1. Assignment 2:
Researching a Cross Media Film Campaign
ASSESSMENT CRITERIA
1. Skilled use of MEDIA LANGAUAGE/TERMINOLOGY
2. Using EVIDENCE from the media text to support your analysis
In your lesson today you are going to be examining a case study and looking at how it promotes a
film before its general release.
The Key Words which I am looking for in your analysis are SIGNIFIES, CONNOTATIONS,
SYNERGY, TARGET AUDIENCE, GENRE

2. 1. Carry out an analysis of the home page explaining what you can tell about the movie from the
home page (remember to think about images, colors, fonts, hyperlinks, multimedia
content. Use words like CONNOTATIONS, ANCHORS, SIGNIFIES, REPRESENTATION)
The homepage has bright colors with a lot of different pictures. The conations suggests that the
website and film overall is for children and it is based on a comedy and is a happy family film
and can be watched by any gender and age as long as they are with a group of people. The film
also signifies that the action film is action judging my there faces and by the entire circus
looking audience. The hyperlinks show the films are on DVD which them persuades the
audience to buy it. The blue with the light suggest that the audience is being highlighted to
focus on that part of the poster. The text ‘Europe’s most wanted’ represents that the film is
action and that the genre is action as well as comedy. The anchorage demonstrates that the film
is for kids mainly as they are cartoons.

3. 2. From your initial analysis explain who the target audience is and how you know this.
GENDER/AGE/ETHNICITY/SEXUALITY
3. Now its time to have a look around this website, explain what features the website has and
how these features would appeal to the target audience (make a list of these)
ENTERTAIN/INFORM/EDUCATE/ESCAPE/SELF-ESTEEM
FEATURE OF THE
WEBSITE
REASON IT WOULD APPEAL?
Games
They keep the audience to the website appealed, they
can interact with all the games as the games can
entertain and also show what the movie is about.
Characters
They introduce who the characters by having links to
the characters which you can find out who each
character is. This can appeal a lot as they then know
who’s in the film before even watching it and this can
make them a lot more familiar to who’s in the film and
already acknowledge who there favorite characters are.
Soundtracks
The soundtracks can come in very handy as the
children who visit the site can sing along to all the
songs and different soundtracks.
‘Shoot Cannon’
The ‘Shoot Cannon’ is very useful as this can make the
audience laugh and it also has Marty jumping out of the
cannon this can be fun for the kids to laugh and enjoy.
Videos
There are videos that can be trailer and have an inside
on what the movie is about and who the different
characters and where and what the dilemmas and can
intrigue the audience to maybe buy the movie if they
find it funny and entertaining.
Animations
The animations are very useful as they can show the
film is up beat and a film that consists of comedy and
action.
Downloads
The apps are useful as they are allowing you to get
other ways of using particular games and apps of the
movie.
The target audience is mainly for kids as the images are cartoons, but can be watched with a family
as it is a happy and optimistic film. The film gender does not actually have a set group that it is
aimed at and both females and males are aimed, you can tell this because both females and males
are demonstrated in the film.

4. 4. Find out if there are any examples of synergy on the website. Explain how the film company
has worked with other companies to reach their TARGET AUDIENCE and promote their film.
5. In your own words explain how effective you think the website is.
KEY MEDIA WORDS TO INCLUDE:
A*/A Grade - SIGNIFIES, TARGET DEMOGRAPHIC, AUDIENCE GRATIFICATIONS,
CONNOTATIONS, AUDIENCE PROFILE, REPRESENTS, GENRE SIGNIFIERS
B/C Grade - SIGNIFIES, TARGET AUDIENCE, AUDIENCE PLEASURES,
CONNOTATIONS, REPRESENTATION
D/E Grade - TARGET AUDIENCE, CONNOTATIONS, GENRE
The film has worked with DreamWorks and dream works is a massive company that is well known
and this can help the film as this is a unique selling point. DreamWorks can help show the film is
aimed at kids as DreamWorks mainly consists of children films. DreamWorks can help as the
audience will be familiar and straight away signify the target audience. There is a good example of
synergy. There are partners on the Madagascar website that show all the well known products that
have linked with Madagascar which promotes the Madagascar film. There is even L’Oreal
Madasgcar shampoos which kids will persuade there parents to buy.
The film signifies that the movie is for young kids and the websites a main advantage as it helps
show that side that the movie is comedy and has action. This is very effective as the websites
can help people be aware the target demographic is specifically aimed at a family as well as
mainly young kid’s audience. The audience gratifications identifies that the film is very jumpy
and quite loud for dynamics.