World War Z trailer analysis

Synergy in the marketing of films

Synergy is the cooperation between different sections of the same company, that results in the production of an idea or item that would not have been possible by either section individually.

The marketing used in the film industry is some of the most common as well as the most effective. After years of trial and improvement, which continues to this day, film producers are able to effectively and successfully market their films to their target audience. Synergy is so important to this industry as it allows film makers the opportunity to have the largest possible reach into the public and gather the largest audience possible, with the great thing being, each poster, trailer, magazine cover etc all acting as sign posts leading to the same place, the actual film itself. The reason synergy has become such an important part of any films marketing campaign, especially as technology continues to diversify, is the variety of different platforms/medias that synergy makes available to the marketing scheme of a production. For example, a trailer may have been created through synergy, and then released on YouTube, this could then be shared on Twitter, as well as being advertised by IMDb. This is only the online aspect, as posters, articles, and billboards etc will create interest when someone physically sees the item, but this may then prompt them to go online for further information. Television cannot be forgotten, nor pre-movie trailers in cinemas as these are two of the top areas of advertisement for a trailer that has been produced for a film. 

The most effective aspect of synergy within the film industry, is its ability to create a sense of unity and coordination throughout the entire marketing campaign. Being able to target an audience when they go on YouTube, social media, buy a magazine or even go for a walk and pass a poster or billboard, is something that is priceless to the producers of films who make every effort to ensure their film is watched byas many   people as possible, synergy makes it that little bit easier.

Marketing campaign for World War Z

My chosen genre for my film trailer is horror, but more specifically the sub-genres of Zombie/Apocalypse type films. I intend to focus upon the survival aspect of these films, rather than the scare factor, although that will always be present. With many iconic 'zombie' films being quite aged, such as Dawn of the dead, 28 days/weeks later, even I am legend. It is due to this, a more contemporary example in the form of World War Z, released in June of 2013, starring Brad Pitt, would be more suitable for me to look at.

 

For World War Z's marketing campaign, as with many films, prominently consisted of trailers, of which were accompanied by posters, magazine covers, billboards etc. What is unique about this campaign in particular is their viral video titled 'Crisis Zero' that talked about a pandemic/crisis similar to that seen in the film, however put it a real-world context. This video is made in a mock-documentary style, that explains a global 'infection' that has ravished Indonesia. This is made to look like a current event that is occurring right now, and the viewer should be concerned. Such a technique creates worry, and prompts the video to go viral online. This video appeared online four weeks before the release of the film, to create interest and encourage people to discuss the film. This video created a very much real link to the audience, avoiding the term zombie, instead focusing on the idea that a 'viral infection' had caused the pandemic. Such a realistic video is something that is unique for a film's marketing campaign, which has made it stand out from those who stick to more conventional methods. What is special about this kind of method, is the appeal for it to be used to play tricks on people, this continues to spread the advertisement for the film.

The official trailer: http://www.youtube.com/watch?v=Md6Dvxdr0AQ

The 'Crisis Zero' viral video: http://www.youtube.com/watch?v=p7TUqP8J86o

Analysis of 3 film posters

Analysis of 2 film magazine covers