Branding Branding is when a certain brand uses specific conventions that the consumers can connect with. So the way the product is marketed is attempted to be recognised by a wide range of

audience, even if the product isn’t targeted towards them. This is done by using the conventions of the product, such as the logo, name, slogan and design during advertising.

The aim is to build a product that has a good reputation and recognition with a lot of people.

Branding Image can easily be seen within film. More specifically the genre of Thriller, as they typically possess the same themes and ideology. This may range to the just the single film, through the main product and marketing or even to the style of the directors & producers.

360 Degree BrandingThe use of 360 degree branding can be seen in many film products. 360 Branding is when the desired audiences are targeted at all points

of consumer contact, taking into account the brands identity. For example, using print, social media, technology, broadcast etc. So for example, a film may use their trailer, print with posters for buses and billboards, social media such as Facebook or Twitter for audience

sharing and broadcast trailers on TV and radio. This is to make sure that the targeted audience do in fact come into contact with the product at least once yet desired to be more than that. Consequently, allowing the audience to be informed about the product and act on

this, such as going to watch the film in the cinema.

This technique is successful with a target audience, more so teenagers/younger adults. This is due to that age group relying upon social media to obtain information about things they’re interested in. As well of being open to the traditional marketing (even though less than the older audiences) they have more methods to gain this information. For example, film companies have their own Facebook and Twitter

pages and may also have apps and pay for their ads to be on other social media.

A recent example of this can be that the new James‘ Bond film, ‘Spectre’ used a popular app ‘Snapchat’ to advertise their product. Even more so that they changed the advertisement to match the conventions in Snapchat, such as including filters on the camera, having

interactive questions about the film and live stream from the premier. To further this, they even used celebrities close to teenager target audiences to advertise this – such as YouTube and Vine stars (which are both popular social media platforms). As they attended the

premier, making videos and photos of the event which will be seen by the audience. Yet whilst do this, the film also relied on traditional print, as the main target audience is not teenagers but older adults. Such as streaming the premier onto national television and having billboards of the film poster printed as the older target audience will not use apps and be interested in following the events of social

media stars.

Synergy Synergy is when two products come together in order to market their products and create a greater effect than they would on their own. So they help the development of audience interest of their product and another’s. In terms of films, this is popularly seen through the use of production companies working together to maximise the films potential and therefore success of each

other's profit of role in the film.

One of the first and very noticeable example of this can be seen through Disney with Pixar. Disney is seen as a company to make the most profit through their films. Yet, Pixar (owned by Apple, Steve Jobs) constantly made vertical integration with Disney, as they both had the same target audience and branding style. Therefore, Pixar was sold to Disney for $7.4 billion (£4.1 billion) in

2006. Which left Disney to be estimated to make $3.2 billion for the 6 upcoming Disney Pixar film. This has also been seen through the success of Marvel Studios, LucasFilms, Maker Studios, ABC TV, Pirates of the Caribbean, Star Wars.

“Disney and Pixar can now collaborate without the barriers that come from two different companies with two different sets of shareholders” – Steve Jobs

So, by doing this, Disney are able to develop a larger recognition on products that wouldn’t initially be placed with Disney. Yet due to the expertise's and branding capabilities, Disney exceed previous expectations of the products when working alone. As

Disney allow larger budgets, large existing audience, immediate distribution and convergence.

An example of Disney Pixar's success can be seen through the film ‘Toy Story 3’ (2010) which made a profit of $1,063.2 million.

Synergy & Thrillers

Larger

Audience

Above, is an example of how two companies within film can help each other to develop a larger audience interest. For example, The first film in ‘The Hunger Games’ trilogy wasn’t produced through ‘IMAX. Yet when the second ‘Catching Fire’ was, the audience interest became larger. As IMAX is relatively a newer form of media, a way of

larger filming and enhances audiences senses, the audience wanted to have this experience. As IMAX promised a new and exciting experience that would change the whole film. In order to get more audience for ‘The Hunger

Games’ IMAX was introduced, allowing the audience to recognise both and pay more.

Synergy & James BondAnother way that films can advertise the original product, and still

make money from another is through convergence. This allows audiences to consume products on many different platforms.

In terms of a thriller, the James Bond films are a star example.

Skyfall, the 2012 film shows how the different products that were produced with the film staring Daniel Craig all form together to

create one recognisable product.

For example vertical integration can be seen with Bond, they produced the film which promotes the soundtrack with a single from Adele. The soundtrack is then on the DVD, promoting that. The social media made before the release of the film also promotes the films, such as Facebook and Twitter. In which the social media platforms

can also help promote the DVD and video games.

ConvergenceConvergence is when two different forms of media, e.g. TV and Apps, are used together to develop more audience interest

through each of their marketing methods. As used for something other than it’s original purpose. By combining the two, 360 degree branding is more successful as audiences that favour one media platform over another are then allowed to see

the product.

‘Total Film’ is a prime example of this, well known amongst many film fans as well as ‘Empire’ magazine. Total Film was originally the name of a “Ultimate Movie Magazine”. Yet due to the increase in the development of technology, they have

now gone on to produce a website, App for ITunes & Android and social media such as Facebook, YouTube and Twitter. I feel that the old audiences will be more interested in the magazine, as that is how they will perceive ‘Total Film’ and see they’re

branding based in. However, the other platforms still involve the branding and ideology of the main piece. Which I feel younger audiences will use more, such as the social media.

Example 1 – ‘The Visit’ Poster

Official Website

Official Facebook

Horror/Thriller

Similarities. Conventions stereotyped with an elderly woman, more so Grandma figure. For example,

the crochet and baked cookies. Although different, the same connotation can be developed for the audience. Additionally as the list give in both photos can be paired with

a Grandma – such as “Eat as much as you as you want” and all the rules are in both photos.

. Similar neutral colour palette.

. Main titles for “The visit” demand audience attention through the positioning underneath the main photo and the colouring.

. The text on both haver similar language which give the same tone

. Both contain convention that create tension. The blood in the poster and the faded background in the website.

. Both give information about the producers and films already made.

* Between poster and website, with some from the Facebook page

Example 2 – ‘World War Z’Poster

#2Official Website

Official Facebook

Action/Adventure Thriller

Similarities

. Conventions that are stereotypically used within disaster thrillers. Such as heavily artillery having power to destroy people and mass lands. In this case, they both show a

dystopian city in the background – with a plane shooting to below. The photo in the website almost looks as if flipped from the poster.

. Similar language is used, which is strong and demanding. Such as “Buy it now today” and “---” which portrays the tone of the film and the character performance of the main

protagonist which is typically male.

. Similar dark blue and grey colour palette - even red for attention of different parts.

. Brad Pitt drawing attention from the audience, from dominating the space to looking to the audience.

. Both give information about the producers and films already made.

* Between poster and website, with some from the Facebook page

Example Three – ‘The Girl With The Dragon Tattoo’

Poster Official

Website

Official Facebook

Crime Drama Thriller

Similarities

. Conventions stereotyped with a thriller – close up shots of characters over the setting where the main action is set in with no evident emotion portrayed from the character

. Similar dark colour palette with low key lighting

. Main titles are the same, but in a different position

. Both give information about the producers and films already made.

. Clear showing of the actor/actress, as shown in images and noted.

- The home page has the photos on a loop, which all show similar connotations through the conventions of the poster. For example, the women is shown and the setting instead of

Craig.

* Between poster and website, with some from the Facebook page

Differences With FacebookTwo of these films have been released for a number of years, with ‘The Visit’ leaving cinemas soon.

However, in order to maintain the popularity and audience of the film, the Facebook page has a role to stay relevant to the existing audience. For instance, the audience that liked the Facebook page have more than

likely seen the film. So, they already know about the conventions and enjoyed the film. Meaning the Facebook page doesn’t have to aim towards obtaining an audience, as the audience who will see the

information given won’t find it useful.

For example, ‘World War Z’ and ‘The Girl With The Dragon Tattoo’ show this compared to ‘The Visit’. The latest post from ‘The Visit’ was a tagline of the film, a photo of the two antagonist and information about the film being in the cinema. Clearly still trying to obtain an audience. However, the other two films have information such as “own now on DVD/ITunes”. Evidently aimed towards people who missed going to the cinema, and those who did and enjoyed it. Therefore, informing them they can do this and increasing the

profits of the film.

The styling of branding is still seen when they do this, which the audience will be able to notice and understand. Such as ‘The Girl With The Dragon Tattoo’ including a quote, popular image from the film and

then the information about purchasing the product.