Looking at where our product would be placed

1. WHERE WOULD OUR
CAMPAIGN BE PLACED
IN THE MARKET AND
HOW EFFECTIVE WOULD
IT BE?

2. PRODUCTION-MOSAIC FILMS
Why have we chosen them?
-They are based in the London, this is good as we were filming here,
making it more cost effective for us.
-They have a focus on storytelling which suits the fact that we
wanted to show a journey of persevering with the hardships to
experience the rewards.This may also suit the fact that we want an
enigma for our sophisticated audience to try to solve.
-Mosaic Films have created work based on the creative industry
before.
-Have had productions screened at film festivals and have won
awards.

3. DISTRIBUTION
 JOURNEYMAN PICTURES
-They are independent
-They only have 3 departments so are
specialised
-They distribute factual content and are
fighting against the fact that factual content is
becoming less popular, meaning our product is
likely to appeal to them as a documentary.

4. EXHIBITION
PHOENIX CINEMA
-Small independent cinema, show niche
content like ours, appealing to a niche
audience, also like ours.
- Have a ‘art live’ feature and show cinematic
content so people who go there our product is
likely to appeal to.

5.  THEATRES
-We thought screening in traditional looking
theatres could appeal to our sophisticated
audience, our secondary audience in particular
due to the fact that they may find it nostalgic
and as it may satisfy the fact that they seek self
actualisation in Maslow's hierarchy of needs, as
it will remind them of how far they have
progressed in the industry.

6.  FILM FESTIVALS
 Sundance film festival
-high acclaimed festival, this is an important
factor as because we are an independent we are
heavily reliant on awards and festivals.
 London Independent Film Festival
-Based in the UK in London so the audience may
be able to attend. It is likely to get a better
response in London due to big theatre and
creative industry and due to shots of London
within our production.

7. POSTER
 We would market usingWeb 2.0 and posting
our poster on social media to appeal to our
primary audience whoa re in the low income
bracket of E.
 For our secondary audience who are older
and are in income bracket B we will advertise
in a creative magazine.This also appeals to
the fact that they are sophisticated.

8. RADIO
 Radio X, a radio station based in London and
Manchester which plays alternative music
appealing to a niche audience, who our niche
production is likely to appeal to.
 Absolute Radio, this will appeal to our older
secondary audience. It is Nationwide, our
audience could potentially be widened due to
this.

9. MARKETING
 We will use below the line marketing.Web 2.0
will be the main part of our marketing
campaign, we will create social media pages
for our product ‘Backstage’.We will update
these will progress of the construction of the
film.

10. AIDA
Awareness
Intrest
Desire
Action

11. AWARENESS
 We will create awareness of our product for our
audience through them hearing our radio advert
on Absolute Radio and on Radio X. Our poster
will also be seen, most likely by our secondary
audience, in sophisticated creative magazines.
Our poster will also be used onWeb 2.0 and
social media and we will use these methods in
general as they are free and as they will be the
main way in which our product is made aware to
our primary audience.

12. INTEREST
As I previously stated, we will update our social media
sites, for exampleTwitter ,Facebook, Instagram and
Snapchat with images and videos of the construction of
our film and I feel this will be the main way in which our
audience will be kept interested. I feel that we could have
improved our poster by adding the web addresses or
names of our pages.We could maybe even put a digital
barcode linking to these pages, if possible, on our poster,
this would mainly appeal to our primary audience of
digital natives. I feel that this would increase the
likelihood of people following or viewing the sites as it
makes them far easier to find, it also means that we have
incorporated interaction in our marketing, both on social
media and to an even further extent through the barcode.

13. DESIRE
 I feel like desire is the main part in which we would
need to change.This is due to the fact that although
our audience know where our production is being
screened, at the Phoenix cinema in London, from
our radio advert, they don’t know when.This is we
say ‘now’ but this isn't very specific. I therefore feel
that with not including a release date on our poster
we have prohibited our success to a relatively large
degree, this is especially as the poster would be our
icon or profile picture on social media. I feel that as
well as putting the release date on the poster we
should frequently put it at the end of posts on social
media and maybe even incorporate it in a hashtag.
This is as I feel ,once again, repetition would lead to
it being memorable.

14. ACTION
The audience taking action would be them
knowing when and where they can access our
product. I feel that this is why it is especially
important that on social media and on our poster
there is a clear release date of our production.
Having a release date as oppose to just saying
‘now’ also can create a sense of anticipation,
creating a build up, making our audience want to
see our production more when it is released.This
means that when the production actually is
released out audience may feel a sense of urgency
to see it.

15. CERTIFICATE
 Although our primary audience are the
youngest within our target audience and they
are aged 18-25, I feel that our decision to
make our production of the U certification
was correct. I feel that this was the right
decision due to the fact that in our production
there is no strong language and as our subject
matter is not hard hitting.The certificate
being U also means that our product is
available to everyone.

16. WOULD ‘BACKSTAGE’ BE BETTER
SUITED FOR TV?
 Due to the fact that I feel our production is cinematic
enough to appear in cinemas, I feel that it wouldn't
be better suited on any other medium. The
niche content also is better suited for an
independent cinema rather than aTV channel. I feel
that our production will also be made aware and
appeal more to our audience through it being
screened at the Phoenix as some of them are likely
to regularly go there, as it has a creative art feature
and shows niche content. I therefore feel that the
only way in which our production should be onTV is
if it was sucsessful at film festivals for example and
then was onTV as a secondary means.