JIGSAW
JIGSAW
CASE STUDY
Jigsaw (American Horror film):
Release date:
27 October 2017 (Released during Halloween since it is a time where people love to watch horror movies. It is the eighth installment of the Saw franchise.) Directed by: The Spierig Brothers Produced by:
Production Companies:
Distribution company: Lionsgate movies (UK and USA) (Theatrical) Box office: Budget: $10,000,000 (estimated) Opening Weekend USA: $16,640,452, 29 October 2017, Wide Release Gross USA: $38,052,832, 21 December 2017 Other Companies :
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IMDB synopsis: Bodies are turning up around the city, each having met a uniquely gruesome demise. As the investigation proceeds, evidence points to one suspect: John Kramer, the man known as Jigsaw, who has been dead for 10 years.
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First Trailer analysis:
Trailer starts off by featuring iconography (The pig mask worn by jigsaw to hide his identity). This pig mask is used in all 8 films hence it shows how important it is in promoting the franchise. Notice also how he is looking at you downwards which makes you feel vulnerable therefore tries to engage the target audience by creating a horror film atmosphere. The light also points right at him to make him stand out to his target audience.
Trailer also shows a close up view of the pig mask as shown below. The blood dripping down its eyes connotes death hence gives the target audience a better image of what the film involves. Again, the pig mask looks very important in this scene by blurring out the background behind it.
First poster and target audience:
The first poster was released by Lionsgate to show its dominance over the Halloween season. The poster also features the pig mask which could possibly attract children who want to 'become Jigsaw'. Hence it tries to broaden its target audience even though it is aimed mainly at adults above 18 (according to the British Board of film Classification).
Though It's main target audience are horror movie buffs. For example, they might be interested in finding out more about Jigsaw by watching the previous films.
Though It's main target audience are horror movie buffs. For example, they might be interested in finding out more about Jigsaw by watching the previous films.
Halloween blood drives
During October, mobile stations were set up across the United States and fans who donated blood would be offered free tickets to watch Jigsaw in theaters. This was done through a partnership with atom tickets (Horizontal integration). Lionsgate also released eight new posters featuring the nurses who helped out in collecting the blood. This has resulted in 360,000 lives being saved since the first Saw film was released back in 2004.
Social media
One of the main main ways in which the Saw franchise promotes itself is through its Facebook page. The page posts photos of the scenes and also behind the scenes. This might be interesting to those who want to know more about the filming crew as well as the cast. In addition , there are links to websites which show interesting facts as well as news based on the franchise. For example, a Saw themed escape room was built in Las Vegas recently to promote the new Jigsaw film.
Augmented reality ads
Vertebrae teamed up with lionsgate to create its first augmented reality ad. This is where the user finds themselves trapped in the animated laser collar Jigsaw uses in the film. Their partnership was established since brands can invest up to 50,000 dollars on AR. This benefits Vertebrae as this is 10 times the amount paid on Snapchat. However, this was a big deal for Lionsgate as well since they were able to target consumers across hundreds of websites with the use of location-based data in order to identify its most likely target audience.
The ad also offers a discount on movie tickets if people share their image on Twitter. This was again done through a partnership with atom tickets.
The ad also offers a discount on movie tickets if people share their image on Twitter. This was again done through a partnership with atom tickets.
Virtual reality game
Two virtual reality games were made and advertised by unity. This was created within the Interactive Advertising Bureau (IAB) which provided guidelines for its online advertising. Lionsgate established this partnership mainly because unity was offering them to show the trailer in the game as well. One of the other reasons was the fact that Lionsgate content drives a growing presence in interactive and location-based entertainment, gaming, virtual reality and other new entertainment technologies. Hence, this will make more fans aware of the film. The two apps on which the game could be played were Samsung Internet VR and the Spiraloid Workshop.
Merchandising
Jigsaw merchandise was sold online by RED BUBBLE. This included a variety of items such as shirts with the puppet face design. This is very effective since the puppet marks as one of John's biggest creations (aka jigsaw) in the franchise. It also plays a big role when it comes to communicating the rules of the games to its victims.
Other items include bags and phone covers as well.
All of these products were made by independent artists and designers from around the world. Hence they are custom made and shipped worldwide within 24 hours.
Other items include bags and phone covers as well.
All of these products were made by independent artists and designers from around the world. Hence they are custom made and shipped worldwide within 24 hours.
Photo used under Creative Commons from jaingolfsland