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Analysis of a promotional package the dark knight

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  • 1. Analysis of a promotional package Batman – The Dark Knight
  • 2. I have chosen to analyse the promotionalpackage of this particular film due to the fact that the marketing of Batman – The Dark Knight was award-winning, and therefore extremely effective.
  • 3. POSTER•A considerable number of different promotionalposters were marketed for the film, such as theones in the next slide.•Among these posters, one was nominated for the"Batman Teaser" Poster and another won “BestSummer 2008 Blockbuster Poster (teaser)”, both atthe Golden Trailer Awards.
  • 4. The poster I am going to be focusing on is the one below:
  • 5. “Why so serious” has become a Drawing of the Joker’stagline and phrase associated ‘smile’ in blood, over thewith the film – including it in this top of his actual face –poster creates recognition for dramatic and suggests thatthe viewer. The fact that it iswritten in blood has this is the Joker’s iconicconnotations of evil and symbol. Blood alsoviolence, as well as with the suggests he is the villain.villain of films – this is reinforced The fact that he is featuredby the fact that the Joker, the on the poster suggestsvillain of this film, is featured on that he is a main character.this poster. His darkSilhouette of clothing andGotham City in the blurry facebackgroundreinforces that the connote afilm is set in the sense ofsame location as the mystery andprevious Batman intrigue.film, Batman Begins. Name of the film over the Batman Release date Recognisable Batman symbol – iconic. Institutional symbol. of the film. Interesting that the name “Batman” information along isn’t present on the poster, but his the bottom – symbol is. discreet.
  • 6. MAGAZINE COVER Masthead – the fact that part of it is Iconic Batman symbol – covered demonstrates its iconic recognisable. name and font – people therefore don’t need to see the whole of theDateline: Date and price (here both in masthead to recognise the magazine.British sterling and US dollars,demonstrating that the magazine is Puff – eye-catching andknown and sold internationally). gives information about anConventional to all magazines. important feature in this issue Colour- coordinated Main coverlines – relate with the Joker’s to the image of the Joker clothing: and establish that The aesthetically Dark Knight is the main pleasing. feature of this issue.The main image is of the Joker; ashe is also featured on several of the Coverlines: givefilm’s promotional posters, thiscreates synergy between them and information about thehelps the viewer to recognise content of theassociate the two. magazine as well as being colour- Barcode: conventional to all coordinated with the magazines. Stands out from Joker’s clothing the rest of the magazine so it can be easily spotted to scan.
  • 7. How synergy is created between the magazine and the poster: The Joker isfeatured on both of them, helping to create recognition and association between the two, and also re-enforcing that he is a main character. The same can be said for the Batman symbol, which also helps to establish that the film is part of the Batman saga.
  • 8. TRAILER http://www.youtube.com/watch?v=5y2szViJlaYCamera angles: Long shots, establishing shots, high-angle shot, bird’s-eye view, mid-shot, close-up, low-angle shot. Mostly long-shots and mid-shots.Editing: Rhythmic (in time with music), fades, fades to black, quick cuts as action progresses (helps tocreate a sense of action and disarray), shot/reverse shot, match on action (continuity).Sound: Diagetic: Noise of the Batmobile’s engine as it gets faster and faster (helps to build up thesuspense and action), Batman falling onto a car roof and smashing the windscreen, sound ofexplosions, sound of Joker laughing (sounds austere), onscreen characters talking, sound of knife beingplaced on table, Joker saying “Why so serious?” (catch-phrase that has become iconic of the film andthe Joker), Batman shouting (gives him a sense of authority and power), people in suits talking(suggests that they have some important role in the film), sound of weapons/knives (emphasises theaction genre of the film, as well as the violence involved and fights between the protagonist andantagonist), gunshot (evokes fear and creates tension), sound of lorry being thrown into the air andthen hitting the ground (dramatic).Non-diagetic: Echo-ey sound effects (help to create suspense and tension), Joker’s voice being used asa voiceover, soundtrack begins with fast, heavy drumbeat, sting (string instruments – creates a senseof fear and tension), echo-ey sound effect simultaneous to the knife being placed on the table (helpsto build up tension), and again when there is a high-angle shot of the Joker’s face (emphasises that heis a character of importance), soundtrack builds up (orchestral and in time with the editing- helps toemphasise what is going on onscreen) and then gets louder every time a significant action ishappening onscreen, soundtrack stops and the Joker’s voiceover returns – ends with another of hisiconic catchphrases “Let’s put a smile on that face” and his deranged laughter, trailer ends with a stingof orchestral instruments as the title of the film appears onscreen (dramatic, emphatic).
  • 9. Mise-en-scène: Dark, moody colours (create austerity and a sense that all is not well), Batman’sclothing is intimidating, shot of him standing on top of a building gives him a sense ofpower, burning Joker card links in with the antagonist of the film, official-looking men and policeofficers standing in front of a prison cell containing the Joker help to suggest that he is theantagonist (not abiding by the law), Joker’s face paint is intimidating and frightening, yet alsogives the sense that he is slightly deranged (he resembles a clown), explosions give a sense ofaction, the Joker leaning out of the window of a police car suggest that he is quite wild andrebellious, the sophisticated restaurant/party setting is juxtaposed but his appearance (wearingscruffy clothing, obscure face paint and holding a knife – appears threatening), the manyexplosions and guns reinforce the action genre of the film.How synergy is created between the trailer and the poster: “Why so serious” tagline of theposter links it with the Joker’s use of it in the trailer, the blood in the poster ties in with the shotsof knives and violence in the trailer, the smile drawn in blood on the poster mimics the actualface paint smile of the Joker, the silhouette of Gotham City in the background of the poster linksin with the many shots of it seen in the trailer, the Batman symbol on the poster links in with theBat-like outfit of Batman in the trailer and is also shown at the end of the trailer, the institutionalinformation along the bottom of the poster is also shown at the end of the trailer.How synergy is created between the trailer and the magazine cover: The Batman symbol helps tocreate association between the two, as well as the fact that the Joker is featured in both.Furthermore, on the magazine cover he appears to be sitting in front of a prison cell, like the onealso featured in the trailer. He is also wearing the same clothing and clown face paint in both themagazine image and the trailer, which means that he is easy to recognise on the magazine coverfor someone who has seen the trailer, and vice versa.