1. Inception Promotional
Package Analysis

2. Trailer
The trailer is arguably the most important aspect of advertising for a film.
It is the only aspect of the promotional package that actually allows the
audience previews of the film and therefore gives them the opportunity to
craft their opinion on the film in advance and therefore be more
encouraged to watch it. Trailers are traditionally shown in cinemas before
the feature film and often to films in the same or similar genre which
means large numbers of the target audience will be made aware of the
film. However, thanks to the internet, the trailer is made even easier to
access as anyone could watch it at anytime on YouTube. Because
YouTube suggests similar videos to its audience, even more of the target
audience will be drawn to it.
The Inception trailer makes use of the technical elements to be
conventional of genre and form. For example the mise-en-scene includes
smart suits and haircuts etc. which helps create an element of class and
style which is part of the brand identity of the film.
Non-diegetic sound is used within the trailer to help it relate to the genre,
for example at the trailer opening we hear a voiceover from the
protagonist who refers to ideas as “parasites”. Not only does this
introduce the audience to a major concept of the plot but also relates to
the genre as a psychological thriller which is important to help the
audience understand the nature of the film they are watching.

3. Poster
Posters typically present a similar type of
promotional information to the trailer but in a
briefer, more direct format. It will usually
consist of an eye-grabbing image designed to
intrigue viewers into researching the film
further and therefore watching the trailer.
Posters can be seen in similar locations to
the trailer such as cinema foyers where film
lovers (the target audience) will see it.
Posters also act as a form of revenue for the
film company as they can be bought by the
public, therefore forming a more significant
fan base.
The Inception poster helps add to the brand
identity created in the trailer through the
physics-defying image of the landscape
folding over. This scene is also shown in the
trailer and will make the film more memorable
to the target audience. This also relates to
the genre as it emphasizes the power of the
mind which is in obvious relation to the
psychological genre.

4. Press
The press also dramatically effects the marketing
of a film and could potentially drastically increase
a films publicity. This could include a range of
things such as TV spots (which relate to the
trailer), magazine covers (which relate to the
poster) and coverage in the news, newspapers
and documentaries etc.
Press was of great importance to Inception as it
achieved critical acclaim and this was shown in
the many reviews online, in magazines and
newspapers that all increased its publicity and
can majorly affect the public’s perception of the
film.
Inception also had a unique marketing campaign
that consisted of a Facebook game. This game
named “Mind Crime” allows players to figure out
key information about the film. This obviously
relates to the psychological thriller genre and
would therefore draw in fans of the genre to the
film. The campaign also consisted of a YouTube
video where the director interviewed experts on
the topic of dreams, this relates to the
psychological element of the film, but would also
draw in movie fans who would acknowledge

5. Brand Identity
Colour: To represent some of the films
darker themes, all of the promotional items
consist of mainly low-key lighting. They all
feature a mainly dark blue backdrop which
creates the same style over all forms and
spreads the identity of the film.
The scene where the
landscape folds over
is shown in both the
trailer and the poster
which emphasises the
scenes importance
and will encourage
the audience to see it
unfold in the main
movie.
Font: Although the title font
does vary through the
different promotions, it is
always bold sans-serif font
which relates to the bold
tense and exciting nature of
the film, It will also grab the
attention of the audience
wherever they see it and they
will also start to associate the
style of font with the film.
Another consistency of the
promotions is the re-occurence of
Leonardo Dicaprio, often in a pivotal
position. His high status as an actor
will help promote the film and also
helps craft the brand identity as he
is always portrayed in a
sophisticated way which connotes
class and style. This is created
through his costume which is always
a suit and other aspects of mise-en-
scene such as hair and make-up
which help create his character.