The Hobbit: The Desolation of Smaug - Using the internet to promote a movie release in the UK

EXAMPLE 1

What is it? (e.g. newspaper article, a competition, an event, etc.)
Competition to win a holiday to New Zealand - 7 night stay with activities e.g. film location tours, etc.

What is the source? 
ODEON cinema

Is it an above the line or below the line example?
Above the line because they had to pay for the prize

Who is it attempting to reach?
Specifically Hobbit fans - they are the ones who would enter
More a campaign so they will buy tickets to see it at the Odeon rather than another cinema e.g. Vue or Cineworld

In what way is it a valuable marketing opportunity?
Encourages fans to see the film at the Odeon rather than anywhere else so the cinema makes money
Gives the fans an opportunity to be involved with the film
Of course dedicated Hobbit and LOTR fans would want to visit the location of Middle Earth
They enter simply by booking tickets online - easy and accessible
No extra costs for fans since all they have to pay for is a ticket, which they would do anyway


EXAMPLE 2

What is it? (e.g. newspaper article, a competition, an event, etc.)
Article on the Hobbit's official blog - "Ed Sheeran on working with Peter Jackson"

What is the source? 
The Hobbit's official blog - link is on the official website

Is it an above the line or below the line example?
Below the line

Who is it attempting to reach?
Hobbit fans (they see this via Hobbit blog), people who want to find out more about the film (blog/wesbite)
Ed Sheeran fans
Music fans in general (discussing the soundtrack)

In what way is it a valuable marketing opportunity?
Ed Sheeran has a big fanbase - they will be attracted to this as well as Hobbit fans and so will be more interested in seeing the film
Synergy: website --> blog
Non-linear
Free


EXAMPLE 3

What is it? (e.g. newspaper article, a competition, an event, etc.)
Feature article shown on The Hobbit's official blog

What is the source? 
The Hobbit's official blog
Article: Empire Magazine

Is it an above the line or below the line example?
On the blog: below the line
Magazine: above the line

Who is it attempting to reach?
Hobbit fans - it is shown on the official blog, which fans would be most likely to see
People interested in finding more about the film, looking on the blog
Empire Magazine: FILM FANS

In what way is it a valuable marketing opportunity?
Empire Magazine targets film fans in general - The Hobbit on the cover makes it very noticeable - it is being shown as a big movie
Synergy: Empire Magazine --> blog

Hobbit fans who wouldn't necessarily buy film magazines like Empire are shown the article anyway, for free, instant and accessible

Kill Your Darlings - Using the internet to promote a movie release in the UK

EXAMPLE 1

What is it? (e.g. newspaper article, a competition, an event, etc.)
Competition - art exhibition launched by The Works UK and Daniel Radcliffe

What is the source? 
FilmNews.co.uk (film blog), but the competition is launched by The Works UK

Is it an above the line or below the line example?
Below the line for the website, but The Works most likely had to pay for the competition

Who is it attempting to reach?
Daniel Radcliffe fans - they would be interested in attending an art exhibition (or anything really) with him
Artsy people (those more interested in the poetry aspect of the film)
Film fans (it is a film blog)

In what way is it a valuable marketing opportunity?
Encourages fan interaction - they feel involved
Competition with prize (attending exhibition with Daniel Radcliffe) attracts fans - more find out about the film
Film blog - directly targets film fans
Updatable


EXAMPLE 2

What is it? (e.g. newspaper article, a competition, an event, etc.)
Article for The Mirror

What is the source? 
The Mirror

Is it an above the line or below the line example?


Who is it attempting to reach?
Mass audiences - popular newspaper, turns serious film into something more light-hearted and appealing

In what way is it a valuable marketing opportunity?
Comment section - fan interaction
Reaches huge audience
Free, instant to access
Newspaper can be accessed via computers as well as portable devices


EXAMPLE 3

What is it? (e.g. newspaper article, a competition, an event, etc.)
New UK poster on UK Daniel Radcliffe fansite

What is the source? 
Daniel Radcliffe fansite
UK poster: distributor - The Works UK
"Released exclusively via EMPRE MAGAZINE"

Is it an above the line or below the line example?
Showing the poster on the site: below the line
The poster: above the line, although because this is an indie movie they won't be paying for much poster space e.g. on buses, so it isn't that expensive

Who is it attempting to reach?
Fansite: Daniel Radcliffe fans
Released via Empire Magazine: film fans

In what way is it a valuable marketing opportunity?
Targets audience of Daniel Radcliffe fans easily
Free, instant and accessible
Empire Magazine has a more general audience… link to this on the fansite, which is a more specific audience - they are more likely to take notice

The Hobbit: The Desolation of Smaug - TRACKING

14/12/13: On Twitter - I am not following Evangeline Lilly but this tweet was automatically put on my timeline anyway - TOP TWEET
I could have been targeted as I follow similar-ish sort of people and it is forced advertising that you can't escape so everywhere you look is HOBBIT

8/12/13: The Hobbit's own merchandise stand in HMV - badges, stickers, posters... HMV: for films etc. so this reaches film fans. Lots of people currently going to HMV because it's closing down - lots of people can find this



3/12/13: Poster on a bus in Muswell Hill, around 8am - lots of people catch buses here on their way to school/work, so lots of people will see it, including lots of students

Sunday 24/11/13: Poster in Cineworld cinema, front of house material - targets cinema-going audience

 Saturday 23/11/13: Trailer shown in Vue cinema with promo clip of Martin Freeman - he encourages audiences to book tickets
This makes the experience more personal and attracts audiences, particularly fans of Martin Freeman
THE HUNGER GAMES: CATCHING FIRE - attracts fans of action adventure, also similar fandoms e.g. on tumblr

 Saturday 23/11/13: Poster in Vue cinema, targets cinema-going audience

TV trailer - reaches mass audience of television viewers - short so they don't lose interest while waiting for the adverts to finish

New TV trailer available to watch on the Telegraph website 

Hobbit page on uk.movies.yahoo.com - UK audience, directly targets Hobbit fans

Trailer and fan Q&A event available to watch on digitalspy.co.uk UK AUDIENCE

Article on the SFX website - targets fans of film, TV, video games etc. (in particular fantasy and science fiction) and those interested in graphics and special effects - ".co.uk" UK audience

Posters displayed on the MTV website - targeting young adults, teens… also MTV audience might be more likely to watch a lot of film & TV

Comments section on online article - allows fans to interact, share opinions 

Article on the Metro website (young adult readership and city commuters) - link to watch fan event - instant and easily accessible

UK Facebook page so that fans can directly interact with the marketing and receive instant and updatable info. This account focuses on the UK so British people can have information about the film tailored to them e.g. release date, fan events in this country, etc.

UK Twitter page so that fans can directly interact with the marketing and receive instant and updatable info. This account focuses on the UK so British people can have information about the film tailored to them e.g. release date, fan events in this country, etc. Also LINK TO THE FACEBOOK PAGE

Sunday 17/11/13: GLOBAL: Photos from Entertainment Weekly released on a Twitter account (synergy), uploaded onto newsfeed - people do not have to be following them to see this but it would appear for people following similar accounts (SPECIFIC AUDIENCES), e.g. I'm following the Hunger Games Twitter - both big action adventure franchises

Sunday 17/11/13: Poster in the Vue cinema - front of house material, targets cinema-going audience

Kill Your Darlings - TRACKING

8/12/13: Poster in Oxford Circus tube station - indie films usually have posters in tube stations rather than buses etc. but this reaches a lot of people - Oxford Circus is often very crowded especially around Christmas time

The Hobbit: The Desolation of Smaug - 10 quick questions

1.     UK release date?

13^th December 2013

2.     Institutions behind the film’s production and distribution?

PRODUCTION: Metro-Goldwyn-Mayer (MGM)

New Line Cinema

WingNut Films

DISTRIBUTION: Warner Bros.

3.     What’s the film’s production budget?

$250,000,000

4.     Nationality of the film?

USA, New Zealand

5.     What kind of production is it?

Big budget Hollywood feature film

6.     Any connection with other films?

It is a sequel to The Hobbit: An Unexpected Journey, the first film based on The Hobbit by JRR Tolkien. The Hobbit is a prequel to The Lord of the Rings trilogy, also made into successful films.

7.     Who’s the director?

Peter Jackson

8.     Any star names in the cast?

Here are some:

Martin Freeman (Bilbo Baggins)

Ian McKellen (Gandalf)
Orlando Bloom (Legolas) 

Benedict Cumberbatch (Smaug)

Hugo Weaving (Elrond)

Cate Blanchett (Galadriel)

Christopher Lee (Saruman)

Stephen Fry (Master of Laketown)

9.     What’s the film about?

Sequel to the first Hobbit film and prequel to The Lord of the Rings, Bilbo Baggins finds himself caught up in a plot to raid the treasure hoard of Smaug, a large and dangerous dragon. The second film focuses on Bilbo’s continued quest to reclaim Erebor, the homeland of the dwarves, from Smaug. Bilbo possesses a magical ring… (the ring, obviously)

10. Who will this film appeal to?

This film will appeal primarily to Lord of the Rings fans, both those who loved the original LOTR films as well as fans of the books, including The Hobbit itself. Its secondary audience is fans of action adventure films in general, ranging from children to adults. Also New Zealanders because Peter Jackson is from New Zealand and it was filmed there. It also has a British appeal because of the many British actors.

Kill Your Darlings - 10 quick questions

      1.     UK release date?

6^th December 2013

2.     Institutions behind the film’s production and distribution?

PRODUCTION: Killer Films

Benaroya Pictures (presents)

Outpost Studios (post-production)

DISTRIBUTION: Sony Pictures Classics (USA)

The Works UK Distribution (UK)

3.     What’s the film’s production budget?

I couldn’t find the exact budget, but it was quite a low-budget film

4.     Nationality of the film?

USA

5.     What kind of production is it?

Low budget indie film

6.     Any connection with other films?

No

7.     Who’s the director?

John Krokidas

8.     Any star names in the cast?

Daniel Radcliffe (Allen Ginsberg)

Dane DeHaan (Lucien Carr)

Michael C. Hall (David Kammerer)

9.     What’s the film about?

“A murder in 1944 draws together the great poets of the beat generation: Allen Ginsberg, Jack Kerouac and William Burroughs.”

10. Who will this film appeal to?

Poetry fanatics, fans of thrillers and dramas, the gay community, and fans of Daniel Radcliffe and Harry Potter. 

Papadopolous & Sons - Q & A with Marcus Markou

The director of Papadopolous & Sons, Marcus Markou, came to our school to talk to us about his film.
He described the casting process and how he was able to get actor Stephen Dillane to play the lead character, Harry Papadopolous. Dillane read the script and loved the character and the story, but was initially unable to take the role because he needed to shoot Game of Thrones. Markou then asked if his son, Frank Dillane (Tom Riddle from Harry Potter), would be able to play the role of Harry's son James. Because Stephen Dillane really wanted to act in this film alongside his son, he was able to move forward the entire production schedule of Game of Thrones.
Marcus Markou wanted the Greek-French actor Georges Corraface to play Uncle Spiros, and sent him the script, which Corraface liked and so agreed to take the role.

When Markou was writing the script, he didn't have a specific audience in mind - he wanted it to be something that anyone could relate to. After Cineworld agreed to distribute the film, he chose for it to be shown in cinemas in or near Greek communities, where he specifically targeted Greek audiences by handing out leaflets and tweeting. He even told us that by marketing Papadopolous & Sons to Greek communities, the film ended up being blessed by a Greek priest…
He also targeted fish and chip shops, for example, by tweeting them, and as a result people who worked there went to see the film with friends and family.

Marcus Markou had never made a feature film before, but he made Papadopolous & Sons because it was a story he loved and wanted to tell. I find it interesting that he was able to write and direct the film without any previous experience in the film industry. He had studied history at university, went to acting school in his late twenties and then worked as an internet entrepreneur before studying at Met Film School and finally making his first feature film. Usually, you hear about directors who have been making their own movies since they were kids, but Marcus didn't have this experience and told us that even after making the film, he still has a limited technical knowledge.

Papadopolous & Sons

Papadopolous & Sons is a British independent and self-distributed comedy-drama feature film, directed by Marcous Markou.

It follows the story of a man called Harry Papadopolous, a Greek-born English millionaire who, after losing everything in a financial crash, moves with his children and more obviously Greek brother to the old fish and chip shop where they used to work. The film is partially about Greek identity, but a more important focus is family, so it can relate to people of all ethnicities and backgrounds. It was inspired by Markou's family and cultural roots.

The film was distributed by Double M Films, a company that Markou set up himself with his brother.
It was initially going to be distributed by Cineworld for one week only in a limited number of cinemas. However, the film did well and was given an extended run, expanding to more venues.

The film was self-promoted by Markou, for example, by tweeting fish and chip shops and handing out leaflets in Greek communities. It was shot in London.

Papadopolous & Sons was supported by a number of film festivals, including Dinard British Film Festival, Palm Springs International Film Festival, Seattle Film Festival and Thessaloniki Film Festival. It was even screened in the European Parliament.

The director, Marcus Markou, studied history at university and went to acting school in his late twenties. After writing two plays, he studied at Met Film School. Papadopolous & Sons is his first feature film.


MAIN CAST:
Stephen Dillane - Harry Papadopolous
Georges Corraface - Uncle Spiros
Frank Dillane - James Papadoplous
Georgia Groome - Katie Papadopolous
Ed Stoppard - Rob
Cosima Shaw - Sophie
Selina Cadell - Mrs Parrington