2. How does your product engage with audiences and how would it be distributed as a real media text.
For question #2, to answer "How will your product engage with audiences". describe the films or magazines you researched for audience engagement. What did they do to engage their audience that you thought was effective? Explain your Marketing Plan.
Then, for "How will it be distributed as a real media text", describe the traditional distribution model for your product(film or magazine), then explain the films or magazines you researched for their digital distribution models that you thought were effective. Then explain your distribution plan, including traditional distribution and at least one digital distribution option.
"Bird Box" was first revealed on Netflix and created lots of talk among people. This was due to all the memes being made about it; which appeared all over different social media platforms. There were many different feelings and reviews both good and bad. This is what prompted many people to want to watch it for themselves. In just the first week on Netflix, there were over 45 million streams. Memes are defiantly a new marketing strategy transforming how their brand is released to the public. In this movie and others, memes have helped it increase brand recognition and audience engagement. This movie also used basic marketing strategies including billboards and commercials. Also to create buzz many celebrities like Kim Kardashian tweeted about watching this movie. Besides the use of Twitter and memes, "The Bird Box Challenge was formed". Fans began blindfolding themselves just like the main characters in the movie. Then they would record themselves doing various tasks and share them on social media. Bird Box was created with less than 20 million and considered a modest budget for a great outcome.
To market our movie we plan on creating social media pages. This includes Facebook, Instagram, and Twitter. These pages would include information about the actors, movie releases and different trailers. By promoting the movie before it comes out and giving clues and sneak peeks into the movie creates a buzz for the audience to be involved in. Also, social media attracts a younger population so it will match our target audience.
When doing research on audience engagement, I looked at a couple different films.
One film I was interested in researching was "Bird Box". This film is classified as a mystery film jut like ours. Many of the target audiences are similar because this was popular among teens and young adults
"Bird Box" was first revealed on Netflix and created lots of talk among people. This was due to all the memes being made about it; which appeared all over different social media platforms. There were many different feelings and reviews both good and bad. This is what prompted many people to want to watch it for themselves. In just the first week on Netflix, there were over 45 million streams. Memes are defiantly a new marketing strategy transforming how their brand is released to the public. In this movie and others, memes have helped it increase brand recognition and audience engagement. This movie also used basic marketing strategies including billboards and commercials. Also to create buzz many celebrities like Kim Kardashian tweeted about watching this movie. Besides the use of Twitter and memes, "The Bird Box Challenge was formed". Fans began blindfolding themselves just like the main characters in the movie. Then they would record themselves doing various tasks and share them on social media. Bird Box was created with less than 20 million and considered a modest budget for a great outcome.
With great success on Netflix, I think making our film be available on an online streaming device would increase the rating. Also using different advertising techniques like billboards and commercials would be a good idea. Also to market my film, I would put a movie trailer in movies with the same genre and target audience to capture the attention of the viewers to make them more inclined to go see the movie.
Another movie I looked at was the movie "kidnap. It used many marketing strategies to engage their audience. For starters, there was a lot of hype for Oscar-winning Halle Berry as the star in it. Lots of social media pages were created for the fans, which also targeted the younger audience. This lets fans share and tweet the movie to others. Halle and the cast also had many interviews and trailers as they showed a sneak peek of the preview. Besides the use of trailers and commercials billboards were also displayed to get the word out. By the use of billboards on major roads let drivers view it quickly and maybe search more about it at a later time.
Another movie I looked at was the movie "kidnap. It used many marketing strategies to engage their audience. For starters, there was a lot of hype for Oscar-winning Halle Berry as the star in it. Lots of social media pages were created for the fans, which also targeted the younger audience. This lets fans share and tweet the movie to others. Halle and the cast also had many interviews and trailers as they showed a sneak peek of the preview. Besides the use of trailers and commercials billboards were also displayed to get the word out. By the use of billboards on major roads let drivers view it quickly and maybe search more about it at a later time.
With many similarities between this and our film, I enjoyed doing research on it. I think the use of social media to help advertise will also be beneficial in our movie as well. We could use various social media outlets such as YouTube, Facebook, and Instagram to promote my film with the use of hashtags and fan pages. This will also help target the younger audience. I think the use of a billboard and an intriguing image will make the driver want to know more about it when they pass it. Lastly, I liked how they conducted interviews with the casts and directors. By doing this we could answer the audience questions about the movie to make them excited to go watch it when it premieres
Social media played a big role in marketing this movie. This lets a wide range of people reach different social media platforms at once; in some cases even by accident. Through this social media success, many fans created different character accounts. To create more ticket sales Universal created a buzz before the movie was even out. A week before the release they created 'an opening weekend launch package', this gave the target audience hype before it even came out. This was created through the use of Twitter, online articles, Tumblr, videos and text. Facebook also came out with a contest for participants to preview the movie before it came out. The Facebook competitors had to send pictures of themselves in their worst bridesmaid dresses. Universal Pictures International campaign for "Bridesmaids" led them to win the inaugural Movie Marketer of the Year award at the Australian International Movie Convention. This accounted for ad space in both print and digital publications worth up to $250,000. Overall many ranked "bridesmaids" to be the best movie campaign of 2011.
After seeing how "bridesmaids" marketed their film I saw many marketing techniques that could be useful. I feel with lots of teenagers involved in social media now this would be a good way to market our film. I also liked how they released information about the movie a week before to get the hype going. Lastly, by having the trailer appear on similar genre platforms at the movies or on YouTube would make the audience have an interest in seeing it.
"Bridesmaid" and our film "Girls Night" both include a female group as their main characters. This is especially due to the comedy and dialogue between characters. Just like this and our movie, it can be related to girls' real-life issues. "Bridesmaids" used comedy, different scenes, and props to engage the audience.
Social media played a big role in marketing this movie. This lets a wide range of people reach different social media platforms at once; in some cases even by accident. Through this social media success, many fans created different character accounts. To create more ticket sales Universal created a buzz before the movie was even out. A week before the release they created 'an opening weekend launch package', this gave the target audience hype before it even came out. This was created through the use of Twitter, online articles, Tumblr, videos and text. Facebook also came out with a contest for participants to preview the movie before it came out. The Facebook competitors had to send pictures of themselves in their worst bridesmaid dresses. Universal Pictures International campaign for "Bridesmaids" led them to win the inaugural Movie Marketer of the Year award at the Australian International Movie Convention. This accounted for ad space in both print and digital publications worth up to $250,000. Overall many ranked "bridesmaids" to be the best movie campaign of 2011.After seeing how "bridesmaids" marketed their film I saw many marketing techniques that could be useful. I feel with lots of teenagers involved in social media now this would be a good way to market our film. I also liked how they released information about the movie a week before to get the hype going. Lastly, by having the trailer appear on similar genre platforms at the movies or on YouTube would make the audience have an interest in seeing it.
My Marketing Plan
After doing research on how films market their movie, I was surprised by the new marketing techniques used. Many movies used social media and ads for their main marketing. This creates curious fans to go want to see it when it premieres. Also, the use of interviews with famous celebrities helps promote it.
To market our movie we plan on creating social media pages. This includes Facebook, Instagram, and Twitter. These pages would include information about the actors, movie releases and different trailers. By promoting the movie before it comes out and giving clues and sneak peeks into the movie creates a buzz for the audience to be involved in. Also, social media attracts a younger population so it will match our target audience.
Instagram- We first decided to create an Instagram. Instagram is one of the most popular social media accounts with over 1 billion active users. We decided to make it public so anyone can view it. First, we added when we would be releasing our trailer and interview dates. We also added images of the setting and some screenshots from the video to give our social media audience a preview.
Another marketing strategy we decided to do was a billboard ad. By creating a billboard that shows suspense and an unknown movie will create talk. As people drive by and see it, they will be unfamiliar with it. This will promote those viewers to search it up on their phones and maybe become more interested.
Traditional Distribution Model
Film distribution is the process of making the movie available to be seen by the public. Many movies have a good distribution platform from the engaging when they are signed with major distribution companies like Universal. Many independent movies start out at a film festival. This is how big companies can find you and your work. To get the movie out it is the job of the sales agents or distributors. This is the company of the larger conglomerate that gets these rights to help promote and distribute it. Besides just publishing the film they also control the marketing of the film. The theatrical distribution of a film consists of licensing and booking theaters, marketing through advertising and commercials, releasing prints and distributing them to the theaters. Films run in theaters as long as demand and marketing strategies are still presented. After movies appear in theaters it will then be distributed to other online services and on-demand for other viewers to watch. Overall, film distribution has overall seen a change with all the new advancing streaming services.
To distribute our movie I think we will first start out showing our film at a film festival. We will find the right location and target audience to get the movie out with the right crowd. This can lead to sales agents or distributors interested. Once we get a manager or rep, they will help us finish the film and direct us to the right distributor. This will hopefully get us in theaters and other advertising offers.
Digital Distribution Research
''Divergent" audience consisted of over 50% females who were under the age of 25. This is perfect for our movie because we targeted to teenage girls. Also, "Divergent" has lots of action and suspense, similar to ours. Before "Divergent aired in theaters it started as a book series. In only one day it ended up on the best-sellers list. This is where it created its fame and eventually turned into a movie. The development of "Divergent" was in March 2011, when Summit Entertainment picked up the film rights to the novel. With this movie picking up a big company they had an 85 million dollar budget. "Divergent was the starting tent-pole, and after followed other series. "Divergent" wasn't then released till March of 2014. During opening weekend the film reached the number spot in the box office. Overall, it would earn $288 million. It eventually got released to Blue Ray on August of 2014. The next series came out the next year in 2015. By creating a sequel it kept the movie-going and the profits coming in. This was a smart distribution strategy and maybe down the road, we could create a series.
The next film that I looked at was the distribution process in "Murder Mystery". "Murder Mystery" is a new film that came out in 2019. This film is similar to ours by using comedy and suspense to create a murder scene/ scary scene. Its target audience is also a younger 20s and it is pg-13. One thing different about how it came out was that it appeared right in Netflix for its viewers. Meaning, it didn't come first through the theaters. A trailer was released in April 2019 and came out in June. A week after it was released over 30 million households have watched the film in the first 3 days. Netflix had Adam Sandler a famous comedian to help increase the views; making it his most successful film. By using well-known actors they were able to promote it on their social media and other platforms, which helped create buzz. I will incorporate the use of a trailer a few months before it is released and social media accounts.
My Distribution Plan
To distribute our movie I think we will first start out showing our film at a film festival. We will find the right location and target audience to get the movie out with the right crowd. This can lead to sales agents or distributors interested. Once we get a manager or rep, they will help us finish the film and direct us to the right distributor. Social media will also be important to spread the world and get the movie out. This will hopefully get us in theaters and other advertising offers. When our film reaches theaters we will distribute it the traditional way. This would include 90 days in theaters, then make its way to the streaming world. Online video streaming services would include Netflix, Hulu, Amazon Prime, and on-demand.
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