The marketing campaign plays a vital role in informing potential auciences about a film with the purpose of encouraging people to see the film at the cinema. The companies who own the film and loan it to cinemas to show for a period of time are called distributors. Distributors are keen for their films to be as successful a possible so they create a marketing campaign to raise awereness of the film and arouse interest. In this way those who invested in the film stand the best chance of making a profit on it.
Why is a trailer important?
The trailer is a powerful weapon in the marketing campaign. Posters are important in capturing the initial interest of the audience and drawing them into the cinema, but they cannot convey the excitement and atmosphere of a film in the same way a trailer does.In this way, the trailer stirs our emotions and gives us an impression of the film that is impossible through still images alone.
Why is it important for a trailer to show us the genre and how is this established?
A trailer aims to give the audience information about the film, things like what the story is about, who the stars are and what genre or type of film it will be. Genre is important in film marketing because our decision about what to see will partly depend upon whether we enjoyed other similar films, intertextuality is a key aspect about trailers and movie making. When we view a trailer we are automatically ‘decoding’ what we see and hear to establish the film’s genre.Occasionally, a film will be a hybrid of more than one genre through its conventions.
How does the trailer show that a film is worth going to see?
Whilst the marketing campaign uses genre to gain our interest, it must also show us how this new film is different to others in the same genre: this is known as the USP (unique selling point) of the film. The USP is what separates one film title from another released at a similar time or within the same genre. The USP could be many things: it could be a genre which presents an unusual mix.The USP is important for marketing the film as it sets each release apart from its rivals, and so is often strongly emphasised in the marketing campaign.
The internet has been established as an important tool in film marketing for some time now, and has had a considerable effect on the ways in which people come into contact with film trailers. Websites such as the Internet Movie Database, Apple Movie Trailers and official websites for film releases often carry trailers that have been cut for a general audience and so are suitable for viewers of any age. This is obviously important online as, in contrast to the cinema, age restrictions can be very difficult to enforce.
How are trailers chosen to preview before certain films?
An enjoyable part of the whole cinema experience is watching the trailers that preview the main feature. The cinema manager uses their marketing knowledge to select trailers aimed at a similar target audience to that of the main film in the hope that the forthcoming attractions will appeal to them and bring them back at a later date.Classification is also an important factor in what is shown. Trailers are given a classification in the same way that films are, so a trailer for a 15-certificate film, for example, cannot play before a PG film, as it is unsuitable for the younger audience.
Overall
Trailers are highly important and are highranked in the world of marketing; films depend on the visiaul affects trailers have on an audience to attract people to a certain film and to make money and make their movie a success.
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