1. Analysis of a promotional
package
Harry Potter and the Half-Blood
Prince

2. Poster
There are several different promotional posters for this film, including:

3. The fact that the vast majority of the Harry Potter and the Half-Blood
Prince’s promotional posters feature screenshots from significant scenes of
the film is a clever way or marketing – it creates intrigue and makes the
viewer want to find out what happens in the scene. The poster I have
chosen to analyse, however, is the one below, due to the fact that it is
simple, yet striking.

4. Reflection of Dumbledore
Image of in Harry’s glasses –
protagonist – Rain creates pathetic
suggests that he might
he is very fallacy, and suggests
play an important role in
recognisable, that the film might
this film.
and the film is be quite dark and
named after sad.
him - creates
continuity and The fact that the name
synergy. of the film has been
replaced instead by
Looking directly “HP6” is quite
at the viewer – significant – as it is a
creates a kind series, people may
of ‘relationship’, recognise the number
acting as a of the film more than
persuasive its actual name. It is
device to watch also written in the
the film. iconic lightning bolt
Institutional font that is
recognisable of all of
information
the Harry Potter
along the films, which also
Release date –
bottom – Tagline – intriguing, and gives a suggestion
conventional creates synergy with
conventional of the plot. Reflection of Dumbledore in the lightning bolt
of all film
of all film Harry’s glasses suggests that it is he who is shaped scar on Harry’s
posters.
posters. telling Harry this. forehead.

5. Dateline: Date and price (here in both
British sterling and US dollars – shows Magazine Masthead – in
that magazine is known and sold Looking directly at the viewer – creates a recognisable font and
internationally). Conventional to all kind of ‘relationship’ which acts as a bright colour which
magazines. persuasive device to see the film. makes it stand out
Tagline – “The World’s from the dark
Biggest Movie background.
Magazine” suggests
that it is the best of its
kind, encouraging Magazine’s website
people to buy it. – gives access to
more information.
Coverlines
Main image is of protagonist
telling the of Harry Potter films –
viewer what is recognisable. His bloody face
featured inside suggests that the film is quite
the magazine. action-packed and potentially
violent.
Main coverline –
Dark background
“Bloody hell” is an
suggests mood expression commonly
of the film – used by one of the
dark? Action- film’s protagonists -
packed? Sad? creates synergy with
the film.
Additional image – gives Barcode – conventional to all magazines.
more info on the content of Extra info regarding On a white background so it can be
the magazine. content of magazine. spotted easily to scan.

6. How synergy is created between the poster and the magazine:
•The protagonist and film’s namesake (Harry Potter) is featured on both
•The background in both is extremely dark and moody – this suggests the mood
and genre of the film to the viewer

7. Trailer
http://www.youtube.com/watch?v=jpCPvHJ6p90
This trailer is interesting to analyse as it incorporates a flashback, similar to the one in
our trailer. This will give me a insight into some of the editing techniques used when a
flashback is involved.
Camera angles: High-angle long-shot (establishing shot), bird’s-eye view, close-up,
extreme close-up (shows detail) mid-shot, low-angle shot (creates vulnerability),
two-shot, over-the-shoulder shot.
Editing: Rhythmic (in time with soundtrack), fades at beginning to create suspense,
match-on-action (creates continuity), cuts/fades to black (tension, suspense, also
creates the sense of time passing - flashback).

8. Sound: Diagetic: Dumbledore speaking, woman speaking, boy speaking, sound effects (wind
blowing through grass, running through grass, growling, water splashing), silence
(atmospheric, unnerving),
Non-diagetic: Choral, atmospheric soundtrack which helps to create suspense, stings (echo-
ey, heavy drumbeat, string instruments; creates tension and the sense that something is about
to happen, or put emphasis on a particular shot, e.g shots of Voldemort), boy’s voice turns
into voiceover, soundtrack changes (traditional, recognisable Harry Potter soundtrack –
mysterious), atmospheric echoing, burning sound, voiceover (exchange between Harry and
Voldemort), one single heavy drumbeat (atmospheric, emphatic).
Mise-en-scène: Dark lighting which appears almost candle-lit
(mysterious, atmospheric), Dumbledore’s attire and long beard give him a sense of
wisdom, glass vials appear mysterious, ornate and magical, boy looks pale and moody
(austere), fire appearing out of nowhere (magical, unnerving), flickering to Voldemort creates
a sense of fear.
How synergy is created between the trailer and the poster:
•Institutional information is featured in both
•Same dark lighting
•Same font used
•Protagonist is featured in both
How synergy is created between the trailer and the magazine:
•Protagonist is featured in both
•Same dark lighting