Bourne Legacy Campaign

What is a film Campaign

A film campaign is used to create a brand surrounding the film that it is promoting. They do this through using similar styles throughout their posters, magazine covers and trailers.

What Does a Campaign Consist of• Posters (Teasers & Full Theatrical)• Magazine Covers• Trailers (Teaser, Full, TV Spots)• Website• Merchandise (Figures, Toys, etc.)• Billboards

Bourne Legacy

Director: Tony GilroyRelease Date: August 10th 2012Stars: Jeremy Renner Rachael Weisz Edward Norton

Synopsis:The writer/director expands the "Bourne" universe created by Robert Ludlum with an original story that introduces us to a new hero (Jeremy Renner) whose life-or-death stakes have been triggered by the events of the first three films. For "The Bourne Legacy," Renner joins fellow series newcomers Rachel Weisz, Edward Norton, Stacy Keach and Oscar Isaac, while franchise veterans Albert Finney, Joan Allen, David Strathairn and Scott Glenn reprise their roles.(http://www.comingsoon.net/movie/the-bourne-legacy-2012#/slide/1)

Teaser Poster #1

One of the main features of a campaign would be their posters. This one of Bourne Legacy is a teaser poster.

It has a certain theme to it, this being a black background, white bold writing and the picture is sliced into segments.

The purpose of the poster is to tease the audience with a snippet of what will be in the film. In this case we can see the actor is holding a gun, which insinuates danger and action. The tagline also attracts in fans of the other Bourne films and helps with the continuance of the series of films. However there is no date to this teaser poster, meaning it was probably an early one to build up the audiences awareness of the film.

Teaser Poster #2

Here is a further teaser poster for Bourne Legacy, this one will be more close to the films release date.

This poster follows a similar theme to the other teaser poster as they have the segments cutting across the poster, but this time they contain the tagline in them, which is also the same as in the last teaser poster. The background image is also very similar to the other teaser poster.

The new additions to this teaser poster is the date that it will be out in cinemas along with a Facebook and website link. This is so the audience can gather more information about the film then what the poster provides and also provides them a date as to when they can expect to see it.

Full Theatrical Poster

Another main factor of a film campaign is the full theatrical poster.

As with the teaser posters it follows the same theme of having segments cut into the background image, similar to the other teaser poster it contains the tagline of the film. The font if the title is also in white and is bold.

Different to the teaser posters though, the background image is different and reveals a bit more information such as the scenery of where it is set. It also has the billing block at the bottom along with the date of release.

BillboardsThe billboards also followed the same theme as what the posters done. The one above just used the tagine of the film but with its campaign using that tagline throughout it was recognisable as being from this film. Similar to the one on the right where they use Jeremy Renner holding a gun similar to the posters.

Magazine Cover

The next element within a film campaign is a magazine cover. This gets the film out to a much wider audience.

However this does not follow the same themes we have seen across the posters as there are no segments cutting across the magazine cover and the background is blue. However despite these alterations the background image follows the theme as it is a stand alone image of Renner holding a gun just like all of the posters.

The fact that it is shown on Empire aswell means that it will be spread towards a mass audience, and gives the film a certain stature among the community.

Teaser TrailerThe teaser trailer would have been released at a similar time to when the teaser posters where released. This would be to tease the audience.

The trailer keeps with the theme of the campaign as with the first image on the right, you can see the trailer is using the segmentations, just like the posters. This helps with the recognition of what the trailer is. The trailer also provides the shot of the tagline that has appeared on all of the posters and on the billboards, again creating the recognition of the film.

The purpose of this trailer was to provide the viewers with little shots of the film, increasing their interest.

https://www.youtube.com/watch?v=NZbZm-uA0EU

Full TrailerThe full trailer would have been released very close to the films release as it provides the audience with much more information then what the teaser does.

Again this trailer follows the exact same theme, as you can see in the first picture, it uses the same tagline along with the segmentation of Renner's face. Also within this trailer we get the familiar shot of Renner holding a gun as we have seen in the two teaser posters.

This trailer gives the audience some insight as to what to expect in the film, it gives away more shots along with more narrative of who Renner's character is.

https://www.youtube.com/watch?v=DQVSrpQwJdo

WebsiteAnother part of a film campaign is the use of a website, this is so it can provide the audience with more information then what the posters cannot.

The website uses the same theme of using the segmentations as you can see at the side of the website. It is also using the same colour scheme of grey which is what we see in the teaser posters.

Furthermore the website can also be used to promote the company who publishes the film along with any merchandise associated with the film, in this case the DVD and Blu-Ray.

http://www.thebournelegacy.com/