SECTION A

Evaluate how the two trailers use the narrative technique of enigma to encourage the target audience to watch the film.

In Product One, enigma codes (Barthes) are used to draw emphasis towards the binary opposition (Levi-Strauss) between the two male characters, Edward and Jacob. In many of the scenes that include the two characters, they are situated at opposite ends of the frame and are typically close up shots, accentuating their facial language. Their facial and body language, eye contact most specifically, creates a tense atmosphere for the audience, they are uncomfortable with each other and are suggested to be at odds. The space between them on the frame, highlights that they are at contrasting ends of the argument. However, later in the scene this suggestion is contrasted by their actions when Jacob agrees to help the vampires, conversely he still is not completely happy with the choice as he ‘gets to kills some vampires’. This is an enigma code in itself as the audience, particularly those who have not watched the other instalments of the franchise, will want to know who the vampires are, what they are fighting, why the men are at war on a more personal level and what is going to happen next. This appeals to the target audience as the cast are relatively young which allows them to identify with them on a fantasy level, which links to escapism (Blumler and Katz), they can escape their own life to become involved in one with fantasy creatures and relationships.

In Product Two, the actions of the young girl create most of the enigma codes throughout. In one of her early appearances, she is seen jumping from a building and attacking people. This makes the audience question what she is and what her intentions are, especially regarding the male character. The relationship that is obviously developing between them, given the hand touches and hugs makes the audience question whether the boy has or will be turned. Creating suspense in various scenes as we cannot grasp her personality through body language or dialogue. The disequilibrium (Todorov) is very sudden and rarely touched upon, but it is suggested that there are various antagonists and villains (Propp). The fire and room with people create many enigma codes such as who are they? What do they know? And what is there intention? As the scene with fire is supposedly killing a ‘vampire’ the audience is more inclined to believe that they are the hero’s or villains depending on their chosen reading of the narrative presented.

In both texts, the use of a non-diegetic instrumentals emphasises the appropriate codes (Barthes) that dominate the trailers. In Product One, the action codes are emphasised which appeals to the audience members whom are seeking a film with more action. In support of this, there are constant fades to black that take information away from the audience and there is a lot of slow motion used in the climax. Building suspense and allowing the audience to immerse themselves further in the narrative, encouraging them to watch the complete film. In Product Two, the Instrumental highlights the enigma codes that are more prominent in the trailer and make it more appealing for a thrill seeking audience whom may want to watch something that they are continually questioning. The slow tempo builds suspense in a similar way to Product One, but there is less dialogue in this so the audience relies on what the music is telling us. The quieter sections bring forth more enigma codes as we are not explicitly aware of why suspense is being created, or why the scene is moving at a faster pace.

Why are media products that represent outsiders, such as vampires, so popular?

Media Products that represents outsiders such as vampires are so popular for a variety of reasons. Escapism, is a more obvious one given the fact that the audience can be completely immersed into a different world. For others this can do the complete opposite and give them a sense of Identification (Blumler and Katz). In Product One the less dominant group are the Werewolves, throughout the films they are suggested to live a more tribal lifestyle, potentially representing various people who live a lifestyle that isn’t mainstream or expected. Furthermore, In Product Two audiences may identify with the young child who was being bullied but still finds a companion. This not only allows outlasted groups to be represented in films but offers surveillance for other, more dominant groups to see what life is supposedly like.  

Other examples in media texts that show this include: Young Dracula, where they turned the character of Van Helsing from Bram Stoker’s Novel Dracula into a Black vampire who originally presented Alvarado’s stereotype of being Pitied, he had a story of his daughter needing to be married and used this in the beginning of his appearances. However, it is later revealed he did this to befriend the Dracula’s to take and overthrow their rule, highlighting the more dangerous stereotype.

Another example would be Gone Too Far where there was a constant debate over people’s origins and what is ‘cool’ within society. Yemi’s brother brings the disequilibrium into his life when he comes to London and doesn’t understand the contrasting culture. Characters belonging to a certain nationality are essentialized and outcasted from societies mainstream groups. To see various characters, develop and accept their nationality will not only allow people to identify with people who are potentially going through a similar situation but to give surveillance into the issues faced by ethnic minorities.

Even documentaries are so popular when they are investigating outsiders. They offer people ‘poverty tourism’ showing how the less fortunate live, seeing the ins and outs of their lives and how it contrasts with the lives of those watching. This could appeal to the Explorers who want to know about what is going on across the globe and with a variety of people. This could also result in strugglers, particularly those who have been outcast from society because of their situation, identifying with those being shown.

Do you agree that official and unofficial websites contribute to a films’ box office success?

I do agree that official and unofficial websites contribute to a films’ box office success. The use of new and digital media appeals to a younger audience which makes film more appealing to them regardless of the initial target audience. The user generated content that the websites allow also allows people to feel some personal identification especially with reviews. The ability to also share their own views on the films and the subjects surrounding it offers people a communal atmosphere and find people with similar interests. Each Website offered social media links, which allows the creators and consumers to communicate with each other.

Ill Manors used consistent iconography across all platforms, using typical costume such as hats, to portray youth stereotypes. Their website was a base for the #TagLondon Campaign which included projecting people’s tweets across landmarks. It was also where links to the trailer, CD and DVD could be found allowing for easy access to all the content. The user generated content involved the audience and advertised the film and the associated products. . The ‘hype’ created would have been beneficial for its box office success as they are using Plan B’s pre-existing audience to ensure people are interested in the film.

Suffragette is a similar example where the creators created a competition #InspiringMothers which encouraged people to share stories about their mothers whilst promoting the film. The user generated content would have been seen across twitter encouraging others to seek information on the brand. The main link would have been to the official website which offered consumers information on the film and the story behind it whilst also offering people the chance to buy tickets to watch the film. This as a result would have encouraged more people to watch the film which resulted in its successful box office revenue.

Pottermore is a relevant website that is still being used even after the main Harry Potter franchise has finished. Whilst it may not have contributed to its box office success, It is still providing for it especially when new update quizzes have been made. Audience have a sense of relationship with the characters and the actors as they have grown up with it and the narrative and are continually being connected because they are now able to find out their own patronuses and houses, linking them to a specific community within the fandom. This also tends to trend across all social media platforms which increases the chances of encouraging more people who may not have seen the films before to watch them and feel as if they are part of the mainstream media.