My project will be a digital campaign promoting the film ‘Loves Lost’ a dark, romantic murder mystery about a woman who is looking for her lover who has recently been declared missing alongside her two exes. This will be consisting of 2 movie posters and 3 Instagram posts. The demographic of these posters and posts will be teenage/young adult female audience who enjoy reading novels.
These will be presented in the Gentlewoman magazine, as the audience there consists of intellectual young female adults, and the romance/murder mystery themes suit this audience well. In terms of VALs Psychographic descriptors, these posters and posts will be targeted at the “Seekers” and “Achievers”. These people thrive on their hard work and look for self-discovery and achievement. 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.
These posters will promote a diversifying and inclusive film. Both posters will depict the protagonist with a disturbing Greek tragedy mask on. The use of Greek masks, scribbles and atmospheric setting will convey strong overtones of suspense and mystery. Contemporary youth culture will mix with traditional forms of murder aesthetics. The use of Greek masks in specific connote to features of the traditional structure of an Ancient Greek Tragedy, such as the ‘Tragic Hero’, and ‘Hubris’. The use of a female protagonist, dark colours and Greek masks will evoke the intellectual and inquisitive attitude of the Gentlewoman magazine. The title of the film will feature on the bottom of the posters, in a pin and string format, accompanied by esteemed critic reviews on one of the posters. The other poster applies formatting, in which it’ll label itself as a “heart tugging story” featuring just above the title.
The Instagram posts will follow a more complex and narrative format: a crime board with pictures of the missing victims accompanied by several other pictures of culprits, possible weapons, places last seen, etc… all connected with string. This encourages people to engage with the promotional material, connoting darker truths. The textual components will emphasize the release date, a Rotten Tomatoes mark and a positive review on a newspaper by a well-known media conglomerate.
The motives for the audience that I am exploiting through this digital campaign is Personal Identity, one of the four categories in the Uses and Gratifications Theory. The material explores and focuses on characters, their development throughout, and the journey they have taken, ups and downs. Having the characters be the main focal point in this campaign makes this point clear to the audience. The posters and posts explore LGBTQ relationships, heartbreaks, and the anxiety and depression of losing someone you loved which the audience should be able to relate to.
