Free Essay

Movie Promotion

In: English and Literature

Submitted By Jessieca
Words 1686
Pages 7
Movie Promotion and Advertising
Jessieca Montgomery
COM/486
Mary Fowler
October 8, 2013

The purpose of the report is to provide a plan to advertise and promote, “Candy Cone Lane,” an animated children’s film scheduled for release during the summer of 2014. This proposal will include an explanation on how marketing communications will be integrated, factors that might influence message’s effect, type of advertising appeal, message strategies and executional framework and three strategies to consider that will differentiate the movie from others.

Plan to integrate technology into integrated message materials

Integrating technology into the integrated message materials will serve as a great opportunity to promote, advertise and market the film. When utilizing the various outlets for targeting the audience who may be interested in the movie, it is necessary to consider the many locations that may be available to deliver the message created for their consumption and consideration. For advertising at fast food restaurants, the monitors inside the locations or nearby can run a loop of the trailer for the movie for consistent amount of time. In addition, when advertising at the mall, there are opportunities to reach the consumers advertising on the monitors in the food courts and throughout the center. The movie trailer for the children’s film can be displayed in the play areas in the malls. There are also electronic reader boards and movie theatres where the trailer can be seen by the customer. Another opportunity for integrating technology is the use of pop-ups on cell phones. The message can be communicated through pop-up messages each time the customer uses their phone to play a game, search the Internet or send a text message. The plan for integrating technology in the message materials will be to employ all the available sources to advertise and promote the movie. Missing the mark by neglecting the proper placement of technology and consistency, the effort can influence the message’s effect.

Factors that might influence the message’s effect

There are many factors that might influence the messages effects can be the location and wrong placement of the product. If the trailer or ad for the movie is presented at a location that may not include the targeted market, the message can be affected in a negative manner. In effort to ensure the message is not confused or lost in the advertising noise of the competitor, the campaign must include entities that will grab the attention of the consumer quickly. Since the movie is made for children, there must be inclusion of a color, creativity, appeal and use of the characters to appeal to the consumer. To appeal to the consumer, there may be a need to take chances with the ads by releasing information a little at a time. Meaning, to peak the curiosity of the children and their parents, the exposure of bits and pieces of the upcoming epic film will add to their eagerness to see the film. One other influence could be audience predisposition.

Another factor that could influence the message’s effect is timing. It is necessary to monitor when like movies are scheduled for release for wide and small distribution. Releasing a film at the wrong time can cause the film to get lost in all the other potentials and cause the audience to become torn between which to support, especially if the films are created with a specific market in mind.

Type of advertising appeal that will be used

The type of appeal that would be used for advertising would be “Humor.” This method is the most suited appeal for such a film. The purpose for this appeal is to reach a market that can appreciate humor at the most fundamental level. Humor also helps with putting the consumer a good mood and eager to learn more about the film that can make them smile, laugh and leave them feeling warm after their viewing experience. Since humor is known to be effective and attention getting, “Humor can be effective at both getting attention and keeping it. Consumers, as a whole, enjoy advertisements that make them laugh. Something that is funny has intrusive value and grabs attention,” (Clow, 2010, p. 155). Humor can also gain consumer consideration and recall of the message, “Humorous ads pique viewer interest. This makes it is easier to gain more careful consumer consideration of the advertisement’s message. A funny ad captures the viewer’s attention, which leads to improved comprehension and recall of the advertising message and tagline,” (Clow, 2010, p.155).
While Humor appeal may appear to be the perfect position for advertising to the consumer, it is most important to understand that humor can be over utilized and cause the consumer to become disinterested in the product or miss the purpose of the message, “When humor fails, it is usually because the joke in the ad is remembered but the product or brand is not,” (Clow, 2010, p. 156).

Message strategy and executional framework

The message strategy that will be used for this film will be the affective message strategy. This strategy would be the most suitable for this effort because it invokes feelings and emotions that can cause the consumer to act or peak their interest, “Affective message strategies invoke feelings or emotions and match those feelings with the good, service, or company. Such ads are prepared to enhance the likeability of the product, recall of the appeal, or comprehension of the advertisement. Affective strategies elicit emotions that, in turn, lead the consumer to act, preferably to buy the product, and subsequently affect the consumer’s reasoning process.” (Clow, 2010, p. 181). Since the film is full humorous moments, there are instances where there will be a draw on the emotions. A strategy such as the effective message strategy will help to prepare the audience for that experience. This effort will be a sure compliment for the executional framework.

The film will be animated so the executional framework that will serve as the most appropriate framework for the movie is animation. Even though it was not considered as the framework to use or a last resort technique, it has rebounded and flourished into something that has proven to be a positive when advertising a products, ”Animation was originally a last-resort technique for advertisers who did not have money to prepare a live commercial. Most agencies did not hold it in high regard. Animation has become one of the most popular advertising techniques, “(Clow, 2010, p. 183). That preferred framework will help with maintaining a consistent with the message and appeal for the project, animation will help to catapult the first images of what consumers can anticipate once the film is released for general consumption and with so many different styles and designs, this footing will surely offer opportunities for great success.

Three strategies to differentiate the movie from others

The movie, “Candy Cone Lane,” is an animated comedy based on a little girl who finds herself far from home in a land where nothing seems real because everything is made of candy. She meets a little girl and snail who found their way there on the wings of the wind and have been there ever since. Together they go on an adventure only to find that the best place to be is on “Candy Cone Lane.” The actors that who will be invited to lend their voices to the production are Johnny Depp, Jim Carey, Robin Williams, Christina Aguilera, Maya Rudolph and the entire cast from “Shake It Up” and “Good Luck Charlie.”
The film will begin with a promotional campaign that will call for one lucky child to create a name for some of the candy to be used in the film. The selected child will receive a certificate designating him/her as the creator of the name and a voice over part and character with their likeness in the movie. The campaign will kick-off a few weeks before filming begins and a trailer will be created to ignite awareness and interest one year prior to release. Another sure option for differentiating will be the soundtrack, which can be released before the film. The promotional and advertising message that will be communicated will be consistent and wholesome message that will imply that friends, fun and humor can be found in the strangest places.

The technology the will be used to employ the message with be the Internet, smartphones, electronic billboards and print media. The Internet will be used to access the social media and ad placements to serve as pop up ads. In addition, an investment will be made to ensure the name of the movie will show first on search engines when a name associated with the film is searched. An app will be offered for smartphones. The app will serve as a map and resource for information on the characters and storyline. It will also offer an opportunity to view behind the scenes footage. All integrated marketing materials will be utilized to promote and advertise this fun-filled family oriented movie. This effort will be

Conclusion

The film, “Candy Cone Lane,” promises to be one of the most successful animated films of the century. It will take many efforts to ensure the movie reaches the expectations of all involved, there must be a plan for integrating technology into integrated message materials, consideration of hat might influence the effect of the message the types of advertising appeals that will be used. Additionally, the need to explore the most appropriate message strategies and executional framework will serve a vital role in ensuring the product is received well and the message is consistent with all messages communicated to the consumer throughout the advertising and marketing campaign for the movie. The three strategies that will differentiate the movie from others will contribute to the overall idea and direction and feel for the movie. The cast, genre, title, advertising and many other messages will help with engaging and sparking the interest of the consumer.

References

Clow, K. E., & Baack, D. (2010). Integrated advertising, promotion, and marketing communications (4th ed.). Upper Saddle River, NJ: Pearson.

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