Saturday, 28 February 2015

Improved Introductions


Introductions:

‘Issues Raised by new technologies that have been introduced at production, marketing and exchange’

New technologies within film create many different issues and greatly influence all the different aspects of film. New technologies effect both big and small film company’s production, distribution, exhibition and exchange when realising a new film. For example big conglomerates such as Warner bros animation were able to really use new technologies to help with their film The Lego Movie’s (Lord and Miller, 2014)  production, distribution exhibition and exchange to help really sell their film and make it appeal to the target audience. Whereas smaller film companies such as BBC Films can’t compete with this, for example BBC film’s Mrs Browns Boys D’Movie (Kellet, 2014) was unable to benefit from new technologies in the films production, distribution, exhibition and exchange as much as Warner Bros could with The Lego Movie.

‘The Importance of cross media Convergence and synergy in production, distribution and marketing’

Different levels of cross media convergence and synergy can greatly effect a films production, distribution and marketing. Warner bros animation are a big conglomerate and when they released The Lego Movie (Miller and Lord, 2014) all the films levels of production, distribution and marketing benefited greatly from cross media convergence and synergy which represents how important it is to big conglomerates such as Warner Bros. Whereas the independent Institutions such as BBC Films don’t really see a importance in cross media convergence and synergy in production, distribution and marketing. For example when BBC films released Mrs Browns Boys D’Movie (Kellet, 2014) they didn’t really peruse and identify the Importance of cross media Convergence and synergy in production, distribution and marketing as they didn’t really use these factors to try and help promote their film. This shows how important cross media convergence and synergy is to big conglomerates rather than independent institutions.

‘Issues Raised by media ownership in contemporary media practice’

In film there are many different issues raised by media ownership in contemporary media practice this includes: Issues with new technologies, issues with synergy and convergence and issues with production, distribution, exhibition and exchange. My case studies are big versus small film companies; the big conglomerate I have chosen is Warner bros animation and their film The Lego Movie (Lord and Miller,2014) which benefited greatly from contemporary media practices, whereas my other case study the independent institutions in BBC films and their film Mrs Browns Boys D’Movie (Kellet, 2014) didn’t really benefit from contemporary media practices in their whole campaign which includes production, distribution, exhibition and exchange. Which I feel has made a huge divide between global conglomerates and independent institutions which is a huge issue in film.

























































































Monday, 23 February 2015

What are the issues raised in the targeting of national and local audiences (British) by international and global institutions?


There are many different issues which are raised by production companies aiming films at either local or global audiences; here I am going to explain how this has been done with my two case studies.

My two case studies are Warner bros Animation’s The Lego Movie and BBC Films Mrs Brown’s Boys D’Movie. First of all as Warner bros animation is one of Hollywood’s top six conglomerates which suggests that they are a huge global institution which means they make films they would target at national audiences while BBC Films is a British independent production company and would make films which would target local audiences.

To help do this both my case studies produced and distributed very different types of films in The Lego Movie and Mrs Browns Boys D’Movie. First of all Warner bros animation The Lego Movie was a high budget, high concept film which was always going to be distributed to the mass international audiences. Whereas BBC Films Mrs Browns Boys D’Movie was made to reflect and create social realism which appeals to a more local target audience. 

First of all Warner bros The Lego Movie had huge financial backing which meant they had huge above the line and below the line costs, the above the line costs for The Lego movie includes costs for stars such as Will Ferrell, Morgan Freeman and Liam Neeson whereas Mrs Browns Boys didn’t have half as much as they only had a budget of £3.6 million compared to The Lego Movies budget of over $200 million.

The Lego Movie was released on February the 7th 2014 in the UK this was done just in time for February Half term at schools meaning its main target audience in families had time to go and watch the film also and the film was screened in millions of countries around the world, however after the 7th of Feb there was still more screenings to come because other countries couldn’t use the subtitles they needed the whole script to be read done by new actors speaking their native language, whereas BBC Films Mrs Browns Boys D’Movie was released on the 27th of June 2014 and was only released in English. This shows the huge difference between a distribution company thinking about when it should be released to most engage its target audience compared to just producing and distributing it as quickly as possible and it only appeals to local audiences rather than global ones.

During the distribution phase of both the films they both had huge advertising campaigns however due to the fact Warner bros uses horizontal integration they own all of the stages of a film making process which means they have full control over what they do to produce and distribute the film which is important because it means that they are able to plan how they are going to advertise and market certain films before the actual script for the film is finalised, whereas because BBC Films uses vertical integration they use a different company to do the distribution phase of the film which means a film has to be made before any thoughts can go into distribution and marketing. For example during the distribution of Warner bros The Lego Movie they released a normal television trailer for the film however they paid huge sums of money to ITV to transform a whole prime time advertising slot into actual Lego through the same Lego digital designer the film used which helped promote the film and the Lego brand however without the financial backing they wouldn’t have been able to do this. This helps show the difference between global institutions trying to advertise their films and independent institutions trying to sell their film to more local audiences.

Both the films used old fashioned posters and billboards to help try and advertise and sell the film during the distribution phase, both of the posters showed what the film was about and how the main characters were within the film which shows how both types of production companies identify good clear posters as an important way of targeting and selling their film to different types of audiences.

The premiers of the films helped the exhibition aspect of the two films , first of all Mrs Browns Boys had the premier for the film in the Savoy cinema in the capital of Ireland Dublin, this was done to show that it hadn’t forgotten its original Irish roots which is a huge unique selling point for the film. In contrast the high budget American film of The Lego Movie was first released in Copenhagen were the premier was held, this is because of the history of Lego and Denmark. The first pieces of Lego were first made in Denmark so the film about of Lego would more than defiantly first be shown there.

Synergy was used in a very creative way by Warner bros to help promote the film and help it appeal to global audiences.  For example Lego themed events were held in many different shops across the globe to raise awareness of the film and promote the brand of Lego. Next McDonalds released eight limited edition cups which came with every happy meal to also help raise awareness of the film and its characters, also costumes and clothing of particular characters were released, all of this helps The Lego Movie appeal to international and global audiences. BBC Films Mrs Browns Boys D’Movie is really different however also has many similarities. For example synergy was used in a very creative way such as: products such as a calendar of actions shots from the film has been released, a fancy dress costume of the main character Agnes Brown has been released and lastly many T-shirts with the Mrs Browns logo or picture have been released to promote the film and help it appeal to local audiences.

Furthermore the fact Warner bros is a global institution they can afford to really go crazy on the convergence side of distribution for example a video game of The Lego Movie was released, many different videos on YouTube were released of the main cast talking about their particular characters to help the audience gain a better understanding of them, lastly a theme song was released this is called ‘Everything is Awesome’ this helps show the ethics of the film and that you should think positive on life no matter what the circumstances. This was also used in cross media convergence because many different artists re-released the theme tune. Whereas in the local institution of BBC Films Mrs Browns Boys D’Movie convergence was used but on a lot smaller scale mainly due to the fact that they didn’t have the financial backing to do things such as this, but also they didn’t need to do as much to appeal to their local target audience whereas The Lego Movie needed too, to appeal to their global audiences.

In conclusion I feel that both the global institution in Warner bros  animation with the Lego Movie and the local institution in BBC Films with Mrs Browns Boys D’Movie are both very good at targeting their desired audience, for example through the use of distribution and things such as Synergy The Lego Movie are able to appeal to their international audiences whereas through social realism Mrs browns boys is able to appeal to local audiences.

Coming down the Mountain summer 2012 clip Representation of Disability.


During the scene of Coming down the Mountain, the representational issue of disability is clearly presented through the many different micro features, this are sound, editing, camera and mis-en-scene.

First of all a long take is used and the cinematographer makes the camera fade in so the actual shot gradually and smoothly appears on the screen also the previous shot dissolves away to the next scene. Furthermore continuity editing is used which is connected to the diegetic because it tries to kind of recreate what has already happened.  This then moves on to a eye-line match to show the main character starring at his disabled brother which represents how much his brother is a burden and annoyance to him.

Linear narrative is used to present the audience with what is happening in the scene which is displayed through the use of montage editing which has juxtaposition of seemingly unconnected images to create a particular meaning and help support what is being said in the diegetic.

The next scene is set in the kitchen because it involves a stereotypical family eating their breakfast as it is a fairly slow paced scene it is viewed by the audience through a long take as the same shot is used for a long duration.  When action starts to happen in this scene such as the brother trying to reach for his brothers Weetabix the shot then speeds up through the use of a short take because the shot is only used by the cinematographer for a short period of time.  This signifies the early money rush that a stereotypical family would face however the editing speed is a lot slower when the disable boy is in the scene which tries to explain how he is unique and different compared to normal people.  

This next scene uses a cross cut to show the food and the two brothers talking about pigs and Ben telling his disabled brother about how they kill pigs. The editing technique of a jump cut is used by the cinematographer to show how the disabled brother tries to eat pork in a sausage and then gets put off it because of what his brother is saying which then ultimately builds tension before the dad steps in.

This scene is showing the audience the two boys at the bus stop waiting for the bus. It uses short takes for this so the audience views a range of different things which the disable brother does in a short period of time, this is a good use of montage editing by the editor because it shows a juxtaposition of unconnected images such as playing with toys which represents to the audience how annoying the disable boy is to his brother can be. Furthermore an eye line match is used to show Ben’s daily perspective on his disable brother which presents the audience with how annoying he is to his brother.

When the two boys are sat at the bus stop continuity editing is used to support the diegetic of one of brothers which is ‘being dragged off to an old pervs sex dungeon’ continuity editing is you used to try and give the audience a false impression about one of the minor characters in the scene.

In the next scene the speed of the scene is very slow which makes the audience the feel connected and are able to relate to the boy bored at the back of a history classroom, this represents how he is just a ordinary school boy, however when more action is used in the scene match on action is used to show the how continuity of space and time is being more emphasised.

In the scene of the boys talking about the party the match on action is very faced because this juxtaposes what the party will be like, however when the cameraman decided to point the camera at the disable brother the match on action decreases in speed which represents how boring the night would be if he decided to spend the night ‘babysitting’ his disabled brother.

When the disabled boy is on the bus a long take is used to show the audience his surroundings on the bus, as his calmly sat on the bus other kids his age are pushing, shoving, fighting and generally just being loud  which represents the difference between the types of people. He is scared and frightened of what might happen because of his disability whereas normal kids aren’t scared of anything. A cutaway is used to show a grown adult character sat on the bus; this is done again to show another huge contrast between the different types of people.

Lastly in the same scene a slow motion is used to try and represent how the disabled boys mind is working, however this just adds effect and makes the audience feel sorrier for him.

First of all in the micro feature of camera an aerial shot is used by the cinematographer to show the audience the two main characters and to establish the setting of the clip. Then a medium close up is used to show the audience the main character talking about his brother, this shows his mid chest up to his head to show his facial expressions which presents how disgusted he is with what he is looking at. This is significant because it shows the audience what the older brother thinks of his younger brother. The cinematographer then uses a extreme close up to show how the other brother is disabled and isn’t actually dead like the diegetic is suggesting.

In the next scene an establishing shot is used to present to the audience that the family represents an ordinary working class family, due to the fact that they live in an ordinary council estate even if they live with a disability. Next an extreme close up is used to show the disabled boy eating and looking at his cereal, this is done by the cinematographer because it shows he isn’t showing many different facial expressions as he is very simple minded, also it shows the audience that one of the boys is disabled, however the camera is equal with his eyes which shows that he isn’t in this scene disregarded and disrespected because he is disabled, this is a good use of ideology because it shows how disabled people shouldn’t be discriminated against because of their disability. Furthermore a reaction shot is used to show the disabled brothers reaction to when the other brother says ‘he’s eaten all the Weetabix’ this is significant because even if the brother has a disability he is still capable to try and wind his brother up which is like a stereotypical pair of brothers would. The next shot is an over the shoulder shot because the brother is looking at his dad and the cinematographer tries to create this by the camera angle which is used, also the angle of camera is very low the cinematographer has done this so it makes it seem that the boy is looking up to his dad because he has respect for him like a stereotypical family would.

A three shot is used by the cinematographer because it shows the two brothers and a extra old man in the scene which is significant because it matches the diegetic and how the disabled brother has to be looked after in case someone tries to kidnap him.

Lastly an close up is used to show the audience the expression on the disabled boys face while he has to go home on his own, also the fact his hands are being shown is significant because it shows how he is gripping on for his life because of how scared he is.

The next feature of micro analysis is sound this is shown through either diegetic sounds or non-diegetic sounds.

First of all the non-diegetic in the first scene is a slow, down beat soundtrack which juxtaposes with one of the main characters diegetic because he is talking about death and how he had killed his brother which isn’t a happy and positive subject to be talking about so to really engage the audience the non-diegetic is very slow and down beat.  The diegetic of ‘were just a load of mixed up chemicals’ and ‘sometimes they do change the recipe’ which shows that the capable brother doesn’t think much of his disabled brother because he is just ‘ a big potato with eye tentacles’ which presents to the audience that the ordinary brother sees his disabled kind of like a alien because he is so different.  At the same time the diegetic is a song called ‘wouldn’t it be nice’ which is significant because it ‘s explaining how everything would be nice if everyone was grown up, which explains how Ben the ordinary brother feels because he thinks that once he grows up he wouldn’t have to look after his brother because he would be free.

The diegetic of the families mother is significantly calmer and more relaxed towards the disabled brother compared to what the Dad’s diegetic is towards Ben the ordinary brother which is significant because it shows how the disabled boy gets treated very different compared to the other boy as a result of his disabilities, which is unfair because they both should be treated the same as they are both brothers. Furthermore the fact the disabled boy says ‘I need a poo’ is significant because it shows how is very simple and represents the fact that he is mentally like a 5 year old which is a huge problem with disabilities such as this, also the scene where Ben says ‘they need someone with them all the time’ is significant because it explains to the audience how he can’t be left on his own no matter what the occasion.

In the last scene the non-diegetic again slows down and turns into a down beat tune, which juxtaposes with the sad moment where the disabled boy is left to fend for himself and could be prone to anything as he is more vulnerable than normal kids. Furthermore the non-diegetic is also of normal school kids swearing and talking loud to each other which again show’s the audience how the disabled boy is unusual and different because he is just sat there on his own rather than in a group which shows two binary opposites.

Overall the disabled boys diegetic is very simple and slower compared to every other characters in the scene because this helps the audience understand what his actual disabilities are and how they affect him with his day to day life, also It helps the audience engage with him because they can feel connected a lot more as a result of understanding him more.

Lastly during the scene of coming down the mountain, the micro feature of mise-en-scene is used to great effective to help show the representation of disability. For example in the very first scene in the brothers bedroom it is split in half for both boys, one half is dark, plain and dull which is for the fully capable boy, the other half is bright, colourful and busy which is the disabled boys half, this is a use of iconography because it attaches certain meanings such as disabled boys are allowed to like many different colours the way small children do whereas fully grown teenagers are only meant to like certain colours and stereotypically are very dull. Furthermore the fact the disabled brothers favourite cereal is important because it is Weetabix which is a soft easy cereal to eat and make which symbolises what his life is like because of his disability whereas when the other brother tries to have some of this he has to eat Aplen which is a more complex cereal which is significant because it can also represent how adults live because they try to be more complex through Alpen but become jealous when more simple people have less complex cereals such as Weetabix. Also in this scene the fact the disabled boy gets a kiss from his mum and the other brother doesn’t even get acknowledged is significant because it shows how the disabled boy gets a lot more attention from his parents compared to the more able brother. In the next scene the disabled boy is being taught how to ride a bike which juxtaposes with the other brother who is aiming to shoot him with a toy gun, this is represents the fact how his life would be a lot easier without a disabled brother however because it is a toy gun it shows how he is still a child. The fact the next scene is set in a ordinary school represents how the family are stereotypical because they go to a normal school and one of the brothers is a normal teenage boy with just a dream, however the only difference is they have a disabled brother.

Just as the brothers exchange money an explosion goes off which I feel symbolises the dangers which the disabled brother is going to be facing on the way home from school. Furthermore once the responsibility of looking after his disabled brother lifts from Ben the lighting instantly changes and goes a lot brighter because it shows how he would be much happier without him in his life.

Overall the clothes all the family members are wearing are very significant because they are all fairly tatty however they are all fairly normal which supports the fact that they are a stereotypical family with a normal life.

In conclusion I feel this clip of coming down the mountain is very good in showing the representational issue of disability. I feel that it was constructed in such a good way that disabled people aren’t offended however it allows the audience to see the huge difference between ordinary and disabled people. Furthermore the audience are able to understand what it is like dealing with a disabled person on a day to day basis through the use of all the micro features in this clip.

Thursday, 12 February 2015

Editing of Coming down the moutain


Editing of Coming down the Mountain summer 2012 clip Representation of Disability.

First of all a long take is used and the cinematographer makes the camera fade in so the actual shot gradually and smoothly appears on the screen also the previous shot dissolves away to the next scene. Furthermore continuity editing is used which is connected to the diegetic because it tries to kind of recreate what has already happened.  This then moves on to a eye-line match to show the main character starring at his disabled brother which represents how much his brother is a burden and annoyance to him.

Linear narrative is used to present the audience with what is happening in the scene which is displayed through the use of montage editing which has juxtaposition of seemingly unconnected images to create a particular meaning and help support what is being said in the diegetic.

The next scene is set in the kitchen because it involves a stereotypical family eating their breakfast as it is a fairly slow paced scene it is viewed by the audience through a long take as the same shot is used for a long duration.  When action starts to happen in this scene such as the brother trying to reach for his brothers Weetabix the shot then speeds up through the use of a short take because the shot is only used by the cinematographer for a short period of time.  This signifies the early money rush that a stereotypical family would face however the editing speed is a lot slower when the disable boy is in the scene which tries to explain how he is unique and different compared to normal people.  

This next scene uses a cross cut to show the food and the two brothers talking about pigs and Ben telling his disabled brother about how they kill pigs. The editing technique of a jump cut is used by the cinematographer to show how the disabled brother tries to eat pork in a sausage and then gets put off it because of what his brother is saying which then ultimately builds tension before the dad steps in.

This scene is showing the audience the two boys at the bus stop waiting for the bus. It uses short takes for this so the audience views a range of different things which the disable brother does in a short period of time, this is a good use of montage editing by the editor because it shows a juxtaposition of unconnected images such as playing with toys which represents to the audience how annoying the disable boy is to his brother can be. Furthermore an eye line match is used to show Ben’s daily perspective on his disable brother which presents the audience with how annoying he is to his brother.

When the two boys are sat at the bus stop continuity editing is used to support the diegetic of one of brothers which is ‘being dragged off to an old pervs sex dungeon’ continuity editing is you used to try and give the audience a false impression about one of the minor characters in the scene.

In the next scene the speed of the scene is very slow which makes the audience the feel connected and are able to relate to the boy bored at the back of a history classroom, this represents how he is just a ordinary school boy, however when more action is used in the scene match on action is used to show the how continuity of space and time is being more emphasised.

In the scene of the boys talking about the party the match on action is very faced because this juxtaposes what the party will be like, however when the cameraman decided to point the camera at the disable brother the match on action decreases in speed which represents how boring the night would be if he decided to spend the night ‘babysitting’ his disabled brother.

When the disabled boy is on the bus a long take is used to show the audience his surroundings on the bus, as his calmly sat on the bus other kids his age are pushing, shoving, fighting and generally just being loud  which represents the difference between the types of people. He is scared and frightened of what might happen because of his disability whereas normal kids aren’t scared of anything. A cutaway is used to show a grown adult character sat on the bus; this is done again to show another huge contrast between the different types of people.

Lastly in the same scene a slow motion is used to try and represent how the disabled boys mind is working, however this just adds effect and makes the audience feel sorrier for him.