As an independent film production company we need to attract our audience cheaply but effectively. We are going to do this by using viral campaigns especially focused on social networking sites such as facebook and twitter to attract a large target audience without spending a lot of money. We will also use cheap posters to promote our film to general members of the public that don't use social networking as much as other people do.
Facebook and twitter are brilliant for social advertising but there are also a couple of disadvantages to them. The main bad point about using social networking is if one person doesn't like the film and they use social networking to express how they feel then, those people that are connected with them through social networking, which can be from neighbours to the other side of the world, can read them and be put off watching the film. This can be very damaging to a market campaign and can "break" a film.
Trailers on the TV are highly expensive and an independent production company might not be able to produce the funds to advertise the film on TV.
As an independent film production company we are more likely to use under the belt advertisement rather than over the belt advertisement. Under the belt advertisement is free advertising like word of mouth of interviews that promote the film, where as over the belt advertisement is advertisement that costs money to promote the film, like game releases or public displays of the film.
An example of this is the batman logo appearing on a building to promote the film before it was released. This builds hype.
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