Research a Full Marketing Campaign - 'The Woman In Black'

As I had previously analysed the poster and trailer released to promote the film 'The Woman In Black', I thought I would research the marketing campaign as a whole, as Daniel Radcliffe did a lot of promotion alone. Focusing on the horror genre of film, I have decided to look further into its marketing campaign to help me when creating components of my own campaign. 

The first case of marketing for this film began with the showing of the first trailer, on the 10th of April 2011 at 'Kapow!' Comic Con in London. Due to the fact that many people who go to Comic Con are interested in films, and possibly even franchises like Harry Potter (which Daniel Radcliffe starred in), this may intrigue them. Later that year, in July 2011, another trailer was advertised before showings of the final film in the Harry Potter series, 'Harry Potter and the Deathly Hallows Part 2'. Again, with the finale of the series, 'The Woman in Black' may provide fans of Daniel Radcliffe to see him in a new film. This choice of advertisement means that a specific part of the target audience is addressed (which may result in more viewings when the film is released).
 One month later, on the 24th of August 2011, posters within the UK were released, and by the 14th of October the official UK trailer was released. Posters were displayed around the country from billboards to the sides of buses. The posters, with the blues and black colouring linked together with the trailers.

On the 14th of October 2012, Momentum pictures released an official International trailer, and even a new version of the already established book (which was written in 1983 by Susan Hill) was released with a brand new cover, featuring Daniel Radcliffe. Again, this attracts fans of Daniel Radcliffe and even Harry Potter fans.

Daniel Radcliffe also appeared on a lot of magazine covers during the campaign and was even invited to be on both The Jonathan Ross Show and The Graham Norton Show.

Furthermore, a national competition was held for people to submit their own original ghost stories, from the 31st of October (around halloween would further set the tone and hype around the film at this time). A video was filmed, featuring Daniel Radcliffe again requesting the entries. This competition promoted the film virally, and the competition was unique to this films advertising campaign, setting it apart from other films of its genre. 

The synergy throughout the campaign allows the advertisements to be viewed by many different types of people, right across the country and internationally on many different platforms that may be interested in different media such as, magazines for example. The website and Facebook pages also added to the advertisements across the internet, and overall, the campaign reached a lot of different demographics.

By analysing the trailer, poster and researching the while marketing campaign for the film, I have gained a real insight into every step of the process to create and promote this film. I have gained a lot of knowledge from conventions of the trailer alone and the components of the poster, to what different ways are used nowadays for contemporary media/films. This has provided me with a lot of inspiration as we are creating a trailer of a similar storyline and so I can take what I have learnt, and translate stand out conventions in to my own.