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Name: Aidan Barker-Dean Centre number: 25274 Candidate Number: 3032 Paper Reference: G322

Section B:

2

broader .

The contiuing develop~ digital media technology is massively signifcant on institutions and

audiences. In ter~the way institutions like Working Title can market their films it makes a

mass~ifference. For example, during the marketing campaign for t eir film "The Boat ThatlYe d I' they tapJ!f'A!'into the them of music in the film byusin e internet music sites Spotify and

I-tunes, cr~ play lis~ of the 60's music featured wi .e film, as if they were compiled by the

This effects the audience as it means the marketing campains can reacher a

audience than before" In the case of "The Boat That Rocked" it meant

.film to the kind of yo~ audience t~

well use ." The commonness of MP3~I-pods ~so exploited

in the ..,_. '.'v ,.- particular f~lm:~mbined with a more low-tech ~d of reaching an

audience. Working Title synergis~ Tabloid papers and released~P3 players, full of songs

from the film. , use of modern technol~bined with old reaches an older audience as well

as the average age of ~ho subscribe to tabloid newspapers is middle-aged.

marketing is a technique that Working Title has used for reaching a modern day~ t h et up it's very own website, ~

--~,h\,R Ing inthe

informa on about

material, like

films. The website allows people to read

archive and access bonus promotional

for the film "Hot Fuzi'

, useof,

an audience

is small in comparison to Hollywood Institution's methods of

promotiong of "the Dark Knight" Warnder Bros. Produced one of the

: all time. They produced a website,

www. -, " which was a website devoted to the fictional character Harvey

~ection ~u.",JU".." The site gradually became defaced with "Joker" writing, and the release

~ ate for the. was broadcast th~s7way. This technique was an effective way of reaching the key

audie for the film, i.e. Fans. Warner Bros. Knew that this target audience would already,

ssociate the name with the franchise, and this would cause them to look at the site for

further \

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~tactic was used fo e Hollywood movie, Cloverfield. This particular film h an even

.~..~L viral ma~ which even infiltated social networking SO e .e Facebook and

Myspaceo JJ ;, the producer, had used totally unknown actors, meaning that people would

not that the company couldocreate accounts for the various characters

( revieling connections to the film when a certain ammount of

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friends or

~ Odern tech ology ..the distribution of films to their target audience. Film4 for

exampl , as it's owV ~.. freeview, meaning it can regularly play the ~has produced

its (amongst others). This is a key use of digital televison, as it is t~eeview channel

exclusively for films, a~ the audience watching a probably the kind of audience that Film4 is

targeting for it'~atic release, film,' films that are

not necissarily mainstream :, simila~/that of Working Title, but on the Film4

site, there is both, '7 and the TV schedule for the Film4

~

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Name: Aidan Barker-Dean Centre number: 25274 Candidate Number: 3032 Paper Reference: G322

:.~an~d specific themed film nights on the channel. It also contains links to various institutions

~ ha~. partnered.,'Jlit!1 (e.g. Warp Films) and contains blogs or articles written by the more

famous directortJllrio have produced films on Film4, like Chris Morris or Shane Meadows. Unlike

Workin~e, who produce films for a mass multiplex audience, Film4 generally produce more

ind~dant, ..as such, their website not only shows the films they've made, but

also lists in which they are playing (Film4 productions are not generally blanket releases

and, other. companies to help with distribution).

All modern

If"

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has allowed people more acess to film and the media in general, and

, more insight into what a film is like, about and wether it is aimed at them.

I relevent to the age of the interente, and teenagers today, as they are the primary

such as Facebook, Myspace and MSN, all of which have synergised with the likes of

..~. ""'~ Title and ~o promote films via s~red ads on their various homepages. Also,

review site~tten Tomatoes and E~ onl~ne regularly synergise with companies, providing

trailers, exclusive vlogs, interviews, and video content, and often (in the case of Empire online~~ I espe .Iy) prize giveaw s such as T -shirts etc. podcasting is often

tilised to simiLar ect, as it can be 'I and i~O upload to I-tunes store and the

like. Podcasts or films often C/"~_. ~~ ..~ interviews with the cast

or director and behind-the-scenes information. .

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