Analysis of the teaser trailer 'Alice In Wonderland'

The teaser trailer Alice In Wonderland is a short clip lasting 01:36. The target audience for this teaser trailer is for males and females and the age group of about 12 –  19 years of age. It is a remake of the original Alice In Wonderland

The location of the teaser trailer is a mixture between an animated location and a real location. The real  location is very brief and set in a forest. The animated location is in a variety of settings such as a forest, castle, palace and house.

The opening scene of the teaser trailer is a montage of five shots. This allows the audience to interpret themselves what is going on creating an enigma. The five shots are in slow motion as a young girl runs through a forest. The transitions of these shots are 'fade' and along with the slow motion adds a mysterious feel right at the beginning. The shots are a mixture of CU, MCU and LS all of which are a deep focus so you can see the background clearly. These shots gradually revel what the girl looks like starting from her feet to create a bold impression. The lighting is very dark as if she is running at night creating an enigma again. Non-diegetic sound starts from the beginning. It is elegant, high pitched and slow like the girl. Editing is used such as chronological order of the shots. Overall this opening scene creates suspense as the girl is running this is because we do not know what is happening.

The girl then falls down a hole by a tree. Here the atmosphere completely changes. There is an abrupt change in the music from elegant to dramatic. The non-diegetic sound is now loud, bold and up beat creating a huge contrast from the previous scene. As the girl falls down the hole the tempo of the non-diegetic sound increases creating a dramatic feel. As she falls 'whoosh' sounds have been edited in as objects pass her to create the sense of her falling fast again adding a dramatic feel. Editing is then used that cuts to a black shot with the directors name 'Tim Burton' introducing him. As it flicks back to the shots one of is the girl drinking the drink that will make her shrink. The music gets high pitched and faster building up anticipation and drama. The music then dies down to a more mysterious sound as she enters the new world. The lighting is dim creating an unknown feel. At this point all the characters are introduced as if the girl is exploring. I variety of camera shots are used such as CU, MS, LS, MLS all to introduce characters and create a particular impression. Continuity editing is used throughout to create a 'flow' making it easier to watch. However some jump cuts are used to create a bold impression. As we are introduced to characters a range of camera movements are used. For example, when introducing 'friends' of Alice it is a high angle shot to make them look small and vulnerable. When introducing the princess a panning movement is used to make it look elegant. When shown the Queen a low angle shot is used to make her look powerful. When introduced to the 'evil' character it is a CU and panning to make him look evil and so we get a good look at him creating a lasting impression. Throughout this time a new non-diegetic sound is used, it is a voice over from one of the characters. It makes it more personal as he is talking to you. The overall atmosphere of this scene is mysterious and dark. Non diegetic sound varies in tempo as action parts happen. The speed of this section is fast and the shots are short in order to create and exciting atmosphere.

Towards the end editing is used. The name 'Johnny Depp' is shown to tell the audience he is in the film. By seeing his name it may entice people into seeing the movie - the aim of a teaser trailer. Then the title of the movie is shown very dramatically with loud music. It is shown towards the end so the audience remember the name. Further editing is used to address the audience - 'you've got a...' making them want to see it. The credits are shown and then finally the release date. This is shown last so the audience remember it.

An institutional reference is made to 'Walt Disney' at the beginning. This may have been made because Walt Disney have a good reputation for creating good quality movies. This may entice people into wanting to see the movie.