P: Proposal: Poster (draft 1)

Proposal - Poster

Name of film: The Doppelganger

Tagline of film: “If you see yourself, run”.

Production Name: SFS STUDIOS

Medium: Print Advert

Format: Print

Target Audience: The audience we aim to target are that of the age of 16 – 25 with the demographics of category D (semi-skilled worker) and E (Student). We choose this age range as it is often young people who are into horror movies and that the thrill and frightfulness of horror movies appeal to the younger generation more. We aim to target both genders as we think that horror movies appeal to the genders equally and this was evident considering we have had responses from both male and female for our audience survey. The occupation of our target audience would predominately be a student as well as a semi-skill worker (someone who works part time). We also aim to target those who have the interest in reading mystery genres novels or watching mystery Tv Shows/ Films, into literature, technology and animation. The psychographics of our audience would fit into being “Explorers” category as we think this think that explorers are useful in terms of solving mysteries which is the sub-genre of our movie.

Content of advert: We will use print as our form of medium and it will include various iconography such as Maria the ghost on the left side of the page touching the doorknob, with a side of the door in the middle dividing the page, and on the other side of the door, there is the main character (male) wearing a fusion of period and contemporary clothing reaching out to the door knob. The fusion of clothing will be used in order to represent the movement of time. The height of the door shown is not fully, just simply focusing on the door knob sector. In terms of typography, we decided to have the title, credits, ratings and hashtags on the poster as these are the necessary and effective texts needed. We also decided to use san-serif typography with bolder colours to ensure that the typography can be visible. This form of typography was inspiration picked up from when we analysed the posters of the retro horror movie posters as well as the modern movie posters. We also aim to use black vignette and sepia tone on the poster with the main colour scheme being in various dark shades of blue, red, grey and black as this reinforces the conventions of a horror movie.

Publishing of the advert: We aim to use viral marketing as this can be effective and cheap. We would upload the poster on the web as pop up and on social media feeds such as on Tumblr, Instagram, twitter and Facebook. These are very common social media used by young people of our target audience. We will also like to put our poster up on busses and train stations as often commuters are of our target audience’s age.

What is your Unique Selling Point? The graphic of the poster is our unique selling point as we are breaking the convention of not including faces and only using arms, hands and torso. Moreover, since the male character that is featured on the poster will have a fusion of both 1940s and contemporary clothing this will enhance and elevate our storyline and will certainly make the audience question why there is a fusion of clothing. We will also include our tagline as hashtags such as #iysyRUN, #ifyouseeyouselfRUN and incoperate a hashtag used in our radio advert which is #tyntgi (Told you not to go inside) to make our viral marketing scheme continuous.

Competitive market: Our competition in the film industry would be The Conjuring 2, because of the fact that the horror movie is set in the 20th century and our horror movie is also partially set in the 20th 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.