Unit 23 – P3
Producers are now using a range of advertising techniques to create a film that will appeal to their audiences. Below is a list of techniques producers use to appeal their film to their audience.
The film I will be looking into for this is Monsters University.
Monsters University – http://monstersuniversity.com/edu/ (Mock campus website)
http://www.imdb.com/title/tt1453405/?ref_=sr_1 (Imdb page for Monsters U)
http://www.youtube.com/watch?v=EZpUISEk5JM (Campus trailer for Monsters U)
The publicity and marketing strategy for the film
How do the producers use the following to appeal to audiences?
Advertising – How is the film advertised?
Pixar have a very diverse and synergised way of advertising their movie. They have created a Monsters University website which works perfectly, It is used as a real but surreal University site. As well as their website, they have a variety of posters, interviews, behind the scenes and even includes some verisimilitude creating trailers that are like stereotypical American university advertisements.
Below are examples of how the film is advertised –
- Website ( http://monstersuniversity.com/edu/ )
- Mock university trailer ( http://www.youtube.com/watch?v=EZpUISEk5JM )
- All posters ( http://www.movieposterdb.com/movie/1453405/Monsters-University.html )
- Rotten Tomatoes ( http://www.rottentomatoes.com/m/monsters_university/ )
- Behind the scenes ( http://www.movieweb.com/movie/monsters-university/videos/behind-the-scenes )
- Interviews ( http://www.youtube.com/watch?v=CgtVM7uD-Ws )
- Another Trailer ( http://www.youtube.com/watch?v=xBzPioph8CI )
- Tumblr Posts ( http://www.tumblr.com/tagged/monsters%20university )
Reviewing – Does it aim for the critics to love it?
Before being released, RottenTomatoes has already given it a review of 81%, which is very good considering it has only 16 reviews.
- Rotten tomatoes http://www.rottentomatoes.com/m/monsters_university/
- Producers are not specifically aiming to the critics. Pixar are trying to create a feel of nostalgia with returning old characters from many teenagers childhood and making them more relateable. Many of the children that saw the first film in 2001 are now young adults moving onto college/ university, just like the characters in Monsters U.
Chat Shows – Do the stars of the show go on chat shows to promote it?
So far, no stars or producers have been on chat shows. Although there have been a few press conferences and web interviews featuring the voice actors of Sully (John Goodman) and Mike (Billy Crystal). These are so that they can promote the movie and tell the world how good Monsters U is.
Below are just a few examples of the press conferences and web interviews that have been held featuring the voice actors. Producers may also have interviews to tell interviewers the meaning of creating the film and why they did it.
- Press conferences ( http://www.youtube.com/watch?v=XdYvqJVijjs )
- Web interviews ( http://www.youtube.com/watch?v=lj1MoN-FEEc )
- Press conference – John Goodman ( http://www.youtube.com/watch?v=BpXid_IBEWU )
Product tie-ins – Synergy. What other media does the film use? Merchandise?
Many movies have synergy, which they will take the brand of the movie and stretch it to other forms of media. Monsters U have done this by creating many different platforms to sell their film. They have created a site that mimics a university website, many social media sites such as Facebook and Twitter and also a store in which they sell M U merchandise; shirts, mugs, hoodies and even passports.
- Education style website
- Social networking sites
- Prequel to an already existing popular film (Monsters Inc.)
- Online store with branding MU logo ( http://monstersuniversity.com/edu/store.html )
Premiers – Where will the world premier be? What is the media coverage?
- Media coverage will be quite large, It’s a major Pixar film so it’s bound to have large coverage.
- The word premier location is currently unknown.
Awards – is it aiming for awards? if so what ones? why does it appeal to the audience?
- It appeals to the audience as its following the audience of the original film. Since the original release, the main target audience from monsters inc have grown up and are now moving onto university – hence why producers are deciding to release this film now. To be more relatable to their audience.
- I would say it’s aiming for awards, they’re taking a risk, creating a prequel to an already popular film that was released in 2001.
On-line presence – What is the online presence? How are the producers appealing to the audience?
The online presence for Monsters U is quite large, with many social networking sites, a lot of trailers and video’s on YouTube. Producers are using these sites as their audience (teenagers – young adults) use these sites most of the time. Most teenagers are now spending their time on Tumblr, YouTube, Facebook etc. and with the advertisements being all over these, they are bound to see a trailer or poster.
- Their own mock University website.
- Facebook – https://www.facebook.com/PixarMonstersUniversity
- Twitter – https://twitter.com/MonstersU
- Video’s posted on Disney’s YouTube (http://www.youtube.com/user/WaltDisneyStudiosUK)
How has the producer made the film suit the target audience?
Audience Research – (u30/lo1) – surveys, test screenings etc
When creating a film everyone needs to do some market research. Pixar have done this by hosting a test screening and looking into the psychographics and geodemographics of their audience.
- Test screenings were held at CinemaCon with good reviews.
- Psychographics could have also been used researching their target audience and seeing what is happening in their lives at the moment ( in this case, moving onto university ).
- University is a universal subject, so everybody everywhere knows what it is (geodemographics), older and younger generations can relate to the film.
Producer response to research – Look into the films production – how did the producers use their research to appeal to audience? Social media feedback?
- They knew their audience is now thinking about or have gone onto university/ college. They are utilizing this research and making it into a movie and developing Mike and Sully as characters.
- They also used the feedback of people on social media to aim to their target more – Most people on social media are young teenagers in college moving onto university and are able to see this by their Facebook page and who ‘likes’ it.
Audience targeting – Where did the producers target their audience?
Pixar and Disney are such big companies, they can pretty much advertise anywhere they like. Most commonly for them to advertise are in cinema’s themselves. Having 3D stands and posters in and around the cinema advertises to people who walk in whether to see another film or not. Below are other ways that Monsters U have advertised themselves
- Cinema – Posters and stands
- Food products
Distribution – Where is it being distributed?
Because Monsters U is such a major movie, Pixar and Disney are going for a major worldwide cinematic release to maximise their audience and income.
The advertising campaign for Monsters University is quite unique in its fashion, selling the film as if it were a real university. Selling merch with the university’s logo and promoting the ‘university’ through adverts. I think all of this was aimed towards teenagers to young adults, going back and aiming at the original audience for Monsters Inc in 2001.