1) A corporate image for a film establishes recognizable branding elements like fonts, colors, and imagery that audiences associate with that film and genre. These elements are consistently used across all marketing materials to clearly identify the film. 2) The document analyzes the corporate images of three films - Shaun of the Dead, I Am Legend, and WWZ - looking at how each uses fonts, colors, imagery, and stars in posters, DVD covers, and trailers to coherently brand and market the film. 3) Key elements like distressed fonts for horror, warm colors for I Am Legend, and the use of stars like Will Smith and Brad Pitt help attract audiences and create a distinct image that audiences

1. Film Corporate image
By Erin Harper

2. Definition:
• In terms of film, a corporate image is vital. It is
what makes a film recognisable to audiences,
certain colours, fonts and even images
spark recognition in an audiences head. A typical
convention for a horror film for example is to
have blood red font, or a distressed font. To make
a film corporate, these various conventions will
need to be adopted by all marketing mediums for
the film so they are cohesive, such as trailers,
posters, product packaging and merchandise, this
in turn ensures that the film will be recognised as
a brand.

3. In order for films to be seen as unique, they must follow various conventions,
here are these conventions and why my film follows them.
Differentiation: 'brands need to have a clear differentiation or reason for being' My film
stands apart form others of a similar genre because it includes thriller elements to
generate a complex plot line, lack of violent imagery typically associated with z-ombie
films, a female protagonist, from the z-ombies perspective and how it is set after the
recovery of an apocalypse.
• Relevance: 'To build demand, they need to understand/ fulfil the needs/ aspirations of
their intended audiences' My film complies with this because I adapted various elements
of my film to my questionnaire, for example my age group/audience preferred thrillers,
and they watch trailers on a variety of applications (my trailer will be widely available). I
have produced a typical audience profile to evaluate a typical audience member for my
demographic. My film also attracts a younger audience because of the younger
protagonist involved.
• Coherence: 'brands must be coherent in what they say and do. All the marketing
communications need to add up to something meaningful' My marketing scheme will
involve various print media and online/viral marketing, this coherent system of marketing
will follow various corporate images and attract a younger audience who are in key with
the internet/online age.
• Esteem: 'Esteem is the reputation a brand has earned by executing clearly on both its
promised and delivered experience' To find this out I will conduct a series of focus groups
and gather results to see if my film has delivered the promised experience.

4. Shaun of the Dead:
• For the film 'Shaun of the Dead', the corporate
image is reflected in the font, colours and
imagery. The font is instantly recognisable to the
audience as the distressed look evokes 'z-ombie',
this is used across all promotion packages
including both types of posters and the title
screen of the film trailer to establish coherence.
The colour red is also a key theme of the film,
linking to the bloodshed of the z-ombie
apocalypse, to audiences who have already seen
it, it could refer to the catchphrase in the narrative
'you've got red on you'. The red also makes the
posters ect stand out as it is a bold colour that
catches the eye of passers by. The font in the film
also portrays elements of iconography, for
example, the hand in the centre of the 'A' is that
of a z-ombie hand rising from the grave, this
instantly tells the audience that the film is that of
a z-ombie genre. The imagery on these
publications is similar, in both posters the
protagonist is shown so that audience can
establish an instant connection with him, also, z-ombies
are shown to highlight the genre and to
indicate the possibility of violent elements.

5. I am Legend:
• This corporate package for the film 'I am Legend'
includes a DVD cover and Two posters, one in portrait
and one in landscape. All three connect together
through the use of imagery, colour and font. For
example the warm yellow ‘sunset’ colours are used
across all mediums to establish a colour pallet
coherence, this makes each element recognisable to
an audience. Also, the use of the font for the films
title is the same to connect the pieces, however on
the wide poster, the tagline occupies more space
than the actual title, reinforcing the fact it is a teaser
poster designed to give the audience a potential
insight into the plot. The imagery is consistent, using
the standalone Will Smith on each production
element emphasises he is the important protagonist,
he is the focal point for both the posters and dvd
cover, this relates to the ‘star status’ theory as the
production company has used the established actor
Will Smith (the star) to advertise the film to potential
audiences.

6. WWZ:
• In the film WWZ, the company has established a strict
corporate image to allow each element to link
together successfully. For example, both posters, the
DVD cover and trailer text connect in terms of the
font with the ‘Z’ being placed in the background. In
the trailer, the font is silver, like a knife blade,
suggesting possible violence, in the other pieces, the
‘Z’ is red, thus creating a colour motif for the film as
red is eye-catching and typically associated with
bloodshed. The colours create a corporate image as
they are muted greys with distinct flashes of red to
symbolise the violent nature of the z-ombies. Also,
the use of imagery anchors the pieces together, for
the theatrical poster and dvd cover, Brad Pitt is
portrayed as the obvious protagonist, this is crucial as
the use of the star status attracts audiences at the
moment they are most likely to contribute money to
the company, at the DVD shop or when viewing the
poster. The teaser poster does not contain an
imagethe protagonist, only a thought provoking
image that creates an enigma of shock and the name
if the lead actor, the image teases the audience into
finding more about the film as the relatively
ambiguous format doesn’t give much about the plot.