Analysing film magazine articles
To begin with I researched how a general film magazine would lay out an article on their main blockbuster film within a published issue. This helped me find out where to place specific images, text and large quotes across the double page spread. This, along with how the article is written showed me how to lay out and write my own article about my chosen film in regards to marketing.
Film Article One
Main Image:
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Colour Scheme:
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Main Text:
- The print is small and on the left hand side, it is the main feature of the article, but the magazine is trying to sell the movie through the use of larger titles/subtitles and images which signifies that the film is for a young adult audience.
- The titles are in a more bold white font but continue to be in the same font style. This represents that they are important to the magazine and the movie that is being advertised.
- The text is split into two columns, to make the text appear tidy and not scattered randomly.
Film Article Two
Main Image:
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Colour Scheme:
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Main Text:
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Quote:
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Stand First:
- It acts as an introduction to the article - showing readers what it is about, in this case it is "Weta's Richard Taylor presents the best LOTR bits'n'bobs in Leeds, while looking to the future with The Hobbit..."
- The writers choice of having an ellipsis at the end of the stand first shows that it continues
- Some readers may not know what The Hobbit or LOTR (Lord of the Rings) are, therefore introducing them informs viewers what the article is about.
Distribution companies
America is renowned for its highly expensive movies and Hollywood blockbusters. Whether the film is independent, a franchise or based on pre-existing literature, America's film distribution companies always manage to come out on top when it comes to the global works of cinema in reference to worldwide box office.
The studio system includes a selected number of ‘major’ studios who engage in film production & distribution. They release a substantial number of films every year & earn a major share of box office revenues. These are called 'The Big Six'. Although this has recently been changed to 'The Big Five'. These film studios dominate both American cinema & the global film industry. Most films that reach the international audience, in multiple continents & in multiple languages, are usually produced and/or distributed by one of these, thus making them the Big Five. These are:
The studio system includes a selected number of ‘major’ studios who engage in film production & distribution. They release a substantial number of films every year & earn a major share of box office revenues. These are called 'The Big Six'. Although this has recently been changed to 'The Big Five'. These film studios dominate both American cinema & the global film industry. Most films that reach the international audience, in multiple continents & in multiple languages, are usually produced and/or distributed by one of these, thus making them the Big Five. These are:
Warner Bros. Pictures
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Walt Disney Pictures
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Columbia Pictures
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Paramount Pictures
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Universal Pictures
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A recent change in these companies is the removal of 20th Century Fox, due to it becoming a part of Walt Disney Studios when The Walt Disney Company bought 21st Century Fox for $71.3 billion on March 20, 2019.
In addition to the major film studios, there are also mini majors. These are large film production companies but they are smaller than the major studios and attempt to compete directly with them. I have listed them below:
My chosen film
Research on the film - 'The Hunger games' (2012)
Directed by: Gary Ross
Produced by: Nina Jacobson and Jon Kilik
Screenplay by: Suzanne Collins, Gary Ross and Billy Ray
Based on: 'The Hunger Games' by Suzanne Collins (horizontal integration)
Music by: James Newton-Howard
Cinematography: Tom Stern
Edited by: Stephen Mirrion and Juliette Welfling
Produced by: Nina Jacobson and Jon Kilik
Screenplay by: Suzanne Collins, Gary Ross and Billy Ray
Based on: 'The Hunger Games' by Suzanne Collins (horizontal integration)
Music by: James Newton-Howard
Cinematography: Tom Stern
Edited by: Stephen Mirrion and Juliette Welfling
Production Company:
Distributed by:
Release Date: March 12th 2012 (Los Angeles premiere) and March 23rd 2012 (United States)
Running time: 142 minutes
Country: United States
Budget: $78 million
Box office: $694.4 million
Running time: 142 minutes
Country: United States
Budget: $78 million
Box office: $694.4 million
Starring:
Lionsgate FIlms
The main distribution company for the film was the well known company 'Lionsgate Films'. It is the largest and most successful mini-major film studio in North America. It focuses on foreign and independent films and has distributed various commercially successful film series. These are listed below:
Screenshot of the highest-grossing films table on there wikipedia page.
Marketing research
Lionsgate used all the usual old media tricks. These include:
- Giving away 80,000 posters
- Securing almost 50 magazine cover stories
- Advertising on 3,000 billboards and bus shelters
Social media
Social Media became an integral part of the films marketing campaign. Fans anticipating the film could actively engage with Lionsgate via social networking. This was an easy way for fans to be constantly updated on the progress of the film and thus build momentum for the release of the film.
Another strength of using social media is ensuring that a younger demographic of audience members are interested. Younger audiences will be more interested and more likely to be updated by social media, while older ones are more likely to be in newspapers, posters and flyers.
In May 2011, Lionsgate started methodically releasing info about the casting on Facebook and Twitter. The company actively used cross-media convergence, in the sense that the film industry worked with the online media one, to promote the film. Social networking sites such as Facebook, Twitter and YouTube are known as E-Media.
Another strength of using social media is ensuring that a younger demographic of audience members are interested. Younger audiences will be more interested and more likely to be updated by social media, while older ones are more likely to be in newspapers, posters and flyers.
In May 2011, Lionsgate started methodically releasing info about the casting on Facebook and Twitter. The company actively used cross-media convergence, in the sense that the film industry worked with the online media one, to promote the film. Social networking sites such as Facebook, Twitter and YouTube are known as E-Media.
viral marketing
synergy - mobile phone game
'The Hunger Games Adventures' was released on the same day as the film. It took the form of a social networking platform.
Twitter became an integral part of the marketing campaign, it was an easy way for fans to be constantly updated on the progress of the film. This built momentum for the release of the film.
In July 2011 the first look at photographs of the cast on set were released over Twitter. It also published the official release date of the film.
In July 2011 the first look at photographs of the cast on set were released over Twitter. It also published the official release date of the film.
comic-con
Teaser trailer
In August 2011, a one-minute sneak peak was introduced online at MTV.com.
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Main trailer
The trailer was released in November 2011 by iTunes. It received 8 million views in its first 24 hours.
Trailers act as an audio-visual type of marketing. This is important as it uses new technology to reach a younger demographic thus widening the amount of people who will go and see the film. Showing trailers before a film screening at a cinema is also very important for reaching a target audience. |
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posters
online twitter poster puzzle hunt
100 days before the movie's release the studio created a new poster and cut it into 100 puzzle pieces, then gave digital versions of those pieces to 100 websites and asked them to post their puzzle piece on Twitter in lockstep.
Fans then had to search through Twitter to put together the poster, either by printing out the pieces and cutting them out or using Photoshop. It trended worldwide on Twitter within minutes. |
the super bowl
In February 2012, Lionsgate revealed a new trailer for the film during the Super Bowl. This was effective as this is a huge event worldwide.
TV coverage is an audio-visual type of marketing.
TV coverage is an audio-visual type of marketing.