Film Media in Context
How does the industry promote film to audiences?
The film industry is funded by very wealthy people so cost of promotion isn't an issue; just as long as you get the job done. The industry will use print media to promote their upcoming release.
These include:
How does the industry promote film to audiences?
The film industry is funded by very wealthy people so cost of promotion isn't an issue; just as long as you get the job done. The industry will use print media to promote their upcoming release.
These include:
- billboards
- posters
- advertising in newspapers
- leaflets/handouts
The above will usually be located specifically at places where the audience is allowed time to look at the whole poster. For example, you may find a film poster in the cinema where someone is waiting for the viewing they are about to go. A billboard maybe on a building or may stand-alone near the traffic lights so that the driver has time to take a quick yet informative glance at the poster while waiting for the lights.
They will also use broadcast media to promote their upcoming film.
These include:
- television trailer (TV Spot)
- radio trailer
- trailer at the cinema before watching another film (theatrical trailer)
- TV specials
The above are the most costly form of promotion for the production company to fund. However, they are expensive because of their success. Unlike print, the promoter can be more specific as to where they advertise. For example, they might chose to advertise a sports film on the sports channels, whereas in print, they would put the advert in the back pages hoping someone reads it. TV specials is when channels like Channel 4 do specials based on the film. They include cast interviews and some unseen footage from the film. This allows the audience to find out about the characters in the film and of what to expect. Some specials also review the film (BBC Film 2011). Main members of the cast may also go on talk shows like the Graham Norton Show. For example, Bradley Cooper recently went on the Graham Norton Show to promote his upcoming DVD for the summer comedy Hangover 2. Although he didn't want to talk about the film much, he did not have to pay for the promotion when Graham Norton held the DVD up to the camera and told the audience to go buy it.
Promoters are also using e-media. Promoters are taking advantage of the digital boom and using digital devices to promote their films. The Internet is a very popular choice due to the size of the audience. They will usually have a website for the film, for example Super 8 has its own website: http://www.super8-movie.com/
It allows fans of the film to view action from behind the scenes. However, prior to the release of the film, it allowed those who wanted to watch the film where the film will be screening, the times and allow them to view reviews by film critics.
What are the key issue and changes taking place in each platform?
Of all three media platforms, e-media is the only one that is growing. Critics are claiming that broadcast media (especially TV) is now dead. However, like print media, broadcast media is not developing. Print media is not instant and free like e-media. Broadcast itself is trying to move online with TV channels and radio stations broadcasting live online. An example would be BBC iPlayer, it allows viewers with valid TV licences to watch their channels live online on the iPlayer website. This year alone, BBC iPlayer's digital traffic has increased by 41% since last year. E-media is not however as secure as print or broadcast. Sensitive information can be hacked anonymously therefore making e-media less secure. Precautions can be taken when surfing online to avoid such occurrences.
How is each platform responding and adapting to these issues and changes?
Broadcast is the one that has to catch up the most. This is because print media formats usually have loyal followers (mainly newspapers and magazines) so they are attracting the same customers they had 5 or 10 years ago although some may read the digital form which still earns the publishers money. E-media is growing and so is its audience. Broadcast is trying to keep up by investing heavily in 3D and HD. However, technology experts have deemed 3D TV a failure saying that it has arrived too early. Also the experience is not the same as it is in the cinema which 3D creators were trying to bring into the living room. The 3D 'phase' has not been helped by mediocre 3D films.
How are texts in the three platforms constructed?
Super 8 was promoted through print, broadcasting and e-media to attract it's target audience. It's similarities included that each format of the promotion be it TV spot or billboard only had important information in it. For example they would only include the title, directors name, production company and its release date.
The three forms of media are very different in the way they approach their promotion strategy. For example, print media would usually give a review, comments from the cast and other details that those who find them useful will want to know. Broadcast would usually have cast interviews in TV specials about the film and exclusive never before seen clips. Such clips would usually end with a cliff hanger, this insures that the story line isn't given away and attracts an audience by creating suspense, they want to find out what happens next. Broadcast also includes radio shows who may have interviews with the stars over the phone to emphasise their hectic lifestyle. It also keeps the radio shows' cost down.
E-media would offer options unlike the other two. This would include a range of clips rather than the single clip (TV). It may also include interaction with the user such as flash game or a quiz on the cast. They will also include cast profiles and exclusive content such as behind the scene stills or videos.
Super 8 is being promoted across all three platforms. TV and e-media perform better at reaching a certain audience as they can be targeted at them. For example, you can advertise on a film channel or film based website, this means you already have a cinema going audience who will visit this website. Whereas print is in a single place although this can be targeted towards the niche market as well. The film poster can be placed near a cinema.
How do audiences access the text across the 3 platforms?
Super 8's target audience is current cinema goers but more specifically, science fiction fans. Promotion would be different across the three platforms. For print, advertisements may be located at science fiction conventions. This would be appropriate as science fiction fans will be visiting these convention mainly. For broadcast, advertisements can be placed on sci-fi channels like SyFy. Sci-Fi fans are probably the group of audience who are most likely to be watching the SyFy channel. Those who want to get into sci-fi may be watching so Super 8 may attract a less knowledgeable (about science fiction) audience who may be willing to try news things. Broadcast can also give teasers before other sci-fi films. E-media can be the most specific: a sci-fi website would be the best place for the film to promote itself. They can also use social networking sites to gain popularity. This is easier as the audience finds you. E-Media also allows the audience to interact with the film by going on the films dedicated website.
How are representations constructed across the 3 platforms?
Usually stars would be selected for their sex appeal, however, since the main characters in this film are children, casting over sex appeal is inappropriate. So therefore, the child stars would be chosen on how best they suit the roles they play in the film.
__________________________________________________________________________________
- Michael Giacchino, the composer of all the music in Super 8 also worked with J.J. Abrams on the hit TV series Lost and in 2 of the Mission Impossible films (III & Ghost Protocol)
- The film used viral marketing to advertise the film. The first trailer was attached to Iron Man 2 which was expected to have a large audience
- The film was released on Blu-Ray and DVD on November 22, 2011
- The films website http://www.super8-movie.com/ had 661, 000 unique visitors when the film was released, a number which has fallen to 10,000
- Grossed: $259,713,319 , Opening Weekend: $35,451,168 from a budget of $50,000,000
- Showing on 3379 screens in the United States
- Running time 112 minutes
- Tagline: It Arrives
- Sold 976,884 DVD's & Blu-Ray disc to date (correct from 13/2/2012) of which sales total $15.3 million.
- The film was shot in Weirton, West Virginia
