Close Analysis of a Trailer: The Watch

The Watch Trailer

The title for the upcoming comedy sci fi action film, The Watch, appears twice in the trailer. The first appears at the end of the main sequence of shots, which is then immediately followed by some brief climactic action, and the second appears after that brief action in the form of a website address.

The title is reinforced through the classic use of white on black text which naturally makes it the most eye-catching feature on the screen. In addition to this, the text appears metallic and shiny to both correspond with the films genre (sci fi’s are typically associated with technology and machinery, especially alien invader oriented sci fi’s as this film seems to be) and make the text even more imposing. The mood being conveyed, despite the colour, is a light hearted and amusing one as the text includes a cartoon conventional alien head which certainly wouldn’t be included in a darker sci fi genre as it is far too tongue in cheek. This also consolidates the sci fi genre. It is more plausible that the film is being sold as a comedy more than a sci fi however.

A website is included in order to give the audience the opportunity to get a hands on interactive experience with the films promoting website which will likely also lead to other forms of media such as the soundtrack, actor and crew bio’s and even possibly a game. The names of the most prominent people involved with the production and the studio names and logos are also included allowing the audience to research further into the production and types of actors in the movie. This also encourages them to seek more of the actors, writer’s etc. work.

Four main characters are introduced with differing personalities but with the common variable that they’re all idiots or somewhat socially retarded; and they want to join a neighbourhood watch. This is the comedic ''loser'' stereotype. It is blatant from the very beginning that the genre is comedic as the personalities are purposely over the top and entertaining. There’s that, and the fact that each of the main four characters is a well renowned and prolific comedian which also demonstrates that this film is being sold primarily on its star appeal. If it wasn’t for Attack The Block, this films Unique Selling Point would be the introduction of an alien invasion into an otherwise unsuspecting and unconventional setting. However, the lack of exposure for Attack The Block in the US means that this concept may not be as familiar to them as it is to us in the UK and could still pose as a USP. Where Attack the Block is in a UK urban setting with relatively unknown young actors, The Watch is set in US suburbia with famous comedy actors.
The inclusion of Richard Ayoade, a relatively unknown actor in the US who is more famously recognised for his lead role in Chanel 4 comedy IT Crowd, can also be considered a USP in comparison with other blockbuster comedies who generally use well established actors.

In regard to Proppian archetypes within the trailer there is only distinguishably the heroes, the leader of the heroes, the damsel in distress/love interest and the villains who cause the disruption in the initial equilibrium. But in terms of modern comedy roles they’re conventional roles. For instance, Stiller plays the leader with the typical organised and prudent attributes who also has the wife/girlfriend damsel in distress character archetype as is expected. Vaughn plays the enthusiastic ‘’second in command’’; Hill plays the ‘’damaged goods in search of redemption’’ and Ayoade plays the idiosyncratic twist on a racial stereotype. He doesn't live up to the expected image of an african america/english hero since he isn't muscular, broad and doesn't possess a strong, sonorous accent to bark orders with (he will most likely die first too, as is the case with most films). Essentially, it’s a typical dysfunctional team that is common in comedies. The 'heroes' are all somewhat inept.

In the small space of time that the trailer takes up, a lot of emphasis is put on the setting of an amiable and relaxed suburban America through the locations and activities that the characters partake. This is in order to highlight the juxtaposition between mundane normality of suburban life and the sudden onset of an odd extra terrestrial invasion. The light filters used in the opening suburban section and the introduction of the alien disruption are complete opposites; suburbia is given a warm sunny feel, possibly a blue filter, whilst the conflict with the aliens is only ever shown in chiaroscuro low key, high contrast lighting with dark filters (for instance the supermarket shots). This is consistent with Claude Levi Strauss' Binary Oppositions theory.

The two opposite settings and lighting effects are used to signify the two different genres and the hybrid nature that are both simultaneously incorporated into this film. This subsequently opens up a specific audience appeal to people who are interested in the more atypical films. Binary oppositions appear to be a salient feature in this trailer such as the prevalent themes of dark vs light, good vs evil and humans vs aliens. Barthes' theory of enigma, or hermeneutic, codes are also prevalent, the most obvious one being the reveal of an alien yet still little enough is shown to induce mystery around it. There is also the very reveal of a neighbourhood watch as an enigma code as it isn't clearly explained why the watch is set up. Action codes, or proareitic codes, are shown as well through shots including the use of a gun and a shot where a person is tackled which leads us to the likely assumption that there will be a certain level of violence within the film. This also allows us to create an understanding of what the genre is and therefore what to expect from the film; furthermore, attracting a target audience.

The pace of edits in this trailer are generally quick paced, which is expected considering the creators have to boast as much variety and appeal in a short bout. However, there are instances where a montage of shots, accompanied by heavy bass thuds on each cut edit, is used both to give a excite the senses visually and include some variety of shots and locations. This type of montage is common in actions and thrillers so the inclusion of this into the The Watch trailer demonstrates different genre conventions cooperating within one trailer. One could say that where this montage reinforces the understanding of an action genre, the mainstream pop track included in the trailer that acts dissonant to the threat of alien invasion but works with the light hearted amusement of the comedy elements reinforces the comedy elements. Similar to this, the introduction shot zooming in on Earth from space and later shots showing advanced or possibly alien weaponry and technology consolidate this trailer as a sci fi also. The music is also somewhat of a contributing factor to defining this film as a sci fi and an action as it is heavy percussive and distorted electronic (which associates more with futuristic themes and sci fi than orchestral and instrumental music) with a fast paced and intense feel which goes well with action themes.

In the trailer, dialogue is more prominent than music as it is a comedy and the film is trying to be sold on the amusing conversations etc. unlike the actions which will normally put more emphasis on foley sound, music and one liners. There is still the noticeable inclusion of bass thuds on edits, and whoosh sound effects as the shots transition to another segment of the trailer, but, these are all slightly subdued in comparison to the dialogue. In the montage sequences non-diegetic voiceovers are played over them until the end of the montage where the voiceover is is put with the corresponding scene and hence becomes diegetic. The remainder of the trailer uses a mixture of diegetic and non diegetic voiceovers. The non-diegetic voiceovers are principally used because the creators want to exhibit as much of the film in the short space of time that the trailer takes up; it would be nonsensical and near impossible to use all the voiceovers diegetically. In the latter part of the trailer, where the tempo of shots and storyline become more excited, non diegetic popular electronic music is used both to contribute the now intensifying feeling of the trailer and to build up to the climactic ending of the trailer. In addition to this, emphasis is put on important shot transitions with bass thuds, or ''stings'', which is conventional of big marque films, especially actions and sci fis. This is probably also used to keep the audience stimulated whilst also keeping a tempo.

The film is rated 15 by the BBFC which implies that the film will contain a certain amount of mature themes such as gore and bad language deemed unacceptable for a child audience. This implies that the target audience is a teenage to middle aged graphic, or more specifically a male one due to the sci fi and action elements. However on the other hand there is also the premise to appeal to females in the form of comedy which is usually equally appealing to both sexes (other than Black Comedies that tend to attract male audiences). The Watch doesn't directly appeal to one audience though, as the film is clearly a hybrid of three genres: Action, Sci Fi and Comedy. It is this idiosyncrasy that appeals to lovers of both comedy AND action centred genres; there is also a cult following in the recently appearing hybrids of usually discordant themes, such as Cowboys and Aliens a hybrid of western and sci fi, that this film will aspire to captivate. The trailer focuses on familiarity and genre appeal yet the several genres blended together distinguishes this film from others in its category, if you exclude the British Attack The Block which has almost exactly the same plot but centres on a different class of people.