Textual analysis: Film trailers

The film company that produced the 'Karate Kid' is Columbia Pictures, which is owned by Sony pictures. The matrix was produced by 'Warner Brothers'. Both of these companies are part of the big six - meaning that they are both are out of the biggest production companies around.
Warner brothers was founded in 1918, they now own music labels, TV channels (HBO, CBS). although they have just joined with AOL (internet service provider) and it is now called, AOLTimeWarner. AOL - comes from the internet service provider, time - comes from a small film company that warner brought up, and warner - the original company. just these two mergers show vertical and horizontal integration.
Columbia pictures is owned by Sony. Sony was formed in 1989, it then proceeded to take over the film and television production company Columbia pictures Entertainment, which was previously owned by Coca Cola Company. The company was renamed Sony Pictures Entertainment in 1991. It owns a mass of electrical products, DVD's, games, books, music labels and TV channels. These also show vertical and horizontal integration.
Due to the karate kid being made in 1984, it would have been advertised on TV, it wouldn't be as regular as today. They would have, also, used billboards/posters and radio adverts.
However, the matrix was made in 1999, so regular TV adverts would be broadcasted, along with radio adverts on a variety of stations to try and attract the target audience. Billboards and posters would still be used but there wouldn't be that many as at a billboard, you can normally only get a glance, whereas on TV you are fully concentrating on the advert. The advantage the matrix had was that they were able to advertise online, this would reach everyone in the world. This is an advantage as from one advert they would have been attracting millions of people that see it. Also, it would have its own website, which would show (usually) the trailer, books, DVD/Blue ray DVD.
The matrix stars the famous actor Keanu Reeves, this is called celebrity endorsement, as they are also targeting people that might not want to see a sci - fi film but they might be convinced because he is in it and they like the films he stars in, this would have been an advantage for the matrix when it came to advertising as they could put his picture on the advert and everyone would recognize him.
Both, the matrix and the karate kid have a BBFC of 15 - this would suggest that no-one under the age of 15 should watch this as it could contain: strong violence, weapons, imitable techniques, sexual language/violence, drugs or horror. I think that this rating is suitable for the matrix as it does have some of the above features included. Although, comparing it with the karate kid - that doesn't really contain much of the above, but because it was created a while ago, at the time it would have probably be seen to have strong violence in, also, by being a 15 it would be able to attract its target audience; teenagers. It is important to certify films as otherwise if they are not appropriate for a younger audience it could frighten/disturb them.
The matrix and the karate kid, both have very appealing trailers, that attract the audience using lots of different techniques. Both the matrix and karate kid have show main characters these are signifiers and connote that, in the matrix, that Keanu could be the hero and the others around him are helpers. In the karate kid, Daniel, is seen to be the victim and Mr. Miyagi to be the hero who helps Daniel - who is also a protagonist overcome his bullies.
The locations used in the trailer are also signifiers. The setting of the karate kid, California, connotes the perfect place to go to school, with a beach nearby, music, teenagers and young families. This gives a high level of cultural verisimilitude, with its all American culture of cars, fighting, romance, this is what is expected of American culture. The location in the matrix advert connotes, an enigma due to it being dark also, due to the special effects used it is straight away seen to be a sci - fi genre. The matrix contain a high level of generic verisimilitude as it has futuristic technology, aliens and this idea of the ‘unknown’.
In the karate kid, the dress is a signifier and connotes good and bad, this is because the good, Daniel, is always seen in a white karate suit and the opposition is always in a black suit. However, in the matrix, most people are in black leather this connotes the future, mysterious and not normal, so it already gives us a sense of enigma as we wonder why they are dressed like that.
The trailers have been edited to make people interested in their film. The karate kid flows from scene to scene quite slowly this connotes a family film as it seems quite pleasant and it seems like a feel good film. Also, the graphics are plain and simple which once again connotes a feel good film as it makes it seem pleasant. The matrix, starts fast and mysterious, it flashes scenes in and out to a drum - that sounds like a heartbeat, and moments of darkness. This leaves you thinking and it immediately makes you think that it is a sci - fi due to the feeling of the unknown. The graphics used also add to this as it is white lettering which connotes technology and is white high key.
In the karate kid, sound is used in the form of music, voice over - which is a moderate level and speaks quite slow and low; effects, sound of character voices. In the matrix, sound is used in the form of music, voice over - which is low and is louder than the music level; sound effects and the sound of the characters voices.
Both the films have a multi strand narrative, this is one of the rare things that are the same in both films. The karate kid, has a closed narrative as it comes to a natural ending and the next films are of different stories: it also follows a chronological order, unlike the matrix. The matrix however, has a open narrative as it doesn’t come to natural end and it carries on into the sequel films.
The karate kid and the matrix fit into the uses and graphitization theory as they both give a sense of diversion - they let the audience get away from others thoughts and provides them with comfort and escapism from the real world
The audience would also be able to personally identify with the characters as most people have been bullied, like Daniel, and had their first real girlfriend, so this would make people more at ease or a possible solution to their problems when watching the film.
The karate kid and the matrix also use surveillance as they are both just ordinary people from the start.
In conclusion, it is clear how much technology has improved over the years as watching the two film trailers and the change in the picture quality and the quality of the effects, it seems that they have evolved over time from quite plain one’s, into one’s that leave you wanting and desiring to see that film.