The document discusses various aspects of movie marketing campaigns, using X-Men: Days of Future Past as an example. It analyzes different elements of the campaign including magazine covers, teaser posters, full theatrical posters, teaser and official trailers, and social media/websites. These elements are designed to promote the film and generate audience interest in distinct ways like revealing certain characters, building intrigue, or providing more information over time. The goal is to effectively market the film and draw in the largest possible audience through a coordinated, multi-pronged approach.

1. {
Campaign Analysis
Frankie-Jo Filtness

2. Director – Bryan Singer
Year – 2014
Narrative Context – The X-men travel back in time to
attempt to change a major event that could eventually
make an impact globally impact on all man kind and
mutant kind alike.

3. What are movie campaigns?
Movie campaigns are a series of media aspects in which try to analyse and portray a
particular film or one that is popular during that specific time. A campaign is a series of
products that help to promote a film, i.e. a poster, teaser trailer, official trailer, website,
Facebook and twitter pages, magazine covers etc. These all help to gain a bigger
audience, mainly to those interested in films. Whereby there are Facebook and twitter
pages, they are highly likely to be viewed as they are the most popular social media. A
campaign is usually done for the top end films, ones that are going to have an audience
anyway but to reinforce it a little further. The magazine covers and films posters are the
ones that come out first, to give the readers and audience a small insight to the film.
The trailers and social media websites give you more of a depth into the film, which is
usually what broadens the audience. It takes a lot of products in able to produce a good
campaign, depending on how things are presented is what draws the audience in more.
For example, the teaser poster and trailers are what allow the audience to want to find
out more.

4. Magazine Covers
In these magazine covers, we can see they are very similar when it
comes to producing this big time film. I chose the film ‘X-Men Days of
Future Past’ because it was a big hit movie and these magazine covers
portray many ways in which it is selling the film as much as it can. They
both use puffs about this particular film, i.e. Total film tells us it is ‘our
biggest review ever’ and Empire tells us it is ‘Still the worlds biggest
movie magazine .’ These are both telling their readers that this film is
an exclusive, and it is a must see. The mast head’s in these movie
magazines are trying to resemble the film it is portraying. For example,
Empire’s title is a different font and has a different look to it. This
masthead looks familiar to the wolverine’s (main character) weapons
on his hands. Both of these magazine covers have a main image,
Empire only has the one man, the main character and the Total Film
one has five men. This is really affective because in both you can see
who the main character actually is, whereas in Total Film you get more
of an insight into the characters which allow the audience to become
familiar with them.

5. Teaser Posters
Teaser posters do not usually have much to them, it only has elements
to it that leaves its viewers wondering. It only usually has a main image,
which is normally the main character, and only the title of the film. It
can sometimes have a release month or season, but never a date. This
is so it allows its audience to want to see when it comes out or it the
full theatrical poster looks any different or even better. The teaser
poster’s usually have a layout that resembles the film to an extent, for
example in these X-men posters, the colours are very dull and dark,
which can resemble the context of the film it is portraying. The top
image contains a billing block, which is very unusual for a teaser poster,
but it gives a little extra detail of the actors etc. but doesn’t give away to
much information. Both of these ‘X-men : Days of Future Past’ posters
have different layouts but contain the same context, for example they
both have different colours, but we can see they both have the city
background which could resemble this is where most of the action
scenes happens. These teaser posters only really give away the setting
of the film, but not any information.

6. Full Theatrical Posters
As part of its campaign, X-men Days of Future Past released many different
full theatrical posters which give away more information, i.e. release date,
billing block, more characters etc. I chose to pick two completely different
posters in order to explore the different ways in which full theatrical posters
are established. In the first one, it contains more than the other one. This
one has many different characters in it with the main at front, with and ‘X’
shadowed across them. The billing block is rather large in this one, its
because it gives you as much detail as much you would need about the film.
As a campaign, it allows the audience to feel satisfied with everything they
see by the poster. Both poster contain the exact date of the film release,
which tells us straight away this is the final poster about the film, as there is
nothing else that would need to be shown. There are many full theatrical
posters with the same layout but different characters, this is because they
are trying to portray as many characters as possible in order to get the
audience familiar with. The colours within the posters are more or less the
same and the font of the writing, this is to conclude the campaign and make
it recognisable, this to prove the campaign as a continuous thing.

7. Example of teaser & Full theatrical poster
conventions:
• Dull Colour
• Minimal writing
• Title only
• Only two characters
• Very action based
• Facial expressions portrayed
• All characters
• Same colour scheme
• Title
• Release date
• Billing block
• More X-men related format
• Character names

8. Official Teaser Trailer
https://www.youtube.com/watch?v=qlbsDt
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Teaser trailers are part of the campaign where it is showing the audience small
glimpses of the film, that only introduce. For example, it shows quick shots of the
characters, settings, etc. which outline the story line and who the audience should
be familiar with. Teaser trailers usually do not have much sound, i.e. dialogue
because it doesn’t want to give too much away, it usually bases its contents on facial
expressions, props, and scenery in order to portray the film as an enigma, for the
audience to want to see more. There usually isn’t any symbolism within teaser
trailers, which concludes the idea of it officially being a teaser and not having to
much of the context of the film.

9. Official Trailer
https://www.youtube.com/watch?v=pK2zY
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The official trailers are what usually come last in a movie
campaign. These are what show the audience in full detail all the
main aspects in the film, these are never usually in scene order,
sometimes they can be mixed up. This is to purposely not give
away too much in chronological order, so when it comes to
watching the film you never usually get everything in the same
order as you have seen in the trailer. This trailer follows particular
trailer conventions, i.e. they have a peak within the trailer that
shows us as much action as possible, this is between 1:25 and 1:58.
This allows the audience to get a feel of action and suspense within
the trailer before watching the film. Another convention that
trailers follow are they try to get the audience familiar with specific
elements, i.e. in this trailer they have the ‘X’ lighten on someone's
face, to symbolise their actions and what they do. One of the main
conventions that trailers follow are close ups and mid shots of the
characters to introduce them to us, this usually happens closer to
the beginning.

10. Extras. [Social Media]
Website - http://www.x-menmovies.com/
- https://www.facebook.com/xmenmovies
- http://www.imdb.com/title/tt1877832/
All the links to social media and websites about the film are what help the
campaign get the word out more. For example, if there are people who would
rather research films, the links here are what allow them to get the
information they want before watching the film. This helps the brand get
their films across as much as possible, which provide everyone with the
information in any way they chose to look for it. They always have specific
links for each film, their own Facebook and twitter pages etc. all based
around that one film.

11. This is the IMDB page of X-Men Days of Future Past, this is to inform and explain
the outline of the film, the staring cast and the narrative context. This is a website
for people who find it pleasurable researching a film before or after watching it.

12. This is the X-Men’s official website, which concludes everything about their
sequel films, including the context of the films as a whole, and the interesting
facts for people who are fans of the films.