1. How effective is the combination of your
main product and ancillary texts?
By Amy Keen
2. Importance of Brand Identity in Film Marketing
• Brand identity helps establish the product, It helps to the make the product
recognizable and easy to find. Brand identity has various features such as colours,
text, cast, title and tagline which link all marketing strategies together.
• In addition, Brand identity gives information on the product such as the genre of
the film, the narrative, the representation characters and the overall way the
producers wants to address the audience. It is very important that the brand
identity is kept consistent, as otherwise the audience may become confused
about the narrative of the story which will reduce how successful the film will be.
• When marketing a film the 3 main marketing tools used are Teaser trailers,
Posters and magazine covers.
3. One of the marketing campaigns I looked as was for the film Room, Which has a very strong brand identity. The main
aspect which creates a clear brand identity in room is the colour scheme of blue and the font of the texts. We took the
marketing campaign of room into account to help us create our own successful brand identity. Above is a comparison
between our product ‘Exposed’ and ‘Room’
Comparison between products
4. Room Brand Identity: Poster and teaser trailer
The room marketing campaign has
many features that link all of the
products together. One of these
features are the title used on the
poster and in the teaser trailer. Both
products use the same font and the
same graphic style. Despite the colours
being different this strongly links the
two products together.
The Graphics used on the titles in
room ae one of the main aspects that
link the products together. The
narrative of the story is shown
through the graphics as the corner
represents the room and the sky
represents their freedom. The Film
products are also linked to the book
as both the poster and the trailer say
‘From the best selling novel’.
The tagline is used in both
products.
Lastly, the character and
costume remain consistent. The
character are hugging in both
products Which suggest the
narrative of the story by
showing the relationship of the
characters. They are also
wearing the same costume
which shows the Identity of the
characters
5. Our Brand identity: Exposed
The main aspect that we wanted to keep consistent
was text colour. We have been consistent with the
colour yellow to help build a clear brand identity.
We have also used the same text throughout so
that the audience can quickly identify the film. In
both the trailer and the poster we have said that
the film from the best selling novel which not only
builds identity but also acts as a selling point and
connects with the already existing audience.
A key part of the narrative is that the character Ivy
has been locked away in her house her whole life.
We decided to show this by using the idea of the
key hole. We have done this by putting an image of
a keyhole in Ivy’s eye. This is also shown in the
teaser trailer as we have a clip of Ivy being locked
inside her room. In addition, the poster has images
of autumn trees to show Ivy’s freedom and covey
how the story is about her escape. Once again this
links to the trailer where Ivy looks over the outside
world
In order for the identity of the teaser trailer and the
poster to remain consistent, we decided to use an
image of ivy’s eye in both products. This was done
to show the genre and narrative of the films, as it
portrays to the audience that the story is shown
through ivy’s point of view, and introduces the
audience to her character.
Much like Room we have used the same font and
graphics style In both of our products. We decided
to do the as the name is a very important aspect in
the marketing campaign. The title needs to stand
out and be recognizable to that the audience know
how to find the film.
We have used the tagline in both product to
give the audience information about the
narrative and the genre of the film being a
Kidnap drama.
6. Magazine Cover For our magazine cover we tried to keep as much of the brand
identity as possible; however, when creating a magazine cover, the
overall look is out of our control as magazine companies have their
own brand identity which they have follow. For example, little white
Lies usually have an animated cover with the same round white
logo at the top. This meant that we had to find away to follow this
theme while also trying to keep our own brand identity.
We thought that it was important for the colours of the magazine
cover to be similar so we used a similar yellow colour and then
used a paintbrush tool to add in shading. In addition, we kept the
character costume the same by creating an animated version of
Ivy’s green jumper. We also considered the characters posture and
facial expression, the reason that this was particularly important,
was that we used her body language to convey the genre of the the
film (Kidnap drama). Her face appears worried in order to show
that she part takes in an emotional journey, Further more she looks
off into the distance on the left which suggests that she is curious
to what lies ahead, as well as to showing Ivy’s submissiveness to
her mother while inside the house.
7. Clear message across products
• Our main target audience is Females 15-24 this meant that we
needed to create a brand identity that would appeal to people of
those ages.
• Across products, we also needed to convey that the film was a kidnap
drama, some of the characteristics of Ivy’s character as well as
suggest the narrative of the story.
• I think that we successfully achieved this by using the relevant
features of the colours, the text, the cast, the titles and the tagline.
