Common elements throughout film promotion packages: The Smurfs

The Smurfs Promotional package

Throughout promotions packages for films there are a certain things that run consistently throughout giving the film and the material a consistency. These elements can be all sorts of different things and it is this I am now going to analyse. I am going to use the film the Smurfs (to be released Aug 2011) as my example and I will analyse different elements of the promotion package to find these common elements.

Font

Here you can see the font is very similar between the film trailer and the poster. Both use the light blue text in the cartoon style font. This is good as it not only fits with the promotions package but also with the film its self (as the Smurfs are lighter blue and cartoon characters). The trailer also has white writing which also features on the poster this shows how the two products have a certain presentation style that people can recognise and associate with the film. It is unusual in the trailer that the institutional information has been changed to incorporate the Smurfs theme this in not usually done as normally companies have certain graphics that they display at this point in the trailer, creating brand identity, but in this film this is not the case.

Image composition

Images throughout the promotions package tend to be similar, again creating identity and something people can recognise. ­­­­In the images above you can clearly see the resemblance and more specifically the use of the image with more than one Smurf and an inner-city setting. This is clearly used to help people relate to the setting of the film. This clearly runs through the posers released to promote the film, all of the trailers and is heavily featured on the official website about the film.

 Colour

Through the whole promotion package, this is the use of the colour blue. Blue is a big part of the Smurfs franchise and this is particularly evident in all of the promotional material released.

Overview

It is clear to me from this analysis that one of the main elements in the promotions package is that there is a clear consistency throughout and the style established is clear, relevant and look good.  It is also clear that though all of the different elements are different; it is clear that they must all look and be composed similarly.