Abstract
CONCLUSION: This MRP explores the relationship between narrative structure and oral and visual narration strategies as illustrated in three Star Wars theatrical trailers. The theatrical trailers for Star Wars, Episode IV: A New Hope (1977), Star Wars, Episode I: The Phantom Menace (1999), and Star Wars, Episode VII: The Force Awakens (2015) provide an overview of the development of narrative structure strategies utilized throughout the franchise’s forty-year history. By applying William Labov’s theory of narrative analysis (1972) and Bordwell and Thompson’s film style analysis (2012) to the three trailers, this MRP demonstrates that marketers are increasingly attempting to elicit an emotional reaction and connection from audience members through the use of visually compelling narratives that rely on suspense and an awareness of the Star Wars brand in popular culture. This study additionally illustrates that Labov’s model of narrative analysis is useful in the interpretation of film trailers because it can be used to identify patterns of narrative structure which can help illuminate the narrative intent behind marketing strategy. In a broader context, this study is useful in understanding how narrative structures function in film trailers, a relatively understudied marketing paratext that is increasingly important in film marketing and promotional strategies.
Highlights
Star Wars is one of the most successful franchises in cinematic and marketing history.Franchise revenue for the 2016 fiscal year is $3.6 billion (Forbes, 2016), with the total of its 40-year history being much higher
From an academic and cultural perspective, it is not a stretch of the imagination to say that Star Wars is one of the most iconic brands in Western history
After the cinematic sequences and narrative clauses of the abstract, orientation, complicating action, and the resolution, the narrative concludes with the narrator stating: “Star Wars, a billion years in the making, and it’s coming to your galaxy this summer” (Star Wars, Episode IV: A New Hope theatrical trailer, 1977)
Summary
Star Wars is one of the most successful franchises in cinematic and marketing history. The three narrative clauses are as follows: “It’s a big, sprawling space saga of rebellion and romance;” “It’s a spectacle, light years ahead of its time;” and “It’s an epic of heroes, and villains, and aliens from a thousand worlds” (Star Wars, Episode IV: A New Hope 1977 theatrical trailer) These clauses very clearly establish the narrative of the trailer, defining it as an advertisement for an action-adventure, science fiction film. After the cinematic sequences and narrative clauses of the abstract, orientation, complicating action, and (partially) the resolution, the narrative concludes with the narrator stating: “Star Wars, a billion years in the making, and it’s coming to your galaxy this summer” (Star Wars, Episode IV: A New Hope theatrical trailer, 1977). The relationship between the changing intermedial role of the film trailer and how this will impact trailer narrative has yet to be investigated
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