Evalutation: 2.How effective is the combination of your main product and ancillary texts?

The project consisted of one main product: the construction of the horror trailer and two ancillary texts the front page of a film magazine and a film poster. These three texts are coherent and work effectively to promote the slasher film. The trailer and poster are effective through the visual representation as the brand identity is consistent within both. The brand identity is represented through the colour scheme and typography.

The typography is exceptionally significant in the brand identity; the typography within in the title reflects the genre of the film. The use of red conveys the genre and narrative of the film to the audience. Red symbolises blood which suggests that this is a slasher film. Also the sharp edges of the typography convey that the weapon of the killer is a knife.

. This reinforces the narrative of the slasher genre film. The use of semiotics has assisted me to develop a title with effective typography portraying the narrative of the film.

Additionally the colour scheme is an essential aspect of the brand identity. The use of the colours black red and white is consistent throughout the trailer and the poster. However not entirely throughout the magazine as it has a brand identity of its own, as the producer of the film has no control of how the film is featured. Although the producer has no control over how the film is featured this is a good example of synergy. As the film promotes magazine and vice versa. This means they are both beneficial to one another. The use of the colour black, which has connotations of death, evil mystery and sorrow, is highly effective as it reflects the main elements of the narrative. These connotations follow the basic formula of a slasher-horror genre as it foreshadows the events that will occur in the film. Also the colour white symbolises purity good and youthfulness. This therefore helps to represent the conflict that the group of teenagers face within the film as well as the conflict of good vs. evil and life vs. death.  The colour red has significant connotations of danger and blood; however it also represents the emotions with in the trailer such as anger. Also the use of black and white in the colour scheme. As well as a dark tone is reminiscent in ‘Film noir and German expressionism’ films this influenced the slasher -horror genre.

Furthermore, the images I used in the poster involved the main characters of the horror film. The main of image was of the killer in a mask, he is positioned centrally indicating the plot also revolves around him. His face is not recognisable which follows the conventions of slasher films, as the identity of the killer is unknown. The killer is dressed in all black clothing which conveys death foreshadowing future events. Also part of the main image is the final girl which suggests she is a significant character in the film. As wells as Chloe who is also part of the main image she is however positioned further back slightly behind the killer. This represents that she is from the killers past which is evident in the narrative. The colour intensity of the photo is fairly low and the filter is black and white which follows the aspects of ‘Film Noir’ and ‘German Expressionism ‘media texts. 

The poster included the typography within the title as this is a part of the brand identity which is consistent. This is so the audience can identify the poster and recognise it to be promotion for the film. This follows of the Uses and gratification theory of information as the poster is an informative piece of media text. The credits and certificate are also included in the poster as they are conventions of film posters.

As this is an independent film, the budget is low therefore it is essential to use other marketing techniques to effectively promote the film. The combination of film poster, trailer and magazine coverage collectively create ‘buzz’ and awareness.

Due to this, other marketing techniques must be used to maximise the profits of the film. Audiences are fragmented as individuals can now gain access to information, entertainment etc., from many different media outlets.  Therefore, independent films need to assure a multi-platform approach, in order to ensure that they reach their fragmented audience. 

One problem with this is that independent films do not have the money or means to benefit from vertical and horizontal integration, like many blockbuster films. Vertical integration is the process in which several steps in the production and distribution are controlled by a single company; this increases that company’s power in the marketplace. Horizontal integration involves owning several media platforms which can promote the film e.g. radio, TV stations, newspapers etc. As this is unavailable for independent films, they need to go about their marketing campaign in a different way.

Social networking sites such as YouTube, Facebook and Twitter must be used; this is because this is now a powerful source of communication and information for your audience, this would make it easier for you to target your audience. Social networking sites are based on a ‘many to many’ approach. Where everyone has the power to produce, promote and engage with media content, rather than the ‘few to many ‘ format of old media.  This is where only a few powerful conglomerates control the media content. Social networking sites are a cheap way of advertising, as they are free, allowing you to promote your film freely without any charges. Although, not everything on social networking sites goes viral, you would hope for viral success. Through social networking sites you can encourage exchange, in the form of competitions. Via twitter you can also encourage the actors to document the production process. This would mean that opinion leaders (theory of two-step flow of communication) would already be engaging with the film, and are therefore more likely to see it. If the opinion leaders create a buzz about the film it is then more likely to escape into the mainstream. If the buzz starts to develop, then TV and Radio advertisement could be an option.

Although, it is important to remember that old and new media need to be used in order to create an effective marketing campaign, however the brand identity needs to be kept, even whilst adapting to new media formats. A good webpage can help the success of a film, like in the case of The Blair Witch Project, where the website created a “buzz” about the film by making people believe that the film was entirely true. It featured articles about the “missing” victims, pictures, information about the legend of the Blair Witch, and so on. The webpage also encourages synergy, where the film and the webpage promote and benefit each other equally. 

Overall considering all these factors it is possible to achieve an effective marketing campaign, maximising the success and profit of the film.