I have chosen the film Romeo and Juliet as part of my college work. This will be based on the re-release of Romeo and Juliet the 1996 version of the movie for it’s 20th anniversary. The film will be released into cinemas in the Easter holidays of 2016.
When the movie was originally released, it was iconic for its modern spin on William Shakespeare’s play. In the run up to re-release, the movie I am going to be showcasing in my project will wield a new cover for the movie. This will include new planning of a photoshoot for a new poster. Then immediately the advertisement campaign will start for the for the re-release.
I think the re-release will do well with todays generation seeing the Baz Luhrmann’s interpretation on William Shakespeare’s masterpiece. It also has a gangster feeling to the movie which is very much a romantic drama, you wouldn’t get the ‘gangster’ genre in the original.
Precisely, the movie is very similar to the West side story which just like Romeo and Juliet, a tale of two lovers who’s families disagree with the relationship ending in blood shed on both sides.
My principal aim for this project is for me to get the film ready for the re-release including the new appearance of the movie with a new cover and posters. This is the reason behind my choice for the movie was because I saw a good opportunity for me to exercise my area of strength in photography. I will also have to look at the strategical side to the re-release to include the marketing, advertising, promotion and the public relation side of things; building a fresh new campaign with the use of social media and traditional mediums.
With advertising, I aim to make more money in the box office more than the 1996 release which took an estimated $11.1M in the USA, during the opening weekend at the box office. I think I can reach out to more people that they could have, as there was almost no existence of social media in 1996, now it would makes a huge impact on todays film industry, meaning I can spend less on advertising but would reach more people. Before, adverts for movies would have been done over the radio, on TV and public space posters (buses and bus stops) now around 2.4 B people use the internet in the world, 70% of that using it every day. This means that people can be reached around the world in one advertising campaign.
However, I am aware that I might face critical challenges during the attempt to re-release the movie. This is because the language used in the movie is shakespearian language is isn’t used now days and could make people uninterested in it. But since this is part of British history, I will try to deal with these challenges through advertising.
In conclusion I think it is important that the film is re-released for the new and current generation that haven’t been exposed to Shakespeare’s excellence, a movie is a way that plenty of people can see his work as it is timeless and will always be a classic story.
culture-ist. (2013). More Than 2 Billion People Use the Internet, Here’s What They’re Up To (INFOGRAPHIC). Available: http://www.thecultureist.com/2013/05/09/how-many-people-use-the-internet-more-than-2-billion-infographic/. Last accessed 22/10/15.
imbd. (2015). Box office / business for Romeo + Juliet. Available: http://www.imdb.com/title/tt0117509/business?ref_=tt_dt_bus. Last accessed 22/10/15.