The document summarizes the marketing campaign for the 2015 film "Cinderella." Producers targeted the film primarily at females by emphasizing the romance storyline in trailers. The marketing included two trailers, partnerships with retailers for merchandise, and social media promotion. Actress Lily James promoted the film through photoshoots and interviews during the international premiere tour. The goal was to draw audiences in with familiar fairy tale imagery and motifs from previous Disney adaptations.

1. Cinderella
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 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

2. 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.
In termsof the producer’smethodsof marketing,the traditional fairytale motifsare explored.
Whenlookingatthe trailerand posterof “Cinderella”,immediatelythe characterisationof each
character isextremelyidentifiable.Forinstance,the innocent“Cinderella”,evil stepmotheretc.In
doingso,the genre is immediatelyestablished,yetthe producerisconstantly aware of whatwill be
deemedasattractive andengagingforthe audience,predominantlyfemalewhohave grownupwith
Disney’sclassics.Emediaalsocontributestothis,withthe focusconstantlybeingonthe Disneyand
the iconicimageryof her shoe and dress.Perhapsthe producerdoesthistoestablisharelationship
withthe target audience,withthemimmediatelyunderstandingthe plot,yetcaninferasense of
realismandbetterqualityviewingwillbe inplace,due tothe moderndaybroadcast medium. We
can see throughthis,that the producerusesanchorage,withthe glassslipperandiconicblue dress
beingbroadcaston nearlyall platforms.Thisisthenaccompaniedby,“Disney’sCinderella”,
portrayingevenmore securelythe alreadyestablishedfilm isbeingrecreated.Intermsof an
audience viewing,thisintriguesandoveremphasizesthe tale,makingitpurelyfocusedonthe most
iconicand memorable factorsfromthe original plot.Thus,the audience are unable tonotbe
intrigued,asthe targetaudience wouldbe interestedinthismodernisedviewing,makingtheir
anticipationheightened,meetingthe producer’s goal.
Referencingthe posterinfurtherdetail,the imageryisextremelysymbolicof Disney’spreviousfairy-
tale,withthe attractive protagonistbeingshowcasedinaneerie ordisturbedsetting,whichthey
needrescuingfrom.The producerimpliesnochange hasbeenmade here,arguablybecause of the
fearthe symbolicimage ismuchmore effective thanacompletelynew representationof the
character. The background,cloudyandunpleasant,givesthe assumptionof dangerimmediately.Itis
these subtletiesthatbringthe audience indirectview towhattheycan expect,withthe producer
wantingtokeepDisney’ssymbolism,despitethe realistictwist.Tosecure thisknowledgehowever,
audience profilingwill have hadtobe carriedout,allowingthe producertofullyunderstandthe
audience’s expectationsandwants.Yet,withthisbeingaremake of analreadypublicizedfilm,the
producerwill understandthe audience will be Disneyfans,sokeepingtotraditional routesisvital.
Avengers
WithinFilmproduction,the importance of the audience iscrucial.Withseveral differentgenres
beingavailabletoview,anobviousdifferenceinpersonal preference isimmediatelyestablished.
Thus,each producermusttake intoconsiderationwhatwill be engagingandentertainingfortheir
target audience.The importanceof thisiscrucial,as withoutresearchintowhatwill be successful,
the filmcan be advertised inthe completelyacompletelywrongmanner,withthe audience he
producerwantedtointrigue,notengagingwiththe texttheyare viewing.Thus,avastamountof
researchisneededinorderforthe producerto fullyunderstandtheirlikesandinterests, securing
the ideathat the filmwill be successful,asitwill targetandentice the rightviewingaudience.
Moreover,the audience alsoaddstothe advertisingelement,withsocial mediabecominga

3. dominantfactorintohowthe filmisseenandpublished, thusproducersrelyontheirtarget
audience tospreadnewsaboutthe upcomingfilminapositive andexcitingmanner.
The synopsisneededtoreflectthe genre,andtoallow the audience tobe excitedtogosee the
upcomingrelease.Thus,thisdescription wasgiven;WhenTonyStarktriestojumpstarta dormant
peacekeepingprogram,thingsgoawryandEarth's MightiestHeroes,includingIronMan,Captain
America,Thor,The Incredible Hulk,BlackWidow andHawkeye,are puttothe ultimate testasthe
fate of the planethangsinthe balance.Asthe villainousUltronemerges,itisuptoThe Avengersto
stophim fromenactinghisterrible plans,andsoonuneasyalliancesandunexpectedactionpave the
wayfor a global adventure.Through this,asense of anticipation,excitementandaction-themed
language iscreatedto showto the targetaudience,the filmissettobe an incredible success.
Withthe chosenfilmIwishtofocuson, beingthe upcoming,“Avengers:Age of Ultron”,the target
audience ispredominantlyyoungmaleswithinthe c1audience demographic,interestedinthe
superherofanominum.Itisvital thatthe Director,“JossWhedon”,representedthe actionadventure
genre accurately.The produceranddirectorwere givenabudgetof $250,000,000, allowing themto
engage the audience massively,withadvertisingcampaigns,postersandtrailersbeingreleased
several timesthroughoutpreviousyearsbeforethe release date of 23rd April 2015. All of these
aimedtoshowthe followonfilmfrom“Avengers”wasgoingtobe justas successful and
entertainingasthe last.Withthe audience’sexpectationsalreadybeingsethigh,withthe last
“Avengers”beingone of the mostsuccessful filmsintermsof viewingratingsandprofitsmade,it
was expectedthatthe producerswouldmarketthe nextfilmmassivelytosatisfyexpectations.
As a result,aseriesof posters,trailers,webpagesonsocial mediaandfansiteswere releasedand
createdto spreadnewsandcurrentinformationabout“Avengers:Age of Ultron”.Whenlookingat
the obviouswaysof advertising - trailersandposters - ,the producer’s anticipationforthe successof
the franchise isclearlyevident.Notonlyhave several trailersbeingreleased,teasertrailerswere
producedtoquestionthe audience’s expectations,withthemnotyetbeingfullyable tounderstand
the majorityof the plotor understandhow the characterswill actor portray the plot.Throughthe
technique,wordof mouthwasinitialisedimmediately,withestablishedfansof the genre spreading
theirideologies,expectationsandtheoriesof whatwill happenwitheachcharacterand to the
“Marvel Cinematicuniverse”asa whole.Thus,fanpagesandsocial mediapagesfollowed,suchas
the facebookand“http://www.fanpop.com/clubs/the-avengers”where new imagesandvideos
have beenuploadingshowingclipse andpreviewsof whatistobe anticipatedwith itsrelease.With
all of the technological advertisingmethods,andmediadebatesrevolvingif the printplatformis
becomingathingof the past, perhapsthe amountof newspapersandmagazinesrevolvingthe film
was unexpectedwiththe targetaudience beingyoungmales.Stereotypically,we caninferthe target
audience demographicisinterestedin technology;therefore perhapsthese formsof advertising
were lesssuccessful.Yet,severalnewspaperreportsrevolving,“Marvel’snew Avengersfilmissetto
breakrecords” andmagazine interviewswiththe cast.Notonlydoesthisconcrete eachplatformfor
the producersto use intermsof advertising,it alsospreadsthe new filmrelease topeopleoutsideof
the target audience,withthe hope theywill alsowishtoview the film.Thus,throughthe marketing
techniquesusedbythe producers,the targetaudienceisanticipated,butitisalsowidenedtoother
membersof the publicwhodonot categoricallyfitintothe expectedaudiencedemographicforthe
film.

4. Analysinginmore detail,the trailerfor“Avengers:Age of Ultron”(https://www.youtube.com/
watch?v=JAUoeqvedMo) manytechniqueswere usedbythe producerstotargetthe audience.A mix
betweenthe obvious,charactersandsetting,andthe ambiguity,theplotandnarrative are
showcased.Withthe trailerrevealingsome hintstowardsthe plot,thisimmediatelyattractsthe
audience,withsymbolismbeing usedseveral times.Forinstance,“Thor’sHammer”and“Captain
America’sshield”createsshardreferencesbetweenthe audience membersandthe filmfranchise,
withintermstargets the audience further.Ialsoanalysedone of the postersthatwasreleased
(http://fc02.deviantart.net/fs71/f/2014/201/e/
b/the_avengers__age_of_ultron_poster_by_krallbaki-d7ri875.jpg) whichused“A New EraBegins”.
In doingso,anchorage iscreated,withthe audience beingable tosee the iconiccharacters,yetthe
adjective “new”evidencesthiswill be unique andafreshrepresentationof the characters,witha
differentplotandvillains.Thisisalsoshowcasedbythe imagery,witheachleadcharacterlooking
directlyintothe shot,thisdrawsthe audience intothe image,makingthemmore involvedwithinthe
poster.Furthermore,thisenablesthe filmtobe marketedsuccessfully,asthe targetaudience can
see throughthe trailerandposterwhat theycan hope to view.Tomake sure thiswassuccessful,the
producermustfirstestablishwhohis/hertargetaudience will be.Particularlywith“Avengers”,the
producermustcreate an audience profile,establishingwhatinterestsandlikestheirtargetaudience
wouldhave,tomake sure theywill markettheirfilminthe mostsuccessful waypossible.However,
withthe “Avengers”filmsbeingpartof “Marvel”,several filmsare alreadyproducedwithsimilar
target audiences.Therefore,the producerscanmake reference tootherfilmswithinMarvel,and
thuscan identifythe targetaudience throughotherfilmsandwhoviewedthempreviously.