Marketing Strategy

Kidulthood Example...

Viral marketing is probably one of the best marketing strategies for Kidulthood. According to the UK Film Council’s survey, 33% of the people who went to see the film heard about it through word-of-mouth. People are mainly able to hear about the film through family, friends and social networking websites. (eg Facebook, Twitter) 

The film uses synergy so that it gets known. It uses soundtracks from grime artists such as Shystie, Lethal Bizzle and Dizzee Rascal. The music these artists produce relate to people who live an urban lifestyle. If people hear that their music is going to be in the film Kidulthood, they would watch it because it might appeal to them. Therefore the record label and production company work together to gain mutual benefit of targeting their audience. Kidulthood’s distribution company, Revolver Entertainment has produced copies of the film on DVD which is an example of New Media Technology. Kidulthood is likely to become more successful on DVD than in the cinema because it is cheaper when its released on DVD and people can watch it in their own time.

 Instead, posters were produced for the film and did in some way become successful. From the UK Film Council’s exit poll data, 25% of the people who went to see the film heard about it through posters. Another way which gets people talking about Kidulthood are the reviews by the press. If the film gets good reviews, it would make people want to see it and the word-of-mouth spreads. The Sun rated the film 4 stars and said the following: “ Impressive directing and great performances by all of the film's raw young cast combine to make this low-budget bruiser a must-see.”


For Our Film...


Viral Marketing...
Soundtracks...
Posters...
Billboards...
Bus Advertising...
Word of Mouth...
Reviews...
Metro Newspaper...
Adverts on TV on teenage programmes...