Practice Questions

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

The Joe Cornish film ‘Attack the block’ Features strong cultural slang therefore in order for it to be viewed International in multiple languages, subtitles had to be added. Due to the heavy cultural slang, subtitles may have to be added to ensure the audiences understand the British humor. Another film that faced the same problem is the British comedy ‘The Inbetweeners’, produced by Film4 and Bwark productions. Before the film, ‘The inbetweeners’ started off as episodes following the lives of four teenage boys. The film also features British youth culture, therefore they use slang.

Trailers are a crucial part of marketing a film. The language used in most movies  is tailored for a British/US market. Take the 2011 film ‘Paul’ for example, a Working title film (British company) that created an international trailer to suit international and global audiences.

Another issue raised on targeting local and national audiences would be age categories for films decided by the British board of classification. Christopher Nolan’s ‘Inception’ action film was given certificate 12. Meaning nobody can view the film who is under the age of 12, due to the film containing either strong violence, drug usage, strong language or discreet sexual activity. This would have an effect on who the film was being marketed for, due to Inceptions challenging plot and ‘action’ genre, the film was targeted at a sophisticated audience. The film was originally aimes at young men aged 16-30 due to the action plot, however with the love story between Leonardo Dicaprio and Marion Cotillard also make the film attractive for both genders.

Mass marketing techniques such as international trailers, posters, billboards, T.V spots and the exhibition of the film all aim to target local and national audiences du to marketing companies marketing films in such an aggressive way meaning the consumer can not escape it. 

How important is technological convergence for industries and audiences within a media you have studied?

Technological convergence is a bit part of the British film industry, due to the ever-changing and modernising world. There are positive and negative effects of technical convergence.

Christipher Nolan’s ‘Inception’ was released through Warner Bro’s pictures in 2010. The film reaped huge benefits when marketing, through technological convergence. It’s estimated that the film spent $100 million on marketing alone. This included creating the fully automatic website that features the trailer, advertising to the user where they can buy the film on DVD and Blue ray disc, that includes special features such as explanations of the dreams.

Due to ever changing technology it’s also possible for the public to download the film from the website, which is a quick and easy method that’s likely to grow throughout the film industry. However with the advances in technology and consumers wanting things on such demand,  the filmmakers also face illegal downloads and piracy. These factors can be damaging to the films profits.

The film 'Inception' was shot using 35mm camera with key scenes film on a 65mm format. Yet the special effects and visual effects seen on the film are truly outstanding. The film includes around 500 stunning visual effects created by Paul franklin. He used CG based effects (not GGI) to create the zero gravity scene in the hotel.

However, new technologies can be hard to get a hold of due to their sometimes high costs. Inceptions budget was $175million and produced by a large company being Warner Bro’s. Therefore the film had the funds to create such brilliant realistic effects. 

Compared to ‘Inception’,  ‘Attack The block’ (directed by Joe Cornish) had a much lower budget of  £13million. This meant that the sci-fi/horror comedy film battled with trying to create the aliens without using expensive GGI effects. Instead the filmmakers only used CG effects when absolutely necessary to enhance the practical based creatures and maintain the quality of the film. In result the film still produced good quality and

When it came to marketing the film, the marketing team used viral methods. Such as Facebook, used to create competitions and advertise the film. Using viral technology to market the film is a great way of reaching out to a mass audience and is usually cheap/free. With young people spending up to five hours a week on social networking sites, ‘Attack The Block’ could also reach out to the target audience being aged 15-25.

The film used various camera’s supplied by ARRI media. Despite many discussions over whether to shoot anamorphic 35mm camera, Joe Cornish chose not to. Although anamorphic shooting allows a wider camera view, the cost of shooting anamorphic would have taken a large some of the films budget.

Stars of ‘Attack The Block’ Simon Pegg and Nick Frost are also the writers of the sci-fi/comedy/thriller, ‘Paul’.  Directed by Gregg motola the film again used viral methods to market the film, such as video blogs of the characters behind the scenes of the production. This meant that the marketing team were able to reach out to the target audience and make the film eagerly anticipated for. As well as this, the video blogs benefit the actors/actresses individually as fans can watch them off set as opposed to on the ‘big screen’. Co- Writer Simon Pegg used a Twitter (social networking) account to promote the film and it’s release. After the opening weekend, that made approximately $13million, the film was then released onto DVD and Blue-ray. The blue ray disc is in HD, making the overall picture quality more realistic. The Blue-ray disc for ‘Paul’ included a featurete that explained the evolution of the special effects work. The bonus disc also includes access to MY MOIVES which is an exclusive feature that allows consumers to stream movies to their iPhones/computers. Meaning the film can literally be taken all over the world through technological benefits. ‘Paul’ was produced through the British film industry ‘Working Title Pictures’. Working title film shave a huge backing from universal pictures (who also own 67% of the company). This means universal can help the British company with marketing to a mass audience across the US by using viral methods or general word of mouth.

When it comes to screening a film, technological convergence has mean’t that people can pre-book cinema ticket. Ensuring to the film company that people are interested as well as being a quick and reliable method for the Consumer. 

Attack the block

Director: Joe Cornish
Made by FILM 4
Genre: Science fiction/ comedy/ horror
GGI effects: To create the aliens. The film-makers only used CG effects when absolutely necessary, and to enhance practical effects for the creatures rather than replace them completely.the glowing mouthful of large, carnivorous teeth were achieved by animatronics.
Stars: Nick Frost, Jodie Whittaker, Simon Pegg. Joe Cornish aslo used unheard of actors/actresses that he though represented the people in the location of the film.
budgets: $13,000,000 (estimated). The film was shown on 352 UK screens during the opening weekend.
Marketing: The marketing team used viral methods. Such as Facebook, to advertise the release of the film. As well as videos on youtube of the actors/actresses. Press junkets and trailers were also realised. The films website is fully automated with the soundtrack and animations put into place as soon as the user visits the site. 
DVD: The film was released on DVD and DVD blue ray (HD).




http://www.arrimedia.com/news/view/18/attack-the-block

Inception facts

Directer: Christopher Nolan 

Warnor Bro's Film

Gross: $825 million

Budget:$175 million

Marketing budget:$100 million

UK Premier took place 8th July 2010.

filming locations:  England, California (America), Paris (France) and Japan. 

Camera used: 35mm 

Visual effects:  Paul Franklin, 500 visual effects shots

CG- based effects: used during the zero gravity scenes in the hotel.

GGI effects: 

sountrack/score: The score by Edith Piaf 'Je Ne Regrette Rien'

Advertising: 7 posters of the different main stars. different trailers produced and shown throughout the US.

Nine T.V spots. Films trailer 'A christopher Nolan film' 'The Dark Knight'. Press junkets. International press conferences. Website that automatically plays soundtrack and displays photo's. Website also features spin of marketing products up for sale.

Stars: Leonardo DiCaprio

 Marolin Cotillard

Bonus DVD: bonus DVD comes with special effects and a explanation of the dreams and vision that Nolan had in mind. 

http://www.youtube.com/watch?v=dj1JQTudVEI&feature=related

Doctor who - How is gender represented?

http://www.youtube.com/watch?v=r6b4NqcAWRc&feature=player_embedded

 In the clip taken from doctor who gender is represented differently and does not match the stereotypical ideas about male and females. The clip begins with a single mid-shot of an elderly man in a cage. The man has most definitely been created using GGI technology. This already suggest that men could be represented as weak and deffenceless.
An over the shoulder shot is used to show the other to people in the shot. One being an elegantly dressed, blonde female wearing a red dress. The woman is at the top of the stairs and above all the other characters, suggesting the importance and dominance of the women. Although dialogue is not present for this character. The man on the top of the stairs is also smartly dressed in a suit. Suggesting also his importance. His stance is powerful and intimidating to the female standing below him, wearing all black and unfitting clothes.

The woman (Martha) on the lower level is asked to kneel by the dominating man in the scene. The camera follows her body and pans downwards to highlight the even more extreme levels between the male and female characters. The camera then cuts quickly to display the conversation. During the cuts the camera is canted higher and lower, again showing the different levels that represent dominance.
A deep mid-shot focus on the smartly dressed man is shown, we then see the focus shift to the timing device on the wall. This highlights that time is running out and could provoke anticipation for the audience. Another over the shoulder shot is used and we see the back of the man and the timing device. The digetic sound of a clock ticking is also present at this stage of the scene, again provoking a thrill for the audience.

The camera then cuts to and from the woman on the lower level and the man. Then to the small, withered GGI enhanced man in the cage who we see from a high angled shot with the bars from the cage shadowing his face. Showing us he is defenceless and weak, which is a contrast to the normal stereotype of men. We normally generalise men with masculinity and strength.

There are some non-digetic sounds heard when the smartly dressed man uses his gadgets and weapons. These show his power and intimidation to other characters. A dissolve technique is used to show a flash back of the woman (lower levels) journey to where she is now on the spaceship. Along with a quick, sharp synchronous sound is played to define cuts between the flashbacks.

The non-digetic sound of an orcastra is heightened as the story unfolds and the scene reaches the pinnacle. Most of the dialogue during the close-ups and quick cuts is just one word, 'doctor'. Which then develop into possible ideas of the male 'doctor' being a heroic character.

Both the man in the cage and the smartly dressed, powerful man show contrasts. One being weak and defenceless and the other being in control and overpowering.Therefore the clip does not give a general representation of genders. The woman who we originally see on the lower level actually turns into a more heroic and inspirational character.

Paul – Information Booklet. WORKING TITLE FILM

Budget: $47m

written by Simon Pegg and Nick Frost (took 4 years to write the film) The idea of ‘Paul’ came to them whilst making ‘shaun of the dead’

Directed by Greg Mottola

Genre: sci-fi /comedy/adventure

Certificate:  

Drug taking may be shown

Dangerous behaviour

Frequent us of strong language

 Nudity in a sexual content

Violence may be strong

This means that nobody can watch or purchase the film that is below the age of 15, Impacting the target audience of the film. It would be predominantly aimed at young people.

Audience/ industry expectations - Paul CGI: Paul is a CGI character. CGI technology is very expensive; the cost of putting CGI Paul in the film was actually a third of the films budget.

Media convergence:

General word of mouth

Production blogs – videos of the cast behind the scenes

Simon peg used a twitter account to promote the film and it’s release. Including posting pictures  and inside information

Posters were created   

Teaser trailer was released October 18, 2010

World premiere in London.

The benefits: These marketing techniques can make the film eagerly anticipated and give the future audience an idea of what the film is about. The audience can anticipate the film and build an idea of what it will be like whilst watching their favourite actors behind set.

Opening Weekend:

$13,043,310 (USA) (20 March 2011) (2802 Screens)

Gross:

$37,371,385 (USA) (15 May 2011)

Released: 14^th February 2011

The blue-ray release included:

The film's the theatrical cut

•anunratedversion

•acommentarytrack

•a blooper and featurette  about the evolution of the special effects work that went in to creating the alien.

•Photo Galleries, Story boards and Posters

•for a limited time only , the Combo Pack also included a digital copy of the unrated film that can be viewed anytime ,anywhere on an array of digital devices

•Access MY MOVIES™, an exclusive feature that allows consumers to stream a bonus movie

Did you know..  All the character’s in the film are in some ways alien. This was a conscious decision made by the writers.

Behind the scenes featurette includes:

 Paul the musical. The cast have joined together for a musical version of the film.

An interview with Greg Mottola

‘RV doorway’- the viewer can watch the cast behind the scenes of the film and on the RV set.

Working title

1. Who were the co-founders of Working Title?

  Working Title films is a British production company. The company was co-founded by producers Tim Bevan and Sarah Radclyffe.

2. When was the company founded?

   The company was founded in 1983.

3. Where is Working Title based?

  Working Title films is based in London.

4. Who are the co-chairpersons of WT now?

Co-persons of Working title are Tim Beven and Eric Fellner. "They are energetic, not naive, not arty-farty, or up their own arses," said actor Hugh Grant, who has worked with the pair on four films.

5.      What awards have Working Title won?

        Working Title have won 6 academy awards, 26 BAFTA'S, 4 Oscars and many more. Including Working title has won the Audience Award for Best International Feature at the LA Film Festival, For its Film Senna, They won the best costume design for the film Elizabeth: The Gold Age, and an Oscar for The Best Original Score, for Atonement.


6.     How many full time staff does WT employ?

Surprisingly there are only 42 member of staff working full time at Working Title films.

7.     What is Working Title’s philosophy?

Working title films appeal to an international market. Their philosophy is to make European films for a worldwide audience. Working title aim to have European ideas in their films and the only way they can do this is with the help from Hollywood studios.
  
8.     List 5 box-office hits that Working Title have made.

Shaun of the deadPaulNotting HillHot Fuzz Bridget Jones Dairies

9.     List 5 flops that Working Title has made.

Sixty Six  (budget 3 million - made 1.9 million)
        
Inside I'm dancing (budget 5 million- made £500,000)

        Micky Bo and me (budget 3 million- made £172,336)
        
The boat that rocked (budget 50 million- made 36.3 million)
        
Jones dairy has a budget of $26 million and made $281,929,795.


10.  What is Richard Curtis’ relationship with Working Title?

Richard curtis is an award winning British TV and film writer. Most of the films such as 'Love actually' and 'Bridget Jones Dairy' (book was written by Curtis). He also wrote and directed The Boat That Rocked.


11.  List 2 famous directors that Working Title have worked?

Working title have worked with numerous directors but one of the most famous being Mike Newell who won a BAFTA award in 1994 for Four Weddings and a Funeral whilst also directing “Harry Potter and the Goblet of Fire in 2005”. Sharron Maguire is another famous director Working Title have worked with, who is well known for directing “Bridget Jones Dairy” and is now currently working with Film4 on a film called ‘Mail’.


12.  What is Hugh Grant’s relationship with Working Title?

Hugh Grant has often played the lead character in a range of working title films such as 'Love Actually' , 'Bridget Jones' and 'Four weddings and a funeral'.


13.   Find out about the Coen Brothers (films, genres, status) and what have to do with Working Title?

14. Who owns 67% of Working Title films? When did this happen? Why did this happen?

      Universal pictures (Hollywood) company own 67% of working title. Working title film wanted to appeal to a wider more universal audience but still keep their European comedy. With the help of major film producers 'Universal' it was made possible. Working Title became big competitors with Polygram films. Polygram films was then sold and merged into Universal studios who work with working title.

15.   List two of Working Title big blockbuster films and find out their budgets.

     The first Bridget Jones Dairy film made $10,733,933 (USA) on the opening week (15th April 2001) and was shown on 1,611 Screens. The adventure/comedy/thriller that is Johnny English Reborn, has a budget of $45 million. On the opening weekend in the states it made $3,833,300 and was shown on 1,552 screens. Working title budgets need to be $35 million before even confronting universal. 


16.  What genre of films is Working Title most famous for?

      Working Title are most famous for their comedy and genre films such as Paul and Hot Fuzz. The majority of their films are classed as 'family films', with U to 18 certificates.

17. What other genres do Working Title films like to make?

from working with Hugh Grant, working title have also made a number of successful romance genre films such as Love actually and Notting Hill.

18. Find out as much as you can about WT2? (when established, films made, budgets, awards. 

When Working Title was established in 1983 by Tim Bevan and Sarah Radcliffe, they produced a variety of films for Polygram (London based company). Polygram films was then merged and sold to what is now known as Universal Studios.

Films include:

Love Actually

The boat that Rocked

Hot fuzz

Johnny English Reborn

Senna

Paul

Nanny McPhee

Wild Child

Mr. Beans Holiday

Awards: 

Senna - Audience award

Two academy awards

Atonement -   Nominated for 14 BAFTA's

Atonement-  Golden Globe

Paul - Best comedy (National movie awards)

19. What information can you find out about Working Title through their web page?

     From looking at Working Title's web page i can see that the company also have a T.V division. Where they produce thrilling adventure series such as The Borrowers. As well as T.V and film, they also have a theatre sector where the company helped to produce Billy Elliot. The company also advertise their most recent releases on their website. 

20.  Find out one other interesting fact about Working Title that you would like to share with the class.

Working title use the technique of a title ruse to for major films. This is a fake name for the film or T.V series that keeps the production of high-profile films secret. By having a fake name for a film it also prevents price gouging.