Harry Potter and the Deathly Hallows: The Marketing Campaign

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Harry Potter and the Deathly Hallows Part 1: The Marketing Campaign

Transcript of Harry Potter and the Deathly Hallows: The Marketing Campaign

Page 1: Harry Potter and the Deathly Hallows: The Marketing Campaign

Harry Potter and the Deathly Hallows Part 1:The Marketing Campaign

Page 2: Harry Potter and the Deathly Hallows: The Marketing Campaign

The Marketing Campaign

• Teaser Poster• Teaser Trailer• Website• Main Poster• Full Trailer• T.V. Spot• Publicity and Promotion

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The Teaser Poster – 1

This poster shows the picture of Harry Potter; it will be instantly recognised by

fans of the genre. The poster is very dark which represents evil, a major theme in the film, and Harry looks

extremely distressed which shows that he is up against a great challenge. Very

little is revealed in this poster which leaves the audience wanting to know

more about the film, which may encourage them to visit the website shown at the bottom which builds

synergy. Production companies are shown at the bottom which may be recognised. There are several other similar posters each with a separate character, which may encourage the audience to look out for the many

varieties in which the poster comes

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The Teaser Poster – 2

This poster shows the destruction of Hogwarts, an established icon of the Harry

Potter series. It would immediately catch the eye of the intended audience, and the special

effects also make the poster stand out; for people who have come to love the series may be very shocked by this image, and it would be very memorable. The title is simply HP7, in the famous typeface Harry Potter. It keeps the poster simple and it is iconic, so it is easy to recognise it as another Harry Potter film

even from a distance. The tagline emphasises the fact that this is the final instalment of the series, so people may be interested in seeing it to find out how the story ends. The release years for each part of the film are shown, so

audience members can know when to see the film. The website is shown to generate

synergy and production companies are given, as audience members may recognise them

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The Main PosterThis poster depicts the three main Harry Potter

characters running away from something. It is a very exciting and dynamic ‘freeze frame’ and thus shows off

the film’s action elements. The desperation in the characters’ faces show that they are running for their

lives which proves the film will be exciting to watch. The subtle red sparks on the picture represent danger which

further shows how exciting the film should be. The tagline shows how this will be the ‘epic finale’ of the

series, which may encourage the audience to come and watch it to discover how the story ends; its other

purpose is to remain in the minds of the audience so that they remember the film in future and a brand image can

be built. The release date is given which allows the audience to know when they can see this film, and

production companies are shown so the audience can see that the film is the work of professionals, so should

be good. The title at the bottom uses an already established icon of the Harry Potter series so the

audience can immediately know what film this poster is advertising. The poster was also adapted for use on bus

T-Bars to grab even more attention

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The WebsiteThe website experience begins with the film’s full

trailer to immediately grab the attention of visitors. There is a menu feature that allows visitors to

simply explore the site. Every background on the site is one of the film posters, creating synergy.

The consistent use of the “HP7” symbol symbolises the film and may help the audience to remember

the website later on. The “about” page consists of the film’s synopsis, so visitors can find out what the film is about and make a judgement as to whether they should see it or not. It also includes a list of

famous actors in the film, so visitors may recognise them and feel more inclined to see the film. The “gallery” page shows iconic screenshots from the

film, where the “downloads” section allows visitors to customise their computer with Harry Potter

themed images. This allows the visitor to remember the film well, and IM icons may also spread the word through social networks. The

“videos” section shows Harry Potter trailers which are entertaining for the audience to watch and

create synergy by leading the audience to this form of advertisement as well

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The Teaser Trailer

This trailer gives a sneak preview of the film, with many iconic scenes so the audience can

see roughly what the film will be like. It is used to inform the audience that the film is

coming out soon, and to begin hype. It includes the release month, so the audience can know when it will come out. It doesn’t

tell much about the story so as not to give too much away, but it does show some scenes that establish the film’s genre and themes. The use of wands and spells immediately

evoke the genre of fantasy, and the theme of magic. The action adventure genre is

represented by the depiction of chase scenes, fights and the large scale destruction, and the

fast-paced scenes prove the film to be exciting

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The Full TrailerThe full trailer is full of action scenes that show that the

film is exciting, and immediately interests any action lovers in the audience. The fantasy genre and magic

theme are set up with the use of wands and spells etc. There are many fast paced parts of the trailer which keep

the audience interested; the fact that they enjoyed watching the trailer may mean that they want to see the

movie itself. There are many scenes of conflict, especially between Harry and Voldemort giving an obvious “good vs. evil” idea to the film. The narration explains the story to the audience without revealing too much. The audience may recognise many of the characters, so if they liked the

previous Harry Potter films, they may be more likely to watch this one. The trailer fills the audience in on all the

important details. The release date is shown so the audience knows when they can watch the film, and the production companies involved are also depicted; the

audience may be more likely to see a film by a well known production company like Warner Bros. The title is the

same as on the poster to maintain the brand image, and the website address is given to create synergy, so the

audience can find out more if they so wish

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The T.V. SpotThe T.V. Spot is a summarised version of the full trailer so it

can be shown on T.V. It shows snapshots of key scenes in the film in a more brief way than the full trailer. Airing it on T.V. would have attracted a very

large amount of attention for the film, so most of the public

knows about it. It shows all the necessary information, but

faster so it can all be fit into 30 seconds

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The PremiereThe premiere of Harry Potter and the Deathly

Hallows: Part 1 was held on the 11th November 2010, and featured many of the actors from the Harry Potter films. A lot of awareness is created for the film as many people went to the event to

see the actors. This would have lead to huge media coverage on the topic, creating huge

awareness of the film. The media spreads the news of it free of charge which makes it even

better for the film’s profits

MerchandiseA lot of merchandise has been created, based upon

the Harry Potter films to further increase their awareness and popularity. Examples include

models of magic wands, sweets featured in the film (e.g. chocolate frogs) and Hogwarts uniforms. This

mainly targets younger fans, but older collectors may also be interested. Merchandise develops

popularity for the film, and creates interest about it among new audiences, in this case younger

children. Purchasing the merchandise may make the buyer feel more a part of the story, so they may

feel more inclined to see the film

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The Wizarding World of Harry Potter

The Wizarding World of Harry Potter is a theme park in Orlando, Florida, and not only brings in extra revenue for the film’s creators, it provides

great publicity for the Harry Potter movies with an entire themed castle and village. It helps to spark

an interest in the film series saga in those who don’t already like it, and it generally raises

awareness especially through the large amount of news coverage on the subject; this is a brilliant

method of publicity as the newspapers and news programmes don’t even have to be paid to spread

awareness of the Harry Potter series. This park allows fans of the series to discover the world that they have grown to love in fiction, but in reality. A

lot of the merchandise mentioned previously is also be sold here to further excite Harry Potter

fans. There is an Ollivander’s wand shop, a Honeyduke’s Sweet Shop, Zonko’s Joke Shop,

Dervish and Bange’s Uniform Shop, Owl Post Office and The Three Broomsticks Restaurant as well as

The Hog’s Head Pub. All these authentic experiences allow existing fans and new ones to be

invited into the world of Harry Potter, which will ultimately lead to a greater awareness and

popularity of the Harry Potter films

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How Effective?

I think that Harry Potter and the Deathly Hallows was marketed brilliantly, as it built upon the

popularity and awareness created by the previous films and went beyond it to excellently encourage the audience to see the film. It was

advertised well and utilised free publicity excellently so was, in conclusion, a fantastic

example of a well marketed film