2. As part of your coursework you are required to produce 1 piece of pre-production
work, to allow you the best chance of getting top marks for a piece of pre-
production work you are going to produce 3 pieces of production. You should
have created a 20 frame STORYBOARD by now, and you are all working on a
MAGAZINE FRONT COVER and CONTENTS PAGES. Now you will have to start
working on your third pre=production piece which will either be a 500 word
SCRIPT or a MARKETING CAMPAIGN to include at least 4 ITEMS.
MARKETING AND PUBLICITY
Often our choice of film is also based on the kinds of expectations that have been
set up by the various marketing and publicity campaigns organized by distributors
and exhibitors. Large sums of money are spent on these campaigns. For example,
a summer blockbuster may cost as much as $100 million to promote!
SCREENPLAY/SCRIPT
A film script is generally referred to as a screenplay in the industry as the term
‘script’ is usually used for stage plays; a professional screenplay contains much
more visual information.

4. The DISTRIBUTOR is largely responsible in making sure that audiences are aware
of the film, and along with PRODUCTION COMPANIES cut deals for
MERCHANDISING and PROMOTIONAL TIE-INS.

6. Case Study: Pirates of the Caribbean
This is what is known as a film franchise,
where a film and its sequels are part of a
larger business entity composed of multiple
tie-ins and merchandise licenses. The
production and distribution company
capitalize on the success of the films to
create multiple revenue streams via SYNERGY
(working with other companies)
POSTERS
The poster you see here is a teaser poster
there are a huge amount of posters for this
film. You could create a teaser poster as part
of your marketing campaign.
TASK: Use your blog for this
1. Go to www.impawards.com and find the other posters for Pirates of the
Caribbean: On Stranger Tides.
2. Choose 3 teaser posters to put on your blog, and put the main poster on
your blog
3. What are the differences between the teaser posters you have chosen?
4. What are the differences between the teaser posters and the main poster?
5. How to the posters signal the genres of the film and attract the audience?

7. MERCHANDISE AND TIE-INS
TASK: Use you blog
1. What can you find out about the following merchandising and tie-ins
2. Why would Disney work with these companies and or produce the items?
(hint – link your answers with audiences)
TASK:
Go to www.hottopic.com and
see what other merchandise
you can find
TASK:
Go to
www.swarovski.com/web_us
/en/91135/promotion/disney
.html and see what other
merchandise you can find

8. TASK
Research other merchandise and tie-ins for the film, use the internet, there are
some links below to start you off.
http://www.toywiz.com/nepiofcaacfi.html
http://www.barbiecollector.com/shop/doll/captain-jack-sparrow-doll-t7654
http://www.entertainmentearth.com/prodinfo.asp?number=USMN004123ST
http://www.disneystore.co.uk/disney/store/DSISearch?Searchstr=pirates+of+the
+caribbean&storeId=30053&catalogId=10002&langId=-
11&Ntx=mode+matchallpartial&N=0&Nu=pProductID&N
r=pPublished%3A1&Ntk=All_Shopping&Ntt=pirates+of+t
he+caribbean&D=pirates+of+the+caribbean&Dr=pPublis
hed%3A1
MAIN TASK – COURSEWORK
Design at least 4 items (you can do more) of merchandise that you can use to help
promote your film. Try and be innovative, mixing the typical and unusual but
always keeping in mind the target audience to the piece of merchandise.
 Plan rough designs in your book
 Write one accompanying paragraph for each item explain:
- What it is, the size and the packaging
- What company you would work with for that item and why?
- Who the item is aimed at and why? (target audience)
- How the item will help to promote your film
Draw out each item on A4 paper or design in Photoshop, the accompanying
paragraph must also fit onto the A4 page

9. SCREENPLAY/SCRIPT
Write a 500 word screenplay for the opening of your film
There are several important elements to the screenplay/script
SCENE – screenplays are divided into scenes. A scene is a piece of dramatic action
that takes place in a specific place during a particular time
SLUGLINE – another term for the scene heading. It tells us whether the scene is
inside or outside, where it is and what part of the day it takes place in. it is usually
written in capital letters, e.g. EXT. THE PARK. AFTERNOON.
SCENE DIRECTION – this refers to the things that you would see if you were
watching the film. It should be detailed enough to allow the reader to ‘picture’
the film in their heads. Details of sound should also be included here. It is always
written in the present tense.
CHARACTER HEADING – the name of the character who is about to speak. Usually
written in capital letters and centred about the dialogue.
DIALOGUE – this is what the characters say.
Professionally, the format and appearance of a screenplay will follow strict
guidelines, making every page equivalent to 1 minute of screen time. You don’t
have to do this but you should try to make your screenplay as professional as
possible by using scenes, slug lines, screen directions and following the
conventions for the layout of your script. To make this easier for you download
the script template from here http://www.slideshare.net/belair1981/script-
template
ADDITIONAL ADVICE/CONVENTIONS TO FOLLOW:
 Use font size 12 in Courier
 Include character directions (Parantheticals)
 Include some camera direction
 Use this website to look at examples of screenplays
http://www.simplyscripts.com/movie.html

10.  On the next page is an annotated script to help you write your own