The document discusses using below-the-line marketing like web 2.0 and social media to promote an independent film. This targets the film's niche audience of educated, particular viewers. Teasers, behind-the-scenes footage, and interviews will create awareness and interest. Short clips shown online and on TV will generate desire among viewers to learn the full story by seeing the film. Staggered releases of promotional content are aimed at driving the audience to take action and view the film.

1. We decide that our film best suits the requirements for
an independent film so therefore we needed companies
that were known for their independent films to produce
and distribute our media product
Also due to the type of audience that we feel that our
product attracts are those that are going to be highly
educated and particular in what they want to watch so
they will be part of a very niche market. Which these
two companies will know how to target.

2.  We have chosen to go with Film4 and warp films to co-produce. The reason for this is that they have
worked together many times before on films that are similar to our productions they are films like
‘This is England’ and ‘Tyrannosaur’ these films are very successful so that shows that these two
companies know what they are doing and are very likely to help and have a lot of knowledge of what
would be the best for the type of production that I am looking to make
 As well as having produced successful films in co-production with film4 Warp films are known for
producing ‘social realism’ films. So they will then be able to give advise on what to do that will appeal
to the specific audience in a better way than what is planned to happen. They will also be used to
working with the limited budget that we have available to make the film so along with film4 they will
have the knowledge to be able to suggest ways to produce a high quality product that is within the
budget they are provided.
 By using two production companies it is giving a slightly larger budget than what a normal
independent film would achieve as they do not always gain the ability to be vertically integrated
which means that the company can do more than one stage of production, distribution and
exhibition by itself without further input. This is a difficulty that big conglomerates do not need to
consider as they have the sufficient funds to support this.
 An advantage to using film4 as well is that they are willing to fund up and coming directors or any
independent films they do this to help a new generation of film makers make a name for themselves
and with the additional funding of film4 they are then able to create something that is closer to the
reality and the idea that they came up with. As well as doing this they can give slots to air the film on
TV.

3.  Production, distribution and exhibition are there different stages to making , marketing and releasing
a film.
 Production- usually involves the planning and making of the idea so looking at cast, locations
shooting schedule, Filming and everything that goes into the overall making of the media product.
Within our production due to the production companies that we have chosen as we are an
independent film, we will be given a low budget to use, this would mean that we would obviously have
a limited amount of money to spend on many different things so when comparing the type of
production we will have to a large conglomerate it is very different. We will use local locations to
shoot in that are relatively small as the bigger they are the more expensive they get, we will also be
using real locations that are already used by the public unlike a large production who will have a big
enough budget and be on a very large set to have the ability to create very detailed sets for the
characters.
 Distribution- is the stage where the marketing of the film happens and when the product is delivered
across to the specific audiences that it will appeal to. For this particular section we will use Studio
canal UKs. They have been known for releasing similar type of films as to ours. They would decide on
exactly how we are going to market the media product so if we are going to use web 2.0 marketing
approach which is cheaper as it is classed as below the line marketing, or use other forms of media to
distribute our product which can be quite expensive. Some specific ways in which our film will be
promoted will be through web 2.0 as it is below the line so it is very cheap on this we will show video
clips, posters and most importantly the trailer to indicate what the film is about.
 Exhibition- This is the final part of the process, it is where the product is shown to the audiences
including critics and different review companies. Then the film would go out to the cinemas and our
production is most likely be going out to the independent cinemas but also on some TV spots
especially as one of our producers includes film4.

4.  Well for our product I feel it would be most appropriate to use below the line marketing like web 2.0
which appears on converged devices especially on twitter and Facebook, the reason for this is that
both our primary and secondary audiences are very likely to see the marketing of the film and would
have easy access to looking at the marketing online.
 Our secondary audience are 20 year olds are digital natives , fox thinker people as they have been
brought up in the world of technology and the internet. Due to this some of them are part of what is
called gauntlets making and doing culture as they are beginning to make their own media products
and are placing them online and some of them are doing very well out of this, making them an active
audience as they are likely to cast their opinion of the film online in many different forms which many
people are then likely to see and read.
 So I would say that our choice of below the line marketing is very appealing to our audience and so
therefore is suitable for them. This also includes the our primary audience as they are within an age as
well as our secondary audience where the internet and the use of the internet is becoming a necessity
within society so they are very likely to have some form of knowledge of the internet and how to use
it.
 Therefore the type of content that I would produce to go online would be things like exclusive clips of
the film, the teaser trailer, interviews with the cast both in video and q&a form, behind the scenes
videos that look at what goes into the costumes set and camera work then I would also place the
poster online as the main picture for all the social media websites. So therefore we will have also
created our own social media pages and used them throughout the making and release of the film.
 Some of these poster would be useful amongst newspaper and being put up around the different
cities that the film will be shown in to gain local interest in the film. The trailer for the film may also
be shown on YouTube and imdb which will gain further interest and it will also be shown on TV rarely
through the co-production of film4

5.  Our film can also benefit from Web 2.0 when looking at Gauntlets making and doing theory.
 The making and doing theory is where there has been a rise in the use of technology over the years and it has
now become a normal thing for regular people to post their own videos online on many different platforms of
websites, such as YouTube.
 Suggesting that there is a new generation of ‘producers’ making ‘new medias’ which have never been created
by the mass conglomerate ‘professional’ companies. Examples of this would be YouTube bloggers.
 This is now leading to more independent types of films that challenge the way in which people see things and
their perceptions. As these individuals have no support or links with any type of company so they are not
controlled, so are left to do whatever it is they want .
 Due to the use the fox thinkers in our audience that are digital natives they are creating their own reviews on
websites either by film or us general blogging, So the reviews that they give us can have an affect on their
audience that they have gathered as they then may be influenced to come and see the film.
 Synergy marketing is where two or more different elements of a media conglomerate work together to
promote linked products across a large area. I don’t think that our film production companies will consider
this and the reason is that it can become to expensive, this is important as they are only small companies so
they do not have the funds to be able to create this types of marketing. However some independent films have
shown that this is possibly with a large range of production companies to support the film. This example
would be kill list who was co –produced by rook films who decided to release a vinyl record on limited edition
from their website. This was aimed at the same niche market as the film would have been so this is a good
example of successful synergy within independent films. However as our soundtrack will be mostly original
pieces it may be a good idea to upload free versions that can be listened to on YouTube or sound cloud as this
is attracting the digital natives within our audience.

6.  The AIDA scale is used within marketing of a media
product and also the advertising. It stands for
Awareness, Interest, Desire and Action.
 AIDA is a scale that shows and describes the different
things that the consumer goes through when
interacting with the media product
 This scale can be applied to our media product like
this:

7.  Through our use of below the line marketing web 2.0
will allow our audience to become more aware of the
film the we have made and what it will be like due to
different things that will be shown and can be seen on
the converged devices

8.  Releasing teaser trailers
 screen shots of different parts of our production
 Behind the scenes videos
 Interviews with the cast members
 will help to intrigue the audience as they will want to
know what is happening next or how things will end
up at the end of the production.
 Creating INTEREST to the film and make them feel
like they need to watch it.

9.  The desire of the audience can be met by releasing short clips of
different parts of the film online or on TV. As they can then be viewed
on different websites, and TV channels .
 Also due to the production company film4 and their support they will
be willing to show the film on their TV channel, so therefore they will
need and want to advertise when it will be showing on their channel.
This then is giving the audience a chance to see the short clips of the
film easily on their TV without feeling the need to go online and search
for it.
 This clip will be long enough that the audience will be able to gather
parts of the narrative but not enough to know the full story . Giving the
ability for our target audience to decide on whether or not it would
satisfy their needs.
 This can be decided according to Bulmer's and Katz gratification
theory as some members of the target audience may be looking for
something that entertains them however I think for our specific
audience it will be information and personal identity.

10.  With a combination of all the different types of marketing used such as web 2.0
and social media as well as the Knowledge gained from the short clips that will
be shown then the audience should feel as though they know whether or not
they want to go and view the film. Also whether or not they want to know the
full story and watch the whole film fully.
 These short clips will be in parts of the film that are not a key part but are
significant within the plot line of the film as this will be likely to retain the
interest of the audiences. So it will just leave them with loads of unanswered
questions and due to the audience types that we have chosen they will feel a
significant need to find out the answers for themselves by going to see the film
and not hearing it through other.
 This will be done on social media through staggered release of the short behind
the scenes videos and this will then eventually lead up to the release of the film
trailer. As the staggered release will generate a lot of interest, this will also be
supported by the release of the poster. More exclusive clips will be shown to
those that look at the social media pages as they seem to be the types of people
that are slightly more interested than others so it is important to grab their
attention, which can be done this way as they feel like they are getting to see
buts of the film that others wouldn’t ever be able to.