Film Advertising

 Aim: to apply knowledge of advertising and marketing to the study of three films

Focus group - a group of people that speak about a particular topic for research purposes.

Advantages of a focus group:

    - in dept answers

    - follow up questions

Online survey - an online survey which is accessible online

Advantaged of a online survey:

    - time efficient

    - easily distributed 

Disadvantages of a online survey:

    - no follow up questions

Disney

- Disney is a conglomerate company (i.e. one overall parent company owns a number of smaller, subsidies companies). They have creative control over the production process. 

- Frozen, was produced by Walt Disney Animation Studios, and released by Walt Disney Pictures. Therefore, the company has complete control over the film from inception to release, and have access to multiple platforms for cross-promotion and synergy. 

Video-on-demand

- Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix, Disney+, Amazon Prime and YouTube.

- Disney owns the Disney Channel (TV) but also Disney+, a VoD allowing it to compete with the likes of Netflix. 

Traditional

- Methods of advertising used for many years before the digital age, such as print, radio and television.

Digital 

- Web 2.0 technologies with multimedia functions gave companies and additional method by which to advertise. Above-the-line techniques include pop-up adverts, social media... Below-the-line include more one-to-one forms of digital advertising such as email shots. 

Black box

- A device, such as a smartphone, that supplies us with all of or ICT and media requirements

Downloading

- When media products are transferred to a device from a webpage and consumed offline - examples includes podcasts, audio files in mp3.

Streaming 

- Where media is consumed online without being downloaded. 

Frozen - Case Study

- Released on November 2013.

- A Disney animated film, it had an estimated budget of $150,000,000 and went on to gross $1,276,480,000 worldwide.

- Disney YT channel: 5.37M Subscribers (UK account)

- Frozen playlist has over 10M views. Includes:

    - Lyric sing alongs, teaser trailers, behind the mic, soundtrack, celeb features, lego

Frozen Website, Dig AD for marketing and distribution:

    - Shop: Purchase licensed products

    - Video: watch/sing along

    - Games: play, quizzes

    - Banner Ad

    - Playlist

    - Behind the scenes

    - Link to other Disney services (eg. the parks and shops)

- Frozen advertising focuses mainly on the snowman, Olaf.

    - Using the "false undersell" - for profit, promoting and create a buzz about the movie.

    - Uses "From the creators of 'Tangled' and 'Wreck-it Ralph'" which is cross-promotion.

- The DVD cover, released once the film was better established, features Elsa and Anna (rule of thirds) more prominently.