Production:
Constantin film is my chosen production company following it's success in the production of my inspirational text "Love, Rosie", a romantic- comedy with elements of social realism. This therefore grasps the two genres of social realism and romance similar to my film and presents it in a less conventional way. In light of the film's success, I decided that, given the choice, I would have my film produced by this company. The company is actually German and was only extended to the international market in 1986, however has since established various production subsidiaries. Despite being a German company, many successful films have come under it's production logo, including "The Never Ending Story", "American Pie" and "Fantastic 4". It is notable that even "The Never Ending Story" had an alternative production aspect to it, as the fantasy film challenges conventions of the ages of the actors, the ending and the general plot structure doesn't seem to follow Todorov's Narrative theory. This further consolidates my trust in the fact that this company would produce my film and would be engaged with the plot being structured as it is.
Advertisement Campaign:
Offline Media
I would have the film trailer shown on TV in the adverts of ITV as this form of offline media is still important and effective in this age. The trailer would be shown in between Coronation Street or another program aimed a t a similar target audience. However, the main bulk of the distribution would take place online as the age bracket of 15-25 year olds is the group who are most likely able to fully utilize the benefit of the Internet to optimum level. This is because almost all 15-25 year olds use online media such as FaceBook, Twitter and Instagram, where they spend more of their time online watching the news, documentaries, soap operas, movies and listening to music. This would be the reason behind my decision to make my film available for consumption by this audience online post-release to movie theatres. Despite this it is still relevant to advertise using offline media such as the TV and print media as a 15-25 year old who sees a magazine front cover with a celebrity or other embedded intertextuality such as a film that they know of on the cover would still be likely to engage with this and potentially buy the magazine. This is why it is still important that my magazine front cover have celebrities that the target audience would be familiar with as they have been in films of a similar genre to mine being promoted. Furthermore, my main actors and the themes of my magazine incorporate the main themes of my poster and trailer in order to provide continuity and ideally to attract an audience who already has knowledge of the films' release and therefore recognises it.
Social Networking
In the past, the channels of communication to consumers were limited to a few free TV channels and a few newspaper titles. Marketers had to fight for space in those channels in order to advertise or promote their brand. This competition drove the cost of marketing formats to rise increase rapidly. However, in this growing digital age, there are a wide variety of channels for consumers to choose from—for instance, online channels. These give marketers the access to several media platforms and many more varieties of marketing formats aimed to target a more precise audience without spending such a massive amount of money.
Being a student, I am limited to the extent that I can market my trailer for the consumption of my target audience, however, given the growing digital age of technology and the rapid advancement in the internet, I will make the most of the publicity I can obtain via social media. This was noted in the marketing campaign of Twilight.
Being a student, I am limited to the extent that I can market my trailer for the consumption of my target audience, however, given the growing digital age of technology and the rapid advancement in the internet, I will make the most of the publicity I can obtain via social media. This was noted in the marketing campaign of Twilight.
Twitter Account: @BrightSideA2A2
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Twitter is a very effective way of creating vast media attention in the promotion and distribution of media product in this age. Twitter is a social media platform on which users can interact with relatives, friends, news, celebrities and other discourses of people. The features that it includes allows largely respected people, companies and organisations to be followed and their messages broadcast directly onto the newsfeeds of all of the followers, much the same way that the individuals own tweets would be found in the newsfeed of a friend. Furthermore, the followers themselves have the opportunity to contribute to the distribution themselves by "retweeting" the tweet, therefore making the tweet from the account of importance (or equally of another friend) turn up on all of the accounts of their own followers, therefore spreading awareness of them or what they have to say. Finally, followers are able to comment on the tweets and give their own views and opinions creating widespread awareness, networks and engagement between followers.
I made an independent twitter account for my film, a contemporary way for film producers to engage and create a hype over a new film, by keeping their subscribers updated with up to date news about the product and giving them a sense of direct interaction. I used cross media convergence and synergy in order to promote the opening sequence of my film from last year by tweeting about it and using the embedded YouTube video link feature to encourage the consumption by the ease of access. This also gave a taster as to the types of films I, as a producer, tend to produce, enabling the audience to create a preconceived idea of my work. I have now also done the same for my trailer.
I made an independent twitter account for my film, a contemporary way for film producers to engage and create a hype over a new film, by keeping their subscribers updated with up to date news about the product and giving them a sense of direct interaction. I used cross media convergence and synergy in order to promote the opening sequence of my film from last year by tweeting about it and using the embedded YouTube video link feature to encourage the consumption by the ease of access. This also gave a taster as to the types of films I, as a producer, tend to produce, enabling the audience to create a preconceived idea of my work. I have now also done the same for my trailer.
Facebook: My personal account
In order to distribute my film, I used my personal FaceBook account and made it accessible to all of my friend list. Whilst this enabled them to consume directly on FaceBook via YouTube, I also used the same post to advertise my YouTube channel, allowing access to my Year 12 coursework as well as the journey involved in making my final product. I also put in a link to this blog, advertising it. As most of my friend's list falls into the demographic of my target audience 15-25, I believe that in distributing on a small scale using FaceBook I was able to successfully reach out to an audience and test my trailer's effectiveness in engaging them. For real media products, by distributing information via FaceBook accounts or FaceBook pages, a consumer and their friends would be able to like certain posts, expressing interest and causing the post to come up in their friend's newsfeeds. This encourages further engagement to the post, which for films allows the audience to follow the hype made about the film and in turn they are themselves distributing the film. Although it is unlikely for this to actually happen in the case of my film trailer, in theory it could. Other features on FaceBook allow friends to see what the account holder is currently doing on the site, for example, if they view a FaceBook page about the upcoming Bond film, a friend might see this and view it themselves. FaceBook is a very powerful social networking site on which many people have been able to post and many videos, photos and other crazes have "gone viral" through the masses of likes, comments and shares it has received. In an age of digital technology and given the demographic of my film, it is fitting that I should use FaceBook for the advertisement and distribution of my trailer to allow for ease of consumption by my audience.
Distribution:
The distribution of a film makes it available for viewing by an audience. The ways of consuming information is changing with the increase in technology give distributers access to a wider range of media platforms that better suit their specific target audience. For example, teens who have grown up with the Internet and use online media as part of their daily lifestyle, would likely be the target audience for a film advertised online through social media and then released onto Netflix. This may be exhibited directly to the public either through a movie theatre of television, or in a personal home viewing. These personal home viewings are made increasingly popular due to technological advancement, in both hardware and software. Sites such as Netflix and LoveFilm give consumers easy access to thousands of films before DVDs and allow access on multiple hardware devices.
Lionsgate is an American film distribution company within the Big 6, It covers North America, UK, France, Australasia, India and is just developing a relationship with Germany, This explains why it has recently become more involved with Constantin films as a German production company. It is the conglomerate holding many subsidiary companies beneath it such as "Summit Entertainment", the specific group I would choose to use in the distribution of my media product. Summit Entertainment was behind the distribution of Twilight, another of my inspirational texts as it crosses genres with fantasy, therefore, like my film, challenges conventions of romance. Another of it's popular romance films was "Letters to Juliet", which although conventional, was very successful. The Twilight film campaign was successful even after it's release, relying on the fans bringing about awareness of it via social media by tweeting on twitter and blogging. It made the following films in the package become rich with advertisement in the form of product placement. I touched upon the idea of product placement by Apple (of course although I was not sponsored) as I had the characters used an Apple Mac and an Apple IPhone 6S. I also used a cannon camera which could be seen as product placement using the idea that the audience would aspire to be like the characters and would therefore be encouraged to go and buy it. As it was noted that more males were being taken along to see them, the production company aimed to entertain them by adding more action into the following films. The distribution of all of the Twilight films in the franchise were very successful, where they were first released into movie theatres, then onto DVD and BluRay before in later years being added onto online softwares such as NowTV Movies. The film "Letters to Juliet" also went through the same process yet on a smaller scale. The film being more recent, it was added to online softwares much sooner after release and has received a lot of consumption benefits from these.
Lionsgate is an American film distribution company within the Big 6, It covers North America, UK, France, Australasia, India and is just developing a relationship with Germany, This explains why it has recently become more involved with Constantin films as a German production company. It is the conglomerate holding many subsidiary companies beneath it such as "Summit Entertainment", the specific group I would choose to use in the distribution of my media product. Summit Entertainment was behind the distribution of Twilight, another of my inspirational texts as it crosses genres with fantasy, therefore, like my film, challenges conventions of romance. Another of it's popular romance films was "Letters to Juliet", which although conventional, was very successful. The Twilight film campaign was successful even after it's release, relying on the fans bringing about awareness of it via social media by tweeting on twitter and blogging. It made the following films in the package become rich with advertisement in the form of product placement. I touched upon the idea of product placement by Apple (of course although I was not sponsored) as I had the characters used an Apple Mac and an Apple IPhone 6S. I also used a cannon camera which could be seen as product placement using the idea that the audience would aspire to be like the characters and would therefore be encouraged to go and buy it. As it was noted that more males were being taken along to see them, the production company aimed to entertain them by adding more action into the following films. The distribution of all of the Twilight films in the franchise were very successful, where they were first released into movie theatres, then onto DVD and BluRay before in later years being added onto online softwares such as NowTV Movies. The film "Letters to Juliet" also went through the same process yet on a smaller scale. The film being more recent, it was added to online softwares much sooner after release and has received a lot of consumption benefits from these.
Movie Theatre/TV
My film would ideally be released into movie theatres, where a BBFC certificate would be given, establishing the age of the audience who would be admitted to watch it. The trailer would have been shown in the segment before similar films released prior, aiming at a similar audience, such as "The Lost City of Z". This release would be the first and would be aimed at the target audience (females 15-25) where they would attend the Movie Theatre to see the film upon it's release.
Youtube
I distributed my film on YouTube following my target audience survey and finding that 59% of them were most likely to view a trailer on YouTube. This also allows for embedded links on other sites, such as how I used it on Twitter and Facebook as well as allows for active viewing by the audience with easy access to any links to sites for further information or to other similar videos about the film. I would have my main actors undergo interviews about the film which would also be uploaded YouTube and would come up in "suggested videos" for anyone who watched the trailer or a similar trailer.