Friday, 7 May 2010

Film Marketing Campaign

The Happening

The genre of film we have chosen to create is horror/thriller. I have chosen a film of the same genre and researched the marketing campaign used to advertise the film. I have looked at effective trailers and posters as an example of how my own film would have been advertised.

Word of mouth

Teaser trailers and posters of the film would have started people questioning about the plot. They would encourage people to talk and ask about the film, therefore intriguing a wide range of people about the story and release date.

The Happening released no preview screenings, which could have massively helped word of mouth as people who had seen it before the release date would have told others about it, sparking their interest in also seeing the film.

TV/Press

Interview - http://www.imdb.com/video/screenplay/vi1122631961/

News report - http://www.imdb.com/video/cbs/vi4002873369/

Behind the scenes - http://www.youtube.com/watch?v=Ldwj28lKFVE&feature=PlayList&p=E353C27D4DEC8C2A&playnext=1&playnext_from=PL&index=12

All of these TV features give audiences more information about the film plot and characters. The interview will show audiences the actors giving their view on the film, interesting them to go and see them perform in it. The news report and behind the scenes feature give a brief idea of what the film is about, intriguing people to go and watch the completed film.

Online and mobile

Official website - http://www.thehappeningmovie.com/

The website to the film includes information such as cast members, a gallery and downloads, all promoting the film and making audiences want to find out more.

Posters







All three posters are eye-catching and a good way to remind people that this film will soon be released. They all contain the director and title, giving people an idea to which genre of film it is and what it may be about. 'The Happening' suggests a mysterious event, leading people to be interested in finding out what the film is about. The posters have a scary feel to them, chilling audiences and sparking questions about what has happened. Each poster has connotations of abandonment for example, the empty cars on the road, giving a vague clue to what might have occurred. Having three posters instead of one gives audiences a wider idea of what the film may be about as each presents a different situation.

The happening had no merchandise other than posters. Other merchandise could have helped the film become bigger as it would have advertised the film and fans would have bought it to support it.

Trailers


Official trailer - http://www.imdb.com/video/imdb/vi3001418009/

Teaser trailer - http://www.youtube.com/watch?v=5oceYKBAHtg

The teaser trailer opens with short scenes of the film. They have no dialogue, leaving audiences confused and wondering what has happened. Further on in the trailer, the clips get shorter and faster and dialogue is introduced, giving more of an idea what the film is about, but still containing a mysterious element. At the end of the trailer, the film title is shown along with 'coming soon'. No release date is mentioned, keeping the audience waiting and wondering.

The official trailer starts of quite slowly, building up the tension. This technique also makes audiences feel nervous as they are not sure what will happen next, keeping them curious. It then gets faster, vaguely revealing the story of the film. Short clips of the film are shown rapidly, creating a sense of confusion and mystery to the film. This trailer would have been shown nearer the release date of the film, to let audiences know something about the story and tell them the release was soon.

Premier

The premier for the film would have caused excitement for the release date. Press from the premier would have advertised the film even more and hopefully have encouraged more people to go and see it when it was finally released. Celebrities would have also given the film a good image and encouraged people to go and see it.

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