Textual Analysis: Film Trailers 1: Marketing and Promotion

Sunday, 7 October 2007

Marketing and Promotion

1. Think of all the different ways in which the films could have been marketed and promoted.

2. Keanu Reeves is a very famous actor, what do we call famous actors who help the process of marketing a film by their notoriety

3. What ways of advertising were available to the marketeers of The Matrix, that were not available to to the people who had to market Karate Kid?

Think about new technology and increasing media outlets.

It is also important that advertisers have a clear sense of genre, this helps them market the film.
How might the forms of advertsing and merchandising change, from genre to genre?

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Media Coursework

Columbia Pictures was founded in 1920. Its movie productions were well known for being part of the western and comedy genres. One of the Columbia Pictures most famous releases included The Karate Kid in 1984. But earlier in the 1940’s the company had moved towards TV with the production of the Batman and Robin series. Yet in 1989 Columbia Pictures was sold to Sony and it is now part of the company Sony Pictures. With Sony buying different types of media, the definition if this is vertical integration. ORG

The British Board of Film Classification (BBFC) is responsible for certifying films based on their genres and content within the film. The certification of a ‘PG’ is made for the parents so that they can judge whether or not their child would be affected by the films content, this is why it’s called ‘Parental Guidance’. On the other hand though a ‘15’ depends on the level of content of theme, language, nudity, sex and violence. The theme is not prohibited as long as the treatment is appropriate towards 15-year-olds, strong language will be in frequent use throughout the film and nudity is only accepted as long as it is in a sexual manner. It is important to certify films as it may cause an impact on a younger audience as it could influence them to steal, become sexually active at an early age or even cause an increase in aggression, all these factors can cause negativity within the population. REG

Back in 1984 the advertisement of The Karate Kid would have been achieved through TV, radio, magazine, cinema, billboards, posters and buses. Yet with the 1999 release of The Matrix had more technological advances in advertising a motion picture, for example the internet, mobile phones, DVD’s and digital TV. Also with Keanu Reaves being a well known actor this made him a star vehicle for the film and helped give the film a more appealing look. The film was distributed by Warner Brothers which is now subsidiary of AOL Time Warner. Before this merge Warner Bros was founded in 1918, some of their other operations included: WB Studios, WB TV, WB Pictures and WB Operations. Overall the fact that both these companies are so immense, the advertising of both these films is easy as their company is recognised for its quality. PROM

We can tell each films genre by looking at the codes and conventions which are included within the trailer. We can tell The Matrix is a sci-fi as the constant use of eerie music connotes this, whereas in The Karate Kid the music is upbeat and exciting conveying an adventurous genre of film. The trailers create a desire to make us go and watch the film. GEN + CON

As the end of The Matrix trailer comes to a thrilling end Laurence Fishburne says ‘Unfortunately no one can be told what the matrix is, you have to see it for yourself’, this is a an enigma which lures the audience into wanting to know more and discover what the film is about, this is a clever way of advertising the film as Fishburne could be identified as one of the star vehicles of the film and to have him ask the audience to come and watch the movie is even more appealing. ORG + LANG In The Karate Kid it is the narrative to the storyline which is used to attempt to get the audience hooked, as it is not until the last scene where we are left on edge as ‘Larusso’ is performing a karate kick but we are not shown the outcome, this could persuade viewers to go and watch the film to see the overall outcome of story. SEQ

Both trailers also follow a chronological order to show a chain of events from both films. LANG+SEQ The Karate Kid starts with Daniel having just moved to a new city called Reseda from New Jersey, this being the equilibrium, he then meets a girl but a conflict arises as another guy likes the same girL to violence in winning the girl over, this is the disruption and finally Larusso learns karate to defend himself and defeat the same boy in a karate competition to earn revenge, respect and also win the girl whilst doing it, yet we are not told the conclusion so this lures the audience into deterging the outcome. LANG + EFF

The Matrix starts with Neo discovering a new and scientific world and having the choice to enter it or not, this is the equilibrium, after entering this world he has to save it, this is the disruption, and after battling with numerous villains we are still not told what the outcome is so this is another clever way of marketing the film as it leaves the audience hanging so they would want to come and see the film to find out if there is a resolution. SEQ

Equally the films also have a Hero/Villain/Helper/Damsel-in-Distress situation. In The Karate Kid Daniel Larusso is the hero, Ali Mills is his crush and the damsel-in-distress, Johnny Lawrence is her ex-boyfriend and is the villain and finally Mr.Miyagi is the helper who teaches Daniel karate. On the other hand in The Matrix Neo is the hero, the world is the damsel-in-distress as he attempts to save it, Agent Smith and his fellow agents are the villains as they challenge to prevent Neo’s efforts and the helpers are Morpheus and Trinity as they aid Neo throughout the movie. SEQ

Considering the uses and gratifications theory The Matrix could very well be part of the diversion and escapism theme. With it being a completely unreal and science fictional film it engages the reader into a sense of breaking out from the real world, as it seems like something you would dream about. On the other hand The Karate Kid breaks into the audience’s imagination as quite a few people could relate to the situation of transferring into a new environment. Furthermore the fact that Daniel Larusso is being bullied and decides to fight back enhances the imagination further as we have all once desired to stand up for ourselves. SEQ + AUD + EFF

In conclusion after reviewing both of these film trailers it is evident to see that the ways of which marketing a film has changed yet the methods and theories of psychologically luring an audience into viewing the film hasn’t.

Textual Analysis: Film Trailers 1

Sunday, 7 October 2007

Marketing and Promotion

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