Distributors find it hard for their message to stand out due to other films, competing at the same time. Though the most important marketing tool for a film is the campaign. The synergy of the campaign is important because the working of multiple individuals will bring a greater result when all is brought together. This means that the public relationships will be stronger and therefore distributors will create an exposing connection with the audience.
The first key element of the campaign is posters. Poster art is important because it appeals to a static two dimensional audience, meaning that there is a wider audience available. A good poster should reveal the first selling point of the film, that being the genre and the context. This also allows the audience to witness the first look of the film. A poster is a 'teaser' campaign because it makes the audience aware that the film is coming. This is also the most cost effective way to advertise.
The second key element is the trailer. The trailer is important because it allows the audience to know what they are going to buy into. The trailer is also shown in the suited environment of which the film will be shown meaning that this is the best gauge for the audience, having felt the importance of the impact. Trailers are split into 3 different categories:
1. The Teaser trailer. This is short and shown before the film starts
2. The Main trailer. This is shown before the full length film comes out
3. The short version of the Main trailer. This is shown in local cinemas, after the film has been released.
The 'perfect' trailer would not have a voiceover because the message should be shown through the dialogue itself, along with the visuals. Both the comedy and drama genres will include a voiceover to play with the mood of the audience. On the other hand, a thriller film will use captions to create a specific mood in the head of their audience. Foreign language films will include subtitles, through these films often create big barriers when trying to connect with the audience.
TV trailers are different. Television spots will become available often being later in the day when the whole of the film has been finished. These usually encompass more shorter scenes, playing as a whole to 15-30 seconds worth. TV trailers will include the key areas of the films title, the acting cast and the release date.
When considering the range of multimedia this includes, the internet, official websites, virtual campaigns (when you send links on) and PR (the co ordination of editorial space)
Distributors can get free publicity for a film from its reviews. These communicate with the audience how well a film has been reviewed generally, acting as either an incentive or disincentive to watch the film. Although, this puts pressure on the critics depending on how much space they have to fill within a newspaper. General advertising usually lasts for 6 weeks.
Finally, tracking. Tracking is the awareness and interest of the audience. The figures of which are released 4 weeks after the film has been released. The 'word of mouth' is the discussion between friends. This is seen to be 'King' because the support of a movie is soon spread by the audience, influencing others.
Distributors create a 'buzz' by previewing their film. This means that the word of mouth can be spread before the film is released, also working with media partners. The key strategy is to invite an audience into a free advanced screening programme.
The 'three day' figure is always open on a Friday, also including the Saturday and Sunday, having the figures released on the Monday morning. This is so important because this determines the financial success of the film. If a film is earning a loss then it will be pulled off the screen and soon replaced.
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