The Hobbit Tracking 7

Both of these pictures were taken from "Time Out" magazine in which the front and back pages (The first picture) and some of the inner pages (The second picture) are dedicated to advertisement which the readers can put on their walls as posters. This issue is directed at the London audience as it is the London issue and it is an example of above the line marketing as the marketers of The Hobbit would have payed to have this advertisement placed within the magazine.

The Hobbit Tracking 6

9th December 2013: Advertisement on the Orange Wednesday Iphone app, which is an example of below the line marketing. The app is promoting the film's release for its own consumers, however this is beneficial to the marketing of The Hobbit. The film is a certificate 12A, which means it is suitable for the family as children can watch it if accompanied by an adult. This opens the film to a wider audience as families are seen to be more likely to go to the cinema in order to watch a film.

9th December 2013: a Youtube homepage banner which demonstrates the integrated nature of Web 2.0. From the Youtube website people are able to, with one click, go to links which will enable them to book tickets, download The Hobbit apps, watch videos and features ect. This makes it more accessible and easy, which increases the chance that members of the public would respond to the marketing and then spend money. It is an example of above the line marketing.

8th December 2013: A billboard in Illford which is directly in front of a popular chain supermarket, which would therefore be seen by many people who are out shopping in the area. It is an example of above the line marketing.

The Hobbit Tracking 5

The following bus photographs were taken when sitting in Starbucks and are all examples of above the line marketing.

6th December 2013: Advertisement on the side of the 46 bus which travels around most of North London.

6th December 2013: Advertisement on the side of the 147 bus which travels through Barking.

6th December 2013: Advertisement on the side of another 25 bus. The same bus route was seen with advertisement for The hobbit at an earlier stage.

6th December 2013: A poster within Ilford Cineworld for The Hobbit.

The Hobbit Tracking 4

3rd December 2013: Pre-video advertisement on Youtube, which is an example of above the line marketing. The consumer is unable to avoid watching part of the video before they watch the video that they wanted to see. If the advertisement sparks interest, they click on it and are taken to the official website. If not, they can simply skip the advertisement after 15 seconds. This is an effective method of getting the attention of the people to whom the film and demonstrates the integrated nature of Web 2.0

3rd December 2013: A Youtube banner promoting the release of The Hobbit. It is an example of above the line marketing.

The Hobbit Tracking 3

2nd December 2013: Advertisement for The Hobbit on the side of the 25 bus, which goes from Central London (for example Holborn Circus) to North East London (Ilford). Wide-spread above the line campaign which would be seen by many people. This image was taken outside Ilford Cineworld.

2nd December 2013: Advertisement for The Hobbit on the side of the 123 bus, which runs for Ilford and Stratford. Targeting an area where many people would see it due to the popular shopping mall in the area. An example of above the line marketing.

The Hobbit Tracking 2

1st December 2013: Advertising on the UK Youtube website, therefore an example of above the line marketing. People are able to watch this trailer whenever they want to. As seen from the name of the Youtube channel which has posted this particular video, Warner Bros has a separate channel dedicated specifically to its UK audience, which shows that the advertisement campaigns seen all over the UK are specifically tailored for this audience.

1st December 2013: Advertising on the Iphone Youtube app. An example of above the line marketing. This demonstrates the different platforms through which people are now able to consume their media.

The Hobbit Tracking 1

Aired on ITV 1 at 5:45pm 30th November 2013 during Harry Potter and the Philosopher's stone. This would lead me to believe that one of the target audiences are fans of films of the same genre, e.g. Harry Potter. An example of above the line marketing. I was unable to catch the film the first time around, therefore I was able to record it and watch it at a later date, which is an example of how advances in technology have changed the way in which people consume media.

Youtube advertisement when watching a Justin TImberlake Medley. 30th November 2013 at 7:00pm. Ad campaign, an example of  above the line marketing.

Close-up of previous image.

'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.