the marketing campaign of harry potter and the deathly hallows part one

7/29/2019 The Marketing Campaign of Harry Potter and the Deathly Hallows Part One

1/12


2/12

The Marketing Campaign

Teaser Poster

Teaser Trailer

Website Main Poster

Full Trailer

T.V. Spot

Publicity and Promotion


3/12

The Teaser

Poster 1

This poster shows the picture of HarryPotter; it will be instantly recognised by

fans of the genre. The poster is verydark which represents evil, a majortheme in the film, and Harry looks

extremely distressed which shows thathe is up against a great challenge. Very

little is revealed in this poster whichleaves the audience wanting to know

more about the film, which mayencourage them to visit the websiteshown at the bottom which builds

synergy. Production companies are

shown at the bottom which may berecognised. There are several othersimilar posters each with a separatecharacter, which may encourage theaudience to look out for the many

varieties in which the poster comes


4/12

The Teaser

Poster 2This poster shows the destruction of

Hogwarts, an established icon of the HarryPotter series. It would immediately catch the

eye of the intended audience, and the special

effects also make the poster stand out; for

people who have come to love the series may

be very shocked by this image, and it would

be very memorable. The title is simply HP7,in the famous typeface Harry Potter. It keeps

the poster simple and it is iconic, so it is easy

to recognise it as another Harry Potter film

even from a distance. The tagline emphasises

the fact that this is the final instalment of the

series, so people may be interested in seeing

it to find out how the story ends. The releaseyears for each part of the film are shown, so

audience members can know when to see the

film. The website is shown to generate

synergy and production companies are given,

as audience members may recognise them


5/12

The Main Poster

This poster depicts the three main Harry Pottercharacters running away from something. It is a very

exciting and dynamic freeze frame and thus shows off

the films action elements. The desperation in the

characters faces show that they are running for their

lives which proves the film will be exciting to watch. The

subtle red sparks on the picture represent danger which

further shows how exciting the film should be. The

tagline shows how this will be the epic finale of the

series, which may encourage the audience to come and

watch it to discover how the story ends; its other

purpose is to remain in the minds of the audience so that

they remember the film in future and a brand image can

be built. The release date is given which allows the

audience to know when they can see this film, and

production companies are shown so the audience cansee that the film is the work of professionals, so should

be good. The title at the bottom uses an already

established icon of the Harry Potter series so the

audience can immediately know what film this poster is

advertising. The poster was also adapted for use on bus

T-Bars to grab even more attention


6/12

The WebsiteThe website experience begins with the films full

trailer to immediately grab the attention of

visitors. There is a menu feature that allows

visitors to simply explore the site. Every

background on the site is one of the film posters,

creating synergy. The consistent use of the HP7

symbol symbolises the film and may help the

audience to remember the website later on. The

about page consists of the films synopsis, so

visitors can find out what the film is about andmake a judgement as to whether they should see it

or not. It also includes a list of famous actors in

the film, so visitors may recognise them and feel

more inclined to see the film. The gallery page

shows iconic screenshots from the film, where the

downloads section allows visitors to customise

their computer with Harry Potter themed images.

This allows the visitor to remember the film well,and IM icons may also spread the word through

social networks. The videos section shows Harry

Potter trailers which are entertaining for the

audience to watch and create synergy by leading

the audience to this form of advertisement as well

About

Gallery

Downloads

Videos


7/12

The Teaser

Trailer

This trailer gives a sneak preview of the film,with many iconic scenes so the audience can

see roughly what the film will be like. It is

used to inform the audience that the film is

coming out soon, and to begin hype. It

includes the release month, so the audience

can know when it will come out. It doesnt

tell much about the story so as not to give

too much away, but it does show some

scenes that establish the films genre and

themes. The use of wands and spells

immediately evoke the genre of fantasy, and

the theme of magic. The action adventure

genre is represented by the depiction ofchase scenes, fights and the large scale

destruction, and the fast-paced scenes prove

the film to be exciting


8/12

The Full TrailerThe full trailer is full of action scenes that show that the

film is exciting, and immediately interests any action

lovers in the audience. The fantasy genre and magictheme are set up with the use of wands and spells etc.

There are many fast paced parts of the trailer which keep

the audience interested; the fact that they enjoyed

watching the trailer may mean that they want to see the

movie itself. There are many scenes of conflict, especially

between Harry and Voldemort giving an obvious good vs.

evil idea to the film. The narration explains the story to

the audience without revealing too much. The audience

may recognise many of the characters, so if they liked the

previous Harry Potter films, they may be more likely to

watch this one. The trailer fills the audience in on all the

important details. The release date is shown so the

audience knows when they can watch the film, and the

production companies involved are also depicted; the

audience may be more likely to see a film by a well knownproduction company like Warner Bros. The title is the

same as on the poster to maintain the brand image, and

the website address is given to create synergy, so the

audience can find out more if they so wish


9/12

The T.V. Spot

The T.V. Spot is a summarisedversion of the full trailer so it

can be shown on T.V. It shows

snapshots of key scenes in the

film in a more brief way than

the full trailer. Airing it on T.V.would have attracted a very

large amount of attention for

the film, so most of the public

knows about it. It shows all the

necessary information, but

faster so it can all be fit into 30

seconds


10/12

The PremiereThe premiere ofHarry Potter and the Deathly

Hallows: Part 1 was held on the 11th November

2010, and featured many of the actors from the

Harry Potter films. A lot of awareness is created

for the film as many people went to the event to

see the actors. This would have lead to huge

media coverage on the topic, creating huge

awareness of the film. The media spreads the

news of it free of charge which makes it even

better for the films profits

MerchandiseA lot of merchandise has been created, based

upon the Harry Potter films to further increase

their awareness and popularity. Examples includemodels of magic wands, sweets featured in the

film (e.g. chocolate frogs) and Hogwarts uniforms.

This mainly targets younger fans, but older

collectors may also be interested. Merchandise

develops popularity for the film, and creates

interest about it among new audiences, in this case

younger children. Purchasing the merchandisemay make the buyer feel more a part of the story,

so they may feel more inclined to see the film


11/12

The Wizarding World

of Harry PotterThe Wizarding World of Harry Potteris a theme

park in Orlando, Florida, and not only brings in

extra revenue for the films creators, it provides

great publicity for the Harry Potter movies with an

entire themed castle and village. It helps to spark

an interest in the film series saga in those who

dont already like it, and it generally raises

awareness especially through the large amount of

news coverage on the subject; this is a brilliant

method of publicity as the newspapers and newsprogrammes dont even have to be paid to spread

awareness of the Harry Potter series. This park

allows fans of the series to discover the world that

they have grown to love in fiction, but in reality. A

lot of the merchandise mentioned previously is

also be sold here to further excite Harry Potter

fans. There is an Ollivanders wand shop, a

Honeydukes Sweet Shop, Zonkos Joke Shop,Dervish and Banges Uniform Shop, Owl Post Office

and The Three Broomsticks Restaurant as well as

The Hogs Head Pub. All these authentic

experiences allow existing fans and new ones to be

invited into the world of Harry Potter, which will

ultimately lead to a greater awareness and

popularity of the Harry Potter films


12/12

How Effective?

I think that Harry Potter and the Deathly

Hallows was marketed brilliantly, as it built upon

the popularity and awareness created by the

previous films and went beyond it to excellently

encourage the audience to see the film. It was

advertised well and utilised free publicity

excellently so was, in conclusion, a fantasticexample of a well marketed film

the marketing campaign of harry potter and the deathly hallows part one

Documents