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Film Advertising


Key words: 

Focus group- a group that is targeted to discuss a certain topic/product in which they give there opinions 

Adv of focus group- different opinions and viewpoints


Conglomerate e.g Disney: one overall parents company owns a number of smaller companies - creative control over production process- complete control over film from inception to release (have access to multiple platforms for cross- promotion and synergy) HORIZONTAL


Video-on demand- streaming websites e.g Netflix, YouTube, amazon prime, disney

Traditional vs digital- traditional= newspaper digital=tv ads

Black box- smartphone - device that supplies us with all of our ICT requirements 

Above the line- where mass media e.g tv, radio and print, internet are used to promote brands and reach out to target audiences (pop up ads)

Below the line- personalised, one to one advertising (email shots)

Streaming- media consumed online without being downloaded 




FROZEN CASE STUDY

Marketing and distribution

- released in 2013

Estimated budget 150,000,000 went on gross 1,276,480,000 worldwide 


Digital advertising - frozen YouTube playlist(Disney UK); sing alongs, Soundtracks, trailer, behind the scenes, celebrity features 


SOCIAL MEDIA: 

Insta/twitter: Disney frozen, frozen London, frozen broadway 


Snap: frozen lenses 


Tiktok: Disney music


WEBSITE: 

  • shop to purchase merchandise
  • Video to watch and sing along 
  • Games to play 
  • Playlist 
  • Behind the scenes 
  • Link to disney +
  • Link to other disney products

Poster

  • Initial marketing on olaf- print campaign (Elsa and Anna more peripheral|) 
  • using ‘false undersell’ means to display a different message to the audience to the actual message- more profit, views
  • Cross promotion on the poster (‘tangled’) which makes fans of those films will watch


DVD Cover

  • Rebranded campaign, Olaf plays smaller role, the girls are more prominent

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