We all love a good dance-off. We all love a good movie. When the two are combined, that's pretty awesome. So why is we don't know about a film like that yet? Well, while logging into my email account on yahoo, I realized that the bland background on the log-in page wasn't bland...it was advertisement for just that kind of movie! It was a video commercial and background promoting the new dance-off film, "Battlefield America". I thought to myself, "Why haven't I heard of this movie somewhere else like on television? Where else have I heard about it?" Well, at our high school, the dance team HYPE's instructor, Marcus Edralin, also instructs the dance crew of younger kids that's featured in the film! He's often seen at our high school in the dance room, and he's been telling us about the film and his crew for weeks. He even told us about the dance crew battle based off the film, Battleground America that was going to occur at our high school the night of the premiere to not only promote the film but also as a fun event for our school and the other schools participating.
The thing about media is that it can be a great tool to promote and advertise companies, movies, products, people, and so much more. But, the way things are advertised online can actually be very strange. Because this ad for the film came up on the log-in page of my email, I'd definitely classify it as an "Odd Advertisement Placement". Usually, I would've thought I'd see a commercial of this movie on my television, and not while I'm trying to log in to look at my emails. This got me thinking, "Why would they place the promotion of a movie here, of all places?" This brought me back to thinking of my previous question from before: "Why haven't I heard of this movie?" It got me thinking about why Marcus had been promoting it and telling us to spread the word and tell our friends. Then, I thought it might be because television channel companies didn't feel the movie or the advertisement of the film alone was strong enough to pull in viewers, and they might just skip over the commercial instead of watching it. So, the marketing team for "Battlefield America" promoted their film in a place where a lot of people will see it without thinking they'll come across an ad: while they're logging into their email account on Yahoo. Addditionally, Marcus wanted us to spread the word about the movie because it was the easiest way to advertise it, rather than spending money on commercial time. And, by holding the dance battle of Battleground America at our school that's based off the movie, it not only gets our entire high school excited about the movie this cool dance battle at our school is based off of, it gets the other schools involved in the competition excited as well! Smart advertising for such odd placement.
The Yahoo! ad for the film that I saw actually used some advertising techniques, like gestalt use of the color schemes. They had really dark colors and little lighting in the video featured on the page, to show how intense the film is going to be and give it that sort of vibe. The colors of the ad on the page were red and black, to make it really intense and fiery colors as a way to promote the energy and power you'll feel from the dancers in this film. The film really appeals to that "need to dominate" and the "need to achieve", as the kids want to win the underground dance competition and they want to show everyone they aren't just another ragtag group of kids from the streets with a few moves, but a team that can win. The ad appeals to kids of course, as the ad on the page uses the slogan "where KIDS rule", to make it apparent that they want kids from ages 7-18 to feel they're in control and that they have the power to do anything. This shows how the marketers feel we as kids value winning, dominating, and subjects of that matter. And many of us do! At a young age, kids want to feel free and want to be able to do as they please, and as we grow older those feelings grow with us.
Are you going to go see "Battlefield America"? I went to the dance competition at our high school and we won!! It was an intense battle with the other schools, and if the movie is anything like Battleground America, I'll be heading to the theatres soon.
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