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TASK 2
1. How effective is the combination of your main product and ancillary
texts?
2. Brand Identity in Film Marketing
During previous research I looked into the marketing campaign of ‘Warm Bodies’, this was a zombie romance
film directed by Jonathan Levine, which stared Nicholas Hoult and Teresa Palmer. To begin with the film
released a poster with the two characters and the film title on it, this was in June 18th 2012. Next another
poster was released that gave a little more insight into the film, showing one of the characters as a zombie,
with the slogan ‘COLD BODY, WARM HEART’ across the poster, this was in October 20th 2012. The first
official trailer was released on November 8th 2012, followed by the second trailer on December 3rd 2012. This
was the first time the audience learnt a significant amount the characters and film scenario. These were
followed by 12 more posters that adapted the storyline created by the trailers. This form of advertising made
the film interesting to a larger target market as people had to wait to find out what it was about, it wasn’t clear
from the very beginning of its advertising.
While creating our teaser trailer, poster and magazine cover for ‘Christmas Cavern’, we used a similar style.
Our poster and magazine cover, which would have both been released before the teaser trailer, both show
only a single character and a single location. From this the audience cant tell what our film will be about or
even who our bad or good characters are, they both only hint at certain aspects of our film. The films storyline
and character information only becomes clear once the teaser trailer is watched.
4. Establishing Brand Identity- Technical Features
Our brand identity was originally established through the use of our poster, the first of
the three media types that was finished, out of the poster. Magazine cover and teaser
trailer. The graphics we chose to use was the main focus of the overall advertising
scheme, the Santa character. We chose to do this as the character is very memorable,
allowing the audience to establish a bond between the three media types when the
character is seen. The colours used were mainly black and red, this was to keep in with
the conventions of both traditional horror film conventions as well as our films own
conventions, this could be used throughout easily to establish a connection. We also
used our tagline, ‘Be good for goodness sake’, throughout all three media types,
allowing a connection to be made there for the audience as well.
It wasn’t until the teaser trailer that a large amount of information about our film was
introduced, as this media type added three more characters as well as a setting and a
narrative storyline for the audience. This worked well as it fit in with the mysterious
conventions that we wanted to be associated with the conventions of our overall
project.
5. Establishing Brand Identity- Message Creation
Throughout all of our products we tried to make it so that they all showed the horror genre
side of our film, it wasn’t until the teaser trailer that the teen aspect was introduced, this
was because we didn’t want to give any character information of storyline away. For
example in all three products we have used dark colours and made blood splatters clearly
visible for the audience.
Each of the products have suggested the same narrative themes, however the magazine
cover and posters narrative themes were vague to add a mystery element for the
audience. However any unanswered questions were shown in the teaser trailer.
Each of the products do show the Santa character, with the second and third media
products, the magazine cover and teaser trailer, introducing settings to the audience.
These characters and settings are all presented in the same eerie way, through the use of
darkened filters placed over all three media products.
All three media products emphasise the horror aspect of the film, its not until the teaser
trailer that the teen aspect is introduced, however as our target audience is 18 to 25 year
olds so therefore the characters and audience would be the same age, therefore the
target audience would still watch it.
