Proposal
Film Name: The Living Past
Tagline:If you see yourself…run
Production name: SFS STUDIOS
Medium: Radio advert
Format: Audio
Content: The radio advert will start off with an old clock ticking, which will last for around 4 seconds. The clock ticking will merge into a brass crescendo and when the climax note is reached, there will be short silence of around 2 seconds. After this silence, the ghost of Sofia Williams will speak, “Help… Help… Help”. There will be no accompanying sound with this dialogue. The old clock will start ticking again and sinister incidental music will be played together and this will last for around 5 seconds. This will be followed by another brass crescendo then a demonic voice will speak “But if you see yourself… Run” and a silence will follow this dialogue for around 2 seconds. Textual music will fade in from our film, with the ghost of Sofia Williams saying, “can you do me a favour” and the word favour will echo around 3 times, the echo effect will be interrupted by Sofia Williams who screams for around 2 seconds. The scream will fade out and a techy sound effect will be used to connote a flash forward. A phone effect will be used, as Mr Jackson says, “This should’ve been done last week” and the phone effect will end after this dialogue. The end of the phone effect will be followed by Alan Smith who says, “I’ll get right to it”. Textual music from our film will return and layered on top will be sound effects of mouse scrolling, clicking and keyboard typing for around 4 seconds. Then the brass crescendo will return after the office sound effects are finished, the brass crescendo ends and Alan Smith says in a breathy voice, “There were no traces of the couple found”. A male voice over will be used to say, “The Living Past in cinemas October 31st”, at this point the textual music will end and a silence will start and this will be layered by the ghost of Sofia Williams who will say “If you see yourself… run”.
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 using 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 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. Moreover, we will be using a brass crescendo, to give our radio trailer a sinister feel. Using brass instruments to create a crescendo is rarely done, as conventionally a piano is used to create a crescendo.
Competitive market: Our competition in the film industry would be The Conjuring 2, because 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 likeable 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.
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