Research - Trailer Conventions

Codes and conventions are aspects of film trailers and are what an audience would typically expect to see whilst viewing them. There is a variety of conventions used in film trailers which are key to allowing the audience to identify the essential aspects of a film, including its plot and genre. As well as this, common features of film trailers assist the audience in deciding whether or not they would want to watch the film.
Teaser trailers often contain similar conventions to those used in main theatrical trailers, although are dependent on strong editing and an emphasised soundtrack to put across the films genre due to the short amount of running time it possesses in comparison to the films main theatrical trailer.
Typical conventions of a film trailer include:

Production Information:

Film production and distribution company idents are shown at the beginning of the trailer, which contributes to informing the audience of the film's genre. The reputation of the production company can hugely benefit the marketing and promotion of a film, especially if its the first thing an audience sees when watching a film trailer. If an audience has enjoyed films from a particular production company in the past, they are more likely to want to watch a more recent film after seeing the same production company's ident at the beginning of a trailer.

An example of a Warner Brothers film production company ident for their trailer for Harry Potter and the Philosophers Stone, released in 2001. Although generally production and distribution companies include their idents at the very start of the trailer, the Warner Brothers company ident is shown onscreen 18 seconds into this particular trailer, with a brief array of footage which introduces the main character of the film; Harry Potter.

An example of the Warner Brothers ident for 2009's Harry Potter and the Half Blood Prince. 

Length:

Trailers are often around 2 and a half minutes long (or slightly less). This timing is suitable in regards to attracting its audience with the amount of information about the film given, yet ensuring that not too much of the plot line is disclosed.

Billing Block:

A billing block is typically included towards the end of the trailer after the films title is announced; this includes information about the films director, age certificate, cast, music, production company, website and release date. A billing block is used to provide the audience with any additional information they may need about the films release. Social networking sites are often included

Billing Block used in the 2001 trailer for Harry Potter and the Philosophers Stone.

Plot Summary:

The majority of - if not all- film trailers consist of a montage of key important events which take place throughout the film. However, distributors ensure that the vast majority of the films storyline is left undisclosed from its audience as to create a build up of anticipation within consumers.

Character Introductions:

Film trailers usually introduce the main character(s) of the film. Where well-known Hollywood actors would increase a films popularity and reputation, it is crucial for film distributors to introduce their characters within a theatrical trailer regardless of whether their product has a respected cast.