2. UNIT AIMS AND OBJECTIVES
To understand how a film is marketed to a target audience
across different media forms. This includes:
• Understanding how film companies work as a business
• Understanding how film companies are funded
• Understanding how a new film is marketed
• Understanding the rules and regulations which film
companies have to follow
• Understanding how various media forms can be used to
promote a new film
3. KEY CONCEPTS
Forms and conventions (of media
promotional texts)
Audiences (defining and targeting a
specific audience)
Representation (how particular social
groups are represented)
4. ASSESSMENT
Analysis: An analysis of a cross media campaign (1000
words)
20 marks (22% of coursework grade)
Production: A film poster OR website for a new film AND
a storyboard for a trailer for that film
10 marks (11% of coursework grade)
5. LET’S GET STARTED
So what is film marketing?
LO: To explore the different ways in which a film can be
promoted to a target audience
Task: Bullet point or mind map a list of all of the
different ways you can think of that a new film can
be promoted to an audience (think about as many
new creative methods as possible…)
6. CASE STUDY
Using the resources you collated for homework,
stick them into your exercise book.
1. Explain how each media text appeals to a specific
audience
2. Explain how the texts promotes the film
3. Explain how the texts all link into the same campaign
(what do they have in common?)
7. QUIZ TIME
1. What do you think the top 5 highest
grossing films of all time are?
2. How much money do you think the
highest grossing film of all time has
made?
8. AND THE WINNERS ARE…
Top five highest-grossing films of all time
Avatar - $2.78bn (£1.65bn)
Titanic - $2.19bn (£1.3bn)
Marvel's The Avengers - $1.52bn (£900m)
Harry Potter and the Deathly Hallows - Part 2 -
$1.34bn (£795m)
Frozen - $1.219bn (£723m)
9. EXAMPLE
CASE STUDY
LO: To explore how the
concept of AUDIENCE
is a key factor in a
promotional campaign
10. RESEARCH TIME
Find all of the ways in which Disney’s
Frozen was/is promoted to a mass
audience.
Make a list in your books
and include images from
some of the campaign
13. QUESTIONS
1. Looking at the first trailer released for Frozen, why do
you think they chose that to be their launch teaser
trailer?
2. Why do you think Frozen has been such a success?
3. How has the marketing campaign for Frozen helped it
reach the number 5 slot of the highest grossing films of
all time?
4. How many different groups of people does the campaign
appeal to? Explain how it appeals to each group.
5. What is the benefit to a film company of having multiple
target demographics as part of their audience?
Extension: Using the web find an article which explores
the success of the marketing campaign of Frozen and make
notes on this to present back to the class
14. HOMEWORK
Homework: Write a report on
this case study (Frozen) explaining
why you think its marketing
campaign was so successful
