Analysis of a promotional package

Harry Potter and the Half-Blood Prince

PosterThere are several different promotional posters for this film, including:

The fact that the vast majority of the Harry Potter and the Half-Blood Prince’s promotional posters feature screenshots from significant scenes of

the film is a clever way or marketing – it creates intrigue and makes the viewer want to find out what happens in the scene. The poster I have chosen to analyse, however, is the one below, due to the fact that it is

simple, yet striking.

Image of protagonist – he is very recognisable, and the film is named after him - creates continuity and synergy.

Rain creates pathetic fallacy, and suggests that the film might be quite dark and sad.

Institutional information along the bottom – conventional of all film posters.

The fact that the name of the film has been replaced instead by “HP6” is quite significant – as it is a series, people may recognise the number of the film more than its actual name. It is also written in the iconic lightning bolt font that is recognisable of all of the Harry Potter films, which also creates synergy with the lightning bolt shaped scar on Harry’s forehead.

Tagline – intriguing, and gives a suggestion of the plot. Reflection of Dumbledore in Harry’s glasses suggests that it is he who is telling Harry this.

Reflection of Dumbledore in Harry’s glasses – suggests that he might play an important role in this film.

Release date – conventional of all film posters.

Looking directly at the viewer – creates a kind of ‘relationship’, acting as a persuasive device to watch the film.

MagazineDateline: Date and price (here in both British sterling and US dollars – shows that magazine is known and sold internationally). Conventional to all magazines.

Masthead – in recognisable font and bright colour which makes it stand out from the dark background.

Coverlines telling the viewer what is featured inside the magazine.

Magazine’s website – gives access to more information.

Main image is of protagonist of Harry Potter films – recognisable. His bloody face suggests that the film is quite action-packed and potentially violent.

Barcode – conventional to all magazines. On a white background so it can be spotted easily to scan.

Dark background suggests mood of the film – dark? Action-packed? Sad?

Tagline – “The World’s Biggest Movie Magazine” suggests that it is the best of its kind, encouraging people to buy it.

Main coverline – “Bloody hell” is an expression commonly used by one of the film’s protagonists - creates synergy with the film.

Additional image – gives more info on the content of the magazine.

Extra info regarding content of magazine.

Looking directly at the viewer – creates a kind of ‘relationship’ which acts as a persuasive device to see the film.

How synergy is created between the poster and the magazine:

•The protagonist and film’s namesake (Harry Potter) is featured on both •The background in both is extremely dark and moody – this suggests the mood and genre of the film to the viewer

Trailerhttp://www.youtube.com/watch?v=jpCPvHJ6p90

Camera angles: High-angle long-shot (establishing shot), bird’s-eye view, close-up, extreme close-up (shows detail) mid-shot, low-angle shot (creates vulnerability), two-shot, over-the-shoulder shot.

Editing: Rhythmic (in time with soundtrack), fades at beginning to create suspense, match-on-action (creates continuity), cuts/fades to black (tension, suspense, also creates the sense of time passing - flashback).

This trailer is interesting to analyse as it incorporates a flashback, similar to the one in our trailer. This will give me a insight into some of the editing techniques used when a flashback is involved.

Sound: Diagetic: Dumbledore speaking, woman speaking, boy speaking, sound effects (wind blowing through grass, running through grass, growling, water splashing), silence (atmospheric, unnerving), Non-diagetic: Choral, atmospheric soundtrack which helps to create suspense, stings (echo-ey, heavy drumbeat, string instruments; creates tension and the sense that something is about to happen, or put emphasis on a particular shot, e.g shots of Voldemort), boy’s voice turns into voiceover, soundtrack changes (traditional, recognisable Harry Potter soundtrack – mysterious), atmospheric echoing, burning sound, voiceover (exchange between Harry and Voldemort), one single heavy drumbeat (atmospheric, emphatic).

Mise-en-scène: Dark lighting which appears almost candle-lit (mysterious, atmospheric), Dumbledore’s attire and long beard give him a sense of wisdom, glass vials appear mysterious, ornate and magical, boy looks pale and moody (austere), fire appearing out of nowhere (magical, unnerving), flickering to Voldemort creates a sense of fear.

How synergy is created between the trailer and the poster: •Institutional information is featured in both•Same dark lighting •Same font used•Protagonist is featured in both

How synergy is created between the trailer and the magazine:•Protagonist is featured in both•Same dark lighting