A trailer aims to give the audience information about the film and the genre is important in this because our decision about what to see will partly depend upon whether we enjoy other similar films. We automatically 'decode' what we see and hear to establish the films genre, such as if we see dark shadowy figures and hear scary music we instantly know this is a film in the horror genre. These recognizable sounds and images are called conventions of the genre and occasionally a film will be a hybrid of more than one genre and it may take us more time to decide what the genre is. This widens the potential audience and is a good strategy for getting more people to watch the film. The stars of the films also help us establish what genre it is because we associate certain actor/actresses with genres such as if we see Jack Black we usually associate him with comedy. This will encourage the target audience to see the film and therefore help the chances of it becoming a 'box office hit'.
Whilst the marketing campaign uses genre to gain our interest, it must also show us a unique selling point because this shows us that the film is worth going to see because it has something different about it. The unique selling point could be many things for example; an unusual hybrid of genres e.g. musical horror, it may be the innovative use of special effects, it could even be a star playing against their usual 'type' e.g. an actor known for action films playing the role of an emotional character. The USP is important for the marketing campaign as it sets each release apart from its rivals.
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