Steff's Foundation Portfolio 2009/2010

Promoting films
Above the line: Above the line defines an advertising technique that is hard for the public to ignore, for example, television advertising, magazines, posters, newspapers, billboards and merchandise.
Below the line: Below the line is basically the opposite to above, in the way that you can ignore the advertising as it is a lot more discreet, and is there for the people who are likely to be interested enough to seek for it. Examples of below the line are; interviews, magazine reviews, websites, viral, blogs and social networking sites.
Advertising strategies of ‘2012,’ ‘Bunny and the Bull’ and ‘A Serious Man.’
2012 is an upcoming blockbuster film that’s theme is going to be the end of the world. As this film is set to create a huge reaction from its audience, they have not held back in their advertising.
Their main use of advertising is through billboards and posters this is an ‘above the line’ technique, and is very effective. They use phrases such as ‘We Were Warned,’ this helps to involve the audience as it is directly speaking to individuals and allow them to feel as part of a group, hence the use of the word ‘We.’
They also are using television advertising, which involves showing high action clips from the film, capturing its audience and making them feel obliged to go and see the film in full.
Word of mouth, (viral) also helps to advertise the film, because the film is splitting opinions as to wether or not 2012 could actually happen. This is one of the most effective uses of advertising as peers opinions are very influential.