3D FILM
Introduction to the industry (pre 1952)- The earliest confirmed 3-D film shown to a paying audience was The Power of Love, which premiered at the Ambassador Hotel Theater in Los Angeles on September 27, 1922. The camera rig was a product of the film's producer, Harry K. Fairall, and cinematographer Robert F. Elder. It was projected dual-strip in the red/green anaglyph format, making it both the earliest known film that utilized dual strip projection and the earliest known film in which anaglyph glasses were used.
Rebirth of 3D (1985-2003)- In the mid 1980s, IMAX began producing non-fiction films for its 3D business, starting with "We Are Born of Stars" (Roman Kroitor, 1985). A key point was that this production, as with all IMAX productions, emphasized mathematical correctness of the 3D rendition and therefore largely eliminated the eye fatigue and pain that resulted from the approximate geometries of previous 3D incarnations (that caused the decline in 3D film production in 1953).
How it works- To present a stereoscopic motion picture, two images are projected superimposed onto the same screen through different polarizing filters. The viewer wears low-cost eyeglasses which also contain a pair of polarizing filters oriented differently. As each filter passes only that light which is similarly polarized and blocks the light polarized differently, each eye sees a different image. This is used to produce a three-dimensional effect by projecting the same scene into both eyes, but depicted from slightly different perspectives. Additionally, since both lenses have the same color, people with one dominant eye, where one eye is used more, are able to see the 3D effect, previously negated by the separation of the two colors
The future- There is increasing emergence of new 3-D viewing systems which do not require the use of special viewing glasses. These systems are referred to as ‘autostereoscopic’ displays. They were initially developed by Sharp.
Original 3D glasses used two colours
Now, modern circular polarized 3D glasses
There are many different types of film genres. Some include:
Action:
Action films usually include high energy, big-budget physical stunts and chases, possibly with rescues, battles, fights, escapes, destructive crises (floods, explosions, natural disasters, fires, etc.), non-stop motion, spectacular rhythm and pacing, and adventurous, often two-dimensional 'good-guy' heroes (or recently, heroines) battling 'bad guys' - all designed for pure audience escapism.
Adventure:
Adventure films are usually exciting stories, with new experiences or exotic locations, very similar to or often paired with the action film genre. They can include traditional swashbucklers and historical spectacles, searches or expeditions for lost continents, "jungle" and "desert" epics, treasure hunts, disaster films, or searches for the unknown.
Comedy:
Comedies are light-hearted plots consistently and deliberately designed to amuse and provoke laughter by exaggerating the situation, the language, action, relationships and characters.
Crime & Gangster:
Crime (gangster) films are developed around the sinister actions of criminals or mobsters, particularly bank robbers or underworld figures who operate outside the law, stealing and murdering their way through life. This category includes a description of various 'serial killer' films.
Drama:
Dramas are serious, plot-driven presentations, portraying realistic characters, settings, life situations, and stories involving intense character development and interaction. Usually, they are not focused on special-effects; comedy, or action, Dramatic films are probably the largest film genre, with many subsets.
Epics/Historical:
Epics include costume dramas, historical dramas, or war films. Epics often share elements of the elaborate adventure films genre. Epics take an historical or imagined event, mythic, legendary, or heroic figure, and add an extravagant setting and lavish costumes, accompanied by a dramatic scope, high production values, and a sweeping musical score.
Horror:
Horror films are designed to frighten and to invoke our hidden worst fears, often in a terrifying, shocking finale, while captivating and entertaining us at the same time. They are often combined with science fiction when the menace or monster is related to a corruption of technology, or when Earth is threatened by aliens.
Musicals/Dance:
Musical/dance films are cinematic forms that emphasize full-scale scores or song and dance routines in a significant way, or they are films that are centered on combinations of music, dance, song or choreography. Major subgenres include the musical comedy or the concert film.
Science Fiction:
Sci-fi films are often very visionary and imaginative - complete with heroes, aliens, distant planets, impossible quests, improbable settings, fantastic places, great dark and shadowy villains, futuristic technology, unknown and unknowable forces, and extraordinary monsters, either created by mad scientists or by nuclear havoc.
War:
War films acknowledge the horror and heartbreak of war, letting the actual combat fighting on land, sea, or in the air provide the primary plot or background for the action of the film.
Westerns:
Westerns are the major defining genre of the American film. They are one of the oldest, most enduring genres with very recognizable plots, elements, and characters (six-guns, horses, dusty towns and trails, cowboys, Indians).
Sub categories of these genres include:
Detective & Mystery
Disaster
Fantasy
Romance
Sports
Supernatural
Thriller/Suspense
BOLLYWOOD FILM
Bollywood is the informal term popularly used for the Hindi-language film industry based in Mumbai (formerly known as Bombay). The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the total Indian film industry, which includes other production centers producing films in regional languages. Bollywood is the largest film producer in India and one of the largest centers of film production in the world.
Bollywood is formally referred to as Hindi cinema. There has been a growing presence of Indian English in dialogue and songs as well. It is common to see films that feature dialogue with English words, phrases, or even whole sentences.
Raja Harishchandra (1913), by Dadasaheb Phalke, was the first silent feature film made in India. By the 1930s, the industry was producing over 200 films. The first Indian sound film, Alam Ara (1931), was a major commercial success. Bollywood and all the regional film industries quickly switched to sound filming.
In 1937, Ardeshir Irani, of Alam Ara fame, made the first colour film in Hindi, Kisan Kanya. The next year, he made another colour film, a version of Mother India. However, colour did not become a popular feature until the late 1950s. At this time, lavish romantic musicals and melodramas were the staple fare at the cinema.
Bollywood films are mostly musicals, and are expected to contain catchy music in the form of song-and-dance numbers woven into the script. A film's success often depends on the quality of such musical numbers. Indeed, a film's music is often released before the movie itself and helps increase the audience.
Bollywood plots have tended to be melodramatic. They frequently employ formulaic ingredients such as star-crossed lovers and angry parents, love triangles, family ties, sacrifice, corrupt politicians, kidnappers, conniving villains, long-lost relatives and siblings separated by fate, dramatic reversals of fortune, and convenient coincidences.
FILM PROMOTION TECHNIQUES
In Theaters:
-Trailers, (are a mainstay of film promotion, because they are delivered directly to movie-goers. They screen in theatres before movie showings. Generally they tell the story of the movie in a highly condensed fashion compressing maximum appeal into two and half minutes).
-Film posters.
-Standees, (freestanding paperboard life-size images of figures from the film).
Television And Radio:
-Hollywood movie distributors spend about $4 billion a year to buy paid and over half that total is placed on broadcast and cable TV, which are the main vehicles for advertising movies to audiences. TV is effective because it is an audio-visual medium – like film – and can deliver a vast audience quickly, which is crucial because films typically don’t linger in theaters more than 4–6 weeks.
-Product placement, paid active or passive insertion of film brand in drama or sitcom shows, or as passing mentions in dialogue.
-Production and paid broadcast of behind-the-scenes documentary-style shows.
-Advance trailers, longer previews, or behind-the-scenes footage on rental videos and DVDs.
Internet:
-Viral marketing, free distribution of trailers on movie-oriented websites, social networking sites or trailers advertised on sites such as youtube.
Print:
-Paid advertisement in newspapers, magazines, and inserts in books.
-Comic special editions or special episodes.
Merchandising:
-Promotional giveaways, (branded drink cups, toys, or food combinations, at fast food chains).
Promotional tour:
-Film actors, directors, and producers appear for television, radio, and print media interviews, sometimes showing a clip from the film or an outtake. During film production, these can take place on set. After film release, key personnel make appearances in major market cities, or participate remotely via satellite or telephone.
IMAX
How we see:The fact that our left eye and right eye see objects from different angles is the basis of 3D photography. If you try looking at an object through one eye and then the other, you will notice that it slightly changes position. However, with both eyes open, the two images that each eye observes separately are fused together as one by our brain. It is the fusion of these two images that creates normal binocular sight and allows our brain to understand depth and distance.
Pre-cinema:To replicate this process on film, two camera lenses are used in place of our two eyes. In 1838, Charles Wheatstone invented the world's first stereoscopic viewer based on Renaissance theories of perspective. Constructed of an assortment of angled mirrors, his invention contained two separate drawings - one for the left eye and one for the right. When both images were observed at the same time, Wheatstone's viewing device produced a stereo image. Weatstone's device encouraged the beginning of a new era in motion and still photography.
3D Cinema:Filmmakers place the two lenses of a 3D camera at about the same distance apart as the distance between our eyes. This space is referred to as the interocular distance, or interaxial distance, and is typically set at about 2-1/2 inches.
To project a 3D film, two individual images representing the perspective of the left and right eye are simultaneously projected on screen. Without special glasses during the presentation, it will seem like you are seeing double, because in fact you are seeing double. Fortunately, the 3D glasses correct this problem. Each lens of the 3D glasses has a special filter which blocks out the opposing image, allowing each eye to see only one image. Your brain perceives the fusion of the two separate images as one three-dimensional image.
Projecting 3D Film:There are several ways to project the dual images necessary to exhibit a 3D film; however, not all processes require two separate projectors. The anaglyphic film format simultaneously projects two different, offset images from one single strip of film. One image is coated with a green (or blue) colour, the other image is coated red. Spectators are given glasses that sort one green (or blue) lens and one red lens. The green lens of the glasses cancels out the red image on screen, while the red lens of the glasses cancel out the green (or blue) image on the screen. Your brain processes the two separated images as one 3D 'black and white' image!
To see 3D in colour, the images for the left and right eye must be kept separate. Before the advent of today's large format theaters, which use two separate synchronized projectors, previous methods placed two 35mm frames in various configurations, either over and under each other or side by side.
Modern Improvements:Contemporary 3D films have begun to use computer generated imagery (CGI) to maximize the 3D illusion. Use of computer created images allows filmmakers total control over convergence and focus, the two most problematic aspects of live action 3D production. By creating the environment in the computer, the point of convergence can be precisely set by the filmmaker. Furthermore, the entire frame can be kept in focus, something nearly impossible to do when shooting by conventional means. What this means is that when the film is projected onto the screen, you will absorb the visual information much like you would in the real world, thus maximizing the illusion.
Pre-cinema:To replicate this process on film, two camera lenses are used in place of our two eyes. In 1838, Charles Wheatstone invented the world's first stereoscopic viewer based on Renaissance theories of perspective. Constructed of an assortment of angled mirrors, his invention contained two separate drawings - one for the left eye and one for the right. When both images were observed at the same time, Wheatstone's viewing device produced a stereo image. Weatstone's device encouraged the beginning of a new era in motion and still photography.
3D Cinema:Filmmakers place the two lenses of a 3D camera at about the same distance apart as the distance between our eyes. This space is referred to as the interocular distance, or interaxial distance, and is typically set at about 2-1/2 inches.
To project a 3D film, two individual images representing the perspective of the left and right eye are simultaneously projected on screen. Without special glasses during the presentation, it will seem like you are seeing double, because in fact you are seeing double. Fortunately, the 3D glasses correct this problem. Each lens of the 3D glasses has a special filter which blocks out the opposing image, allowing each eye to see only one image. Your brain perceives the fusion of the two separate images as one three-dimensional image.
Projecting 3D Film:There are several ways to project the dual images necessary to exhibit a 3D film; however, not all processes require two separate projectors. The anaglyphic film format simultaneously projects two different, offset images from one single strip of film. One image is coated with a green (or blue) colour, the other image is coated red. Spectators are given glasses that sort one green (or blue) lens and one red lens. The green lens of the glasses cancels out the red image on screen, while the red lens of the glasses cancel out the green (or blue) image on the screen. Your brain processes the two separated images as one 3D 'black and white' image!
To see 3D in colour, the images for the left and right eye must be kept separate. Before the advent of today's large format theaters, which use two separate synchronized projectors, previous methods placed two 35mm frames in various configurations, either over and under each other or side by side.
Modern Improvements:Contemporary 3D films have begun to use computer generated imagery (CGI) to maximize the 3D illusion. Use of computer created images allows filmmakers total control over convergence and focus, the two most problematic aspects of live action 3D production. By creating the environment in the computer, the point of convergence can be precisely set by the filmmaker. Furthermore, the entire frame can be kept in focus, something nearly impossible to do when shooting by conventional means. What this means is that when the film is projected onto the screen, you will absorb the visual information much like you would in the real world, thus maximizing the illusion.
CAMERA SHOTS
Extreme long shot:
This can be taken from as much as a quarter of a mile away, and is generally used as a scene-setting, establishing shot. It normally shows an exterior.
Long Shot:
This shows the image as approximately "life" size. This category includes the full shot showing the entire human body, with the head near the top of the frame and the feet near the bottom.
Medium Shot:
Contains a figure from the knees/waist up and is normally used for dialogue scenes, or to show some detail of action. Another variation in this category is the OVER-THE-SHOULDER-SHOT, which positions the camera behind one figure, revealing the other figure, and part of the first figure's back, head and shoulder.
Close-Up:
This shows very little background, and concentrates on either a face, or a specific detail of mise-en-scène. Everything else is just a blur in the background. This shot magnifies the object and shows the importance of things.
Extreme Close-Up:
As its name suggests, an extreme version of the close up, generally magnifying beyond what the human eye would experience in reality. An extreme close-up of a face, for instance, would show only the mouth or eyes, with no background detail whatsoever. This is a very artificial shot, and can be used for dramatic effect.
CAMERA ANGLES
Pans:
A movement which scans a scene horizontally. The camera is placed on a tripod, which operates as a stationary axis point as the camera is turned, often to follow a moving object which is kept in the middle of the frame.
Tilts:
A movement which scans a scene vertically, otherwise similar to a pan.
Dolly Shots:
The camera is placed on a moving vehicle and moves alongside the action, generally following a moving figure or object. Complicated dolly shots will involve a track being laid on set for the camera to follow, hence the name. The camera might be mounted on a car, a plane, or even a shopping trolley. A dolly shot may be a good way of portraying movement, the journey of a character for instance, or for moving from a long shot to a close-up, gradually focusing the audience on a particular object or character.
Hand-held shots:
It gives a jerky, ragged effect, totally at odds with the organised smoothness of a dolly shot. The Steadicam (a heavy contraption which is attached a camera to an operator by a harness. The camera is stabilized so it moves independently) brings a smoothness to hand held camera movement. Hand held cameras denote a certain kind of gritty realism, and they can make the audience feel as though they are part of a scene, rather than viewing it from a detached, frozen position.
Crane Shots:
Basically, dolly-shots-in-the-air. A crane is a large, heavy piece of equipment, but is a useful way of moving a camera - it can move up, down, left, right, swooping in on action or moving diagonally out of it. The camera operator and camera are counter-balanced by a heavy weight, and trust their safety to a skilled crane operator.
Zoom Lenses:
A zoom lens contains a mechanism that changes the magnification of an image. On a still camera, this means that the photographer can get a 'close up' shot while still being some distance from the subject. A video zoom lens can change the position of the audience, either very quickly or slowly, without moving the camera an inch, thus saving a lot of time and trouble. Zooms give the impression of excitement in a scene.
Aerial Shot:
An exciting variation of a crane shot, usually taken from a helicopter. This is often used at the beginning of a film, in order to establish setting and movement. A helicopter is like a particularly flexible sort of crane - it can go anywhere, keep up with anything, move in and out of a scene, and convey real drama and exhilaration.
What is the problem with the UK film industry?
I believe that one of the main issues with the UK film industry is that is isn't taken seriously. For example when people generally think of films, they think of Hollywood and America. This is because they generally tend to produce the bigger, blockbuster films that become more well-known and successful. Therefore I believe that the ecomony and funding for films is also a problem with the UK film industry and Hollywood films geneerally have bigger budgets to begins and make for of a profit. I don't think that English films are advertised as much either. Hollywood films tend to become more of a franchose, especially sequence films such as the Twilight Saga. Once there is a large enough fan base, views become certain and the producers are able to make money is ways such as merchandise, DVD's and soundtracks. I therefore believe that money is a vast set back in the UK film indusrty. Also, actors normally only feel that they have made a name for themselves when they are known in America. Actors such as Colin Firth have started out in the UK and then ventured out to Hollywood to persure their acting careers. This is because America's film industry is seen as superior to that of the UK.
http://www.ukfilmcouncil.org.uk/funding
The UK film council provides a vast amount of the funding for films, their advertising and also, they have a innovation category where they invest in to films that may not get shown as much as the bigger blockbuster films.
The film council also provides a fund for helping aspiring directors etc. to persure a career in film with training. This will help massively in the future of film production because there will still be directors willing to produce films that have the correct training.
UK film industry offers:
-A generous tax credit
-Highly competitive costs
-World-class acting talent
-An extensive crew base of experienced and professional technicians
-A diverse range of unique locations
-1st class studios, post production, VFX and music facilities
-Substantial infrastructure and expert support companies
-Production funds available from UK Film Council and the network of UK Screen Agencies
-The services and support of UK organisations:
-The Office of the British Film Commissioner
-The BFI Certification Unit
-The network of UK Screen Agencies
-UK Film Council-US
The UK film councils also help films to be made, in that, they provide guidance for places to employ crew to work on set and possible set locations for the film.
They created a scheme as a long-term strategy to extend choice for UK cinema goers. This included a poll to recieve the information that is required from the target audience.
They also have a prints and advertising fund to help producers distribute their films and ensure that they are recognised by the UK public. Therefore, the UK film council play a large role in the distribution of the films as well as the production.
They have a large amount of research into British film and use this to ensure that the films they help to produce and market are successful.
What is wrong with the British film industry?
In my opinion the current state of the British film industry has many flaws. The first of these, that would appear to be the main weakness, is the lack of funding British films are given. Since the closure of the British film council, which was the primary source for British film budgets and has helped finance films such as The Kings Speech (Tom Hooper, 2010), the quality and production of British films has been much declining. A small budget therefore means less access to high profile and experiences actors and crew as well as props and sets, causing British films to become less interesting.
Another major flaw in the British film industry is the lack of professional, experiences and well known actors available to star in the films. As there is such a narrow few to choose from, British film makers find themselves re-using the same small selection of actors. Such examples consist of Colin Firth and Hugh Grant. Also, it would appear that the range of British actors to choose from is also in decrease because a number of them are attempting to ‘crack America’. As America is still seen as a place where every actors aspires to work and be known, more and more British actor are trying to get work there, meaning less are available to star in British films.
Thirdly, with illegal downloading becoming more and more popular in Britain, British film makers are the ones facing the impact. With the vast expansion of technology enabling previous cinema goers to watch films from home, less people are willing to pay the, rapidly increasing, cinema admissions. Another reason for the lack in people willing to go to see British films could be because of the cliché storylines that British film makers are forced to produce to attract a global audience. British films, for example, tend to appeal to audiences in countries such as America through the use of well known landmarks appearing in scenes, seen in films such as Sherlock Holmes: A Game of Shadows (Guy Ritchie, 2011) or the use of the monarchy in The Kings Speech (Tom Hooper, 2010) as it would appear to be much different to an American audience however a British audience might find it less interesting as they are used to hearing about it. Although these films are doomed for success, they are unlikely to attract audience members of a younger generation, of who are most likely to be regular cinema goers.
Finally, Britain has a tendency to produce films of a less exciting genre and tend to stick to genres such as adventure, fantasy or drama such as the Harry Potter (2001-2011) series. This is mainly because other countries have more access to exotic locations to film in and therefore they can produce more exciting sequences and build a sense of escapism for their audience. Also British films tend to make less use of sense with heavy use of explosions, linking back to the lack of funding they are given to do so, they are forced to cut out certain shots or not use certain props in order to each the film’s budget. However I believe that, if British films were to try and incorporate some of these aspects in to their films, it will more than likely attract more people to watch them as they will be edging away from the conventional style seen in British films currently.
To conclude, I feel that the British film industry has a few flaws, and the main one of these is the lack of funding and accessible budgets that they have access to. However, I believe that if the budgets available to British film makers were to increase, that the British film industry would become more successful once again and would be able to circulate a bigger British audience to see the films.
Film Industry Notes (from lesson)
Distributer’s role
-Need to work out who will want to see the film, why they will want to see the film and how they will want to see the film.
-Big Hollywood studios distribute big films.
-Independent distributers will go to film festivals to acquire films, instead of making them- they then have the length of the film to figure out if it has an audience.
-Need to find the unique selling point (USP) to help sell the film.
-15-25yrs are the core group, often cinema goers, need to attract more people to make a profit.
-When should they release the film? - Market it so it has the best chance of making money- Genre marketing (needs to match a specific genre).
-Film research is important; you can’t take a risk of making a film unless you know it has a strong story or a strong market.
-Visuals eg. Trailer: needs to meet expectations (set the mark for the film).
-Recruited people (research audience) should watch the film and review it as an example of market view from the target audience.
-Need to set an appropriate budget in order to achieve box office level success.
-Advertising- media, newspaper, billboards, TV, bus stops, social media; Producing- TV adverts, radio spots; Promotion- eg. Work with capital for a weekly slot, premiere gets media coverage (attracts public).
-Star power draws people to watch films because of their references.
The campaign
-The film needs a marketing campaign to make people want to see the film.
-Looking at soundtracks (playability)
-Needs to create ‘iconic’ fonts, images, logos eg. Spiderman.
-Synergise with other brands.
-Sell the concept and genre on the poster- important to sell movie as it’s the first look for the target audience.
-Trailer exposes to public for the first time what they buy in to (graphics, sound and concept need to be portrayed well for the first time).
-Teaser then followed by main trailer excites the audience.
-Voiceovers are common in comedies; captions are more common in dramas or horror movies.
-Need to reach audience at home with TV spots- generally created later to hold more scenes.
-Title, who’s starring and when it opens needed in 20-30 second trailers.
-Use the internet to launch a viral campaign- websites, social networks etc.
-PR/Press- pages in magazines, newspapers or radio slots, interviews etc.
-Reviews are important as they will make or break a films target audience.
-Important to track public’s awareness of the film and if they are interested in seeing it.
-The most effective way to persuade people to watch films is by word-of mouth or a friends viewpoint.
-Preview screenings help to create a word-of-mouth ‘buzz’.
-A films success rests upon the opening weekend- your films has to have made more that any others showing at the same time to become successful.
Looking for Eric Presentation
This is the video I made on Adobe Premiere of our Looking for Eric presentation:
Evaluation of our presentation
Overall, I believe that our group’s presentation was detailed and we included information on each stage of a films institution. However I feel that we could have expanded more on these areas such as including an analysis of why the producers chose to use different trailers to market the film in two different countries as well as including exhibition details such as who was the films competition during its release. I feel that our pre production section was well thought out but although we included the necessary point that we, as a class were told to include, I think we should have expanded on these points to make our presentation better and more in depth. However I think that, because we were given such an independent film to analyse, it was harder to be as thorough as the other groups in our institutional analysis because there was less information on the film.
Institution Questions (re-written)
Discuss the ways in which media products are produced and distributed to audiences, within a media are you have studied.
Some film-makers use different features within production and distribution to help ‘sell’ their film to a wider audience base or audiences in other counties. One way in which producers tend to do this is by employing a well known cast or a star that the audience is likely to pay to see, even if they are the only reason why they may choose to see the film. For example, ‘Looking for Eric’ (Ken Loach, 2009) chose to incorporate Eric Cantona in to the film to attract his fan base to see the film. Even though it may not be a concept that necessarily interests them, they are likely to want to see the film because of the references the star upholds. Star power also helps to market a film as the film will not only attract its desired target audience, but it will also attract that stars’ fan base, thus making the film more successful.
Another way that films are distributed to audiences is through synergies with other well known brands such as McDonalds etc. This way, users of these brands will be made aware of the release of the film, making its audience broader. Also, the film should either use a brand or product that is likely to interest most people or one that suggests a link with the film. This way, users of the specific brands are likely to want to go and watch the film as well, even though the film may not have been made with their particular audience in mind. Synergy additionally helps a films market in other countries as films can choose to synergies globally with global brands and this will make more people aware of the film in all the countries which it is being released in. However, producers will have to allow a specific budget for marketing as it is not only an important part of insuring the audience is interested in watching the film, but it also helps to make the audience for the film much broader.
On the other hand, another very important part of marketing a film is its poster and trailer. This is mainly because they are the first look for the audience and they aim to reveal the film’s concept, release date and the stars. The trailer is also the first look at the film with the actual graphics and sound and it gives the audience a chance to see what they could possibly buy in to. Some distributers may choose to create different posters and trailers in order to portray a different aspect of the concept of the film or to reach a different audience. ‘Looking for Eric’ (Ken Loach, 2009) is one example of a film that uses this marketing strategy. For example, two posters and trailers were produced to market the film in two different countries. The poster and trailer created to attract British audience focused mainly on the football concept of the film but the ones produced to market the film in the USA concentrated more on the romantic parts of the film. This way, the film was able to be marketed in two different countries by focusing on the parts of the film that they were most likely to find more interesting.
The final way that I believe distributers can use marketing in order to attract an audience is through the use of technology. A zeitgeist of the current society is social media/networks and many films now choose to create Facebook and twitter pages for fans of the film, or people who are more interested in seeing it, can get the latest news on the film. ‘Looking for Eric’ (Ken Loach, 2009) had a Facebook account where new of the film’s release and information on premieres and interviews was posted. However the film didn’t have a website to create another way of accessing this information. Films that are most successful in the Box Office tend to make the greatest use of the technologies available to them as they make the market constantly aware of the film and it is important that the film’s distributer is able to track people’s awareness of their film in order to discover whether or not it is going to be a likely success.
Discuss the issues raised by media ownership in the production and exchange or media texts in your chosen media area.
Distributers have a key role in the production and exhibition of a successful film. They main job is to sell the film to its target audience and to do this, they need to find the films unique selling point (USP) in order to make the film stand out from others being released at a similar time. In order to achieve a film with box office potential, the distributor will need an appropriate budget to cover the marketing for the film. The release date is an important factor of a film’s success and the most successful films are released when they have the best chance of making money. Therefore distributors often choose to release their films during school holidays as this is a likely opportunity for core groups of cinema goers to go and see it.
Another key issue raised in film production is film research. It is important that a film has a strong concept or a strong market or else it is unlikely to succeed. Therefore a lot of time is dedicated to research in to a films target market. Often some distributors will recruit a sample audience from their desired market to watch the film in a preview screening. They will then review the film and this gives the distributors an idea of the reception of the film upon its release. It is also important to create a ‘buzz’ around the film as it is known that the most effective way to persuade people to watch films is by word-of-mouth. Therefore preview screenings are essential in order to make more people aware of the film’s release.
A film’s campaign is another essential issue surrounding film production and exhibition. A film need to have a strong and stable marketing campaign in order to encourage its target audience to watch it. This means that a distributor will have to think about the varying possible ways that they could reach their audience and it is common that they will choose to synergise with other media technologies in doing so. For example securing a weekly slot with a radio station that members of the target audience are likely to listen to or filling TV slots with the film’s trailer during times when members of the target audience are likely to be watching are just two ways in which a distributor could choose to influence their target market to watch their film.
A successful campaign must consist of both a successful poster and a successful trailer as these will be an audience’s first look at the film and they are likely to decide there and then whether or not they will buy in to the film. A film’s poster needs to be designed so that it has an impact on the market and a good poster should include who’s starring in the film, when the film is opening and the name of the film. However I believe that a good trailer is essential as it will not only include all these things, thus making the market aware of the film, but it is crucial that the film’s graphics, sounds and concepts are displayed well for the first time as the audience watching will be seeing parts of the film visually for the first time. It is also common that a distributor will choose to release a teaser before the main trailer to help with creating the much needed ‘buzz’ of a film.
A film’s success can also depend on the stars acting in it. Star power can potentially attract, not only the target market to watch the film, but fans of the particular stars in it. For example films such as ‘The King’s Speech’ or ‘Sherlock Holmes’ consist of world known stars and this could have been a factor that drew people to watch the films because of the actor’s references. If a film consists of a well known star, they will probably be fairly involved in the marketing campaign of the film. Distributers also need to handle PR/press which covers pages in magazines and newspapers, radio slots, interviews on talk shows etc. This is another example where a film needs to synergise with other media technologies in order to be deemed successful. Distributors may also choose to use the internet to create a viral campaign and synergise with social networks such as Facebook or Twitter to create more awareness. It is important that distributors track the public’s awareness of the film and whether or not they are interested in seeing the film however the film’s success generally rests upon its opening weekend anyway.
To conclude, I believe that the main issue raised by media ownership is a films campaign as it has the power to persuade the target market to part with their money and go and see the film. I believe that it is also necessary to have a good poster and a trailer to draw public attention to the film’s release. However it is also crucial for distributers to use other media technologies such as radio and TV to reach members of the films target market in order for the film to make a profit and to be deemed successful.
The Future of the British Film Industry?
-UK box office takings reached a record-breaking £944 million last year, and will almost certainly break the £1 billion barrier this year. UK films grossed $2 billion at the box office worldwide.
-The BFI’s 54th London Film Festival earlier in the year showcased some of the very best the UK has to offer, from Danny Boyle’s 127 hours to Tom Hooper’s The King’s Speech.
-Pirates of the Caribbean 4 is being filmed here in the UK - when the first three were not – a sign that the industry is doing extraordinary well.
-Pirates of the Caribbean 4 is being filmed here in the UK - when the first three were not – a sign that the industry is doing extraordinary well.
-Warner Bros announced earlier this month their decision to make a £100 million investment in Leavesden. That is the first Hollywood studio to be built outside Hollywood in a century.
-The goal of a sustainable, independent British film industry remains as difficult to develop as ever.
-We need to try and find ways of leveraging the wealth of creative talent in the country, the technical expertise, the great writers and actors who emerge generation after generation, the proliferation of fertile, gifted entrepreneurs.
-We need a new strategic body to oversee the future development of film in this country.
On this basis, the BFI will be in charge of delivering the Government's policy for film. They will be appointed as the distributor of Lottery monies for film; they will be in charge of the certification of the cultural test for the film tax credit; Media desk; and support for film in the nations and the regions.
On this basis, the BFI will be in charge of delivering the Government's policy for film. They will be appointed as the distributor of Lottery monies for film; they will be in charge of the certification of the cultural test for the film tax credit; Media desk; and support for film in the nations and the regions.
-The BFI has a long history as a cultural institution protecting our film heritage. It has successfully led the UK-wide film heritage programme, involving all the stakeholders in all the Nations and Regions. It has the breadth and depth to support excellence and high quality film, while also developing audiences for British films, through its distribution and exhibition arm, which already services more than 600 venues.
-There will be an increase in Lottery funding available for film from the current £27 million a year to £43m by 2014 – a significant increase in funding of more than 50 per cent - which demonstrates this Government’s commitment to film.
-Channel 4 announced earlier this year that they would increase their investment in films by 50%, to £15m, for the next five years.
-The BBC supports British film to the tune of some £12 million a year.
-Public service broadcasters are playing a great role in bringing high quality British content to wide audiences.
-Sky should seriously consider investing in the production of British Film. As one of the country’s most innovative broadcasters, it would bring a new dynamic force to the table.
-I want to continue to encourage other parts of the private sector to support British film as much as they can.
-Odeon is announcing today a series of proposals to support the industry. They will reward Odeon Premiere Card holders with additional points every time they go to see a British Film; use their website to promote British films; and become a regular source of online information for British Film fans, including ODEON’s recommended “British Film of the Month”.
-They will also consider giving guaranteed on-screen support to a British Film Of The Month, with a view to showing a wider choice of British films as a result.
-Whilst the introduction of digital technology offers huge opportunities, it also represents a significant financial challenge to a large number of small independently-run cinemas across the country. However, with the support of the major cinema operators and studios – the industry is seeking its own solution through the UK Digital Funding Partnership.
-BAFTA, the BFI, Film London and BBC Worldwide are working together to build on their existing capacities and connections to explore showcasing and promoting British films to the entertainment industry in the US, the world’s largest market for media and entertainment services.
Distribution Question (re-write)
“Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices”. To what extent do you agree?
In my opinion, marketing and distribution strategies are much more important that the production practices. This is because of the way films use technological convergence to market the film to its target audience, as well as the effectiveness of star power. It is therefore important to consider Conglomerates such as Sony Entertainment or Time Warner when deciding upon a distribution company as well as making sure that the film has a stable marketing campaign.
Firstly, the use of a well known, well reference distribution company when marketing and distributing a film is vital. The King’s Speech (2010, Tom Hooper) used horizontal integration and was produced by small, individual, British companies: Weinstein and SeeSaw. However, the fact that it was distributed through Columbia Pictures, a subsidiary of Sony Entertainment, had a dramatic impact on the film’s success. With Columbia Pictures being a globally well known company and The King’s Speech being such a small production with a limited £8million budget, the marketing and distribution processes were essential to ensure that the film could target a global audience. The film was funded directly from the UK film council before its closure later that year and, even through the production process may have been effective, that alone wouldn’t sell the film to its target audience. Instead, the film was advertised all over sites such as YouTube which have worldwide members and the actors appeared on various TV channels to promote the film. Therefore the marketing was, in my opinion, a more important process than the production.
Another way in which I feel that marketing and distribution processes are more important than production is because the stars alone, depending on how much appeal or reference they have, have the ability to market a film. Even though The King’s Speech consisted of well-known British actors such as Colin Firth, Helena Bonham-Carter and Geoffrey Rush, they were not known well enough across the rest of the world. Therefore star power was not as effective in this case and the marketing campaign focused more on synergy with other brands and technological convergence across social networking sites to in-keep with the zeitgeist of social media. However American blockbuster, Inception (2010, Christopher Nolan) used star power very effectively in order to attract a global audience. The film stars Leonardo DiCaprio and his name was used heavily throughout the film’s trailers and posters to help sell the film. The marketing campaign relied profoundly on the fact that he starred in the film to draw his fan base in to watch it. The film was also directed by Christopher Nolan, who is famous for his work on other successful films including ‘Batman Begins’ and ‘The Dark Knight’, both with extremely large budgets. As both films were considered a box office success, inception’s marketing campaign also revolved greatly around that fact that Christopher Nolan had directed it. Both DiCaprio and Nolan were therefore considerably essential parts of the marketing of the film.
Thirdly, I believe that it is evident in the success of The King’s Speech that the marketing and distribution are just as important as the production because, even though it had a relatively low budget of £8million, the film did exceptionally well at major award ceremonies such as the Oscars and the Golden Globes. Alongside Black Swan (2010, Darren Aronfsky), a film with a much larger budget and competitor at the time of The King’s Speech’s release, The King’s Speech did considerably well because its marketing techniques were able to draw people to watch it. The King’s Speech actually competed with Inception at the Oscars and Golden Globes where Inception, with a budget of $160million, lost out to The King’s Speech on the main awards. This shows that, even though Inception had a much larger budget and made great use of special effects and CGI, its detailed production process wasn’t as effective as The King’s Speech’s marketing methods which drew more people to seeing the film. Even though the production process for The King’s Speech was just as good as inception, without its strong marketing and distribution campaign it is unlikely that as many people would have seen it.
Thus, I can conclude that although production processes play an important role in the making of a good film, creative marketing and distribution strategies play a more important role as they encourage people to see it, thus generating a gross profit and this is what makes a SUCESSFUL film. However, Inception, despite not being as successful as The King’s speech, made better use of star power to market the film in my opinion, as I believe most American films do because they have the access to the well-known stars. I think that the UK film industry needs to consider star power more when marketing a film because a successful marketing campaign generally makes for a successful film. Therefore I conclude that SUCESSFUL media products depend MORE upon marketing and distribution to an audience than they do upon a good production process.
Introduction, Buzz Sentences, Conclusion
Introduction:
In my opinion, digital platforms for distribution have the
ability to influence the effectiveness of the marketing and consumption of
media products. This is because the use of technological convergence within
marketing and the proliferation of ways audiences are able to access media, tends
to appeal to a range of audiences. It is also likely to form a successful
marketing campaign as well as ensuring that the film generates a profit.
Buzz Sentences:
Digital distribution makes for a more successful marketing
campaign as audiences are constantly influenced to view posters and trailers
whilst on social media sites such as Facebook, Twitter or YouTube and well as
on the TV or radio, making the campaign an everyday accompany to their lives.
It is likely that digital distribution will appeal to a
range of audiences and a range of different ages and even allows films that may
have been made to cater for an older audience to grab the attention of people
who may not have though to see it in the first place.
The King’s Speech (2010, Tom Hooper), for example used digital
distribution over YouTube and TV to give the film worldwide appeal. The success
is evident in the fact that, although it was produced by small independent companies;
Weinstein and Seesaw, Columbia Pictures was able to market the film to a global
audience through digital distribution and because the company was a worldwide
conglomerate.
Conclusion:
To conclude, I believe that, nowadays, digital distribution
is essential if a film is to be seen as successful. In my opinion, a film can
have a terrible plot but as long as the stars are used to sell it and audiences
all over the world are likely to see part of the marketing campaign whatever
they may be doing whether listening to the radio or online, they are likely to
go and see it, even if the film doesn’t necessarily appeal to them.
Section B Essay (re-write)
In my opinion, digital methods of distribution have the
ability to dramatically affect the marketing campaign and consumption of films.
This is because the proliferation of cross plat forming allows audiences to receive
information about the film in a variety of different ways. However, digital
distribution can only take effect if a company is big enough to afford the
campaign.
Digital
distribution tends to be dominated be large, worldwide conglomerates that are
able to produce a stable marketing campaign and attract a wider audience.
Inception (2010 Christopher Nolan) was distributed by Time Warner who were able
to use synergy as well as convergence in to other technologies to market the
film. Inception synergised with DC comics to produce an online comic called ‘The
Cobal Job’. This was able to access on the film’s website and stared the hype
over what kind of storyline the film would employ. This, along with a video
game titled ‘Mind Crime’ were methods used to create excitement over the film’s
release and ways that the target audience could involve themselves in it, thus improving
the impact of the consumption. Mind crime also allowed audiences to place
themselves in the film’s setting whilst being able to unlock special viewings
of the poster and trailer before anyone else. This form of technological
convergence was successful as audiences felt involved, excited and were able to
access the marketing campaign from their own homes, again affecting how the
marketing process of the film was consumed by its audience.
The
film was also marketed over social networking sites such as YouTube, with
banners at the top of the page which linked to the official trailer as well as
over Facebook with an official profile on which audiences could track the film’s
campaign worldwide, gain access to still from the film and interact with others
over the release. Not only did the film rely on digital distribution to mark its
success, but also on the impact of word-of-mouth over Facebook and twitter to
get more people involved in the campaign.
Part of
what made the campaign a success was the fact that the film was distributed by
Warner Bros, a subsidiary of Time Warner. This company, being part of the ‘big
six’ was able to afford the vast digital campaign but cost is a major factor that
sets as a drawback to other, independent film companies.
The
King’s Speech (2010, Tom Hooper) was produced by two small, British companies;
SeeSaw and Weinstein. With a limited budget of £8million as opposes to
Inception’s $160million, the distribution process was more subtle. The film was
advertised on TV in prime time spots to ensure maximum viewing and although a
website allowing visitors to download wallpapers and view the trailer played an
important role, digitally, the budget wasn’t large enough to convergence with
other technologies to be used an advantage the film’s success. Instead, the
soundtrack was release four days before the film and therefore formed part of marketing
campaign. The King’s Speech was distributed by Columbia Pictures who helped the
film achieve the worldwide success that it did so the use of digital
technologies cannot impact a film’s success without a big enough budget to
support it. The film mainly relied on its posters and trailers to be advertised
over YouTube, billboards and TV to generate most of its interest but it helped
that the production stages were well made and the fact that it received a word
of mouth buzz was also essential. Also, because Columbia Pictures is too part
of the ‘big six’, it helped to give the film an audience in America leading it
to winning at the Oscars, Golden Globes and other Academy Awards.
The
King’s Speech also won over Inception for the major awards proving that
although digital distribution has an effect on the marketing of a film; it does
little to impact the films consumption.
Therefore
I can conclude that not only does digital distribution take little effect
without a stable and high enough budget but the consumption tends to rely more
on the quality of the film. However, even though Inception wasn’t as successful
as The King’s Speech, its digital distribution campaign was an important factor
of its success as it encouraged more people to see it and therefore digital
distribution still holds the potential to give a film a gross profit but enough
money is needed in the first place to do so.
Introduction, Buzz Sentences, Conclusion
Introduction:
In my opinion, digital platforms for distribution have the ability to influence the effectiveness of the marketing and consumption of media products. This is because the use of technological convergence within marketing and the proliferation of ways audiences are able to access media, tends to appeal to a range of audiences. It is also likely to form a successful marketing campaign as well as ensuring that the film generates a profit.
Buzz Sentences:
Digital distribution makes for a more successful marketing campaign as audiences are constantly influenced to view posters and trailers whilst on social media sites such as Facebook, Twitter or YouTube and well as on the TV or radio, making the campaign an everyday accompany to their lives.
It is likely that digital distribution will appeal to a range of audiences and a range of different ages and even allows films that may have been made to cater for an older audience to grab the attention of people who may not have though to see it in the first place.
The King’s Speech (2010, Tom Hooper), for example used digital distribution over YouTube and TV to give the film worldwide appeal. The success is evident in the fact that, although it was produced by small independent companies; Weinstein and Seesaw, Columbia Pictures was able to market the film to a global audience through digital distribution and because the company was a worldwide conglomerate.
Conclusion:
To conclude, I believe that, nowadays, digital distribution is essential if a film is to be seen as successful. In my opinion, a film can have a terrible plot but as long as the stars are used to sell it and audiences all over the world are likely to see part of the marketing campaign whatever they may be doing whether listening to the radio or online, they are likely to go and see it, even if the film doesn’t necessarily appeal to them.
