Research: Methods of Promotion

Internet Marketing

Internet marketing is one of the most widely used methods of marketing. Given modern technology, including social media, this type of marketing can be relatively inexpensive in comparison to other forms of distribution and marketing. Using social media platforms such as Facebook, Snapchat, Twitter and Youtube, allows for the marketing/promotion to reach a much wider audience, as well as being much. ore interactive. Audiences can react to media products using comment sections and like/dislike buttons. This can then be used by marketing teams to alter and enhance the ways that they market future products. Marketing online allows the artist to interact with their audiences.

Search Engine Marketing (SEM)

Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results. This primarily through paid ads.

How are films/artists promoted? Has this changed in recent years?

Films and artists can be promoted through various different medias.

In Theatres:

Can be promoted through the use of trailers, these usually occur before a movie.

Film posters

Slideshows, trivia games before movies.

Standees (life-size standing cut outs of actors)

Cardboard 3D displays, sometimes producing sound

Television and radio:

Paid advertising; 30 second commercials, newspaper/magazine ads

Product placement; paid active (e.g sponsoring a TV programme) or passive insertion like on-set posters or passing mention in dialogue.

Extended placement such as talk shows like Ellen etc

Interviews with actors/directors which news entertainment outlets feature

Paid broadcast of behind-the-scenes footage or documentary

Advanced trailers, teaser trailers etc

Internet:

Studio sponsored film websites

 Cross media convergence with major search engines such as Google (e.g part of StarWars' marketing was done through the use of Google Search Engine where users were asked to choose a light or dark side)

Cross media convergence with social media marketing such as twitter and facebook (e.g Twitter created a special hashtag for the release of StarWars 7 where a emoji would appear once users would hashtag. Facebook allowed users to add a lightsaber to their profile picture to promote the movie)

Movie websites with inside information and exclusive such as trailers and teasers.

Print:

Paid advertising in magazines, newspapers and insert in books

Synergistic links of original books and special edition or special prints

Comics

Promotional Tours and Interviews:

Exclusive interviews with directors and cast as part of DVD extras

Interviews as part of talk shows

Tours, book signings, meet and greet

Merchandising:

Co-branding/co-merchandising in a film (Synergy)

Promotional giveaways such as signed posters, DVDs, Action figures

Methods of promtion have changed in recent years due to technological convergence and proliferation of hardware over the years. We are constantly adapting to better and more technology and therefore our methods of promotion is becoming vast and more varied.

What different forms of marketing do we see?

-Cross media convergence where because of technology we are able to promote over different media

platforms for example, Star Wars 7 used CMC with Google to market the film further.

-Synergy; cross promotion of products e.g promoting a soundtrack alongside a movie

-Movie Websites, Facebook/Twitter Pages

-Movie trailers/teaser trailers

-Film posters

-Book signings/poster signings

Any innovative methods of promotions? 

Innovative methods of promotion would be contemporary ways to interact with users through technological convergence. SW7 CMC with Google where users were asked to choose the light/dark side, Spotify allowing users to choose the skin of their music player based on the coordinating colour scheme of a movie. Another more modern and slightly recent method is through the use of Snapchat. Snapchat filters allows promotion of movie releases by created a special filter for a  movie release.

Has technological convergence and the proliferation of hardware changed how films are promoted? 

Yes as some marketing techniques are based around the idea that people prefer to access information through their phones e.g apps surrounding movie releases. Another example of this is social media, as people use social media more and more as their is more and better technology, movie companies see this as an opportunity to promote films through social media such as special twitter hashtags

Research: Chosen Media Genre

What is your chosen media?

My chosen form of media is a music video. I have chosen this media genre because I would be able to create a narrative alongside the music/lyrics. Initially, I had planned my chosen idea to be performed as a short film, however the focus group that I used suggested creating a music video as this would allow me to follow a more suggestive, creative narrative where I could use music to elevate the themes. I looked into media theories and Andrew Goodwin's lyric theory would support this decision to use the music and lyrics to develop and support the narrative. Although, there is some flexibility in this as I could shoot the footage as though it was a short film and use either realistic or music audio and decide which works to strengthen the video. 

What is a music video?

A music video is promo video released alongside a song to promote the music and band/artist. Music videos tend to follow a narrative, much linked to the meaning of the song which create reality from the lyrics of a song, however not all music videos are actually relevant to songs and some music videos such as those by Sia are seen as ambiguous and not symbolise the connotations of the lyrics. Music videos can be seen as a method of promotion for a single or an album as it gives the audience a visual element to the music they're hearing. Music videos are created to accompany a piece of music.  They are usually similar to a short film or video.  They are usually made to promote or market the sale of music recordings; however, some artists use music videos for artistic purposes and to create reasoning behind the music.  Music videos came into prominence in the 1980s when MTV based their format around them. 

What are the key aspects of a media video?

• Music videos demonstrate genre characteristics.

• (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop). 

• There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting).

• There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music (either illustrative, amplifying, contradicting).

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

• There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body.

• There is often intertextual reference (to films, TV programmes, other music videos etc.).