This document discusses cohesive marketing strategies used for the film Shutter Island. It provides examples of how the film employed multiple marketing tactics, including trailers, posters, websites and more. Trailers were released in different formats and widely shown on television. Posters advertised the film on buses, bus stops and in theaters. The film's release was also delayed to qualify for the Oscars and have a premiere at a film festival, allowing for more marketing exposure.

1. Cohesive Marketing
TOM CHAMBERS

2. Cohesive Marketing Example
An example of cohesive marketing is the campaign used to promote Shutter Island. The
film had different kinds of marketing which managed to bring it lots of profit for the
film come opening weekend. The film had marketing programs such as trailers, posters,
websites and more. There were multiple trailers released for the film, from teaser
trailers to region specific trailers, with the US getting a different trailer to the UK.
The trailers were shown a lot on the television, with the production companies wanting
it to be shown in commercial breaks between television shown. The trailer of the film
was also shown at the Super Bowl spot 2009.
The posters for the film were shown on busses, bus stops/shelters and in many cinemas
where the film would be shown.
The film was announced to be delayed by Paramount from October 2009 to February of
2010, which allowed the film to be available for an Oscar, and it was also able to be
shown for the first time in Harry Knowles’ Butt-Numb-A-Thon, which is a 24 hour
screening event held in December in Austin, Texas.

3. How Cohesive Marketing will help
our film:
Cohesive marketing will help our film as it will let us advertise it in different ways
rather than just a trailer. Along with our film trailer, we will be making a poster
and also a magazine cover for the film. The poster could be like the one used for
Shutter Island, with the main character in the middle with the setting of the film in
the background. This would help as it means the main character and the location of
parts of the film could be shown like this.
We will also be making a magazine cover for the film as a marketing strategy, this
would also help with cohesive marketing as the magazine cover will show people
that buy magazines the film and will advertise it to people who collect magazines,
maybe making them want to go and see it.