ABOVE THE LINE ADVERTISING
Advertising widely and to as many people as possible. You won't be able to control exactly who sees it and therefore may not be targeting your specific audience. eg. billboards, newspapers, banners
BELOW THE LINE ADVERTISING
Marketing targeted at specific people. This is much cheaper and you can do this if you know your audience - technology collects data on what people enjoy so that advertising can be targeted directly.
ONTO OUR CASE STUDY
ATTACK THE BLOCK
WRITER: Joe Cornish
DIRECTOR: Joe Cornish
PRODUCTION COMPANIES:
RELEASE DATE: 13th May 2011
CAST MEMBERS:
DISTRIBUTION COMPANIES: Optimum Releasing (UK), Sony Pictures Releasing (US)
BOX OFFICE:
ATTACK THE BLOCK PROMOTION
The film was promoted as a blend of sci-fi, comedy and horror. This was likely to reach the most honest audience and play into more niche markets. They put out some really stylish posters, which gave off quite different vibes. The first evokes more of a sci-fi feeling:
Whereas this poster feels more like an action film:
I think the marketing could have been more focused on one genre to maximise sales, however I personally love both posters. The second really reminds me of comics or visual novels like the walking dead - the characters are really clear and it's brimming with detail. Posters can be digital or traditional media, perhaps hung up around cities or cinemas. It's an example of below-the-line marketing.
The reviews of a film are usually a good indicator of whether or not people feel compelled to see it - this review from the guardian rates the film at four stars:
It's a digital way of marketing the film, after its release so that people will take notice. It's above the line advertising, because anyone could see this.
The target market for this film was likely fans of primarily sci-fi and action. It was marketed as both, and the graphic novel style poster makes me think that perhaps sci-fi was the priority. However, the guardian review pegs it as an 'action-adventure comedy'.
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