Marketing Methods
Marketing plays a vital role when releasing a film, as the more people aware of its release, the more people are going to want to watch it. Production companies will often use more than one marketing method (cross platform) to try and make the film go viral through either technology or word of mouth. Some of the methods include:
1. Trailers - a preview of the film is usually released onto platforms such as YouTube, with some companies releasing a series of different teaser videos across the months leading up to the films release. This particular tactic was cleverly used when the Star Wars film 'The Force Awakens' was released. The first teaser trailer was posted over a year from its opening, with another three more trailers posted within that year, raising lots of questions amongst the Star Wars fan base, as they gave little away about the actual storyline.
2. Posters - as posters are so versatile and straightforwards to produce, it is a very common method to use. They are often put in places such as bus stops, tube stations and on electronic billboards. They often include the title, a release date, star ratings from well respected companies and the billing credits.
3. Social media - with social media increasing in popularity, it is a great way to reach a large percentage of the population and is a good way of creating a buzz and excitement for the film. Films can also be advertised on sites such as Twitter and Instagram, which is useful, especially if the film is targeted to a younger audience.
4. Celebrity endorsement - the more famous the actors, the more people will be interested in seeing the film. However, they not only help the film sell by staring in it, but their own social media accounts can help to promote the film due to them having large numbers of followers. Interviews with the actors are also useful tools as the audience can engage with them, seeing the story in a different light.
5. Guerrilla marketing - this uses unconventional tactics intended to surprise audiences in a way that makes it personal and therefore memorable. One of the most successful examples of this was when the film The Blair Witch Project was released. The directors paid such close attention to detail that audiences could not tell what was true - with missing persons posters were put up in Cannes and rumours of the executive being kidnapped days later. Bringing the film into the real world helped to suck people into the story as they were captured by the intense fascination that surrounded the story. See the links at the bottom for further information.
The Blair Witch Project guerrilla advertising:
- http://www.blairwitch.com
- https://mwpdigitalmedia.com/blog/the-blair-witch-project-the-best-viral-marketing-campaign-of-all-time/
1. Trailers - a preview of the film is usually released onto platforms such as YouTube, with some companies releasing a series of different teaser videos across the months leading up to the films release. This particular tactic was cleverly used when the Star Wars film 'The Force Awakens' was released. The first teaser trailer was posted over a year from its opening, with another three more trailers posted within that year, raising lots of questions amongst the Star Wars fan base, as they gave little away about the actual storyline.
2. Posters - as posters are so versatile and straightforwards to produce, it is a very common method to use. They are often put in places such as bus stops, tube stations and on electronic billboards. They often include the title, a release date, star ratings from well respected companies and the billing credits.
3. Social media - with social media increasing in popularity, it is a great way to reach a large percentage of the population and is a good way of creating a buzz and excitement for the film. Films can also be advertised on sites such as Twitter and Instagram, which is useful, especially if the film is targeted to a younger audience.
4. Celebrity endorsement - the more famous the actors, the more people will be interested in seeing the film. However, they not only help the film sell by staring in it, but their own social media accounts can help to promote the film due to them having large numbers of followers. Interviews with the actors are also useful tools as the audience can engage with them, seeing the story in a different light.
5. Guerrilla marketing - this uses unconventional tactics intended to surprise audiences in a way that makes it personal and therefore memorable. One of the most successful examples of this was when the film The Blair Witch Project was released. The directors paid such close attention to detail that audiences could not tell what was true - with missing persons posters were put up in Cannes and rumours of the executive being kidnapped days later. Bringing the film into the real world helped to suck people into the story as they were captured by the intense fascination that surrounded the story. See the links at the bottom for further information.
The Blair Witch Project guerrilla advertising:
- http://www.blairwitch.com
- https://mwpdigitalmedia.com/blog/the-blair-witch-project-the-best-viral-marketing-campaign-of-all-time/
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