Cross media advertising involves working with other companies so that everyone can gain mutual benefits. An example of this would be that as Sony owns a television company (CBS), a music company (BMG) and the film production company (Columbia) they can all work together to advertise something. So a Columbia produced film could use one of the company BMG's songs therefore making the song more recognised and could therefore benefit Sony's finance and success.
One of the most popular uses would be teaser trailers which are usually released around 18 months before the release to make audiences aware of the product, to get them excited and try to make viewers spread the word.
As teaser trailers are made to be watched for a certain period of time, some people may not have time to watch trailers, which is why posters are also used in many places such as on the side of buses, in bus stops, in cinemas etc. Although this is not as detailed as trailers they are designed to capture peoples attention straight away and try to make hype about the film. An important part of posters are the release date which may not be as obvious on trailers because they are made to stand out so people are aware of when the film is available in cinemas.
Television is also used to capture the attention of a wide range of people through adverts between programmes. This is a very clever marketing strategy because especially if people haven't heard of it before they are more inclined to watch it and discuss it with other people. This is a good way of attracting the attention of accidental audiences because people who aren't particularly keen of certain genres may feel differently if they see a fast paced and exciting teaser trailer.
Within these marketing products a variety of techniques are used to try and attract the target audiences:
-cinematography which is used to decide on the lighting and camera effects when recording movies.
- film clips which are short and dramatic
- typography which is the technique of arranging type designs and is used to modify glyphs using a range of editing programs.
-editing programmes such as iMovie which are used to edit the film to enhance the overall outcome and effects.
For example, films aimed at younger age groups such as The Hannah Montana movie captured audiences using very catchy, stereotypical music which they knew the target audiences liked, such as pop music. Along with the music, cinematography, film clips, typography and editing programmes they use also specific mise-en-scene to create the right theme and style to the film.
The catchy music used in the Hannah Montana movie was also used in the teaser trailers so that the audience would recognise and get to know the song before the actual release. They also included short clips of the characters personalities and different members of the cast so that the audience felt like they knew them before they watch the film. Although there is a television programme called Hannah Montana so most people already knew her this would have helped the amount of people who went to see the film because they were already familiar with her. They also used posters which are airbrushed to make the characters appear perfect and beautiful, particularly emphasising Miley Cyrus who is the main actor.
Along with the teaser trailers and posters, there would also be other forms of advertising such as web pages, television reviews/interviews, radio, magazine coverage etc. Web pages would include blogs or fan sites to try to get a fan base before the release of the film, radio and television music channels will also attract audiences because they will release the music videos for the movie which usually include short clips of the film, and television will attract viewers such as the film reviews on channel 4 where they sometimes include interviews with the main characters from the movie.
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