'The Hobbit: The Desolation of Smaug' Online Marketing

As opposed to 'Kill Your Darlings', which is an independent film with a small budget, 'The Hobbit: The Desolation of Smaug' is a Hollywood film, which has a huge budget, which gives it the ability to spend large amounts of money on the marketing of the film.

1. This is an example of above the line marketing and so the film company would have payed money in order to set up their own website for the release of the film. This would be targeted at the fans of the previous film in the franchise and also of 'The Lord of the Rings' and it is also a place in which online advertisement can refer people to, such as a trailer with a link to the website.

2. This is yet another example of above the line marketing: the company would pay for the edit of this official trailer, which is a useful tool for enticing many different people of many different parts of society. It would not just be limited to the tech-savvy members of society who have the ability to access the internet, but would also be released on television in order to promote the film release as much as possible.

3. This is an example of below the line marketing. It is from a newspaper in New Zealand which would promote the release of the newest film of a successful film franchise in order to spark their reader's interest. Promoting something which is well-known and has a large fan base would be likely to increase their own views. However, the use of an interview is a way of promoting their film in a cheaper manner.

'Kill Your Darlings' Online Marketing

The use of the internet in the below examples of marketing for 'Kill Your Darlings' is useful for marketing the film due to the fact that it is able to reach a wider, broader audience in a quicker amount of time, with the ability to go viral. The connected nature of the internet (synergy) means that the target audience have the ability to find out more about the product and consume in the way that suits them best.

1. From the Daily Express, an online newspaper article. It is an example of below the line marketing due to the fact that the film company has not paid for this article to occur in the newspapers. It is more likely that an independent film would rely upon below the line marketing and social media to promote their film due to a smaller budget. It is appealing to Harry Potter fans, using the reference to his iconic glasses.



2. From the 'Daily Mirror', an online tabloid newspaper website targeted at middle class people, mainly women, in their 20s and 30s. The use of audience participation is in order to make them feel more included in the marketing of the film. It is an example of below the line marketing: the 'Daily Mirror' writes articles on upcoming films in order to spark reader interest, so for its own benefit. It is attempting to reach the audience who would look for a more scandalous story.

3.This is an example of above the line marketing.The advertisement on the cineworld website is an example of a type of marketing which would be payed for by the company. This is specifically targeting those who may be looking for a film to go to see in their local cinema.

'Kill Your Darlings' Research

What is the UK release date?
6th December 2013

What institutions are behind the film's production and distribution?
Sony Pictures Classics
Lumiere
Future Film
Paris Filmes
The Works UK Distribution

What's the film's production budget?
Unavailable

What is the nationality of the film?
American, United States

What kind of production is it?
Independent film

Are there any connections with other films?
None

Who is the director?
John Krokidas

Are there any star names in the cast?

• Daniel Radcliffe
• Ben Foster
• Elizabeth Olsen
• Jennifer Jackson Leigh
• Jack Huston
• Dane DeHann
• Michael C. Hall

What is the film about?
Set in 1944 surrounding the death of a man called David Kammerer and how this brings together a group of poets.

Who will this film appeal to?
Fans of Daniel Radcliffe as well as fans of the Drama, Romance and Thriller genres.

'The Hobbit: The Desolation of Smaug' Research

When is the UK release date?
Friday 13th December

What institutions are behind the film's production and distribution?
Warner Bros
Cocinsa
Forum Hungary

What is the film's production budget?
$250,000,000

What nationality is the film?
From the USA, American

Are there any connections with other films?
'The Hobbit' is a three-part prequel to the extremely famous 'The Lord of the Rings' trilogy, released between 2001 and 2003. The book was originally written by J.R.R Tolkien in the mid 20th Century. The three parts of 'The Hobbit' are:

1. 'An Unexpected Journey' (2012)
2. 'The Desolation of Smaug' (2013)
3. 'There and Back Again' (Expected in 2014)

Who is the director?
Peter Jackson

Are there any star names in the cast?

• Ian McKellen
• Martin Freeman
• Richard Armitage
• Banedict Cumberbatch
• Evangeline Lily
• Lee Pace
• Luke Evans
• Ken Stott
• James Nesbitt
• Orlando Bloom

What is the film about?
It is about a an unexpected hero, Bilbo Baggins (a hobbit), who is convinced to come out of his home in the Shire to become part of a quest to obtain gold and riches from a dragon's lair. Following the events of the previous film, Bilbo, Gandalf and their dwarf companions leave Carrok and carry on their journey to the riches.

Who will this film appeal to?
Lovers of the sci-fi and fantasy genres and those who were fans of 'The Lord of the Rings'