Star Trek into darkness

Research

Purpose of a marketing campaign

• Market research must be done prior to the film being advertised in any way. It would be a waste of time and money to attempt to reach an audience who are not interested in the product, therefore a target audience must be established.

• The purpose of a marketing campaign is to achieve the maximum number of sales. Also to include the target audience in the marketing campaign and consequently they will go and see the final product following this campaign.

iTunesThe iTunes page includes 29 trailers including a range of different features such as clips, trailers, featurette and announcements.Also on iTunes are links to a range of different marketing

techniques used by the film. They have an app allowing the audience to join Starfleet and move up in the levels, unlock exclusive content and win prizes.They also have a link to the movie that you are able to pre-order to download when it comes to it’s actual release date.Another way of getting audiences involved is by including the soundtrack meaning the anticipation is increased and can allow the audience to familiarize themselves with the music selection prior to release.The book has been released and is a good technique as people are able to read up on what is expected from this new film and be aware.

Official movie website

http://trekmovie.com/category/paramount/marketing/On this website they have a range of different devices that can be used to promote the film.This includes the continuous feature of the ships/clouds/characters that are used throughout.It also incorporates the links to twitter, facebook and Pinterest (accessible via login of

facebook/twitter) meaning the audience have different platforms to access the information from.The link gives audiences interested access to new features that have been released about the film/

exclusive previews of the movie and sneak peaks.There are also character profiles available meaning the audience can familiarise themselves with

current and newly introduced characters meaning the audience are already informed and understand beforehand.

Social networking: TwitterTwitter is a device used for marketing purposes that raises awareness for the film with very little need for money.It means they are able to keep the audience up to date and can see the number of people interested by their followers and mentions.

They can create hash tags and get them trending to raise more awareness.The audience is able to ‘Tweet to Star Trek’ meaning they can gain feedback and see how interested people are.They also have a selection of photos and videos meaning they can keep the audience anticipating the release.

Social networking: FacebookFacebook is an increasingly popular device used to generate interest in movie releases. They create pages that include the main title image and a cover photo. These are the most iconic images and the audience will then associate these images with the movie from start to finish.There is also sections for photos, ShowTime's, the app and cinemosaic.The audience can also access information about the film from the description box. Also from the Facebook posts they can see updates and optionally ‘like’ the page giving the audience control and optionally wanting to know what is the latest on the film.You can also see that the page has been running from at least 2011 showing that they have been working on the campaign for some time.

Featured

There are a selection of websites that the movie is featured on so that they are able to increase interest and get themselves heard. They will have people already involved in these websites tuning in to see what the new interest is about consequently increasing the audience amount.

IMDb is a website film fans use regularly to find out about latest releases and find films that will suit them.

On the website it features ‘Now playing’ showing viewers the cinemas close by the times and of screenings near them

‘Own it’ viewers are able to pre- order the film on DVD at amazon.com and it is linked through the website.

This website also allows viewers to login. Meaning they can save their preferences and can be informed when related features are released.

There are links at the top allowing viewers to see the range of different aspects the website covers about the movie.

There are links to related news featured along the sides meaning viewers can be kept up-to-date with related events.

Viewers are also made aware of the awards and it’s ranking boosting profile and appeal.

There are also a selection of video clips and photos available meaning viewers can see sneak peaks and different shots increasing anticipation.

There are also suggestions included meaning viewers can choose to look at other things that may appeal them. This also means Star Trek can be found this way by people who weren’t intentionally looking for it.Cast/crew list can also be found meaning audience can find the film via an actor that interests them. Anyone linked with the movie can be traced from there other movies audiences have enjoyed.

The central point of the page is at the top. It includes a movie poster, running time, genre categories, user rating, overview and links to those involved. This increases audience understanding and knowledge prior o viewing.

Posters

There are a range of posters that were released with a range of backgrounds. There is continuity throughout with the same font with similar layouts across the page. There is also an emphasis on it being 3D and IMAX. These are a range of posters that were released leading up to the film’s release showing how they’ve progressed with the images and editing together to increase audience’s interest and anticipation.

Magazine covers

There are several covers for Empire magazine meaning the audience has the option to decide the cover that is preferable for them. This will be seen by film fans as they are the people who will be buying these magazines. They also has a feature in F*** magazine and a range of others meaning they will attract an audience that may already have an interest in the film due to previous Star Treks and also audience members who are new to Star Trek.

Competitions and prizesThere were a range of competitions launched prior to it’s release meaning the audience could gain something from their Star Trek previous experience and it will get re-visiting fans back again.For some pages it was a case of a competition to win tickets to the premier meaning fans will be more keen to enter and get involved.Although these competitions are mainly focused on the more involved fans it also leaves it open to all audiences so they are more likely to enter.

Special showsActors feature on different shows

such as Jonathon Ross and children’s TV such as CBBC’s Friday download meaning they reach a wider target audience by reaching out to them.

This is just the actors who go and talk about themselves and of course the film. As they are linked with the film this will also get more people involved and talking about it as they discuss the movie on these programmes.

Also by entertaining the audience it means they will take a more emotive approach to the film and go and see it/ watch trailers and therefore become more involved.

Blogs/ specials

Special blogs/sites have been set up for the different stages of viewers. Some for audiences that have not yet seen the film.Some for the people who have already seen the film.Some for the people who are avid Star Trek fans.There are also websites for people who are new to the Star Trek experience and need to be up to date on what is happening before they see the latest installment of the film.

Message boardsMessage boards are a good technique to use as they are free therefore meaning the company can be getting publicity without needing to spend money.They also allow the fans to communicate with each other via these message board and also increase anticipation as they will all be discussing it and getting more excited due to this.It also allows producers to see what fans are expecting and also get ideas from this on what to do next time.

PartnersThe partners of the film will be involved in promotional material and they will work together to promote each other. By hovering over the different icons it shows information relating the two forums together.This therefore means that the fans can find links from the website to the partners and similarly from the partners to the website.

Merchandise

Merchandise is used to increase publicity for the product and therefore create a brand identity. This includes t-shirts, new releases and featured products. This will be good as leading up to the film release as people will want to purchase them prior to seeing the film to wear to watch it or following if they have enjoyed it.There was also an opportunity to win merchandise on the radio.

Character posters

Create character identity meaning the audience establishes a relationship between them.

Video games

A video game has been released for a range of consoles including Xbox and play station. This means that they can target a wider range of audience members as there are a range of age and interests in the people who own these consoles.

As it also stars the characters so the audience can familiarise themselves with the characters and grasp an understanding of plot and storyline.

BillboardsBillboards are a great

advertising technique as they are able to be put up along main roads so can be noticed by a whole range of people and future audience members.

It includes the release date and the film title meaning the viewers of the billboard will have relevant information needed to know about the film if they want to research it more.

Result

Reflection

• From this research it is clear that a marketing campaign is a crucial part of selling a film and getting people in to see the film and making money.

• There are lots of different ways that this can be done and this is good as I am able to chose the most effective and appealing ways that suites me and the movie.