Marketing campaign for the short movie los hermanos

1. “Los Hermanos” is the title of my movie, which means “The Brothers” in spanish, the value of brotherhood
will be the main point of the whole movie, and this because the relationship between the two main
characters it’s very strong, even if they’re not related.
I decided to promote the movie on:
-Instagram with posters, wallpapers and backstage shot
-YouTube publishing a trailer, and it’s also where the movie it’s going to be released itself.
The genre of the movie will be crime, more specifically will follow the Mobster/Drama codes and
conventions, this is why I decided to have some strong graphic images and aspect in my campaign that will
be reflected in my movie. For example the use of: weapons, strong languages and the consume of alcohol.
LOS HERMANOS-MARKETING
CAMPAIGN

2. TARGET AUDIENCE
As most of the movies of this kind of genre, the movie is most suitable for people over 15 years old, this
because young aged children will not be able to understand what the movie’s talking about. It won’t also be
a positive message for the young audience because of the violence background, and the drugs/alcohol
misuse.
Half of the dialogues are in Spanish, so people that have never watched shows like Narcos or Breaking
Bad, which are also shows with an age rating of 15 and 18 years old, wouldn’t feel familiar with this kind of
narration and wouldn’t get the reason of why the characters will have this Spanish slang and strong accent.
Usually this type of entertainment is aimed to a male audience, this is why all the characters will portray an
highlighting of masculinity, but there won’t be no offense to the female world, this because it won’t even be
nominated.

3. The most recent blockbuster movie that meets the genre criteria of my movie, is The
Irishman, this is why I decided to inspire myself by the work of hundred-million
dollars movie media campaign.
Netflix for The Irishman didn’t only do a traditional generic social media campaign
but it also did a viral market campaign.
In fact in some of the North and South America states, fake newspapers and wanted
posters with Al Pacino’s(portraying Jimmy Hoffa) face have been distributed

4. PRIMARY RESEARCH
To have a clear feedback from the target, I decided to make
them fill a survey for me.
Most of them have been aware of films by looking at trailers
on youtube or posters on instagram, which are the two media
platforms most used by them.
A clear 73% of the people that took the survey is not
interested in the genre, but they could change their ideas as
they’ve been convinced to watch movies they didn’t find
interesting at first.
People use YouTube roughly 5-10 hours a week.
The 100% of people I surveyed don’t read any Newspapers
or Magazines, and all of them would be curious of seeing an
interesting trailer for my movie, which will induce them to
watch it.

5. SECONDARY
RESEARCH
GoodFellas is officially the movie I’ve been inspired the most.
In this poster, the actors have some attitude, that makes me think about
how much self-confident the characters are.
Just on the movie logo there is a quote from the movie, which is really
important because it’s the really first catchphrase of the movie, and just
below the logo there is “A Martin Scorsese Picture”, to lead the
audience to the fact that the movie is made by a famous director.
On the bottom we can see all the people that worked at the movie like
cast and crew, and also who distributed it.
On the top we can see the name of the actors and their faces, which is
the dominant image, just below the text, and they’re all three looking at
the center of the poster.
For my poster I want to express the same self-confidence, power and
respect feeling that I get from this poster. I want my characters to dress
up elegant like they are, because in this genre, the luxury and the suits
are two of the biggest code and conventions.

6. MAIN IDEAS
Theatrical Poster:I will release other posters than the theatrical one on the instagram page, but the
theatrical poster will be the most important, this because it shows the cast, the name of the movie, the
name of the director and all with the original logo of the movie.
Social Media Page:I decided to point everything on the instagram page, this because the movie is
produced and distributed by BLVCK MAG(my own producing company), so I will share all the posters and
visuals on the company’s page, which I think is the most effective way online to share some independent
project.
Teaser Trailer:This will be a short trailer from some of the footage of the official movie, which will only show
which genre the movie is, the name of the movie and it will only be about 20/30 seconds long as it will be
suitable on every platform as youtube, instagram, facebook, etc...

7. TRAILER
I had to assemble my trailer with the footage we rolled in 1 day of
shooting, me and my crew managed to shoot only two scenes of the
movie which I think were enough to catch the attention of my
audience.
From the way that the characters are dressed,the action scene, the
guns and the alcohol shown in the trailer, the audience understands
that it’s a mob related movie.
I also wanted to add some text boxes between every cut, and each of them saying:
“money”, “power”, and “respect”.
This because they all 3 are the main values of the movie as they’re all bond each
other from the fact that the money brings the power, and from the power you can
get a form of respect out of the people who fear you.
This is the kind of mindset that usually characters in mob-crime movies have, and I
want to get to the audience that my movie is as serious as all the big production
hollywood movies that remarked this kind of genre in the 70s/80s/90s, in fact the
mood of my movie and my trailer recalls that kind of colours, props and costumes.

8. Just in the middle of the trailer I decided to add a cut-to-
beat edit of an action scene from the movie which
shows that the movie will have violence and weapons.
In this scene we can also see a prop jar and drink
which will show that the movie also features alcohol.
The scene is shot in Green Screen and I used the Ultra Key effect to remove the background, than I replaced
it with an image I found on internet, the image is taken from tripadvisor.co.uk and it’s the inside of Restaurant
Chocolat. From scene to scene some camera angles change, this why I used more pictures of the restaurant
from different shots to use as a background.
The last primary scene used in the trailer is a simple scene where one of the
characters walk out of the room, this creates suspense in both movie and trailer,
this is why I decided to use it just before the announcement of the movie title.
I also wanted to give some room between the primary scenes and the name of
the movie, that’s why there is a few seconds gap between them.

9. Before the title of the movie is revealed I wanted
to add a flying bullet effect, and I found what I was
looking for on the YouTube channel of My Tech
World, who uploaded a green screen effect of a
flying 3D bullet, just to give at the weapons and at
the violence the right importance in this trailer, as
the audience can fully understand the genre.
I took away the green background to have a black one, which suits better and matches with the previous text
boxes, and the bullet is also followed by a white trail which is best visible on a black background.
The title of the movie dissolves in as the the trail of the bullet dissolves out.
I wanted to use the original logo of the movie at first, but it didn’t seem
appropriate to me, this because it was too different from all the elements
saw before in the trailer.
This is why I decided to keep all the text boxes same-looking, so everything
would match and the eye of the reader would get used to lake at the same
spot every time.
I decided to post the trailer on my youtube channel 3 months before the release of the movie, which is quite a
time lapse that even the bigger companies use. In this way it will have the right time to be seen and to “hype”
the audience. Also because I still need to complete the movie yet.
Link:https://www.youtube.com/watch?v=xaYT3bmYYBs

10. POSTERS
The first poster I worked on was just for promotion of the movie via instagram, and it
wasn’t a theatrical poster.
It was just what I imagined would have been the first post about the movie on the
company’s instagram profile.
I designed a flat plan to have an idea of how to dispose every element in the poster.
After I spent some time in studio trying various poses,lights, expressions and
costumes.
I decided to use the picture where I looked more like a “Scorsese’s Movie
Mobster” for example all the characters from GoodFellas, I wanted to have
and show that kind of attitude as far as I could, that was totally the mood I
was looking for and that I pictured when I was planning everything.

11. After I saw this poster of The Godfather, I wanted to use the same
kind of filter used with this image, that’s why I had a look through
the photoshop filter gallery and I found the one that looked closer
to the one I was inspired by.
As in my flat plan I added the rivisited version of the movie Logo,
this because having the logo on a vertical page it’s harder to read,
because of the bullet holes used as Os in the name.
So I decided to lower 40% the opacity of the bullet holes and place
a pair of Os on them, as whoever sees it, can immediately
understand what’s written.

12. Because BLVCK MAG is sponsoring, producing and distributing the
movie, I needed to insert the company’s logo, even if the company’s is
mine.
This because I want the distribution to have a big impact on the movie’s
image, this because I want people to see that it’s an independent self-
produced movie, and if it ever gets “mainstream”,I want to keep going on
the company’s name
“The things work like this, and you just have to do what I say” it’s one of
the most powerful line that my character says during the movie, that’s
why is at the top of the poster and why I’m giving it this much
importance, I want the audience to understand the power of the line and
to remember it when watching the movie as listening to the dialogues.

13. At the end I added the text box saying “Mayank Kumar as Javier”,
awaring the audience to the fact that the writer, producer, and director
is also going to star in the movie as one of the two leading characters.
This shows how much the Director cared about the production and also
how much he’s dedicated to this movie.
Then I created another version of the poster for the main leading
character of the movie, with the same features of the first poster.
But this one says “Ethan Farrer as Santiago” and his main quote is
“Who put all this together with you? Me.”

14. HOW THE POSTERS
LOOK LIKE

15. THEATRICAL
POSTER
THEATRICAL
POSTER
When I thought about my theatrical poster, I wanted it to be as rough
as possible.
This poster had to be simple and had to get whoever sees it straight
to the point, that is not a movie for a young audience, that it has
graphic images and it’s only for who loves the genre.
I didn't’ want it to be nothing more or nothing less than the flat plan
itself.
The very first thing I added was the fire line, which I found on
shutterstock.com, it’s important because most of the dialogues are in
spanish, and fuego is one of the word most known and used in the
pop culture, which in fact means fire in spanish.
It also gives sort of the “Nacos” mood, which is good because it’s a
Series that has a similar genre to my movie.

16. I found the bullet rain picture on Shutterstock.com, which wasn’t
long enough for the page so I have to clone some parts of the
bullets and repeat them for the rest of the empty space.
The bullets are for cover the space left from the fire line and the
space that the Logo is going to take.
When I had the idea of using bullet holes as Os for the logo of my
movie, there I decided that I wanted it white on black. As the holes
have been done on some glass structure, and the black is the colour
where you can see it the most, also because it recalls the dark mood
that the movie has being all set in the night.

17. My favourite way to work is the “one take”, and this is how the logo
has been created the first and only time, when I saw the bullet
holes, my only worry was to write the rest of the title around it, and
I did it.
Because of my experience as a Hip-Hop graffiti writer, I wanted
that of being the main mood of the text.
So I chose the brush tool, and I hand-free draw the title of the
movie on the artboard, then I ended up liking it at the first take.
Then I added my name as a director, producer and writer, when I
decided that it would have been easier if I just wrote “A Mayank
Kumar Movie”
In the end I just added the cast name and their characters on the
center top, and the company logo at the bottom left as on my flat
plan.

18. HOW THE
THEATRICAL
POSTERS LOOKS
LIKE

19. THE INSTAGRAM
PAGE
Instagram was definitely the social media platform I was going to use since the
first time, this because it also is the most used zuckerberg-owned platform to
promote movies.
I posted on the company’s profile about three months before the release of the
movie, this because we had enough footage to create a campaign but still there
are some shots to finish, and I didn’t want to create a new profile because it’s
harder to get followers when a new profile it’s created from the bottom.
While the company’s profile has been created a while ago. Personally I think that
the audience and the bigger producers will be more attracted by an independent
movie producing company profile, than the profile of a movie that doesn't even
have the blue verified sign, the company also have an english name, while the
movie’s title is spanish, so not everyone will be attracted from something they
can’t even pronounce or they don’t know what it means.
Link: https://www.instagram.com/blvck_magazine/

20. EVALUATION
The three platform are all linked between them by using similar or the same fonts, they all share
the company’s logo and they all feature the same colour palette. The instagram page has the
biggest role in this campaign, because the post can be share to external links or by direct
messages, and the audience can be hyped by reading the names of the cast. The trailer is
published with no official date yet, because due to external issues, we haven’t finished the
shooting yet. But overall, I believe that I came to an end successfully, and that all my platforms
work perfectly fine with the audience.

21. The social media platform I believed in the most was instagram, I tried to be
as professional as I could so I posted all the photos in the highest quality
with the most clear description.
I started following some of my friends and some celebrities related to the
film industry and I’ve got 14 followers back, I thought that people would
have been interested in my project, so I also added the link of the trailer in
the bio.
I’ve been very disappointed by the small numbers I’ve seen in the Insights
category of the profile, especially because I swapped it in a business
professional account.
On my personal profile, usually on every post I get at least 10%(minimum)
of response of my followers with any kind of interaction. While with this
account, out of my 14 followers I didn’t get any kind of
interaction/like/comment.
Mathematically speaking I should have got at least 1.4 likes and comment
on each post but apparently the algorithm of instagram didn’t show my
posts to anyone even days after they have been posted.

22. Today my video counts 6 views, and none of them are mine. Because my 30 subscriber received the
notification of the publishing of the trailer and decided to give it a watch.
I didn’t talk about this project to any of the people subscribed to my channel so now that I know that they’ve
seen it, some of them could be interested in what I’m working on.
According to the analytics the people who viewed it, they all come from different sources. This means that
some of them also clicked on the link on my instagram bio, because it’s the only platform where I linked the
trailer.

23. There is a very small chance to receive comments
and likes.
And also with this small amount of reaction,
youtube studio can’t calculate the age and the
gender of my audience.
I think that I need at least 10 unique viewers to
have an exact percentage of this kind of analytics.
Honestly I expected more feedback from youtube,
but it didn’t disappoint me as much as Instagram
did.
So overall this marketing campaign didn’t reveal to
be that useful, sure I am going to change the
approach when the movie is going to come out
because I want people to see it. And this way
didn’t work as I hoped.

24. AUDIENCE
FEEDBACK
I asked some people to give me a feedback based on the existing marketing
campaign of my movie, and I also asked them to do it possibly using the
Instagram’s direct messages or the Youtube’s comment session.
In the first case the person who texted me likes the genre that I’m presenting
in the movie, in fact they appreciated how all the posters I presented are all
linked together, explaining how my audience has this attention to the detail in
the product I released for now:meaning that they are ready to watch the film.
Whereas in the second case i found out that even though this person is not
really a fan of the genre I’m proposing, they are still interested in my movie.
This means that also other audiences are able to respect my product and
understand that even though I don’t bring them the content they usually see
they can understand the effort that I’ve put in during the realisation of this
project, so this leads them to still be disposed to watch this movie.

25. In this third case I received a pretty negative feedback by this person, as they
discusses about how this particular poster: is very similar to other movies of the
same genre, but I believe that these films they nominated are those that they’re
more familiar with, so they can’t understand how I’ve just been inspired by the
films they like. However I’m not so concerned and annoyed by this type of
feedback as my project can’t be perfect and I can understand how people can see
this similarities in the different products they receive. Also I can also understand
that I get some negative critic as it also helps me to improve my future works.
Finally in this last feedback, in the YouTube comment section, I can see how
people also saw the trailer and wanted to give a feedback in to the other little
project I did. In this feedback I personally found some good advices, such as the
quality of the green screen which I also think that isn’t the best because of the
lighting, so I will fix it in the best way I will be able to.