2. Introduction
There are many different elements that can be
used in the promotion for the new Need for
Speed film. Elements such as TV shows,
Websites, radio shows etc. These promotions
are used to inform a wide variety of people
about the up and coming film and gain and
audience for the film. However the film is only
promoted on certain channels e.g. BBC1, E4
etc. This is to appeal the film to a specific
demographic, in this case the film is aimed at
teens and young adults.
3. The Elements – TV Shows
http://www.youtube.com/watch?v=4OjfH_LbyHY
The first element I have chosen is TV shows. I feel as though this
has the most effect on gaining an audience because they can
visually and aurally see what is being talked about. So there are two
ways that they can promote the film. The TV show being Top Gear
helps greatly with the promotion of the film because Top Gear is a
show about cars and Need for Speed is a film about cars so both
media outlets intertwine together really well. Aaron Paul being in
this show means the producers want to aim their film more towards
a car loving audience.
4. The Elements – E3 (Internet)
http://www.youtube.com/watch?v=yMgJbdly1_I
Another amazing way the film advertisers promoted the Need for Speed
film was for Aaron Paul to give a celebrity appearance at the E3 convention
where the new Need for Speed game. This appeals to the gaming franchise
and fans of the Need for Speed franchise. On top of this these sort of
videos are plastered around the internet creating a viral video for people to
watch even if they were not at the convention. This creates a bigger
audience for the film while continuing to spread constantly around the
internet. This also appeals to the gaming audience as they find out their
favourite actor plays the games they play. This makes the film aimed at a
broader audience not truly hitting a specific demographic.
5. Why Aaron Was Chosen?
Aaron Paul was the chosen the main role of Tobey
Marshall over other esteemed actors such as
Dominic Cooper and Michael Keaton. This is
solely because the main target audience who will
watch Need For Speed. Will be for Aaron Paul
because of his tremendous performance in the hit
TV show Breaking Bad. While the film will bring an
audience from fans of the gaming franchise.
Having this big celebrity headlining the film allows
the company to maximise its profits and be able to
market the film idea from the actors fame on
shows like Top Gear and Graham Norton.
6. Pre Production
One of the most important aspects of the film industry is the enormous
marketing campaigns from iconic posters to the cast and crew
appearances. The ability for a film industry to market their products is
unrivalled. Even the smallest films can make millions of pounds at the box
office. The key roles in ensuring that a film is marketed properly are:
Background – Need for speed was first introduced to the public as a video
game and has earned a rightful spot in the industry since the 90’s.
Identifying your audience – The main audience that the industry would be
aiming their film at is mostly male car enthusiasts ranging from the ages of
15 – 30.
Thinking ahead – Distributors for the Need for Speed film has looked back
at their audience research, focus groups and surveys from the video game.
7. Post Production.
Typically most post production phases while creating a film last
longer than the actual shooting of the film. It is seen as second
directing because through the post production stage it is possible to
change certain aspects of the film. The producers want to get
feedback so they can see the flaws in their film and be able to
change them. The do this by having a screen test. A screen test is a
preview of the film which is shown before the actual film release.
After the showing the audience are usually are asked to fill out a
questionnaire so that the producer gets a feeling for how his
audience would react to the film and see if there are any changes
that can be made to make the audience feel the way the director
wants them to feel.
8. Anchorage
The term anchorage means ‘The fixing of
meaning’ through connotations and signifiers
(Signs). This can be a make of break strategy in
the way print advertising is perceived to its
audience. Following the ‘rules of good copy’. The
two of the main features that are shown in the film
Need for speed are women and the use of cars.
These two things are positive and attractive to an
audience of males aged 15 – 35 for both the film
and the video game. Both of these magazines use
mise-en-scene and the use of text that uses the
colour to make the text look like it is fast like the
cars in the film.
the top left poster uses helicopters to give an
outdoor feeling. This intertwined with the cars
shows that a lot of action is about to happen like a
race or a car chase. Aaron Paul is centre of the
poster as he is main star attraction. This is done
well as at first glance you instantly see this
celebrity and every time you see him you link it
straight to the film.
The poster below is using a women as a sexual
object for the audience to stare at and be attracted
into this beautiful world wear everything is perfect.
The women is turned side ways creating a sense
of enigma but is staring right at you as if choosing
you specifically to come for a ride.
9. Synergy and USP
Synergy is the sales of related products to the film. For example a main synergy
product for the film Need for Speed would be the video game ‘Need for Speed’ This
helps sell the film because the target audience of the game would want to watch the
film. Not only do they try to attract the video game players but they also attract young
males with the toy cars and accessories.
USP stands for ‘Unique Selling Point’ for a film which makes it individual to all other
products like it and make it stand out. The USP for Need for Speed is use of
attractive women and racing cars, this is used to attract the target audience because
this is typical of their likes.
