Wednesday 11 May 2016
LR
Within the print platform, Plan B appears in a variety of magazines to reveal his film and promote it in order to defeat any commercial pressures. Plan B appears on the cover of NME magazine, which promotes himself as a rebellious rapper. The fact that NME is a music magazine will allow synergy to be created as Plan B can talk about his soundtrack, which accompanies the film, alongside the film itself as a whole. This allows a larger audience to be interested in the film and also adds to the commercial success. He also appears on the cover of Men's Health magazine, speaking about his lifestyle and weight loss. Men's Health is targeted at a more unorthodox audience compared to the ill Manors target demographic of youth and young adults. In terms of Blumler and Katz's uses and gratifications theory, the magazine offers surveillance as Plan B talks about how he lost weight but through this he promotes his film, offering a new audience to be exposed to the film, offering a chance for a higher profit due to the larger exposure. This would therefore impact ill Manors in a positive way and defeat any commercial pressures present.
Thursday 5 May 2016
Mock Exam LR
WWW: Good range of detailed examples. Good coverage of platforms/texts.
LR: More application of narrative theories. Write a paragraph incorporating Propp, Todorov, Levi-Strauss ect.
I exceeded my target grade.
I made a lot of the anticipated content points and equally answered all questions similarly. I successfully answered all questions, however question 2 and 3 were answered the strongest as I got 11/12 on both of these questions. I think I understood these questions better as there was simply more to write and a variety of different things to write about within these 2 questions.
My weakest question was question 4 as I got a 9/12. I think the reason why this was my weakest question is because I kept repeating myself as I could only think of a few points to answer the question as it was quite closed. I didn't confidently answer this question as well as I did the rest, therefore was my weakest scoring answer.
Gun violence is glamorised in the trailer called 'Epic Night Out,' making it seem exciting and invigorating. The name of the trailer connotes the idea of excitement and doesn't consider the consequences of killing people. This reveals a positive representation of gun violence and highlights the influence games can have on people. Through the use of the soundtrack, the scenario is seen as fun and exiting, whilst it is a serious, life-threatening matter the consequences are not revealed. This links to the Dependency Theory and how the media influences people. Young people may therefore be negatively influenced through the positive representation of gun violence.
Gun violence is also seen as an easy meaningless thing. In the game, the more kills the better, the higher rank you are - this emphasises the situation in a positive way as young people thrive to get these killings as they do not consider it as reality. This links to the uses and gratifications theory and how games are an act of diversion and escapism.
The virtual reality represented within the trailer, highlights the idea of escapism and unreality, which therefore suggests that the game is for pure entertainment and not to influence people. The tagline 'there is a soldier in all of us' indicates the positivity and harmless factors involved in becoming a soldier, glamorising the job. Guns are harmful weapons and nothing but positivity is shown - to futher emphasise the positivity, the setting and the use of the mise-en-scene within, creates this positive ideology of gun violence. This therefore reveals the stereotypes of gun violence is a different perspective as to reality is seen as dangerous and destrucyive, however in a virtual reality of a game, it appears fun, exciting and invigorating.
I evenly covered all 3 media platforms, however I did not include any narrative theories or techniques within my essay. I used key words in every paragraph in my essay, however I did not include any examples of theories to back up my response. My response fit into the stronger category; on a whole the response was strong but could have been even better if I referred to media theories.
I will make sure to include more media theory where possible.
I will include more media terminology into my essay.
I will refer back to key words in the question throughout my essay.
LR:
Plan B took advantage of the broadcast platform to create synergy through his media products and extend the narrative enjoyment for an audience. The tedx lecture enabled Plan B to discuss his political ideologies for his film, which extends the meaning behind his narrative structure and promotes the film through Plan B himself as a brand. It also enabled him to promote his soundtrack and in terms of narrative, Plan B's soundtrack is the holder of all narrative structure as each song tells a story through the art of music. This therefore creates synergy and creates enjoyment for an audience; both music lovers and film lovers. The film has a multi-strand narrative and throughout it subverts Todorovs narrative theory as the whole film is almost a disequilibrium, finishing with a new equilibrium. Through the broadcast platform, Plan B reveals his characters and the reasoning behind why he devised these characters and it all fits into Propps stock characters. We have the villain, which is seen as society, the hero is essentially Riz Ahmed, Aaron, the one who gets away from the badness in society, the damsel in distress are the women in the film, who are all essentially 'saved' by men. Within each narrative there are clear villains and binary oppositions (Levi-Strauss) created with all the characters. In his tedx lecture he mentions all of these things and due to the core target demographic being the youth and young adult demographic and the audience for the lecture being middle class and more mature, it reveals an unorthodox audience being exposed to the film. In terms of Blumler and Katz's uses and gratifications theory, Plan B allows personal relationships to be formed as he speaks sincerely and creates an empathetic speech, which would touch and audience and help them to further enjoy the film knowing Plan B's ideologies and morals behind his narrative structure.
LR: More application of narrative theories. Write a paragraph incorporating Propp, Todorov, Levi-Strauss ect.
I exceeded my target grade.
I made a lot of the anticipated content points and equally answered all questions similarly. I successfully answered all questions, however question 2 and 3 were answered the strongest as I got 11/12 on both of these questions. I think I understood these questions better as there was simply more to write and a variety of different things to write about within these 2 questions.
My weakest question was question 4 as I got a 9/12. I think the reason why this was my weakest question is because I kept repeating myself as I could only think of a few points to answer the question as it was quite closed. I didn't confidently answer this question as well as I did the rest, therefore was my weakest scoring answer.
Gun violence is glamorised in the trailer called 'Epic Night Out,' making it seem exciting and invigorating. The name of the trailer connotes the idea of excitement and doesn't consider the consequences of killing people. This reveals a positive representation of gun violence and highlights the influence games can have on people. Through the use of the soundtrack, the scenario is seen as fun and exiting, whilst it is a serious, life-threatening matter the consequences are not revealed. This links to the Dependency Theory and how the media influences people. Young people may therefore be negatively influenced through the positive representation of gun violence.
Gun violence is also seen as an easy meaningless thing. In the game, the more kills the better, the higher rank you are - this emphasises the situation in a positive way as young people thrive to get these killings as they do not consider it as reality. This links to the uses and gratifications theory and how games are an act of diversion and escapism.
The virtual reality represented within the trailer, highlights the idea of escapism and unreality, which therefore suggests that the game is for pure entertainment and not to influence people. The tagline 'there is a soldier in all of us' indicates the positivity and harmless factors involved in becoming a soldier, glamorising the job. Guns are harmful weapons and nothing but positivity is shown - to futher emphasise the positivity, the setting and the use of the mise-en-scene within, creates this positive ideology of gun violence. This therefore reveals the stereotypes of gun violence is a different perspective as to reality is seen as dangerous and destrucyive, however in a virtual reality of a game, it appears fun, exciting and invigorating.
I evenly covered all 3 media platforms, however I did not include any narrative theories or techniques within my essay. I used key words in every paragraph in my essay, however I did not include any examples of theories to back up my response. My response fit into the stronger category; on a whole the response was strong but could have been even better if I referred to media theories.
I will make sure to include more media theory where possible.
I will include more media terminology into my essay.
I will refer back to key words in the question throughout my essay.
LR:
Plan B took advantage of the broadcast platform to create synergy through his media products and extend the narrative enjoyment for an audience. The tedx lecture enabled Plan B to discuss his political ideologies for his film, which extends the meaning behind his narrative structure and promotes the film through Plan B himself as a brand. It also enabled him to promote his soundtrack and in terms of narrative, Plan B's soundtrack is the holder of all narrative structure as each song tells a story through the art of music. This therefore creates synergy and creates enjoyment for an audience; both music lovers and film lovers. The film has a multi-strand narrative and throughout it subverts Todorovs narrative theory as the whole film is almost a disequilibrium, finishing with a new equilibrium. Through the broadcast platform, Plan B reveals his characters and the reasoning behind why he devised these characters and it all fits into Propps stock characters. We have the villain, which is seen as society, the hero is essentially Riz Ahmed, Aaron, the one who gets away from the badness in society, the damsel in distress are the women in the film, who are all essentially 'saved' by men. Within each narrative there are clear villains and binary oppositions (Levi-Strauss) created with all the characters. In his tedx lecture he mentions all of these things and due to the core target demographic being the youth and young adult demographic and the audience for the lecture being middle class and more mature, it reveals an unorthodox audience being exposed to the film. In terms of Blumler and Katz's uses and gratifications theory, Plan B allows personal relationships to be formed as he speaks sincerely and creates an empathetic speech, which would touch and audience and help them to further enjoy the film knowing Plan B's ideologies and morals behind his narrative structure.
Sunday 24 April 2016
LR
Codes and conventions would be similar in order to identify brand identity and within Ill Manors, the branding is extremely familiar and recognisable. This would help an audience understand and clearly identify the brand. Throughout all three media platforms, the same typography is used, the bold white typography, which connotes the tower blocks and signifies the urban social realism that is being explored within the film. The protagonist of the film and the film stars are shown in order to create audience appeal; Riz Ahmed is the most recognisable character and therefore promoting the film through him would work to their advantage. This is a convention used in film posters to create audience appeal and is particularly the case with Hollywood blockbusters as this would create hype for the audience. For example, in The King's Speech, Colin Firth is clearly shown as the main protagonist through the media platforms and his co star Helena Carter Bonham is also shown as they are critically acclaimed actors. This would help to promote the film and make the audience feel comfortable watching the film. The main selling point for Ill Manors is the director himself, Plan B, who is a rapper. The promotion of the film is mainly promoted through Ben Drew himself and this is similar to A Field In England as Ben Wheatley promotes the film through himself as the auter of the film. This would help an audience feel more comfortable watching the film as there is audience recognition with the actors or the director. Although Plan B is a first time director, he has a major fan base through his music, therefore cross-promotion and synergy works to his advantage and also due to the film being targeted at the youth and young adult demographic, the e-media platform helps to cross promote the film through all media platforms and also through user generated content.
Wednesday 20 April 2016
Exam Question
How far does the platform on which they are consumed determine the construction of media products in your cross-media study?
Support your answer with reference to a range of products from THREE media platforms.
Codes and conventions are used to promote media products and this is evident in Ben Drew's Ill Manors. The film is targeted at the youth demographic and is consumed across the three media platforms; print, e-media and broadcast and synergy is created throughout all three platforms. However, the target audience is not fixed to the film as different media products appeal to a wider and perhaps unconventional audience.
Within the print platform, the film Ill Manors has been promoted through a variety of different magazines and newspapers. Ben Drew appeared on the cover of NME magazine, which was initially produced as a rock magazine. Ben Drew, Ill Manor's film director, captures and embodies the stereotypical rapper with an attitude as he is seen with his middle finger up and a cigarette in his mouth, revealing a rather derogatory image. The target audience of the magazine itself would be youths and young adults, therefore this gesture and the attitude would appeal to the young and reckless demographic and the psychographic group of the explorers. This reinforces the negative representation of young people and also creates 'moral panics' as the tag line 'David Cameron... be very afraid' is highlighted across the cover. This reinforces the stereotypes that are fixed to young people and also creates this idea of 'moral panics' as Plan B appears as a threat to society. This as a whole would appeal to the similar working class target audience as the NME magazine is also free, therefore the similar target audience are able to understand more about the film. This is a conventional technique used in order to promote a film to the correct target audience and the fact that it is made entirely explicit that Ben Drew (Plan B) directed the film shows that he is part of the USP of the film. This is a convention which is used to promote a film positively as seen with A Field In England, a 2013 British psychological thriller, as within the print posters, the director Ben Wheatley is seen as the auter of the film and almost promotes the film through him being a successful and experienced director. Both films use their USP to their advantage, which helps the correct target audience to consume their media products.
Furthermore, Plan B appears on the cover of Men's Health magazine, however we can explicitly tell from the magazine itself that the target audience would be different. The article not only entertains the reader but also informs them about Plan B's lifestyle and in terms of Blumler and Katz's uses and gratifications theory, Men's health's main aim would be surveillance as the magazine provides the reader with information about dieting. This would portray Ben Drew in a different presentation than within a magazine such as NME. The cover makes Plan B appear in a rather suave and sophisticated way, holding a dominant demeanour as a 'man' rather than a reckless boy. Men's Health holds strong ideologies towards health, lifestyle and fitness, therefore Plan B would not be promoting his film as such but more his lifestyle. The target audience for the magazine would axiomatically be males, most likely the young adult demographic as they would be interested in their image more so than the elder more mature male and therefore the psychographic group of aspirers would be the predominant readership as they are orientated around image and appearance. The fact that Ben Drew talks about his weight loss and his lifestyle would broaden his audience as he is able to promote both his diet but also his film through the talk of his lifestyle as an upcoming director. This would help to create exposure for his media products and also gather a wider audience to consume his media products; an audience that would not necessarily be aware of Plan B as a rapper or director.
As already mentioned, A Field In England uses similar codes and conventions to appeal to the core target audience of the middle-class ABC1 demohraphic. This target audience is quite different from the Ill Manors' due to the historical content involved within the film. The film poster embodies 17th century England, through the use of the silhouette and the almost sepia looking, washed out colour. The colour of the poster is extremely important with identifying the genre of the film and appealing to the correct target audience. Through this old, traditional worn out colour, an audience would make the assumption that the film is a historical drama. With The King's Speech, the colour of the poster is again very similar as the orange, yellow background connotes the authenticity of the film as the colour looks almost worn out and different. However, it also connotes passion and fire, which signifies the King's determination to speak fluently. Simply from the background colour of a film poster, the audience are able to understand more about the film. This is used as a shorthand to understanding the narrative and therefore is closely interlocked with Dyer's theory of stereotypes being shorthand. The iconography of the microphone is also used to signify the genre of this film and the fact that it is a period movie, due to the authenticity of the microphone. This iconography is evident within the Ill Manors film poster too as Riz Ahmed, the main protagonist, holds a gun, which captures the genre of the film as an urban social realistic film. The use of film poster conventions help the audience to understand the genre of the film as the construction of these film posters help to emphasise the genres.
Throughout the broadcast platform, Plan B stays true to his own ideologies and values as he appears as adopts the same personality even when the audience is different to his conventional 'fans.' The TEDx lecture that Plan B appears in has an audience that is on the opposite end of the spectrum when compared to the audience that would be viewing his film. The TEDx audience would be middle-class, ABC1 demographic and most fitting in the psychographic group of succeeders. This audience would not conventionally watch the film and therefore creates exposure to a new audeince and therefore understand Plan B's strong moral values and political beliefs. It also creates synergy through this platform as the director of the film is able to promote his soundtrack and he is able to construct the way he speaks to promote himself as a brand too. This would help the audience understand Plan B as a brand and this would cross-promote himself and his film. Although his audience are middle class and perhaps rather conservative, Plan B himself is still informal and his dialect is colloquial, revealing how he holds strong ideologies for being true to himself. This in itself helps to promote his media products through the use of him as a loyal brand. Also, he appears on SBTV, who's core target audience is very similar to the audience Plan B knows. The youth, young adult, working class demographic would be the predominant viewers of SBTV and therefore may already know who Plan B is and therefore promotes his film through himself once again. Due to Plan B's background of being a rapper and being a political rapper, more specifically, it already gains a fan base for him, therefore creates exposure through his soundtrack, which creates synergy and therefore widens the audience that consumes his media products.
Unlike Ill Manors, A Field In England decided to use a simultaneous release strategy in order for a wider audience to consume all of it's media products at the same time. Therefore due to the film being released across all platforms on the same day, it obviously had a high risk for overall profit. Also because the film is an arthouse film, it targets a very niche market and therefore these cinema goers would most probably want to spend the money on watching the film to experience the cinematic feel, whilst in a multiplex cinema the same prestigious feel is not given as many mainstreamers would go to watch a hollywood blockbuster, however succeeders would want to be alternative and show that they have money and status. The film was therefore released on demand at the same time as it was released in cinema, therefore allows a wider audience that would not necessarily typically consume this type of media product but can due to the easy accessibility of it.
Similar to Ill Manors, The King's Speech's main protagonist, Colin Firth and supporting character, promote the film through themselves as brand images, just like Plan B promotes himself to promote his film. They both act in a very natural way, which makes the interview seem more real and true; revealing Colin Firth and Helena Bonham Carter as genuine people rather than top class actors. The interview is on BBC which would reel in a fairly mainstream target audience. The BBC is a public service broadcaster therefore should promote positive brand values and traditional British ideologies, therefore promoting The King's Speech reinforces these positive ideologies as the film is about the monarchy. This would create exposure to a broad target audience and the film would therefore be consumed by a greater audience.
Within the e-media platform, Ill Manors proves to be the perfect example of embodying interactivity and communication within the platform. The Tag London campaign was a great way to promote the film through social media, using hashtags and allowing user generated content to be shared online and throughout London. This campaign allowed London passers-by to consume the media products and this therefore creates synergy across all media platforms too. The campaign would particularly appeal to the young adult and youth demographic as they are the most consumed by e-media and social media, therefore this is a seriously beneficial and advantageous strategy to promote the film through the target audience themselves. The users could promote the film to their friends and stimulate discussion through their own user generated content as there are no gatekeepers, therefore all the content is first hand - this could be seen as beneficial as positive reviews would be promoted and consumed by a large audience but it could also be seen as a disadvantage as a bad review can similarly be seen by a large audience and could potentially promote a negative impact for the film rather than a positive one. However, the use of social media helps through the idea of the two step flow model as opinion leaders are able to promote the film, again either positively or negatively. The fact that Plan B is a rapper also would help the fan base and audience to consume both his soundtrack and film through the concept of synergy and through social media. A Field In England's distribution strategy, as already mentioned, was simultaneous, therefore was released online too. This would allow the younger generation to perhaps come across the film through the internet and be exposed to it and perhaps watch it as they are consumed by the media. This idea of the dependency theory would be applied here as young people are dependent on the media and the internet and could therefore perhaps be influenced by others promoting the film online.
The Ill Manors brand is clearly themed on the website, through the use of the urban colours and the overall gritty feel it has, which relates to the genre of the film. The logo itself for Ill Manors is consistent and appears across many media platforms, which helps the audience to recognise the brand. Also the use of Ben Drew being iconic as the director is part of the brand and appears as the USP of the brand and the most iconic part of the film. The website for A Field In England similarly embodies cross-promotion through all media platforms and captures the essence of the film as a period drama movie. The similar layout and aesthetics from the film poster is used within the website. The branding is clearly themed on the website just like in Ill Manors, which makes the brand of the film clear to see. The colours are very washed out and traditional, which shows the authenticity of the film. Both websites have direct links, however A Field In England has links to the institutions that helped promote the film through their websites and stream them, whilst the Ill Manors website has links to social media too. This shows how the Ill Manors website has more conventions to help it be consumed by a larger audience.
In addition to this, The King's Speech website also has codes and conventions to help capture the brand of the film. The fact that the genre of the film is a historical period drama would explain the historical picture used as the heading of the website. It embodies the film as a whole as it is based on real life 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, similar to A Field In England, providing no synergy between the social networking platform. There are also no e-media campaigns for either film, however this is not particularly surprising as the core target audience would be middle class and mature, therefore they would not particularly be interested in e-media campaigns as they probably would not be associated with many social networking platforms. Also, because both films are historical, giving the audience historical insight into the film, through the website, would perhaps be more appropriate as they would get a higher understanding of the history behind the films. This would help the audience to consume the media product with positive influences as it provide information - linking to the uses and gratifications theory of surveillance.
Overall, Plan B uses the three media platforms to promote his film, using synergy throughout as a denominator to encourage audiences to consume the media products in a positive way. The construction of these media products helps the audience to understand Ill Manors as a film and also Plan B as a brand. This is also evident within A Field In England as the director, the auter, Ben Wheatley is seen as the brand of the film, being the USP and therefore promoting his film through the use of himself and also his unique, unorthodox distribution strategy. Tom Hooper also constructs media products in particularly interesting ways in order to promote the film to a wider audience, through the use of the protagonist as a brand and also through mainstream institutions such as the BBC. Due to Ill Manors and A Field In England being low-budget arthouse films, it would mean the construction of their media products would need to be exposed to a wide audience in order to promote the film and allow a large audience to consume their media products, whilst with a film such as The King's Speech with a relatively high-budget and critically acclaimed actors would not especially need as much exposure in order to promote their media products.
Within the print platform, the film Ill Manors has been promoted through a variety of different magazines and newspapers. Ben Drew appeared on the cover of NME magazine, which was initially produced as a rock magazine. Ben Drew, Ill Manor's film director, captures and embodies the stereotypical rapper with an attitude as he is seen with his middle finger up and a cigarette in his mouth, revealing a rather derogatory image. The target audience of the magazine itself would be youths and young adults, therefore this gesture and the attitude would appeal to the young and reckless demographic and the psychographic group of the explorers. This reinforces the negative representation of young people and also creates 'moral panics' as the tag line 'David Cameron... be very afraid' is highlighted across the cover. This reinforces the stereotypes that are fixed to young people and also creates this idea of 'moral panics' as Plan B appears as a threat to society. This as a whole would appeal to the similar working class target audience as the NME magazine is also free, therefore the similar target audience are able to understand more about the film. This is a conventional technique used in order to promote a film to the correct target audience and the fact that it is made entirely explicit that Ben Drew (Plan B) directed the film shows that he is part of the USP of the film. This is a convention which is used to promote a film positively as seen with A Field In England, a 2013 British psychological thriller, as within the print posters, the director Ben Wheatley is seen as the auter of the film and almost promotes the film through him being a successful and experienced director. Both films use their USP to their advantage, which helps the correct target audience to consume their media products.
Furthermore, Plan B appears on the cover of Men's Health magazine, however we can explicitly tell from the magazine itself that the target audience would be different. The article not only entertains the reader but also informs them about Plan B's lifestyle and in terms of Blumler and Katz's uses and gratifications theory, Men's health's main aim would be surveillance as the magazine provides the reader with information about dieting. This would portray Ben Drew in a different presentation than within a magazine such as NME. The cover makes Plan B appear in a rather suave and sophisticated way, holding a dominant demeanour as a 'man' rather than a reckless boy. Men's Health holds strong ideologies towards health, lifestyle and fitness, therefore Plan B would not be promoting his film as such but more his lifestyle. The target audience for the magazine would axiomatically be males, most likely the young adult demographic as they would be interested in their image more so than the elder more mature male and therefore the psychographic group of aspirers would be the predominant readership as they are orientated around image and appearance. The fact that Ben Drew talks about his weight loss and his lifestyle would broaden his audience as he is able to promote both his diet but also his film through the talk of his lifestyle as an upcoming director. This would help to create exposure for his media products and also gather a wider audience to consume his media products; an audience that would not necessarily be aware of Plan B as a rapper or director.
As already mentioned, A Field In England uses similar codes and conventions to appeal to the core target audience of the middle-class ABC1 demohraphic. This target audience is quite different from the Ill Manors' due to the historical content involved within the film. The film poster embodies 17th century England, through the use of the silhouette and the almost sepia looking, washed out colour. The colour of the poster is extremely important with identifying the genre of the film and appealing to the correct target audience. Through this old, traditional worn out colour, an audience would make the assumption that the film is a historical drama. With The King's Speech, the colour of the poster is again very similar as the orange, yellow background connotes the authenticity of the film as the colour looks almost worn out and different. However, it also connotes passion and fire, which signifies the King's determination to speak fluently. Simply from the background colour of a film poster, the audience are able to understand more about the film. This is used as a shorthand to understanding the narrative and therefore is closely interlocked with Dyer's theory of stereotypes being shorthand. The iconography of the microphone is also used to signify the genre of this film and the fact that it is a period movie, due to the authenticity of the microphone. This iconography is evident within the Ill Manors film poster too as Riz Ahmed, the main protagonist, holds a gun, which captures the genre of the film as an urban social realistic film. The use of film poster conventions help the audience to understand the genre of the film as the construction of these film posters help to emphasise the genres.
Throughout the broadcast platform, Plan B stays true to his own ideologies and values as he appears as adopts the same personality even when the audience is different to his conventional 'fans.' The TEDx lecture that Plan B appears in has an audience that is on the opposite end of the spectrum when compared to the audience that would be viewing his film. The TEDx audience would be middle-class, ABC1 demographic and most fitting in the psychographic group of succeeders. This audience would not conventionally watch the film and therefore creates exposure to a new audeince and therefore understand Plan B's strong moral values and political beliefs. It also creates synergy through this platform as the director of the film is able to promote his soundtrack and he is able to construct the way he speaks to promote himself as a brand too. This would help the audience understand Plan B as a brand and this would cross-promote himself and his film. Although his audience are middle class and perhaps rather conservative, Plan B himself is still informal and his dialect is colloquial, revealing how he holds strong ideologies for being true to himself. This in itself helps to promote his media products through the use of him as a loyal brand. Also, he appears on SBTV, who's core target audience is very similar to the audience Plan B knows. The youth, young adult, working class demographic would be the predominant viewers of SBTV and therefore may already know who Plan B is and therefore promotes his film through himself once again. Due to Plan B's background of being a rapper and being a political rapper, more specifically, it already gains a fan base for him, therefore creates exposure through his soundtrack, which creates synergy and therefore widens the audience that consumes his media products.
Unlike Ill Manors, A Field In England decided to use a simultaneous release strategy in order for a wider audience to consume all of it's media products at the same time. Therefore due to the film being released across all platforms on the same day, it obviously had a high risk for overall profit. Also because the film is an arthouse film, it targets a very niche market and therefore these cinema goers would most probably want to spend the money on watching the film to experience the cinematic feel, whilst in a multiplex cinema the same prestigious feel is not given as many mainstreamers would go to watch a hollywood blockbuster, however succeeders would want to be alternative and show that they have money and status. The film was therefore released on demand at the same time as it was released in cinema, therefore allows a wider audience that would not necessarily typically consume this type of media product but can due to the easy accessibility of it.
Similar to Ill Manors, The King's Speech's main protagonist, Colin Firth and supporting character, promote the film through themselves as brand images, just like Plan B promotes himself to promote his film. They both act in a very natural way, which makes the interview seem more real and true; revealing Colin Firth and Helena Bonham Carter as genuine people rather than top class actors. The interview is on BBC which would reel in a fairly mainstream target audience. The BBC is a public service broadcaster therefore should promote positive brand values and traditional British ideologies, therefore promoting The King's Speech reinforces these positive ideologies as the film is about the monarchy. This would create exposure to a broad target audience and the film would therefore be consumed by a greater audience.
Within the e-media platform, Ill Manors proves to be the perfect example of embodying interactivity and communication within the platform. The Tag London campaign was a great way to promote the film through social media, using hashtags and allowing user generated content to be shared online and throughout London. This campaign allowed London passers-by to consume the media products and this therefore creates synergy across all media platforms too. The campaign would particularly appeal to the young adult and youth demographic as they are the most consumed by e-media and social media, therefore this is a seriously beneficial and advantageous strategy to promote the film through the target audience themselves. The users could promote the film to their friends and stimulate discussion through their own user generated content as there are no gatekeepers, therefore all the content is first hand - this could be seen as beneficial as positive reviews would be promoted and consumed by a large audience but it could also be seen as a disadvantage as a bad review can similarly be seen by a large audience and could potentially promote a negative impact for the film rather than a positive one. However, the use of social media helps through the idea of the two step flow model as opinion leaders are able to promote the film, again either positively or negatively. The fact that Plan B is a rapper also would help the fan base and audience to consume both his soundtrack and film through the concept of synergy and through social media. A Field In England's distribution strategy, as already mentioned, was simultaneous, therefore was released online too. This would allow the younger generation to perhaps come across the film through the internet and be exposed to it and perhaps watch it as they are consumed by the media. This idea of the dependency theory would be applied here as young people are dependent on the media and the internet and could therefore perhaps be influenced by others promoting the film online.
In addition to this, The King's Speech website also has codes and conventions to help capture the brand of the film. The fact that the genre of the film is a historical period drama would explain the historical picture used as the heading of the website. It embodies the film as a whole as it is based on real life 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, similar to A Field In England, providing no synergy between the social networking platform. There are also no e-media campaigns for either film, however this is not particularly surprising as the core target audience would be middle class and mature, therefore they would not particularly be interested in e-media campaigns as they probably would not be associated with many social networking platforms. Also, because both films are historical, giving the audience historical insight into the film, through the website, would perhaps be more appropriate as they would get a higher understanding of the history behind the films. This would help the audience to consume the media product with positive influences as it provide information - linking to the uses and gratifications theory of surveillance.
Overall, Plan B uses the three media platforms to promote his film, using synergy throughout as a denominator to encourage audiences to consume the media products in a positive way. The construction of these media products helps the audience to understand Ill Manors as a film and also Plan B as a brand. This is also evident within A Field In England as the director, the auter, Ben Wheatley is seen as the brand of the film, being the USP and therefore promoting his film through the use of himself and also his unique, unorthodox distribution strategy. Tom Hooper also constructs media products in particularly interesting ways in order to promote the film to a wider audience, through the use of the protagonist as a brand and also through mainstream institutions such as the BBC. Due to Ill Manors and A Field In England being low-budget arthouse films, it would mean the construction of their media products would need to be exposed to a wide audience in order to promote the film and allow a large audience to consume their media products, whilst with a film such as The King's Speech with a relatively high-budget and critically acclaimed actors would not especially need as much exposure in order to promote their media products.
Saturday 26 March 2016
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.
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.
Thursday 17 March 2016
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.'
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.
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
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.
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 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.
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.
Sunday 13 March 2016
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.
- 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.
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