ATTACK THE BLOCK MARKETING - UNIT 1

ATTACK THE BLOCK

WHEN WE TALK ABOUT ADVERTISING ABOUT ABOVE THE LINE AND BELOW THE LINE.

Above the line = This is everywhere goes out to everyone, eg. a billboard. You don't know who will be looking at it, it might not be the right audience or it could be, but everyone is able to see it. A newspaper is also above the line advertising as it is going out to the whole of society even though some are targeted more towards different social groups, everyone has the OPPORTUNITY to see it.
They have a huge audience but the product is not always for everybody's taste.

Below the line = This goes out to selected people only using targeted marketing. Because apps such as YouTube, Facebook and Instagram track what you look at and google, they send out targeted ads as technology knows who you are and what you like.

This is much cheaper than Above the line advertising.

THE BASICS

The director was: Joe Cornish

The writer was: Joe Cornish

It was released in 2011 on the 13th of May.

Some of the cast were  John Boyega, Jodie Whittaker and Alex Esmail.

In the UK, the distributor's company was Optimum Releasing and in the US the distributors were Sony Pictures releasing.

The budget for the film was £8 million but at the box office, it only took back £4.1 million. 

The production company was Big Talk. 

Attack the block was marketed by:

Having a website. This is an example of digital marketing which is also Above the Line as it is not targetted ads. As well as having a double-page spread in Empire Magazine which is a form of above the line, traditional advertising as well as posters that were put up.

If you clicked on the games tab, then it led you to all different ways the film was being marketed, such as the soundtrack being on iTunes where you could download the songs, which is an example of synergy (as they helped each other have more money than they could've alone). There was a successful game released along with the film.

When it comes to Below the line (digital) advertising, the film had social media accounts on Facebook and Twitter and these might come into your feed based on past things you'd looked for. There were also very good reviews from the guardian saying that the film was successful and that it was actually funny as well. This is a very good example of digital, above the line advertising. 

The YouTube trailer was seen by 2,572,549 people and is a below the line form of advertising as the ads for it would've been targetted at people who might've seen relevant/ similar videos.

TARGET AUDIENCE -

Based off all the merchandise and the posters, I would say that the target audience would be mainly males between the ages of 18-27 as the themes are not subtle with drug use and the racism that occurs in the south London. The drug usage isn't strictly deterred or supported yet they do play a major role within the film and they aren't discouraged.

There's also quite a lot of representation in the film so younger audiences might not understand the deeper themes of the film like people with more life experience might be able to.