Analytical task: Compare the impact and effectiveness of two promotional
methods used by one film.
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The movie that I have chosen to analyse is Frozen. During
the period that this films was released two methods used by Walt Disney to help
promote this movie were firstly, the distribution of film posters to services
all around the country such as bus stops, trains, busses, billboards etc. and
the public advertisement of the film trailer on social medias (Facebook,
YouTube, twitter etc.)
The film that I have chosen is a widely distributed,
animated children’s called Frozen that now currently remains the highest
grossing animation of all time.
The companies used for the production of this movie are Walt
Disney Animation Studios and Walt Disney pictures whilst the companies used to
distribute this film are: Walt Disney Studios Motion Pictures and Walt Disney
Studios Home Entertainment. On the film poster for Frozen and at the beginning
of the trailer, there is a piece of text saying ‘from the creators of tangled
and wreck it ralph’. This is a very efficient way to promote the movie as the
movie Tangled had a gross of $200,807,262 with a rating 7.8/10 on imdb whilst
Wreck it Ralph also had a rating of 7.8/10 with a gross of $189,412,677. Adding
the names of these successful movies on a film poster is an efficient way of
promoting a movie as these movies were both high grossing and high ranking
movies connoting to the audience that this movie will be just as good if not
better than the other movies due to the reputation the viewer will now have on
Disney. Another unique selling point on the film poster and trailer is the
Disney logo used. The Disney logo is right placed above the frozen logo. This
emphasises the institutional details of the companies as well as attract more
viewers as Disney have a reputation of over 100 years of great quality family
movies.
In the trailer for the movie frozen it starts off with an
equilibrium with the setting normal and everything fine but then a disequilibrium
is created where the antagonist (Elsa) starts to freeze everything and she runs
away from the castle whilst her sister the protagonist (Anna) goes on an
adventure to find her. This creates an enigma in the audiences head as they
want to know what happens afterwards which will result in the audience developing
voyeuristic pleasure once they finally see the movie. One of the most
pre-eminent key scenes of the trailer is the medium close up shot that is
displayed at 0:24. The reason for this being a key scene of the trailer is
because the audience get to see a close view of Anna’s face after she is
attacked; the audience get to see the susceptibility, discontent and tremor
displayed on Anna’s face giving them vicarious pleasure as they will be able to
emotionally engage with the protagonist. Another key moment of the trailer is
at 2:00 where there is a medium close up shot of Elsa. This is also a key
moment because her facial expression connotes to the audience sorrow and
repentance. This will also give the audience vicarious pleasure as they’ll show
sympathy and pity for Elsa.
