P: Proposal: Radio (Draft 1)

Proposal

Film Name: The Doppelganger

Tagline: If you see yourself…run

Production name: SFS STUDIOS

Medium: Radio advert

Format: Audio

Content: The radio advert will first start off with creepy sounding 1950s piano instrumental that will slowly rise in tempo until a climax is reached, which would possibly last for 5 seconds. Once this non-diegetic instrumental piece ends, a short silence of around 2 seconds will follow. After those two seconds end, the words “Don’t go” will be whispered by a man sounding distrait and this dialogue will be spoken without any assisting background music. The same instrumental starts again and during this time sound effects such as door banging, muffling of speech, running footsteps and heavy breathing will come one after the other in this order. All of these sound effects will then possibly accumulate together and be played in unison only for a short while of perhaps 2 or 3 seconds. The background music and sounds effects will come to a sudden stop, following with another silence lasting for around 1 or 2 seconds. When the silence comes to an end another sound effect of a door knob being twisted and turned in a distressed way, will be used and will last for around 2 seconds. This will be followed by a female whispering sinisterly “I told you not to go”, once again with no assisting background music. The part of our radio advert will feature a female voice saying “The Doppelganger out in your nearest cinema this Halloween”  

Target audience: Our target audience includes all genders in East London that fall into the category of young adults, between 16 and 20. Thus, to demographically describe our target audience they would fall in the E category of unemployed students or casual workers. To psychographic- ally describe our target audience they would fall in the category of an explorer who seek adventure in all their activities, appreciate individualism and thus enjoy watching horror movies because of its unique functions such as leaving its audience feeling unsettled and scared.

Publishing of advert: Due to the fact that the format of audio is generally used in radio, it means that we as producers must publish our radio advert for our horror film in areas that allows audiences to access audio. A prime example would be radio stations, because the main focus is on audio. However, we have chosen specific radio stations to publish our radio advert all of which commonly share the same target as we do. Examples of radio stations include BB1 radio, Capital FM, Heart Radio and Kiss. Another way in which we want to publish our radio advert would be to use web 2.0, for example through the use of social media, such as twitter, because twitter has a large following that fit in the demographics of our target audience, thus by using twitter would increase access to our radio advert and thus increase viewings of our horror film. We could use twitter by posting our radio advert and using hashtags in the attempts to increase listeners. Lastly, we could place our radio advert as a pop up on particular websites, such as websites of chosen radio stations. The use of pop up advertising we think is effective in reaching a large audience, because pop up adverts are sort of unavoidable, thus should be accessible by a large internet audience.

Unique selling point: We think the unique selling point of our radio advert would be the idea of using minimal speech, because instead we have replaced the speech with intense sound effects that we think is unconventional of radio adverts and aids in creating that mystery sub-genre.  Secondly, we will be using 1950’s piano instrumental as our background and this we think is unique, because it does not quite create that sinister feeling, but we hope will create that creepy feeling.

Competitive market: Our competition in the film industry would be The Conjuring two, because of the fact that the horror movie is set in the 20^th century and our horror movie is also partially set in the 20^th century. This is a competitive factor, because it all relies on who makes the better period horror film. Moreover, The Conjuring 2 also shares the same sub-genre of mystery, thus this means that we need to present the mystery genre in a more effective and likable way for our audience to appreciate our horror film than The Conjuring 2. Furthermore, we are an independent film company and The Conjuring 2 was also produced by an independent film company New Line Cinema, but the budget of our horror film is of course a lot lower than the budget of The Conjuring 2, despite this, it is a competitive factor, because both of our films will be judged on its artistic factor, thus the artistic value of our film must not be outdone by the artistic value of The Conjuring 2. Lastly, The conjuring 2 have used viral marketing as a marketing technique, such as the use of social media. For instance, the producer of The Conjuring 2 Rob Cowan posted a photo of a real live exorcist on the sets of The Conjuring 2 on his Facebook, apparently blessing the set on the first day of filming. This is a competitive factor, because we want to publish our radio advert on twitter using hashtags, as a form of viral marketing. Perhaps, we should also post something daring as Rob Cowan has as a marketing technique.