Media coursework

Chantelle PartridgeA2 Media Studies

Coursework

Print Media Key TermsMasthead: This is usually situated on the editorial page of a newspaper/magazine and gives the publications name and the names of the owners and staff belonging to that publication.

Strapline: A subheading in a newspaper or magazine.

Cover Lines: A cover line is a catchy phrase in a newspaper or magazine which catches the attention of the audience.

Screamers: A sensational headline.

Billing Block: A billing block is the section situated at the bottom of a promotional film poster, that lists the productions company, writers and producers ect.

Tagline: It is a type of advertising slogan that is typically used in marketing and advertising.

Target Audience

Demographics:Age – 15 years of age and over, this is due to the fact that the film will contain

content of a more mature nature.

Gender – Men may perhaps be more drawn to the movie, however it is aimed at a ‘unisex’ audience.

Class – aimed primarily at a middle class audience due to its content, but it is of course open for interpretation.

Ethnicity – White/British, as the content within the movie may offend some religions e.g. Muslims

Marketing Campaign

Sherlock HolmesFilm: Sherlock Holmes (2009)

Teaser: http://www.youtube.com/watch?v=AMfkzI4Q10c&feature=fvst

Website: http://sherlock-holmes-movie.warnerbros.com/dvd/index.html#

Magazine Features: The film has been featured in various magazines such as Empire magazine; http://www.empireonline.com/. And also in Total film; http://www.totalfilm.com/

Tie- ins: Sherlock Holmes is of course a well known novel written by Sir Arthur Conan Doyle, which means there is already an established audience associated with it. There are also various video games that have been brought out, some of which can be seen here: http://www.play.com/Search.html?searchtype=gameall&searchsource=0&searchstring=sherlock+holmes

Sherlock HolmesViral campaigns: The film studios ‘Warner bros’ has set up a website dedicated to news about the film on twitter - http://twitter.com/#!/wbpictures. Also a facebook page has been established which allows you take part in competitions and ‘like’ the film - http://www.facebook.com/SherlockHolmesMovie

Radio/TV appearances: http://www.youtube.com/watch?v=VAIHw55aeWM There have been many interviews throughout the films promotional period.

Posters/ Billboards:

Teaser Trailer Analysis

The Sorcerers Apprentice • http://adisney.go.com/disneypi

ctures/sorcerersapprentice/• 1.02 minutes running time• The genre is established

within the first few seconds of trailer; fantasy.

• the trailer is comprised of snippets of footage from the film, the majority of which have a humorous edge to entice the a target audience. Which in this case would be children/family.

• It has a tagline saying “It’s the coolest job in the world”• At the end of the trailer the names of the main characters are mentioned along with the production studios ect. This therefore complies with codes and conventions partnered with teaser trailers.

Despicable Me• http://www.youtube.com/watch?v

=xEeTEoG1rQY• 1.08 minutes running time• The clips shown are not from the

actual film. • As it is an animated feature film,

this means it would have been easier to create a teaser trailer that did not give away the plot but left the audience wanting more.

• The film itself is clearly designed to be popular among a younger audience, this is clear from the over exaggerated facial expressions given to the characters.• The theme within the trailer is very humorous.• At the end of the teaser trailer it is stated that the film is produced by the same executive producer who created ‘Ice Age’ and ‘Horton hears a who’, which gives the film credibility (shown above).

Harry Potter and the Order of the Phoenix

• http://www.youtube.com/watch?v=VSmIxZLNcmA

• 52 seconds running time• Shows scenes from the actual film• It contains flashes of many

different clips – very fast paste; leaves the audience wanting to know more.

• The colours and music used indicate the darkness of the film in contrast to perhaps the others in the franchise.

• At the beginning the symbolic Warner bros emblem is shown – complies with

the codes and conventions.• The font used is easily recognisable as ‘Harry Potter’ – there’s already a strong fan base associated with the series.• No real plot is given.• Nothing other the realise date is shown at the end of the teaser.

Magazine Front Cover Analysis

Empire

Strapline.

Website.

The use of neon colours shows the irony of a murdering clown.

‘Murdering Clown’ – oxymoron.

Follows the codes and conventions of a magazine front cover.

Emphasis on ‘PLUS!’ to draw an audience in.

Iconic Batman symbol.

Date and price.

The font used, reflects the ironic theme of fun and games.

Coverline, that catches the attention of the audience, it invites the audience in.

The dark background is in contrast with the bright colour s used.

Barcode.

Total Film

Price, Date and issue number.

This theme has been designed specifically with the film’s theme in mind. This is clear from the use of colour which suggests it’s quite a cold/dark film, as well as the adaption to the ‘FILM’ in ‘TOTAL FILM’ which has been developed to replicate scenes from the film.

There are various pieces of text that have been emphasised to attract an audience's attention, for example ‘FIRST LOOKS!’

Strapline catches the attention of the audience.

Website.

In photograph the actor has been cast in shadow to induce a sense of mystery.

‘Re-boot of the year?’ The use of a rhetorical question allows the audience an opinion – it makes them feel important.

The coverline has also been designed to create intrigue.

Barcode.

Unlimited

Unlimited is ‘FREE’ magazine which is marketed by Cineworld, which is a nationwide cinema.

The colours, and theme are all rather band, which in a sense makes the tone much more mysterious.

The focus on the front cover is the infamous character known as ‘Captain Jack Sparrow’

Something that is quite odd for a magazine front cover is the fact that the actor is not making eye contact with the audience, which is usually critical for inviting the audience in.

Coverline used to catch the audiences attention.

Emphasis on ‘PLUS’ to draw in the attention of an audience.

Film Poster Analysis

Zombieland The colours used indicate that this film will be some sort of horror, however the fact that font used ‘ZOMBIELAND’ has been represented as a fair ground ride insinuates that this film will perhaps have an element of humour.

There is no mention of characters or actors etc.

Indication of a viral campaign ‘follow us on twitter’

Tagline ‘This place is so dead’ Ironic as the film is about Zombies, hence the title ‘ZOMBIELAND’.

Release Date.

Billing Block stating the promotional company etc.

Tinker, Tailor, Soldier, Spy

The pictures itself is comprised numbers and letters. This gives the illusion of a code – and codes are often associated with organisations such as MI5; therefore fits in nicely with the films theme and the title – ‘Tinker Tailor Soldier Spy’.

The Billing Block gives the actors, directors, and producers names as well as showing the production companies logo.

The picture is one of a famous actor; Gary Oldman. By using a well established actor as the frontman for the movie it gives the film credibility.

Just below the actors left eye there is white text imbedded within the ‘code’ that reads ‘the enemy is within’ – this is called a tagline and is designed to give the audience fluidity throughout the advertising campaign and to give them an idea of what the film may entail.

Shrink

The image displayed on the poster illustrates that this film is one involving a man with a drinking problem – however it also illustrates that this no average alcoholic as the tagline reads ‘the doctor is out’, suggesting that he is in fact some sort of Doctor. This gives the audience an idea of what the film may contain in terms of the theme.

The fact that the film is starring an ‘academy award winner’ gives the film credibility.

The billing block show cases everyone involved with the movie from the actors to the costume designers. IT also displays the various production companies associated.

Primary and Secondary Research

Primary research consists in research to collect original data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others.

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, where data is collected from, for example, research subjects or experiments.

Information found on this page was done so from http://en.wikipedia.org/wiki/

Primary Research

As part of my primary research I carried out a questionnaire which helped me to identify my target audience. The questionnaire was handed out to 10 people. The questionnaire itself is shown below.

Secondary Research

What is the BBFC?

The British Board of Film Classification is an independent, non-governmental body which has classified cinema films since it was set up in 1912 and videos/ DVDs since the Video Recordings Act was passed in 1984.

What different certifications are there?

U, PG, 12, 12A, 15, 18, R18

What are the main issues they are concerned with?

Examiners look at issues such as discrimination, drugs, horror, imitable behaviour, language, nudity, sex, sexual violence, theme and violence when making decisions. They also consider context, the tone and impact of a work (e.g. how it makes the audience feel) and even the release format (for example, as DVDs are watched in the home, there is a higher risk of underage viewing).

BBFC

BBFCWhat possible ways could the BBFC intervene? In 1988, Trading Standards Officers were given the power to seize illegal video works. More recently this has included DVDs, Blu-rays and video games. The BBFC can provide evidence to help Local Authority Trading Standards Officers and the Police secure convictions under the terms of the Video Recordings Act (VRA) 1984.

How many films did the BBFC cut last year?They cut 5 films last year.

The information found concerning the BBFC was found on the following website: http://www.bbfc.co.uk/

Suitable only for 15 years and overNo one younger than 15 may see a ‘15’ film in a cinema. No one younger than 15 may rent or buy a ‘15’ rated video work.

HorrorStrong threat and menace are permitted unless sadistic or sexualized.be copied. Easily accessible weapons should not be glamorized.

Imitable behaviorDangerous behavior (for example, hanging, suicide and self-harming) should not dwell on detail which could be copied. Easily accessible weapons should not be glamorized.

LanguageThere may be frequent use of strong language (for example, ‘fuck’). The strongest  terms (for example, ‘cunt’) may be acceptable if justified by the context. Aggressive or repeated use of the strongest language is unlikely to be acceptable.

Certificate 15

Certificate 15ThemeNo theme is prohibited, provided the treatment is appropriate for 15 year olds.

ViolenceViolence may be strong but should not dwell on the infliction of pain or injury. The strongest gory images are unlikely to be acceptable. Strong sadistic or sexualized violence is also unlikely to be acceptable. There may be detailed verbal references to sexual violence but any portrayal of sexual violence must be discreet and have a strong contextual justification.

These explanations taken from the BBFC website, give an insight into the restrictions that may be need to be kept in mind within the production stages of my teaser trailer, so that expectations are upheld for my target audience (Certificate 15).

Guidelines taken from the BBFC - www.bbfc.co.uk/classification/guidelines

The UK Film Council“Our Research and Statistics Unit (RSU) provides research data and market intelligence to anyone with an interest in the UK film industry and film culture. The Unit also exists to improve the UK Film Council's understanding of the economic and social context of film production, distribution, exhibition and ancillary markets (e.g. video/DVD, TV).

We aim:

To gather and maintain up-to-date market intelligence on film in the UK and internationally, and respond to enquiries about the data.

To undertake research projects to support and inform UK Film Council strategic development.

To disseminate research and market intelligence to interested stakeholders, including government departments, the film industry, the wider research community and the media.

To develop strong links, and effective working relationships, with UK and international stakeholders.”

This information was extracted from the UK film Councils website

The UK Film Council

This table taken from the UK Film Council’s website is hugely beneficial as it shows ‘the types of film that the general public typically enjoy watching’. This is useful as it is of the upmost importance that you are aware of your audiences needs before attempting to meet them.

The UK Film Council

This table shows further demographics that will prove useful within the planning stages of the project, as it will allow me to aim for a specific audience.

Planning(teaser trailer)

Storyboard

Risk AssessmentA risk assessment is an overview of all the possible hazards that could occur whilst a film is in production. This involves making sure that all hazards are either avoided or prevented. It is often the production companies or producers responsibility to ensure that at least the basic legal standards are met.

A hazard is a something that can cause harm, for example – controlled explosions, loud noises, or broken glass.

Potential Risks within the production stages:

1). A torch is need in order to illuminate face of one of the characters. This could be a potential hazard as it could cause eye damage or perhaps even lead to blindness if used inappropriately. To reduce this risk, it is vital that the torch will not be shone directly into the eyes of actor.

2). A desk lamp will be used to allow the lighting to be controlled. This could be seen as a potential risk, as the exterior of the lamp is comprised of mental and could therefore cause skin damage (a burn) if touched. To avoid some a risk the lamp must be placed in an area where it is not likely to harm anybody.

Props

“A portable object other than furniture or costumes used on the set of a play or movie”. - http://www.google.co.uk

There are many different props used within the teaser trailer, most of which make up the interior of Lily-Rose’s bedroom. For example, posters, bedspreads and books.

Casting

Actors are often chosen by a casting director. Depending on the budget and scale of the film this can either be one person who carries the title of casting director and nothing else, or it may be that the director or producer takes on this job, to save time/ money.

The casting director often casts actors through agents, or in some cases ‘open auditions’ are held. However, some directors prefer to work with the same actors, because it’s easier than casting new actors all the time and they enjoy working with one another. A prime example of this is Tim Burton(a director) who often casts Johnny Depp in his films, as they are good friends...

Alice in WonderlandSweeney Todd

Charlie and the Chocolate Factory

Casting

In my own film trailer, I am going to take on the job of director, actor and producer, which will allow me to have control over both production and editing.

This will be possible as it is only a small scale project, whereas if it had have been a full scale production, there would have been need for a significantly larger production team.

However both on the production poster and within the teaser trailer, many names appear within the billing block that have simply been made up so that the marketing campaign looks complete and realistic.

Costume Design

Costumes play an important role in the film industry. Without them characters would lose part of themselves; costumes show a characters personality. For example the character of Albus Dumbledore in the renowned Harry Potter series wouldn’t look nearly as impressive if he wore jeans and a t- shirt – it’s almost as though he belongs in long sweeping dress robes, and without them he is lost.

Furthermore a costume helps to get actors into character, and aids in their performance standard.

Costume Design

The main character (Lily- Rose) within the film is around my age, and so it was not necessary to provide a specific costume.

The character of the ‘the shadow’ however requires make-up, although the clothes she wears will be identical to Lily-Roses. The make-up will be used in order protray the story further. The lines which will be drawn on using eye-liner represent each time the ‘the shadow’ see’s Lily-Rose, and so therefore is a major part of the costume design.

Location Scout

Selecting a location to film in, can be a tedious job, but location is an important aspect of a film, as it shapes the characters’ actions and meaning. For example in the Batman films a whole city is created – Gotham.

Although the locations that will be shown in my teaser trailer won’t be quite as extravagant as Gotham City (mainly due to budget) they will however relate to the Lily-Rose, and help set the scene. This will, I hope, assist in the audience’s understanding of the trailer. The location for the teaser trailer will be set in Lily-Rose’s home.

Magazine Front Cover

Draft

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Film Poster

Draft

Fin

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Pro

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Production Logo

Teaser Trailer

Please follow the url link below to watch my final teaser trailer.

- http://www.youtube.com/watch?v=8WS9EUPPoS0

Evaluation

In what ways does your media product use, develop

or challenge forms and conventions of real media

products?

The green screen is one of the many codes and conventions associated with the film industry, and so in order to make my own teaser trailer seem as authentic as possible, it was therefore necessary to include one.

Teaser Trailer

Harry Potter teaser trailerMy teaser trailer

Teaser Trailer

My Teaser Trailer Harry Potter Trailer

The addition of a production company logo within a films promotional stages, gives a film creditability. This is an important aspect of the codes and conventions displayed by teaser trailers as it which allows an audience to make presumptions about the quality of a film, before it is released. The Warner bros. shield for example is easily identifiable as it has gained a positive reputation among audiences.

Teaser Trailer

My Teaser Trailer Harry Potter Teaser Trailer

some of the key conventions that are often displayed within teaser trailers are the film’s title and release date. And so to comply with this particular convention , I too, included them.

Teaser Trailer

My Teaser Trailer Sherlock Holmes Teaser Trailer

A billing block appears at the end of most teaser trailers, and so was an important convention to consider when producing my own teaser trailer. As it was a common occurrence within many trailer, I decided to include it in my own.

The only code/convention that I can think of that I did not abide by was any use of dialect between characters, or indeed any use of speech at all.

Film Poster

Billing block

Production company

logo

Actors names

These annotations display the codes and conventions that were employed within my film poster, and shows how they are similar to existing products.

Film Title

The only part of my film poster , that perhaps challenges the codes and conventions associated with it, is the addition of a website address, which was pointed out within the audience feedback I received. However this was due to an error rather than a conscious decision.

Magazine Front CoverThese annotations display the codes and conventions that were employed within my magazine front cover, and shows how they are similar to existing products.

strapline

Title

Website

Date and Price

Coverline

Barcode

How effective is the combination of your main product and ancillary texts

(i.e. magazine cover/poster)?

Please follow the url link below to hear my commentary about ancillary texts.

http://www.youtube.com/watch?v=nnwaEIEll-g&feature=youtu.be

What have you learned from your audience feedback?

Audience research turned out to be hugely beneficial, in the sense that it allowed me to correct mistakes that perhaps I myself may have overlooked.

To gain this all important audience feedback, a questionnaire was sent out to around 10 people, and all the questions were regarding my teaser trailer, as that was the main product, and so had the most marks to offer, meaning that it was essential to grasp as many of them as was possible. An example of the questionnaire is shown below....

The question that I thought was of the upmost importance was question two, which read – “In your opinion did the trailer fit in with the codes and conventions associated with other teaser trailers?”. The statistics that followed this question made a big impact upon the teaser trailer, and can be seen below.

Furthermore, when the audience were asked for further explanations, it was suggested that things such as a green screen and billing block should be added “to make the trailer look more authentic” - all of which was taken into account and rectified.

To see the full impact that audience feedback had upon the final product, I withheld a previous edition of the teaser trailer before it was edited.

BEFORE:http://www.youtube.com/watch?v=oPy3YfWKLFo

AFTER:http://www.youtube.com/watch?v=8WS9EUPPoS0

What may seem particularly different about the two is the addition of a scream to the latter which was done so in response to feedback that I received regarding the lack of “scariness” within the trailer.

How did you use media technologies in the

construction, research, planning and evaluation

stages?

ITunes was used in the production stages to convert audio files from mp4 to mp3.

Windows movie maker was used , as it was necessary to edit my teaser trailer. And so was therefore used within the construction stages of the project. This software was also used within the evaluation stages of the project .

Photoshop was used in the construction stages as the photographs taken by the camera (mentioned previously) needed to be edited before they were positioned into the ancillary texts.

YouTube was used in most stages of the project; it was used in the planning/ research aspect of the project to watch teaser trailers that were already on the market, so that I decide which codes and conventions I would follow or deviate from; it was used in the construction phase the final teaser trailer was uploaded unto to it, to gain audience feedback, but lastly so that it is easy to view and it fits with the codes and conventions that most production companies employ – they upload a trailer to you tube.

A Camera was used for the filming aspect of the production stages. It was also used for taking photographs, which were needed for the production of my film poster and magazine front cover.

A headset was used in order to complete the evaluation stage of the project. They were used so that I was able to record myself talking.