http://www.youtube.com/watch?v=8p4xlLezos0
The link above is the trailer that I'm analysing, it has been titled the 'Kat & Alfie trailer' as it marks the return of two of Eastenders most notorious characters. The first thing about this trailer I noticed was that it has abandoned most of it's Soap Opera elements and adopted a Spaghetti Western theme. This change in style is a technique to symbolise the importance of the two characters; it shows the power Eastenders has as a show to be able to pull this off something that is somewhat humorous, as a serious advertisement.
The trailer begins with an establishing shot of the Queen Vic, which is a focal point for the show and will make the adverts origins immediately recognisable, after a few cuts there is a low shot of Kat (whos identity has not yet been revealed to the viewers) walking across a dusty road in black boots, this communicates tension and possibly a stand off to the audience along with the background music which can be compared to something from an old Clint Eastwood movie. A close up shot of a character called Jane reveals a very worried face as she shuts her blinds before cutting back to a low to high panning shot of Kat, finaly revealing her to the audience. As more shots ranging from medium to close up are shown of other Eastenders characters in shock and disbelief of Kat's return, I noticed the transformed Western style scenery of the Eastenders set is complimented by the trailers editing. The footage has been given a sepia tone and the trailers producers seem to have taken a cinematic approach to make the whole trailer more believable. A front facing shot of Kat turning around becomes an over the shoulder shot, which reveals the trailers second main character, Alfie. Close ups of the two characters faces which cut from one another in a tpyical Western movie fashion are displayed, the cuts being in sync with the distinctive motif that is the Eastenders drum roll. Dialogue between the two shows the audience that they're's going to be some serious changes in the square.
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