NARRATIVE IMAGE

Narrative image is about the marketing of a film: what we think and see of the film before it is released. 'It is less that the film. It is the promise.'
Narrative image is created via posters, adverts, directors, title, actors, merchandising, studio, slogan, websites, images, trailers etc

HOW DID STEP UP 2 CREATE ITS NARRATIVE IMAGE?
ACTORS : Many well known actors starred in step up 2 including: Cassie - the R n B singer, Chaning Tatum - the actor from many previous successful dance movies, and Briana Evigan who starred in Step up 1 - having these characters promised the audience something similar to the first step up movie which was very successful amongst its target audience. Good looking singers such as Cassie, Tpain and Missy Elliot also attracted not only fans of the movie, but also fans of the singer, helping sell the movie.
POSTERS and ADVERTS: Step up2 was advertised on billboards, sides of buses, telephone boxes, radio and TV adverts. Marketing strategies always raise the awareness of the product you are trying to sell. Step up 2 was also advertised on the internet - on a lot of youth websites. Pop up boxes on msn (a worldwide used chat) lead to the official step up website. There is also a group on facebook 'fans of step up2' and a link on myspace(www.myspace.com/stepupmovie). Advertising on well known links which have many viewers which helps spread word and mouth endorsement and boost the awareness of the film.
WORD AND MOUTH ENDORSEMENT: Like mentioned earlier, this was created by branding on famous websites and over the internet. Step up2 was also featured in magazines, making the audience well aware of when this film was coming out. I think word and mouth endorsement is the most important marketing strategy. It can 'make or break' a film. Therefore to make your film look phenomonal from the start is essential. Step up 2 had a positive word and mouth endorsement as many famous actors were featuring in it: Everyone's favourite - Chaning Tatum definitely helped spread the word and mouth endorsement.
TITLE: 'Step up 2' barely gives away any of the movie. It leaves the audience lingering on what or who needs to step up. It gives the movie the sense of a 'competition' based storyline. The title adds to the narrative image of the film, giving the audience a sense of what it is about. It creates enigma as it doesnt give too much away.
TRAILERS:

Trailers are introduced well before the film is released to give the audience a feel of what is coming soon in cinema. It makes them aware of the storyline, the characters, the genre and the releasing date.
The trailer for 'Step up' clearly indicates it is a musical with the variety of songs and dancing styles. From a mixture of RnB and hiphop to indie and jazz music, along with different dance styles including street dance and ballet, definitely brings in a huge variety of audiences. The trailer gives a brief over view of the storyline. The montage at the beginning of the trailer, fastens the paste of it, mirroring the fast music. 'Are you ready to step up?' is a rheotorical question: involving the audience. The text is messy and radical - portraying the high school life. The movie is based around the main character - Andie, therefore, so is the trailer. The camera is always around Andie or anything to do with her life. She's always having arguments or confrontations with others in the high school, making the overall story line seem more interesting and engaging. Different words such as 'respect' 'belive' and 'love' gives away a bit more on what the film is about and what the audience should expect. The audience go into the cinema knowing the movie is about the root of dancing and the rivalry between two groups. But they are left wanting to know who wins the competition and whether or not 'Andi' is accepted into the dance school.