What is a star? - Kera Knightley (ex.8)

1. Keira Knightly has been in many movies. She started off acting in British movies such as "The Hole" but has been closely involved with Hollywood films since Pirates of the Caribbean. The series made her globally famous and secured her a role in many movies. She has been nominated for multiple awards such as the Academy Award for Best Actress (Pride and Prejudice), the Golden Globes Award for Best Actress (Pride and Prejudice, Atonement) and the BAFTA Award for Best Actress in a Leading Role (Atonement).


2. Her presence on posters and in other marketing material is an important factor in giving investors potential financial security. She always has an important position on movie posters, drawing attention to herself and attracting her large amount of fans.

                        


3. Keira Knightley is one of the world's highest earning actresses. The amount of money she brings back to producers by being in their film allows her to regularly demand a high pay. Director's are desperate to have her in their films which also helps here secure large amounts of money as they are trying to compete with other directors.

4. She is very active in media. She's been interviewed for magazines, TV shows etc. She doesn't have Facebook or Twitter because she believes that they're "dehumanizing", but her recurring presence in printed and online media as well as television make up for this and helps her promote films and ensure they remain in the public consciousness.

          

5. Since Pirates of the Caribbean, Keira Knightley has been mostly associated with period dramas such as "Pride and Prejudice", "Atonement", "Silk", "The Duchess" and "Anna Karenina".

      
     


6. The film viewer generally can't identify with the characters portrayed by Keira Knightley as most of her movies are period dramas meaning that they are set in a different time. This means that there are many aspects of her movies that viewers don't necessarily understand or relate with.

Producers and audiences (ex. 7)

1. How many times a month do you go to the cinema?
2. Do you watch films in a multiplex cinema, an independent cinema, or both?
3. Do you make your decisions about which film to see based on genre, stars, the film's director, or any other consistent factor?
4. Would you say that you go to the cinema to be entertained, educated, inspired, or any other motivating reason?
5. Have your viewing tastes changed in the last few years? If so, why?

• Bader Ben Hirsi

46 years old, British screenwriter and film director, originally from Yemen, husband and father of 3 children (9, 14, and 16).

1. About twice a month

2. Both

3. The film's director, genre, stars, and reviews

4. To be educated and entertained

5. Yes, because the standard of film has gone down and it's harder to be fully satisfied with the film experience.

• Mursal Butt

16 year old student at Hampstead School, London, originally from Pakistan

1. Once a month

2. Multiplex

3. Genre

4. To be entertained

5. A little bit, changed from comedy to action and keeps going back and forth

• Koshin Ahmed

17 years old, student at Hampstead school, London, originally from Somalia and Holland

1. Once a month

2. Multiplex

3. Genre

4. To be entertained

5. yes, used to choose horror but now prefers more action and comedy

• Martin Cook

Teacher at Hampstead School, London, from Australia

1. Once, if lucky

2. Both

3. The director most of the time

4. To be educated, to make yourself think and be reflective or to feel something

5. No, you get stuck in your style, same actors, directors etc., likes going back to the same groups of cast and crew who continuously work together (e.g. Tim Burton and Johnny Depp; Christopher Nolan and Christian Bale)

• Thea Al Hirsi

16 year old student at Hampstead School, originally form Yemen, lived in France, daughter of film director and screenwriter.

1. Only when there's a film I want to watch (every couple of months)

2. Multiplex most of the time, occasionally independent when with dad

3. Genre, stars

4. To be entertained

5. Yes, moved on from kid's movies, then went through Romance phase and now watch pretty much anything

Kermit The Frog

Star power

With reference to specific examples of stars and films, discuss the role of the star within the marketing of a new release film.

Use your home learning to support your response.

Exercise 5

	Multiplex	Independent
Name	Vue (Finchley Road, O2 center)	Everyman cinema (Hampstead)
Screen number	12	2
Location	Shopping mall, Finchley Road	Hampstead, hidden, next to a school, quiet street
Other entertainment on offer	Food and drink on sale	Events including Metropolitain Opera fron New York and the National Theatre, live Q&As, film festivals etc.
Food and drink	Sweets,popcorn, B&Js , soft drinks	Fine wines, champagnes, beers, cocktails, freshly made pizzas
Types of films	Hollywood films, action, comedy, drama, blockbusters etc. -Annabelle -The Maze Runner -Fury -Minions	Foreign film, world cinema, indie films, theatre, opera -A New Day in Old Sana'a -L'elisir D'amore -Les Contes d'Hoffmann
Audience profile	Teenagers, families, kids, "hip",modern looking to socialise, have a good time, enjoy a movie	Older, more sophisticated people; experienced in film, critics, higher class, work in the film industry

Exercise 3

                                          

	Amelie	Spiderman
1 Mise-en-scene	Expensive looking French restaurant im background suggest french culture, riches,luxury ect. Lights floating around restaurant=magical, enchanting, eerie Superposed image of famous french actress also refers to French culture Lighting is similar to colour of fire, warm, cosy yet somewhat eerie.	Famous Spiderman costume, easy to recognise City buildings, tall, shiny, expensive, American-looking
2 Actress	Audrey Tautou= famous French actress Other films:The Da Vinci Code, Un Long Dimanche De Fiancailles, Dirty, Pretty Things Genre: Fiction, mystery, romance, drama, world cinema, crime fiction, thriller, suspense - people who know her will think know this film corresponds to her style Position of actress: Front of the poster, attracting attention; poster focused on her, attracting fans; only person in poster symbolising independence and emphasising her importance	Actor not visible because of mask: mysterious; people know it's going to be a big actor because it's a big character but they can't see who
3 Camera angles	Close up of her face creates bond with potential viewer, eye-contact compells the viewer to keep looking and makes them feel more connected. Extreme long shot of restaurant sets scene	Interesting camera angle: high-angle shot of Spiderman climbing a building with the city visible underneath.Shot edited to make it look like he's crawling on the floor towards the viewer. As well as empahsising his character (spider), this gives the poster an action-feel, it's different and "magical" - attracts comic fans and fans of fiction.
4 Target audience	People who are interested in foreign film or who study film because she is a famous french actress	Younger people, fans of Marvel, DC etc., superheros, action films because you can see Spiderman climbing on a building.
5 Writing	Title in big, emphasised Director's name to attract his fans Other successful films by the same "maker" to encourage fans of those films to watch it Tagline: "one person can change your life forever" = arouses curiosity, romantic connotations, mysterious, presents point of film Critc's review: shows that it had a good reaction from film specialists. Big, bold words to emphasise good points made about film.	Title in big, almost only writing on poster which emphasises it. Suggests the word "Spider-man" is strong enough to stand on it's own, it speaks for itself. The fact that there isn't a lot of writing also doesn't distract the viewer's attention from the picture. Also suggests that the film is "just action" without too much happening around it, easy to watch.
6	References other films by same director which encourages fans of theirs to watch this film
7 USP		The editied shot to make it look like Spiderman is crawling towards the viewer like a spider shows action and the "superheroness" of the film

Exercise 2

What factors do you think helped secure such huge amounts of investment in these films?

I think that the factors that helped secure such huge amounts of investments in these films are:

• Famous actors with a formed fan base
• Blockbuster-type story lines that will be understood and relateable globally.
• Famous, reliable production companies (e.g. Disney, Warner Bros.)
• Well-known and liked directors (e.g. Christopher Nolan)
• The fact that they're "Hollywood movies" - the most well-known and expensive home of film which has high production values and editing facilities such as CGI and IMAX.

Thea's blockbuster

Title: Dreamer

Story Line: A young man can move things with his mind. His power grows and he starts to be able to create things with his mind (heavy metallic objects like weapons etc.) but it takes a lot of physical effort. He starts having dreams about this man who's talking to him saying that he's coming for him blah blah. The young man starts dreaming about things that become true and one day he dreams that the man from his dreams arrives and tries to destroy the city. He has to use his mind to try to beat him.

Characters:
Jacob: main character. Simple life he's in his late 20s went to uni. Lives with his sister. He's just a normal guy with a power trying hard to fit in. The viewer should feel sorry for him because at the beginning he sees his power as a curse because he's unable to control it and it weakens him. He uses all his power and risks death to be able to save his city.

The look: CGI would have to be used to show the movement and the creation of objects that Jacob makes with his mind and also at the final confrontation.

The brand: The movie will be available on DVD and Bluray. There will be a website that fans would be able to go on to interact with other fans. Games for the movie will be available on Playstation and X-box. Possibly turned into a trilogy.

Blockbusters: Harry Potter and the Philosopher's Stone

Part 1: Story line

The story is that of a young boy, Harry, who's told that he's a wizard. He goes to a magical school and makes new friends. At this school he learns a lot about himself and his parents who were killed when he was a baby. He learns about Lord Voldemort who is the darkest wizard of all time and the murderer of his parents. The Philosopher's Stone is an elixir that provides the drinker with immortality and someone is trying to steal it from the school. With his friends, he tries to find out who this is and how to stop them. This is a very simple story that's easy to understand. 

It's a UK/US collaboration set in London which means it has aspects from both American and British culture but it doesn't include any details that are specific to Britain or America. This makes it easier for people all around the world to understand and relate to the story, making it more enjoyable for them. It's also different to other blockbusters because it's not putting America in the center of the world and giving them the power to save the world. This also adds to the appeal of the film.

In this film, Harry who is an innocent young boy is put face-to-face with a version of Lord Voldemort, the most powerful evil wizard to have ever existed. With the help of some his friends, Harry has to stop Voldemort from stealing the stone. This is a classic 'good versus evil' story and one that is very commonly used in blockbusters.

Part 2: Simple Characters






Harry Potter is an 11 year old boy. His parents died to save him when he was just a baby; he's lived with his aunt and uncle ever since. He learns that he's a wizard and goes to Hogwarts (school of magic). He's very brave and selfless.









Hermione Granger is a young witch with non- magical parents. She's very intelligent and one of Harry's best friends.






Ron Weasley is Harry's other best friend. He comes from a very big family of witches and wizards. He's not very brave or smart on a daily bases but when it comes down to saving his friends he's capable of pretty much anything.








Part 3: The 'look'

The Harry Potter movies use a lot of special effects and CGI. For example, they make it look like things are flying, there are explosions, 3 headed dogs, a basilisk etc.

         

Film distribution.....3

The TerminatorSalvation poster is a lot darker making it more intriguing that the bright, clear The Class poster.
The Terminator poster has more special effects like faded images whereas the poster for The Class is minimalist and stripped to a bare minimum with just a plain white background.
The Terminator poster put the names of famous actors in the film to attract audiences wherease The Class poster focused less on names and more on reviews.
The poster for The Class has a lot more people than that of Terminator Salvation.
The title of the movie is a lot more prominant in the poster for The Class than in that for Terminator Salvation.

Film distribution....2

50 shades pf grey - 2015

Film distribution, marketing, publicity and promotion activities - 1

Annabelle (2014)

Target audience: teenagers = social outings, thrillers, want something that provokes emotional reaction

Cast: Annabelle Wallis, Ward Horton, Tony Amendola, Alfre Woodard

Crew:
Director = John R. Leonetti
Writer = Gary Dauberman
Cinematographer = James Kniest

Other:
The Conjuring (2013)

Production company: New Line Cinema

Success (box office):
The conjuring: $318,000,141
The Mask (1994) - jrl: $351,583,407
X-Men first Class (2011) -aw: 353,624,124

Mainstream Hollywood, UK/US Collaborations, and Independent Film (task 5)

a. What are film production values? Refer to examples.

A production value is "the combined technical qualities of the methods, materials, or stagecraft skills used in the production of a motion picture or artistic performance." (http://en.m.wiktionary.org). This includes lighting, sound, scenery, and props.

b. Explain why these are important to both producers and audiences.

These are important to producers because they help them enhance the quality of the movie, thus giving them a good reputation and bringing in more money. They are are also very important to audiences because they improve the film viewing experience, making it more enjoyable and realistic.

c. Is there a difference between British film production values and American film production values? Explain.

British film production values are much lower than those of American films. The latter put a lot more money and effort into their production values, making them a lot higher. This is because both American film and television have a larger and more diverse audience, ensuring the return of the money they spent. To maintain this incredible number of viewers they must pay very close attention to their production values and make the movies as detailed and enjoyable as possible. The more money they invest, the better the movie is, and the more profit they earn.

Mainstream Hollywood, UK/US Collaborations, and Independent Film (task 4)

a. What is a film production company? Mind map with examples.

A film production company is an organisation that produces films, TV shows, radio programs, and/or plays.

They are responsible for:

• Pre-production (locations, scheduling and permissions, budget distribution)
• Principal photography (actual filming of the movie)
• Post-production (editing of film and trailer)
• Delivery of the film (distribution)

Some examples of well-known film production companies are Universal Studios (Psycho, Bruce Almighty), Paramount Pictures (The Godfather, Transformers), 20th Century Fox (Titanic, The Wolverine), and Warner Bros Pictures (Casablanca, Batman).

b. In your own words what is an independent production company?

An independent production company is a private company that isn't owned by the government and that is run by a group of individuals rather than a studio.

c. Who are some independent British film companies? Mind map 3-5 companies, include films they have produced and their budgets and the production company ownership.

1. Tiger Aspect:

• Films: The League of Gentlemen's Apocalypse (£4.2 million), Billie Elliot (£3 million), Mr. Bean's holiday (£15.5 million) 
• Owned by: Endemol UK

2. 

3. Celador: 

• Films: The Descent (£3.5 million), Slumdog Millionaire (£9.3 million), Centurion (£7.4 million)
• Owned by: Complete

Mainstream Hollywood, UK/US Collaborations, and Independent Film

• Snakes on a Plane:

Mainstream Hollywood

a. Genre: Thriller; action

b. Stereotypical: Flashing lights; suspense; special effects; dramatic phrases (e.g. 'They are the deadliest creatures on earth'); play on words (e.g. 'Sit back, relax, and enjoy the fright'); famous actors (e.g. Samuel Jackson)

c. Audience appeals: provokes fear; intense; gripping; exciting

• The Full Monty:

UK/US Collaboration

a. Genre: Comedy; feel-good

b. Stereotypical: British, regional actors; american voice-over narrating their story; typical, cheesy allusions to 'American Dream' (e.g. 'staying alive', 'working together'); clear, simple narrative (introduction, climax, resolution), optimistic, British humor

c. Audience appeals: Easy to watch; provokes laughter; puts them in a good mood

• Withnail and I:

Independent Film

a. Genre: Black comedy

b.Stereotypical: Set in countryside, pubs, British cafes; British actors; British accents; less special effects:very basic; stereotypical, white, British characters; dull, dark lighting showing miserable British weather

c. Audience appeals: Relatable British humour

Introduction

Over the past few decades, film and television media has changed drastically. Production companies invest millions of pounds into one project, giving it the potential to bring back 4 times as much. This change is due to a technological revolution that has sparked an uprising and even a war in the game and film industry and their audiences. I strongly believe that this revolution in technology is changing the way both producers and audiences think of film and the film experience.

The change of the film viewing experience

DISCUSS HOW THE FILM VIEWING EXPERIENCE HAS CHANGED WITH REFERENCE TO WARNER BROS. AND 'THE DARK KNIGHT RISES'. WHAT MAY THE FUTURE HOLD? (MAKE REFERENCE TO FINANCE, ORGANISATION, PRODUCTION, DISTRIBUTION, MARKETING AND EXHIBITION?) 


The change in the film viewing experience is undeniable. The amount of time, money, and effort put into to marketing (among other things) are incredible and have completely changed the way people watch movies.

The act of watching a film used to be simple. You heard about a new film (through word of mouth or perhaps an ad in the newspaper) and went to watch it. Now, production companies go to extreme measures to promote and advertise their upcoming movies, always trying to go further than the last. 'The Dark Knight Rises' is a perfect example of this. It's estimated budget was $250, 000, 000 of which a certain fraction was spent on marketing. Warner Bros. created a fake criminal investigation online, encouraging fans to go out looking for batman signs all around the world. Each time one was found, they unlocked a new frame of the trailer. They did multiple other similar things such as posting a encrypted audio file on their website for fans to figure out. They also collaborated with several companies and organisations, creating merchandise that helped with promotion. An example of this synergy is with Burger King, they created a burger called the 'Dark Whopper', advertising it with the slogan 'Bring out your dark side' (alluding to both the burger and the film). They also made clothes, toys, mugs etc. and put promotional posters everywhere. This builds up anticipation from the target audience months before and encourages them to watch the movie. When the time finally comes, an enormous amount of people who were attracted by all the advertising find the need to watch it, and most feel like they need to watch it in the cinema rather than at home which has become the norm. This makes me wonder whether the anticipation or the idea of a film is actually, in some cases, more important than the film itself.

That doesn't suggest that not as much money and effort go into the actual making of the film. Sticking to the example of 'The Dark Knight Rises', over 4 years passed between the moment Christopher Nolan started to write the first draft and the release of the final movie. The amount of thought put into the narrative is evident. Nolan refused to make a third movie unless he had a good enough story to tell. Although many fans were expecting to see the Riddler, he decided to go for a completely different villain: Bane. Bane was the first villain in the trilogy who actually presented a physical challenge for Batman and put his life in danger. This added to the excitement of the viewers, presenting the possibility that, since it was the final movie, Batman might actually die.

Film Star and Fan Websites

Tom Cruise official webpage

Tom Cruise fan fanpage

Kiera Knightley official webpage

Kiera Knightley fanpage

Synergy

Synergy is the act of multiple organisations or substances coming together to be more powerful and make a stronger effect than they did individually.


There are several different examples of synergy within the film industry :

• Film and video games e.g. Warner Bros. and EA worked together to create video games for all of the Harry Potter movies, thus, mutually promoting each other.

• Film and food e.g. Warner Bros. and Burger King created a burger called the 'Dark Whopper' and advertisements with the slogan 'bring out your dark side' which advertised both the film and the burger. WB also merged with Mars, giving buyers of a family pack of Mars chocolate the chance to win tickets to the movie.

• Film and toys e.g. McDonalds' Happy Meal contains varying toys of characters from recent movies, encouraging children to get Happy Meals but also to watch the movies.

• Film and clothes e.g. To help with marketing, Warner Bros. joined with French Connection to create limited edition T-shirts. This allowed fans to have tees of one of their favourite movies and unconsciously promote the movie and French Connection just by wearing them in public.

• Film and comics e.g. Marvel and D.C. comics (among others) have had many of their superheros (Superman, Batman, Iron Man, Thor, Wolverine, Spiderman etc.) transformed into living characters in film. Fans of the comics want to watch the movies, and fans of the movies want to read the comics, creating a win/win situation.

Within the film industry, there is also the alliance of production companies. For example Pixar is a subsidiary company (partly owned) by Disney. This isn't an entirely equal partnership: while Pixar is a great help to Disney it is not indispensable, whereas Pixar is close to nothing without Disney.

Christopher Nolan and 'The Dark Knight Rises'

**http://www.youtube.com/watch?v=zKztvwmBeyI&safe=active

• Directing style:

Nolan's focused genre is action/drama. He only agrees to go into a movie if he knows that he's got a good enough story to tell. He takes his time planning everything, calmly and in relaxed way. He seems like a very organised and methodological director. When casting actors, he focuses more on what he thinks they could bring to the character rather than whether they fit the role perfectly.

• Trilogy:

Nolan and his team have been working on the Batman movies for 9 years. They felt like they needed to make the third film to wrap it all up and complete a trilogy. He has grown with the people that he's worked with and seems to have formed a very strong bond with them. He explains that he enjoyed watching Christian Bale's development and how he grew with the character of Bruce Wayne/Batman.

• Choice of characters:

Nolan decided to use Bane as the villain for the final Batman movie because he was very different to the previous villains. For example, unlike the Joker who had a more psychological approach, Bane is a very physically violent character. He represented a major physical issue: someone who could fight, and possibly even kill, the Batman.

• Narrative:

'The Dark Knight Rises' is set 8 years after 'The Dark Knight': the same amount of years that Batman had not been in action. Despite this fact, Bruce Wayne feels compelled to intervene when his city is put in harm's way by the arrival of a new villain: Bane. Bane threatens to expose 'who Harvey Dent really was' while torturing innocent civilians. There is also another new arrival in town: Catwoman. The problem is nobody knows who's side she's on.

• Audience expectations:

Christopher Nolan is a very well-known and loved director. He's famous for his incredible action movies, and notably his opening scenes. Before the movie was released, fans were very excited and overcome with anticipation for its opening scene. It evidently lived up to, and even surpassed, their expectations.

• Overall impression of Nolan from the interview

As a director, Christopher Nolan seems very efficient and maybe even a bit of a perfectionist; his actions are all choreographed and he leaves no space for error. As a person, he seems very calm and relaxed. He also seems to be very friendly and quite fun. These attributes all make him the kind of person other people would love to work with.

The Dark Knight Rises - Case Study

Discuss how the film viewing experience has changed with reference to Warner Bros and 'The Dark Knight Rises'. What may the future hold? (Make reference to finance, organisation, production, distribution, marketing and exhibition.)

BASIC INFO:

• Release date: 20th July 2012

• Genre: Action/crime/drama

• Running time: 165 mins

• Director: Christopher Nolan

• Main actors: Christian Bale, Tom Hardy, Anne Hathaway, Gary Oldman, Michael Caine

FINANCE:

• Budget estimate: $250, 000, 000 (most expensive Batman movie)

• Box office: $1, 081, 041, 287

• Profit estimate: $831, 041, 287

ORGANISATION:

PRODUCTION:

• Development: Christopher Nolan (director of the trilogy) only agreed to make the third movie if he found a good enough story. After thinking about it for over a year, he finally agreed to make it with Bane as the villain. The story is considered a mix of 2 comic book stories, 'Knightfall' (1993) and 'No Man's Land' (1999), and the mini-series 'The Dark Knight Returns' (1986)

• Filming: Nolan didn't want to film the movie in 3D but filmed over an hour of it in IMAX ('The Dark Knight' only had 28 minutes filmed in IMAX). 

DISTRIBUTION:

Main distribution company: Warner Bros. Pictures (owned by Time Warner)

• Special screening for over 100 critics and reporters: 7th July 2012

• Premiered at AMC Lincoln Square Theater in New York: 16th July 2012

• Premiered at Leicester Square in London: 18th July 2012

• Available on DVD and Blu-Ray (U.K.): 3rd December 

MARKETING:

Many different techniques were used to promote 'The Dark Knight Rises':

• An Official website was launched in 2011 including an encrypted audio file that was decrypted by users to the Twitter hashtag '#TheFireRises'

EXHIBITION:

*Wikipedia

*http://www.slideshare.net/Liamattridge/the-dark-knight-rises-and-the-woman-in-black-case-study