'STRAIGHT OUTTA COMPTON' Marketing Campaign

Traditional Marketing :

Trailers, Posters, Bill Boards

Websites - Normally interactive

Social Marketing - the use of social media to market a product

Viral marketing campaigns

Blair Witch Project - Website made to look like a real myth and that it was currently being investigated. People believed the teens were actually missing.

Press Marketing - Allowing press access to set or pre-release images of characters etc. Will encourage them to make a main feature from your film or even a cover.

PR Stunts - Stunts at big events

Fan Created Marketing - When a fan shows their appreciation.

'Fuck the Police'

Genre - Rap

Representation

Young African American men are represented as thugs/criminals who are specifically targeted by the police.

Debates

Racial profiling - Skits to show that police should be in jail.

Politics

Highlights issues with gun laws in America.

Re-appropriation - Taking ownership of a word.

Context :

Produced by legendary pictures. Distributed by Universal

Most media is owned by a few companies.

-- T R A I L E R --

Trailer Conventions :

Generally one voice. ( Narrator )

Clips from actual film

Radio edit - removing swear words with other sounds.

This trailer doesn't have a voiceover.

Target audiences

Teenagers that enjoy making music

Music industry

Black people

There is a majority black cast in this film.

Marketing Examples :

Lots of explicit language.

The original music was used to sell the movie which is a way of re distributing old music again with the aid of a film.

Memes are an example of viral marketing. For example, the straight outta ____ meme was created by fans which raised awareness of the film.

Film is relatable to audiences now.

Synergy - Where two media industries work well together.

Comments

Adbusters

Deliberately challenged the image. Its childish defacing. This defacing plays on the ideology that nothing is too high up to take down. Banksy Drawing of Policeman snorting cocaine. This is know as detournement. It is a form of high-jacking or re-routing. It is more commonly seen as Culture Jamming. Culture jamming is often obsessed with the idea of destructing consumerism/capitalism. Culture jamming - the practise of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters potential genres: Pop Culture - Sans serif font has informal connotations Satirical Comedy - Attacks something. Adbusters uses a lot of negative white space which connotes purity but directly contrasts with the image shown on the background. Masthead changes every time. Every magazine cover is unique which shows they are challenging. There is no reference to anything that is inside. No

Fandoms

Fandom is a subculture composed of fans characterised by a feeling of empathy and camaraderie with others who share a common interest. Examples: - Bronies - Rick and Morty fans - Furrys - Beliebers Textual poaching - Stealing something from a media product and often using it in a way that subverts normality/ the intention of the producer. KEY THEORY 18 - FANDOM - FANDOM Fandom refers to a particularly organised and motivated audience of a certain media producer franchise. 'Fans use the media in ways not intended by the producer' 18 - Fandom - Henry Jenkins (radio, videogames, television, online media) • Fandom refers to a particularly organised and motivated audience of a certain media producer franchise • Unlike the generic audience or the classic spectator, fans are active participants in the construction and circulation of textual meanings • Fans appropriate texts and read them in ways that are not fully intended by the media producers (‘textual poach

Attitude Online - Wednesday 13th March

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggest

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