Abstract
This study explores the narrative elements of film trailers to help understand their role and purpose within the marketability of trailers. Current literature from Kernan (2004) focuses on the evolution and standing of trailers as the primary marketing and promotional tool within the film industry. However, this major research paper (MRP) focuses on developing an understanding of the function of the narrative within a film trailer and how this impacts its marketability. More specifically, this MRP provides an analysis of the narrative and film techniques used in both the Jurassic Park (1993) and Jurassic World (2015) film trailers. This study was conducted through a qualitative research methodology primarily using Branigan’s (1992) Narrative Schema and Bordwell & Thompson’s (2008) cinematic framework to provide a thorough analysis of the narrative structure of both trailers. The results of this MRP indicate that the purpose of the of the narrative elements of film trailers is to create an emotional and lasting connection with the audience. Furthermore, results show that over the last twenty years, the narrative elements in successful and marketable film trailers continue to evolve and are becoming increasingly complex and sophisticated given today’s technological advancements. The narrative elements combined with the cinematic techniques are designed to heighten or intensify the audience’s emotional experience so that consumers will be more likely to view the movie in theatres.
Highlights
The film industry relies heavily on advertisements known as “film trailers” to captivate an audience’s attention and promote movies (Jerrick, 2013). The objective of this major research paper is to gain a better understanding of what makes a film trailer effective and to determine what elements/components are necessary and perhaps vital to the creation of a marketable trailer, one that draws in large audiences to the box office
The Jurassic Park (1993) trailer has a narrator whereas Jurassic World (2015) uses a character to introduce the audience to the park
The strategic use of lower profile actors allowed audience members to immerse themselves more fully into Jurassic Park’s (1993) unique trailer and storyline. These findings indicate that when the plot is unique or has never been done before the narrative of the story is more likely to be the driving force of the trailer such as the case of Jurassic Park (1993)
Summary
I hereby declare that I am author of this major research paper (MRP) and research poster. This is a true copy of the MRP, including any required final revisions, as accepted by my examiners. I authorize Ryerson University to lend this MRP and Research Poster to other institutions or individuals for scholarly research. I further authorize Ryerson University to reproduce this thesis by photocopying or by other means, in total or in part, at the request of other institutions or individuals for scholarly research. I understand that this major research paper and research poster could be made electronically available to the public
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