Promotional Campaign
Our film is a psychological thriller based on the book ‘The Boy Who Hacks Computers’ but we have changed the title to ‘Anonymous X’. The audience for this film is going to be very mixed because it is a book adaptation which appeals to both genders, but I believe it will have a stronger male audience. It’ mainly aimed at 16+ so we’re hoping for a 15 certificate but adults will also enjoy it as the book was an international best seller.
1st October 2012 – This is the release date of our first teaser trailer. It will very much be a teaser in the sense that it won’t show much about the story but will state the film and cause some internet buzz. It will mainly be fast pace editing through multiple amounts of shots.
5th October 2012 – Our first character poster is to be released. There will be a couple days between the poster and the trailer just so people are aware of the film. It will feature the character of the photographer holding a camera looking shocked in a ‘red room’ with the title ‘Anonymous X’ displayed at the top.
22nd November 2012 – An interview with the author will be released. By this point people will have analysed the trailer and seen the first poster so there will be a small amount of excitement but the introduction of an author interview will increase this. This is an interesting idea because people always say ‘the film wasn’t as good as the book’ but now you get to hear from the author about the film adaptation.
24th November 2012 – The next character poster is released which will be of the journalist. It will be a full body shot with pieces of paper and files beside him but also stills from the film will be displayed in the smoky black background. The title again being displayed at the top to as a running theme for the posters.
7th December 2012 – This is the release of the second teaser trailer. It will be similar to the first one but give the audience a better sense of narrative and introduce a few more characters than before. We’ve decided to do this after the poster because we feel the character of the journalist will be criticised in either a good or bad way by the internet so this trailer hopefully should prove people that the right choice of casting was made. Also there will be encrypted clues about a website which is to be released in a month’s time.
7th January 2013 – The website for our film is going to be released. It will be set up like a blog with posts from ‘anonymous X’ talking about small things to do with the plot such as suspicious teachers and it will gradually evolve into something bigger closer to the release date. There will also be a link to a site which features cast photos and some exclusive clips.
7th March 2013 – This date has been chosen because it coincides with the last three releases, this time it will be the release of the hacker character poster. The blog will start talking about a new character and around this time the poster will be released. It will follow the same structure as the other posters with the black background and full body shot but the background will have more ‘hacker’ related items such as mainframes and computer wires.
14th March 2013 – The Twitter and Facebook pages will be released. This is a good idea because most of our campaign relies on internet response and it is the most influential tool for a campaign. There will be two pages; one for the hacker and the other for the journalist. It will include quotes from the book and slowly build up a meta-narrative.
21st March 2013 – This will see the release of the rival blog. The rival blog contains a big part in the plot so releasing it gives people a better sense of interactivity and causes more excitement as the book most the audience have read is coming to life.
1st April 2013 – The final poster is going to be released. This isn’t a character poster but it will contain all of the characters that were previously released along with a tagline, production credits and links to all social media. The poster will contain the same font for ‘Anonymous X’ and the background will be a mix of files (both case and computer) as well as stills from the film inside a photograph.
7th April 2013 – This is going to be the final teaser trailer release. It still will be a teaser and not show too much but it will give away more than the last two and have a fast paced backing track with quick cuts to seem exciting.
10th April – 20th May – Will see a variety of magazine and TV interviews with different cast members and the director just to keep peoples interest in the film. The magazines will more than likely be male audience film magazines such as Empire and Total Film but to appeal to a female audience they may be featured in Grazia.
22nd May – One month before the official release date will see the official full trailer. It’s been decided to leave it this late in the campaign because if a trailer is released too early it will cause excitement at the beginning and slowly die down. By now people will know if they’re putting their money to the film but hopefully the trailer will win over fans of the book that are wary of the adaptation.
20th June 2013 – The date for the premiere. By now people are aware of the film from trailers and posters so all the stars will gather for fans at the premier and we will release a competition for fans to see the film first therefore ensuring an audience outside the cinema. The cast will sign autographs, take pictures and do short TV interviews as well as props from the film being positioned around the area.
22nd June 2013 - The film ‘Anonymous X’ is released and therefore ending its promotional campaign.
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