Marketing

On average 50% of a film's budget is spent on advertising to promote the film.

Merchandise is things like T Shirts, posters and cups. It could also be things like toys that you buy in a shop, quilt cover's and anything that is personlised to that film.

Viral Marketing is basically word of mouth. Somebody could read something on a website, tell their friend, and that person tells someone, until alot of people are talking about it.

Synergy Marketing is when you use the success of another existing company to promote your own. For example the 2009 film 'Up' used the success of McDonalds to advertise their film.

Product Placement is when companies are promoted through the use of a film, for example Aston Martin uses James Bond to promote themselves.



Bridget Jones' Diary (2001)
The film company produced a soundtrack for the movie, using Product Placement.
They produced calendars, t-shirts and posters as merchandise to help more promotion with the film.
Renee Zellweger, Hugh Grant and Colin Firth all used viral marketing to promote their film through interviews that they did.
Synergy marketing was used through Galaxy when they gave the public a chance to win a competition to celebrate the film's release.

The Male Gaze Advertisement

This advertisement fits in with Laura Mulvey's theory of 'The Male Gaze', as the woman, Megan Fox, is seen as the image with the picture being aimed towards men who are the 'bearer of the look' and could also influence them to buy it for their partners when they see the advert. However, it could also appeal to women who see this advert and they may think that if they buy the underwear then they can look like Megan Fox.

The Gaze

Marjorie Ferguson identified four types of facial expressions -

Chocolate Box

• Half or full smile
• Lips are together or slightly parted
• The teeth are barely visible
• Whole or three quarters of the face towards the camera

Invitational

• Emphasis is put on the eyes
• The mouth is shut with a hint of a smile
• The head is to one side or looking back to the camera

Super-Smiler

• Whole of the face
• Wide open, toothy smile
• The head is thrusted forward or the chin is thrown back
• The hair is often blown by a wind effect

Romantic Or Sexual

• Includes male/female "two-somes"
• A dreamy look
• Heavy lidded
• It is overtly sexual/sensual

Trevor Millum identified five different types of facial expression-

Seductive

• It is similar to cool/level
• The eyes are less wide
• The expression is less reserved but still shows self confidence
• It's milder

Carefree

• It's nymph like
• It is active and healthy
• It's vibrant
• Outdoors
• They are often smiling/grinning

Practical

• A concentrating look
• They are engaged in a business in hand
• The mouth is closed
• The eyes are directed to the object
• There is sometimes a slight frown
• The hair is often tight back or shot style

Comic

• It's deliberately ridiculous
• Exaggerated
• They are acting the fool
• They're pulling faces

Catalogue

• It's a neutral look, like a dummy or artificial
• Usually, the eyes are open and the smile is wide but the features can be in any position
• The looks are empty/vacant and show no signs of personality

Promoting Films

Production practices are used to appeal.
Distribution and marketing are used to raise awareness.


There are two types of advertising -
Above the line advertising is something that you can't get away from e.g film trailers
Below the line advertising is where you have to look for it e.g websites

The upcoming film's 2012, A Serious Man and Bunny and the Bull use these strategies to help the advertisement of the film

• Their own website



• Trailers showing parts of the film



• Posters



• Billboards



• Premiere's



• Well known, established actors e.g. John Cusack, Thandie Newton in 2012.



• Blogs



• Social Networking Sites



• Viral Websites

These strategies are used to attract the audiences showing dramatic, exciting or funny parts of the film to make them want to see the rest.

In 1994, Four Weddings and A Funeral used websites, posters and billboards etc. to help the promotion of the film.

Shameless

How are the various characters represented in episode one of Shameless?

Consider how different elements are used to construct the representations e.g. mise en scene, sounds and camera work.

Fiona

Fiona comes across as the mother figure in the Gallagher family even though she is another of Frank's children. The use of mise en scene portrays her as a stereotypical 'chav' character by her clothing and jewellry etc. This could also been shown through the area she lives in which is commonly seen as lower class, although this stereotype seems to fit more with her best friend Veronica. In one camera shot, Frank is on the floor with Fiona behind him on a higher level, this seems to represent her power over him and again shows us her matriarchal role.

Steve

When Steve is first shown to us in the club we can instantly see that he seems more wealthy and of a higher class than Fiona. He is wearing a suit whereas no-one else in the club is again showing a different social background. This is also shown to us through the mise en scene that he is higher up on the balcony than Fiona who is dancing on the floor below.

Lip

Lip is the oldest boy in the family and at first it seems like he may be a stereotypical chav, like Fiona, through the way he is dressed etc. but we find out that he is actually very intelligent when he is tutoring Karen. We also see that he has a close relationship with his brother, Ian. When he learns that Ian is gay he seems quite angry about it but we see that he's just worried about him and doesn't want his brother to get hurt.

Ian

Ian is Lip and Fiona's younger brother who we find out early on in the episode, is gay. He is having an affair with his co-worker Cash who is married with a family and seen as religious. They buy each other presents but Ian's gifts to Cash, often seem to be more extravagant than what Cash buys for him which could mean Cash is taking advantage of him, especially as he is only 15.

Hot Fuzz, Dead Man's Shoes & This Is England

The budget for Hot Fuzz was £8,000,000. They wanted to achieve a comedy that would entertain the audience, it helped using quite well known comedic personalities. The editing that they use gives it a sense of non realism which reflects the comedy genre that institutions like Working Title can afford to use. There was a larger bullseye for this film because there was a wider target audience and a bigger budget being used. This meant that they could use established comedic actors such as Simon Pegg, Nick Frost and Jim Broadbent which appeals to the audience. The genre of this film is known as a hybrid genre because it includes comedy, crime, thriller and action which again helps build up a wider audience. Product placement is used where Vodafone is advertised on the phone. This may give them a bigger budget to use as Vodafone would have paid the production company to feature them in the film. The film doesn't represent true British life but it mocks our culture allowing us to laugh and add to the comedy effect. The use of lots of stereotypes, e.g. city life vs country life also adds to the comedic effect.
Hot Fuzz uses the same acotrs, productions team and editors that were used for Shaun Of The Dead which allows us to build up a loyalty base.




The budget for This Is England was £1,500,000. They wanted to achieve a realistic insight into an older society and more of a gritty storyline, affecting the audience. There is a strong political message as it was a time of change in British culture, we are shown this by the images of the Gulf War and Margaret Thatcher at the beginning which helps the audience relate to the film. There is a wider target audience because of Shaun, the likeable main character who we feel sympathy for right from the start because of losing his dad and the fact he gets bullied.



The budget for Dead Man's Shoes was £723,000. They wanted to achieve a well made thriller that would please their audience as it is a popular genre.

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