In a previous article we discussed some of the misunderstandings regarding differences between the promotional missions of posters and DVD’s and Blu-ray packaging options.  Satisfied that these media address entirely different missions we can move forward. Though the same film may feature in both campaigns, we have to accept that the promotion of first run films is extremely different than the secondary market and promotion of home video sales. The winners in one may not necessarily be the winners in another.  It may be startling to recognize that a story telling vehicle has become more of a product than an attempt to build a unique narrative experience. Stopping at that transformation makes it difficult to recognize what the new package design configurations may mean in the seduction and captivation of audiences.  1. Along the way I intend to address what considerations occur in trying to motivate audiences to come to theaters versus those considerations that have them bring the video into their homes on a long-term basis.  2. Review how film production departments or stations might change their goals in the process of achieving these marketing agendas.  And 3. Discuss what package design configurations end products may take to overwhelm audiences regarding the original narrative experience.

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Tags: Blu-Ray, DVD, Harry Potter, Hunger Games, twilight, Twilight Breaking Dawn 1