Starts off with non-diegetic Christmas music playing in the background, connoting a happy cheerful holiday with the family. The close up of the cooking of gingerbread men, connote loving and festive atmosphere in the house. Bringing the idea that Christmas is a time for joy and spending time with your family into full play here.
The close up of the grandma kissing the little boy on the head shows the genuine love and connection the family have for one another. It's the last moment in the trailer were you see this, even when they're having dinner there are arguments and fights taking place. Here in this shot there is the last moment of true happiness for these characters before Krampus comes to visit them, and their lives are put into jeopardy.
The establishing shot in a high angle and the low key lighting sets up the horrific events to come for the family. Already establishing a a sense of foreshadowing, as it connotes that danger is ready to take hold for the family, that they might not survive this experience.
The stereotypical setting for the family living room sets up the trailer for the happy and lighthearted start that it begins with, full of love and care. However, it's rather ironic as they don't get to experience the family holiday that is supposed to be Christmas. That fire place lit with a warming fire setting a cozy and comforting atmosphere lighting up the room and adding a sense of magic to the shot. However, this disturbed later on when Krampus makes his way down the chimney and blows out the fire leaving the room cold and dark, again creating the sense of anticipation and danger of what Krampus is going to do that family.
The Inter-title, quoting the lyrics from another Christmas song "Santa Clause is coming to town" is rather clever. The idea that Krampus can see you when your sleeping connotes that this family are always in watch from him, they have no way of escape and they're never safe, he is always after them. The sans serif font connotes the seriousness of this comment and how terrible their situation is. It connotes to the audience how much danger the family are in and builds that tension and anticipation of if they're going to get out alive.The fact that the font is white also contradicts the comment, but fits into the colours of Christmas. White connoting innocence and purity, possibly reflecting on the innocence of the young boy when he ripped up his letter to Santa Clause as he gave up on Christmas. Highlighting how naive the boy was to the terror he is about to cause himself and his family.
The mid shot of the the gingerbread man pined to the fridge with a knife, is really the point where you can see that the whole family are in true danger. This is one of the gingerbread men that the grandma and little boy made together earlier in the trailer, when the film was light hearted and happy. Now it's pinned with knifes, possibly connoting it's dead and foreshadowing one of the family members deaths, like it acts as a warning and a threat from Krampus to the family that they won't survive. You also have the fact that the gingerbread man in not actually alive and so has no power or strength against Krampus,and therefore completely submissive to Krampus control. This connoting that the family are going to be completely submissive under Krampus control, and that they won't have any way of escaping or fighting back against him to protect themselves.
The weapon iconography connotes that the family are brave and willing to fight back to save themselves and their family. However, the whole premise of this trailer it would seem is "at what price?". The little boy gave up on Christmas at the price of putting everyone he loves in danger. The family are trying to protect themselves and fight back against Krampus and his helpers but at what price? Will they lose one of their family members?
The close up of the monster with the high key lighting on its face puts emphasis on its sharp teeth making it seem more frighting then it actually is. The mise en scene with the red bow around its neck, keeps the theme of Christmas however, turned it on it's head for a more creepy twist to the the trailer.
The low key lighting with the little boy on the floor with his hand covering his mouth paired with the the silence builds the dramatic tension. Leaving the audience waiting to see if the child is going to die or live through this experience. It then follows with the amplified sound of the music box falling on the floor making it prominent and frighting because of the silence that came before it.
The music box and the sound effect of it falling to the floor being amplified makes the toy that is usually associated with children and fun into something dangerous and terrifying. A symbol of lost hope and possible death. It's spinning it on the head of traditional Christmas and turning it into dread and terror.
finally the mid shot of the clown really draws on a popular fear amoungst people. The fact that it is considered on of Santa's "Helpers" in this trailer really highlights the twisted nature of this Santa. The fact that it's in the house of the victims too make it seem even more dangerous, as it has intruded with their privacy and safety that is meant to be felt in a house.
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