Media evaluation question 2

1. Evaluation- Question 2
How effective is the combination of your main product and ancillary texts?

2. The importance of brand identity in
film marketing
Brand identity in film marketing is what makes a film
recognizable. Brand identity comes from the similarity
and links between products in a campaign. In our film
campaign this would be a link between the teaser
trailer, poster and magazine cover. This could be to do
with graphics, colour, font, character images, or
taglines. This is extremely important because it means
that the film and the campaign will be recognizable, so
if someone sees the trailer or the poster, or even the
magazine cover they should be able to link it to the
film and the other products in the campaign.

3. These are some of the screenshots from our three
final products. We wanted to try and create a strong
brand identity so that our film and campaign would
be recognizable and easily linked together.
One of the main things that links all of our products
together is the colour scheme that we decided to
use. When looking at all of the products you see a
lot of the colour red which is our main colour, we
also aimed to use a lot of black and white also.
We chose red because it connotes danger which we
wanted to come across slightly so that we could try
and get across the idea that it is not a normal teen
drama, we wanted to show a slight thriller side to
it.
From looking at the pictures it is clear that we have
used red a lot which is something that people will
be able to link between our products and therefore
link our brand with.

4. The red cup that you can see in the poster, magazine
cover and the trailer is a big thing that we wanted to
try and get across and I feel as though we have
achieved this.
We have used the red cup throughout all of our
products, we have the characters holding it in both the
magazine cover and poster and we also see red cups
very often throughout the trailer.
We have used the red cup to try and suggest the
narrative themes that we have in our film, this mainly
being the party theme. Red cups are very much
associated with parties, this is why we chose to have it
as a big part and symbol in our products. The fact that
it is red also links to the colour scheme of our film.
The red of the cup helps us to build a brand, we can
build a brand around the cup as this also incorporates
the colour scheme, so both the red cup and the colour
red over all is a bit feature in all of our products and is
the most recognizable thing about it. This is something
that we would want people to associate our products
with.

5. We have tried to use similar text fonts in all of our
products. Throughout the teaser trailer we have used the
same font for all of our titles. This shows some continuity
as the trailer goes on as all of the titles look the same.
They are also mainly red to stick to our colour theme,
however the tag line that we see is white.
The font that we see on the magazine cover that shows the
title of the film is very similar to the font that is used for
the titles in the teaser trailer, however it is a bit different.
Having the similar fonts still allows there to be a link
between the two products as the colour is the same and
the style of the font is the same. Other areas of the
magazine are using different fonts as a variety of fonts is a
convention of a magazine cover, which we wanted to
follow.
The poster that we made has a different font to the
magazine cover and the teaser trailer. It is a block font
rather than it being more or a bubble style font like it is in
the trailer and the magazine cover. However it is still red
and has a similar glow around it like we see in the teaser
trailer and we also slightly see on the magazine cover.
This was one of our downfalls as we were not as consistent
with the font that we used on the three products.

6. We came up with two different tag lines for our film.
One of them was 'one more shot' and the other was
'live for, die for'.
We used the second tag line that I mentioned in the
teaser trailer as well as on the magazine cover. On
the magazine cover we placed it just above the title so
that it was clear it was the tag line for the film. In the
trailer we separated it and we showed live for in
between some of the party scenes, we showed the die
for part just after the character collapses. We did this
to help to signify to the audience about the themes
and genre of the film, this part would help to signify
the drama or thriller aspect to our film.
On the poster we used our other tag line which is 'One
More Shot', we did this because on the poster we have
the two characters. It is meant to give the audience
the feeling that the girl in the back is more
intimidating and is almost pressuring the character
holding the cup to have 'one more shot' it is meant to
link to the narrative theme of the party whilst also
hinting at the storyline and personalities of the
characters.

7. We have two main characters that we see in the teaser
trailer. The audience are introduced to them both in their
bedrooms where they are presented quite differently in
terms of the look of their bedroom and the way they are
dressed and put together, for example we can see that the
first character Nadia, is a bit more minimal and
simplistic, compared to Alexa who is more colourful and
looks as though she is more worried about her appearance.
We also see both characters a bit more done up before a
party, from these screen shots from the trailer you can see
a difference between the character, Nadia, in the top
picture looks more innocent than Alexa, in the bottom
picture.
In the poster we see both of the characters. They are
represented in a similar way to how they are in the teaser
trailer. Alexa standing at the bad is looking directly at the
camera with a stern look on her face, this makes her look
quite intimidating and it makes her look as though she
could be a villain in the film. Nadia is looking down at the
cup with a softer look on her face showing that she may be
more venerable.
On the magazine cover we only see one of the characters.
We chose to show 'Alexa', as we felt that she is a big part
in the story so we felt that having her on the cover with
the phone and the red cup would be suitable to suggest the
story line of the film

8. Having the characters that we show should help to
appeal to our target audience of teenagers from about 15-
21. This is because the characters are in the middle of
this age range. Also having the theme of the party will be
something that they can relate too. We chose to show the
phone on the magazine cover because teenagers are
thought to spend a lot of time on their phones, so we
thought this would help us to connote the ages of the
characters as well as the teen genre.
Using the red cup to show the theme of a party is also
something that they should recognize and relate to as
people of this age would go to parties and often see these
cups.
The tag line of 'one more shot' another thing that we
thought might be relatable or just appealing to our target
audience. This might be something that they would
sometimes hear. They would also be able to link it to
party themes which may appeal to people of this age.
We chose to put You're Invited at the end of the trailer
because this addresses the audience which we thought
would be good as doing it in this way almost speaks out
to them and can make them feel like they are part of the
film.

10. Real media research in to brand identity.
During the research and planning stage of our coursework we had to do some research in to other
films and how they have established a brand identity. In the previous slide I included pictures of
our marketing campaign as well as The Shallows, I included a screenshot of the post when I
analysed how they created a brand identity, I have also included the images of the Project X
posters and the trailer.
The Shallows has a clear colour scheme of blue, as the sea is the main thing that we see in the
trailer as well as on the poster. They have an image on the poster that links very much in to their
teaser trailer. They have also used red font for a bit on their poster which connotes danger and
links in very well to the genre and narrative of the film. Also in the teaser trailer they have used
the same font for the titles as they have on the poster. They also have used the same tag line
which is 'what was once in the deep is now in the shallows'. They were able to create a brand
identity by having some continuity when making the trailer and poster. By using the same
colours as well as the same tag line and font, they have been able to make a recognisable brand.
We tried to create a brand in a similar way. We decided a colour scheme that we wanted and we
made sure that we followed it when we were making all of our products. We also picked a key
item which we wanted people to recognise which was the red cup. We had the same tag line on
the magazine cover and in the trailer. If we had the chance to improve I would make sure that we
had made all of the font we used the same on all of the products. Also it could have been better if
we had used just the one same tag line on all of our products.