need for speed marketing campaign
Post on 22-Jan-2015
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- 1. The Need For Speed Marketing Campaign
2. Absolute Radio: http://www.youtube.com/watch?v=iegrFqgGG3k E3: http://www.youtube.com/watch?v=yMgJbdly1_I Graham Norton: http://www.bbc.co.uk/programmes/b03wxt98 IGN: http://uk.ign.com/videos/2014/03/12/aaron-paul-plays-need-for-speed Jimmy Kimmel: Part 1 - http://www.youtube.com/watch?v=7HJup5V6qA4 Part 2 - http://www.youtube.com/watch?v=4yLgTs13NN0 Radio 1: http://www.bbc.co.uk/programmes/p01sz9n4 Radio 1Xtra - http://www.youtube.com/watch?v=vko_5p-1UJ4 Top Gear: http://www.youtube.com/watch?v=4OjfH_LbyHY WWE Raw: http://www.youtube.com/watch?v=8UEu0lwXfcA There are variety of different ways a film can be promoted, one of the most common ways is interviews on talk shows and radios this is known as Cross media Convergence. The interviews feature the stars on the shows for example Aaron Paul appeared on top gear and spoke briefly about Need for Speed. The stars from this film have appeared on a variety of different talk shows and spoke on different radio shows about Need for Speed, here is a list of examples: 3. Aaron Paul appeared on top gear which was aired on Sunday 2nd March on BBC 2 speaking briefly about Need for Speed. Top gear is an half-hour automotive show and has the same target audience as Need for Speed which is teen boys and above. So Aaron Paul appearing on this TV programme was good promotion for the film because of the shared target audience and topic which is cars. Need for speed was promoted in this way for the film to get a wider range of audience and also because of the similarities the film has with the TV programme. Smalls clips from the film is also shown during the episode, the main topics they talk about the film is the cars and the CGI. Need for Speed doesnt use any CGI for any of the stunts, this would attract the audience and helps with the promotion. Top Gear: http://www.youtube.com/watch?v=4OjfH_LbyHY 4. Radio 1: http://www.bbc.co.uk/programmes/p01sz9n4 Aaron Paul was a guest on BBC Radio 1 talking to Nick Grimshaw about Need for Speed, it was aired on Thursday 27th February 2014. BBC Radio 1s target audience is 15-29 year olds and it provides some programming for younger teenagers. He tells the audience and Nick what the new film is about and how its related to the game Need for Speed. Need for speed was promoted in this way to get a wider range of audience and it also has around the same age group for its target audience. He also mentions how CGI isnt used for the stunts in Need for Speed like he did on Top Gear, this would promote the film and catch the audiences attention. They also asked him questions which the fans have tweeted in, this could be good when it comes to promoting the film and him as an actor. 5. Doing interviews on TV shows and radio stations is good for promoting new films, especially when the TV programme or radio station has the same target audience. Aaron Paul went onto Top Gear and BBC Radio 1 successfully promoting the new film hes staring in Need for Speed. Doing both of these were good for getting a wider audience and even though Top Gear has the exact same target audience and the same topic which is cars I think the interview on BBC Radio 1 was more successful. I think this because a variety of different people (both genders) listen to BBC Radio 1, some of the audience might not of heard of the new film release and they might want to go and watch it after listening. Where as the audience whos watching Top Gear probably already knows about the film release and already want to go and watch it because of the game Need for Speed. My opinion 6. Aaron Paul was the main star used to promote the film, he is best known for his critically acclaimed role as Jesse Pinkman in the American TV series Breaking Bad. I think using him to front the marketing campaign was a good ideas because hes a well known good looking actor, so not only would fans of the game Need for Speed or young/teenage lads want to watch the film but also his fans and teen-above girls would want watch it because of him. There is also other characters which could have promoted the film well such as Dominic Cooper whos known from Mamma Mia and Captain America: The first Avenger. Both of these actors are popular with teen+ girls, so theyd both succeed in getting a wider target audience, but I do think Aaron Paul was the best actor to use to promote Need for Speed. STAR THEORY 7. PRE PRODUCTION One of the main aspects of the film industry is its huge marketing campaigns, even the most smallest of movies can make millions of dollars at the box office. The main aspects of the marketing process for films are the: Background: Need for Speed started off as a video game and has been around since the late 90s. Identifying the audience: The key audience was males ranging from 15-30 for both the video game and film. Thinking ahead: Distributors for Need for Speed would have looked at the audience research, focus groups and surveys from the video games. 8. POST PRODUCTIONIn post production of films the producers want to get feedback so they can make any changes, they use test screening for this. Test screening is a preview of a film which is shown before the film is released, they are held to receive audience feedback. The audience giving the feedback usually get asked to fill out a questionnaire about the film and/or are involved in group discussions. The audience have a large role in the final decision, the reactions of the audiences at early test screenings can lead to lines being dropped, scenes being scrapped, even entire plots being written. There are two types of advance screenings which are testers and talkers, the main thing they have in common is giving audience feedback. The test screeners are usually the films target audience so for Need for Speed they would have been males between 15-30. Producers will get an idea on what view the film will acquire from its target audience and judging from the feedback they can then make any improvements to the script, plot or scenes from the feedback received from its target audience. Even though some producers arrange test screening to get feedback about improving the film they can sometimes disagree with the feedback received from the audience and not make any changes which could lead to critical and/or commercial failure. The rules of good copy still apply: Copy plays an important role in film marketing, the copyright elements which are important include- A strong headline to capture the audiences attention. Show social proof through star endorsements, audience numbers, critic reviews or awards. Convey your big idea/theme through compelling taglines. Test: In the film industry it can be difficult to know the impact of trailers in the cinema, posters and ads in magazines. There is no way to understand how effectiveness of these promotional items and how they raise awareness. So the only way they gain an understanding is through customer research which needs to be conducted regularly. 9. ANCHORAGE Anchorage of a film means the fixing of meaning through connotations and signs and can be a main technique in print advertising. In the film Need for Speed this is mainly the use of women and the use of cars. The two posters below which advertise the film both show mise en scene and this is also shown in the latest cover for the Need for Speed video game. Theses are both positive and attractive things for the target audience for the film and video game, the target audience is males 15-30. Also one of the posters Mise en scene shows the typical genre because it has the helicopters in the sky and the setting is outdoors which shows there will be lots of racing and action. Also the poster shows the main stars of the film which will have a major impact on the audience and might make them want to go and watch the film. The text on both posters shows drama and emphasises the action genre because it looks like fire and makes the film look explosive. All of the factors discussed above are anchor points that will attract the target audience to the film and therefore are a good use of marketing campaign. 10. SYNERGY & USP Synergy is the sales of related products to the film. The products help advertise the film which can lead to the film being more successful. For example a main synergy product for the film Need for Speed would be the video game Need for Speed. This helped the film sell because the target audience of the game would want to watch the film. Not only do they try to attract the video game players but they also attract young males with the toy cars and accessories. USP stands for the unique selling point for a film, it is something about a film which makes it individual and to make it stand out. The USP for Need for Speed is the use of attractive women and racing cars, this is used to attract the target audience because this is typical of their likes. The posters that advertise the film both show attractive women, racing cars and popular actors. Another USP is the Need for Speed video game because the target audience of the video game would want to watch the film, the producers will use this to their advantage.