Praktični pomen in analiza filmskih napovednikov

Kramarič, Sabina (author), Hladnik, Aleš (mentor)

Filmski napovednik danes predstavlja najpomembnejši del oglaševanja v filmski industriji. Največkrat se s to obliko oglaševanja srečamo na televizijskih ekranih, pred pričetkom celovečernega filma v kinematografih in na spletu. Napovednik ima lahko zelo velik vpliv na uspešnost filma, zato imajo ustvarjalci pri izdelavi pomembno vlogo, saj lahko doprinesejo izjemen dobiček ali povzročijo izgubo. Vse je odvisno od dobrega ravnovesja prikazane vsebine za izpolnitev potreb ciljne publike, ki vzbudi večje zanimanje za ogled filma. Hitro se zgodi, da napovednik prikaže preveč, kar lahko gledalca odvrne od ogleda, ali prikaže najboljše dele filma in tako ustvari prevelika pričakovanja in kasnejše razočaranje. Prvotno so bili napovedniki v kinematografih prikazani po predvajanju filma, od tod angleški izraz »trailer«, kar v direktnem prevodu pomeni prikolica. Kmalu so ugotovili, da to ni najbolje, saj je večina ljudi po koncu filma takoj zapustila dvorano, zato so napovednike začeli predvajati pred pričetkom filma. Danes je v čas predvajanja filma zajetih približno prvih 20 minut, namenjenih napovednikom. To pripomore k celotni kinematografski izkušnji, izraz pa se je obdržal vse do danes. V diplomski nalogi je tako predstavljeno oglaševanje s filmskimi napovedniki, spremembe in razvoj skozi zgodovino do danes. Predstavljeni so najbolj uporabljeni in najpomembnejši elementi filmskih napovednikov ter njihova vloga pri tvorjenju končnega izdelka. Predstavljeni so glavni tipi napovednikov in načini distribucije le-teh, da dosežejo čim širšo publiko. V zaključku teoretičnega dela so predstavljeni učinki, ki jih imajo filmski napovedniki na pričakovanja gledalcev. Namen eksperimentalnega dela je bil raziskati odnos do filmskih napovednikov pri nas in uporabiti znanje, pridobljeno iz teoretičnega dela, za izdelavo novega lastnega napovednika. Končno analizo in primerjavo med uradno objavljenim napovednikom in lastno izdelanim napovednikom pa predpostavljamo glede na rezultate ankete in teorije.

• Language: Slovenian
• Keywords: filmski napovednik, film, montaža napovednika, filmsko oglaševanje
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2020
• PID: 20.500.12556/RUL-119119
• Publication date in RUL: 03.09.2020

Secondary language

• Language: English
• Title: Practical meaning and analysis of movie trailers

Abstract

The movie trailer today represents the most important part of advertising in the film industry. This form of advertising is most often encountered on television screens, before the start of a film in cinemas, and online. The trailer can have a very big impact on a film’s success, so creators play an important role in making it as they can make a huge profit or cause a loss. It all depends on a good balance of the content shown to meet the needs of the target audience, which causes greater interest in watching the film. It quickly happens that the trailer shows too much, which can distract the viewer from watching or show the best parts of the film, thus creating too many expectations and later disappointment. Originally, the trailers were shown in cinemas after the screening of the film, hence the English term “trailer”, which in direct translation means trailer. They soon found that this practice did not work best as most people left the cinema immediately after the end of the film, so the trailers began airing before the start of the film. Today, this is still widely used, and the first 20 minutes or so of the reserved film screening time is intended for trailers. This contributes to the overall cinematic experience, and the term has been retained to this day. The diploma thesis presents advertising with film trailers, changes and developments through history to the present day. The most used and most important elements of film trailers are presented, as well as their role in the creation of the final product. The main types of trailers and ways of distributing them to reach the widest possible audience are presented. At the end of the theoretical part, the effects of film trailers on consumer expectations are presented. The purpose of the experimental work was to investigate the attitude towards film trailers in our country and to use the knowledge gained from the theoretical work to make a new trailer. The final analysis and comparison between the officially published trailer and the self-produced trailer is assumed based on the results of the survey and theory.

• Keywords: film trailer, film, trailer editing, film advertising