I plan to produce two movie posters and three Instagram posts to promote my coming-of-age film “Different Path” the movie focuses on a teenager trapped in the arms of addiction as they go through their messy life and grow into a role model to others in the professional football world. The film includes the life-changing journey of our protagonist with a background of events and change showing perseverance and redemption in a tough situation. My goal is to use vivid storytelling and strong visuals to present the vision of “Different Path” 

“Different Path” engages with a wide range of people that enjoy watching stories of perseverance and personal success. Aimed mostly at young adults and teenager’s audiences, the movie relates to people who are creating their own pathways with challenges in life. The teenage lead will appeal to teenagers who are struggling with peer pressure, discovery, and like to be rebellious through a character who encourages them to overcome difficulties and go for their goals. Athletes and sports fans of all ages will also be interested in watching the movie. The film’s themes of redemption, confidence, and second chances catch the attention of everyone looking for inspiration whilst dealing with life’s challenges, of any age. 

‘Different Path’s’ first movie poster uses powerful photos to show both sides of the protagonist’s journey. The Themes of redemption and second chances are against an old and monochrome background of many ‘Wanted’ posters thrown in a random layout. The poster’s focus, an isolated teenager holding a football with solid determination, stands over these posters of previous sins. The title of the film is clearly presented at the top of the poster in blue with a shadowing on the letters so that the title is bold and stands out, In the poster there is also quotes which link with the movie, the release date and the team behind the movie.  This poster aims to intrigue the audience, allowing them to go into the protagonist’s journey of discovering his best self. 

The protagonist’s two separate worlds are powerfully juxtaposed in the second poster. The poster is Split into two sections, the left side shows the main character involved in the risky world of drug trafficking and illegal drugs. The right side, in contrast shows the main character on the football pitch with the ball in his hands with a face of determination. This poster has the film title towards the bottom of the poster in white with the team behind it on the top of the poster. This poster highlights the protagonist’s transformation and change and the theme of the film, the power of choice in creating your life. 

Instagram posts, for the Instagram posts they will be done similarly to the posters however the posts are in a smaller format so everything in the instagram posts were the important details like, the title and the release date. The first Instagram post would have the caption “caught between the past and the future.” The second Instagram post`s caption would be “from the streets to the stadium.” and the last Instagram post having the caption “breaking free, finding hope” 

1. I have decided to use marketing materials for a movie called ‘Split Identity.’ My movie is about a teenage girl who struggles juggling her two identities. At home she is seen as an innocent, quiet and studious girl. At school she is seen as a rebellious, popular and a trouble- maker. I want my movie to be focused on the challenges teenagers face when trying to figure out themselves as well as the world around them, so I have chosen my protagonist to be a strong yet confused female protagonist.  

2. As well as popularising a common issue amongst teenagers, I am also taking the opportunity to myself, by representing my protagonist as someone who is relatable and therefore likeable by many. Furthermore, the release of this movie will allow the main actor to be seen as a relatable person to look up to. This will expand her fanbase by not only attracting my audience, but also an audience interested in her and what her character stands for.  

3. In terms of VALS the audience of my movie poster can be described as ‘Seekers.’ Seekers want individuality, self-discovery, display, and action. They actively seek self-gratification, excitement, experimentation, and sociability. I will have my actor establish this personality during her time at school and with her friends when she is portrayed as the popular rebel. As well as this she will be encouraging fans to tweet #splitidentity to not only bring awareness to the movie but also appeal to the audience of 16-29 year olds, by showing them they can relate to it.  

4. Her troubles of juggling her two identities are featured throughout my whole movie to evoke emotion within the audience and fully allow them to relate to the difficulties presented. I will also use close-ups of the protagonist whenshe is shown struggling with her identity and use extra-diegetic gaze to directly address the audience and represent the issue as more personal, by creating a synthetic personal relationship between actor and audience. 

5. I will also create movie posters and write an article that follow the styles and conventions of ‘The Gentlewoman’ as an opportunity to be featured. This will be beneficial for both companies involved, as it will advertise my movie to the readers, therefore expanding its audience, as well as expanding my movies fans to the magazine. Furthermore, a call to action will also be included in the magazine article, asking readers to tweet using #SplitIdentity. This is a form of viral marketing for the article is designed to create a “buzz” on social media, as well as for the movie.   

My project is a digital campaign that includes two movie posters and three Instagram posts about a film called “Restricted Dance”, The film is about a teenage girl named Julia Kuzmina who goes on a journey of self-discovery and must face challenges in her dystopian life to fulfil her dreams of becoming a dancer, however things take a dramatic turn throughout her progression.  

The posters will be posted on The Gentle Woman’s website. I am aiming to base my target audience on females in their early 20s to 45. In terms of VALS classification, my audience can be described as ‘activators,’ ‘seekers’ and ‘explorers.’ These people are open to new ideas, self-expression and self-discovery. They try new trends and experiment with fashion and are most likely to see more modern techniques of advertising so that is why I plan on creating atmospheric and outwardly aesthetics in both my posters and Instagram posts.

Because my target audience is open-minded and explorative, the theme of freedom and self-discovery will be the main focus of my advertisements.

To keep my audience’s attention, I plan on using tactics such as star power. I will use the band brand in the textual components of the advertisement. I plan to use dominant signifiers such as a outfits and clothing inspired by Florence and The Machine. I will also use similar poses and quotes that they are also known for and are easy to identify.  

I plan to keep my audience engaged by creating, what Uses and Gratification’s theory describes as, diversion. I will achieve this by creating an imagery of excitement, drama and tension rooted in ethereal and outwardly figures within my advertisements. Relatable and enjoyable characters will also feature on all posters and posts. I plan to give the opportunity for my audience to create personal relationships and feel emotionally engaged with my characters so that they enjoy the movie much more. I will do this by making sure my movie posters convey real life/daily struggles and problems through the protagonist and elements in the posters, this is to create a connection with the audience’s own personal identities and the film.

Instagram posts:

Movie posters:

Statement of Intent

The demographic which I have chosen for my media products is females who are in their teenage years, mainly focused on those who have an interest in motor racing.  

In psychographic terms, my audience would be seekers. This group is invested in finding self-discovery and action, while also seeking excitement and experimentation. They could be seen as a group of young adults who want to see change in certain elements of society, which would help them be a part of my audience as I wanted my media product to create a different perspective in certain areas of sports which are seen as male dominated.  

Another psychographic label which is from the Young and Rubicam’s cross-cultural consumer categorisations is the reformer. The reformer has a mindset of ‘Don’t tell me what to do or what to think’ and they value their own judgement. Often perceived as intellectuals, the reformer is very socially aware, priding themselves on their tolerance to society. They lead an edge to society, seeking out authenticity and their core need in life is enlightenment.  

Therefore, with my media product I have a dynamic audience. The genre of my film poster is motor sport and therefore the different audiences I am promoting to need to be a part of diverse social groups. However, the posters and Instagram posts will be distributed to a wide range of people to try and encourage a larger, more diverse audience for the media products.  

The two-step flow theory would help promote my media products because the audience will already have an interest in coming-of-age films as there is many examples of these films already produced and have a large popularity. The way which the actors had posed on my posters allow for an image to be created of the film, allowing to encourage young females to see how women can be portrayed differently for different forms of media.  

Representation is the most important aspect in my media product. This is because the film is aiming to have a positive outlook on women in motor sport and allowing for a wider range of people to have the opportunity to see the different choices they can take in life. By using a picture of a female on my posters and Instagram posts, it helps encourage the audience to understand how the main female lead will be represented in the film. The use of different aspects in my media product will help catch the audience’s attention and help draw them into the film, my posters and Instagram posts are unique and help the audience to understand how the film could be related to themselves.