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.