Saturday, 12 December 2009

How "The Boat That Rocked" was marketed and promoted

The Trailers - read the following before analysing T.B.T.R.
"Most trailers have a three-act structure similar to a feature-length film. They start with a beginning (act 1) that lays out the premise of the story. The middle (act 2) drives the story further and usually ends with a dramatic climax. Act 3 usually features a strong piece of "signature music" (either a recognizable song or a powerful, sweeping orchestral piece). This last act often consists of a visual montage of powerful and emotional moments of the film and may also contain a cast run if there are noteworthy stars that could help sell the movie. T.B.T.R. features an ensemble cast.
Voice-over narration is used to briefly set up the premise of the movie and provide 
explanation when necessary ("In a world..."). Since the trailer is a highly condensed format, voice-over is a useful tool to enhance the audience's understanding of the plot."  
Music helps set the tone and mood of the trailer.  (From Wikipedia)
Use the above and these ideas below to analyse the trailer for T.B.T.R.

  1. Consider the film's USP ( Its unique selling point?) There may be more than one
  2. Which elements in the film's genre is the distributor (Universal) highlighting to set it apart from other films in its genre.
  3. What are the film's messages and what do they say the film?

The Main UK Theatrical Trailer

The TV spot trailer

The official website with its radio window

The Film Posters
Seven advertising posters for The Boat That Rocked

Mobile phone apps and i-Tunes
The following are also good examples of technological convergence

Animated apps for I-Tunes. This designer made "dancing buddies"!

Free Previews (with some old tricks by the distributor, Universal
"I suspect that the distributor planted some people in the audience to guide us around the laughter points. People around me were unnaturally loud and at the lamest of moments. Some of the slightly more clever quips went peacefully by with just the rustle from the friction of my shoulders rattling up and down a couple of times."
For more, see:

Competitions:  by James Quilter, Promotions & Incentives 04-Mar-09, 14:33

LONDON - Visit Britain is in discussions about launching an international promotion around the upcoming Richard Curtis comedy The Boat that Rocked.
The tourism body said it was in the process of tying up a partnership deal with Universal Pictures. VisitBritain is believed to be looking at a promotion based on the film, offering holidays in the UK as a prize.
Additionally the promotion is also run likely to run in the UK offering breaks in different parts of the country. It will launch prior to the film’s premiere on 3 April.
A spokeswoman for Visit Britain confirmed the tourism body was in discussions with Universal about linking in with the film but said no decision had been made on the execution.

The Boat that Rocked is based on 60s and 70s pirate radio stations such as Radio Caroline and attempts by Government to ban them. The film stars Rhys Ifans, Philip Seymour Hoffman and Bill Nighy.

According to industry reports Visit Britain is set to launch a new positioning campaign emphasising value offers in the UK such as free access to museums. The move follows a review from the government that found VisitBritain needed to work harder to coordinate British tourism policy.
Marketing the Music tracks through Spotfiy
Merchandising and The Boat That Rocked

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