1. How effective is the combination of your
main product and ancillary texts?
By Amy Keen
2. Introduction
• Our brief was to promote a promotional package for a film which
included Teaser trailers, Posters and magazine covers.
• I will be discussing marketing in particular brand identity and how we
developed brand identity across all three products.
3. 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.
4. 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
5. 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 are 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
6. 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 is
from the best selling novel, which not only builds
identity but also acts as a unique selling point and
connects with the already existing audience.
We have used props and Mise en scene to convey the
narrative of the story and create a clear brand
identity. The main narrative is that the character Ivy
has been locked away in her house her whole life. We
conveyed this in our products by using a key hole. In
the poster we edited an image of a keyhole into Ivy’s
eye to convey her entrapment. We have also used
the key whole in our teaser trailer where Ivy is being
locked inside her room. In addition, the poster also
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 is seen looking
at the outside world.
In order for the identity of the teaser trailer and the
poster to remain constant, we decided to use an
extreme close up of Ivy’s eye in both products. This
was also used to portray to the audience that the
story is shown through ivy’s point of view.
Furthermore, it introduces the audience to Ivy and
illustrates the representation of her character.
Much like Room we have used the same font and
graphics style In both of our products. We chose to
do the as the name is a very important variable in
the marketing campaign. The title needs to stand
out and be recognizable so that the audience know
how to find the film.
We have used the tagline in both product to give
the audience more information about the film.
The tagline is used to entice the audience and sell
the story.
7. 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 to 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 necessary 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 which she wears in the teaser trailer. We also considered the
characters posture and facial expression, the reason that this was
particularly important, was that we wanted her body language to
convey the genre of 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. Ivy’s body
language also links to the teaser trailer where Ivy looks of into the
distance when she if finally free from her mother.
8. 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 needed to convey that the film was a kidnap
drama, convey some Ivy’s characteristics, as well as suggest the
narrative of the story.
• I think that we successfully achieved this by using the relevant
features such as the colours, the text, the cast, the titles and the
tagline.
