The low key lighting, somber music and the use of pathetic fallacy with the thunder storm at the beginning help to show that this is a horror film and that something bad might happen. These genre indicators help to highlight what type of film it will be, and will mean the film is more accurately directed towards its target audience. Another convention of horror films is the use of vulnerable characters - shown, in this film, through Georgie. We see other characters introduced and, although we don't find out much about them, we can infer that they are important to the storyline.
These genre indicators primarily appear during the equilibrium narrative phase of the trailer where it shows the normal life of the children and the slow town in which they live - something that is relatable to most the audience going to see it. The long and establishing shots of the unassuming town help to show the normality of their lives before by creating a place that is relatable to the audience.
The disruption phase comes when the trailer alludes to the child being taken by the 'thing' in the sewers and the townspeople go missing. The close-ups of Georgie highlight the innocence of the boy and could symbolise the evil 'thing' taking over the innocence of the small town. The darkness and pathetic fallacy disrupts the quiet, normal life that the townspeople have been living. The fade-to-blacks and crashes within the music, which are all conventional of the horror genre, help to increase tension and fear within the audience and draws them in to see the film.
The other children, who aim to find out what was going on, are relatable to the audience as they are about the right age and are seemingly normal in their clothing and appearances. The children highlight the recognition phase of the narrative as they all realise what they have seen and that the clown is to blame. The children also highlight the repair narrative phase, where they try to fix it by finding out about the sewer tunnels. The darkness in the sewer tunnels help to indicate further the horror genre and increase the tension within the trailer.
As the film is a re-make, many older audiences, as well as younger audiences, are able to relate to the film as it brings a sense of nostalgia from the original film. This means it will attract a much larger audience as there is already a captive audience from the original film. Both films are based on the novel by Stephen King and this is highlighted as a unique selling point within the trailer. The use of the font for the title is effective in showing the horror genre as it is red and jittery, as if it were blood. This highlights the film genre and gives it an identity for people to recognise and want to see.
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