Promotional Campaign

Drama Genre

‘My Sister’s Keeper’

• This film did not have a major promotional campaign as most drama films do not.

• It did not release any Teaser Poster months before the official poster.

• It did not have a teaser trailer released before the official trailer.

There was Media attention…• There was media attention on the film before it was even made. As it is based on a

popular novel. • There were questions asked to who would play the role of the two sisters- this

debate was released in the press stating that the ‘well known’ Fanning sisters (Dakota and Elle) would play the roles of the two sisters (Kate and Anna) in the film.

• However, the decision for the sisters to not take the roles was also revealed in the press- suggesting that Dakota did not want to portray the role because it would mean that she would have to shave her hair off and this did not only lead to Dakota dropping out of the film but Elle too. It was then later reported that Abigail Breslin and Sofia Vassilieva would take the roles of the sisters which once again brought media attention to the film.

• This attention on the cast members would encourage fans of the actors to follow the films progress and eventually pay to go and see the film. It also made the public aware that the film was being made.

Before the Film was released on 26th June 2009 there was a lot of media attraction to the film. There were many televised interviews with the cast members- featuring: a sneak preview of the trailer, the cast views on the film and personal questions that would interest viewers.

Cameron Diaz was the cover girl of the popular magazine Vogue during the time of the films release (June 2009)- in the interview she gave with the magazine she talked about personal issues also referencing the film where she could- talking about what it was like to film it. An individual who was a fan of Cameron Diaz or the magazine Vogue could be encouraged to go and see the film after reading this interview.

The Novel• The promotional campaign also focused heavily on the fact

that this film was based on the popular novel by Jodi Picoult- as this would encourage the authors fans to go and see the film.

• There were many interviews with author sharing the storyline, her views on the film and how much involvement she had with the production.

WebsiteThe film has an official website which is mentioned at the end of the official trailer.

However, this was a live site in 2009 and for a few years but now in 2013 an individual can no longer visit the site this may be because the film does not have the same interest.

The best promotional campaigns are for horror, sci-fi, thrillers etc. For example the best promotional campaigns have been from movies such as:• Super8• Paranormal Activity• Cloverfield• The Dark Knight • Toy Story 3There is not much work put into promotional campaigns for drama genres- however as a group we will come up with some original ideas to promote our own drama film.