Marketing
- 1. Marketing Trailer: The trailer of the Descent (which can be found through this link https://www.youtube.com/watch?v=WhZj0Q9rq9E) has been edited in such a way which avoids the more boring parts, focusing more on the action packed parts as to interest audiences. It begins with a slight introduction showing how they get to the location and who the main cast are, when in fact the movie does not begin in this matter but instead with the backstory and reasoning to why they set out. Throughout the rest of the trailer, there are a variety of transmissions which links one shot to the other, most of which usually contain graphics such as quotes from reviews exclaiming it is ‘the best horror-thriller since ALIEN’ or words which refer to the stages of being trapped in the dark (claustrophobia, fear etc). Many of the shots are also chosen due to what is within it, like special quotes from the characters exclaiming that sooner or later their lights will go out, which is also used as a form to demonstrate what the main antagonists are. Finally, as the trailer progresses, the editing gets much faster than how it started, increasing the pace of the viewer’s heart rate and providing a slight sense of urgency which in turn intrigues the audience to watch the movie for themselves, and this is supported by the choice of shots since they include a lot of action and panic movements. This form of promotion is accessible through a range of media, from accessing it through the Internet on Youtube or actual reviewer websites or watching it before a movie at the cinemas, which means the cost of watching depends on the method used. Poster: Posters are not very commonly seen in public areas, unless it is posted outside of a location that is screening it. For this reason, this method is not used as a main form of advertisement; instead it could be sold to fans as decorations for their own houses. Likewise, the poster allows for viewers to read any important pieces of information, such as people involved in the production of said film and the link to its website, as well as getting a first impression towards the movie and make up their minds whether they would like to watch it or not. Various posters of the Descent actually show various images, such as all members of the cast forming a skull or the main protagonist in a pool of blood (as shown on the image to the right). Hence, they serve as a way to show off what various reviewers have stated about their film or as a last effort to attract potential audiences, as it is a big influence for movie goers since there is a high chance that they often read reviews written by said reviewers. The pricing for this also varies, as it can be observed for free in public or it can be purchased for personal viewing or collection. Billboard: The movie’s original billboard is done in a way which relates to the whole storyline of the movie, where the protagonists will have to ‘face their fear’ as is shown throughout. Likewise with the quote, the entire billboard picture is covered in darkness with the only lit up part being the protagonist with light from a
- 2. crack shining on her face, serving as symbolism which gets the audience wondering whether there is hope for the character or whether she is doomed to wonder the darkness. It seems to be successful in attracting horror movie fans as it touches upon a common fear that majority of people have, that being the darkness, making it better for them as they watch somebody else suffering from that fear alongside claustrophobia. The pricing for this is much more different to the other forms of publicity, as there is no real pricing for viewing it since it is mostly placed in an area where it is visible by drivers or people waling past. The only pricing which would be put into place would be the amount of money producers would have to pay to have their movie publicised on billboards. Campaign Change: The movie went through a campaign change during its publicity, which eventually caused the main picture for the billboard/poster to change from what it originally was. Said changes occurred during the infamous terrorist attack known as the 7/7 London Bombings, in which a bus that was attacked had an advertisement of the Descent with the original billboard, showing a woman trapped underground, where the underground was also attacked during the bombings. Due to this, producers decided to change their main image out of respect for the victims of the bombings, into the cast posed to form a skull. Website: The official website of the Descent has a variety of options which visitors are able to access, from the synopsis of the movie to the message boards. As a result, this website it the movie’s main hub for fans looking for further information or to keep up to date with anything Descent related. As mentioned previously, users are able to access messageboards, which could very well be used to keep in contact with those related to the movie and receive news from the director. This also serves as publicity as it provides an option for visitors to purchase DVD’s or other downloads. Alongside with the publicity it provides, the graphics utilised to make sections move and look alive, making it enjoyable to look at whilst improving the overall look of the site. Overall, Descent’s website is the true central local for the movie’s marketing campaign, providing all information about the movie and how to access the product.