1.
Film Media in context
The industry promotes the film in many ways, E-media,
Broadcast Media & Print Media, for ill manors specifically the industry
used billboards, magazine articles, chat show interviews etc. to promote the
film and album together.
An example of Print media used to promote the film ill
manors is this bill board-
Here we can see a bill board poster cross promoting
the iLLManors franchise, I say cross promoting because the title of the movie
is shown however the writing underneath says, 'original soundtrack'
which usually refers to movies, this makes the audience aware of the fact that
there is both a movie and an album in just one poster, the industry has used
synergy to maybe save money on such a small budget and save time promoting two
things at once. We can see the poster is there just to create some hype around
the album and film and after, it is up to the audience to figure out by
searching ill manors on a search engine or social networking website to see
what it is all about.
Speaking of social networks, the industry have also used
this as a form of E-media, a new and deviceful way to spread messages to a mass
audience within the click of a button , all for free this is great for the
industry as money is a key factor when promotion comes to priority, an example
of this is the ill manors twitter page,
By using this new age method to advertise the industry can
keep up with its younger audience by allowing them to instantly communicate to
people who are interested, they can inform followers on things such as DVD
releases or signings and are able to promote with ease by posting a status or
‘tweeting’ and ‘retweeting’.
The ill Manors twitter page, boast 4k followers,
that’s 4,000 that they can inform
their merchandise, film screening, also Plan B himself has a massive 383.4k followers and this moment he is promoting The
IllMANORS UK Arena Tour.
Finally the industry used Broadcast methods to promote The
Film and Soundtrack, TV and Radio were used, The Jonathon Ross show on Itv1 and
Plan B’s Radio1 interview where big hits for ILLMANORS Promotional approach.
Plan B appeared on The Jonathon Ross show, which is a
popular show which is aired on itv, a company which is a commercial broadcaster,
Jonathon Ross introduces Plan B as the most interesting artist around which is
a great advantage to both party’s as Plan B’s reputation sores higher due to a
large loosely mainstream audience who view the show, and Jonathon is more
likely to get higher profile celebs being able to come onto the show because of
his nice gestures and hospitality.
The industry who would have initially got him a space on
Jonathon Ross’ show would also benefit as for no cost at all they have got him
to be able to promote himself to a largely susceptible crowd, This particular
broadcast boasted 2.32 million viewers, to get that kind of coverage with an
already established audience would normally cost the industry millions.
Print Media Key
issues
Print is a great way to promote any type of media; there
are many advantages however it has disadvantages also.
One advantage to print media is that it is usually less
costly then broadcasting, another is that it can be targeted very specifically
at different audiences, and lastly more detailed information can be given about
a product. If the Industry Pay for Print media to be published they can be
biased and control what is being said about for e.g., IllMANORS, however if
something like a review appeared in a magazine such as empire they will gain
the publicity for free however it may come at a cost of being a critical and
unbiased review, this is not in the favour for the industry.
A downside to print media is that it is not an instant
source of information like E-media is, most magazine company’s come out with an
issue once every 2 weeks or maybe even once a month,
However most if not all magazine companies combat this by
having an accompanying website to cover things that happen in between the issue
releases.
Another way Print Media combats other media forms is that
it can offer exclusive interviews with directors and actors, this allows them
to have a unique selling point thus giving reason for a consumer to buy a
magazine rather than look online.
E-Media Key issues
Electronic media depends mainly on electricity. In areas
with frequent power cuts or in the rural areas, it is not a viable replacement
for newspapers. Print media is easily accessible and widely read. Anyone can
buy it since it is cheaper and available in the remotest of the villages. In a
country like India, subscribing to newspapers is cheaper than taking an
Internet connection. Print media is local to the city or the region and carries
information about the local events like a play being screened in the town or an
inter-school chess tournament. Even if you read a nice article online, what are
the chances that you will store it and re-read? Searching for the article will
take forever amidst the GBs of data that you have. I read Stanford commencement
speech by Steve Jobs and I liked it so much that I took printout of it and kept
it in my drawer, because I wanted to re-read later. It is easier to locate a
piece of paper in your drawer than locate a file among the 120 GB data that you
have on your hard disk. On TV, the quality of news is deteriorating these days
because of the competition between the channels. They try to sensationalize the
news unnecessarily in an attempt to increase viewership.
Broadcasting key issues
Advertising costs:
The cost of a single 30-second advert during primetime TV
can be very significant and not everyone watching may be in your target market,
also the production cost of a TV show or commercial is another factor.
Viewing habits are also another key issue faced by
broadcasting TV 50 years ago family’s used to sit together and choose out of a
couple of channels to watch and that was it, now there are thousands of channels
to choose from and with the increase of technology in pvr’s and sky+ time
shifting is just a standard feature expected by the public, also this allows
viewers to skip commercials which can be another factor.
Finally because prime time TV and radio has such a large
audience there can be a lack of target ability, broadcast television is shotgun
advertising, not sniper advertising. There can be a lot of wasted slot time
when advertising on radio and TV
