Research Task: Methods of Promotion

How are films promoted?
Films are promoted in a various ways. Film industries must promote films in order to make a profit and make audiences aware of their product. It helps increase their brand reach. Usually conglomerates can afford to market their films more because of a bigger budget.

Below are some of the ways in which films are promoted:
Teaser Trailers - teaser trailers are compilations of film footage which introduces the audience to the narrative and increases anticipation. These are normally heavily edited to show the audience the "best bits" of the film to make them want to go and see it. Teaser trailers conventionally last between 30 seconds and a minute long. They are sometimes released as much as 18 months in advance of the film. Recent examples of a teaser trailer are Finding Dory (2016). The teaser trailer can be viewed below:

There is another teaser trailer which lasts for 1:46, subverting the conventions of a teaser trailer as it is considerably longer. Perhaps this is because Disney (Pixar) produces tentpole films and they know that there is a lot of anticipation. Therefore they can afford to offer the audience more.

Full Trailers - full trailers are similar to teaser trailers but they are longer. They have to be less than two minutes and thirty seconds long according to the Motion Picture Association of America (MPAA). Film producers and distributors are allowed to break this rule once a year if they think it is necessary to do so. They usually reveal more about the narrative and are less cryptic than teasers.
The full trailer for Saving Mr Banks (2013) can be viewed below:
                                             
Posters, billboards and standees - posters introduce the audience to the star system (cast) of the film. Posters often focus on a pivotal or significant point or scene in the movie, using direct address and interesting camera angles and shots to captivate the audience. Posters can be seen in the cinema and some companies may use billboards (large outdoor boards for showing advertisements). Standees are cut outs of the cast (life size) often seen in cinemas.

Poster promoting The Hunger Games: Catching Fire
(2013)

Merchandise - Merchandise is the goods which can be sold, which help to promote the film. Merchandise is an area of promotion employed by larger companies (usually conglomerates) because they have a bigger budget and produce films on a large scale. Merchandise is often bought by fans of a franchise or film. The sale of these goods will contribute to the success of the film. Typical merchandise will include t-shirts, mugs, keyrings, other clothing items and sometimes figurines.

Star Wars VII Merchandise (Keyrings)

Types of Marketing

Heritage Marketing - this strategy focuses on emphasising a company's heritage to promote their work, such as "helping you since 1901*". Word of mouth (oral marketing) is also associated with this. Small, independent companies are more likely to use this because they often have a smaller budget, so can afford less.

Viral Marketing - this is when information about a company or product is passed on by the internet, from one user to another. Bigger companies can afford to spend more money ensuring that their product goes viral. Viral marketing is sometimes used interchangeably with internet marketing, which entails using the internet as a platform to promote a film. For example, via an official website.

Examples of marketing techniques
Disney is a large conglomerate that uses effective strategies to market themselves. Disney films often follow a narrative that involves self discovery. Through conveying this in the trailer, Disney manages to make the audience feel special. There is also a recurring theme in Disney films, for example, magic. Their marketing strategies seem to captivate the audience, allowing them to engage with the magic. Frozen (2013) had a lot of merchandise which helped Disney to market the film. For example, discount shop Pound World sold Frozen goods. In some Disney stores in America, customers were limited to two Frozen items per person. 
Independent films often use a trailer to market their films. 

How has technological convergence, synergy and the proliferation of hardware changed how films are promoted?
The promotion of films has evolved over the years to keep up with society. Now that there is more technology, a lot of companies have made the transition from heritage marketing to viral or internet marketing. The proliferation of hardware has advanced this. As their are more devices you can view films on, for example a tablet, many films are marketed online as box office takings and cinema goers have decreased. Google is a search engine and internet giant that has formed synergistic links with conglomerates to promote films. As Google is used by a huge amount of people, it increases awareness of the film. An example of synergy is Disney's Alice Through the Looking Glass (2016) who teamed up with Urban Decay cosmetics to produce a limited edition eye shadow palette. Nowadays, there is more vertical integration and working together. This has also been attributed to cross media convergence. However, Disney had a well thought out marketing strategy in 1957. They interlinked elements and had recurring content or themes. A range of different content, for instance the soundtrack and footage support each other. Despite pressure to keep up with the times, some companies stick with what they know best because it works for them. As long as you are not too old fashioned, you will still succeed in the promotion of your product. Through this example, we can see that there is still a similar structure to marketing. Marketing techniques these days are more digital, which may hit low budget, independent companies hard as they are normally less able to afford these techniques.

A map of Disney's marketing strategy in 1957

* this is not necessarily a specific company's slogan, just an example that I thought of!

Sources of pictures

Catching Fire Poster: imdb

Star Wars Keyrings: Party Pieces' Website

Disney's strategy: 

http://www.doz.com/marketing-resources/disney-marketing-strategy