The computer games industry is at the forefront of pushing
the boundaries of media forms of mass communication. Marketing campaigns employ innovative tactics
to promote new games or consoles.
By studying games such as ‘Halo 4’ you can gain an
understanding of why audiences are moving toward games as a medium of choice. Some games are so sophisticated that they
place the user in a pivotal role in deciding the narrative. Rather than being a passive consumer the user
can actively make choices that influence the narrative. This transforms the viewing
experience into one of active participation. One could suggest that this may be
the future of entertainment.
Watch this extended
trailer for ‘Halo 4’ and note how it marries the mediums of film and games
design to create an innovative marketing campaign.
Use the links in the
resources section to gain a full understanding of the marketing techniques
employed in the campaign
Discuss the following
in your response;
v
How the
marketing campaign employs the mediums of television, film and gaming on an
internet platform
v
The
marketing devices used
v
How this
approach to marketing is innovative
v
The
appeal of the science fiction genre
v
The
appeal of a ‘first person shooter’ game
v
Intertextuality;
similarities to other films, television shows or games
v
The
narrative of discovery of new worlds
v
How these
marketing device appeals to a range of audiences
You will consider the
texts in light of this examination question and offer your written response;
o Explore the marketing strategies used by your selected
industry. Use the examples you have studied to illustrate your answer.
This article include a detailed analysis of the marketing
campaign and explains how the global sales of the Halo franchise prove that it is
bigger than film franchises.
This video offers a preview of the Halo feature
This article discusses the trailer and how the film and
games industry combine.
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