Promotion

1. Olympus Has Fallen
Promotion

2. E-Media: Facebook
 Olympus Has Fallen is a 2013 American action thriller film. Directed by Antoine
Fuqua, it stars Gerard Butler, and Morgan Freeman. The film depicts a North
Korean – led guerrilla assault on the White House, and focuses on Secret Service
agent Mike Banning’s efforts to stop them.
 Electronic media – media that uses electronics or electromechanical energy for
end user (audience) to access the content. Social Networking is a conventional
form of electronic media, which allows a specified audience to access material
targeted at them. On that account, Facebook is a perfect example that helped
promote ‘Olympus Has Fallen’ to it’s target audience.
 In setting up a Facebook page for the film, the film was able to connect with their
audience like never before. Unlike billboard posters, the Facebook page gave
fans the opportunity to reveal their interest in the film and openly express their
excitement and overall viewpoint towards the film. The Facebook page gave the
production company (Millennium Films) the opportunity to upload a variety of
unseen images and video footage, which is free to upload.

3. Facebook
 The comments on Facebook provide the film with it’s own
type of promotion and advertising. As shown in the image
on the right, comments include sensational feedback from
fans including statements such as “Best movie I’ve ever
seen. PERFECT !!!”, “best movie ever” and “two thumbs up.
even my feet”. The image displayed below, exhibits the post
of which the comments were later made. For that reason, it
is evident that the Facebook page offers the audience and
future consumers an insight into the film, as well as
encouraging and informative feedback from other
members of the audience. As well as posters, the Facebook
page also provides their audience with unseen videos,
photos and all the latest information/updates regarding the
film.

4. Facebook
As stated on the previous slide, the
Facebook page allows the film to
connect with it’s audience in a much
more responsive method, in comparison
to promotional strategies such as film
posters, which are not open for
discussion. Not only did the page reveal
images, posters and videos of the film,
but it also interacted with it’s audience
by providing it’s users with games that
relate entirely to the concept of the film.
As shown in the screenshot on the right,
the page formulated a post, which gave
fans the opportunity to create their very
own secret service badge. According to
the question asked in the post, “Ever
wanted to be part of the Secret Service?
Now’s your chance to serve – create
your badge today!” fans were given the
opportunity to really engage with the
film, by ultimately living the life of the
main character (protagonist), who just
happens to work for the Secret Service
himself.

5.  The Facebook page also incorporates several unseen
videos, featuring the main stars of the film. The screenshot
on the right presents a video of Gerard Butler (protagonist)
explaining to viewers how much of a ‘badass’ he is within
the film. Consequently, the viewers are able to connect with
the main character and acknowledge his charming sense
of humour. In addition to this, other videos present Gerard
Butler teaching Aaron Eckhart ‘a lesson in presidential
vocabulary terms… sort of’. The comical videos heighten
the audience’s need to watch the film as the actors are
shown in a different light to their characters, conveying their
accomplished acting abilities. The final video invites the
audience to become a member of the Secret Service. Yet
again, the Facebook Page welcomes their audience into
the lives of the characters in the film, making it as authentic
and realistic as possible. By developing their audience’s
knowledge (regarding the content of the film), the
Facebook page enhances the audience’s desire to watch
the film even more.

6.  The Facebook page ensured that their audience was regularly updated with different news in regards to the film. As
shown in the screen shots above, one post presents a variety of images exhibiting the Hollywood Premiere for the
film. Additionally, the second post displays a number of images picturing the cast with a group of military men. The
post informs viewers that the stars of the film “had the honor of screening the Olympus Has Fallen for a very special
group of military men and women this past weekend”. It is apparent that the majority of these images would have
been unseen for the film’s target audience. Therefore, Facebook has once again been very beneficial in keeping
fans updated on a regular basis.

7. Facebook
 Not only does the Facebook Page give
their viewers an insight into unseen
footage such as images and videos – the
Facebook Page also gives their audience
a variation of opportunities to access all
areas of the film, including the Director.
The post states, “Have a question for
Olympus Has Fallen director Antoine
Fuqua? Tune in to the live web chat with
Los Angeles Times today at 1:30PM PST.” It
is evident that the Facebook Page takes
their target audience into great
consideration by offering them a variety
of opportunities in regards to the film. For
that reason, I believe the Facebook Page
is a great way for the audience to access
information and updates to do with the
film.

8. Facebook
 As shown on the left, the poster
displays the same poster as the
one presented below. However,
there is one difference, since the
first poster depicts text above the
film title stating “NOW PLAYING”,
whereas the second poster
declares “IN THEATERS FRIDAY”.
Even though they are the exact
same posters, the producers have
been able to change the text on
the posters so that it cooperates
well with the timing in which it is
posted. Unlike billboard posters,
which cannot be changed – posters
that are posted online are changed
so that their audience are constantly
updated with what’s new, benefiting
their audience entirely.

9.  Yet again, the Facebook Page promotes a variety of unseen
posters, depicting key characters and locations that are present
within the film. The poster on the right depicts the White House on
fire, with a destroyed American Flag flying in front. The film title is
presented in bold at the header of the poster, while the footer
explains ‘IN THEATERS TODAY”. Once again the Facebook Page
has updated it’s audience with current news. In combination
with the poster, the post comments “Today we rise from the
ashes. Olympus Has Fallen is now playing!” The Facebook Page is
sure to keep their audience notified. In addition to this, the other
two posters illustrate key characters in action. In one image, the
president of the United States is staring directly at the terrorist
trying to defeat him. The uncomfortable stare reflects the
headline, which declares “I was on the edge of my seat the
whole time”. As a result of this, the audience’s excitement
heightens as tension is starting to arise. Furthermore, the image of
Butler in action demonstrates the headline that states “When the
enemy takes control the brave take action”. Immediately, the
audience acknowledge that Butler is brave since he is pictured
to be taking immediate action.

10.  This poster, which has been posted on the
Facebook page, places great emphasis on
the Director of Olympus Has Fallen – Antoine
Fuqua. In the very centre of the poster, the
headline declares “FROM THE DIRECTOR OF
TRAINING DAY”. Training Day is a 2001
American crime thriller film. The story follows
two LAPD narcotics detectives over a 24-
hour period in the gang ridden
neighborhoods of the LAPD Rampart Division
and South Central Los Angeles. The film was
a box office success and so it is obvious that
this poster has used the success of Fuqua’s
previous film to attract it’s target audience.
In addition to this, the Facebook post adds a
comment for the poster as it states “When
Antoine Fuqua directs a film, every day on
set is (literally) a blast”. The image at the foot
of the poster reflects this statement since it
illustrates an explosion within the film. On that
account, it is evident that each Facebook
post identifies every aspect of the film,
including the Director. It it worth noting that
this is not an actual film poster for the film
and has been created entirely for the
purposes of the Facebook page. It is
apparent that no film poster would depict
the director of the film as it would only
feature the content or characters of the film.
For that reason, this Facebook post
contributes to the success of the film, by
promoting it’s Director also. As a result of this,
the audience of the film are invited to enjoy
and establish every detail of the film’s
outcome.

11.  This post informs viewers of a realistic
fact in regards to the White House.
Therefore, the Facebook Page
constantly updates their audience
with knowledge, particularly in
regards to the content of the film
(e,g, The White House).

12. Conclusion
After a great deal of research, I have come to the
conclusion that Facebook is a very effective form of
promotion, since it is both free and a responsive
form of E-Media. As a result of this, the film builds a
stronger relationship with it’s target audience,
allowing consumers to attain unseen footage,
whether that be new posters or videos, as well as
giving their fans the opportunity to discuss the film
as much as they wish . The final screenshot that I
have displayed on the right exhibits positive
feedback from fans. The post asks viewers ‘to
describe Olympus Has Fallen in one word’. Three
comments depicted on the right, state: “Epic”,
“Excellent” and Spectacular”. If one was to read
these comments, they would immediately want to
see the film as it promotes Olympus Has Fallen in a
very positive light. On that account, I believe the
Facebook page allows fans to promote the film
themselves and therefore gives their audience
greater access to the entire production of the film.

13. Print: Posters
 Promotion takes into account Print, E-Media and Broadcasting. For that reason, I have also analyzed two-film
posters, which have all been created to advertise the film. The first film poster that I have analyzed denotes
three of the main characters in the film at the header of the poster. By placing the characters above the
image of the White House at the footer of the poster, it immediately demonstrates their power and sense of
authority in the film. It is evident that this poster incorporates a variety of action from scenes within the film. The
wide content, including helicopters in the air, the White House on fire, the American flag ripper apart, however
still flying, the audience are introduced to the action genre of the film. For that reason, the film is identified as
action packed and consequently entertaining right the way through. In addition to the above, the poster
exhibits typical conventions of a film poster. At the very top of the poster, the names of the actors who are
staring in the film are given. In this case, the poster reveals actors including, ‘Gerard Butler’, ‘Aaron Eckhart’ and
‘Morgan Freeman’. It is apparent that these actors are very well known actors and so the poster has made sure
to present this at the very top of the poster. As a result of this, the target audience of the film is drawn in to
watch the film due to the actors starring the film alone. The film title, ‘Olympus Has Fallen’ is displayed in bold to
inform viewers of the film title. As well as the release date, the poster also uses a tag line to draw in viewers even
further. This tag line states ‘From the director of training day’. By informing their audience that an established
director has directed this film, the audience can not help but feel that this film will be a success.
 In the same way that Neeson is represented as powerful in the Taken 3 Film poster, it is the same for Gerard
Butler in the Olympus Has Fallen film poster. The background denotes the White House on fire, while the
foreground denotes Butler holding a gun, while facing the terror that is still to come. The White House is the
official residence and principal workplace of the President of the United States. For that reason, it is globally
recognized as one of the most powerful buildings in the world. Therefore, Butler's authority is identified
immediately due to the content of the poster. He is shown to be bigger in size, in comparison to the White
House, which exhibits his control and therefore emphasizes his command also.

15. Print Posters
 The film poster denotes Gerard Butler in character in Olympus Has Fallen. It is evident that Butler
appears much larger than the image of the White House in the background. As a result of this, Butler is
immediately identified as powerful and strong. The image of Butler himself reflects his power since he is
seen to be wearing a black shirt, which is similar to Neeson’s costume in the Taken 3 poster. Butler’s
sleeves are rolled up, heightening his muscular arms and consequently reveals his strength evermore.
The poster conforms to the typical conventions used in a film poster, however this poster in particular
has placed greater emphasis on the image and the action presented in the poster. This is because
conventions including the film title, director name, actor’s names and release date is all presented at
the bottom of the film poster. As a result of this poster alignment, the poster suggests that the action in
the film takes over every other aspect of the film. Butler seems to be looking down at the poster (low
angle shot), which makes him appear larger than normal. Yet again, the camera angle enhances his
command and control that is present within the film. Both of his hands are on his gun, which
emphasizes his bravery and his need to survive in the film. One may argue that his survival guarantees
the survival of America and the United States. Similarly to the first poster, the same colours have been
used including black, red and blue – colours that represent the American flag also. By using consistent
colours for each poster, the film promotes itself using a brand image and consequently makes itself
identifiable to all.
 The font used to declare "Olympus" on the poster, is bold, whereas the font used to declare "Has Fallen"
is of normal font and therefore appears quite thin in comparison to the text stating "Olympus". That
being the case, it is evident that the font used for the title of the film plays a key role in exhibiting
Butler's strength even more. Olympus is the code name for the White House, which through the use of
the font suggests that the White House is identified as bold and therefore employs those who are
heroic and brave (relating to Butler in particular). As a result of the thin font stating "Has Fallen", the
poster suggests that this will not last long since the White House is bold and therefore conquer the evil
that comes in its way nonetheless.

17. Broadcasting: Trailers
 Promotion takes into account Print, E-Media and Broadcasting. For that reason, the final aspect of
promotion that I have examined includes Broadcasting. In the next two slides, I examine two
different trailers (teaser trailer and theatrical trailer) that manifest together the most thrilling scenes in
Olympus Has Fallen.
 A teaser trailer is specifically that – that which is meant to tease it’s audience. Therefore, a teaser
trailer does not reveal any significant plot details and is only meant to give it’s audience a minor
glimpse at what is to come. A theatrical trailer, on the other hand, is much more detailed. It will
provide plenty of detail as to what the plot is about.

18. Teaser Trailer
As stated on the previous slide, the teaser trailer is produced to tease it’s
audience. On that account, the teaser trailer gives it’s audience a minor
glimpse at what is to come in the film (only 27 seconds long). The trailer
opens, depicting guns firing directly at the White House. Immediately,
the trailer is action packed as a result of the sharp, repetitive gun shots,
which entices viewers right away. This scene is extremely quick and
comes to a sudden end when the White House detonates. The director
has produced these scenes using high angle shots, which enhances the
vulnerability of the White House. The high angle shot makes the White
House appear small and consequently endangered at the same time.
The White House explodes, which triggers a black screen.
Nevertheless, the black screen does not last for long, as the scene
changes swiftly into a new clip presenting an obvious leader on a TV
screen. The camera angle has also changed, since the director pictures
this scene using a low angle shot. As a result of this, the camera is now
looking directly up at the TV, depicting Morgan Freeman in uniform. The
use of a low angle shot reveals Freeman’s authority and ultimately
uncovers his evident power and control. Both the general public and the
camera are literally looking up at Freeman and so his command is made
even more apparent. The camera moves closer into the TV as Freeman
declares “As a nation we are never stronger than when we are tested”,
which yet again heightens his drawing presence and perpetual strength.
He is identified as fearless, even after the scenes that have just occurred.
The teaser trailer, therefore portrays progressive stereotypes for both men
and women since the male figure is immediately regarded as strong and
forceful.

19. The next scene pictures Gerard Butler running swiftly across a busy
road. As he does this, Butler yells “Get out of the way” to those who
are in harms way. Yet again, male characters are seen to ‘protect’
and are therefore perceived as heroic right away. The forthcoming
scenes depict the action that occurs within the film, including
scenes such as car crashes, explosions and more and more gun
shots. A soldier rescues a little boy, which concludes the male
genders never-ending capability to protect those who cannot
protect themselves. As these scenes emerge, a voice over is used
to overpower the scenes that are being displayed. The voice over
hears Freeman declare “Our government will remain united and
strong”, despite the uncertainty that is depicted in the inhumane
scenes featuring violence and warfare.
One of the final scenes depicted in the trailer (shown on the right)
pictures Freeman walking towards the camera. His uneasy facial
expression suggests that he is not content. Nevertheless, this scene
in particular highlights male dominance over women. As displayed
on the right, the woman is walking behind Freeman. On that
account, Freeman is seen to literally be in front of the woman,
identifying the woman as inferior to him.
…...

20. Theatrical Trailer
 A prominent difference between a teaser trailer and a theatrical trailer is that the theatrical trailer is
much longer and as a result, offers the target audience a greater insight into the entire film.
Immediately, the establishing shot sets the location of the film as the high angle shot used for this scene
uncovers an extensive winter landscape, incorporating tall trees, which are completely covered in
snow. This quick scene begins the trailer, setting the wintery atmosphere and therefore prepares the
audience for the cold tone of 'Olympus Has Fallen'. In addition to this, one may argue that the
tranquility of this scene may disguise the uncertainty that is to come. Nevertheless, the next scene
contrasts profoundly with the above as the audience acknowledge that it is Christmas and so the
atmosphere emerges into joyfulness and a sense of warmth in comparison to the cold atmosphere
outdoors.
 Similarly to the Taken 3 trailer, this trailer represents regressive representations for both men and women.
Right away, women are recognized as the weaker gender since the disruption of the trailer arises as
a result of the President's wife's death. In the same way, it is Mills' ex-wife who is murdered in the Taken 3
trailer and so it is obvious that it is a common feature for the women in an action thriller film to be
portrayed as weak and vulnerable in comparison to that of men. In contrast to women, men are seen
to obtain strong characteristics, creating a sense of dominance for the gender as a whole. The gender
of the President’s bodyguards exemplifies this viewpoint since they are all male. On that account, it is
evident that women are not identified as 'protectors' and are therefore inadequate for the job
description of a bodyguard, in particular the President's bodyguards.
 Overall, I believe each form of promotion is effective to an extent as each allows the audience to
connect with the film and it’s characters before it is released. Nevertheless, in my opinion, I feel E-
Media is the most productive form of promotion since it gives the target audience a greater insight into
all aspects of the film, including the director. Unlike posters and trailers, E-Media gives the audience the
option to respond openly.