9. Release Strategy
The main release strategy.
Releasing the film in the School holidays, was a smart move my Paramount.
Ultimately the film struggled.
11. Sahara Vs. Inglourious Basterds
The film itself was to an extent rather successful.
Inglourious Basterds on the other hand, succeed in every sense of the word.
Other factors also allowed Inglorious Basterds to succeed.
12. Sahara Questionnaire Results
After analysing the Questionnaire results, it became clear to me that their
was one fundamental issue with the original poster.
13. New Campaign Intentions
As the general feedback from the original poster, highlighted the lack of
information, I decided that my own representation should provide hints
towards the narrative.
I also used a large range of images and created a less vague tagline. I also
decided to scrap the contrasting colour scheme and select a more suitable
one.
End Product:
14. New Campaign Results
When collecting the results, for the original poster, I couldn't help but see
that the feedback was very negative, but especially when talking about the
clarity of the genre.The viewer tended to miss the fact that the film has
both Action and Adventure.The Action aspects were unclear to
the audience and as this is the case, I thought that it was necessary to
include more aspects of violence and action in my own
poster.After analyzing the results from my own poster, it seems that the
films genre is far clearer in my own representation.
Original Results: New Results:
15. Comparison of Questionnaire Results
Due to my poor Photoshop skills, I would have to say that my own poster
was only on par with the original. However I do think that I have
included/altered and removed some key points in the new poster.
After analysing both questionnaire results, It seems that I wider audience
find my own poster more appealing.
Results also show a substantial increase in the amount of Females who
found the new campaign poster appealing, in contrast to the 10% of females
who found the original poster appealing.
16. Overall Summary
Overall, I think that the two posters have both good and bad factors which
ultimately outweigh themselves.
I strongly believe, regardless of any reviews, ratings etc, that Sahara would
have succeeded if it had not had such a large budget. Poor planning and a
lack of clear narrative ultimately ruined the films chances of success at the
Box Office.
One of the reasons the poster did not succeed, was because of the lack of
information and clarity.The tagline was too vague and the genre was
unclear to some participants.
17. New Distribution And Marketing Plan
Distribution:
Sahara cost nearly $82 million dollars to distribute.This outrageous cost plus
other costs such as McConaugheys’ $8 million in wages and the overall
production coast of $160 million dollars subsequently caused the film to
bomb.
In my Distribution plan these costs would almost half.
I intend to release the film to over three thousand cinemas in the US in the
summer holidays. Due to the mild violence children under 13 must be
accompanied by an adult.Therefore, the film will be released when parents
are on holiday looking after the children.This will also bring in a wide range
of audiences.
18. New Distribution And Marketing Plan
Marketing Plan
For the marketing campaign, I would begin to unveil the teaser trailer
roughly 9 months before general release.
I would then begin to release the main trailer, posters and promotional
material roughly 6 months before release.
I would especially like Penelope Cruz and Matthew McConaughey to
promote the film, in television interviews, online interviews and in
magazines/newspapers.
Generally, the advertising would be placed on billboards and
Magazines, newspapers and in bus shelters.
