WHERE WOULD OUR CAMPAIGN BE PLACED IN THE MARKET AND

HOW EFFECTIVE WOULD IT BE?

PRODUCTION-MOSAIC FILMSWhy have we chosen them?-They are based in the London, this is good as we were filming here, making it more cost effective for us.

-They have a focus on storytelling which suits the fact that we wanted to show a journey of persevering with the hardships to experience the rewards. This may also suit the fact that we want an enigma for our sophisticated audience to try to solve.

-Mosaic Films have created work based on the creative industry before.

-Have had productions screened at film festivals and have won awards.

DISTRIBUTION JOURNEYMAN PICTURES - They are independent -They only have 3 departments so are specialised-They distribute factual content and are fighting against the fact that factual content is becoming less popular, meaning our product is likely to appeal to them as a documentary.

EXHIBITION PHOENIX CINEMA -Small independent cinema, show niche content like ours, appealing to a niche audience, also like ours.

- Have a ‘art live’ feature and show cinematic content so people who go there our product is likely to appeal to.

THEATRES-We thought screening in traditional looking theatres could appeal to our sophisticated audience, our secondary audience in particular due to the fact that they may find it nostalgic and as it may satisfy the fact that they seek self actualisation in Maslow's hierarchy of needs, as it will remind them of how far they have progressed in the industry.

FILM FESTIVALS Sundance film festival-high acclaimed festival, this is an important factor as because we are an independent we are heavily reliant on awards and festivals.

London Independent Film Festival-Based in the UK in London so the audience may be able to attend. It is likely to get a better response in London due to big theatre and creative industry and due to shots of London within our production.

POSTER

We would market using Web 2.0 and posting our poster on social media to appeal to our primary audience whoa re in the low income bracket of E.

For our secondary audience who are older and are in income bracket B we will advertise in a creative magazine. This also appeals to the fact that they are sophisticated.

RADIO

Radio X, a radio station based in London and Manchester which plays alternative music appealing to a niche audience, who our niche production is likely to appeal to.

Absolute Radio, this will appeal to our older secondary audience. It is Nationwide, our audience could potentially be widened due to this.

MARKETING

We will use below the line marketing. Web 2.0 will be the main part of our marketing campaign, we will create social media pages for our product ‘Backstage’. We will update these will progress of the construction of the film.

AIDA Awareness IntrestDesireAction

AWARENESS We will create awareness of our product for

our audience through them hearing our radio advert on Absolute Radio and on Radio X. Our poster will also be seen, most likely by our secondary audience, in sophisticated creative magazines. Our poster will also be used on Web 2.0 and social media and we will use these methods in general as they are free and as they will be the main way in which our product is made aware to our primary audience.

INTERESTAs I previously stated, we will update our social media sites, for example Twitter ,Facebook, Instagram and Snapchat with images and videos of the construction of our film and I feel this will be the main way in which our audience will be kept interested. I feel that we could have improved our poster by adding the web addresses or names of our pages. We could maybe even put a digital barcode linking to these pages, if possible, on our poster, this would mainly appeal to our primary audience of digital natives. I feel that this would increase the likelihood of people following or viewing the sites as it makes them far easier to find, it also means that we have incorporated interaction in our marketing, both on social media and to an even further extent through the barcode.

DESIRE I feel like desire is the main part in which we would

need to change. This is due to the fact that although our audience know where our production is being screened, at the Phoenix cinema in London, from our radio advert, they don’t know when. This is we say ‘now’ but this isn't very specific. I therefore feel that with not including a release date on our poster we have prohibited our success to a relatively large degree, this is especially as the poster would be our icon or profile picture on social media. I feel that as well as putting the release date on the poster we should frequently put it at the end of posts on social media and maybe even incorporate it in a hashtag. This is as I feel ,once again, repetition would lead to it being memorable.

ACTIONThe audience taking action would be them knowing when and where they can access our product. I feel that this is why it is especially important that on social media and on our poster there is a clear release date of our production. Having a release date as oppose to just saying ‘now’ also can create a sense of anticipation, creating a build up, making our audience want to see our production more when it is released. This means that when the production actually is released out audience may feel a sense of urgency to see it.

CERTIFICATE Although our primary audience are the

youngest within our target audience and they are aged 18-25, I feel that our decision to make our production of the U certification was correct. I feel that this was the right decision due to the fact that in our production there is no strong language and as our subject matter is not hard hitting. The certificate being U also means that our product is available to everyone.

WOULD ‘BACKSTAGE’ BE BETTER SUITED FOR TV?

Due to the fact that I feel our production is cinematic enough to appear in cinemas, I feel that it wouldn't be better suited on any other medium. The niche content also is better suited for an independent cinema rather than a TV channel. I feel that our production will also be made aware and appeal more to our audience through it being screened at the Phoenix as some of them are likely to regularly go there, as it has a creative art feature and shows niche content. I therefore feel that the only way in which our production should be on TV is if it was sucsessful at film festivals for example and then was on TV as a secondary means.