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1. Cinderella
When a film is being marketed producers purposely put a lot of effort into drawing
their target audience to their film through the use of multiple forms of media that
appeal to them. For example trailers, posters, social media pages etc. All of these
will be tailored primarily to draw in the mass of their target audience. So if the film
is a romantic comedy but they want to draw in females as their primary audience in
the trailer the aspect of romance will have a heavier hand than the comedy. The
reason producers target different audiences is because of wanting to
optimize sales and try and make the most money possible or it could
be because there is a gap in the market so they aim for a more
niche audience.
Cinderella is a film that is being marketed at the moment because it is set for
release on March 27th 2015. The story of "Cinderella" follows the fortunes of young
Ella whose merchant father remarries following the tragic death of her mother. Keen
to support her loving father, Ella welcomes her new stepmother Lady Tremaine and
her daughters Anastasia and Drizella into the family home. But when Ella's father
suddenly and unexpectedly passes away, she finds herself at the mercy of a jealous
and cruel new family. Finally relegated to nothing more than a servant girl covered
in ashes, and spitefully renamed Cinderella since she used to work in the cinders,
Ella could easily begin to lose hope. Yet, despite the cruelty inflicted upon her, Ella
is determined to honor her mother's dying words and to "have courage and be
kind." She will not give in to despair nor despise those who abuse her. And then
there is the dashing stranger she meets in the woods. Unaware that he is really a
prince, not merely an employee at the palace, Ella finally feels she has met a
kindred soul. It appears as if her fortunes may be about to change when the palace
sends out an open invitation for all maidens to attend a ball, raising Ella's hopes of
once again encountering the charming "Kit." Alas, her stepmother forbids her to
attend and callously rips apart her dress. But as in all good fairy tales, help is at
hand as a kindly beggar woman steps forward and, armed with a pumpkin and a
few mice, changes Cinderella's life forever.
Cinderella is a family romantic adventure film set to release on 13 March 2015 and
is being directed Kenneth Branagh and the two executive producers are Tim Lewis
and Barry H. Waldman. The film is being distributed by Disney. Disney provided a
$95 million dollar budget for this movie which is $55 million dollars less than the
budget for Frozen. This may show confidence in this movie.
Cinderella’s has had a fairly large marketing campaign before it’s release The Mouse
House dropped a teaser trailer last May, followed by a second one in November. The
studio also pulled out all the stops to market Cinderella as a big event, with
midnight-themed stunts on ABC’s New Year’s Rockin’ Eve and a Times Square

2. takeover. Character photographs were revealed by Annie Leibovitz were unveiled in
Vogue. They also had marketing partnerships which included MAC Cosmetics,
JCPenney, Kohls, HSN, and Saks Fifth Avenue, the latter of which included a shoe
collaboration with high-end designers like Jimmy Choo. Harrods had window displays
that were fully decked with Cinderella and Disney princess high-fashion scenes. In
addition, Cinderella counted digital partnerships with Tumblr, Twitter, Maker,
Fandango, Instabrand, and WeHeartIt, among others. Cinderella‘s social media
footprint recently was spurred by 83M YouTube views, 52% of them over the last
two weeks, driven by the Frozen Fever trailer teaser that’s showing prior to
Cinderella. Not only is this cross-promotion driving YouTube views. Cinderella‘s
Facebook counts 13.7M likes. Furthermore Lily James (Cinderella) official Instagram
has been chronicling her international premiere tour of Cinderella in Berlin, Moscow
and Toronto, not to mention touting her princess fashion.
In terms of the producer’s methods of marketing, the traditional fairy tale motifs are
explored. When looking at the trailer and poster of “Cinderella”, immediately the
characterisation of each character is extremely identifiable. For instance, the innocent
“Cinderella”, evil stepmother etc. In doing so, the genre is immediately established, yet the
producer is constantly aware of what will be deemed as attractive and engaging for the
audience, predominantly female who have grown up with Disney’s classics. Emedia also
contributes to this, with the focus constantly being on the Disney and the iconic imagery of
her shoe and dress. Perhaps the producer does this to establish a relationship with the
target audience, with them immediately understanding the plot, yet can infer a sense of
realismand better quality viewing will be in place, due to the modern day broadcast
medium. We can see through this, that the producer uses anchorage, with the glass slipper
and iconic blue dress being broadcast on nearly all platforms. This is then accompanied by,
“Disney’s Cinderella”, portraying even more securely the already established film is being
recreated. In terms of an audience viewing, this intrigues and overemphasizes the tale,
making it purely focused on the most iconic and memorable factors from the original plot.
Thus, the audience are unable to not be intrigued, as the target audience would be
interested in this modernised viewing, making their anticipation heightened, meeting the
producer’s goal.
Avengers
Referencing the poster in further detail, the imagery is extremely symbolic of Disney’s
previous fairy-tale, with the attractive protagonist being showcased in an eerie or disturbed
setting, which they need rescuing from. The producer implies no change has been made
here, arguably because of the fear the symbolic image is much more effective than a
completely new representation of the character. The background, cloudy and unpleasant,
gives the assumption of danger immediately. It is these subtleties that bring the audience in
direct view to what they can expect, with the producer wanting to keep Disney’s symbolism,

3. despite the realistic twist. To secure this knowledge however, audience profiling will have
had to be carried out, allowing the producer to fully understand the audiences expectations
and wants. Yet, with this being a remake of an already publicized film, the producer will
understand the audience will be Disney fans, so keeping to traditional routes is vital.
Analyse the Marketing Campaign of “Avengers:Age of Ultron”. Within film production, the
importance of the audience is crucial. With several different genres being available to view,
an obvious difference in personal preference is immediately established. Thus, each
producer must take into consideration what will be engaging and entertaining for their
target audience. The importance of this is crucial, as without research into what will be
successful, the filmcan be advertised in the completely a completely wrong manner, with
the audience he producer wanted to intrigue, not engaging with the text they are viewing.
Thus, a vast amount of research is needed in order for the producer to fully understand
their likes and interests, securing the idea that the film will be successful, as it will target
and entice the right viewing audience. Moreover, the audience also adds to the advertising
element, with social media becoming a dominant factor into how the film is seen and
published, thus producers rely on their target audience to spread news about the upcoming
film in a positive and exciting manner. The synopsis needed to reflect the genre, and to
allow the audience to be excited to go see the upcoming release. Thus, this description was
given; When Tony Stark tries to jumpstart a dormant peacekeeping program, things go awry
and Earth's Mightiest Heroes, including Iron Man, Captain America, Thor, The Incredible
Hulk, Black Widow and Hawkeye, are put to the ultimate test as the fate of the planet hangs
in the balance. As the villainous Ultron emerges, it is up to The Avengers to stop him from
enacting his terrible plans, and soon uneasy alliances and unexpected action pave the way
for a global adventure.Through this, a sense of anticipation, excitement and action-themed
language is created to show to the target audience, the film is set to be an incredible
success. With the chosen film I wish to focus on, being the upcoming,”Avengers: Age of
Ultron”, the target audience is predominantly young males within the c1 audience
demographic, interested in the superhero fanominum. It is vital that the Director, “Joss
Whedon”, represented the actionadventure genre accurately. The producer and director
were given a budget of $250,000,000, allowing them to engage the audience massively, with
advertising campaigns, posters and trailers being released several times throughout
previous years before the release date of 23rd April 2015. All of these aimed to show the
follow on filmfrom “Avengers” was going to be just as successful and entertaining as the
last. With the audience’s expectations already being set high, with the last “Avengers” being
one of the most successful films in terms of viewing ratings and profits made, it was
expected that the producers would market the next filmmassively to satisfy expectations.
As a result, a series of posters, trailers, web pages on social media and fan sites were
released and created to spread news and current information about “Avengers: Age of
Ultron”. When looking at the obvious ways of advertising - trailers and posters - , the
producers anticipation for the success of the franchise is clearly evident. Not only have

4. several trailers being released, teaser trailers were produced to question the audiences
expectations, with them not yet being fully able to understand the majority of the plot or
understand how the characters will act or portray the plot. Through the technique, word of
mouth was initialised immediately, with established fans of the genre spreading their
ideologies, expectations and theories of what will happen with each character and to the
“Marvel Cinematic universe” as a whole. Thus, fan pages and social media pages followed,
such as the facebook and “http://www.fanpop.com/ clubs/the-avengers” where new
images and videos have been uploading showing clipse and previews of wat is to be
anticipated with it’s release. With all of the technological advertising methods, and media
debates revolving if the print platform is becoming a thing of the past, perhaps the amount
of newspapers and magazines revolving the filmwas unexpected with the target audience
being young males. Stereotypically, we can infer the target audience demographic is
interested in technology, therefore perhaps these forms of advertising were less successful.
Yet, several newspaper reports revolving, “Marvel’s new Avengers filmis set to break
records” and magazine interviews with the cast. Not only does this concrete each platform
for the producers to use in terms of advertising, it also spreads the new film release to
people outside of the target audience, with the hope they will also wish to view the film.
Thus, through the marketing techniques used by the producers, the target audience is
anticipated, but it is also widened to other members of the public who do not categorically
fit into the expected audience demographic for the film.