I created my own Scoop.it account to collate a range of film openings that might influence and evoke any creative ideas for my own film opening. I created my own scoops by linking in the opening scenes of films that I thought might tie in well to the idea and genre my group had already developed - horror, and in particular the concept of serial killers and psychopaths.
I watched a video on Digital Storytelling by Frank Ash, a creative consultant for the BBC, which was informative in explaining how films are constructed to connect with an audience.
He stated a number of questions such as 'what's the big question', 'what kind of story is it' and 'what's in it for the audience', to explain how important it is to consider all the elements that work to attract and intrigue audiences. To summarise the information I had learnt during the video I created a comic strip, using ComicLife.
I found the video extremely informative and when planning my own production, will take into consideration all the questions, especially the use of a 'top-line' - done by focusing the story into a single sentence.
On the Film Distributors’ association (FDA) website I watched a presentation on how distributors work to create a successful marketing campaign for each film, by Kezia Williams – head of theatrical distribution at Pathe. The concept of a USP (Unique Selling Point) was explained as a point that distributors market to bring positive attention to the film and to make it stand out to its target audience– something that is essential in the congested market place of film, by Chris Besseling, Director of Marketing at Pathe. Examples of a USP might be major movie star titles, a well-known director, awards or positive reviews.
My chosen film, Captain Marvel, is positioned as a superhero/action film and a part of the Marvel Cinematic Universe. The American film was released in 2019, produced by Marvel Studios and distributed by Walt Disney Studios Motion Pictures. Directed by Anna Boden and Ryan Fleck, the film is based on the Marvel Comics character ‘Carol Danvers’, played by Brie Larson, who is the first female superhero lead in a Marvel Studios film.
The film is set in the 90s, where Captain Marvel is caught in the midst of an intergalactic battle between her people and the ‘skrulls’, as well as discovering her origins on earth and a past life as a US Air Force Pilot.
Released on the 8th March 2019, the movie was extremely popular and grossed over $1.1 billion worldwide, making it the first female-led superhero film to exceed the billion-dollar mark. It became Marvel’s seventh-biggest box office of all time and became the fifth-highest-grossing film of 2019. This huge popularity, however, was not down to just the skill and quality of the movie, but also due to the essential part the distributors (Walk Disney Studios Motion Pictures) played in distributing and marketing the film, in a creative and engaging way.
Captain
Marvel used multiple different film posters during the marketing campaign, in
order to capture the audience’s attention and fuel them with intrigue for what
the film might entail. The posters were released over time, at events such as
comic-con and cinemas, resulting in the slow, steady build-up of anticipation.
Posters released at comic-con would have been successful in igniting further
anticipation and excitement for Marvel’s already established fanbase, whereas
posters located in cinemas would have had a purpose more focused on generating
new interest by catching potential audiences’ eye as they pass. The emphasised
‘Higher, Faster, Further’ tagline on posters, focused the posters on the female
empowerment angle of the campaign. This simple message is key to the whole
campaign as it depicts an impression of female power and strength which a
viewer can infer is a summation of her character in the film, intriguing them
to find out more about this empowering message. Each film poster shows Captain
Marvel with a powerful, iconic stance which is reminiscent of a superhero,
illustrating a key convention of Marvel Movies, these strong visuals also tie
in with the blue, red, orange colour palate that immediately is recognisable as
Marvel Studios. This brand recognition is a key marketing strategy as it
entices viewers through their perceptions and standards of the good quality of
Marvel Movies. Individual posters of characters were also released, which are effective
in introducing key characters, broadening a viewer’s understanding of the movie.
They are also effective in demonstrating the ‘famous movie talent’ that is
successful in marketing in attracting loyal fanbases of actors that star in the
movie. For example, Samuel L. Jackson has starred in 11 of the 23 Marvel Movies
as the character Nick Fury, so by having an individual poster of Fury viewers
that have previously watched marvel films will recognise him and associate his
character with the high standards of the other Marvel Films he has been in.
A ‘teaser trailer’ was
released in September 2018, and succeeded in its role of exciting viewers
without revealing too much about the film and therefore enticing viewers with a
glimpse that heightens expectations. The trailer starts with a shot of the main
character, Carol Danvers falling from the sky, the dynamic shot immediately introduces
the idea that the film is going to be fast-paced and action-packed, it also immediately
informs the viewer that Danvers has fallen from space to the unknown environment
of Earth. Fast paced cross-cutting accompanied by non-diegetic, intense music,
gives a viewer a sense of the series of events that happen in the film, but the
lack of detail and speed forces them to become wrapped up in trying to piece
together what they are seeing, creating a huge sense of anticipation. A main, official trailer that revealed more was released in December 2018, allowing
viewers to get a deeper sense of what the film was about, through multiple
asynchronous narrative voices giving a greater insight to the plotline. This fuels
a viewer’s already established excitement and anticipation and therefore
influencing them to maintain interest in seeing the film.
The retro web design of the
official website, inspired by the visual style of the 90s, was
a form of nostalgic promotion, that impacted viewers to reminisce about the
past and therefore form a more personal interest in the movie. The official
website also offers a game, making the site more fun and interactive which might
cause a viewer to pay more attention. As the film was produced by Marvel Studios,
a huge franchise, it was also widely efficient to have a section on the marvel
website as well as the own 90s retro website. On the marvel website there was a clear and simple format, making the site easily navigable
for viewers to access all the key information about the film. It included many
useful features like an overview of the narrative, key credits, rating (PG-13),
release date, updates, trailers and a gallery. There is also access to the
films playlist, on two music streaming services – Spotify and apple music,
further enticing viewers to retain interest in the film.
It includes links to the various
retailers that are available to stream the film on, such as Disney +, blue-ray,
digital and movies anywhere, as well as links to the wide range of social platforms
(Instagram, Facebook, Twitter) that work as a synergetic whole in promoting the upcoming film, as well as providing updates, new images and trailers. Social
media is an extremely efficient tool for product promotion as it can generate
viral marketing and publicise something for free, so by having a variety of
social media platforms, widespread recognition is achieved as the advertisement
is more likely to reach viewers of all ages, depending which social media is
their preferred use.
A crowdfunding campaign to
help underprivileged girls to see the movie for free was promoted by
celebrities like Ellen DeGeneres, and Chris Evans reinforcing the message of female empowerment
that is emphasised so much throughout the campaign.
Campaign Description - "Everyone should have an opportunity to see women in
roles they can aspire to one day be, roles that show women as strong, smart and
bold. From a teacher to a fighter pilot—or a superhero. This is an opportunity
to continue to empower girls to be just that. Marvel Studios' first female led film, "Captain Marvel"
offers this type of important representation. We want to help girls from
various backgrounds have the opportunity to see the film by providing tickets
and renting out theatres."
In today’s society where
feminism and female portrayal are increasingly important, this message is one
which will resonate with all women and the female lead is a factor which will
increase appeal for women, creating a wider target audience. Moreover, it helps
to create a strong and consistent brand identity, making any individual element
of marketing instantly recognisable as the wider brand.
Interviews with cast members also
helped to attract attention and build awareness and anticipation for the
upcoming film, as did the release of small clips and increase of tv spots which
all slowly built up intrigue. Promoted posts on social media extended the reach
of trailers and tv spots while outdoor ads used the key visual style to
maintain the colourful inspirational theme of the hero. During the Super bowl, a
Captain Marvel Ad was shown that offered new, unwatched footage, alongside previously
released material. Reaction to this was extremely positive, with the ‘Higher,
Faster, Further’ mantra exciting fans with the new prospect that a women would
exceed expectations.
Promotional partnerships helped to further promote the film, with many of the partners linking the promotion in with their own products, helping to benefit both brands. For example, WNBA connected the female hero’s journey with the stories of the league’s female players, as both were representative of female strength.
Overall, the marketing campaign
for Captain Marvel was incredibly successful, with the film exceeding over $1
billion in ticket sales worldwide (the first female superhero film to do so) and
it becoming the 5th highest grossing film of 2019. The film was nominated
for many awards, and won 7, including the MTV movie award for ‘best fight’.
Captain Marvel achieved many amazing
reviews; however, it also was perceived negatively, with one reviewer writing ‘another
story ruined because they took the male out and put in a female’.
"A WHOLE WORLD IN A TABLE TOP"
ELLIE SMART CANDIDATE NUMBER 1859 CLAREMONT FAN COURT SCHOOL 64680 My production team included: Charlotte Coppellotti 1812, Jess Foster 1...
