Unit 6: Learning Aim B & C (Resub)
- 2. Introduction • The title of our film is ‘The Replacement’. The synopsis of our film is that the main character in the film will be the teenage girl who is being bullied and her two “friends”. There will be a hooded figure who murders the two friends but is unknown which creates an enigma in the film and suggests that the genre is a thriller as the unknown figure isn’t revealed. The target audience for our film is teenagers, 14-18 year olds who are seen as explorers, they tend to seek discovery. They have energy, individualism and experience. Their values difference and adventure. Explorers are typically a younger demographic (students) with a social grade of E/D. I would consider our film to be a PG (Parental Guidance) rating due to the ending scene of a weapon covered in blood inferring to a murder in the film. The release date for our film would be around Halloween due to it being a thriller and this is typical to the genre release dates to make the film more scarier than what it is and it will make want people to go and see it with friends and family rather than alone.
- 3. Marketing Of Films • Generally, directors use a variety of different methods to try and gain a wide audience and the media’s attention when promoting their new film. Some of the methods used are social media, press interviews and creating trailers and posters which are posted not only on social media but also billboards etc. In doing this, they are able to reach out to the wider audience rather than just the niche audience meaning that their new product/film will have a wide fan base and audience wanting to go and see the film when released in cinemas due to the effective marketing of the film that instantly grabs people’s attention.
- 4. Purpose of Marketing Campaigns • The purpose of marketing campaigns is to promote products through different types of media, such as television, radio, print and online platforms. Marketing campaigns can be designed to build a brand image, introduce a new product or increase the sales of a product already released. By doing this, it is raising awareness of films by generating an audience through designs and marketing strategies such as trailers, teaser posters, interviews etc.
- 5. Primary Research • For my primary research I have decided to create a survey in which I will be handing people and sharing on social media for them to answer. Below are the questions which I have used on my survey.
- 6. Primary Research Results • https://bethpotter458.blogspot.com/2020/02/unit-6-learning-aim-b- results-survey.html • From receiving the feedback on my survey’s, it will help me come up with ideas on how to market my film as I am now aware of how people view trailers and posters on platforms. Furthermore, it will help me build an audience and fanbase as I know their interests and hobbies therefore try and base my marketing (posters, trailers and uploads on Instagram) around them to introduce more people in the audience and make things fun and interesting in which they will enjoy. • By gathering these results, I can conclude on what marketing strategies I want to use and how I want to use them.
- 7. Evaluation of Survey's • From the surveys, I learnt what social media to use as they all said that they use Instagram as a daily platform therefore I knew that it was regularly used and there would be a chance that the movies Instagram page would come up on their explore feed. On the other hand, I didn’t learn how to make my trailer exciting for the audience through the surveys so I made my trailer like a typical Thriller trailer to fit the film and then the sound I used is almost exciting and makes sure that the audience is on the edge of their seats whilst watching it with the use of eerie tones and laughing that gives you chills almost. In addition to this, I knew that I had to make a trailer as I learnt that, that's how the audience see films being promoted as well as posters therefore I knew that these two platforms are mainly used in the aspects of promotion and also social media which is part of the average person's everyday life and society which has a major effect on people and the society. The surveys showed an audience interest in my film therefore I learnt that my chosen genre had an audience as they were interested and wondered how the narrative of the film fit the thriller genre and also thought that it could raise awareness around bullying as more people will be talking about it as thrillers and horrors are a popular genre and watched by the majority of the population.
- 8. Secondary Research • Deadpool is a 2016 American superhero film based in the Marvel Comics character of the same name, distributed by 20th Century Fox. It is the eighth installment of the X-Men series. After spending 10 years in development, Deadpool received a greenlight from Fox with a much smaller budget than what is usually given to a big superhero film, $58 million. • The marketing budget for Deadpool was smaller than usual just like the production budget. As a result of this, Reynolds worked closely with Fox domestic marketing chief Marc Weinstock to use the internet to their advantage and come up with cheaper, ‘Deadpool- based’ ways to market the film.
- 9. Trailers - Deadpool • In July, director Miller and several castmembers attended the 2015 San Diego Comic-Con to present a trailer for the film, which received s standing ovation from the attendees who asked for it to be played again. Joshua Riveria who wrote for the Business Insider, praised the trailer for sowing the humour, tone and violence which is in the comics. Two teasers were released on 3rd August featuring Deadpool, one where he promises the arrival of the trailer and a short tease at the end of a new trailer for Fox’s ‘FantasticFour’. The full trailer was then released with completed visual effects. • Trailer 1: https://www.youtube.com/watch?v=Xithigfg7dA • Trailer 2: https://www.youtube.com/watch?v=9vN6DHB6bJc • Official Trailer: https://www.youtube.com/watch?v=ONHBaC-pfsk
- 10. Videos - Deadpool • For Halloween, Reynolds released a video with himself dressed in the Deadpool costume, interacting with a group of children dressed as X- Men. He asks them numerous questions such as “How many of you have taken a human life?” • Videos released for the film included a public service announcement parody which was instructing men on how to check for testicular cancer ad was played during an episode of ‘The Bachelor’, holiday messages for Chinese New Year and Australia Day. • Public Announcement Video: https://www.youtube.com/watch?v=KsdD1MJXOpk • Australia Day: https://www.youtube.com/watch?v=vv05IIPRY6Y
- 11. Billboards & Posters - Deadpool • Additionally, unconventional billboards for the film were put up, including one selling the film as a romance film because of the closeness of the film’s release to Valentines Day and one featuring the skull and poo emoji which was described as idiotic and brilliant. By doing this, it will grab a mainstream audience as they will think it is one specific genre of a film by the marketing used however it isnt.
- 12. Social Media - Deadpool • Reynolds promoted the film on social media, taking part in a false rivalry with Hugh Jackman on Twitter, Instagram, and Facebook. The campaign also took advantage of Snapchat, Tinder, and Porn Hub. In the two weeks before the film's release, there was an average 10,000to 20,000tweets about it a day, which jumped to 90,000after the early screenings. Weinstock said, "There's a lot of debate as to whether or not social media can really open a movie ... and this proves it can." • In doing this, they were aware of the most used websites so that they were able to promote the movie effectivelyand successfullyas a mainstream audience will see their posts and will want to know more on them.
- 13. Platforms • I will be choosing 3 platforms to create a campaign and market my film. The platforms which I will be choosing are posters, a trailer and a social media profile. I am choosing these because a poster will be able to give the audience information about the film in terms of the release date and a clue of what the narrative is about. The trailer will be able to show the types of situations happening, for example the equilibrium, disruption or resolution of the film. I will be uploading my trailer onto Youtube as my primary research suggested that they use their mobile phones a lot and are typically on Youtube. In addition to this, I will be creating an Instagram page as my primary research suggested that they use their phones a lot and social media plays a big part in society nowadays. I will release the posters first, then the Instagram page and then lastly the trailer as the audience will work out parts of the narrative from what has been revealed to them and then the trailer will release more and then finally show the audience what to expect. The campaign will start around a year before the film is released so the posters and trailer can be released in the meantime and keep the audience excited.
- 14. Campaign Timeline January 2019- Start of marketing campaign. By starting the campaign at the start of the year, it allowedme to have time to promote and release the film efficiently and correctly. November 2020- Film Release July 2019- Trailer is released February2019- Instagram Page was released and posts were starting to be uploading monthly and weekly within certain time frames so that key dates were able to be hit, meaning that the page was easier to find. I have chosen these time frames in between the release dates of the different platforms so that I was able to structure my marketing campaign effectively and somewhat efficiently. By doing this, I was able to keep the audience entertainedand interested in the film by uploadingthe different posts weekly on the Instagram Page whilst working on the trailer to be uploadedsoon after then the film. The campaign could be seen as an awareness campaignfor bullyingso there is a chance that instagram pages who support this awareness will see the page and share it around. By doing daily posts on the Instagram Page, I was able to uploadposts in relation to different seasons for example: St.Patricks Day, Easter, Halloween etc. In doing this, it made the page easier to find and allowed the audience to have more things to look at and engage with when going on the page. Released the film in November as it isn't expected of a thriller/ horror genre due to the time of the month being based aroundChristmas. I did this as it was a month where it had Friday 13th which is known as an unlucky day and also intertextualitywith the film name of Cunningham's1980 film 'Friday the 13th'. In addition,movies of this genre are mainly released in October around Halloweentime so by juxtaposing this idea, it may lead an audienceinto wondering why the release date is when it is and exactly what happensin the narrative.
- 15. Different Fonts for Posters • These are some of the fonts in which I will use on teaser posters and the official movie poster for our film. All of the fonts are from DaFont.com and each has the name of the font underneath the title of our film.
- 18. Flatplan Ideas Continued • For the teaser posters for my film, I will have more than three which will allow the viewers to create an accumulation of the posters as they will be seen as collectibles/ exclusive to fans. On each of the posters, it will be a range of each characters or an item from the film etc similar to Toy Story 4, Aladdin or Frozen 2. • Furthermore, on the posters it will only include the release month and year along with the main image or possibly even the films title with a small slogan as shown on the next slide. I have used both thriller and horror posters in my collage to try and infer the different ideas in which I will use as some of them are minimal which I think is useful for teaser posters. Each poster will be released separately within certain time periods to make the campaign somewhat more successfulas the audience will want to see them as soon as possible.
- 20. Film Poster 1 • So far, I have started creating the theatrical poster for our film ‘The Replacement’. To start off, I dragged one of my images from my desktop onto the Photoshop document and made the background (that wasn’t filled) black with the fill bucket tool. After this I dragged another image onto the Photoshop document then blended it by changing the opacity of the image to make it look as though that the setting is based in a dark, creepy forest. To make it seem more realistic, I used the eraser tool and erased the part of the image which was covering both key signifiers so they are both clear on the poster.
- 21. Official Theatrical Poster • This is the completed theatrical poster for our film. To create the poster, I used the text tool to insert the title, cast members, billing block and release date. For each section of text, I had to download different fonts from DaFont.comand Fonts4U.com. Tostartthe poster I had to drag and drop the image I wanted to use from my desktop onto the Photoshop document and then needed to use the fill bucket tool to fill in the empty background black. After this, I had to dragand drop the image of the dark, creepy forestonto the image already placed then needed to change the opacity of the image using the blending tool to make it seem more realistic and that the setting of the image is actually in a forest which fits with the genre of the movie. Afterwards,I used the eraser tool to erase parts of the forest image which was layered on top of my image and covering the actors faces to keep the key signifiers image clear.
- 22. Theatrical Poster Feedback • I asked a group of friends if they were able to give me feedback on my theatrical poster which I created for my film. In doing this I asked “What do you think of y poster and how could I improve next time?” and then sent an image of the poster itself. To which then I received positive feedback and areas of improvement. The main area of interest was the background of the poster and how I blended the image of the forest in with the key signifiers instead of leaving a blank background. By receiving the areas of improvement, it will result in improvement of my next posters which I will make.
- 23. Teaser Posters
- 24. Creation of Teaser Posters • To create the posters, I had to get the picture from my SD card and then open it on Photoshopto make it the background of the project. After this, I had to unlock the backgroundto make it editableand also a layer. After turning the backgroundinto a layer, I then right clicked on the layer and converted it into a smart object. Once it was converted into a smart object, I had to then make adjustmentsto the saturation/hue levels so that they were down to -100. Afterwards I copied the layer and then renamed each layer as ‘Original’and ‘Colour’ for when I create the glitch effect. To create the glitch effect, I had to make adjustmentsto the blending optionson the ‘colour’ layer and then turn off the red channel, keeping the green and blue channel turned on. Next, I clicked on the move tool and then I moved the colour layer across to the left using my left arrow key untilI was happy with the placement. • Once I created the glitch effect, I had to downloadboth of the ripped paper effect and paint brush effect. Once I downloadedthem, I selected which one I wanted and then had to drag and drop it onto the Photoshop document, then I had to adjust and position where I wantedthem both. (On the first teaser poster, I used the fill bucket tool to fill in the brush effect red to make it seem like it is a smear of blood). Once placed I used the text tool to then add the name of the film and then when the film was being released. • I have decided not to use the company’sname as plannedtoo on my flatplansas I decided that the posters looked better without anythingabove the key signifiersheads and to keep the blank,dark background to fit in with the Thriller genre. Teaser Poster 1: https://youtu.be/dGprOdBDX_Q Teaser Poster 2: https://youtu.be/-fOr6XKKi3s
- 25. Instagram Page On the Instagram page, I have posted two of the teaser posters and trailer to lead up to the official theatrical poster. In doing this, it will excite the audience on what it will look like due to the use of skill on Photoshop and wonder if there will be more characters revealed. To build the page up, I have followed both creators of the film, myself and Annalise, and uploaded 3 posts straight away so that it has some structure an something for viewers to look at which will interest them in following the page. When uploading the trailer, I had to create it as an IGTV video because the trailer is 2 minutes 30 seconds long and Instagram can only upload up to a minute. Therefore it has uploaded one minutes worth of the trailer as a preview and it has the IGTV option in the bottom left hand corner and I have included the link to the full thing on my Youtube so that viewers are able to watch it continuously and properly. Instagram Page: https://www.instagram.com/the.replacement.f /
- 26. Trailer • To create my trailer,I needed to insert the file which had all of my clips in for the trailer.Next I went onto Youtube to find an audio to use which was copyright free as the background musicin my trailer.Once I found the audio Ineeded to download it onto my computer and then dragand drop it into myproject log. To insert the audio into the sequence, I then dragged and dropped it into the sequence log in A2. After I added the audio,Istarted to add the clips onto the sequence log. To do this,I had to drag and drop my clip onto the sequence, click on the clip and then unlinkit with the audio so that it wouldn’t interfere with the backing music. Once I unlinked the audio fromthe clip, I then had to click on the audio which was from the clip and delete it. To make sure the clip was the right length,I grabbed either side and extended it orcut it. In between scenes I added title menus to separate the clips. I did this by clicking file at the top left of the screen and then hovered mymouse over new so that it would come up with options to click on and then I clicked on ‘Legacy Title’ which brought up a menu which allowed me to create a title menu,change the font center the title on the scene. I decided to add the audio in first so that I was able to edit the clips around it and leave spaces in between to create cut to the beat effects the beat played to create suspense in the trailer as it is typical of horror genres and leaves the audience on the edge of theirseats.I decided to add in the effects last because the clips were in the correct place and I was able to make the clips transition intoeach other smoothly.At the very end, I rendered the whole trailer so that it ran smoothlyand there was no glitches or any problems visuallyoraudibly.When editingthe trailer,I faced problems such as one of the scenes glitchingand the programcrashing.To resolvethe problems,Iselected the clip which was glitchingand rendered it separatelyfromthe other scenes which managed to make the clip clear. In additionto this,to reclaimthe clips and audio back in the sequence, I needed to go onto my documents which was on my computer and open the Premiere Pro file which contained all of the autosavedworkand my recent work. To prevent this fromhappeningnext time I will savemy work as I work on it so that if anythinghappens,Ihaveit alreadysaved and also a backup. • Trailer:https://youtu.be/fbA86Foig0E
- 27. Production Log
- 28. Production Log Carried On
- 30. Image Links • https://images.app.goo.gl/XfoDZePVGLcQGgjVA • https://images.app.goo.gl/9hc2N8Q2WpXcmNf78 • https://images.app.goo.gl/Ad2n7j9s7MMJ6Mq18 • https://images.app.goo.gl/gjX6L95KVow9pjJ88 • https://images.app.goo.gl/EQ5GTF5akL8Z69Ck6 • https://images.app.goo.gl/CGwurBfYb9zEee9R7 • https://images.app.goo.gl/XThJMzouh29pDRx1A