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David - Film Marketing Analysis (Fast and Furious 8 trailer)

Fast and furious 8 trailer
The trailer for fast and furious 8 shows the pure thrill and action that will come from their 8thmovie in the franchise. It makes sure to include several main characters who are celebrities such as Dwayne the Rock Johnson, who has been in the films since Fast 5, Jason Statham, who was the villain in the previous film however in this one he joins the team and other key stars such as Vin Diesel, Tyrese Gibson, Michelle Gibson and more. 
The trailer itself is very generic for a trailer, starting with a city scape and jumping straight into all the action. It shows the main parts of the film without giving away too much which overall persuades people to watch the film. Since it is in a franchise people may presume you need to watch the other films to understand the new one however it’s not the case as there is enough background in the film/trailer for people to get the gist of what is going on. At the start of the trailer there is a wide shot that slowly zooms in of an urban city scape as is dramatically cut to a car going through the building. It creates manic destruction which reaches the audience expectation of what they want to see in the film. There are then several cuts showing the characters involved in the film which includes a comedy aspect – this relates to the genre indication of them racing and causing havoc in their cars. The next part to the trailer involves Universal playing their trademarks (the mark of quality) which promotes themselves in terms of using their studios and media production. This promises audiences a good film as universal has a good reputation for several genres of films. Also at the end of the trailer there is another use of mark of quality where it says you can watch the film in 3D, IMAX 3D and 4DX. 

The next part of the trailer includes a mini narrative which contrasts with what is actually happening in terms of the moving image, this is the turning point in the trailer, it relates to the theme of the film - going against family. Furthermore, later on in the trailer previews a huge action scene in the film which shows 2 main characters (The Rock and Jason Statham) in a prison where they have a fight seen; this promises the audience pleasure as we want the characters to come together for the sake of the family however they are doing the opposite in this scene.


 In the next few seconds of the film are quick cutting slides involving both text and moving image codes - the text slide states "next year" with a black background to connote mystery and power, then there is quick to the beat action which is matched with the background noise - the trailer changes pace to more upbeat. The next text slide states "family", "will be broken" which can be linked to the tagline in the poster for the film and promises the audience the pleasure of having a new, inventive storyline that will shock all Fast and Furious fans. 

Towards the end of the trailer, there is a song in the background of the trailer and it goes "ra-ta-ta-tat" to mirror the gunshots in the moving image. This is a clever way of linking the soundtrack to the film - this way the audience can listen to the songs to relate to the film. The next shot, is a scene with a submarine (a massive step up from cars, tanks and planes) which is the hook in the trailer to give the audience that last push/encouragement to watch the film when it comes out. It then appears with the title and the date of the film to inform the audience when they need to get excited for the new movie. Finally, the last scene shows Dominic Torreto (Vin Diesel) with the so-called 'baddies' through an explosive smoke bomb into the room with his 'family' and he shares a kiss with the enemy - this brings the shock factor as he is already with Letty Ortiz (Michelle Rodriguez) causing tension and question for the audience. This is the use of anchorage, as it leaves the audience to their own interpretation of why? how? and what? 

Therefore through the use of visual and moving image codes, the film is advertised and marketed to gain audiences interest in the film to encourage them to watch it and join the lead up to the release.

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