How effective is the combination of your main product and

ancillary texts?

MarketingMarketing is a crucial aspect of the film making process. Without marketing production companies cannot hope to achieve success economically as the film will be unknown and therefore not have the attraction as something which has been sold to us through marketing and saturated us with pre-release content and building the hype for the film.

Companies can use different types of marketing to their advantage and build the hype in a multitude of ways. The first being push marketing. This is when companies ‘push’ their product onto audiences almost saturating the market in order to sell their product to their target audience. An example of this is Star Wars The Force Awakens who had tie ins with multiple companies in order to saturate audiences with the new film. They used food, Kellogs cereals, and clothing as just a small aspect of the push marketing.

Push Marketing and My Products

SWTFA had a large budget which meant that they could saturate the audience with the film. Push marketing was a big aspect for the films marketing campaign. The marketing budget was around $2million and this allowed them to partner with other companies in order to push the film onto audiences.

As a result of having little to no budget for our film such saturation into other markets is impossible. The synergy of media and non-media products cannot be achieved. However in order to achieve some push marketing I decided to do a magazine article which can be described as push marketing. It is a convergence of media products which allows a wider spread for the film and therefore gives the film the push factor as it is being forced upon the audience through other media products.

I also decided to go with producing a poster as a form of push marketing. Something which grabs the attention of the audience with conventional characteristics such as mise en scene, lighting etc. The audience will then be enticed as it raises questions which are unanswered and therefore pulls them in, wanting to learn more. It also pushes the film out there

Pull MarketingThe goal of pull marketing is to entice the customers and get them to come to you. This is often done through social media which gives information and insight to the audience through choice rather than having the product forced upon them in push marketing.

An example of pull marketing which proved effective was The Hunger games and how they used Web 2.0 as a form of pull marketing. They used social media to reach the audience and created different tasks for the audience to complete. This gave the audience the sense of being involved in the film. It also worked as both push and pull marketing. The uniqueness of having involvement of the audience enticed them in and worked as pull marketing. The constant flow of material produced by the audience also worked as push marketing as they were creating advertisement for the film and pushing it out to their followers also. Reaching a wider audience and saturating social media with marketing for the film.

Pull marketing and my ProductsPull marketing usually consists of most things online. Hence

the hunger games incorporating Web 2.0 into their marketing campaign. Social media is a big aspect of pull marketing as it brings together the audience and pulls them into an area of information out of choice rather than being saturated and forced upon them.

I didn't use any pull marketing purposefully in any of my products. However their are elements which could make some of my products enter the pull marketing strategy. For example my film was posted on youtube. This meant that in order for people to see it they had to search for it and it was not forced upon them. Also the magazine article could be considered to be pull marketing in some respects as again it would require the audience to look for it themselves and not forced upon them. This would only be the case if the magazine was also available online which I have not specified.

Poster and film• The main thing from the poster and film that makes them

a great combination is the image used in the poster.• The image with the low key lighting creates the sense of

earriness which the film is trying to convey.• The image is centralised around the antagonist which is

the unique selling point of the film.• The unusual aesthetics of the antagonist make it the films

unique selling point and therefore makes the poster effective when combined with the film.

• The setting also links the poster to film as they are very similar, the opening scenes outside show a similar location.

• The use of a extreme long shot showing darkness with a single yellow street lamp canoes fear as yellow is a colour of fear and danger.

• The lighting is similar to the scene with the antagonist getting closer to the first girl, as a result this links in nicely and ties the 2 articles together.

• The combination of poster and film make the poster perfect for advertising the film and really conveys the messages the film puts across

• The lighting used in the poster is seen throughout the film, showing a subtle connection between the 2 pieces.

The same lighting

Antagonist is unique selling point, also in same pose.

Setting is the same with a similar street shown.

Magazine and film• The magazine article links to the film in many

ways• The image features the primary characters• The low key lighting creates a bleak atmosphere• Linking to horror genre• Image gives impression of being followed linking

to the narrative of the film• Font used for heading of article is the same to that

used in the title of the film

• Tha magazine similar to the poster features the same lighting

• The use of the colour yellow to signify danger is used in the colouring of the filter on both the magazine and in some of the shots in the film

• Article incorporates an image featuring both the characters of the film, pushing the marketing of the film as it is clearly identifying and linking with it.

Titles are identical using same font and colour.

The image is a visual representation of the many scenes in which we see the antagonist getting closer to the

protagonist and therefore hints to the narrative. Push factor!

Poster and Magazine• The images are almost identical• They share the same lighting creating the

same atmosphere and therefore linking together

• The images feature the same mise en scene therefore linking together

• The poster and magazine also share the same fonts in some areas, therefore linking together and being an effective combination.

All combined• All of the products link together through different

aspects• The key aspect which is shared is the use of the unique

selling point, this being the villain.• All of the products feature the villain• They share fonts which interlink, maybe not directly with

the film and poster not sharing fonts but they both link with the magazine article

• The combination is effective as they all have characteristics that link and all have suggestions towards the film and its narrative.

Negatives of poster• Where the poster does not quite link are through

minor aspects• First of all the font is slightly different in the poster

to the film, the font in the poster in fact is not used in the film at all.

• The location, although it creates good connotations the location is not seen at all in the film. It links slightly with the car driving at the beginning however this is the only connection

• If these were slightly altered as to relate more to the film the poster would be perfect.

Negatives of magazine

• Location, similar to the poster the location is not shown and is only slightly related because of the opening scene.

• The Image used for the article would be better if it were a still captured from a scene in the film. It would relate more if this were the case.

• However the image used is not from any aspect of the film. Although the low key lighting, characters and mise en scene all have connotations to the film, a screen capture would be far more suited here.