Pre-production research involves surveys to define the target audience for a film. Post-production research includes test screenings where members of the target demographic view an early edit and provide feedback via surveys. Anchorage refers to using signs, symbols, and context to assign meaning, like centering a popular actor on a film poster to imply it will be good. The Need for Speed posters use anchorage techniques like featuring cars, roads, and Aaron Paul to attract the target demographic of 15-35 year old males.

1. Anchorage
Oliver Toone

2. Pre Production Research
• Producers engage in market research such as
surveys to define the target audience for a
movie.

3. Post Production Research
• After the production is complete and a draft
edit is complete the producer will carry out a
test screening where a selection of the target
demographic will view the film and engage in
a survey which will inform the producer about
the final edit.

4. Anchorage
• In a media text, the term anchorage means ‘the fixing of
meaning’ through connotations and signifiers. It can be a key
strategy in print advertising, following the ‘rules of good copy’
one example for this is the film called Need for Speed. In the
film posters for this Aaron Paul is normally cantered bringing
the audiences attention to him, having seen Aaron Paul play a
successful role in another show you immediately think that the
film is going to be good. The fact that there is also women and
cars in the posters will entice the demography they are aiming
for, which is people ages between 15 – 35 year old males. In
the pictures on the right you can see that there is also use of
mise-en-scene which in this case would be the helicopter with
the car dangling down from it, also the cars and the road, with
the mountains behind it also you can get that sort of car game
feeling which in my opinion is what they were going for. All
these points are what would make the audience want to go
and see the film, so there good anchorage points.

5. Synergy and USP
• Synergy is the sales to related products to the film. This
means that anything made that is related to the film is a
good source of advertisement for example the film need for
speed would also have posters, toy cars and the actual
video game its self. In doing this the film would attract a
wider audience and would make the film more popular.
• USP is the term for ‘unique selling point’. The film need for
speed doesn’t have that many unique selling points as its
loosely based on a game, however in some sense the film
doesn’t copy any other films. The main actor Aaron Paul
would probably be the unique selling point as the audience
would like to see how he plays the character after being
made famous by the hit TV show ‘Breaking Bad’