Unit 4 - AO5 - Evaluate feedback about the new media product and advertising campaign

AO3 - Indirect Advertisement

For my indirect advertisement I will be producing a review for the film 'Dead Air'. It will be shown in magazines and online to promote the film and get people interested in seeing it. I will look at other examples of reviews for films of this genre for research.

Some examples of reviews of films released this year from this genre are:
http://www.slashfilm.com/paranormal-activity-3-review-huge-scares-light-mythology-fantastic-fest-2011/
http://screenrant.com/shark-night-3d-reviews-kofi-130517/
http://www.guardian.co.uk/film/2011/apr/14/scream-4-review
http://www.guardian.co.uk/film/2011/aug/28/final-destination-five-5-review
http://www.guardian.co.uk/film/2011/sep/01/fright-night-film-review

From reading these reviews I gained an insight into how reviews for films of this genre are to be written and what to include. They start with an overview of what happens in the film, followed by the audiences reaction to the film, then a positive or negative response to the film and what the overall positive or negative view of the film from the reviewers. It may include quotes out of the film or from the actors to back up points the reviewer has made.

Hand drawn design layout for review
Below is a hand drawn layout of what I plan for my review to look like.
going to put a scan here, you know.

Risk Assessment
Sheets of risks here. Level of risks.

Draft Of Review


Final Product


Focus Group

AO3 - Direct Advertisement

For my direct advertisement, I will be producing a trailer for the film "Dead Air", the film that we created an opening for in unit 23. The trailer will be produced in a group with Brett Harris and Jay Kiss.

Initial Ideas
Our groups came up with ideas for the cinematic trailer in the form of a mind map

We created a storyboard detailing the shots and durations for the trailer we are intending to make for "Dead Air". 

Story Board

Treatment
The written plan for our movie trailer follows:

Production Schedule 

Assessment Of Risks 

Equipment booking 

Below is evidence for booking equipment for out shoots. We booked the equipment for the Wednesday nights we are planning to film.

Meeting - 8/11/11

This meeting is to discuss the dummy footage shoot for the next week. Another meeting will be commenced after the dummy footage to discuss it and the final shoot and then a meeting after the final production is complete.

AO2: Produce a marketing plan for a new media product.

The product I will be making a marketing plan for is a thriller opening that was made for the film 'Dead Air'. The aims of the campaign will be to give the film more publicity to make more people aware of it so they will want to watch it. The target of the film opening would be teenagers and upwards, as it would horror and suspense that would only be suitable for that age group. As the film fits into a quite mainstream genre, it would do well in the national market, and if given enough publication, possibly global. It would be shown in multiplex cinemas as they are the ones that show the latest releases as and when they are released. The current situation the film would be entered into has many films it would have to compete with. There are other films of the same genre, and films of different genres that are appealing to the same target audience that this film needs to compete with for viewings. Paranormal Activity 3 will be in the cinemas at the same time and as the first two films already received a good response, there will already be people wanting to see the third in the series to find out what happens. As it is of a similar genre as Dead Air, the people that go to see Paranormal Activity 3 may be interested in seeing this too, so adverts for Dead Air would be shown before the showing of Paranormal Activity 3 to make sure people know about it to get them interested in it. The trailer would also be shown in the bit before the showing of other films that are of a similar genre or story line of this one. The advert will be shown in multiplex cinemas before the mainstream films are shown to make sure it has the most coverage possible. As well as trailers in the cinemas and adverts on television, the film will use other types of promotion such as posters, magazine/newspaper adverts, radio adverts and youtube adverts. Covering both internet and not internety sides of advertisements makes sure everyone will see it, as if it were only to be on the internet, only a certain sort of people would see it, and therefore the audience would be limited to internet users. To find out how many people are interested in the initial planning stages of the film, surveys and questioners could be sent out to people who like and are interested in this genre of film. This will allow us to tell what people like and dislike about the film idea and give a chance to make changes according to the feedback. People who have seen the trailer in the cinema could also give feedback as to what they think of the film. Another way to find out how popular the film once it has been put into cinemas is to look at the viewing numbers with the number of tickets sold. Focus groups could also be held for direct feedback on the film/trailer. These would give both quantitive and qualitative information on the film. Official research bodies that provide information for advertisers include BARB which is an audience research board, RAJAR which measures audiences for the radio industry and ABC which helps maintain standards in advertising. These organizations help ensure that the film and the advertising surrounding it are ethical and suitable to be shown to the general public.



Another film Dead Air would be completing with would be Shark Night 3d. It is of the horror/thriller genre released in both Real D 3D and Digital 3D. The film had a wide range of promotion including adverts and trailers on the telly and in cinema. The trailer lets the audience know what they need to know about the film before deciding if they want to see it. They are aware of the genre and what the content will entail. The budget for the film was $28million, and after being out for a month has made $29million at the box office. This shows it has had a successful marketing program, as compared to Don't Be Afraid Of The Dark has been out for longer and its budget was $25million and has only taken $26million at the box office which shows its promotion hasn't been as successful or as widely spread as other films released around the same time as this one. Shark Night 3d would also have people interested already as there has  been other classic films about sharks like 'Jaws' and fans of these films may also want to see this as 'Jaws' was so successful.

AO2 - Regulatory Organizations

BARB stands for Broadcasters Audience Research Board. was set up in 1981 for the industry standard television audience measurement service for broadcasting and the advertising industry. It is owned by bbc, itv, channel 4, channel 5, BskyB and the ipa. The company is not for profit.


RAJAR stands for Radio Joint Audience Research Limited. It was made in 1992 to operate a single audience measurement system for the radio industry. Particularly bbc and uk licensed commercial stations. It is owned by RadioCenter and bbc and the decisions they make need to have both companies agree.


Audit Bureau Of Circulation also known as abc has two roles. To manage and uphold standards which reflect the media industries needs. These standards tell them what the best practice is for how the media industry data is prepared and reported. The second role is to offer an audit and compliance service to check the data and processes meet the industries and agreed standards.

ASA stands for Advertising Standards Authority. They make sure all advertising is legal, decent, honest and truthful. Their jury makes decisions if advertisements breach the advertisement codes. They want to apply their advertising code and uphold standards in the media industry on the behalf of consumers, businesses and society as a whole.

CAVIAR stands for Cinema And Video Industry Audience Research and it was founded in 1998. It is a group of companies that offer creative, production and post production services to the GCC markets. These services are offered through two companies. The first one is  Caviar Creative which is creative strategy and strategic creativity. The second is Caviar Production offer world class standards.

CAP was established in 1979. It is a market leading provider of vehicle valuation data.

I will be analysing the stuff about the 2011 film The Debt. It is a drama-thriller film directed by John Madden and it is based on the screen play written by Matthew Vaughn,  Jane Goldman and Peter Straughan. It is a remake of the 2007 Israeli film that goes by the same name, written by Assaf Bernstein. The main stars that feature in the film are Helen Mirren, Sam Worthington, Jessica Chastain, Ciaran Hinds, Tom Wikinson and Marton Csokas.

The film is set in 1966 and is about some spys who are on a mission to find and capture Nazi war criminal Dieter Vogel who is known as The Surgeon of Birkenau', infamous for his horrific pseudo-medical experiments on jews during world war 2. They want to take him to Israel to face justice.



The trailer is a direct form of promotion for the film. It will be shown on television and cinema to ensure that lots of people view it. The trailer starts with the logos of the companies that produced it. This gives them promotion and lets the viewers know who has made it, if they are a popular company the viewers may be familiar with them. It then cuts to a shot of some silhouetted palm trees, the colours used are also yellows and oranges, all these things suggest that the film is going to be set in a place with a hot climate. The next show shows three silhouetted figures, this continues the theme of mystery that has been current so far, not much information has been revealed yet. This fits in with the usual things used within this genre. In the next shot, dialogue is introduced. A woman, who appears to be addressing a group of people, it talking about the silhouette people who we have seen in the previous shot. They are being talked about in the past tense which tells us the previous shot is in the past. The dialogue continues into the next shot which is showing the three people who are being talked about. They are dressed in a way which suggests this is from the 40's. There is also an old fashioned plane which is another clue to the fact that it is being set in the past. There is then some quick shots of some army pictures which suggests that it is being set in the war times. The dialogue continues and names the people who are being talked about, as the names of the people are said, there is shots of them now, and then in the past, doing similar things, e.g. walking. This makes us make the connection that it is them. Next, as the dialogue continues, the shots continue to mirror what is being said. The next shot is the main spy woman going into Russia after the war. There is then a shot of her beating up some men, this will appeal to the female audience because having a main female character that is good at kicking people, as typically it is a man who does the kicking. After this, more of the plot is revealed using quick shots showing more of the storyline. We find out who the evil character is and why he is needing to be capture him. We also see hints towards a romantic storyline with in the film. This is a contrast to the main genre which is thriller.

The film is being released in the UK on September the 30th with the certification of 15. This allows the target audience be anywhere from teenagers onwards. The target audience though is aimed at middle aged people. This is apparent as there is references to things in the film that people of a certain age are most likely to know about, whereas teenagers may not. This film is being shown at multiplex cinemas such as cineworld and vue, and would probably not be shown in arthouse cinema's as it is a mainstream film. The ticket price would vary from cinema to cinema but would probably be the standard price of around £7.

The promotion of the film differs in different countries. The title of the film is different in England, Germany, Russia and France. The posters are also different, as in America, it is a much busier with more text. The British poster is more minimalistic and features much less text.

AO1 - An analysis of the marketing mix for at least one product

The marketing mix I will be analysing will be the one produced for Final Destination 5, which is a 2011 horror film written by Eric Heisserer and directed by Steven Quale. It is the fifth installment of the Final Destination films. The film follows a group of young adults who go on a work related trip to the Maldives. On the journey there, one of them has a premonition that the bridge they are traveling over will break and they will all die. As a result of this premonition, he gets as many people off the bridge as he can, and therefore death 'chases after them' as they weren't meant to survive on the bridge.

The adverts and posters used for this film have a very specific colour scheme to reflect the mood and genre of the film. They all tend to have dull and dark colours using grays and blacks. The only colour in some of the posters is red, which has connotations towards blood which fits with the genre of the film. The adverts used to promote the film on television use hectic music and lots of cuts from scene  to scene which creates a sense of panic and unease and lets the viewer know what to expect from the film.

The film was successful and ranked number 3 at that weekends box office behind with $18.4 million behind The Rise Of The Planet Of The Apes and The Help. It was also the 3rd biggest Final Destination opening date behind 2009's The Final Destination and 2006's Final Destination 3. So far, Final Destination 5 has grossed $41.8 million domestically, $76.3 overseas and bringing in a total of $118.1 million world wide.

The website that is used to promote this film uses the above image as the main home page. As the cursor moves around the page, the image moves with it, giving the viewer some interaction with the website. The only colours used on the websites are greys blacks and red, this shows continuity with the posters/advertising and the website. The fact that the website is interactive will make the people that go on it feel involved as it moves as their cursor moves, and it also mirrors the fact that the film is in 3d, and makes the audience feels included. The trailer for the film also uses these dull colours. There are parts of the trailer that show some of how the cast die, these parts are cloudy which leaves some to the imagination and makes the audience want to watch the film in order to find out what happens. There is also a lot of flashing on the screen which shows how hectic and stressful the film is going to be.

The film is in 3d which adds to the appeal of the film as the experience will be more real and more people may be drawn in by this. As the film is the fifth in the series, people will know what to expect from them and to see this type of film in 3d will be more appealing to some of the fans than in 2d. The 3d tickets are more expensive than the 2d ones, but are included in such deals as 'Orange Wednesdays'. Offers such as these also make the film more popular as the prospect of saving money and seeing a film they enjoy is a nice one indeed.



To ensure maximum publicity, the film also had advertisements in magazines, as well as posters, adverts and trailers. Some of the magazines that the advert was featured in include: Empire Magazine, Creole Magazine, New York Magazine and Rave Magazine. As these magazines are read by many people, this will make a lot of people aware that this film is being shown, and will therefore get more people wanting to see it.

The film also has adverts on popular social network sites like twitter. This may make the user of the website look into it further or make an update about the film on their profile. Because twitter and facebook are such popular websites and are used daily by thousands of people, the advert will most definitely be seen.