Having looked at how MUBI is set up online and their advertisement campaigns past, it became clear that there was a lot of competition which were more popular, perhaps through vast advertising campaigns. Through wanting to be different, MUBI choose to keep content limited and going for quality over quantity, as well the content is only on for a limited time of 30 days until being replaced with new content, this means advertising opportunities to advertise certain movies are slim, though this can be seen as an advantage. MUBI need an advertising campaign which represents them and represents the sort of quality which they are streaming on their site, it needs to focus on what they have and not what others have, the quality of blockbuster movies.
Looking at advertisement campaigns which were used by rivals Netflix, a difference in styles can be seen instantly between the two streaming services, Netflix have a lot of content which is streaming for a long time, they also produced their own content meaning that they have exclusivity, some shows are only available on Netflix and no where else, the streaming service focusses on this through their advertising campaigns, focussing on the exclusive content because no one else has it. Usually with Netflix shows they have an individual look a branding in ways, for example Arrested Development is known for its orange typeface used on the opening sequence, for its big return in 2013 Netflix produced this campaign focussing on the jokes from series past, of course this campaign can only work if a show is successful and known, to fans of the show the content of this ad campaign is easily related to the show as it looks at iconic scenes from the show.
With each show that becomes a success through Netflix, a stronger ad campaign can be produced, one of Netflix's biggest hits, House of Cards is now into its 5th season but the branding, even within the advertising of the series has remained the same to keep a strong look for their most popular shows, though since this poster above was used Netflix itself has gone through a major rebrand and changes, the show has remained the same and is now more popular than ever.
Since Netflix's rebrand in 2015 they have brought out more original content than ever, this really shows the strength and resources which they have amounted in such a short history. The most popular to date was 2016's 'Stranger Things' picking up big at award ceremonies, becoming the most streamed television series on the internet and becoming almost instantly iconic with its 80's style thrilling story. The branding of Stranger Things was by Imaginary Forces, though it is through the typeface of the opening credits that the design is recognised, it is ITC Benguiat by designer Ed Benguiat, who has produced over 600 typefaces throughout his career. ITC Benguiat was used to resemble the 'Paper back books from high school' according to stranger things creators and Imaginary Forces, it is used to create the same atmosphere as a Stephen King novel cover. ITC Benguiat was used a lot throughout the 70's and 80's seen on science/horror novels and as well used by The Smiths on their album "Strange ways Here We Come". The design of the Stranger Things logo became an internet sensation and only advertised the series further, making it an instant cult hit. Because MUBI has no permanent content the identity should be found through type and colours, through the brief outlines MUBI has dictated the type used and the colours which limits the branding significantly, having just Helvetica Condensed as the options for choice limits the look which can be used, Helvetica is a very well known and seen type, it will just add to the noise of other posters where as rival companies are being unique and exciting with their branding and content.
Though it has to be said that Netflix are a lot more established than MUBI, while Netflix can advertise their content and have no need to promote the entire streaming service, MUBI needs a campaign which ad which shows who and what they are.
Though Netflix uses individual styles and individual branding for their original content (Typefaces which are unique to each show as seen above) they have a continued branding throughout, be it the positioning of the logo or the tag line type, a continued branding can be identified within these and other current Netflix Posters. A continued branding and layout makes the content neat and legible, even when using mixed types, it is not stated within the brief outlines that changing type weights is prohibited, which means they can be played with, different weights will show hierarchy on the page and differentiate titles, headers and sub-headers.
Having focussed on Netflix to research as they have a vast amount of ad campaigns, they are not the only successful online streaming service, Amazon Prime (Formerly LoveFilm.com) is a popular source of online entertainment, differing from Netflix and MUBI in, price, content and set up. To have an Amazon prime account you must have a paid Amazon account, and even though paying around 75 pounds a year not all the content is available free, though having Much more TV and Film content, many of them are to be bought or rented, especially recent releases (Amazon have content available days after it being released on dvd or just days after it has been first broadcast). Amazon have full series of Game Of Thrones, The Walking Dead and much much more, though they are paid for extras on top of the expensive bill for a regular account. Amazon Prime is advertised mainly online, Amazon own many only domains and advertise their content through side banners and as well on their own website, it is a largely advertised feature, they do not rely on physical advertising as much as Netflix.
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