Research into similar products- Teaser Trailers

Kung Fu Panda 2- 1 minute 

The makers of this film are shown at the start and at the end of the trailer. DreamWorks Animation and Paramount are huge conglomerates, with a good reputation when it comes to animations therefore this will appeal to the audience.

The opening scene lasting 20 seconds begins with an establishing long shot of the view of the mountains, where the mood seems very warm and happy due to the bright lighting coming from the sky. The camera tracks in quickly through to the Panda; this is helped shown by the ‘swoosh’ sound effect, which feels as if the viewers are going through the wind rapidly creating a strong visual animation effect. This effect is how we get introduced to the narrative, using a match on action editing giving the trailer a sense of continuity.

A non diegetic soundtrack is used where the song has a lyric saying ‘everybody wants kung fu fighting’ which is clearly linked to the film of the title ‘Kung Fu Panda 2’. The Panda is represented in a large size making it seem he is a ‘big friendly giant’ figure. He makes these humorous gestures of cracking his back and showing off his karate moves in a close up shot, where the sound effects to go with his moves seem humorous and cartoon like, which will appeal to their target audience of children. In addition, it cuts to the panda acting funny again trying to show off but failing which is a common technique that always works to make the audience laugh, especially kids. We then see an extreme close up of the Pandas eye as he is getting the viewers involved by challenging him into a ‘Kung Fu staring contest’. The music stops for 10 seconds for the staring contest which further engages the viewers. This good effect further teases the audience; also the Panda addresses the audience in a polite manner as he tells the viewers ‘you look amazing by the way’ extending his strong bond between him and his viewers.  

This trailer will appeal to viewers who have previously watched the first movie. In addition, at the end of the trailer it shows that this film is shown in 3D to attract mainly a younger audience who want to watch the movie in a different dimension.

This animation is an adventure comedy genre for all the family, especially targeted to a younger audience of children. By using the voice over for the Panda as Jack Black, who is a well known actor, this will attract many more audiences than if it was an unknown voice over as kids are familiar with his voice. Furthermore, the presence of Jack Blacks voice over helps show that this is a comedy movie as he has played in many other roles which viewers will recognize in the comedy genre.