Studies Action Adventure Cinema Promotion and Marketing Learning Objective: To be aware of the different types of marketing techniques used to promote a film http://mediadepartment.king- ed.suffolk.sch.uk
Jan 13, 2016
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Year 11 GCSE Media StudiesAction Adventure CinemaPromotion and Marketing
Learning Objective:
To be aware of the different types of marketing techniques used to promote a film
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Promotion and Marketing
This is one of the most important elements of a film’s success. Why?Can make or break a film if not done properlyMakes the right audiences aware of the filmInvolves them in the filmEncourages them to talk about itHopefully, gets them to go and see the film!
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What ways can a film be promoted?
Trailers (full length and teaser trailers)Film postersWebsite with various contentSocial networking sites and blogsAppsMerchandise and tie-in promotionsReviews (online, newspapers, magazines etc)Word of mouthRadioGamesBillboards
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Modern ways of film marketing
The Dark Knight Key Words
Viral Marketing – online content sent around quickly – like a virusFlash mobs – groups of people used to promote the film in a different way
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Read Why The Dark Knight's Viral Marketing is Absolutely Brilliant
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QR Codes
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QR Codes
QR stands for Quick ResponseIt’s essentially a bar code that can be read by smart phones and takes the user to some secret or exclusive content relating to the filmThis could be an exclusive trailer or interview with the cast
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Inception
Each poster has a QR code and, upon decoding it, sends you to a website relating to the film
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Inception
In addition, tin boxes with QR codes on top were sent out to various journalists and industry people.Inside the box was an Inception-labeled USB with the film’s 3rd trailer and a model of the spinning top (seen in the trailers). The QR code on the box directs recipients (with a decoder) to the film’s main viral site, Mind Crime.
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Read the article about Inceptions use of the internet to promote the film and then watch this clip of one of the games that could be played online at one of the sites:
Mind Crime
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Modern film posters
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Apps
You take a picture of yourself and it transforms the picture of you into an alien.
You can then upload and share this with friends
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Other special events to promote a film
260 people attended one of the first preview screenings of Paul.It was the ultimate exclusive screening, open only to anyone named Paul.Women weren't excluded and all the Paula's, Paulette's and Pauline's breathed a sigh of relief as they were granted entry.In addition to the usual refreshments, Paul masks were handed out to all Simon Pegg and Nick Frost were easy to spot when they arrived at the end of the screening for a Q&A.
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Key points
Modern marketing techniques engage and involve the audienceThis allows the audience to feel connected to the film and they want to see it do well at the cinemaThey build up interest by using a variety of different techniques and platforms (online, mobile, word of mouth etc)
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Your task
Come up with a marketing campaign for your filmThe campaign must include:
A website offering content specific to your filmA mobile app that links to your film in some wayA trailer or set of trailers that will be shown not just in cinema but elsewhere (where is up to you)A viral campaign of some sort