The document discusses how two films, Harry Potter and the Deathly Hallows Part 2 and Attack the Block, used online exchange and social media to promote themselves. It describes how for both films users posted reviews, trailers and discussion online which helped promote the films but also allowed negative comments and reviews outside of studio control. Technology played a key role in allowing this exchange. It also compares the marketing strategies, noting Harry Potter had a bigger budget and fanbase while Attack the Block targeted teenagers and relied more heavily on online promotion with limited funding.

1. By Marissa Whyte

2.  Exchange is when the users see the product
it is out of the studios hands how the
viewers interpret the movie. Reviews and
other trailers are posted online from fans
and others using different types of online
media sites such as blogs and youtube
accounts.

3.  An official trailer is released and youtube
users all exchange thoughts and interact with
eachother.

4. 28th March posters were then shown to the general
public with the international release date on them,
shown on numerous websites as GIF's that linked to
the Youtube link and official website.

5. 27th April the theatrical trailer was released
"Youtube" and other social networking sites discus
conclusions to the ending but also helping promote
the film. The film used social networking to
promote itself by making a “Twitter” page and
“Facebook” page so that user could inform others
of the film.

6.  A youtube user has made an online blog on
youtube reacting to the trailer

7. Day time TV has numerous adverts as the
film is trying to get children to watch the
film this is the best time to advertise to
make them aware of the film.5th June
sneak peek of the film was shown by
Emma Watson at the MTV Movie Awards.

8.  #
 Press junkets online promoting the film with
behind the scene footage with the main
characters as well as having the user
interacting with each other.

9. The user has taken clips from the game and
made a short film for other users to view so the
are able to interact with each other.

10. July 15th released summer blockbuster. 2nd
December released on triple play.

11.  http://www.guardian.co.uk/film/2011/jul/07/harry-potter-deathly-hallows-part-2-review -
“Sensational, satisfying, surreal” 4/5 stars
 http://www.rottentomatoes.com/m/harry_potter_and_the_deathly_hallows_part_2_2011/
- “From any perspective-technical, emotional, storytelling-"Deathly Hallows: Part 2" is a
smashing success.” Greg Maki User of Rotten Tomato. 4.4/5
 http://www.youtube.com/watch?v=5NYt1qirBWg – Discussion between users on what they
thought of the film. “One of the best movies ever...still watching the trailer in 2013. I cry
whenever I watch this trailer it was such a good series!”
 http://www.amazon.co.uk/product-
reviews/B004NBYRYC/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=1 – “When
all is said and done - when the eye candy special effects of Quidditch matches and
fantastical creatures has been superseded by advances in technology in Hollywood
blockbusters yet to come - it is the little moments that this viewer and his wife will return
to” 5/5 from one user. “I wouldn't say it's that bad... the only scene where I think it irritates
me is at the beginning of Part 1 where Snape appears into human form (when the blakened
death eater teleportation dissolves into his feet), in that scene it's barely visible, apart from
that I find it OK to see in general but the details are missing. Apart from that I would say
the other dark scenes are OK. (Luckily there are few dark scenes in Part 2, it's mostly light
from fire, spells, duels etc)” Another user who rated the film 2/5

12.  This stage of marketing the film helps encourage people to
view the film or not. Positives of exchange is each user is
able to inform others of their own opinion of the film, the
more people who voice their opinion on the film the more
awareness the film gets and users are able to exchange
words about the film showing a good and bad side to it. The
negative side of exchange is some users can boycott the
film by giving bad reviews or false reviews, as now the studio
has no control over what can be said by others they are not
able to stop bad comments being said about the film and
false advertisement.
 Technology has helped in this stage because people use the
internet daily and are able to go onto websites and see
reviews.

13. Official trailer release on March 3 2011 Channel 4 advertise
it as well as Film 4 and E4 for “Slackers Club”.

14. Release a game online

15. Competition for Facebook users to win a prizes. Twitter
page to reach out to users that are on this big social
networking site.

16. The website allows users to see where the film will be
shown including the release dates for the UK and US.

17. Blog shows user behind the scenes
footage and the deleted ones.

18. Interviews with cast members

19. Released on 11 th May 2011 in the
UK
July 29 2011 in the US.
19th September 2011 released on
DVD and Blu Ray.

20.  http://www.rottentomatoes.com/m/attack_the_block/ - 7.4/10
“Effortlessly mixing scares, laughs, and social commentary,
Attack the Block is a thrilling, brisky-paced sci-fi yarn with a
distinctly British flavor”.
 “While appearing to be a small budget, indie type production
that screams cult film, this intriguing story has some very nice
camera and lighting work; solid acting by a bunch of unknowns,
and enough humor and social commentary mixed into the "aliens
attack" premise to make this a good, solid view.” 3.5/5
 http://www.youtube.com/watch?v=dPVCChutB_E – Reviewer
was sarcastic about the film and picked upon conventions of a
black character dying first and the gang riddled characters in the
film. User MrLakuz commented
 “Worst movie i've ever seen. And im a 15 year old guy. Terrible
acting and the way they react to aliens coming is so unrealistic.
That's just my opinion.”

21. 
Exchange in this is case is very important as the film was originally for
UK audiences and then got released in the US. The director needed
exchange for this film to see if the audiences from America were able
to understand the language as well as give feedback about the film.
The positives of this exchange were users on youtube were able to
argue their point’s about the film and inform others that the film is a
must see. Negatives about this exchange were the reviews from some
of the audiences from America who could not understand the film so
they would be influencing other people from the USA not to go and
watch the film.
 Technology played a big role for the exchange as it was a small budget
movie and the director was able to see what worked and did not work .
By using the social networking sites for users to talk among each other
it helped spread the word about the film.

22.  Both were marketed the same
 Harry Potter’ marketing strategic was better due to the
company which is a big known company as well as having
the money to advertise all around the world to raise more
awareness for the last film but also this was the last film in
the movie franchise so it already had a bigger following
than ATB.
 Attack the block appealed to a smaller audience which
was mainly teenagers so using all the social networking
sites to promote the film was a good idea. As the company
is not as known as Warner Bro’s and does not already have
a big following the funding was limited leaving the film to
be marketed on a lower scale compared to Harry Potter.