A film distributor has the responsibility to make sure their product reaches the maximum amount of people possible, and also ensures that their product gets the publicity that it needs to recoup the costs of production. There are various ways in which film distributors do this. When looking at advertising and marketing, it is essential to distribute the advertisements in places which will definitely reach the target audience. If the target audience is youths, advertising the product on social media and networking sites are heavily used by youths for a number of reasons, therefore they are more likely to come across the advert. These adverts on websites are usually posters and release dates etc rather than full trailers. However, trailers are a great way to advertise and entice the audience to see the film as it includes snippets of the actual feature. Trailers are posted on the official website for the film along with other marketing products such as posters, interviews, competitions etc. Trailers are most commonly searched for on YouTube as it is so widely used, and very easy to access. Looking at trailers online is a free service, and means that more people can see the trailer and therefore widens the target audience. This is an example of digital advertising. Another form of marketing and advertising would be the use of posters in busy places which will catch the attention of passers-by. For example, bus services are commonly used for advertising and displays large posters on the sides of the buses. This is a very convenient mode of advertising as it is a mobile service, meaning that pedestrians will see it drive past and it will cover more ground. Billboards and bus stops hold posters as well, which is a beneficial locations as these areas a highly populated, meaning that it will reach a wider audience. The importance of advertising is to show the audience key information about the new film such as the cast, and idea of the narrative and plot, and also the genre and certificate. This information is key to the film's success as the marketing campaign MUST capture the audience's attention and approval.
An example of successful marketing would be the new Avengers film, Age of Ultron. There is massive hype for this film especially as it is a follow-on from the Marvel films. The teaser trailers and the official trailer have become very popular, and it has become a popular topic of conversation for fans waiting for the release. A particular focus point of this film would be the characters, as this is they feature in the previous films. This is an interesting franchise as it is a number of stories being integrated into the same one. Therefore this sparks conversation in terms of the details and cameos which feature in all of the films. Dedicated fans know about the specific structure of the films, and know when to notice clues which could lead onto the next chapter of films. This has branched from the comic book era, which is the target audience for this franchise. However, because this film has been distributed and talked about so often, it is not only comic book fans who are excited about this film. Given that this franchise already had such a large target audience of comic book enthusiasts, this audience increased by attracting fans of the actors who star in the film. It is stereotypical to have handsome men and women feature on the posters and marketing products, as this shows the aesthetics as being very pleasing to the audience, and should persuade people to watch the film. The narrative is also evident by this poster, as the heroes are shown as strong, powerful and iconic. However, the villain is also shown with stereotypical connotations of red shown in the eyes. These connote danger and death and anger and overall dangerous links. Having all of this information in one poster, and also the state of the setting shows an exciting, action-filled film which is enough to entice the audience to want to come and see it. This film ties in with our target audience as it is a sci-fi horror, with alien forces invading earth. I feel that this action element of survival and also adventure will capture the attention of our target audience.
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