Learning objective:
To explore film trailers and how enigmas are used for audience appeal.
Barthes argued that a text (from the Latin Tissue) was not one thing but a weaving together of various strands and processes. Some of them internal to the story, some of them making connections to the outside or real world.
It is interesting to consider how many different ways readers are given access to stories, often depending on their different life experiences.
Barthes suggested that narrative works with five codes, which together 'activate' the reader.
The two codes which are internal to the text are:
The Enigma (or hermeneutic) code which sets up and usually solves major puzzles. Often, a big event occurs at the beginning of a show and the audience ask themselves ' why did this happen?'
At least two kinds of pleasure are involved:
Enigmas.
The purpose of a trailer is to make the audience want to go and see the film. The trailer will be put together to show some of the best bits of the film but leaves out bits of information so the audience will have to go to see the film to find out what happens.
Task 1:
How has the following trailer used enigmas that keep the audience hooked?
Audio codes.
The film trailer will include music, for example a theme tune that is used in all marketing for the film.
It may be recognisable song. There may also be music that gives a clue to the action, for example sinister music to show an evil character on screen. This is called a sound motif.
The trailer may also include sound effects that link to the genre. Howling wolves for example for the vampire/horror genre.
A voice over is usually used to explain some of the storyline to the audience. This tells the audience what to expect from the film.
Task 2:
Can you recognise the following sound motifs and the genre of film they suggest? State why the music suggests the genre. Orange books.
Technical codes.
Trailers use arrange of camera shots and angles to hold the interest of the audience. The shots will be edited together to show the audience the storyline and to make the trailer more interesting.
The pace of the trailer will link to the genre; an action film will be fast and dramatic, a suspense thriller may be slower and more thoughtful.
Editing.
The aim of the trailer is to catch the attention of the audience. In a trailer, scenes from the film are chosen in order to introduce the narrative and the characters. These are put together to create an effect and are often accompanied by music, sound effects or a voice over to help the edited scenes make sense to the audience. It is sometimes the case that a good trailer that is edited well can make the film seem more interesting than it actually is.
Product
A film needs to be clearly identifiable in its marketing — genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of content
Placing
A film has to have the right release date — Christmas for a Christmas movie etc. Its release date will also depend on what else is being released at the same time - films have to fight it out for cinema screens. It would be pointless releasing any big action adventure movie the same weekend as another one simply because cinema goers would choose between it and the competition, thus halving the box office takings. It makes more sense to put a romantic comedy in that release slot, to mop up the movie-goers who are not interested in big screen action
Promotion
Promotion for films takes many forms:
Print advertising (posters + ads in newspapers & magazines)
Trailers (screened at cinemas + on TV/radio)
Internet sites (including Facebook 'fan' pages)
Viral Videos
Merchandising — the list is endless books, t-shirts, food, soundtrack CDs, computer games, toys, cars, mobile phones, anything that can be associated with the brand of the movie
Publicity
The publicity department of a studio can use the talent (actors, director, screenwriter) attached to a movie (they have contractual obligations to do what the studio asks) and will try to gain maximum benefit from the following:
To explore film trailers and how enigmas are used for audience appeal.
Roland Barthes
12 November 1915 – 26 March 1980
Barthes argued that a text (from the Latin Tissue) was not one thing but a weaving together of various strands and processes. Some of them internal to the story, some of them making connections to the outside or real world.
It is interesting to consider how many different ways readers are given access to stories, often depending on their different life experiences.
Barthes suggested that narrative works with five codes, which together 'activate' the reader.
The two codes which are internal to the text are:
The Enigma (or hermeneutic) code which sets up and usually solves major puzzles. Often, a big event occurs at the beginning of a show and the audience ask themselves ' why did this happen?'
At least two kinds of pleasure are involved:
It can be as enjoyable to 'know' the answers as it is to have those predictions confounded by twists and surprises in the narrative. Of course this doesn't apply to all genres, musicals for example.
The Action (or proairetic) code which makes complex actions 'readable' through the edit (jump cuts) so the audience don't have to have everything spelt out. For example, the victim of a crime can be shown on a stretcher can signal a whole sequence of getting to the hospital, so it will be of no surprise to the audience when the character is next shown on a hospital bed.
The Action (or proairetic) code which makes complex actions 'readable' through the edit (jump cuts) so the audience don't have to have everything spelt out. For example, the victim of a crime can be shown on a stretcher can signal a whole sequence of getting to the hospital, so it will be of no surprise to the audience when the character is next shown on a hospital bed.
Enigmas.
The purpose of a trailer is to make the audience want to go and see the film. The trailer will be put together to show some of the best bits of the film but leaves out bits of information so the audience will have to go to see the film to find out what happens.
Task 1:
How has the following trailer used enigmas that keep the audience hooked?
Audio codes.
The film trailer will include music, for example a theme tune that is used in all marketing for the film.
It may be recognisable song. There may also be music that gives a clue to the action, for example sinister music to show an evil character on screen. This is called a sound motif.
The trailer may also include sound effects that link to the genre. Howling wolves for example for the vampire/horror genre.
A voice over is usually used to explain some of the storyline to the audience. This tells the audience what to expect from the film.
Task 2:
Can you recognise the following sound motifs and the genre of film they suggest? State why the music suggests the genre. Orange books.
Technical codes.
Trailers use arrange of camera shots and angles to hold the interest of the audience. The shots will be edited together to show the audience the storyline and to make the trailer more interesting.
The pace of the trailer will link to the genre; an action film will be fast and dramatic, a suspense thriller may be slower and more thoughtful.
Editing.
The aim of the trailer is to catch the attention of the audience. In a trailer, scenes from the film are chosen in order to introduce the narrative and the characters. These are put together to create an effect and are often accompanied by music, sound effects or a voice over to help the edited scenes make sense to the audience. It is sometimes the case that a good trailer that is edited well can make the film seem more interesting than it actually is.
Product
A film needs to be clearly identifiable in its marketing — genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of content
Placing
A film has to have the right release date — Christmas for a Christmas movie etc. Its release date will also depend on what else is being released at the same time - films have to fight it out for cinema screens. It would be pointless releasing any big action adventure movie the same weekend as another one simply because cinema goers would choose between it and the competition, thus halving the box office takings. It makes more sense to put a romantic comedy in that release slot, to mop up the movie-goers who are not interested in big screen action
Promotion
Promotion for films takes many forms:
Print advertising (posters + ads in newspapers & magazines)
Trailers (screened at cinemas + on TV/radio)
Internet sites (including Facebook 'fan' pages)
Viral Videos
Merchandising — the list is endless books, t-shirts, food, soundtrack CDs, computer games, toys, cars, mobile phones, anything that can be associated with the brand of the movie
Publicity
The publicity department of a studio can use the talent (actors, director, screenwriter) attached to a movie (they have contractual obligations to do what the studio asks) and will try to gain maximum benefit from the following:
- Star Interviews — in print, online and broadcast media
- 'Making Of' documentaries, set reports and viral videos add to the hype
- Gala Premieres — who's wearing what frock
- Reviews and profiles —Empire front cover anyone?
- News stories - who did what on set and what records has this movie broken
Task 3:
Research the way the new James Bond film Spectre has been promoted
No comments:
Post a Comment