As The Hobbit:TBOTFA is the final part of a prequel trilogy it has to feel like its going to be a massive cinematic event, as a result this trailer has a grandiose feel with many links back to the original trilogy and featuring almost every character. One of the most poignant references to the original trilogy is the song in the background of the trailer which is sung by Pippin in The Return of the King over the top of Faramir's doomed charge against the Orc forces. By including it int this trailer they not only promote the link between the two trilogies but also for those who have seen the Lord of the Rings it hints at impending tragedy. Another link back to the original trilogy are the characters that feature in both of them, for example Galadriel, Gandalf and Saruman played by Kate Blanchett, Ian Mckellan and Christopher Lee respectively. By having these big named characters and actors featured in this trailer it will bring in a wider audience of cinema goers who will see these names as a symbol of quality.
There is very little speech in this trailer which makes what speech there is especially important. At the beginning Bilbo has a short voice over which basically serves to build the mystery around the film, with the suggestion of key character death. However as this is very vague the ambiguous nature of it will serve to entice in a cinema audience by making them want to find out more. The next speech is over halfway through the trailer with the exchange between Bard and Thorin, "Will you have peace or war?" with Thorin replying " I will have war". This shows a shift in the dynamics of Thorin's character, while previously he was very much a "good" character this hints that maybe in this film that could change.
 There are lots of slow paced establishing shots and fast paced mid or two shots which introduce all of the characters while maintaining the epic tone of the trailer. The low angle shot of the dragon Smaug is intimidating for the audience and firmly shows that this film will be darker than its predecessors.