Institution

a) Branding is important whist creating any form of media project a brand sets up expectations to the consumer of the product. The brands we are trying to follow the

conventions of the Sci fi horror hybrid.

One of the key elements of creating a successful brand is consistency across the range of product and consistency in how a range of products are promoted across time:

' Brands need to provide customers with a consistent compelling experience in order not to confuse them, as confusion leads to doubt.' (mudvalley.com)

Also according to mudvalley.com, there are eight elements that combine to create brand identity:

• Brand Essence - what the brand means in a sentence
• Brand Slogan - often a catchphrase linked to a logo
• Brand Personality - what kind of character does the brand have? This humanises the brand and therefore makes it easier to relate to.
• Brand Values - what does it stand for/against?
• Brand Appearance - what does it look like / sound like / taste like?
• Brand heritage - what kind of tradition does it have?
• Emotional benefits - what feeling does it offer customers?
• Hard Benefits - it is cheaper, better, does it wash whiter? What "real" quantifiable benefits does it offer the buyer?

In our research we watched different teaser trailers for horror movies and sci fi movies some of which are a combination of both such as the trailers for The forth kind, Signs and Paranormal You can see the different teaser trailers trailers and posters for the films at the bottom of this post.

A teaser trailer's main aim is to advertise an upcoming movie. They are different to theatrical trailers for many reasons. Firstly teasers usually last around 30-90 seconds where as full theatrical trailers usually last around 2-3 minutes. Secondly teaser trailers are usually made about 1-1 and a half years. They usually contain little if any actual footage from the movie where as theatrical trailer have actual footage from the film. This is because the aim of a teaser trailer is not to give away to much of the plot or the characters because at the point the teaser trailer is released the film may still be being produced or edited.

Teasers are usually made for big-budget and popular themed films and are increasingly focused on internet downloading.

An early example of a teaser trailer is Richard Donner's Superman (1978). You can see this trailer at the bottom of this post.

Our media text belongs to the Hollywood Industry. In particular Dimension Films. This is because we want it to look as if we have had a big budget to create this teaser trailer.

The typical traits of the Hollywood film industry is that they have huge multi-million dollar budgets. With this huge budget the producer is able to hire the top actors that would complete the film. The actors are another important element of the film making. Having top well known actors will draw fans to the film. Also with the huge budget they are able to use the best locations, multi-million made sets for filming and items such as CGI. (computed generated image).

We looked at the trailers "The Others" "The Fourth Kind" and "Signs". These are similar as what we want to achieve is to scare the audience and get the hooked and this is exactly what these three trailers do.

Anthony Adam