RESEARCH: FILM DISTRIBUTION

In our lesson we looked at how film distributors effectively use P&A to draw their targeted audiences into watching their films. P&A is seen everywhere around us, from adverts on the television, to posters in the street, online websites and social network pages, along with advertisements in newspapers and magazines.

We also observed posters of well-known films such as; Skyfall, Silver Linings and The Fear, and identified the main aspects of how each captures the audiences attention. This can include quotes, captions, reviews, specific well-known actors and the layout and general appearance of the advert.

I had noticed how digital distributers are beginning to use different methods of advertising, such as ‘Aurasma’, which can be found in newspapers and magazines. Aurasma is a small blue box with a white A in the middle of it, which can be found at the top right hand corner of film advertisements. To be able to use it, you have to download the lite app on your iPhone, and hover the camera over the Aurasma box, which will then allow you to view a short video of the film on the screen of your phone. However, this will only be helpful for those who have iPhones, as this app will only work with their phones. Nevertheless, these new ways of publicising the latest films are becoming more and more popular with both the older and younger generations.

During the lesson, we watched the Hobbit trailer 10 days in advance of the release. In the trailer, the producers include well-known faces; such as actors from Lord of the Rings, as audiences will be more likely to watch the film as they will know and recognize the characters from previous films which they have watched. Film distributors do this on purpose as they know it will increase the chances of people viewing the film and/or buying it on DVD.

Besides using familiar characters, Hobbit also creates a vision of our own country, with the untouchable countryside, the spectacular waterfall, and the home-like feel, which we immediately gain from watching the trailer. Visual effects like these are much more likely to attract and gain viewers of the targeted audience.

Aurasma