Sherlock Holmes: Online Game

Why do you think this style of gameplay has been chosen for this film? How does this tie in with the other messages in the trailer and the poster?
I think this style of gameplay has been primarily chosen as it reflects the film, teasing some of the features of the film, as well as advertising the game to friends, which consequently advertises the film to others through the use of Facebook. The main page of the game displays a large image of the central character, instantly showing an actor from the film as an ‘icon’, which may entice some people to see the film, reflecting the style of a poster. Also, there are dark images, covered in smoke in the background, with writing visible around the character, reinforcing that he is the character from a book, where font used has connotations of 20th century hand writing, (which is also evident in the film poster), representing Holmes as a mysterious, dark character, which sticks to a similar representation from the original stories. The fast paced, loud soundtrack (similar to the soundtrack in the theatrical trailer) also reflects the genre of the film as action/adventure, and makes playing the game a more exciting experience, which should make the audience interested in the Holmes ‘brand’ and entice them to see the film.

The game operates via the social networking site Facebook. Why do you think this particular site was chosen to host the game?
The social networking site, Facebook, has a wide user demographic, with both younger and older users of both genders (although mainly young males will actually play the game), which should allow a large amount of the film’s target audience to access the game. The website also has a large user base, and is very well known for its connections to other sites, which most users will take part in, and is therefore a good choice to host the Holmes game. Also, the users of Facebook should have enough free time to play the game, making those users likely to play the game. When playing the game, a user must input their Facebook account details, which will display the game to ‘friends’ on the site, consequently advertising the Sherlock Holmes brand to other users, as well as those playing the game. Also, the game makes users invite another friend to play the game, reflecting the story of the film, of two detectives working together to solve mysteries, again teasing features from the film, and tempting users to see the film. Also, the element of co-operation may make players use the game more often, and make it more fun, where players could also compete with each other. As the game asks to invite a friend, interest in the film will be gained from both individuals, and this may entice the pair to see the film together.

Explain how the graphics, the gameplay and the overall design fit in to the overall marketing campaign for the film.
Firstly, the character and actor of Sherlock Holmes are ‘iconized’ on the front page of the game, as a large character picture is visible. Here, the character engages with the audience as he looks directly at the user. Also, a picture of the real actor is used, rather than a graphic, to reinforce the appeal of Robert Downey Jr. being the central character, and enhance the verisimilitude of the game itself, making it look more realistic, and therefore making people want to see the film. The character’s new portrayal for a more contemporary audience is evident, making him appear darker and more mysterious, through the use of a dark background on the website, with a misty picture of London. Many images of maps, newspapers, books, illegible writing, (with lack of modern technology) and colourless images of buildings have been used to reinforce the mystery of the ‘brand’, as well as emphasizing the time period of the film, supporting the realistic nature of the brand and making it more interesting to the audience. Furthermore, the use of Victorian style buildings and graphics make the player feel more engaged. This also creates a unique selling point for the film, enticing the audience to see the film. The gameplay has also been designed to fit the overall marketing campaign for the film. Playing as Holmes or Watson (either of the main characters) instantly introduces the user to the ‘world’ of Sherlock Holmes, making them feel engaged and interested in the story of the film. As either of the investigators, the player works through each ‘case’, searching for clues, where they become more and more attached to the brand and the characters. The game is also played in first person, emphasizing that the user is playing as either of the central characters and the game is reminiscent of any graphics of people, which can often appear unrealistic, and make the player less interested. When a player believes they have solved the case, they must confirm it with their friend, which ensures that both players are co-operating, and makes the game more exciting. Overall, the game’s design contributes to the marketing of the film, by enticing people to see it, by incorporating interesting elements that tease the audience and match the film’s representations and designs.