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Easy A (2010) Trailer Analysis

v=KNbPnqyvItk Opening the trailer is a formal inter-title edited in for legality reasons related to the film rating; this is a typical convention of general trailers. It also confirms to the audience that the production is professional.

Following this, the consumer is introduced to the leading protagonist; it is very typical within 'coming of age' trailers to include a narrative spoken by the main character, whether this is diegetic/nondiegetic (similarly seen in The Perks of Being a Wallflower trailer) and we can see this structural convention used here. It appears that the female protagonist (played by Emma Stone) is talking into a camera in an almost confessional manner; she is telling the audience her side, 'the right one', of a story. The character, herself, is conventional to the genre due to her age, apparently teenage. Medium close up shot As already commented on before, it is necessary that the leading protagonist within a 'coming of age' film belongs to the younger generation to ensure that the intended target audience (teens/young adults) can easily relate to the featured subjects. The clip leading on from the preceding scene is of the studio 'ident'; this is used to inform the consumer of the production company behind the creation of the film - in this sense, it almost acts as a signature. The 'ident' can hint at the genre/themes included; for example, Twisted Pictures, makers of Saw, have an 'ident' which reflects the 'gore' content within their studio productions. A soundtrack is cut in alongside the 'ident', which proceeds to create a sound bridge over the next shots. The soundtrack, itself, is upbeat piano music - this could be reflective of the comedic theme evident throughout.

Establishing shot

Close up shot

Wide shot

We see the trailer conforming to the genre conventions further through the establishment of a school location. The audience is introduced to the site through an establishing shot which captures the exterior of 'Ojai North High School A California Distinguished School' - this scene also tells the viewer the state in which the institute is situated. The inclusion of the high school environment is very typical to Hollywood 'coming of age' films, think The Breakfast Club (1985) and Clueless (1995), due to both the age group and youth culture affiliated with such an iconic setting. A close up shot of lockers is then edited in, again used to increase the depiction of the location. A tracking wide shot takes the audience to an area inhabited by, what appears to be, students of the school; the students are characteristic to both the represented age group and high school site, through both the 'young' clothing (jeans) and expressed past times - notice the group of males playing a game together. Cut in over these shots is narrative from our protagonist, claiming

that she used to be 'anonymous'. This hints at the character transition that may be portrayed within the production - the archetypal change of the 'nobody' becoming the 'somebody'. Continuing on from the introduction of the stock location are shots reflecting the 'non entity' persona of the protagonist. The audience not only sees the leading female knocked over within a tracking/titling medium wide shot but also having had her name only just learnt by someone she has taken classes with since kindergarten - this scene is also utilised to establish the protagonist's name as Olive. Through this footage, it is clear to see that she has gone unnoticed by her peers for a long time - this sets her up as a stock character for the 'coming of age' genre. The conversation is illustrated through shot reverse shot editing and over the shoulder close up's. We see another stock character development through Amanda Bynes' role; the archetypal 'mean girl' - basically, the Regina George of this particular high school. The story begins to develop further as 'part one' of Olive's story commences. The soundtrack is temporarily cut out during this foreword and re-introduced over an establishing shot of a typical American family house (another stock location of a Hollywood 'coming of age' film). The music is recognisable as Lenka, an artist appealing to a younger generation - a conventional choice for a film targeted toward the same consumer demographic.

Long shot

Low angle medium shot

Low angle medium long shot

Through a serious of varying shot types, as shown above, the consumer meets a homosexual male teenager who requests an imaginary fling with Olive through diegetic dialogue. The film is conforming to genre conventions through this character as it is typical to include subjects referencing the exploration of sexuality (also seen in The Perks of Being a Wallflower). Expected themes of violence/bullying are included as footage captures the homosexual male beaten up as he expresses to Olive his woe of being 'tormented'. This also references the intolerance of youth culture (ie. homophobia). Inclusion of footage portraying the party "Which lifestyle conforms to brings us genre conventions as to part such culture is two" associated with teenagers eg. house parties during parents absence etc (linking to youth rebellion). Such themes appeal to viewers and enhance audience pleasure as they are easily related to. A combination of sexual and comedic themes further increase this, as a variation of close ups and high angle wide shots depict Olive and her male homosexual friend pretending to fornicate. After this, we see the male gain approval and cheers from other male extras - this links to the stereotypical desire of gaining popularity seen within Hollywood 'coming of age' films.

The audience begins to see the change in the protagonist take place within the next scene as we see students checking her out during a tracking shot capturing her walking - she is starting to become noticed. This change continues to be portrayed as we see Olive being prayed for as she continues to lie about fictional sexual endeavours she is bribed into. Olive begins to play up to the 'slut' reputation she has gained and adorns herself with a scarlet A - relative to the Scarlet Letter, of which she is studying in her classesbehold the clear transition of character. The soundtrack also changes as we see Olive's exterior alter to music by Lady Gaga - a woman renowned for her wild fashion, perhaps used to represent our protagonist's bold style statement. Adding to the theme of comedy, we see her parents tell her she looks like a stripper, later reassuring her a high-end strippe at thar. In a two shot we see a female describe Olive as 'the one everyone is talking about'. Despite this exposure as a fictional slut, we also see themes of real romance between the protagonist and a male character played by Penn Badgley - this will appeal to the audience on an emotional level; through themes of love they will gain emotional pleasure. Medium shot Editing within the trailer is kept minimal through a lack of varying transitions and few inter-titles. In this sense, the trailer is dependent on the footage to attract the targeted consumers, which I feel works well for this particular production as themes are represented well to hint at audience pleasure. Overall, I really like the trailer but I feel my production may not appear as 'Hollywood' as this one does. Analysing this trailer has clarified to me the importance of structure and scripting, both parts I will need to spend a lot of thought on when planning.

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