The Force Is Strong In This One

The world was introduced to George Lucas' Star Wars. And so began an ongoing fairytale adventure which made the careers of many, and created an entire planet of geeks and nerds who feel they found purpose for their lives from that moment forward. 

I humbly submit that I am one of them. I can prove my credentials by humming the song being played by the band in the Cantina in Mos Eisley on the planet Tattooine the first time Luke entered!

A song, which, not unusually, despite supposedly being part of a cosmic back catalogue of hits from a long time ago in a galaxy far, far away, appeared to have its musical roots very fimly placed in the back end of the electronic and funky 1970s.

But, I digress.

It happens with us geeky nerds.

To the point in hand - let me begin the blog with a statement which is as far away from being a revelation as is humanly possible - Disney aren't daft.

As a company they've recognised the enormous potential of both the Star Wars brand and The Marvel Universe simultaneously, bought them at costs only a company of their size could justify, and are now reaping enormous rewards from their purchases in a way only a company like Disney could roll out. 

At this stage, let me also declare, I've seen every Marvel movie also, and am a huge fan of those. It's no small coincidence Disney bought these companies now, and are releasing these films at a time the world is hungry for both escapism and adventure, screened to the perfect composite audience of those who know the brands (parents) accompanied by those they want to share the magic with (their kids).

And that's really where this blog is centred. In the art of storytelling.

At the time of writing - this latest trailer for the new Star Wars film has been viewed almost 45 million times(!) which is staggering given that the video has only been live for a couple of weeks. 

Being tasked with breathing life into a Star Wars franchise for a new generation is an enormous honour coupled with an equally sizeable responsibility - one which would keep most people awake at night - and who knows, it probably does that for JJ Abrams also. 

But, he's the man at the helm, and one of those tricky issues he's having to resolve is how to use the art of storytelling for both the audiences I've mentioned. Those who are familiar with the Star Wars world, and those who are witnessing it for the first time. 

He has, at least, in this instance got the assistance of The George Lucas playbook, vast in lessons learned and Star Wars folklore already written.

To the trailer.

• Item 1: Familiarity and suspense

The world famous music establishes, the logo appears, the audience feels the hair on the back of its collective neck rise slightly, as a familiar anticipation is born.

What's actually happened here? That music, which you know, (whether you've seen the movies before or not), has informed your mind - this is from the same stable as before. You know and love this. Given that solid building block, the visual is then free to introduce some new footage shot in the style of the original film. A desert backdrop with familiar vehicles panning left to right, and a crashed ship. 

• Item 2: Black Screen and Voice 

Perhaps the most important point of the entire piece. Black screen. The only thing happening is a very slight underscore of music, to tell your brain there's nothing wrong, and the black screen preparing your mind for the fact something important is coming. The audience holds its breath. And then the voice of Luke Skywalker appears. We never see his face, only hear his voice, and yet we know instantly it's him. Every single key aspect of this trailer is in the information which is delivered in a whisper. Sound here, is key, and King. 

The voice allows for the introduction of the visual elements, but if you close your eyes, they're not even remotely important. They only complement the overall effect. And brilliantly, I have to say!

The battered mask. The favourite droid character. The light saber.

The content of the speech though is the most revealing and powerful tool amongst the arsenal.

Think of what the character's told you.  

This mystical force has gone before and it plays a significant part in what's to come. We get that from the audio only.

• Item 3: Always end with your biggest hit

What the audio has done, is set the root of the concept. Delivered familiar content for those who know and love the saga, sucked in a new audience, and given questions to both. The absolute art of storytelling through a trailer. Perfect.

What the audio has allowed for, having laid the foundations, is the opportunity to showcase some new footage to be excited by - and that's exactly what follows, until the very end when the brain is again prodded by the recogniseable. 

The sight and sound of the Millennium Falcon spacecraft. 

And then comes the fun bit!

By this stage, the sound, through the use of that music, has raced to a crescendo, before the visual has again dipped to black screen. Silence commands the brain to pay attention, and beckons in one final pay-off.  

Still with a black screen, and only audio to lead the way, Abrams allows for the first word in three to stand completely on its own. 

"Chewy..." drawls the gravelly tone of Harrison Ford's Han Solo, as the visual re-enters the fray to reveal Han Solo standing beside his long time friend - Chewbacca, "...we're home!"

Chewy makes his Chewy noise. Words escape me on how best to describe it, but the geek in me knows the sound is best achieved through attempting to growl as you yawn(!), or is that yawn as you growl(?) One final burst of the Star Wars fanfare helps to drive home the significance of the moment. 

Fans worldwide feel warm and gooey inside. Some, even, a little emotional. Everyone's a winner. Let's watch it on a loop until December comes.

What have we learned?

In the art of storytelling, audio is the single most important component. It allows for everything else, by leading the way, laying the foundations, and setting the scene.

Whether through the use of music, either subtly as scenes establish, or raging to stab home a point.

Through the (eternally underrated) introduction of voice, which offers deep connection with the audience and delivers the all-important compelling narrative. 

Sound is the lead star, everything else is merely window dressing - the supporting turn.

This entire trailer works brilliantly whether you open your eyes or don't. Try it for yourself.

JJ Abrams understands it.

45 million people (and rising) understand it.

We understand it too. 

When it comes to sound, the force is strong. 

Help you to master it, we can. 

Want to know more about sound, the art of storytelling, and how it can help your business? It's what we do. 

Let's have a chat. I'll even hum you the tune played by the Star Wars Cantina band if you want me to.

Call me on (013398) 84007 or email john@mellismedia.com 

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