IT (2017) Trailer Analysis; Psychological Appeal

IT (2017) Trailer Analysis; Psychological Appeal

The trailer opens with a close up of a paper boat created by a young child. This is then followed by a two shot of young brothers. The use of this specific camera angle heightens the relationship between the brothers as we can immediately connect with them and relate to the situation. This then cuts off to an establishing shot of the younger boy going out in the rain, alone.

The use of the non-diegetic sound is used to create an effect over the images, creating tension and suspense.  On the other hand, the diegetic sound is used to create verisimilitude, which is reinforced through the rain.  Pathetic fallacy is presented through the use of the weather, which creates the idea that; something bad is bound to happen. The music comes to a sharp stop where danger is awaiting.  This further emerges with a sting of music when the clown appears suddenly. The use of this iconography is extremely successful as typically clowns are the most frightening symbol in a horror.  Relating to the psychological appeal of horror, the audience is the one who chooses to consume the product as typically ‘they can either succumb (to the frightening images) or learn to manage’.

Following the black inter-cut, there is a birds-eye shot above the town the film is based in. This progresses with a tracking shot of the centre of visual interests at first glance; the children. Each scene is specifically separated by a black fade, which slows the overall pace down creating a dark and eerie mood. The non-diegetic soundtrack heightens the horror effect creating tension to build the fear; this is an expected convention in a horror trailer. The clothing choices are specific to the time period (70s) leaving the audience aware of intended era. Followed by a cross-action shot, the use of dark lighting juxtaposes the scene against a bright flashlight used to ‘protect’ the characters. The contrasting images effectively heighten the fear, as typically, the light is a protector against the dark. The audience expect and thrive off the fear, which is reinforced through the content and narrative structure. “The pleasure comes from the relief that follows,”  “It provides a cathartic effect, offering you emotional release and escape from the real world of bills and mortgages and the economy and relationships.”

Around halfway through the trailer, the main selling point is mentioned; ‘the clown’. This is almost forbidden to mention as it is used to sell the product, leaving the audience anticipating what is to come. With the use of a close up, the audience becomes more involved in the scene as they can relate to the characters facial expression when the terrifying word ‘clown’ is used. This again reinforces the typical horror appeal as specific iconography is used against the viewer.  With this being said, the audience consumes the product to gain something out of it; ‘you choose your entertainment because you want it to affect you’. Within the sound choices, a loud sting of music is used to break up the scene and cuts to a typical horror setting with eerie music played on top- following the typical conventions a horror trailer should have.

As the eerie music follows, the plot becomes more intense as the characters reveal more about the forbidden topic ‘IT’. This continues with a close up of one of the characters fearfully using his inhaler to regain his breath. Here, the audience find themselves in the text as the information is revealed to them the same time it is to us, further creating verisimilitude. Relating this part to the psychological appeal of horror films, this part of the trailer leaves the audience ‘feeling nervous and unsettled’ despite the anticipation to ‘excite and arouse’. This particular scene leads into continuous flashing of both images and music to reveal the first image of the terrifying antagonist. The clicking of the music almost resembles the audience’s emotions, as it is face pace, intentionally heightening the fear.  This is key to a typical horror trailer as it is intentional to make the viewer’s heart racing, similar to the pace of the trailer.

As the trailer ends with the protagonist running from the villain, the audience is left with anticipation of what will happen in the end. This is an expected and important convention in a horror trailer, as the audience wants to be left wanting more. The fact that the outcome of the ‘hero’ is not revealed intensely heightens the suspense for the release of the film, going against the idea that “negative feelings created by horror movies actually intensify the positive feelings when the hero triumphs in the end.