Film Marketing Case Study

Ice Age 2 - The Meltdown

How have the distributors used the internet as a tool to market/promote the film?

The webpage promotes the DVD – gives the email addresses and phone number that allows the consumer to order it.
There were even links to separate websites that the DVD could be purchased from.
It has games that the consumers can play and promotes the fun, light hearted genre of the narrative.
The website promoted the actors whose voices were used to. It gave their picture and a bit about their background and previous films. This was a good way of promoting the film as the consumer may have been familiar with the actors and so would have felt that the quality of the film is good.
They have given the consumer the chance to download an Ice Age 2 screen saver, desktop or image icons for their computer which would then promote the product even further as it would spread through consumer word of mouth.
There is also promotional branding on the website from the 20th Century Fox Company and the Blue Sky Company.
The website has a gallery of picture stills from the film that would create more narrative enigma as it would give snippets of the narrative and the genre but would not be entirely clear, would still be a degree of mystery.



How have the distributors used the internet as a tool to attract the audience?

The webpage gives a short summary of the narrative which creates narrative enigma as it gives the whole story but not the new equilibrium. This would attract an audience more as they would by intrigued and want to see more.
There are interactive games that you can play that test your knowledge of the film, meaning that the consumer would have had to have seen the film before hand, promoting it further.
There was a link that allowed the consumer to download one of the games from the website on to their mobile phone so that they could play even when not on the computer or online at all.
There was an opportunity for the consumer to register to the website so that they could get regular updates on the latest offers, news and merchandise surrounding the film.
The website offers separate profiles for all of the animated characters which would attract particularly the younger audience who are more attached to the reality of the animation films.

Here is the link to the official Ice Age 2 - The Meltdown website babeyyy!

Radio Station Case Study

Kiss 100 FM <3 href="http://www.totalkiss.com/">Kiss website babeyyy!

E4 TV Pogramme Case Study

The Skins website has a range of interactivity for the consumer and the fans of the programme. The website offers all of this interactivity, and then promises to offer more if the consumer is willing to register to the website or ‘sign up’. By registering, it allows the consumer to be a ‘member of the skins community’ and receive text alerts, emails and other freebies. This would make a follower of the programme unique, as if they are an exceptional follower but at the same time involved in a group with similar interests. For the institution, this would give them the limited details they need to stay in contact with their members and advertise their programme. By keeping the consumer updated on the latest news in skins, it doesn’t only benefit them but also Channel 4 itself because it is guaranteeing more viewers and publicity.

One of the ways that interactivity is offered on the official skins website is through chat forums. The chat forums are places where all of the fans a ‘members’ of the skins programme can share there interest and meet new people. The forums can be personalised as the members can create their own forums with a title that might appeal to different people. For example, one of the forums headings is “How Nice Is Tony!” This would suggestively relate to all of the heterosexual females and homosexual males who are attracted to the character ‘Tony’.

There is also an opportunity for the consumer to comment the blog of skins as there is a direct link to their ‘myspace’ webpage. This would allow the consumer to communicate with the institution on a more personal level also suggests that the programme is targeted at the younger generation as myspace blogs are a new development and only utilised by teenagers.

The main benefit that the consumer receives from the Skins website is the opportunity to watch ‘Unseen Skins’, the unseen footage that has not been broadcasted officially. This would give the consumer a sense that they were discovering something that had not been seen before, pioneering the understanding of their favourite programme. There is also the opportunity to watch episodes of Skins on the myspace webpage which encourages interactivity. The offer of watching trailers to all of the episodes on the website is another benefit and it gives the institution the ability to rake in new viewers. New viewers that are not aware of the storyline or characters in the programme can get a taste of the programme by watching the trailers and potentially gain more viewers. The trailers are also specific to different characters which allow the new viewers to get a greater insight into the characters personality before they begin watching the programme.

The Skins competitions that the consumers are able to enter are particularly impressive as they ask the viewers to compete by doing a number of constructive and almost educational activities such as; redesigning the logo, styling the characters for a shoot in ‘More’ magazine, composing the music which will accompany a scene in episode 5 and creating a short film based around one of the characters. The winners of these competitions are then published on the website which gives the winners a sense of pride and gives all of those wanting to compete, an incentive to do well.

The fact that the skins website is sponsored by BSM, the leading driving instruction institution, reinforces the theory that the website is targeted at the younger generation.

Here is the link tot he official Skins website babeyyy!

TV Channel Case Study

Channel 4 is a public-service British television station, broadcast to all areas of the United Kingdom, which began transmissions in 1982. Though entirely commercially self-funded, it is ultimately publicly owned: Originally a subsidiary of the Independent Broadcasting Authority (IBA), the station is now owned and operated by the Channel Four Television Corporation, a public body established in 1990 for this purpose and which came into operation in 1993, following the abolition of the IBA.

The station was established to provide a fourth television service to the UK that would break the duopoly of the BBC's two established television services and the single commercial broadcasting network, ITV, then the only services broadcast there. Though having seen new competition through the subsequent availability and growth of cable, satellite and digital terrestrial stations, Channel 4 still enjoys almost universal coverage, and a significant audience share.

Channel 4 was established with, and continues to hold, a remit of public service obligations which it must fulfil. The remit changes periodically, as dictated by various broadcasting and communications acts, and is regulated by the various authorities Channel 4 has been answerable to; originally the IBA, then the ITC and now Ofcom.

Channel 4 has many related channels such as:
E4
More 4
Film4
4Radio
4oD(On Demand)

These links are all available from the channel 4 website itself, this vertical intergration provides an intergarted customer experience to encourage loyalty to the brand. There is also a sense of synergy within the institution that uses the most reknowned channel to promote the others.

By promoting a different type of enetertainnment that is accessed from a different NMT (e.g. 4radio) the institution is increasing its reach to audiences and also shows the coming together of television and radio to allow a varied media to be consumed...CONVERGENCE!

The 4oD is a good example of showing the flexibilty and convenience that the institution offers. It allows the audience to be more autonomous and have more control. The audience are able to time-shift their media consumption as they can pick and choose when they are going to watch a programme and they can also catch up on missed programmes.

Here is the link to the official Channel 4 website babeyyy!

Skipper's Blog!

Skipper's blog is up and running...
Coming along nicely i'd say :D

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hi rachel happy blogging! ms b