The document discusses marketing strategies for the 2014 film Need for Speed. It notes that the target demographic is primarily young and middle-aged males, including fans of the original video game franchise. Television promotions and Aaron Paul's appearances at events like E3 helped generate interest from this audience. As the first major role for Aaron Paul since Breaking Bad, his casting also helped draw in fans and make the film appealing to a wide release.

1. Dan Watt

2.  A films marketing campaign is one of the most crucial factors in whether a film preforms
financially well during its initial box off release and the weeks following. A good
marketing campaign can make smaller budget films or films which don’t feature casts of
well know actors/actresses make millions when they are released. This is due to the fact
that the film gathers a broader target audience over the months starting when the film is
officially announced. The three main aspects of the marketing campaign process for
films are –
 Background : Need for Speed was originally a video game created for the PlayStation and
Sega Saturn in 1994. Since then it has become a whole franchise of games and other
media platforms such as the film, loosely based off the games staring Aaron Paul.
 Identifying the audience : The specific demographic for this film is more male
orientated, with the ages ranging from 12-30. This is the same as the target audience
for the video games.
 Thinking ahead: The producers and distributors for Need For Speed would have looked
at the audience demographic for the video games as that audience would contribute a
lot money that the film makes in box office.

3.  The meaning of Anchorage is “The fixing of meaning” through signs and connotations, making it a
main technique in print advertising. An example of this in Need For Speed is how Aaron Paul is focused
on in the posters and other visual advertisements. This means that once the audience sees Aaron Paul
his other work they will subconsciously think of the Need For Speed film. The specific target audience
for this film is young and middle aged males. However I would say that it would also appeal to car
enthusiasts whether they are male or female. You can tell that this is a mainly male orientated film by
the amount of action featured in the trailer, from car chases to gun shootouts. Another way you can tell
that males are the main demographic is by the use of good looking actresses in the film such as
Imogen Poots. This would increase male interest in the film as they would be attracted to her. Aaron
Paul also plays a strong lead role in the film with his character being masculine (working as a
mechanic/racer) with a good sense of justice. Younger males would potentially look up to him as a role
model. Cars are also used by Need for Speed in there advertising as they appeal to the audience
demographic. The two need for speed posters below both show mise-en-scene and this is the same
for the latest cover of the new Need for Speed game. Both of these posters appeal to the target
audience though the subconscious signs. The mise-en-scene displays the genre of film in the posters
also as the one focussed on Aaron Paul shows a helicopter and a sports car suggesting outside races
which do feature in the film. Imogen Poots who plays the of the lead girl may also persuade girls who
are not in the typical target audience to watch the film as they may be fans of hers. The points above
are all anchor points which would attract people to the film.

4.  The post production phase in creating a film, is commonly the most
time consuming. It is can be see as a second draft of the original
film as it is possible to change certain aspects in the film for
example , the characters or the plot. Producers gather feedback in
this stage of production to see if there are any flaws in their film,
and if so correct them accordingly. They gather this feedback by
having a “screen test”. A screen test is when the film is previewed to
a small audience before the films release. After viewing the footage
the audience will be ask to either fill out a questionnaire about the
film or to right a review about it. This way the producers and
directors know if they are meeting the target audiences
requirements or not. If they are not meeting the needs this gives
them a chance to fix anything which doesn’t appeal to the target
audience.

5.  Synergy is the sales of related products to the film, it can be anything from
posters, actions figures, clothes etc. In Need For Speeds case the main
synergy is the actual video game the film is loosely based off. This would
help sales for the film as fans of the video games would be more persuaded
to watch it. This film wouldn’t only attract young adults it would also
attracted younger males with toy cars, and accessories.
 USP means “Unique Selling Point”, this is a film which stands out due to
individuality and doesn’t copy other films of the same genre. Need for Speed
is a typical action/racing film so I wouldn’t say that the attractive women and
racing cars are its unique selling point. I believe that since this is Aaron Pauls
first feature film since his success in breaking bad, a lot of people will be
interested in seeing him in new roles. I believe this is Need For Speeds
unique selling point.

6. There are many different media outlets which can
be used to promote the new “Need for Speed film”.
These media outlets range from television shows,
radio shows, social networking, steaming websites
etc. These promotions are designed/used to reach
the largest amount of people possible and then to
inform/excite them about the Upcoming Release,
then to make the audience want to go watch the
film. However This particular film is only
advertised on specific television channels (BBC, E4,
Dave etc.) to reach the intended target audience
which is male teenagers and young adults.

7. In my opinion television is the most effect media outlet when
gaining an audience, as Producers and the director get the
chance to display there film by the use of trailers. This allows
the audience to see and hear the content which could
persuade them to watch the film. I also feel this is an
effective way of promotion as not just the intended audience
watch the trailers but the whole general public who just
happen to be watching the television at the time the
advertisement is broadcasted on air. Aaron Paul made
multiple appearances on television to promote Need for
speed the most notable one being on the BBC show Top
Gear. This appearance linked into the film itself as both the
television show and the film are themed about cars.

8. Another clever way the game was advertise was by
Aaron Paul making an appearance at E3 (Gaming
convention) and talking about the upcoming film. I
thought this was clever as the based target
audience was fans of the Need for Speed game
series, which the film is loosely based off. This
demographic was then shown the trailer of the
film which may have made them want to go watch
it in cinemas. As this was viewable by streaming
on the internet it means that thousands of people
would have been watching from home as they
wouldn’t have been able to go to E3 in person.

9. Aaron Paul was the chosen for the main role of Tobey
Marshall for a number of reasons. As he is a relatively new
actor in hollywood since his success from the show breaking
bad, he is ideal to become the next big male star as his isn’t
too well known yet. Fans from breaking bad would also be
interested in watching Need for Speed as he is the main role,
due to the popularity of breaking bad I would say that is a
large chunk of the demographic who went to watch this film.
I would also say the casting producers chose him as he
would interest young women who may have a crush on him.
Having a celebrity such as Aaron in a film would be great for
profits as they could use his face as the main headlines in
there promotion for the film.