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
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
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.
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. 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.