Film Advertising

NOTES MADE 

Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and YouTube./

Disney owns the Disney Channel (TV) but also Disney Life, a VoD allowing it to compete with the likes on Netflix.

Joint Ventures: Not all films have this luxury, so independent companies (free from the control of a conglomerate) may undertake a joint venture (when one media company works for another on a project mutually beneficial for both parties).

Disney is a conglomerate company. This means that they are essentially a parent company, which owns a number of smaller, subsidiary companies. This means they have creative control over the production process. (EXAMPLE) Frozen was produced by Walt Disney Animation, and released by Walt Disney Pictures. Therefore, the company has complete control over the film from inception to release, and have access to multiple platforms for cross-promotion and synergy.

Frozen had a budget of $150,000,000 and made a gross of $1,276,480,000 worldwide.

Example of Digital advertising: Disney has its own YouTube channel, with over 10 million views and 3.5 million subscribers. Within this, Frozen has its own specific section.

Having a specific Facebook, Instagram and Snapchat account for a specific product is extremely beneficial to the creator. This is because it allows people to keep up to date with all things related to the specific, as well as allowing the creator to target the specific advertisement specifically at the target audience only.

The successful campaigns for Disney's Frozen represents a successful version of an underrated form of advertising. "The false under-sell". Essentially, Disney wasn't marketing Frozen at you, they were marketing it younger children. They essentially advertised a film to be less adult friendly than it actually was a relied on the word of mouth.

Initially marketing focused on Olaf in the print campaign also, with the central characters Elsa and Anna seemingly more peripheral. Once the film became more prominent and known, Disney released a DVD, with the cover Featuring Elsa and Anna prominently.

On the original campaign, Disney included Olaf as the main protagonist, on the CD front cover and billboard. Then, once the film gained more popularity, they changed the main characters on the advertising to Elsa and Anna.

An example of Traditional Print Advertising: Billboard.