Marketing Campaign

  The typical person in my marketability for my film, Marcus, is 18 years old and will therefore be interested in different types of marketing compared with a marketing strategy that would be aimed at a target audience in the 45-54 age bracket.  From the questionnaire videos, I am able to decipher what engages the target audience into going to the cinema to watch a film.  When asked how they were most likely to find out about a new film, many of them said that they would likely go onto the Internet to watch a film.  Another way in which many of them said they would find out about a film is through social networking sites.  Therefore, from the answers and information I received from the questionnaire videos, I will use this information to determine what would be a good marketing strategy in order to appeal to the correct target audience.

  The first way in which I could market the film is through the Internet.  Many new films that come out have their own official website which has links to the cast, the plot of the story and the official trailer to name a few.  This is a very important part of the marketing strategy as it would help the audience to see what the film is about and also to see what above the line talent is in the cast.  The link to the trailer would allow the audience to see what the film is about, as well as engaging them and creating anticipation for the film.  If marketed carefully and correctly, the website will create a good buzz around the film.  From this, the most important and vital part of marketing will take place - word of mouth.  Once people start to look at the website and find out about the new film, they will tell their friends and social groups about the film and the buzz will be created so that once the film is released, there will be a lot of interest and anticipation.  From this, a high revenue can be made at the box office.  It is crucial to ensure that the marketing is effective in creating a positive buzz around the film.  If not, the film is not likely to do as well as it should in the box office and therefore less money.  The Internet is an effective tool to use in order to intrigue the target audience as they are likely to be using the Internet a lot and the website would be very cost effective.

 Another way in which my film could be marketed is through social networking sites such as twitter and Facebook.  This links in with the previous strategy of using the Internet and having an official site.  From this, I will be able to have links to such social networking sites which would allow the target audience to talk about the film and spread good word of mouth, thus creating a positive buzz at a very low cost.  This marketing strategy is very appropriate for the age group of 15-24 as they are the ones who are most likely to use such sites so will be able to be targeted directly.  Many new film websites use social networking sites in order to get people talking about a film but whereas one person just speaking to friends face to face about a new film, networking sites can spread the positive vibe across the globe, therefore proving to be a very successful tool on an international scale.

  One of the most traditional tools for marketing include flooding the territory with posters, billboards and buses with posters, advertising the film.  For example, in build up to the release of the Bond film 'Skyfall,' this was a marketing technique that was used, with posters everywhere advertising the film.  The benefit of this, although costly, is that a huge buzz is created around a film as you are always confronted with the film poster every day.  This flood marketing then means that some people who are less likely to use social networking sites or go onto the official website will be able to find out about the new film, simply by looking at the outside of the bus!  Constant bombardment of this film will then lead to it becoming a topic for discussion amongst family, friends and peers.

  Another type of marketing strategy that was brought out from the audience interviews was that they found out about films from trailers as well.  I did give this some consideration but making a trailer and putting it on TV and prime time would cost a lot of money.  Although TV advertising does have a good impact on people watching the film, the marketability for my film is a younger audience who would likely watch films with their friends (this also being brought up in the audience interviews).  Therefore, it would only take one person to find out about a film for them to then tell all their friends about it and watch it together.  Also, as the marketability for my film is a younger audience, they are more likely to use the Internet all the time.  So if a film website was made specifically for my film, this could be found by a lot of young people who will then tell others about the film.