2. The Three Main Questions of the
Distributor
1. What is it?
WIB: ‘A chilling Ghost story for all ages; delivering
chills and thrills in abundance’
2. Who is it For?
Fans of Harry Potter (huge market worldwide), People
who like Horror Films and for those who have seen
the Theatre production and wish to compare.

3. 3. How and When will it Reach them?
Halloween as this is the time for spooks and scares,
the campaign to launch it is:
1. Use social networking to tell everyone of the
production.
2. Tease the film at the end of The King’s Speech and
at the end of Harry Potter
3. Main campaign aims for Halloween. To premiere in
February and to release on the 9th of Feb then
sustain the advertising post release to persuade
target market constantly

4. The Main Objective.
To target and engage the fans of the book, play,
horrors and of Harry Potter.
Sell the film using the main horror and fear
factors, target the audiences through the
advertising, publicity and promotions.
Then position film as a blockbuster to get a
larger audience worldwide

5. The teasers are then released to give a sneak peek and alert
the audience. Then the main trailer are released, these are
the most common and effective piece of advertising. They
are the main thing the audience will see in order to be
persuaded to see the film.
For the Woman in Black they show off the fact that it is
Daniel Radcliffe as he constantly appears throughout and
appeals to the horror side through the dark atmosphere and
the spine chilling elements, such as the children’s nursery
rhyme in one trailer
These are the trailers:
Teaser: http://www.youtube.com/watch?v=cSHEYVGaWok
Main Trailer:
http://www.youtube.com/watch?v=dPYMUnJGURI
Trailer 2: http://www.youtube.com/watch?v=eqhcyWmrMc4

6. The posters
Another way which the film is advertised.
Daniel Radcliffe heavily advertised,
name at the top and the central
image.
Horror film shown through the dark
elements and ghostly writing. The
actual ghost is hinted at in the
background

7. Advertising Campaign: Scary Stories
Already drawing in the Harry Potter fans by launching a competition on
the website. The campaign is Daniel Radcliffe wants to hear your scary
stories. This gain publicity for the film and lures the fans in and gets
them excited sending stories to Daniel Radcliffe. To fuel the fear of the
Woman in Black for the existing fans before spreading to masses This
competition a winner ‘fear of hue’ and got a prize as well as the runners
up, consisting of merchandise, Radcliffe reading stories on extras on
DVD and going to the world premiere. This cause the audience to
become excited and become involved as well as raising publicity for the
film

8. Advertise Everywhere!
If lucky, get a deal
with McDonalds to
sell toys and
gaining child
audiences
It cost £100 to use 1
image in this size to
have it in a bus stop like
this and have it lit up.
Shows the films budget
for distribution and is
effective because it is
everywhere, however it
is expensive
Most expensive
place to advertise
but everyone sees it,
it can cost up to
£60,000!
TV

9. Publicity Campaign
• Attempt to get Daniel Radcliffe outside his role
of Harry Potter (unlikely, he is always going to
be the boy from Privite Drive)
• Interviews and the Premiere
• Maybe even get it into schools.

10. Effects
• The book goes back to the top 10 list
• Persuades people to see the play at the West
End
• Boosts Daniel Radcliffe’s profile and makes
him worth more because he’s using more
diverse roles trying to get rid of Harry Potter
but not successfully.
• Provides trend for the horror franchise

11. The Result
• Record Breaking Box Office result
• Book back in the top 10
• DVD out in June
• The play becomes increasingly popular
• Raises profile for the Distributor: CBS Films (their
highest grossing film)
• Grossing $54,333,290 to date.
• Opened in 2,856 theatres.
• The Woman in Black 2 (that’s right)

13. The Three Main Questions of the
Distributor
1. What is it?
GL: A super hero blockbuster detailing the origins of
the 2nd Green Lantern
2. Who is it For?
Fans of Green Lantern and anyone else who is the fan
of the comic book world as well as superhero films.
Also targeting a large market from young children and
families with the same blockbuster story of good vs.
evil with the heroes and villains

14. 3. How and When will it reach them?
1. Alert audience of the film through social
networking sites and at comic con.
2. Tease the film at Comic Con and other events, also
at the end of other major superhero films like the
Dark Knight
3. Initial release- June 14 2011, most likely hoping for
a summer blockbuster. Aims for when the
audience is on holiday and has time to see it. The
keep advertising going to sustain interest
Green Lantern
interview at Comic
Con 2010

15. The Main Objective
To target and engage the fans of the comic book
heroes, fans of superhero films, families etc.
Sell the film using the iconic hero and through
the cast. Target the audiences through the
advertising, publicity and promotions.
Position film as a blockbuster to get a larger
audience worldwide

16. The teasers are then released to give a sneak peek and alert the
audience. Then the main trailers are released soon after, these
are the most common and effective piece of advertising. They
are the main thing the audience will see in order to be
persuaded to see the film.
For Green Lantern they show off the character and all of the
superhero mythology, showing off the all star cast and the
trailers follow the comedy element closely to aim at family
audiences and because the main character portrayed by Ryan
Reynolds has done comedy in his career. On the other hand,
because of this comedy element. Fans of the hero will think that
it is not such a good film because of the comedy element and
choice of actor. The current hero films have become increasingly
popular because of the serious and darker atmosphere

17. The Posters
Shows of the cast to persuade fans of the actors, and also
the superhero mythology and the other characters
including the villains to excite the fans.
Ryan Reynolds dominates the poster to persuade the
audience
Other cast and character shown behind and glimpses of the
famous settings in the comic book world
The main title is highlighted in front of the iconic Green
Lantern symbol and so is the release date so the audience
get the most important information

18. Advertise Everywhere
The film created a
website which the
users could create
their own posters of
green lantern,
providing interaction
and allows them to
do advertising. Also
allowing other
creative games like
create your own
Green Lantern
If lucky, get a deal with
McDonalds to sell toys
and gaining child
audiences, works well
with the superhero
franchise
Expensive but
effective as
everyone will see
the billboard
During filming, the were difficulties with the special
effects delaying the film so audiences were bombarded
with TV spots, interviews, everything in hope to keep
them interested.

19. Publicity Campaign
• Get the superhero franchise up and reboot Green
Lantern as Christopher Nolan has done for Batman.
• Interviews and the premiere
• Cast get a larger profile, most cast in superhero film
get more noticed and remembered
• Merchandise sales.

20. Effects
• Merchandise sales in superheroes and Green
Lantern go up
• Boost the cast and crews profile
• Animated Films and TV shows of the Green
Lantern
• Becomes a popular trend

21. Results
• The budget was an estimated $2 million and marketing
and promotion cost $100 million. Yet the film on
grossed half as the original budget, maybe $52 million.
• More merchandise and controversy for comic book
fans.
• DVD out in October
• Adding to the increasingly popular superhero genre
• Raises profile for the Distributor: Warner Bros. (known
for their association of superhero films)
• Possible sequel or a reboot.

23. 1. What is it?
A chilling ghost story that uses low quality video
cameras to convince the audience of it’s realism
2. Who is it For?
People who like Horror Films and those that
enjoy psychological thrillers.
The Three Main Questions of the
Distributor

24. 1. The most successful campaign marketing of
all time before YouTube and social
networking sites. Simply by creating a
website that had a realistic background story.
2. Well placed trailers that revealed bits of the
story. Also film festivals that will give reviews
3. Word of mouth- most useful and people
started talking and soon everyone knew and
queued to see the film
3. How and When will it reach them?

25. The Main Objective.
To target and engage the fans of the horror
genre and create mystery so they will want to
know more
Sell the film using the main horror and fear
factors, target the audiences through the
realistic story of the website, publicity and
promotions.
Then position film as a independent horror story
to get a larger audience.

26. The teasers
The teasers are then released to give a sneak peek and alert the
audience. Then the main trailer are released, these are the most
common and effective piece of advertising. They are the main
thing the audience will see in order to be persuaded to see the
film.
For the Blair witch project the teaser is very short and does not
give any details away. With very short shots of panic and mystery
as well as reviews saying how frightening the film to persuade
audiences. Plus, the same paragraph as the poster appear first
thing. Some audio and simply giving the website to find out
more which the audience will find the background info and
believe it is real

27. PostersEstablishing scene
in forest
Dominate dark
background,
suggests horror
genre
Key symbol that
creates mystery and
implies
supernatural
elements
Title and other
film information
at the bottom
Close up shot of
character with only
eyes seen in shadow,
look of terror, realistic
and direct mode of
address
Black and white
surreal colours
suggest the
ghost elements
Title and
symbol at the
bottom
Images and background
information on a character,
realistic missing poster
Dark
background
and title at the
bottom
All the poster have a similar paragraph
informing the audience about the characters
going out filming and a tag line ‘1 year later
their footage was found’ again adding
mystery and realism to the story

28. Publicity/ Advertising Campaign
This film was before social networking sites and
YouTube but was a massively successful
marketing campaign. This is because of the
website set up to seem realistic with the stories,
photos and evidence. Word of mouth would
have passed around about the film that
promotes the film. The simple plan that was a
huge success. And without
huge advertisement

29. Effects
• People questioned whether this was a real
event but after a few seconds logic and other
people would say it was false.
• But it did get people queuing up at the cinema
making sure they had a ticket for what was
meant to be a scary film

30. Results
• The film did get a profit from the film and the
campaign convinced audience to go see it
• Mixed reviews, some said scary other wanted
their money back by the end of the film
• It is still celebrated as a huge event and a cult
classic film
• One of the most successful marketing
campaign so far.

32. Three main questions of the
distributor
1. What is it?
A super hero blockbuster sequel for Nolan’s batman
giving a realistic portrayal
2. Who is it For?
Fans of Batman and anyone else who is the fan of
the comic book world as well as superhero films.
Targeting an older audience because of the darker
themes showing that comic books aren’t just for
children. Also fans of Christopher Nolan and anyone
else that likes thriller/action films.

33. 1. Given a hint to a sequel and the villain at the
end of Batman Begins.
2. Huge viral campaign that involves the
audience. Plus the use of trailers and
multiple posters that promote iconic
characters.
3. Premiers and reviews of the film. Also using
merchandise and playing to success of
previous film. Also promoting at Comic Con
3. How and When will it reach them?

34. The Main Objective.
To target and engage the fans of the comic book
heroes, fans of superhero films, families etc.
Sell the film using the iconic hero and through
the cast. Target the audiences through the
advertising, publicity and promotions.
Position film as a blockbuster to get a larger
audience worldwide

35. The Teasers
• The first teaser mainly consiseted of a bat logo
with a bright light behind it as well as the words
coming soon.
• The trailers and teasers reveal little of the story
but are dominated by the characters especially
the villain causing chaos, producing the tragic
hero and creating dilemma.
• The trailers have the films original score which is
used to persuade the audience to go see the film.

36. Posters
Tagline at the top
Dark knight title and
logo/symbol
Main character
dominate as the
tragic hero
Details of cast, crew
and release date at
the bottom
Dark colours imply dark
atmosphere and thriller
Burning symbol behind
implies destruction and
danger again relating to
the villain
Other posters promote the other
characters mostly the joker as the main
villain. In the far bottom left we see an
outline of the character with blood
message and a chilling image suggests a
more darker film. The posters above also
imply the villain and how it clashes with
batman

37. Viral Campaign
In 2007, a website was created that had a fake Gotham
Newspaper that had stories on batman and other news,
Chicago actually gave out the newspapers. The website had a
hidden link which transformed into the jokers version.
There were vans on the street where fans can get
memorabilia of I believe in Harvey Dent and other
merchandise, there would be emails and voice messages on
phones from the characters.

38. Viral campaign continued
22 January 2008- Heath Ledger died. In reaction
to this the makers paid tribute to him by
changing the viral campaign to focus on the
joker, by this people got audio files, sent on
scavenger hunts and sent in photos of task.
Every person got merchandise.

39. Advertisement and merchandise
• The dark knight film
had enough budget to
advertise everywhere
and even made a deal
with burger king, the
dark whopper.
• Also merchandise
boosted with comic
books as well as the
film, which resulted in
a lot of money

40. Effects
• Batman more realistic and relatable, darker
making him popular after the franchise failed
due to Batman and Robin
• A ranger of darker comic book films including
Kick Ass and other DC animated films
• Boost in merchandise
• Critically acclaimed film and very successful
• Batman leaks into other media platforms

41. Results
• Raises profile of cast and crew
• Grossed-$448,130,642 (USA)(7 December
2012)
• Out on DVD and blu ray
• Inspires people and increases fandom
• Sequel already planned

42. Comparison and Contrast
The Woman in Black was a huge success maybe because of the
distribution strategy because they teased the film and played
close to the Daniel Radcliffe fans and to the horror part of the
film, still leaving the audience wanting more.
On the other hand, Green Lantern didn’t do as well even though
they advertised in the same way as Woman in Black but also in
more places. They bombarded the audience with constant
adverts and which maybe the audience got tired of. Maybe the
comedy element was liked by all or maybe it was the 3D or
competition with the other family film ‘Mr Popper’s Penguins’
and they used 3 quarters the budget of Green Lantern.
Either way Distribution plays a crucial role as it gets the
audience to the film!

43. Comparison and Contrast
The Blair witch project cannot be denied it’s marketing, being kept in
mystery and the attempt to convince the audience that it was based
on real events. However, for some audience the film was not good and
did not follow through.
The Dark Knight was a critical success because of it darker and more
realistic portrayal. The viral marketing campaign got audience’s
involved and convinced everyone to see the film. In the end it was a
huge success.
The films will only be seen because of it’s advertisement and
marketing campaign as proven before. It should not be heavily
advertised like green lantern and look appeal to the wrong
demographic, getting the audience involved and really selling the
elements of the film whether it is story or stars.
Either way Distribution plays a crucial role as it gets the audience to
the film!