Horror Poster Analysis

I have chosen five posters from Horror films to analyse - looking at the specific iconography of the genre. I am also going to make a note of the ways that the genre is reflected in elements such as taglines, fonts used and colour scheme.

The films I have chosen to look at are "The Possession", "Sinister", "House at the End of the Street", "Dead Silence" and "The Cabin in the Woods".

Genre of my Marketing Campaign

Now I have done some of my research tasks, I have decided I am going to do a teaser trailer for a film from the Horror genre. I will now continue my research and planning looking more specifically at the ways that the horror genre influence trailers, posters and magazine covers.

 

First I am going to look at posters from Horror films to see how the genre is reflected in the layout and design, and to see if the conventions i've spotted reflect the genre that the films are from.

Complete List of Teaser Trailer Conventions

Below are a list of conventions I have found when looking at teaser trailers. I will try to use as many of these as I can when I am creating my teaser trailer:

• Production Company logos (usually at the beginning of the trailer)
• Images from the film
• Title of the film - often at the end of the trailer
• Release dates (in a teaser trailer, likely to be vague, such as "coming soon" or "summer"), usually at the end
• Indication of genre
• Website (usually at the end)
• Voiceover is common - though some include dialogue from the film
• Rapid editing (often flashes, quick fades and dissolve)
• Possible cast, crew and director credits - sometimes at the end of the trailer - though the names come up during the trailer
• Possibly references to other similar films that share producers/directors
• References to past awards that the cast and crew have won or been nominated for
• Music reflecting genre - often loud and dramatic
• Taglines - often split up
• Sound effects - impact sounds dominate
• Eye candy - often in the form of action and explosions
• Reference to source material
• A variety of camera movement/shots 

Conventions of Teaser Trailers - "The Adjustment Bureau"

• Production company logos at the start of the trailer
• Voiceover
• Impact sound effects
• Rapid editing, including fades and dissolves
• Rapid music gives indication of genre
• Release date at the end

Conventions of Teaser Trailers - "Thor"

• Production company logos at the beginning
• A variety of angles and shot distances
• Voiceover
• Rapid editing - a series of short takes
• Eye candy (explosions, lightning)
• Vague release date in the middle of trailer, specific release date at the end of the trailer
• Music builds up quickly 
• Impact sounds
• Taglines move out of the screen towards the audience

Conventions of Teaser Trailers - "The Dictator"

• Reference to other films and stars
• Repeated use of taglines
• Clear indication of genre - comic elements throughout
• Website at the end
• Music reflects genre
• Eye candy
• No release date
• No production company logos

Conventions of Teaser Trailers - "Cowboys and Aliens"

• Production company logos open the teaser trailer
• Rapid editing - a series of short takes and jump cuts
• Eye candy - explosions and action
• Reference to similar film, cast and crew
• Fast paced music reflects genre
• Vague release date ("Summer")
• Impact sound effects
• Variety of camera shots and movement

Conventions of Teaser Trailers - "Rango"

The first teaser trailer I am going to analyse in terms of conventions is the teaser trailer for "Rango".

• Production company logos are at the start of the trailer
• The editing is rapid and the shots change quickly - short takes are used
• Many prominent references to cast
• A number of taglines are used
• There is a release date at the end of the trailer
• The music builds and becomes very fast paced, but ends suddenly
• The teaser includes a number of impact sounds

Conventions of Teaser Trailers

After comparing theatrical and teaser trailers in terms of their similarities and differences, I now need to focus specifically on teaser trailers, as it is this form of trailer that I am going to produce.

I am going to look at five teaser trailers from a variety of different genres and look for the specific conventions of the medium that appear in all of them. I have chosen teaser trailers from different genres as I want to identify the conventions that are particular to this type of trailer. I will make a list of all of the conventions so that I can use them when creating my own teaser trailer.

Comparison of Teaser Trailer and Theatrical Trailer for "Priest"

I am now going to compare the teaser trailer and the theatrical trailer from the film "Priest". I expect to find the same similarities and differences, despite the film being from a different genre.

• Again, the editing in the teaser trailer is more rapid
• This teaser trailer gives more narrative information than the teaser trailer for "Super 8"
• The music track in the teaser is more fast paced than the theatrical trailer, and builds anticipation
• There is a lot of slow motion in the teaser trailer
• Again the production company logos are towards the beginning of both trailers
• The music has a bigger build up in the theatrical trailer
• The shots last longer in the theatrical trailer
• There are, again, more impact sound effects in the teaser trailer  

Comparison of Teaser Trailer and Theatrical Trailer for "Super 8"

Here is the teaser trailer and theatrical trailer for the science fiction movie "Super 8".

• The editing in the teaser trailer is much more rapid
• The speech in the teaser trailer is a voiceover whereas the theatrical trailer features dialogue from the film
• The teaser trailer withholds much more narrative information than the theatrical trailer
• The teaser trailer features a lot of eye candy, like explosions
• In the theatrical trailer the audience get more of an understanding of the characters
• The production company logos are at the beginning of both the teaser trailer and the theatrical trailer
• The teaser trailer features a lot more impact sounds

Comparing Teasers and Theatrical Trailers - Introduction

Now I am going to look at two films, "Super 8" and "Priest", which both have teaser and conventional theatrical trailers. I am going to make a note of the similarities and differences between teaser trailers and theatrical trailers., which I hope will help me when creating my own teaser trailer. At the moment I am not concerned about genre - I will put up posts that analyse genre once I have decided what kind of film I want to make.

Different Publications - Conclusion

When looking at these different kinds of publications, I found that there are similarities across all of them, for example the masthead being the dominant font, placed in the top quarter of the cover.

I also noticed that each publication includes cover lines, a barcode and banners (as well as price, date and issue numbers), so I know that I will use all of these when creating my own magazine cover.

I discovered, however, that the content of the cover changes depending on audience and publication type, for example when comparing the cover lines on Total Film and Sight and Sound, the films mentioned were for completely different audiences. When I decide which type of publication I am going to create, I now have a better understanding of what type of content to use.

Different Publications - Filmmaker

This magazine cover is from Filmmaker. The masthead is the biggest and brightest font on the page. This cover features little colour, however the colour it does include is bright, standing out against the monochrome background. The director on the centre of the cover is not recognisable making it clear this is not a mainstream magazine. The cover lines, like the other independent magazines I have looked at, do not feature mainstream, Hollywood films.

Different Publications - American Cinematographer

This cover is from American Cinematographer - not only is this not a mainstream magazine, but it is particularly niche, focusing on the craft of film making. The masthead of this cover is obscured by the cover star. The dominant central image on the cover is the main character from "The Girl with the Dragon Tattoo". She may be recognisable to people who have perhaps read the book the film is based on, though the actress is most certainly not a-list. There are three cover lines which do not feature recognisable stars, but instead make reference to cinematographers. The colour scheme is dark and shadowy and may not be as eye catching as colour schemes found on mainstream magazines.

Different Publications - Total Film

The masthead on this Total Film cover is again, like Empire, the biggest and brightest font on the cover- standing out against the background and positioned in the top quarter of the page. This is because it is a mainstream magazine. The character Thor is the central image on the cover, he is extremely recognizable and even though this was the first "Thor" feature film, the character already has an existing audience and fan base from the comic books. The cover lines feature A-list stars and Hollywood blockbusters, especially superheros, for example "The Hulk", "Spiderman", Natalie Portman, Joseph Gordon-Levitt, "Godzilla", "Scream " and "Fast Five". The color scheme is monochromatic with accents of red and yellow making it bright and eye-catching. The cover includes a number of banners that help a number of the cover lines stand out. The cover contains many of the same conventions as the Sight and Sound cover, though it is clear that the intended audience is very different.

Different Publications - Sight and Sound

This cover is from Sight and Sound, an independent film magazine, which focuses on independent, British and World cinema rather than mainstream Hollywood movies. The masthead of this cover is, like that of Empire, big but it is not the brightest font (though it is on a bright yellow banner) and it is not in the center of the cover. It is, however, at the top of the magazine cover and the colors of the masthead stand out against the background. The cover is dominated by a central image of a man, but unlike the cover of Empire, the man is an independent film director and would not be recognizable to the general public, unlike Robert Pattinson. Wes Anderson, and his films, are likely to appeal to a more niche audience than Robert Pattinson, and his inclusion on the cover indicates that this type of magazine caters to a very different demographic than a mainstream magazine such as Empire.The color scheme is more muted. The cover lines are not as bold and they do not feature mainstream films and stars. Actors, directors and films mentioned include: Werner Herzog, Todd Solondz, Claire Denis, "A Prophet" and "Katalin Varga". The cover lines also make reference to film festivals in London, Venice and Toronto - festivals rarely mentioned in mainstream film magazines. The fonts used are more artistic rather than blocky - another reflection of a more sophisticated and niche audience.

Different Publications - Empire

This is a cover from Empire magazine. It is a mainstream magazine and it is easy to see this just from the cover. The title is the biggest and boldest font on the cover and it is in red, standing out against the darker background. The masthead is over the top of the actor's head, though sometimes the masthead appears behind the image of the actor. The masthead is in the top quarter of the magazine, and the name of the magazine reflects the type of films covered and the intended audience. The character on the cover is not only a recognizable character (from "Twilight") but also an A-list star, Robert Pattinson, who is considered a 'heartthrob' among most audiences and his character Edward Cullen is extremely recognizable. The cover lines feature a recognizable actress (Winona Ryder) and a number of Hollywood films including "Where the Wild Thing Are", "Alien" "A Christmas Carol", "Nine" "Avatar" and "Twilight". The colour scheme is bright and eye catching reflecting the popcorn movies the magazine covers. The cover uses a number of banners to help the various cover lines stand out.

Different Publications, Different Audience?

After looking at all the different types of film publications that are out there, and analysing two covers from Empire and Sight and Sound, I am now going to look at five different covers from different types of publications and analyse them in terms of layout, style and content. As I have not decided which type of publication I want my magazine cover to be from, this should help me see the consistent conventions, regardless of the type of publication, however the content should change depending on the audience and type of publication.

Conventions of Magazine Front Covers

For my final task, as well as a poster, I will also be producing a magazine front cover. Having looked at magazine covers for both Sight and Sound and Empire, I have realised that the basic conventions of magazine front covers are the same regardless of the type of publication and the audience. Certain elements of the cover change as a result of the audience the magazine is aimed at, but the following conventions appear in all types of film publications:

• Masthead, this is usually the biggest font on the cover and is often in a colour that stands out from the background.

• Dominant central image- in a mainstream magazine this is usually of an A-list star or recognizable character whereas in an independent film magazine, this is often of a director or a less recognizable actor.

• Price, date, issue number

• Barcode

• Cover lines - in mainstream magazines, these usually refer to Hollywood films, or recognizable A-list actors whereas in independent magazines, they refer to lower budget, independent films and more obscure actors and directors.

• Banners

• Website

• Slogan

Sight and Sound Magazine Cover

The next cover I am going to analyse is from Sight and Sound. Despite being an independent film magazine I still expect it to have most of the same conventions as the cover from Empire. The major difference between this cover and the Empire magazine cover is that the dominant central image is of a European director who is not as instantly recognizeable as Hollywood star Johnny Depp. This suggests the magazine is aimed at a completely different audience.The colour scheme is also slightly less garish, reflecting the more serious, worthy nature of the films covered.

Empire Magazine Cover

The first magazine cover I am going to analyse in terms of conventions is from Empire Magazine. The cover includes a prominent, brightly coloured masthead (in the top quarter of the cover), a slogan, a banner, cover lines, a barcode and a dominant central image of a recognizeable star from a Hollywood movie.

Magazine Cover Conventions

I am going to take a closer look at two film magazine front covers, from different types of publications, to see if there is a similarity in terms of conventions, layout and design. Once I have determined what the basic conventions of magazine covers are, i'll look in more detail to see how they may change depending on audience and genre.

Existing Film Publications

Having analysed posters for conventions, the next thing to do would be to look at posters in terms of genre, but as I haven't yet decided what genre I want to do I am going to look at magazine publications. 

Below are a list of 20 existing film publications, with brief analysis of content, style and audience. This research will help me when I come to design my own magazine front cover and has helped me think about the most appropriate type of magazine that would promote my film.  

My research has shown that there are many different kinds of film publications, catering to a wide range of different audiences. All of the magazines are used to help promote forthcoming films, though the types of films being promoted often change depending on the type of magazine. 

Some magazines largely promote mainstream Hollywood films (Total Film, Empire) whilst other magazines promote independent or British films (Sight and Sound). 

 

Some magazines focus almost exclusively on older, cult films (Neon, Cinema Retro), some are aimed at fans of particular genres (Starburst, Shivers, Mad Monster), whilst others focus on specific areas of the film industry (American Cinematographer). 

The type of magazine I choose to help market my film, will depend on the following: audience, the genre of my film and whether my film is independent or mainstream.

1. Cinema Retro: Cinema Retro is a British magazine focusing on "celebrating films of the 1960s and 1970s". Founded in 2005 by Lee Pfeiffer and Dave Worrall, it is subtitled "the essential guide to cult and classic movies." The 64 page full colour magazine is published three times a year with a wide range of rare or previously unseen press photographs. The focus of this magazine is not on current movies and it is therefore unlikely recent releases will be promoted.

2. Little White Lies: Little White Lies is a bi-monthly, British independent magazine that features writing, illustration and photography related to cinema, Little White Lies' content is split into six sections: the lead review, an editorial introduction, a series of articles inspired by the feature film, theatrical reviews, the back section and future releases. 

3. Total Film: Total Film is a British film magazine published 13 times a year. The magazine was launched in 1997 and offers film, DVD and Blue-ray news, reviews and features. It is the second biggest selling film magazine in Britain after Empire, and predominantly features Hollywood movies. The cover image is often of a globally recognsable a-list star.

4. Empire: Empire is a British film magazine published monthly. It is the biggest selling film magazine in Britain and is also published in America, Australia, Turkey, Russia and Portugal. Empire organises the annual Empire Awards which are voted for by the readers of the magazine.  Focuses mainly on mainstream Hollywood blockbusters and the cover often features images of Hollywood stars or recognisable characters from franchise movies.

5. Sight and Sound: This magazine reviews all film releases each month, including those with a limited (arthouse) release, as opposed to most film magazines which concentrate on those films with a genreal release. Sight and Sound features a full cast and crew credit list for each reviewed film. Sight and Sound has a niche audience, and focuses on smaller, independent and British films. Often the image on the front cover is of a director; if the cover features a well-known star it will be because they have appeared in an arthouse film.

6. Starburst: Starburst is a British science fiction magazine. The magazine is published monthly with additional news and reviews being published daily on the website. Starburst contains news, interviews, features and reviews of genre material in various media, including film. Used to promote forthcoming releases of films and TV shows within the genre.

7. Screen International: Screen International is a multimedia film magazine focusing on international cinema. The magazine is published weekly. The company also produces daily publications at film festivals.  The magazine is aimed at people who work within the industry rather than average film fans and therefore includes box-office statistics and features with crew rather than actors.

8. Film Review: Film Review started out as a promotional magazine for the ABC circuit. It became a popular monthly magazine featuring news and information, literate reviews and pictorials. For nearly sixty years it was one of the most appealing publications for film fanatics and covered a wide range of genres and styles of films. 

9. American Cinematographer: American Cinematographer focuses on the art and craft of cinematography and features in-depth interviews with cinematographers, directors and some of their collaborators. This niche magazine also features historical articles and information on the technology that impact the craft.

10. Neon: Neon was a refreshing alternative to other UK film magazines such as Empire as whilst it included latest film news, previews, actor profiles, interviews and contemporary movie profiles (all written with a sense of humour), it also featured discussion of classic and cult films.

11. Hotdog: Hotdog tended towards a cynical view of the industry, especially Hollywood. It avoided the blockbuster bandwagon and published pieces which appeared to be contrary to widespread opinion. However in its last few years the magazine moved towards the mainstream film press. 

12. Shivers: Shivers magazine was a British film magazine focusing mainly on the horror genre (not just films, but also television programmes and literature). The magazine cover often featured contemporary horror films, but would also make reference to cult films from the genre.

13. Bright Lights Film Journal: This is an online academic film magazine, with a left-learning critical orientation 

14. Cineaste: Cineaste is a film magazine which is published quarterly. It features reviews, in-depth analyses and interviews. The magazine independently operates in New York without any financial ties and covers mainly films outside of the mainstream. 

15. Premiere: Premiere was an American mainstream film magazine. The magazine was released ten times a year and included regular features like letters from readers, a spotlight on "hot" screenwriters and behind the scenes articles. 

16. MovieMaker: MovieMaker is an American film magazine focused on the art and business of making movies, with an emphasis on independent film. Featured articles include moviemaking techniques, trends, technology and product updates. The cover often features an image of a director or a star from outside of the mainstream.

17. Cinefex: Cinefex is a quarterly special effects magazine, aimed at a niche audience. It is one of the first special effects magazine ever published and the features include lengthy and detailed articles about the special effects of upcoming films. 

18. Femme Fatales: This magazine is a mens magazine focusing on film and television actresses. It focused on science fiction, fantasy and horror actresses, featuring provocative pictorials alongside extensive career interviews. Interviews with film makers helped to boost the "Scream Queen" market. 

19. Scarlett Street: Scarlet Street was an American film magazine that specialised in the genres of horror, mystery and film noir. Its initial concentration was on Sherlock Holmes, however later its subject matter expanded to include a variety of other genres. 

20. Mad Monster: Mad Monster is a US based horror magazine, featuring games, puzzles, paper models and even flip-books.