Simple poster analysis with Uses and Gratifications Theory

1. DISTRIBUTORS EXHIBITORS
(Cinemas)
AUDIENCE
PRODUCERS
(Filmmakers)

2. Yr 12 OCR Media Studies
Film Industry:
Reaching an Audience
Learning Objectives:
1. To understand how the media industry
targets audiences for films

3. What’s the last ad you saw for a
film?

4. Types of advertising Using the next slide, pick two
types of ads and weigh up the
pros and cons. Which will you
use for your film.
Adverts on buses TV Features
Bus Stop Posters Internet Banners
Magazine/Newspaper Ads Cinema Trailers
Television Trailers Online trailers
Ads on Products Radio ads (incl Spotify)
Ads on phone boxes Billboards

5. Pros and cons
Website for the film Film festival
- Will be seen by press and by
- Can create interactive experience
distributors who might want to
of film users won’t forget
distribute the film
- ‘Bookmarkable’ and easy to
- Targets those already
generate WOM and ‘brand
interested in film
ambassadors
- How do we get people to the - Relies of good reviews
website? Generates loyalty reaching the public
but doesn’t generate
awareness - Does not reach a mass
audience
- Online immersion might
encourage online viewing

6. Quick quiz

7. Focusing on film posters…
• What elements does a film poster use to appeal
to an audience?
Consider and annotate effects of:
- Elements of genre
- Layout
- Use of names
- Colour
- Angles
- Fonts
- Tagline

15. Now duplicate the slide you’ve
created.
This time I want you to analyse the poster
while relating to Uses and Gratifications
Theory.
• Blumler and Katz (1974)
Surveillance (becoming aware, informed, and educated about the world around
them)
Personal identity (shaped by relating to specific characters)
Personal relationships (enhanced by shared experience and views on ‘what
happened’)
Diversion: that is to say, escape and entertainment