Research Strategy

Marketing research will be the starting point of my project.  I am intending to look at what film companies use to build an image of a film and how this creates excitement for its audience. I will also look at major conglomerates; which are most successful and why? This will include information on cross-media advertising. I will also look into which programmes and equipment are used, which equipment would be best for my production and which are most popular.  However, I will need to consider which are readily available to myself and my group.

We need to make reference to the genre and trailer codes and conventions. I will begin to research the overall affect of the teaser trailer, why they exist; the marketing schemes relative to genre; style of marketing. Begin to make comparisons with other techniques of saturation and viral marketing. This will include the research for the ancillary texts, the movie poster and magazine cover.  I am intending to use websites, books, and magazines as reference to professional opinions with an intention to discussing what’s been discovered from this research.

When analysing teaser trailers I will need to consider the follow points:

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  What key codes and convetions are used?
  
  
  
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  How are they affective?
  
  
  
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  What effect creates an audience hype/curiosity?
  
  
  
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  What affect music gives and how it adds a distinction of style?
  
  
  
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  Why we as an audience are drawn to the movie because of the trailer?
  
  
  

I will also need to design a questionnaire, thinking about the questions which will help us determine what audiences are most respondent to (genre techniques) how the codes and conventions deliberately make us feel fear/excitement/empathy.

I will show them a selection of trailers in which they will respond positively/negatively with a detailed opinion of camerawork, mise-en-scene, sound, lighting and editing. Link this with the audience brackets (Age, gender, ethnicity) how do they make an effective marketing ploy? Discuss with my group what the difference would be without a trailer.

Further audience research, an interview or recorded discussion with an audience member, asking relevant questions about the trailer, What draws their eyes? Ratings?

This would extend to include the research from books, articles and internet sources. I will find similar pieces of research, for example, DVD extras and interviews.