FROZEN

CASE STUDY

LO: TO UNDERSTAND HOW A

MARKETING CAMPAIGN LEADS

TO FINANCIAL SUCCESS

UNIT AIMS AND OBJECTIVES

To understand how a film is marketed to a target audience

across different media forms. This includes:

• Understanding how film companies work as a business

• Understanding how film companies are funded

• Understanding how a new film is marketed

• Understanding the rules and regulations which film

companies have to follow

• Understanding how various media forms can be used to

promote a new film

KEY CONCEPTS

Forms and conventions (of media

promotional texts)

Audiences (defining and targeting a

specific audience)

Representation (how particular social

groups are represented)

ASSESSMENT

Analysis: An analysis of a cross media campaign (1000

words)

20 marks (22% of coursework grade)

Production: A film poster OR website for a new film AND

a storyboard for a trailer for that film

10 marks (11% of coursework grade)

LET’S GET STARTED

So what is film marketing?

LO: To explore the different ways in which a film can be

promoted to a target audience

Task: Bullet point or mind map a list of all of the

different ways you can think of that a new film can

be promoted to an audience (think about as many

new creative methods as possible…)

CASE STUDY

Using the resources you collated for homework,

stick them into your exercise book.

1. Explain how each media text appeals to a specific

audience

2. Explain how the texts promotes the film

3. Explain how the texts all link into the same campaign

(what do they have in common?)

QUIZ TIME

1. What do you think the top 5 highest

grossing films of all time are?

2. How much money do you think the

highest grossing film of all time has

made?

AND THE WINNERS ARE…

Top five highest-grossing films of all time

Avatar - $2.78bn (£1.65bn)

Titanic - $2.19bn (£1.3bn)

Marvel's The Avengers - $1.52bn (£900m)

Harry Potter and the Deathly Hallows - Part 2 -

$1.34bn (£795m)

Frozen - $1.219bn (£723m)

EXAMPLE

CASE STUDY

LO: To explore how the

concept of AUDIENCE

is a key factor in a

promotional campaign

RESEARCH TIME

Find all of the ways in which Disney’s

Frozen was/is promoted to a mass

audience.

Make a list in your books

and include images from

some of the campaign

FROZEN TEASER

TRAILER

https://www.youtube.com/watch?v=-WdC4DaYIeQ

WHY START WITH THIS?

QUESTIONS

1. Looking at the first trailer released for Frozen, why do you think they chose that to be their launch teaser trailer?

2. Why do you think Frozen has been such a success?

3. How has the marketing campaign for Frozen helped it reach the number 5 slot of the highest grossing films of all time?

4. How many different groups of people does the campaign appeal to? Explain how it appeals to each group.

5. What is the benefit to a film company of having multiple target demographics as part of their audience?

Extension: Using the web find an article which explores the success of the marketing campaign of Frozen and make notes on this to present back to the class

HOMEWORK

Homework: Write a report on

this case study (Frozen) explaining

why you think its marketing

campaign was so successful