Hunger games mockingjay part 1 advertising analysis
- 1. Hunger Games Mockingjay part 1 Trailer Breakdown Charles Harris
- 2. The trailer starts with a shot of the logo of the film company “lionsgate” who made the film. This makes the viewer know that the film will be of good quality as they will recognise and trust the brand. The metallic and shiny typography allows the logo to look like its made of metal and therefore well built – inferring the film is well made. The way the logo is “back lit” infers the film was made with divine intervention, and there for will be good. Non-diagetic soundtrack of an string instruments playing, this gives the trailer monuments connotations, building the gravitas and allows the view to feel that the film is important. The quick fade into the shot, conveys the trailer will be action- packed and the film will be intense as the editor go into the shot quickly and not over a course of a few seconds
- 3. The mise-en-scene of these clips uses contrast, having a high-tech plane as the focus, with woods in the background, this is conveying that the film will look at a clash between nature and the natural way people are against the way things and people are made to be. The shot shows the middle of no where, conveying isolation, this is common in romance trailers as it shows a viewer who feel alone that they will be able to relate to a character in the love triangle. Synchronous sound is used as the plane flies past and this is disjointed and distorted. This puts the viewer on edge as it doesn't sounds right. The plane sounds broken which is a reflection of the broken society in the film. The loose frame shot enables the viewer to see the background, making the contrast between high tech plane and the forest. Low key lighting is used to convey it being night and, therefore, a level of stealth and secrecy is being displayed to excite the viewer and get them to question why the secrecy – getting them to see the film. It also makes the people who sent the plane seem untrustworthy and shady, this adds intrigue to the film.
- 4. The use of a hand held cam makes the shot seem more realistic to the viewer and therefore absorbs them into the trailer, making them more likely to watch the film. A canted angle is used, this makes the scene disorientating for the viewer. This makes the section more realistic and therefore will excite the viewer – making them more likely to see the film.
- 5. A close up is used to show the emotion on the characters’ faces. This makes them relatable to the viewer, meaning that the viewer will care about the characters. By having a little girl on screen it further invokes sympathy. The shot matches with the line “I just wanted to save my sister,” heard in the voice over acting as a sound bridge. The voice over is used to bring continuity and context to clips, making them more potent to the viewer. The close up shows the protagonist’s face looking scared. This makes her relatable to the viewer as it shows that she isn’t perfect she human – like the viewer. The shot also shows a single parent family. This conveys that the character has already had to deal with adversities loosing her dad part way through her life. This makes her relatable to children of a single parent family, if this makes the viewer feel a connection too her, then this will make them more likely to watch the film.
- 6. The fade between “save my sister,” and “and keep Peter alive,” shows that the character emotions towards her sister and Peter are linked. This helps the viewer understand how much she cares about Peter, as it would be similar to how much someone would love their sister. The over the shoulder shot of the main character looking at the screen shows the viewer that the film will be about them watching the two on- screen character in their dispute. The long shot of the guy in the screen portrays him to be quite distant and, therefore, not down to earth, making the viewer not like him.
- 7. The use of a black out causes there to be a build-in tension, this draws the viewer in, so when the reveal of what’s said happens, it feels more dramatic, this makes the viewer more likely to see the film.
- 8. A high angle is used when talking to the man in the wheelchair, this is a negative representation for people with a disability as it shows that they get dominated by the able bodied. This can infuriates a viewer who may believe in equality, this means they will want to see the film as they will want to find out what happens to the disabled character.
- 9. The pin being placed onto the character’s outfit is reminiscent to the earlier films in the franchise, this reminds the viewer of their excitement about the earlier films, and, therefore, gets them excited about the new sequel. The gold nail varnish on the character’s hands is the only colour in the picture. This shows that the film is about a glimmer of hope in a dark utopian society. The pin is also the film’s logo, and this clip is the first display of what the film is. By not showing that the film is the hunger games until 35 seconds in to the trailer, it gets viewers excited and drawn into the trailer. Also, people who are “quick to criticise” the franchise can be drawn in by the action earlier on and therefore their cynicism will hopefully be minimised. The close up of the pin being put on shows the importance of the pin. This conveys that symbolism is a key theme in the film, as people are obsessing over the meaning of the mocking jay pin so much that it warrants its own close up.
- 10. The weapons and explosions help to attract men to watch the film, as it displays some physical conflict, which is stereotypical to young males that fall in the target audience. The arrow firing at the target and exploding, sounds similar to a drum roll building up to action and atmosphere. This helps to build excitement for the viewer, making them want to see the film.
- 11. The high angle shot shows the dominance that the peace keepers have over the rebels. This reflects the suppressive society that makes up penmen in the film. The shallow focus of the shot makes the rebels blurred into one entity. This reflects how the capital view the people of the districts, not as individual people, but as a collective work force. This makes the viewer want to watch the film, as they will sympathise with the people being suppressed and what to find out what happens to them.
- 12. A loose frame is used, this allows the people around the protagonist to show their faces. The unimpressed body language of the actor in the background is a binary opposite to the actress, this shows that the reveal that Peta is alive is controversial. This makes the viewer want to see the film to find out why and what’s the after effect of it. The close up on the actress’ face helps to convey her emotion to the viewer. She isn’t making eye contact with the camera, this show the viewer that what’s happening off camera is such a big deal she can’t look anywhere else (as this is a sequel, this helps to infer how momentous what happening is to a viewer who haven't seen the previous films, and therefore wouldn’t understand that Peta being alive is a big deal), this is matched with the dialogue “your alive!” conveying surprise.
- 13. The two shots are shown next to each other, and are used to contrast each other. On the left, Peta is dressed up smart and he is in a fancy mansion with company. This opposes Katniss, above, who isn’t dressed smart, and is alone in nature. This conveys to the reader that a rift has occurred between the characters and they are now worlds apart. This means the viewer will want to see the film to find out why and what happens. This is the first time we see Peta, one of the main characters, but it’s over half way through the trailer, this makes what’s been happening to the character a mystery for the viewer, making them want to watch the film to find out.
- 14. The prints in the background are a convention of action films as they create excitement that something new is being built, this makes the viewer wonder what, making them more likely to watch the film. The high angle shot shows the protagonist taking a more powerful position and trying to control the people in charge of her. This reflects the rebellious character the viewer knows and loves from the previous films. The character shouts “find another mocking jay,” this helps to convey the aggression of the character, and that the film has high tension which causes people to raise their voice.
- 15. The two shots shown next to each other contrast each other. On the left, the president is in a very high angle shot looking at people worshiping her. Above, Katness is level to the people worshiping her. This makes the viewer like Katness as the character doesn’t use height to show power, she stays level with the people she’s above. This makes her likeable to the viewer, and if the viewer likes the character then they’ll go a see the film.
- 16. The white rose uses shows the viewer irony, the white rose is a symbol of the film’s antagonist, white represents purity and hope, where at the same time the rose’s thorn symbolises danger. This is done to convey to the viewer that there is a mix of emotions in the film and that the film will challenge people’s views on things. The loose frame shows a simplistic and dark background, this helps to make the roses stand out and be more eye catching to the viewer. The loose frame also shows how bare the house is, this implies the Katness to be not materialistic and humble, making her a likeable character for the reader.
- 17. The shot of Katness running in to fire could be following a metaphor. The film uses fire a symbol of hope, so by running into the fire, the character is then being set alight and becoming hopeful. This will make the viewer want to pay to see the film to find out what inspiring things the character does. There is a montage of the protagonist in dangerous situations, this conveys to the viewer that the film won’t be smooth sailing and that there is actual jeopardy and potential fatality. Because of this, the viewer will be curious about if the protagonist survives or not, or excited about the action and want to see the film.
- 18. This shot contains screaming children, this invokes an emotion in the viewer as its instinctive human evolutionary response to try and protect the young of the species, this means the viewer will want to watch the film to find out if they are ok. The use of chiaroscuro lighting means the clip is dramatic as it’s shadow filled and full of mystery. it’s not clear what’s happening in the picture. This makes the screaming scary as the viewer won’t know why people are screaming, and the viewer will want to find out why. The sound of the screaming is uncomfortable and unsettling, this means that the sound (and therefore the trailer) will be remembered after the trailer stops playing, and then is more likely for the viewer to pay to see the film.
- 19. The low angle shot puts is ironic as it’s showing that the weaker and lower in society are taking charge and rebelling. This irony conveys to the viewer that change is happening, and therefore, the viewer will want to see the film to find out what the change is and it’s effect.
- 20. There are three shots with important film information. This includes the name, the release date, a website and hashtag as well as information about the studio and copy right information. This is done to help further advertise the film, directing people to the correct places to find out and talk about the film.
- 21. Media Theory • The trailer follows Todorov’s narrative theory, the trailer starts by showing equilibrium with the voiceover and establishing shots of district 13, the trailer then shows Dis-equilibrium with the fighting and conflict, however, new equilibrium isn’t shown as it’s a trailer and would give away the ending. • The film has Levi-Strouses Binary opposite theory with the simple loveable girl Katniss opposing the rich and hated President Snow
- 22. The model is positioned in front of the masterhead, this is done because the magazine has a well established brand so by obscuring part of the masterhead, the reader will still know what the magazine is. This also draws the eye to the characters face which tell the reader what film is being advertised at a quick glance instead of having to read the cover line ‘The Hunger Games’ The coverline had black dots over it, this is done to convey to the reader that the film is about an uproar and rebellion by using the pragmatics and stigma that surround graffiti with it’s connotations of social unrest. The mockingjay symbol appears in graffiti on the wall, this helps to display and advertise the franchise. It’s done in graffiti to make it seem more rebellious, this help to show the films rebellious plot. The red and white colour scheme are used to contrast each other. The red’s connotations symbolises the danger in the film but also the romantic aspect. The colour red is also considered a successful and confident colour and by associating this with the film, conveys to the audience that the film will be good and successful. The white symbolises purity which contrasts the red’s connotation, but (in places like China) can also be used to symbolise death, this helps to convey the films themes to the viewer. The composition for magazine cover background shows destruction with broken bricks, fire, and a dust cloud. The protagonist is standing in front of that, conveying that she's the hope for the new future. The model is standing is a strong defensive pose, standing up straight with legs slightly parted in armour. This shows her determination and skill at what she does. This defies conventions because the model is closed of and isn’t welcoming people to watch the film. The bow and arrow is ready to fire but not aimed, this conveys that the model is wise and isn’t a “trigger happy” ruthless killer, which makes the viewer interested to see how she operates. The film contrasts the female model defensive pose with the “Clint Eastwood motif” heroic pose in the secondary image, this is done to show that woman can be powerful and a hero, as she has the bigger picture and is above the male model. This represents how the hunger games is in a “new era” of action film. The mode of address on the cover, is short and to the point. The coverlines include “plus,” and “+,” this makes the cover easy to read for a reader who is just scanning the cover to see if they are interested in buying it The pug of the barcode and price is at the bottom left corner, these need to be present to be able to sell the magazine but are placed where the buyers hand is likely to go if holding the magazine, meaning that no important information on the cover will be covered.
- 23. The way the model is positioned on with the rings, this is pragmatics to Jesus on the cross. This conveys to the viewer the idea that the model is going to try and change society for a better one, similar to what Jesus aimed to do. Fire is used to symbolise hope, rings have connotations of being eternal, so the ring on fire would show the viewer that the film is about the eternity of hope and how it can never be supressed The poster uses the dramatic colour scheme of black and gold. This is simplistic, and by using very few colours, the poster is more eye catching. The black and gold colour scheme is simplistic and eye catching. The poster is following the franchises metaphor that fire is hope. It turns the protagonist into mockingjay from the pin. The model isn’t feminised in her pose, this breaks convention as sex isn’t being used to sell the film. This conveys that woman will be respectfully represented, encouraging feminists to want to see the film. The masterhead ‘The Hunger Game MockingJay Part 1’ is in a bold font going across the bottom of the page. By doing this, its easy for the viewer to read as it takes up minimal number of lines. The ‘mockingjay’ is in a larger font than the rest because that’s the important new information as the viewer would be able to work out it’s ‘the hunger games’ and know that ‘part 2’ wouldn’t be out yet. The text has an effect making it lighter at a point, this makes it look like a sunrise, conveying that the model is acts like a fresh start. The model is placed in the middle third, with her face being around a third of the way down, this draws the viewers eye to focus on her face, this is because her face has become iconic to the franchise and acts as a logo to advertise the film. The black background makes the gold colour stand out more. The black could represent the evil that is the capital and it being set of fire conveys the basic plot of the film. The model has an orange tint to her to make it look like she’s actually on fire. The slogan for the film and the credits are in a small, hard to read font to draw the viewer into the poster as they try to read it