Marketing Plan

Primarily, our marketing will be done through the internet, using a combination of social media pages, viral marketing and ad breaks in games. The reason for putting such a focus on use of the internet is due to our target audience. 15-24 year olds are very well grounded in technology and spend a lot of their spare time using online applications. As well as this general rule for the age group, our more specific demographic, 'Hiro',  is very interested in the use of technology and gaming, so it makes sense to utilise this to our advantage. Online marketing also has the advantage of being relatively low cost, and also has the ability to reach a wide audience.

Social Media

We will advertise on social network sites such as Facebook, as research has shown our target audience are very immersed in their online presence. We will have Facebook groups where members can join, discuss the film and also post their own user generated content. This form of guerilla marketing is both low cost for us and escalate into something successful. The page will contain images, synopsis, previews, message boards,  and tasters. We will expand this to other social networking sites such as twitter. 

Viral Marketing

Before the official trailers are released, we will create a series of viral videos. These will consist of fake news reports with footage of the epidemic. This will create a buzz amongst the internet, and a hype and interest will have already developed by the time the feature is announced.

Ad Breaks in Gaming

By showing taster trailers whilst games are loading, and also on the dashboard of consoles, we can easily target our audience. These trailers will be played between games of a related genre, for example 'Left 4 Dead'. This makes it easy for us to pinpoint people that would be interested in the feature.  

Mini Games

We will produce a mini game that relates to the narrative of our film. This will be free and will be available both as an app and also on social media and gaming sites. This helps us reach gamers that would be interested in our film and gives the audience an idea of the film's content.

Other 

We will also have the traditional trailers and poster campaigns, although there will be much less emphasis on these. The trailers will be shown in cinemas before films of a similar genre or narrative and will be shown on channels such as e4 or sky movies. The trailers will be shown after the watershed as our target audience are likely to watch Tv at this time. It will be shown after related shows, for example 'The Walking Dead'. The poster campaign will feature a series of different posters, with images of the epidemic and main characters. We will not, however, have teaser posters and this is not our main form of marketing.

Audience Profile

Hiro is a 19 year old able bodied, male asian, residing in the UK. He is a customer assistant in a comic book store, and spends his spare time engrossed with gaming and graphic novels such as 'The Walking Dead'. He is a student, studying illustration. Hiro is particularly interested in the zombie genre due to both his hobbies, and his artistic interest in the use of prosthetics and stylistic representation.

We have created this audience profile using information from the british film institute statistical year book. By researching the section of audience we have found that 15-24 year olds are both the most likely age group to attend a cinema screening, and also have a preference for films that contain action, weaponry, and some gore, for example; 'Kickass'. The yearbook shows that people in the social class AB are most likely to go to the cinema, however, social class DE shows a preference for the zombie genre. Hiro fits nicely into the category as a student whom earns little and enjoys games with explicit violence. The breakdown of genre by ethnicity tells us that asians have the highest proportion of cinema goings, with 49% going regularly, and 36% attending very regularly. The section on gender tells that males are more likely to see a film containing violence, with 65% and 63% of those purchasing tickets being male for 'Clash of The Titans' and 'Iron Man' respectively. The statistical yearbook shows that 84.9% of cinema goers are able bodies, presumably due to accessibility issues, hense why we have chosen for Hiro to be able bodied.

Director Research

Target Audience

These are some videos of target audience research we have conducted. We asked participants a series of questions to help us determine both who we should aim our film at, and the subsequent content. The questions are as follows;

1) What kinds of things do you expect to see in zombie films?
2) Who do you think the target audience for this genre is?
3) What would encourage you to go and see and zombie film?
4) What is your favourite zombie film and why?

Through this research we have learnt that people expect to see copious amounts of gore in zombie films, whether it's severed heads, or blood from struggles. They expect to see weaponry, particularly melee weapons, as it ties in with the standard survival narrative. The target audience is expected to be 15-24 year olds, of a non specified gender. Participants expressed that high quality makeup and mise en scene would greatly encourage them to see a zombie film, as it adds to the realism and gore.

One of the most popular films seemed to be '28 days later', from which we have an excerpt;

Our research has helped us to analyse the reasons why this film is so popular. Firstly, it has a dark atmospheric feel. This is achieved with the use of low lighting, and loud, unpleasant audio. The actual imagery used shows violence and negativity, which is a key part of the genre, as shown by the responses in our audience research. However, it doesn't strictly follow all conventions of a zombie film, for example the focus at the beginning is on animal welfare and problems in society, this may be why Michelle, who expressed that she wasn't a big fan of these films, found the film so compelling.

Synopsis Research

We have used IMDB as a source to find synopsis of recognised zombie films. This helps to give us an insight into common themes amongst the narrative in this genre, enabling us both to look at them more analytically, and also to help us develop ideas of our own.

28 Days Later - Danny Boyle

Four weeks after a mysterious, incurable virus spreads throughout the UK, a handful of survivors try to find sanctuary.

Night of The Living Dead - George.A.Romero


The radiation from a fallen satellite might have caused the recently deceased to rise from the grave and seek the living to use as food. This is the situation that a group of people penned up in an old farmhouse must deal with.

Resident Evil - Paul.W.S.Anderson

A special military unit fights a powerful, out-of-control supercomputer and hundreds of scientists who have mutated into flesh-eating creatures after a laboratory accident.

Dawn Of The Dead - George.A.Romero

A nurse, a policeman, a young married couple, a salesman, and other survivors of a worldwide plague that is producing aggressive, flesh-eating zombies, take refuge in a mega Midwestern shopping mall.

I Am Legend - Francis Lawrence

Years after a plague kills most of humanity and transforms the rest into monsters, the sole survivor in New York City struggles valiantly to find a cure.

By looking at these Synopsis, it is evident that zombie films tend to follow a strict narrative, without much deviation. Generally, the cause of the outbreak appears to be virus related, the only variation between them appears to be how it was created, either a natural phenomena, or a laboratory production. The plot is focused on a small group of individuals, whom are followed through there attempts to survive the zombie outbreak, or seek some kind of sanctuary or resolution. The films often include stock characters, and part of the plot often involves a heroic sacrifice from a leader in the group.

Iconography collage

Iconography is the images associated with a particular genre or product, in our case; Zombie films. The main focus of which is weaponry. Typical objects seen are firearms such as shot guns, as well as melee weapons like chainsaws and baseball bats. Blood and gore are heavily associated with Zombie films, and decapitated bodies are often depicted throughout the feature. Throughout the history of Zombie films, older features in particular, brains were often devoured and it has become somewhat of a cliché to see the living dead wandering around exclaiming 'Brains!' in coarse voices. 

Opening Title Research

OSA zombieland

Dawn of the Dead title sequence analysis

TSA Dawn of the Dead

Frame By Frame Analysis - Opening Sequence

Zombieland

Frame 1
This opening frame is used to establish setting. The use of a close up allows us to clearly see an american flag, and also what appears to be a major american landmark in the background. This tells the audience that the film is likely to be set primarily, if not completely in America. Although it is not possible to see the entirety of what is happening, which leaves the audience guessing. The low, unbalanced camera angle suggests some kind of disruption, conveying the fact that the world has been turned 'upside down' in the mayhem. A voice narrates, explaining the current situation of america.

Frame 2
The frame further reveals the setting, confirming first suspicions. The use of mise-en-scene; burning cars, guns, blood, introduces the genre. It's clear the film is going to involve a lot of action, and darker themes. An infected individual is in full view, running hungrily towards the camera. The use of a POV shot allows the audience to empathise with this character, and heightens fear by involving the audience and making them feel as if the zombie is actually chasing them. By putting the zombie so clearly in view, and making it the main focus, it's blatant that you are watching a zombie film.

Frame 3
In the third frame it becomes clear that this is in fact a zombie film. The character from which the POV shot is taken comes into a close up, subsequently the zombie is seen ripping through the flesh of the human. Not only does this confirm the genre, but it also shows the audience that will be a strong focus on gore in this film. It also becomes clear that this victim is not in ownership of the voice narrating, leaving is wondering who the main character in the film will be.

Frame 4
Frame 4 uses a medium shot of planet earth, taken from the atmosphere. By showing the entirety of the planet, it suggests how widespread the infection is, giving clues about the plot - the epidemic is well under way and the film will focus on survival. The image of earth has been created and edited in a way so that it looks as if it is near enough completely destroyed, with tectonic plates coming apart, and lava spilling from between them. Again this tells us about the plot, and shows us the state of our planet.

Frame 5
In frame 5 we see a long shot of an obese man running from what appears to be a zombie. This image is accompanied by the voice-over from the narrator telling us about his list of rules. This helps introduce character, telling us about his organise, perhaps somewhat paranoid personality. The image used in the shot is somewhat comedic, as an overweight person running in a futile way from a zombie is a direct juxtapostition to the word 'cardio' flashing along the bottom of the screen. This introduces a new element of comedy to the genre, suggesting it's not a straight zombie film, but more likey what has been branded a 'zom com'. The font is bold and tarnished looking, which connotes the state of the planet.

Frame 6 
Frame 6 uses an over the shoulder shot to portray what is happening. In shallow focus we see a seemingly ordinary citizen shooting an infected police officer. By showing that even authorities are infected, it shows the audience just how out of control the planet has become. The fact a completely normal looking woman is the one firing the gun suggests that when we meet our main characters, they will be similar. It suggests the film will follow a group or an individual citizen, rather than something such as an army unit. In the background we see the mayhem caused by the infection in a city. This shows that audience that the infection is ongoing and there are still survivors. The voice-over continues to explain his rules, confirming any thoughts about his personality prior to this shot.

Frame 7
Frame 7 uses a high angle to shot to show us the proceedings. The use of this shots adds to a sense of vulnerability surrounding the man in shot, this runs parallel to and complements the voice-over of 'when you're at your most vulnerable, somehow they could just smell it'. The fact that the man about to be eaten by zombies is using the toilet ties in with the genre 'zom-com', by using a more infantile humour appreciated by this target audience.

Frame 8
A medium close up shot shows a juxtaposition of some sweet little girls at a party, who have been infected and turned into ravenous zombies. This, again, ties in with the 'zom-com' genre, by adding a unique and humorous twist to the audience's concept of stereotypical zombies. The image on screen continues to run along with the voice-over.

Frame 9
A medium-long shot shows the woman from the previous frame flying from her car after crashing into a van without having her seatbelt on. The use of slow motion and the camera angle in this shot allows the audience to see what is happening clearly, including the gory landing, and adds to the drama and unpleasantness conventional in this genre. The fact this woman's death is due to something more everyday, rather than being eaten alive by ravenous zombies, tells us something about the plot. It suggests that the film is not entirely about  zombies and survival, but also incorporates more everyday things, whether this is friendships, romance, etc. It gives a message that zombies aren't the only thing you need to worry about in 'Zombieland'.

After this final frame, the opening credits then begin. Throughout the opening sequence the audience never get a visual image of who the narrator, and by assumption the main character, is. Despite this, use of cast, script and the voice-over itself give us clues. We can judge from the sound of the voice that it is a male, and seemingly young. They way he talks and describes what is happening, and the rules, suggests that he is reasonably well educated, is organised, slightly paranoid and worried, and it also sounds as if he's planned for something like this - suggesting he could be considered somewhat nerdy. The use of everyday people seen through the sequence also suggests that our main character is going to be a similar, everyday person.

Shaun Of The Dead title sequence analysis

Althought not a typically "scary zombie film" this zom-com - Shaun of the dead has still proven to be quite sucsessful film about zombies, whilst expressing the love of a 29-year-old salesman, Shaun Riley (played by Simon Peg) for (girls name) and trying to win her back, proving he can change from being the slobby dead-end lay about that he is. At the same time as kicking some zombie ass.

Typography
Though seemingly plain, still the typography is effective. It is white, perhaps dennotating purity and peace. However we know for a fact that this is the complete opposite, contrasting completely and mirroring the comic aspect of the film. The actual font of the typography is large and bold, however slightly defaced with jaggered edges, again showing something that was once great, but now withering away, a metaphor for humans becoming zombies also.

Movement/Editing
There is a constant panning shot throughout all of these clips, untill the last 20 seconds or so. This panning isn't common in zombie films, as the director never has the intention of giving much away. Normally in Zombie films, there are lots of close ups with these shots being jumpy and unclear. This is why the audience are immediately gripped within this first opening sequence, as it's observing the situation from a wider angle of that it would normally had have. Showing

Image
It shows many different images all essentially showing the same thing.. just from different aspects. Not conventionally showing anything horrific or gory as the zombies haven't been introduced yet, just the idea of humans being silimar, 



Lighting

Sound

Order of Crew/Cast

Zombie Film Research

Zombie Film Research

Description

A zombie film is a subgenre of more general horror films, typically revolving around some kind of infection that embodies and de-humanised our race. 

Famous Directors


Iconic directors in this genre, and their associated films include;

Danny Boyle-28 days later Georgie 
Andrew Romero- Living dead series 
Tom Savini - Night of the living Dead [1990 Remake]

Types of Zombie Films

Although many zombie films follow the stereotypical conventions, others have incorporated elements from different genres in order to add something new. Some Zombie films have elements of sci-fi included in the plot eg. 'Resident Evil', whilst others add humour , thus creating the genre 'Zom-Com'. An example of this would be the relatively recent 'Zombieland', or Simon Pegg's 'Shaun Of The Dead'. which parodies the classic 'Dawn Of The Dead'.

Main Zombie Films

The original 'Living Dead' series remains one of the most iconic zombie themed features, comprised of 3 separate films. In recent years the Zombie genres seems to have resurged, resulting in films such as 'Zombieland', '28 days later', and 'Resident Evil'. These filsm still retain the majority of conventions seen in earlier features, whilst modernising it, both in terms of plot and effects.

Low Budget Zombie Films

Accessibility and reducing price of equipment has enabled the production of Lower Budget movies, created by amateur film makers. Examples of these include films such as; '[REC]', 'Dead Snow', and 'Colin'. Whilst a smaller budget has limited them in terms of effects, their unique takes on the genre, and clever use of available resources has earned them much credit.

Conventions of a Zombie Film


Location

Most Zombie Films, recent ones in particular, take place in a city. This common feature is largely due to the logical fact that infection spreads quickly in densely populated areas. Characters are often seen seeking refuge in dark, confined areas which is used to add to the sense of claustrophobia and heighten fear.

Character
There are normally definitely two main types of characters. Firstly there is always a male protagonist, stereotypically he is normally with the forces, skilled in some way, and is powerful enough to lead the other  main characters to safety, however in many film this character sacrifices his life to save the others which as time has gone on, he has grown rather attached too.

Aside to the male protagonist there is normally a female love interest. This character also stereotypically is very maternal to the group and as the male protagonist offers power, determination and protection. This female character is more emotionally engaged in the group and helps the weaker of the group (most of the time these are children) to overcome their fears and get through this though time.

Narrative
The narrative of a zombie film is normally very one sided. Showing only how the humans or "victims" feel. Showing their emotion, and their opinions on it all. However because zombies are in an almost vegetable state then we are unable to understand their views on this. This is intended so that the audience are never to have sympathy for the zombies.

Props
In zombie films the most commonly used prop used are weapons, as the plot revolves around survival, which inevitably means defending yourself against hordes of infected. Common associations are tools such as chainsaws and axes, as well as standard firearms, including the shotgun which has become somewhat iconic. Prosthetic limbs and fake blood are used copiously to add horror and realism to the unfolding events, making make-up an important below the line cost.






Sound
Sound is a very important thing when it comes to zombie movies. It has the ability to make the film incredibly immersive, by fulfilling functions such as creating tension and heightening adrenaline with a score, as well as adding realism when combined with other effects.  A large part of the sound used in zombie films are 'Foley Effects'. Zombie films contain a lot of gore which, for obvious reasons, has to be staged. Examples include; bones snapping and limbs being ripped off. As these events don't actually occur, the sound effects are added in during post production by Foley Artist's using everyday objects to recreated identical sounds. 

Ident

Above is our company ident that was created using Final Cut Pro. In this post I am going to be explaining the ideas behind the creation of the ident.


The Production Company Name

We chose the name '13 Productions' because of the associations with the number 13. Those that are superstitious believe this to be an unlucky number, and there are many horror films, stories, and even an amusement park ride based around this idea. I believe that the strong connotations of this name will make it obvious as to the kind of films our company produces - horrors with dark themes.

The Typography


For the number 13 we decided to take a basic font, and edit it on Photoshop so that it looked like running blood, and coloured it using shades of red. We did these things for a few reasons; firstly is the obvious fact that zombie films and horrors in general contain a lot of gore and violence, which is represented here by the use of a bloody font. We chose red not only because it is the colour of blood, but also because it has connotations such as danger, and anger/rage, which are themes present in zombie films.

The Typography for Productions is white and destroyed/decayed looking. The shape of the font represents the negative and often unpleasant themes and scenes shown in zombie films, whilst the white on black background connotes the struggle between good and evil in these films - the survivors against the zombies.

The Motion


We tried to edit the 13 in '13 Productions' so that it looked like the blood was running down the screen. This was done to emphasise the effect of blood, and I think this worked well with the resources we had. We used the earthquake effect on 'Productions' to tie in with the destroyed look of the font. The apparent shakiness also represents the effect our horror films have on the audience - it leaves them shaken and uneasy.

The Sound


We used Soundtrack pro to create the score for our ident. I accompanied the effect of running blood on the 13, with a sound effect of trickling water. This was done to try and replicate the sound one might hear if experiencing such a thing, which further heightens the effect of it. The thunder was then used alongside the earthquake motion as both are natural horrors, that people often have intense phobias of, tying in with the theme of fear in horror films. It's also quite a startling, loud noise, again tying in with the fact these films will shock you, having you jumping in your seat.

Here we are brainstorming different kinds of film genres in order to help us make our decision about which we are going to select. After researching different options and their associated sub genres we have concluded that our best option would be A horror film, specifically of the Zombie sub genre. Not only do we have the facilities and equipment accessible to us, but we also feel we would excel in this as it allows us to use our skills creatively.

Foundation Portfolio Task

As part of our A/S level, we have been given the task of planning and producing both a film opening and titles. This project will involve choosing a genre as a starting point, and from there researching all different aspects of this genre, including the internal workings of existing products. We should ultimately become experts in this genre, which will enable us to produce our own idea for a film that we will physically create. This blog will be used as a way to record every step of this journey, providing a clear story of the creation of our final product from start to finish, detailed by all subsequent posts.