Marketing process

As an independent film maker, the marketing process is essential in promoting your must-see movie. It is vital to release a poster, teaser trailer and magazine cover to advertise and lure in your target audience so when the film comes out, they are eager to see it.

The first part of this process is to advertise the film through a teaser poster, which usually displays one central character, object or text that holds a high significance within the film. It establishes the genre through its presentation, and through not displaying enough shots from the film, excites viewers as there is a thrill of suspense. Whether it be an image, object or title that is displayed locks into viewers minds and is a memorable visual that we recognise in the next stage of marketing.

This stage is the release of a teaser trailer. Just as a shot is about to reach its peak, the turn away from that shot onto the next is a technique used to invite viewers to watch the entire movie to find out what they were previously hidden from. The teaser allows viewers to have a sneak preview into aspects of the film but doesn't reveal too much information, only providing a taster as to what the film is all about.

The final part of the marketing process is a magazine cover which is generally printed a week before the release of the film. This stage allows viewers to find out more information about aspects in the making and the actual film itself with one or more images displayed, providing an insight as to who the protagonists are.

When developing my own product and its ancillary texts for marketing use, I considered how each would appeal to my initial target audience. As an off-beat horror, it acquires the audiences full understanding in which my direct audience group; that being readers of Sight and Sound magazine are a suitable target. However, to stretch beyond this target is where the teaser trailer and poster come in. The protagonists being in their teen years allow passers between the ages of 16-24 to become attracted to these promotional products as they can relate to the characters. Although both females, the male antagonist and gory sub-genre appeal to males as well which results in a wider span of audience.