The aim of this audio-visual advert is to promote the film production 'Silent Captive', a psychological thriller short film, to an audience so that they are more likely to see the film when it's released. The objective of this is to intrigue the audience and get them to ask questions to what the film is about and what will happen. The target audience to this film and who should be targeted by the print based advertisement will be in the general age range of 16 to 21, this is because of the idea of ideal self in which the majority of the characters in the film are this age. This also goes the same for the target audience's gender which for the majority would be male, as this is the majority of the cast of characters are also male, again creating an ideal self for the audience to relate to. The print based advertisement will be aimed to an audience on a local scale due to the low budget nature of the film, the social grade that the print based advert is aimed at are of people in the social grade as low as Grade D, which is about a 92% frequency of the UK, this would put them in the working class, on average they earn at most £47,000 a year, this would give them enough spending power to see the film. The campaigns message that will be portrayed in the print based advertisements is the idea of loneliness, or even loss as this is the theme of the film I'm advertising. the story follows a brother, who recently loses his brother, unsure if he's missing or if he's dead. He ventures into a forest that people have suspiciously been going missing in, he has constant illusions of his brother and things take a turn for the worst in the forest as the brother realises that his brother is gone and he can't help that, his hallucinations get worse until he finds the body of his brother, this is when his mind is relieved of a guilty consciousness. I think the theme I'm trying to portray in the print based adverts will fit in well with the story of 'Silent Captive', the loneliness relates to the fact that he is on his own, not just because his brother is dead (Which would associate with the idea of loss), but also because he is on his own in the forest, specifically a place where people mysteriously disappear. In the audio-visual advert I will use shots from the short film, I will also use certain shots to help emphasise on the idea of loneliness and loss, the audio-visual advert will also be none linear to help keep the story and film a mystery. The shots used in the film will have been filmed at a few locations, such as a local park, a forest and a bedroom. I plan to have the audio-visual advert to be promoted on social networks such as Facebook and Twitter, I'd also have it distributed across YouTube, which is an easy way to get the film known nationally as it can be seen on globally used website. IMDb is also a suitable website to advertise the film with an audio-visual as it's based around the media of films, this would make it easier to reach specified audiences. I plan to have the audio-visual adverts promoting the film a month before release, I feel as though this would give the film it's advertising enough time to be exposed to the audiences it's aimed at.
B)
Gantt Chart:
Task
| Month 1 (November) | Month 2 (December) | Month 3 (January) | |||||||||||
| Week 1 | Week 2 | Week 3 | Week 4 | Week 1 | Week 2 | Week 3 | Week 4 | Week 1 | Week 2 | Week 3 | Week 4 | |||
| Research into existing Audio-visual Adverts | ||||||||||||||
| Plan my production of the Audio-visual Adverts | ||||||||||||||
| Aim and Objective | ||||||||||||||
| Campaign Message | ||||||||||||||
| Target Audience | ||||||||||||||
| Gantt Chart | ||||||||||||||
| Relevent Legal/ethical issues | ||||||||||||||
| Plan the film's shoot and production | ||||||||||||||
| Production Schedule | ||||||||||||||
| Write Script | ||||||||||||||
| Recce Form | ||||||||||||||
| Risk Assessment | ||||||||||||||
| Call Sheet | ||||||||||||||
| Model Release Form | ||||||||||||||
| Location Release Form | ||||||||||||||
| Shooting the film | ||||||||||||||
| Finalise the Audio-Visual Advert | ||||||||||||||
| Calculate the campaign cost and budget | ||||||||||||||
| Get Feedback for improvement | ||||||||||||||
| Launch date and distribution of Audio-visual Advert | ||||||||||||||
| Launch Date of Film (29/01/2017) | ||||||||||||||
07/11/2016 - Plan the Audio-Visual Advert
14/11/2016 - Plan the Film's shoot and production
01/12/2016 - Shoot the film
08/12/2016 - Create the Audio-visual advert
26/12/2016 - Distribution of the Audio-visual Advert
29/01/2016 - Film is launched
C)
When creating my audio-visual advertisement, I will have to oblige to ASA, also known as Advertising Standards Authority, and its requirements which make it suitable for advertising to the public. They also act on complaints about advertisements from consumers too. It associates with the obscene publication act as this covers the negative influences of something that could be in the advert, on the audience, meaning it's ethical. This means it can't show nudity, bad language, violence, drug use and alcohol in the audio-visual advert. OFCOM, also known as the Office of Communication, is a government approved regulator authority that makes sure the UK audience get the best from communications services on TV. OFCOM would come into use when I plan to distribute the trailer to multiple channels such as Film 4 and Sky Movies as these channels are specific to broadcasting in the UK. Copyright is a legal factor I will have to look out for in the audio-visual advert, this means we cannot use another person’s intellectual property, due to it being protected by copyright. Copyright usually means you can't use things like music, photos and videos, in this case it will only be videos and music due to it being an audio-visual advert, there also may be a few logos which might be involved in the audio-visual advert too, so anything we do use will need permission from the owner of that intellectual property, usually by sorting out a deal to pay them for using their own intellectual property. Model release forms are another key component in making the audio-visual advert as I will need the consent of anyone used in the footage of the audio-visual advert, this is so I have their consent to use their identity.
M2:
In the case of the print-based advert, I am planning to feature the two main characters in the film, this being the two brothers, I will also use photographs took at the shooting of the film, the photographs will mainly consist of the forest setting, this will be an establishing photo took from outside the forest, there will also be medium shots of the characters and close-ups, this is seen a lot in print based adverts that are associated with the genre. These print based adverts will be distributed and displayed a month before release, I feel as though this would give the film's advertising enough time to be exposed to the audiences it's aimed at. The newspapers and magazines that I will specifically distribute on are 'Only Film' and 'Empire' for example, as these specify in the film genre and audiences who read them are certain film goers. ASA, also known as Advertising Standards Authority, and its requirements which make it suitable for advertising to the public. They also act on complaints about advertisements from consumers too. It associates with the obscene publication act as this covers the negative influences of something that could be in the advert, on the audience, meaning it's ethical. This means it can't show nudity, bad language, violence, drug use and alcohol in the print-based advert.
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