The document provides details about the marketing campaigns for the movies Cinderella and Home. Cinderella's marketing targeted both children and parents through various media platforms like TV, online, print, cinema, and public transport advertising. Home's campaign also used multiple media but targeted specific channels like kids TV and online ads mentioning its half-term release to attract parents. Both films aimed to increase awareness and influence audiences through anchoring techniques and promotions across different forms of media.

1. Hollywood Blockbusters
Cinderellaisaclassicfolk’stale thathas beenpasseddownforgenerationssince the earlysixteen
hundreds;the storyembodiesanelementof unjusttreatmentandtriumphantreward.In2010 due
to the box office successof TimBurton’sAlice inWonderland,WaltDisney Pictures announcedthat
theybe producingan adaptionof the classicfairytale basedona scriptby Aline BroshMcKenna.
Mark Romanekhadoriginallybeenaskedtodirectthe movie,howeverhe wasdevelopingaplot
much darkerthan Disneywantedandthereforeleftdue tocreative differences;aftersome
negotiationKennethBranaghtookover. The movie issettobe releasedonthe 13th
March 2015 and
expectedtobe one of the biggestbox office successoverthe Easterholidays.
The movie plotfollowsalive-actionretellingof the classicfairytale toldtochildrenbyparentsalike
all across Europe.CinderellafollowsyoungEllaandherbattle tofindhappinessinaworldfull of
hatredand injustice.Afterthe tragicdeathof hermother,Ella’smerchantfatherremarriestoLady
Tremaine andiskeentowelcome bothherstepmotherandnew sisters- AnastasiaandDrizella- into
herhome. However,whenherfatherunexpectedly passesawayEllafindsherself atthe mercyof a
cruel newfamilyasherlife isturnedupside down.Forcedtobe nothingmore thana servantgirl and
renamedCinderelladue tohercindercoveredface,Ellamaintainsall hope thatshe’llgetherhappy
everafterdespite the crueltyinflicteduponher.WhenCinderella’sfairygodmotherappearsonthe
nightof one of the grandestballsinthe kingdom, Elladancesherwayintothe heart of the prince.
EverythingaboutCinderellaistargetat younggirls;growingupwe all wantedtohave a beautiful
dressfor everydayof the week,gotograndballsand meetourprince charming.Thisiseverything
that the movie providesuswith;Disneyisone of the biggestconglomeratecompaniesinthe world
and therefore scarilyinfluential.They’ve createdthisidealisticprincessandpresentedittogirlsover
a multitude of mediaplatforms,thereforeprovidingthe perfectmarketingexposure. Althoughthe
happilyeverafteraspectistargetedatyounggirlsbetweenthe ages of 3-10, we needtoremember
that parentsare the one’sthat’ll be takenthemandtherefore playapartin Disney’sinfluence.
Growingup,particularlyformothers,Cinderellawouldof playedapart intheirownchildhoodand
therefore Disneyknowbyrecreatingandrebrandingthisclassictale it’ll cause thatessence or
reminiscenceforparentswho’llwanttopassit on to theirownchildren. Due tothisfactor the
movie hasbeenrateda PG and categorisedwithinthe familyadventuregenre.
Althoughthe announcementforthe movie wasmade in2010, castingand cinematographydidnot
commence until September2013. AsmentionedearlierDisneyisone of the largesthorizontally
integratedcompaniesinthe worldandtherefore financiallystable inall aspect of production,
distributionandexhibition. WhilstWaltDisneyPicturesproducedthe movie it’ll be distributedby
Walt DisneyStudiosMotionPictures.Since the movieisyettobe releasedthe budgethasnotbeen
announced- thiswill become readilyavailable once the box officefiguresare in.
The way inwhichmoviesare marketedhaschangeddrasticallyoverthe years withamultitude of
platformsbeingreadilyavailablemore thaneverbefore.The followingpartof the essaywill explore
Cinderella’scontrastingmethodsof marketing.

2. TV trailershave become one of the mostwidelyusedandsuccessful methodof marketingdue toit
beingone of society’smostcommonleisureactivityanditsabilitytomeetsuchanextensive
audience. Onthe 31st
December2014 the trailerforCinderellaairedonTV’sall acrossthe UK at
midnightinordertokeepwiththe theme of the movie.Inorderto targetthe right audience,
producersensuredthatthe advertisementwasairedonchildren’schannels suchastheirveryown
Disneychannel.Havingtwoyoungersiblingsallowedme todetermine thateventhoughgeneral
channelssuchas ITV didair the advertisement,itwasshownmuchmore frequentlyonkidsTV.
The online marketingcampaign throughweb2.0for Cinderellaisone of WaltDisney’sbiggestones
to date.In 2013 DisneyreleasedFrozen- one of the biggestbox office successandhighestcrossing
movies. Justmonthsafterthe trailerforCinderellawasreleased,aFrozenone beganspreadingall
overthe internetpromotingitsnewshortfilm- the catch?Fansof Frozenhave to pay to see
Cinderellainordertowatch the Frozenshortmovie asit’sonlygoingto be previewedbefore the
screening.The producersknowthatlittle girlswhofell inlove withfrozenwill wantto goand watch
Cinderellapurelybecause frozenisbeingshownbeforehand;they’re usingthe animationasan
anchorage to attract the same audience.
The cinematicpromotionsforCinderellaare asexpected;the trailerisshownduringthe
advertisementsbefore amovie of asimilarif notthe same age ratingbegins. The producersare
targetingfamilieswithyoungchildrenasthat’stheirchosendemographicfortheirproduct.By
showingthe trailerwithinamovie withasimilarrating andgenre they’re ensuringthe rightaudience
isbeingtargeted.Promotionalpostersandacut out of Cinderellaare dotedaroundthe cinemato
keepthe movie atthe back of the mindand influence children.
Publictransportisone of the easiestwaystoensure the a movie ispromotedfarandwide; frommy
ownexperience,manyof timesI’ve beenoutandaboutand foundoutabout a movie because of a
posteracross a bus or at a stop. As well asthisbillboardsare anothereffective methodof marketing;
ina recentstudycarriedoutby Arbitrontheydiscoveredthat71% percentof driverstake notice of
roadside advertisementwhilst56%learnedof aneventorproduct that interestedthem through
this.The producersof Cinderellahave usedbothof these methodsinordertocapture the attention
of childrenasitsonlynatural forthemto be lookingattheirsurroundingsonacar ride.
Newspapersandmagazinesare aneasyway for producers todraw inadultaudiences- parents
who’ll be takingtheirchildrentothe moviesona rainyday. The producersof Cinderellaallowedthe
Guardiannewspapertorelease anexclusivereview of the movie inordertoprovide itwithagood
image,whilstGlamourandThe HollywoodReporter releasedpostersneakpeeksandexclusive
interview inordertocreate hype;these will have beencontracteddealsmade betweenthe
producersandprint mediacompanies.
More oftenthannot a parentwill searchformoviesonline onarainyday;the producersof
Cinderellahave putthemselvesoutthere.Theyhave pagessetuponIMBD, RottenTomatoesand
Movie Insider.Aswell asthisthey’ve made themselvesapparentwithinsocial media- anofficial
promotional page hasbeensetupinwhichyoucan view exclusiveinterviews,trailers,getmovie
updates,cinemalistingandteasers.Due tothe highvolume of trafficonsocial mediaitallowsthem
to increase brandawareness.

3. Withsuch a wide varietyof marketingcome’spopularity andawarenesstherefore creating
discussionsbetweenchildrenandparentsalike;wordof mouthalone isa formof marketinitsown
right.We’re marketingthe movie betweenourselves.
All of the above are examplesof howproducershave targetedthe audience- the marketing
campaignshave beenshowcasedinareaswhere they’llbe viewedbythe rightaudience.
Anchorage isa methodusedbyall movie producersinorderto baitan audience- it’sthe wayin
whichtheydrawus intowatchingor purchasingthe piece of mediatext. Forexample,more often
than nota majorstar will be plasteredfrontandcentre ona posterfora movie he’sstaringin- thisis
knownas star theoryandis a perfectlyexecutedmethodusedagainandagaininorderto attract
audiences.
The way inwhichthe posterfor Cinderellahasbeendesignedisnocoincidence;they’vecleverly
anchoredthe imagery at bothchildrenandparentsinorderto tailorto bothaudiences.The
Guttenbergdesigntheoryhasbeenappliedinordertodetermine the layout-the theorydetermines
that our eyessweepacrossthe page ina seriesof horizontal movements.
Whenwe firstplace our eyesonthe posterwe’re drawnto the dramaticskyline withinthe primary
optical area,we’re thentakentothe strong fallow areawhere we wonderoverthe face of the
protagonistbefore movingtothe weakfallow andterminal arealocatedinthe bottomleftandright
handcorner.
All the imagerywithinthe posterwhenplacedtogetherscreams the movie frozen- one of the
biggestanimate blockbustersof all time.The majorityof ourpage istakenupwitha blonde,
beautiful,youngladydressedinavividblue dress- areal life replicaof Elsainthe eyesof a child.
In the movie Frozenourprotagonistisseentobe wearingina skyblue dresswithherlongblonde
locksflowingbehindher;thisisthe iconicimage thatgirl all overthe worldare tryingto recreate and

4. exactlywhatproduceshave presenteduswithonthe poster.Eventhe tiniestdetailsuchasthe
curlinesswithinourprotagonisthairandpale skinhasbeenmade to appearlike Elsa’s- eventhough
inthe original animatedstoryof Cinderellashe showcasedstraighthair.
One of the mainthemesbehindfrozenisthe weatherandElsa’sabilitytochange it.Withinthe
posterof frozenwe’re presentedwiththisdramaticskyalmostactingashomage to the animated
movie;girls are furtherledtobelievethatit’ll be similar.
Althoughthe protagonisthasbeenmade toappearlike Elsawithinthe poster,thisistoanchorthe
children.Inordertotailorto the parents,startheoryhas beenapplied;the protagonistof the movie
isLilyJames- an actor fromITV’shit dramadowntownabbey.Byplacinga well-known,loved,iconic
Britishcharacteron the posterthey’re increasingthe curiosityof parentswhilstalsoprovidingthe
indicationthatit’ll be agoodmovie since she’sanawardwinningactress.
The weakfallowandterminal areaare where oureyesare drawn to last;withinthissectionthe
movie title andproductioncompanyhasbeenprovided.The Disneylogoalone isananchorin its
ownright- it’sa well trustedbrandbyparentsthat has producedgreatfamilymoviesfor
generations.
Since Frozenwassuch a popular animation the followingposterisleading childrentobelievethat
the movie isgoingto be a real life recreation,thereforecreatingintertextualitywiththe twowhich
inturn anchors theminand forcesparents to take themto view the movie.
In orderto gatherresearchabout audiencesandtheirpreferencesbefore amovie goesinto
production,they’ll use qualitative,quantative,secondaryandprimarymethods. Thisistomake sure
theytargetthe rightmovie rightmovie atthe rightdemographic.
In 2008 DreamWorksanimationboughtthe rightstoAdamRex’s2007 children’sbook‘The True
Meaningof Smekday’- inJune of 2012 it was revealedthe movie wouldbe releasedunderthe title
Happy Smekday,howeverthiswaslaterchangedtoitscurrentcinematictitle Home. Twentieth
centuryfox laterjoinedupwithDreamWorksforthe project as distributors andannouncedthe
release date wassetforthe 27th
March 2015.
JeffreyKatzenberg,CEOof DreamWorksanimationstatedthatthe reasoningbehinditsspring
release date isthatit’sa lesscompetitivewindow.The movieisdirectedbyanimatorTimJohnson
and stars an ensemblecastmade upof Rihanna,JimParsons,JenniferLopezandSteve Martin. The
movie iscategorisedunderthe familyadventure genre andaimstoappeal to familieswithyoung
children- hence the PGratingandhalf-termreleasedate.Howeverthisisalsoapparentbythe fact
that DreamWorksonlyproduce moviesforthisparticularaudience.Withabudgetof $132 million
it’sexpectedtobe one of the productioncompany’sbiggestanimationbox office successes.
The movie plotfollowsanalienrace ledbycaptainSmekandtheirmissiontoinvade earthin order
to avoidtheirenemy- indoingso,theysendhumanstolive onadesertplanetthinkingthey’re doing
thema favour. A younggirl by the name of Tip ison the run to findhermotherLucy; alongthe way
she meetsoh- a banishedalienwhoaccidentally notifiedthe enemyof hispeople’swhereabouts.
Althoughthe plotmayseemasif it’sdesignedforanolderaudience,it’sverysinisterandconsistsof
friendlylookinganimationsandcomical referencesdesignedtoappeal tochildren. DreamWorks
animationsmaynotbe as influential asDisney’s princesses,howeverthey’re comical,lighthearted

5. and alwaysprovide childrenwithanotionof friendshipandlove, makingthemappealingtoall.The
followingpartof the essaywill lookatHomescontrastingmethodsof marketingoveramultitude of
platforms.
As mentionedearlier,watchingTV isone of society’smostcommonleisurelyactivities,hence why
trailersare such a successful methodsof marketing.UnlikeCinderellawhichwasadvertisedon
Disneychannel due tothe stereotype of itbeingagirlsmovie,Home wasairedonmore neutral
channelssuchas BoomerangandNickelodeonthatconsistof a more apparentmixedgender
audience.AlthoughIhave seenthe trailershownongeneral stationssuchasITV,it’s not beenas
frequent;the onlyreasonitis broadcasted onthischannel isto make parentsaware. By marketing
the movie onkidsTV,producersare ensuringthey’re targetingthe rightaudience.
The online marketingcampaignthroughweb2.0for home isdesignedtoattractparentsas they’re
the most frequentusers.The mostapparentaspectforme isthe fact that the youtube trailerand
banneradvertisementsmake itnoticeablyclearthatthe movie isreleasedinhalf term;the
producersare targetingparentsbyprovidingthemwithahalf-termactivity.
The cinematicpromotionsforHome are as expected;the trailerisshownduringthe advertisements
of a movie withasimilarif notthe same age ratingand genre.The producersknow thatthey’re
chosendemographicwillbe interestedinthe movie asthey’re watchingasimilarone already;there
wouldbe nopointin showingthe trailerforHome inan 18 horror movie.Cinematicpostersare
dotedaroundthe cinemainorder to keepthe movie atthe forefrontof children’smind- theywant
themto be continuouslyaware of the piece of mediatext.
Publictransportisone of the easiestwaystoensure the a movie ispromotedfarandwide;frommy
ownexperience,manyof timesI’ve beenoutandaboutand foundoutabout a movie because of a
posteracross a bus or at a stop.As well asthisbillboards are anothereffective methodof marketing;
ina recentstudycarriedoutby Arbitrontheydiscoveredthat71% percentof driverstake notice of
roadside advertisementwhilst56%learnedof aneventorproduct that interestedthemthrough
this.The producersof Home have usedbothof these methodsinordertocapture the attentionof
childrenasitsonlynatural for themto be lookingattheirsurroundingsona car ride.
The producersof Home have joinedupwiththe fastfoodchainMcDonaldsin orderto promote the
movie- itwill be the theme onthe happymeal boxesforchildrenaswell asthe toythat they’ll
receive.The producersare influencingchildreninall aspectsof theirdailylife bycontinuously
surroundingthemwiththe movie.Havingthe toywillencourage themtowanttowatch the movie
and findoutmore.
Parentswill oftenturntothe internettofindanactivityfora rainyday; the producersof home have
put themselvesoutthere.Aswell ashavingpagessetupon IMBD, rottentomatoesandmovie
insidertheycanalsobe foundon social mediathroughtheirofficial Facebookpage-here youcan
findtrailer,exclusive interviews,sneakpeeks,release dates,eventsandupdates.Social mediagains
a highvolume of traffic,therefore allowingproducerstoincrease brandawareness.
A multitude of competitionshave beensetupinorderto promote the movie before it’sevenbeen
released- producersare engagingthe audience andcreatinghype.Anexample of thisisthe one they

6. setup on Facebookonthe 11th
March 2015- the five people whogivethe bestreasonasto whythey
couldgive oha greathome wina plushtoyreplicafigure of him.
At intuTraffordcentre on the 7th
March a boothhad beensetup