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1. When a film is being marketed producers purposely put a lot of effort into drawing
their target audience to their film through the use of multiple forms of media that
appeal to them. For example trailers, posters, social media pages etc. All of these
will be tailored primarily to draw in the mass of their target audience. So if the film
is a romantic comedy but they want to draw in females as their primary audience in
the trailer the aspect of romance will have a heavier hand than the comedy. The
reason producers target different audiences is because of wanting to
optimize sales and try and make the most money possible or it could
be because there is a gap in the market so they aim for a more
niche audience.
Cinderella is a film that is being marketed at the moment because it is set for
release on March 27th 2015. The story of "Cinderella" follows the fortunes of young
Ella whose merchant father remarries following the tragic death of her mother. Keen
to support her loving father, Ella welcomes her new stepmother Lady Tremaine and
her daughters Anastasia and Drizella into the family home. But when Ella's father
suddenly and unexpectedly passes away, she finds herself at the mercy of a jealous
and cruel new family. Finally relegated to nothing more than a servant girl covered
in ashes, and spitefully renamed Cinderella since she used to work in the cinders,
Ella could easily begin to lose hope. Yet, despite the cruelty inflicted upon her, Ella
is determined to honor her mother's dying words and to "have courage and be
kind." She will not give in to despair nor despise those who abuse her. And then
there is the dashing stranger she meets in the woods. Unaware that he is really a
prince, not merely an employee at the palace, Ella finally feels she has met a
kindred soul. It appears as if her fortunes may be about to change when the palace
sends out an open invitation for all maidens to attend a ball, raising Ella's hopes of
once again encountering the charming "Kit." Alas, her stepmother forbids her to
attend and callously rips apart her dress. But as in all good fairy tales, help is at
hand as a kindly beggar woman steps forward and, armed with a pumpkin and a
few mice, changes Cinderella's life forever.
Cinderella is a family romantic adventure film set to release on 13 March 2015 and
is being directed Kenneth Branagh and the two executive producers are Tim Lewis
and Barry H. Waldman. The film is being distributed by Disney. Disney provided a
$95 million dollar budget for this movie which is $55 million dollars less than the
budget for Frozen. This may show confidence in this movie.
Cinderella’s has had a fairly large marketing campaign before it’s release The Mouse
House dropped a teaser trailer last May, followed by a second one in November. The
studio also pulled out all the stops to market Cinderella as a big event, with
midnight-themed stunts on ABC’s New Year’s Rockin’ Eve and a Times Square
takeover. Character photographs were revealed by Annie Leibovitz were unveiled in

2. Vogue. They also had marketing partnerships which included MAC Cosmetics,
JCPenney, Kohls, HSN, and Saks Fifth Avenue, the latter of which included a shoe
collaboration with high-end designers like Jimmy Choo. Harrods had window displays
that were fully decked with Cinderella and Disney princess high-fashion scenes. In
addition, Cinderella counted digital partnerships with Tumblr, Twitter, Maker,
Fandango, Instabrand, and WeHeartIt, among others. Cinderella‘s social media
footprint recently was spurred by 83M YouTube views, 52% of them over the last
two weeks, driven by the Frozen Fever trailer teaser that’s showing prior to
Cinderella. Not only is this cross-promotion driving YouTube views. Cinderella‘s
Facebook counts 13.7M likes. Furthermore Lily James (Cinderella) official Instagram
has been chronicling her international premiere tour of Cinderella in Berlin, Moscow
and Toronto, not to mention touting her princess fashion.