Inception Promotional Package Analysis

TrailerThe trailer is arguably the most important aspect of advertising for a film. It is the only aspect of the promotional package that actually allows the audience previews of the film and therefore gives them the opportunity to craft their opinion on the film in advance and therefore be more encouraged to watch it. Trailers are traditionally shown in cinemas before the feature film and often to films in the same or similar genre which means large numbers of the target audience will be made aware of the film. However, thanks to the internet, the trailer is made even easier to access as anyone could watch it at anytime on YouTube. Because YouTube suggests similar videos to its audience, even more of the target audience will be drawn to it.

The Inception trailer makes use of the technical elements to be conventional of genre and form. For example the mise-en-scene includes smart suits and haircuts etc. which helps create an element of class and style which is part of the brand identity of the film.

Non-diegetic sound is used within the trailer to help it relate to the genre, for example at the trailer opening we hear a voiceover from the protagonist who refers to ideas as “parasites”. Not only does this introduce the audience to a major concept of the plot but also relates to the genre as a psychological thriller which is important to help the audience understand the nature of the film they are watching.

PosterPosters typically present a similar type of promotional information to the trailer but in a briefer, more direct format. It will usually consist of an eye-grabbing image designed to intrigue viewers into researching the film further and therefore watching the trailer. Posters can be seen in similar locations to the trailer such as cinema foyers where film lovers (the target audience) will see it. Posters also act as a form of revenue for the film company as they can be bought by the public, therefore forming a more significant fan base.

The Inception poster helps add to the brand identity created in the trailer through the physics-defying image of the landscape folding over. This scene is also shown in the trailer and will make the film more memorable to the target audience. This also relates to the genre as it emphasizes the power of the mind which is in obvious relation to the psychological genre.

PressThe press also dramatically effects the marketing of a film and could potentially drastically increase a films publicity. This could include a range of things such as TV spots (which relate to the trailer), magazine covers (which relate to the poster) and coverage in the news, newspapers and documentaries etc.

Press was of great importance to Inception as it achieved critical acclaim and this was shown in the many reviews online, in magazines and newspapers that all increased its publicity and can majorly affect the public’s perception of the film.

Inception also had a unique marketing campaign that consisted of a Facebook game. This game named “Mind Crime” allows players to figure out key information about the film. This obviously relates to the psychological thriller genre and would therefore draw in fans of the genre to the film. The campaign also consisted of a YouTube video where the director interviewed experts on the topic of dreams, this relates to the psychological element of the film, but would also draw in movie fans who would acknowledge Christopher Nolan as an excellent director.

Brand IdentityColour: To represent some of the films darker themes, all of the promotional items consist of mainly low-key lighting. They all feature a mainly dark blue backdrop which creates the same style over all forms and spreads the identity of the film.

The scene where the landscape folds over is shown in both the trailer and the poster which emphasises the scenes importance and will encourage the audience to see it unfold in the main movie.

Font: Although the title font does vary through the different promotions, it is always bold sans-serif font which relates to the bold tense and exciting nature of the film, It will also grab the attention of the audience wherever they see it and they will also start to associate the style of font with the film.

Another consistency of the promotions is the re-occurence of Leonardo Dicaprio, often in a pivotal position. His high status as an actor will help promote the film and also helps craft the brand identity as he is always portrayed in a sophisticated way which connotes class and style. This is created through his costume which is always a suit and other aspects of mise-en-scene such as hair and make-up which help create his character.