Marketing redone

1. Marketing
Trailer:
The trailer of the Descent (which can be found through this link
https://www.youtube.com/watch?v=WhZj0Q9rq9E) has been edited in such a way
which avoids the more boring parts, focusing more on the action packed parts as to
interest audiences. It begins with a slight introduction showing how they get to the
location and who the main cast are, when in fact the movie does not begin in this
matter but instead with the backstory and reasoning to why they set out. Throughout
the rest of the trailer, there are a variety of transmissions which links one shot to the
other, most of which usually contain graphics such as quotes from reviews
exclaiming it is ‘the best horror-thriller since ALIEN’ or words which refer to the
stages of being trapped in the dark (claustrophobia, fear etc). Many of the shots are
also chosen due to what is within it, like special quotes from the characters
exclaiming that sooner or later their lights will go out, which is also used as a form to
demonstrate what the main antagonists are. Finally, as
the trailer progresses, the editing gets much faster than
how it started, increasing the pace of the viewer’s heart
rate and providing a slight sense of urgency which in
turn intrigues the audience to watch the movie for
themselves, and this is supported by the choice of
shots since they include a lot of action and panic
movements. This form of promotion is accessible
through a range of media, from accessing it through the
Internet on Youtube or actual reviewer websites or
watching it before a movie at the cinemas, which
means the cost of watching depends on the method
used.
Poster:
Posters are not very commonly seen in public areas,
unless it is posted outside of a location that is screening
it. For this reason, this method is not used as a main form of advertisement; instead it
could be sold to fans as decorations for their own houses. Likewise, the poster allows
for viewers to read any important pieces of information, such as people involved in
the production of said film and the link to its website, as well as getting a first
impression towards the movie and make up their minds whether they would like to
watch it or not. Various posters of the Descent actually show various images, such
as all members of the cast forming a skull or the main protagonist in a pool of blood
(as shown on the image to the right). Hence, they serve as a way to show off what
various reviewers have stated about their film or as a last effort to attract potential
audiences, as it is a big influence for movie goers since there is a high chance that
they often read reviews written by said reviewers. The pricing for this also varies, as
it can be observed for free in public or it can be purchased for personal viewing or
collection.
Billboard:
The movie’s original billboard is done in a way
which relates to the whole storyline of the
movie, where the protagonists will have to
‘face their fear’ as is shown throughout.
Likewise with the quote, the entire billboard
picture is covered in darkness with the only lit
up part being the protagonist with light from a

2. crack shining on her face, serving as symbolism which gets the audience wondering
whether there is hope for the character or whether she is doomed to wonder the
darkness. It seems to be successful in attracting horror movie fans as it touches
upon a common fear that majority of people have, that being the darkness, making it
better for them as they watch somebody else suffering from that fear alongside
claustrophobia. The pricing for this is much more different to the other forms of
publicity, as there is no real pricing for viewing it since it is mostly placed in an area
where it is visible by drivers or people waling past. The only pricing which would be
put into place would be the amount of money producers would have to pay to have
their movie publicised on billboards.
Campaign Change:
The movie went through a campaign change during its publicity, which eventually
caused the main picture for the billboard/poster to change from what it originally was.
Said changes occurred during the infamous terrorist attack known as the 7/7 London
Bombings, in which a bus that was attacked had an advertisement of the Descent
with the original billboard, showing a woman trapped underground, where the
underground was also attacked during the bombings. Due to this, producers decided
to change their main image out of respect for the victims of the bombings, into the
cast posed to form a skull.
Website:
The official website of the Descent
has a variety of options which
visitors are able to access, from
the synopsis of the movie to the
message boards. As a result, this
website it the movie’s main hub for
fans looking for further information
or to keep up to date with anything
Descent related. As mentioned
previously, users are able to
access messageboards, which
could very well be used to keep in
contact with those related to the
movie and receive news from the
director. This also serves as publicity as it provides an option for visitors to purchase
DVD’s or other downloads. Alongside with the publicity it provides, the graphics
utilised to make sections move and look alive, making it enjoyable to look at whilst
improving the overall look of the site. Overall, Descent’s website is the true central
local for the movie’s marketing campaign, providing all information about the movie
and how to access the product.