When the trailer begins, we are first shown the production companies allied in the making of the film. Although these are only exposed very briefly, it establishes and reassures the audience of the standard of quality of the movie itself. Determined through the current existing productions the companies are associated with and the reputation created. Both of the companies listed are well recognized in the production of horror movies, so viewers’ expectation will be high. A unique technique is used to display and edits between these scenes. The only way I can think to describe it, is that it represents an old slide illustrator projector, parallel to edits a clicking sound effect is used to identify the change in content on screen, upcoming edits rolling over from top to replace previous scene. This instantly creates a sinister, quirky feel, establishing the genre of the movie.
The trailer then goes on to show a number of various homes in what we would expect is within America. These are shown still using this slide show technique. In time with the first house being shown, traditional 1930’s American music begins. This is unexpected as at first it gives no indication of how this could be related to the genre. However, if you listen closely you can hear that the music has been slowed down ever so slightly suggesting something just isn’t right, the ‘norm’ has been meddled with, so could be related to the disruption of an expected equilibrium. The theme of the past is also emphasised as the muffle of a record player is heard, proposing that history of characters will be made i.e. death of. Under each of the homes shown there is a short piece of text featured explaining characteristic reason why people choose a home. Images of the houses are only small and centred on the screen. As these slides continue, a more sinister music begins and the following text under the next few homes slides, put together reads ‘but some people choose homes for a completely different reason’ As this is broken down into section showing a number of various houses, the lighting becomes low key and the background track becomes ‘stuck’ as well as the music more sinister. This builds tension as well as setting a darker tone to the trailer, the idea that the track becomes stuck suggest that those within this house are trapped, unable to escape. As well as this, there is a circle with a cross placed over the houses; this gives the impression that these last houses revealed to us are targets to someone.
As the last house is shown the music echoes to an end while the image flashes, zooming to full screen as the cross symbol vanishes. This suggests that a target has been selected and this will be where dark intentions will take place. The fact the image also gets bigger suggests that they face a greater evil then those previously selected.
The screen then goes blank for a couple of seconds empathising tension built upon the audience. The trailer then straight cuts between a number of shot ranges and angles where we are established with a couple, where the dietetic sound ‘I love you’ is heard establishing an equilibrium between the two character. Edits are slow as it enables us to become familiar with the two characters. However, this is soon disrupted by a thunderous knock on the door. In time with this we see the characters reaction to this and through expression and body language we predict that they were not expecting anyone and almost startled by the great knock. It then quickly straight cuts to show the door in full sight, all seems normal however; an ever so quite flow of wind is heard. This suggests that the characters are within an isolated area, putting them in even more of a vulnerable situation. The camera then straight cuts to show the female character placing her ear to the door with caution and uncertainty, as she makes contact with the door, a harsh voice whispers ‘your gonna die’. We as an audience now feel unsettled and even frightened for the characters of innocents.
The trailer then goes black for a short period and sound is completely stopped to build intense apprehension, instantaneously it then straight cuts to expose an axe pasting into the door, the dietetic sounds of the axe smashing through the door in one hit is intended to put the audience on full alarm. The idea that these ‘strangers’ have broken the only barrier between we get the impression that the characters are now completely exposed and helpless. The trailer then carries out a number of the fastest edits I think I have ever seen. Sinister music has now re-begun get louder the closer we come to the end of the trailer. The technique they have used is like the very beginning slide illustration method, however much more anxiety is built due to high impact sound effect and the fast passé edits. Each of the edits will reveal about five different still pictures demonstrating the struggle between the good and evil and then pause on a motion picture in time a an ear piercing screech. This repeats three times until finally ending the sequence on the iconic image of the movie shown on the poster whereby the couple are tied up sitting facing the three introduces as they surround them standing. As this happens the music echoes out indicating the end of the action. This last image is one that is likely to stick into the viewers’ mind, where they will remember the film on a distressing ending where the characters were trapped, surrounded, with no hope left. This cliff-hanger gives no evidence to whether they survive or not and leaves the viewer to believe that these killers are still out there, leaving them to feel vulnerable themselves and unsettled even within their own home classically conditioning the viewers to think about the film relentlessly.
The sound then finally fades to an end and there is a slight delay in the straight to show the title of the film on a hand printed cloth canvas, this marking may be used to suggest that real life identities out there are capable of such acts and evidence is closer then you think. Again corresponding to this a theatrical beat sound effect is you to keep the viewers in a state of shock. ‘Inspired by true events’ is then displayed on the screen in order to reassure the audience that they are in just as a susceptible position. The trailer then unexpectedly goes on to show a number of fast passé edits where we see the female character on the floor struggling to crawl away from something, this proposes that maybe the character did escape, leaving the only way to find out being to watch the film. Just before the teaser comes to an end, the two main protagonists’ names are featured. This means that current fans of these actors or actresses may go to watch to the film as they have enjoyed previous productions they have performed in. Maximising a potential target market.
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