question two,

1. How effective is the combination of your
main product and ancillary texts?
In our film promotion package, we have a trailer, magazine cover and poster. Our film is
called Synthacaine, and itis based on two gangs in Brighton going head to head for a
new strand ofcocaine. We aim to getas many people interested using a variety ofpush
and pull marketing. Our unique selling pointfor our film is that it is post-modern and due
to this we have challenged the basic character conventions, and we have a female
protagonistgroup. Our tag line for our film, is linked and presented throughoutall ofour
promotion package. Our slogan is ‘the jokes on you’. This is affective because itis a
personalpronounand therefore you think thatthe joke is on yourself (whoeveris reading
it). It also enters questions into the viewer’s mind of whatis the joke, and encouraging
them to want to see the film to find out. This also add another post-modern elementinto
our film of breaking the fourth wall. We did plan to break the fourth wall in our trailer, but
didn’t getthe right footage. So therefore made sure our poster and magazine had an
image ofthe main character looking directly atthem viewer, making them feel engaged.
In relation to marketing our film to our targetaudience ofabout15-25, we have made
this into a social networking hashtag. We have an active Twitter accountto complement
ourtag line which we have made into a hashtag #thejokesonyou - on this accountwe will
postadditional information aboutthe film and characters before the release date to build
the film Synthacaine’s reputation. We are sure thatthis will be a positive platform to
promote our film on as social networking is VERYpopular, and the hashtag will hopefully
have a word ofmouth marketing effect if it gets trending. This is part of our pull
marketing. We have inserted a range oftechniques throughoutour film trailer to ensure
we will attract the right audience. The trailer represents our film in a way that it shows the
face pace atmosphere to it.
Platforms It will appear on will be film festivals in uk & usa to gain status from film critics
and film fans. We will work together with the festivals promoting them while they promote
us, cross media convergence. As we have chosen film4 as our distribution company -
this gives us an advantage due to itbeing a conglomerate ofchannel 4. Therefore we
will use this to take advantage ofday time tv shows such a Sunday brunch and chat
shows such as Alan Carr chatty man. This should increase our promotion to a wider
audience. The release date is 14th February, valentine’s day. We chose this as most
indie films are in the winter due to the big films being in the summer which are hard to
compete with. We therefore felt it bestto put the film on a recognised day as one; it
sticks in your mind buttwo the day valentine’s day is a common day to go to the cinema
for our target audience of15-25. Ifthey are going on a dinner date and cinema with their
boyfriend/girlfriend, or single and decide to go outwith their group offriends and notstay

2. in alone seeing everyone’s loved up posts! Atfirst we plan to play our films in as many
indie cinemas as possible such as the duke in Brighton. And with the help ofFILM4 we
hope to getit into a selectfew Cineworlds and Odeon’s. However we are aware thatby
putting our film in to mainstream cinemas, our film will nothave a popular showing time
which could have a negative effect, butwe are hoping thatbecause valentine’s day is
the start of half term that our target audience will be outofschool/college/university for
the week and therefore will more likely go to the cinema in the day time. Eventually
creating a good buzz aboutthe film so itcan be shown in more cinemas.
We carefully thoughtaboutour use ofmise-en-scene throughoutour trailer poster and
magazine so itwould psychologically attractour target audience. For example,
presenting designer make-up in the briefcase. (for when the girls swap the drugs for
their make-up) We hope this gives our trailer a more sophisticated feel, and will
encourage girls to see the film as make-up is very much a craze atthe momentwith the
use ofsocial media showing celebs crazy looks. We also have used fur coats and knee
high boots in our poster and magazine, which we hope will have the same effect.
Addiontally, our release date itone week after London fashion week so feel thatthe
passion for fashion will be in full swing the weeks following this. In relation to our props
and costumes Ifeel that they flow throughoutall three media products and all
complementeach other to promote a new age crime film.
Our film poster has a striking images ofour main character, placed central looking
straight down onto the camera.The way she is looking down gives the impression ofher
character and how she loves herself. We changed the hue on Photoshop to create
vibrant striking colours, so when we place our poster on notice boards and bus stops it
will stand out. When comparing back to my research,one ofour main influences in terms
of having a female protagonistwas ‘Kill Bill.’ There promotion packages had bright
yellow colours and the characteras the main sense ofattention, so we knew this was the
way to marketoutUSP by making it the centre of promotion. We have placed a 5 star
rating in the top corner ofthe poster, on the left as you read left to right therefore it is one
of the first things that hits you, and encourages you thatthis film is worth taking note of.
We decided to use similar colours to our poster with our magazine as we feltthatit
would give our package a specific look and easily recognisable. This could have a
negative effect as it the magazine and poster will both attract similar people butwe feel
like creates continuity between products.
With the film magazine, we added a new USP to the actual magazine ofhaving itin
association with the BAFTAS presenting an Indie film special. After researching special
editions of empire, it was clear that the front cover was much less crowded and basic to
show it was different. For example the James Bond cover for Skyfall as a special

3. collector’s edition. From doing this we hope itwill encourage more people to read this
edition of the magazine compared to the loyal empire magazine readers. Ifeel thatall
three products work together efficiently to create a promotion package and entice an
audience.