How do they work?
Once the distributor has decided on who the audience is for the film, the next key decisions they have to make are HOW they are going to advertise and promote the film and how to spend on these activities as part of a marketing campaign.
The cost of a marketing campaign is divided into above the line and below the lone costs
Above the Line costs
These costs for creating marketing material (trailers) and buying media advertising (website banners, radio or TV spots or newspaper advertising).
Below the Line costs
Publicity builds further awareness and interest in a film. With premieres, the cost of getting the stars and director to attend and hopefully generate press coverage all have to be covered without any guarantee that the press will write about the film.
Cross-promotions are set up with partner companies outside the film industry, for example clothing companies and food brands. This is to promote the film and its characters to a wider audience.
The film trailer is the most cost effective technique available to the film distributor. Showing trailers in cinemas is to a captive audience and on website and TV spots. By using extracts from the finished film, the trailer can excite an audience and create awareness. The trailer works through a combination of moving images, graphics and voice over to give audiences a sense of the 'narrative image' of the film. It gives the audience a sense of genre, what the story is about, who is in the film and when it opens. Showing a trailer in the cinema will be attracting the same target audience, this persuades them to come back to the cinema to watch it.
Trailers can be classified in three ways: the teaser trailer, the full trailer, the t.v. spot, on set blogs posted by key cast or crew.
Teaser trailers start to appear in cinemas mainly up to a year before a film opens. The full trailer will probably appear between one and two months before a film opens.
The cost of a marketing campaign is divided into above the line and below the lone costs
Above the Line costs
These costs for creating marketing material (trailers) and buying media advertising (website banners, radio or TV spots or newspaper advertising).
Below the Line costs
Publicity builds further awareness and interest in a film. With premieres, the cost of getting the stars and director to attend and hopefully generate press coverage all have to be covered without any guarantee that the press will write about the film.
Cross-promotions are set up with partner companies outside the film industry, for example clothing companies and food brands. This is to promote the film and its characters to a wider audience.
The film trailer is the most cost effective technique available to the film distributor. Showing trailers in cinemas is to a captive audience and on website and TV spots. By using extracts from the finished film, the trailer can excite an audience and create awareness. The trailer works through a combination of moving images, graphics and voice over to give audiences a sense of the 'narrative image' of the film. It gives the audience a sense of genre, what the story is about, who is in the film and when it opens. Showing a trailer in the cinema will be attracting the same target audience, this persuades them to come back to the cinema to watch it.
Trailers can be classified in three ways: the teaser trailer, the full trailer, the t.v. spot, on set blogs posted by key cast or crew.
Teaser trailers start to appear in cinemas mainly up to a year before a film opens. The full trailer will probably appear between one and two months before a film opens.
Look back at Film Space's resources. View the three trailers and identify their USPs.
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