RESEARCH: FILM POSTER AS PART OF AN INTEGRATED CAMPAIGN

Let's look at how the poster sits as part of an integrated campaign. An example is the campaign for Inception (David Lee). Your aim is to explain that the film posters are part of a homogeneous, integrated campaign. You draw attention to the key elements that feature across the campaign as a whole.

HOW IS A FILM POSTER IMPORTANT AS PART OF AN INTEGRATED CAMPAIGN?

Film trailers are high impact and the most dynamic part of any film marketing campaign – they allow audiences to sample the audio-visual representations in a film. The idea of audio-visual media in a film trailer selling audio-visual media is crucial as this cannot be achieved in print media marketing communications like film posters or magazine and newspaper adverts. In terms of key appeals, audiences can experience narrative action, be teased by narrative enigmas, introduced to characters, identify star marketing and develop an idea of narrative.

They are also important in terms of generating initial interest and talkability via teaser trailers, often shown in cinemas a few months before the film’s release but also using theatrical trailers to sustain that interest closer to, and during the cinematic release. Film trailers can also be exploited on a number of platforms by the distributor – this includes high production value trailers played in high ratings television spots, continued cinematic exhibition and also online. Research indicates YouTube is the most successful site for film trailers as part of an integrated marketing campaign in generating audience interest and appeal in a film. Trailers that are played in cinemas often link to the following film in terms of having a similar target audience by belonging to the same, or similar genre and having similar representations.

The fact that the BBFC are concerned enough about the high impact of trailers to sometimes award a different certificate to the film is enough to explain in part their importance. Trailers can also link to other convergent marketing platforms in the campaign with the ability to embed URL website links but also interactive Twitter hashtags and Facebook links – audiences like developing knowledge of a film using digital platforms which can be evidenced as a form of viral marketing via file sharing. A film trailer can be integrated and evidence the house style of a campaign but also have its own stand alone unique selling points such as common use of narrative voice over and high impact non-diegetic music. These are features other media in a film marketing campaign cannot offer with these conventions often creating an emotive response and offering entertainment values.

Source: MediaEdu (adapted)