research and planning into digipak

When initially planning the outcome of our digipak we made a mind map of all the things connected with the image we wanted to portray and so wrote down various words that helped us expand our ideas and names...here are examples of what was written on the plan:

• comic books
• space
• stars
• skateboards
• music
• guitar
• space ship
• "cool geeks"

We used these words as a base of what we wanted our digipak to look like. We also used our conceptual idea when filming of keeping it black with white spotlights as a colour template for our digipak and kept with the black and white theme. I felt that this kept a continuous and recurring theme that linked the video with the CD cover and poster.

Independent Film Marketing

Release Platforms (traditional)

1. small limited Platform release-cinema
2. home cinema (VHS----->DVD)

Usually either launched via festivals (Cannes)-they have risen in popularity, prestige and number in the last 20 years

New media technology developments in marketing:

1. DVD availability more widespread through non-region players
2. Online streaming-NET FLIX/ Amazon VoD
3. Console releases-XBOX 360 Live
4. YouTube Channels (and marketing through Facebook and Twitter)
5. Legal Downloads/ Torrent releases

Hollywood Marketing and Distribution

A product is only as valuable as the deal it can secure for distribution.


Consideration will be made on important key factors:

1. Stars (who is in the film)
2. Pre-sales (source material/ franchise/ sequel)
3. Release window (time of the year/ competition)
4. Merchandising (brand elements)
5. New technology (CGI/ 3D/ IMAX)
6. Awards/ nominations (Slumdog Millionaire and The King's Speech)

• Despite piracy and oppertunity for alternative exhibition methods cinematic release is still considered integral to a film's success
• This is now seen as a marketing tool for the whole package (sequel franchise/ spin offs/ merchandising-an extended advert)
• Alternative exhibition platforms sere to continue marketing the product package long after cinematic exhibition)

Traditional Exhibition

MULTIPLEX (like ODEON):

• wider audience
• multiple screens--> usually designed specifically for the task
• digital surround sound/ projection/ IMAX/ 3D/ CGI
• bigger screens and seats
• often in leisure park with other facilities and parking

however they are also...

• expensive
• hold large standing costs
• need to be profitable
• usually have to choose a major studio product in order to ensure biggest return

ART HOUSE (like PICTURE HOUSE CINEMA):

• targeted at a niche and specific audience
• 1-2 screens only (meaning limited spacing)
• often in converted spaces (theatres/churches etc.)
• may not have latest digital sound (dolby pro logic)
• more intimate venue
• often in obscure locations

but they also have...

• lower standing costs so less profit is needed
• opportunity for experimental and independent films leaving Hollywood product to Multiplex
• a much more communal atmosphere for the viewer