Marketing Strategy Starstruck

Advertising For advertising we would have:

Teaser Trailer Theatrical Trailer Teaser Poster Theatrical Poster Website (more later)

This would be above the line marketing as it

paid for by Universal as they are our distributor

Publicity To create Starstruck’s publicity we would

Use a electronic press kit (EPK) which include trade press, screenings, press release

Have behind the scenes footage for a television documentary

Have screenings at film festivals to create word of mouth about Starstruck so that not only people in the industry know of our film but also for the general public to become aware of our film

Use our premieres to increase hype about our film from across the world where we would hold these premieres

Have interviews with the cast and production company so people feel like they know the film better before seeing it

This is below the line marketing as it is not paid for by universal as most

of the publicity is through word of mouth

Tie-ins Deals with companies

Having competitions in association with other companies helps to promote the film

E.g could have a prize like the one in the film (meet a star competition) This would be with companies which relate to the target audience like

Rimmel London as it is a British company which makes make-up which is adequately suited to our target audience, and theirs

Synergy marketing These additional products made alongside the film would be

A soundtrack of the film’s music This is possible because universal is both horizontally and vertically

integrated so the soundtrack would be produced by Universal music records and they are the parent company of Working title enabling universal to be both

Universal is also an oligopoly which means it has plenty on money to put towards the marketing strategy of Starstruck to enable its success

Above the line

marketing

Viral Marketing As the world has become technologically advanced, marketing has converged to suit this. Our

target audience’s life is surrounded by technology so our marketing strategy has to use this to its advantage. This is called web 2.0. For Starstruck, we would use this to our advantage and do some of the following

Use social networking sites such as Facebook and Twitter to spread interest in our film. We would have pages where the competition would be promoted (Facebook) and on Twitter we would give updates on filming and members of the cast could give their view on the film

We would also have a YouTube channel which would leak videos of the film creating interest in the film. To enhance this we would also leak any scandals which might arise so to make people intrigued about why the scandal has happened

Also on YouTube and other popular sites, we would have internet banners on the top of the sites to draw in our target audience who might not be aware of the film otherwise as they have become a digitally native generation

As our technology is with us all day every day in the form of smart phones and tablet computers, we would produce an application which links with the film, either a game in the hunt for Robert Pattison, or an app which is similar to the website just a mobile version

Most importantly though, we would have a website specifically for Starstruck. On here there would be all the gossip from the film, competitions and much more to try and engage with our target audience and ensure that they see our film

Both above and below the line

marketing

The pros and consPros Good viral marketing

campaign Reaches the target market in

many aspects of their lives Modern way of marketing a

film Uses various different

methods of marketing Takes advantage of Universal

being horizontally and vertically integrated

Cons Mainly based around the

target audience Heavily dominated by viral

marketing Only a few traditional ways of

marketing a film Will be an expensive

marketing campaign