Carried out in conjunction with the release date, film promotion normally takes shape as a 'press junket' which often includes a number or press releases sent out to various media platforms for reporting, interviews with the people heavily involved in the production of the film, the use of merchandising and release of trailer footage from the film.
The most common place that a film trailer is shown is in cinemas before the showing of a separate film, followed by YouTube where a sponsored video will include it before the content of the video is played.
Films are also promoted through the use of posters that are made to be different sizes and formats so that they can be used for both domestic and global scale markets. They are normally displayed in general public areas which means that people unconsciously consume the information, raising awareness. Stereotypically, the main actors star as the main image on the poster to inform the audience who stars in the film, as this can appeal more to a specific target audience.
Production company Warner Bros created a marketing campaign that promoted the film The Dark Knight (2008), while engaging the audience. They created public stunts that would attract attention to the film at world known events such as San Diego Comic Con, where Dark Knight branded items such as dollar bills were left or the public to find. The discovery of these bills lead the owner on a 'treasure hunt' where hidden clues about the film were released once codes had been cracked.
One of the bigger stunts that they planned was a plane writing numbers in the sky for people to gain more clues. Along with other Batman propaganda, it lead to a record breaking box office taking of $1,005,000,000.
Marketing a film has changed over the years due to the proliferation of hardware playing a major role in how it is advertised. Generally, we see less heritage marketing as the rise of the internet has opened many platforms in which a film can be marketed - trailers can be distributed to a much wider audience through the use of social media, such as Facebook and Twitter, where the trailer can then be viewed across the world.
Technological convergence has allowed people to access a vast number of tasks on one device, making marketing a product digitally/online easier as it will reach more people. With heritage marketing, only those physically surrounded by the promotion of a film (e.g a poster, billboard) will be made aware of what is being promoted; where as with the advance of technological convergence, the majority of people online will come into contact with the marketing as they are able to download, view, search and be shown via advertisement the film on one device at one time.
An example of this is the James Bond franchise which shows a number of ways in which the film can be viewed, explored and digested by the audience. The film are available on DVD and Blurry making it more accessible for a greater number of people therefore expanding the target audience. There is a 007 app that can be downloaded on to Apple and Android devices that will inform the user of update, special previews and behind the scene footage that only those who use and download the app will be able to see. The company has also expanded and created 007 video games; one of the 22 being Goldeneye 007. Video games have become a form of entertainment and are perhaps assumed that they are more immersive that a film, which is a reason as to why the film industry has adapted by converging towards this mode of technology. This allows even more people to access the franchise and will appeal to a greater demographic as video games are stereotypically aimed at the younger generation. All of this information is available on their website, specifically created to provide the audience with details about the franchise and other news associated to 007.
http://www.007.com
One of the bigger stunts that they planned was a plane writing numbers in the sky for people to gain more clues. Along with other Batman propaganda, it lead to a record breaking box office taking of $1,005,000,000.
Marketing a film has changed over the years due to the proliferation of hardware playing a major role in how it is advertised. Generally, we see less heritage marketing as the rise of the internet has opened many platforms in which a film can be marketed - trailers can be distributed to a much wider audience through the use of social media, such as Facebook and Twitter, where the trailer can then be viewed across the world.
Technological convergence has allowed people to access a vast number of tasks on one device, making marketing a product digitally/online easier as it will reach more people. With heritage marketing, only those physically surrounded by the promotion of a film (e.g a poster, billboard) will be made aware of what is being promoted; where as with the advance of technological convergence, the majority of people online will come into contact with the marketing as they are able to download, view, search and be shown via advertisement the film on one device at one time.
An example of this is the James Bond franchise which shows a number of ways in which the film can be viewed, explored and digested by the audience. The film are available on DVD and Blurry making it more accessible for a greater number of people therefore expanding the target audience. There is a 007 app that can be downloaded on to Apple and Android devices that will inform the user of update, special previews and behind the scene footage that only those who use and download the app will be able to see. The company has also expanded and created 007 video games; one of the 22 being Goldeneye 007. Video games have become a form of entertainment and are perhaps assumed that they are more immersive that a film, which is a reason as to why the film industry has adapted by converging towards this mode of technology. This allows even more people to access the franchise and will appeal to a greater demographic as video games are stereotypically aimed at the younger generation. All of this information is available on their website, specifically created to provide the audience with details about the franchise and other news associated to 007.
http://www.007.com
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