Q2: How effective is the combination of your main product and ancillary texts?
Advertising and Cross Media Promotion
Advertising is the way in which a production company spreads the word about their film. Cross media promotion is a marketing technique which many films use for promotion.
|
|
The use of bus posters and billboards can be significant towards marketing as it allows the film to reach a wide audience. Transport is used by many types of people especially young adults and teenagers who are our target audience. Therefore its important to use marketing techniques that will reach and interest them, as teenagers and young adults mostly use public transport to travel so they tend to see the advertisements such as the bus posters and billboards.
Competitions are a great way to advertise as it is a way of using your original fan base to gain a wider audience and a way of making people want to watch the film. An example of this is the way Attack The Block used competitions to advertise the film, one of the competitions was having fans to draw their own versions of attack the block posters and the winners would win Attack The Block t-shirts. They also had a DJ competition were they had people to send in their own tracks, the winners grand prize was vouchers and play the set at BassLaced Gets Darker. We also made some competitions such as getting our audience to design a Naughts & Crosses poster, where the winners and runner up could win signed t-shirts, wristbands, phone cases and mugs. Another competition we would have would be having a player with the highest score on our online game win the Naughts & Crosses PS3 game.
The use of technology is a great way to advertise films because it will get poeples attention as many own smartphones, computers, Ipods, consols and much more, it is also an easier access to the internet to view film trailers and other ways films advertise also people can download film apps . Slumdog Millionaire is an example of technology advertisement as they have app games to play SlumDog Millionaire. We also used technology to advertise our film such as smartphones, I pods, I pads, I phones and PS3 games this will get our audience's attention as the majority use technology.
Another way of advertising is online marketing which is a massive growth area, with many unique usages of technology such as social networking sites like faceook and twitter, wikipedia pages, youtube, blogs, online forums, reveiw sites and more. Many films have used online marketing to advertise such as Twilight as they have released the Twilight breaking dawn part 1 teaser trailer online, they have also created there own wikipedia site and the twilights official twitter page etc. We also made sure we had a variety of online marketing such as our own Naughts & Crosses wikipedia site, facebook and twitter social networks, imdb and Youtube these are great ways to get our audience, teens and young adults attention as they are more likely to use these online sites.
The 360 degree product is a very good way to advertise film as it includes a variety of different advertising techniques such as online marketing, technology, competitions and more. The Harry Potter film series used this to advertise their film which was through competitions an example of this was to buy tickets to enter and appear on one of the final Harry Potter films, another advertising technique they have used is selling mugs, t-shirts, wallpaper, books and posters, also through technology advertising as they have Harry Potter PS3, X-box and DS games. To get a larger audience they even advertised through lego games for the younger audience. The Dark Knight also advertised a 360 degree product were they have also included competitions were they would have to answer a question and if they get it right they will win a variety of things such as The Dark Knight rises note book, t-shirts, a template, and a flask. Another way they have advertised is also selling The Dark Knight Rises t-shirts, mugs, wall paper posters, and through technology advertising they have made The Dark Knight x-box games etc. We have also advertised through a lot of advertising techniques such as having competitions, through technology, online marketing and others.
Synergy is another way of advertising films as there could be a repeated symbol an image or font for a title which would get people to recognize there film. A lot of films have done this such as Insidious as they have the same font and colour scheme they have used for there title. We have also used synergy as we have the same font, title and colour for our title and have used it in our trailer, magazine and poster.