The release of film trailers and films are carefully planned by the distributors of a film. The time of release for a film often determines the success of it from its opening weekend, which on average accumulates 60-70% of a films takings, onward. This timing takes crucial consideration due to a possible damage poor release timing could make to a film, for example releasing a mid budget film at the same time as a US high concept "blockbuster" film, could show a significant lack in profits for the mid budget, due to major marketing campaigns from the producers of the high concept film.
Trailers are the most common way of promoting a movie, with some production companies releasing up to three trailers for a film. A trailer is usually released during the editing process of a film, with production companies sending select clips from the film to trailer production companies ready to build excitement for the films release. However, some productions will film short amounts of footage to create "teaser trailers" to excite the progress of the film even longer, such as Deadpool 2, which has released two teaser trailers while they have started filming for the feature itself.
Key release dates
Key release dates for films are carefully considered. Films are often positioned for release in time with school holidays; summer, easter, and christmas. Sometimes films match their time of release for example Hop (2011) was released as an Easter special, during a time when children are on holiday from school.
High concept Hollywood blockbusters and other family targeted films are frequently released during the summer. Pearl and Dean, an advertising company, release a film guide of films and their time of release. Looking at releases during summer and christmas this year, there is a large selection of family films (as shown the titles highlighted in green) to be released, mainly in time for the six week summer holiday, giving a wide selection of films for families to watch over this period of time.
Factors of selecting a release date
A film trailer has to create enough excitement for the films opening weekend meaning the trailers release date has to be emphisised enough over that period of time to bring in the average 60-70% of the films takings which are brought in by the opening weekend. The attraction of a target audience also factors a release date. Production companies won't release a film during a time when there is no audience to watch it.
Trailers are frequently shown in the cinema, on social media and as TV or radio adverts. Trailers featured at the cinema will draw people into planning what films they will see next while waiting to see a film. Social media is also a popular place for sharing trailers with other people, drawing in a wider audience.
Cinema
Trailers shown in the cinema usually correspond with the movie that is being shown. With a series of trailers being shown before a feature film allow an audience to begin to plan which movies they will see next while waiting for the move they are currently waiting to see.
TV and Radio adverts
TV and radio adverts are shown less frequently than most other features of movie trailers. Mostly Family films are featured as TV and radio adverts due to its family friendly approach they are more suitable to be shown on TV. However, when watching TV, people very seldom concentrate on them or even watch them, meaning that most trailers shown on TV are missed by the targeted audience.
Social Media
Trailers are shown on social media such as Facebook to allow for a wider audience of a film to be found by people sharing the trailers with their friends.
DVD
some trailers for films are featured before the main title page of a DVD, however some people skip the trailers at the start of a DVD, possibly because they have purchased an old DVD and the trailers are for old movies that have already been released and the audience have already seen a number of times.
Youtube
Youtube is a popular and easy site for viewing trailers, however, due to peoples abilities to create unofficial trailers which are against copyright but also allow people to create trailers for films which are only rumoured to come out, promoting a false hope for fans who hope for these films to be released.
Recent trailers seen
Flatliners (2017)
I first saw the trailer for Flatliners on social media. I recognised the main actress, Ellen Page, from other films such as Juno and X-Men: Days of Future Past. The narrative idea of the film is another aspect which evoked my interest to the film, the consideration of what happens after death is a philosophical idea which has never really been approached within science fiction, yet is a life question frequently asked by people.
Sing Street (2016)
I first saw the trailer for Sing Street at the cinema. The "retro" style of the titles and the 80's approach to the film itself caught my attention as did the music featured within the trailer. The mentions of the music included within the film evoked more interest to me than the actors within the trailer, considering there were no actors of who I recognised.
Does the place you see the trailer affect how you respond to it?
When seeing a tailer on TV or as a radio advert, it is difficult to remember the features of the trailer unless a star really stands out within it. I pay more attention to trailers I see on social media or in the cinema, mostly because while watching on social media, I can watch the trailers that seem interesting to me that I think I would like. When seeing trailers at the cinema, it can be guaranteed that the trailers shown in the cinema can be linked to the film that I have chosen to see, which would then allow me to show interest in more films.
What do you think are the advantages and disadvantages of the different platforms used to show film trailers?
Advantages of using different platforms allows a production to be targeted at a wider audience. It becomes easier for people to share their favourite trailers with their friends, drawing in more people to see the film. By showing trailers within cinemas, audiences get to see the trailers of films that will be most popular and similar to the film they are currently watching, however an audience may not see a trailer for film genres which they like due to either certificate ratings or the lack of similarity of their preferred genre to the film they are watching.
Marketing a film by its genre can grab the interest of an audience who prefers this genre, yet a film which is new and unique within a genre will bring in a wider audience through the use of a USP (unique selling point). The USP is what makes a film different to others within the same genre which are being released at a similar time.
The USP may be:
Innovative special effects
an unusual mix of genres
a popular star.
USP Examples
Jumanji: Welcome to the Jungle (2017)
This is a remake of a cult classic film, which should result in a large audience who will want to see how well the classic has been remade. The big name and recognizable cast, such as Dwayne Johnson, Karen Gillan, Jack Black and Kevin Hart.
Atomic Blonde (2017)
This upcoming release holds big names such as Charlize Theron and James McAvoy. However in addition to this, director David Leitch takes a new approach to the cliche spy action hero, simply with a change of stereotypical spy gender. This unique inclusion of a female spy will draw audiences in as it is not a commonly approached theme.
The Greatest Showman (2017)
The Greatest showman also features a big name cast, starring Hugh Jackman and Zac Efron, yet the film itself is directed by a newer, unknown director, Michael Gracey.
The target audience for American Assassin may be males aged 15-24. The feature of guns, fighting usually appeal to male audiences due to the action feature. There is also a feature of a woman in a bikini which also targets a male audience through the use of a sexualised female character. However, female audiences may be drawn in by Dylan O'Brien as the lead role in this film due to his previous roles in The Maze Runner and TV show, Teen Wolf.
Rough Night (2017)
This film is typically targeted at Female audiences through the feature of a girls holiday. The references to sex, drugs and alcohol bring a comical aspect to the trailer which goes against conventions of a relaxed girls holiday and more like a "lads holiday", allowing a new found humour of women acting masculine. A sexualised representation of gender has been swapped form female to male in this trailer with the feature of a male stripper.
Star Wars: The Last Jedi (2017)
Star Wars has been appealing to younger audiences, meaning that star wars films can be suitable for family viewing. By starring the original cast members older audiences who enjoyed watching the original trilogy will be drawn into seeing the newest addition to the series.
Key release dates for films are carefully considered. Films are often positioned for release in time with school holidays; summer, easter, and christmas. Sometimes films match their time of release for example Hop (2011) was released as an Easter special, during a time when children are on holiday from school.
