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1. Research techniques
Mainstream:
Being sold at popular stores can also be an indicator. Hollywood and
Bollywood movies are usually considered mainstream and also
blockbusters. The boundary is vague. An example of the opposite of
mainstream movie is typical art films. An example of a mainstream
film would be the Incredibles.
Alternative:
An alternative film is a film that is produced mostly or
completely outside of the major film studio system, in addition
to being produced and distributed
by independent entertainment agencies. An example of an
alternative film would e jaws.
Niche:
An art film is typically a serious, independent film aimed at
a niche market rather than a mass market audience. An
example of a niche film would be where do we go now?
Gender: whether the target audience is aimed at male/female.
Age: what age category the target audience falls into.
Socio-economic status: Socioeconomic status is an economic and sociological combined
total measure of a person's work experience and of an individual's or family's economic and
social position in relation to others, based on income, education, and occupation.
Psychographics: the study and classification of people according to their attitudes,
aspirations, and other psychological criteria, especially in market research.
Geodemographic: In marketing, Geodemographic segmentation is a multivariate statistical
classification technique for discovering whether the individuals of a population fall into
different groups by making quantitative comparisons of multiple characteristics
Sexual orientation: a person's sexual identity in relation to the gender to which they are
attracted; the fact of being heterosexual, homosexual, or bisexual.
Regional identity: Regional Identity refers to which part of the United Kingdom someone is
from.

2. https://www.surveymonkey.co.uk/r/WDR9257
Exit poll analysis
As a test to find out different marketing techniques when i went to watch the Bridget
jones’s baby film I created an exit poll on survey monkey and handed these out, these are
the results I found.
The first question sked n my survey was “how old are
you” 25% answered under 16 and 75% answered 6-18
which shows what time of people went to go and watch
the Bridget jones’s baby film, as nobody answered over
18 showing younger audiences were going watching it.
The second question in my survey was “what is
your gender” 100% of people answered female,
this how’s what type of filmthis is, its aimed at
females mostly as you can see all females were in
the cinema watching the film.
The third question I asked in my survey was “what is our
favorite genre of film?” 50% answered comedy, 25%
answered horror and 25% answered romance, which again
shows that audience type as the film is a comedy romance,
and all together 75% of my survey answered comedy
romance.

3. The fourth question on my survey was “Where do you see
movies advertised” 25% answered twitter and 25% answered
Facebook and 50% answered TV, this shows what type of
marketing techniques for films are now used as most people
answered to do with social media and nobody answered
billboards / busses which is usually the way we would think of
them being advertised.
The fifth question on my survey was “where did you see
Bridget jones baby movie advertised?” 25% answered
Facebook, 25% answered billboards/busses 25%
answered trailer and 25% answered TV, again this shows
how the marketing techniques are used through social
media.
The sixth question on my survey was “what attracted toy to
watch Bridget jones’s baby rather than Blair witch”? 25%
answered movie poster, 25% answered trailer and 50%
answered that they enjoy this film, this shows that other
than people liking the film, movie posters and trailers
persuaded people to watch it through these marketing
techniques.
The seventh question was “would you change
anything about the film?” 100% answered no
maybe suggesting the filmwas really good.

4. The eighth question was “what form of social media do you use
the most?” 75% answered snapchat and 25% answered twitter.
The ninth question was how often
do you go to the cinema a month?
75% answered 1-5 times and 25% answered 6-15 times.
The tenth question I asked was “what do you do in your spare
time?” 50% answered shopping, 25% answered going to the
cinema and 25% answered other, showing the type of audience for
this film, mostly girls enjoying shop

5. Poster analysis
The main colours in this poster are pinks and
purples, shown in the text, they connote that
the film is mainly aimed at females.
The main figures of this film
poster, are the three actors
Renee Zellweger, Collin firth
and Patrick Dempsey, they
take over ½ of the page,
showing they’re the
important people of the film,
the centre of attention and
what the films all about.
Terminal area.
Primary optical area- as first
of all we look here see the
actors name and the name of
film then look straight down
and see the terminal area
where the actors are.
Weak fallow are- its
lots of writing and
not many people will
be that interested in
reading it.
The mode of address is direct
mode of address as the actors are
looking straight at you to make it
look personal.

6. The main colours in this film poster are
black and red, connoting death/ anger/
blood/ dark/ cold, just portraying a not
very happy feel to the film
The whole film poster
is basically lots of
tress and branches
filling the whole page
which could mean
somebody’s bones
and the red behind it
could be the blood as
we know it’s a horror
film from hearing
about it.
Primary optical area is the
background of the filmposter
wroth the tree branches then the
terminal area is the name of the
film and the date its coming out
as there’s not much on the film
poster to say much about the
film, they’re making you wait to
go and watch it.
The mode of address is indirect
in the film poster as it doesn’t
tell you much on it.

7. Trailer analysis
When you first watch the Bridget jones’s baby trailer the genre conventions such as the
audience it is going to be a funny, happy, light-hearted film, straight away she is giggling to
herself showing its funny, also the lighting, its bright high key lighting, showing a high bright
positive vibe to the film, although we know as we go on the watch further in the filmtrailer
there are some sad parts but it’s still really happy, when the sad bits happen they use a
darker lighting to connote sadness, which anchor the audience to the genre of a light
hearted happy filmalso known as a romantic comedy genre.
From watching the full trailer it gives you a sense of the narrative, if you have watched
previous Bridget jones movie you will know she is not very lucky when it comes to love, and
it looks like the man she has always loved and another man are fighting for her however one
of them is the dad so they’re both trying to impress her, which is very interesting to see to
men fighting over her, as it adds something different to the film, however we don’t know
who is the dad or what happens in the end, which make you want to know so although they
give a lot of the filmaway they don’t give it all away!
The editing in this movie trailer fits very well with what going on at the time, for example
when they play music behind it they edit to the beat of the song and add the music when
everything is going good. Also the camera angles have been used very well, when things are
going wrong and you want to see their facial expressions as its very awkward sometimes,
they use a close up to show their facial expressions which really do make you laugh.
The 5 key areas of genre as defined by Nick Lacey and used by media analysts: Character,
Narrative, Setting, Iconography and Style. Lacey sees these elements as not being fixed, but
dynamic and ones that change over time. When applying these 5 key areas to the Bridget
jones baby film, the narrative is shown throughout the whole trailer as being light hearted
and happy as I mentioned before. The setting of this film is set in London, borough marker,
set in her flat, bedroom and the hospital it also goes on to show her life, her work life and
love life, as she now has a new job which she spends a lot of time there so it looks like she
will be there for a lot of the film. The fact that Renee Zellweger is in the filmagain attracts
the audience to the film, as if you have watched previous films you grow the love this
character as she’s funny and for some women out there maybe they can relate to her as
she’s showing not everything perfect and you don’t always end up being lucky when it
comes to love. Also the other two main characters Patrick Dempsey and Collin firth attract
the audience to the film as they are attractive and this makes the audience more likely to
want to see it rather than if they had two unattractive character in. The iconography in the
film trailer is the binary opposition between the two men, jack quant is slightly causal and
mark Darcy is very professional and always wears business suits, showing he has more
powers, more manly maybe compared to jack. The style of the filmtrailer is very modern
and upbeat by playing an upbeat song by jess glynne, cutting to the beat with different
shots of the filmwhen they songs are playing, also using non- diegetic sounds by when clips
are playing from the filmthey use Bridget’s voice for a voice over, also when she writes a
‘diary ‘they use a keyboard sound. Also the use of mise en scène, which links to the setting
of the film, being in London in a small flat.

8. Summary
There are lots of different marketing techniques out there to promote films now, the reason
film producers use these marketing techniques is to get more people to watch the film and
using a few different techniques that are aimed at different people get different audiences
to watch films. A few different examples of marketing techniques are trailer, social media
including: Facebook, twitter, snapchat, Instagram etc. billboards. Busses, TV.
As I went watching Bridget jones’s baby movie, I was researching a lot about the different
marketing techniques, as whenever was out I saw so many adverts on billboards/busses
whilst just walking around promoting the film , also I have seen the film being advertised on
food such as aero chocolate so maybe aero chocolate are sponsoring the filmas this is a
good way of promoting films as so many people buy chocolate and just seeing that on the
wrapper makes people think about going to watch it.
Personally I think social media marketing campaigns are the most successful, as in today
society social media is so big and nearly everybody has it except older generation who
would probably see adverts about films on TV/ billboards. Rom my survey results it shows
this as most people said social media and my target audience was 16-18 year olds which
makes sense as these sort of people are always on social media.