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2.  As an independent production, we will rely heavily on below the line
marketing through social media, with sites such as Facebook, Twitter
and Instagram. Not only would this appeal to our primary and
secondary audience, it would also help boost knowledge and publicity
of our production on a wider scale.
 As well as posting information about the production on the sites, we
will also, as producers and directors, be interacting with our primary
audience through Q&A’s on social media sites. As our primary
audience are a sophisticated audience, they will be active in finding
out further information about the production, which we will then answer
publicly.
 Social media sites are particularly useful as they allow us to publicise
both the poster and radio advert on the platform. As a result, the
promotional material for our production becomes publicised, with dates
and locations for the actual production also being publicised on the
sites.

3.  “Flipping the Funnel” is a Twitter-based
theory, wherein the users use hashtags and
retweeting, thus creating user-generated
filtering. If done enough times, the
production will gain popularity and therefore
gain great recognition and perhaps lead to
exhibition companies recognising the
production, with the possibility of it then
being exhibited through their platforms.

4.  Wikinomics is when a product responds to the
roles of the audience in order to help promote
their production. In other words, they are aware
of the potential the audience has and use it to
promote their production. Another possibility is
the unlimited shelf space in the bloggesphere. If
successful, the Long Tail Theory can be applied
to our production, as it would allow for more of
our target audience, as well as the mass
market, to become aware of our production.

5. Both online and physical magazine reviews are other platforms in
which our campaign would appear. One magazine in particular,
coincidently called ‘Wired’, reviews a variety of different media
platforms to do with new technology, as well as having an online
podcast. As a result, its audience are an Avid, active and sophisticated
audience. With these reviews, the audience can either take a
negotiate or positive reading from the opinion leaders, leading them to
watch the documentary, as well as through the 2 Step Flow Theory. As
one of the most read technology-based magsines, it has a large
audience, not only of older and sophisticated, A-B income bracket
people, but also of younger, more passive teenagers, looking for the
newest and best technology.

6.  ‘Nottingham Visual Arts Magazine’ is an
independent magazine based in Nottingham.
They support niche, independently and
locally created productions, thus there is a
possibility our poster could be advertised in
such a magazine, as well as a review being
written about the production, of which the
niche target audience could then take a
positive or negotiated reading.

7.  “Gawker” is one of the best known blogging
websites regarding the changing in media and
technology. Founded in 2002, user-genorated
commentators review documentaries regarding
culture, media and society. As a result, it is
probable that our documentary will be reviewed by
this blog or a similar blog. Again, it can relate to the
two step flow theory; however unlike a magazine
review, other bloggers are able to actively engage
in conversation with the opinion leaders, either
challenging or agreeing with their review. This
would then cause further publicity and interest
around the production.

8.  It is also a possibility that, through means such as critical
success, our production could gain popularity and interest.
It could then, potentially, be used in other film festivals
relevant to the topic of new technology, or young culture.
‘RMBA’, for example, have created a short season of films
about ‘UK Youth Culture.’ our documentary would be a
relevant production.
 The BBC also hold film festivals for ”showcasing the best
in up-and-coming filmmaking talent.” As a result, if a
relevant theme for our documentary appears, our
documentary could potentially be exhibited through that
film festival.

9.  This is one of the film festivals that our
production could potentially appear in. it
explores the online culture of teenagers today,
with roughly 10 short films in the series. It is,
however, exhibited and produced by BBC3,
thus our content may be too niche or challenge
too many ideologies, and therefore not fit the
exact criteria. Furthermore, it is fairly unrealistic
that, being an independent team, we would
have the finance to be able to afford a spot on
BBC, regardless of weather or not it fitted the
criteria for the film festival.