Q3.

How do the elements of your product work together to create a sense of

branding?

The two main products we are the Final Film Opening and the Film Poster. Both the Film
Opening and Poster highlight the names of the actors and director which attract the audience’s
attention. The poster is an important part of promoting the film itself as people who may come
across the poster may be intrigued to see the movie. Although our actors are local actors, Nayl
Iqbal has previously been in numerous filming projecting for other students in our school as
well as Khadija Tariq who previously played a major role in a music video shoot. Although Salaar
Khan has also previously taken part in filming projects, he mostly performs best on stage,
almost always being one of the main characters in all school plays that have taken place over
the last few years. The actors are therefore well known and create a sense of branding as
people know how good the actors are and may want to watch due to this. They are also
highlighted in such a way on the poster that they create a sense of branding for our product.

The titles in the film also attract a lot of attention and start with the cast and finish with the
name of the director which also creates a sense of hype and excitement. Directors are used as a
sense of branding as many people know what to expect from a certain director. When a person
knows their favorite director has directed a new and upcoming film, there are suddenly
expectations that the director has to meet due to his success in previously directed films. For
example, an audience can visualize what kind of film to expect when hearing that a film is being
directed by Alford Hitchcock and Quentin Tarantino. The director’s name suddenly becomes a
marketing technique as many people watch movies only to see what a director has been able to
produce or to see their favorite actor in a film.

The name of our institution is also mentioned in the beginning of the film. Although it is not
well known it helps build an image for the institution itself as the audience may link films that
we have made to our institution and hence may watch more films from the institution,
expecting the same sort of product. Art rats production is influenced by the Feminist Theory
ideology and hence produces a certain kind of films. It sheds light on the problems many
women face due to culture and society. The topic of prostitution is an extremely controversial
and taboo topic due to the religious stigma attached to it. Prostitution is not accepted in our
society and is not something a film institution would promote as it would lead to association of
negativity with the institution. The fact that Art Rats is independent is extremely important as
due to this, the focus is more on spreading awareness than gaining power and money. We are
able to display our film online as well as sharing it with audiences by entering in art and film
festivals both internationally and locally.