Jessica Da Silva- Statement of Intent

I intend to produce two movie posters and three social media posts to promote my melodramatic film “Polaroid”.  With a target audience of young woman aged 16-35. For viewers at this age, they are constructing ideas of future careers and encourages this niche audience to cultivate social connectiveness. My products will be promoted on Instagram and in the “Gentlewomen” magazine; represented by Rock Media who have promoted the magazine as a European fashion and luxury magazine. With readers labelled as “Modern, stylish women” therefore my audience is likely looking for a rich and complex visual and auditory experience 

The title “Polaroid” reinforces the retro aura of my product. The unique selling point (USP) will be the nostalgic essence of my posters that aim to connect the target audiences with ‘ fond memories. Which aims to revisit an old concept reintroducing it with a modern twist a new target audience who look at cultural references from the 90s onwards. This nostalgic direction offers an “escape’’ — to use Herzog’s term — from the uncertainties of the present.The film is set in London, which targets most young people from an urban area as well as appealing to this alternative audience by representations of the 90s era. 

On my movie poster a twisted aesthetic is incorporated contoured through the fashion, facial expressions and body language of the actors, with the intention to trigger nostalgic feelings. Close up shots taken on a vintage camera suggest intimacy providing a touching product that feels familiar to the intended audience. Reference of a former trend: vintage cameras; connects with those that lived through the trend connecting past media to my product. The secondary poster will also feature the tagline “A story told through photos” to generate the focus on the photographs captured on the poster alongside a red background reinforcing the edgy colour palate. Furthermore, the promotional posts will include “Coming soon” to create hype for the film.

Using original photographic images from different locations, I will concentrate on lighting, making sure they are mellow, connoting that intimate feeling my audience crave. I intend to edit my photos to create a grudge ambience. I will present them in a Polaroid style, assuring attention is paid to their presentation. The “Old-School” aesthetic of my product will be reinforced through a bold colour scheme, accented by splashes of monochrome pigmentations will give the magazine digital shelf appeal, with the photographs contrasting. Ensuring it appeals to the modern audience who will understand the retro indicatives.

Digital convergence is a way in which we consume and interact with different media products. I will also include in the captions of Instagram posts links to the official film website, and links to the production company; social media links to appeal to the younger audiences as well as opportunities to find other films made by the same production company that has the possibility to appeal to them.

490 words

I am promoting the film ‘Just one chance.’ It is a film about a pair of best friends in a small town who want to make something of themselves but where they live, and their backgrounds make it difficult. Their school doesn’t really bother with them even though they are incredibly smart. They are hit with many obstacles along their journey but one day they are discovered by a big producer who comes to the school to give a speech to the children. They are in a drama class as the director walks past and he suddenly sees their potential. They have one shot to make it, but they must leave everything behind, their family, friends, and their whole lives for this chance. I have promoted this by making a film poster and Instagram posts to advertise.  

My target audience for this film is young/teenage girls. This is because the protagonists are both girls at it shows a relatable insight into secondary school and how females in society are treated. These posters will be in Teen Vogue as a huge population of my target audience read these magazines. In terms of VALs Psychographic descriptors, these posters and posts will be targeted at the “Seekers” and “Achievers”. These people are hardworking and determined; they want to do something in life, they look for self-improvement and success. These are the type of people who the promotional material is aimed at because (especially with the Instagram posts) they encourage active thinking and problem solving which becomes an important theme in the movies.  

My film poster shows two girls in a school running away from the camera. This symbolizes them running away from their boring, unfulfilled lives toward a better future for them. The title of the film is clearly shown in bold white writing so it’s clear and outstanding. There are lists of quotes about the movie to make it intriguing and promote the film in the best possible way. It also features the release date of the film to create anticipation and a large audience as soon as it comes out in cinemas.  

The Instagram posts show each protagonist with a short background about their acting career and their names in bold black writing. It includes films they have been in before which is a good marketing technique, as if anyone has watched those films and enjoyed it would interest them to see this one.  

The motives for the audience I am exploiting through these posters and posts is giving them hope and letting people live through the characters. The materials explore different themes such as identity, self-improvement, luck, happiness and most importantly hope.