Advertising

Above The Line Advertising

Above the line advertising uses media to promote the films in many ways such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include television and radio advertising and also internet banners and Ads.

Below The Line Advertising

Below the line advertising, uses different brand-building strategies to promote the film, such as direct mail and printed media that usually involve no motion graphics.

2012

Sony Pictures are going to run a television campaign to promote 2012 that will receive an audience four times larger than the Super Bowl.
The plan is to air a two minute scene from 2012 on nearly every major TV and Cable network in North America. By doing this, the studio expects to reach 110 million viewers. by knowing this we can establish that 2012 used many above the line advertising conventions to market the film throughout the world, as it has a huge budget of $200 million.

A Serious Man

used a below the line promotion scheme as they premiered their film in an independant cinema and therefore shows that this film was not a wide scale venture like 2012 and had a substantially lower budget.

Bunny & The Bull

Bunny & The Bull has the lowest budget out of the three films, resulting in their promotional advertising techniques being below the line, using only their website and trailers in non mainstream cinema's to premote their film, but also uses the above the line technique starring British comedian and esablished actor Noel Fielding, cast as one of the main characters, attracting fans of his previous work to watching the film.

Four Weddings & A Funeral

produced in 1994, this film could not have some of the marketing scemes used today due to the advance in technology but, some of the old techniques used to promote this film are still being used, they have just become more established.in 1994 posters, trailers and merchandise were the key techniques used to promote a new film before it was released, and also still used today, is starring a famous actor to attract the attention of fans of the actors previous works, for example in "Four Weddings" Hugh Grant played the lead role of Charles which attracted a very large audience due to his incredible acting status. since the 90's advertising campaigns have gained many advantages through usage of technology for example, nearly every film imaginable will have some sort of website or page on a social networking site helping to advertise it, using the internet as a key tool to promote films 24 hours a day, 7 days a week.