7. Explain, with examples, how films are promoted. In addition, explain which methods you think are the most

effective and why. (Take into consideration the

target audience; include any synergy techniques).

Standees Film posters Trailers shown before film of a similar genre reaches

target audience Theatre-specific film magazines Cardboard 3D displays

However: because of the expense of visitingthe cinema, people are turning to pirating orstreaming films online instead –so theseaspects will not reach everyone.

Theatres

Social media marketing: Social networks like Facebook, Twitter etc allow advertising

Youtube’s introduction of 5-30 second ads Creation of standalone studio-sponsored per-film

websites such as"example-the-movie.com”

Advertising on backgroundsof film websites.E.g Empire and Imdb

Viral Marketing

Allows advertising Creation of pages in similar style of

"example-the-movie.com” websites; create a platform for users to read news and watch new trailers

Creation of ‘events’ to further advertise their film e.g premieres

Is able to reach a huge audience

Facebook

Interviews taken place on shows like Jonathan Ross, Alan Carr etc contribute to the promotional tour.

Behind the scenes documentary-style videos Both TV and Radio have advertisement opportunity

platforms, which contributes to funding, inbetween shows/ songs/ segments

Companies can sponsor a film, which would be mentioned or joined together during adverts.

However: not everyone choses to listen to theradio/ flips through stations during adverts;same with TV users.

Television & Radio

Buses have posters on them, seen by pedestrians and drivers –especially in traffic

Paid advertisement in newspapers, magazines and book inserts

Comic-books and books may be commissioned as ‘book of the film’ special editionsHowever: Limited audience.

Print

Toys are made and sold with some fast food chains –e.g McDonalds Happy Meals come with a toy from a recent child’s film

Mugs and others products are made and sold –E.g Disney store sells products from it’s films.However: not seen by everyone E.g only children

Merchandising

Film actors, directors, and producers appear for television, radio, and print media interviews sometimes showing a clip from the film or an outtake.

Interviews are conducted in person or remotely During film production, these can take place on set.

After film release, key personnel make appearances in major market cities or participate remotely via "satellite" or telephone.

For example, after each Harry Potter film came out, a behind-the-scenes hour programme was created to show people how the special effects are produced.

Promotional Tour

Overall I think that viral marketing works best because: It’s able to reach a massive audience through it’s popular use of

ages 13+ It’s advertisements on the side provide visual recognition to

upcoming releases It follows up the other helpful method of promotion through

‘word-of-mouth’ in which one person tells another, and another person hears it too; people nowadays can always be heard saying what they saw on Facebook or Twitter etc.

As of September 2012, Facebook has over one billion active users.

The internet is used regularly by people almost daily, so is an important platform for advertisers.

Which method works best?

The internet is used by teenagers and older for social networking

Adults may work from home Office-workers will use computers at least 5 days a

week Students use it for research and to do homework New revision-based websites have emerged Mobile phones have internet access integrated now It’s replaced traditional media platforms, by having it

all on the web

Audience

Synergy has been shown to be used in promotion. Horizontal synergy between brands to endorse the

product –e.g McDonalds toys and the latest film release Vertical synergy with Disney toys being released in

Disney stores after a Disney film has been released Book inserts involve some horizontal synergy between

publishers and film companies, as they agree to produce the books with the inserts inside for readers.

The advantage to horizontal synergy is the promotion of two different brands within one media product –and increased profit.

The advantage of vertical synergy is increased profit for the one company

Synergy