Conjuring Trailer

Did the distributors highlight the key points you mentioned;

1) True Story;
-This feature was mentioned in the trailer, after the opening scene the distributors used a new clip to show "based on the true story of the Warrens" it immediately creates a link with the USP about the events that occurred in real life.
-Characters introduce themselves as "just Ed and Lorraine Warren" reinforces the personal side, drives home the narrative and the true story effect.
-Recounts their past cases "out of the 1000's they investigated there is one so disturbing they kept it locked away" again reminds us of the fact that this happened in real life, links in with the shocking of the viewers and intrigues them. How could something so horrific and shocking happen in real  life.
-"until now" makes it sound exclusive and secretive. The audience are seeing something that has never been seen before.

2)Happy Ending;
-Does not feature in the trailer.
-Instead of showing a happy ending we are shown a live exorcism, violence & psychological horror.
-Showing a happy ending in the trailer would lessen the effect of the trailer and would seem out of place.
-By not showing it in the trailer the distributors can use it as a twist to surprise the audiences when they actually go and see the film, makes it unique.