They want to trigger engagement with the audience.
Which marketing strategies did 'the girl on the train' use to trigger engagement on the target audience?
The posters:
The theatrical poster keeps the train motif with the tracks bisecting the one-sheet vertically. On the left is the release date, which is a reminder that the movie is based on the hit novel and the copy “What you see can hurt you,” which increasingly makes little to no sense. It hints at danger in the story, there’s nothing here to make that more clear or help it make sense, creating a more intense and interesting effect. Even though it is a fairly basic poster, it has a lot of hidden messages, which make more sense to those who would have read the novel.
The trailers:
Click here to watch the first trailer.
This trailer was disliked by critics. It was called "a mess" and compared to be similar to "gone girl". The trailer is filled with women embracing their sexuality, men grabbing women and throwing them around while Rachel is trying to figure out the various mysteries surrounding both herself and Megan. It is unclear and not very strong. There is no coherent through line to the trailer, and we’re not given decent introductions to any of the characters aside from Rachel to form any kind of attachment, which is essential when trying to brand and promote a film.
Click here to watch the second trailer.
The second trailer was much more liked by critics. It has a better flow, moving from character introductions to showing the basic plot and premise, but otherwise works to hit many of the same story and emotional beats. This is what trailers need as it is a main way to give an insight to the film and therefore trigger engagement with the target audience.
Online and social:
There’s not much on the front page of the official website outside of the menu at the top and the social icons at the bottom linking to the movie’s Facebook, Twitter and Instagram accounts as well as the YouTube and Tumblr for Universal.
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