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Advertising “Avaritia”

Besides the use of viral advertising and publicity generated at festivals such as V Festival, we intend to use other means of advertisement to spread awareness and generate anticipation for our film. One of these methods would be strategically placing teaser posters for “Avaritia” in teen magazines aimed at our target audience of 18-25 year olds. This age group is aimed towards the narrative of the trailer however, the camera techniques and subtle references to other films (intertextuality) may be appealing to older and more experienced audiences.
A useful advertising tool for us would be billboards and bus stops/ buses, due to a lot of our target audience travelling on public transport.
We would like to place our teaser trailers on television channels which reach our target audience such as music channels and channels with popular programming. However, we find that we are somewhat restricted with the amount of money we have been granted and so perhaps this ambition is not as fisable as the concept of advertising on billboards and in publications.

Our Trailer's Textual Analysis

Our Trailer itself:

There are two separate parts to our trailer. The first half demonstrates the 7 deadly sins that each teenager possesses. From the first and opening shot, the audience can tell immediately that people have been sinning, and that they are praying to repent them.

About 9 seconds into the trailer, the audience see a subtle foreshadowing for what is to come in the film, and the rest of the trailer. The long shot used allows the audience to see each character well as the frame is from their heads to their feet.

Before the death montage at the end, the audience get a quick profile as each character has their sin displayed very briefly.

We added a Day to Night effect for some of the ‘Lust’ scenes as it implied a darker and dirtier image to the trailer. The ‘Sloth’ has a crackly screen and sound to represent a hand-held camera, presumably of the killer. Match on Action (or Shot Reverse Shot) is used in the ‘Wrath’ sin as the girl being racially attacked falls into the bushes. We also used a Point of View shot here to make it more realistic and personal.

The longest black pause is then used just before the killer’s montage at about 49 seconds into it. As the music builds up, tension is created within the audience and as the images move quick and fast, suspense is built.

As the dead hand slowly slides down the window, the slow movement informs the audience that the trailer is coming to the end. The date of the release then fades in and the audience is left with intrigue and questions.

Costs for the film (main costs)

The main costs for our film

Script and story £5,000
Director Producer £7,595
Main Cast £3,500
Crew £3,000
Locations £2,000
Hair and makeup £900
Costume £1,000
Pre production £3,600
Advertising and distribution £6,000
Editing (Post production) £4,750


£37,345

Our Initial Ideas

Narrative:

As teenagers seem to be a very large problem in Britain, we used this opportunity of film-making as a tool to exaggerate their rebellious and shocking ‘apparent’ behaviour.

From finding a 2007 report online that stated, “They are more likely to binge-drink, take drugs, have sex at a young age and start fights.” We knew that a lot of the problems in society related to one or more of the Seven Deadly Sins, we used this connection to create our plot and storyline.

Camera Techniques:

We wanted the trailer to look at the negative side of teenagers as they are already represented in a bad way in Britain. To create a gritty and realistic feel to our trailer, we wanted to incorporate a variety of shots and angles to ensure that it was believable. By using point of view shots and hand-held camera movements, we ensured that we took into consideration the tradition of British social realism (such of the work of Shane Meadows).

Target Audience.

Target audience for our film.

We looked at our film and found that our target audience’s were young adults, around the age of 18+ (that’s how we came up with the idea of certificating the film an 18) Because of this age range we thought that it mainly targets university students as they are the people more likely to go watch a horror film of this standard. Teenagers and young adults spend the most money on watching films in the cinema so targeting this age range is a good move.

By having students in the film, the viewers can feel more related to it and would enjoy it more and possibly pass on good feed back about it around to their friends.

At some major festivals, on the main stages in the evenings they have a ‘film night’ which we feel that could be a good place to advertise and show our trailer as it would be the perfect age range and to a large audience. We could also show clips of the trailer on the screens around the venues to attract more viewers to the film for when it is actually released.

Design

Within our trailer we had to improvise with make up and propps due to our low budget of practically nothing. We aimed to have smudged black eye make up to suggest that the women have been crying yet also it makes them appear more scary when dead. This is a archetypal feature of horror films, as the audience can feel the emotion evoked from the female protagonists. Additionally, the props used were basic, an example is the belt as a noose. If our film was funded we would have more sophisticated props to ensure our horror film appears more realistic.