Cross- Media Advertising

Cross media advertising is when a company uses different ways to market a product. For example, When advertising a film, a teaser trailer will be released about 18 months before and this will be followed by a movie trailer with more infromation about the film closer to the release date. These trailers would be shown in cinemas, television and the internet. Apart from this, the film will be advertised in magazines, on magazine covers, in newspapers, on posters, on buses, on the radio, on the internet and on television.  

Within these marketing products, cinematography, film clips, typography and editing programs (such as Photoshop and iMovie) would be used to attract the audience the movie is aimed at. For example, the High School Musical series  are aimed at children and young teenagers; mainly girls. To make sure their intended audiene is attracted to these films and motivated to watch them, the producers use mise-en-scene, sound, camera and editing techniques, cinematography and typography. The teaser trailers for these television films all include the 'catchy' songs from the movies, along with the cast dancing and using props to do with the characters personalities and the story line. The posters for these films would have photographs of the cast, air brushed to look 'perfect' with the main characters 'Troy' and 'Gabriella' standing out. 'Troy' is seen as a 'hearthrob' so he attracts teenage girls into watching the film. Bright colours and bold fonts are used using contrasting colours to stand out and attract a younger audience. In addition, web pages would be used with fan sites to promote these films so cinematography can be viewed of the characters. The radio and music channels can help to market these films along with the disney channel as they can play the songs from the films and make music videos using the different clips from each of the series.  
Companies within cross media advertising work together for mutual benifits. For example, Sony owns television company CBS, film production company Columbia and music company BMG. Therefore, a Columbia film could use a song by BMG and consequently people would buy the song more, beinifiting Sony's finance and success.