A film distributor's role is to raise awareness of a media product, and to get recognition using a marketing campaign. The more successful film distributors use an array of mediums and platforms including outdoor advertising, advertising in other forms of media and many more. With the wider target audience ranges it's wise to have a large marketing campaign in order to spread the word to everyone, while with the more defined, narrow target audiences, it may be smarter to use marketing that aims directly at a certain type of person. Audience research gives an insight into the type/size of the marketing campaign a film distributor may choose to follow, though if audience research is not carried out then the wrong marketing campaign may be chosen and this could lead to choosing a larger campaign than needed (leading to overspending) or choosing a smaller campaign than needed (perhaps leading to your media product not reaching its true potential). When marketing a media product, it is important to ensure that your different mediums are keeping an overall visual style/tone that you wish to implement on your audience. A certain colour scheme/image/font can easily become memorable in a persons head if it is in their vision a lot and can perhaps increase the chances of them wanting to go and see your product (due to it being more memorable).
The Woman in Black had a massive marketing campaign, spread over many different types of media including trailers, posters, magazine covers, billboards, newspapers, social media sites and many more. I feel as though this largely contributed to the overall succession of the final movie.
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