Evaluation: Question 1

In what ways does your media product use, develop, or challenge forms and conventions of real media products?

Evaluation: Question 2

How effective is the combination of your main product and ancillary texts?

It was important that throughout our Teaser Trailer, poster and website we successfully kept a direct theme running to conform to our film genre, which was a Psychological Thriller, as well as to relate to our target audience, which were Young Adults over the age of 18.

Imagery:

For our Promotional Package, we kept a direct link through the use of imagery. Our trailer is focused around a teenage girl whose life is essentially torn apart due to her taking a “gateway drug”, which leads to both substance and alcohol abuse as well the impact it has on her life, and her mental health. To make this clear to the audience, the visual imagery used on our Poster, and website both also focus heavily on this.  We decided to only have the protagonist on our poster, as we wanted to convey the importance of her character within the film, as well as the negative effects the drug has had, as it shows how the character is two different people, before and after she takes the drug. The imagery on our website is also consistent to the visual imagery on the poster, and the imagery used in our Teaser Trailer. We did this by using different shots from our Teaser Trailer, and putting them as the background for our website.

We also conformed to the general theme of our trailer, as a lot of the visual imagery used on our Website, shows the different drugs that the protagonist has taken. An example being the background image of the Protagonist smoking. This image was used to show how our protagonist has been influenced by the gateway drug, and how she has progressed into using different drugs as well. Another example of this is the image of the syringe.

Using similar imagery throughout our Promotional Package is effective as it makes the genre and theme of our film very clear for the audience who want to view it. It can also be considered effective as it ties together the Promotional Package through visual branding, allowing the audience to see the similarities between all three texts which makes them view all these texts as a single Promotional Package.

Colour Scheme and Typography:

The colour scheme for our Teaser Trailer, Poster and Website is somewhat consistent.  The typography in all three texts is white, specifically the colour of the typography for the titles shown on the Website and the reviews shown in the Teaser Trailer. We decided to keep the same colour scheme and font for both the texts because we felt as though the white colour would stand out to the audience as the typography was on a dark coloured background.  We used a mix of dark colours such as the black background on our poster, and the colour of red, seen on our website background with some of the background pictures, and our Teaser Trailer.

We used these two colours in all of our texts to convey to the audience the dark nature of the film, as the use of the red colouring connotes danger, as well as showing the mental instability of the protagonist, as the use of bright red lighting could potentially connote disorientation.  The use of the darker colours can also connote a sense of danger, as well as a sense of evil, as the villains in films tend to usually wear very dark clothing. 

On top of this, the use of the text being in white in all three texts, and the background of the poster being dark, as well as the background in the Teaser Trailer being black when the title appears, can be used to show the binary opposition of the character before and after she takes the drug, as black and white is usually used together to show good vs evil. The style of the typography, is typically masculine as it is bold and not cursive. We felt as though this would subvert the audiences expectations as we subverted the general convention of the Psychological Thriller genre as the protagonist is typically a male, whereas we used a female. Using the same colour scheme throughout the three texts is extremely effective as it gives the audience a clear idea of the genre of the film.

Themes:
The main theme for our Teaser Trailer is the negative effects of drugs. We were able to convey this theme through all our Media texts.  In our poster we conveyed this theme by the use of layering the protagonist, as it  displays to the audience how she was before, and after taking the drug, as it can suggest her changes in personality, due to the lighting used, as well as the use of blood coming through her nose in the right hand image. The use of the blood in the right hand image

We were able to convey the theme of drugs in our website as well, by using different types of drugs in the background image, some which we took from our Teaser Trailer.        

Evaluation: Question 3

What have you learned from your audience feedback?

Initial Audience Feedback

After developing a few initial ideas for the trailer we created a survey that was answered by 16-18 year olds, and was about what they as an audience believed would be more effective for our trailer. We did this to see what this audience would expect from a Psychological Trailer, and what they would want to see in one. Therefore, after collecting their answers we could respond accordingly within our media piece.

For question one,we got a brief idea of what our audience expected from a Psychological Thriller, and from this we could see that the majority of responses expected to see drugs, dark lighting and red lighting. We thought it was very interesting too see how our audience saw the significance of lighting for Psychological Thrillers, this could be because of the conventions of most well known Psychological Thrillers, such as Requiem for a Dream, as they often portray the colours red and black, and deal with psychological issues such as drugs. Additionally, this could be because the audience picks up on the dark connotations of darkness and red imagery - therefore as from this survey we became immediately aware of the audience's belief of the importance of lighting - this was a very signifiant and prominent aspect of our trailer.

Therefore, in order to comply with these, we used low key lighting throughout the more drug-fuelled shots, and used a prominent red colouring for the drug taking scene. This colour use fulfilled the audience's expectations of what a Psychological Thriller should appear like. We had the theme of drugs throughout, with repeated extreme close up shots of various drugs, and a suspenseful drug taking scene.

For this question we wanted to see what sounds the audience thought was most relevant for a Psychological Thriller, the most popular answers were 'remixed music' and 'beeping sound effects'. We found this response interesting, and thought the popularity of the answer could be because we were asking a younger audience, and as this genre of music is more lively and youthful it is more relatable to a younger audience as it is what they are used to being exposed to. It can be suggested that Psychological Thrillers typically have an older, more adult-based audience, so by using a very current remixed songs, we appealed more to our target demographic.  We can also suggest that with modern drug-fuelled media, such as Pulp Fiction, Skins, Breaking Bad, and Trainspotting, the drugs are depicted in a positive way, which is mirrored by the party/club scenes and the upbeat, positive/lively music used - therefore this is what our target audience is accustomed to and associated drug scenes with.
This response could also be because the remix of music can add to the fast pace of the trailer, and can also create a sense of distortion that the drugs create.

The monotony of the beeping sound is effective as it can contrast the fast paced variety of shots. We decided to start the trailer with the sound effect of an alarm clock, in order to convey they initial normality of the protagonist's life. This then increased in speed, and began to resemble a heart monitor, this symbolised the change in her life as she began experimentation with drugs. The switch from normality resembles the disruption in her life. 

For the drug fuelled shots we created a remix of several popular songs, these mirrored the on screen action, as we edited the shots so they were synchronous with the music. Additionally, the mash up of songs added to the distortion that was created through post-production editing, such as layering.

This question was asked in order for us to be able to narrow down which colours we focused on within our trailer. The audience's belief of the significance of lighting, and the prominent connotations of red and back is again very evident in this question. This could be because of the common use of this low-key lighting and red and black colour imagery, in modern Psychological Thrillers that our primary audience will be used to watching, such as Se7en, The Machinist and The Silence of the Lambs

Both black and red follow the conventions of a Psychological Thriller, and they obtain negative connotations, such as evil and blood, which are what we were aiming to convey. This is likely to be why the majority of the audience chose these answers. 

We made red our most prominent colour used in order to depict the real shift in the protagonist's life. The red symbolised danger, fear, corruption and blood - which are all themes conveyed within our trailer. We use the red lighting very explicitly in the drug taking scene, and then it is most subtly displayed throughout the rest of the trailer (eg blood).

For this we wanted to see what the audience expected to see regarding a drug addiction, and whether they would expect to see it in a more negative or positive light. The majority of responses were what we had anticipated they audience would want to see, which was they would expect to see the themes of addiction, vulnerability and insanity. We can suggest that the audience expects to see this due to the effects of drugs, and how they are often portrayed to take a negative toll on the user's life. Additionally, we can consider how drugs are such a dominant aspect modern society, especially within youth culture - therefore these negative themes, such as vulnerability, depression and addiction, are the most common answers as this is what our audience is used to being surrounded by.
We used the mise en scene, lighting, editing and camera work in order to depict these themes.

We used extreme close up shots of various drugs in order to convey her addiction, as the trailer went on we conveyed stronger and more dangerous drugs, such as the syringe, in order to convey her
progressive addiction.

We illustrate the theme of vulnerability through her inability to stop her addiction, she has lost control to it. This is depicted through shots of the physical effects that the drugs have on her, such as nose bleeds, and her spitting out blood. We also convey her lack of control through shots of her screaming and running, to highlight her unhappiness and vulnerability.

We depicted insanity by breaking the fourth wall and having our protagonist laughing into the camera in spite of the pain and suffering she is experiencing. This presents her psychological disturbance, and follows the conventions of a Psychological Thriller.

This question gave us more of an idea of the specific ways in which an audience expects to see a drug addiction presented on screen. The most popular responses were for there to be multiple shots of drugs, and for there to be a fast pace. This was an interesting response as it gave us an insight into what our audience perceives to be important aspects of a drug addiction. Multiple drug shots indicates that an audience sees drug addictions as something extreme, where the user is completely submerged in a drug-fuelled experience and life. This suggests that the audience views drug addiction in a negative light, as it puts forward the idea that they see it as dangerous.
Additionally, the popularity of the answer 'fast pace' illustrates that they see the overwhelming effect of the drugs, which causes distortion and disruption within a normal life. These opinions could again be because drugs have become so common within modern society, to the extent where our audience is very aware of the danger and disruption of this.

We used various extreme close up shots of numerous different drugs to display her addiction. We used an overwhelming amount of tablets, and covered the entirety of the camera lens, this suggests how inescapable the drugs are to the character, and how they have become the most pivotal aspect of her life.

Additionally, we scattered a variety of pills over a counter top, this demonstrated the sheer amount of them, and by being thrown carelessly around it mirrors the protagonist's lack of control.







Throughout the trailer we utilise a very fast pace, keeping the shots in time with the non-diegetic music, this represents the chaos in her life, and suggests that everything is all happening so quickly she has no time to process it all, or do anything to change it.

We also used other, less popular, answers to this question to convey her addiction, such as breaking the fourth wall, screaming shots, fish eye effect and blood, as we felt these all conveyed a psychological breakdown, and depicted her descent into insanity and addiction. Also, some of these shots, such as the fish eye effect used during the party scene add to the sense of distortion which is caused by the effects of drugs. We also created this effect though post-production editing, such as layering

First Draft Feedback

After completing our first draft, we received detailed audience feedback from a focus group of 17-20 year olds on how to improve the piece.

It was suggested that the beginning section of the trailer did not effectively convey the Psychological Thriller genre, due to the slow pace, continuity, and high-key lighting.

The opening montage was seen as too similar to a film opening, rather than a teaser trailer, and conveyed aspects of Social Realism, as opposed to Psychological Thriller. Because of this we decided to remove the opening montage, in order to focus more on her drug addiction, and added in drug shots, such as an extreme close up of a syringe, the protagonist drinking alcohol, and pills spilling onto a counter.

After listening to the feedback we decided to make the trailer more effective we needed to further display the protagonist's descent into addiction and insanity. In order to depict her powerlessness and breakdown, we needed to add more drug fuelled shots, and more shots of her breaking down into madness, such as multiple drug shots.

For the drug taking scene it was brought to our attention that there was not enough variation in shots, there were too many repeated shots with red lighting. Therefore, we subsequently removed several of the shots that we had repeated of her dancing, and added in more shots of her breakdown, such as the protagonist breaking the fourth wall and laughing into the camera.

Additionally, in our draft it appeared that the protagonist's mental instability occurred over the process of one night after the party, however we had intended to portray a breakdown over a longer period of time. In order to change this we added more locations, such as the living room, and also styled her with a multitude of costumes. This also more closely followed the conventions of a teaser trailer, which display events that take place over a longer period of time.

One of the main issues that came to our attention was the main drug used during the initial drug taking scene. Feedback from the focus group told us that the drug appeared too unrealistic and unintimidating, therefore to really emphasise the dangers of the drug use we changed this to multiple drugs all falling onto the camera, we did this to highlight how the increase in drug use, within society, as visually they are everywhere, covering the screen completely.

We were told that a way we could improve our trailer would be to add more creative editing, and camera angles. We achieved this by creating unique shots with the GoPro, this included experimenting with taping the camera to the bottom of a glass bottle, we edited this into a match on action shot of our protagonist drinking alcohol. Additionally, we put the GoPro at the bottom of a full bath and created an ambiguous shot of the protagonist screaming underwater. This follows the conventions of a Psychological Thriller as it adds a sense of mystery. We also expressed creativity through the trailer with graphic matching at the start, before she attends the party. In these shots she is facing away from the camera, getting ready and walking, the repetitiveness of the shots mirror the normality of her life before it is disrupted by drugs.

To make the pace of the trailer more effective we most shots, making them shorter, and added a variety of very fast paced new shots. We edited this in a way so it was in time with the non-diegetic music, so at each new beat there was a new shot. This new faster pace was not only parallel to the music, but also the narrative as it created tension and created a sense of lack of control, as it goes so fast the audience is almost unable to focus on the whole thing - similar to how the drug addiction is affecting the protagonist.

Final Piece Feedback

'The transition between the beginning and the end is profound'

'The lighting really conveys the theme across well to the audience'

'Captivating'

'The use of a domestic location really contrasts the theme of drugs'

'Visually stunning' 

'The shots of drugs emphasise that she is in a narcotics fuelled world'

Audience feedback is vital when creating a product, as the response is coming from the target demographic, and they are lucrative, therefore their opinion is essential.

Evaluation: Question 4

Question 4: How did you use media technologies in the construction and research, planning and evaluation stages?

           

Deconstruction of Martha Marcy May Marlene Website

Martha Marcy May Marlene is a 2011 Thriller/drama directed by Sean Durkin. Before entering the site, an image of the protagonist appears, within the letter M. Representing all the alias' she portrays in the film. Below the image the names of the main cast are listed, This is used so the audience can see who is in the film. We want to include this within our website. On top of the image, reviews flash up, giving the audience a hint of what the film is about, and what critics think of it. This will persuade the audience to go and see the film. We are planning to use this for our film website.

As you enter the site, the background changes to black, which creates a sense of mystery and suspense, conforming to the Psychological Thriller genre. The white stars on the black background, move into pictures of the Antagonist, further connoting a sense of suspense to the audience.  The white stars also spell out the themes explored within the film, such as "Possession" giving the audience an idea of what happens in the film.



The user is able to click on certain parts of the image, which leads them to another picture, which was likely used in the film. The image is shown to be slightly distorted, conforming to the Psychological Thriller genre, as the audience is not given all the information of the plot.  At the top of the page, the website has a sidebar, linking to two social media websites,  Facebook, and Twitter, therefore appealing to a wide range of audiences.

Changes to our Teaser Trailer-The Montage

After finishing the first draft of our Teaser Trailer, the feedback we received said that our beginning montage was too long, providing an unclear narrative as it seemed more like a film opening rather than a Teaser Trailer. It would have therefore confused the audience, as they may not have been able to clearly identify the genre of out piece.

We therefore decided to cut down the montage at the beginning of our trailer. We only used three scenes, all with the protagonist with her back to the camera. The feedback from our changed montage scene was more positive due to the shorter length, and the fact that it provided a clearer narrative for the audience, as the transition to the party scene in our trailer works better.




To make this transition work, along with cutting down the beginning montage, we also added the non-diegetic sound of an alarm clock, which increases in volume and tempo to mirror a heart monitor, which provides a clear transition to the next scene, which is the POV of the protagonist the party.

SURVEY

https://www.surveymonkey.co.uk/r/J9W3WR7

What we used from our Inspiration Ideas

We decided to use some techniques and ideas from our inspirations post at the start of the year, however after carefully planning our shot list, and experimenting with some shots we thought would work effectively, we found out that some of our ideas would not be suitable for our Teaser Trailer.

An example of this is the Dolly Zoom we were planning to use when our protagonist first takes the drug.After filming this scene using this particular effect, we found as we watched it back it looked too comical. We therefore decided to change this shot to a close-up of the protagonist. We found this worked better as the audience was clearly able to see the characters emotions, showing the effect the drug had on her, which provided a very clear narrative, unlike the Dolly Zoom. 

Another example of this is where we decided against using dramatic music for the main part of our trailer, which we originally attended to do. We decided instead to use a remix of a popular pop song (Pumped Up Kicks) as we felt as though it paralleled what was going on screen very well, as it conveyed the disorientation the protagonist was feeling at the party, and the negative effects of the drug it had on her later in the trailer.  We felt that the use of dramatic music throughout our trailer would not make the genre as clear, as it would make it seem like more of a horror. On top of this, as our Teaser Trailer has some social realist aspects in it, the use of using a pop song conforms to this type of genre.

We also did use some techniques and ideas from our inspirations list. An example of this is where we used red tints/lighting within our Teaser Trailer as the colour red can connote a sense of danger that a character may face, conforming to the idea about the dangers of drugs. It also conformed to our genre.

 We also used Graphic Matching within our Teaser Trailer, as we found it looked very effective within our Teaser Trailer.We used graphic matching for a montage scene to demonstrate the normality of the protagonists life, which contrasted with the shot towards the end of the trailer where we used a handheld shot of her running down the street showing her descent into chaos. 

Finally we also used Close Up Shots in our Teaser Trailer as it conforms to the Psychological Thriller genre building tension, as the audience can see the Characters Facial expressions clearly.  Close-Up Shots can also draw importance to different objects or characters, so the audience is able to focus on them. This worked well in our Teaser Trailer as we were able to use close-up shots of the characters face whilst at the party, and after she takes the drug, to portray the audience the negative effects of the drugs.

Reconsidered Certification

We have decided to alter the certification of our Teaser Trailer to an 18, due to the mature themes and dark nature of the trailer. After doing research, we discovered that the theme of drugs is more relevant to 18-21 year olds and is a very serious issue. Because the audience is intended to be active, it is up to them to think for themselves when they view the film and we felt as though 15 year olds weren't the right target audience.

Our Trailer does not promote nor encourage drug use, although at the negative effects are not explicit until the second half of the trailer- which may mean it is not suitable for under 18s. Although our teaser trailer has no strong language, it is likely our film would as it is a hybrid between a Social Realism and a Psychological Thriller and it is a convention often adhered to in both genres. Our teaser trailer is comprised of a multitude of close ups of drugs, and overall, drugs are explicit throughout.

Survey Monkey 2

https://www.surveymonkey.co.uk/r/9XDSQX3

Deconstruction of The Silence of the Lambs Poster

This was the first official poster released for the film directed by Johnathan Demme, when it came in 1991.

The poster shows the protagonists (Jodie Foster's) face with a butterfly covering her mouth. Her eyes, usually blue are red.  The faux skull markings on the moths head, show that the skulls are made up of 7 naked women, which is believed to be homage to Salvador Dali.

The poster shows a contrast of light and dark; the protagonists face being white, and the background around he fading to black. This use of colour suggests the presence of both good and evil in the film. This use of colouring conforms to the Psychological Thriller genre. On top of this, the use of the deaths-head Hawkmoth across the protagonists mouth, and the high contrast of her face matches the dark tone of the film, allowing the audience to immediately be aware of the genre.


The title "The Silence of the Lambs" is interpreted in visual form on the poster. The Protagonist is displayed to represent the lamb, and the high key lighting of her face connote some sort of innocence about the character.The moth across her mouth represents her being silenced. The red colouring of her eyes, and the dark colouring of the moth could represent the danger she will face in the film, as well as adding to the mysterious and sinister atmosphere of the poster.

The film is shown to challenge the classic thriller conventions by having a female protagonist, which is the only character displayed on the poster. This can be considered unusual for the Psychological Thriller genre, as the protagonists are usually all male. By challenging these conventions the poster could potentially appeal to a wider audience.

The use of the typography in the red font is used to connote the danger the protagonist will face in the film. The colour also conforms to the Psychological Thriller genre.

Deconstruction of Gone Girl Teaser Trailer

The first shot of this trailer is a tracking shot, first showing the audience the 'Missing' poster and then moving towards the crowd of people holding candles. The lighting is low-key and the diegetic sound of crickets in the night creates an eerie ambience. This is contrasted by the non-diegetic contrapuntal piano music which sounds upbeat and romantic. There is a sound bridge to the next shot- a midshot of Nick speaking into the microphone, with Amy's parents to the right of him, and a poster of Amy framed in the background to his left. Everyone believes Nick is the only thing standing between Amy being reunited with her parents and this framing further suggests that. It is a low angle shot, and possibly a point-of-view shot, as Nick is standing on a stage, above the crowd. This presents him as powerful and dominant. Nick is also presented as powerful in the next shot, in which Amy's head is against his chest and she looks up at him. His hand is stroking her head and she is in a vulnerable position. The non-diegetic love song continues and the lyrics depict everything the audience is lured into believing Amy is innocent.

Three shots of Nick Dunne are used, separated by two contrasting shots- one of them kissing and then of the first sign that something is wrong when Amy disappears. The shots of Nick zoom in each time, closer to his face as he realises for the first time that something bad has happened. Nick is framed alone; the long shot leaves him in the middle of the screen, surrounded by the interiors of the house, the cool tones of the shots on his own, contrast the warm yellow tones of the shot of the couple. Their lives have changed so drastically from then to now, and this is evident in the lighting. The shots of Nick have high-key natural lighting suggesting that the truth will be revealed while the kissing shot is low key, and only their silhouettes are visible clearly. The eye level midshot presents a balance in the relationship that is no longer there.

The last shot of Nick in this sequence, is a low angle close up, presenting him as powerful and is one way in which the audience are made unsure of what happened to Amy. His face is lit naturally from the windows on the left but the right side of his face is left dark, conveying a duplicitous nature and a hidden truth, once again handing the audience false clues as to what has happened.

Throughout the trailer, there is a variation of lighting- often a high-key lit shot will be followed by a lowly-lit shot. Other shots incorporate both light and darkness- such as the shot of Nick pulling down the blinds. His face is in the background of the shot and is dark and appears sinister as he shuts the light out. The blind is in the foreground- and is brightly lit by natural light. It is also white which furthers the contrast to Nick's shadowed face in his dark home.

Fast paced montage editing is a convention of teaser trailers and the shots are often cut quickly to prevent giving too much away to the audience. The screen goes black just as Nick grabs Amy, and the audience are more likely to watch the film to find out what happens next. To add drama, this is where the music gets faster and a fast paced drum beat comes in. This is supposed to be the most romantic part of the song, but when paired with the contrasting abusive shots, it is twisted and becomes disturbing.

The straight cut editing gets faster as the teaser trailer progresses until the last shot of Amy's body in the water after being drowned. This creates tension and intrigue, which is the ambience a Psychological Thriller wants to leave with the audience. The water is dark and appears murky- which contrasts Rosamund Pike's fair skin and blonde hair. She is often labelled as an English Rose. The fade to black after the shot adds more mystery as Nick Dunne's voiceover pleads innocence while the audience can see her body on screen.

The trailer finishes on the line "I did not kill my wife. I am not a murderer," which reiterates the main plot, and leaves the audience to decide whether they believe him or not. The last shot matches the poster and the website- shots similar to this are used to connect the trailer with its ancillary products, and help to promote the film to a larger extent.

Music

For our teaser trailer we had to create our own original non-diegetic music to make the action on screen more effective, and more interesting to watch.

As our trailer is a Psychological Thriller, we watched many other real media from this same genre, in order to gain inspiration.
One of our most predominant influences, for not only narrative, but music too, was Requiem for a Dream. This trailer uses fast paced, club-like music, which mirror the party shots. This music highlights the way in which the drugs are initially used - in order to have fun. The music connotes this enjoyment through its upbeat rhythm.

However,  on several occasions, the on screen action does not fit this upbeat music, as it displays mental breakdowns, and entrapment, such as the character screaming for help while in prison, and the protagonists falling into lives of addiction, pain and prostitution. Therefore, it can be suggested that, although on the surface it appears to be a positive depiction of partying, drugs, sex, and fun, as suggested by the music -  this music is actually perhaps contrapuntal as a darker message of helplessness and pain is presented. This could be suggestive of the negative effects of drugs and addiction.

This clip presents the upbeat music used in the trailer:






















In our trailer, we utilised the music in a similar way; we created a soundtrack from a remixed club version, of a pop, upbeat song. This mirrored the club-scene effect we were striving for, it suggested that the protagonist has started to experiment with drugs primarily due to the surroundings she now, as a young adult year old, finds herself in, such as parties, clubs, experimentation with drugs, sex, and alcohol. The music mirrors that of the music she would listen to, while in these situations.
Similarly to Requiem for a Dream, although the music mirrors the enjoyment she may initially experience while at these parties (as presented through the dancing shots), it also contrast the shots nearer to the end of the trailer, as she begins to lose control, and lacks mental stability. Shots such as her spitting out blood, and starting to experiment with hard, dangerous drugs, by injecting them, contrast the non-diegetic music, as they are portrayed negatively and suggest danger and unhappiness.
We aimed to portray helplessness, and the negative effects of addiction throughout the trailer. This is similar seen in Requiem for a Dream.

This clip presents the club-like music used in our trailer:




Another aspect of the sound that we looked at, and researched, was the way in which the Psychological Thriller teaser trailers often ended. It appeared to be a common convention that there would be a increase in tension throughout the trailers, which was followed by a moment of quiet and immediately contrasted by a climatic loud moment, mirroring the on screen shot. This is done to lure the audience into a false sense of security, by allowing them to believe the tension, and most dramatic shots was over, and had already been conveyed, then the climax is shocking, and induces surprise and perhaps fear. This is done to hook the audience, and having the climax at the end, with no restoration of equilibrium, it leaves a sense of complete ambiguity, resolving nothing, and leaving the audience with a mystery.
This technique is found in Requiem for a Dream, as the trailer goes in a full circle, starting with dialogue and no non-diegetic, ending with the same dialogue and no music, then this is immediately followed by the character screaming underwater - which creates this sense of fear and mystery.

This clip conveys the ending music used in Requiem for a Dream:



For our trailer, we followed this convention, by having a short moment of silence immediately followed by a shocking climatic moment. We did this to hook the audience, by leaving the trailer as ambiguous and mysterious, and to create the element of shock.

This clip depicts the ending music used in our trailer:

contrasting shots

graphic match shots at start contrast with running shot at end

still vs hand held
both from behind
walking vs running
change in her mental state