The Bourne Legacy film campaign consisted of various marketing elements that maintained a consistent visual style. This included teaser posters with segmented images, full theatrical posters displaying the cast and release date, trailers that used the same tagline and segmentation technique, magazine covers featuring Jeremy Renner holding a gun, billboards with the tagline or Renner imagery, and a website continuing the grey and segmented color scheme and visuals to promote the film and merchandise. The goal was to create brand recognition and build audience awareness around the new Bourne film leading up to its August 2012 release date.

1. Bourne Legacy Campaign

2. What is a film Campaign
A film campaign is used to create a brand
surrounding the film that it is promoting.
They do this through using similar styles
throughout their posters, magazine covers
and trailers.
What Does a Campaign
Consist of
• Posters (Teasers & Full Theatrical)
• Magazine Covers
• Trailers (Teaser, Full, TV Spots)
• Website
• Merchandise (Figures, Toys, etc.)
• Billboards

3. Bourne Legacy
Director: Tony Gilroy
Release Date: August 10th 2012
Stars: Jeremy Renner
Rachael Weisz
Edward Norton
Synopsis:
The writer/director expands the "Bourne"
universe created by Robert Ludlum with an
original story that introduces us to a new
hero (Jeremy Renner) whose life-or-death
stakes have been triggered by the events of
the first three films. For "The Bourne Legacy,"
Renner joins fellow series newcomers Rachel
Weisz, Edward Norton, Stacy Keach and Oscar
Isaac, while franchise veterans Albert Finney,
Joan Allen, David Strathairn and Scott Glenn
reprise their roles.
(http://www.comingsoon.net/movie/the-bourne-legacy-
2012#/slide/1)

4. Teaser Poster #1
One of the main features of a campaign
would be their posters. This one of Bourne
Legacy is a teaser poster.
It has a certain theme to it, this being a black
background, white bold writing and the
picture is sliced into segments.
The purpose of the poster is to tease the
audience with a snippet of what will be in the
film. In this case we can see the actor is
holding a gun, which insinuates danger and
action. The tagline also attracts in fans of the
other Bourne films and helps with the
continuance of the series of films. However
there is no date to this teaser poster,
meaning it was probably an early one to build
up the audiences awareness of the film.

5. Teaser Poster #2
Here is a further teaser poster for Bourne
Legacy, this one will be more close to the
films release date.
This poster follows a similar theme to the
other teaser poster as they have the
segments cutting across the poster, but this
time they contain the tagline in them, which
is also the same as in the last teaser poster.
The background image is also very similar to
the other teaser poster.
The new additions to this teaser poster is the
date that it will be out in cinemas along with
a Facebook and website link. This is so the
audience can gather more information about
the film then what the poster provides and
also provides them a date as to when they
can expect to see it.

6. Full Theatrical Poster
Another main factor of a film campaign is the
full theatrical poster.
As with the teaser posters it follows the same
theme of having segments cut into the
background image, similar to the other teaser
poster it contains the tagline of the film. The
font if the title is also in white and is bold.
Different to the teaser posters though, the
background image is different and reveals a
bit more information such as the scenery of
where it is set. It also has the billing block at
the bottom along with the date of release.

7. Billboards
The billboards also followed the same theme as
what the posters done. The one above just used
the tagine of the film but with its campaign using
that tagline throughout it was recognisable as
being from this film. Similar to the one on the
right where they use Jeremy Renner holding a
gun similar to the posters.

8. Magazine Cover
The next element within a film campaign is a
magazine cover. This gets the film out to a
much wider audience.
However this does not follow the same
themes we have seen across the posters as
there are no segments cutting across the
magazine cover and the background is blue.
However despite these alterations the
background image follows the theme as it is a
stand alone image of Renner holding a gun
just like all of the posters.
The fact that it is shown on Empire aswell
means that it will be spread towards a mass
audience, and gives the film a certain stature
among the community.

9. Teaser Trailer
The teaser trailer would have been
released at a similar time to when
the teaser posters where released.
This would be to tease the audience.
The trailer keeps with the theme of
the campaign as with the first image
on the right, you can see the trailer is
using the segmentations, just like the
posters. This helps with the
recognition of what the trailer is. The
trailer also provides the shot of the
tagline that has appeared on all of
the posters and on the billboards,
again creating the recognition of the
film.
The purpose of this trailer was to
provide the viewers with little shots
of the film, increasing their interest.
https://www.youtube.com/watch?v=NZbZm-uA0EU

10. Full Trailer
The full trailer would have been
released very close to the films release
as it provides the audience with much
more information then what the
teaser does.
Again this trailer follows the exact
same theme, as you can see in the first
picture, it uses the same tagline along
with the segmentation of Renner's
face. Also within this trailer we get the
familiar shot of Renner holding a gun
as we have seen in the two teaser
posters.
This trailer gives the audience some
insight as to what to expect in the film,
it gives away more shots along with
more narrative of who Renner's
character is.
https://www.youtube.com/watch?v=DQVSrpQwJdo

11. Website
Another part of a film campaign
is the use of a website, this is so
it can provide the audience with
more information then what the
posters cannot.
The website uses the same
theme of using the
segmentations as you can see at
the side of the website. It is also
using the same colour scheme of
grey which is what we see in the
teaser posters.
Furthermore the website can
also be used to promote the
company who publishes the film
along with any merchandise
associated with the film, in this
case the DVD and Blu-Ray.
http://www.thebournelegacy.com/