![Georgina Gilbey A2 Media Studies
2
conceptfilmsthatare
advertisedinthisway.
Billboardsare placedin
largelypopulatedareas;
for example,inthe city
centre.
MAGAZINE
Magazinesare soldacross
the nationand itis not
uncommonforAmerican
filmstobe advertisedin
Britishmagazinesandvice
versa,due to the mutual
benefitsintermsof the
filmindustry.
There are magazinesof
manydifferentgenresso
the advertisercanchoose
a magazine basedonthe
audience theywantto
target.
Magazines’audiences
oftenvarydependingon
whetherthe genre isfor
the massesor more niche:
if the advertiserchose a
more popularmagazine
withthe broad genre of
filmsingeneral,the film
wouldgeta lotmore
exposure.
Conversely,if the filmwas
niche intermsof itsgenre
and the audience’s
interests,aniche
magazine couldbe the
betterchoice because the
target isso specific.
Magazinesare oftenkept
incirculationforlonger;
people are lesswillingto
throw themaway after
use and theymaybe
passedbetween
acquaintances.
Magazinesare oftenweekly
so those whobuythem
mightdiscardan issue
whenthe nextarrives.With
these people,the
advertiserdoesn’thave
much time toget their
attention.
Magazinesare made in
advance so the film
producershave to be well
prepared.
It isveryeasyfor the
audience toflickpastads in
a magazine,unlessthe film
has sucha bigbudgetandis
so anticipatedthatit
featuresonthe magazine’s
cover.
Larger and more popular
magazineswill likely be
veryexpensive tofeature
in.
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Film Posters: Positioning Advantages & Disadvantages
- 1. Georgina Gilbey A2 Media Studies 1 PLACE ADVANTAGES DISADVANTAGES BUS STOPS It isrelativelyeasyto judge whowouldbe most likelytouse thismode of transport For example: The elderly,astheywould mostlikelyhave free bus passesif theyare unable to drive Students,as theyare unlikelytoowna car and busesare a convenient alternative forgetting aroundthe city Thismeansthat the youngerandolder generationscanbe targeted fairlyefficiently Evenif those at bus stops ignore the adverts,people goingby themincars may see them. As aforementioned,those at bus stopscouldignore the advertsquite easily, unlesstheyare interactive insome way (suchas a scrollingboardthathas ads on rotation). People atbusstopsare usuallyonlyinthemfora short time andso maynot pay attentiontothe adverts. Similarly,driversgoingpast the stop are more likelyto be concentratingonthe road. BILLBOARDS Billboardadvertisements are oftena lotlargerso it iseasierto capture the audience’sattention; especiallyif the billboard isunclutteredandhasa minimalisticstyle. For example: If the posterwassimplya large image of a pairof eyesstaringdirectly forwardswitha tagline “He’swatching”,itwould be instantly attention grabbing,bothin the form of directaddressthrough the eye contact and throughitsminimalistic style,asif a billboardwas clutteredinsteadwithlots of textandimages,it wouldbe easiertoignore. Billboardsare alsoan opportunitytoshow off a large filmandmarketing budget;itis usuallyhigh Thisplatformmeansitis hard to targeta specific audience;people incars can be of all agesand there isno guarantee thatit will be seenbythe correct age group,gender,orany other potential demographic. Advertisingwithabillboard can be verycostlyandthey are usuallyonlyupfora short while,unlikeadson, for instance,social media platforms,where they couldbe repeatedlyshared and circulatedovertime.
- 2. Georgina Gilbey A2 Media Studies 2 conceptfilmsthatare advertisedinthisway. Billboardsare placedin largelypopulatedareas; for example,inthe city centre. MAGAZINE Magazinesare soldacross the nationand itis not uncommonforAmerican filmstobe advertisedin Britishmagazinesandvice versa,due to the mutual benefitsintermsof the filmindustry. There are magazinesof manydifferentgenresso the advertisercanchoose a magazine basedonthe audience theywantto target. Magazines’audiences oftenvarydependingon whetherthe genre isfor the massesor more niche: if the advertiserchose a more popularmagazine withthe broad genre of filmsingeneral,the film wouldgeta lotmore exposure. Conversely,if the filmwas niche intermsof itsgenre and the audience’s interests,aniche magazine couldbe the betterchoice because the target isso specific. Magazinesare oftenkept incirculationforlonger; people are lesswillingto throw themaway after use and theymaybe passedbetween acquaintances. Magazinesare oftenweekly so those whobuythem mightdiscardan issue whenthe nextarrives.With these people,the advertiserdoesn’thave much time toget their attention. Magazinesare made in advance so the film producershave to be well prepared. It isveryeasyfor the audience toflickpastads in a magazine,unlessthe film has sucha bigbudgetandis so anticipatedthatit featuresonthe magazine’s cover. Larger and more popular magazineswill likely be veryexpensive tofeature in. [SEE NEXT PAGE]
- 3. Georgina Gilbey A2 Media Studies 3 CINEMA Cinemasare a good place to advertise inbecause more oftenthannot, there isa filmof the same genre showing,soif a trailerforthe filmwasto be shownbeforehand, there isan almost guaranteedchance of the rightaudience seeingit. Trailersin cinemasmeans there isthe opportunityto appeal tothe audience throughmore than justan image ona poster;the trailercan be showninall itsglorywithhigh- definitionpicture quality and greatsurroundsound. It alsomeansyoucan use star appeal and show off any special effects. Additionally, itisa lot easiertoconveythe plot througha trailerthan in an image. Unlike inonline orsocial media,the advertscan’t be ‘skipped’. Many enjoyseeingtrailers inthe cinemabecause itis a lot more of an immersive experience and theygeta glimpse into whatit wouldbe like to see the filmincinema. The audience maynot be payingattentionduring advertsas they’re waiting to see the filmtheyhave chosento see:some may be on theirphonesor chattingto friends. There isa lotof competitionwhenshowing trailersina cinema;often, more than 3 will be shown consecutivelysoall of these producerswill be lookingto impressthe audience. Eventhoughthe advertiser can choose a filmof a specificgenre andtryto judge the ages/genders that will be inthe cinema,a filmmaystill fail atthe box office andsothe trailer mightnot be seenbyas manyas the producer wouldlike. Dependingonthe cinema, filmchosen,etc,this methodof advertising can be veryexpensive.