All three of my products magazine, poster and trailer were
created to help promote each other, with the end goal being to promote my film.
My poster tonally matches my trailer, and therefore the tone of these two
reinforces the horror genre. The way in
which my audience will know that all three products are promoting my film The
Return, is by maintaining a consistent brand identity, and creating a mode of
address. This can be done by maintaining
the same typography, colours, and style. The idea of the poster, magazine and
trailer maintaining a brand identity is so the audience can recognise this, and
therefore all three can work together to create synergy. For instance, the
image on my magazine will also be shown in my trailer, so the audience feel a
sense of recognition.
One way in which I had maintained a brand identity is by
using red as my main colour for my typography title, and this is due to the
fact red has connotations of blood, death, fear and danger. Therefore this
would reinforce the slasher genre. The style shows a dripping blood effect
reinforces the idea that the teenagers within the trailer are in danger, and
also represents the genre. Although, my title is mixed with red with hints of
white, and this was done in order to create a ripped up flesh look, which also
reinforces the genre.
Altogether, I have used the colours red, white and black in
order to maintain a brand identity, and this decision was made primarily due to
our target audience selecting these three colours as what they think represents
a horror genre, through our online survey. There is also the fact of red and
black reinforcing the idea of death, dull, depressing, blood, fear, which all
relate to a horror genre, where as white would relate to the innocence of the
teenagers. Therefore, by keeping these three colours consistent
throughout my
three products, it would be easier for my audience to recognise that they are
all promoting my final film,
As stated, my poster and magazine are working together in
order to help me promote my trailer. However, The Return is a low budget independent film, and therefore I cannot
rely on my poster and magazine to completely promote my trailer. This therefore
means that my film cannot benefit from horizontal and vertical integration.
Vertical integration is where a company has shares or owns each part of the
production and distribution process. Vertical integration usually involves
mainstream blockbuster films, hence why we will not benefit from this. As a
result, this shows that we cannot benefit from vertical integration as we are a
low budget film, and would not be able to afford our production and
distribution being shared or owned by other expensive companies. Whereas
Horizontal Integration is where an organisation develops by buying up
competitors in the same section of their market. Horizontal integration
includes benefits such as being able to own companies that create other media
forms that can help promote my film such as Television, Radio and publishing
online, which are examples of synergy, however this is not useful for me as
this is not available for me, due to the fact I am a low budget independent producer. Therefore, my film will not benefit from Horizontal Integration as we are an independent low budget film and will not be bought by any company due to the fact we are not mainstream, and therefore cannot affect any mainstream horror films, as we are not a part of a multinational conglomerate. Therefore in order to help promote my trailer I will use independent distributors to help promote my low budget film. Vertical and horizontal integration are structured in a Marxist way. This is due to the fact those such as Karl Marx who quotes ‘’power resides with those who have ownership and control of the means of production and distribution’’, and due to this, this reinforces vertical and horizontal integration as they both include elements of production and distribution, and therefore this relates to Marxism.
I would therefore need to take a multi-platform approach in
order to help promote my trailer. This
is due to the fact we have a niche, fragmented audience, and it would be
difficult to reach our audience without using a many to many approach, and
therefore will not have the same coverage as a wide release blockbuster film. A
multi-platform approach may include methods such as placing my trailer on
YouTube, so that my audience are able to copy and paste the link onto different
social media websites, which could lead to it turning viral. There is also the
fact of a Facebook fan page, where information, pictures and videos can be
posted of The Return, and this would
draw in attention from our target audience. A further platform may include
creating our own website for The Return,
and this is posted on our end card of our trailer for our audience can visit,
and this could include information, entertainment such as games, competitions,
which is proving emphasis on interactivity, it can also provide interesting
pictures and videos, and therefore by doing this, this would reinforce Uses and
Gratification theory. Films such as
‘Paranormal Activity’ and the ‘Blair Witch Project’ 
were overly successful with
their websites with high degrees on interactivities. Both films were seen to be
successful with their website primarily due to the fact they had stated their
films were based on true events, and both had hand held camera to seem like
personal footage, which is usually something that interests the audience. This
also encouraged exchange for them and exchange includes people trying to
promote the film in their own way e.g. copying a scene from the film and
putting it on YouTube, which is therefore further promoting the film. This is
why we are using all these multi platforms, to help get our film recognised and
liked, and therefore encourage exchange, to further help promote our film from
possible ‘fans’ from our film, or those positive opinion leaders.Both my poster and trailer together convey a sense of the narrative, and this is because I have control over the brands identity, and what should be portrayed on both products. This can be seen on the poster as it contains an imagine of the villain which is portrayed in a powerful position, and this image would also be shown in the trailer, and therefore easily recognisable for our consumers. However, within my magazine, we do not have the same control over the brand identity as it is a separate text which would be produced by a separate organisation, which is Fangoria.
Those who we call opinion leaders as the two step flow model
suggests, could create a positive buzz about The Return, and create their own
fan page websites, along with other horror genre films, and this would allow my
film to have a chance in escaping into mainstream. A popular social media such
as Twitter is commonly used by my target audience, and therefore we could
create an account and encourage fans to use hashtags in order to create a trend
for The Return, and also allow the audience to follow actors on twitter so they
are able to get a feel of the production. Therefore, these different platforms
are successful ways in which I can reach my target audience, and helps create
the snowball effect for my film The Return. However, I had to use old and new
forms of media to get to my audience due to my target audience being between
16-24 year olds, therefore the younger demographic usually use new media’s, and
the slightly older demographic will use forms from both media’s, and therefore
by using old and new media, this can help my film turn viral. This is a
successful way as it is cheap and easy to do, and is beneficial to us
considering we have created independent low budget film. Social networks are
also available throughout ‘smart phones’ which are commonly used by my target
audience. Within the smart phone, my audience are able to access YouTube,
Twitter, Facebook and our website, which therefore reinforces cross media
convergences.
No comments:
Post a Comment