1. Evaluation 2

2. Marketing Timetable
The marketing timetable for a film, is a key part of attracting the audiences
attention and encouraging them to go and see the film. When creating our
poster, magazine cover and trailer we had to take into account in which
order they would been shown to the audience and how they would work in
conjunction with each other. We agreed that the films poster would be the
first to be shown out of the three. This is because these will be shown
across the country to engage initial interest into the film. They will
particularly target people who visit the cinema on a regular basis as they
will be shown at the entrance of many cinemas and also on the street or in
shops. We then agreed that the magazine cover and trailer would be shown
in unison as these will be the most effective marketing techniques which
will be shown to the widest target audience. The magazine cover will be
particularly useful in targeting ‘film buffs’ who will regularly buy film
magazines to hear about all of the new releases. The trailer will target
people who already visit the cinema regularly and who go to see films of a
similar genre which means this is the most likely of the three to draw in the
biggest audience. The three pieces combined together will address the
audience, as they each share a continuity and include the same film noir
conventions. The combination of the three enables the film to be marketed
at its full potential.

3. The Poster
As the poster will be the first piece of marketing to be shown to the audience we had
to ensure it would create a sense of interest and a lasting impression. A poster has a
hard task; it must catch our attention and give us information about a film in one still
image. We tried to capture the audiences attention in a variety of ways. We added a
mysterious effect to our photography which we felt followed the conventions of film
noir and gave the audience little insight into the narrative of the film. For example we
featured a gun on our poster which is not only iconic of the film noir genre but it also
indicates todorovian narrative and that crime is a major aspect of the film. We also
added mystery by using low key lighting during our photography which blurred out
half of the main characters face. By doing this it would stir an interest for audience
leaving them wanting to know more. We also didn’t include anymore information on
the poster but the bright red title of the film. The red of the text contrasted with the
black and white of the image, which had connotations of blood and danger which
implied to the audience a possibility to what the film is going to be about. The poster
works in conjunction with the trailer as they share very similar mise en scene and both
feature the main characters. The unique selling point of the poster was the revival of
classic film noir which was shown through the style of the characters dress, the black
and white colour scheme and the props such as the gun. The poster also works
effectively in conjunction with the magazine cover as they both use the main
character of the detective as their main focus. They also share the same colour
scheme of black, white and red which makes sure the film marketing keeps a clear
continuity throughout.

5. The Magazine Cover
Secondly the magazine cover would be released to the target audience. As the magazine cover
would be potentially seen by a wider audience we had to ensure that it was to a professional
standard. By doing this we researched into a range of film magazine covers which allowed us to
build a greater understanding into the typical conventions. With being on the front cover of a film
magazine, this would indicate to the audience that the film is going to be sell out. This would also be
used to address an audience who wouldn’t usually go to the cinema but will see the film advertised
on magazines in the shops. With having the film promoted on a magazine front cover, it could be
found in any local store which would appear to a greater audience. Photoshop allowed us to be able
to add a range of different effects to the magazine cover. For example drop shadow, we added this
to all the copy on our magazine front cover. By doing this it added a more professional effect to the
cover but also followed the conventions of film noir. It also allowed us to edit the photograph so
that there was a greater contrast between the light and shadows in the image, this added to the
stylistic element of the cover. The magazine cover works effectively in conjunction with the poster
as they both feature the main protagonist of the trailer. They also both feature the gun which tells
the audience that violence and mystery is going to be a main focus of the film. However, on the
magazine cover we have also chosen to use the character of the Femme Fatale in the top right
corner. This offers the audience a new focus compared to the film poster and intrigues them as they
will want to find out what the connection between these two characters are. It also could possibly
attract a wider audience compared to the poster as the female character will draw in more males to
go and see the film. The magazine cover also offers much more information to the audience than
the poster does such as exclusive content into ‘Kelly and Hicks Noir smash hit’. The cover gives the
audience a small insight into the plot and characters of the film compared to the poster which was
only used to gain initial interest. The trailer and magazine cover work in conjunction with each
other as they are both released at similar times. The magazine cover may evoke the audience to
view the trailer and the trailer may prompt the audience to buy the magazine.

7. The Trailer
Finally being released would be the theatrical trailer. This marketing technique will be the most profit
grossing of the three for the film as this will be seen by the widest audience. Not only would this
trailer be seen in cinema’s nation wide, but would also be found on the internet on website such as
IMDB and Youtube. Both website have a very large fan base when it comes to trailers of new up and
coming movies. This will allow the film to stir an interest with an audience who would be interested in
going to see the film. The trailer will also be found on national television during advert breaks, by
doing this the trailer will have an impact on an audience which might not usually go see this type of
movie. This follows continuity of the poster, and cover as it is stylistically related to both. Although, the
trailer functions in a different manner as it allows the viewing audience to not only get a sense of
narrative to the film but also be able to decide if they are wanting to go and see the movie.
Throughout the trailer we used a mixture of long and short shots to build up tension and create a
sense of mystery. The intent of this was to appeal to the audience by making them interested enough
to pay to go and see the film. In the trailer we also used a voiceover which gives the audience more
information into the plot of the film that the poster and cover did, but it is careful not to give too
much away and ruin the mysterious element to the narrative. We also used only the two main
characters in the trailer which helps to link it with the poster and the magazine cover as they only
featured them characters.
Overall, I believe that the combination of my poster, magazine cover and trailer all work effectively
together at advertising the film. Each of the techniques features the stylistic elements of film noir and
also each one can be used to capture a different part of the audience, used together this will draw in
the largest audience for the film. They also each feature the USP of the film which was to mysteriously
revive film noir, this was done by not giving too much information away to the audience too early in
the marketing schedule.

8. http://youtu.be/aMuy6nyJlM4