The document outlines the marketing steps taken to promote the film "Salt" which starred Angelina Jolie. Step 1 was identifying the target audience as fans of action, thriller, and mystery genres and Angelina Jolie. Step 2 involved the release of the first teaser poster featuring Jolie in character. Step 3 was the release of the first trailer showing scenes of action and intrigue. Step 4 was the launch of the official website which provided plot details and promotional updates. Step 5 discussed television advertisements and cross-promotional partnerships. Step 6 reviewed additional media coverage and publicity efforts, including a promotional game tied to the film's plot.

1. THE MARKETING OF SALT

2. Step 1 – Having a specific target audience The film is aimed at mainly people who are into the genres including; action, thriller, spy, mystery. Also the film would attract the audience of Angelina Jolie fans. This is because they would have enjoyed her other films she has starred in and would like to take a look at her new materials.

3. Step 2 – The first teaser poster One of the first teaser posters featured Jolie staring intently at the camera while wearing a dark black wig, all the better to heighten the sultry feel of her glare. The “who is salt?” caption leads the viewer to ask questions about the film already. There was never a second poster!

4. Step 3 – The first ever trailer The first trailer opens with a Russian spy being interrogated by the CIA, including Salt. The trailer contains multiple action set-pieces, including Salt jumping off a bridge, knocking out the cops who have her in custody and veering a cab off another bridge . A second trailer opens with Salt in custody and escaping but then rewinds to the same interrogation of the Russian spy.

5. Step 4 – The beginning of the official website Once you do Enter the Site, the first bit of information in the sidebar menu is The Salt Dossier, which basically moves you through the outline of the movie’s plot with a combination of biographical information on the characters and clips from the film. The movie’s Facebook page and Twitter profile are filled with promotional updates with new clips, photos and links to the appearances Jolie and others were making in support of the movie as well as healthy prompting to play the Day X Exists game.

6. Step 5 – Advertising and cross-promotion The TV spots run for the movie more or less retain the basic framework of the trailers, that of showing how Salt is on the run because of some misunderstanding over whether or not she’s a Russian spy. There was no information on the websites for either of the two partners the movie’s page mentions of what those partnerships entailed. The Royal Purple site had a trailer and poster but that’s all.

7. Step 6 – Media and publicity There was even some publicity and news stories around the Day X Exists game that came from outside the usual movie fan-boy press and blog space, as is the case with this story (New York Times, 5/16/10) that tied the emergence of games such as this into the casual and social networking-based gaming trend.