Recommended
More Related Content
What's hot
What's hot (16)
Similar to How Hogwarts marketing attracted audiences
Similar to How Hogwarts marketing attracted audiences (20)
Recently uploaded
Recently uploaded (20)
How Hogwarts marketing attracted audiences
- 1. Harry Potter production and marketing techniques In this document, I will be discussing how the producers of the Harry Potter film series used production and marketing features to attract the audience. For instance, in the production feature, I will cover the areas such as the technologies used, mise- en-scene and cast and crew. Whereas for marketisation, I will talk about The Warner Bros studio tour, media synergy and other cross platform promotions, advertisements and the reviews. The Harry Potter film (produced by David Hayman from 2001-2011) is made up of eight films which were inspired by J.K. Rowling’s seven books. It is a drama novel series which were centred around the life of a young wizard, Harry Potter, and his friends, Hermione Granger and Ron Weasley, all of which who are students at Hogwarts school of witchcraft and wizardry. They then have to fight against the antagonist wizard, Voldemort, who wants to become immortal and rule the wizarding world by overthrowing the current governing ministry of magic. In addition, the film series were based on fantasy, fiction, family adventure and action genres. During the pre-production stage, the book was the first sort of format of how the Harry Potter series began. The books began the life of Harry Potter and the rest of films. The books were then turned into films over the process of ten years. It all started first in the UK, therefore if there was no success within the UK, then there would have not been any success of Harry Potter in the world globe. Harry Potter and the Philosopher’s Stone was but changes (under permission by J.K. Rowling) to in the USA, strong positive impact on American audiences, to Sorcerer's stone due to the word ‘sorcerer’ sounding more magical and intriguing than philosopher for child audiences. After finishing the first book, Harry Potter and the Philosopher's Stone quickly became bestseller publication and then translated into other languages, started spreading its influence around the globe. Some of the main actors such as, Maggie Smith and Richard Harris tend to older than the rest of the other actors used for the characters in the movies. These actors are old and already established because they attract older audiences as they are primarily well known by the parents. Therefore, if the movie or book uses these
- 2. actors, the parents will know them, leading to making them to want to take their children to go watch the Harry Potter as they are aware of the actors, but not the children as such as. Maggie Smith, as Professor Minerva McGonagall, has excellent acting portfolio in her previous films and won two academy awards such as best actress and best supporting actress. In movies like, The Secret Garden, Nanny McPhee and the Big Bang and The Lady in the Van. By having big actors such as Maggie Smith, included to play in the films, this would attract a global audience within the adult population who will be familiar with a lot of her award winning performances. Richard Harris as Professor Albus Dumbledore. He had one of the main roles the film series but only played in two of the films at the beginning because he then unfortunately passed away. Like Maggie Smith, old and already established as played in older film that the parents of the children who watch harry potter films would acknowledge. By both being old ages, they would also fit the role of the characters as they were both professors in the films. Richard Harris was also featured in famous movies such as, The Apocalypse, Unforgiven and Gladiator. He was also reward with awards like British Independent Film Award, Best Spoken Word Album and Golden Globe Award for Best Actor. Therefore, by using well-known actors, the budget would be at a high amount as not only would the money need to be spent on the equipment, locations and props used for the movie, the actors would need to be paid high wages and in order for the actors to continue appearing in the film series, for continuity.
- 3. The film series includes mainly, as the movies are target mostly for the younger age audiences, young actors that were relatively unknown at first but then made progress. As they start of as unknown young children, who share similar ages as to the audience, young children too. An example of the use of the marketing tool because they will use young children that have alike ages with the audience, as every two years a movie is made, the actors will grow along with the children audience, feel connection with actors, uses and gratification, an approach to understand how and why people watch specific media to satisfy their needs. Daniel Radcliffe as Harry Potter, Emma Watson as Hermione Granger and Rupert Grint as Ron Weasley. Used the same characters for continuity. By having a variety of different age groups included in the films, this will allow audience from different ages to watch the film too. Chris Columbus was the first creator of the two films, but then became the producer for the rest of the film series because he stopped when the children actors got older, not children anymore. Also, as the film started to get darker which he explained that he was not good at creating darker and spooky features, so he let another person take over as the director but still took part as the producer. He mainly dealt with children that were from young ages and is famous for making children movies that were in the past around 2001 like, Home Alone, Mrs Doubtfire and Night at the Museum. The primarily locations that were used to film for the Harry Potter film series was in England and Scotland. These locations were used throughout the film series like, Alnwick castle, known as Hogwarts in the film, as the inspiration and main set for the film series. Hogwarts castle was designed to capture old, classic gothic Victorian and architecture medieval castles as seen in the book series. To give Hogwarts castle an authentic look and feel, the filming was done at famous locations around the UK like, Alnwick castle, Christchurch and Oxford. England is well known for having large buildings that are in the form of castles and show a resemblance from what castles would have looked like in the past years. The main setting for all Harry Potter films is Hogwarts castle which was designed to capture the old, classic and gothic Victorian architecture and medieval castles as expressed in the book series. Therefore, England would’ve been a useful location to use to record the scenes requiring a castle as England has many castles that were designed with the medieval and ancient appearances.
- 4. According to Blumler and Katz’s uses and gratification theory, the locations such as the gothic Victorian castle building, shows what a typical castle in UK would look like and offers geographical surveillance view to the global audiences. Due to the number of audiences growing, people watching the films from around the world, this lead to an increase in tourism to England because once people became fans of the films, they wanted to come visit and explore England as the films were based and recorded in this country and this would make them feel connected and closer to film and England was primarily the location for the whole film series. Throughout production, the technologies used for when creating the films were such as, digital recording cameras and editing softwares’, green and blue screens, cable camera (flying in the area), animatronic and CGI (computer-generated imagery). The digital camera was used to record the footage of the scenes. The cameras such as cable camera, used in most scenes that would fly in the air around the room where the characters would be acting out for the scenes that would be shown in the film. By using a cable camera, it would effective to record some of the scenes because it would be able to capture the characters’ actions from different angles, but it would be more useful to record the scenes that would require to record from high heights as a normal camera man would not be able to record the footage from such a high angle as the cable camera would as it would already be attached to a pole that would allow it to fly around the room and capture everything from the highest angle. Green screens were used to allow separately filmed background footage or a static image to be inserted into the scene that needed to have the image inserted as the background may not have been available as a real-life setting. The budget was around $125 million dollars as the whole creation of the films would have totalled at a high price such as paying actors, equipment, making props and a hiring studio and locations. Behind the scene (on set) 35mm anamorphic, with 12 track, that would give a desired high definition and slightly grainy effect. Digital recording camera used to record and capture the scene and then transcoded to make the film available on Blu-Ray and at the cinemas. 35mm film, a universal and traditional camera used by most productions and easier to render into DVD and Blu-Ray format to sell to people after the film shown in cinemas and give global audience chance to watch the film if they didn't get to watch it before. Panavision Panaflex camera used as it was a big equipment that would cost a huge amount of money, leading to the budget costing a lot, but when the camera is bought, the producers and cameramen would be able to use the camera all time and record all the scenes as the film series was produced over the amount of ten years.
- 5. There were a variety of different and unique props made in order to link to the film and refer to storyline. For instance, because the film series is associated with wizardry, the need for creation of wands and new creatures like the goblins, would have been needed to be created because these objects would have made the scenes look more realistic by having the objects shown and relevant to the storyline. For example, in the Harry Potter film series, you notice that the characters playing in the film, each have their own unique wands that they would use in the film. This would suggest that every character is different and the wands that they would use in the scenes, would link and relate to their character's role. As you can see, Professor Severus Snape has a blank long thin wand that reflects his character's personality, whereas Bellatrix’s wand is sort of bend from all the rest, suggesting that she is loopy and crazy. Furthermore, this suggests to the audience that each prop was made specifically for different characters that would be used all throughout the movies. Whilst having to do the makeup and dress up the actors in order for them to look like their characters in the script, some characters would have to fully transform into another creature, for instance, goblins. For instance, it would’ve taken up to four hours just to create and ensemble the masks of the goblins to look realistic as possible. Harry Potter films have been well known for the responsibility the creations of numerous of unique fantastical creatures that helped capture imaginations and nightmares of many Harry Potter fans. Team of artists, sculptures and engineers in the creature effects department were used to turn three-dimensional version of the creatures with makeup effects, animatronics and detailed models, like 60 unique silicone and rubber goblin faces. Also, the use of small, short people would have been more effective to use as it would have made it easier to have bodies that were already small in size, people who were diagnosed with dwarfism, to play the roles as the goblins as it would’ve not wasted too much time in having to edit the height of taller people if they were to take on the role as goblins. Therefore, the use of smaller bodies would have made it look more real like goblins as they are known to be short in height As you can see from the images below, there is a use of the green screens whilst the actors are acting out their part for the scene. There is also a cable camera flowing around the motions in the air. In the second picture on the right, the camera has been covered when doing one of the scenes that has water involved, leading it to be covered so it doesn't get damaged. Green screens are useful as most movies use
- 6. them because it allows backgrounds that are wanted and that may not be available in real-life so then the background that the producers wants to have will be then inserted and edited once that actors have finished acting. Harry potter films used a combination of special effects physical effects that take place in front of the camera and visual effects with are computer generated effects such as blue screen and green screen to create the magic atmosphere. One example is the green screen used when Harry Potter is holding the newspaper, the green screen is used to allow a moving footage be inserted on a part of the newspaper to show to the audience the moving image inserted in the newspaper because in real-life it would not be possible to have a live moving image on a newspaper. A use of CGI is when Hermione is pulling stuff out the bag. The scene shows her hand going inside of the bag in which she pulls out large items that may have not been able to have done in real-life. The CGI covers her hand to not show the hole in the bag that she can pull the items from, to make it look like the big items were already inside the bag, but were not really. Another use of CGI, is in the clip where Lord Voldemort is blowing fire from his mouth. It uses CGI because they would have need to insert fire flames onto the screen after the actor would have acted out the actions, as it would be hazard to have fire and impossible to leave the mouth.
- 7. Harry Potter films stand out more because its use of authentic and managed to build unique own props and set designs, give them more magical features and based on sketched provided by the art department and the director's vision. However, the producers were carefully not to overuse CGI as other films have used and ended up making certain scenes not looking real. Like in the movie, The Mummy Trilogy, it makes some of the characters look like a cartoon figure and not as human-like, therefore causing the audience to release that the producers have used too much of CGI, leading to the movie not looking as real. LARPings known as live action role play was created from the inspiration of the film series. People who are obsessed with the Harry Potter film series, can experience LARPing as they act out and dress up as characters in the movie. The LARPing can be done at the college of wizardry. The people taking part in LARPing allows them dress up like characters and go to Hogwarts like in the films. These are the links to the websites of the college of wizardry, where people can go online and buy tickets to do the LARPings and visits the castle to get the experience and feel connected to the characters in the films. https://www.wizardry.college/ https://larptickets.com/product- category/college-of-wizardry/ Harry Potter fans get the chance to be active spectators in their passion though live action role playing. Diobak larp studios a real life hogwarts school exists and available for harry potter fans at Czocha Castle in Poland, can be students as wizard or witch. Can explore the castle and meet magical creatures, fans feel connection to their favourite characters. Quidditch sport become a competitive sport among fans once seen in the Harry Potter films. Middlebury college is an example of a school which allows its students, mainly in the US, as athletes to run with brooms between the legs whilst throwing volleyballs at each other through hoops. Students who were mainly fans of Harry Potter would take part in the sport as they would have seen the characters in the films do this sport and then this would lead them to want to take part in the activity.
- 8. The marketing process consisted of the producers creating platforms that they could expand the project to the audience, as worldwide. The main marketing tool used for the film series is, the Warner Bros Studio Tour. The reason why this marketing stage was successful was because the producers figured out, a gap in the market, that no other films had created a tour based around a film, so therefore, if they created a tour which allowed people to get close to the objects used and learn more about the films made, the audience would appreciate this and the fan base would grow even more. Parent and children could go and explore the Harry Potter world. Another use of marketisation is media synergy. At the beginning Harry Potter first began as books that were then made into film series, then video games were created about the movies and with soundtracks, parodies ‘Hairy Potheads’ and use of intertextuality in other movies and television programmes like in the Simpsons that would be quoting Harry Potter. Then interviews with the young actors, throughout the ten years, dedicate their life to making of the film. Q&As, photoshoots. Other stuff done when not recording. The use of interviews done by other companies to get information and background details about the film series. Interviews would ask the main characters’ questions about the films. https://www.youtube.com/watch?v=FB2kpGMSn2o Websites, blogs and fan pages on social media platforms like Facebook and Twitter have been created to give fans more access to knowing more about the film series. Once people finished watching the films, they could visit the websites that were created which would give them more information and knowledge of the films. Also, other websites that have been created allow people to purchase original items that have been created about the films and even buy tickets to go to a place that they can
- 9. experience more about the films. The online platforms have allowed people from around the world to visit them and gain access even if not living in the UK. When the film was released, the Warner Brothers partnered up with LEGOLAND to promote the movie and grow the audience awareness and help distribute the film and visitors would be able to visit the parks and the construction of the logos as the characters and famous buildings from the films. Lego also made games for young children. Video games also released, original soundtrack used in the films, the games featured. PlayStation games were made as well, rated E which suggests that the games created are suitable for everyone, and this would make parents more likely to buy them for their children due to the approved rating. By parting up with a famous platform, LEGOLAND, it allows both the platforms to gain more audience awareness. The LEGOLAND theme park and games will allow more people to visit the place and buy the games that feature Harry Potter and the film series will become more popular as people will watch the movies and then want to buy that games that are designed based on the films.
- 10. Harry potter parody, harry pothead and marijuana stone. Hairy Pothead. "Hairy" is a "weedster" instead of a wizard. The book suggests that ‘Hairy Pothead’ studies at Hempwards School of Herbcraft and Weedery. Students at Hempwards are told that essential items of equipment include a glass "bong", or cannabis pipe, brass scales and a herb grinder. The parody of J.K. Rowling's Harry Potter series is written by Dana Larsen. She wanted to write a book that reads like something J.K. Rowling had created as she was a fan of hers already. Different parodies were made about the films which suggests that people have become fans of the film series and wanting to make other books or movies that were inspired by the original books of Harry Potter. Once the media synergy was created, people were able to find different items that were related to the Harry Potter films, because once the film series had finished, people still wanted other objects to be created that were related to the original films and therefore this lead to people creating different platforms in which related to Harry Potter. After eight film series had finished, the Warner Brothers wanted a way to retain their global fan base and keep the Potter legacy going. So the makers decided to create and showcase iconic props, costumes and sets that Harry Potter fans could experience the magic of filmmaking first hand by opening the Warner Brother Studio Tour on 31st march 2012. The studio tour attracts millions of visitors every year and the unique opportunity to buy tickets and explore the sound stages and with original sets, animatronic creatures and special effects. The tour offers auditory digital guides in nine different languages, English, French, German, Italian, Japanese, Russian, Spanish, Chinese (Mandarin) and Portuguese for £4.95 to accommodate non-English fans to experience the stuff in their language. Moving on, people can experience the use of the green screens as used in the film series that would have been used when the characters would be acting out their roles. For instance, when you go on the tour, people are allowed to ride the broomsticks behind a green screen which will then insert a background as shown what the characters in the film would of have to have done as well. Fans could even follow and post pictures and reviews of their own experience and informed of fun facts about the movies.
- 11. The tour is one of the biggest successful marketing tool that was created. Every year people come and visit the tour, leaving everyone feeling more connected and enjoyed the experience. This has helped attract audiences even more as a tour has been specially made for the specific films, expanding the fan base. The tour truly allowed people to get close and learn more information about the Harry Potter film series as the tour has been designed to specifically inform and allow people to even take part in activities that were seen in the films. Also, similar movies have been made with magical features, creating and featuring similar ideas as in the Harry Potter films. ‘Fantastic beasts and where to find them’ is an example of a film that has been created recently which consists of similar wizardry effects. The Harry Potter film series had influences and influenced other writers and producers to use similar features from the movies because of huge fan base and so many people watching the films, the audience wanted to see more movies consisting of the hybrid genres like fantasy and fiction, therefore other movies were made that were influenced by the original fantasy movies, Harry Potter.
- 12. Overall, during the marketisation process, the producers made successful and effective decisions to create and develop merchandises of the film series. The creation of board games, LARPing, toys, magazines, hats and t-shirts which all have the Harry Potter logo design on them allows people to express their love for the films and want to buy items that relate to the films. Fans who were in love with the movies would go and buy these items which would increase the audience awareness and gain lots of money to develop other types of stuff for the movie.