1. Public relations campaign – Launch strategy for filmversion of fifty shades of grey.
Background and swot analysis.
The SWOT analysis(see appendix 1) highlightsvariousstrengthsand weaknesses,opportunities uptothe film’srelease andanythreats the pendingrelease
may come across. One strengthisFiftyShadesof Greyisthe mostanticipatedfilmof 2015, alreadyhavinga householdname ithasgeneratedalarge
female following.A strongsoundtrackhasbeenreleasedusingglobalsuperstars,andthe official trackbyEllie Goulding;astrongfemale withinthe music
industry.However,the filmalsohasitsweaknesses,the filmmayportrayanimmoral descriptionof whatBDSMactuallyis,so tryingtoportray thison
screenwithnoway of provingthis isthe correct way maybe be off puttingtoviewers.Onthe otherhand,thisrelease maypave the wayforfurtherfilmsof
thisnature to be releasedgeneratinganewgenre of filminthe mainstreamindustry,alsoinvitingpeopletoclearupsome misconceptionsof the BDSM
lifestyle.Threatsforthe film’srelease maybe otherhighlyanticipatedmovie releases,which mayaffectthe salesof the film.
The filmportrayswomen’surge fora dominant male (see appendix2). Menare alwaysseenasthe dominantfigure,andwomenare oftenknowntoseeka
dominantmale whocansupportthem,howeverwhenawomanisa dominantfigure itseenaswrong.Thiscouldbe displayedinFiftyShadesof Greyas Mr
Grey isseenas a dominantmale figure andAnastasiaisseenasa youngnaive woman.(womensenews.org,2015) whichissomethingwe wanttocut and
showhowdominantbothwomenandmencan be withoutbeingsuperiortoeachother.
The campaignwill runover4 weeksupuntil the official launch.
Objectives
 To come in the top tenmostsuccessful filmsbythe endof 2015
 To generate over£50 millionprofitinthe openingweekendof release
 To generate anincrease of booksalesbythe endof the year.
Messages
 To portray a strong female characterinAnastasia,thatwomen canlookupto
 To showthat not all menneedtobe dominantmalestobe successful
 To portray BDSMin the correct way.

2. Strategies
 Place launchpostersacrossall mediaplatformssuchas magazines,newspapers,Facebook,twitter.
 Place the official traileronyoutube,so it’sfree foraudiencestoview
 Place the official traileracrossmajorTV channelssuchas ITV,Channel 4,Channel 5 etc.,after8pm
 Launch a social mediacompetitiontoraise awarenessof the film’srelease usingahashtagon twitter.#fiftyshdadesofexclusiveinorderforpeople
to winticketstoan exclusive viewing.
Audience
 Female’sagedbetween20-40
 Booklovers
Tactics
 Placingan advertisementof the official traileracrosstvchannels,astheycan reach over73% of people aday
(thinkbox.tv,nodate)
 Place the official launchtraileronyoutube toreach a wide audience,alsoplacingitacrosssocial mediaminimizesthe costandhas the powerto go
worldwide.
 To gain global exposurebyholdingpressconferencesacrossmajorcitiesinthe UK,inthe weekof the pendingrelease(7th
February – 14th
February)
 To gain headlinesinmajorglobal magazines,newspapersandradiostationsaboutthe upcomingrelease
 Setup a competitiononsocial mediaplatformswiththe chance towinan exclusiveviewingbeforeofficial release.

3. SWOT ANALYSIS – FIFTY SHADES OF GREY. Appendix 1
STRENGTHS
 Fifty shades of grey is already a global household name, as the
books were the fastest selling books. Due to this, a fan base
has already been generated
 The filmhas a female director
 Strong soundtrack – using global superstars to help generate
anticipation of the film
 Released on valentine’s day
 Very highly anticipated film
WEAKNESSES
 Shows a bad portrayal of BDSM
 Bad literature – people are scared it won’t be portrayed as
well on screen
 Sex sells
OPPORTUNITIES
 Could clearup some misconceptions of the BDSM lifestyle
 Could pave the way for more films of the same nature
 Could lead to more successful female directors
THREATS
 Other anticipated films due for release
 Not well received with audience

4. PEST ANALYSIS– Appendix 2
POLICITAL
What doesthe message of the filmreallysayabouthowmenshouldbehave towardswomen?Menare alwaysseenasthe dominantfigure,andwomenare
alwaysknowntoseeka dominantmale whocansupportthem,howeverwhenawomanisa dominantfigure itseenaswrong.Thiscouldbe displayedin
fiftyshadesof greyas Mr Greyis seenasa dominantmale figure andAnastasiaisseenasa youngnaive woman.(womensenews.org,2015)
Campaignshave arisenpendingthe releaseof FiftyShadesof Grey.Accordingtothe guardian(2015) namedthe campaign “FiftyShadesof DomesticAbuse”
announcedtheirconcernaboutMr Grey’sbehaviourinthe filmclaimingitisglamorisingMrGrey as an abusive person.However,the ActressDakota
Johnson(AnaSteele) statingwhenfilmingcertainsceneswithco-starJamie Doranshe hadthe final sayand power.Clearlyhighlightingnodomesticabuse.
SOCIAL
FiftyShadesof Greyalreadyhada huge fanbase before the filmsbeganfilming.The eroticnovelspennedbyE.L James,wasa bestsellergeneratingover
100 millionsalesworldwide (thetelegraph.com,2015).One of the mainchallengessuccessful directorSam-TaylorJohnsonfacedwasthe aimtoplease
legionsof booklovers,andthe majorityof femalefanstonotturn the filmintoa laughingstock. (The telegraph.com,2015)

5. References
Thinkbox.tv(nodate) Discoverthepowerof TV advertising [21.3.15] [online] http://www.thinkbox.tv/discover-the-power-of-tv-advertising/
The Guardian (2015) FiftyShadesof Grey: Whatare the critics saying?[24.3.15] [online] http://www.theguardian.com/film/2015/feb/10/fifty-shades-of-
grey-what-critics-are-saying
The telegraph.Com(2015) FiftyShadesof Grey,Review:OhMy,its good.[24.3.15] [online]
http://www.telegraph.co.uk/culture/film/filmreviews/11404791/Fifty-Shades-of-Grey-review.html
Womensenews.org(2015) Why '50 Shadesof Grey' Is Turnoff forReal Women.[21.3.15] [online] http://womensenews.org/story/uncovering-
gender/150219/why-50-shades-grey-turnoff-real-women