Film magazine analysis: EMPIRE

The most prominent feature that Empire magazine has on first glance is how imposing its images are and how it stands out instantly on a page. Every issue - including the one above -  has the main stand-out character of a particular feature film (protagonist or antagonist) on the front cover; dominating the page. The font for the film's title (the main feature/article) is also altered every issue for the theme of the feature film and helps make each issue wildly different in design and very eye-catching. The front cover features high-key lighting that appears edited or filtered and when/if creating a magazine front cover for the A2 course, I would recommend doing the same to have a well lit, imposing front cover. Note also that the magazine has forefronted the articles and content of the film with bordered captions and made other details like the price much smaller; being barely visible from a distance just above the barcode. The left-third portion of this cover takes up more precedence than the "pugs" and other details like the strapline. In addition, the top and bottom banners (header and footer) are quite prominent on the page with bold text in all capitals for the font and the bottom banner is even highlighted with a border behind the text.

Now You See Me 2 film mapping and analysis

Now You See Me 2: film mapping

0:16 Summit Entertainment a lionsgate company
1:08 THIS SUMMER
1:28 YOU HAVEN'T SEEN
1:33 ANYTHING YET
2:11-2:13 Now You See Me 2
2:14-2:16
Jessie Eilsberg  Lizzy Caplan
Mark Ruffalo  Jay Chou
Woody Haroldson  Sanaa Lathan
Dave Franco  with Michael Caine
Daniel Radcliffe  and Morgan Freeman
2:16-2:20
story by ED SOLOMON & PETER CHIARELLI
screenplay by ED SOLOMON
directed by JON M CHU

JUNE 10

www.NowYouSeeMe.movie
facebook/NowYouSeeMe.movie
twitter instagram/NYSM.M
#NowYouSeeMe2


Analysis of NYSM2

The trailer of Now You See Me: The Second Act seems to take a different take than its predecessor. The first film's trailer featured a bank heist in which an owner and/or supervisor of a French bank was transported from New York to Paris in just a few seconds through some kind of "magic". This then allowed the protagonists (four of the world's greatest magicians) to requisition cash from the bank's vault. The story then leads to our antagonist (Morgan Freeman) attempting to track them down and discover their secret to the bank heist's execution; with the police doing exactly the same thing.

The sequel sees Morgan Freeman return and a similar trick of someone being transported across country in an instant being part of the story. However, similarities end here. There is a change in cast among the protagonists, "The Four Horsemen" and the film's location. The story appears to now take place in China and New York rather than Paris and New York.

Most importantly however, the sequel's trailer has a layer of humour that was absent before. We see punchlines, potentially humorous scenes throughout and slightly less intensity than the first film's trailer. While Now You See Me 2 is still a Thriller/Action movie, there are a few conventions of a comedy in the trailer.

Firstly, there is the pause of the (non-diegetic, asynchronous) background music whenever a punchline is delivered; common in comedy movie trailers. The trailer also begins with a lightly-comedic scene of one of the Horsemen trying (and failing) to teach someone magic.

The pause in background music is not only used for humour, however. It is also used for tension (critical for a Thriller), with lines that are delivered by the antagonist (Morgan Freeman) also carrying a background music pause. This ensures that there is still a certain level of tension and a threat somewhat to the protagonists with this addition. The combination of humour and tension also makes the protagonist seem somewhat "cool" under the pressure of whatever situation the film presents. This could simply be because trailer is a compilation of the crew's best moments, but the trailer still portrays the characters in this way regardless.

Now You See Me: The Second Act has a film trailer that shows conventions present in an action, comedy and thriller production and this will hopefully see the film become just as successful as the first. The comedic scenes just have to avoid seeming forced to the audience and the cast change (most noticeably Isla Fisher's absence and Lizzy Caplan's appearance) should be as seamless as possible.

Assassin's Creed film mapping and analysis

Mapping for Assassin's Creed Trailer

0:02-0:06          The Following Preview Has Been APPROVED For APPROPRIATE AUDIENCES By The Motion Picture Association Of America, INC.
0:08                   20th Century Fox
0:09                   Regency
0:10                   Ubisoft
0:30-0:31           20th Century Fox Presents
1:48-1:49           ASSASSINS CREED
1:57-1:58           12.21.16 Assassins Creed Movie.com        #AssassinsCreedMovie

Analysis for Assassins Creed Trailer

The Assassins Creed trailer (released around May 2016) has the challenge of making a film for a gaming franchise seem engaging to both casual sci-fi and action film fans, but also more hardcore fanatics of the franchise and passionate gamers alike.

One sign of this synergy between gaming and film genres is the institutions. We see Ubisoft in alignment with Regency and 20th Century Fox within the first few seconds; telling the viewer that this is a production with gaming kept in mind.

The trailer itself is also filled with 'easter eggs', hints and signatures that the average Assassin's Creed fan will recognise and (hopefully) be very enthusiastic about (e.g: hidden blade carried by protagonists).

In terms of how the shots are put together, the trailer begins with fades to transition each shot and make the trailer seem slick to begin with. The shots are also on-screen for approximately two to three seconds with a deep, slow-tempo tone to the (non-diegetic, asynchronous) background music. This makes the trailer seem as if it is moving relatively slowly and lets the audience focus on the dialogue which gives critical hints to the storyline.

The music and shot length at the beginning is in sharp contrast to the last 30 seconds. This sees Kanye West being played (with a moderate to fast tempo) while action shots of the "Assassin" are shown. The action shots last for between 1 and 3 seconds, but the pace of the kinesics give off the impression of a shorter sequence. All of the shots are also very familiar with what can be done in the Assassin's Creed video games such as parkour, use of a historic melee weapon and free running. The action shots also see a second female Assassin seemingly working alongside the main protagonist that is not mentioned within the trailer's synopsis. It is the only part of the story that is not briefly explained and it is likely an enigma for viewers to speculate. Note also that the action scenes are set in a historical diegesis (Spain, 16th century approximately) and the Kanye West background music starts when this diegesis comes into the trailer.

While Michael Fassbender plays the protagonist - a well-known actor and a good selling point - this has not been forefronted within the trailer at all. This trailer has focused primarily on the storyline and atmosphere to make it feel like an Assassin's Creed product: something new and interesting for a secondary audience and something cherished and loved by the target audience (gamers, fans of the franchise). Achieving this response from audiences will get the Assassin's Creed film the best possible reviews and (hopefully) the highest revenue.

Central Intelligence film mapping and analysis

Film Mapping for Central Intelligence

0:01 Warner Bros. Pictures    A TimeWarner Company
0:03 New Line Cinema      A TimeWarner Company
0:04 UNIVERSAL     A Comcast Company
0:28    20 YEARS LATER
0:48    From The Director Of WE'RE THE MILLERS
1:15     From NEW LINE CINEMA
1:29     THIS SUMMER
1:45     SAVING THE WORLD
1:47     Takes A LITTLE HART
1:50     AND
1:52     A BIG
1:54     JOHNSON
2:17     CENTRAL INTELLIGENCE
2:26     JUNE 17th              #centralintelligence
2:29     Follow Us On (media logos here)    #centralintelligence

The Central Intelligence trailer shows another action/comedy film featuring Kevin Hart: now known as a bankable star for this genre. He has consistently released (at least) one high-budget action/comedy film within a standard year, often playing the protagonist.

This film trailer informs the viewer that Central Intelligence is indeed another action film when Hart's co-star Dwayne Johnson reveals his character to be a CIA operative. This dialogue is then followed by their two characters being surrounded by armed assaliants and both protagonists jumping out of a window while escaping gunfire.

The action scenes are also littered with punchlines and humourous dialogue to keep this film a comedy as well as an action film. Note also that the trailer pauses the (non-diagetic, asynchronous) background music at the time of a punchline delivery by either character in order to make the humourous tone more obvious and bring attention to the dialogue without distraction. This technique is often seen in comedy trailers and its presence can be used to help quickly identify a comedy production.

Another convention of an action film that is present here is the quick cuts and short takes within the action shots. Each shot of gunfire, car chases or other stunts only remains on-screen for around half a second or one second at a maximum. Note also that shots containing dialogue and punchlines appear to remain on-screen for approximately 3 seconds which when compared to the quick action shots, gives off the impression of a long take. The overall effect makes the action scenes seem quick flowing and exciting and the dialogue seem funnier in combination with the background music pause.

The (non-diegetic, asynchrounous) background music itself is relatively upbeat with a moderate tempo, containing a single (programmed) drum beat for some action shot transitions and dramatic footage. This adds an extra level of excitement to the shots. The trailer also opens with singing, that transitions into being synchronous as a young Robbie Weredick (Dwayne Johnson) is seen singing and dancing in the shower. This adds to the humourous tone of the Central Intelligence trailer; now well established with many features to ensure its presence.

However, what is most likely to make this film trailer a large success is Dwayne Johnson and Kevin Hart's co-starring as protagonists. Dwayne Johnson now has a good reputation within the production of action films and Kevin Hart is becoming increasingly popular for not only his comedy in movies, but his stand-up comedy and his social media responses to fans and other celebrities. One action film star and one comedian within an action/comedy production is very likely to perform well at box office and makes both actors bankable. Both viewers and producers know this, and the tagline "a little Hart and a big Johnson" has been put in place for this reason. It is also why these two characters are the only ones with meaningful dialogue within the highly critical two minutes thirty of the trailer.