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Two different trailers for the same book from the same publisher in United States and Canada. The content is basically the same message but a different approach was taken in each. The trailers are level 1 trailers with basic animation.

Random House US

Random House Publishing Group.
Video: http://bt101.info/hssus

Lead: 23 Excite: 18 Amaze: 10 Direct: 5
I Am Half-Sick of Shadows (0:56)
US Version
I am Half Sick of Shadows (US) cover.jpg
Author: Alan Bradley

Flavia Deluce

Series: Flavia De Luce
Publisher: Random House US
ISBN: 978-0385344029
Date Published: Oct 30, 2012
Approach: Character, Humorous, Plot Line
Elements: Animation, Directive

The US version of the trailer does not assume viewer prior knowledge of the main character Flavia de Luce and uses the captions ‘is busy whipping up a concoction in her laboratory… that will capture SAINT NICK’ to introduce her eccentric nature.

In the village of Bishop's Lacey, Christmas is just days away.
Eleven-year-old aspiring chemist and amateur detective
Flavia de Luce
is busy whipping up a concoction in her laboratory...
that will capture SAINT NICK.
But she is soon distracted when, amid a raging blizzard, a body is discovered...
strangled to death.
As the storm worsens, the list of suspects grows.
Flavia must ferret out a killer
hidden in PLAIN SIGHT

LEAD Analysis

Lead Slow build up to 'that will capture SAINT NICK' - character summary LEAD Timing Stopwatch.png
Excite [interest] Plot line summary
Amaze [hook] Problem summary
Direct [directive] 'Give the gift of Flavia' with the book cover.

Trailer Arc

Setup.jpg Character.jpg Crisis.jpg Challenge.jpg Directive.jpg

The trailer is three summaries: character, plot and problem. Very complete and compact.

Random House Canada

Video: http://bt101.info/hsscan

Lead: 10 Excite: 20 Amaze: 16 Direct: 13
I am Half-Sick of Shadows (0:59)
Canadian Version
I am Half-Sick of Shadows (Canada) cover.jpg
Author: Alan Bradley

Flavia Deluce

Series: Flavia De Luce
Publisher: Penguin - Random House

penguinrandomhouse.ca

ISBN: 978-0385668118
Date Published: Nov 1, 2011
Approach: Character (by reputation), Humorous
Elements: Animation, Directive, Praise, Series

The Canadian version is a play on the classic 'Night before Christmas.' The music is staccato and not typical holiday fare. The trailer relies on the viewer knowing the character Flavia De Luce by reputation.

Twas the night before Christmas
and all through Buckshaw
Not a creature was stirring...
Except Flavia

Introducing the latest addition to the Flavia De Luce mystery series by bestselling author Alan Bradley. Give the gift of Flavia

Missed Opportunity

This trailer relies on the viewer knowing the character from previous books.

LEAD Analysis

Lead 'Twas the night before Christmas' is familiar but the music is not. Then 'and all through Buckshaw' tells us something is different LEAD Timing Stopwatch.png
Excite [interest] 'Not a creature was stirring...; - familiar - 'Except Flavia' - new.
Amaze [hook] 'Introducing the latest...' announces the next in the Flavia De Luce series is out.
Direct [directive] 'Give the gift of Flavia' with the book cover.

Trailer Arc

Setup.jpg Character.jpg Directive.jpg

I like the night before Christmas approach but the approach only works if the viewer knows the author or character by reputation.

Publisher Intro

It’s Christmastime, and Flavia de Luce—an eleven-year-old sleuth with a passion for chemistry—is tucked away in her laboratory, whipping up a concoction to ensnare Saint Nick. But she is soon distracted when a film crew arrives at Buckshaw, the de Luces’ decaying English estate, to shoot a movie starring the famed Phyllis Wyvern. Amid a raging blizzard, the entire village of Bishop’s Lacey gathers at Buckshaw to watch Wyvern perform, yet nobody is prepared for the evening’s shocking conclusion: a body found strangled to death with a length of film. But who among the assembled guests would stage such a chilling scene? As the storm worsens and the list of suspects grows, Flavia must ferret out a killer hidden in plain sight.