The Social Network Trailer

 Audience and Institution
  • Year of Release: 2010
  • Country: USA
  • Certificate: 12A
  • Director: David Fincher
  • Top Billing: Jesse Eisenberg
  • Genres: Biography, Drama
  • Awards: Won 166/297
  • Production Company: Relativity Media, Trigger Street Productions
  • Distribution Company: Columbia Pictures
  • Budget: $40 million
  • Revenue: $224,900,000

Deconstruction

  The trailer starts with the MPAA approved for audience rating and then cuts to black as a slow low pitched score begins. As the first shot is introduced with through a pixilation transition, the come into the song and the montage starts. The montage shows the viewer a selection of different features commonly used on Facebook (such as liking a status and adding photos). Through this montage we are also given the focus of the film as the final photo in the montage is a picture of the founder and CEO of Facebook, Mark Zuckerberg.
The trailer then cuts to black and then fades back in to see the main setting of the film which is shown at the bottom of screen as a title (‘Harvard University Fall 2003’). As this segment of the trailer starts we also get a small voice over from the main protagonist of the film which shows what his basic intention of crating the company in the first place was. This dialogue then expands into why the website was successful in its early days giving the viewer some context as to why it became popular. As this dialogue is being played, another montage is being shown and shows Zuckerberg creating the site and his college life followed by the initial success of the website through the line ’22,000, it was 22,000 (hits)’. In this montage we are also introduced to Andrew Garfield’s character as well as one of the antagonists of the film and with that we are introduced to one of the main conflicts of the film in that the protagonists of the film face various court charges after claims that Facebook is a stolen idea. The trailer also begins to introduce the plot point of the two protagonists constantly conflicting (‘you get left behind!’) and shows how the conflicts escalated. This is mirrored through the score which builds and gets louder and also through the actions on screen as Garfield’s character shouts ‘Mark’ and slams something onto a desk. The fact that there is no sound effect added with the slam punctuates the conflict through the fact that there would normally be a sound added at that point for effect.
After a cut to black the trailer then introduces the films main tagline: ‘you don’t make 500 million friends without making a few enemies’, over two different cut to blacks separated by various other shots of the conflict that are in the movie. This is then followed by shots of Zuckerbergs life seemingly spiralling out of control. This is also shown through the voice overs of a character charging him with various offenses and then another character saying that Garfield’s character is suing him for over $600 million. The music then fades out and a small scene from the movie is shown in which Zuckerberg outwits somebody who was questioning him giving the audience some more information of what the main protagonist is like as well as what the tone for the movie is. The score then fades back in with the words ‘I don’t belong’ being drawn attention to, giving us more information of the characters emotions at the start of the film (its referencing the fact that Zuckerberg created Facebook to break into higher social groups) and the name of the film is also presented in the same font and logo design as the Facebook logo. Throughout the whole trailer the soft and generally quiet music was used to juxtapose the conflicts and clashes between characters, drawing the audience’s attention to the film.
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