Kill your darlings - Film Industry case study 4 (Tracking marketing)

(1)

There was a show featured on the BBC iPlayer website including a review on Daniel Radcliffe's role in Kill Your Darlings. This was below the line marketing and was aimed to reach the avid film fanatic audience.

(2)

Daniel Radcliffe appeared in an article written by The Metro. In the article, it talked about his role in the new film KYD and also interviewed him about his opinions and choices for doing starring the film. This was below the line marketing and was targeting fans of Daniel Radcliffe looking read about him.

(3)

A short clip of the kill your darlings trailer was aired on ITV News London. This was below the line marketing as was not paid for by the distributor and was aiming to attract the audience watching the programme, so middle aged men and women nationally.

(4)

On The One Show on BBC iPlayer, Daniel Radcliffe appeared to talk about Kill Your Darlings and discuss topics both personal and to do with himself working on the film. This was below the line marketing and was is aimed at fans of Daniel Radcliffe.

The Hobbit: The Desolation of Smaug - Film Industry case study 3 (Marketing and distribution online)

1) Below the line Tumblr fan post for The Hobbit: The Desolation of Smaug of a Romanian street publicity stunt aimed at the online fan community. The viral sense of this marketing technique allows the picture to spread quickly from person to person or site to site and reach vast amounts of audiences across the globe.

2) Below the line article written by The Guardian about Ian McKellen's experience of filming for The Hobbit: The Desolation of Smaug, which is attempting to reach an audience interested in not only the film, but also Ian McKellen. On top of this, the middle classed Guardian readers are also being targeted,  the vast majority having families. This is great for marketing as it is free publicity and is directly pinpointing a large number of the target audience.

3) Above the line games app for apple products, based on the story of The Hobbit, which aims to draw in the more hardcore and involved audience globally. This marketing method should always be really successful, as although it is paid for, it allows global publicity but also constant advertising from people who have brought the game and always check it. 

 Another reason this method of publicising is so good is it is another source of income, as the list of top grossing apps below suggest.

Kill your darlings - Film Industry case study 4 (Marketing and Distribution online)

1) Below the line article featured on the home page for Yahoo! UK & Ireland about Daniel Radcliffe's appearance in 'Kill your darlings', attempting to reach either the older audience who still use Yahoo! or  fans of Daniel Radcliffe. This is a valuable marketing opportunity as it is a free method of marketing which increases the potential audience of the film. 

2) Above the line official Facebook page for 'Kill your darlings', attempting to reach the more avid fans who are looking for updates or current news involving the film. This marketing technique is a brilliant way to engage or interact with the audience directly and gives a rough idea of what the film's reach is.

Notice the URL code is specifically UK - 'KYDFilmUK'

3) Below the line Mail Online article about the recent screening of Kill your darlings, mainly attempting to reach fans of Daniel Radcliffe but also the older generation. This marketing strategy allows free publicity to the film's target audience so examples like this are vital to the film's success, seeing as it is an independent film.  

The Hobbit: The Desolation of Smaug - Film Industry case study 3 (Tracking marketing)

(1)

On the IMDb website, The Hobbit: The Desolation of Smaug was featured on the UK coming soon feature on the homepage. It states that the film had had a 109% increase in popularity. This was a below the line marketing technique and attracted avid film fans who visit IMDb.

(2)

There was a large cardboard sculpture advertising The Hobbit: The Desolation of Smaug right in the entrance to the Cineworld cinema in Wood Green. This was above the line marketing and attracted the audiences who visited the cinema and saw the instillation.

(3)

This was a short clip of Martin Freeman talking about how piracy affects the film industry and why it shouldn't happen. This was shown just before a trailer for the film, was above the line marketing and was aimed at both fans of Martin Freeman and any people interested in the trailer for the film.

(4)

There was a whole section dedicated to the release of The Hobbit: The Desolation of Smaug in HMV. I believe this was below the line advertising and was aimed at avid fans of the Hobbit franchise.

(5)

I saw a short trailer for the Desolation of Smaug on channel E4 at around 10:30pm.This is above the line marketing and attracted the predominantly 16-25 year old audience who watch the channel.

The Hobbit: The Desolation of Smaug - Film Industry case Study 3 (Research)

UK Release date	13th December 2013
Institutions behind the film's production and distribution	Producers        ·        MGM        ·      New Line Cinema         ·      WingNut Films Distributors        ·      Warner Bros        ·      Cocinsa        ·      Forum Hungary
Production Budget	$250,000,000 funded by MGM and New Line Cinema
Nationality	American
Type of Production	Large Budget, Hollywood Blockbuster, International
Connections with other films	The second part to a three-part film series, starting with The Hobbit: An Unexpected Journey and concluding with The Hobbit: There and Back Again. All three films together act as a prequel to The Lord of the Rings Trilogy.
Director	Peter Jackson
Star Actors	Benedict Cumberbatch - Smaug/ The Necromancer Evangeline Lilly - Tauriel Richard Armitage - Thorin Orlando Bloom - Legolas Hugo Weaving - Elrond Ian MacKellen - Gandalf Martin Freeman - Bilbo
Synopsis	The dwarves, along with Bilbo Baggins and Gandalf the Grey, continue their quest to reclaim Erebor, their homeland, from Smaug. Bilbo Baggins is in possession of a mysterious and magical ring.
The film’s Audience	This film would appeal to Fantasy film lovers of all ages, mainly male. There is action and violence, which would appeal to adults and teenagers but also childish humour for the younger viewers.

Kill Your Darlings - Film Industry case study 4 (Research)

UK Release date	6th December 2013
Institutions behind the film's production and distribution	Studio ·      Killer Films ·      Benaroya Pictures ·      Future Films Distributed by ·      Sony Pictures Classics (US) ·      The Works UK Distribution (UK) ·      Future Film (Finland) ·      Lumiere (Netherlands) ·      Paris Filmes (Brazil)
Production Budget	Unknown
Nationality	American
Type of Production	Low Budget, Independent
Connections with other films	None
Director	John Krokidas
Star Actors	Daniel Radcliffe - Allen Ginsberg Dane DeHaan - Lucien Carr Jack Huston - Jack Kerouac Ben Foster - William S. Burroughs Michael C. Hall - David Kammerer Elizabeth Olsen - Edie Parker Jennifer Jason Leigh - Naomi Ginsberg David Cross - Louis Ginsberg Kyra Sedgwick - Marian Carr David Rasche - Dean John Cullum - Professor Steeves
Synopsis	A murder in 1944 draws together the great poets of the beat generation: Allen Ginsberg, Jack Kerouac and William Burroughs.
The film’s Audience	Mainly female adults, who enjoy watching romantic dramas. It may also appeal to fans of Daniel Radcliff