Y10 ASSESSMENT FEEDBACKCROSS MEDIA PROMOTION:

FAST & FURIOUS 7

TASK REQUIREMENTS

Task: You have to analyse the promotional campaign for Fast and Furious 7.

In your analysis you should discuss how the campaign persuades a specific target audience to watch the film.

You should refer to how they have used cross-media platforms to gather audience interest in the film.

What is it asking you to do?

   INTRODUCTION

Explain the purpose of marketing- how important is it to the success of a film and what are the various forms of marketing linked with film releases

Tip: Your introduction needs to be confident, engaging and show the examiner that you clearly understand the subject. You should include as much media terminology as possible

Task: How could you have improved your introduction?

OVERVIEW OF CAMPAIGN

Here you should outline ALL of the ways in which the film was marketed and how these methods attracted the target demographic for the film

Tip: Be clear about how different forms of marketing appeal to different types of audiences

Task: Have you included ALL of the different marketing materials and explained the different groups that different methods were aimed at?

INSTITUTIONAL INFORMATION

For this section you need to show that you understand the business side of film marketing and the impact the production company has on the success of a film

Tip: Large global conglomerates such as Universal and Warner Bros have the expertise, money and power to ensure almost any film can be a box office success

Task: Have you explained in detail how the production company played a key role in ensuring the film was a success?

CONVERGENCE

SYNERGY AND CROSS MEDIA CONVERGENCE

For this section you need to outline some of the different ways in which the film worked in synergy with other companies (you were given two examples, but you can find others). You also need to discuss the importance of synergy in ensuring the success of a marketing campaign.

Tip: Cross media convergence is particularly important when utilising new media to engage a mass demographic

Task: Have you discussed the ways in which the campaign

used new media, or cross media platforms to extend its reach?

TEXTUAL ANALYSIS OF FILM POSTER (DETAILED)

For this section you need to be applying ALL of your print media terminology to explain how the film poster makes people want to go and see the film.

Tip: You should discuss SYMBOLIC, ACTION, ENIGMA and TECHNICAL CODES in the film poster, and ALWAYS discuss the connotative effect of these codes

Task: Have you analysed all of the codes above?

Font/image/mise-en-scene/genre signifiers/

Camera shot & angle/tagline/colour scheme etc…

 TEXTUAL ANALYSIS OF TRAILERFor this section you need to explain specifically how the trailer makes the target audience (and remember there are different groups within this) want to see the film. You need to be specific and refer to the various technical codes used in the trailer. There should be plenty of specific terminology for this section.

Tip: Trailers are multi-modal texts, therefore there are a variety of technical codes to analyse, including camera work, editing, sound, mise-en-scene and title cards

Task: Review your analysis and look at how you can add more detail using the sections above as sub headings, explain how the producers have encoded the text with suggested gratifications for the audience.

(Include screen grabs!)

REPRESENTATION OF GENRE

This is really straight forward- you just need to explain how the marketing campaign have used GENRE SIGNIFIERS to communicate with the audience. Then you need to explain what gratifications they have linked with this genre

Tip: You should include audience theory to improve the quality of your writing

Task: Have you explored this in enough detail? Can you add some audience theory to your discussion (remember to refer to specific examples from the campaign)

REPRESENTATION OF GROUPS

This was the area which needed the most work on for most of you (a mix of time restraints and not enough detail). For this section you need to look at how the campaign represented both genders.

Hint: You should explore how the campaign makes use of STEREOTYPES to communicate with the audience and COUNTER STEREOTYPES to appeal to the audience

Task: Add a section to your work explaining how different groups are represented to the audience, and what values are linked to these groups (refer to stereotypes, counter stereotypes, ideologies, audience appeal, binary oppositions)

CONCLUSION

How effective was the campaign?

How do you know this?

What have you learnt from analysing this campaign?

KEY TERMINOLOGY 

Cross media platform- having media texts across different forms of media e.g. posters, trailers, websites, radio slots etc…

Target Audience- who a media text is aimed at

Audience Gratifications- why people would enjoy watching the text, what it offers them

Genre Signifiers- props, characters or symbols which communicate the genre to the audience

Technical Codes- information provided to the audience through technical methods e.g. non-diegetic sound, camera angles, pace of editing etc…

Enigma Codes – items which create a mystery for the audience

Mise-en-Scene – everything which the audience see in the scene

Denotation – what something looks like

Connotation- what something represents (colours, fonts, props, body language etc all have connotations)

Star Persona/ Star Signature – the image and gratifications linked with a particular celebrity

Institution – the company who produced the text

Production Budget- the amount of money a film had invested into its production

Representation – the way a group are re-presented back to the audience, often through the use of stereotypes