The Amazing Spider man (2012) is an action movie which tried to change its target audience slightly aiming it at a higher age audience. I received a rating of 7.1/10 on IMDB. The budget for this movie was $230 million and its revenue was $752 million thus making a profit of around $520 million which shows the success of the movie and the way they marketed it.
The trailer is very dark throughout and makes me think that Mark Webb; the director didn't want to give much away. This is a common theme with these action trailers. The James Bond Quantum of solace trailer also shows this in the sense that there is very little dialogue and a lot of fast paced cuts although you must understand that James Bond was aimed at a higher aged audience but there are certain similarities between the two trailers which emphasises my point of making the Amazing Spider-man squeal for more of a mature age.
The Trailer:
The trailer starts of with a night time view of the location of the movie; I believe that it was a night time established shot because the trailer wanted to build suspense which was contributed by the non diagetic music in the background but also, it didn't want to give much away. this established shout around the location seems to be panning round the the area emphasising that this location plays a huge part in the movie.
In between 10-30 seconds of the movie, there are constant fades which show that it's a flashback of the character. The gaps in between the fades are quite long which may show that this was a very old memory which is supported when the kids reflection turns into the adults reflection of Peter Parker. Furthermore, the non-diegetic sound stops when we meet the adult Peter Parker which tries to show that it was his flashback and he is the main character in the movie.
It seems as if the trailer wants to show that it actually begins after the 30 seconds mark. This is when the film distributor is shown. In regards to the Amazing Spider-Man, this is Columbia Pictures. I believe that it was put there to separate the past with the present. The fades still continue throughout the trailer which show his different personalities and give the audience an insight of his life. The title is introduced right at the end of the trailer and is complemented with the Spider-Man logo which is a spider itself. I feel that the title isn't necessary in this movie due to the connotations that their pros are associated with. For example, the spider logo itself and the spider-man piece of clothing will make the majority of the audience know what the name of this movie is.
The first half of the movie is rather slow paced with a lot of fades but the turning point is around the 1 minute 10 second mark. This could be shown by the re-introduction of the non-diegetic sound but this time, there is much more of a faster tempo which emphasises the turning point of the trailer. the sound is also complemented by the fast cuts as soon as Peter Parker got bitten.
I believe that the trailer tells a very good story and has played a part of the success of the movie. This trailer is like a book which contains two chapters. The first chapter is the introduction of Peter Parker and the second chapter is the introduction of Spider-man. The producers of the trailer have done very well in the sense that they didn't used much dialogue, yet you felt as if you got enough information about the movie. The sudden pace changes also draws the viewers in.
One of the most impressive aspects of this movie is the use of the characters point-of-view shot. This was used for around 35 seconds towards the end of the movie. This was a really impressive and clever use of shot as it really shows the action aspect of Spider-Man and it will really get the audience excited as they are seeing the action through Spider-Mans point of view.
This trailer ultimately appeals to its target audience via the unique selling point which is Spider-Man himself. This is because Spider-Man is a well known character around the world and is one which is associated with a young target audience. I feel that it achieves the interest of this target audience as the first character we see is a young Peter Parker and the modern day Peter Parker is pictured first at college as well which will appeal to the teenagers. Despite this, I feel this trailer is trying to widen its target audiences through its lighting as most of the movie is shot at night and adds an additional sense of maturity to the movie.
Overall, I believe that I have learnt a lot from this trailer. The most important thing I have learnt from this is the way in which to structure a trailer and that telling a story is vital to the success of the trailer which Spider-Man has done exceedingly well. Furthermore, getting the audience excited by the trailer will predominantly lead to the success of the trailer. Another example of this is the horror movie "the Devil Inside." It made a profit of $100,000,000 yet it was seen as a huge let down only gaining a rating of 4.1/10 on IMDB. The reason of the huge profit was the trailer which was highly rated. This just shows how important getting the audience exited through the trailer is for the success of the movie. Despite this, there are also other external factors which contributed to the success of this movie which is the "Marvel Comics" title associated with Spider-man.
Poster Review:
Here is the poster for the Amazing Spider-Man. The poster uses an establishing shot to identify the location in which this movie is going to be set. This is the background image , just behind the central image. The main focus is on Spider-Man who is the central image within the poster. This is the unique selling point for the poster and the film it self as he is already a well established character.
The background is very dark which connotes negativity and violence. this is supported by the shattered glass around the poster. This shattered glass can indicate that the city is in trouble supporting the idea of violence and complements the night sky very nicely. The background lighting is also used very cleverly as it makes the audience feel as if it is natural lighting but I feel that its main purpose is to make Spider-Man stand out as the light is shining all around him.
I feel as if the shattered glass has a number of indications within the poster. Firstly, this gives the poster much more of a 3-D atmosphere which differentiates the poster to other competitors through making it stand out and more appealing. Plus it is one of their unique selling points and can be identified as the "IN 3D" text is the only bit in red making it important and stand out. Secondly it seems as if Spider-Man broke the glass. This may mean that the glass connotes freedom for the city and Spider-Man is the one to offer it. This shows Spider-man is the hero for those who didn't know.
Now I'm going to look at the central image which is Spider-man himself. It seems as if he is addressing the audience in two ways. Firstly he is looking directly at the audience which makes the feel more involved with the poster. Secondly, he is also pointing directly to the audience which again addresses the audience. Furthermore, they wayin which he is pointing adds to the unique selling point of the movie being in 3-D.
This image also tells the audience that there is going to be a lot of action as he is flying. Moreover the action is supported by the broken glass. Historically, I know that Spider-Man is for a younger target audience but this poster shows that it is also trying to appeal to an older audience. The fact that this poster is taken at night tells me that this is much more of a mature Spider-Man movie.
The title has got the biggest font thus giving it most prevalence amongst the text. I feel this is the case because the character Spider-Man is already a well established character so the poster is trying to show this off. The majority of the text is in white which really stands out sue to the black background.This really makes me think about how relevant the use of colours are to a successful poster. Despite not being the biggest text, the text "In 3D" is also given a lot of prevalence due to being in red. It really stands out as all the other text is in white. This shows how powerful the 3D tool is to modern films to differentiate themselves to competitors.
Overall, I can take a lot from this trailer in regards to the use of space and how the poster is generally set out. This poster also makes me think about how the use of colours makes it effective as well as the relevance of addressing the audience to make them seem as if they're apart of this film.
Comparisons Between The Trailer And Poster:
I feel as if the trailer and poster tries it's best to shun out the action genre. Furthermore, they both show how important unique selling points are to the success of a film. Moreover, I can see how important it is for this film to widen their target audience. Both the trailer and poster try thier best to show more adult themes thus trying to slightly change the direction this film is trying to take now and in the future as it is part of a sequel.
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