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More close ups of people enjoying their time at a cinema, these images will serve as inspiration for the video's shots.
<close ups of people at cinema - Bing images>

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More close ups of a lonely hacker contributing to film piracy.
<lonely person watching movie on laptop closeups - Bing images>

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These sorts of shots are aimed to be utilized in the promotional video.
<close up of group watching movie at cinema - Bing images>

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The way the lonely hacker is framed in the video will look a lot like this.
<lonely person watching movie on laptop - Bing images>

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The way the audience will be filmed in the cinema will be similar to this image.
<Audience-Watching-Movie-In-A-Theater1.jpg (2508×1672) (intel.com)>

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For the font of the website, I utilized a serif font that encapsulates the sincerity and the seriousness of the message. The actual font of the message and the website is the copperplate gothic light which retains certain Broadway and theatrical qualities in the font that both acts as a relation to the classic cinema font as well as showcasing the seriousness of the subject matter. The sizes of the fonts will vary with a permanent caps lock on the style which continues to amplify the seriousness of both the message and the promotional video. For paragraphs and headings on the actual website, the font will be Mate SC which was chosen as it bears resemblance to the copperplate font and provides variety to the appearance of the website. Overall, the font will retain it's classic Hollywood roots while pushing forward as a strong and powerful message to call people to return to the cinemas and move away from their keyboards.

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For the color palette design in terms of the website, I am going for warm colors like a type of gold and red. This gives the message I am trying to deliver much needed urgency and grabs the attention quickly. For the promotional video, the warm colors will represent the prestigious and warm feeling at the movies while the cold blues will represent the loneliness and coldness of the loner who is pirating movies. Overall, these color choices will deliver a strong conflict that will represent the conflicting mediums i am trying to show.

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The target audience should agree with the message but won't have a particularly strong call to action. As they are young adults, they may have other stronger priorities during that time.
They should feel determined and feel a need to call their friends and schedule a movie date. This ad should get them to feel uplifted by the cinema experience and turned off by the lesser viewing of a pirated movie.
In terms of emotion, as stated before, the goal is to bring an uplifting feeling and the much needed desire to socialize again within the premises of a movie theatre. Fear is a good tool for scaring people off pirate websites but an uplifting alternative is presented in the form of a theatre.
Warm colors assist in bringing an uplifting world of cinema to life while darker and colder colors like blues and greys will represent the darker storyline with the loner.
In terms of font, the message will need to be bold and strong and will be impossible to ignore but at the same time not be relied upon once the advert has been seen. The websites' font will be shared with the final message font to have a coherence between the two formats.

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The story opens on close ups of young adult friends laughing together. The music is instantly swelling with an upbeat tune. The story focuses on the friends eating popcorn and having an obvious good time watching a movie. Close ups on the smiles and the eyes of delight from the young adults. Cut to a lonely dark figure watching a blurred movie on a laptop, the only source of light in the shot. The music dimmers down as the camera slowly creeps on the lonely figure.

Now it cuts back to the friends watching the movie and they're all visibly moved by the film as they hold each other in embrace. Close ups on some of them rubbing their eyes and half smiling in a bittersweet moment. It's obvious that they are experiencing everything that the film has to offer. Cut back to the loner as his eyes are seen peering over a bright laptop in a tight close up. The loner slumps down his head on his arms as he watches the film with no emotion or feeling.

Finally the friends all look to each other, mid close ups to showcase the personal feelings among the friends. They all get up to leave, sharing smiles with each other and mid shots are shown of them leaving the cinema door. Cut back to the loner for the final time as he watches relentlessly with his head in his hand. Camera lingers on his face as a stream of flashing police lights cross his face and brighten the room. He looks up over the laptop and the camera cuts to black.

Music follows same pattern established in first section. Upbeat music for the cinema crowd and downtrodden, somber music for the loner.

Message is shown: Support Australian Cinemas, Not Criminals.

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Attention

The way to hook the audience is through showcasing heart and soul and conflict it with loneliness and sadness. Emotion works as a way more efficient way to engage with the viewer quickly rather than just throwing the product or message on the screen. Especially showing a family having fun at the cinema will have the audience asking how they can get involved in the fun. once hooked then the depressing loneliness of the film pirate watching a movie alone will come in and the comparison will be shown.

Interest

The target audience is mainly for the young adults with an age ranging from 18 - 24 years old. The emotion of fun will relate to that audience immediately as well as holding some interest for the family audience. Film students specifically will see the negative sides of watching pirated films and will want to support their industry no matter what. Keeping the target audience at generic young adults will ensure a wide audience rather than keeping it too within the film community and not reach enough people. Overall, the target audience will relate to the fun immediately presented in the advertisement.

Desire

The desire for the advertisement is to uplift people to the idea of socializing and bringing back the idea that cinema is an event. Oddly enough so is fear as fear is used towards getting people off piracy websites as illustrated by the lone hacker watching a movie alone and cold. That feeling of depression regarding the hacker will create an obvious choice between being happy in a cinema with friends and family or being alone with no events. To conclude, the desire is to scare people off of piracy and embrace them warmly with the social setting of a cinema.

Action

The call to action after viewing the advertisement is simply to take whoever is with you to the cinema and enjoy the definitive cinemagoing experience. The audience will hopefully be afraid to even enter a pirate website as the consequences are showcased at the end of the advert and the ad acknowledges that piracy is indeed a very serious crime. To finish up, the advertisement will call the audience to forget streaming or downloading pirated films and instead have a communal experience in a movie theatre.

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The mind map above showcases the ideas surrounding the message of supporting Australian Cinemas in favor of piracy which is a growing issue in society today. It acts as more of a deep dive on the topic, exploring the present day situations and other factors that affect the topic of the message. Exploring the main ideas of the criminality of piracy or the power of Australian Cinema as well as giving a perspective on how COVID times has particularly affected this message. The mind map delves into the audience for the message as well giving viewpoints on all the film fans or film students who would feel passionately about this message. The advertisement will focus on the difference between community and loneliness. An idea will be showing the loneliness of watching pirated films alone on a laptop or phone. It will be compared to watching a film in the cinema with friends and family and literally being at an event instead of just watching a movie. Even showing the law consequences of piracy will shake people off of it as well as provide cool entertainment for the ad itself. The comparison will showcase two conflicting emotions and in comparison will provide a necessary call to action for the viewer.

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haxorcat 2007, Piracy it's a crime, video, YouTube, 4 December, Viewed 14 March 2021. <Piracy it's a crime - Bing video>

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The Media Hoarder 2013, Roadshow Entertainment Australia anti-piracy trailer, video, YouTube, 13 March, Viewed 14 March 2021. <Roadshow Entertainment Australia anti-piracy trailer - Bing video>

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Anthony A. Kung 2013, AMC Theaters commercial shown on screen, video, YouTube, 19 November, Viewed 14 March 2021. < AMC Theaters commercial shown on screen - Bing video>

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Aveyard, K 2014, 'More than making do: Rethinking cinema attendance in regional and rural Australia', Studies in Australasian Cinema, vol. 5, no. 1, pp. 7 - 17.

The source above details the box office history and statistics for areas in rural and regional Australia. It gives added information on the target audience for the promo video by detailing the attendance numbers and highest demographics that attend cinemas. It backs up the statements made in the journal above in that young adults are the main consumers for the movie-going experience in Australia. To finish up, this journal volume showcases why the young adult, film student demographic is the target audience that is vital to appealing to for the resurgence of Australian cinemas.

Nikolinakou, A & King, KW 2018, 'Viral video ads: Emotional triggers and social media virality', Psychology and Marketing, vol. 35, no. 10, pp. 715 - 726.

In terms of understanding how to grab the audience's attention, this journal is a success. It gives insights into how emotional relevance and virality can engage with audiences in extremely effective ways. It also informs of the fact that awe and affection are the strongest emotions to elicit a response by the audience thus giving a direction to take the promo video in. Only negative to this journal is that it isn't related to the message but its only required to assist with the tone and mood of the promo video. This journal succeeds in giving a successful tone that is proven with data and polls that should lead to an uplifting promo video of the power of Australian cinema.

Weaving, S Hight, C Nobes, K Pasvolsky, C 2020, 'Working with the Australian Cinema industry to understand the movie-going experience', Studies in Australasian Cinema, vol. 14, no. 2, pp. 80 - 94.

This source is beneficial in giving credible steps in understanding how and why people don't support Australian cinema as much. knowing this will give strong steps in understanding how to get the Australian movie-going experience to more people than ever. Understanding the strong reliance on streaming content and how film piracy in particular have failed the experience for people. The article offers solutions that help in forming the advertisement by broadening the spectrum of the audience. Overall this article gives points on how cinemas are in trouble for the long run and gives substantial points on how to remedy this issue.

Yar, M 2005, 'The global 'epidemic' of movie 'piracy': crime-wave or social construction', Media, Culture & Society, vol. 27, no. 5, pp. 677 - 696.

The journal features strong back up info as to why film piracy is destroying the cinema industry. Understanding the main reasons for the rise in film piracy assists in giving solutions to the problem when making the video promo. The growing power of technology leading to the increase of piracy sites and downloads which combats the need for cinemas is the main idea to take from the journal. To conclude, having knowledge on the issue to bring awareness to assists in giving a proper educational and informed message.

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Age Range: Aiming towards the 18 - 24 year old age range because socially they are more likely and probable to go the cinemas. e.g, a date or a group movie night.

Occupation: Due to the age range, University students will be targeted in the advert, in particular media/film students who will most likely watch what the advert has to say about their interest or occupation. Film students will also most likely agree with the message provided.

Interests: Obviously a film student in the 18 - 24 age range will have a strong interest in film thus will understand and hopefully agree with the message to support their careers in film by supporting their cinemas. Film piracy is a major problem for young filmmakers wanting to get ahead in the business as it removes demand from studios so less filmmakers.

Issues to Manoeuvre from: Try not to go too inside baseball with film so there is at least something to latch onto for an average viewer to find interesting. Make sure to not only highlight the power of cinema but the dangers of film piracy as well.

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Support Australian cinemas instead of supporting to film piracy
Tagline: "Support Australian Cinemas, Not Criminals"

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Initial Thoughts: Eager to develop the promotional video for the product as commercial work is an area that I am interested in. Never made a website before so that does feel quite daunting at the moment. Overall I am hopeful that I will come up with an idea that will last the whole course with great succession.

1. A new beer company that is strong in alcohol but retains good taste.
2. Camera service company that fixes and sells good quality cameras at good prices.
3. Independent band that works in funky sounds.
4. A new take-away service that sells Aussie oriented foods.
5. Advertisement company that delivers top quality ads.
6. New Film School that teaches new generation of Aussie filmmakers.
7. New gaming console that holds twice as much data and apps as others.
8. Weed legality message.
9. New type of camera that is affordable for young filmmakers.
10. New social media website that doesn't take data from users and just works as new form of messenger.
11. Message to help homeless people living on Adelaide's streets.
12. Security force only designated for Hindley street for nights.
13. Message for kids to stay in schools and finish their education.
14. Message to those who are under threat from domestic violence to seek help and Police assistance.
15. New bar for uni students to hang out in.
16. Message to recycle more as there is a lack of awareness lately.
17. A voice for greater awareness for the indie bands in Adelaide.
18. New type of energy drink that has more health benefits than others.
19. IMAX only cinemas at good prices.
20. Streaming service that shows oscar nominated and winning films.
21. Real Estate market that targets students and non-families.
22. New comedy club.
23. Anti-pollution message for beachgoers.
24. New bottled water.
25. Campaign for small businesses following COVID.
26. Message for larger focus on media in school subjects.
27. New type of smartphone that rivals the big competitors.
28. Message to help families who were impacted by COVID.
29. Message to highlight the tourism opportunities in South Australia.
30. New app that has all filmmaking essentials such as scripting, editing and VFX.
31. Drink responsibly message.
32. App for beer or alcohol delivery.
33. Store that sells all types of plants.
34. Message to follow COVID-safe rules during pandemic.
35. New costume shop.
36. New football team and franchise for the AFL.
37. New brand of chips.
38. New acting school in Adelaide.
39. New red wine brand.
40. New brand of wireless headphones.
41. A run for COVID relief event.
42. Road safety message for children and teens.
43. Anti-bullying campaign for schools and social media.
44. Message for inclusivity in films and television whether its gender, race or LGBTQ.
45. More awareness towards those suffering from depression or anxiety.
46. Message to steer away from remakes and aim towards original films with original ideas.
47. Discuss the positive interpretation of gambling in films and tv and advertisements.
48. Message to get teens and young adults to exercise more.
49. New brand of car that relies on electricity.
50. Message to bring people to purchase meat that has been farmed responsibly and ethically.
51. New type of email for universities and school use.
52. New card game for the whole family.
53. New type of magazine for film enthusiasts.
54. Message to treat animals humanely, anti-animal cruelty.
55. Anti-piracy message against illegally downloading films or tv episodes.
56. Develop a new drop box like system that can send large quantities of data.
57. Message for helping the elderly and not neglecting them.
58. A new Adelaide based production company that works on indie films.
59. A new op shop with vintage film equipment and film related objects.
60. New idea for a workshop shed that can house many production's sets.
61. Message for moving from carbon cars to electric cars, renewable energy focused message.
62. New energy drink idea.
63. New CGI studio in Adelaide.
64. New recording studio for indie bands to record in.
65. New pet shop in Adelaide.
66. Spread awareness for the mental health of doctors and nurses.
67. Comic book delivery app.
68. Balanced news organization operating in Adelaide.
69. Insurance company to help people injured.
70. Message for kids to stay healthy and eat plenty of fruit and vegetables.
71. New sports network like a fox sports type corporation.
72. A brand new sports drink.
73. A message against drink driving.
74. Message for people to talk to each other rather than social media.
75. Message for equality for women in film oriented jobs.
76. Message for more ethnic diversity in films and tv.
77. Idea for film to be utilized rather than digital filmmaking.
78. Message to bring audiences back to the cinema.
79. Create message for supporting Australian cinema.
80. New idea and brand of a gym.