Marketing Packages

Marketing Packages

Captain America: Civil War

During the Captain America: Civil War marketing campaign, synergy is used through similar colours such as red, white and blue - representative of the character of Captain America. This is throughout trailers, posters and magazine covers which showcase the leads for the film. The dispute between Iron Man and Captain America is focused on in the majority of the material and displays a portion of the narrative of the movie. For example, the 'Divided We Fall' slogan used in the posters shows both Iron Man and Captain America at a standoff - as shown in the trailer, but also a frame of Captain America blocking an attack from Iron Man, showing the conflict in the film. This slogan carries over into the Superbowl TV Spot where the phrase "United we stand, Divided we fall" is chanted for the duration of the clip. Marvel also integrated social media and interaction with fans by creating two Hashtags on Twitter and Facebook - #TeamCap and #TeamIronMan. 

The magazine covers also show conflict between the two, the subscribers edition showing half of a damaged, broken Captain America shield placed next to half of a broken Iron Man helmet. This may be used not only to represent the physical damage they inflict on one another, but also a representation of their bond. As they were allies and Captain America knew Iron Man's father as a friend, having to fight against each-other would tear them - and the other avengers apart. The regular magazine cover shows the two pitted against each other in an iconic pose from the 'Civil War' source material where Captain America blocks one of Iron Man's attacks, which would really appeal to people who have followed the narrative of the comic books.

      

Deadpool

As the first R-Rated movie in the superhero genre, Deadpool had a marketing campaign which was centered around love and his relationship in the movie, and also tied in nicely with it's release date on Valentine's Day 2016. Both trailers include a segment in which we see Wade Wilson before he takes up his Alias as Deadpool with his partner. The construction of this segment makes the film seem like a romantic film, conventions such as hand holding and hugging are shown in order to make this film more grounded and realistic - showing that superheroes don't have to be black and white and can be regular people. 

One of the posters shows Deadpool's character logo, an easily recognizable logo for people who are familiar with the character. The other shows Deadpool with his hands in a heart shape loking directly at the viewer with the caption 'Feel the love this valentines day'. This is effective because it implies romance in the movie whilst also informing people when the movie will be released. 

 

Poster Analysis

Poster Analysis

Star Trek: Into Darkness

This poster advertising Star Trek: Into Darkness showcases one single character in the center of it, atop some burning rubble which lies below a hole in the shape of starfleet's logo, perhaps in a building or possibly a starship due to the presence of metal bars and beams above and around the mystery character. We know that this character is new to the story as they aren't shown in a standard uniform as other characters like Spock or Kirk would be, but they're dressed all in black which links with the title and the character's positioning in this poster. Since he's in the center and the only character on this poster, we can assume that he will be the main focus of the story. The perspective of this poster makes it seem as though he's made a hole to get out of somewhere where he may have been locked away or trapped, which links with the title because it's as if he's been put 'into darkness' as there's a considerable contrast between the lighting from inside and the cityscape we see in the background. The minimalist design of this poster is an aspect i'd like to implement into my own movie poster as it gives people more to look at than to read in comparison to other posters which are cluttered with many actors/actress' names and production companies. This poster shows the movies' title, date of release and the logos for Skydance and Paramount.

The Wolverine

In this poster we yet again see the main character looking directly at the viewer to address them, this time with the actor's name in the center of the top of the poster, with the title of the film in bold - sharing the same name as the character featured on it. The colour scheme is dark, representing the tone of the film and the setting, we see the rain, dark sky and cracks in the ground, rubble up in the air and a menacing look on Wolverine's face - making viewers wonder what exactly is going on - or what will go on - in this movie. Wolverine himself is shown brighter than the rest of the image, with light glimmering off of the samurai sword he's holding. The significance of the sword is that the story is set in Japan - not in America as we're used to for the X-Men story line. Also, his positioning shows that there is a threat for him to bring down; his claws are extended and he's holding the sword with his arm raised in front of him as if he's about to go into battle (typical for a movie of this nature, yes) but as far as we've seen in previous films starring Hugh Jackman as Wolverine, all antagonists gave been based in America ; so we'll be introduced to a new villain in the movie for this arc of Wolverine's solo story. This poster also uses a minimalist style to get people focused on the character as opposed to anything else a poster wold conventionally feature. Besides the text saying 'coming soon' in place of a date of release, we only see a website for the film and a '#Wolverine' for people to search for it on social media sites like Facebook and Twitter.

Magazine Cover Analysis

Magazine Cover Analysis

Tron: Legacy(Empire)

This cover by empire showcasing Tron: Legacy shows a character on a light cycle in the classic battle outfit with the masthead of the magazine following the same theme - as it's shown in a neon blue outline as opposed to the classic block red lettering Empire traditionally uses. To contrast the bright blue and black colour scheme, the sell lines are in a bright yellow so that they're easily visible and stand out from everything else on the cover. The cover lines in the bottom third of the cover follow suit so that they are also easily visible, this is vital for sales in shops so that people know what's going to be inside the magazine - if it's more likely that they notice it and realise the magazine isn't just about Tron, they'll be more likely to buy it. The use of hyperbolic wording through 'Huge comic-con review would also grab people's attention as it uses the same colour scheme as the sell lines and cover lines - especially when one of them reads "First Look at the Most Incredible 3D Movie Ever. The cover itself is designed in an informal way, so this could suggest that it's aimed more at younger, less serious audiences. The cover also directly addresses the reader by having the character look directly at them, drawing them into it. Another feature of this cover is use of a stamp saying 'Magazine cover of the year' which would help attract new readers since there are plenty of magazines about movies and this one stands out from the rest. 

Skyfall (Total Film)

This issue of Total Film produced for Skyfall in 2012 showcases James Bond in it's main image in his trademark black suit and holding a handgun, looking directly at readers when they pick up the magazine, against a dark grey background, so he almost blends in - as a spy should, but the lighting used reflects off of his suit and his white shirt. In the Left Third we see sell lines reading 'The Ten Coolest Movies Being Made Right Now' showing images of 5 of the films featured in that article so that people get a preview of whats to come in this issue. Hyperbolic wording reading 'The Cool Issue' is streamed across the top in gold lettering matching the cover line reading 'Skyfall' - paired with the image of James Bond to let people know what the feature article of this issue is. Beneath this is some anchorage text reading 'Bond gets his swagger back'. This would attract fans of the character as the previous film 'The Quantum of Solace' did very poorly; this would give off the idea that Skyfall would return the films to the esteem that they had after 2006's Casino Royale was released hence the use of the word 'back' in the text. This cover also features a stamp with it's selling point in it - "The World's Best Movie Reviews" which would instantly interest people if it has this much prestige. This cover is fairly unorthodox as it doesn't feature a barcode, but it does show a price. This means that there's less clutter on the page and it looks more formal as it's focused on a few things rather than just trying to include as much as possible to attract new readers. 

Brief Analysis of Teaser Trailers

Brief Analysis of Teaser Trailers

Inception(2010)




An effective part of this trailer is the lack of dialogue. The only noise you can hear is are the brown notes from the soundtrack which can intrigue viewers and keep them watching until the very end. At the start we see the classic WB logo and the the text 'From Christopher Nolan' so people know from his past work like 'The Dark Knight' as shown in the trailer that he has a good track record when it comes to directing.  One of the first sequences we see is Leonardo DiCaprio peering out of a helicopter window seeing somebody being dragged away, at the same time we can hear a slow crescendo of a violin - as if the trailer is leading up to a big finish. Next we see the text 'The mind is the scene of the crime' telling us that psychology plays a huge part in the plot of this film ; when combined with the music it gives off the impression that this film is a psychological thriller. Towards the end of the trailer we see a fight scene in a hallway cross cut with a clip of a watch ticking and a man waking up in a sudden manner - as if he was having a bad dream. The title of the movie is shown as a silhouette over a maze ; which could perhaps be a reference to how intricate the mind is, and could lead people to believe the plot is about navigating people's dreams.

Interstellar (2014)





This trailer again opens up with the production and distribution companies being displayed, a common feature that lets viewers know who's developing the production - big names like Warner Bros., Paramount, Syncopy and Legendary will instantly be recognised by viewers for productions like Inception (As will Christopher Nolan who's credited in the trailer), Star Trek and many more. This trailer opens up with a voiceover saying "We've always defined ourselves by the ability to overcome the impossible". This alone can unite people as it's paired with clips of old footage showing jets breaking the sound barrier, space shuttles being launched and the first ever moon landing ; all huge events in history which people were extremely excited for. During these clips there is a crescendo of a violin in the background - as if all this is leading up to something big. This links with the end of the trailer as there's other voiceovers one saying "Perhaps we've just forgotten that we're still pioneers, and we've barely begun, and that our greatest achievements cannot be behind us. Because our destiny lies above us" ; at the same time we see two people holding hands and in the background a space shuttle has been launched and is soaring into the sky - but this clip is in much better quality than the previous clips shown, giving the impression that the film is about space exploration ; a huge selling point as films like star trek have been very successful in recent years and Christopher Nolan is a noteworthy director. The use of the phrase "Our destiny lies above us" can resonate within the audience as it ties in with the  'the sky isn't the limit', motivating tone that this trailer gives off.







The Omen (2006)




This trailer is extremely unique. It shares conventions such as the reveal of a production or distribution company at the start, and the date of release at the end however the way in which it's done is executed to tie into the narrative of the film - the highlighting of the 6's in the date due to the number 666 being iconic of the devil, and the text 'His day will come' which shows up is used to link the child seen in the trailer with the devil himself as if he's his host. Another unique technique in this trailer is the use of a single shot being used instead of cuts and cross-cut movie material being implemented into it. The camera pans around the child on a swing and moves from a long shot toa mid shot but then stops. The boy continues swinging and then looks DIRECTLY into the camera - as if he's staring at the viewer. At the very same time there are a few sudden but slow low notes - the only non-diegetic sound in the trailer to spook the audience and get them scared of the trailer so that they feel inclined to see the movie upon release for it's fright factor. The boy is also wearing a bright shade of red which connotes danger - this linked in the with the title 'The Omen' is used to portray him as a vessel for the devil and gives off the theme of the film as demon possession.