By Kieron Byde

Overview of Task We were asked to research two movies -

One which was successful.

One which wasn't as successful.

Then we had to redesign the unsuccessful movie poster and do a new marketing campaign.

Successful Marketing Campaign –Scream 4 Budget and Box Office Figures

Production Budget - $40 million

Box Office figures (Opening Weekend) - $20 million

Scream 4 Trailershttp://www.youtube.com/watch?v=D5TsZ6iyaH4

http://www.youtube.com/watch?v=GNGv4vo_lbs

Posters for Scream 4

Merchandise for Scream 4 • Posters

• T-shirts

• Mouse mats

• Towels

• Mugs

• Birthday Cakes

• Phone covers

• Ghostface bobbleheads

• Official soundtrack CD

Questionnaire Results – Scream 4 A total of 80% of people said that they would go and

see Scream 4 in cinemas, as they knew that it was already an established movie.

The other 20% said that they wouldn’t go and see the film, simply because of the fact that they weren’t fans of horror, or ‘slasher’ movies.

Would you go to see Scream 4?

Yes

No

Unsuccessful Marketing Campaign – Cutthroat Island Budget and Box Office Figures

Cutthroat Island had a total cost of $98 million and the total U.S. gross was $10 million.

Cutthroat Island merchandise•This is the only source of merchandise that Cutthroat Island could produce. The main reason for this was the fact that it was so unsuccessful.• If the companies and distributors had introduced more varieties of advertisements, then maybe more merchandise could have been made, subsequently increasing ticket sales.

My Poster

Changes made from original poster Very different in all aspects.

More modernised

Completely different font style – Previously ‘old-style’ font, reminiscent of pirate’s handwriting. Now ‘Rosewood std’ (block capitals).

Amount of info included – Credits included on the front (e.g. Director, Visual Designer, Writers, Editors, Special Effects and the main production company).

Certification of film added

Date of the original release of film

Image changes Drawing to photographs

Added a ship and made it as the backdrop on the new version.

I made both images of the leading actors fade out. In this way they look transparent and blended in with the location.

I also changed the style of the film title completely, making it in italic capitals, and fade out slightly.

Evaluation It might have been a good idea to include the message

that several popular films were directed by Renny Harlin, as on the original poster.

Instead, I chose to give high-profile attention to the leading actors, which wasn’t a key feature in the original poster.

Consumer Research methods To compare the reaction to the original and then my

poster, I designed my own questionnaire, with a variety of questions to ask my intended audience.

10 people completed my questionnaire.

First I asked questions for their reactions to the old poster. (The screenshots to my questionnaire are on a later slide).

Questionnaire Results on Cutthroat Island – original poster• Overall, a massive 80% of the people that I used

my questionnaire on said that they wouldn’t go to watch Cutthroat Island in the cinema because they didn’t like the way the poster was designed.

• I believe that this is because of the fact that Cutthroat Island is quite an old film, and that audiences usually prefer more modernised films, with the best equipment and technology.

Consumer Research – New Poster I repeated the exact same

questionnaire, but showing my new poster instead.

The majority of people that I asked about this poster said they liked it, particularly due to the brightness of the colours.

They also mentioned the fact that Photoshop was used to create this poster, and that it looked more professional.

Questionnaire for new poster

Questionnaire Results on Cutthroat Island – new poster

Would you go and see Cutthroat Island based on the new poster?

Yes

No

Questionnaire/Poster Comparison Did more people want to see the film because of my poster?

Yes

The pie –chart shows that significantly more people wanted to see the film based on my poster.

They said that they liked how ‘modern’ my poster looked. For example, the colour scheme.

They were a big fan of the leading actors (especially Geena Davis, as she had been in Stuart Little.) This shows that it was a good idea that I chose to raise the profiles of the actors on the poster.

One person as part of my target audience said about the poster: “ The film looks a lot more interesting and it’s crucial that the directors and other production staff have been credited.”

References http://www.youtube.com/watch?v=D5TsZ6iyaH4

http://www.imdb.com/title/tt1262416/

http://uk.imdb.com/title/tt0112760/

http://www.youtube.com/watch?v=zvzK7dz9qMI