Marketing for 'Through the Glass'

Through the Glass, Our Marketing Campaign:

Production Companies: Film 4, Creative Scotland, Cloud Eight Films and DNA films.

Distributors: Sony Pictures Releasing

Our main goal here is to use as many modern-age marketing strategies as possible to provide a higher chance of appealing to a teenage audience.

We believe that an appropriate budget for the marketing would be £1.2 Million. This will help cover for the following:

Social Media Advertising¦£200,000: Social Media marketing will be the most beneficial and effective form of advertising for us and our production, this is because our target audience is set to be predominantly teenagers. The supernatural comedy thriller will be able to reach our audience through sponsored videos, these will include details on the production's release date and perhaps feature some famous actors in to portray star power to attract more of an audience. Furthermore, we will use Facebook, Instagram and Twitter to post videos that are set in promoted posts on those sites as well as maybe a Snapchat filter which could put the glasses on and and then makes the ghost appear behind the user.

Outdoor Promotion¦£300,000: Having the opportunity to advertise our thriller in the public will shine lots more light on the film, making peer to peer marketing increase. This will not only hit the teenage audience but let everyone know about to it since it’s in full exposure, so this may be the best method of marketing by tradition. This will range from movie posters at cinemas, at petrol stations, on public noticeboards/ billboards and other various areas that are visible to people during their regular routines/ frequencies of activity.

Television adverts (as well as pre-video trailers on sites like YouTube)¦£250,000: Perhaps £150,000 on TV and £100,000 on YouTube. Over marketing the trailer on YouTube may become a nuisance, and will turn people off, so we will offer YouTube £100,000 and let them advertise with the money we offer for some period of time. This will ultimately hit all audiences on TV and teenagers on YouTube, an alternative option is to ask that YouTube uses an algorithm to show the advert before videos that contain similar content (i.e comedy, supernatural themes etc).

Promocodes on Beverages¦£100,000: By marketing in this way, we’ll be able to target teenagers directly who tend to purchase fizzy drinks and food for example proficiently. Promotion codes featuring 10% off cinema tickets or, free pass on Now TV for example.

Magazine/Newspaper Adverts¦£150: Although this isn’t directly at teeagers, parents may suggest this film to their teenage children if they see it. This further develops the idea of peer to peer marketing which is the best method of Marketing. These don’t need to be much, just a small section on a page discussing a potential synopsis of the film and a few early reviews from other broadcasting companies.

Equivalent Amounts: 20% on Social Media, 30% on Outdoor Promotion, 25% on Television Adverts, 10% on Promocodes and 15% on Magazine/Newspaper adverts.

These new marketing strategies push cross-media convergence, this is because it’s being advertised on multiple platforms for the highest level of exposure possible. Moreover, synergy will be evident here and multiple stores will stock products with 'promocodes', and also social media sites will have the film being advertised. Ultimately, these companies will be having an unintentional synergy in supporting the marketing and promotion of Through the Glass.

Marketing in the Future:

Since Through the Glass is big on its musical side and soundtrack, we believe it would be good to have a soundtrack be copied onto iTunes as well as onto CDs and Vinyl to give availability to the film if it becomes successful. We feel like it may also be good to perhaps have a video game and even have merchandise for big enthusiasts of the film. however, a videogame would have to follow a different storyline with different characters and could either be set prior to or after the events of the film, therefore expanding the 'Universe' of the film and adding more story to it.