The document analyzes the marketing campaign for the film 22 Jump Street. It discusses the campaign's aims of promoting and generating interest in the film. The target audience is identified as predominantly male, aged 15-25. A variety of promotional techniques are used, including posters, trailers, merchandise, and press coverage. The trailer aims to be humorous and entertaining to encourage audiences to see the full movie.

1. 22 Jump Street
Analyzing The Campaign
By Satpal Singh

2. External Links
• Website - http://www.22jumpstreetmovie.com/site/
• Film Trailer - http://www.youtube.com/watch?v=qP755JkDxyM
• Posters -
http://www.impawards.com/2014/twenty_two_jump_street.html
• Magazine Articles - http://uk.ign.com/articles/2014/09/10/sony-moves-
forward-with-23-jump-street
• Press Junkets - http://www.youtube.com/watch?v=QywEe5fau
• Merchandising and Sponsorship - http://www.amazon.co.uk/Suns-
Out-Guns-Printed-
Black/dp/B00KQHMR6C/ref=sr_1_14?ie=UTF8&qid=1410439593&s
r=8-14&keywords=jump+street+22

3. Aims and Objectives
• The aim of the campaign is to promote the films, the producers want the
public to go and view the film when it is out. So the release date of the
movie is crucial.
• The producers will tend to create interest by creating and distributing
posters, leaflets magazines, press junkets, merchandise and the obvious
one is a film trailer that can be found online and played on TV channels.
• The advertising campaign is set to firstly create awareness and inform the
public of the film which will then hopefully sell the product.
• The trailer used has short clips taken out of the film and in particular it is
all of the funny bits, which means that people will find the trailer funny
and will want to go and see the whole film and see if that is also very
funny. Its very humour based.
• Each and every campaign is using different elements and different
techniques, as the posters will have a more direct approach and contain a
lot more information on them including important dates and and
information. Whereas the trailer will physically show them what they can
expect to find inside the movie.

4. Target Audience
• Age- Pre Family (15-25) Young Adults
• Gender- Mainly males but a few women will be
interested.
• Socio-economic grouping- These people targeted will
not be wealthy people but average people that have a
secure income but mainly young adults that might not
be in work but like going out to watch films.
• Social Grade: B, these people will have managerial
roles and administrative professionals and D, these
people will be semi skilled and have unskilled manual
roles. These are the sort of people that will be
watching the film, they are two very different
categories.

5. Maslow's Hierarchy of Human Needs:
• Physiological Needs: These people will obviously need to have food and
drink which everyone has to simply stay alive, they will not however want
any pain, as nobody likes pain.
• Safety Needs: These people will want to be secure and safe which means
they should be protected from danger but also live in freedom and be able
to do whatever they want without living in fear.
• Love and Belonging: These people will have family and friends even maybe
a special someone in their lives, they will have a group of people they
enjoy spending time with which are also friends.
• Esteem Needs: These people would have learnt to respect others and
themselves. They will be confident it whatever they want to do.
• Self Actualization: These people will full fill their own potential and do
what they are best suited to do by discovering the truth and promote
justice.

6. Representation
• Firstly the film is American and is set in America, which means that
only really Americans are used within the movie.
• Guns are used in the trailer which shows how backwards America is
and how it deals with gun crime, the guns are openly displayed in
daylight. I feel that this is used to try and grab the attention of the
boys who love watching films with a bit of action and crime.
• Men are widely seen within the trailer, the main characters are
obviously males and even the police bosses and general staff are all
also males. Women are only used in a small section of the film
when the lads go to a school party and they are walking around in
bikinis which sort f portrays them as sex objects which is quite bad.
• There is mainly white men used and very few colored people which
can be quite off-putting for colored people, one of the main
characters is male but that’s really about it. I did’t see another in
the trailer.

7. Campaign Message
• I feel that the campaign message is to show girls what
men are like and how they act when around other
men. It’s a very male orientated film and slowly shows
how childish men can be but also how clever they can
be .
• I feel that the main message is to show everyone how
American teenagers act and go about their daily lives
whilst at college. It goes into great detail about what
troubles and dangers they face when going out to
house party's and any other events.
• A lot of the campaign is based around offensive
weapons and excessive drug use.

8. Legal and Ethical
• This film relies heavily on weapons and drug use, so the legal and
ethical side of this is very important as they cannot upset anyone
when presenting any of these things.
• The film requires all viewers to be over a certain age which is 15,
this was given to the film by the BBFC which stands for the British
Board of Film Classification.
• Teenagers is the main core audience for this film so its very
important that the content within the film is suitable for them to
view, if some scenes were made to explicit then the age rating
would go up to 18, which would be a huge blow for the producers
as most of the core audience wont be able t view the film.
• Being rated a 15 and over film means that the film is allowed to
have occasional swear words used, but it cannot be contiguous, it’s
the same with sex scenes as the can be mentioned or it can be
shown of people going to sleep together but sex scenes cannot be
to explicit.

9. Regulatory Bodies
• Regulatory Bodies
• The regulatory body for 22 Jump Street is the British
Board of Film Classification (BBFC)
• They rated the film as a 15 which means that the
viewers must be over the age of 15.
• They also do not allow the film to copy any other films
or even put any films down, this could be done if the
producers of 22 Jump Street start saying bad things
about other films and encourage viewers not to watch
their competitors films. The BBFC do not allow this sort
of behavior.

10. Method
• Method
• I feel that the campaign is using a huge variety of
persuasive techniques to make the product more
memorable this is shown in the way they promote the
movie. The trailer shows a lot of guns in it which is very
appealing to the target market, as these boys love watching
films about crime, therefore it was a good idea to include a
lot of camera shots of weapons.
• In the poster campaign, the main image is of the two actors
which are situated in the middle of a beach party full of
women that are in bikinis, they have used this because in
the previous movie it came across that the girls are
portrayed as sex objects. Therefore the movie instantly
becomes more appealing because the target market will
love the poster because of the girls.