MOVIE TRAILERS GET ACADEMIC RESPECT: Frames Cinema Journal (Univ. of St. Andrews) Publishes an Entire Issue to Promotional Materials

FRAMES CINEMA JOURNAL Masthead

In the letter from the editors, Kathleen Scott & Sarah Solimon make the following assertion:

“Promotional materials are an essential, yet often overlooked, aspect of the film industry. In continuing our dedication to emerging areas of research in film, we wanted this issue of Frames to explore the importance of extra-textual materials. Promotional materials for films are becoming an increasingly important part of the film experience. More than simply marketing a film and setting up audience expectations; they become a part of the viewing experience itself, making the enjoyment of a film last for months in advance. By devoting this issue of Frames to scholarship examining promotional materials, we seek to advance the importance of these issues and stimulate debate within the discipline of film studies and related fields.”

I’ll be talking about the claims of the articles in the weeks to follow, but do check out the issue. I’m told it’s the first time that a major film journal has ever devoted an entire issue to the materials that advertise, promote, position and herald a film rather than the films themselves. In other words, Trailers have become an official, legitimate subject of academic inquiry. HOORAY!

Here’s the Table of Contents: (Some names will be familiar to regular readers of this blog.)

Promotional Materials
Issue 3, May 2013
EDITORIAL

Letter from the Editors
BY KATHLEEN SCOTT AND SARAH SOLIMAN
Introduction: Still Coming Soon? Studying Promotional Materials
BY KEITH M. JOHNSTON
FEATURE ARTICLES

Working in the World of Propaganda: Early Trailers & Modern Discourses of Social Control
BY FREDERICK GREENE
The Advertising Director as Coming Attraction: Television Advertising as Hollywood Business Card in the Age of Digital Distribution
BY LEON GUREVITCH
‘Action… Suspense… Emotion!’: The Trailer as Cinematic Performance
BY DANIEL HESFORD
Imaging a Female Filmmaker: The Director Personas of Nishikawa Miwa and Ogigami Naoko
BY COLLEEN LAIRD
Aspirational paratexts: the case of “quality openers” in TV promotion
BY ENRICA PICARELLI
‘Glamorous Bait for an Amorous killer!’: How post-war audiences were Lured by Lucille and the working-girl investigator
BY ELLEN WRIGHT
DVD Special Features and Stage Greetings: Whose Promotional Material Is It Anyway?
BY JONATHAN WROOT
INTERVIEWS

Interview with Shaun Farrington
BY KEITH M. JOHNSTON
Interview with Frederick L. Greene
BY KEITH M. JOHNSTON
Interview with Esther Harris
BY KEITH M. JOHNSTON
Interview with Paul N. Lazarus
BY KEITH M. JOHNSTON
Interview with Bill Seymour
BY KEITH M. JOHNSTON
Interview with Anthony Sloman
BY KEITH M. JOHNSTON

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OBLIVION Trailers, Teaser, Spots and Featurettes: Saving a Mediocre Movie from Oblivion

It’s getting harder to assess the effect of movie marketing, given the multiple, intersecting components of any campaign. Take for example, Oblivion, a B.O. bomb in the US with $77M in domestic ticket sales, but with $224M worldwide, with nearly 66% of its grosses deriving from international distribution. (Thanks to BoxOfficeMojo for this!) The US movie reviews were mediocre to poor to withering, while the audience vote (per Rotten Tomatoes) was an uninspiring 66%.

One interpretation of the evidence is that the extensive, spectacular and compelling teasers, trailers, spots and featurettes allowed a gorgeous but not especially good film to make some of its production back. And there’s the Tom Cruise fatigue factor to consider, but such analysis is beyond my ability and outside my interest.

What I did want to highlight in today’s post is the sheer volume of beautifully produced a/v materials that Universal commissioned for this project. I’ve been watching official trailers 1, 2 and 3, the teaser, the tv spots, featurettes about the bubble craft that Cruise pilots, the skytower living quarters, and despite disparaging comments online and from friends who’ve seen the movie, despite Roger Ebert’s critical review and my skepticism about Tom Cruise block-busters, I want to see it. And that, given the resources committed to support the marketing of this big-budget sci-fi thriller, is as it should be. If money and talent couldn’t buy audience interest–even for undistinguished or lousy movies–or especially for such–the entertainment industry would soon be out of business.

So here, for your enjoyment (and without further comment) are a selection of a/v materials designed to attract, engage and focus your attention on Oblivion. Enjoy! And exercise your right to be persuaded against the better judgement of your peers, the experts and the your instincts.

Consider this a shout out to the marketing magic of the trailermakers.

Trailer #2

Trailer #3

Featurette #1

Sky Tower Featurette:

TV Spot (1 of 3!)

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MUD TRAILER:

The recent (and so far successful) effort by Matthew McConaughey to rehabilitate his reputation and develop his craft gained momentum this past weekend with the release of MUD, a coming of age story set in the Mississippi delta. A limited release (363 screens) the film did respectable, if not extraordinary, business. (2.2M for the weekend.)

On the official website, the film, co-starring Reese Witherspoon, Tye Sheridan and Sam Shepard, is described as follows: “an adventure about two boys, Ellis and his friend Neckbone, who find a man named Mud hiding out on an island in the Mississippi. Mud describes fantastic scenarios—he killed a man in Texas and vengeful bounty hunters are coming to get him. He says he is planning to meet and escape with the love of his life, Juniper, who is waiting for him in town. Skeptical but intrigued, Ellis and Neckbone agree to help him. It isn’t long until Mud’s visions come true and their small town is besieged by a beautiful girl with a line of bounty hunters in tow.”

While I’m not sure how a small town can be “besieged by a beautiful girl,” the short synopsis confirms much of what I gleaned from the trailer, which affirms the set up but withholds the likely resolution, suggesting that there is a thrilling mystery still to be encountered in the theater.

Thinking, vaguely, that I wanted to talk about editing in today’s post, I sought a trailer that moved slowly. And Mud does, for the first 85 seconds or so, only 44 edit choices are made, with shots allowed to breathe and dialogue to land. But then, the final minute, as is appropriate to the rising tension and increasing action, presents information at a much faster clip. In that sense, at least, the trailer follows the formula of a leisurely first act establishing the situation and characters. Set to a suspense-indicating string-heavy music cue, the first 30+ seconds prepares the revelation of the boy’s discovery–a boat in a tree and then the titular Mud (Mr. McConaughey), hiding out on an otherwise uninhabited delta island.

The second act, with a different cue and sunnier sensibility, traces the boy’s burgeoning entanglement with the charismatic outlaw, although the resonant bass note every few seconds reminds us to expect trouble. Then, as anticipated, the final act of the trailer arrives with a flourish of physical and gun violence, recriminations and rage, quickly and cross-cut to an insistent, galvanizing drumbeat. The trailer’s button returns to sepia tones and a calming image of the river flowing through the delta, with McConaughey’s husky comment characterizing what has transpired in the scenes just shown: “It’s a hell of a thing, isn’t it…A Hell of a thing,” he exhales, both deprecating and boasting as the title card appears and the trailer concludes.

While I don’t consider this a “problem trailer” or one especially resistant to interpretation, there are a couple of visual gestures that invite analysis. Do they just “look good” or do they also advance story, character or thematic development? I’m thinking in particular of the medium to long shot of a character–Mud in one; Juniper (Witherspoon) in another–in which a passing bus, truck or train car temporarily blocks our view and conceals the edit. It’s like a wipe done outside the lens (or processor), produced by the passage across the screen of a 40′ rectangle of metal.

In the first, Mud disappears behind the screen of the train car as if by magic, vanishing, out of sight, reach and danger. The v.o., significantly,has Mud saying, “a whole lot of folks are looking for me.” In the second, Juniper stands outside a second story motel room, as a bus passes between her and the camera. After its passage, she is now in closeup. A literal reading of the manifest content might conclude that Mud will become progressively less known or knowable (i.e. “see-able”) as the plot develops, whereas Juniper, earlier presented as “trouble” and “trash,” will surprise us (revealing herself and crucial information, too?) as the film progresses. Any readers who happen to have seen the film are cordially invited to kindly confirm or disprove this hypothesis.

The other editorial choice that leaves me wondering whether its merely cool or cool and also significant, is the smash zoom-out on cards in the final act. The first of these present review blurbs, with their authors and publications specified; the next ones are of the cast. All the copy appears against a milky-blue background. These inter-titles/cards are rhythmically interspersed, coming every other beat, starting with the camera/lens pressed up against the text which flies out and into frame with a percussive thump. A couple of these thumping zoom outs provide a match to action on screen. Juniper being thrown against a wall is repeated/echoed by the card plonking into place. But what of it? Editors are trained to cut on action. But is the relationship established by the match any more than visual cleverness? I’m not sure.

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