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Script and marketing booklet


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Script and marketing booklet

  1. 1. As part of your coursework you are required to produce 1 piece of pre-productionwork, to allow you the best chance of getting top marks for a piece of pre-production work you are going to produce 3 pieces of production. You shouldhave created a 20 frame STORYBOARD by now, and you are all working on aMAGAZINE FRONT COVER and CONTENTS PAGES. Now you will have to startworking on your third pre=production piece which will either be a 500 wordSCRIPT or a MARKETING CAMPAIGN to include at least 4 ITEMS.MARKETING AND PUBLICITYOften our choice of film is also based on the kinds of expectations that have beenset up by the various marketing and publicity campaigns organized by distributorsand exhibitors. Large sums of money are spent on these campaigns. For example,a summer blockbuster may cost as much as $100 million to promote!SCREENPLAY/SCRIPTA film script is generally referred to as a screenplay in the industry as the term‘script’ is usually used for stage plays; a professional screenplay contains muchmore visual information.
  2. 2. The DISTRIBUTOR is largely responsible in making sure that audiences are awareof the film, and along with PRODUCTION COMPANIES cut deals forMERCHANDISING and PROMOTIONAL TIE-INS.
  3. 3. Case Study: Pirates of the Caribbean This is what is known as a film franchise, where a film and its sequels are part of a larger business entity composed of multiple tie-ins and merchandise licenses. The production and distribution company capitalize on the success of the films to create multiple revenue streams via SYNERGY (working with other companies) POSTERS The poster you see here is a teaser poster there are a huge amount of posters for this film. You could create a teaser poster as part of your marketing campaign.TASK: Use your blog for this 1. Go to and find the other posters for Pirates of the Caribbean: On Stranger Tides. 2. Choose 3 teaser posters to put on your blog, and put the main poster on your blog 3. What are the differences between the teaser posters you have chosen? 4. What are the differences between the teaser posters and the main poster? 5. How to the posters signal the genres of the film and attract the audience?
  4. 4. MERCHANDISE AND TIE-INSTASK: Use you blog 1. What can you find out about the following merchandising and tie-ins 2. Why would Disney work with these companies and or produce the items? (hint – link your answers with audiences) TASK: Go to and see what other merchandise you can find TASK: Go to /en/91135/promotion/disney .html and see what other merchandise you can find
  5. 5. TASKResearch other merchandise and tie-ins for the film, use the internet, there aresome links below to start you off. +caribbean&storeId=30053&catalogId=10002&langId=- 11&Ntx=mode+matchallpartial&N=0&Nu=pProductID&N r=pPublished%3A1&Ntk=All_Shopping&Ntt=pirates+of+t he+caribbean&D=pirates+of+the+caribbean&Dr=pPublis hed%3A1MAIN TASK – COURSEWORKDesign at least 4 items (you can do more) of merchandise that you can use to helppromote your film. Try and be innovative, mixing the typical and unusual butalways keeping in mind the target audience to the piece of merchandise.  Plan rough designs in your book  Write one accompanying paragraph for each item explain: - What it is, the size and the packaging - What company you would work with for that item and why? - Who the item is aimed at and why? (target audience) - How the item will help to promote your filmDraw out each item on A4 paper or design in Photoshop, the accompanyingparagraph must also fit onto the A4 page
  6. 6. SCREENPLAY/SCRIPTWrite a 500 word screenplay for the opening of your filmThere are several important elements to the screenplay/scriptSCENE – screenplays are divided into scenes. A scene is a piece of dramatic actionthat takes place in a specific place during a particular timeSLUGLINE – another term for the scene heading. It tells us whether the scene isinside or outside, where it is and what part of the day it takes place in. it is usuallywritten in capital letters, e.g. EXT. THE PARK. AFTERNOON.SCENE DIRECTION – this refers to the things that you would see if you werewatching the film. It should be detailed enough to allow the reader to ‘picture’the film in their heads. Details of sound should also be included here. It is alwayswritten in the present tense.CHARACTER HEADING – the name of the character who is about to speak. Usuallywritten in capital letters and centred about the dialogue.DIALOGUE – this is what the characters say.Professionally, the format and appearance of a screenplay will follow strictguidelines, making every page equivalent to 1 minute of screen time. You don’thave to do this but you should try to make your screenplay as professional aspossible by using scenes, slug lines, screen directions and following theconventions for the layout of your script. To make this easier for you downloadthe script template from here ADVICE/CONVENTIONS TO FOLLOW:  Use font size 12 in Courier  Include character directions (Parantheticals)  Include some camera direction  Use this website to look at examples of screenplays
  7. 7.  On the next page is an annotated script to help you write your own