Campaign in the industry

The Campaign

Distributors find it hard to get there work to stand out because of the competition. They need there campaign to stand out from others to get recognition and made the MUST SEE film. The cast, film, playability, soundtrack, print and web campaigns are all components to formulate a plan. Synergy is important because it can be globally recognised and the marketing theme runs through each different campaign material. For example, Spiderman’s text is so well known it is used in most things it is associated with and no matter what country you’re from you know what it is.   

 Posters and Trailers:

 Posters can sell the genre and the content within one image. It is a print teaser because it shows you either the location or some of the major characters (famous actors?); this can be used as another selling point. If you have a huge Hollywood actor as the main focus in the films poster then people would be drawn to it if they like that certain actor. Posters also give basic need to know information on the date it is to be released.

Trailer is the key selling point for most films. Film trailers set the tone and try to perceive the right impact to have on the audience. Within the short amount of time the concept of the film is portrayed to the audience. There are four main types of trailer; extremely long preview trailer, the teaser trailer, main trailer and the sustain trailer which is the short version of the trailer after the film has come out.

In trailers the perfect film trailer is said to have no voice over, this is because the visuals should do all the work to entice the audience to want to see it along with the soundtrack. Captions are commonly used in thrillers for suspense whereas voice overs would be found more likely in comedies.  When it comes to foreign films in the trailers they try not to show you the subtitles to cover up the fact it is a foreign film, because most people don’t want to read subtitles while watching a film.

TV trailer are different in the way the trailers are shorter and are cut down to 15 – 30 seconds. Films now have their own official websites and distribute viral video campaigns online to get publicity. Other features as quizzes and games related to the film also work this way. The only way you can get free publicity is from reviews from film critics. Depending on whether they enjoyed the film or not, you have to take the free publicity with a pinch of salt, because you want it to be good publicity not bad.

Tracking and success:

Tracking figures are released four weeks after the film is released. Advertisements are released six weeks before the film. This helps establish awareness and interest of the film. The word of mouth is the most efficient way of advertising. The word of mouth is a personal recommendation from a friend or family member.  By word of mouth you are more entitled to go and see it, if someone else says it’s good. Buzz is created for films from free preview screenings; this then positively impacts on the campaign.

The opening weekend of a film is the most important time for a film. Friday, Saturday and Sunday are the make and break moments of a new film. By Monday the film must have made the most money in the cinema to be financially successful.