Creative & Media Diploma Unit 5- Campaign

Other Ideas for our Anti-Piracy Campaign......

2011-03-22T03:59:00.000-07:00

Celebrity endorsement
Posters
Leaflets
Radio adverts
Put it up on different social networking sites, i.e. Twitter, Facebook, Tumblr, Youtube, Myspace, Bebo, etc.
Merchandising, such as: Key rings, hoodies, t-shirts, bags
Outdoor events- we could put up street shows, going to different youth clubs and groups, and presenting it to them

The Trailer: Our Anti-piracy advert

2011-03-15T02:18:00.000-07:00

This is our final copy of our advert.

The objects we used and why we used them:

The mouths - The reason why we used the mouths is because it doesn't show the person's identity. This represents the fact that people who download off the internet, mainly remain anonymous.

Download Bar - Represents what happens when a movie is downloading.

Text at the end - This is to send our message across to the viewer and make the message stay in their heads.

Music - This brings tension to the viewer and the words 'I need a hero', at the end, is almost as if a person in jail, due to piracy, needs a hero to help them get out.

Jail Sound effect - This tells the viewer the outcome of downloading Pirate videos.

When making this video, we did make a few mistakes, but we edited them out. One of the mistakes was that our message at the end is really long. But we edited that and kept the main parts of the message. Also, we added a person saying 'don't' before they actually say 'stop'. But we found an error of the person probably saying 'Don't Stop', which goes against what we want people to do.

Questionnaire Analysis

2011-02-15T02:55:00.000-08:00

This is the analysis of the questionnaire that we carried out...

Age Group...

Gender...

Medium of Media...

Download...

How Often???

Aware of Consequences???

Anti-piracy working???

Questionnaire

2011-02-15T02:08:00.001-08:00

1. In what age group are you in?

[] 12-18 [] 19-25 [] 26+ and over

2. Gender?

[] Female [] Male

3. What medium of media do you relate to the most? Tick as many as you as you like.

[] Music [] Movies [] Posters [] TV Programmes

4. Do you download movies or music off the internet?

[] Yes [] No

5. If yes, how often do you download?

[] Once a week [] rarely [] occasionally [] Quite often

6. Are you aware of the consequences of downloading (illegally)?

[] Yes [] No

7. Do you think anti-piracy campaigns are working?

[] Yes [] No

Thank You for your time

Planning & Making Part of the Trailer

2011-02-15T02:08:00.000-08:00

Tuesday 25th January 2011: Today we did some planning sheets for our anti-piracy trailer. Then as a group we videoed part of our trailer.
Pictures taken as evidence......

Movie Piracy Trailer

2011-02-15T02:07:00.001-08:00

Official Anti-Piracy Film Analysis

2011-02-15T02:07:00.000-08:00

Tuesday 18th January 2011: Today we discussed about LO3- the actual making of our poster or video or audio clip. We looked at the official anti-piracy film that are shown in cinemas. Then discussed how it is so effective. We then did Contations and denotations on it. Today we also decided, what groups we are going to be in; what each of us is required to do.
My group members

Me
Agata
David
Axhel

In our groups we then created a questionnaire.

Conotations & Denotations:

Me:-

Camera Angle Shots/Movement/Position

Aerial shot: A guy stealing a TV- it looks as if someone is spying on him.

Zoom/reverse zoom: When the showing the screen of the computer download and the girl- Enphasing the fact that an innocent girl can do such a deed and that it’s wrong.

Low angle: They show a purse hanging on chair in a restaurant, while a man came and grabbed the bag and took it.

Close-up and variations: The computer was showing, that it was downloading and the girl doing it.

Wide shot: At the end of the video when the girl leaves when she’s finished and the computer was just sitting there.

Point of view: When the camera was focusing on the computer downloading, as if the girl is looking at it.

Pan: The camera moving around the girl as she is sitting in front of the computer.

Axhel:-

Sound

Sound effects: Siren – To conflict the crime of a car being stolen.

Jail sound – To show the outcome of the crime (Piracy)

Gunshot sound – To outline some words when the text comes on screen.

Rewind sound – To synchronous with the rewinding of the advert.

‘BOOM’ sound – To outline the word ‘wouldn’t’ in the appearing text.

Theme music/Tune: Is played throughout the advert.

Sound bridges: Sound effects such as the Siren bridges the scenes.

David

Editing

Editing- they pieced together the film with titles as well.

Cut between scenes - Shots cut from between titles to short clips

Long take at the end - There is a long part at the end were the film is blank

Montage of scenes- Their is a build up to the initial point of the film of not stealing movies.

Conotation

It plays the same roles as a narrator would, it narrates the film

Clips are fast and constant which keeps the audience attention.

Cloverfield Official Trailer

2011-02-15T02:03:00.000-08:00

Cloverfield Viral-Campaign

2011-02-15T02:02:00.000-08:00

The first trailer debuted in front of Transformers. The trailer surprised and awed the audience because it showed a going-away party of one of the characters named Rob and then an invasion of New York, something that’s capable of decapitating the Statue of Liberty. Also for the fact that it was untitled. This left the audience speechless; fired a spark of interest which ensued a wave of online commentary. Upon researching further about this untitled film, the audience found the official website of the film, 1-08-08.com. This website was occasionally updated with pictures, some cryptic and mysterious, holding the audience’s interest.

Eventually a teaser poster appeared for the untitled movie. The main stream campaign died down for awhile. The direct reason being that it unnamed. This was pretty hard because they were running a mass-awareness campaign for a film whose name was being held as secret.

The main stream audience were to be the pre-disposed to sci-fi type movies. People posted their reactions on their blogs and social networking profiles to the trailers, posters and the new movie website. This obviously spread all over, keeping the audience hyped up about it.

It created a buzz all over the internet. People were obviously drawn to it because of the mysterious unnamed trailer and an unusual on take of a monster-disaster movie. The bloggers and people, who wrote about this movie, commercials and trailers, were the ones selling the movie and creating hype. The campaign for this film was very clever and successful.

My Original Idea for Anti-Piracy Trailer

2011-02-12T10:19:00.000-08:00

The video starts by people playing different instruments and singing. Everyone is happy and have cheerful faces. There’s going to be some split staging-where there’ll be a few people huddled around a computer, with lots of CDs with them. Looking at the screen and anticipating. This side would be darker in colour, gothic and surreal. The people would suddenly start cheering as something happens on the screen.

As they start cheering, the brighter side start to grey and fade. The happy and cheerful faces stop playing and singing as the greyness spread over them. They sit there grim faced or sad, looking blankly at the camera. As the video is ending, they all say at once “Our talent’s being stolen” or something like that. And fades out. Bombarding with a poster on anti piracy.

Disney Pixar Up Trailer

2011-01-09T09:58:00.001-08:00

Disney Pixar Case Study: Up

2011-01-09T09:41:00.000-08:00

What is the Institution?

The institution is Walt Disney Pictures. It is produced by Pixar Animated Studios.

Who are the target audience?

Mainly for kids/children and families. Also for people who like animation movie as such.

What are the aims of this Campaign?

The aim of this campaign is to get people all hyped up about it; and for them to go to the cinema and watch it.

What media forms are used?

Posters:- Such as....

These images got people wondering, as to what might this film be about........

Websites:- The movie website is pretty cool. When you go on it, a sky background appears with balloons and a tv on it that plays the trailer of the movie. After when you click the 'Enter the site' button underneath the tv; the home page appears where you can click on the different 'badges' on the left site to explore. There are lots of things 'explore' on the website, such as games, downloads, videos, etc.
http://www.disney.co.uk/up/#home
Click on the link to go on the website!

What techniques and tactics have been employed?

Disney Pixar Animation studios' first movie to be presented in Disney digital 3-D. It's also accompanied by a short film, Partly Cloudy.

Case Study: The Social Network

2011-01-01T18:55:00.000-08:00

What is the Institution?

The instistution is Columbia Pictures.

Who are the target audience?

The target audience are the people, who are interested as to how Facebook was invented. Older teens and adults.

What are aims of this campaign?

The aim of this campaign is to get people all hyped up about it; and for them to go to the cinema and watch it.

What media forms are used?

Poster:- Such as......

These images got people wondering, as to what the movie might be about.....

Website:- The movie website is used quite effectively. The whole website is a collage of images of Jesse Eisenberg as Mark Zuckerberg; displayed in different ways. By clicking on categories such as about, photos, videos, etc, a load of other set of images appear, where you can go over them with your mouse and click them to find out more are about the film.

http://www.thesocialnetwork-movie.com/site/

Click on the link to explore the website......

What techniques and tactics have been employed?

The i-trailer is introduced, as an innovative way for the viewers to interact with the trailer as it's playing. You can click anywhere and anytime on the trailer during the 2 minute airplay and find out fun facts and information about the film, Facebook and Mark Zukerberg's origins. It also gives the viewers links to videos and articles.

The Social Network i-trailer

2011-01-01T11:01:00.000-08:00

Viral Marketing

2010-12-31T05:50:00.000-08:00

Tuesday 23rd November 2010
In today's session we looked at viral marketing. What it is and how it helps films getting promoted. We also looked at 4 different movies; they were..... The Social Network, Blair Witch Project, Cloverfield and Paranormal Activity. We did some tasks following up a case study on The Social Network based on the 'case study questions'.

"How has the film marketing campaign used social network sites to reach it's target audience?"

Keywords: Subjectively:- Your Opinion
Objectively:- 3rd point of view
Uses and Gratifications:- What media does for us? Why do we use it?

This theory suggests that audiences choose texts to meet one or more of the following:

The need to be informed and educated:- Documentaries and news- Sky news, Big cook Little cook.
The need to identify:- Glee, Inbetweeners, Eastenders.
The need to be entertained:- e-news, soaps, television, radio, youtube, Pretty Little Liars, Gossip Girl, Vampire Diaries.
The need to use media for social interaction and discussion:- Twitter, Facebook, msn, Youtube, Myspace, Bebo.
The need to escape:- Hollywood movies, Desperate Housewives, Gossip Girl, Pretty Little Liars, Vampire Diaries.

Case Study Questions:

What is the Institution?
Who are the target audience?
What are the aims of this campaign?
What media forms are used?
What techniques and tactics have been employed?

Film Marketing Campaigns

2010-11-21T06:33:00.000-08:00

Tuesday 9th November 2010
In today's session we looked at what psychographics and demographics are. How they are used and help to promote and advertise. We also did a debate on Cadbury's campaign and it was quite interesting. We also looked at different keywords in relation to advertising. Then we went through a film poster analysis and were told to do a film poster analysis of our own.

Key Terms:

Poster: A form of averts/promoting
Billboard: Very large adverts, mounted on boards around towns, cities, near roads and busy areas.
Main Message: The most important message and basic information or message.
Overt Message: A direct message that can clearly be seen and understood by the viewer.
Covert/Subliminal Message: Message that is spoken but is implied through action or circumstances.
Viral Marketing: A means of selling and promoting via word of mouth or Internet.
Social Network: Connecting with friends and family via Internet, i.e. facebook, twitter, msn, myspace, bebo, etc.
Demographics: Describing/defining an audience by their social status and income.
Psychographics: Labelling people in particular group by the way they are, i.e. behaviour, personality, etc.
Denotion: What is obvious and apparent or heard in media text.
Connotation: What it suggest to the audience from what they hear or see.
Enigma: Rhetorical questions

Under Demographics I'm under.......Group E

Under Psychographics............I am an aspirer because I think I'm a bit materialistic. I am also a successor because I'm confident, have strong goals and organised. But I'm also an explorer because I'm an individual and like adventure.

What role does the Media in advertising???
It tries to promote and advertise products in a ways that makes us feel, that being like that or doing something like that, to achieve the goal will give us higher status. It sets a superficial standard.

Cadbury's Gorilla Advert 2007

2010-11-08T14:28:00.001-08:00

http://www.cadbury.co.uk/home/Pages/home.aspx

Hovis Bread advert 2008

2010-11-08T14:28:00.000-08:00

http://www.hovisbakery.co.uk/

Comparing Hovis 'Bread' & Cadbury 'Gorilla'

2010-11-08T14:26:00.000-08:00

Hovis “Bread” Advertisement

This advert is for staple food and is really complex. It shows us a journey, an adventure, of a young boy travelling through time, 120 years of British History. The subliminal message being that Hovis has been through so much and it’s still “As good today as it’s always been”.

In this Hovis advert, the shots are taken in high speed, to create and emphasise the sense of excitement and adventure. In my opinion, this advert has a mixture of transitions from shot to shot. Some are dissolved in or fade out. The mise-en-scene in this advert is very detailed and accurate. There is no voiceover in this advert, which I think is because to avoid any distraction from the actual advert itself, due to so much is going on. But there is piano playing in the background to go with advert and set the mood. This product is signified by Victorian northern setting and a young boy. It also has references to the iconic 1970s ad and is 'Cinematic'.

This advert could be nostalgic for some people. It’s has an emotional ambience to it that draws us as audience to it and makes us feel good. So it naturally makes us more attracted to the product.

Cadbury “Gorilla” Advertisement

This advert is for a luxury food and the idea for the advert itself is very simple and minimal. The slogan of this advert is “A glass and a half full of joy”.

The beginning shot of the advert, is a general close-up and an extreme close-up. These shots capture the expressions on the gorilla. The speed of the shots starts slow, but picks pace as the gorilla starts playing the drums. The shots fade in and fade out from the beginning to the end. The mise-en-scene of this advert is not detail as the Hovis one; it’s rather simple.

This product is signified by cinematic intro and purple studio. There are references to music video techniques. This advert has no voiceover, though does have the iconic use of 1980s pop track "In the air tonight".

Comparing Hovis 'Bread' (2008) with Cadbury's 'Gorilla' (2007)

2010-11-08T14:18:00.000-08:00

Hovis 'Bread' Advertisement

Staple food
Complex Idea
Detailed mise-en-scene
Nostalgic (maybe to some people)
Products is signified by Victorian northern setting and young boy
References to iconic 1970s ad
'Cinematic'
A journey/ an adventure/ tells a story

http://www.hovisbakery.co.uk/

Cadbury's 'Gorilla' Advertisement

Luxury food
Simple, minimal idea
Products is signified by cinematic intro and purple studio
References to music video techniques
Iconic use of 1980s pop track "In the air tonight"

http://www.cadbury.co.uk

Go Compario Egyptian TV Advert

2010-11-08T14:16:00.001-08:00

Skoda Fabia Advert

2010-11-08T14:16:00.000-08:00

Barclay card Rollercoaster TV Advert

2010-11-08T14:15:00.000-08:00

Cadbury Eyebrows

2010-11-08T14:14:00.000-08:00

Compare the Meerkat Advert

2010-11-08T14:13:00.000-08:00