R13 - Film Trailer Analysis: Paranormal Activity 3

(2015)

The trailer starts off with the non-diegetic dialogue of “Katie… I want you to concentrate”. The mid shot presents two girls, one sitting colouring and the other, confusingly staring at the screen with her head tilted to one side. Both are wearing traditional white nightgowns which can normally be associated with horror films as females are often in nightgowns; perpetuating their femininity and innocence. The effect on the screen connotes that it is a recording being watched, as the visual effects often flicker across the screen as if of a recording of a screen. The dim lighting in the room connotes that this could be at night which is also often commonly linked with horror.

The frame then moves onto the computer screen, which confirms that it is a recording of a screen. The handheld recording effect moves onto a character who is dismissive to believe in the supernatural as he excitedly says there’s “paranormal videos in a box from the basement”. This foreshadows the movie to the audience as if they know of the Paranormal Activity films from beforehand, they’ll know what to expect as this is the way the film has branded itself. The shots focusing on the man are shorter than the mid shots focusing on the girl’s face on screen. When he picks up his little girl, in the background the ghostly girl is still visible connoting that she has something to do with the man and his child later on in the film.

As the hand held camera shots continue, sinister music fades in. His daughter says “there’s noises in my room” connoting her youth and innocence of being scared. A non-diegetic scream his heard as the screens go blank making the audience jump at the sudden shock. Text saying “This October” fades onto the screen in grey font with a black background which shows the audience it is around the time of Halloween; a key time of horror. The frame then moves onto high angle over the shoulder close up shots of the man opening the box on their front doorstep and discovering more videos connoting this is happening in their own home. A non-diegetic dialogue of a woman’s voice says “I’ve heard of spirit photography before, I’ve just never seen it in person” suggesting that it is the wife.

Whenever something appears on screen, a loud sting is played as the music intensifies. Throughout, there is a range of loud and quiet non diegetic screams. The music quietens down as the frame comes onto a point of view shot where he can see the back of his daughter and her reflection in the mirror. He says “what are you doing here?” as the establishing shot focuses on his daughter and as she turns her head in the mid shot, the suspense music increases louder. As soon as the visual and diegetic sound of the mirror cracking occurs, the frame goes onto a black screen.

Another non diegetic sound of “bloody Mary” occurs and the hand held shots move onto the two girls in the bathroom. The music again intensifies adding to the suspense in the audience. The bangs of heavy drums add to the volume of the intensity. The frame moves onto a dark room with an open window and a frightened woman. A black figure suddenly emerges from the window and the diegetic high pitched scream moves along to the oncoming short shots. The short frames could be so that the viewer doesn’t know what is coming next, making them more vulnerable to being scared. The loud, distressed music ends the trailer with the non-diegetic speech of ‘bloody Mary’. Two screens fade in giving more details about the film.

In every way, this film conforms to the stereotypical conventions of the horror genre. It's lighting is used in a variety of ways; dim, bright etc, and whatever time of day it is representing, it is visible in the film trailer. The use of mise-en-scene is also significant, as the costume fits the part of the trailer, and the characters perfectly. The 'normal' adults wear stereotypical clothing, for example jeans, tops and colours that compliment their gender. On the other hand, the little girls in nightgowns can be seen as a social deviance, as in this day and age, you would expect them to wear pyjamas, however it is clear now that it is conforming to the horror genre. 

The pace of the action packed trailer is fast throughout. Even though at the beginning of the trailer, clips of recordings is presented, there are moments within the trailer especially the bedroom scene where the ghost flies through the window where the cuts are short paced and fast. This adds to the ambiguity presented of the trailer as the audience do not know what to expect - a convention of a horror genre. 

The Paranormal Activity title is now very well known, as it is normally associated with home recordings of supernatural movement. Therefore because this is the third film, the audience automatically know that it is Paranormal Activity, due to the same style of the film that has been continued for all three films. The camera style mark is now symbolic for the film which has now continued for the trilogy, establishing them as a brand as well as a film.