EVALUATION EIGHT: How have you established a brand identity?

Creating our own individual brand and being able to bring unique and original ideas was a hard task to tackle, lots of the ideas that we had, had already been done, we wanted our brand identity to be strong and successful, so we needed as much inspiration we could get in order to make our trailer and ancillary texts, fun,original and professional. Making a brand included lots of different aspects such as, our target audience, what would they want from a brand? Our titles, how do our titles present us as film makers? All of these factors we had to take into consideration to make our brand exciting but also unique

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A key area where our brand can be noticed is through the title of our trailer. 'Joke's on you'. We feel that this particular chosen title is effective as it almost plays on the idea of the clown. Clowns are associated with telling jokes, so by incorporating this into the title, it helps to give the audience a teaser into what the trailer might be about. By including the second person pronoun 'You' it demonstrates a form of direct address, where the audience are addressed directly in the title, this helps to lure and captivate the audience into the title, and therefore the trailer as well. 'Joke's on you' is also an expression, as a way of revenge or getting your own back on someone, as then the 'Joke' is literally on them. This is a story line that is portrayed in the trailer, as the clown is following the girls around and creeping up on them at different locations. The audience are not told why the clown wants revenge, which conforms to Roland Barthes 'enigma codes', that what the audience do not know helps to tease and tantalize the audience, making them want to go and see the film. We furthered our brand identity by adding a balloon into the title. We feel that the balloon added another ironic twist to the title, as not only do clowns tell jokes, but they are often associated with carrying balloons around with them, to give them out to young children to keep them entertained. We used software's such as, Photoshop to manipulate the balloon to fit into the text, we wanted the balloon to appear professional within the title,as opposed to just placed randomly. When our title was displayed at the end,we played a non diegetic soundtrack of circus music, this music conformed to the idea of the clown, and helped to 'restore the equilibrium' as this is shown at the end of the trailer, which brings the audience back around to the primary purpose of the trailer. 

Another area where our brand identity can be established is through our production titles. We used two production titles, as we feel that this made our trailer seem more professional and sophisticated.We named one of our titles  "Purple Lake" as we feel that this is a professional and yet simplistic name that makes our film look as if it would have been distributed by a successful company. We decided to incorporate a colour in our production title, in which we went with the colour purple. The colour purple connotes aspect such as: Mystery, poison, toxic, and power in which the majority of these are seen to be negative, which helps to link to the genre of our trailer. From research, lots of production companies use simplistic locations such as mountains or animals. Thus, we decided to use a lake for our production company. It was easy to find a photograph of a lake off the internet in which we then edited on Photoshop. Photoshop is a complex platform, which allowed us to manipulate many different parts of the photograph. The first thing that we did, was edit the brightness and contrast of the photograph. We made the brightness +11, and the contrast -46. These particular scales ensure that the photograph had darker edges, and a brighter centre. This gave the illusion that it had a  'Vignette'  effect to it. this particular filter, creates a eerie daunting atmosphere due to the black shadows created in the background. This makes the institution effective, especially for a film with the genre of horror.We also decided to use the Hue and Saturation tool to edit the colouring of the photograph. As our company features the colour purple in the title, we decided to include this into our photograph as well. We made the hue +3. This particular scale made the image have a purple tone/shade to it, which not only created strong tonal contrasts, but it also helped to balance out the photograph with the title of the trailer. 


Establishing our own brand meant that we had to take into account the target audience that our brand is going to be aimed at. We made our production aimed at an audience ranging between ages 15-25. Horror films are predominantly aimed at younger audiences as they seek an adrenaline rush which a horror film can provide for them. From target audience research, we were able to distinguish what types of things these audience like and enjoy. For example, teenage girls of this age like to shop in high end brands such as Topshop, River Island and Mac. Therefore, this had an impact on the MES that we dressed the three antagonists in. We dressed them in jeans and t.shirts with camel coats and bomber jackets. This type of clothing is related to people of this age, and therefore the target audience. If the characters are wearing relatable clothing, then it will make the audience feel connected ad a part of the community in the trailer. The structure of our trailer and our ancillary texts meant that we had to consider the presentation of how everything is layed out. Young people want a rush, excitement therefore we wanted everything to be as bold as possible. When editing, we used 'chrome' effects over the top of the clown, so that the primary colours on the clowns mask (red) were bold and exuberant. In addition, we used the software of photoshop to manipulate and edit the title of our trailer. To extend this bold appearance for our audience with our brand, we used a icon called 'levels' This particular icon allowed us to play with the tones and shadings of the title. It allowed us to darken it in some areas to create a eerie atmosphere and then lighten it in others to create the idea of binary oppositions. Younger audiences want a rush, which is why we incorporated the 'chase' scene in the trailer. Surprisingly, in this scene there is no soundtrack, but just a sound effect of a heart beating rapidly. This however still generated adrenaline to the audience as it made then feel suspense and anticipation as to what is going to happen next



We also established a brand through our ancillary texts. When creating a magazine, it was imperative that we made our magazine appear processional,as if it was actually going to be sold in a shop on the counter. Therefore, the graphology of the magazine was an important factor to get right. An example of this would be the bar code that we placed on the magazine. This was a conventional aspect to include, it helped the magazine seem legitimate and real. Another factor that we considered was the stickers on the front. 'Free pull our poster inside' helps to suggest that the magazine is filled with exciting and thrilling reveals about the film. Consumers want to get what they are paying for, so by adding in extra free poster's and giveaways helps to make the audience feel a part of the film and not just any old audience member. 

EVALUATION SEVEN: How do you establish the narrative in your trailer? How do they work together to sell your product?

The narrative of a story or production refers to the way the different elements in a story are organised to make a meaningful story. A story refers to what happens or what is depicted, this refers to actions,events and characters. Some trailers and productions have a narration, which describes the way the story is told, how the information is presented to viewers, for example visual style and the point of view of how the story is told. Horror film narratives usually follow this structure: The film first focuses on central characters, beginning a venture into a strange and ultimately threatening setting. Stumbling into a forbidden setting unleashes a wave of violence and leaves many of the protagonists dead. Those who survive the initial onslaught begin to fight back, fear and fatigue provoke dissenton within the group, putting them at a greater risk. The climax of a horror film is the most imperative part, generating fear and adrenaline is what makes a horror film successful. We feel that we adhered to these narrative conventions in our trailer. 

Throughout our trailer, it is clear that the basic structure of our trailer follows a non linear structure, due to the fact that it is not in a chronological order. Identifiably, a trailer would not be in chronological order, as the trailer has to express viewpoints and ideas from the whole film, so the trailer is essentially jumbled up. The effect of having a non linear structure to our trailer helps to make it more engaging and enticing for our audience. The is primarily due to the fact that the trailer and production is unpredictable, therefore the audience don't know what to expect, in a horror film creating suspense is imperative, as scaring and jumping the audience is a way of generating fear- the basic accomplishment of a horror film. In our trailer, we used dramatic irony, whereby we see events from multiple viewpoints. This can add suspense as we are privy to information that other characters are not, this can also be called ' Omniscient narration'.  An example of where events are seen from different viewpoints can be seen in the first establishing shot of the two girls in the kitchen. The long angled shot is taken from outside, which gives the idea that someone is watching or looking at the girls. In comparison, a different viewpoint can be witnessed when the clown is shown through medium shots of it swinging on the swing. This gives the impression that the clown is taking over and almost hoarding the camera, so the viewpoint is now switched to the clown as opposed to the three, innocent girls. Todorov's theory of equilibrium can be applied to our trailer, whereby we have adhered to the five key stages of a film. The first, a state of equilibrium on the outset ( Three young girls walking home from school to their home, creates the idea of a calm setting that the audience can relate to). Second, a disruption of the equilibrium ( which can be seen through the long shot of the clown walking across the train tracks. The shot clearly suggests that something is about to disrupt the calm and initial equilibrium, due to the soundtrack and the camera work shown here.) Thirdly, a recognition that there has been a disruption ( which can be applied when the protagonist looks into the interior mirror of the car, suggesting that she is now aware and has recognised that something isn't correct.

Vladimir Propps suggested that characters took on the role of narratives 'sphere of action' or 'functions', from a comprehensive study of folktales, Propp came up with seven different character types: The hero, villain, doner, helper, princess, dispatcher and the false hero. This can link to our production with the characters shown in our trailer. The villain can clearly be identified as the clown. Due to the mise en scene of the appearance of the clown, the sheer and frightening mask along with the dark clothing clearly identifies to the audience that the clown is the antagonist in the production. The victim can be clearly shown through the long shots of the girls running away from the camera- suggesting that they are running from a negative aspect. This can also  be seen within the editing of our trailer, where fast paced editing of the girls in the car is shown to create confusion and also to suggest that the girls are in hurry to escape something, projecting their personas to be vulnerable and innocent- common connotations of what a 'victim' would portray. We have only included two binary oppositions of 'good and evil' in our production, therefore our trailer can only relate to two of Propps character definitions. 

Roland Barthes enigma codes can be conveyed in our production. An enigma code refers to any element of the story that is not fully explained and hence becomes a mystery to the reader. 'Mystery' is a significant element to a horror film, it's what keeps the audience gripped and enticed into the film, so the enigma codes that we portrayed were very important to get right so that our audience were as on edge as possible. One enigma code can be depicted through the unexpected appearances of the clown in the different locations. One scene the clown is shown at a train station, then a park and then a car, which creates mystery towards the audience of how the clown can be in many different places at once- generating the idea of dehumanisation and a paranormal atmosphere because no 'human' can be in two places. This idea can be further looked upon through the editing of the transitions that we used. We used a transition called the 'non additive-dissolve' this particular effect faded out the previous shot into the current one. With this effect you could select areas that you wanted to duplicate, so it meant that we could fade the clowns outline into different parts of the same scene. This again, reflects the idea of duplication and how the clown can be seen in different places at the same time, this conforms to an enigma code of a horror film. Another enigma code can be demonstrated through the use of the record player. We used the concept of repetition with the record player, so the trailer kept refering back to the record player, playing the same song in the same location. This creates mystery and an enigma code as the audience are getting confused as to why the record player is being referred back to again and again, it suggests that the record player is a significant concept in the trailer, creating confusion, thus making the audience want to see the film to uncover the true meaning behind the record player.

EVALUATION SIX- How have you made your trailer seem like a trailer?

The term 'trailer' in the media refers to "a series of extracts from a film or broadcast, used for advance publicity."- Google Definitions. Essentially, we had to conform to this idea, we needed to followed stereotypical conventions to make our trailer seem as 'trailer-like' as possible. Different genres have different trailers, therefore we also had to cater to the needs of our genre as well as an actual trailer.For example, conventions of horror  trailers can include: Sudden signs of a ghost/spirit,a disruption of normality, dark scary atmosphere, commonly used dialogue such as 'who is that?' and 'where are they?' and many others. IN our trailer we followed these conventions to ensure that our trailer conformed as much as possible. 

 CAMERA WORK: 
The camera work is an essential part to a trailer that actually makes it seem like a trailer. We used a range of camera shots such as: establishing, close up, extreme close up and medium shots. Each shot serves a purpose, and when filming a horror film,it was imperative to use camera shots that conformed to our genre. For example, close up shots are commonly used in horror films to exemplify details and/or facial expressions/movement. We used a lot of establishing shots in our trailer to help it appear more 'trailer like'. As a trailer is only giving a teaser of the entire film, we had to ensure that there was a range of shots included. The purpose of an establishing shot is to set the scene or location. They are commonly displayed at the beginning of a film, to give the audience an insight into the setting of where the film is taking place. To open our trailer, we followed a similar concept, of displaying our setting. The trailer opens with a slow zoom, establishing shot of an empty house/kitchen. The fact that it is empty is a significant thing to consider. If the house was full of people, it wouldn't suggest an eerie atmosphere, an empty house with the sound effect of a loud thud contributes to create a paranormal and creepy atmosphere.- The silence is almost disturbing. There is diegetic music of a radio playing in the background which also contributes to the idea of setting the scene of a location. It makes it seem relaxed and calm. There are everyday items shows in the establishing shot, such as cushions, T.V's books and wine racks. This makes the house seem ordinary and relatbale- a perfect place for a clown to ruin everything...  Establishing shot are also explored later on in the trailer, when the audience are displayed with a relaxing shot of a lake, with birds swarming around. This connotes positive aspects and cements a calming and naturalistic atmosphere, completely juxtaposing the spine chilling clown that is hunting and killing young people just around the corner. Establishing shots are an effective way to show audiences the locations used in the trailer so that the audience get a wide round view of the film and where the film is taking place. Close up shot were also used in our trailer to give the audience an idea into the details and smaller parts of the film. We used close up shots of a record player being shown repeatedly. The fact that in editing we used the idea of 'repetition of shots' clearly suggests to the audience that the record player is a significant and important factor in the trailer. The audience is kept being brought back to the same object, playing the same music, in the same location, this gives the film the perfect opportunity to disrupt the equilibrium by something different happening to the record player, for example, changing the music, which happens right at the end, leaving the audience on a cliff hanger. 

ANTAGONIST & PROTAGONIST PREVALENCE: 
 Giving the two key opposing characters prevalence in a trailer helps the audience to distinguish who the 'great battle' is between, giving them a basic narrative and story line between either end of the spectrum. We had to include a lot of footage from the clown, so that the audience can understand what the clowns purpose is, and why it is there, but also let the audience know the antagonists well, getting to know the girls, their personas, their traits, this is what makes a film interesting. More importantly, it let's the audience into the film, without giving too much away, which helps to make our trailer successful.  We used a long shot of the three girls running away. This particular scene is effective, it suggests that the girls are afraid of something, therefore running away from it. Including a 'chase' scene in a horror film is thrilling and exciting for an audience, as well as it being a very popular convention used in many films, mostly thrillers, which suggests that our film could have hints of it being a 'hybrid genre'. Towards the end of the film, there is a car scene. There is match on action used with the keys being dropped on the floor, suggesting to the audience that the girls won't make it away in time, creating suspense and then the girls attempting to drive as a clown is sitting in the back seat. The last shot is a close up which displays the antagonists eyes looking into the interior mirror with a cut to a black screen. This quick and fast pace editing is a popular convention of a horror film, it creates confusion which makes the audience question what is happening, especially in a situation whereby the antagonist is vulnerable, as it links to Dyer's theory of asking questions, 'what is happening?'  The clown is also displayed a lot in the trailer, with the clown being shown in different locations between each shot, as well as being displayed at different angles. We used a lot of long shots and close up's of the clown. The close up photographs allow the audience to observe the clowns details and facial expressions ( although it's a mask, the mask was still able to move around). The clown for example, tended to bend it's head to the side, which looked nerving and chilling, conforming to a horror protagonist. The long shots allowed the audience to observe the body language and posture of the clown, such as when it moved it's arms, or jumped out to the camera, creating a ominous and shocking effect.

 TITLES:
Identifiably, the titles were a key attribute that made the trailer seem like a trailer, as titles are not used in the real film.  they almost act as a visual narrator, they give the audience a basis to what the film is about, and what kind of genre the film is. In horror films, stereotypical titles include things like ' The scariest film of 2017' or 'don't forget to lock your house up tonight'. They give the audience little teasers an hints to keep them informed about the film, and create tension. In our trailer, we included a lot, this was because we didn't have as much footage as we had hoped, so we had to make the timings up by using titles. The style, transitions, fonts and sizing all mattered so we had to plan a lot of these out before actually creating them.  We structured the titles evenly across the course of the trailer, so that the audience were informed but not too informed that it gave the entire film away. We used conventional tag lines, such as ' Others wish they hadn't met him'- suggesting that people wouldn't want to. The title were arguably the most important and ensured that the trailer made sense, especially because we didn't include any dialogue in our trailer. 

EDITING:

Editing is very important when creating a trailer and constructing a film. On the software that we were using, we were able to use many different effects and transitions as there were many to choose from and then manipulate these. The main effects that we used was 'fade to black' the fade to black ensured that all the clips flowed smoothly together. The colour black connotes mystery, evil and darkness which also creates a negative atmosphere between the shots. The fade also occurs slowly, in comparison to the 'smear' effect used on the titles. The slow transition also creates suspense as it makes the audience not know what is going to appear on the screen next. It almost contrasts and subverts a horror film, as horror films conventionally use quick and fast pace editing, so we feel that this added anticipation and individualism on our work. From the picture, you are able to see how the fade to black creates a shocking feeling to the audience. In picture one ( far left) the audience can see a long shot of the clown, after the fade to black, the clown has moved even close to the screen, which suggests that the fade has made the clown move without the audience knowing, further suggesting that the fade to black creates suspense and a creepy atmosphere. Another editing technique that we used was called the 'non additive dissolve'. We used this numerous times in the trailer, to add a creepy and paranormal atmosphere. This can be displayed in the scene with the clown on the swing. As the swing is swinging back and forth, we faded in a non additive dissolve to merge two clips over the top of one and other.  This conformed to a horror film as the effect made the clown appear like it could be in two places at once, something that is not considered 'normal' in the human world, suggesting a paranormal and scary vibe being created. 

EVALUATION FIVE: Audience feedback and Presentation

FEEDBACK & PRESENTATION

EVALUATION FOUR: How did you use titles and how did they advertise your film in your trailer?

Titles are an essential element that help to shape and structure any trailer. It's what makes a trailer a trailer, they almost act as a visual narrator, they give the audience a basis to what the film is about, and what kind of genre the film is. In horror films, stereotypical titles include things like ' The scariest film of 2017' or 'don't forget to lock your house up tonight'. They give the audience little teasers an hints to keep them informed about the film, and create tension. In our trailer, we included a lot, this was because we didn't have as much footage as we had hoped, so we had to make the timings up by using titles. The style, transitions, fonts and sizing all mattered so we had to plan a lot of these out before actually creating them. 


The first thing we began to do, was create our production titles. These are presented in every film, they give the audience and understanding of who the film was made by. Production companies can range from huge, global international ones such as, Universal, and smaller ones such as Lionsgate. We created our own production titles. Admittedly, this did take a while, as we wanted them to appear as professional as possible, so we experimented with lots of different transitions and colour schemes, as well as choosing the correct picture for our production. We went with two companies, as one would feature as the main film distributor, and the other as the sound distributor.  We decided to call it "Purple Lake" as we feel that this is a professional and yet simplistic name that makes our film look as if it would have been distributed by a successful company. We decided to incorporate a colour in our production title, in which we went with the colour purple. The colour purple connotes aspect such as: Mystery, poison, toxic, and power in which the majority of these are seen to be negative, which helps to link to the genre of our trailer. From research, lots of production companies use simplistic locations such as mountains or animals. Thus, we decided to use a lake for our production company. It was easy to find a photograph of a lake off the internet in which we then edited on Photoshop. Photoshop is a complex platform, which allowed us to manipulate many different parts of the photograph. The first thing that we did, was edit the brightness and contrast of the photograph. We made the brightness +11, and the contrast -46. These particular scales ensure that the photograph had darker edges, and a brighter centre. This gave the illusion that it had a  'Vignette'  effect to it. this particular filter, creates a eerie daunting atmosphere due to the black shadows created in the background. This makes the institution effective, especially for a film with the genre of horror.We also decided to use the 'Hue and Saturation' tool to edit the colouring of the photograph. As our company features the colour purple in the title, we decided to include this into our photograph as well. We made the hue +3. This particular scale made the image have a purple tone/shade to it, which not only created strong tonal contrasts, but it also helped to balance out the photograph with the title of the trailer. For our second institutional company, we decided to call it 'On track productions' The idea of being 'on track' can also be seen as an expression to be doing something correctly, or heading in the right direction, which will make the audience think that the company is head strong and professional. We made this company a lot shorter on the screen, as it wasn't the main company that we wanted the audience to see, it was mainly used to fill up the space, but also to adhere to the conventions of trailers, as there are usually two featured on trailers. We felt that using a train was a good idea, as it links in with the trailer as there is a scene where a train goes past, as the clown is walking down some steps. This was a clever way to help link everything in together. 

Throughout our trailer, we used numerous titles. Titles almost act as a visual narrator, they help tell the story through words, they help structure and piece together the film. We began by using the first title which states 'Some say that clowns'. This particular title creates mystery and confusion. This is because the sentence is not finished, suggesting that there is more to come, creating tension and wanting the audience to carry on watching, this is why we felt that it was effective to include this early on in the trailer so that the audience do not get bored. Having short, snappy titles that are unanswered is a common convention used to grip the audience into the film. The second title that is presented states 'Aren't to be afraid of'. This immediately cements the idea to the audience that the clown that is going to be featured in this film IS to be afraid of. The use of the word 'Some' in the first title, suggests that not everyone would agree that clowns aren't seen as a fearful symbol, but then others might. This has already set the idea to the audience that primary antagonist in the trailer is a clown, that should be seen as fearful. 'Some people haven't met HIM' was our next title, as was slightly different to the previous two that we had used. The key aspect to notice here, is the change in colour of the pronoun 'Him'. The fact that the word is singled out through the use of capital letters and colouring suggests that 'he' does not fit in with the world in which the film is set. We again used the word 'Some' to suggest a small amount of people that are not familiar with the background and context of this particular clown in our trailer. The colour red can connote danger and blood, it's an alarming colour which are conventional emotions expected to be seen in a horror film. In addition to this, the colour red is a colour that is predominately attached to clowns, through their red nose, which also helps to display a link. 'And others wish they hadn't met HIM' was the next title which was displayed. The timing in which this title was placed is effective, as it comes after the first full on shot of the clown is show, along with a high pitched violin sound effect. Again, we have used a term referring to other people 'Others', this is not specific, it doesn't define who the others are, which helps to create mystery in our trailer, which we wanted to include to help create fear and tension. We made the word 'him' to be in red and capitals again, to help link this title and the previous one together.  We then started to slowly divert away from the clown, as we didn't want to give too much away. We then started to base our titles around the general film, and start to use persuasive techniques to get our target audience to go and see our film. 'The scariest film of 2017- Diverse film'.  Using a quotation from a different source, helps give the audience another person's opinion and point of view. This will make them realise that the film is not biased and not 'really good' just based on our terms.. We used our own magazine company to feature this quotation, as we thought it would be ideal to feature it, so that the film would get positive recognition. As our film is a horror, we want it to be scary, so the fact that it has been quoted to be 'the scariest' shows that the film fits to its conventions well. The next title reads ' Winner audience choice award 2016'. This again is a persuasive technique used to help promote our film. We thought that by including a title that the film has won an award would clearly suggest to the audience that the film is good and successful. Next, we needed to include a release date so that the audience are aware of when the film is being released. 'This Spring' explains to the audience of the season in which the film is being released. Films do this so that the audience almost have a waiting game of when the film will be out, to create anticipation and excitement. 

The colouring and transitions of the titles was also a key element to consider. We decided to keep the colour scheme simplistic, and similar to the magazine and poster. We made the titles monochromatic whereby the background of the titles was black and the writing was white. This adds a professional feel to the titles, as if they were the colour pink with stars all over them it would completely subvert our genre and what the film is about. The colour black and white helps to create strong, tonal contrasts which help to make the titles bold and eccentric. The two colours completely juxtapose each other, which can also be seen in a metaphorical sense. The colour black connotes evil and darkness, whereby the colour white connotes goodness and purity. In a horror film, there is always the antagonist (The black) and the protagonist (The white) or in a literal sense 'good and evil' This can link to the idea of binary oppositions. The chosen font that we picked was called ' Matiz urla'. This font had a slightly old fashioned feel to it, due to the small edges on the side of the letters, that give the appearance of ink hand writing. We felt that by adding a slightly old fashioned and historic feel to the letters will help give the audience a creepy atmosphere. Horror films usually feature something from the past, whether it be a character that has come back, or a letter/symbol to help solve a clue, therefore we felt that by adding some historical features it would help to conform to a horror film. We ensured that all of our titles were in capital letters. This firstly added an intense effect, as capital letters are usually featured to add emphasis to a sentence, but secondly, it also follow the conventions of a trailer, as trailers usually have capital letters on their titles to make them clear and stand out to the audience, therefore we repeated this process. Regarding the transitions, we used the effect called 'Smear' to fade the title off of the screen. The smear effect almost dragged the letters of the page in a pulling motion, as if they were being dragged below the image. T

his is an effective way, and links strongly to a horror film, as it appears like something is pulling the letters off of the screen. We also had to make sure that the transitions faded into and out of the screen, to do this, we just simply clicked the 'fade in' and 'fade out' icons. The effect of this, ensured that all the transitions ran smoothly across the trailer. It would look too harsh and abrupt if the titles just busted onto and out of the screen, therefore we used the fade icons to help make our trailer appear smooth and professional. This was difficult to do at times, as the curser on the screen was hard to get between each clip to fade it in and out. Therefore, we had to maximize the timeline on our screen so that each clip could be separated, we then faded each clip in and out separately 

EVALUATION THREE: How alike is your film poster and magazines are your ancillary texts?

MAGAZINE: 
Creating our magazine was a tricky process, as we wanted it to appear as realistic as possible. We didn't have any software's that speciallised in making magazines, so this meant that we had to essentially create a magazine structure all from scratch. his is a photograph of our magazine front cover. We took a lot of inspiration from the international film magazine- 'EMPIRE', as it had a lot of conventions that we feel fitted well to our magazine. For example, having a bold title and subtext on the sides of the poster. The cover presents the clown in the centre of the page, creating a dominating composition against the background of the image. We decided to use a long shot of the clown for the front cover of our magazine. This was because it helped to demonstrate to the audience the clowns body language, in which the clown is holding the prop of a balloon and stood as if its frozen in a particular frame. This gives the illusion of dehumanisation, as it appears like the clown is paranormal due to its posture, which successfully conforms to the conventions of a horror protagonist. We used the prop of a balloon on the cover, as we feel that this is a stereotypical convention that clowns have attached to them- usually to give out to young children to entertain them. We felt that this would be a successful idea to bring into the magazine. The MES of the costume can be considered here, with the colour of the clothing. The clown is wearing an all black outfit, which is a stereotypical convention of a protagonist from a horror film, as it almost blocks our any reconciliation of their identity. In the film industry, protagonists are usually not identified until the end, so the blocking out of their identity cements the idea of mystery, an aspect that is very common in horror films, because of the 'fear of the unknown'. In addition, the colour black connotes ideas of power and death, which are other aspects that are predominant in horror films. 

We used a bold title at the top, centre of the page. This makes the title appear dominating, and gives the poster an authoritative composition. Film magazine covers, usually have the title of the magazine in this location, as it helps to make it easy to locate on a magazine shelf. Makers want audiences to buy their magazine, so why not make it bold and eccentric? We decided to name our poster 'Diverse' Diverse means "showing a great deal of variety; very different."- Google Definitions. So this seemed like a good name to call our magazine cover, as it adds our own twist and individuality to the magazine. The font we chose was bold and had extended lines on the curves of the letters, adding an archaic and old fashioned feel to the writing, which contrasts with the historical conventions connected to the clown of being seen as symbol of entertainment. At the bottom of the page, we incorporated the title of our film 'Joke's On You'. This is an important convention to include, as film makers want the title of the film to be spread and talked about, especially on huge platforms such as social media, whereby fan accounts and hashtags get the word spreading. This helps to get the film grossing, the more people talking about it, the more people will want to see the film/watch the trailer. Therefore, we decided to make the font big, and the same font that is at the end of our trailer. The font is almost child-like and has a fun twist on it, which helps to play on the idea of the clown being a symbol for children. Again, we used the letter 'O' in the word 'Joke's' to be replaced with a balloon as we feel that this is a fun twist to add, as it helps to add the idea of the clown back into the poster. We also included a bar code on the bottom right hand corner of the magazine. All magazines have a bar code, and we wanted our magazine to look as realistic and professional as possible. We didn't want it to be too recognisable, as we feel that it is not that significant and important to have on the page.  The colour scheme on the poster is monochromatic. We feel that this added strong, tonal contrasts to the poster that would help to differentiate it, if it were on a shelf with other magazines. Furthermore, the idea of 'black against white' could be seen in a metaphorical sense as 'good vs evil' which is the predominant aspect that is demonstrated in horror films. We included subtext o the sides of our magazine as this is a convention that is used on posters to add extra information of what is inside the magazine. For example, we used subtext reading 'The recent remake of the 1990 hit' which is an effective way to invite audiences as this points and implies at Stephen King's 'IT' which was very successful in the film industry, therefore making audiences want to watch our film. 

 POSTER:
Our film poster I feel was the mot fun to create and play around with. Although there are stereotypical conventions that should be followed in order to create a successful poster, we felt that w could experiment a lot with with different software's and platforms in order to create an enticing trailer. Our main inspiration for our trailer was from the clown horror 'INSANE' directed by, Massimiliano Cerchi in 2016. Similarly, both of our trailers were based on the same sub-genre
- a clown horror- therefore we were able to pick up similar techniques to make our poster as 
scary and eerie as possible.The film poster is very similar to the trailer in a way. In the sense that, the film poster and the trailer need to give the audience an idea to what the film is about, without giving too much away. We want to engage our audience and entice them into the idea of the clown, but at the same time, not release too much information so that the plot and basic narrative of the film is given away. 

Regarding the graphology, of the poster, the general layout is effective and adheres to the horror film conventions. Firstly, the composition of the poster is effective. The most recognisable feature to notice is how only half of the clown face is present on the screen. This is a clever way to entice the audience into the film. This is because only being able to see half of a figures generates emotions and connotations of mystery and the unknown- features that are witnessed in horror films. This is included on the poster, as the audience may question as to why only half of the face is shown. The title of the film is placed in the centre, middle part of the poster. This is the strongest part of the poster, as the audience are going to be naturally drawn to the middle and the largest part of the poster. This is an idea that we will feature in our poster, as we feel that this convention is strong and a successful way to create a climax as well as involve our audience. 

Secondly, the colour scheme used. The three colours used here are black, red and white. The white and the black completely juxtapose each other, creating strong, tonal contrasts on the page that help to fixate the audience. The majority of the poster is black, excluding the left hand side. The colour black connotes aspects such as: Power, death, mystery and murder, all of which are negative connotations that would be expected to be featured in a horror film/trailer. Furthermore, the colour black helps to create anticipation and a climax. This is because the colour black restricts many things from being seen, therefore creating an ominous and creepy atmosphere. The colour of the clown is white, with black markings on the mouth, nose and eyes. This is because the colouring of the poster has been changed to a monochromatic theme. This is effective, as it creates strong contrasts and tones that help to engage the audience, due to the boldness of the colours.  The last colour shown on the screen is red, which is used for the title and some of the small prints such as the actors names, and the production company. The colour red connotes danger and blood, again, aspects that would stereo typically be expected in a horror film. In addition, the colour red is bright and strong, the complete opposite to the other colours used on the poster so it helps to bring the composition of them forwards. This is an important factor, especially when considering the title as this is the main focus point in the screen. We have learnt to use this on our poster when we create ours, as is helps to make the audience aware of what the film is about.  The other parts that are shown in red is the word 'FILMZ' and the surnames of the actors/actresses featured in the film. This is effective, as a lot of the time, the surname is the most recognisable part of the actor. If a successful actor is featured in a film, then it helps the film to have a USP, which helps grossing film profits in the box office. 

The placement of the title is also an important factor to conisder. We wanted to play on the idea of weirdness and unfamilarality, as clowns are seen to be odd and creepy. Therefore, we decided to place the title of our film on the side of the poster. This is effective, because to be able to read the title, the audience would have to tilt their head, much like what the clown is doing in the trailer and in the magazine cover. This could further suggest that the audience are the clown, and that the audience are part of all the production. 

EVALUATION TWO: How does your use of sound compare with trailers similar to your genre?

Sound is a dominating aspect in the film industry, and it essentially pulls the whole film together, can you imagine an intense murder scene without any screams, soundtrack or effects? Sound adds drama, effect and emphasise, which when producing a horror trailer, is imperative to grip and entice our audience. In our trailer we included diegetic and non diegetic sound, as well as a soundtrack and effects. All these contributed together to create our film. The Folley process is a method whereby everyday objects are used to make sound effects. A common example is snapping a carrot in half and replacing that sound with a bone breaking. In our production, we did not use the 'Folley Process' as it would have been too long to create the exact sound effects that we wanted, instead, it was a lot easier to find the required effects on software's such as Youtube. 

 At the beginning of our trailer where are titles are presented on the screen, we used a sound effect of a loud, thud sound. This immediatley sets the scene, especially, as the first shot shown is an establishing, panning shot of a house, which makes the audience initiall;y think that the house is not reflected as a positive or optimistic place. This already conforms to a horror film, as houses are usually the main factor that is haunted. For example, in Paranormal Activity and The Woman In Black. The thud sound then faded out, and we hear a clock ticking really quickly. This suggests to the audience that something is about to happen. A clock ticking can connote to the idea of a countdown, such as a bomb, or before something is going to end. This builds up a climax or as Tovorodo's states, 'Starting the equilibrium'. As the screen then fades into our first shot, all the sound effects are cut out, and the audience are left to hear diegetic music from a radio being played. The type of music we chose was jazz, as this is seen as joyful and relaxing music,firstly this directly juxtaposes with the eerie thud sound, and secondly, makes the house seem ordinary and relatable as many houses have background music playing. So if jazz music is joyful, why include it in a horror film? Modern day horror films play on the idea of positive things being turned evil and being perceived as a negative thing. For example in the Chucky franchise, a child's doll becomes possessed, and in the woman in black, child's toys such as, a rocking horse and a jack in the box move and play music on their own- suggesting that there is a paranormal nature to the film. Linking back to sound in horror films, in Insidious, there is positive music being played called 'Tip toe through the tulips' which creates mystery and tension as positive music is being played whilst a demon is in the house. In our trailer, we linked this idea to the clown. At the end of our trailer, where the last record player scene is shown with the end titles, we included circus clown music. This links to the trailer, as the antagonist is the clown in the film, but also is an effective way to end the trailer as it creates confusion to the audience of how the film just fades out with circus music. This is an effective way to get the audience to go and see the film as, they will want to know what happens next. Leaving a trailer on a cliff hanger is very effective way to make the audience go and see your film. 

The soundtrack in our production fades in just before half way. The soundtrack was a hard thing to get right, as he had to get it to suit the clown horror genre. We found a non-copyrighted soundtrack of chimey music. The chimey music already shows a direct link to the clown, as it sounds like music that would be played at a circus-where clowns are usually associated to be. At the end of the soundtrack, there is a young girls voice saying 'follow me!' This plays on the idea of children in our trailer. In some horror films children are used to create a creepy atmosphere. For example, in 'The Orphan' and 'The Ring'. Children are associated with being innocent and vulnerable, which when possessed, they are the stark opposite. This links to the idea of binary oppositions, through 'good and evil' which helps to create a daunting atmosphere. Our soundtrack can link to our inspiration film 'IT', directed by Stephen King. This film opens with a fast paced chiming noise. The music gradually gets louder and increases in tempo, which helps to create a dramatic climax.

We used the sound effect of a violin being played at a high pitch. A violin is seen as a classical instrument, similar to the jazz music played at the beginning of the film. The pitch at which the violin is played is almost unbearable to hear, as it's almost like it's screaching. This conforms to a horror film, as weird, unbearable sounds can connote to the unknown and create an ominous, paranormal atmosphere. The violin sound, is presented when the full image of the clown is displayed for the first time, which makes the audience immediately realise that the clown is a negative thing. We also used a sound effect of a hear beating rapidly and quickly. This gave the effect that someone was in a frantic rush or scared (as your heart rate rises when you feel fear). However, when we placed the heartbeat sound into the trailer, we wanted it to be as dramatic and tense as possible. Therefore, we cut out all other sounds and just had the heart beat playing. This is mainly shown when the girls are running away, and trying to get away in the car. This is effective, as it suggests that the girls are in a rush/trying to get away which means their heart rates would be rising.