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Magazine cover–Conventions 1 We added the price in the ‘M’, as seen on other Empire magazines. We used the conventional We used the space above the ‘Empire’ masthead in it’s masthead to add another cover standard font and colour, also line, which is also used frequentlypositioned at the top of the page. in real Empire cover pages. We kept the website address We have the cover lines where it would be displayed positioned on the sides of the normally. We felt that keeping the page, typical to Empire website address would be a goodconventions. The cover lines also display of intertextual references rarely overlap the main image. between the media outlets. The main cover line is central inthe page, to show its importance compared to everything else on the page.The ‘+’ sign is seen many times We have our barcode on the front on the front cover of Empire page, however in a position where magazines, which is why we it does not interfere with other added it to show consistency cover lines. with already established conventions in the Empire Empire magazine do not have magazine. ‘wordy’ cover lines. So the very simple, easy to read sentences including ‘MUST SEE’ are useful.
The month the magazine is made in is relevant to our movie, and others on the cover, such as ‘The Hunger Games’. We used a colour scheme which used consistently dark colours, so we quickly adopted the The main image overlaps the conventional Empire colour of masthead, establishing ared. This was complemented well hierarchy of importance between by the black background and the two, showing the main image white text. is more important. The background image is dark, We stuck to the use of blockand is slightly lighter in the centre capital style fonts on most of the to help distinguish the main predominant text, as this creates image from the background, a bold image on the magazine whilst still maintaining the colour cover.scheme. The colour scheme alsofits with the genre of the film. The masculine, dark colours A gun is a conventional prop in associate themselves well with a relation to the thriller genre. Ingritty brit-style gangster film. This our opinion, the two most is also evident in the cover line important parts of the cover to ‘THE NEW LOCK STOCK’. This show the film is a thriller trailer is an intertextual reference that are the powerful cover lines our target audience would fonts, and the subtle addition of recognise and like. the gun. Our magazine cover also adheres to the ‘rule of thirds’.
The price on this cover is also displayed in the ‘M’ of the masthead.We used the ‘Inception’ cover as a guide to how we wanted ourmagazine to look. For example, The website address is also we used a similar pose for the in the same place as our main image on our magazine. magazine. We also used a similar style forthe main cover line, with smaller text above and below the main cover line. The main image of our cover is the same camera distance as the ‘Inception’ cover, at a mid shot.
The addition of quotes on the border of the The three main characters names are shown at the top of poster provides the poster. This is done because some people may want to see bonus ofThe name of the film is a film if they like a particular actor’s previous performances. recommendation, andin the largest font size, also helps to decreasein the signature font of empty space on the our film, centralised in poster. Of course, the page. without congesting the poster. We kept the main The men in the character in the background of the foreground in focus, picture are wearing whilst keeping dark clothing. The everything else out of dark colours connote focus. This their purpose to be automatically draws dangerous. the viewers eye towards him to establish his We keep a general date significance. on the poster, so we can create an urge inside the Our poster gives viewer to research ourinformation such as the film to find a specific release date, hence release date. moving away from the Our billing block blends into the teaser poster. background, so it does not take away from The location is a dirty the image in the background. It also uses a back road. The different font to maintain the condensed location along with the image a billing block normally gives. It is sepia tone allows our also a font that matches with the style of the poster to lend itself to rest, as it is conventional, to outline these our targeted genre. roles.
Hyperlink to trailerWe tried to make our product conform to as many thriller conventions as possible, so that we couldclearly show the type of film you would want to watch. This was essential, because in our trailer we setout to create an enigma, and if we explained a lot to show it was a thriller film, we would sacrifice thedevelopment of that mystery. So this is where we decided that by following conventional features inareas such as music, props, characters, and language, we could convey the genre of our film.We used captions in our trailer, like the film Valkyrie. Also, we found that we could show who the mainprotagonist was by showing a shot of him after a caption relating to what would be the mainprotagonist. We then wanted to try establishing the danger that the protagonist was constantlysubjected to. To do this, we increased the pace of the trailer in the middle, showing shots of chasesequences.We portrayed our narrative through captions, backed up by the shots followed, and led the audience tobelieve the protagonist found something of great interest to a group of people. The goal of thesepeople remains unknown, but we know that they will stop at nothing to obtain this package. Byorganising our trailer into a structure that you can follow, it helps to go against the teaser trailerconventions.Conventional iconography was used to convey the genre of the film to the audience. For example, thepresence of guns helps show the film is an action film, and the combination of the guns, suits, and thefact that all of the cast were male suggests that this film looks to be a conventional action/thriller film.
We used a variety of camera shots to establish each characters power, or lack of it. Where appropriate,we showed the protagonist in a high angle shot to make him look smaller, and weaker. However, whenwe see the shot where the leader of the enemy group wants the protagonist dead, it is shot at a slightlylow angle, to help show his power.We tried to avoid giving a sense of continuity, as we wanted to maintain an enigma, avoiding showingthe audience what will happen when. However, we pieced the trailer together in a way that couldestablish the characters purposes, and portray the narrative in the correct way. In our trailer we addedmusic that helped us build suspense in our trailer. This allowed us to convey the tension and suspensetypical in a thriller.The trailer started at a slower pace, showing captions, allowing the user time to digest what washappening. The pace started to quickly speed up at the middle, when the chase scenes began to occur.Fast shots of dialogue were also mixed into the middle to create an overall sense that all of this washappening at the same time. The pace then began to slow down, until we arrived at the last shot,where the protagonist was hiding behind a wall. We gave the audience once last bit of suspense as weknow that if the enemies turn around, he will be caught. This is when the hand reaches from the sideand pulls him back just before the screen fades to black, followed by the title of the film. We werehoping to create a strong enigma with the final shot that makes our audience want to watch the film.
Sub Contents: Overview Similarities between ancillary texts Similarities between ancillary texts continued Effectiveness Effectiveness continued
Our media texts were linked through key themes that we maintained throughout. Forexample, we used the same font for the title in the trailer, magazine cover, and poster.We maintain the main protagonist in every media text. This helps establish the maincharacter to the audience before they have even watched the film.‘Empire’ magazine is a magazine that typically features big blockbuster movies, and thecolour scheme and layout style that Empire uses fitted perfectly with the image we weretrying to convey with our film. So Empire was the obvious choice to use in our magazinecover.We wanted to convey a consistent theme of danger in all of our media texts, and webelieve we achieved this by the use of iconography such as guns. The chase sequencesin the trailer, and the shot of the protagonist hiding from the two men in the poster.We also had a consistent colour scheme of black and red to connote danger. Both aremasculine colours to fit in with the characters.
Our ancillary texts have a few similarities that allow us to identify that they are the samefilm. Firstly, the bold, unique font used for the title is consistent through the texts. Thefont used is a sans serif font, this style of font is used frequently in the action thrillergenre, so we thought that we should follow conventions to allow a more accurateportrayal of our film. Also, the main character is present in both texts, and kept in theforeground of each text. This allows the audience to familiarise themselves with him aspreviously mentioned.
Similarities between ancillarytexts continued We used sans serif fonts because they give a strong, masculine image. Creating an edgy feel to the text. The main character is not as easily identifiable when considering his face is not shown in the poster. Thus, you cannot recognise him or associate with him. However, identifying the main character is not the purpose of the poster, it is to show the title of the film and convey the genre (thriller) of the film to our targeted audience. On the other hand, the shot used in the poster is taken from the trailer, allowing people who have seen the trailer to associate with the poster, and vice versa.
Trailer: The trailer has a consistent theme of imminent danger, however, the reason forthis danger is never revealed to the audience fully, creating an enigma the makes theaudience want to go and watch the film. This enigma is held consistently throughoutour media texts.Poster: Our poster gives the viewer many different pieces of information in relation tothe film. We are given dates, a title, reviews, and mystery. To focus on the mystery, wesee the protagonist hiding from the two men walking away from the camera. Why he ishiding, we do not know, we are also unclear as to the roles of the protagonist and themen. However the use of more unique clothing on the protagonist helps to distinguishhim when compared to the men in plain back clothing. Also, the viewer may notice onthe left hand side of the page that there is a hand emerging to grab the protagonist.This creates even more mystery, as we do not know whether the person grabbing him isgood or bad.Magazine cover: The magazine cover is designed to establish the main character to theviewer, and to convey the theme and genre the film belongs to. We did this by showingthe gun, and also by using dark colours and bold, block capital fonts. The whole coverhas a strong, dark theme to it that we hope the reader would instantly attachthemselves to subconsciously.
Effectiveness continued We feel confident that through the different methods mentioned, our campaign is easily recognisable. For example, the colour scheme which remains consistent through the media texts, and the poster shot being taken from the final shot of the trailer. The title font is also kept consistent throughout each of the media texts as well. This idea has been used in other campaigns as well, such as in ‘Inception’s’ campaign.
Sub contents: Feedback review Student feedback Teacher feedback ‘The Package’ questionnaire Questionnaire results Feedback evaluation Feedback evaluation continued
We showed a group of people in our targeted demographic our trailer, alongside ourmagazine cover and poster and asked them to give us their opinions and take part in asurvey. Our target audience is a younger audience, aged at around 15-20 years old, andthe film is mainly targeted to a male audience. We also, however, surveyed women inthis age bracket to research other audiences near our demographic. We showed ourmedia teacher the trailer, magazine cover, and poster as well as we knew that ourteacher could give us constructive and valid feedback.We received good reviews from our group, and all found the concept of the filminteresting, and wanted to watch the whole movie.
“The trailer suggests a complex narrative.”“I would have preferred to see the maincharacter’s face on the poster.”“The magazine cover looked professional, Iwould have bought it myself.”“Sometimes I couldn’t follow the narrative.”
“It is easily identifiable as ‘thriller’ as theemphasis on the character being the hopelessvictim dragged into a situation out of hiscontrol is so evident. The film challenges thetypical teaser structure and it clearly tries tostructure the narrative for the audience, butis teaser as there is enough sense of enigma.”
1. Did you enjoy the trailer? If yes, what did you like about it? If not, why not?2. What do you think the film is about after watching the trailer?3. Who was the main character?4. What certificate would you classify this trailer as?5. Would you watch this film after seeing the trailer?
1. We found 7 of 10 people enjoyed the trailer2. The majority of people surveyed showed a clear understanding of the narrative in the film.3. All of the people surveyed knew who was the main character, especially after seeing the poster and magazine cover.4. All but one candidate said the trailer should be classified at ‘15’, one thought ‘18’.5. 9 out of 10 of the candidates answered ‘yes’.
Overall I would say our campaign for this filmwas very effective. Our target audienceshowed a confident interest in the film, andsaid they would ‘happily watch the film’.We are happy with our end product, it hasprovided us with all that we wanted to give inour campaign. The trailer, magazine cover,and poster all portray the film as a thriller.They also establish the main characters andnarrative very effectively.
Feedback evaluationcontinued Overall, we would not change anything in our film, as the criticisms some people made were counterbalanced by others saying they understood it clearly.
Before we planned our own trailer, we had to research the genre we were working in sothat we could get a better understanding of our task. The main media platform we usedwas the internet. On the internet, we used websites such as the search engine ‘Google’,and the video sharing website ‘YouTube’. We also used the school’s hub to enable us tosee previously archived work, it helped as we could use the previous work examples tobuild a template for our work.On Google we could search for a variety of thriller posters and magazine covers, thishelped us as we could analyse these posters and magazine covers so that we could findsimilarities in the thriller genre. YouTube allowed us to search for teaser trailers in thethriller genre. Unfortunately this became an awkward task as we struggled to find anample amount of thriller teaser trailers on YouTube. This is when we turned to othermeans of finding teaser trailers. For example, we used our own thriller movie DVDs towatch the teaser trailers. We also used ‘www.comingsoon.net’ to research and findthriller trailers, posters, and everything else required by us related to movie campaigns.Our research helped us conform to some of the media conventions you would typicallysee in a thriller teaser trailer. This was crucial to our trailer as without the use of theseconventions, our target audience probably would not understand the trailer, and wemay have been unable to convey the narrative to the audience. All of the research wegathered helped us to decide on our gangster sub-genre of thriller.
For our planning, we reviewed many different trailers and campaignsfor films. We also learned about trailer structure from our mediateacher. The structural points we learned were about creating fasterpaced scenes in the middle of the trailer to create suspense in athriller teaser trailer. This then enabled us to deconstruct trailers,posters, and magazines so that we could look at them in detail andanalyse specific points.Our previous research helped us plan our scenes in the trailer, andhelped us make better decisions related to things such asiconography. We were looking towards making a gangster thriller, sousing guns, and characters wearing formal shirts in the film helpedconvey the sense of business that we wanted.Blogger helped us to keep track of what we were doing, and how farwe were in our construction at all points as we could look back andeasily see where we were.
When constructing our trailer, we used the software Sony Vegas Pro 10. Wewere very familiar and comfortable with this editing software, so we definitelyhad an advantage that we wanted to use there. We were able to piecetogether each scene precisely, which was essential as the shot order in ateaser trailer was crucial to us.We arranged our shots in a way that didn’t follow a chronological order. Theshots were in a randomly organised fashion so that we could create anenigma for the audience to want to follow and research. We believe weachieved this goal, as our survey group said that they felt a consistent themeof mystery was present.On some shots we encountered the problem of background noise. Forexample, on one shot it is very windy. Our knowledge of the editing softwarewe used helped us in minimising this problem by mixing audio levelsbetween the clips, achieving an optimal balance. This problem was not pickedup by any of the audience after editing whilst still retaining the audio wewanted from the shot.
We wanted to keep as much information from the audience as possible whilststill giving them enough to want to watch the film. This balance was achievedthrough the help of repetition in shots. The chase sequences were consistentin the peak of the action.The last shot involving the main character hiding from the two enemiesbehind a wall was used in the poster as well. This intertextual mediareference helped create an effective campaign for us. To make our titles, weused picnik to make our title which is displayed at the end of the film.To make each shot precisely cut, we used our editing software to ouradvantage. Sony Vegas Pro 10 can view a piece of footage a go frame byframe so that we could precisely cut each clip appropriately and synchroniseour footage to the music playing over it accurately.
Construction–Trailer 3 On the shot with the money deal between the two men, a match-on-action happens as the money passes from one hand to the other. As the money is about to contact the other persons hand the camera cuts to an extreme close-up to create a focus on the money changing hands. We felt the shot in the extreme close up was too fast, so we added the slow motion effect to draw more emphasis to this. After the shot where the protagonist asks for help, we added a flash to connote a gap in time, as the transition of shots may have proven confusing otherwise. Our film was a brit-gangster film, and this kind of film typically can have very few effects present. Therefore, a lot of our editing that took skill was seen in the transitions. For example, the cross fades.
We captured the image for our poster using a compact digital SLR, as thiscould give us the best results regarding pixels and the quality of the image.For our poster we used an online editing tool called Picnik. Picnik was anexcellent tool to use, as it allowed us to add effects such as the sepia toneand the focus effect over our image.We found the font for our film title we used throughout our campaign onPicnik. The name of the font is ‘You Are Loved’. We used a condensed fontfor our billing block to create the squashed effect you see in a billing blockso often, and we used a standard ‘Arial’ font in everything else in the poster.Picnik was extremely useful to the construction of our poster as it had avariety of effects we could use, and allowed us to place a variety of fonts onthe page that were exactly what we needed. Again, these fonts were sansserif fonts, and we made the text large, so it was a predominant part of theposter. The colours used fit our colour scheme, which helped convey a senseof strength and masculinity.
Like our poster, we used a compact digital SLR to capture our image for thepixels and quality provided by it. However, instead of Picnik, we used AdobePhotoshop CS3, as Photoshop provided a lot more tools in regards to imageediting.Our image consisted of the main character in the centre. We had to removethe background of the image so that we could place another behind ourcharacter. Photoshop was an excellent editing software for this, as it had allof the appropriate tools. We cut around the main character, and then pastedthe main character onto the background. However we were faced with theproblem that we could visibly notice he was pasted onto the canvas. Tocounteract this we used the blur and smudge tools to smooth the edges ofthe main character, thus creating a smooth blending.The captions were easy to place, and images such as the barcode which wereadded also were relatively easy as well. However, the positioning and size ofthe captions was something which took much debating to decide on, as thegroup went to receive feedback from people in our target audience so that wecould come to a final conclusion as to the proportions of our captions.
Technology-Evaluation stages For our evaluation, we used various pieces of technology to create and upload our work. We used PowerPoint to create our evaluation. We did this because we can then upload this PowerPoint to Blogger, the website which we used to create an easy reference to all of our work. To get our PowerPoint onto blogger, we used a tool called Slide share, this was an essential tool as it allowed us to create a compact slideshow for our evaluation, as compared to a long, basic text block. We were pleased with this as it created a more visually appealing blog. We also used YouTube to upload our trailer, as this is a universal video uploading site which we can use to allow people view our work. This helped us receive crucial feedback about our work that would allow us to ultimately improve our final piece.