1. How effective is the
combination of your main
product and ancillary texts?
Katie Gravett
2. How important is brand identity?
• Brand identity is an important factor for film
marketing as it is what encourages people to go
and see it in the cinemas. Marketing campaigns
that include posters, magazine covers and
trailers help to share the film around and make
audiences more aware. Brand identities are
created through things like:
Colour Schemes
Font
Same tagline
Same tagline
Same tagline
3. Research that we carried out…
When looking at real media examples of successful
marketing campaigns I chose the hit film, Warm
Bodies. The first piece of promotional material to
be released was a poster, this doesn’t give much
away however does make you aware of two
characters and their relationship with each other.
Next to be released was the 1st trailer, this
created the link between the characters from the
poster that we saw. More characters were also
revealed. The company ident and titles feature
the same colours as on the poster, red, white and
black which helps to create the synergy between
the products.
This is the second poster to be released which shares
the same colours and a full body image of the
same male character we have seen in the other
two products. By having the reoccurring character
it links the main products with the ancillaries.
The second trailer was released shortly
after, this was around 1 minute
which I would class as the teaser.
This uses montage editing to show
more action however the same
characters are present and the titles
remain in red and white.
The final push in the marketing campaign was the
premiere where once again they had the red
carpet mixed with the red and white posters/billboards
which completed the whole campaign, making the link
clear.
5. How we established brand identity...
In all 3 of our products we decided on the colour scheme of grey, white and blue, we incorporated it in most
aspects like the title, background, billing block and accents. By doing this it creates synergy between the three
products and the audience are able to associate them to the same thing which is all part of a marketing
campaign.
We made sure to use full body shots of Andreas (the
main character) on both the magazine cover and
poster as from previous research we have
done, works well at getting the audience
familiarised with the characters.
I believe that all 3 of our media products represent the
same genre, this can be seen through the body language
and positioning of Andreas on both the poster and
magazine cover. The serious look on his face helps the
audience to recognise the genre and along with the
aspects helps to create the link between each marketing
piece.
6. Establishing Brand Identity continued...
The font that we decided to use appears on
both the poster and magazine however not
the teaser trailer. It is meaningful to the
storyline and the title and I believe helps to
portray the genre well. The same font and
colour is used on each of the Warm Bodies
posters as well as the teaser trailer, the
font is bold but basic which houses both the
horror and comedic aspects.
All 3 of our products are targeted towards
the same audience, this being young adults
and adults aged between 18-40 and
predominantly male. Having a male
lead that is noticeable in both the main and
ancillary products helps the target audience
to resonate with him thus connecting more
with the film.
