The document provides guidance on how to write an analytical essay comparing the impact and effectiveness of two promotional methods used to market a film. The summary should be: The essay should introduce film genre, marketing, and cross-platform campaigns. The body should analyze a film poster campaign in detail, focusing on imagery, taglines, and targeting audiences over time. It should also analyze a film trailer by discussing its construction, shots, sound, and how it engages audiences. The conclusion should review how effectively the coordinated campaign promoted the film and interested audiences.

1. OUTCOMES
Analytical Task [AO2 – 20 marks]
Compare the impact and effectiveness of two promotional methods used by one film
Research and planning task [AO3 -10 marks]
Design and research a campaign for a new film
Film poster – using original imagery/ Web site home page – using original imagery
Storyboard for a trailer – photobased/ sketched
FO: I can convey information, describe events, explain processes or concepts, and combine ideas in different
ways
LO: how to understand genre and marketing
How to write an analytical essay: This will make your work better
Structure:
All work needs to have a beginning – an introduction. This should outline what genre is and what
marketing is. You also need to discuss how film marketing works on a cross platform level – and
those campaigns for films are unified and involve slowly targeting an audience months in advance in
order to maximise revenue streams.
Body:
The body of your work should then be a close analysis of the poster campaign – beginning with the
teaser poster and developing your ideas as the campaign develops. You need to focus on the actual
colour scheme, main image, taglines, titles, billing blocks, casting etc in a way that demonstrates
your media knowledge.
Basically you should deconstruct each one, through denotation and connotation and explain what
the poster represents. All the while linking this to the development of how genre operates and how
the marketing reaches its target audience. You need to use linking phrases if you intend to
paragraph your work in an essay style. If not then adequate sub headings will be required.
You then need to discuss the trailer. This should be in relation to its construction and the codes and
conventions it uses to engage an audience and reveal more about the narrative. You must use shot
detail and discuss all the other elements, such as sound, edit, performance and graphics [the use of
the title etc]
All the while you are keeping in mind that this campaign works together to support the promotion of
the film.
Conclusion:
Once you have deconstructed all the promotional materials then you need to review how effective
the cross platform promotion has been. Have all the elements working in conjunction developed
the target audience’s understanding of the film and made them want to find out more or is there
one element in the campaign that is stronger than another. You need to decide based on your
analysis.

2. LOOKING CLOSELY AT FILM
FO: Understanding, analysing, synthesising and evaluating: To help me develop an informed view, I
am learning about the techniques used to influence opinion
LO: how to understand genre and marketing
TECHNIQUE EXAMPLE EFFECT ON VIEWER
Genre –what
typical features
are there?
Target Audience
Music or
soundtrack
Sound effects
used (SFX)
Voice over
Lighting
Camera shots:
how is the
camera being
used?
Location
Pace
Emotive
language
Repetition

3. Use this to make notes on a film poster
FILM POSTER EVALUATION: Now you have completed your film poster you will need to write an
evaluation of it to finish the coursework. Using the frame below make detailed notes on a
poster.
What is the title of the film? What connotations does it have? How does it tell the intended
audience what the genre of the film is? Make sure you discuss what the title conveys.
Who are the stars in the film? Discuss where their names are placed and what this suggests
about the film and their importance.
Main Image and background. Here you need to describe what the main image is? What the
image suggests about the genre and storyline of the film. Remember to discuss expressions,
costume, lighting, body language and size of the image or images.
Tagline and other copy: Explain how the tagline and other copy give clues as to the narrative of the film?
How do the quotes anchor the action within the film?
Use of colour and font. Discuss the overall use of colour and font. What does this communicate about the
film?
Target audience. Who does this film appeal to? Why? Relate this to the overall poster layout and rating.
Discuss the type of movie fan who would go and see the film.
Evaluation: Is this an effective film poster? Explain your reasons.