One of the issues that many companies and organisations come across from time to time is the need to re-brand or take a new direction with their marketing messages. Many times this needs to be done to accommodate current trends in what potential customers expect in a particular industry. It’s not necessarily because the core offering of a company changes, simply how they communicate what they offer.
2001: Revisiting a Classic
This weeks release of a new trailer for the forthcoming re-release of Stanley Kubrick’s 2001 A Space Odyssey presents a great example of this situation and a visually stunning one at that. The film 2001 A Space Odyssey itself hasn’t been changed for it’s re-release, only digitally restored, but the way in which the film can be successfully promoted certainly has changed. Movie going audiences have changed hugely since the film’s original 1968 release. Using the original trailer (see below) to promote the film, while maybe appealing to the smaller original audience would not be particularly effective on a larger modern audience.
A decision was made to create a new trailer, to appeal to a wider, modern audience. The new trailer features faster cutting between shots and a greater focus on the story elements rather than the shear spectacle of the film that the original trailer focused on. The new version also features key dialogue elements rather than just the musical score. These elements combine to create a modern, attractive and clear promotion for this great film.
Using What You Already Have
What is critical here is that the material used to create the new trailer is from the original film. The production team from Ignition Creative London have simply used some different parts and changed the order that elements appear – Its still a true depiction of 2001.
The same can be done for a company or organisation’s promotional video. For example, if a web video is created to introduce a company on their website, a year or so later things may change and the company may decide to switch to targeting a younger audience. One option is to commission a whole new video production. The alternative is to do what the team at Ignition Creative London did in creating a new 2001 trailer – Use the original material to create something new, designed to appeal to the new audience. This can be a cost effective option when updating promotional video content.
If you have used video in the past but you think it needs an update then Workshop Media can help redevelop your content to suit your new needs. If you don’t want to change the content but you want to use the video more effectively we can still help. Workshop Media can develop a Video Marketing plan to get your video seen and your message to the right people online.
If you have any questions or would like to know more please get in touch.
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