Harry Potter Marketing Campaign

Posters:
Harry Potter is already a massive franchise and so much of this marketing campaign focuses on the epicness and scale of the final chapter and exploits the large following for the series by labelling it as "the biggest movie of a generation" and using dramtic imagery to highlight how everything changes and the stakes are much higher in this film. The emphasis is definately on dramticness. 

This first teaser poster is very dramatic and really sets up the dark and epic tone of both movies. It also destroys the safe haven of Hogwarts in a striking image of it on fire and this is only the first poster. This leaves the audience wanting to find out more. 

                                                                                                          

Many more posters were realeased further setting up the dramtic stakes depicting the main charcters on the run and the villians hunting them with taglines such as "nowhere is safe" and  "the hunt begins." This builds on the sense of a climax and excites the audience further. These posters are displayed in cinemas on the side of buses and at bus stops as well as online.

Trailers:

The trailers were released a few months before Part 1's release. The first trailer for both parts was shown at the MTV moive awards, which would have reached a good audience as obviously film fans would be watching the ceremony.

The trailers showed many clips from the movie focusing on the main plotline of Harry running from Voldermort using techniques such as swooping panning shots to show the scale of the different locations and voiceovers by the characters such as "the longer we stay here, the sooner he'll find us." There is also drama and romance in the trailer plus lots of conflict and binary opposites, the big one being good vs evil. It also introduces us to characters, new,old and returning.

The mood set by the taglines such as "Part 1 of The Epic Finale really builds up the excitement as well as the reminders that it will be shown in Imax.

The popularity of the films ensured there were many parodies of the trailer as well which also generated free publicity for the film

Website:

The website uses the main poster in the background and has many ways or the audience to interact with the motorbike chase game, the iphone app and the option to join the inal battle on Facebook.
It also links to Amazon and sites where you can buy mercahndise such as the DVD and video game. This is an example of synergy.

Some of the merchandise:

Publicity and Promotion:

The film also had a lot of promotion such as the premiere and the its apperance at the Comic-Con convention and also a lot of media publicity like the media attention as to where the book would split, the withdrawal fo 3D by the studio which was praised as the studio wern't going to put out a dodgy version for more money and the recapping of the series by many magazines and newspapers.

My Opinion:

I think this was a very succesful marketing campaign which used the popularity of the film and appetite for the final chapter to really rank up the tension. It also used a lot of synergy and cross-media propmotion e.g shorter versions of the trailer on TV and the main poster as the background to the website.