Mulvey Theory

This is the idea or concept about how the audience view those that are presented to them.
For feminist is can be though of in three ways:
1) How men view women
2) How women look at themselves
3) How women look at other women

There are certain features that can be applied to the "Male Gaze" theory such as, the camera focuses on the curves of the female body. Using this theory ultimately gives the prupose of women being represented as object not as humans.

After complteting a test Mulvey asked questions to the audience they could not answer some of the questions for example what colour top was the female role wearing, she then stated this was due to the fact they were looking at the female and not what was going on in the film.

Todorovs Theory

Todorovs was the theorist who came up with the structure of films how he believed a movie could be broken up into. The following are the 5 parts of the theory:

1) A state of the equilbrium at the outset
2) A disruption of the equilbrium by some action
3) A recognistion that there has been a disruption
4) An attempt to repair the disruption
5) A reinstatement of the equilibrium

This theory can be applied by many films, mainstream and otherwise.

Propps Narrative

Propps Narrative is the theory that discusses the use of characters in a film, These characters are
1. The Hero, for example Spider Man (Seeks Something)
2. The Villain, Green Goblem (Opposes the hero)
3. The Donor (Helps the hero by giving him a magical item)
4. The Dispatcher (Sends the Hero on his way)
5. The false Hero (Falsely assuming the role of the hero)
6. The Helper - Mary Jane/Aunt May (Offers support and assitance for the hero)
7. The Princess - Mary Jane(The prize also needing to be protected by the hero "Damsel in Distress")

These collectively create a film, this is often used in many Fantasy Films.

Marketing Campaign for Paranormal Activity 4

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 between trailer/cover/poster

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.

Codes and Conventions

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.

Trailer Terminology

Definition:
A trailer is a small portion of film that advertises a larger product in this case it is  advertising the whole film.