How effective is the combination of your main product and ancillary texts?

1. Evaluation – Question Two
How effective is the combination of your main product and
ancillary texts?

2. How To Establish A Brand Identity
When creating a film, it is vital that within the promotional package a brand identity is being created. The
importance of having a brand identity is that it allows a film and/or production to have a consistent feature
that is shown within their film and marketing campaign. When creating a brand identity, it can be achieved
by using: same font, colour scheme, main/key characters, style and genre.
By having a strong and well established brand identity it means that when it comes to promoting and
marketing the film it will be more successful as the film posters, social media links, teasers, trailers and
magazine features will all have a consistent theme which interlinks back to the film in order to promote and
represent the film strongly.
When promoting and marketing a film, it is important that the genre of the film is being represented not only
through the teaser trailers and official trailers, but also through posters, articles, billboards and more so that
the film is being promoted to people who are fans of the genre not only the actors within the film
When looking into existing teaser trailers and promotional packages, we have looked into a variety of different films
so that as a group we are able to get an insight into how a particular genre is represented in the film industry and
the conventions that are used to portray a certain genre, sub-genre or a hybrid genre. The films that we looked at
were: The girl next door, Red riding hood, Gone Girl and Donnie Darko as well as briefly referncing additional films.

3. Beginning To Create A Brand Identity
When it came to create our own brand identity within our promotional package is that we first began by
researching into existing films so that as a group we could identify the key elements that went into creating
a successful promotional package, thus a successful brand identity.
The first film that we looked into in order to research into brand identity was ‘Scott Pilgrim vs The World’
which is marketed as an action fantasy film. Within the marketing for this film the brand identity that was
being created was a very bold and bright connotation which reflects the action side of the film as well as
using the colour red to reflect the dual aspect of both the romance and fantasy within the film as well as the
superhero action that the film is based around. Furthermore, another common occurrence in the marketing
campaign is the consistent use of the main character, Michael Cera, being used as the main marketing point
which is because he is a well known and established actor who's fan base is around the age of which the film
is being promoted to, so by doing this they are able to appeal to this audience.
When looking at all of the platforms that this film has been promoted on, the main character, the male, is
being represented in different ways depending on the media product, but yet the overall characteristics and
personality of the character does not change, just the way that he is being presented which reflects the
trailer perfectly as it is synchronous with the character development shown within the teaser.
From researching into these films, as a group we began to brainstorm the different key elements that go into
creating a brand identity behind a hybrid-genre, in our case it was creating a romance-thriller.

4. Our Brand Identity
We created our brand identity by combining a number of things in order to create a stronger and prominent
brand identity. The way in which we did this was we reflected on the title of our film ‘The Girl in Red’ which
we then though it was a good idea to focus upon the colour red to not only reflect the title of the film and
the main protagonist, but also the blood and cold blooded murder and thriller elements of our film to also
reflect the antagonist within our film.
Not only did we focus on the colour red, the font and typeface that we used throughout of our promotional
package was very influential on our brand identity. We identified that font was an important element when
creating a brand identity due to the way that within the identity of Scott Pilgrim, the same font was used in
order to reflect the superhero genre. In our teaser, we used a serif timeless font in order to create a
professional and sleek looking connotations which are synchronous to the thriller and action as well as
romance. The font that was used to create the titles in the teaser was ‘Iowan Old Style’ as it was the most
timeless and broad font that reflects both genres of our teaser. In terms of creating the main title typeface,
we used a combination of fonts called ‘Futura Condensed’ and ‘Chalkduster’ by having ‘red’ in a different
colour and font it allowed the type face to become one of the main identifiers for our film as well as being
durable for a range of different platforms whilst still reflecting our narrative.
Finally, the last element of our brand identity is the costume of the red scarf that is worn by the main
protagonist character in our film as it not only links to the colour red that we are using, it also contributes
through the factor that this scarf belongs to our main protagonist and has sentimental meaning towards this
character in order to show the history and backstory of this character.

5. How Our Brand Identity Is Established
When creating both the promotional poster and magazine cover, we had
to decide how we were going to promote our film as well as
representing and showing out brand identity which we decided would be
through showing the main and key characters. We applied this over both
our poster and magazine cover in which it showed our actors within the
role of their characters as oppose to the actor in order to reflect the
film and the characters that these actors play, which was most
important in the poster. By having our main characters within the cover
and poster it worked in harmony with the main title of the film which is
shown over all of the promotional package as the title of the film
reflects the main protagonist character and gives insight into her role
and contribution within the film.
In addition to using the main characters within the marketing aspect of
the film, we also continued the same colour scheme on the promotional
poster and the magazine which was black, white and red which was also
worn by all of the characters featured on the poster and cover which
strongly connotated and displayed our brand identity.
Our brand identity was continued to be shown as we used the same
typeface and font that was used to create the main title of the film
which was used within the teaser, poster and magazine. This means that
this typeface will become easily identifiable and recognisable to our
audience and can be easily referenced and drawn back to the teaser.

9. Do each of your products suggest the
same genre? – Promotional Poster
The final promotional package does present the same genre of our teaser over all of the
marketing and promotion platforms through the way that we established and created our
individual brand identity which was present within our poster, cover and teaser trailer.
In terms of our promotional poster, our genre of a thriller romance is clearly being
established through the use of colour, composition and proxemics of the characters to one
another. The way in which the poster promotes and sells the component of thriller and
mystery is through the use of creative lighting in which we used two light sources which
come from both sides, the left and right, of the page to not only illuminate our characters
but also cast purposeful shadows onto our characters, Damian, which in turn adds a
sinister element to this character. In addition to the lighting, by adding the faint blood
spatter over the entirety of the poster which was deliberately covering the character
Damian’s face it reinforces the sinister side of this character and it is this character that is
offering the elements of horror, blood and mystery to the film as the other two characters
have purposely been composed above of the blood to connote the idea that they have no
blood on their hands showing the innocence of these two characters.
On the contrary, the essence of romance and love is also present on the poster not only
through the use of red to connote the idea of amorousness and being sensual, but also
through the proxemics of the characters. The main female protagonist is seen to be in the
middle as well as the foreground in the poste as if to suggest she has relations to both of
these characters as well as dividing these two characters up. Furthermore, the female
character is composed to be facing the male protagonist character which in turn suggests
she is more involved with this character and discarding the other character.

10. Do each of your products suggest
the same genre? – Magazine Cover
Looking at the magazine cover that as a group we created for the
highly successful ‘Empire’ magazine as this company was most
relevant in terms to their house style and what films they promote
in terms of genre. The way in which this product successfully shows
the same genre in comparison to the teaser and the poster is
through the main image that has been used which is of our main
protagonist character, Rose.
On the contrary, the magazine cover focuses more on the romance
aspect of our teaser through the main image as well as the lighter
colour and background used as well as the consistent use of a light
red to suggest romance and love. However, the essence of the
thriller side of the genre is shown through the main tagline which
hints to the breakdown in relationships of the character shown.
Furthermore, the taglines also reflect our brand identity as it
focuses on our characters as it offers an exclusive interview with
our main protagonist as well as with the director for the film.

11. Do each of your products suggest the
same genre? – Teaser Trailer
The final cut of the teaser trailer accurately displays the same genre that
the marketing products suggests in an equal balance throughout of the
teaser. The elements of the romance part of the genre is present
whenever the overall colour and exposure of the teaser is lighter in tone
to be synchronous with the budding romance between the two
protagonist. Furthermore, the red scarf that is worn by the female
protagonist also plays a large role in suggesting romance and love as it was
given to her by mother.
On the other hand, the thriller elements are present within the teaser also
through the use of props as from the beginning as a blade was shown to be
the murder weapon as well as fake stage blood to connote the bloody,
cold-blooded murder. Also, thriller aspects were shown through darker
lighting and more experimental camera angles such as hand held shots as
well as being shown within the montage scenes.

12. Do each of your products suggest the
same narrative themes?
When creating and showing a particular narrative, each media product successfully represents the
same narrative in order to promote and advertise the film using different techniques and processes. In
terms of the teaser, the narrative is the key element in order to sell the film as this is where the
introduction and portrayal of the key characters is vital in order to show the relations that these
characters have to one another as well as how they contribute to the plot and how they show the
genre. The main thing that needs to be translated from on screen to our audience is the idea of
thriller and mystery through the portrayal of the alter-ego of our male character which is best
reflected through the bathroom mirror scene. Furthermore, the teaser also follows the same narrative
as it shown the disruption of the equilibrium through the breakdown of the relationship between the
two main characters as well as the killings.
In terms of the promotional poster, the narrative of the teaser is being well reflected as both the
romance and the thriller aspects are being represented and advertised within the poster through the
use of the blood spatter to connote the blood and murder as well as the proxemics and body language
between the male and female character as if to suggest romance between these characters.
Finally, when looking at the magazine cover, the narrative that is being shown in both the teaser
trailer and promotional poster is also being shown as it shows the romance through the main image
and the thriller elements through the main tagline and also the use of the red.

13. Do each of your products represent
characters in similar ways?
The overall promotional package show the characteristics and personality of each of the characters in order to show the genre
and their relations to one another. In order to create a successful package, the characters needs to be promoted and
represented in the same way so that there is character development whilst not confusing the audience by drastically and
overcomplicating the characters.
Looking at the trailer, the main protagonist character, Rose, is displayed throughout of the teaser to be a vulnerable and
weaker character when compared against the antagonist of the film, however, she challenges these conventions and stigma of
female characters being ‘powerless’ and the ‘damsel in distress’ through the way that she is determined who is not afraid to
take control over situations; this is also displayed within the promotional poster as she is composed between the two male
characters as if to suggest she is driving a wedge between these two characters and complicating the situation. On the other
hand, the expression of this character on the post contradicts this idea as she looks worried and scared as she faces away from
the antagonist as if to suggest she is perhaps scared or powerless against this character. When looking at the cover of the
magazine, it focuses more on the romantic element of the teaser in which Rose is subsequently being used as a passionate and
sensual icon to reflect these ideals.
When looking at the male characters within the teaser, both Damian and Alec are portrayed as a typical male character who
has the most power. But when comparing these two characters to one another, it is evident that Damian has the most power
and ‘laddish’ behaviour whereas Alec is seen to be more reserved and defenceless in the hands of Damian. This relationship
between these two characters becomes evident in the bathroom scene where Alec’s mannerisms and language is visibly
frightened, whereas Damian is seen as sinister and dominant. This relationship is also translated onto the poster as each
character is seen on opposite sides from one another as well as facing out from each other as if to suggest the disconnect and
miscommunication of these characters. Subsequently, Damian is casted more into shadow and having blood spatter over his
face to enhance his character of being an impulsive cold blooded killer. Where on the other hand, Alec is seen in the light as
well as having the female character facing him to suggest his innocence and budding romance.

14. Do each of your three products clearly 'speak'
to and appeal to the same target audience?
As a group, we aimed to promote our teaser trailer and promotional package towards male and females between the
ages of roughly between 15-25 year olds. The reason as to why we chose this audience to promote to as this was the
highest percentage of demographic who are interested in both romance and thriller films as well as sub and hybrid
genres. We have effectively created a conversation between ourselves and our audience through the way that within
the teaser, both romance and thriller themes are equally shown throughout the duration of the teaser in addition to
also showing elements of the murder scenes, budding relationships and mystery. When conducting our audience
research, it was evident that women are more attracted to romance films whereas men are more interested in
thriller, crime and mystery films; so by combining these two genres together we are able to wider our demographic in
order to attract a mass audience rather than a niche audience that a romance or thriller genre attracts.
Both the promotional poster and magazine cover further appeals to the same target audience as both of these
elements combined both genres of romance and thriller. However, when first looking at the promotional poster, it
seems more as a thriller film which successively will attract our male viewers, whereas the magazine cover focuses
more on romance which will interest the female demographic. Although both of these products do host both genres,
they are more lenient towards one genre in order to keep the design simple and understandable.
When looking at both the promotional poster and the magazine cover, the use of language that has been used in
consistent throughout as it uses basic language and text without using long and complicated words which will appeal
to our younger audience as they will understand what is written. Also within the cover, it also features quotes and
rhetorical questions which are successful with this demographic as it intrigues this audience and makes them really
think about the question and apply it to their lives to come up with an answer. This language is also reflective within
the teaser as we used very limited and short phrases on the titles to reflect the narrative to keep it short and basic.