Most trailers are produced simultaniously as the film is being edited which will be released in the cinemas. The trailer campaign must be previewed far enough in advance to generate hype, excitement and awareness of the films existence, but not so early that people forget about the film before it is even released. Frequently, a very short version of the trailer, known as a ‘teaser’, is released early on in the marketing campaign to give people an idea of what the film entails and to multiply enthusiasm around the release. The majority of films now have websites to accompany their release. These teaser trailers are often seen first online. After this, theatrical campaigns (shown in cinemas) and television spots begin to appear to maintain and strengthen the initial ‘buzz’.
When releasing a film they are often globally staggered. This is when the film is released in different countries at different times. Now with new media technologies, this has changed the way full films are previewed as well as the final profit of the film. For example, pirate copies are conceived due to individuals who record the film in cinema and then upload it online illegally. The overall profit is then affected due to the films being free. Films can now have a 'Blanket Release' where the film is shown globally at the same time in order to reduce the international trade.
Teaser trailers can be viewed traditionally in cinemas which are viewed with a film that has a similar genre and what the target audience would be interested in to immediately engage them. Trailers are very popularly observed through their initial website or through YouTube. YouTube is one of the quickest ways to access a trailer.
Viral marketing is a very contemporary way to entice the audience. 'The Dark Knight' followed this marketing tool and became incredibly successful as the target audience had to earn their information which revealed 'The Gothem Times' which acknowledged the fictional newspaper which was passaged in the film. When the audience retaliated, they were sent on a treasure hunt which if followed through, a trailer would be revealed. it earned more than $1 billion in revenue worldwide, making it the seventh highest grossing film of all time.
For my ancillary products, I need to choose between two of the following.
a) Film magazine front cover
b) Poster
c) Webpage
At the moment I am interested in constructing a magazine front cover and a film poster. These show the promotional package as a whole and that its not only the trailers which help sell and promote the product.
PostersA teaser poster or advance poster is an early campaigning film poster, containing a basic image or design without announcing too much information. For example, the plot, theme, and characters. Although, usually an image of the star persona is shown on the front cover to evoke the audience. Some other information can be previewed on more detailed posters. such as the directors name, reviews and credits. The purpose is to create awareness and generate hype for the film. A tagline may be included. There are some instances when teaser posters are issued long in advance before the film goes into production, although they are most likely to be issued during the films development.
Film Magazines
Film magazine front covers usually display the star persona(s) in the centre of the page, filling the whole page. The mast head is positioned at the top whilst . They also advertise other feature fillms to branch out in to wider target markets to receive larger profits for the increased number of people who purchase and consume them. Like magazines across all genres they continue to follows ingrediants including puffs, coverline, strapline, plug. date barcode and sometimes their exclusive website. Here is an example of the film Bourne Identity. It shows the star person and we can identify that it is an action film with the iconic guns as propsWeb pages
Web pages for films can often be shown on posters to stimulate audiences to research more about the film and create hype. They often include games, characters and stars, gallery and much more. The deciding images and colour palette are decided upon the genre and specific target market.
For an example of a films web page for 'Alice in Wonderland 3D' please follow the link (below)