The advertising campaign

This blog will contain the analysis of film trailers, magazine covers and posters.
Each of the 4 analysis' will focus on one of the following Locations, Characters, Mise-en Scene and Sound/Music, along with the usual aspects such as editing and camera angles.These analysis' will be of teaser trailers as most theatrical trailers are upto 5 minutes long whereas teaser trailers are upto between 30 seconds and two minutes which is what the requirement is, therefore I will be analysisng them.

Theatrical Trailer

Longer, more of a story, calmer, more in depth, tells the story better, more speech, a few comedic

parts which might not be contained in the teaser trailer such as 0:36 and 1:06. In this trailer the 

Warner Brothers logo comes at the start and some characters are introduced by the voiceover

which is himself. Lots of special effects are demostrated from throughout the film.

Teaser Trailer

 

Again here the voice over is a character but here he does not introduce characters, the story is much more breif. Also here there are special effects demostrated but not as many. The Warner Brothers logo here is shown roughly halfway throught the trailer, with it launching straight into the story to get people interested then give them more information. Mostly the same clips are used in both pieces but they are edited more efficiently in this one.

We will be aiming our trailer to be 1 minute long due to the advertising slots on TV being sold in 10, 20  and 30 second slots. The price of these slots is determined by a) which programme it

is between and b) the time of day with between 6-10pm being the most popular slots costing 

thousands.

Advertising campaign

The purpose of an advertising campaign is primarily to boost sales and maximise profits.

A film advertising campaign consists of previews to advertise via word of mouth. Posters everywhere from massive billboards, to methods of transport namely the London Underground and London buses, to posters on the back of toilet doors. Trailers being shown in cinemas and on the television.
Identifying the target audience is key.

The key audience for our horror film trailer is mostly 18+ year olds and middle aged people. Obviously not children as it may be too scary, and maybe some elderly people. Therefore the advertising campaign has to be in formats that would reach those ages groups.

The timing is also vital for success because if the release was sceduled as another big film of the same genre is coming out, the sales will be significantly lower, such as when the fantasy film Harry Potter and the Half-Blood Prince was sceduled to be released another fantasy film Twilight was released so the Harry Potter film was postponed from December 2008 to July 2009, 6 months on. This shows how important it was to Warner Brothers that the Harry Potter film sold well.