2. BRAND IDENTITY
• Brand identity is the message in which the audience or the consumer receives
from the product or collection of products. Brand identity should be a consistent
message received by its audience and consumers. Many movies and other media
products aim to create a strong brand identity so that if a consumer see a media
product they will be able to identify the brand and the message due to the brand
identity. Brand identity is important in society as it allows businesses to create
success for themselves as it can promote a reputation for the business as well as
making it stand out from the competition. Within film marketing, brand identity is
used to create a strong message about a film and is done through multiple media
products which are all portrayed to the audience and the consumers.
3. MARKETING CAMPAIGN
• When looking at marketing campaigns previously I
looked at the movie deadpool. The brand identity
and image for this movie was very strong through
the use of multiple media platforms and products
including the use of Tinder profiles; eye catching
billboards; a movie script annotated by the main
character; movie posters; TV interviews and lastly
movie trailers. Through the use of all these
products it created a strong brand identity for the
movie and made the consumers and the audience
of the movie want to watch the movie because of
this. This meant that when the movie was released
the sales were very high because of this. This also
meant that the movie was very anticipated and
because of the brand identity the movie was a large
success. On the right we can see the tinder profile
used for the movie as well as one of the posters
which used emoji's to captivate the younger
audience and continuously create a strong brand
identity for the movie.
4. OUR BRAND IDENTITY
• Throughout creating all three of the media products for our movie we aimed to
create a strong brand identify for the movie in order to make the movie more
successful. The marketing campaign in which we chose to do was to create a
teaser trailer as well as a movie poster and a magazine front cover. To create a
brand identity we aimed to link all three products so that they are all linked and
create a successful marketing campaign. To do this we did multiple things within
all products so that they are simultaneously linked.
5. VISUAL ELEMENTS
• Some of the visual elements in which we used which are good at
creating a brand identity are things such as graphics, colours,
fonts, character images, taglines, etc. within our three products
we aimed to replicate these visual elements so that it was clear to
the audience that they were linked and would create a brand
identity. To start we replicated the title within the products that
were produced by us or produced by the production and
distribution company. The title that we used was a 3D looking
title in a capitals with the use of the blue and red colours. This
title is exactly the same in the trailer and in the movie in which
you can see on the left. This links the two products together
meaning that when the audience watch the trailer they can
clearly remember the tile of the movie and then see the poster
and be reminded of it. This suggests that this is from the same
movie and therefore creates a brand identity for the products.
Within the magazine front cover it is created by sight and sound
magazine and not by the production company meaning that the
title isnt on the magazine front cover.
6. VISUAL ELEMENTS
• More from the visual elements we used the same character
images within both the movie poster as well as within the movie
teaser trailer. This image is the image of the character charlotte
being tied up in a dark room. This image links the two products
together, and does this from the image. The image on the movie
poster portrays the majority of the storyline. This is because if
someone sees an image of s girl being tied to chair in a dark
room they automatically will assume that she has been
kidnapped. Within the trailer we can see the plot of charlotte
being kidnapped. This means that they are linked together and
the audience and the consumers can link the plot to the movie
poster because of this. On the right we can see the image of
charlotte being tied up in the movie poster with a comparison to
the image of where she is tied up within the trailer. This creates
a brand identity as they are linked and portrays to be the same
movie. It also portrays the same narrative theme to the audience.
7. GENRE
• Within the movie poster and the trailer we can see that it
portrays the same genre to the audience. This has been
done as the trailer portrays thriller genre through the
music as well as the narrative theme. Within the movie
poster we can see that it similarly portrays the thriller
genre as it follows the typical conventions and shows a
girl being tied up which can only be linked to the
thriller/horror genre. This hasn’t been done within the
magazine front cover as it isn't a media product created
by the production company and therefore have no
control over it. It is still linked to the products in some
ways though as all three feature the actor Emma
Niemann, but the magazine doesn't portray the genre.
8. REPRESENTATION OF CHARACTERS
• Within the two media products which were created by the
production company we can clearly see that the character
Charlotte has clearly been portrayed in a particular way. The
way in which it has been portrayed is that she has been
portrayed to appear weak and vulnerable. This has been done
within the movie poster and she is tied up in a dark room and
looks scared through her facial expression. This shows
weakness and makes her look vulnerable. Similarly this has
been portrayed in the teaser trailer as we can see multiple
scenes where Charlotte looks weak and vulnerable. Within the
magazine we can see Emma and she's looks confident and
isn't represented in a vulnerable or weak way. This is because
in the magazine it focuses on the actor Emma Niemann and
not the character Charlotte, meaning that they have different
representations. We can see on the right the movie poster as
well as the magazine front cover and in the next slide we can
see the scenes from the trailer where she is represented as
being weak and vulnerable
9. REPRESENTATION OF CHARACTERS
• Here we can see the scenes from
the trailer where charlotte is
presented as being weak and
vulnerable. She is represented as
being these things through her
facial expressions as well as her
body language and setting.
10. TARGET AUDIENCE
• Within the three products in which we created I believe that they do mostly speak clearly to the target
audience and portray the same message and altogether create a strong brand identity. The target
audience in which we were targeting was predominately younger male and females audience. This was
because the characters within the films are younger as well meaning tat the audience can relate to
them. I believe that the message in which we were portraying through the products was that the film is
about a kidnapping of the young character Charlotte and the film is a whole mystery of how this
happened and who did it to her. This has been created and predominately portrayed in the teaser
trailer and the movie poster in many ways in which we discussed in the previous slides. The magazine
poster doesn't promote the message as much as the other two products, due to the producers of the
magazine, but still creates a brand image from the use of the actor in all three products. Overall
through the combination of the main product as well as the two ancillary texts the brand identity is
very strong and effective. The audience would be able to understand the message and would be able
to link the products together and appreciate the brand identity, therefore making the marketing
campaign successful because of this.
