Equipement

The equipment to help construct the viral campaign video are a:

1) SONY Carl Zeiss video recorder

2) Sherpa tripod

3) SONY Premium digital video cassette

All these types of equipment were also used for other purposes, such as the construction of the trailer. A digital camera was also required in order to take snap shots, such as for the photo shoot.

Along with these three main pieces of equipment and the digital camera were different programs that also helped me to create my media texts.

Programs, such as Paint, Microsoft Word, Internet explorer and Photoshop. These different computer programs were used in order to provide a high level of detail and accuracy, especially the Photoshop when dealing with central images.

Viral Campaign Research

Viral campaigning is a term that shapes meaning in using mystery to market movies. A great example of this is the film ‘Cloverfield’ has had a lot of attention when first appearing virally. This viral ad shows strong signs of expressing elements of being a viral campaign, as there is no title of film that is being promoted but only a release date, ‘in theaters 01.18.08’(American). This technique of providing the audience with a lack of information helps to develop the level of mystery, thus causing an enigmatic response throughout film viewers’ minds. The level of secrecy is one again carried out as a potent theme as the movie is not called ‘Cloverfield’ but presented as ‘codenamed: Cloverfield’, which explores viral marketing to its initial capacity.

Another piece of evidence of viral marketing is presented in the film ‘The Blair Witch Project’. This occurred in 1999, which was a film made by the production budget of $60, 000 and grossed $240,000,000 and overall was a movie defined viral marketing. A couple of years later Steven Spielberg explored more into going viral where he used web games to promote AI (Artificial Intelligence). This then followed 1million people visiting the film’s personal website. The website contains a series of clues and puzzles to solve that could ultimately lead to the teaser trailer or even something big and newly released to the fans that the fans themselves can cover. ‘The Dark Knight’ is another example of attaining a viral website. On closer inspection, the website shows the unveiling of who the joker is in stages where ‘Heath Ledger’ face does appear. However, this was only used once the full trailer was shown but nonetheless, the idea of this viral website does promote the film in a relatively high manner.

On the whole I think going viral is a great strategy and proves viral marketing works best for the sci-fi and horror genres, as fans for these genres are definitely more rabid.

Alternative advertising methods were needed if Cloverfield was going to attract the attention of the group of people who could be used to make this film a success in the cinema. A specialized online and computer-savy audience was specifically targeted as their interaction with the marketing was vital in the film generating interest from another valuable audience group, the mainstream movie-goer. The story of Cloverfield’s marketing shows how the online audience was used to create a buzz about the film to support a more traditional marketing campaign.

Link to Cloverfield viral video:
http://www.youtube.com/watch?v=IvNkGm8mxiM

Personal Blog Entry

Today I have ventured out thoughts and ideas of creating a viral campaign. I have researched different viral campaign videos, such as 'The Dark Knight' and 'Cloverfield' to study the conventions and main features of the video. Therefore, I can look at challlenging and maintaining the conventions in my own viral campaign video.

I have also watched a programme on channel 4 called 'Rude Tube: viral ads'. This was an unusual experience as linking the humerous videos to promoting individuals and how they act on certain things. However, from this programme I have gained that society have produced videos acknowleging thier talents or the products which they have made. For instance, the idea of walking on water is a fantastic thought and dream but with advanced and new technolgies being made, a group of four men were promoting their product on 'Youtube' which is a huge media platform to promote your viral campaign.

Overall, I will create a viral campaign, promoting my film and putting it on my personal blog and on 'Youtube'.

Final Magazine Cover

The image above is my final magazine. It consists of the masthead, reading 'Movie Mania' which shapes meaning appealing to the audience from the alliteration with the two 'M's. Also the word 'Movie' is written inside the word 'Mania', which adds a level of professionalism towards the product and the audience.

The media language is plays a significant part in attracting the audience. The button includes a freebie that reads 'Free CD' and 'this months biggest blockbuster'. Both of these phrases help seek the audiences' attention.

The main colours of the magazine is white, black and red. These colours are all forms and conventions of the horror genre. These colours were deliberately selected to design the magazine to create a stronger link between all the media texts, such as the poster and trailer, also including the viral campaign. Since, all these colours are situated in all media texts, this will cause an appealing perspective towards the audience and will benefit the process of promoting the film.

Magazine Prints Screens

This first print screen shows another initial image as opposed to the mock up. I had decided that to add to the level of professionalism, I made the link between the magazine and poster even easier towards the audience by using the same styled eyes.

Here I have added the central image, cover line and the masthead, all main conventions of the film magazine. I wanted to create the idea of the villain to be looking upon three individuals, connoting a tense and uneasy atmosphere.

Above is my third print screen of the construction of my film magazine. On closer inspection I have included a small background of leaves and trees to cover the white space. Skyline and a kicker line have also been added to lure in the audience.

Magazine Mock Ups

Above is my basic mock up of my film magazine. It involves my central image and the positioning of the cover line. In further detail, 'The Vanishing' is the film in which the magazine is promoting and is purposely laid three quarters down the page in order to become noticed and add an appealing feel towards the audience.

From this mock up, I have added a kicker, 'biggest movie of the year'. This media language, focusing on 'biggest' connotes a level of communication the audience, making the magazine stand out.

In addition, another sign of word play and media language is using a freebie. On closer inspection, presenting a button telling the target audience that their receiving something free. This will rekindle their thoughts on purchasing the magazine and will increase the chances of the product being sold.

Magazine Flatplans

Above is my first flatplan for my magazine. It consists of the main codes of the a film magazine, the masthead, the main image, cover line and the barcode. These were all my initial positions of where these specific elements were going to be positioned.

Here is my 2nd flatplan, showing a change in my thinking of creating some sort of text situated at the bottom of the magazine.

This flatplan introduces a skyline and a button, which also includes a barcode as well as the issue number. I deliberately added in these additional components to recall the codes and conventions of a film magazine.