2. Pre Production
One of the most important aspects of the film industry is the enormous
marketing campaigns from iconic posters to the cast and crew
appearances. The ability for a film industry to market their products is
unrivalled. Even the smallest films can make millions of pounds at the box
office. The key roles in ensuring that a film is marketed properly are:
Background – Need for speed was first introduced to the public as a video
game and has earned a rightful spot in the industry since the 90’s.
Identifying your audience – The main audience that the industry would be
aiming their film at is mostly male car enthusiasts ranging from the ages of
15 – 30.
Thinking ahead – Distributors for the Need for Speed film has looked back
at their audience research, focus groups and surveys from the video game.
3. Post Production.
Typically most post production phases while creating a film last
longer than the actual shooting of the film. It is seen as second
directing because through the post production stage it is possible to
change certain aspects of the film. The producers want to get
feedback so they can see the flaws in their film and be able to
change them. The do this by having a screen test. A screen test is a
preview of the film which is shown before the actual film release.
After the showing the audience are usually are asked to fill out a
questionnaire so that the producer gets a feeling for how his
audience would react to the film and see if there are any changes
that can be made to make the audience feel the way the director
wants them to feel.
4. Anchorage
The term anchorage means ‘The fixing of
meaning’ through connotations and signifiers
(Signs). This can be a make of break strategy in
the way print advertising is perceived to its
audience. Following the ‘rules of good copy’. The
two of the main features that are shown in the film
Need for speed are women and the use of cars.
These two things are positive and attractive to an
audience of males aged 15 – 35 for both the film
and the video game. Both of these magazines use
mise-en-scene and the use of text that uses the
colour to make the text look like it is fast like the
cars in the film.
the top right poster uses helicopters to give an
outdoor feeling. This intertwined with the cars
shows that a lot of action is about to happen like a
race or a car chase. Aaron Paul is centre of the
poster as he is main star attraction. This is done
well as at first glance you instantly see this
celebrity and every time you see him you link it
straight to the film.
The poster below is using a women as a sexual
object for the audience to stare at and be attracted
into this beautiful world wear everything is perfect.
The women is turned side ways creating a sense
of enigma but is staring right at you as if choosing
you specifically to come for a ride.
5. Synergy and USP
Synergy is the sales of related products to the film. For example a main synergy
product for the film Need for Speed would be the video game ‘Need for Speed’ This
helps sell the film because the target audience of the game would wan to watch the
film. Not only do they try to attract the video game players but they also attract young
males with the toy cars and accessories.
USP stands for ‘Unique Selling Point’ for a film which makes it individual to all other
products like it and make it stand out. The USP for Need for Speed is use of
attractive women and racing cars, this is used to attract the target audience because
this is typical of their likes.
