Cross media marketing involves advertising a product through various media platforms to reach a target demographic. Short films often use viral marketing through creating personalized websites, posters, and social media to create buzz. The Fly is an example of an effective cross media campaign for a short film, with a consistent logo, font, and imagery used across its website and posters. Successful long-form films like The Dark Knight, Harry Potter, and Star Wars also employed cross media strategies through merchandise, collaborations, and branding to build loyal global fanbases.

1. ADVERTISING
CROSS MEDIA
CAMPAIGN

2. what is cross media marketing?
Cross media marketing is a way of advertising to a market using varying types of media
in order to be more appealing to the viewers. This could be through the use of television,
radio and even the internet as these are considered to be mass media platforms that
make it easier to reach the target demographic that the company has in mind.
Short films however, due to their low budget– advertise their film through the internet.
This is known as viral marketing and it has many advantages as it doesn't limit the user
to just a few things. It allows short films to create personalised websites, posters and
leaflets and even paid advertisements on various other websites and social media that is
currently popular amongst users.
Social media is an extremely powerful tool as it can be very effective in order to create a
buzz and raise awareness for the film along with upcoming film makers. Short films,
typically are used to promote the film makers, displaying their creativity and also their
capability and potential of being bigger, well-established filmmakers.

3. the fly (2013)
The Fly is a short film that belongs to the comedy crime genre. Throughout their
cross media products, the most noticeable aspect is the main image itself as it is
used in both the website and the poster. They also repeat the use of a blood red
colour to make sure there is continuity– in the hopes of building and raising
awareness of the film to their target audience. The title of the film is consistent as
the font is the same on each promotional material– which includes the website
and the poster. The main image used on each promotional material uses the
illustration of the fly. The fly is used as the face of the film and helps the audience
indicate that it is the antagonist (or rather, the protagonist) of the film. The
background is white, and this contrasts against the main image itself, which is
much darker– making it the dominant contrast of the frame. The crime genre is
evident from the use of the colour red.

4. three successful examples of
cross media marketing
The Dark Knight
1 2
Harry Potter
3
Star Wars
These three films are good examples of successful marketing campaigns as they are well established to
their target audience at a global scale. The promotional materials created for these films, helped gain
them a loyal fanbase around the world. They used various methods of advertising and promotion and
these included social media, posters, trailers, t shirts, toys and other products that involve synergy where
they collaborate with other companies to produce other means of promotion. Throughout the majority
of their products, their logos are placed as branding. Logos are most memorable and the franchise is
mostly identified by this due to its vast use in merchandise. The typography becomes widely recognised
due to the success of films. Props used in the franchise get redeveloped into toys for a younger target
audience (an example being the wands from Harry Potter). This helps promote their film to reach a
wider range of ages. This is mostly used by full length features as it provides its followers with nostalgia
and self satisfying memoir. This however, would not be achieved with short films as they do not provide
the same captivity or engagement, or would not have the budget to create such merchandise for its
audience.