The promotional package for the film 'Ivy' effectively conveyed the crime thriller genre through consistent branding across a magazine, poster, and teaser trailer. Key elements like a dark color scheme, the use of polaroids as clues, and featuring the missing protagonist Ivy tied the materials together and created a memorable identity. Researching other campaigns like Gone Girl helped inform design choices to link the products in conveying the film's mysterious plot while appealing to the target 18-24 demographic.

1. Evaluation question two-
How effective is the combination of your main product
and ancillary texts?

2. Our film campaign consisted of a magazine, a
poster and a teaser trailer, all of which
effectively promote our film ‘Ivy’. All 3 of the
products are succefull at capturing the genre of
our film; crime thriller and giving across our
‘who dunnit’, mysterious style plot.

5. Before creating our own promotional package, we carried out
research onto other campaigns.
For example, I looked at the Gone Girl campaign and found
that there was many similarities between the products used
(trailer, magazine cover, posters and websites). This included a
similar naturalistic colours scheme (blues, greens, white and
yellows), it also used a similar font throughout ( a very simple
font. It also uses the idea of a sun setting over water in a lot of its
products- this imagery will be very memorable and enables
viewers to distinguish between this film and others. The
magazine is actually very different to the rest of the campaign,
however sticks to a similar green and blue (medical looking)
colour scheme and heavily features the protagonist.

6. I also looked at the film prisoners promotional package. I
noticed a continuing theme of the idea of a maze. Used in both
the trailer and the posters. They also used a very dark colour
scheme and all of the products were very clearly linked and
focused on the star used in the film (Hugh Jackman- usp).
Looking at examples of other promotional packages was very
useful as it gave us an idea of how we can link our products
together to make a succefull and effective brand identity that will
be memorable for audiences and overall make them want to see
this film.

7. Brand identity
! Definition: The visible elements of a brand (such as colors,
design, logotype, name, symbol) that together identify and
distinguish the brand in the consumers' mind.
! Why is it important? A brand name helps an organisation
differentiate themselves from its competitors. In today's
competitive world customers expect products to have branding. it
allows a relationship to be built with the brand. some people will
only purchase a particular brand even though there are acceptable
alternatives on the market (such as apple)

8. POLAROIDS
The main aspect of our overall brand
identity is the polaroid’s. Our campaign
centers around this idea, of polaroid's
being used as clues etc.. Clearly linking it
to the crime thriller genre.
This theme is kept consistent
throughout, which is one reason why our
main product and ancillary texts are so
effective as a campaign. People can easily
recognize that they are linked, and the
polaroid symbol gives them something to
remember and link back to.
However, it wasn’t just this aspect that
linked our products together and created
out brand identity…

9. The missing and stalking
theme’s
The main theme of this film is someone going missing and
being stalked. It is most clear in the trailer as you see clips
of the man stalking the girl and taking pictures of her and
you see missing posters. For the magazine, we the polaroids
which link to the clues of finding the girl and that the man
stalks her by taking the pictures. She is also hiding behing
the tree, looking worried, which hints to the fact she is
missing and scared. The poster is less clear, however put
across the polaroid feature, it is more mysterious and
doesn’t give much away. It simply leaves people wondering
who this Ivy girl is.

10. FONT
This another important aspect that we aimed to
keep consistent throughout our campaign.
The font we used was called ‘Helvetica Neue’
We used it in both our trailer and our poster and
we even used it in our magazine, however it was
drawn as we drew our cover by hand.
Although its simplistic, its also recognizable and
draws more attention to the actual word. It is also
suited to our audience as its not all ‘fun’ looking,
its serious. Which will appeal to these young
adults.

11. Colour
We kept to a very dark colour scheme to
symbolise the mystery and dark side to the
film. We used a simple black and white colour
scheme on the ancillary products- connotating
evil and innocence and creating enigma. We
used very dark effects in the trailer to create
mystery, darkness and hide identities (crime
genre link). Therefore they all link together in
this way- giving our brand a very dark and
sinister look to it.
As our target market are slightly older, 18-24,
they don’t need bright colours to encourage
them to watch it like a younger audience
would. They can be drawn in simply by the
mystery of the products. Its also gender
neutral- it can appeal to either.

12. IVY- the protagonist
All of our products heavily feature around the protagonist, ivy. As does the actual title of
the film. She is the main focus on all of the products and so therefore this makes her face
easily recognizable, meaning it gives the film an actual face to the name. She is an
appealing character to our target audience as she is a very typical teenage girl, around a
similar age to them. Therefore they can relate to her easy and sympathize with her- this
makes the fact that she is heavily featured even more effective.
She isn't quite giving direct address in either of the products- creating either more
mystery as to what she is looking at!!!

13. Points of views
One of our USP’s is that this film follows the viewpoints
other 4 different characters during the case of Ivy going
missing. We see the fathers grief, the sinister side to the
villain, the struggle for the detective and the fear of the
protagonist- Ivy. In the trailer this was put across by
featuring all four of the characters and hinting towards
their emotions and roles. It was shown in the magazine
cover as each of the polaroids featured their face.
However, I feel we didn’t capture this aspect as well as we
could of (particularly in the poster). It should have been
exaggerated more in the trailer (such as showing each
character in sections instead of all muddled up). We
could have incorporated a tag line in the poster also
which made this aspect clear.