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Film marketing

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Fergie Ferg

on 4 June 2015

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Transcript of Film marketing

Film marketing
We looked at conventions of posters this morning, but what are the effects?
Example answer
Two of the conventions used on the poster advertising Jaws, are the title of the film and main image. The typography used for the title is red which is often associated with danger. This might encourage the target demographic to see the film because it implies that the film features dangerous situations which can be used by audiences for escapism and entertainment.
The main image is positioned in the centre of the mise en scene which tells the audience that the shark is important to the story of the film. This appeals to the target audience because it creates an enigma code that encourages them to wonder if the shark will attack the woman also featured on the poster.
The use of the shark also clearly informs the audience that the genre of the film is horror/thriller as it is typical to have a threatening force in this kind of film. The red typography and the main image also strongly hint at the narrative of the film and what is going to happen. There is a binary opposition of the "good" woman swimming in the blue sea and the "bad" shark who may attack her.
Large Hollywood studios such as Marvel and 20th Century Fox have more money to spend marketing their films, than a smaller independent film studio such as Focus Features.
Why do you need to know this?
In section A when you are looking at PRINTED ADVERTS, you may be asked to look at a film poster.
Let's look at the example analysed poster for "Jaws"
Go back to your film poster
Use the example as a guide to annotate some of the features of your film poster.
Let's look more at film posters
If you are asked to look at film posters. You should approach them like any other printed ad.
Start with:

What is being advertised
Who is the target demographic?
What is the brand identity?
What is film marketing?
Film marketing is all the different methods used by a film studio to promote their film.

After setting a release date for a film, the distributor works towards the theatrical release, investing in the materials and marketing campaign to support it.
Film marketing is big business
Avatar cost $237 million to make:
How much did 20th Century Fox then spend on marketing it?
Another $150 million dollars
The Avengers cost $260 million to make. How much did Disney/Marvel then spend on marketing it?
Another $100 million dollars
This is why audiences are more aware of mainstream Hollywood films than smaller films.
In section B when you are looking at TELEVISION ADVERTS, you may be asked to create a film trailer.
List as many ways as you can, that films are advertised and promoted.
Trailers -
tv and cinema
Posters -
billboards, buses, in magazines and
newspapers, in cinemas
Promotion by the cast -
chatshows, magazine
interviews
Internet advertising -
banner ads, pop up ads,
youtube, websites
Social media -
facebook, twitter, vine, snapchat
Collaborations with other companies/brands -
SYNERGY!
Merchandise
Radio ads
Example of Synergy
Kingsman is an action film with a "British" twist.
A luxury suit collection was created for the British brand Mr Porter
Take That released a song for the film along with a music video that promoted the film.
These collaborations support the "British" brand identity.
Apply this to one of the posters we looked at this morning.
Title/font – colours used and their connotations
What symbols/iconography are used in the poster?
What are the main figures/objects/background of the poster?
Who do you think is the intended audience for the poster?
Are "expert witnesses" (i.e. critics) quoted?
How is attention gained (humour, shock, surprise)?
Are the messages in the poster primarily visual, verbal or both?
Which genre conventions are referred to?
Is a star used as a USP (unique selling point)?
Binary Opposition (Black/white – Good vs. Evil)
Who is shown in the image – Protagonist or Antagonist? How do you know?
Is the storyline hinted at?
Things to consider when analysing a film poster:
Practice question
1. Select two conventions from your film poster (2 marks)

2. Explain why these conventions have been used (8 marks)
Why have they been included in the poster? (what is the effect?)
How do they help the film to appeal to the target audience?

What do they say about the brand identity of the film?
Does the convention tell you anything about the narrative of the film? (Toderov/binary opposition)
Do the conventions tell you about the genre?
Even more about film posters!
Teaser posters can often be released quite far in advance of a film being released. They build excitement for a film without giving too much away about the plot.

There will be consistency in the design between teaser and main posters.
Consistency in colour scheme and typography.
Consistency in logo, colour scheme and tag line.
One of the benefits of a print advertising campaign for film marketing, is that film studios can build anticipation for a film, even if their film is still being shot.
Final point
Film posters are valuable to organisations for a number of reasons:

Build anticipation
Increase brand awareness
Highlight the USP
Inform the audience about the narrative
Reach a wide audience (billboards/bus stops etc)
Can target specific audiences (are they published in the Sun or Empire?)
Offer engagement to the audience (QTR codes/social media links/participation)
Full transcript