SUPERMAN- MAN OF STEEL- CAMPAIGN

I have chosen to do my campaign on Man of Steel which was one of the most recent thriller movies released in 2013. It achieved great

amount of success and was one of the most flourishing films of the year. I would clearly like to state that this campaign holds a very strong

brand through the way it is presented through posters, trailers and magazine covers.

Viney Kumar

This is one of the teaser posters that was released in 2012 (as you can see where circled) however the movie was released in 2013 therefore this poster was out a year early. From this poster we can see

how it was primarily constructed, as it uses very dark colours such as black as background and on the main image. Though it is presented with dark colours, we can still see the “S” of the superman placed

on his costume in red which takes over most of the space on the poster, this reflects on the importance of this symbol of superman and is like a brand as everyone is aware of it therefore rightfully takes up lots of space. We see superman himself with half of his face in the dark and the other half in the light

this could symbolise him being in the darkness however moving to the light as it shines upon him and his “S” symbol which is his identity.

The text on this teaser poster is very small and there isn’t as much placed. This is because it isn’t the original poster and it was being constructed. It has it’s title and the release date of the poster placed at the bottom which hardly takes any space however is presented in light colours so that it stands out from everything else, to show the importance and pride this super hero’s name which has a high value.

This is the official poster Man of steel came up with, which has a very light background where we can see buildings from the bottom and middle of the poster. We can clearly see the superman character’s face at the top as he’s flying the in the skies with his costume on which also looks very light blue with red from behind. We can hardly see the “S” symbol on his costume, however it is still marginally there. And there is loads of text placed on the poster as it has the actor’s names, title with the “S” symbol placed in the middle, which shows great importance, billing block which is very tiny (as expected) and release date with sponsors below all, release date is also shown in a higher size as well as the title.

And last but not least, a magazine cover that was used for the Man of steel movie was on Empire. The colours are very dark on the cover, the background and his costume is very dark

with dark blue and black as colours. However this is more visible text than the posters, as expected because it is a magazine cover. The title is very bold and is in red colour, and so is the pug, this is because it matches the superman colour as on his customer the “S” is red as

well as his back. Other than that the text is in light, strong silver colour with all the writing being in capitals which makes it very bold for the audience to read and it matches the movie as it has

action and holds immense pride because it’s a super hero movie. The title of the movie is placed in the middle over the main image very strongly labelling Man of steel as that’s what is

exclusive and the cover lines are also very relevant as they’re about super hero movies too.

And here we can see the entire campaign, and how all the teaser poster, official poster and cover page came together. On the teaser poster we are presented with dark colours all round, and with limited amount of text and also “S” is the main part of it. This is different in comparison to the official poster where they have more text, lighter colours and the “S” is hardly to be seen. This shows a great amount of differences as nothing of the teaser poster was used for the official poster apart from the font of the text with a higher proportion which is required. However later we see that the Empire magazine cover which has chosen to look more similar to the primary teaser poster instead of the official poster, therefore it can be said that the magazine cover was inspired by the teaser poster. The font of the text has remained the same. However the magazine cover additionally have a red theme too e.g. Their title and pug which isn’t on the other two posters.

The magazine company is still following their forms and conventions however they’ve made cover very suitable and identical to the movie itself therefore people can instantly recognize Man of steel as it relates to it’s official and teaser posters therefore if we put all these together it can represent as being a brand. This is because all of them match and are identical. Before many magazine covers, official and teaser posters would all look different therefore it was difficult for the audience to recognize what movie it originally was, therefore that movie wouldn’t become a brand however if the campaign is like this, it becomes a brand very easily.