How do trailers help fill cinemas?

Marketing campaigns may use a film’s genre to gain our interest, playing on elements that are familiar to an audience. But at the same time, a marketing campaign must also show us how a new film is different to others in the same genre: this is known as the USP (unique selling point) of the film.

The USP is what separates one film title from another released at a similar time or within the same genre. The USP could be many things, for example:

• the innovative use of special effects
• an unusual mix of genres
• a popular star

Watch the three trailers in the clip viewer.

• Hobbit: Battle of the Five Armies
• The Imitation Game
• Testament of Youth

What do you think is the USP of each of these titles? Give reasons for your answer.