Pitch Proposal for ten part series, pass.docx

Pitch Proposal for ten part series, pass

1. PROJECT TITLE
The Midnight Fiend
EXECUTIVE SUMMARY
The advert campaign will aim to promote my ten-part series. This is because, whilst I’ll be giving
an overview of the genre, content and characters of my show, I will also be looking to capture
the potential audience’s attention, as well as the client’s. To do so, they need to be entertained
by what they see and hear. As part of my pitch, I will aim to inform the clients on how my ten-
part series idea expands on my existing IP as well as how I am reaching the desired audience. To
ensure that the client has a full understanding to the latter point, I will include my audio-visual
and audio advertisement materials (including music, shot types, character casting) so that the
client can gain an understanding as to what I am doing in order to appeal to the public.
STATEMENT OF NEED
I will be producing two advertising materials as part of promotional materials for a ten-part
Netflix series. This includes a 60 second audio-visual trailer and an audio trailer. The audio-visual
trailer will rely on promoting my ten-part series through introducing various characters, female
and male, as well as different ethnic minorities being positively represented. By doing this, I
ensure that there are actors introduced that the audience could recognize and perhaps due to
this watch due to their popularity. However, in order to successfully sell my series, I will rely on
promoting the storyline of the series, rather than casting. This is for two reasons: the first is that
the ability to capitalize my show on just the success of the actors is precarious because the
presence of A-list actors may not guarantee the show will be watched by females and males.
Using the content of the series helps to capture the attention of a potential audience as it avoids
centering the event around a well-known actor which not everyone may like (the audience will
have a better chance to bond on the possibilities of the series rather than disagreeing or
agreeing on the suitability of an actor for the role in a horror series). The second reason is that
my series is expanding on the existing world created by my film, the Midnight Fiend, and
therefore the audience may find greater appeal from seeing an original, unique idea that’s
interesting. Since I will be targeting 30–40-year-olds, they may have less time to fully invest in a
series that is too long, or too repetitive (looks like another series). By selling horror rather than
the actors of the series I make sure that I promote the ingenuity of my idea, capturing the
audience’s interest early on.
PRODUCT DESCRIPTION
I will be producing a 60 second audio visual advert and a 30 second audio trailer.
Audio-visual trailer – this will include non-diegetic sound as I will use a music soundtrack for
some of the shots, alongside a score which establishes the genre of the series as a horror.

2. Transitions will include smash shots, fade ins to create a fast pace and ominous atmosphere.
Audio trailer - rather than use just dialogue from the series, I will use an ‘omniscient’ narrator;
this gives the series an ominous nature as the audience is made aware of the series but not
necessarily who or what may be involved.
Print – this will have the series name, production company and a main image. This will be either
a POV host of a person walking into a room or a door ajar, with a hand showing. This enigma
code establishes genre and verifies the link with the audio-visual advert. I will use a dark colour
scheme, greyscale colours so that I can create a dark atmosphere.
AUDIENCE
The target audience is males and female between the ages of 30-40. Due to this I will appeal to
both males and females through a diverse casting, varying from young adults and more mature
characters, as well as female protagonists and male protagonists for different episode. By doing
this, there is a greater range of characters who the audience can relate to but also helps to
create a ‘common ground’ which the audience can use. As I am focusing on 30–40-year-olds, the
audience should be in the C1-A scale because at there ages, typically, they are more likely to be
employed. Due to this, they may have less time on their hands due to work and for this reason,
short adverts mean that the product can be promoted in a memorable way so that the audience
don’t need to over-exert or over-think the product’s nature.
As well as the age of the target audience being 30-40 years old helping to shape the nature of
the adverts, it also influences how I will promote the ten-part series. This is because, in
reference to Young and Rubicon’s psychographics, an audience of this age group will most likely
identify as either mainstream, succeeders or aspirers. This is because, at their age, their jobs
may have made them more resolute and happy with regularity (mainstream). On the other
hand, this age category is still fairly young and so whilst some are in employment, others may
still be looking to achieve a ‘higher’ purpose (aspirers).
BUDGET
For my advert materials, I will be producing digital forms of marketing. This is because it has a
much wider reach than using traditional print. However, it can be much more expensive to
produce audio visual adverts, where the casting of actors is famous and therefore more
expensive, and since Netflix is an independent company, I will make sure to keep costs low;
therefore, well-known actors being expensive to use, especially if just for advertising, won’t be
used as part of audio-visual advert.
A soundtrack in audio and audio-visual advert may be used and will cost a maximum of £15000 if
a specialist is used. I will, therefore, be producing a score of my own to cut costs of production.
The advertisement will be accessible on social media – YouTube – so that a larger audience can
be reached and is cost wise is cheaper than an advert being put on TV. In order to reach age

3. group of 30-40 y/o, I’d need to advertise at daytime or late evening – when adults have most
likely gotten back from work and are watching TV. The cost of this is around £50,000, and it can’t
be guaranteed that the audience will stop to watch the advert. However, since Netflix have a
YouTube
DETAILS OF PRODUCTION COMPANY
Netflix is an independent company which is known for producing its own ‘Netflix Original’ series
and films. Due to this, they often aim to allow creative ideas to be untethered so that their ethos
of unique, new ideas alongside an inclusive and diverse representation can be met.
CONCLUDING COMMENTS
I will be producing two advertising materials as part of promotional materials for a ten-part
Netflix series. This includes a 60 second audio-visual trailer and an audio trailer. The audio-visual
trailer will rely on promoting my ten-part series through introducing various characters, female
and male, as well as different ethnic minorities being positively represented, so that I can appeal
to males and female between the ages of 30-40, who’re of the A-C1 demographics, and have
personalities of mainstream, succeeder or aspirer. To keep costs low, advertisement will be
marketed on social media, rather than TV and
RESOURCES
Camera
Videopad CHS – audio-visual and visual trailer making
PERSONNEL
Graphic Designer: Aden Shanker
Photographer: Aden Shanker
Video editor: Aden Shanker
Music producer: Aden Shanker