Friday 30 September 2016
Tuesday 13 September 2016
Case Study: The Conjuring 2
Distribution companies use websites, social media, reviews etc. to help raise awareness about the
movie.
OFFICIAL WEBSITES
This is the official website of the Conjuring 2 movie.
http://www.theconjuring2.com/
It is also a well-known marketing strategy to use websites to promote a movie because it could possibly encourage fans to make their own unofficial websites of the film which will, therefore, create a 'hype' for the movie and then more people would go to cinemas to watch the movie.
The Conjuring 2's website uses a range of different techniques to interest the targeted audience. As it is a horror movie, it uses dark colours such as black and a pale silver. A majority of the images on the website is made up of the scenes from the movie itself. It was edited in a way whereby it would go with the dark colours on the page. The editors of the website probably reduced the brightness of the picture making it look dark to fit the theme of the website itself. The use of the dark colours and dimmed images help fans of the movie because it continues to go with the genre. As it is a horror movie you wouldn't expect to see images of people being happy or bright colours. The editors of the official website stick to these conventions which help encourage the target audience because it promotes consistency within the franchise.
On the official website, there is not a lot of text. Notwithstanding the fact it is an official website used to promote the movie, the text on the website is very limited but very informative. It had the information about the film and the history behind it, which will interest the target audience because of the fact it is based on a real movie. It doesn’t give out too much information about the actual film on the website because it is still used to get people to buy the DVD or go and watch it in cinema. The linear layout of the text allows the views of the web page scan the text rather than read the actual text. The fact that the text is limited helps market to the target audience because it leaves them in suspense and people who enjoy watching horror/supernatural films like the feel of not knowing or what to expect next.
The music on the website is an eerie instrumental which supports the genre of the movie. This is because you wouldn’t expect to hear the upbeat music. By conforming to the genre's norms it allows the audience to continue to understand that it is a horror/supernatural film. It once again promotes consistency which is preferred by the majority.
When going on the different links to the website the change is not like regular websites. For those who have watched the movie before, would understand the transition of the website because it comes from the storyline. This creates excitement for the views of the website because it is not like other pages. It could also cause humour when the viewers understand why the transition to the other sections is like that.
The web page also has a section which allows the fans of the movie to actually experience the movie virtually. For example, the 'experience Enfield VR 360' tab allows you to see the real life house of the characters the film is based on. This promotes the franchise because it helps engage the target audience and allows them to feel involved. Having this feeling of involvement could cause a connection with the film to make them because of bigger fans of the movie. The fan love would then help if and when the franchise decides to come out with a new sequel.
Lastly, on every section of the web page, the movie logo was on either the side or the top of the page. It acts as a reminder to the viewers of the website. The brand recall is very common on official websites because it allows the viewers to remember the logo and then they would be able to recognise it when they see it at other places.
movie.
OFFICIAL WEBSITES
This is the official website of the Conjuring 2 movie.
http://www.theconjuring2.com/
It is also a well-known marketing strategy to use websites to promote a movie because it could possibly encourage fans to make their own unofficial websites of the film which will, therefore, create a 'hype' for the movie and then more people would go to cinemas to watch the movie.
The Conjuring 2's website uses a range of different techniques to interest the targeted audience. As it is a horror movie, it uses dark colours such as black and a pale silver. A majority of the images on the website is made up of the scenes from the movie itself. It was edited in a way whereby it would go with the dark colours on the page. The editors of the website probably reduced the brightness of the picture making it look dark to fit the theme of the website itself. The use of the dark colours and dimmed images help fans of the movie because it continues to go with the genre. As it is a horror movie you wouldn't expect to see images of people being happy or bright colours. The editors of the official website stick to these conventions which help encourage the target audience because it promotes consistency within the franchise.
The music on the website is an eerie instrumental which supports the genre of the movie. This is because you wouldn’t expect to hear the upbeat music. By conforming to the genre's norms it allows the audience to continue to understand that it is a horror/supernatural film. It once again promotes consistency which is preferred by the majority.
When going on the different links to the website the change is not like regular websites. For those who have watched the movie before, would understand the transition of the website because it comes from the storyline. This creates excitement for the views of the website because it is not like other pages. It could also cause humour when the viewers understand why the transition to the other sections is like that.
 |
| A quick snapshot of how every page transitions into the next. |
Lastly, on every section of the web page, the movie logo was on either the side or the top of the page. It acts as a reminder to the viewers of the website. The brand recall is very common on official websites because it allows the viewers to remember the logo and then they would be able to recognise it when they see it at other places.
Social Media Marketing
The distribution companies tend to understand that society is changing and developing. Over the years social media has developed in such a way that there is a range of different ways to communicate with people. Social media also plays a role in the latest trends and things society has deemed as 'cool'. Most distribution companies have seen this rapid change in society and use it in a way to help promote the upcoming movies. Films that have smaller budgets tend to rely on social media with hopes that the film goes viral. The Conjuring 2 has a large budget which allows them to promote the movie in varies ways. The film has a Facebook account, Twitter account, and an Instagram account. These different social networks have different targeted viewers for their website, which means that different kind of people would be able to see the movie.
Since the film is already out, the social network just continues to make the fans see other upcoming movies which are similar to the Conjuring franchise. This would also be a cheaper alternative when it comes to marketing because it is free to use social media and it would reach a larger audience.
Fortunately, The Conjuring 2, had a very good review. Reviews can influence the thoughts of an audience because if there was a lot of bad reviews people wouldn't want to watch it unless they were really big fans. Chris Hewitt from Empire magazine said 'With plenty of scares per square inch, this is a worthy follow-up to the original'. A lot of people who are really interested in movies and films would read such magazines as Empire and Chris Hewitt is a respected critic so his opinion on the movie would influence a lot of minds.
Since the film is already out, the social network just continues to make the fans see other upcoming movies which are similar to the Conjuring franchise. This would also be a cheaper alternative when it comes to marketing because it is free to use social media and it would reach a larger audience.
REVIEWS
Reviews is a very powerful way to either promote or demote a movie. The distribution companies have no control of reviews because it is made up of people who have seen the movies opinion. However, the distribution companies can set up preview screenings where they invite journalists, critics and vloggers to watch the movie to create reviews. At these screenings, they would most probably give a lot of things for free such as food and give them extremely comfortable seats to help make their review positive.Fortunately, The Conjuring 2, had a very good review. Reviews can influence the thoughts of an audience because if there was a lot of bad reviews people wouldn't want to watch it unless they were really big fans. Chris Hewitt from Empire magazine said 'With plenty of scares per square inch, this is a worthy follow-up to the original'. A lot of people who are really interested in movies and films would read such magazines as Empire and Chris Hewitt is a respected critic so his opinion on the movie would influence a lot of minds.
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