3. IT movie Timeline
Movie
poster
released
28th March
2017
Teaser
Trailer
released
29th March
2017
Official
Trailer
released
27th July
2017
Red balloons
start to appear
on drainage
grates
3rd September
2017
First look at
pennywise
16th July
2016
The movie is
released in cinemas
8th September 2017
Hits over 1 million
at the box office
10th September
2017
4. • The purpose
• The purpose of the campaign is to advertise and promote the movie and create hype, this way the
more people talk about it then the more people will hear about it and are more likely to see it.
That meaning that the more people who go to see it, will determine how well it does in the box
office.
• Target Audience
• The target audience is going to be young adults and adults. The movie has been rated R. The
Movie is also aimed at people who like horror and scary movies the horror genre already has a
huge fan base, making it more likely that the movie will have a big audience. It’s aimed at adults as
it’s got adult topics in the movie for example: Murder, scary scenes, death and violence. Younger
people aren’t likely to want to watch it, as it could frighten them.
• Posters
• On 28th March 2017, they released the movie poster on their Instagram with the caption ‘’You’ll
float too, this tagline would be familiar to some people who may have seen the first ever IT that
came out in 1990 or have read the book, this tagline became terrifying for the general public. The
poster also included the release date which was September 8th 2017. The colour of the balloon
and the colour of the wording “IT “on the poster are both red, they used the colour red as it can be
associated with blood and danger.
5. Trailers
They also uploaded a video advertising the teaser trailer with a caption saying “Tomorrow…IT is coming”.
Then on 29th March 2017 they released the first teaser trailer for the movie. Then on 27th July 2017, they released the official trailer. In
the trailer, they used creepy kind of music that is used just before a jump scare scene, they used this music to create suspense, this also
indicates that the movie is not for a younger audience.
Advertising
On 3rd September 2017, a number of red balloons appeared to be attached to drainage gates in Sydney, People realised that this was a
stunt to advertise the movie and started taking photos of the balloons on the drains and posting them on social media, this gave the
movie more exposure as people would see the photos on social media and talk about them and share them with other people.
As well as balloons being attached to drainage grates, there was also multiple murals painted of pennywise around Sydney too. These
marketing ideas got a lot of praise from the public.
Another way that they advertised the movie is that they did an IT school bus, which was a cinematic VR experience. They also created a
life size reproduction of the house on a Los Angeles street corner, which people could make reservations for going and visiting the
house and walking through it like it was a haunted house. The tour was led by Georgie, which is one of the characters the movie
revolves around.
6. • Teasers
• On 11th July 2016 Seth Grahame-smith uploaded a photo on his Instagram with cast chairs with the
caption ‘’Full house’’ and the name on the chair at the front was Pennywise.
• On 13th July 2016 Seth Grahame-smith and Barbara Muschietti both posted a photo on their Instagram’s
of pennywise with the caption “See you next year…” and ‘’1st look’’ saying that the movie is planned to
come out in 2017
• On 14th July 2016 Bill skarsgard, the actor who plays Pennywise posted a photo on his Instagram, of
pennywise on his Instagram, teasing that he was going to be in the movie.
• On August 16th 2016 a full costume photo of pennywise was released.
• On 18th August 2016 Bill Skarsgard posted a photo on his Instagram of a cast chair with the word IT on the
back of the chair.
7. Was this campaign successful?
The way they advertised the movie was successful, as the teaser trailer got 56 Million views and 504k
likes and the official trailer got 37 million views and 217k likes. The Facebook page has got 2 million likes
and the first trailer video they posted on Facebook got 308k Views. The Instagram account has 1.7M
followers and the first post on the account got 25k likes and 257k views. When they posted the movie
poster on Instagram it got 18k likes. The Twitter account has got 263.5K followers. The movie was 7th
place at the box office in 2017, the movie got 545.39million in the UK and 700.4 million USD in America.
The movie was also a success as it got a sequel. The movie got an audience score of 86% on rotten
tomatoes and got a rating of 7.3 stars out of 10 stars on IMDB.
12. The trailer starts with a pixelated opening screen of the movie company, then follows onto a varies of
clips about life and different memories, the clips have an overlay which makes it look like the clips are
being watched as a video. The next clip is then a blank screen, which then we see words appearing as
if they’re being typed on the blank screen, making it look like a word document on a computer. This is
suitable as the point of view during the movie is based on someone's computer screen. The words ‘’
Online, your memories last forever.’’ These words are suitable as the movie is about memories and
secrets being revealed online.
13. It then goes to another blank screen with the writing ‘’But so do your mistakes’’ , then we
see a bunch of photos and videos clips of the girl Laura barns at a party, who's clearly
drunk and is partying.
14. We then find out that on the 9th April an anonymous video her was posted on the
internet, in the video we see her passed out on the grass and someone is filming
her being passed out on the ground. This shows the audience that something
embarrassing must of happened at the party and people found it funny and they
decided to record it, instead of helping her and making sure she's alright.
15. We then see peoples responses to the video, which is people
saying horrible things about her and the video.
16. We then find out then 3 days after the video was
posted to the internet, Laura committed suicide and
we see a video of her shooting herself.
17. We then find out that it’s the anniversary of her death, We then see a bunch
of friends entering a skype call, we see them talking about buying tickets for
some event, then one of them asks “ Mitch who’s your buddy”, Implying that
the person isn’t meant to be in the call.
18. We then see that the mystery person tells them not to hang up the call, which
could sound like it’s a threat. We find out that they think it’s a glitch and they're
shocked when they receive a message off them. they send a message saying
''guess who'', implying that its someone that they know.
19. We find out that someone has hacked Laura's account,
in attempt to find out who posted the video of Laura at
the party. It shows that the person who's on Laura's
account isn't messing around as they threatened them
with death.
20. We then find out that the movie is coming out during
springtime. The mystery person then sends a message
saying '' Let's play a game... lights out'' implying that things
are going to start getting worse for them.
21. The lights then turn off in their houses,
showing us that they're scared of what's
happening and hinting that they're going to
get hurt, as we see one of the girls
screaming. We also see that the movie is
described as a ' new genre of horror. '
22. We then hear one of the guys asking who's there's and then the other
people in the call telling him to go and hide and lock the doors. We then
see that someone has reviewed it and said that they '' couldn’t take their
eyes off the screen'' which is also a pun as the whole movie is on a screen.
23. We then seen that the mystery person is
trying to turn the friends against each other,
by exposing their secrets, in attempt to get
them to betray each other.
24. We then see that a guy is getting attacked in his
house and putting his arm into a blender, leading
him to be possibly possessed. The hacker then ask
them who wants to play next, hinting that at some
point they're all going to get hurt.
25. We then see the hacker counting
down and the number it types is the
same number of people on the
screen, hinting that maybe the hacker
is getting rid of each one of them one
by one.
26. The name of the movie comes on the screen with avatar, then a title
screen comes on saying 'Revenge comes online' hinting that whoever
posted the video is going to be in trouble. Another title card then
comes on which says, 'coming soon' and has a link to their Facebook
page and shows what movie studio has made the film.
27. Movie ideas
Adventure film
• Going on a quest to
find something
• Solving a mystery
• Going on a day out
• People are Lost
Found footage Horror
• Man walks his dog through
a park, while being chased
/ taunted/
• Family goes camping in the
park
• Haunted house
• Trapped in a building /
store overnight
• A group of people in the
park late at night.
• Being haunted at home
Mind map
28. Idea 1
• Genre – Found footage horror, thriller
• Age rating - 15
• Target audience
The target audience will be young adults to adult, so the age range will probably be 15 to 40. It’ll also be aimed at
horror / thriller fans. It’s for everyone, as there’s no specific gender for horrors and thrillers.
• Location / setting – Moor park, Park setting, outdoor setting.
• Characters –
Myself – Liam Metcalfe
My dog – Colby
The ghost - Ellie
• Crew – The crew is going to be myself, as I will be recording it on my go pro camera. I will also be the editor and
the photographer.
29. Beginning:
There have been recent rumours about people spotting a ghost of a girl who died by falling off the swings at the local park, so a man decided to go and try
to capture footage, by attaching his go pro to his head to see if the camera captures anything. He also takes his dog with him to see if the dog can sense
anything. After walking through the park for a while, they start hearing a voice, whispering and the sound of a young girl laughing around them, but when
they look around, they can’t find where the sounds are coming from. They continue to investigate.
Middle:
After a while of looking, they hear the voice of the young girl again and follow it, the voice leads them to playground, where they see a girl swinging on
the swings, then suddenly she disappears and is not there anymore. He looks doe and realises that his dog is no longer attached to his collar and turns
around to see the young girl with the dog, he tries to run and grab the dog, but she runs away with the dog. They continue to run around the park.
End:
He eventually catches her and confronts her and gets his dog back, as well as finding out the truth of what happened the day she died and why she haunts
the park. He then heads back home and uploads the footage he had captured to YouTube.
Why people would like it?
There will be dramatic sound effects to make the trailer look intense. There will be filters over the video clips, to make it look more like a horror trailer and
more realistic. The trailer will also include horror looking text to make it look like a horror trailer. The more that the trailer looks like a real horror trailer,
the more people will want to enjoy it and want to watch it. There will also be dramatic scene cuts to make it look dramatic. It will also include a dog and
most people like movies that include a dog.
30. Idea 2Idea 2
Genre – Found footage horror.
Age rating - 15
Target audience -
The target audience will be young adults to adult, so the age range will probably be 15 to 40. It’ll also be aimed at horror / thriller fans. It’s for everyone, as there’s
no specific gender for horrors and thrillers.
Location / setting
The location will be set in my house, as the idea is that the house is haunted. There will be multiple setting, as I will be using multiple rooms in my house.
Characters
The only character will be myself, as it’ll be capturing what I see and what is going on around me. I will also be the only person in the house, that’s why I’m the only
character.
Crew
The crew is going to be myself, as I will be recording it on my phone's camera. I will also be the editor and the photographer.
31. Beginning
I walk past a house, that looks like quite unusual and horrifying looking. I stop and look at the house, causing me to think that I see a face looking at me in
the upstairs window. I then continue to walk home, trying not to think about what I may of saw.
Middle
I arrive home from my walk and sit down and turn the TV on, everything seems fine, until the TV starts flickering on and off and changing channels by itself. I
start hearing whispers and voices in the house, which is strange because I live alone. I go into the kitchen and stuff start falling off the shelves and the
cupboard doors open by themselves. I go upstairs to check the house to see if anyone is in the house, as a lot of strange things are happening. I turn around
and see that the words ‘YOU’RE NEXT’ have been written on the walls, which looks like it’s been written with blood. I decide to investigate the house, while
still hearing the voices still taunting me.
End
After trying to find the voice, I finally realise it’s the person I saw in the window from the house I had passed earlier this morning. I then find out why they
follow people home and haunt them.
Why people would like it
There will be dramatic sound effects to make the trailer look intense. There will be filters over the video clips, to make it look more like a horror trailer and
more realistic. The trailer will also include horror looking text to make it look like a horror trailer. The more that the trailer looks like a real horror trailer, the
more people will want to enjoy it and want to watch it. There will also be dramatic scene cuts to make it look dramatic.
32. Idea 3
Idea 3
Genre – found footage horror
Age rating – 15
Target audience
The target audience will be young adults to adult, so the age range will probably be 15 to 40. It’ll also be aimed at horror / thriller fans. It’s
for everyone, as there’s no specific gender for horrors and thrillers. Their interests are likely to be watching horror / scary movies or going
to horror events, or scary mazes.
Location / setting –
Moore Park, outdoors, inside a tent
Characters
Myself – Liam
Crew –
The crew is going to be myself, as I will be recording it on my phone's camera. I will also be the editor and the photographer.
33. Beginning
I go camping in the park to try and find evidence / footage, after hearing that something has been haunting the park, I set
up the tent and start filming on my phone.
Middle
Halfway through the night, I start to hear some sound and movements outside the tent, so I go and investigate. I start to
get chased by a shadow figure around the park. It continues to taunt me, with horrifying noises and playing mind games
on me throughout the night.
End
I finally find the figure that’s been chasing me and confront it, finding out the truth about why it haunts the park and what
happened in the past.
Why people would like it.
There will be dramatic sound effects to make the trailer look intense. There will be filters over the video clips, to make it
look more like a horror trailer and more realistic. The trailer will also include horror looking text to make it look like a
horror trailer. The more that the trailer looks like a real horror trailer, the more people will want to enjoy it and want to
watch it. There will also be dramatic scene cuts to make it look dramatic.
40. Production plan
Date and time Task/Activity Equipment /Props
required
Personnel Health & Safety Issues
15/02/2020
9-10am
]
• Capture footage for the
trailer
• Phone
• Dog
• Myself
• Ellie
• Collar / Leash
Myself
• Lose camera
• Break camera
• Battery dies
• Trip over
07/03/2020
9am-10am
• Capture footage for the
trailer
• Collar / Leash
• Phone Myself
• Lose camera
• Break camera
• Battery dies
• Trip over
41. Budget
COST TO RENT (ink site info) COST TO BUY (inc. site info) NUMBER OF DAYS TOTAL COST
EQUIPMENT
Go pro £40 3
Apple Mac computer £69.00 3
Premier pro £30.34 3
IPhone 6S 32gb £79.99
Total cost £219.33
CREW
Myself N/A n/a
Colby (My dog) N/a N/A
Ellie £10
Total cost £10
LOCATIONS
Moor Park N/A N/A 1
Coronation Park N/A N/A 1
42. Risk assessment
Location Risk
Severity
(1= high risk / 5=
low risk)
Who at risk
Prevention
(how to prevent
risk)
Moor Park
Drop camera 2 The camera
The footage
Wear a camera strap around
my neck
Lose camera 1 The footage Wear a camera strap around
my neck
Trip over 4 Myself
The camera
Check my surroundings
Lose the dog 2 The dog Have a tight grip on his leash
Camera battery runs out 1 The footage Bring a spare battery
43. Location Risk Severity
(1= high risk / 5= low risk)
Who at risk Prevention
(how to prevent risk)
Hugh Baird College
6th floor room B601
Trip chairs and bags 3 Myself
others
Push all chairs in and make sure
bags are put away and are not in
the way.
Water spilling 2 The computers and camera Move all drinks away from the
electronics,
Lose work 1 The work Back up my work to a safe place.
Computer runs out of battery 2 The work Plug in the computer charger
when the battery becomes low
Risk Assessment
44. Location Risk Severity
(1= high risk / 5= low risk)
Who at risk Prevention
(how to prevent risk)
Coronation Park
Drop phone 2 The camera
The footage
Have a tight grip on my phone
Lose phone 1 The footage Have a tight grip on my phone
Trip over 4 Myself
The camera
Check my surroundings
Lose the dog 2 The dog Have a tight grip on his leash
Phone battery runs out 1 The footage Make sure phone is fully charged
45. recces
Site location (area of interest)
Moor Park, Crosby
Address / Map:
Site contact N/A
Availability
Monday - Sunday
Safety issues
See risk assessment
Electricity No
Toilets no
Sunlight Yes
Windows no
Noise yes
Space (suitability) yes
How to get there Walk or drive
Prepared by Liam Metcalfe
Signature and date Liammetcalfe 07/02/2020
Site Contact signature n/a
Site location (area of interest)
Coronation Park
Address / Map:
Site contact
N/A
Availability
Monday – Sunday
Safety issues
Electricity No
Toilets No
Sunlight Yes
Windows No
Noise Yes
Space (suitability) Yes
How to get there Walk
Prepared by Liam Metcalfe
Signature and date Liam Metcalfe 07/02/2020
Site Contact signature N/A
46. ScriptEXT. – Moor park
My POV
I look to my right and left at the front of the park, setting the scene.
TITLE CARD
There has been previous reports of scary sightings in moor park
TITLE CARD
So, I have decided to go out and try to find evidence and capture my own footage, by using my go pro.
EXT. My POV
I’m walking down the path, towards the entrance of the park. I then look down and can see my feet walking on the path, then we see that I’m also walking my dog.
TITLE CARD
This isn’t an ordinary walk in the park.
EXT. – Moor park
My POV
I’m walking through the park
My POV
I look to my left and right looking around a duck pond.
My POV
I look to my left and see a wooden park bench
47. TITLE CARD
I didn’t believe the rumours… until now
My POV
A girl is swinging on a swing
MY POV
I turned to my left and look away, I then turn back and the girl has disappeared.
TITLE CARD
It was just a normal walk in the park...
TITLE CARD
Until it became a living nightmare.
48. My POV
I look up at a tree and see a crow.
My POV
I look down and see that the collar is open and the dog is not attached
My POV
I turn and see two swings are swinging by themselves
My POV
I turn and see the roundabout moving by itself
My POV
I see the collar hanging over a rock
49. My POV
I look to my left down a pathway of trees
My POV
I see the dog collar and leash hanging from park equipment
TITLE CARD
A midnight Bark
TITLE CARD
October 2020
50. Music and sound effects
Music
https://www.youtube.com/watch?v=RI0EGg-ikd0
Girl talking - https://www.youtube.com/watch?v=dTc20bVT180
Swing - https://www.youtube.com/watch?v=iwfCAylZ610
52. Codes and conventions
For my poster I followed the codes and conventions for making a horror movie, I used a Halloween
font, to make the writing look scary as the trailer is for a horror movie. I made the font red because
the color red indicated danger and blood. I also made the background photo of the trees black and
white to make the photo look spooky and mysterious. I also made the silhouette fully black to add
even more mystery and because if it was bright colored then it wouldn't of looked creepy. I have
used most of the same codes and conventions that the poster INSANE has used, both have red font
and dark background, both have titles that are in capital letters, as it might not of stood out if they
were in lower case. I have also made the characters in dark colored, to also make it look mysterious
55. Final Poster
For my final Poster, I used a photo of my dog. I used a Halloween font for the poster, I did this to make the font
look scary. I decided to make the font red as red can be associated with danger and blood, this also adds to
the horror movie look. I chose to make the background and the photo of the dog both black and white,
because if they were colored then it would take away the horror aspect. I also added ‘ Coming soon’ at the
bottom to tell the audience that the movie is coming soon.
58. Codes and conventions
My posters have a red font and a scary Halloween font, I did this to make it look spooky and because red is
associated with the blood and danger, my trailer hints that the dog is in danger, so I think that it fits quite well. I
decided to keep my posters black and white to give it a scarier look, as it wouldn’t have had the same effect if it
was in color. For my official poster I used the dog lead as a leading line to draw the attention onto the dog as
the trailer is about him.
My trailers are in black and white, as it makes them look a horror look and since I filmed during daytime it
wouldn't have had the same effect if they were in color. I used some "creepy girl" sound effect I found on
YouTube; I did this to add a spooky effect to it, as well as to show that she's the dead ghost girl in the trailer. I
also used a video clip that I filmed in the park of a crow in a tree, I did this as crows are associated with horror
films as well as bad luck and death.
62. Explanation of Choices and what I would improve
I decided to use black and white clips as If I had kept in color then it
wouldn’t have looked creepy or like a horror film. I decided to use '
creepy young girl ' sound effects to make it sound horryfying and to
make people feel creeped out when they hear the sound effects. I also
decided to use a record button overlay, I did this to show that it's a
found footage horror trailer.
I would improve the title cards as I wanted them to have a typewrtier
effect but when I tried to do it, the effect wasn’t working, and I would
also improve the typo I made on one of the title cards.
63. Feedback
The feedback I got was that the trailer gave a spooky vibe and they
liked the fact that I used the sound effect of the ' creepy young girl ' as
it gave them chills and added that horror effect. They also said that the
black and white clips were a good idea, as well as the clip of the crow in
the tree. They said that the background music went well with the clips
and sounded creepy. However they said that I had made a typo on one
of the title cards and during end the music started repeating itself. They
also suggested that I could have added a dog barking sound effect at
the end when the title come on.
64. Evaluation
Posters: - I think my posters were successful as they included elements of a horror poster eg: black background, red text to indicate
danged and blood, which I was inspired by from the INSANE poster and I was also inspired to include a photo of a park / forest trees
kind of background by the blair witch movie. Unlike my teaser poster, my offical poster didn't have a camera overlay which I could of
added to make it have a found footage horror effect.
Trailers: I think my trailers were successful as they both included horror aspects such as: Creepy background noises and creepy sound
effects ( creepy girl talking and metal swings) They also were in black and white to make them look spookier. I also had the title card
in the same font and font color as my posters as it suited the trailer and still indicated danger. I was inspired by the blair witch movie
to make my trailer a found footage and it also inspired me to do it in a park and for the trailer to be about trying to capture footage
of recent reports of scary sighting of a creepy young girl.
Social Media: My social Media account wa successful as It has 137 followers, My teaser poster got 23 likes, my filming location shots
post got 18 likes, my post of the swing in the park got 23 likes, my 2.5D parallax got 43 views, 11 likes and 1 share. My final poster got
13 likes and one share. My teaser trailer got 37 views, 13 likes and 7 shares. This shows it's successful as people liked my posts and
followed the account, another way it was successful is people shared my teaser trailer, meaning more people were getting to see it. I
chose to use instagram as the platform for my campaign as it's easy to use and most people prefer using instagram., which means
more exposure and a better chance of people seeing my account and posts.
However I couldn't post my offical trailer on my social media, as it said the sound effect, I had used were causing an issue, however I
did manage to show my trailer to family and friends and get their feedback on it, which I have included in the feedback slide.
