Friday 5 May 2017
Thursday 4 May 2017
Friday 31 March 2017
Evaluation - Q2
The role of a film distributor is to act as a middle man between the production company of the movie and the public. They also have a role in financing the movie as they have to pay large fees for the distribution rights. They are in charge of getting the movie in cinemas and marketing the film to the audience. Some of the techniques that they use include adverts in cinemas and on TV, print advertising and advertising on social media. These allow you to advertise your film to both a wide audience, with the outdoor adverts, and your target audience, with cinema, TV, and social media adverts. This can also depend on the chosen target audience, as different audiences watch different TV shows for example, so it needs to be advertised in different places. This would depend on your demographic, as a film aimed at teenagers could be advertised on a channel such as E4, or a film aimed at families could be advertised on ITV at Primetime. These decisions are made because of the audience research which are a valuable tool for the distribution companies as they can find out exactly who is interested in the film and market it to these audiences in platforms which they frequent using conventions which draw in their audience. Advertising varies because of this. An example of this would be posters. The Avengers poster below would have been aimed at families, so therefore it features a multitude of colours attracting people to the poster and getting them into the cinema to watch the film.
The poster for Cloverfield, a horror film, features dark colours which are conventions of the genre. This means that fans of the genre would be attracted to this. The market research would have come back and told the distribution company that the dark, gloomy, atmosphere is common in the genre, and liked by the audience. It also features the Statue of Liberty, which is of course a very recognizable monument. This is also used to draw people's attention to the film.
Another way to advertise a film is through the internet, with there being more ways than ever for viral advertising. An example of this is the Ghostbusters Snapchat filter. Snapchat has over 161 million daily users, the majority of whom when posting will cycle through the filters, seeing the ghostbusters logo and animations in the process, and advertising the movie to them. In addition to this, whenever someone posts a picture with the Ghostbusters filter, all of their friends and followers will see this and be exposed to the film. This is clever from the distribution company, as because of the interactive nature of the filter as seen in the image, it does not seem like an advertisement. It's fun for the audience and they are advertising the film without realizing it.
It is important for a film to have a unified identity as it would become memorable to the audience and as soon as they see one product they would associate it with other products and the film itself. This works in a way as a narrative and works through a teaser trailer, a magazine poster, a main trailer, a poster and the DVD cover. These would all feature the same or similar imagery which puts the imagery in the head of the consumer who would be more tempted to watch it. These products would also feature things like actor names and reviews from magazines and critics which would also influence the consumer and impact their interest.
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