'OLD MEDIA AND NEW MEDIA CO-EXIST'
I have researched into film marketing and the methods in which they promoted their films to their audiences. By doing this, I am able to see how old and new media co-exist and help each other to stay relevant. Below I have identified and given examples of films that have used interesting methods to promote themselves.
1) The Hitman's Bodyguard
For this film, Millennium Films created a quiz online in which people could find out if they would make the 'AAA' (the organisation in the film). This instantly creates an interactive platform online that their audience can use.
They also recreated images from 'The Bodyguard', a film staring Whitney Huston:
These photos circulated around social media, making the new film memorable.
2) Girls Trip
Universal pictures were clever in selecting specific actresses to play their main roles. For example, Jada Smith, wife to famous actor Will Smith, was one of the main four girls. Her and the other women chosen helped the film to gain popularity. The use of social media was also important for this film. The films trailer was retweeted multiple times, allowing more people to find out about it.
3) Logan Lucky
Well known names, Daniel Craig and Channing Tatum, are among the cast of the independent American film Logan Lucky. By using these names, the film has been able to reach a wide audience. However, it could be argued that their way of marketing - through showing loads of clips from the film - gave too much of the plot away and therefore ruined it. Furthermore, the film hasn't generated a huge amount of profit from box office sales as of September 2017.
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| Budget and Box office sales for Logan Lucky |
Compared to 'IT', Logan Lucky is a smaller budget film by $6 million however, in my opinion could have generated a slightly bigger profit for the budget they were given.
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| Figures from Wikipedia about IT. |
4) IT
Warner Bros were extremely clever in their marketing for the film IT. They have created their very own website and on which, within seconds of being on the page, the trailer for the film automatically starts playing; drawing the user in to watch. Furthermore, they use Facebook, Twitter and Instagram successfully in order to promote the film - with images of a single red balloon surfacing. They have also introduced a 360 VR experience for the audience to get involved in.
They also introduced 'The Sewers Game' in which users can play a video game based on the film. A scrapbook was also created called 'The Losers Club' that shares images from the film. These new media examples of marketing also worked alongside old media. For example, publicity stunts such as people dressed up as clowns were used to create a public interest in the film.
  
All these films have used old and new media in order to market their films. This shows how important new marketing techniques are in an age of digital natives.
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