Campaign For Wolverine-Media Stduies

1. The whole purpose of a campaign is to have companies that create advertisements to
collide together and make a convergence of a posters, magazine and teasers that link
to one another to build a brand of the film in order to attract audience in as many
ways possible to get them to watch a film.

2. Elements of a film
campaign
Soundtrack
Viral Marketing
Websites/Fan
blogs/Social
Networks
Actors
Elements of a
film campaign
T.V Adverts/Posters
Interviews
Magazines
Youtube/Trailers

3. Where you will find
campaigns
Cinema Ads
Music
Toys
Transport
Games
Stationeries
Likely to see
parts of the
Marketing
Campaign
Merchandise
Television Ads
Billboards
Internet
Newspapers/Magazines

4. Teaser Poster
I have picked the legendary Wolverine as it has a new film coming out
shortly so I will show you how a campaign works through this. They all
usually start at a teaser poster.
This is of course intended to tease you, by only showing a fraction of
the film. However this tiny element sets the whole theme, font, colour
and images again to build a brand for people to remember. As you can
see I have found a number of teaser posters of Wolverine, this is one
of them. It is very bare as it hardly gives anything away not even the
title, I actually really enjoy it as it creates a mysterious start to the
film. All we see is the date at the bottom which is ‘7-26-13’ which is
in red and rather tiny at the bottom of the teaser poster. The font
chosen is quite sharp as the numbers flick, this effect in particularly
caught my as it portrays a typical Japanese theme.
Then the colours are only black, white and a hint of red, this is very
restrained as nothing is being given away which fits the convention of
a teaser poster. The main image is slammed right in the centre and
we as the audience immediately identify that the character is
Wolverine because of the significant elements such as the metal
claws sticking out, then his iconic hair which two sides of his hair
spiked out, also his muscles create the whole image.
This image is now a brand so people can tell instantly who the
character is. The image is black on white paper and it looks like it has
been painted on in a Japanese aspect as this is their typical style to
use. Also there is a red stamp at the bottom left which looks like a
Japanese symbol.

5. Teaser Poster
As you can see above the two images portray the teaser posters are on public
walls such as in a train station and at a bus stop shelter. This is the typical
convention of posters as people will walk past them and notice them which is of
course to make them aware that Wolverine is soon to come to cinemas.

6. Teaser Poster
This is another teaser poster for Wolverine and it follows on
from the last teaser poster to reveal another element from
the film to again keep the audience in suspense whilst
teasing them at the same time.
I would think they released another teaser poster because
they don’t want people to get bored of the other teaser so
this new one keep them on their toes and brings back the
excitement about the film coming. Again we are not shown
the title of the film but we are only shown the date which is
red again and on the bottom right.
However the image now reveals a little more as firstly it is in
colour so we see the character with his branded elements
like his claws which is carried on from the other teaser
trailer which shows how the campaign links.
Then the background is black but if you look carefully you will
see many ninjas dressed in their black outfit with swords
surrounding Wolverine which suggests they are against him
by his facial expression. The cinematic style of the ninjas
convey the Japanese theme to the film continuing from the
other teaser poster.

7. Poster
Now the next step of the campaign follows the full theatrical
release poster as the audience are finally given details about
the film. The whole purpose of a campaign is to advertise a
brand in which Wolverine’s poster successfully does that as I
can clearly see how the teaser poster and the full poster have
a connection.
Firstly the colour scheme is very dark as it mostly uses cold
steel colours like different shades of silver and black then the
main actors name is in red. This follows the colour scheme in
the other posters as they also have black and red which is now
modified which is how a campaign works. Then the image is a
close up of the main character Wolverine which is used in all
the posters and teasers so far which is a great link.
The close up is of his face which portrays the rage in his facial
expression as he holds up his metal claws and sword up
against his face which conveys he’s ready for a fight, this also
suggests a typical thriller element as it includes props like
weapons. This prop and brand is used in every poster so far
which conveys the continuity and makes the audience
remember the film as it is now a trade mark which is the whole
purpose of a campaign.
On the sword you can see Japanese writing engraved into it,
this portrays a Japanese theme to it which is recurs through
out all the posters as they each show us something related to
a Japanese theme whether it being the ninjas or the traditional
painting.

8. Poster
Then the font is now new for us as we
haven’t seen it in the teasers, it
matches the image as it is a steel colour
and we see it is block capitals which
makes a sturdy statement.
To match with the font we are also
shown the starring actors at the top of
the poster as it gives the audience more
detail in which they can now research to
find out more about the film which will
attract them to watch it.
On the poster there is a tiny billing block
as it gives us information such as the
website for the film Wolverine. I think
this is very effective as if a person is
interested then they will go on the
website and find out more about the film
or see the exact time and place I will be
able to go and watch the film, I know I
would like to do that as I will more
excited and eager to then see the film.

9. Poster
Many campaigns won’t stop at one poster, they will have 2
or more. As you can see Wolverine has many which
reflects how popular it is around the world which is why
they make so many different posters as they need to
adapt to each country so they may need to change the
language but the rest of the elements are kept the same
as they must link to generate a powerful brand. This is
another full poster that I have found of Wolverine. The
colour scheme has been kept as you can see dark, cold,
steel colours such as silver and black. Also the slight red
isn’t shown although we do see a vaguely colourful
background of a busy urban city that has skyscrapers
which is to represent Japan therefore it carries on the
Japanese theme too.
Once again we see the main character Wolverine in the
centre of the poster to show he is the protagonist and
keep the brand evident and running as always. Of course
we still see his iconic hair, metal claws sword and
muscles to let us know it is Wolverine we are looking at.
His facial expression looks straight towards us as he
looks focused which again gives a thriller theme as he
isn’t smiling to for the film to be a comedy, which this
facial expression is always used. Wolverine is holding out
the sword towards the audience to convey a fighting
element to create a dangerous theme whilst the floor

10. Magazine
Another feature you will find in a campaign is a magazine for
the particular film. As you can see I have found a Wolverine
magazine produced by Empire which again is connected to the
posters as they all use the same elements to create a brand
for Wolverine.
Firstly we know this issue is exclusive because it tells us in the
Sell Cover Line, also one of the differences is that the
masthead 'Empire' is usually in red but here it is in gold which
conveys it's exclusive. This gold theme then continues in the
main image as it has a gold effect to it.
What strikes the most attention is the main image because
Empire have chosen to use a close up of just the actors or
characters face which then triggered the placement as it had
to be placed behind the masthead because if it was placed in
front then too much of the masthead will be covered. This
particular image is also used in a poster too although they
have adjusted the steel colours to gold to show how superior
this film is as they have also matched it to the gold title. This
will attract audiences as it portrays how exclusive it is.
The font is kept the same as it is bold and in capitals too so it
sticks well to the rest of the campaign. Also by using the same
image the audience will be able to recognize the identity of the
brand which will make them remember it and want to watch it.

11. Teaser Trailer
You will also always find a teaser trailer in a typical campaign, of
course Wolverine had one so I would like to share it with you. Since
it is a teaser then it probably would have come out at a similar time
as the teaser poster as they both only tell us a little information
about the film.
Clearly as it is part of the campaign you will be able to recognise
how the trailer fits and links with the poster as it will show us
elements that we will distinguish. For example the colour scheme
fits with the posters and magazine as we notice the dark colours
used in the trailer such as black and silver which also gives out a
thriller effect as well as linking it to the character Wolverine as his
identity is mainly his metal claws so I certainly think they chose
suitable colours.
Then we see the font of the title at the end which is silver and in
capitals which also fits with the poster and magazine as it’s exactly
the same so we notice the brand of the film. The character is
shown through out the whole trailer and we see him in many fights
which we then see the connection between the magazine and
poster that is exactly how he looks so we will find it easy to
remember him.
Furthermore a soundtrack is added which we expect to hear in the
full trailer as it will be part of the brand so when we hear it we will
think of Wolverine. The teaser trailer is under two minuets which is
what we expect from a teaser as we are only shown some of the
scenes.

12. Full trailer
As months pass by and the film is soon to be in cinemas
people expect to see the actual whole trailer in order to
understand if they know what they are going to watch. This
is why a full trailer is made as part of a campaign as it links
to the teaser trailer, poster and magazine, so the full
trailer captures their elements and uses all their
ingredients to show us everything we need to see and
know.
Official full trailer are always longer than teasers so of
course so is this one, therefore you will discover more
information about the film. I certainly have as we are
shown more of the start in the trailer so I found out it was
a dream that Wolverine and his partner are together, I
wouldn't have known that in the teaser.
Then as we expect all the elements on the full trailer match
to the teaser and posters. Firstly in the teaser they use
identical soundtrack and dialogue and many of the same
shots. Then of course the same colours and characters
although I have spotted more fighting scenes which I did
like since it is a thriller.

13. Website
As part of a campaign for a film you will usually find teaser poster and trailer, then full poster and trailer and also a
magazine. However some films are fortunate enough to be successful and have their campaign extended by their
own website which portrays how victorious their film is that it is now actually a brand as it has it’s own identity you
can view. Here I have found Wolverine’s website www.thewolverinemovie.com where the audience are able to view
many posters, view the trailers, see their promotional partners etc. Also the website is very successful because it
follows the campaign as it has all the elements to represent the brand, such as the colour scheme is a steel effect
with silver and black and we also see hints of red. The fonts for the titles and text are the same as the magazine and
posters which looks professional as they all link up so it shows how the campaign has great convergence. Then of
course we have the main character as the main image as we see his iconic sword and metal claws as he is topless
we see branded body. Then we realise the Japanese theme from the background of symbols and Japans busy city
with many skyscrapers.

14. Facebook & Twitter
A further convergence to the campaign is to have huge thriving social networking sites such as Facebook
and Twitter that the film can be advertised. This way the audience can follow Wolverine as a brand and
know what they are doing every step of the way, such as if they have a premier then the audience will be
informed. This is a great advantage to the campaign as it will attract many people in the modern world as
they use these site 24/7. We know the sites are part of the campaign as they fit in the brand of Wolverine
by having iconic elements such as the image of the film/poster and font which matches to the posters,
magazine, trailers and website which is why these sites are well-known and dominant.