juno
How do Fox Searchlight Pictures use a cross media approach to promote the film Juno and appeal to their young target audience?
Fox searchlight Pictures was set up in 1994, and is owned by News Corporation and 20th Century Fox. The films they specialise in are independent and alternative films. The target audience of their films are youth and young adults so they can gain brand loyalty. In addition they do this because there is an increase of audience fragmentation because of the new technologies, due to this they need to create their future audience so they can stay popular and still have people interested in their films. This specific audience is important or the media institutions, as there a lot more competition in the industry. For example: internet magazines, phones and so on. This term in media we have be focusing on how fox searchlight have used a cross media approach to promote the film Juno. They have used posters, trailers and a website.
A while before, the film is released they have to have a massive promotional campaign. This then results in loads of people watching the film and a profit being made. The first step of advertising that gets taken place before the film is released is a poster. This is excellent way of promotion as it is effective and it creates initial awareness. The poster displays the main characters and only little bit of information about the film. This is because, if they have too much information it may attract less people and it will not appeal to the target audience. As they teenagers would not take interest in the poster if it had a lot of writing. Also too much writing may give too much of an insight of what the film is about.
Secondly, if Fox Searchlight wants to attract more people to watch their film, they would also need a trailer to create more awareness. The reasons why trailers are created is to encourage people to watch the film it also attracts the target audience and gives a preview on what the film is going
Fox searchlight Pictures was set up in 1994, and is owned by News Corporation and 20th Century Fox. The films they specialise in are independent and alternative films. The target audience of their films are youth and young adults so they can gain brand loyalty. In addition they do this because there is an increase of audience fragmentation because of the new technologies, due to this they need to create their future audience so they can stay popular and still have people interested in their films. This specific audience is important or the media institutions, as there a lot more competition in the industry. For example: internet magazines, phones and so on. This term in media we have be focusing on how fox searchlight have used a cross media approach to promote the film Juno. They have used posters, trailers and a website.
A while before, the film is released they have to have a massive promotional campaign. This then results in loads of people watching the film and a profit being made. The first step of advertising that gets taken place before the film is released is a poster. This is excellent way of promotion as it is effective and it creates initial awareness. The poster displays the main characters and only little bit of information about the film. This is because, if they have too much information it may attract less people and it will not appeal to the target audience. As they teenagers would not take interest in the poster if it had a lot of writing. Also too much writing may give too much of an insight of what the film is about.
Secondly, if Fox Searchlight wants to attract more people to watch their film, they would also need a trailer to create more awareness. The reasons why trailers are created is to encourage people to watch the film it also attracts the target audience and gives a preview on what the film is going