Oz the great and powerful 2013 is a prequal to the 'Wizard of Oz' film following the Wizards journey to Oz.
Similarly to 'The Wizard of Oz' the film opens with a black and white (sepia for Wizard of oz) making it appear old and stylish. We are taken though a circus where a fire breather shoots fire from his mouth and out of the frame giving it a 3D illusion. The Disney logo appears a lot more subtly than in usual Disney trailers making it fit on more with the time period of the film but possibly even due to how well associated the film is with MGM and not DIsney. Over the top of the clips is a voice over by James Franco (Oz) explaining how he want to achieve something and be someone. This voice over suggests he's in control and the film is centred around him. We next see him flying off in a hot air balloon during a twister, which also will remind audiences of the original film attracting their attention. We see a low angle shot of him being taken up into the twister making him appear large which could be to signify how he will go on to become the powerful 'wonderful wizard of oz'.
As we enter Oz the square screen widens into a widescreen setting and colour is gradually introduced. We see a developing shot of Oz giving the audience something new as the previous film never had the technology to great the full landscape of Oz. The transition to colour is really effective as it emphasis how different Oz is from the real world. As we look over the landscape there is also a sense of danger as it revels ridged rocks towering over everything. Danger is also suggested with the dramatic music which is used to appeal to a wider demographic of people and not just children.
Like many trailers they used dramatic parts to bring in dialogue as it's when they have the audiences best attention. It tell's us the film is directed by the same man as the spiderman trilogy and the same produce of Alice in wonderland, by attaching successful franchises to it people will be encouraged people to see it as they will assume it will also be successful. I feel this trailer has a risk of being viewed at too similar to alice in wonderland which could result in low turn out as people feel they have already seen it. As it continues Mila Kunis is introduced swell as Michelle Williams and Rachel Weisz all academy nominees or winners which raises the expectations of the film.
Clear genres are presented within the trailer, the exciting journeys tell us it's an adventure. The surreal settings and costumes show fantasy and the relationship between Franko and Kunis suggest romance. After the closing title appears there is a bonus clip after with the Wicked Witch of the West hand clawing her nails across a table. By not revealing everything they keep the audience wanting more.
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