Marketing campaigns use genres to gain their target audiences interest. There are countless trailers produced annually for upcoming films and subsequently similar genres will have very similar film trailers. Therefore, they must also show how their film is different to others of the same genre. This way, the film will stand out. This is known as the USP: Unique Selling Point.
The Hobbit: The Battle of the Five Armies
https://www.youtube.com/watch?v=6W7RutRghXY
The Hobbit is very similar to that of other films of the fantasy genre and it being linked to the Lord of the Rings films, perhaps makes it more generalisable. However, 'The Hobbit' is a well anticipated trilogy that produced a lot of hype when the first film, 'The Hobbit: An Unexpected Journey' came out in 2012. 'The Hobbit: The Battle of the Five Armies' being the final film of a popular trilogy is one of this films unique selling points. Its other unique selling point is that the films director, Peter Jackson, is known for his wide variety of grand scale, detailed settings. This is evidently used in the trailer for the final Hobbit.
The Imitation Game
https://www.youtube.com/watch?v=S5CjKEFb-sM
This film trailer has several unique selling points. With the inclusion of star quality cast Kiera Knightly and Benedict Cumberbatch is a huge selling point. However, it is the fact that the pair have never collaborated in a film together that makes it unique. 'The Imitation Game' is also based on true events about the Enigma Code during WW2. This is another unique selling point for the film, especially seeing as majority of the population aren't so familiar with the story. The Enigma machine and code not being that known about, is yet another unique selling point for the film.
Annie 2014
https://www.youtube.com/watch?v=F6lNi7cZ-Ho
The story of Annie is known due to its popularity as a musical on a theatrical stage. The previous film of Annie portrays the stereotypical 'Annie' as a young white girl with curly red hair. However, recreating the film but with, perhaps, better quality cinematography, wouldn't have meant the film or its trailer had a unique selling point. Therefore, the 2014 Annie, features a young black girl as Annie. This created a lot of hype in the media which subsequently brought a lot of attention to the trailer. The alternative portrayal of the famous character was the unique selling point for this film.
A Testament of Youth
https://www.youtube.com/watch?v=0tP7k4wqVJo
The trailer makes it clear to the audience that the film is based on true events, this acts as one of the films unique selling points as the majority of films are solely fictional. The trailer highlights the military and martial themes which make it evident that the film is about war. Another unique selling point of this war film is that the central protagonist is a female. This is unique as in war films, the central protagonists are typically male.
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