The marketing campaign for paranormal activity uses synergy as it uses cross media platforms to advertise it for example what I have managed to find is the official trailer and the movie poster. But firstly I have chosen this film as it is horror and therefore relates to my chosen genre.
This is the trailer I have found for paranormal activity 4 http://www.youtube.com/watch?v=35cYvwjEvUI
And this is the movie poster I have found
They have managed to maintain this format of the film by using a familiar image. As I have noticed that in the trail this is a part just like this where the girl that is asleep has just turned her camera on supposedly on her laptop and then falls asleep however it then uses a jump cut so you don't see the faded out figure in the background so therefore this poster gives more detail about the movie. I also like the line "Its Closer than you think" as this gives the impression about the movie on the cinema screen however could also have the meaning that the figure is closer than you think also using the word "you" a personal pronoun involving the audience.
Synergy is when two or more things work together to create something greater.
I have selected the marketing process of Harry Potter and the deathly hallows part 2 in order to look in to how synergy is maintained throughout the process. After looking at the poster, cover and the trailer I found some interesting things for example I noticed that the magazine has none of the features as the trailer or the poster. This is because its the trio on the front cover of a formal magazine "Empire" this is done because in all fairness they do not have to promote that way because there such iconic people now and instantly recognized as the Harry Potter actors.
However the poster and the trailer share many features, such as the same font is used throughout for example on the title screens of the trailer and also on the bottom of the poster, and there is also the use of low key lighting and the positioning of characters for example in the poster Harry Potter is at the front of the trio this is because he is symbolized as the leader of the group and the main character. Unlike in the cover of the empire magazine they are wearing the scruffy clothes representing the conflict they had come under.
Its also important to state that this process and maintaining the synergy throughout would not be possible if the film wasn't being produced by Warner brothers as they can do all these things in house.
A trailer is a short sequence of clips or just one single clip. The pace of a trailer is often fast throughout or starts relatively slow building in pace as it comes towards the end of the trailer. A trailers main aim is to tease the audience and leave them wanting more, this is done by using minimum amount of footage or even in some cases it could be footage that is not even in the actual film. The trailer is often created whilst the film is still in production or being edited.
Definition:
A trailer is a small portion of film that advertises a larger product in this case it is advertising the whole film.
