2. Brand Identity
• Brand Identity's the visible elements of a brand, such as colors, design,
logotype, name and symbol, that together identify and distinguish the
brand in the consumers' mind. The brand identity for our film and the three
products we created, are the aspects that make it clear all products are
marketing the same film. A company's brand Identity is how that business
wants to be perceived by consumers. The components of the brand are
created by the business to appeal to its customers.
• Brand Identity is essential during film marketing, as they would want their
film to be recognizable throughout the teaser trailer, film poster and
magazine cover. If each one was different, or created a different feel, the
audience could perhaps think they were different films and the marketing
wouldn't be effective. However, with successful brand identity, people start
to recognize the film, and build a feel for the narrative and genre of the
film.
3. The Butterfly Effect
Having researched The Butterfly Effect's, marketing
campaign, the brand identity is made clear through the
use of colors, text and images.
This poster used hasn't got much context, which would
have been purposely done in order to entice the
audience, as they are intrigued to see what the film is
about and find out more.
4. The Butterfly Effect
The posters for The Butterfly Effect, all include dark colors, such
as black. This captures their target audiences attention, as it hints
at the thriller genre of the film, creating a sinister feel. Dark colors
are also used throughout the background of the titles within the
teaser trailer, linking the two marketing tools together. The same
blue color scheme is used throughout all of the posters and within
the teaser trailer. The coldness of the color blue relates to the
thriller element of the film and links the film posters and their
teaser trailer together, and ensures brand identity.
There are minimal colors used within the text of the posters and
the text within the teaser trailer. All the text throughout the posters
is white. However, the color red is used lightly on each poster, as a
contrast, for phrases that they want to stand out, for example, the
title or 'coming soon.' The red text has connotations with danger
and blood, foreshadowing danger within
this psychological thriller. The color red is also conventional of the
thriller genre. The same font that is used within one of the posters,
is also used for the titles within the teaser trailers.
5. The Butterfly Effect
The image used immediately catches the audiences
attention, as only half of the female characters face is
shown, which creates mystery as to who the character is
and why they are showing the lost expression. Majority of
the male character's face is showing, hinting at this
characters power within the film. Also, the red eye within
the male character's eye, suggests dominance, and
contrasts to the female figure, who's eye is black. However,
this image of the main characters, is reflected in the teaser
trailer, which uses lots of two shots throughout. The two
shots, combined with the image used on the poster's,
identifies the two protagonist characters, and identifies the
brad, as they are used through out the teaser trailer and
posters in a similar way.
6. Halcyon
We based our brand identity on the butterfly
effect, as it has the same target audience
and genre as our film.
The butterfly effect, is what encouraged us to
use a color scheme throughout our
marketing campaign. We also looked at
another film, which is an independent film,
'Let It Be,' which had a strong yellow color
scheme throughout the whole teaser trailer
and posters. However, we decided that cold,
blue tones would be more appropriate for the
genre of the film. I believe a color scheme for
our marketing campaign, works really well in
order to bring our three marketing tools
together.
For the title of our film, and our tag line,
'somethings different,' we made sure we
used the same fonts throughout each media
product, in order to allow the audience to
match each product to be marketing the
same film. I believe that the title of our font is
very unique, as we downloaded it, meaning it
would be recognizable for the audience,
when looking at each product separately.
7. Halcyon
We used the same background, for both our film poster
and magazine cover, creating recognition of the same
brand and reflecting the thriller element of the film, and
the atmosphere that we wanted to convey.
As the main image in both our film poster and magazine
cover, we used shots our protagonist. Also, within our
teaser trailer, majority of the shots were of this character,
similarly to the butterfly effect, however they included
two shots of their two main characters. The main
character being dominant in each marketing tool
introduces our character to the audience, who is a
teenage boy, allowing our target audience to connect
with him and realize a connection between each product.
8. Our Brand Identity
Overall, my group and I were really pleased with how our film poster,
magazine cover and teaser trailer looked together as a package. Our
teaser clearly linked with our poster and magazine cover, through the
similar fonts, images and colors throughout each product. Having based
our marketing tools on The Butterfly Effect's marketing campaign, we
are extremely confident that our brand identity would be clear.
