The document discusses the marketing campaign for the movie Need For Speed. It describes how Aaron Paul, an actor in the movie, promoted it through interviews on the TV shows Top Gear and WWE Raw to appeal to different audiences interested in cars and sports entertainment. The campaign targeted male car enthusiasts aged 15-30 by featuring fast cars, women, and Aaron Paul across TV, posters, and related video games and toys. Test screenings with the target audience also provided feedback to improve the movie before its release.

1. Need For Speed Marketing Campaign
Ben Holmes

2. A common way of promoting new up-coming movies is to host interviews with members of
the cast on national television / popular TV shows. For example here is a link to an Aaron
Paul interview on the British car show called Top Gear. The interview works as a way of
promoting the new movie Need For Speed and increasing their target audience. Top Gear is
the most suitable programme to have Aaron Paul featured on promoting Need for Speed
due to both Top Gear and the Need for Speed having a very similar target audience
demographic. The general audience for Top Gear is mainly middle aged males aged 15-30
whom have an interest in motor cars, this is a very similar audience to the new movie Need
for Speed. However females will also be attracted to this movie as Aaron Paul is a famous
Hollywood actor and has featured in other popular TV series such as Breaking Bad which
has a much more varied target audience. From this interview we learn that Aaron Paul is
well educated when it comes to cars, he talks about his car collection from his first ever car
to his current motor. In my opinion, Aaron Paul starred on the TV show Top Gear as a
method of promoting his new movie Need For Speed, however he also seemed to enjoy his
time on the show and shared his passion about cars with his fans.
TOP GEAR: Aaron Paul Interview

3. WWE Raw: Aaron Paul Appearance
Here is a link to a clip of Aaron Paul’s WWE RAW appearance. This is another
promotion attempt from Aaron Paul and the creators of Need for Speed. As Aaron
has already featured on the most popular car enthusiast show in Britain, he has
attempted to capture another type of audience. The demographic audience of
WWE would be males of al ages that are interested in gaming and sports, the
majority of WWE fans are American and should be familiar with the breaking bad
series which makes it a great way to promote the need for speed movie with
Aaron Paul. Also Aaron has appeared in a car on the show which promotes the
vehicles used in the Need for Speed movie, he then continued to take part in a
wrestling match which would have boosted his target audience and attract a lot
of attention to himself as an actor.
http://www.youtube.com/watch?v=Dcxgzxkn_C4

4. Pre-Production
One of the most important aspects of the film industry is the
enormous marketing and advertisement campaigns. With
techniques ranging from iconic posters to personal interviews with
cast members. There are 3 main aspects of the marketing process
for new movies;
• Background: Need For Speed was first introduced in the 90’s
as a video game, since then it has accumulated a lot of profit
and been very successful.
• Identifying The Audience: The main target audience for this
movie would be mainly male car enthusiasts ranging from the
ages 15-30, as well as the original video game enthusiasts.
• Thinking Ahead: Distributors for ‘Need For Seed’ would have
looked at the audience research, focus groups and surveys from
the racing video game.

5. Post Production
During the post production stages of creating a movie the producers want to
gather feedback so they can make any necessary changes . One method that is
used to gather feedback for new movies is to hold advanced test screenings
where a set audience is given the opportunity to watch the film and comment
on any changes they feel should be made or any scenes to be changed. Post
production stages often last much longer than the actual shooting and editing
of the film. Post-Production gives producers a chance to change aspects of the
film based on questionnaires conducted during screen testing's. To ensure an
accurate response from the Screen testing's the group of people selected to
watch to movie will represent a specific target audience that the creators of the
move will be attempting to appeal to, as the movie is need for speed the
screen testing audience would be mostly males.

6. Anchorage
Anchorage for a film means “the fixing of meaning” through connotations and
signifiers(signs).This can be a vital technique in print media advertisements, For
example: In the Need For Speed Movie, the two main visual appeals are women and cars
as this is what the target audience demographic of this genre enjoy watching, These two
things are positive and attractive to an audience of males aged 15-30 for both the film
and the video game. Both of these magazines use text that looks as if it is on fire of
moving very quickly, resembling the super cars used in the movie.
This poster to the
right uses a women
who starred in the
movie as a sexual
object for the
audience to state at
and be attracted into
this beautiful world.
The woman is turned
side-on creating a
sense of enigma but
is gazing into the
viewers eyes almost
inviting them for a
ride in her car.
Another example is
this poster that uses
helicopters to give an
outdoor adventurous
feel. This as well as
the fast cars shows
that this movie
contains a lot of
action. Also Aaron
Paul is in the centre
of the image as he is
the main star
attraction.

7. Synergy & USP
Synergy is the sale of products or services related to a film. For example the main
synergy product for the Need For Speed movie would be the video computer game
Need For Speed, released in the 90s. The video game will help rise box office sales as
the target audience of the video game would want to watch the film at the cinema if
they were a fan. The producers of need for speed have also released replica toy cars
to appeal to the younger sections of their target audience.
UPS stands for ‘Unique Selling Point’. In relation to a movie the USP for a film is what
makes it individual to all the other similar products and make it stand out in the
market. The USP for need for speed is use of attractive woman and super cars
(extremely expensive cars that most other movies would not feature), this is used to
attract the target audience because this is typical of a middle aged male to be
interested in those two subjects.