March PPE Learner Response

www: Excellent, fluent writing; close textual analysis; great use of theory.

ebi: A little more focus on the question for Q1 + 4 - add a paragraph to each

Q1: 4/9 points made
Could have added a more in depth analysis focusing more on the question itself and the institution trying to appeal to a younger audience and the youths.
Q2: 6/9 points made
I successfully answered this question as I got 11/12 on this question. I focused primarily on the marginalised group of the disabled and how the media do not focus on them and they are invisible.
Q3: 5/9 points made
Successful answer and all my points were backed up with evidence from the clip and also I related it to other media texts such as film to show the similarities between the trailer and other media texts.
Q4: 4/8 points made
I could have focused more on the question and focused more on the paralympic games itself rather than the actual people as the question referred to the event rather than the representation of people.

Q2 was my strongest question as this was, I believe, the easiest question. It was a straight forward question relating to audience and it allowed me to talk about a lot in terms of theories and in depth analysis of the different shots and the style of the trailer itself. The trailer was quite gladiatorial, which was evident, therefore it allowed me to link this to other films and media texts such as Avengers and X - Men and in general, superhero movies.

Q1 was my weakest question because I did not fully refer to the question. I also did not involve a lot of media terminology or theory within this institution question as I simply did not know what to write about it. I tried to also link it to the uses and gratifications theory as this was the only theory that I felt could link, however in order to make the answer better, I should have linked this theory back to the question to support the idea more thoroughly and in depth.

I think my responses were all very successful. Q1: was my weakest question, therefore I think this is one of my unsuccessful questions due to. Q2: this was my most successful question due to being within the top band. Q3: was a successful question due to being in the top band too. Q4: was also very successful.

Question 1: Media Institutions 

How does the trailer promote Channel 4's brand image? 

Channel 4 is a public service broadcaster with their remit being, 'do it first, make trouble, inspire change.' However due to their criticism for hosting a number of reality TV shows, which are fairly low-brow, the channel decided to promote the paralympics, which accentuates their brand image and enables their to be broader and more positive. The brand hold ideologies which 'inspire change,' therefore the whole idea of people with disabilities can essentially 'inspire change' as they want to lead a normal life and they can. The use of the positive representation reveals Channel 4 as a positive channel that promotes inclusivity.

In the media, there are a number of things that are within society but left out of the media. Disabled people are seen as invisible on screen and as a marginalised target. Channel 4's motive to 'inspire change' shows difference and a message that can ultimately influence others and young people too. The use of the attitude and aggression presented through the characters and the music choice, would particularly interest a young audience as there is hip hop music in the background. This also promotes how the institution aims to sell the paralympics to a younger audience and to promote it to the youths as well as the elder generation. The fact that 10million viewers watched the broadcast reinforces the successes of revealing this marginalised group of people and shows that it is something that an audience wants to see. Therefore by Channel 4 promoting this, it encourages a more positive brand image for the channel itself.

Due to the channel being a public service broadcaster, we would expect it to reflect society and humanity in the correct and realistic way, similar to BBC. Audiences want to see themselves on TV and feel good about being within their society, therefore by focusing on the paralympics and providing them with coverage, it promotes Channel 4's brand image as one of diversity, unity and friendship. This would therefore link to the idea of the uses and gratifications theory as an audience would connect with the people and therefore personal relationships would be formed.

Independent Case Study

The King's Speech
Directed by Tom Hooper
Notable Stars: Colin Firth, Geoffrey Rush and Helena Bonham Carter.
Released 7th January 2011
Genre: Biography, Drama and History. We can tell through the title of the film involving the noun 'king' - the use of the monarchy is self explanatory, suggesting that the film is a heritage film.
IMDB rating - 8/10 'what a wonderful performance.'
Rotten Tomatoes - 95% 'Colin Firth gives a masterful performance in The King's Speech, a predictable but stylishly produced and rousing period drama.'

Broadcast

The trailer begins with non-diegetic sound of classical music, which gives the audience the impression that this film will be quite dramatic and simply a heritage film. Throughout the trailer, the use of the non-diegetic classical music is parallel to the subject matter at hand - the monarchy. The idea of prestigiousness and supremacy is interlinked with classical music as it is seen to be of a higher class. This links closely to Bourdieu's theory as he suggested that having cultural competences to read difficult texts gives the individual cultural capital and is one of the ways in which social class is emphasised. Mainstreamers do not value classical music as it is targeted at quite a niche, prestige market, similar to the arthouse genre. This therefore would emphasise the individuals social class as they would be considered of a higher status to others as they would value the music, therefore the use of this particular soundtrack being played in the trailer suggests the monarchy and the higher status of the King and the individuals present.              

                                                                         

Furthermore, the dialogue helps to express the narrative of the film. The use of Todorov's disequilibrium is present within the trailer as we see that the King has an issue which he needs to overcome, which predictably he will. This sort of narrative structure is conventional of most films - reinforcing Todorov's theory of the equilibrium, followed by the disequilibrium and then the new equilibrium. In this case, the King is the King and then he needs to make a speech as the country needs to depend on him, however due to his stammer he cannot make a fluent speech. This would then be resolved and there would be a new equilibrium formed. Also the use of the dialogue is extremely eloquent and formal, showing that this is a serious and dramatic film and reinforcing their hierarchy. This helps determine the genre of the film through the trailer. Trailers would stereotypically include the use of stereotypes in order for an audience to immediately identify the genre of the film, which relates to Dyer's idea of stereotypes being shorthand. Here, we see that the use of the dialogue, the classical music and the mise-en-scene, creates the periodic drama genre and an audience are able to clearly identify this with ease.

The mise-en-scene in the trailer, again, helps to identify the genre of the film. The settings that are shown, through the montage editing, are very upper class and due to most being inside would link to the monarchy as they would not be seen outside unless delivering a speech for example. The use of the famous London landmarks such as The Tower Bridge and St Paul's Cathedral creates the setting and shows to the audience that the film is set in London. The positive representation of London is set as we are only seeing the upper class areas and only can see the most posh and expensive areas, to glamorise the city. This would benefit London as a landmark and a tourist destination and also create a positive representation of the city. They are amongst one of the top attractions for tourists to visit and therefore reveals London as a place of attraction and interest. In addition to this, the clothing also relates to history as we see the big feathered hats and the big prestigious coat being worn by the King's wife. Also the microphone at the beginning is extremely old, which shows that is is a period drama relating to real events of King George. The use of the past tense within the wording, 'when they needed' for example, shows that this is based on real events from the past and shows it's a re-enactment of the events of King George VI.

The use of the wording amongst the montage creates enigma codes and makes the audience question whether or not the King will deliver his speech. The use of the critical acclaims makes the film more likeable and the audience would want to watch it due to the positive critic reviews. The director is award winning and so is the main star, who is well known in several films. Colin Firth himself is very iconic as a British actor and him as the main protagonist will immediately raise views as he already has an increasingly large fan base.

BBC Interview

This interview promotes the film through the main protagonist and the supporting character. They summarise the plot line of the story and promote the film through the historical context of the film. They also act in a very humorous way, almost making the interview less serious than the context of the film, which shows the realness of the actors themselves, the interview almost promotes the two actors rather than the film itself as they seem like genuine people, an audience would be more likely to go and watch the film due to the genuineness of the two. Also the fact that this is a BBC interview shows that a wider audience will be exposed to the film.

83rd Oscars Red Carpet 

This short interview with Colin Firth promotes himself as a genuine actor and a very humble character. But it also promotes the film through him revealing the critical acclaim the film received through the festival and how critics really enjoyed the film and a lot of positive feedback was given.

The broadcast promotion uses Colin Firth and Helena Bonham Carter to promote the film, through themselves as individuals. The fact that the two are already very well known and have both been in several films promotes the film. It would also bring about a wider audience that may not necessarily be interested in watching a periodic drama film, yet due to the stars themselves having notable success it may bring about a wider audience.


Print

The Guardian
This review is extremely positive, naming the film as "a traditionally mounted, handsomely furnished British period movie." The review praises the idea of the monarchy and praises the acting but it also acts as a devils advocate due to them saying "not everyone's going to like this film: some may find it excessively royalist." The fact that the article realises that the subject matter is not liked by all is interesting as the newspaper does not definitively support one side of the argument more than the other. But The Guardian really support the film.

The Telegraph
The newspaper rated the film 4 stars. They believe it is "fraught and fascinating with some excellent performances." This article also supports the acting of Colin Firth and enjoys the fact that this period movie is a "modern tale."

The Stuttering Foundation
This article reviews the film in a way that is relatable to the writer themselves. This article finds parallels between the King and himself and how the stammer is caused and you are not born with it. He considers the film to involve many morals and lessons that an audience can gather from the viewing. The writer thinks that "The King's Speech is well-written, superbly written, superbly directed and showcases tour de force performances 
                                         

This film poster really captures the fact that this film is a period movie due to the microphone being very old and authentic. The use of the review by the institution Wall Street Journal shows that the film is highly recommended asThe Wall Street Journal is a broadsheet newspaper which is the largest newspaper within the United States. The fact that the colour of the poster is this almost orange, yellow shade connotes the authenticity of the film as the colour looks almost worn out and different. But it also connotes passion and fire, which signifies the King's determination to speak fluently or it could also signify the character of Lionel and how he is determined to help the King.









This poster clearly highlights the main star of the film, Colin Firth, who is a critically acclaimed actor, therefore this promotes the film through the use of the star protagonist. The use of the tagline 'God save the King' is shows the audience just what the film is about. In this case, the main promotional technique is the use of the protagonist and is also is facial expression, which expresses his seriousness and the fact that the genre of this film is drama.








This film poster uses quotes and star ratings/reviews to promote the film positively. The use of all the quotes and reviews would make the audience feel more comfortable to watch the film as it has been given praise by well known institutions such as The New York Observer. The use of the Golden Globe Nominations and all the awards won would make the viewer want to watch the film to see why it is so great and of high praise.

Initially, we see the background holding the most dominant colour; this sort of worn out orange, yellow shade. This could connote fire and passion, so perhaps the determination and motivation for the King to speak fluently or maybe even the character of Lionel wanting to help the King. The fact that the colour is worn out at the edges, gives the impression of an authentic looking poster, which looks old and worn out. This gives the audience the impression that this is a period drama. The use of the old microphone within the background also signifies the genre and helps identify the genre of the film. The use of the silhouette creates the impression of mystery and simplicity. Perhaps due to the subject matter at hand being one of complexity, the use of the silhouette could simplify the King. The fact that the paper he is holding is white could connote how the writing is pure and clean but his speech is not proper and this may reflect how the King feels quite dark and upset. This is reinforced by the slight tilt of the head downwards, which looks as though the King may be doubtful and upset rather than wanting to talk.

Furthermore. the fact that the silhouette of the hat peaks over the back and the front of the face shows how he is hiding away from his problems under this one hat, he is not confident and we can tell this simply from the silhouette. The fact that the posters design is minimalistic and simplistic draws our attention to the main dark image and the title of the film. The fact that the 3 main stars, the most well known characters, are clearly identifiable at the top of the poster would help promote the film as an audience would feel comfortable knowing that these critically acclaimed characters are part of the film.

The branding of the film is very simple. The use of the sans serif font makes the branding very minimalistic and serious. The impression from the branding shows the seriousness and the drama involved in the film and helps identify the genre. Similar to ill Manors, the font is also sans serif and quite block like to represent the life on the block but also to suggest that the subject matter at hand is too important to be flowered by a serif font or colourful designs. This is similar to The King's Speech as again, the subject matter is more important than the design as it is a historical movie based on context and real events rather than entertainment. It is supposed to provide the audience with a distinct message just like in ill Manors.


E - Media 

The film is promoted on Facebook through The Weinstein Company. The film is not promoted thoroughly through social media and this may be due to the core target audience being a more mature, middle class audience who are not likely to be attached to social networking sites. The most common site would be Facebook, therefore having a Facebook page is particularly important, however on other social networking platforms such as instagram, it would not expose the appropriate target audience. Through Facebook, the film would be exposed to a larger audience.



The Kings Speech website involves a painting of King George VI in history. The fact that the genre of the film is a historical period drama would explain the historical picture used at the top of the website. It embodies the film as a whole as it is based on historical events. The website aesthetically is very simple and captures the seriousness of the film and would appeal to the target audience. The website, unlike the ill Manors website, does not have any direct links to social media, providing no synergy between the social networking platform. However there issynergy between the film release and the DVD and also YouTube, having direct links to videos about the actors, the film and other issues relating to the film itself.

There are no e-media campaigns for The King's Speech and this is not particularly surprising as the core target audience would be middle class and mature, therefore they would not particularly be interested ine-media campaigns as they probably wouldn't be associated with many social networking platforms. Also, the film is historical, therefore giving the audience historical insight to the film, through the website, would be more appropriate as they would get a higher understanding of the film and the history behind the film.


Audience 

The core targeted demographic for this film would be middle class, middle-aged viewers. These viewers would most likely be aspirers or suceeeders as they are of a higher class, seeming more prestigious to the rest and would therefore be interested in heritage movies. The idea of a British film involving the monarchy and every stereotype involving Britain would appeal to an American audience also as they love the concept of the monarchy and the royal family. I think the film would also appeal to those who are interested more in watching films for a purpose rather than for pure entertainment. They would be interested in the historical context and therefore watch the film for educational purposes; learning about certain morals and the British monarchy. The elder demographic would be more interested in this as it is part of history and is something that a more mature generation would want to know as it is part of British heritage, however the younger generation would stereotypically be more interested in watching a film for enjoyment, to seek thrill or to laugh. A film with a distinct message is more appealing to the mature audience.

The King's Speech used viral marketing, through the press, to promote the film. There was also a campaigning technique where biscuits were given out to promote the film as a marketing strategy. There is hardly any online advertising or cross promotion online. The main campaigning technique the film used was word of mouth that's been generated in the press, promoting the film festivals.

The film, in terms of the uses and gratifications theory, would aim to educate an audience. The fact that the film is a historical, periodic film would make it quite prestigious and a heritage film, therefore it would pleasure the audience as it would give them an idea of British heritage. As well as entertaining the audience, with actors such as Colin Firth, it would educate an audience, educating the non-British audience as well as the British.

I think another film that this audience would enjoy would be a film like The Young Victoria, which is also about the British monarchy. The King's Speech is based on the monarchy and history, therefore this period movie is very similar and would therefore be enjoyed by the same audience.

Institution

UK Film Council - non departmental public body 
Bright Star, Nowhere Boy = Bright Star is a romantic fiction film, which may not interest the targeted audience for The King's Speech. Nowhere Boy is a biographical musical drama about John Lennon'sadolescence. This may interest a similar audience due to the element of history being present, however the fact that the film is a musical is on the opposite end of the spectrum in terms of the genre of films.
See Saw Films - Independent production company 
Macbeth, Oranges and Sunshine = Macbeth's target audience would be similar to the King's Speech as it is also about a king. Oranges and Sunshine also may appeal to a similar audience as the film is a true story and therefore may interest an audience who likes real life events and knowing about true events.
Bedlam Productions - independent film and television company
The Lady Who Went Too Far would interest a similar audience due to the story being about Lady Heston Stanhope, again another period movie, therefore would interest this heritage film audience.

The Weinstein Company - American mini-major film studio
Distributed other films such as: Derailed, Transamerica and The Matador
Momentum Pictures - one of the leading motion picture studios in the UK
Distributed other films such as: Eternal Sunshine Of The Spotless Mind, The Men Who Stare At Goats and The Young Victoria

These distribution companies distribute a various number of films from romantic comedies to heritage films like The King's Speech. This therefore would mean that the target audience for all of these films would vary drastically. However, the films produced by Momentum Pictures seem to have a more distinct message and seem more educational and important rather than films for entertainment purposes. Similar to The Weinstein Company, the films distributed seem rather dramatic and would also hold adistinct moral message for the audience.

The budget for the film was $15million.

In Great Britain and Ireland, the film was the highest earning film on it's opening weekend, taking in £3,510,000 from 395 cinemas. It earned £3 on four consecutive weekends on box office. In the US it took in £220,000 in four cinemas and made $138million in overall in North America. In Australia, the film made more than £4million in the first 2 weeks.
The film's net profit for cinema release alone is between £20-25million.
I think the film did this well due firstly to the main actors being critically acclaimed and therefore would make a viewer feel more comfortable going to the cinema to watch the film and also due to the film being aperiod drama and a heritage film, it makes it more prestigious as British culture is presented.

It made more of a profit in America and I think this is due to the fact that America is for the idea of themonarchy and would like to see what it's like to have a monarchy and would like to be part of the British culture and heritage to be more knowledgeable.

The film was initially given a 15 certification until shown at the London film festival, where they lowered the rating to a 12A. The use of the profanities in one scene caused the rating to be higher, however Hooper challenged this as there is no torture or death in the film and it is simply swearing. The film was also R rated by the Motion Picture Association of America. It was a controversial film due to the particular scene which Hooper refused to cut. It is important that a large audience are able to see the film as it would get a higher profit and more people will be exposed to it, therefore having a lower certification would allow a larger audience to see the film in a cinema rather than resulting in piracy, which causes theinstitution to not gain any profit.


Representation 

The representation of London is positive as the posh parts of London are shown. The fact that they show the most prestigious parts reveals a positive representation and would therefore produce positive ideologies of the city and would appeal to tourists.
The monarchy are represented stereotypically as British monarchy are very posh and eloquent. They're formal and well dressed, making them of a higher class.

This film is the ideal of Britishness, it literally embodies the word as it involves everything that is stereotypically involved with Britain. From the British accent, to the monarchy, to the famous landmarks and the whole idea of Britain being an attraction as a place.

It is the complete opposite representation in ill Manors; The King's Speech reveals the positive representations, the side that glamorises Britain as a whole, whilst ill Manors reveals the gritty urban life; the 'rough side' of London, that is not conventionally seen by an audience.

The King's Speech is extremely patriotic and pro-monarchy. It involves Britain as a positive country, with strong values and strong power. Traditional family values are seen, from the royal family being very stereotypical; the wife being the full-time mother and the husband being the powerful, dominant one. The idea of patriarchy is presented as the men have the power, however it is also challenged through the wife as she helps her husband and almost forces him to go to see a speech therapist. Overall, positive ideologies are presented.

Case Study Comparison

ill Manors and A Field In England both contain the subject matter of psychedelia and drug abuse. The similar subject matter would target a familiar audience, however the history element of A Field In England would attract an elder audience, whilst the urban gritty element within ill Manors would attract the youth demographic. In terms of psychographics and demographics, A Field In England and ill Manors would target more of a reformer demographic; a more middle class audience would be interested in A Field In England due to the arthouse cinematic filming of the film; a working class audience would be interested in ill Manors and also youths more than the middle class demographic. However, due to the certification of an 18, I think the film is more suited to young adults rather thanyouths. The similarity between the audiences of The King's Speech and AFiE could potentially be quite similar due to the genre of the film being historical. The setting is interesting as they are both period movies, involving historical context; AFiE involving the context of The Civil War in 17th Century England and TKS involving the context of King George VI.

The cinematography within ill Manors and A Field In England are very similar as they both have very fast paced and a cutting edge style, which helps embody the subject matter of psychedelia, whilst in The King's Speech the subject matter is very serious and dramatic. However, this is also quite similar to all 3 as all 3 films embody the element of the drama genre as they are all very serious and all have distinct messages and morals. Moreover, ill Manors and The King's Speech aim to educate their audiencesabout certain issues in a more distinct and brutal way. TKS holds strong ideologies about power and is a very pro-monarchy film, supporting the monarchy; whilst IM holds strong ideologies about the youth and why they do the things that they do.

The representation of England is very different in all films, first and foremost in AFiE, we see a veryhistorical representation, mainly focusing on the greenery and the fields rather than landmarks or specific areas within the country. Whilst in The King's Speech, there is a positive representation of the city and of London landmarks such as St Paul's Cathedral. The most expensive parts of London are revealed andglamorised which is completely contrasted within ill Manors as a negative representation of both theyouths and London are presented. The urban, gritty areas are presented, conveying London as a polluted country filled with gang violence and corruption.

Institution Research

ill Manors: Funding & Production Budget

- ill Manors budget was £100,00
-the film was funded by 3 different studios; Film London Microwave - Film London, BBC Films and Aimimage. Film London provided some funding to make ill Manors through Microwave Film, their micro-budget film making scheme.
-Skyfall's budget was $150-200 million, which is a substantial amount more than ill Manors.

A Field In England: Funding & Production Budget

-A Field In England's budget was £300,000
-Due to the director of the film, Ben Wheatley, already being a known director, directing other successful films, this would have made companies feel more secure with giving him the funding. Because Ben Drew is a first time director, it makes it a risk for a funding company to provide him with the money to make his film, whereas for a known director the risk is much lower and an easier option to take.
-A Field In England received funding from the BFI Distribution Fund's New Model strand.

Film London & Microwave Film

-Film London aims to ensure the capital is a thriving centre for creative industries sector that enrich the city's businesses and its people. It is a non-for-profit agency supported by national and regional government. 
-Microwave films fund films; they also develop and mentor short listed projects.They provide projects with a funding of £100,000 to create their films. 
-Shifty is a film that was funded by Microwave film. The film is fairly similar to ill Manors due to the targeted demographic being youths also. It is urban, gritty and involves similar subject matters involved in ill Manors. The protagonist of both films are also the same and Plan B also produced a song within Shifty. The use of synergy is also similar as within the trailer they promote the soundtrack. However the differences are that in ill Manors there is a multi-strand narrative present and much more depth and rawness. The harsh reality is brought to the screen and social comments are portrayed through educating and informing the audience, whilst Shifty aims to purely entertain the audience through quite a comical portrayal yet ill Manors provides a distinct political message.

Vertigo Films & Warp Films

-Vertigo Films most successful films are Monsters, The Football Factory and Streetdance 3D.
-These films were successful with their audience as they involved a narrative structure that follows conventions. The use of the stereotypical thriller conventions involved in Monsters appeals to the audience as they expect to see that narrative. In Streetdance, there is the same sort of typical narrative structure, a romantic comedy that is brought together with dance, it is typical and audiences like this conventional aspect within films.
-Vertigo Films have produced films from a variety of different genres, from Family films such as Horrid Henry, to thrillers such as Monsters.
-Warp Films is an independent film and television production company based in Sheffield and London. They also have a further affiliated company Warp Films Australia, which is based in Melbourne.
-Warp Films have produced some successful films such as This Is England and their first ever film which was called My Wrongs 8245-8249 & 117, which won the best short film award at the 2003 BAFTA Film Awards.
-They produce short films and help were established by Warp Records.
-Warp Films have produced Four Lions, which involves the same protagonist as the one in ill Manors, Riz Ahmed. The audience would be the same as ill Manors too, although the subject matter is different, the younger demographic would be appealed by this also.

Certification: BBFC 

-The BBFC is an independent, non-governmental body which classifies cinema films. It's a non for profit organisation, it's income is from the fees it charges for its services.The age ratings for films and TV programmes are reached by a consensus and the examiners watch the films alone - solo viewing however, if it is a foreign film, which requires aid there would be a translator in the room. The examiners watch the films and make notes referring to key scenes, bad language, sexual content, drugs and general cinematography and context. Distributors can also request an age certificate to the examiner and they would take this into consideration but if the decisions by the examiners are not consensual then it would be past down to senior examiners.
-An 18 certification means that the film can contain:
very strong violence 
frequent strong language/very strong language
strong portrayals of sexual activity 
scenes of sexual violence
strong horror
strong blood and gore 
real sex
discriminatory language or behaviour
whilst a 15 certification cannot contain as much content or as strong content than an 18 certification. 
-ill Manors was given an 18 certification due to the strong language, prostitution, violence and drugs. The subject matters involved are very derogatory, therefore this would be why the film was rated this certification. The problem with this certification would be the marketing strategy as there would be certain things that won't be able to be shown to an audience, therefore audiences under the age of 18 that would typically want to watch a film revolving around the subject matters that ill Manors is about, could not see it. 
-A Field In England was given a 15 certification due to the strong language, violence and gory images. 
-The advantages of a film being awarded an 18 certification would be that the correct audience would be able to see the film in the cinema and the content would not be limited, therefore the rawness and gritty reality can be seen accurately. There are no limits or restrictions, therefore it is more realistic. 
However the disadvantages would be that the younger audience, who would stereotypically want to watch a film such as ill Manors, would not be able to watch it in the cinema and would lead to piracy and illegal streaming the film instead. Also, the trailer would have to be universal and would not be able to show the actual rawness in the film. 

A Field In England: The Appeal Of Arthouse Film

Audience Pleasures for Arthouse Film:

'Arthouse films are artistic rather than commercial in character' as defined by the Media Magazine. The difference between a Hollywood film and an arthouse film is the fact that an arthouse film is strongly narrative driven and character driven, whilst the purpose of a Hollywood film is purely entertainment. The resolution would be solved by the end of a mainstream film as this is what mainstream and conventional audiences desire when watching a film - a stereotypical happy ending; however this is different with an arthouse film as there is not always a resolution at the end of the film and they do not always end with a happily ever after, making it differ from the norm as there is a lack of narrative closure. Also, due to the films often being foreign, the use of subtitles make it off-putting for certain audiences, however the theorist Bourdieu suggested that having cultural competences to read difficult texts gives the individual cultural capital and is one of the ways in which social class is emphasised. This therefore means that arthouse films are considered as something rather high-brow and very classy, in terms of the audience viewers.

Audience Struggles:

Due to the use of subtitles, as most arthouse films are foreign, audiences would be deterred from watching the film due to the idea of reading being off-putting. However, Bourdieu suggested that having cultural competences to read difficult texts gives the individual cultural capital and is one of the ways in which social class is emphasised. Arthouse films are considered rather high-brow, due to the artistic element and the fact that the film does not revolve around a fixed narrative structure which follows Todorov's narrative theory (stereotypical of Hollywood films). Also David Bordwell suggested that 'the art cinema is less concerned with action than reaction; it is a cinema of psychological effects in search of their causes.' The audience are not meant to easily understand the film but almost have to read within the film and become part of it to appreciate the ambiguity of the film.

Arthouse Film for Middle Classes/Older Audiences:

The arthouse genre is typically one that revolves around the idea of deeper meaning, therefore a more mature audience would perhaps be more willing to be open to try to understand the meaning to appreciate the artistic dexterity within the film yet the younger demographic may not have the patience and just want pure entertainment. The stereotypical youths would fall into the psychographic category of an explorer, therefore would be open to change but be interested in adventure and entertainment. The class that would typically watch high-brow tv and films would be the middle classes as they think of themselves as elitists and would want to fit into their stereotype of being elite and superior to others. The arthouse category of film has connotations revolving around superiority and difference, therefore the non-mainstream audiences and the one's with money to spend would stereotypically go and watch an arthouse film.

A Field In England:

A Field In England would be targeted at quite a niche market; predominantly quite a middle-class ABC1 demographic. In terms of age, I also think it would be aimed at an elder, more mature audience due to the setting of the 17th century and the use of the black and white filming. However, I also think it has potential to appeal to a younger market due to the content of the film being drugs and the issue of psychedelia. This may therefore appeal to a wider audience, yet due to the artistic film making, may be something that the younger market may not necessarily feel comfortable with watching due to Ben Wheatley's unorthodox approach to film making. In terms of psychographics, I think the film would be aimed at explorers, however I believe that explorers are younger and more experimental so the younger market explorer demographic may be interested in the film and the succeeders as they have money and status so would be interested in quite a different and high status cinema like an arthouse one, dissimilar to a mainstream multiplex such as vue.