Film Marketing Campaign: the case of movie Precious - Essay Example

 Introduction The ability to appeal to the market is one which determines the outcome and success of a movie. The movie poster that is used is one of the elements that becomes important in the advertising and success of a movie, as well as the appeal which is created. When looking at “Precious,” a movie created in 2009 by Lee Daniels, there is a noted response to the poster and the creation of marketing materials that followed. While the movie received 2 grammies and a number of awards, the movie questions the appeal to the main market from the organization of the marketing materials and the approach which was taken. This resulted in a different approach to the movie and the outcome and demands from the consumers. Examining the specific aspects of this film then creates a different understanding of the portrayal that was associated with the poster of the film. Results of Film Poster A study was given to 12 random individuals to determine the success of the poster and the message which was conveyed through the film. The two largest areas where individuals had seen the poster advertised was online and through cinema trailers with all respondents noting that they had seen the poster advertised in at least one spot. An average of 65% of respondents had seen “Precious” from the advertising and release in 2009. The largest number that had seen the film was through a downloaded copy with only 11% seeing the film at the cinema. Most noted that the poster led the viewer to believe the genre for the film was drama with only 37% stating that they would want to see the movie by looking at the poster. The most common response to the poster was that individuals didn't know what the movie was about, what genre it was in or couldn't see if it really portrayed the movie. The actors that were noted in the film would cause an averge of 37% to want to see the film more with most having the same response to the film. Analysis of Responses The concepts which are seen in the questionnaire show that the marketing and promotion through the poster held a lack of communication and the inability to reach the audience. While a large majority of the respondents had seen the movie, this was dependent on the release, reviews and the recognition which had occurred from the movie. The poster; however, led to difficulties and problems with the movie that didn't provide for the right outcome with the initial release. The problem which arose was one based on the inability to create an appealing type of merchandise with the movie. This led to different viewpoints that were misleading about what the movie was about. The picture, graphic design, color scheme and the overall appeal doesn't create the right type of attraction for the viewer, which leads to the inability to compete with the other films which have more features in terms of drama or elements that define what the movie is about (Wasko, 2003). For this movie, this creates the inability to correctly portray the reality of the movie through the poster. Aesthetics and Representations in Film The relationship that was used with the poster was based on the concept of creating a link between the aesthetics that were going to be displayed with the film and an understanding of the economics of what the film was about. The ideology is one which is represented by the high concept, which takes the composition of the film and represents this through a main picture or ideology. The aesthetic determinants are then able to create the right appeal while creating a different approach to the institutional ideologies that are represented in the film. The marketing method is then based on finding a graphic appeal and sense of aesthetics that is able to move into the industry and create the necessary response to those who are interested in the film and the features that are assocaited with this. The ideology of the poster is one which has to capture the plot, actors and the different themes that are associated with the film through the one poster (Wyatt, 1997). This film poster is one which, while capturing the genre and overall idea doesn't have the ability to create a stronger appeal because of the basic design and graphics that don't create a strong understanding of what the film is about and the message which needs to be conveyed. A challenge that is associated with the film comes from the overall context that is created and how this relates to the main ideologies which are conveyed. This limits the options with the poster and the plot line which needs to be revealed. “Precious” features an obese girl that has two children and has dropped out of school. The main ideology is to show the dramatic features and changes she goes through as she decides to go back to school again. The difficulty is with the implementation of the right look for the front because of the main character that is used. There isn't the ability to have the icon of the main character that is used in many films because of the popular culture and the inability to want to watch a film about obesity and the struggles that the girl would go through. This follows with the risks taken for other unappealing features that may have been a part of the film or side tracked from the main character, such as highlighting the pop stars instead of the main character. The detractions that would have been in the poster caused the main graphic to be the attraction. This becomes a challenge both in conveying the right message while not creating a side track from the way in which the film is conveyed through the poster (Ackland, 2003). Challenges in Posters for Marketing The concepts that are associated with the film and which create the challenges with portraying the right message continue with the questions of how to market the information and to create the right link to the movie which is established. The ideology then becomes a link between finding ways to utilize the media, grab the attention of the audience and to make sure that the correct representation and communication comes with the poster that is created. Without the right approach to the market, there is the inability to convey the right message or attract the necessary information to those who are intersted in the media. This leads to an approach which is required to convey the right message while ensuring that there is the ability to market the information correctly. The combination of giving the correct information about the film with building a message that doesn't distract from the main movie becomes a main component. Combining this with the element of marketing to appeal to the audience then creates an overview of the movie while building a different link to the movie that helps in a completely different viewpoint of communication that is offered while helping to get the movie on the market (Bosko, Gore, 2003). The challenges and approaches which were used with the movie combine with an overall analysis of how the poster works with the marketing of the movie and what this means when presenting it to the market. From one perspective, there is the ability to communicate the necessary message in terms of genre and the plot line which is conveyed. This is done in a way which doesn't detract with the use of celebrities or with the false advertising which would be given through the movie. Presenting this through the simple graphic and portraying the overview of the movie in a way that isn't over-exagerating the plot line and the challenges with concepts such as obesity then provide a different type of insight to the poster and the movie. The strategy and tactic taken with the poster then conveys a realistic image of the movie while building the correct type of communication to ensure that the audience is able to present the right and necessary components that are a part of the film and the message which needs to be portrayed about the concepts and necessary information. While the strategy and approach for communication is correct, there is a problem and set of gaps with the communication also building appeal to the audience. From the survey given, it was noted that the poster didn't grab the attention or interst of most of the viewers. It wasn't until other information was retrieved outside of the poster that there was the ability to create a response and gain interest in the film. This problem is one that shows the need to alter the portrayal with the film while creating a different approach to the way in which the poster was created. Building a different type of appeal, working more with the graphics of the film and grabbing the attention of the audience is the one area that the poster was lacking and which didn't provide a real sense of what the movie was about or portraying throughout the advertisements. While most saw the poster, the appeal of watching the movie wasn't noticed through the visual aids that were associated with the film and the concepts which were linked to the overall plot line and characteristics within the film. Conclusion The ability to convey specific messages through the media is one that is dependent on specific levels of communication. When marketing and advertising, this becomes linked to the portrayal through posters and visual aids. The visualization through “Precious” is one which shows a controversial concept related to being able to portray the topic and theme while grabbing the attention of consumers. It is noted that there is a gap between grabbing the attention of the audience with the film and the marketing concept used. However, the marketing concept was used to not detract individuals from the film while creating a different approach to the subject matter. The difficulty then becomes based on the consumer portrayal, as opposed to needing to convey the subject matter with a tactful and correct approach that didn't detract from the information. Understanding the level of communication associated with this and how it relates to the film then creates a different approach to marketing films and reaching all goals with the plot of the movie and the expectations that come from audience members. References Ackland, CA. 2003. Screen Traffic: Movies, Multiplexes and Global Culture. North Carolina: Duke University Press. Bosko, S. 2003. The Complete Independent Movie Marketing Handbook, Cal: Michael Wiese Prod  Wasko, J. 2003. How Hollywood Works, London: Sage  Wyatt, J. 1997. High Concept: Movies and Marketing in Hollywood, Austin: UTP  Trade Paper: Screen International  Appendix A: Precious Movie Poster Appendix B: Questionnaire 1. Age 18 – 25 – 65% 26 – 35 - 35% 2. Gender Male – 52% Female - 48% 3. Favorite Types of films (check all that apply) romance - 40% drama - 32% comedy - 85% horror - 22% mystery - 41% other ___________ 4. A film appeals to you by: (check all that apply) cast - 62% director - 15% writer - 3% poster / trailer - 54% reviews - 71% type of film - 41% descriptions - 11% word of mouth - 57% 5. How often do you watch films? Less than once a month - 13% once a month - 20% once a week - 55% more than once a week - 7% 6. Where have you seen the film “Precious” advertised? (You may pick more than one) Online - 75% Public Transport - 7% Paid for newspaper - 2% Free Paper - 15% TV - 27% Cinema Leaflet - 5% Cinema trailer - 71% Have not seen - 0 7. Have you Seen Precious? Yes - 65% No - 35% 8. If so, where? Cinema - 11% Online through streaming service - 0 Downloaded Copy - 51% Have not seen but intend to - 27% Have not seen and don't intend to - 11% 9. Above is a poster for “Precious.” From looking at this poster, what genre do you expect the film to be under? Romance - 12% Horror - 0 Comedy - 0 Revenge - 0 Murder - 0 Crime - 0 Drama - 78% Children's Other __________ 10. Does this poster or other marketing materials for “Precious” make you want to see the movie? Yes - 37% No - 73% Explain Not sure what the movie is about Look's interesting and appealing Look's interesting Like drama Don't know what the movie is about Doesn't look like an entertaining movie Poster doesn't explain the movie Poster doesn't portray the real movie Can't tell who is in the movie Looks like a good movie and know it is from reviews as well Can't tell if the movie is a cartoon or drama Would wait until I heard about the movie 11. The advertising for “Precious” prominently features Mariah Carey, Paula Patton and Mo'nique. Do these actors want you to see the film? More - 30% As much - 42% Less - 8% Have not seen before - 5% No opinion - 15% Read More