Beauty and The Beast 2017

Shona Brewill
What product or service is the campaign for?
The new 2017 Beauty and The Beast film is a classic Disney Film which was
remade to be more modern for the younger audiences. The movie followed the
same storyline as the original 1991 animated classic as well as the fairytale that
both are based on. Disney did a collaboration with 7 big brands to promote the
film. These brands where: Sony Mobile, Persil P+G, Olay, Compare the Market,
HomeAway and Hamptons International.
What are the characteristics of the products/services
(benefits, USP, lifestyle, etc.) Is the product shown
to be new or different in anyway?
The 2017 version of the Disney film Beauty and The Beast are different to the 1991 original because, in
the original there is no explanation as to why Belle’s mother doesn’t appear in the animated movie.
However in the 2017 version Belle’s father, Maurice, is still too sad to talk about his late wife but with
Belle’s deepening relationship with the Beast he helps her discover that her mother’s death is the reason
that she came to live a boring, provincial life. Another difference is that in the animated film they portrayed
the Beast to be a shy, slow reader whereas in the new film he shares Belle’s love for reading and is
excited to share all his books with her.
What persuasive techniques are used in the
campaign?
Beauty and The Beast have used the celebrity endorsement persuasive technique
to help promote the film. Such as using Emma Watson (Belle) and Dan Stevens
(The Beast) as the two main characters. Doing this would make the film get more
views as their fans would go see it so they could see the two actors perform.

They have also used emotional response as it could make people feel nostalgic
because they could of grown up with the original 1991 they would want to go see
the new updated version of the film to maybe relive their childhood.

1991 2017 Beauty

Beauty and The
and The Beast
Beast
Who is the campaign aimed at (audience) and why?
How will it interpolate (attract) them?
I believe that the film Beauty and The Beast is aimed towards younger children as well as adults and teens who have grown up with
the 1991 version of the film.

The demographics of the film would be most likely be age and gender. The age range could vary between 4-32 year old as the older
age range would be watching it as they could feel nostalgic about the remake version of the original film. Whereas the younger age
range of the audience could be because they are quite young and into Disney and like things to do with princesses. Gender would be
most likely females as the stereotype would be that males wouldn’t watch the film as it is about a princess which would attract more
girls.

The socio-economic grouping would most likely be group E, D, C1&2. This is because group E is students and the unemployed,
which would be the younger age range of the audience. Whereas group D, C1&2 could maybe be the higher age range who are
employed yet they might like to watch Disney films.

The psychographics would all be based on the audience's personality traits and interests. People who don’t involve themselves
around Disney would most likely not go and see the film. However people who like to watch Disney films and like to reminisce their
childhood would go see the film as they could of grown up with Disney.
How could the audience differ, based on the forms of
media for the campaign?
The audience could differ because of the different media forms they used to
promote Beauty and The Beast. Such as there was a twitter account made
dedicated to the film (@BeOurGuest) where fans could interact with characters of
the film by asking questions towards certain members of the cast with trends like
AskLukeEvans. They could also differ between the different ways that Disney
promoted the film. EG: the film Trailer, TV Advert, Posters, social media accounts
(such as spotify making a playlist dedicated to the soundtrack of Beauty and The
Beast)

They also could be involved with the film through the singers Ariana Grande and
John Legend, as they made a version of the song ‘Tale as old as time’ which was
played over the credits at the end of the film.
What category of Maslow’s Hierarchy does it fit into
and why?
Beauty and The Beast would fit into the category of Love/Belonging of Maslow’s
Hierarchy as it is a family, friendly film. It would also fit into Self-actualization as its
creative, as they have remade an animated film into a film using actors and
changing it to be more modern.
When and where would the elements of the
campaign be shown? How does this link to the
audience?
The trailer of the film Beauty and The Beast would of been shown in busy place on
billboards such as Leicester Square and Times Square. This is so that passers
bys will see clips of the film and would intrigue them and could make them want to
watch it. It would also be shown at certain times on television such as before
children go to school and when children to come home from school as they are
the target audience for the film. Other places the trailer would have been shown is
at the beginning of any family friendly or disney film in the cinema, as Beauty and
The Beast relates to that genre of film.
Analysing the advert; what is it trying to accomplish and how
is it doing this? (mise en scene, sound, editing, camera work)
link to the audience.
Mise En Scene:

● Setting and props - the setting used in Beauty and The Beast is represented to show the way that different
characters live, such as Belle and her father living in a tiny little house in the village. Whereas the Beast is shown to
live in the middle of the woods in a castle that looks to be quite dark and eery. They have used an arrangement of
props to set each scene. For example Belle being surrounded by bread while she’s signing.
● Costume, hair, and makeup - the producers have thought carefully about the costumes, hair and makeup to show the
audience different characters personalities. EG: Gaston wearing red, and his hair styled up in a quiff to show that he
is very fond of himself and wants to stand out. Whereas Belle’s father, Maurice, dresses in quite neutral coloured
clothes which shows he keeps himself to himself and isn’t that sociable, however he is still well-dressed as his
costume is like a suite.
● Facial expressions and body language - the Beast’s facial expression shows that he is quite angry and not impressed
that there is someone else in his castle. His body language also shows that he doesn’t want anyone who he doesn’t
know to be in his home.
● Positioning of characters and props within the frame - the way that characters are positioned are to show the
audience different viewpoints of the scenes and props either behind them or that have been placed in the film. This is
to give them a different view of each scene and to make them feel as if they are there in the film.
(Part of the Mise-en-scene slide)
Sound, editing and camera work
The sound used in the tv advert is non-diegetic, meaning that the characters can not react to the music
being played. There is also synchronous sound which is sound that is matched to certain movements in
the scene.

The way they have edited the tv advert together makes the film look more dramatic and they have also
used quite emotional clips out of the film to engage the audience and give them a mindset that will make
them want to watch the film which will increase the viewings.

They use varied amount of different camera shots to express different relationships between each
characters. Such as the opening scene of Belle is a close up showing her as the only character in shot
with part of the background also in shot. Another example is an extreme close up of the Beast which
shows his emotions at that time in the advert, and is also showing what he is focused. However they have
also placed a candle in shot with the character to show distance between each character in that certain
scene.
What are the media forms used in this campaign?
Disney used different media forms to promote Beauty and The Beast such as film
trailers on youtube and they advertised it on television with clips of the film. They
also put posters of the film in magazines such as the Entertainment Weekly
Magazine, another thing they did was bring out different kinds of merch with
different brands. Twitter- Disney created a twitter account where they hosted Q&A's with
members of the cast. E.G: AskLukeEvans (Gaston)

● Primark range Spotify- made a playlist on the soundtrack of the film.

● Swarovski Sony Mobile- offered anyone who buys an Xperia smartphone on O2 in March
● Disney Stores 2017 a 6-month subscription to streaming service Disney Life.

● Truffle Shuffle Persil- sold 1.9 million promotional packs that include a £5 Disney Store
● Etsy Voucher.

● Firebox Olay: gave away an ‘enchanted holiday’ to New York.

● EMP
● Clothes (pyjamas, t-shirts)
● Jewellery (bracelets, necklaces)
● Mugs (the ‘Chip’ mug)
● Duvet Sets
● Purses (Chip, Lumiere, Cogsworth, Mrs. Potts)
Compare The Market: launched a campaign on March 10th to promote it’s
meerkat movies 2-4-1 cinema initiative.
HomeAway: gave away a 5-night stay for a group of 20 people in the 14th
century Duns Castle in Scotland by inviting social media users to ‘Be Our Guest’
Hamptons International: launched a campaign in print and digital inviting
consumers to ‘find your happily ever after’.
 How is the subject/product represented?
Stereotyping: Beauty and The Beast is stereotyped for younger girls to be the main audience.
They portray the main character Belle to be a stay at home daughter and to also be a bookworm.
However when she meets the Beast she then is shown to be a young women helping this manly
beast out to help him learn manners and be kind to others. Whereas the Beast is portrayed as a
quite mean character towards outsiders entering his castle for example, when Belle’s father
enters his castle the Beast holds him hostage in the dungeons until Belle releases him, however
then Belle then ends up in the dungeons. It also countertypes Belle to be a saviour as she falls in The Beast- Throughout the film the Beast is
love with the Beast before the last petal of the rose falls. always shown to be in quite formal clothing.
He isn’t really seen to be anything else
except his traditional royal blue suite. This
Gender: The gender roles in Beauty and The Beast are male and female. The main female
shows him to be known as a ‘prince’ before
character Belle, is shown as the ‘stay at home’ daughter/girlfriend and is shown to keep the the sell was cast on him turning him into a
house well kept and up to standards as well as shown to be attractive. Whereas the main male Beast.
character of The Beast, is shown to be quite physically active and dominates his castle and
workers (Lumiere, Cogsworth, Mrs Potts etc..)
Appearance: Beginning End
Belle- At the beginning of the film Belle is shown to be wearing quite a
unformal outfit, although it did look quite stereotyping towards a woman
who does the cleaning. However at the end of the film Belle is wearing
the well known yellow dress out of the animated original film. This shows
her to be quite posh and elegant as she dances around the ballroom with
the Beast.
 How does the TV advert use sound?
The tv advert for Beauty and The Beast uses non-diegetic music meaning the characters can’t react to the
music being played. This has been used so that the audience can react to the music which is played quietly in
the background, with the speech played over the top. Disney have decided to use a song out of the soundtrack
to tell a brief version of the story in the advert. With the song being played in the background it can give the
audience a sense of emotion of what the movie as a whole could be like with its dramatic scenes being played
in the advert. They also use the speech of the characters to add tension within the advert so that the audience
are drawn in and makes them want to go watch the film.

TV advert:
How has the Beauty and The Beast TV advert been
edited?
The advert has been edited together by taking clips of the film and putting them together to show a
briefing of the story line. They have edited the speech of the characters to be quite bold and louder than
the background music to grab the audience’s attention, which makes them be more focused on the
speech instead of the music being played. At the beginning of the advert the lighting they have used is
Low-key so that it adds more tension and shows that The Beast and Belle have only just met so that it’s
awkward and very tense, however as the advert develops the lighting goes high-key to show happiness
between the two characters of Belle and The Beast and that they are now happy being together.

High-key
Low-key lighting
lighting
Screenshots of the TV advert and explanation of the shots
used

Close Up

They have used a close up shot

of Belle walking up to the castle
to enable the audience’s attention
on the character and her
emotions. A close up shot usually
Extreme Close-Up
involves just the head and
Two Shot
shoulders of a character with
They have used an extreme
hardly any of the background in
They have used a two shot close up camera angle on
frame.
camera angle to express the Belle to give the audience an
relationship between The Beast unfamiliar viewpoint, so they
and Belle. This shows the can’t see any other actions
audience how the two take place involving other
characters reflect one another characters. It also shows
and how they both react around significance to the narrative.
each other.
 Extreme Long Shot

At the beginning of the advert they have used an

extreme long shot to establish the location and time
of the production. It also uses low-key lighting to set
the scene and create tension for the audience.

Extreme Long Shot

As well as using an extreme long shot on the

character Belle they have also used it on the
Beast. This extreme long shot draws the audience
into the Beast’s emotions at the time in the advert
and shows what he is focused on (Belle).
However they have also added a candle into the
shot to show distance between where both
characters are placed.
Within the campaign is there any evidence of synergy or cross media
convergence? What is the significance of this? How successful is this and how will
it impact on the audience?

Synergy is like cross media convergence, but with merchandise. If Disney

releases Beauty and the Beast, the movie, and then they release a Belle doll, then
they are participating in the ideas behind synergy. Releasing the movie and the
doll will hype up the movie.

This will impact the audience as adults might buy the Belle doll for younger
audiences which will give Disney the money that could help them out to make
either more Beauty and The Beast products or even another Disney film.
What potential legal and ethical issues could arise?
Disney’s first ‘exclusively gay moment’ could be an ethical issue as people who
don’t agree with other sexualities could get offended and could maybe complain to
ASA about it. ‘BCAP have recently carried out a consultation regarding new rules
that aim to prohibit the sexual portrayal or sexual representation of under-18s (or
those seem to be under 18) in advertising.’- taken from
http://marketinglaw.osborneclarke.com/advertising-regulation/consultation-
sexual-portrayal-18s-advertising/
Evaluating the campaign:
Is the advertisement campaign successful?

I believe that the Beauty and The Beast campaign was very successful as there was many
advertisements made to promote the film, such as merch, tv adverts, film trailers, posters and billboards.
With all these promotions it meant that the film was seen by many people and it meant that their
viewings went up high and many people would buy their merch for the film.

Another way that the film was successful was that ‘The addition of a gay minor story line sparked some
controversy. Other than that, the songs are back, as are the singing furniture, the yellow gown and the falling
rose petals. The first teaser trailer drew 91 million views in one day when it was released in May.’

Many people would go see the film Beauty and The Beast as it could make older viewers reminisce from
their childhood after they have grown up with the 1991 version. Whereas the younger viewers would watch it
as they could be into Disney and Princesses and it could represent their personalities.

Overall the film was very successful making $1 Billion as Disney and Universal run the box office.
Is it relevant to the product and audience it is
intended for?
I think that Beauty and The Beast is relevant to the original film and the products
that have been made for it. I also believe that it is suitable for the audience it is
intended for as they would go see a film they enjoy. They could even go see the
film to see which version they prefer either the 1991 version or the 2017 version.
With the younger viewers it is suitable for them as it gives them that fairytale
feeling and could maybe make them feel like they want to be a Prince or Princess.