Year 11 GCSE Media Studies Action Adventure Cinema Promotion and Marketing

1. 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 http://mediadepartment.king-ed.suffolk.sch.uk

2. 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 properly • Makes the right audiences aware of the film • Involves them in the film • Encourages them to talk about it • Hopefully, gets them to go and see the film! http://mediadepartment.king-ed.suffolk.sch.uk

3. What ways can a film be promoted? • Trailers (full length and teaser trailers) • Film posters • Website with various content • Social networking sites and blogs • Apps • Merchandise and tie-in promotions • Reviews (online, newspapers, magazines etc) • Word of mouth • Radio • Games • Billboards http://mediadepartment.king-ed.suffolk.sch.uk

4. Modern ways of film marketing • The Dark Knight Key Words Viral Marketing – online content sent around quickly – like a virus Flash mobs – groups of people used to promote the film in a different way http://mediadepartment.king-ed.suffolk.sch.uk

5. Read Why The Dark Knight's Viral Marketing is Absolutely Brilliant http://mediadepartment.king-ed.suffolk.sch.uk

6. QR Codes http://mediadepartment.king-ed.suffolk.sch.uk

7. QR Codes • QR stands for Quick Response • It’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 film • This could be an exclusive trailer or interview with the cast http://mediadepartment.king-ed.suffolk.sch.uk

8. Inception • Each poster has a QR code and, upon decoding it, sends you to a website relating to the film http://mediadepartment.king-ed.suffolk.sch.uk

9. 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 anda 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. http://mediadepartment.king-ed.suffolk.sch.uk

10. 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 http://mediadepartment.king-ed.suffolk.sch.uk

11. Modern film posters http://mediadepartment.king-ed.suffolk.sch.uk

12. 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 http://mediadepartment.king-ed.suffolk.sch.uk

13. 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. http://mediadepartment.king-ed.suffolk.sch.uk

14. Key points • Modern marketing techniques engage and involve the audience • This allows the audience to feel connected to the film and they want to see it do well at the cinema • They build up interest by using a variety of different techniques and platforms (online, mobile, word of mouth etc) http://mediadepartment.king-ed.suffolk.sch.uk

15. Your task • Come up with a marketing campaign for your film • The campaign must include: • A website offering content specific to your film • A mobile app that links to your film in some way • A 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 http://mediadepartment.king-ed.suffolk.sch.uk