Pre production, prod, achorage & synergy


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Pre production, prod, achorage & synergy

  1. 1. PRE-PRODUCTION  Marketing campaigns are one of the most important aspects of a movie. From posters to even theme park rides, the film industry is able to market their films in many different, unique and effective ways. Even the smallest movies can make millions of dollars at the box office.  Background – Need for Speed was first introduced to the public via a video game. It has earned itself a rightful spot in the industry since the 90s  Identifying your audience – The main audience that the industry would be aiming their film at is mostly males who are car enthusiasts, ranging from age 15-30  Thinking Ahead – Distributors for Need for Speed has looked back at their audience research, focus groups and surveys from the video game
  2. 2. POST-PRODUCTION  The post production process for a film often lasts longer than the production process. It is known as second directing because through the post production stage, it is possible to change certain elements to the film.  The producers will want to get feedback so they can see what would be better if they changed in the film. They do this by having a screening test for people to preview the film before its released. After the showing, the audience are asked to produce feedback so that the producer will gain knowledge of what to change or add to the film to make it better.
  3. 3. ANCHORAGE  Anchorage means ‘the fixing of meaning’ through connotations and signs. This can have a positive of negative effect in the way the print advertising is perceived to the target audience.  The 2 main features of the film are women and the use or cars. These two elements appeal to the target audience of males age 15-30 therefore its effective to feature these two elements in the film as it would make the movie more popular.  Both of these magazine posters use mise-en-scene and the use of text makes it look fast as its in motion like a car. This is anchorage as the typography tells the audience that the film features cars at a fast speed, as it conveys this in the text ‘Need for Speed’.  The top poster uses helicopters and clouds in the sky to tell the audience that its outdoors. The cars surrounded together tells the audience that the film will feature car races and action. Aaron Paul is the star profile of the film, therefore he is featured in the foreground of the poster. This tells the audience, through anchorage, that he plays a big part in the movie.  The poster below uses a woman in the foreground, as a sexual reference for the audience to look at and be attracted to Need for Speed. Direct address is used as she is looking directly to the audience in a seductive way to suggest that she ‘wants you to come for a ride’.
  4. 4. SYNERGY & USP  Synergy is the relationship between separate industries, working together towards a common interest. In the media industry this could be a musical track used on a computer game or in a film, or merchandise available at gigs and festivals related to the artists that are performing.  In this case, the main synergy product for Need for Speed would be the video game. This helps the film sell and promote because the target audience for the game would want to watch the film. Not only so they try to attract the video game players but they also attract young males with the toy cars and other promotional accessories.  USP means unique selling point. Every film has a USP to make the film individual and stand out. The unique selling point for this film are attractive women and racing cars. This is used to attract the target audience because this is typical of their needs in terms of Maslow's Hierarchy of Needs.