LO3/LO4: Gemini films campaign

Gemini Films are an independent film company based in the UK. The company wants to promote the opening of its new film ‘In Static’. The genre of the film is a gritty thriller with a BBFC certification of 15. The film will be released in July 2023. The film is expected to generate interest from a variety of TV magazines and review websites because the lead actor is soap star ‘Harry Sparkie’. The narrative is centered on friendship and homelessness. Gemini Films wants to promote the film six months before the release. The trailer is complete. 

6* Develop a social media campaign for the opening of the film ‘In Static’.   

In your campaign you must include the following aspects: 

• Timescales, milestones and review dates
• Channels used to reach the audience
• Content plan

1. Client Name - The client name will also influence what your handles are called.

Handles - @GeminiFilms + Pages to post to. 

2. UK - Tells us the target audience of this film. This should influence the visuals in the advert.

3. New film - It is a film product. The visuals on social media could therefore include trailers, posters, Interviews/ backstage footage. Platforms we could post on: Instagram, TikTok, YouTube. Interview actors on a livestream on Facebook or Instagram. On the live stream the audience can partake in polls or comment questions. 

4. 'In Static' - Product name "teaser." Its going to be another handle @InStatic. Can also use hashtags to start trends as this is how you get people to look at your content and go viral. 

5. BBFC 15 - Can identify the target audience should definitely use Instagram, YouTube and TikTok.

Need to include 3-4 channels. 

6. Gritty Thriller - The genre is gritty thriller this will influence our visuals because they have to relate to the genre of the film i.e., reflect the codes and conventions. The house-style colour pallet would include: reds, blacks dark greys, and dark blues. This will dictate visuals.

7. July 2023 - During the holidays the target audience (15+) will use social media more. We should start advertising around February. Prizes should be up for grabs such as tickets to the premiere.

8. Harry Sparkie - The lead actor will be the center of interviews, teasers and trailers. Hashtags and @s should also include him as much as possible. More people in the scenario that are used/targeted the more audience will be targeted. 

9. The narrative is centered on friendship and homelessness. Partnership with a homeless charity or organisation. Audience members moving up to media qualifications can enter design competitions with prizes such as meting Harry Sparkie or being able to see the set behind the scenes. 

Folksonomy - use any and every opportunity to interact with the audience.

BUDGET UNLESS SPECIFIED IS INFINITE

CAMPAIGNS WILL START SIX MONTHS IN THE FUTURE.

Censorship and control

 IPSO (Independent Print ) - Can monitor content generated by magazine publishers or News agencies.

ASA - Can Monitor Adverts and Advertising Content.

Ofcom - Can monitor some professionally produced content online.

BBFC - Can monitor and classify film content online.

• Individuals with social media accounts often have to agree to T&C's of employment regarding social media (UTC Staff do).
• The main point is that employees should exercise Self-Regulation to avoid causing any damage to their employer's image on social media. 

Self Regulation

• The idea here is that individuals (and to a lesser extent companies/organisations) make choices about what to publish as a prosumer on social media. 
• In terms of organisations it's about how social media reflects the ethical and moral guidelines or identity of the organisation. 

In this country our social media is subject to law and some regulation by various bodies. 

HOWEVER - there are some countries where social media is censored.

China 

Turkey

North Korea

These countries exercise tight control of internet access ad have censored most external social media.

Instead they have in some cases created 'approved' social media channels and filtered search options. 

Some countries (most notably China & North Korea) also monitor blog posting and online journalism. 

Dissident (those speaking out against the establishment) journalists, bloggers or activists are identified by state filters and are often imprisoned. 

QQ 

1. List the functions of each.

Messaging service

Voice Calls

Blogs

Similar to Meta or WhatsApp

Weibo 

1. List the functions of each. 

Website

Shopping 

Communication 

Adverts 

Monetary Rewards

Similar to TikTok

Identify three cultural constraints that social media managers should be aware of when promoting products to foreign markets - 10 minutes. 

1. Language Barrier

2. 

3.

Explore and understand Moral Panic and the effect social media has in spreading among audiences

Moral Compass

Your moral compass can/is effected by:

- Upbringing

- Religion + Belief 

- Friends 

- Societal change and events

- Occupation/ Employment

- Experience

Morals - standard of behaviour; principles of right and wrong

Panic - Sudden uncontrollable fear or anxiety, often causing wildly unthinking behaviour

The idea of Moral Panic is that someone or something evil/negative is threatening the normal way of life. Historically this has led to literal Witch hunts, outing communists, Anti-Semitism and various other groups as being dangerous. 

Social Media & Panic

Whereas in the period before the 1990s Moral Panics were spread by word of mouth, rumour and tabloid journalism. The rise in internet use and access led to information (and misinformation) being spread far and wide more rapidly.

With the advent of Web 2.0 and social media becoming popular, Moral Panics spread more widely and quickly.

How the 9/11 attacks contributed to moral panic around the Muslim faith. The 9/11 contributed to moral panic around the Muslim faith via misinformation and fear mongering from the internet and tabloid newspapers. It gave xenophobic and bigoted people an excuse to target Muslim people. 

Gave rise to 'islamophobia' and the Mayor of London at the time described some Muslim people as 'looking like letterboxes.' 

In the last 20 years the following media subjects have been subject to scrutiny as a source of moral panic:

• Violent Video games (ongoing)
• Slipknot
• Eminem 
• Instagram 'influencers'
• Little Britain
• The Royal British Legion 
• Gender rights
• The COVID-19 Vaccine 

How has Social Media ITSELF been a source of Moral Panic

• Trolls
• Misinformation
• Access to inappropriate content
• "cloning"
• Radicalisation  
• Blackmail and extortion
• Anonymity, lack of consequence and exploitation 
• Body image
• Social isolation
• Likes replacing interaction
• Social media and image rights and distribution
• Employer checks
• Polarising topics

 Identify two ways that the term 'moral panic' relates to the use of social media channels (2)

A first way that the term moral panic relates to the use of social media channels is due to radicalisation, This is because young and impressionable people can be radicalised by negative presences on the internet who they see as an ideal self or partner Andrew Tate is an example of. 

A second way that the term moral panic relates to the use of social media channels is due to body image. This is because children, teenagers and even young adults can all gain a negative body image from seeing posts on social media. An example includes TikTok having huge amounts of dieting and weight loss and holistic health and food influencers on its platform.