Initial Research (Methods Of Promotion): Are there any innovative examples of promotion?

What is innovative ways of promotion?

There are many ways that a distribution company can promote their products and ensure anticipation within a target audience for a particular media product. These different ways are:

Heritage marketing: refers to the traditional forms of marketing a media product to reach the target audience. Includes posters that are displayed in public spaces such as on buses or on billboards, trailers that are shown in cinemas before similar genre films This heritage media is also often called 'push media' as the promotion is 'pushed' onto the target audience in order to attract their attention.

Digital marketing: this is how a film is promoted through the means of new media technology such as social networking sites.

This viral marketing has started to change the way that media products such as films are being promoted. The creation of social networks such as Facebook, Twitter and YouTube has made it so much easier for distribution companies to upload and share their marketing material with large groups of their target audience that. Because of all this, it is now much easier for 'hype' to be created in the run up to a films exhibition which consequently means that films are securing a larger target audience bringing in an even greater profit for the distributors.

This is a example of a snapchat filter with the promotion of Deadpool.

Initial Research (Chosen Media): Short Film

What will your chosen media be for your final A2 product?

My final chosen A2 product I will choose is a short film. This is because I love the idea of creating a piece of art through film, creating tension and to follow a narrative to reach a final conclusion to the short film. I prefer to pick a short film rather than a music video or trailer as within a short film I can portray my filming skills and editing skills with the way I desire, compared to the way that within a music video you have to revolve the video around the music.

What is a short film?

• A short film is any film not long enough to be considered a feature film. The 'Academy of Motion Pictures Arts and Sciences' defines a short film as "...an original motion picture that has a running time of 40 minutes or less, including all credits". Also named a featurette. 

• Short films are often screened at local, national or international film festivals, normally funded by film grants, non profit organisations, sponsor or personal funds. They are used by film makers to gain experience, prove their talent or generally used by filmmakers to gain funding for future films from private investors.

The history of short film

• Longer and shorter films coexisted with similar popularity throughout the early days of film. However, comedy short films were produced in large numbers compared to lengthy features. 

• In the 1930s, the distribution system changed in many countries owing to the Great Depression

Modern era of short film

• A few animated shorts continue within mainstream commercial distribution. 

• ShortsTV was the first television channel dedicated to short films.Short films are a typical first stage for new filmmakers, but professional actors and crews still choose to create short films as an alternative form of expression. 

• Short filmmaking is growing in popularity as equipment becomes cheaper.The lower production costs of short films often mean that short films can cover alternative subject matter as compared to higher budget feature films. 

• Similarly unconventional filmmaking techniques such as Pixilation or narratives that are told without dialogue, are more often seen in short films than features