Advertising Pitch (Powerpoint) - M2.

Advertising Pitch (Script) - M2.

Introduction

Welcome to the pitch for the Trespass advertising campaign.  We appreciate you taking the time to see us today.

Ideas that aren't going to be used.

A Website

One possible idea that we came up with was that we could have made a website to advertise on. We decided not to do this though because it needs to be maintained, needs money to keep it on the internet.  Furthermore, our research led us to feel that although useful, websites are no longer a truly effective way to advertise a horror film, with the IT movie being the only good example.   

We also see a flaw in this method of advertising because I believe that people must be aware of the website first, to make awareness of the website we must advertise the website which will, in turn advertise our movie. This feels rather counter-productive as we are therefore focusing on advertising a form of advertising for a movie.

Snapchat Filters

Another possible idea that we thought about was using snapchat filters. This has potential because it focuses a younger target audience and that is the target audience that our product is aimed towards. Although, one problem I see is that the filter can only be seen by people who activate the filters Snapcode to allow it to be used. If we make it so everyone can use it without a Snapcode, then we will have to pay, something that Snapchat charges £5 it to reach people within a 20,000 square foot radius of our location, which doesn’t feel cost effective. The United Kingdom is 2.61019 trillion feet squared, after doing calculations the price would come to £652,547,500 for the entirety of the UK. This means that we wouldn't be able to advertise very far for £5 meaning we will need to pay a large amount on a filter that may not even be used and therefore we wouldn't get much revenue.

Ideas that we will use.

Trailers

Our trailers are going to show what the movie is about without spoiling key plot points and try to advertise tense moments without anything too big in the movie. This would be a good method because the most common form of movie advertisement is through Trailers. They don’t cost too much because we only need to edit the actual movie and then show small snippets of what was edited. This is a good method because it catches the attention of the viewer for a cheap price.

For a bigger depth of what our trailer will consist of, we plan on having the first one following the casual life of the first character we see, Simon, an aspiring journalist. We will see him taking photos of different places, writing about different places, making the whole trailer look normal, this would all be narrated by the character’s friends saying how it all changed when he ‘visited that place’ this will be shown at the end with a shot of Simon entering the run-down Asylum.

The second trailer would consist of more detail of what is happening inside the Asylum, this would be shown by the ending of the first trailer happening, followed by scenes that happen in the movie that are tense, full of suspense and attempts catch the viewers attention.

Both of these trailers would have a hashtag of #DoNotTrespass in the bottom left of the screen. This would allow us to get Notoriety on Twitter.

The posters
The posters would be a simple method of advertising because they're simplistic without giving anything away. Posters are left to be interpreted allowing anyone to assume what they mean. This is good because horror movies have so many meanings and can be interpreted in many different ways.

Spotify

Another method of advertising at which we plan on using is through Spotify, this would be a sound only advertisement consisting of doors slamming, heavy and light footsteps, heavy breathing and screams. This would be an interesting method of advertising because I believe that I have only seen these two times before at which to most people this wouldn’t be heard of. The only problem I see is how this would promote the movie without any words. Unless we added a link, the user could click on while on Spotify. But I’m not sure that many people would actually click on the link. One idea for how we could do this is ending it with someone whispering #DoNotTrespass.

Reddit
Reddit includes subreddits such as r/creepypasta at which we could post creepy pasta stories there and as a result, write snippets of the movie or creepy pasta stories similar to our movie, this could end with the hashtag of #DoNotTrespass or an ending of 'Find out more by watching the movie'.

Twitter

We plan on using Twitter as a method of advertising because Twitter is a large social media platform at which people can start Hashtag trends at which will boost publicity, talking about things on Twitter is easy and therefore, once something has become noticed, it’s easy to be noticed more times. The main problem I see with this method is the beginning of the advertisement, we must get the Movie or advertisement noticed first for it to take off. Advertising on Twitter is very tedious because most people skip advertisements and one form of advertising on our Twitter is going to be stories, people generally go on Twitter and read something brief other than stories. No one has the time for reading on Twitter or doing want to give their time for it. If they do, then they’re in a niche and therefore, we will struggle to advertise through Twitter. The Hashtag that has been decided is #DoNotTrespass because it’s simple and relates to our movie Trespass.

Evaluation: Our overall price is around £200 due to Spotify being the only service that we must pay to advertise on here, as a result, we only ask for funding for this as everything else would be easier to advertise. 

Our advertising meets the codes and conventions of a horror movie because of the format of the advertising. The trailer will include snippets of the opening scene and other scenes, these are scenes full of darker colours as it gives a sense of mystery. It also allows the mood to be set. This is shown by how in movies such as Halloween, the movie is very dark and hard to see, this keeps the suspense high and makes the viewer want to see more.  This is what will happen to our movie just like our advertising for the trailer because it shows the viewers what they will get, the dark themes depict horror movies perfectly because it's what you'd expect from horror movies.
We met the codes and conventions of horror movies through the audio by having ominous sounds. This reels the user in because it makes them want to know what was happening. In the audio, there's foot steps, doors slamming and screaming. This would make a listener interested and therefore, want to find out more. Mystery is a large aspect to the horror genre because nothing is clear a large portion of the movies, such as: Who is the killer in scream, why does Jigsaw torture people, and what is leather faces mask made of. All of these become revealed later on just like our Spotify audio clip would.
For the twitter and Reddit, they would have creepy stories to try and reel in the user, they would feature rather horror based scenes such as something trying to be scary but also trying to be realistic.

Our advertising also has specific aesthetic purposes that were being aimed for such as: how all forms of advertisements would relate to each other by the #DoNotTrespass this gave the hope that any form of our advertisements would be linked to each other, all people who see one advertisement and look for the hashtag, can find it easily and creates publicity for us because it would allow one specific hashtag to trend from multiple products at once.

Prices: 

Price for Snapchat covering the entirety of the UK is: 2,610,190,000,000 / 20,000 = 130,509,500 x 5 = £652,547,500

Legal and Ethical Constraints - D1.

There's not many legal and ethical problems with our movie. The main issue that we have is kidnapping because kidnapping is illegal and it's safe to assume that my character is kidnapped/murdered. Although this is implied, these are illegal and as a result, are things we try to show to people and say that, if you do trespass, (also against the law) anything can happen to you.

All actors had to sign for consent to film due to them being under 18. This means that if the actors are unavailable to sign a consent form, then they wouldn't legally be able to star in the movie.
The legal requirements for posting on YouTube are difficult as anyone can watch the trailer. The only way to stop someone watching the advert on YouTube is by posting it as an 18+ video, as the user must sign in and verify their age. Although, this is easy to lie about, it's also a way to stop a large portion of people from viewing the video and the problem that out movie is a 15+

Mental health issues are covered largely in the movie because this is movie is set in a mental institute. This means that mental health is an ethical issue that our movie will be tackling. As mental health issues have become more common in recent years our advertising in the film will need to be conscientious about how we us them in our advertising and our movie. Due to this being a work of fiction, we will aim to approach this with sensitivity and realism. And due to our film tackling mental health issues, it would be a good idea to inform viewers that if they're affected by these issues, there are websites and numbers to call for these issues.

One method of advertising is by having a Twitter account dedicated to finding my character, this is a legal issue because false missing persons reports could possibly lead to our group getting fined for people on Twitter actually looking for my character. This is because some people may legitimise the claims and take them seriously causing backlash to our group.

When advertising our movie on social media, we must ensure that the mental health problems are advertised in a more direct way since there's a high chance of someone, who has had mental health issues who may be affected by this and as a result, our movie could possibly get backlash for this.

Another method of trying to avoid legal issues is from the music. I had to make simple sounds for the opening and advertisement. As I am unable to use copyright free music and the non-copyright free horror music is very limited.

When advertising the Reddit stories, one issue would be legal issues. This is shown by how all Reddit Subreddit have guidelines that must be met. If these guidelines aren't met then I will have to edit the stories, titles and possibly where the stories are posted too. All guidelines must be met before posting or the moderators of the subreddit will remove the post, making the writing of the stories a waste of time.

Our Client Brief Response - P2.

Client Brief
Brand Statement =
- Trespass is a horror movie that aims to portray ideas of total isolation and inexplicable fear, this therefore makes our movie a psychological horror, due to it being set in a mental asylum, mental health issues will be tackled in the movie.

Overview of Background and Objectives =
- We aim to create a cinematic experience that enthrals the audience and provides entertainment for them throughout the duration of the movie. This will be done by raising awareness for our movie so that people will be willing to watch it. The more awareness we raise, the more likely people will watch it because mental health issues are becoming more common.

Target Audience =
- 15-30 year olds, this is because mental health issues are more commonly seen within these years. This means that teens to young adults would be able to relate to the movie easily. Our other target audience must be those who like horror movies due to our movie being a horror movie.

Competitors =
- Other horror movies such as: Mara, Umbra Hominis, The Cultivation and Guilty. 

Goals =
- Create  a campaign to promote and advertise our film successfully and as a result, create awareness of our film.

Driving Idea =
-  We want the movie to be unique and intriguing to the audience, this would be done by making a horror movie that's different to other stereotypical horror movies, but still having the same feel as a horror movie. Our movie can tackle mental health issues to try and create awareness for them too.

Brand Voice =
- Trustworthy, appealing to the younger audience.

Communication Channels =
- Social media (Twitter and Reddit), advertising through posters, streaming (Spotify) and trailers.

Product Details =
- Psychological Horror Movie, rated 15, aiming to tackle mental health issues.

Other Requirements =
- The advertisement shouldn't spoil the majority of the movie plot. It should also be streamed on Netflix and Amazon Prime as streaming is the main way people watch movies now.

The Advertising Plan (For Twitter) - P3.

We created a plan for our advertising campaign that would start a year before our planned release date in October. It was designed to span the next twelve months - mainly focusing on the social media aspect of it through the use of multiple accounts on Twitter. One of these accounts would be run by the characters in the movie, following the story as they search for Simon, posting pictures of clues they find along the way and posting questions about what they should do next. The other account would post teaser pictures, film clips and bits of audio out of context, but sometimes relating to the characters account through replies or similar pictures. These accounts would not be directly linked, so it would be up to the audience to put then together. 

One year before release:

October
- Open account with a picture of Simon and "Have you seen the person?"
- Post a couple of pictures of him in different situations with different friends (all of whom would show up in the film)
- Part way through the month, open the other account (This takes inspiration from many movies such as Logan where they teased the movie with simply Logans hand being held by another hand, no context is given except what is shown.) - could be something like a No Trespassing sign.

November
- Post updates about Simon's whereabouts.
- Post another minimalistic teaser - a short video?

December
- Minimalistic poster - locked gates.
- Another update on Simon - looking in his case and found this, this and this (post pictures of evidence).

January
- Post another minimalistic teaser - picture of empty and dark corridor.
- Post a picture of Simon's room covered in newspaper clippings and photos - continue to show close up pictures of the room over the next couple of weeks.

February
- Minimalistic teaser photo - down a stair well.
- Post pictures of the start of a plan - lists and researching.

This type of posting of small teasers with little context and updates about where Simon is and his work before he left would carry on for the next couple of months. The official marketing with trailers and posters on billboards would start in the May of that year, after the characters twitter went quiet after they decided to enter the asylum mid April. 
During the official marketing, the posters would all have same theme - a dark image in the middle, fading out to black around it, though the main one would be a corridor 

The teams ideas for advertising - P3.

The team’s ideas for advertising:

Ben's: Make a website for the product so that we can advertise off that. Websites are also easy to use and update. Using the correct resources, websites can be cheap to set up too. We can then add the trailers and posters here at which will make the website have a creepier vibe to make the website just like the movie.

Another idea could be through Snapchat filters, this is a good idea because Snapchat is used greatly by our target audience and as a result, it would be easy to advertise to this target audience.

Finally, another idea could be through Reddit, this is a text based website at which the user can add images to go along. It includes subreddits such as r/creepypasta at which we could post stories there and as a result, we could write stories there, or snippets of the movie.

Frances’s and Eve's: Audio clip to be player over radio, this is dialogue between characters talking about where Simon (a character) is, this cuts off with footsteps, doors slamming and then a distant scream. The radio advert will be broadcast on Capital FM during the evening where he target audience will be revising.

Poster, this can either be a portrait or a landscape photo of Eve's character (One of the ghosts that haunts the area) this image is clear near the centre and fades into blackness around the edges. This would be released a lot later.

We will create a Twitter account similar to that of ‘The Sun Vanished’ (a story page that slowly adds to the story of the movie), the page would be of a character looking for Simon, who will later be looking for the other characters. There will also be a second Twitter account which would be only promotional, for example. The account would only promote the movie and openly do so. Such as @thenunmovie this would be similar to the website as, they will both contain mostly similar content, but the website would be more in-depth and the Twitter would be brief.

Post ideas: The audio idea can also be used for Spotify, this would help catch a younger target audience which our film is aimed at. As a result, an increase in attention and sales would be possible.