Within movie trailers, just like all products, there are a set of codes and conventions that the film maker must abide by in order for the film to succeed. Were the film to not contain these, it may be less like to be a hit. There are however some elements that can not be had and still work, such as contrapuntal sound. Only one of the movie trailers I watched had this, but the others worked just as fine without. This is because some aspects aren't applicable to all trailers. Quick cut montages, cuts to black, flashing lights, screams, a sting, stabs of sound, the title, and release date were featured in all as they are necessary to make a trailer as scary as possible or provide the information needed. The latter two are necessary for the final reason as without the title and date of release, the audience may have loved the trailer, but have no way of finding out anything more about it or going to see it. The other aspects, though, are essential because when combined in the correct way, they scare the viewer thoroughly and convince them to see it. There aren't many successful horror trailers that do not have these elements.
The happy family equilibrium is a convention, but not one that must be adhered to as it depends on the narrative of the film. Also, it may be switched around a bit. "The Possession" begins with a happy family, however the parents are divorced. They all do seem to be happy, though, as the children go and stay with their father. This shows how conventions evolve with the time period we are in. It is common nowadays to see parents divorced, but happy. On the other hand, in "The Exorcism of Emily Rose" there is no happy family equilibrium as the main characters family isn't mentioned. Or in "The Devil Inside", this element is not there because the mother is possessed and the daughter is trying to save her. As stated, this element is no longer a 'must-have' convention, but when it is adhered to, it can be very effective because it destroys the safety that is connotated with family.
Establishing shots has a single exception with "Paranormal Activity 4", but this film is an exception due to the methods of filming. This movie is filmed through webcams and video cameras to give it a more realistic effect that will strike the audience hard. Otherwise, the establishing shot is a fundamental tool in the attraction of an audience. Were you to have the first scene in a house, the audience would be lost. They would not know where the house is or what it looks like, and those two characteristics of the building can add to the horrific effect.
Emphasised diagetic sound is when the editor makes the breathing or heartbeat of a character louder to create tension. This, in turn, makes the audience's breath and heartbeat quicken. This is a useful tool to strike fear in the audience and enhance a trailer. When matched with low lighting and a stab, it creates the perfect sting for the end. This element was only used in three out of five trailers, but will most likely be used in our trailer to emphasise the silence in a scene by making a small sound seem incredibly loud. Then, when the stab of sound follows, it'll seem all the more terrifying.
The trailers I examined are featured below.
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