Tia Maletta

Print Media for TakenThe various posters I have found online for Taken are one of the first times in which distributors are able to promote their film to a mass target audience. This is one of the key products which encourage a wide range of audiences to see the film. Therefore print media needs to be memorable to audiences in order that they go and see the film. Taken was released in 2008 and is an English speaking, French action film starring Liam Neeson who features as the protagonist character Bryan Mils. Posters are released two to three weeks before the film is released creating an awareness for the film as well an excitement amongst the target audience.

Taken was distributed by EuropaCorp Distribution in France as well as 20th Century Fox internationally. On its opening weekend receiving £1,165,986 in the UK alone on its opening weekend (28th September 2008) with over 300 screens showing the film.

All posters show Bryan Mills in action at some point in the film. The posters follow a similar design idea by having the main focus of the poster as the protagonist character which makes him a unique selling point. It is as if Bryan Mills is the only character in this film as all the posters show him making him known straight away to the audience.

Poster one is a French poster for the film. The poster denotes an extreme long shot of Bryan Mills running down a side street in Paris where his daughter has gone missing. A faint image of his daughter is in the background which looks like a shadow/ghost. The image which looks like a shadow of his daughter in the background suggests that she is slowly fading away due to the awful events that are occurring to her whilst her father is trying to find her.

As there is low key lighting used on the poster, it implies that Bryan Mills is on a very long journey until he comes in contact again with his beloved daughter.

Personally, I feel this particular film poster looks like it was designed to attract a mass target audience with the promise of a successful action film. Therefore, audiences seeing this film are likely to be content as Bryan Mills is pictured running and conventions of an action film are for the film to be fast paced.

Poster two denotes a long shot image of Bryan Mills where he is holding a gun down to the floor, taking up the whole length of the poster. The main colour used in this poster is black and as the colour black connotes the secretive and unknown and as a result creates mystery for the target audience.

Mills’ is wearing a suit which connotes his power and authority which conforms the ideologies of males in an action, thriller film therefore this poster follows the conventions of an action, thriller film. In addition to this, a globally well known film quote stated by Mills takes up a large majority of the film poster which creates the importance of this particular quote when audiences go and view the film.

This poster looks like it was designed to attract both males and females from the age of twelve upwards, however as he is holding a gun it is more likely to attract a male target audience. This is due to the fact males like the idea of guns and the way they work more than females. Guns create thrill and anxiety for the target audience which follows the conventions of an action, thriller film.

Poster three denotes different a main focus of the protagonist character as well as different images of scenes which occur in the film. All images denote the characters looking worried yet trying to hold their feelings in. By having scenes of the plot included on the film poster, they become memorable scenes to the target audience; in which they will remember due to the fact they have seen these images a numerous amount of times.

Again, the quote stated by Mills takes up a large majority of the film poster which creates the importance of this particular quote when audiences go and view the filmwhich is emphasized by having the quote in red, capital letter font. The tagline in the top quarter gives some of the plot away to the audience before they even view the film which in some aspect is good but also can be seen as bad. Good for the fact it creates excitement for the audience and an enigma is created. Bad in the aspect that the audience now have an idea in what is going to occur in the film so don’t have a need to see it as much.

This poster looks like it was designed to attract both males and females from the age of twelve upwards, scenes from the film are now able to seen by the target audience giving them a clearer understanding of the film. By including different scenes, the target audience are more aware of the types of characters and events which will feature in the film.

Poster four and three are similar as they both denote the main focus focus of the protagonist character as well as different images of scenes which occur in the storyline of the film. However in poster four, the image of Bryan Mills has more colour showing his skin colour and clothes more enthusiastically. There are less images of scenes from the film as well as the text giving the storyline away is not included.

The tagline “the time for revenge has come” creates thrill for the audiences as they know something sensational will occur in the film when a father is looking for the kidnappers of his missing daughter especially when Bryan Mills’ past occupation is revealed to the audience. The poster looks like a bullet has been shot against it in the corners and around the edges of the poster which creates a buzz for the target audience as they know an immense event will occur following the conventions of a action thriller film.

This particular poster was released after the film therefore film reviews were included my newspaper companies. By including film reviews from large companies, the companies are known and trusted by audiences so audiences will remember their opinion and it encourages them to go and see the film.

Overall, looking at all four different print media promotion for the film Taken, all posters include a long shot of the protagonist character which make him an unforgettable character when audiences see/talk about this film with other people. By having images of Bryan and scenes from the film give an insight to the audience in what the film is about which encourages the audience to see the film. As two of the posters include the iconic quote in which is now globally known stated by Bryan in the film taking up a large majority of the film poster suggests the importance of this particular quote when audiences go and view the film.

All these features included on the film posters appeal to the target audience. The primary target audience being aged 15 + both males and females as the girl being abducted in the film is 17/18, the secondary target audience being males and females from the age of 15 onwards due to the fact they all generate a sense of thrill and excitement for the audiences. The audience feel obliged to go and see the film as many enigmas are created that audiences what actions answered. The enigmas being that will the girl that has been abducted be okay, will her father Bryan find her, where has his daughter Kim gone, who has taken Kim etc?

The colour used on the posters are predominately black and red. Black relates to intimidating and unapproachable characters in which Bryan Mills probably is due to his daughters disappearance therefore this implied to the audience through the colour of his clothes and colour used on the poster. Red relates to a powerful strong masculine energy and it motivates people to take action which is what exactly the posters denote the protagonist character Bryan Mills doing in the film. As well as this, red can relate to danger which is linked in the film as his daughter is in danger as she has been taken.

Each poster is different in their own aspects in order to appeal to different people in the target audience. Each poster has a different design in the layout yet the same/similar images are used in order to make the character of Bryan Mills played by Liam Neeson a unique selling point for this film. As Taken is a film which was globally successful, by having different posters but with the same or similar images this makes the film known to audiences worldwide.

Focusing on the film Taken released in the United Kingdom on 26th September 2008, looking at the e-media promotion productions prior to the films release.

The French distribution company released a teaser website online showing different specific scenes from the film of the protagonist character Bryan Mills running down a French side road in Paris where the film is set. The same image was used on the French film poster promoting the film prior to its release date in France on 27 February 2008. As Taken is a French

film with English speaking actors, from what I can find there was many minimal e-media products promotion the film I believe this is the reason behind this. Another reason why it was potentially hard to find e-media products such as You-

Tube channels especially concentrating on just the first Taken film is because the film was released back in 2008. There is now “Taken 2” as well as “Taken 3” coming out in January 2015 so now all e-media productions promoting the “Taken 3” film are now available. The French teaser website for Taken as it shows the similar image in which features on the French

film print media poster to promote the film. This would be memorable to audiences in France as they are both linked showing related images. Therefore, by the French distribution company using basically the same images, they will be

memorable to French audiences as they would of seen them numerous of times encouraging them to go and see the film. In addition, the distribution company can potentially build on the success from the first Taken film for Taken 2 and 3 in the

future by using similar images of location, costumes and the characters featuring in the film.

E-Media for Taken

Looking at social networking sites such as YouTube, Twitter and Facebook there are e-media products such as a Facebook page called “Taken” where Facebook users are able to like the page in order to receive all the latest up to date information on the “Taken” film franchise such as now they are able to see information on the “Taken 3” film. This suggests that back in 2008 users would of posted information about the first “Taken” film as well as the distribution companies pages such as “20th Century Fox”. On the Facebook page, photographic images of scenes from the film were posted creating an importance for this particular scene which will be memorablewhen audiences go and watch the film.

However, I was unable to find any Twitter or YouTube pages specifically aimed at the "Taken" film series. Trailers were posted in general of the first "Taken" film as well as "Taken 2" and "Taken 3". The only Twitter accounts I was able to find which link to Taken was parody accounts of Liam Neeson who plays the protagonist character Bryan Mills in the film franchise.

Overall looking at the E-Media products promoting the film prior to release, the only successful E-Media product would be the French distribution Europa Corp's teaser website for the film. This would appeal to the target audience as they have an insight to the film prior to the release of an iconic scene they assume would be in the film which encourages them to see the film. The younger generation are more media literate so this would predominately be aimed at the younger target audience.

Focusing on the teaser trailer for Taken using numerous techniques it appeals to the target audience and encourages them to go and see the film. The teaser trailers starts off by initially showing the equilibrium stage where Bryan Mills' daughter Kim asks for his permission to travel to France with her friend. At this particular moment, a two shot as well as an over the shoulder shot is shown of the two characters in conversation. The audience are able to see clearly the relationship between the two characters and Kim looks like an innocent girl but due to Bryan Mills past as a CIA agent he doesn't feel comfortable with his daughter travelling half way across the world. This encourages the target audience to see the film as it creates an enigma for them thinking why does Bryan have such a big problem with letting his daughter go on holiday with friends. The trailer then shows scenes of the film with sound bites included when she is finally in France of her father laying down the rules before she travels. The trailer starts to get more intense nowfollowing the narrative theory of Tvzetan Todorov the disruption stage is then shown, through the use of editing techniques and non diegetic sound, building anxiety for the target audience. The audience are then aware of Kim being taken by a group of men but they are unaware of who these men actually are. The iconic scene where Bryan states that he will find the people that have taken his daughter and he will kill them is then shown. This encourages the target audience to see the film because it creates a sense of thrill and suspense, making the target audience want to see if Bryan will be successful in finding his daughter. Through the use of diegetic sound of heavy breathing coming through the phone he is talking on, this creates even more excitement for the target audienceencouraging them to go and see the film. Whilst he is on the phone, more scenes are shown of the events that occur when Bryan isfighting to find his beloved daughter. This leaves the audience again with another enigma to where and what has happened to Kim; in which they will not find out unless they watch the film. The re-equilibrium stage is left still to be answered which will only be answered if they watch the film. The teaser trailer overall encourages the target audience to go and see the film due to the fact as soon as the disruption stage occurs, all the scenes from then on become fast paced following the conventions of an action thriller genre film.

On the next slide is the teaser trailer

Broadcasting Media for Taken

Now, going on to look at the official Taken trailer the trailer shows Kim asking her father if she can go to France with her friend but whilst she is asking scenes are already being shown of her travelling to France. An establishing, high angle shot of Paris is then shown with the main focus of the iconic, globally known tourist attraction of the Eiffel Tower is shown. The audience are able to see a beautiful country which looks like a lovely place where nothing extremely bad will occur as many young people travel all the time. A shot of the plane she is travelling on is then shown and as soon as this is shown to the audience through the use of Sound FX of an explosion is then used in the background which implies to the audience that something terrible is about to occur. From here, thedisruption stage is shown following the narrative theory of Tvzetan Todorov when men come into the apartments where they are staying and they kidnap her friend and shortly after they come after her. The scene where Bryan then says that he will find the people that have taken his daughter and he will kill them is then shown. This encourages the target audience to see the film because it creates a sense of thrill and suspense, making the target audience want to see if Bryan will be successful in finding his daughter. Again, like the teaser trailer different scenes from the film are then shown of stages in the film when he tells her mum she has been taken, when she was taken showing her screaming as well as of him torching the people that have taken his daughter. Bryan Mills played by Liam Neeson is represented as a strong, confident, powerful man whom will not let anything or anyone get in the way of finding his beloved daughter which conforms the ideologies of males. This encourages the target audience to see the film as it leaves them with anumerous amount of enigmas, hegemonic , action which leaves them wanting to see the actions that take place in order to get Kim back and save her. The trailer is fast paced and shows chases, stunts and spectacular fights between Bryan and other male characters all in which follows the conventions of an action/thriller genre film.

Here is the trailer

Overall how effective was the campaign?

Advertising campaigns are one of the most important elements when wanting to construct a successful film as this is one of the initial times in which the target audience will come to terms with the film. “Taken” made a gross profit of $145,000,989 with its original budget being $26.5 million. These box office statistics states that the advertising and marketing campaign for Taken were created to a great success. Other media platforms were also created such as Radio and TV interviews with the main characters such as Liam Neeson.

Overall, looking at all four different print media promotion for the film Taken, all posters include a long shot of the protagonist character which make him an unforgettable character when audiences see/talk about this film with other people. By having images of Bryan and scenes from the film give an insight to the audience in what the film is about which encourages the audience to see the film. As two of the posters include the iconic quote in which is now globally known stated by Bryan in the film taking up a large majority of the film poster suggest the importance of this particular quote when audiences go and view the film. All these features included on the film posters appeal to the target audience. The primary target audience being aged 15 + both males and females as the girl being abducted in the film is 17/18, the secondary target audience being males and females from the age of 15 onwards due to the fact they all generate a sense of thrill and excitement for the audiences. The audience feel obliged to go and see the film as many enigmas are created that audiences what actions answered. The enigmas being that will the girl that has been abducted be okay, will her father Bryan find her, where has his daughter Kim gone, who has taken Kim etc? The colour used on the posters are predominately black and red. Black relates to intimidating and unapproachable characters in which Bryan Mills probably is due to his daughters disappearance therefore this implied to the audience through the colour of his clothes and colour used on the poster. Red relates to a powerful strong masculine energy and it motivates people to take action which is what exactly the posters denote the protagonist character Bryan Mills doing in the film. As well as this, red can relate to danger which is linked in the film as his daughter is in danger as she has been taken.

The e-media promotional products used to promote Taken such as Facebook sites and an individual website promoting Taken is an instant and successful way of advertising to a large mass target audience. Fans are able to join the page and share it with friends by liking, commenting and messaging other fans of the film worldwide. This has become a very successful viral marketing. As Taken was released in 2008, which was seven years ago it was hard to find e-media products promoting the first ever Taken film due to the fact the second film has already been released recently in 2012 with a Taken 3 in the making soon to be released in 2015. Therefore, e-media products promoting Taken 3 are now all over the internet. Nevertheless, as Taken was a successful film making a gross profit of $145,000,989 it is easy to believe that e-media products at the time had a big impact when promoting the film. The internet is the fastest way to find out information instantly by a simple click, fans were able to connect with one another through the use of the internet creating a greater awareness for the film prior to its release.

Looking at the teaser trailer and the official trailer for Taken, they were both effective in their own ways. As the teaser trailer is shorter than the official trailer, audiences were able to see the equilibrium stage, clearly identifying the relationship the relationship between the two characters emphasised by the way they talk to one another with Kim saying “Dad.. Hello!” when he questions her. This conforms the usual father and teenaged daughter relationship which some members of the target audience may be able to relate to. This alone encourages the target audience to see the film as numerous amounts of enigmas have been created for the audience such as “Why wont Bryan let her travel?” “What is Kim really up to?” etc. The re-equilibrium stage is left to be answered for the target audience and they will only find out the answer if they go and watch the film for themselves. The teaser trailer alone is effective as it encourages the target audience to see the film due to the disruption stage is still occurring with fast paced scenes creasing anxiety and thrill for the target audience. The official trailer is effective as through the use of sound and editing techniques it makes the audience want to see if Bryan will be successful in saving his daughter.