Textual Analysis

My textual analysis is based on the Chronicle trailer

Codes & Conventions: What techniques does the trailer use to catch and hold the attention of the viewers?

The trailer begins with a popular song and the characters singing to the song. However, before the song there is a buffering noise which may turn the audience towards the screen which is a 'natural reflex' when you hear such a sound from any electronic device. This will grab the viewers attention as they may be familiar with the song. The trailer uses diegetic sounds. Screaming and loud noises get the audiences attention and There is an enigma code presented to the audience at the end of the trailer where the audience doesn't find out what happens to 'Andrew'

Representation: How are youths represented in the trailer?

The representations of the youths who are the main characters in the trailer is important. They are shown to be irresponsible, mischievous and very anti-social. This is evident when the boys move the lady's car in the supermarket parking lot. Also one of the boys uses his powers to get rid of an annoyance to them by killing those inside the vehicle he throws of course and into the lake.
However, there are some aspects where the youths do show some care. For example, they go to help the people in the SUV one of the boys threw in the river.

Audience: Who is this trailer aimed at?

The trailer is aimed at teenagers and young adults. This is clear by the choice of music used which fits into this demographic. Also there is a racist joke which is suitable for this target audience as they are less likely to take the joke as seriously as those older than them. While in the store, the characters play a practical joke on two others, this is something teenagers and young adults could relate to. The powers of the characters will get the viewers talking asking each other what each other would do if they had the powers. There is also a clip of a girl without her bra which may suggest the film is primarily aimed at the male audience.

Institution: What characteristics of Hollywood can be seen in the trailer?

There are a few typical characteristics of Hollywood evident in the trailer. The film shows the use of computer generated images(CGI) like when they are inflicting damage to the car, moving the car and also when 'Andrew' is crushing the car with his powers. Also there is evidence of the films big budget, a convention commonly associated with Hollywood. This includes the volume of police vehicles and personals near the end of the trailer. The setting of the film is also very Hollywood, it is a very secluded location near woodlands which add to the production value of the film. Other than that, the film doesn't use big name actors or an original soundtrack. 

Technophobes Questions

To view my presentation about Technophobes, click on the link below.

Click Here

Documentary DVD Cover Analysis: Bowling for Columbine

I have chosen to analyse the Bowling for Columbine documentary cover.

Bowling for Columbine is an Oscar winning documentary by written and directed American activist (and filmmaker) Michael Moore. It also won an award at the 2002 Cannes Film Festival and a Cesar Award for Best Foreign Film. The documentary expresses Michael Moore’s concerns about acts of violence and firearms and its relation to the Columbine High School massacre. The film was given an ‘R’ rating (over 17) highlighting Moore’s views on who he thinks is responsible for violence in the United States of America. It had a budget of $4 million. The film grossed $58 million worldwide; nearly half of that income was from the United States of America ($21 million).

Immediately our attention is drawn to the bright yellow-orange colours, this would make the DVD stand out on the shelves. The bright colours could mean many things: the fiery colours could represent how controversial the documentary is since Colorado (the state where Columbine High School is located) is very pro-firearms. Columbine is has its own government which cannot be altered by United States government. The colours could also represent that society is burning down.

The yellow-orange layer is on top of a map. The only clear name the audience can read is Littleton. This may be a significant place in the whole scenario. Geographically, Littleton neighbours Columbine. Almost all of the colours used the cover contrast each other. This interprets as everyone having a different viewpoint on the Columbine High School massacre.

Bowling and Columbine are written in black to highlight the darkness of the events that took place at Columbine High School. The DVD cover also shows comments from various magazines. However, some words are bolder and larger than others. This may have been done deliberately by the writer to only show the most positive comments. Also, phrases like ‘very funny’ are smaller as the documentary was not intended to be humorous.

In the centre of the DVD cover stands Michael Moore, the activist behind the whole documentary. This shows that this documentary may be an reflexive type as it may show the views of Michael Moore. He also interviews people in the documentary to ask them their views on the event. In the documentary, he interviewed Marylin Manson and various Columbine victims. He is also holding a globe in his hands. However, the globe only shows the Americas. This may be Moore trying to express another viewpoint showing that the Americas as a whole are different when it comes to violence and gun crime. North America is glowing so that could mean an explosion of society (metaphorically).

The position of Michael Moore’s name may be significant (his name is above the title of the documentary) to show that he is on top of the whole situation and that he has got the reasons behind the Columbine High School massacre figured out.

The DVD cover doesn’t have a rating logo on it. This could mean that Michael Moore wants everyone to see his documentary. Michael Moore also has a serious expression on his face, although not immediately, you can tell that this is a documentary.

Documentary

Definition of Documentary
A documentary is classsed as factual material. This can include a documentary film or a physical record on paper (document; this is where you get the word documentary from).

There are many different types of documentaries:


Expository Documentaries
Expository documentaries are persuasive factual material. They propose an argument and try to get their point of view across to its audiences. Images will be used to help with the argument and persuade the audience to share the creators views.

An example of an expository documentary would be most wildlife films (not all!!). David Attenborough has established himself as a broadcasting legend for his documentaries about wildlife and all things nature related. For example, in the Frozen Planet series on the BBC, he expresses his views about global warming and how it is harming wildlife in the polar regions.

Observational Documentaries
Observational documentaries are films/stills that attempt to document life without interference from the producers of the documentary. It is also known as 'Fly on the Wall' TV.

An example of an observational documentary would be 10% White which first aired on Channel 4 in July 2000. It followed the lives of a group of neo-Nazis. It won a BAFTA in 2000 for the Best Documentary.

Click Here to find out more about 100% White.

Performative Documentaries
Performative documentaries consist of a person experiencing what they are documenting. For example, if they are documenting the lives of tribesmen, then they will join the tribe to fully experience what the tribemen are feeling. It is also supposed to document the emotional response from the presenter.

An example of a performative documentary would be Bruce Parry's Amazon. In the series, which is shown on BBC2, Bruce Parry visits and spends some time with different Amazonian tribes to discover how they are different, in their culture, the way they live, the way they eat etc. 

Super 8 Cross Media Study

Film Media in Context

How does the industry promote film to audiences?
The film industry is funded by very wealthy people so cost of promotion isn't an issue; just as long as you get the job done. The industry will use print media to promote their upcoming release.

These include:

• billboards
• posters
• advertising in newspapers
• leaflets/handouts

The above will usually be located specifically at places where the audience is allowed time to look at the whole poster. For example, you may find a film poster in the cinema where someone is waiting for the viewing they are about to go. A billboard maybe on a building or may stand-alone near the traffic lights so that the driver has time to take a quick yet informative glance at the poster while waiting for the lights. 

They will also use broadcast media to promote their upcoming film. 

These include:

• television trailer (TV Spot)
• radio trailer
• trailer at the cinema before watching another film (theatrical trailer)
• TV specials

The above are the most costly form of promotion for the production company to fund. However, they are expensive because of their success. Unlike print, the promoter can be more specific as to where they advertise. For example, they might chose to advertise a sports film on the sports channels, whereas in print, they would put the advert in the back pages hoping someone reads it. TV specials is when channels like Channel 4 do specials based on the film. They include cast interviews and some unseen footage from the film. This allows the audience to find out about the characters in the film and of what to expect. Some specials also review the film (BBC Film 2011). Main members of the cast may also go on talk shows like the Graham Norton Show. For example, Bradley Cooper recently went on the Graham Norton Show to promote his upcoming DVD for the summer comedy Hangover 2. Although he didn't want to talk about the film much, he did not have to pay for the promotion when Graham Norton held the DVD up to the camera and told the audience to go buy it.

Promoters are also using e-media. Promoters are taking advantage of the digital boom and using digital devices to promote their films. The Internet is a very popular choice due to the size of the audience. They will usually have a website for the film, for example Super 8 has its own website: http://www.super8-movie.com/

It allows fans of the film to view action from behind the scenes. However, prior to the release of the film, it allowed those who wanted to watch the film where the film will be screening, the times and allow them to view reviews by film critics.

What are the key issue and changes taking place in each platform?

Of all three media platforms, e-media is the only one that is growing. Critics are claiming that broadcast media (especially TV) is now dead. However, like print media, broadcast media is not developing. Print media is not instant and free like e-media. Broadcast itself is trying to move online with TV channels and radio stations broadcasting live online. An example would be BBC iPlayer, it allows viewers with valid TV licences to watch their channels live online on the iPlayer website. This year alone, BBC iPlayer's digital traffic has increased by 41% since last year. E-media is not however as secure as print or broadcast. Sensitive information can be hacked anonymously therefore making e-media less secure. Precautions can be taken when surfing online to avoid such occurrences. 

How is each platform responding and adapting to these issues and changes?

Broadcast is the one that has to catch up the most. This is because print media formats usually have loyal followers (mainly newspapers and magazines) so they are attracting the same customers they had 5 or 10 years ago although some may read the digital form which still earns the publishers money. E-media is growing and so is its audience. Broadcast is trying to keep up by investing heavily in 3D and HD. However, technology experts have deemed 3D TV a failure saying that it has arrived too early. Also the experience is not the same as it is in the cinema which 3D creators were trying to bring into the living room. The 3D 'phase' has not been helped by mediocre 3D films.

How are texts in the three platforms constructed?

Super 8 was promoted through print, broadcasting and e-media to attract it's target audience. It's similarities included that each format of the promotion be it TV spot or billboard only had important information in it. For example they would only include the title, directors name, production company and its release date. 

The three forms of media are very different in the way they approach their promotion strategy. For example, print media would usually give a review, comments from the cast and other details that those who find them useful will want to know. Broadcast would usually have cast interviews in TV specials about the film and exclusive never before seen clips. Such clips would usually end with a cliff hanger, this insures that the story line isn't given away and attracts an audience by creating suspense, they want to find out what happens next. Broadcast also includes radio shows who may have interviews with the stars over the phone to emphasise their hectic lifestyle. It also keeps the radio shows' cost down.

E-media would offer options unlike the other two. This would include a range of clips rather than the single clip (TV). It may also include interaction with the user such as flash game or a quiz on the cast. They will also include cast profiles and exclusive content such as behind the scene stills or videos. 

Super 8 is being promoted across all three platforms. TV and e-media perform better at reaching a certain audience as they can be targeted at them. For example, you can advertise on a film channel or film based website, this means you already have a cinema going audience who will visit this website. Whereas print is in a single place although this can be targeted towards the niche market as well. The film poster can be placed near a cinema. 

How do audiences access the text across the 3 platforms?

Super 8's target audience is current cinema goers but more specifically, science fiction fans. Promotion would be different across the three platforms. For print, advertisements may be located at science fiction conventions. This would be appropriate as science fiction fans will be visiting these convention mainly. For broadcast, advertisements can be placed on sci-fi channels like SyFy. Sci-Fi fans are probably the group of audience who are most likely to be watching the SyFy channel. Those who want to get into sci-fi may be watching so Super 8 may attract a less knowledgeable (about science fiction) audience who may be willing to try news things. Broadcast can also give teasers before other sci-fi films. E-media can be the most specific: a sci-fi website would be the best place for the film to promote itself. They can also use social networking sites to gain popularity. This is easier as the audience finds you. E-Media also allows the audience to interact with the film by going on the films dedicated website. 

How are representations constructed across the 3 platforms?

Usually stars would be selected for their sex appeal, however, since the main characters in this film are children, casting over sex appeal is inappropriate. So therefore, the child stars would be chosen on how best they suit the roles they play in the film.

__________________________________________________________________________________

- Michael Giacchino, the composer of all the music in Super 8 also worked with J.J. Abrams on the hit TV series Lost and in 2 of the Mission Impossible films (III & Ghost Protocol)

- The film used viral marketing to advertise the film. The first trailer was attached to Iron Man 2 which was expected to have a large audience

- The film was released on Blu-Ray and DVD on November 22, 2011

- The films website http://www.super8-movie.com/ had 661, 000 unique visitors when the film was released, a number which has fallen to 10,000

- Grossed: $259,713,319 , Opening Weekend: $35,451,168 from a budget of $50,000,000

- Showing on 3379 screens in the United States

- Running time 112 minutes

- Tagline: It Arrives

- Sold 976,884 DVD's & Blu-Ray disc to date (correct from 13/2/2012) of which sales total $15.3 million.

- The film was shot in Weirton, West Virginia

Cross-Media Research into Super 8

Super 8 is a blockbuster which was released on the 5th of August 2011 in the UK. It was produced by the legendary Steven Spielberg and directed by J.J. Abrams.

                                                                               Print
Super 8 Poster

This is the Super 8 film poster. The colours used are significant in showing the dark side of the people of Earth. This is done by Earth being a silhouette against the stormy sky. The light in the sky signifies how not everything that is extraterrestrial is not evil or harmful. The dark patches in the sky show how we don't know everything about aliens/extraterrestrials. I think the designer of the poster intentionally rotated the landscape into a portrait as it looks like a picture of the Earth from space.

Super 8 Theatrical Release Poster


This is the Super 8 thearical release poster. Unlike the film poster, it doesn't give much information about the film away; just the outlines of the main characters. However with the lights you can tell that this is a sci-fi film. Under the title, it says ' IT ARRIVES'. We as the audience don't know what 'IT' is or where it's comming from.

Super 8 Billboard

This is a Super 8 billboard. This the same as the film poster but the landscape has remained landscape. This billboard is probably on the side of the road so rotating the landscape would distract the driver but more importantly, you wouldn't miss the main details.

Empire Magazine also done a review of the film. They gave Super 8, 4 out of 5 stars. To read the full review, click here. Here is a short extract of the review:
                "...Not only has he persuaded Steven Spielberg to serve as producer on his latest film — encouragingly neither sequel, prequel, nor attempt to deodorise a stale franchise — but the very film the tenderfoot filmmaker has written and directed is a fan letter to the spirit of early Spielberg..."

Super 8 also has a spin off comic:

It is only availible online to download and read. It will set you back 12 cents which is normal comic book pricing.

 E-Media

Being a blockbuster, Super 8 gained a lot of attention online. It has it's own website: www.super8-movie.com. 

Here are links to review's by leading film critics:

- IMDB

- Rotten Tomatoes

- Metacritic

Super 8 Trailer

Broadcast

Super 8 Theatrical Release Trailer : This is the Super 8 theatrical release trailer. It was shown in cinemas prior to the films release to attract a larger, already cinema going audience.

Super 8 TV Spot : This is the Super 8 TV spot. A TV spot is advertisements on televsion for films.

Super 8 Teaser : Teaser trailer of Super 8. Teaser trailers are way shorter than TV spots or theatrical release trailers. This creates more tension and excitement.

Super 8 TV Cast Interviews: This is a video of a Super 8 special on TV. It includes interviews of main characters from the film and those begind the scenes. The screenshot shows the director J.J. Abrams.

Super 8 is scheduled to premier on Sky Movies on Monday 26th December 2011 (Boxing Day).

Sky have also gone on to review the film, if you would like to see it, click here.

The Premier had a surprise when Tom Cruise decided to turn up to support the rest of the cast and directorial team.

Lighting

Lighting in Video

I have chosen the Pacquiao vs Marquez weigh-in. This was live so the lighting crew couldn't make any mistakes before hand because if the lights were in the wrong place, then the viewers would not see the full picture. It is obvious that the key light is used as there is light coming in from the right of Pacquiao. A filler light hasn't been used but I think it would have been better because it would have eliminated the shadow created by the key light. A back light is not appropriate as it helps create the atmosphere; too much light would have softened the fights meaning.

Lighting in Images

For the still image, I have chosen the Drake: Take Care album cover. Key lighting has been used however it's brightness has been reduced to add to the rustic effect of Drake's surrounding. The key lighting has focused on the subject (Drake) but a filler light has been used not to reduce shadows but to highlight the paintings in the background. Back lighting has not been used because it would remove the intensity of the dark colours.