1. Film Media in context
The industry promotes film to audiences using Print media, Broadcasting media and E-media.
Print Media
Industry promote film to audiences using reviews in newspapers/magazines or interviews of star cast or director/producer in magazines. This allows the audiences to get brief thought whether they are interested in watching the film or not. For example, http://www.guardian.co.uk/film/2011/aug/04/super-8-review.
We can imply that print media is at the edge of being outdated as well as nearly declining because E-media is now kind of taking over Print Media. E-media is making it cheaper for institutions to promote films for example creating a fan page on Facebook and millions of fans will be aware of it. Institutions are now fully aware of the fact that most teenagers spend more time on E-media than reading a magazine and accordingly the institutions target their young audiences using E-media platform.
Advantages
Ø print media have a loyal readership –it is likely that loyal fans will definitely watch the film
Ø Targets particular geographical area, for example if the film is based on a particular setting, character or culture, it makes it easier for the film promotion as targeted primary audiences will definitely be attracted towards it
Ø Readers are engaged as they turn page after page to read articles, look at image and view advertisements in their favorite magazines or newspapers
Disadvantages
Ø May not always give you a wide reach. On the other hand, Internet can target global audience
Ø There is a limitation on who may actually read your message. The particular newspaper may not actually be accessible every time to your target group, which means, your message may be missed. However, The Internet can be accessed from anywhere
Ø Cost: if the film is being advertised in a popular magazine then it can be very costly compared to a magazine which is not so popular
Ø Scheduling: it is hard to schedule advertising placements for publications that run monthly because the space often books in advance
Ø Print Media is not instant and free like E-Media
Broadcasting
The most common way of promoting films using broadcasting platform is by teaser trailers or official trailers of the film. This allows the audience to have the first glimpse and a more detailed and visual indication of the films content. It is more interactive and engaging than Print media for example “http://www.youtube.com/watch?v=tCRQQCKS7go -super8 trailer”. Broadcasting also includes exclusive interviews on news channels, radio channels premiers (http://www.youtube.com/watch?v=qLiFbtBmvK8 –super8 premiere).
Advantages
Ø Transmit sounds or images electronically
Ø Broadcast engages more senses than reading and adds audio as well as motion for television- visual
Ø has a larger impact/influence on audiences than Print Media
Ø Permits you to reach great numbers of people on a national or regional level
Ø TV- short but long lasting
Disadvantages
Ø Costly
Ø Most ads are ten or thirty seconds long, which limits the amount of information you can communicate
Ø more people can be informed and therefore involved in the happenings of the day
Ø TV is becoming less dictated by scheduling (Sky+), more and more specialist channels, competition from the likes of You Tube
E-media
E-media is nearly taking over Print Media as it is being operated more regularly than Print media. E-media involves social networking sites, YouTube or Official websites (http://www.super8-movie.com/ -super8 official website). Magazines now have their own website and the same information can accessed online as the information in a magazine. So it makes it easier for audiences to access the internet more easily than to buy a magazine. The internet and modern telecommunications has changed social networks and socialization greatly. It has opened up our ability to communicate and now we have many more ways in which to communicate and socialize.
Advantages
Ø More interactive and engaging
Ø Free
Ø Attracts more audiences
Disadvantages
Ø E-Media is hard to police (piracy); people are bombarded with information; social networking and increasing audience participation (user generated content)
