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Marketing Pitch

The document discusses the forthcoming re-release of the 1976 horror film "Carrie" and plans for its promotion. The target audience is identified as Gen X and Gen Y aged 17-25, especially high school and college students who can relate to the film's themes. A new movie poster was created with a focus on Carrie covered in blood and fire to appeal to modern horror fans. Additional promotion strategies include an online costume competition on Facebook around the film's hashtag, selling Halloween costumes related to the movie, and interviews with original viewers to generate buzz around the re-release. The goal is for the reimagined poster and promotional plans to make "Carrie" a success with young audiences during its Halloween season re-release

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78 views

Marketing Pitch

The document discusses the forthcoming re-release of the 1976 horror film "Carrie" and plans for its promotion. The target audience is identified as Gen X and Gen Y aged 17-25, especially high school and college students who can relate to the film's themes. A new movie poster was created with a focus on Carrie covered in blood and fire to appeal to modern horror fans. Additional promotion strategies include an online costume competition on Facebook around the film's hashtag, selling Halloween costumes related to the movie, and interviews with original viewers to generate buzz around the re-release. The goal is for the reimagined poster and promotional plans to make "Carrie" a success with young audiences during its Halloween season re-release

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© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd
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“Carrie” directed by Brian De Palma in 1976 is ready for its forthcoming re-release to cinemas.

“Carrie” is an American classic horror movie which is about the story of high school outcast
Carrie White, whose oppressive mother and teenage tormenters turn her into a mass
murderer with telekinetic powers. The main casts include Sissy Spaces - the heroine and the
supporting casts who are John Travolta, Piper Laurie, Nancy Allen, Betty Buckley, William Katt
and Amy Irving. “Carrie” left a great impression on 1976 audiences and became one of iconic
horror films.

The movie targets at gen X and gen Y audience who aged from 17 to 25. Particularly, high
school and universities students are the most suitable target audience because “Carrie” focuses
mainly on the school life of teenagers and these audiences have an insightful understanding of
the experience and situations presented in the movie. Besides, the reason for the age require is
that there are several scenes which are only appropriate for those who are above 17 years old.
Considering the stage at which the target audiences are in their life, their purchases are mostly
influenced by trends created by celebrities and friends and often follow their recommendations.
For those young audiences, social media is their favorite platform where they look for products
review or advice on purchases and most of them prefer shopping online.

Since the original poster no longer appeals to today’s audience, a new poster is remade to meet
the audiences’ expectations. First, regarding the written codes of the poster, the use of tagline “If
only they treated her better” help engage the target audience in the movie’s plot. It reveals an
ambiguous circumstance related to the characters in the movie, particularly the heroine, thus
creating a sense of curiosity among viewers. Moreover, hashtag and link to the movie’s website
are also posited at the bottom of the poster to make audiences more accessible to the film
reviews, its outcome trends and involve in its associated discussion. The hierarchy of the
information on the remade poster is also reordered. The movie’s director and its adaptation from
Stephen King’s novel, which are important information within blockbuster era, is in a noticeable
position on the poster. Particularly, the release date of the movie is during Halloween season so
that audiences have a wider range of movies to choose from.
On top of that, the visual codes of this poster are also made changes to reflect accurately horror
genre within audiences’ interests. The center of the poster is a middle-shot image of the main
character- Carrie, of which focus lies in her staring eye and bloody hands. And flame of fire
serves as a background of the poster. The use of bloody hands, fire and the red theme color helps
convey the sense of violence which is a typical convention of horror genre and also illustrates
vividly the protagonist’s emotions such as frustration and powerfulness. This focal image creates
a sense of tension and make the audiences feel scared when looking at the whole poster.
Furthermore, to make the film’s title noticeable, it is given a yellow wording effect, which is
distinguished from other information on the poster. Each information is in the different sizes to
indicate their significance.

In addition to the movie poster, there are three other strategies to help promoting the movie. The
first idea is to create a competition on social media which involves users in posting photos of
themselves disguising as Carrie along with the hashtag “#Carrie1976”. The social media
platform will be restricted to Facebook only. The four most impressive photos with the largest
number of likes and shares will be awarded prizes. Thanks to a great number of sharing posts,
this buzz makes the audience more familiar with the movie and forms the connection between
them and the main character.

As the movie’s re-release date is during Halloween season, the second strategy is merchandising
with Halloween costumes related to the movie as the main products. These merchandises will be
purchased mainly through online websites and only distributed among offline stores in all states
of America. This type of marketing makes the movie more appealing to its audience and
introduce them to the movie’s theme. The last strategy is to conduct an interview of those who
had watched the movie on its first approach. The interview aims at getting film reviews from its
previous audiences and their own feeling about its re-release. Through these reviews, the
younger generation can have a general overview on the quality of the movie and hence are more
likely to be convinced to watch it.

It is believed that with an aesthetic poster which is reimaged to best suit the modern young
audiences’ interests as well as the characteristics of the blockbuster era, together with three
careful planning strategies, “Carrie”- an “old but gold” horror movie, will bring an unforgettable
Halloween season to its audiences on its second strike.

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