The Conjuring - Trailer Analysis

• Genre defined immediately as Horror - shown by the studios being presented in a dark grey colour and the stereotypical noise of an old camera rolling (creating suspense before the action starts).
• Passive audience - we are aware of the storyline throughout the trailer - family move into a new house, hauntings, climax. 
• USP - Bankable Actors - reliable male lead in horror movies, famous female lead for older audience. 
• "BASED ON A TRUE STORY" - USP - people more likely to watch it for the thrill. 
• Old style camera - at start to establish genre. 
• Horror movie stereotypes - dark basement, scary voice over (child laughing) - contrasting to create the tension. 
• selling FEAR again - using dark basement and suspenseful music to adhere to the genre and inform the audience of it. 
• ending sequence after the 'The Conjuring' appears - happens in all horror trailers but not usually in the actual film - creates the suspense that the audience want from the actual film. Usually a quiet, extremely suspenseful moment to keep audience on the edge of their seat.  
• echo noises - used in all horror trailers to again emphasise the genre.

MT