Question 2 How effective is the combination of your main product and ancillary text.

By Zach Rayment

Brand identity & Film marketing

Brand identity is a certain theme or idea that a company will carry with them through their products. For example text or a colour scheme can be represented through a poster, magazine cover and film.

This is important to film marketing as it allows the brand to be established to the audience and allows people to easily tell if a product belongs to the company or is related to the film.

Examples:

Our research & Comparison• In the Scream campaign you can

see that they have linked the magazine cover and poster by the appearance of their iconic antagonist.

• With ours we tried to replicate this as we feel it was the best way to give the audience the same feel for our movie as they would have for the Scream 4 movie.

• We also found this was a common theme to have in a horror movie, from further research into films like The Conjuring and Insidious. We were trying to follow the conventions in order to perceive the right genre.

CONVEYING GENRE THROUGHOUTBy using the same mix of colour and graphics I believe we were able to convey the horror side of our hybrid genre. We use vibrant red detailing on both the magazine cover and poster to create a link between the two but to also express the main genre.

The mystery side was much harder to represent however, as there are not as many stereotypical conventions in which the genre follows in terms of graphics or colour. We attempted to do this by having the mysterious title placed along all products and having the slogan faded into the poster would give a more interesting and unique touch.

Conveying Narrative ThroughoutWe tell the narrative in our products by clearly

demonstrating who the antagonist or enemy is in the film, to our audience. Despite having other ideas such as showing the characters in the movie to create a narrative link we believe this was the best way to do it.

This gave the teaser trailer and covers a more subtle and perplexing image, giving it a more unique feel for the audience. This enabled us to carry the narrative whilst still being able to keep the mystery part of the genre.

Inspiration for initial idea

Representation of Antagonist

In all of our final products we tried to represent the antagonist in the same way by showing a mysterious, deadly and complex character. In the teaser trailer we are trying to give a bit of a backstory to the killers intentions and cause without giving the plot away.

We tried to represent the masked character as still a person underneath by trying the vulnerability behind the mask. We captured this on the magazine cover and poster by showing the eyes underneath the mask whilst also showing a “darker side” on the poster with the effect of blood. The idea of a fusion of vulnerability and killer was also used in the teaser as we created a flashback sequence to show the human side and a more horror style ending side to show the other.

Do our products reach the same audience?

I believe our products reach the same audience as they all carry the same theme of genre, narrative and graphics. This means we have given the film the identity of a mysterious horror in which the film is associated with the black, white and red graphics whilst also being able to use the antagonist as a vehicle to link all 3 products to each other.

The title used within the graphics gives our products a USP in which they will recognize the unique font and style as soon as they see it. They will recognize the familiar girl in the mask and they will remember the mysterious theme and tag line. This all together gives the film an identity across the platforms.