The document proposes a poster campaign for the action film "The Runaway". It includes: - Three poster sizes: quad, front of house, and billboard - The film is about a man on the run from both the law and inhabitants of a small city - The posters will feature the main character and setting to increase interest - The posters will have a dark color scheme and mood to match the film - The target audience is young adult men who will relate to the main character - The posters will be shared on social media and displayed publicly to promote the film.

1. POSTERCAMPAIGNPROPOSAL
PROJECT TITLE
The Run Away
FORMAT & SIZES
Quad (40”x30”)
Front of house (10”x8”)
Billboard (80x90)
PURPOSE
Entertain and Inform
DESCRIPTION OF PRODUCT (GENRE & PLOT ELEMENTS FEATURED)
I am going to produce a film poster campaign for an action film as part of the promotional
materials for the film ‘The Runaway’.
The film is about a man on the run from the law. He goes to hide in a small city, however the
people who live in the city are against the idea of an outsider coming in, meaning the runaway is
on the run from the police and the inhabitants of the city.
The plot elements that I will feature are setting, and the main character. The use of setting will
increase the interest around where the movie is set and why it is set there.
Including the main character in a movie poster will increase interest in the movie especially with
fans of that character so it will bring in even more viewers.
OUTLINE OF STYLE
For the first poster which will be the ‘leak’ poster it will be a dark image with the protagonist in
the forefront of the picture. They protagonist will have a hood over their face to cover as I sign of
them hiding from someone or something. The colours would primarily be dark colours.
For the second poster it will be a dark image to follow the theme of the first ‘leak’ poster. In this
image it will be a long shot of the main protagonist in a tree. The protagonist will have the hood
over their face to continue the theme of them hiding.
In the third poster the protagonist will be pictured as running away from something or someone.
This will then link to the title of the film. This will also be a dark themed colour scheme to carry
on this theme in the campaign.
IMAGE LIST & BRIEF DESCRIPTION
You might not have specific images in mind yet but you will have a general idea from your
research, so write a list based on your previous research (if you don’t have a clear vision). You
must say why you have chosen these shots if you’re aiming for a merit. It might be easier to do a
bullet point list for each poster.
FONT LIST & BRIEF DESCRIPTION
Fonts – Chaos! – Suits the fast-paced theme of the genre
Devastated – For tagline
Robot Crush – Title
Universal Accreditation – Billing Block

2. POSTERCAMPAIGNPROPOSAL
TARGET AUDIENCE (AGE, GENDER, LIFESTYLE, INTERESTS, SPENDING
POWER)
Age: Young adults (18-24)
Gender: Mainly Men
Lifestyle:
Interests:
Spending Power: Average, open to all.
HOW THE POSTERS WILL APPEAL TO THE AUDIENCE
The posters will appeal to the target audience because the main character is of a similar age. This
will make it easier for the audience to relate. The main character is also wearing a hood which
will cover parts of his face in the posters, this will increase the mystery of who the main character
is
DISTRIBUTION
Distribution is, the action of sharing something out among a number of recipients.
The use of a poster is a good form of distribution because it can be easily shared to multiple
sources and also allows fans to easily share the poster with their friends and social media
Posters are continuously used between different media sources to promote up and coming
releases, it is a very effective technique as anyone is able to view a poster as it doesn’t necessarily
use social media.
MARKETING - HOW & WHERE THE POSTERS WILL BE ADVERTISED
The poster will be advertised via social media and in public locations.
The posters will be displayed on Instagram and Twitter. The teaser poster will be originally
shown on twitter as a ‘leak’ to increase interest around the movie. On Instagram segments of the
poster will be uploaded over a week to end up making a bigger image of the poster on the page.
By uploading segments of the poster each day, the ‘hype’ around the movie builds up throughout
the week of reveals.
The poster will then be placed around public areas after the social media reveals, they will be
mainly placed in built up areas such as food areas, cinemas and any public area with huge crowd
attention. They will also be placed on buses as this will then be a moving advertisement and will
increase the amount of advertisement.
POSITION IN THE MARKETPLACE

3. POSTERCAMPAIGNPROPOSAL
The posters follow a similar but different baseline to the ‘Taken 3’ campaign I researched. By
incorporating a similar baseline it will mean the posters will more easily fit into the marketplace.
RESOURCES
Camera
Tripod
Photoshop
Lightroom
PERSONNEL
Graphic Designer: Jake Fisk
Photographer: Jake Fisk
List of actors names that you are going to feature in your posters.