Orchard PR, Film Marketing, Film Studies, Media Studies, A Level

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Created by Orchard PR Guernsey to illustrate the differences between advertising, marketing, branding and publicity. The focus is on marketing films and is designed to generate ideas for a student …

Created by Orchard PR Guernsey to illustrate the differences between advertising, marketing, branding and publicity. The focus is on marketing films and is designed to generate ideas for a student lead marketing exercise as well as to illustrate trends in current film marketing.

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  • EMMA
  • EMMA
  • JOHNThe Blair Witch Project employed similar methods.Key points:
  • EMMA
  • JOHNA time-honoured writing principle that suggests we react, psychologically, better to things that come in threes. We are predisposed to find them funnier, more satisfying and easier to consume than other information. (General examples: Just Do It; Sex, Drugs and Rock ‘n’ Roll; the Holy Trinity) it’s at play all around and you can exploit this to your advantage. Having limits helps creativity and being concise is an art in itself.Examples:The Dark KnightCasperFight ClubDonnie DarkoCluelessWayne’s WorldTerminator 2


  • 1. How to build a marketing campaign
  • 2. What is the difference? • PR – more bang for your buck, trusted, removed from self involvement • Promotion/publicity – marketing, advertising, branding and PR
  • 3. Key elements to a marketing campaign You tell us…
  • 4. Why have a marketing campaign? • • • • • To get noticed To generate interest To attract funding To get paying customers To get more films commissioned
  • 5. A marketing campaign • What, why, who, where, how and when • Planning • Find your audiences
  • 6. Tools of the trade • Mainstream media (print, radio, television) • Marketing literature – leaflets, business cards, brochures • Social media • Website • Guerilla marketing
  • 7. Media packs • • • • News release Colour advert/brochure Memory stick? How do you make it interesting? • Gimic? • Language
  • 8. Mainstream marketing • Print ads, leaflets, brochures need to be eye-catching, brief and enticing • Advertising alone will not get people interested • Much can be achieved through PR – editorial, third party comment and experiential activity that’s not paid for
  • 9. PR – it’s the way you say it http://www.youtube.com/watch?v=pzj EzohHmaM
  • 10. Thinking outside the box • Create a buzz: website, social media, guerrilla marketing – teasers campaigns, flash mobs, snapchat • Research bloggers, journalists and distributors and find interesting ways to reach them • Radio stings, 30” video clips • Never underestimate the power of a good strap line • More than one trailer? • Music has power - choose it carefully
  • 11. Case study • Trust me, I’m lying: Confessions of a Media Manipulator – Ryan Holiday
  • 12. Case study • The Blair Witch Project
  • 13. Flash mob brilliance http://www.youtube.com/watch?v=y1 ys2UCROU0
  • 14. Best film campaigns • Trends and themes in film promotion
  • 15. Slogans • - The rule of three: Why so serious? Get an afterlife. Mischief. Mayhem. Soap. Dark. Darker. Darko. Sex. Clothes. Popularity. Is there a problem here? You’ll laugh. You’ll cry. You’ll hurl. Same make. Same model. New mission.
  • 16. Know these? • “65 million years in the making” • “There are 3.7 trillion fish in the ocean. They're looking for one” • “In space no-one can hear you scream”/ “The b**ch is back” • “Escape or die frying” • "Love is a force of nature" • "The longer you wait, the harder it gets” • “May the odds be ever in your favour”
  • 17. Flim promo examples • Doing it differently • Carrie http://www.youtube.com/w atch?v=VlOxlSOr3_M • Devil’s Due • http://www.youtube.com/w atch?v=oONJjP5kzYE
  • 18. What else do you need to know • Questions?