The document describes the marketing campaign for the movie District 9. A variety of posters, trailers, websites and other promotional materials were used to generate intrigue and awareness around the film without revealing too many details of the plot. This was done to increase anticipation and get the audience piecing together the story and genre from different elements of the campaign. Interactive elements like games and scavenger hunts also aimed to increase audience participation in the viral marketing. The unique selling point of the marketing was that it presented the film's ideas in a subtle way that would appeal to different audience groups.

2. A range of posters were placed up to create
awareness.
On these later released posters there is a
number, when called audiences realise it is
the multi national united hotline and its about
non humans escaping from district 9 and due
to be violent and unpredictable.
They made the film come to life as much as
possible and raise as much awareness as they
could.
They had them on the sides of buildings, bus
stops, billboards, toilets and benches and
even more.
This meant that people would see the posters
and add intrigue into what they were related
to as on some they have no mention of the
film only ‘humans only’ this becoming the
strap line for the movie prior to it’s release
and the most associated thing with the film.

4. • The trailer was broadcast in cinemas before related features such as transformers
• The trailer was available online
• Fake TV broadcasts were broadcast on TV and over the internet
• Some were done in the style of humans vs aliens
• Some were done showing clips of the film
• The range allowed the audience to slot together the idea of the film
• The range of types of trailers included:
- Teaser trailer
- Theatrical trailer
- Online trailers 1 and 2
- Fan made trailers
• The trailers were released in June before it’s August release.
• The range of trailers include a different selection of clips from different parts of the film.
By watching the range of trailers the audience can piece together different parts of the
film and know more about the film the more trailers they watch.

5. On the website the audience are first
met with the trailer.
This is optional to watch and they can
choose to stop at any moment. This is
the official trailer and this therefore
means that it will be more that will be
shown on the television advertisement.
Following this there is a fake news
report warning the humans about the
aliens, this therefore makes it more
realistic and creates a sense of urgency
and utilises the links with the internet.
They also set up websites for
organisations (fictional MNU website)
featured in the film about what to do
when interacting with aliens.

6. The only merchandise released
from the film was ‘The art of
district 9, weta workshop’
A book released giving fans a
behind-the-scenes look at how
the effects and characters were
created.
‘The Art Of District 9 gives fans a
behind-the-scenes tour through
the most visually and
technologically stunning film of the
past decade. Written by Weta
Works insider Daniel Falconer—a
special effects wizard who worked
on The Lord of the Rings and The
Lion, the Witch and the
Wardrobe—The Art Of District
9will answer the question
everyone has been asking since the
movie’s 2009 release: How did they
do it?’

7. • X-BOX 360 game released.
• On the x-box website it has links to the trailer and to buy the game.
• It also gives an overview of the film/ what the game entails.
• People who have not yet seen the film may want to play the game and therefore will
watch the film before playing the game therefore introducing synergy.

8. They have an official facebook
page with 1.1million likes . This
includes information about the
film, feedback from the audience
and also information about
related features and new
updates about DVD and release
dates.
They also have a selection of
videos on YouTube including the
trailer, fake news reports and
interviews with cast and crew.
Although they do not have an
official YouTube account the
videos are broadcast via VISO
trailers and they are all under
this name meaning if anyone
wanted to see a selection they
are in suggested and also all that
are official will be under this
name meaning audience know
where to look.

9. The audience is also given the
option between adopting the
character of a human or an alien.
This increases audience
participation as they are in control
and can choose what is personal to
them.
There was also a game on the
website that the audience could
either be a human agent fighting
the aliens or an alien therefore
getting the audience interested and
involved.
Also they had interactive eggs that
the audience had to go and find to
unlock special features, this
therefore got the audience involved
and working with others creating a
fan base via this virtual scavenger
hunt.

10. • Originally posters went up only containing
the date of release, a trailer was shown
only containing the date of release so the
audience had no clue what the film was
called/really about, they just had this
date. When typed into the web it took
them to a website only containing the
date of release therefore meaning that
the audience had to keep checking for
updates and also increased anticipation.
• The intended mystery of the posters gets
the audience thinking about the movie
and what it is about, much of what the
film is about and points towards the
thriller genre and this is a key feature of
the genre giving the audience the hint of
the genre from this technique.

11. • The unique selling point shown in the
marketing campaign is the ideas. Nothing like
this had really been done before in this way
or in this style. It looked at a range of issues
meaning the audience would be more likely
to find at least one they could relate to. Even
then it was done in such a way to not make
the issues obvious and the audience had to
understand and become more involved in the
film to pick them all out.