I’ve never really researched into the field of what I want to do – apart from general job searches every now and then to make sure that the field I want to be a part of is still there, and still offering jobs. In terms of practitioners I look up to and the history of what I want to do, I’ve been slacking. This task was one I found interesting albeit difficult – because film advertising is a broad field – however film advertising on the internet and through the media is one I would like to pursue the most – and this started around the same time as social media I would presume.
Movie campaigns are something I find intriguing and I always search for them when a movie comes out as it gives you a perception as an audience of what a movie will look like. Aesthetically pleasing, informs you of who will be the cast – or at least the general, top-billed cast – and provides a somewhat palette of what the movie is about. According to Adweek.com, technology has given films the tool of star power – the ability to reach people much easier than a poster on a billboard, which were the older ways of advertising a film. A movie trailer can now show up on your Facebook newsfeed, and entice a viewer who would have previously never sought out that advertisement or even be aware of the film. I find this prospect fascinating – something that I would like to research more into and become more familiar with because I would like to be a part of a movement in the field of film advertising that reaches broader audiences and attracts viewers who would have previously not been interested – this is the theory of film advertising on social media especially.
The basis and history of the field I want to pursue is that film advertising was once a concept or a theory. Theory that if someone were to entice an audience with a snippet of something that contains much more – like a film – they would increase revenue on the final film. This has been done with posters on the street and flyers, advertising theatre productions way before video photography was even a thing. Since this time, it has advanced onto social media platforms and allowed creative practitioners in this field to become more advanced and adventurous in how they reach their audiences.
Film campaigns such as The Conjuring 2 have utilized new forms of technology – such as virtual reality campaigns – to ‘scare’ viewers and give audiences an insight into what the film is about in a more entertaining way than a flyer. While films like Inception utilized posters – a nod to how movies were once predominantly advertised with a imagery twist of optical illusion or trompe l’oeil where we as viewers are led to believe there is water gushing from the poster. This is fitting for the film, and upon looking at this advertisement a viewer is able to interpret what the film may entail and make a decision based upon it. This it the theory behind film advertising, entice an audience and let them decide whether they want to see this film based on the advertising you offer.