The initial production companies, Universal, MRC and the night chronicles, are displayed on the screen for the first 12 seconds of the 2 minuet 33 second trailer.
The first establishing shot shown of city the film is based in- but this image is shown upside down- first signifier to the audience that this film is going to have something not "normal" about it. Words "ON ANY ORDINARY DAY"are shown also, starting to relay the storyline to the audience. The typography is capital lettering with one letter trailing down as if dripping, signifying the idea of dripping blood to the audience or the idea of movement in a singular line- as the film is based in an elevator. The non-diegetic sound is a tension building, high-pitched piano piece, adding to the initial tension and mystery brought on from the upside down shot shown initially.
As the scene changes, the first main character, a young woman, is shown to be walking into an office building in professional clothing. Off screen diegetic dialogue "hey lady you got to sign in" plays with the mid-shot of her walking in. This, followed by a fade in cut long shot of her touching the security guards arm and with her body language being very sexual portrays to the audience that she seems to be trying to get away with things because of the way she looks. She replies with "do i look like such a threat", and a long shot shows her walking away in a very pronounced walk showing that she is very in touch with her sexuality.
Another upside down, reversed-panning shot of city with words "OUR LIVES ARE FILLED", the "I" in "FILLED" elongating is next shown followed by another view of the city with "WITH CHANCE ENCOUNTERS" seen. The reversed and upside down features of these shots grinding with conventions and normality signifying that the contents of the film will not fit with conventions of normality also. These words that are shown are also ways to explain to the audience more of the storyline, instead of having a voice over, ruining the effect of the horror and mysterious aspects that are being portrayed.The same non-diegetic sound, follows close up shot, mid shots and two shot of the other four main characters main characters within the film. The editing effect of fading out the shots makes the trailer flow more and emphasises the first sight of these specific characters. The elevator- the main location of the film- is also introduced in last two shot where the old lady and suited man look towards it, again denoting to the audience the significance of the elevator, the two characters positioned either side of the elevator in the placement and framing of the shot.
Upside down city shot again- "AND RANDOM EVENTS".All five of the main characters are then shown in a mid shot within the elevator, all portraying their different personalities. The young woman is shown smiling and looking very pretty with her smart clothing and her pride of her appearance shown in her body language. The older lady in the background to the right looks timid and shy and keeps quiet, portraying the idea of a week old woman who is completely innocent. The security officer at the front right is there, pushing the button for the young woman, being a "good" security guard by assisting the people he is around. The suited man tries to do a good thing for the last main character, holding the door open for him. This shows him doing a good act for someone- an important aspect for the audience to understand for later story development. And finally, the late man being humble and thanking the suited man for his help, however looking scruffy in his hoodie and jacket compared to the rest of them and out of place. Non-diegetic sound also changes at the point of hearing the "ding" of the elevator opening the doors again by the suited man, an intensifying single note played to signify to the audience the importance of this group of people going into the elevator and the doors closing- what is about to happen.
The last upside down city shot is next shown with the words "BUT TODAY" displayed. A zooming camera movement into the vent of the building in question within this film is shown, leading to the elevator duct with the wires pulling the elevator up. This imagery alone puts the audience on edge, being reminded that with such a tall building, only these thin wires are holding up these people within the elevator. At the point of the last city shot, a new non-diegetic sound is played that is a deeper, repetitive piano music, depicting the initiation of the main story to the audience. As the camera goes down the elevator duct, the speed of movement increases rapidly, as if the camera is falling and the words "EVERYTHING", "HAPPENS", "FOR", "A REASON" come up just before the camera reaches the elevator that is going up- adding tension but also telling the audience more about the storyline and what is about to happen. A whooshing diegetic sound follows the fast moving camera, along with intensifying diegetic sound.
As the camera shot reaches the elevator, a feeling of hitting it created with a mid-shot showing the suited man and a two shot of the old woman and security officer, the elevator shaking vigorously and stopping suddenly, along with a diegetic "banging" sound of the elevator shuddering.
A non-diegetic bang links to a fast paced tilting shot of the building from the ground shows the shear height of the building-playing on the audiences' fear of heights. The mise en scene of this shot- the sky being cloudy and a gothically dark look given to the surrounding area add to the intensifying tension of the trailer so far.
The screen then goes black, diegetic sounds of questions such as"Whats happening?" are asked by the characters, showing them panicking and talking to each other. A flash of the light turning on is shown in a revers panning shot showing the characters standing in the elevator followed by another black screen that then jumps to an extreme close up shot of the young womans face. A shot of the CCTV of the elevator that security are looking at is seen showing that young woman is hurt with blood over her back.
A fast pace long shot of police and fire engines outside the building- lots of them- showing that there is a big fuss being made about this occurrence. This is followed by fire man trying to open up the elevator door but not being able to- "somethings jamming it"- police officer trying to open it too- can't and then a fire man using saw to cut through wall to try and open it but still cant get them out- again a supernatural aspect is shown with this. So many people are trying to get these people out of an elevator but there is a force that is not allowing them to do so.
There are lots of changing shots of all of the characters, inside of the elevator and out, showing an overview of the film for the audience to comprehend and a fast pace of editing, creating tension within the trailer.
Before the final peak of the trailer, a last supernatural link is made with a shot of the CCTV in the elevator of the five people standing normally all looking at each other. Static is shown on the screen showing them all standing normally but then suddenly shows them to all be dead on the floor for split second until the static stops and they are shown to be normal again. This clever piece of editing is used to add tension, suspense and add tot he supernatural horror elements of the trailer so far.
As the trailer starts to end, the non-diegetic sound completely changes. Long, high pitched drone sounds start to build and intensify with a diegetic sound of the elevator going up and passing each floor is played along side with many different graphic action shots within the film. The sound doesn't suit what is being seen, contrasting to the visual violence of the footage, with various black screens with titles explaining the story to the audience.
A final "ding" diegetic sound of the elevator door opening plays before going silent and the young woman shouts "TURN ON THE LIGHTS".
Non-diegetic crashing is played suddenly, again, making the audience jump. Along with the black screen, a man in the elevator whispers "Who are you" before the words "DEVIL" are displayed with a scary whooshing sound that fades out, ending the trailer with a loud "bang". Ending titles follow the main footage with the website address displayed at the end also.
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