The document discusses how creating a consistent brand identity across marketing materials is vital for film promotion. It analyzes how The Social Network successfully built its brand identity by using the same character, Facebook layout elements, and color themes in its teaser trailer, magazine cover, and poster. This made the materials instantly recognizable as being connected to the same film. The document then describes the marketing campaign created for the film The Unfinished Business, highlighting how it establishes a clear and consistent brand identity through the characters, narratives, color themes, and text styles portrayed in the teaser trailer, magazine cover, and poster.

2. Brand Identity
• Creating a brand identity is vital for any film marketing campaign
because it builds up the films reputation through a relationship
between lots of materials such as a teaser trailer, magazine and a
poster. The aim is to make the visual elements all linked and
understanding so that the audience can easily and instantly recognise
the film. We aimed to create brand identity throughout our materials
in many different ways such as Titles, characters, character
representation, colour themes and more.

3. Successful Brand Identity The Social Network which is a very similar film to ours created a
very successful brand identity through their marketing campaign
materials. They did this through lots of different conventions such as
they used the same character in all 3 of their pieces which meant
that this character became very recognisable to the audience as he
is on the cover of the magazine and the poster and dominates
screen time throughout the teaser. This represents he is very
important and will be either the protagonist or the antagonist in the
film. Another way they linked all of their materials was through the
use of Facebook. This was what the film is all about and they used
Facebooks layout throughout such as for the magazine cover they
have lots of Facebook profile pictures on the cover, on the poster
they had the Facebook search bar on the side and in the teaser they
have a shot of the Facebook comments section therefore they have
featured Facebook on all of the materials and this will become
recognisable to the audience. This was very important to making
sure the film is successful as if the teaser, poster and magazine
cover were all completely different the audience would not
recognise them as one and the film would be a lot less successful
than it is. The target audience for this film is very easy to figure out
as it is for teenagers who are using social media. This is because
Facebook is the most popular social networking site and is used
primarily by teenagers and the use of the site throughout the film
and having it feature on the poster and magazine cover represent
that it is based on this which pulls in teenagers very well and means
that all of the materials are appealing to the target audience.

4. The Unfinished Business Marketing Campaign
These 3 materials are our final marketing campaign
materials. As you can see we have created a brand
identity very well throughout all of the pieces in many
different ways and we have followed lots of the ways that
social network used so that our marketing campaign
makes the film recognisable and well known.

5. For our magazine cover we made sure that
we featured our 2 main characters as in
most of the magazines I looked at in the
research the main characters were featured
on the front therefore we felt it would make
them recognisable and as we featured them
on the front of the poster and they
dominate screen time in the teaser trailer it
was only right to have them consistently
feature as the main image so that it speaks
to the audience and appeals to them as they
are the main characters and will be what the
film is about. The narrative is also linked
across the materials as in the teaser trailer
James is represented as the character who is
uninterested and always below Amanda and
uninterested. This is then represented in the
magazine cover as well because James is
behind Amanda and not looking at the
camera which shows his disinterest. This is
then represented in the poster as well
because once again he is not looking at the
audience which shows he has other
intentions whereas Amanda is.

6. As you can see for our poster we got inspiration
from The Social Network for the text style. We
thought this was a good text font and style to use
because it is simple yet stands out therefore the
audience will recognise it very easily. We also
wanted to use this style as this quote is used in the
teaser trailer as well therefore it links the materials
and creates a successful marketing campaign with a
clear message which is that the business is not
strong and the 2 characters are not getting on.

7. The colour theme was very important to us for
creating a brand identity and making the film
recognisable for the audience as we did not want to
have very contrasting colours throughout as it
would confuse the audience and wouldn’t be very
recognisable. The primary colour we used was a
dark blue as this is quite a dark colour and
represents danger which links to the narrative of
James carrying out illegal acts to try and get some
money. We also used white colours for our font and
text as this stands out on the dark blue so that it is
recognisable for the audience. However in the
magazine we did often use red however this was to
match the Empire branding as their title is red. I
think that the characters are represented in the
same way throughout each material because in the
magazine and poster James is shown to be
disinterested and Amanda is shown to be the
interesting one who is focused on the main
attention which is the business. This is also
represented in this way in the teaser trailer because
James is often shown to be looked not bothered
about their business and starts the argument in one
of the teaser trailer scenes.

8. Our target audience is established very well throughout the marketing campaign and all 3 of our materials link to
the target audience. Our primary target audience is teenagers as the dramatic events appeal to them and the young
characters will also attract a younger audience. The teaser trailer appeals to our target audience because the screen
time is dominated by the young characters. Our poster relates to our target audience as it also features the
characters and the magazine does this as well. I also think that the use of language throughout our pieces are also a
way we relate to our target audience as the vocabulary is simple and does not have lots of old words or very long
words that are unusual.
As you can see the text style is linked throughout all
of our materials. We have maintained the same style
in all of our materials which is a simple white font
that is quite thin however is bold at times such as the
titles is bold so that it stands out, we maintained this
style in all of the materials so that all of the materials
are linked and give the audience the same message.

9. The teaser trailer is definitely the key material used for
establishing a brand identity and is the primary source for
representing the movies narrative, colour themes, character
representations and text style as they all feature within it and it is
the most viewed campaign material out of the 3.
As you can see from the teaser trailer the screen time is
dominated by the 2 main characters James & Amanda and they
are represented quite clearly in the teaser as James is shown to be
the person who is rude, uninterested and mischievous. Whereas
Amanda is always focused on the business and the good side of
life. This links to the poster and magazine as the characters are
represented in the same way on the still shots. The text is shown
to be the simple, white and thin style we have used throughout all
of the pieces and the narrative is show in the teaser as it starts
showing Amanda and James grow up however ends on a cliff-
hanger with James doing something wrong and this pulls our
audience in to want to watch the film to see what happens. This
also links to the poster as we used the quote ‘Are you trying to
ruin our business’ as the main text on the poster which makes the
audience want to know what’s happening.