Peer Assessment

Name: Samsam

Film: The King's Speech

Have they covered all three platforms?: Yes

Examples they have provided from print platform: provided 2 different posters which were produced to promote the film. 

Examples they have provided from broadcast platform: Provided a trailer of the film.

What institutional information did they find out about the film? They found out that the film was produced by Studio Canals - which have produced films such as Mr Beans Holiday & the Harry Potter franchise.

What issues did they find in terms of representation in the film they studied? Portrayed the King as a dominant representation but has an inner weak side.

What links or comparisons can you find between this case study and Ill Manors? Both set in London, but have two complete different representations of London. The King's Speech represents a high-class and patriotic person that lives in his time, however Ill Manors demonstrates the harsh lower class lifestyle. 

Is there anything you can learn from this case study? What could you add to your own case study after looking at someone else's work? I've learnt to develop on my comparisons more and I have learnt the links between my case study and Samsam's case study. 

Independent Case Study - SkyFall

MEST1 Section B: Independent Case Study

Case study research tasks

The basics

1) What is the name of the film, the director and notable stars?


The name of the film is Skyfall. Its the most recent addition to the James Bond franchise. The director was Sam Mendes. Daniel Craig stars as James Bond and Judi Dench as M.

2) When was it released?

Its initial release was October 23, 2012 in London.


3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?

The film is of the Action/thriller genre. This is made evident by the constant explosions and fighting scenes with Bond. The montage editing of dramatic scenes also accentuates the atmosphere of tension and action.

4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?

The film, surprisingly, only got a 7.8 on IMDB. Despite this review however, the film won Oscars and Golden Globes.


Broadcast

1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.

Mis-en-scene: The costumes used in the  trailer are all suits and formal clothing, which enhances the super spy nature of the film. The lighting for most of the scenes is rather dim and dull, most llikely an attempt to make the trailer more edgy and dramatic and to build up to the reveal of the villain. The actors are mostly all British in order to retain the authenticity of the franchise; they are all well spoken and are dressed smartly. Main props of the trailer would  be the guns as James Bond is always idenitfied with a gun, as shown from the many film posters of him posing with a gun. Despite this being  a British film with British actors and such, the settings mostly shown are unknown locations or or locations in London that aren't tourist attractions; This puts more emphaisis on the characters and plot, rather than glammourising London.

Narrative: immediatley begins with a disequilibrium that has James Bond persuing a villain. The new equilibrium is never shown and we never see the villain defeated or the agents safe again.

Institution: -Columbia
                    - Sony Entertainment

Genre: action/thriller/drama


Representation:  John Bergers theory that men act (James Bond searching for the antagonsit and the villain being a man) and women appear (M being on the sidelines whilst Bond chases down the villain).

Audience: Due to the violence and action, I'd say the film is a 15. Most likely aimed at Mainstreamers.





2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.

Sony is using James Bond's high tech brand to promote their products by saying their tech is just as good as Bond's. This also promotes the film as we see James Bond in action doing what he's notorious for. 

3) Does the broadcast promotion use stars to create interest in the film?

Yes it does as it uses Daniel Craig ,the actor who plays James Bond, to show off the action that fans of the brand like. This is shown in this advert which will entice people to watch the movie or buy the DVD. 

Print

1) Read at least THREE reviews of the film and provide a quote from each one.


"Skyfall is pretty much all you could want from a 21st Century Bond" Empire magaine


"For better or worse we live in the age of the superhero, and so Mendes’s film is less hardboiled spy saga than blistering comic-book escapade." Telegraph


"Sam Mendes brings Bond surging back with a smart, sexy, riveting action thriller that qualifies as one of the best 007 films to date" Rotton Tomatoes. 

2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film. 



 The gun in James Bond's hand siginifiys to to viewer that there will be shootings and action throughout. The suit and bowtie also makes the film stands out as the latter of thhe film posters has someone in casual or damaged clothing, whereas here James Bond has class. 

3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.

Mis-en-scene: James Bond's suit shows off his prowess as a super spy. The lighting is fairly bright and shows off Bond's facial expression well enough. James Bond has that classic charm that would attract some female viewers. The gun in his hand shows the action that the audience will be treated to. In the bacground, the audience can see a part of London and the Union jack flag.     

4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?

The brand of James Bond is all about action and shooting with finess, which makes it rather original; the only similar film would be The Man From U.N.C.L.E. 



E-media

1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?

Adele tweeted that she was doing the soundtrack for Skyfall, thus creating a trend. This is an example of the two step flow model; Adele ,the opinion leader, is advertising the films to mainly her fans.

2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?

It shows the classsic "007" logo at the top of the website to make it easily identifiable. It also shows off the awards its won. It also gives links to clips of the movie, which gives synergy between then website and the film. 

3) Did the film run any kind of e-media based campaign to generate interest in the film?

The film didn't have any special e-media campaign, but it received sufficient viewers through social networking sites. 

4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers? 

Adele tweeting that she did the soundtrack, which became a trend on twitter.



Audience

1) Who is the target audience for this film? Demographics and psychographics.

-15+
-Mainstreamers

2) How does the cross-media promotional campaign target this audience?

3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.

British heritage film- makes British agents seem cooler than the rest. 

4) What similar films would the target audience enjoy? Justify your suggestions.

The man from U.N.C.L.E. is  a  good example as it is also about a spy who has a certain finess in their work. 

Institution

1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?

 The company who produced Skyfall, EON, had also produced every James Bond movie, thus showing that they are experienced in producing the franchise and appease the audience.

2) Which company distributed the film in the UK? What other films have they distributed? 

Sony Entertainemnt and MGM were the distributors. MGM have distrubeted other action films like the hobbit and G.I Joe.

 3) Do they have a track record with this kind of film and this target audience?

Not so much; the movies they distribute are quite varied, movies from the Wizard of Oz to 21 Jump Street.

4)What was the budget for the film?

$200 milllion. 

5) How successful was the film financially? Why do you think this was?

It made $1 billion internationally. I think this is becasue it's such a renown franchise that most people would watch just because it's James Bond.

6) Was this film more successful in the UK or worldwide/USA? Why do you think this is? 

The film made £595.5 million in the UK, most likely because it's a British brand and the character James Bond is British himself. 

7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?

The film was a 12A, most likely due to the guns and violent fighting in the film, although there wasn't any gore and wasn't as bad as Ill Manors, which was rated 18.



Representation

1) What representations of people, places or groups can be found in this film?

The women in the film are portrayed as dependant, shown by the fact M is completely reliant on Bond. 

2) What representation of ‘Britishness’ does the film contain?

The representation shows that we as a nation have power through James Bond, as he has been shown to tackle any international crisis.  

3) How does the representation of Britain differ to Ill Manors? 

This film glamorises Britain by showing off the high tech gadgets and famous landmarks. Ill Manors however presents Britain as a violent place with drugs, guns and prostitutes. 

4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.) 

Their is a strong sense of patriotism in the film, as it glamorises Britain and Bond, thus making the audience appreciate their country.  

Institution Research

1. Distribution Research:
   

   • Identifying and delivering the largest possible audience for every film
   • Acquiring the films they release from one or more of various sources
   • Look at deals on the films they want to produce and help finance
   • Films can be shown at Film Festivals in order to raise awareness 
   • Critics and insiders may discover them and go on to champion them in early reviews and columns which boosts promotion
   • Distributors sign a contract with the producer, in order to claim rights to own the film title
   • The film is generally completed and they can see what they're dealing with
   • Distributors specifically plan out the ideal target audience for the film, using knowledge and forms of statistical research
   • Market plan is created in order to create interest of the film to cinemas
   • Cinemas and entertainment forms choose to screen their films and go on to make box office sales

   iLL Manors: Funding and Production Budget:
   

   
   

   The estimated budget of iLL Manors was around £100,000. Most of it came from Plan B himself and the rest was gathered from grants and partners such as Revolver Entertainment.

   • Film London Microwave
   • BBC Films
   • Aimimage

   The budget of iLL Manors is minuscule compares to a Hollywood-blockbuster film much like Skyfall. iLL Manors had a budget of £500,000, whereas Skyfall had a budget between $150-200 million. The budget for iLL Manors is nothing compared to the extraordinary budget of such a highly-demanded crime-action thriller film.

   
   

   Film London & Microwave Film:

   
   

   Film London is an organisation which focuses on developing and promoting films that are made in London. It works with the BFI and aims to grow the film industry in London and wants to promote this iconic city through forms of entertainment.

   
   

   Microwave Film is a sub-organisation which operates under Film London. It provides funding and grants to new film-makers who are creating their first full-feature length film and provides help and support in making their ideas become reality.

   
   

   • Lilting
   • Shifty
   • Strawberry Fields

   Comparing iLL Manors to Shifty:

   
   

   Similarities:

   
   

   • Both set in a similar location, areas of London which signify this urban and gritty tone and feel which engages the audience
   • Both contain strong levels of drugs and violence which is a common representation of youths from London
   • Both take us through of characters who are struggling in life and the actions they have to take in order to receive a source of income
   • Both primarily include very young teenage characters of different ages

   Differences:

   • More humour is conveyed in Shifty than iLL Manors; iLL Manors is more action and violence
   • Different narratives and sub-genres between the two films
   • Different character types

   Distributor: Revolver Entertainment:

   
   

   Revolver Entertainment was created in 1997 by Justin Marciano.

   
   

   Offender:
   
   

   
   
   Offender was successful due to its featuring of many rap artists that were well-known and respected when the trailer was released. Artists such as English Frank, Mic Righteous and Scorcher were all featured in the film and had an active role. This would make the film successful as they were musicians that many teenagers used to listen to, therefore, many fans of these artists would go and support them by watching the film and was beneficial in the way that the listeners of these musicians were the ideal target audience of the film. Each of these artists had a large following behind them on their music career and this further widened the audience that would be ideal to watch the film, increasing the viewer count and making it a successful low-budget film.
   

   
   

   Shank:
   
   
   
   
   Shank was hugely successful because it was a very similar film to the Kidulthood and Adulthood series which was very popular amongst teenagers upon release. Shank used the same distributor as Kidulthood and this may have caused a more faster spreading about the film and may have raised more awareness about it. Shank's official trailer was also released on SBTV first; an urban YouTube channel which forecasted young talent in the form of music. Jamal Edwards and the team at SBTV may be seen as opinion leaders and may have impacted on the audience of the film and may have helped in its success. The trailer got over a million views and played a massive role in the promoting and success of the film.
   
   Kidulthood:
   
   
   
   Kidulthood was successful due to the writer and character of the film. Noel Clarke, who had been previously known for other features in films and TV shows, and was a well-known figure in the film and television industry. The film was also advertised on YouTube and TV, and there were a few billboard advertisements which also helped in gathering attention of the film and may have played a big part in its success.
   
   Comparing iLL Manors to Kidulthood:
   
   Similarities:
   

   • Both follow a similar genre, urban and filled with 'grittyness'
   • Both are set in a similar location, London played a big role in setting the narrative
   • Both contain strong levels of drugs and violence
   • Both were low-budget films that were majorly successful

   Differences:

   • Both have slightly different narratives 
   • Different character types and aims 
   • Focuses on more younger characters in Kidulthod than iLL Manors

   Revolver Entertainment went out of business in 2013 as closures in HMV stores where Revolver sold their DVD's started to close as they went into administration which had a harsh impact on Revolver. Also, as more and more people were watching and purchasing films online, it lead to a decrease in the demand for DVD copies of films, and a majority of Revolver's revenue came from DVD sales, and as people were watching online, it led to Revolver to struggle in making money from DVD sales which caused them to close in 2013.

   
   

   The advancement in Internet facilities and as everything is going online as time advances, it is making promoting and distributing films more towards the online-side of things. As more and more people are actively using the Internet everyday, it makes it more easier and cheaper to distribute and promote films over the internet and makes it a more accessible and quicker way of gathering information about latest film releases.

   
   

   Gunslinger:

   
   

   Gunslinger Films currently in development:

   • The London Syndrome
   • Bootnecks
   • Electric

   SHANK - Official Trailer:
   
   

   
   
   Comparing iLL Manors to SHANK:
   
   Similarities:
   

   • Both focus on violence and drugs as a way of making a living
   • Both focus on teenagers' lives and how they act in society
   • Both are set in the centre of London
   • Both focus on street reputation which determines their power in the 'hood'

   Differences:

   • They both each have their own narrative
   • Different character types and ages
   • Different problems and consequences are experienced

   Gunslinger Films:

   • Offender
   • Anuvahood
   • SKET
   • SHANK

   Gunslinger focus on urban-drama type films as it is becoming a genre which is becoming very entertaining and common amongst younger teenage viewers. These films are also easier to make and are more of an entertaining genre which appeals to many people, this may be why Gunslinger focus on these film-types.

   
   

   Gunslinger films fit into the social realism genre as they convey how people in Britain are living and how their lives change as time progresses. Their urban-drama films usually take us through the lives of characters in their films and build a personal relationships and demonstrate the lives of different individuals which Gunslinger are effective in demonstrating.

   
   

   The UK urban-drama genre is becoming a very popular and entertaining genre to audiences. Viewers want to see the lives of people living in London and is becoming more and more popular amongst films.

   
   

   Certification:

   
   The team over at BBFC watch each film from start to finish and decide and award an appropriate age rating to every film. The age ratings are decided by applying some of the BBFC guidelines in order to make sure the age rating is appropriate.

   
   

   15 Age Rating:

   • Strong violence
   • Frequent strong language
   • Portrayals of sexual activity
   • Strong verbal references to sex
   • Sexual nudity
   • Brief scenes of sexual violence or verbal references to sexual violence
   • Discriminatory language or behaviour
   • Drug taking

   18 Age Rating:

   • Very strong violence
   • Frequent strong language
   • Strong portrayals of sexual activity
   • Scenes of sexual violence
   • Strong horror
   • Strong blood and gore

   If films are given an 18 age rating, it ensures that it is suitable for the right type of viewers, but may be seen at a disadvantage as some viewers who are nearly 18 could be mature enough to watch films but simply cannot due to the age rating, this may put some viewers off watching the film and may decrease the number of viewers the film has in the long run.

Tag London - eMedia

1. The ill Manors tag London campaign is a campaign this promotes the ill Manors album. The key concept was to make sure that this reflected the scale and character of the album while it attracting an online audience. Fans were prompted to tweet the hashtag #ILLMANORS and they would tweet their opinions on the current climate in the UK. They would projected 100ft high onto London landmarks. This would apply to what Plan B says in board cast and what his songs are about. This helps build Plan B’s brand. 

2. The ill Manors tag London campaign helps promote the film by making a new trend. This would encourage and seduce their audience by making to take part of this. This could also attract news which then then attract more of an audience that it already has.    

3. There are links between the ill manors campaign as they are trying to get their messages across. They may be different messages but they are all trying to send out messages to their viewers. This is from the broadcast in where Plan B may have interviews with talk shows to magazine articles which is similar to the ill manors campaign as they all promoting the movie and giving you a way of interacting with things to do with ill manors.

4. I believe this type of a campaign may be more successful that traditional campaigns as it is using Twitter and social networking to promote themselves. In today's modern society technology is an important asset to the way we live and e media is becoming more and more important. So by ill manors using this campaign through twitter and using hash tags they would be targeting a wide target audience due to the fact that e media may be more important than broadcast and print nowadays. Also through Twitter they are able to target a much wider audience as well as the campaign itself being different and unique. 

5.

#ILLMANORS INCLUSION NOT EXCLUSION.

The Ill Manors music video is about how the society in general don't accept the youth's and they are excluded, thus this tweet links in with the concept of including the youth.

#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

The target audience of this tweet may be focused on more politically minded people, due to the reference of David Cameron's (Prime Minister) 'Broken Britian', which may range from the age group of 30-50, however a lot of people that are in this age range do not use Twitter, as social networking websites are used by more younger people. 

PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED

By using this kind of speech, which has more informal language, for example, 'sick' which is meant as really good and quite exciting. Due to this the target audience would be more younger audiences and I think mainly it would be aimed at 13-21 year old people, despite the age rating being 18.

SOUNDS LIKE THE TRUTH #ILLMANORS

This kind of tweet can be aimed at many different audiences, as a lot of highly intellectual people may be curious to find out what this is in relation to. 

MEST1 Section B: A Field in England

100 word summary:

Ben Wheatley wanted to try and distribute the film ‘The Field in England’ across many different media platforms in order for the film product to be found by the audiences. They released the film on 4oD/iTunes (VOD), Film4 (free broadcast TV), DVD & BluRay and cinema (across 17 arthouse’s) all simultaneously. They need to estimate the potential revenue that they can gain from this film, across all the platforms it was released on, and what audiences will be attracted by it. Trying to earn the highest amount of revenue is hard for film distributors as they need to ensure a certain film will make back the money that they put into the film. Hollywood films are usually with high-budgets, which means they can promote it more, with the money that they have. 

1. How was A Field In England’s release different to typical film releases? 

The films release was different to other films as they released it on many different platforms simultaneously. This is usually not carried out by film distributors, however they have done this so they can project the film to many different audiences. This type of film which is seen as a more interesting topic are not released into cinemas for long enough for people to watch them or become familiar with the franchise. 

2. What are the advantages to releasing the film across all platforms on the same day?

The advantage to releasing this kind of film across all platforms is that audiences will be able to view this kind of film through one of these different platforms. An independent film does not usually release it's film on a lot of different platforms and usually show at Arthouse cinemas. Arthouse cinemas are not as common as regular cinemas and people usually may just not travel to one, as they may be far away etc. However if the film was released on many different media platforms, it can help the promotion of the film and what values is carries. 

3. What are the disadvantages to this approach?

The disadvantages to this is that the film may not receive the audience it may original want and it may not gain a high box-office. The film received a different reception as it was the first film to release on all the different platforms simultaneously. 

4. What target audience would A Field In England be aimed at? Demographics and Psychographics. 

I think that this filmed would be aimed at an audience aged 21-35 and for the audience to be a majority of males. This is because the story line is quite moderate and it is during an older period of time (based in the 17th Century).

5. Do you think all films in future will be released across all platforms simultaneously in future?

I think that if a film had a high level of promotion of it's franchise, it can help a film be more successful when releasing it on many different platforms, simultaneously. I think some film may do this, however due to the success rate of 'A Field in England', they may not carry out that this kind of method of distribution. 

Print work progression

Ill Manors - eMedia (Facebook)

1. How many 'likes' has the Ill Manors film page had? 31,623 likes

2. What is the top of the page promoting? The top of the page is promoting the film and is giving people that view their page to buy the film. 

3. Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.

This will appeal and also bring more of an audience towards the production because they have been nominated for a prestigious award, which is highly recognised in the UK. 

This will appeal to the Ill Manors audience because they may have enjoyed the film or soundtrack which Plan B has produced. 

This is most likely used to bring more of an audience into the Ill Manors production, as they want the people to acknowledge that if they are nominated for awards which are recognised within the media. If they are recognise through these award ceremonies, it can help promote the film. 

This will appeal to the Ill Manors audience because if someone enjoyed the film a lot, they are likely to want to view anything which is exclusive and in relation to the film. 

This will appeal to Ill Manors fans as they most probably want the chance to win a DVD of the film. 

____________________________________________________________________________________

4. Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film. 

GQ Magazine Interview with Ben Drew
This interview helps promote the film, as the readers of GQ magazine will be aware of the release of the film and it also gives an insight into Ben Drew's life and his views on society, which are reflected highly into the film itself. 

DigitalSpy Interview

This interview helps promote the film as they have highlighted the fact that director Noel Clarke (directed films such as Adulthood) which is well recognised within British Urban dramas. The title says that Noel Clarke told Ben Drew to go along with the film and actually produce it, which shows good recommendation from someone has significant in the same industry and genre type as the Ill Manors franchise. 

The Guardian - Plan B (Ill Manors) article

This helps promote the film as it gives references to the 2011 London Riots, which was highly recognised all over the world as such a disaster in British history, as a lot of shops were looted as violence was taken to the streets of London. The quote "The song inspired by last year's riots has now become a film. Plan B, aka Ben Drew, explains why he was driven to make it" helps the audience understand that the film will relate to the real-life events of the streets of London.

5. Find three examples on the Facebook wall of opportunities for user generated content or audience interaction (e.g. a question that invites people to comment or a competition to enter).

6. Find three examples of the Facebook page cross-promoting the soundtrack or DVD release.

7. Find the Twitter graffiti campaign link on the Facebook wall and screengrab it.

8. How did the institution use the Facebook page to promote the film's release in May/June 2012?

They used the Facebook page to help promote the films trailer and so that the audience can be aware of the films release and news in relation to it. The page was not extremely popular as shown through the likes of the posts in comparison to the amount of people that have actually liked the Facebook page.