flashes of photos of Talia, as they felt that it created tension effectively and made the trailer instantly relate to the genre of horror. They liked the colour contrast between that and the footage as it made them really stand out and also because they where flashed so quickly the audience couldn't see the images in great detail, but the over all impression was given.

2. They said that the trailer was an ideal time, and didn't give away too much of the plot and therefore left them intrigued and built suspense and tension effectively

3. They also said that the caption writing was hard to read straight away, and either we need to leave the whole caption on for longer, so it gives the audience a chance to read it, or change the font. To improve this myself and Amy decided that we didn't want to compromise the pace of our trailer, because the whole idea of it relies on it being fast enough to build tension and create an atmosphere and therefore by slowing the captions down we loose this effect. We therefore decided to take the caption pages and edit them on Photo Shop to make them easier to read. As the font have a scratch effect put on top of the lettering, we decided to simplify it by removing this by using a paintbrush tool, and therefore leaving just the letters. We also spaced out the words, and lines to that they where easier to read quickly.

4. They said that the caption pages were not on for the correct amount of time, for one it was on for too long and therefore slowed down the pace of the trailer down, and for the other it wasn't on for long enough for them to read. Once Myself and Amy had changed the caption pages, we then went through the trailer again to reassess the timing. As i timed it Amy went through and read the captions out loud so that we could ensure that the captions where on for the correct time, and we made changes where necessary.

3rd section of editing:

The next stage in editing was for Myself and Amy to add music to our trailer. We had intially taken ispiration from 'Last House on The Left' a trailer we analysed through our research. In this trailer they had included the song 'Sweet child of mine' which is a very happy song, this was juxa posed with sinister gory and violent images of people being hurt or brutally murdered. We felt this was effective as it made the audience activlely be involved in the trailer as normally when music starts in a trailer it automatically sets the tone and people often arnet required to question it. By including a happy song contrasted with horrific images, it makes the audience question what they see and therefore makes the trailer more memorable. As myself and Amy have decided to cut the happy shots at the beginning of the trailer, the music that we where going to use for this- 'Brown Eyed Girl' was no longer appropriate. We had also intended to use a version of 'Little Lies' that we found online, and we found the sound track called 'The End'- by John Murphy which is used in sections of 'Last house on the left'. When we began to experiment with these differnt sound tracks we intially decided that we would use both 'Little Lies' and 'The End', once we began trying to do this we decided that it wasn't effective as it ruined the flow of the trailer. We then tried to use each track seperatley and found that 'The End' was the most effective one as it built tension and didnt distract from the footage itself. We edited it so that in vairous places we increased/ decreased the sound to add tension, or to allow for Sophie to talk. We also edited the sound so that the captions went in time with the music, we also muted all other elements of the footage except the end where Sophie is crying.

We recorded a phone call to go at the beginning of trailer using a voice recorder. We initally got transmission signals from the phone call on the recorder so had to re record what we did. We uploaded it on to the computer and cut sections out to make it shorter and flow properly.