What is a

Marketing
Campaign?

Film Trailers &

Posters 2016
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Lesson 4

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Media Organisations: Marketing and Promotion

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for their own use

Starter

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What is the main thing that makes you want to watch a

film?

HINT: Actors, storyline, director, genre,

What is Marketing?
Marketing is all about finding out what people want.

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It can take place during the pre-production phase, because

when making a film, you have got to know if it is what the
audience want.
This may be as simple as conducting market research by
speaking to an audience.
It may be because a film is successful and there is room for a
sequel or even a prequel. This information will come from
box office figures.
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What is Marketing?
How does the process work?
There will be test screenings to an audience. As a result of
this, there may be re-shoots and even different characters
and endings.

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This process helps to define who the audience are.

Many films are marketed to an audience aged between 15
and 24.

What is Marketing?
Genres of film seem to go in waves of popularity.
Currently, there are lots of science fiction films about!

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It is important to look at the genre of the film and decide

the best time for its launch.

What is Marketing?
There will be a marketing budget.
It could include the production of merchandise, books,
toys and video games.

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Jurassic Park - Spielberg (1993) had a $65 million marketing

campaign.

Activity
The Jurassic Park franchise has had successful marketing
campaigns.

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The recent Jurassic World Trevorrow (2015) broke lots of

box office records.
What can you find out about the Jurassic Park franchise
marketing campaigns?

Jurassic Park
In 1993, Universal put together a promotion and marketing campaign
prior to the release of Jurassic Park, which involved contracts with more
than 100 companies to sell more than 1,000 licensed products.

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Products included T-shirts, sleeping bags, action figures, video games,

watches, puzzles, skateboards, toothbrushes and stationery.

Jurassic Park

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During the first few weeks of the films release, key TV advertising
spots involved McDonalds promoting their dino-sized fries, triple
cheeseburgers, and drinks in collectable dinosaur cups.
The whole advertising campaign promised a huge income for
Universal, as well as that from the box office. The campaign cost $63
million and the film grossed $1,029 million! The films budget was
$65 million!

Jurassic Park

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Year of
Release

Budget

Box Office

Director

Jurassic Park
(1993)

$65 million

$1,029 million

Stephen
Spielberg

Jurassic Park:
The Lost World
(1997)

$73 million

$618 million

Stephen
Spielberg

Jurassic Park III

(2001)

$93 million

$368 million

Joe Johnston

Jurassic World
(2015)

$150180
million+

$1,513 million

Colin
Trevorrow

What can we tell from the box office figures?

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What is a USP?
USP = Unique Selling Point
Marketing involves identifying a USP of the media text.

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This could be the actor, storyline, director or other media

texts.
These are things that would attract the target audience.
This is similar to the advertising techniques we looked at
last lesson.
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Activity
Example of USP

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The target audience would

recognise the logo from
previous films from the
franchise.
This is all it needs!

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Activity
Your turn!

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The worksheet asks you

to identify the USP of
some film posters.

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Plenary
A USP has been removed
from this poster!

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Can you work out what

the USP should be?
Where would it be
placed?

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Plenary
TAG LINE!

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HOMEWORK

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With the same film you researched last lesson, can you
find out what promotion and marketing materials
were produced (merchandise, posters, music, books,
video games)?

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