1. PR6 The Hollywood Blockbuster
Cinderella
Cinderellaisamovie thatcame outin 27th
of March 2015 whichwas
directedby KennethBranagh.The storyisbasedof the oldfolkstale
from1634 CharlesPerrault.The storyisabout a girl whowas orphaned
so she moved inwithherstepmotherandstep sisters. She waskept
almostprisonerfours todo all the work.The prince of the kingdom
prince charminghosta ball inthe palace. Cinderellawishtogobuther
stepmotherforbidsitandrips upher dress. She thenmeetsherfairy
god motherwho createshera newdressso she can go and meetthe
prince.
Cinderellaisdue tobe releasedonthe 27th
of March 2015 The genre of
the of CinderellaisaFamily, adventure andadrama all combined
together.Because of the genre the filmistargeted audience isaimed at
youngchildren preferablygirls aswell as family’sthatwill be takingtheir
childrentosee this movie. Thismovie isdirectedby KennethBranagh
,andproduce by SimonKinberg,AllisonShearmurandDavidBarron.This
movie distributeisWaltDisneyStudiosMotionPictures.Thisisan
international distribute whichmeansthatthe movie willprobably
distributedall aroundthe world. .There isafew staractors that will be
appearinginthe film includingLillyJamesas Cinderella,Richard MaddenasPrince Charmingand
HelenaBonhamCarteras the fairygod mother.
There are several wayswhichthe movie Cinderellahasbeen marketed. The firstof whichandthe
one that I wouldsay caught myeye isthe posterforthe movie. Since thisisa Disneymovie ishas
had quite alarge marketingcampaignsothe postersof the movie have been placedaroundalot.
For example Ihave noticedthembeingonthe side of bussesintownaswell asbeingdisplayedin
cinemasacrossthe world. AlthoughIhave notnoticedI image the posterswill be on billboards.
These give the filmalocal audience inacertain area. Postersare a good wayat grabbingattentionof
the publicinthe streetsbutthere isa large flaw that the marketingcompanywill have topaya lotof
moneyforto advertise asmall areabecause theywouldnotbe able toput the postersup
everywhere inthe world.
The movie posterasyou can see above isusedto attract itstarget audience
.The firstthingthat we see whenlookingatthismovie isawomanI a blue dress
inthe strongfallow area(since there isnothinginthe primaryoptical area) ,just
fromlookingatthe posterwe can tell she I meantto looklike aprincess. It is
alsoshowthat she couldseemto looklike acharacter fromthe movie frozen
thisiscalledintertextuality. ThiswasabigsellerforDisneysoIthinkthat they
have probablydone thatto make childrenthinkthatthisfilmmaybe like alive
actionversionof Frozen.Another thingthatIhave noticedisthe colourof the
dress. Inthe original tale the dresswaswhite withgold laces. Butitaspires that
Disneyhaschange is colourto blue soitfitsin withthe Cinderellafrom Disney’s
2. animationversionof Cinderella.Nextwe lookdownintothe weekfallow areatosee the movies
name as well asthe production company. If childrensee thatthismovie isanotherDisney princess
movie theywill probablywanttogo to see it.Theyhave alsoputthe date of release atthe bottom
althoughthiswill probablyescapethe eyesof youngchildrentheirparentswill definitelynotice itso
theycan take theirchildrentogo watch it.Alsotonote in the terminal areawe can see a glass
slipperif the audience have notfiguredoutitwasCinderellafromthe restof the posterfrom the
glassslippertheywill defiantlyrecognise itsince isaveryiconicpart of the story.
It isalso worthnotingthatthe movie posterof Cinderellamayalsobe publishedonnewspapersand
magazinesthiswill allowthe movie toincreasesthe range of the audience.Since some of the
newspapersinmightgoonlike the sunisa national newspaperthe movie thengetspromotedall
across the country.There is a disadvantage of thiswhichisthatit maycost a lot of moneyto publish
it.With a movie like CinderellawithDisneybackingtheywill quitealarge amountof moneyform
marketing.Buta smallermovie wouldstruggle topayforthis.
Anotherwaythat this movie hasuseditsmarketingcampaigntomake
more people goandwatch the movie isthe trailer. Thishasbeen
createdto give the audience some incitetowhatthe movie will be
aboutand whenitis goingto be released.Thiswill be playedonTV
duringthe time upto the released date andsometime after. Because
of the targetaudience itwouldbe onTV stationsthatare aimedat
them.For example Cartoon networkandthe Disney channel. Againthe
marketingcompanywouldneedtopaya large amountof moneyfor
thisto be playedon air, butit would create a largeraudience. Itmay
be free to putit up on the Disneychannel since theyare the same
companythat ownthemboth .The trailerwill alsobe playedin
cinemasbefore othermovies.This isbecause of the marketing
companywill payforadvertise timesforthe movie trailertobe played.
Thisis done sothe sowhenpeople are watchingthe movieswill look
at the trailersandgo andwatch the newmovieswhenItcomes out.
Althoughthe previews waysare a goodway to getthe word outthere isnow a better,cheaperway
to do distribute the trailernow.Thisisbecause the use of social mediahas improved so muchinthe
past fewyearssoit is easierforpeople toview the filmtrailersonline .Thiscanbe viewed eitherby
the official website of the movie . Orbyviewingthe traileronsiteslikeYouTube .Bydoingthisit
wouldbe completelyfree forthe marketingcompanytoputit up .Thenpeople canwatchit which
will expandthe audience.
https://www.youtube.com/watch?v=20DF6U1HcGQ
The trailerdoesa lotof thingsthat are usedin orderto attract the audience togo and watchthe
movie .The firstthingthatI noticedwasthe actors the characters of Cinderellaandprince charming
are played byLilyJamesandRichardMadden these actorswill bringinthe older audience since Lily
Jamesisin downtown abbey andRichardMaddenisingame of thrones.These are showsthat
parentsmay watchso theymay go andsee the movie tosee themactingin the film.There are also
thingsthat are in the movie to interests children. Forexample the coloursinthe filmare brightso
that theyare easydrawn to .Thisissomethingthatchildrenseemtolike inthere movies. Alsothere
3. are a lotof thingsthat sparkle inthe trailerthisshowsme thatthere mainaimis girls
since theyare meantto stereotypically meanttolike them.
Alsoone more thingthat the marketingcampaignhasdone inorderto make people
go and see theirmoviesare addingasort animationof Frozen .Thisisa verygood
marketingstratagem. Because Frozenwassucha goodsellerforDisneyandthe face
that ithas beenalmosta yearsince itwas out butpeople keeptalkingaboutitshows
that Disney audience love Frozen.Andbyputtingthisin the frontof Cinderella
children will dragthere parentstogoand watch itjustfor the short animation .This
will meanthatCinderellaisgettingsome of frozenaudience aswell.
One otherwaythat theytry to expandthere audienceistohave the stars of the
moviestogo ontochat showsor interviews andhype upthe movie .For example the
actresswho played CinderellaLilly Jamesduringthisinterview show talksaboutthe brief synopsisof
the movie and explains whatitwaslike forthemtowork of the movie andotherthingsthat are
relatedtothe movie.Bydoingthispeople maysee the interviewandthendosome more research
aboutthe movie whichmayendupwiththemgoingsee the movie .
https://www.youtube.com/watch?v=NIR98F98h44
Chappie
Chappie is released of the 4th
of march 2015.The filmisdirectedandwrittenbydirector Neill
Blomkampwhoalsodirectedthe movie district9. The conceptof the movie is anaction sic-fi drama
. whichisabout inthe newworldthe city is policedbyrobots. One scientistmakesone of the robots
have a personallywhichmakesthe governmentwanttodestroyit.the locationwhere the movie is
setis Johannesburg,SouthAfrica .
Justlike withCinderellaChappie’smarketingcrew have useddifferenttypesof
marketingstratagemstoanchor people intowatchingthe movie. Forexample
theyhave made a posteras you can see to the left. Thishasbeendone todraw
inthe audience intowatchingthe movie. The posterwillbe putinpublicareas
so that theyare easyto spot bythe publicandbylookingat themthere isa
chance that people will gotowatchthe movie.The posterworksverywell at
attractingthe audience. Forexample the firstthingthatwe will lookatwould
be the primary optical areainthiswe see a quote “humanity’s lasthope isn’t
human”usingthismakesit looklike an actionmovie because of ithavinga
powerful quote .Nextwe move tolookatthe strong fallow area .From here
we can see that there isa robot by seeingthisthe audience knowsthatthe
genre of thisfilmis defiantly aSci-fi alsobecause of the lightcoloursinthe
backgroundwe can tell thatthis character is nota bad guyor threatening.This
makesus thinkthat thisisprobablythe main character . We thenlookat the
weekfallowareaandfromhere we can see the name of the movie andthe
date of release .Finally we lookTerminal areathere isone keythinginthisthe line “fromthe
directorof district9 ” thisis anchorage since itmakespeople lookatitand go thatthis isby the
same directoras district9 so it isgoingto be just as good.
4. Anotherwaythat the marketingcampaignhasbeenusedtoentriesitsaudience intowatching
Chappie isthe filmtrailer.Thiswillbe playedonTV orat the cinema before moviesbutthiswill cost
the marketingcompanymoneytobuy advertisementspace .Or theycouldpostthe traileron social
mediasiteslike YouTube whichwouldmeantheygettoputitup for free .But some timesthe
marketingcompanydopay to make the movie trailer appearbefore othervideoson YouTube as
adverts.
https://www.youtube.com/watch?v=l6bmTNadhJE
Anotherwaythat Chappie’s marketingcompanyhasto expand
theiraudience istoallow people towatchthe movie beforeits
release sotheycanmake a review of the movie. Thiscouldwork
bothways thoughthe movie criticscouldgive the filmabadreview
that wouldbringthe audience down. The marketingcompanywill
sometimespaylargerfilm criticsmoneytomake agoodreview aboutthe movie whichwouldmake
more people go to see it. as youcan see inthe rightthe reviewershave notbeentofaithfullyto
Chappie whichwill costthe filmalarge audience .
One final waywhichtheycan increases the audienceof the moviesisbymakingone of the startsof
the directorof the movie goon ethera talkshow or have an interview aboutthe movie.Thisisdone
so whenpeople watchthe interview theywill lookintothe moviemore sothattheywill goto
eventuallysee the movie.Forexample inthe case of Chappie the wasthere was a cast interview by
the companyIGN thiswouldbringmore people intowatchingthe moviesince peoplewillsee this
and see the cast of characters of the filmif theylike themtheywillthengotowatch the movie .
https://www.youtube.com/watch?v=FqY9RQVYeJA
In conclusionthe marketing campaigns of moviesworkwell to expand the audience of the movie
and improve onthe amountof people whowill gotowatch it. People willsee the poster,trailer,
reviews etc.thiswill thenpersuade themtowatchthe movie. Thismeansthattheiraudience will
expandandthentheywill getmore money.
I wentand watchedGetHard to see howwell the marketingcampaignworkedandhow the movie
comparedto it. These are the resultsthatmy research came up with.
5. By lookingatthisit seemsas thoughthe mainreasonwhypeople wantedwenttowatchthe movie
was because of the movie trailer.This suggestthatthe trailerisvery appealingtounder18 since
that wasthe maintargetaudience .The other two reasons whypeople watcheditwas because of
the movie posterandotherpeople speakingaboutit.I can alsosee thatpeople didnotgetit from
websitesandmagazines.
From thisI can tell thatthe marketingcampaigndidreallywellatattract its audience eventhough
the filmwasnot considerasbeingverygood.Aswe can see the mass majoritydidnotthinkthe
movie wasas goodas the trailerand marketingcampaign .
why did you go to watch this movie
trailer
poster
word of mouth
magazine
websites
does the movie live up to your expectations
yes
no
