The document provides instructions for an assignment comparing the effectiveness of the film trailer and poster for Avatar. It asks students to discuss how each conveys the science fiction genre and how marketing campaigns work from an institutional perspective. For the analysis, students can write an essay or annotate screenshots, and a basic structure is provided to cover conventions, genre, and a comparison. Context is given on science fiction codes and conventions as well as the film production cycle to help discuss institutions. Research tasks involve developing a film pitch with details and choosing promotional methods to design.