My main product is the trailer and the ancillary texts are
the magazine and poster. In the creation of The Return, I made three products a
magazine, poster and a trailer. Each of the products I formed had to advertise
and promote each other to make a brand Identity which is a consistent mode of
address, recognisable identity for my brand, to make an end goal was to perform
synergy in promoting my film to make it recognised, as the products work
together. My audience need to see a consistency throughout the creation of my
film (trailer) for them to be able to know it is part of the same brand as the
magazine and poster. Alongside the three products I needed to have an effective
marketing campaign to advertise my product, for example synergy. The way I have
done this is shown below:
In making the trailer, magazine and poster a code and
convention is to have a three colour scheme throughout this to keep the same appearance
the three colours I choose throughout them where black, red and white. The
black was because it represented death and evil, white represents purity and
innocence, and red represents blood and danger. As it’s a slasher film having
these certain colours symbolises the genre to the audience and having the
colours work together creates the horror atmosphere and a senses of genre. The
magazine, one of the ancillary text it had its own three colour code scheme
which was black, red and yellow. Because I needed to have black, red, and white
with my feature story line of the return. So when I inputted the picture, title
of film and tag line I had the three colours so the same brand identity was
kept and I was not breaking the conventions of that magazine.
<This is the three colours
The title of my trailer (The Return) needs the same colour,
style and typography throughout the main product and the ancillary texts so
that a consistent identity is kept for it to be recognised by an audience. The
title was is again red black and white to convey the three colour scheme, we
had splats of colours because it signified when someone is being hurt and the
slashes of flesh. The red conveys the blood of characters and the evilness of
the killer, the black conveys the danger and darkness of the slasher film and
the white conveys the purity of the final girl within my trailer. Within the
title there is dripping red this can relate to actual blood of the characters
dripping while the die one by one. This is iconography conveyed within the
three products and conveys the horror genre as without having this presentation
of the title it would not be recognisable of being a horror/slasher film.
<This is the title
The main way my three text have worked together effectively
is through the picture and filming of our main character Ruby, the way she is
presented throughout the three texts. The main character is ruby who plays the
killer within my trailer, she is the main large central image on the front of
my poster and the main feature story on my magazine.
As this character is the killer in the story, the way she is shown has
to be effective and the audience need to be able to know that she is part of
this trailer showing a sense of narrative, to show the narrative the way she is
filmed needs to convey this part, she is filmed as a young girl, who wants to
hurt a group of teens and has gone missing, we have done this through different
camera shots such a low angle and an voice over, with captions suggesting the
story. To show the genre of the film we had
to present the character is a certain way such as blood cut up dress that is
white, and with a knife. As well we had to make the audience be affected by our
main character we did this by having black long hair, in the face of the
character coving one eye to make her face unknown and suspicious. We used
intertextuality here as we had similarities from the horror film ‘the ring’ we
used similarities with the way we took the picture for our poster and magazine,
the rough hair coving the face practically and took ideas for filming of the ‘the
ring’ character. When presenting the main
character she always has blood on her face or outfit, this is because it
represents her position in the product as she kills people and the sheds blood.
Carrying out the same look through the three text my main characters especially
the killer who needs to convey this as it promotes the main product, and shows similarities
to the audience who are watching or looking at the three tasks.
<Picture from magazine
<Picture from Trailer
<Picture from poster
When marketing the three task, they had to work together as
they had to sponsor the main product in order for it to be a success, the three
task where old media marketing campaigns meaning it is hard to promote the
task. As old media platforms do not have the same amount of audiences from the
past who read or look and magazine and poster it is hard to gain a wide
audience for my product. There is also the problem that my trailer comes from
an independent film, meaning they have less money when creating the three task,
they do not have the help or success of vertical or horizontal integration
making it harder in the distribution of the products as other platforms that
cost a big amount of money to promote the film. Horizontal is the single firms,
like big companies that take part in making and distributing the products,
Vertical is the different platforms like TV, Cinemas and the internet that distribute
the product widely. As old media is no longer as effective than it has been,
when a trailer is put in cinemas it is mainly a blockbuster film, this is a Hollywood
film, as they can afford a place in the cinemas, however with low budget films
like ours, products like trailers are unable to get place as only some low
budgets are able to do this. The new media such as the internet and digital TV
is seen to be a better way of marketing films because with the internet it is
free to upload your products such as trailers on social media websites or they/we
own their websites of our film. I am going to post my main product on social
media websites such as FaceBook and YouTube so that it can gain a bigger
audience and a larger profit when they want to watch the film in cinemas or
buying DVD’s. With distributing our trailer on the internet it has a ‘many too
many’ approach as it is helping to widely distribute the main product, where a
few people will see the product and tell some more people making a bigger
audience, a two-step flow model.
Our film needed to be effectively distributed as it’s an
independent film, we have used our own productions companies and got help from
companies such as film four, they needed to work together to promote and distribute
the film. As our film is not a blockbuster Hollywood film it does not have the
fees and funding to widely distribute so we need to have more than one
production company to help with the production. Film four was a British
production company with its help in promoting our film it is successful as it
works with British social realism film like the return, because the return uses
and presents codes and conventions we have used with the teenage storyline. British
social realism is the way independent films show the British story line within
the film, our film did this as it was filmed from a working class teenager’s
background. This is conventions such as drinking, partying and teenage driving
showing society’s dominant ideologies. From having production companies such as
film four have they already have an intended audience for their films, this
helps with gaining an audience for the final product as the three task have
help from film four. With more than one company helping with the funding and
production it will help our group with the budget so it can be created.
For my main product and the ancillary task to work together
effectively the appearance and the way old media and new media work together
needs to be important. To make the film a success the use of technology and
viral marketing as well as distribution companies will help to try make the
main product as known as possible.
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