Both the trailer and the poster were designed to attract more people to watch the film. The company has used synergy so the poster and the trailer relate to each other. They both refer to the website to encourage more people to learn more about the film. Both of them use narrative possibilities.
On the poster it says that empire, a popular movie magazine has rated it 4 stars. The poster has the words, “they’re coming” underneath a group of people which makes it seem like the two people in front of them are being hunted. The man is represented braver than the woman because he is armed with an axe and looks like he’s protecting her.
The people in the background make it look like the people in the front are looking in different direction. Near the bottom of the poster there is black writing on a red background making it look like spilled blood. The two people are both holding weapons looking like they are ready for a fight. The blood and the weapons indicate that the movie is going to be very violent.
The website at the bottom of the poster shows people where to go for more information about the movie and so they can watch the trailer. It says that the movie previews at Halloween so more people will watch it to see how scary it is. The movie is in the Arctic Circle so they will be in darkness for 30 days which will make it harder for them to see if they are being followed. At the bottom right corner of the poster there is a face shouting and looking up at the two people.
The storm clouds at the top of the poster indicate that trouble is coming. The man is shown to be a police man so it looks like he is going to be the hero. The people in the front are looking to the right making it seem like they are being surrounded.
The trailer is non chronological and starts with an equilibrium, but It is dark and snowing outside and makes you think that something is going to come through the window. The camera cuts to a man sitting in the living room and looking intense. Then it cuts back to the kitchen and something comes flying through the window and shocks the audience. It cuts back to a medium shot of the man to show his reaction. The woman gets dragged through the window and then under the house. She gets dragged away from her point of view and we see her frightened husband.
It fades to black and shows a studio title card which doesn’t use warm colours. There is no red because the blood has been drained which ties in to the fact that this is a vampire film. The cards are used to fill in the story. The camera fades to black after each shot and the shots are at a high angle. The lights are off in the village so everyone there is in complete darkness. The fades to black are used to unnerve the audience. There is a long high angled shot of the village and the clouds are low and heavy so they look menacing. Some title cards explain the background of the film. A high angled shot of two people in dark coats looking down at the village shows that the people are in danger.
A man on his own is shown in an extreme long shot. Then there is a close up with someone behind the man blurred. There is a montage of shots which are fast paced and quickly edited to build up excitement. The camera cuts to a police man and has a shot of him looking at a man in a prison cell. The bars make us think: is the man in jail trapped or is the police man? The only way to find out the answer is to watch the film. The man in jail says, “Board the windows. Try to hide. They’re coming” and each shot gets closer to the man in prison to scare us. There is a Cut to a different man in the police station with someone behind him through the blinds. The man behind breathes heavily and we know that they are in danger.
There is a montage of shots and the lights go out in the village. A sequence of shots separated with quick fades to black and fade up. There is a non-diegetic beating sound and a little kid is shown alone in the street and a woman starts screaming for help. There is a close up shot of a mouth with vampire teeth, and a woman says to someone that vampires don’t exist, but the audience knows that she is wrong.
The film was produced by Sam Raimi someone who is well known for producing horror films. The letter I spills blood in “Sam Raimi” to link it to the vampire theme. There is an edit to a shot of a face with blood dripping from its mouth and then shows long vampire nails covered in blood so we can see how vicious the vampire is. There is a Quick fade to black and fade up of blood running down a hill after the man in prison says it isn’t the weather its death approaching. Montage of shots of people being dragged under houses.
A title card says how can they be stopped and the only way to find out is to watch the film. The cop says that we can last a month and then there is a sequence of shots of the village getting destroyed. The beat of the music gets faster and the lengths of the shots get shorter to excite the people watching. There is a build up to the final scare of a woman screaming and a vampire going to bite her. The title is shown in red and it fades away and shows the billing block and then the website. The website is shown so people watching know where to go for more information.
The trailer is more effective than the poster because they are sounds and moving images for impact. For example the beating during the montage of shots. The poster and the trailer link together by the mise-en-scene, the website and the same iconographic imagery.