Detailed research

Detailed ResearchTrailer 1: Seven

Identify the institution for this video and the institutional codes employed by the institution

• This film was distributed by New Line Cinema and directed by David Fincher.

• The studio had previously had previously had a large part in the horror genre, distributing films such as Friday the 13th and A Nightmare on Elm street at that time and it is clear from this trailer that they looked to bring that existing audience’s attention to Seven through their trailer style.

• The Studio typically delve into darker material which is a part of the reason that this film was able to get made because it fit within the boundaries of some of their other films

What are the key selling points of this video?

• The main selling point of this film is the actors. The film features a very good cast and considering that this film was made at a time before David Fincher could be used as a major selling point since this was one of his first critically and financially praised films.

• Since the studio have had success with their horror franchise, they marketed the film in that style within the trailer, using lots of horror sound effects that would never even appear in the film.

How does the video establish the genre, mood and expectations of the film?

• Genre- We are immediately thrown into the genre of crime as we are following two detectives as they peruse a serial killer. We can see that this film is very character driven as opposed to action driven as they spend the time building up character arcs, lending itself to the genre of drama. The whole confusion based around the character is the backbone of the trailer, his motives are unknown, adding to the mystery genre within the film.

• Mood- The trailer attempts to make you feel uneasy and tense, and is very effective when making this possible. The trailer achieves this by having a fast pace and by showing the main characters to be constantly unnerved by the killings. We also see some glimpses of very disturbing images which combines with sharp sound effects in order to shock the audiences.

• Expectations of the film- The trailer shows a very intriguing film full of mystery and suspense. As a result, this relatively low budget film of $33,000,000 had exceeded the expectations of the audience as we have been presented with a cleverly thought out, star studded film from a (then) relatively unknown director.

How successful is this video? Identify which elements work and which do not

• I think that this trailer is very successful as it only gives away the essentials of the film, building up a shroud of mystery around the film and the murders.

• What Works?: The first thing that stands out to the audience is the cast, each of them are a massive draw point for the film but each are there to add an important element to the film. They also avoid revealing Kevin Spacey’s involvement in order to surprise audiences when he appears later in the film. The details of any of the killings are left out of the trailer in an attempt to not ruin the shock factor before the film comes out. This strategy of minimalism within the trailer pays off as it causes audience to want answers to their questions while allowing them to be hit off guard when they go to see the film.

• What doesn’t work?: The only minor issue that I can see within the trailer is the way that it is marketed almost like a horror film with the editing techniques used. My issue with this is that Se7en is not a horror film, it is a crime film. The studio have attempted to draw more of their existing fan base by marketing like they would do for the horror films that they have made in the past.

What appears to be the target audience for the film?

• People over the age of 18• Fans of Brad Pitt• Fans of Morgan Freeman• Fans of the horror genre

(studio fans)• Fans of the Crime/Detective

genre• Fans of dark story telling and

themes in film• Mystery fans

How is the audience explicitly targeted?

• It is made clear that this film is only targeted at people over the age of 18 from the amount of dark themes and the brutality of the killings.

• The high value cast of the film will draw in a large pre-existing audience from their past films.

• The trailer has the pace of a horror film which may draw fans of the genre in to watch the film, also considering that the film is made by New Line Cinema, they have accumulated quite a large horror following.

• Fans of dark storytelling and themes within films will be drawn to the noire colour pallet and twisted biblical killings.

Detailed AnalysesTrailer 2: Snatch

Identify the institution for this video and the institutional codes employed by the institution• Snatch is a film that is distributed by

Screen Gems and directed by Guy Ritchie.

• Screen Gems has had previous experience with distributing low-budget British films. We can see the effect of this within the trailer as the film relies on it’s story telling as opposed to set pieces and grand effects.

• We can see that more of a budget has been granted to the up and coming director as a higher quality of equipment and actors can be seen.


• Since Guy Ritchie had some great success with his cult film, Lock, Stock and Two Smoking Barrels, the trailer aims to draw in the following behind that film for the director’s second feature.

• This selling point can be seen as one of the first moments in the trailer say “from Guy Ritchie”. This immediately attempts to draw the fans from his last film by making it clear that the same director is being used.

• Both of Guy Ritchie’s first films use similar branching storylines that intersect later within the film. Since his first attempt was so successful, he recaptured a similar format as a means to draw fans of films such as Lock Stock and Pulp Fiction to the film.

• The cast of the film is a major selling point for this feature. Fans would be happy to see returning cast members of Lock, Stock and Two Smoking barrels as well as the addition of A-list actors such as Brad Pitt and Benicio Del Toro.


• Genre- We are quickly made aware of the fact that this is a crime film. Our first indicator comes from the moment that sets the film into motion, located at the beginning of the trailer. We are thrown into a fast pace robbery as a crew dressed as Rabbis. We are then shown guns, violence and other tropes of the crime genre as criminals all fight to find the location of a priceless diamond.

• Mood- The quirky humor and fast paced mood of the film are all shown within the trailer. The humor that was popular in Lock, Stock and Two Smoking Barrels is shown between characters with some punchy dialogue. The quirkiness of the film can be seen in places such as the rabbi heist and the accent of Brad Pitt.

• Expectations of the Film- The trailer only heightens the expectations of the film. The great cast and fast paced story line leads audiences to expect a lot from what could have potentially been a low budget British film that went under the radar. Guy Ritchie ensures that fans of his previous work will be treated to a familiar yet different and more extreme storyline.


• This trailer is very successful as it boosts the hype for a low budget British film. It does this in a number of ways.

• The cast of the film is a big draw for a lot of people who would not typically go out of their way to see a film like this. The returning favorites of Jason Statham and Vinnie Jones as well as the star power of (the post Fight Club) Brad Pitt and (the post Usual Suspects) Benicio Del Toro, causes audiences of all types to be pulled in by this film.

• The only feature of the trailer which may cause some concern for a small portion of the audience is the very fast pace and different intertwining stories that take place. This may be hard for some to follow and not understand what is going on. Overall I feel that the trailer gives enough away without spoiling the film.


• Fans of Guy Ritchie and his previous feature, Lock, Stock and Two Smoking Barrels.

• Fans of Bradd Pitt/ Fight Club (due to his similar fighting role)

• Fans of Benicio Del Toro• Fans of Heist films• Pulp Fiction fans may be drawn

in by the use of intertwining characters and stories.


• Many cast members from Lock, Stock and Two Smoking Barrels as well as the director return for the follow up film. Fans of the original will welcome the fast pace and hilarious dialogue of the original.

• Big names such as Brad Pitt and Benicio Del Toro were attached to the project.

• It is clear that the film is looking to appeal to an 18 and above rating as the trailer features violence, crime and indications of swearing.

Detailed AnalysesFilm 3: The Departed

Identify the institution for this video and the institutional codes employed by the institution

• The Departed is a Crime film that was directed by Martin Scorsese and distributed by Warner Bros.

• Warner Bros had previously worked with Scorsese on 2004’s ‘The Aviator’ which starred Leonardo Dicaprio. The pairing of Scorsese and Dicaprio was a success so the studio had brought the two together for another feature.

• Since Warner Bros. is one of the leading studios within the film world, we can clearly see their influence on budget, by getting an acclaimed director and actors in order to generate as much hype for the film as possible. Scorsese has even said in interviews that he wanted to originally make The Departed a small production with a small budget and cast.


• The audience will be immediately pulled in by the opening line, delivered by Jack Nicholson. Fans of Scorsese will immediately see his influence on the film through the use of the Rolling Stones song, Gimme Shelter that has featured countless times within his films.

• The amazing cast is shown throughout the trailer, introducing them gradually throughout the trailer. The cast includes Matt Damon, Leonardo Dicaprio, Jack Nicholson, Martin Sheen, Alec Baldwin, Ray Winstone and Mark Wahlberg. The cast are put the great use by making the faceoff between Dicaprio and Damon the base of the film.

• This film is also an American remake of the original by the name of Internal Affairs. Fans of the original would be drawn in to see the latest adaption.


• Genre- The genre of the film is immediately set up within the opening of the trailer as Jack Nicholson’s character sets up a tale of Cops and Criminals. Throughout the trailer we are introduced to characters on both sides of the law, including gun fights, violence and moles within criminal and federal organizations.

• Mood- We are given some indicators to the fast paced, and some times dark humored mood of the trailer. This twisted attitude is seen within Jack Nicholson’s performance. The music gives the audience an idea of the fast paced, good time that the film is. There is an overall theme of uncertainty which plays a massive role within the film, as the audience can never really expect what is coming next.

• Expectations of the film- Since the original film ‘Internal Affairs’ was a well received film, it would take a lot for a remake to top it. Warner Bros. have ensured to draw a crowd in for the film, while setting up the potential for a critical/financial success by being intelligent with their choice of cast, writers and director. The trailer reflects some of the good decisions that were made, showing a new take on a film that build great suspense while having a unique appeal to it.


• The trailer does a good job of establishing the tone and direction which the film is taking.

• The film’s expectations are raised as audience’s see that the film is in good hands. They achieve this through the use of a strong cast and a great director.

• The only downside is that fans of the original are always going to feel skeptical about a remake of an already good film, which means that they need to see more of the film before they can be onboard with the remake.


• Fans of Martin Scorsese• Fans of cast members

such as Dicaprio, Damon and Nicholson.

• Fans of the original ‘Internal Affairs’ will be interested to see how the American remake matches against it.

• 18 year olds and over will be drawn toward the film.


• The cast are set up to be a big draw point for audiences as each major cast member is given their own moment within the trailer.

• Mature audiences are targeted due to the violent and mature themes featured. These tropes are common within crime/Scorsese films.

• Fans of Scorsese can see tropes of his directing within the trailer, such as cast, music etc.

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