Assignment 3: Advertising Evaluation

My three adverts are promoting a body spray/deodorant called ‘Bliss’.  They are print adverts and would be positioned near local supermarkets that people shop at, on buses and in gossip magazines. They will be in these places so they are seen by as many people as possible and also in hopes that they catch the eye of some of our target audience. The target audience are teenage girls aged from about 13-18. They would be of any ethnicity.

To help with the planning of my adverts, I looked at other deodorant brands such as ‘Sure’ and ‘Lynx Attract for Her’ because these were the types of product I wanted ‘Bliss’ to have similarities to. Further research included a quiz using SurveyMonkey to see what the TA of the product would recommend I do. This helped me to get an idea of what my TA would like in the product.

All three of my adverts have the same brand name in the same font so it becomes a well recognised font for the brand for the target audience. My adverts mostly contain the same colour palette; mainly pink and purple.

This logo follows genre conventions of professional adverts because it represents everything my brand wants to show; femininity. It attracts my target audience because it is very girly and is the stereotypical ideal of what would appeal to a teenage girl.

My colour palette mainly included pink to represent the femininity I want my brand to represent. My product is aimed at girly girls and therefore the colour pink would normally entice them.

The same image of the deodorant can was used in all of my adverts but placed in different positions at different angles. When I took my images, I wanted a clear, mid-shot of the deodorant can.

This picture of my product is used on this advert to create a feeling of familiarity for the TA. It is a standard shot with a camera angle that is pointing upwards slightly as if the target audience is looking up at the product. This is done to create a sense of ‘looking up’ to this product.  This appeals to the target audience because they get a full, clear shot of my product without it being so far away they cannot see what it is. My background has pink clouds in it, which has connotations of femininity, but also connotations of ‘Bliss’. When people think of clouds, they think of relaxation, peace and generally ‘bliss’ which is how it relates to the product. There is a slight shadow around my product to highlight it and make it stand out. My logo is clearly shown on the print advert in a large font so everybody can see it. Furthermore, there is a sort of slogan, which is also featured on the product to demonstrate the purpose of the advert is to promote the product.

This advert features the same image of the product, but it is smaller so other things on the print advert can be seen. For example: the offer that may appeal to the parents of the TA. However, my product is highlighted with a flash surrounding it to represent its importance to the TA. My background contains a lot of hearts to represent femininity. This attracts the target audience because it further represents the generic representations of teenage girls.

The same picture of my product is used on this advert to create a feeling of familiarity for the TA. It is a standard shot with a camera angle that is pointing upwards slightly as if the target audience is looking up at the product. This is done to create a sense of ‘looking up’ to this product.  My product is in the middle of the advert to show that it is the main subject of my advert and is surrounded by light to demonstrate its importance to the target audience. The background of this advert consists of lots of hearts. This will attract my target audience because my target audience are mainly teenage girls and the stereotypical teenage girl likes hearts.

While making my adverts, I have become more familiar with different tools on Photoshop and become more comfortable with using them. For example, I learnt how to use different effects on the product to make it stand out more.

If I had more time and could improve my product, I would have liked to make the can of deodorant more my own. I would also spend more time on Advert 3.

What I like best about my adverts is the logo. I feel like it is everything I aim for the target audience to be and would appeal to them greatly if the product was used in a professional environment.

These adverts would work well as professional adverts because they follow typical genre conventions for my target audience of teenage girls and it is all my own work.

Investigating the Media: TV Game Shows

Key dates-

Preliminary Material Issued to You: Monday 24th April
Examination: Tuesday 23rd May

Unit 1 (the exam) = 40% of your GCSE grade.
Unit 2 (C/A) = 60% of your overall grade.

- The exam is 1 hour 30 minutes long.
- 22 minutes per question.
- There are generally four exams question worth equal marks.
- 3 SA styled questions. 1 creative (drawing) question.

A01
A03
A04

List of game shows:
- Catchphrase
- The chase
- Who wants to be a millionaire
- The Cube
- Hole in the wall
- Pointless
- Ninja warrior UK
- Total wipeout
- Crystal maze
- Family fortunes
- Tipping point
- Countdown
- Funhouse
- A league of their own
- The weakest link
- University challenge
- Take me out
- Raven
- Trapped

Red = Shows where you win money

Conventions:
- A host/ presenter: present/manage/leads the show
- Prizes
- A challenge
- Contestants (members of the public/celebrities)
- A set that usually looks the same each week
- Elimination process
- Filmed in a studio with a live audience (not always)
- Tension and excitement for contestants and viewers watching at home are important factors
- An abundance of catchphrases
- Hosts put the contestants at ease with humour
- Often aimed at families. Saturday nights 7:00-9:00
- Sub-genres such as: activity orientated game shows, dating game shows, panel games,  puzzle orientated game shows, quiz shows

Assignment 2: Film promotion

Analysing Film Promotion: Film Essay

Amy Collins

Directed by: Chris Buck and Jenifer Leee

Produced by: Peter Del Vecho

Screenplay by: Jennifer Lee

Story by: Chris Buck, Jennifer Lee, Shane Morris

Based on: The Snow Queen by Hans Christian Anderson

Starring: Idina Menzel, Kristen Bell, Jonathan Groff, Josh Gad, Santino Fontana

Music by: Christopher Beck

Edited by: Jeff Draheim

Production Company: Walt Disney pictures, Walt Disney animation studios

Distributed by: Walt Disney studio motion pictures

Release dates: 19th November 2013

Running time: 102 minutes

Country: United States

Language: English

Budget: $150 million

Box office: $1.274 billion

Trailer: https://www.youtube.com/watch?v=TbQm5doF_Uc

Why does Hollywood dominate the film industry?

It has the most money. This is because it spends the most money. It invests lots of money on promoting the film and therefore people notice it and go to see it. Hollywood hopes that the movie will make a billion dollars and some of them are highly successful. They invest the millions of dollars, almost as much as it cost to make the movie, to make the movie seem like a huge event and makes more of the movies so if one fails, another will become a blockbuster. No other film industries can afford to do this and because Hollywood spend more money, people think it’s more appealing. They can afford to fail:

John Carter

Tomorrow land

The lone ranger

“Word of mouth”- The most powerful type of promotional tool is ‘word of mouth’, which is where people speak about the movie. If people say the movie is really good and that you should go to see it, more people will go to see it and it will therefore become more successful. You can never predict what someone is going to say about a movie though, so you cannot buy ‘word of mouth’.

The more money you have allows you to have an international release (release the movie around the world). The international release used to be North America and Europe. A few years ago though, China agreed to promote American films which would gain more money due to the large population of 2 billion people there. We are looking to get success around the world and our films may have to become more simple because of this. When Avatar was released, it was a huge success in China because it was 3D and the language wasn’t that important because the characters spoke in a different language anyway. This was a spectacle movie.

The process of promoting and releasing a film

Preproduction: Before the film is released we start promoting it- There are press releases on the film being made, it is announced along with the cast and put on the internet. Print media is also used.

Production: There are rumours about the movie and interviews with the cast members. A teaser trailer and poster will be made and perhaps a website. This is all an attempt to generate ‘word of mouth’.

Post Production: An official trailer is released as well as advertising on the TV, billboard posters and official interviews with the stars. Merchandise is released and there is a big premiere event. The film stars will be committed to going on TV shows and promoting the movie as part of their contract.

Frozen has a fantasy/musical/comedy genre and was made by Disney Animation Studios. The move cost $150 million to produce and is an animated movie so was made within the Disney Studios. The movie had several voice actors starring in it who were: Idina Menzel, Kristen Bell, Josh Gad, Jonathon Groff and Santino Fontana. The movie is a screen play Jenifer Lee and also directed by her as well as Chris Buck and Shane Morris. It was distributed by Walt Disney studios.

The poster:

The image is of the main characters: Elsa, Anna, Sven, Kristoff, Hans and Olaf in a place with a snowy background, presumably the climate that the film takes place in. In the centre of the photo is the reindeer, Sven, with Olaf the snowman standing on top of him while the human characters are standing around the reindeer. The poster looks like the characters have posed for it and it is more of a painting since it’s meant to be the group of characters posing for the photo but is not real. There is an icy waterfall in the background with lots of ice covered vine type things hanging down, the background is mostly white and blue, colours of ice. The clothing choices reflect the characters personalities and what they do in the film. The icy blue dress of Elsa and the snowflake that she is seemingly creating shows that she is the one with magical powers and is most likely the creator of this icy world. The two men are dressed very differently, Kristoff is wearing warm, thick clothes and boots, so he is more likely a man who lives in the mountains, while Hans is dressed to seem posh and high class. Anna, is dressed in warm clothes and warm colours so it probably means she’s more of a warm, cheery person, but her outfit makes her look more high class, like she’s someone of higher class going into the mountains. The snowman and the reindeer look very cheery and quite silly, having them in the poster as well as the snowflake Elsa is creating lets you know that this is most likely a fantasy genre movie. The whole poster is lit up but it looks like the light is coming from behind, which gives the hints towards a happy ending of the film.

This film is not a star vehicle. This movie is not powered by one star in this film but instead by the fact that it’s the new Disney movie musical that people will want to see. It was a risky move for Disney because it’s based on a fairy tale that isn’t especially famous and so they had to make it family friendly. It’s basically powered by being the new, risky, unique Disney Princess movie that hadn’t really been heard of.

In the poster we can clearly see Propp’s Stock character theory being used. The character types are not clearly shown except for the sidekicks in the middle, which is usually what Disney movies usually do because they don’t want to give the story away.

The Laura Mulvey theory is not really used in this poster since the women are animated. Though, it does pursue women in an unrealistic manner. They have extremely slender waists, perfect skin and big eyes which may make young girls think they’re meant to look like that. This is how they indicate Disney women.

The woman who is creating ice has an icy coloured dress on to indicate her character is associated with ice. Her dress is very regal and queenly with a cape.

The woman with red hair is wearing a dress and boots so she seems regal but also like she’s adventurous. She’s wearing mostly warm colours to indicate she’s a warm character.

The man in the front is wearing warm, wooly clothes to indicate he’s more of a mountain man who lives in the wild.

The other man is dressed in a very high class manner indicating that he is more princely than the other man.

Colour palette: Mostly cool colours such as blue and white are used to indicate the movie genre of ice.

The title of the movie is written in ice writing, considering the movie is called ‘Frozen’, that is how they would have the title. The word choice doesn’t indicate the genre but that the movie is based around frozen things. The fact that one of the girls is creating ice is a hint that the movie genre is fantasy though.

The difference between a movie poster and trailer is that a poster can only show one moment frozen in time where as a trailer has movement and sounds and can build up in excitement. A similarity is that they both feature the movie characters and theme.

The trailer: This movie trailer starts off by showing the Disney logo and castle to indicate that it’s a Disney movie and they want people to know that. It is also snowing around the Disney castle, probably to indicate the movie theme. At first, the trailer is quite serious, with a wise sounding voice over briefly explaining the story. It shows an image of a very regal looking ruler, but then shows her using her powers and the voice over says how she has a secret power so great and how she stayed alone. It shows her looking quite troubled and fearful as she’s surrounded by ice, which leads you to believe she has poor control over these great powers. She tells her self to ‘Get together, control it’ which probably means she is desperately trying to control the power. It tells us how one day that she ‘let it go’, which may or may not be deliberately using the name of the main ballad in the movie. The trailer then shows everybody becoming fearful of her, and she covers the kingdom in ice and snow. The voice over is telling us this. Then the voiceover stops and it starts showing scenes from the movie, mostly of the queen looking fearful and accidentally using her magic, and a scene of another girl calling her name, obviously caring for her. The queen then runs away, leaving ice behind her how she goes, and the girl we saw previously calling for her says how she’s going to bring her back. She also states that the woman, Elsa, is her sister and how her sister would never hurt her. It then shows another man, a rugged looking one, with the girl who’s gone to help her sister and you meet the Disney sidekick. A snowman. The trailer begins to become lighter and a bit more comedic. The Disney logo comes up with ‘Disney presents’ and the snowman introduces himself as Olaf and the girl asks if Elsa built him. There is then a clip of Elsa building the snowman shown, confirming our suspicions. The man states how they need her to ‘bring back summer’. Then there are a few more comedic scenes with the snowman shown. An ice palace if briefly shown with a huge snow monster in front of it, scaring the rugged man and the girl away, we can presume this was created by Elsa. Then there is a scene showing the feisty, yet rather funny personality of Elsa’s sister. The man states her hair is turning white, suggesting something has happened to her, but then something comedic is said to lighten the mood. There is a dramatic scene of them being chased by wolves on the sled and then the screen goes black and the words ‘The magic’ appear on the screen in icy looking writing. Then some scenes of the sister using her magic are shown again. Then the screen says ‘The music’, meaning it’s a musical and one of the songs from the movie begin to play in the background as Elsa blasts her powers forward. It says ‘Experience the greatest Disney animated event’ on the screen making you think it must truly be a great piece from Disney, especially since it says ‘Since the lion king’ after considering the lion king was an icon for many children. It shows several more magical scenes from the movie including one with the Olaf and some weird troll creatures which may intrigue people. After a few more scenes it comes up with the writing ‘From the creators of Tangled’ which will make the people who liked Tangled want to go and watch this. It shows Elsa’s sister looking very weak and frail while Elsa is in a dark room and a man is asking her to ‘Stop the winter’ but she says that she can’t. By then she is in a different outfit, one that fits her ice queen title better. It show’s Elsa’s sister looking down at her hands as they turn to ice and Elsa collapsing to the floor, but all this is happening with happy music in the background which leads you to think that the ending will be happy. It says that it’s coming out ‘This holiday season’ and then shows Elsa trying to escape from the chains she’s in, and looking at the icy world she’s created through the window. The words ‘The power of family’ come up on the screen which makes you think the movie is based on the bond between the two sisters. It shows a mountain covered in snow and then Elsa’s sister saying ‘I’m not leaving without you Elsa’. Then it shows Elsa looking fearful again and icy looking fireworks as the words ‘The strongest magic of all’ come up on the screen. Elsa’s sisters’ hair is completely white and she’s by the fire next to Olaf the snowman. She tells him he’s melting and he states that ‘Some people are worth melting for’ before saying something comedic. It show’s Elsa doing her magic again before showing another comedic scene with Olaf. Then there’s a few more scenes before the movie title Frozen comes up with the Disney logo above it.

She is dressed very regally and is holding the coronation sceptre and orb, which lets you know that she is at her coronation and it is a very nerve-wracking event in front of a lot of people. It is a close-up shot of her hands and the orb and sceptre to show that she is slowly freezing them since she is unable to control her powers. The music that takes place is non-diegetic and the background seems to be slightly blurred, mostly likely so we only focus on what she is doing to the objects she’s holding. The camera mostly stays still and focuses on her. The music is rather tense and eerie but is quieter as the voiceover stops and allows the girl to speak. She says ‘Get together, control it!’, which let’s us know that she has little control over her magic and is desperately trying to control it in front of the people so they don’t find out about her powers.

This scene shows the queen, who was previously desperately trying to hide her powers at the coronation but of the movie, but is now seemingly using it because she chose to. This lets us know that at some point in the movie, she will come to accept herself and her powers. She looks like she has taken control of who she is as her outfit has changed into more of an ‘ice queen’ outfit  and she is upon a snowy mountain as she blasts her powers forward and straight into the camera, making you feel excited. The camera zooms in on her and pans right slightly. It is a long shot. The music is non-diegetic and is has a happier and empowering effect and also pauses for a second as she blasts her powers unlike at the start of the trailer when the music was tense and she was utterly terrified. There is no dialogue while she does this because you’re meant to feel a rush of excitement as she uses her powers. The background is dark and her powers are bright, meaning they want you to focus on her and not her surroundings, which is why there isn’t much around her. All these elements work together to make you feel excited by using her powers in a way that makes you sit on the edge of your seat since they are coming towards you, and the slight break in the music makes you expect something big as well.

This shows the girl who was previously perky and had red hair, with white hair and looking down at her hands that are turning to ice. This lets you know that something has happened to her, most likely something to do with ice since she is turning to it. You can see there’s a blizzard in the background that is previously said to be caused by her sister, letting you know that she must be around somewhere. The non-diegetic song from the movie is playing in the background and there is a diegetic sound of the ice cracking as her hands turn to it. The music is quite happy considering the sad situation, which hopefully lets you know that there will be a happy ending. The shots her usually fade out and change into another shot at a considerably quick pace. Over the top of this scene, you hear her sister, the queen saying ‘Don’t you see, I cant’ when another character asks her to stop this winter. This lets you know that the girl freezing most likely has something to with the queens powers. This is one of the short scenes towards the end of the trailer where it shows you several scenes from the movie before the movie title on a black screen jump cuts onto the screen. The scenes shown are only short ones, so it will leave you wanting to see the rest of those scenes.

Conclusion:

I think the film marketing did help with promoting the movie because of the sheer amount of it which got everyone to go to see it and it generated great word of mouth; particularly between the children. The filmmakers had considerably low expectations for the film and figured it would be about small like movies such a ‘Princess and the frog’. They thought that people would think it was a nice little movie and then move on with their lives. They did not expect it to turn into the monster of a movie it became. Disney thought it was risky to release a movie mainly about two sisters that didn’t really have a main element of romance. The reviewers didn’t think too much of it either but said it was a nice movie. Then all the children went to see it and immediately connected with it and insisted on going to see it again and again and buying every ‘Frozen’ item. As the film grossed more money because of these young children going to watch it over and over again, older people began to recognise it and also went to see it. Before long, the movie had grossed millions and was becoming a sensation around the world, so much that it will define everyone’s lives for a long time. Whether you like Frozen of not, everyone has heard of it and will use it as a way to connect with others for a long time. It isn’t the typical Disney Princess movie, so it connected with a lot of older people as well. The movie cost $150 million to make and then grossed back in a huge $1.279 billion which gained it a place as the highest grossing animated movie. For all these reasons, Frozen was more than successful enough to make a sequel, which is currently in the process of being made.

Analysing Film Promotion: Film Essay

Amy Collins

 

Directed by: Chris Buck and Jenifer Lee

Produced by: Peter Del Vecho

Screenplay by: Jennifer Lee

Story by: Chris Buck, Jennifer Lee, Shane Morris

Based on: The Snow Queen by Hans Christian Anderson

Starring: Idina Menzel, Kristen Bell, Jonathan Groff, Josh Gad, Santino Fontana

Music by: Christopher Beck

Edited by: Jeff Draheim

Production Company: Walt Disney pictures, Walt Disney animation studios

Distributed by: Walt Disney studio motion pictures

Release dates: 19th November 2013

Running time: 102 minutes

Country: United States

Language: English

Budget: $150 million

Box office: $1.274 billion

Trailer: https://www.youtube.com/watch?v=TbQm5doF_Uc

Why does Hollywood dominate the film industry?

It has the most money. This is because it spends the most money. It invests lots of money on promoting the film and therefore people notice it and go to see it. Hollywood hopes that the movie will make a billion dollars and some of them are highly successful. They invest the millions of dollars, almost as much as it cost to make the movie, to make the movie seem like a huge event and makes more of the movies so if one fails, another will become a blockbuster. No other film industries can afford to do this and because Hollywood spend more money, people think it’s more appealing. They can afford to fail:

John Carter

Tomorrow land

The lone ranger

“Word of mouth”- The most powerful type of promotional tool is ‘word of mouth’, which is where people speak about the movie. If people say the movie is really good and that you should go to see it, more people will go to see it and it will therefore become more successful. You can never predict what someone is going to say about a movie though, so you cannot buy ‘word of mouth’.

The more money you have allows you to have an international release (release the movie around the world). The international release used to be North America and Europe. A few years ago though, China agreed to promote American films which would gain more money due to the large population of 2 billion people there. We are looking to get success around the world and our films may have to become more simple because of this. When Avatar was released, it was a huge success in China because it was 3D and the language wasn’t that important because the characters spoke in a different language anyway. This was a spectacle movie.

The process of promoting and releasing a film

Preproduction: Before the film is released we start promoting it- There are press releases on the film being made, it is announced along with the cast and put on the internet. Print media is also used.

Production: There are rumours about the movie and interviews with the cast members. A teaser trailer and poster will be made and perhaps a website. This is all an attempt to generate ‘word of mouth’.

Post Production: An official trailer is released as well as advertising on the TV, billboard posters and official interviews with the stars. Merchandise is released and there is a big premiere event. The film stars will be committed to going on TV shows and promoting the movie as part of their contract.

Frozen has a fantasy/musical/comedy genre and was made by Disney Animation Studios. The move cost $150 million to produce and is an animated movie so was made within the Disney Studios. The movie had several voice actors starring in it who were: Idina Menzel, Kristen Bell, Josh Gad, Jonathon Groff and Santino Fontana. The movie is a screenplay Jenifer Lee and also directed by her as well as Chris Buck and Shane Morris. It was distributed by Walt Disney studios. It has a target audience of children aged from 5-12.

The poster:

The poster above is an image of the main characters: Elsa, Anna, Sven, Kristoff, Hans and Olaf. Behind them we have a winter climate; showing us the climate the film takes place in. The poster isn’t an action shot from the movie and it instead looks as if the characters have posed for it. They are all smiling and looking at the camera; this hints towards a movie that is family friendly and aims towards their target audience. Two of the human characters are wearing thick clothes. The girl who isn’t is the girl in the blue dress who is using some sort of ice magic. This immediately hints that she plays a large part in the plot of the movie ‘Frozen’ and that perhaps she is the main cause of this icy climate. Opposite her is a very prim looking man who isn’t dressed in thick clothes either; this highlights that these characters are probably outsiders. The clothes of the characters highlight parts of who they are. The blonde man is quite scruffy looking, suggesting he isn’t royalty. The girl with the red hair is dressed in warm clothes, but she looked quite regal. This suggests that she may be royalty. The poster is mainly made up of cool colours, which represent the name and theme of the movie. The blues and whites represent ice and snow, which plays a large part in the movie.

The personified snowman that has been brought to life further hints towards the target audience of small children as older children don’t tend to believe in those sort of things. This- as well as Elsa using magic- is demonstrating connotations of a movie with a fantasy genre.

The whole poster is lit up as if the light is coming from behind and the characters all seem very happy. This indicates towards a happy ending.

This film is not a star vehicle. This movie is not powered by one star in this film but instead by the fact that it’s the new Disney movie musical that people will want to see. It was a risky move for Disney because it’s based on a fairy tale that isn’t especially famous and so they had to make it family friendly. It’s basically powered by being the new, risky, unique Disney Princess movie that hadn’t really been heard of. However, the movie does feature two popular Broadway performers doing the voices of Elsa and Kristoff. Perhaps this could draw in an audience of people who are Broadway fans.

 In the poster we can see Propp’s Stock character theory being used on some of the characters. The snowman seems to be ‘the helper’. The character types are not clearly shown except for the sidekicks in the middle, which is usually what Disney movies usually do because they don’t want to give the story away. The girl with the ice powers could possibly be ‘the hero’ or ‘the dispatcher’. The girl on the other side of the reindeer also seems like she could be ‘the hero’. It is difficult to tell. The reindeer also seems like it could be ‘the helper’.

The Laura Mulvey theory is used in this poster since the women are animated. It does present women in an unrealistic manner. Their waists are extremely slender and they have big eyes and perfect skin and big eyes. This may make young girls think they’re meant to look like that. This is how they indicate Disney women.

The woman who is creating ice has an icy coloured dress on to indicate her character is associated with ice. Her dress is very regal and queenly with a cape.

The girl with red hair is wearing a dress and boots so she seems regal but also like she’s adventurous. She’s wearing mostly warm colours to indicate she’s a warm character.

The man in the front is wearing warm, wooly clothes to indicate he’s more of a mountain man who lives in the wild.

The other man is dressed in a very high class manner indicating that he is of a higher status than the other man.

Colour palette: Mostly cool colours such as blue and white are used to indicate the movie genre of ice.

The title of the movie is written in ice writing, considering the movie is called ‘Frozen’, that is how they would have the title. The word choice doesn’t indicate the genre but that the movie is based around frozen things. The fact that one of the girls is creating ice is demonstrating that the movie genre is fantasy though.

The difference between a movie poster and trailer is that a poster can only show one moment frozen in time and can only hint towards the plot and the outcome of the movie. Where as a trailer has movement and sounds and can build up in excitement. A similarity is that they both feature the movie characters and theme. The poster is only a still picture and can only show you one moment in time, where as the trailer can show you several clips from different parts of the movie. The Frozen poster shows us a posed picture that can only focus on one moment in time and show us the characters and the genre. The trailer can use sound, editing, moving images and mise-en-scene to show us a brief plot of the movie and the role of each character.

The trailer:

The opening

The trailer starts off by showing the Disney logo, immediately informing us that it’s a Disney movie and intriguing the target audience who may be watching. The trailer begins with a voice over giving us a brief overview of the plot. This voice over creates tension because it’s very mysterious. It only briefly explains the plot, but is quite vague about it. It begins by telling us where the movie takes place and introducing the ‘ruler’, who initially looks very regal. Then it shows us her powers and explains how she was forced to hide from society, giving us a dilemma and creating curiosity to people watching. We hear the voice of this character saying ‘Get it together. Control it’, which informs us that she can’t control this power. The trailer says how one day she ‘let it go’, which may be deliberate because this is the title of the main ballad in the movie. The voice over delves further into this dilemma, by explaining how this causes the entire land to be covered in ice and snow. Then it shows one of our protagonists and she talks about how she’s going to make this right, implying that she is the main hero of the story. It also informs us of her relationship with the girl with powers because she states that she is her sister.

The middle

The trailer then introduces the comic relief; a talking snowman, which implies that while the movie is serious, it contains the classic humour of a Disney movie as well. He introduces himself as Olaf and our hero asks if Elsa built him, which gives us the name of our other protagonist. The main heroines companion then explains how they plan to solve the dilemma; by getting Elsa to bring back summer. In the next scene, it shows our group of heroes running away from a giant snow monster in front of an ice castle. They are presumably built by Elsa in an attempt to keep people away. But then the trailer continues to provide us with some comic relief within the angst, using the Disney sidekick. After this, it shows our heroes in a sled trying to get away from wolves. The words ‘The magic’ appear on the screen in the same font as the title of the movie. It then proceeds to show the worsening conditions with a snow storm than the main protagonist confirms is her sister. Then we return to Elsa. The trailer has mainly been centred around our group of heroes until this point and we see her openly using her powers and seemingly adapting to being the ‘ice queen’. The words ‘The music’ appear on the screen, informing us that this is a classic Disney musical. Music from the movie begins to play, giving us a feel for what the music in the film will be like. The words ‘Experience the greatest Disney animated event’ appear on the screen, immediately enticing the audience and showing that Disney think very highly of this movie. We then see a few short clips from the movie; including our male hero riding through a strong blizzard on a reindeer and Olaf gasping at something he sees. The words ‘since the Lion King’ appear on the screen, implying that the creators think this movie is as good as the Lion King, which was one of the highest grossing Disney movies ever.

The end

There are many short clips from varying scenes in the movie. We see Olaf dancing, our heroes being chased by a giant snow monster and then we see something that hasn’t been seen in the trailer so far: our main hero with a man. This implies that there may be a romantic theme in the movie. It shows some of the characters turning against Elsa, saying ‘if we don’t do something soon we’ll all freeze to death’. Then we see a group of people, including the man we see our main hero with, running into Elsa’s castle with weapons. We see Elsa attacking them with her powers, showing us that she isn’t completely nice. The trailer shows our main hero turning to ice, implying something happens that isn’t shown in the trailer. Meanwhile, the man we previously see our hero with asks Elsa to stop the winter, to which she responds with ‘Don’t you see? I can’t’. This shows us that while it looks as if she’s embraced her powers, she still has little control over them. Words come up saying that the movie is going to be released ‘This holiday season’. There is a clip where Elsa falls to the ground and the man who we previously see with our hero is standing behind her menacingly, implying that maybe he isn’t as good as he makes out. We then see Elsa chained up and looking out of the window of her jail cell at a frozen wasteland, showing that her people have turned against her and are imprisoning her. Text comes up saying ‘The power of family’, implying that this movie is about family unlike most normal Disney movies. Text says that it ‘is the strongest magic of all’. This implies that Elsa’s family is what saves her from her own magic in the end. We see some more clips of Elsa’s magic and then the trailer finishes with some comic relief and the title ‘Frozen’ appearing on the screen.

This is one of the opening clips of the trailer and it is where we first realise that she has no control over these powers. We know she is at her coronation because she has the coronation sceptre and orb. It is a close up of her hands- they want us to focus on her hands and what she is doing to the objects in them- as she is slowly freezing the orb and sceptre, which could result in a catastrophic event. There is eerie, non-diegetic music playing in the background, which becomes quieter as the voiceover stops and allows her to speak. She says ‘Get it together. Control it!’ which shows us that she can’t control these powers. It shows she is desperately trying to hide her powers from the people watching her at this coronation. This immediately raises tension because you begin to worry for the character.

This scene shows the scared girl -who was originally trying to hide her powers- using her powers at will and looking as if she has embraced her powers. This implies that at some point in the movie, she transformed into a very powerful ice queen who is no longer afraid to use her powers. It is a long shot and the music pauses for dramatic effect as she zaps her magic towards the camera. The fact that they are coming towards you makes it seem more personal; like she is shooting them at you. This results in tension and excitement. The background is dark, but she is bright with the intention of getting the audience to focus all of their attention on her. The camera moves towards her and then stays where it is as she uses her magic. This makes it seem as if you are the camera walking towards her and she is blasting her magic at you, which raises tension and excitement.

This scene is towards the end of the trailer. It shows a close up of our main protagonist looking very different to how she looked at the start of the trailer. It uses this shot so we focus on her and her hands. Her hair is white and her hands seem to be turning to ice. This lets us know that something happens that they don’t show us in the trailer. There is a blizzard in the background that has previously been said to have been caused by her sister. This hints towards her sister perhaps being the cause of this. Additionally, her sister speaks over the top of this scene. A man asks her to stop the winter, to she responds with ‘Don’t you see? I can’t.’ She says this over the top of this scene. This scene is one of the very short clips at the end of the trailer before the movie title is shown on a black screen. It is only shown for a few moments, intriguing you to want to know what has happened.

Conclusion:

I think the film marketing did help to promote this movie. The poster and the film worked together to create the image of a family friendly movie that focuses on more mature themes. The poster shows the movie to be a typical family friendly Disney movie. The creators didn’t expect Frozen to have as much as an impact on the world as it did.

I think the poster and the trailer work incredibly well together with promoting the film ‘Frozen’. They used both of these marketing methods to create an essence of mystery and family friendliness, creating a very unique Disney movie. Despite the filmmakers having lower expectations for the film, it went on to be the most successful animated movie of all time. Early reviews were the same, but said the movie was ‘nice’. However, this film and trailer got all the people within its target audience to go with their parents to see it. This generated ‘word of mouth’ between children as well as adults about the film and the new direction Disney has taken, resulting in more and more people going to see it to see what this new direction Disney had taken was. Whether people liked ‘Frozen’ or not, everybody has heard of it due to ‘word of mouth’.

The trailer and poster work together to show different aspects of the movie. While the trailer is much more serious, the poster still creates the impression that the movie is family friendly. The trailer informs us that the movie is a musical due to the original songs playing in the background. Both of them demonstrate that the movie is a fantasy genre based around the girl with the ice magic.