the marketing campaign
Post on 11-Nov-2014
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Film Marketing Campaign
Emma Hoggett & Chelsea McMurray
PROMOTIONIn the film industry the marketing campaign is the form of promotion of the film. The process is like a cycle. It is very important to invest in expensive marketing campaigns to maximize revenue early. Publicity is generally handled by the distributor and exhibitors.
Posters, Magazines, Billboards, Adverts and Web banners are all methods of promotion and to the
right is one of our magazine articles.
Other Methods of Promotion
• Film Trailers• Television and Radio - Adverts• Internet – (Social Media Marketing)• Visual Marketing – Websites• Print - Paid advertisement in newspapers, magazines and inserts in
books.• Merchandising – Some paid for others possibly Promotional
giveaways: branded drink cups, toys, or food combinations, at fast food chains.
• Promotional tour - Film actors, directors, and producers appear for television, radio, and print media interviews, sometimes showing a clip from the film or an outtake. Interviews are conducted in person or remotely. During film production, these can take place on set. After film release, key personnel make appearances in major market cities, or participate remotely via "satellite" or telephone.
Audience Research• There are seven distinct types of research conducted by film distributors in connection with
domestic theatrical releases, according to "Marketing to Moviegoers: Second Edition." Such audience research can cost $1 million per film, especially when scores of TV advertisements are tested and re-tested. The bulk of research is done by major studios for the roughly 170 major releases they mount each year that are supported by tens of millions of advertising buys for each film. Independent film distributors, which typically spend less than $10 million in media buys per film, don’t have the budget or breadth of advertising materials to analyze, so they spend little or nothing on pre-release audience research. When audience research is conducted for domestic theatrical release, it involves these areas:
• Positioning studies versus other films that will premiere at the same time.• Test screenings of finished or nearly finished films; this is the most well known.• Testing of audience response to advertising materials.• Tracking surveys of audience awareness of a film starting six weeks before premiere.• Exit surveys questioning film goers about their demographic makeup and effectiveness of
marketing.• Title testing in an early stage.• Concept testing that would occur in development phase of a film before it is produced.
Target AudienceThe main target audience will be around the age of
18+ however the film will also have an older audience that grew up when the original “The
Sweeney” was out.
Due to this there will be strong language in some scenes and the choice of language all together will
be more formal.
Culture of the movie
This is a pre existing text and a very working class British film. The idea of the movie is boys in
blue which is why we've gone with the blue theme. There is also the idea of the main
characters being bad guys and having a bad image when there actually good.
DESIGNSOur designs were hard to make due to them
having to run on a similar theme to the original but not copy them.
We ran most of our designs by using a blue theme and a lot of our backing photos for our
designs were images of London and set the scene.
A website informing
people about the film and
giving them a brief idea about
the film is a very good method of
advertising and getting the film
known and more
recognized.
This is only a rough idea of
what our website could
potentially look like.
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