The document provides details about the marketing campaign for a student film called "The Replacement". It includes information about the target audience, genre, and rating of the film. It then discusses the marketing strategies that will be used including posters, a trailer, and a social media profile on Instagram. Teaser posters are created with special effects in Photoshop and a 2 minute 30 second trailer is edited together from film clips. An Instagram page is set up to promote the film by posting the posters and trailer. The goal of the campaign is to build excitement and an audience for the film leading up to its release.

2. Introduction
• The title of our film is ‘The Replacement’. The synopsis of our film is that
the main character in the film will be the teenage girl who is being bullied
and her two “friends”. There will be a hooded figure who murders the two
friends but is unknown which creates an enigma in the film and suggests
that the genre is a thriller as the unknown figure isn’t revealed. The target
audience for our film is teenagers, 14-18 year olds who are seen as
explorers, they tend to seek discovery. They have energy, individualism and
experience. Their values difference and adventure. Explorers are typically a
younger demographic (students) with a social grade of E/D. I would
consider our film to be a PG (Parental Guidance) rating due to the ending
scene of a weapon covered in blood inferring to a murder in the film. The
release date for our film would be around Halloween due to it being a
thriller and this is typical to the genre release dates to make the film more
scarier than what it is and it will make want people to go and see it with
friends and family rather than alone.

3. Marketing Of Films
• Generally, directors use a variety of different methods to try and gain
a wide audience and the media’s attention when promoting their new
film. Some of the methods used are social media, press interviews
and creating trailers and posters which are posted not only on social
media but also billboards etc. In doing this, they are able to reach out
to the wider audience rather than just the niche audience meaning
that their new product/film will have a wide fan base and audience
wanting to go and see the film when released in cinemas due to the
effective marketing of the film that instantly grabs people’s attention.

4. Purpose of Marketing Campaigns
• The purpose of marketing campaigns is to promote products through
different types of media, such as television, radio, print and online
platforms. Marketing campaigns can be designed to build a brand
image, introduce a new product or increase the sales of a product
already released. By doing this, it is raising awareness of films by
generating an audience through designs and marketing strategies
such as trailers, teaser posters, interviews etc.

5. Primary Research
• For my primary research I have decided to create a survey in which I
will be handing people and sharing on social media for them to
answer. Below are the questions which I have used on my survey.

6. Primary Research Results
• https://bethpotter458.blogspot.com/2020/02/unit-6-learning-aim-b-
results-survey.html
• From receiving the feedback on my survey’s, it will help me come up with
ideas on how to market my film as I am now aware of how people view
trailers and posters on platforms. Furthermore, it will help me build an
audience and fanbase as I know their interests and hobbies therefore try
and base my marketing (posters, trailers and uploads on Instagram) around
them to introduce more people in the audience and make things fun and
interesting in which they will enjoy.
• By gathering these results, I can conclude on what marketing strategies I
want to use and how I want to use them.

7. Secondary Research
• Deadpool is a 2016 American superhero film based in the Marvel
Comics character of the same name, distributed by 20th Century Fox.
It is the eighth installment of the X-Men series. After spending 10
years in development, Deadpool received a greenlight from Fox with a
much smaller budget than what is usually given to a big superhero
film, $58 million.
• The marketing budget for Deadpool was smaller than usual just like
the production budget. As a result of this, Reynolds worked closely
with Fox domestic marketing chief Marc Weinstock to use the
internet to their advantage and come up with cheaper, ‘Deadpool-
based’ ways to market the film.

8. Trailers - Deadpool
• In July, director Miller and several castmembers attended the 2015 San
Diego Comic-Con to present a trailer for the film, which received s standing
ovation from the attendees who asked for it to be played again. Joshua
Riveria who wrote for the Business Insider, praised the trailer for sowing
the humour, tone and violence which is in the comics. Two teasers were
released on 3rd August featuring Deadpool, one where he promises the
arrival of the trailer and a short tease at the end of a new trailer for Fox’s
‘FantasticFour’. The full trailer was then released with completed visual
effects.
• Trailer 1: https://www.youtube.com/watch?v=Xithigfg7dA
• Trailer 2: https://www.youtube.com/watch?v=9vN6DHB6bJc
• Official Trailer: https://www.youtube.com/watch?v=ONHBaC-pfsk

9. Videos - Deadpool
• For Halloween, Reynolds released a video with himself dressed in the
Deadpool costume, interacting with a group of children dressed as X-
Men. He asks them numerous questions such as “How many of you
have taken a human life?”
• Videos released for the film included a public service announcement
parody which was instructing men on how to check for testicular
cancer ad was played during an episode of ‘The Bachelor’, holiday
messages for Chinese New Year and Australia Day.
• Public Announcement Video:
https://www.youtube.com/watch?v=KsdD1MJXOpk
• Australia Day: https://www.youtube.com/watch?v=vv05IIPRY6Y

10. Billboards & Posters - Deadpool
• Additionally, unconventional billboards for the film were put up,
including one selling the film as a romance film because of the
closeness of the film’s release to Valentines Day and one featuring the
skull and poo emoji which was described as idiotic and brilliant. By
doing this, it will grab a mainstream audience as they will think it is
one specific genre of a film by the marketing used however it isnt.

11. Social Media - Deadpool
• Reynolds promoted the film on social media, taking part in a false rivalry
with Hugh Jackman on Twitter, Instagram, and Facebook. The campaign
also took advantage of Snapchat, Tinder, and Porn Hub. In the two weeks
before the film's release, there was an average 10,000to 20,000tweets
about it a day, which jumped to 90,000after the early screenings.
Weinstock said, "There's a lot of debate as to whether or not social media
can really open a movie ... and this proves it can."
• In doing this, they were aware of the most used websites so that they were
able to promote the movie effectivelyand successfullyas a mainstream
audience will see their posts and will want to know more on them.

12. Platforms
• I will be choosing 3 platforms to create a campaign and market my film. The
platforms which I will be choosing are posters, a trailer and a social media profile.
I am choosing these because a poster will be able to give the audience
information about the film in terms of the release date and a clue of what the
narrative is about. The trailer will be able to show the types of situations
happening, for example the equilibrium, disruption or resolution of the film. I will
be uploading my trailer onto Youtube as my primary research suggested that they
use their mobile phones a lot and are typically on Youtube. In addition to this, I
will be creating an Instagram page as my primary research suggested that they
use their phones a lot and social media plays a big part in society nowadays. I will
release the posters first, then the Instagram page and then lastly the trailer as the
audience will work out parts of the narrative from what has been revealed to
them and then the trailer will release more and then finally show the audience
what to expect. The campaign will start around a year before the film is released
so the posters and trailer can be released in the meantime and keep the audience
excited.

13. Different Fonts for
Posters
• These are some of the fonts in which I
will use on teaser posters and the
official movie poster for our film. All
of the fonts are from DaFont.com and
each has the name of the font
underneath the title of our film.

14. Poster Flatplans: Ideas

16. Flatplan Ideas Continued
• For the teaser posters for my film, I will have more than three which will
allow the viewers to create an accumulation of the posters as they will be
seen as collectibles/ exclusive to fans. On each of the posters, it will be a
range of each characters or an item from the film etc similar to Toy Story 4,
Aladdin or Frozen 2.
• Furthermore, on the posters it will only include the release month and year
along with the main image or possibly even the films title with a small
slogan as shown on the next slide. I have used both thriller and horror
posters in my collage to try and infer the different ideas in which I will use
as some of them are minimal which I think is useful for teaser posters. Each
poster will be released separately within certain time periods to make the
campaign somewhat more successfulas the audience will want to see
them as soon as possible.

18. Film Poster 1
• So far, I have started creating the
theatrical poster for our film ‘The
Replacement’. To start off, I dragged one
of my images from my desktop onto the
Photoshop document and made the
background (that wasn’t filled) black with
the fill bucket tool. After this I dragged
another image onto the Photoshop
document then blended it by changing
the opacity of the image to make it look
as though that the setting is based in a
dark, creepy forest. To make it seem more
realistic, I used the eraser tool and erased
the part of the image which was covering
both key signifiers so they are both clear
on the poster.

19. Official Theatrical Poster
• This is the completed theatrical poster for our film. To create the
poster, I used the text tool to insert the title, cast members, billing
block and release date. For each section of text, I had to download
different fonts from DaFont.comand Fonts4U.com. Tostartthe
poster I had to drag and drop the image I wanted to use from my
desktop onto the Photoshop document and then needed to use the
fill bucket tool to fill in the empty background black. After this, I had
to dragand drop the image of the dark, creepy forestonto the image
already placed then needed to change the opacity of the image using
the blending tool to make it seem more realistic and that the setting
of the image is actually in a forest which fits with the genre of the
movie. Afterwards,I used the eraser tool to erase parts of the forest
image which was layered on top of my image and covering the actors
faces to keep the key signifiers image clear.

20. Theatrical Poster Feedback
• I asked a group of friends if they were able to give me
feedback on my theatrical poster which I created for my film.
In doing this I asked “What do you think of y poster and how
could I improve next time?” and then sent an image of the
poster itself. To which then I received positive feedback and
areas of improvement. The main area of interest was the
background of the poster and how I blended the image of the
forest in with the key signifiers instead of leaving a blank
background. By receiving the areas of improvement, it will
result in improvement of my next posters which I will make.

21. Teaser Posters

22. Creation of Teaser Posters
• To create the posters, I had to get the picture from my SD card and then open it on Photoshopto make it the
background of the project. After this, I had to unlock the backgroundto make it editableand also a layer.
After turning the backgroundinto a layer, I then right clicked on the layer and converted it into a smart
object. Once it was converted into a smart object, I had to then make adjustmentsto the saturation/hue
levels so that they were down to -100. Afterwards I copied the layer and then renamed each layer as
‘Original’and ‘Colour’ for when I create the glitch effect. To create the glitch effect, I had to make
adjustmentsto the blending optionson the ‘colour’ layer and then turn off the red channel, keeping the
green and blue channel turned on. Next, I clicked on the move tool and then I moved the colour layer across
to the left using my left arrow key untilI was happy with the placement.
• Once I created the glitch effect, I had to downloadboth of the ripped paper effect and paint brush effect.
Once I downloadedthem, I selected which one I wanted and then had to drag and drop it onto the
Photoshop document, then I had to adjust and position where I wantedthem both. (On the first teaser
poster, I used the fill bucket tool to fill in the brush effect red to make it seem like it is a smear of blood).
Once placed I used the text tool to then add the name of the film and then when the film was being
released.
• I have decided not to use the company’sname as plannedtoo on my flatplansas I decided that the posters
looked better without anythingabove the key signifiersheads and to keep the blank,dark background to fit
in with the Thriller genre.
Teaser Poster 1: https://youtu.be/dGprOdBDX_Q
Teaser Poster 2: https://youtu.be/-fOr6XKKi3s

23. Instagram Page
On the Instagram page, I have posted two of the
teaser posters and trailer to lead up to the official
theatrical poster. In doing this, it will excite the
audience on what it will look like due to the use of
skill on Photoshop and wonder if there will be more
characters revealed. To build the page up, I have
followed both creators of the film, myself and
Annalise, and uploaded 3 posts straight away so that
it has some structure an something for viewers to
look at which will interest them in following the page.
When uploading the trailer, I had to create it as an
IGTV video because the trailer is 2 minutes 30
seconds long and Instagram can only upload up to a
minute. Therefore it has uploaded one minutes
worth of the trailer as a preview and it has the IGTV
option in the bottom left hand corner and I have
included the link to the full thing on my Youtube so
that viewers are able to watch it continuously and
properly.

24. Trailer
• To create my trailer,I needed to insert the file which had all of my clips in for the trailer.Next I went onto Youtube to find an audio
to use which was copyright free as the background musicin my trailer.Once I found the audio Ineeded to download it onto my
computer and then dragand drop it into myproject log. To insert the audio into the sequence, I then dragged and dropped it into
the sequence log in A2. After I added the audio,Istarted to add the clips onto the sequence log. To do this,I had to drag and drop
my clip onto the sequence, click on the clip and then unlinkit with the audio so that it wouldn’t interfere with the backing music.
Once I unlinked the audio fromthe clip, I then had to click on the audio which was from the clip and delete it. To make sure the
clip was the right length,I grabbed either side and extended it orcut it. In between scenes I added title menus to separate the
clips. I did this by clicking file at the top left of the screen and then hovered mymouse over new so that it would come up with
options to click on and then I clicked on ‘Legacy Title’ which brought up a menu which allowed me to create a title menu,change
the font center the title on the scene. I decided to add the audio in first so that I was able to edit the clips around it and leave
spaces in between to create cut to the beat effects the beat played to create suspense in the trailer as it is typical of horror genres
and leaves the audience on the edge of theirseats.I decided to add in the effects last because the clips were in the correct place
and I was able to make the clips transition intoeach other smoothly.At the very end, I rendered the whole trailer so that it ran
smoothlyand there was no glitches or any problems visuallyoraudibly.When editingthe trailer,I faced problems such as one of
the scenes glitchingand the programcrashing.To resolvethe problems,Iselected the clip which was glitchingand rendered it
separatelyfromthe other scenes which managed to make the clip clear. In additionto this,to reclaimthe clips and audio back in
the sequence, I needed to go onto my documents which was on my computer and open the Premiere Pro file which contained all
of the autosavedworkand my recent work. To prevent this fromhappeningnext time I will savemy work as I work on it so that if
anythinghappens,Ihaveit alreadysaved and also a backup.
• https://youtu.be/fbA86Foig0E

25. Production Log

26. Production Log Carried On

28. Image Links
• https://images.app.goo.gl/XfoDZePVGLcQGgjVA
• https://images.app.goo.gl/9hc2N8Q2WpXcmNf78
• https://images.app.goo.gl/Ad2n7j9s7MMJ6Mq18
• https://images.app.goo.gl/gjX6L95KVow9pjJ88
• https://images.app.goo.gl/EQ5GTF5akL8Z69Ck6
• https://images.app.goo.gl/CGwurBfYb9zEee9R7
• https://images.app.goo.gl/XThJMzouh29pDRx1A