Marketing Campaign - Evaluation
Here is the evaluation for my project, which answers the following four questions:
My film promotional package represents social groups primarily through age and gender, using familiar conventions from the horror/slasher genre to construct meaning quickly for the audience.
.png)
.png)
.png)
.png)
Gender representation in the trailers draws on traditional stereotypes. The female character is constructed initially as the "nerd" but ultimately as the “final girl” archetype through visual markers such as blonde hair, pale complexion, and glasses, aligning her with historical representations of innocence and vulnerability in horror films.
Age is another key factor in representation. The characters are students, reinforcing the idea of youth as powerless against a dominant, unseen antagonist. This aligns with wider horror conventions where young people are often positioned as victims due to their lack of authority and experience.
The antagonist is deliberately unseen, which enhances its dominance and power. By withholding its identity, the trailers emphasise fear of the unknown, a common trope in films such as 'Halloween' (1978).
Overall, the use of stereotypes is intentional, allowing audiences to quickly recognise character roles and genre expectations while engaging with familiar slasher conventions.
The elements of the production work together to create a clear and consistent brand identity across all promotional materials. This is achieved through visual consistency, repeated imagery, and the use of recognisable genre conventions. One key aspect of branding is the repetition of characters across platforms. The same group of student - the “nerd,” “jock,” “loner,” and “stoner” - appear in the trailers, poster, and social media content, creating continuity and making the film easily identifiable. The use of still images from the trailers across the Instagram page and the poster further reinforces this connection.
The tagline is used across all promotional materials, acting as a unifying feature that reinforces the film’s narrative and themes. This repetition strengthens audience recall and contributes to a cohesive marketing identity.
Together, these elements ensure that the trailers, poster, and social media presence are clearly linked, creating a strong and recognisable brand.
The promotional products engage the target audience through the use of enigma, recognisable genre conventions, and relatable settings. The film is aimed at a 15-24 audience, particularly fans of horror, and incorporates elements designed to appeal to both mainstream viewers and genre enthusiasts.
The trailers use a range of media language techniques to build tension and curiosity. For example, the opening extreme long shot of the school establishes the setting while creating a sense of isolation and unease. This familiar environment - detention in a school - makes the narrative relatable, allowing audiences to imagine themselves in a similar situation. Cinematography and editing contribute to audience engagement through restricted information. The audience is not shown the antagonist, which creates mystery and encourages active spectatorship as viewers attempt to piece together what is happening. Quick cuts between characters and scenes, alongside non-diegetic sound that increases in intensity, build suspense and anticipation.
Subtle intertextual references, such as links to films like 'Scream', 'Halloween', and 'Insidious', appeal to horror fans by situating the film within a recognised genre tradition. The inclusion of production credits such as “from the director of Smile” also helps attract audiences by associating the film with successful horror texts.
The poster reinforces these elements through iconography of recognisable character types which clearly signal the horror genre while also creating enigma. Similarly, the tagline hints at the narrative without revealing too much.
The marketing strategy extends to social media, where teaser images and release information help build anticipation. The planned October release aligns with Halloween, maximising audience interest in horror content, while later distribution on streaming platforms broadens accessibility.
Research into existing film trailers, posters, and marketing campaigns played a significant role in shaping the production and its use of genre conventions. By analysing a range of media texts, particularly within the horror genre, I developed an understanding of how conventions are used to communicate meaning and attract audiences. A key finding from this research was the importance of genre iconography and recognisable character types, but also the importance of chilling, unsettling non-diegetic music and strong impact sounds. Horror marketing materials frequently include these elements, so these conventions were incorporated into my own poster and trailers. Trailer analysis also highlighted the importance of pacing, editing, and atmosphere. Films such as 'Ma' and 'Smile' use rapid cuts, unsettling sound design, and moments of enigma to build tension. I applied these techniques in my own trailers to create a similar sense of unease and anticipation. Intertextuality was another significant influence. Films like 'Scream' and 'A Nightmare on Elm Street' informed my decision to include an unknown antagonist and a familiar setting, combining realism with horror elements. This allows the film to feel both relatable and threatening.
Additionally, research into industry practices influenced the inclusion of production logos, billing information, and credits, which help create a sense of authenticity. Referencing Blumhouse Productions and established directors further reinforces the film’s positioning within the horror genre.
Overall, research enabled me to both follow and subtly challenge conventions, ensuring that the promotional materials are recognisable as horror while still engaging and original.
How do your products represent social groups or issues?
How do the elements of your production work together to create a sense of 'branding'?
How do your products engage with the audience?
How did your research inform your products and the way they use or challenge conventions?
My film promotional package represents social groups primarily through age and gender, using familiar conventions from the horror/slasher genre to construct meaning quickly for the audience.
.png)
.png)
.png)
.png)
The narrative centres on themes of escape, cooperation, and coming-of-age, which are commonly associated with teenage characters in horror cinema.
Gender representation in the trailers draws on traditional stereotypes. The female character is constructed initially as the "nerd" but ultimately as the “final girl” archetype through visual markers such as blonde hair, pale complexion, and glasses, aligning her with historical representations of innocence and vulnerability in horror films.
This reflects established genre conventions, where female characters are often positioned as victims or morally “pure” survivors. Meanwhile, the male characters initially appear more active but are also depicted as vulnerable, particularly in scenes where they attempt to escape, which slightly challenges dominant gender expectations by showing male helplessness.
Despite the Jock appearing typically masculine, he will be shown to be atypically weak and vulnerable (the first to be killed), whilst the other male characters are portrayed as being helpless, particularly the Stoner character.
Age is another key factor in representation. The characters are students, reinforcing the idea of youth as powerless against a dominant, unseen antagonist. This aligns with wider horror conventions where young people are often positioned as victims due to their lack of authority and experience.
The antagonist is deliberately unseen, which enhances its dominance and power. By withholding its identity, the trailers emphasise fear of the unknown, a common trope in films such as 'Halloween' (1978).
The teacher’s death further establishes the threat as something that disrupts traditional authority structures, suggesting that no one is safe. His disappearance, however, should hint that naybe he is the killer, and has planned these murders all along.
Overall, the use of stereotypes is intentional, allowing audiences to quickly recognise character roles and genre expectations while engaging with familiar slasher conventions.
The elements of the production work together to create a clear and consistent brand identity across all promotional materials. This is achieved through visual consistency, repeated imagery, and the use of recognisable genre conventions. One key aspect of branding is the repetition of characters across platforms. The same group of student - the “nerd,” “jock,” “loner,” and “stoner” - appear in the trailers, poster, and social media content, creating continuity and making the film easily identifiable. The use of still images from the trailers across the Instagram page and the poster further reinforces this connection.
Another important element is the consistent use of intertextual references. Mentions of well-known horror films, as well as the inclusion of Blumhouse Productions, position the film within a recognisable horror tradition. This helps establish expectations of tone, quality, and genre.
The tagline is used across all promotional materials, acting as a unifying feature that reinforces the film’s narrative and themes. This repetition strengthens audience recall and contributes to a cohesive marketing identity.
Together, these elements ensure that the trailers, poster, and social media presence are clearly linked, creating a strong and recognisable brand.
The promotional products engage the target audience through the use of enigma, recognisable genre conventions, and relatable settings. The film is aimed at a 15-24 audience, particularly fans of horror, and incorporates elements designed to appeal to both mainstream viewers and genre enthusiasts.
The trailers use a range of media language techniques to build tension and curiosity. For example, the opening extreme long shot of the school establishes the setting while creating a sense of isolation and unease. This familiar environment - detention in a school - makes the narrative relatable, allowing audiences to imagine themselves in a similar situation. Cinematography and editing contribute to audience engagement through restricted information. The audience is not shown the antagonist, which creates mystery and encourages active spectatorship as viewers attempt to piece together what is happening. Quick cuts between characters and scenes, alongside non-diegetic sound that increases in intensity, build suspense and anticipation.
Subtle intertextual references, such as links to films like 'Scream', 'Halloween', and 'Insidious', appeal to horror fans by situating the film within a recognised genre tradition. The inclusion of production credits such as “from the director of Smile” also helps attract audiences by associating the film with successful horror texts.
The poster reinforces these elements through iconography of recognisable character types which clearly signal the horror genre while also creating enigma. Similarly, the tagline hints at the narrative without revealing too much.
The marketing strategy extends to social media, where teaser images and release information help build anticipation. The planned October release aligns with Halloween, maximising audience interest in horror content, while later distribution on streaming platforms broadens accessibility.
Research into existing film trailers, posters, and marketing campaigns played a significant role in shaping the production and its use of genre conventions. By analysing a range of media texts, particularly within the horror genre, I developed an understanding of how conventions are used to communicate meaning and attract audiences. A key finding from this research was the importance of genre iconography and recognisable character types, but also the importance of chilling, unsettling non-diegetic music and strong impact sounds. Horror marketing materials frequently include these elements, so these conventions were incorporated into my own poster and trailers. Trailer analysis also highlighted the importance of pacing, editing, and atmosphere. Films such as 'Ma' and 'Smile' use rapid cuts, unsettling sound design, and moments of enigma to build tension. I applied these techniques in my own trailers to create a similar sense of unease and anticipation. Intertextuality was another significant influence. Films like 'Scream' and 'A Nightmare on Elm Street' informed my decision to include an unknown antagonist and a familiar setting, combining realism with horror elements. This allows the film to feel both relatable and threatening.
Additionally, research into industry practices influenced the inclusion of production logos, billing information, and credits, which help create a sense of authenticity. Referencing Blumhouse Productions and established directors further reinforces the film’s positioning within the horror genre.
Overall, research enabled me to both follow and subtly challenge conventions, ensuring that the promotional materials are recognisable as horror while still engaging and original.
Comments
Post a Comment