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A Study on the Components of Trailers: The Case Study of the Best of Show of the Golden Trailer Award
Components of Trailer
Gold trailer award
Best of show
As the advertisement of a movie, trailers have an important role in the effect of promotion. Film company would not only expect the fulfillment of the promotion but also looking forward to be one of the optimal trailers in the Gold Trailer Award. According to the existing literature, the components of trailers can affect the box office or even motivate the possibility of receiving awards. However, the realistic utilization ways has not been conclusive. The possibility to receive award also attract audiences at the same time is also an unsure issue. On the other hand, although trailers would usually contain the artful thoughts and highlights, it is possible to be in vain when audience couldn’t catch the point trailer editors set or the type is unable to attract audience’s interest. Therefore, the study provides a brief overview of the components of the trailer. It then goes on to the discussion of how could trailer uses the components to attract the audiences while winning the Best of Show. The study takes Best of Show in "Gold Trailer Award" over these years as research subjects. The textual analysis was based on film aesthetics and visual psychology, so as to examine the commonality of the components in the Best of Show trailers. Besides, in-depth interviews are conducted to explore the artful thoughts understanding level of the audiences from currently employed trailer editors. Finally, textual analysis and in-depth interviews are integrated to discuss the effective usage of the components while making audiences possible to be aware of the artful thoughts in trailers. The research showed: (a) the components of trailer can influence the possibility of receiving awards, and the content of the story, subtitles, music, and editing have the most important influence, and (b) the components of trailer arrangements can enhance the motivation of audiences in watching movies and increase the trailer’s effect of publicity. (c) with the impact of information explosion and the popularity of the Internet, the narration components have gradually not adopted. (d) the arrangement of artful thoughts in trailers should focus on the preferences of the current audience in order to avoid the situation of failing to receive.
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