Detailed analysis of the films catching fire and about time

2. Lionsgate
- Lions Gate Entertainment Corporation is a
leading independent film and television
production company based in Canada.
- The company's founder, Frank Giustra,
stepped down as CEO in June of that year and
his place was taken by former Sony Pictures
executive Jon Feltheimer.

3. Financial Success
- Cost $130 million.
- $10 million on visual effects.
- It grossed an estimated $493,000 in the first
49 days.
- Biggest November opening weekend of all
time ($58.1 million).

4. USP
- USP – Strong female protagonist, survivor to
revolutionary.
- Jennifer Lawrence, Josh Hutcherson, Lenny
Kravitz, Liam Hemsworth, Woody Harrelson,
Elizabeth Banks, Donald Sutherland, Stanley
Tucci.
- Based off the books.

5. Image
The main image on the poster is of Jennifer
Lawrence who plays Katniss Everdeen, the
strong and powerful image of the
protagonist holding a bow and arrow is very
captivating and striking. She looks very
fierce and in control, which many would
find appealing and refreshing to see an
empowered female lead and are likely to
go and see the film. She takes up most of
the front cover to show her importance in
the film/story line. Her face is oblique
left/almost profile. To extenuate her jaw
line and make her face shape more
prominent to exaggerate her strength in the
photo and portray that into her character.
Additionally, despite the more profile angle
of her face, she is looking directly into the
lens of the camera, implying that she is
looking directly at you. Moreover, the bow
and arrow she is holding is both her
signature weapon in the film and also has
connotations of power, fearlessness and
courage. In addition the way she is holing
her weapon as if she is hunting and the eye
match suggests she is hunting us and we
are her target, which will attract people’s
attention. The colours used in the image are
very dark colours eg black and red. The
purpose choice of these colours symbolise
danger, anger and rage. The darkness of her
hair and forearm of her sleeve and body
suit have negative connotations. The
indexible signifier is her holding the bow
and arrow as if she is aiming and ready to
fire and the image has been taken as
though it is a still and she is aiming.
Billing Block
At the bottom of the poster in very small writing is the cast and crew of the film, who it is
produced by, film companies, directors, screenplay etc. it is in very small writing because it is
important by it is not compulsory to read and doesn't want to distract from the main image/sell
line.
Film Title
A large part of a film poster is the title of
the film. ‘The Hunger Games: Catching Fire’
is a sequel to the first film. It is very eye
catching and prominent and stands out
against the background/main image of the
poster. The writing is in gold letters that
darken at the edges to give it an almost 3D
effect. The gold letters represent
importance, success and status, as well as
being visible against the background.
Release Date
At the bottom of the poster it tells us the
release date of the film. This is important
so the audience knows when they are
going to see the film. Moreover it is in big
letters but not too big as it is not the main
focus of the poster.
Colour Scheme
The colours used are very dark reds,
oranges, blacks and gold's. The red
represents danger and aggression, it is a
very noticeable colour. The black signifies
something darker and dangerous, it also
allows the other colours used to stand out
more. The oranges mixed with red replicate
fire, symbolising destruction and chaos.
The running cold writing has connotations
of power and success.
Tag Line
‘Remember who the enemy is’ this is a very thought provoking and powerful tag line as it seems
like the protagonist is aiming at her enemy (or audience). Its also telling her to be cautious.

6. Enigma
The tag line of the poster reads ‘remember
who the enemy is’ despite the fact this is
not literally a question, it has an underlying
question of ‘who is the enemy’. We want to
find out who the enemy is by going to see
the film. The poster has a slight mystery to
it as the title is ‘catching fire’ the
background is flaming, and Katniss (the
lead character) is known as ‘the girl on fire’
however to make the relation between all
three things you need to see the film.
Moreover, she looks as though she is aiming
at someone which then links to the tag line
and posses the question, who is she aiming
at. Which will make the audience want to
see the film to figure out the mystery.
What Does the Poster Tell Us
The poster is very dark and mysterious and
tells us that something or someone is being
targeted. Additionally, the poster tells us
the film will have an element of action and
danger and that the lead is going to end or
start some sort of uprising. This is created
from the fire behind her and the bow and
arrow she is holding. We also learn that the
film is probably aimed at 12-30 years olds
as the actress on the front is very popular
and current. This is also because people of
that age group are more likely to have read
the books and therefore be more inclined
to see the film. However, it will appeal to
elder people as well as it is an all round
action adventure. Furthermore, it tells us
that the lead is a strong and empowered
female which is more unusual to see.
Director
The director of catching fire is a man called Francis
Lawrence. In his films he tends to use quite dark lighting
and creates quite angled shots. His is the directed for all
the hunger games films
Ideology
This has quite a feminist ideology as it
subtly promotes gender equality by having
a strong female lead as this is not that
common. It shows that women can be
powerful and revolutionary. This then links
to the hegemonic norm, seeing as an
independent and forceful woman is not the
norm it is an inspiration for others and will
attract people’s attention. Male gaze (the
camera is always male) does not affect this
film that much as the lead female is playing
an action adventure role and is taking over
the part that a male would usually play in
this instance. Also seeing as the first half of
the film is in the snow everyone is wrapped
up very well and covered.
High concept Film
This is a high concept film as is considered easy to sell to a wide audience because it delivers
upon an easy-to-grasp idea. The film can be summed up by an iconic image such as
Jennifer/Katniss and the Mockingjay pin in the background.
Things Associated With This Film
The film can associated the idea of women
dominance, it can also associate the
Mockingjay pin in the background as that is
a key symbol of the hunger games.
Moreover, the books are significantly
associated with the film as the film is based
off the books.
Signifiers
The title ‘catching fire’ does not literally
mean she is catching fire it signifies her
rising from the ashes and taking control of
her life/her situation. It further links the
running theme of fire throughout the film
as well.

7. Working Title
- Working Title Films is a British film production
company, based in London owned by
Universal Studios.
- Working Title Films was co-founded by
producers Tim Bevan and Sarah Radclyffe in
1983.

8. Financial Success
- The film became a surprise hit in South Korea,
where it was watched by more than 3 million
people, one of the highest numbers among
the foreign romantic comedy movies released
in Korea. It grossed the total of $23,434,443,
which is the highest figure compared to the
other countries.

9. USP
- USP – a man who can time travel falls in love
with a woman.
- Domhnall Gleeson, Rachel McAdams, Bill
Nighy, Lydia Wilson, Lindsay Duncan, Richard
Cordery, Joshua McGuire.

10. Image
The main image on the poster is of the two
main characters in the film. Tim and Mary
are the characters the actors play, and the
image on the poster is of their wedding day.
Both characters are very happy and joyful
which is evident through their smiles. Our
eyes go more towards Mary as she takes up
more of the poster and we can see her
smile/face better. Additionally, she is wearing
a red dress which stands out on the poster as
it is very vibrant and the brightest colour on
the page. She looks ecstatic and the way we
can see her face as if she is in mid movement
portrays her joy even more as it is like she is
in the moment and the audience is joining
her. The happy emotions felt through the
poster convey to they audience that the film
will have some very sweet and up beat
moments in it. Furthermore, the male in the
image also looks delighted, however we have
a profile view of him so he seems to not be
as much of a focus in comparison. He feels
the same emotions as she does and we can
see this through his large grin. The clothes
she is wearing are very eye catching and
pretty/feminine, whilst the suit he is wearing
is very smart. The film is a romantic comedy
and the poster does a good job of reflecting
the genre of film. The lighting is very bright
and cheerful and the people look jubilant
and in love. The colours are bright and
vibrant and fresh. It is raining in the image,
however, the couple do not mirror the mood
that the weather is creating and throughout
all odds seem to be unaffected by miserable
things and focus on the good things.
Billing Block
At the bottom of the poster in very small writing is the cast and crew of the film, who it is
produced by, film companies, directors, screenplay etc. it is in very small writing because it is
important by it is not compulsory to read and doesn't want to distract from the main image/sell
line.
Release Date
At the bottom of the poster it tells us the
release date of the film. This is important
so the audience knows when they are
going to see the film. Additionally, the
white writing stands out against the red
dress. However the writing is not too big
and bold that we are distracted from the
rest of the poster.
Tag Line
‘What if every moment in life came with a
second chance?’ this highlights and
suggests that the film will include life
lessons. The film is about time travel hence
the play on words that life comes with a
second chance. The tag line is central of
the poster as they want it to be seen
however the text is not too big so it does
not capture our immediate attention.
Film Title
A large part of a film poster is the title of
the film. ‘About Time’ has the word ‘about
in non capitals and normal text. Whilst the
word ‘time has a capital letter and is in
bold, to attract more attention to the word
time as it is a film about time travel. The
white writing is easy to read.
Colour Scheme
The colours in the poster are very bright and light and symbolise a happy atmosphere and reflect
the colours that most rom-coms will use in a poster. The red dress symbolises love and passion
between the two characters. The bright lighting highlights that the film will be up beat at times.

11. Enigma
The tag line of the poster reads ‘What if
every moment in life came with a second
chance?’ the question is a subtly suggesting
that the plot of the story has something to
do with second chances. As the film is about
time travel this is the ‘second chance’ in life.
It also poses the question that gets the
audience thinking if they had a second
chance in life. The mystery in the title ‘about
time’ further hints at the idea of time travel.
Furthermore, the characters seem very
happy and we ask ourselves why they are
smiling so much and this links back to the tag
line as maybe their second chance in life has
made them happy.
What Does the Poster Tell Us
The poster is very bright and colourful
suggesting that the film will be a romantic
comedy as the red symbolises passion and
love but the brightness of the posters has a
light feel to it. This is created through the
smiles on their face and the juxtaposing
pathetic fallacy as the weather is not
reflecting their mood which further
constructs the light mood. The poster also
tells us that the film is predominantly aimed
at females from the ages of 15-30 year olds.
This is due to the emotional content of the
film. Moreover, women and people of that
age group are more likely to connect with
the film and get emotional (plus it is a love
story and they tend to be more geared
towards women). Although it could appeal to
anyone who likes a very emotional love
story/romantic comedy.
Director
The director of About Time is a man called Richard
Curtis. He commonly directs/writes romantic films and
uses bright imagery and he has done a few working
title films. He has directed films like Love Actually, and
worked on films like Notting Hill.
Ideology
This has a very common gender stereotype
that a woman and a man will fall in love. It
is very often that you will find a poster with
a man and a woman on the front that
promote a heterosexual love affair. This is a
hegemonic norm as an attractive set
couple of people fall in love and promote
the idea of an aspirational love that people
wish they could have. People will be
captured by the possibility at a perfect
romance. Male gave does slightly affect
this as the image captures more of the
woman and she is wearing a slightly
revealing dress. Also it portrays the idea
that a man initiates his feelings fro the
woman and then she falls in love with him.
Things Associated With This Film
The film can associated the idea an ideal
romance between a man and a woman,
and the happiness that comes with this.
Moreover, it associates the idea that when
you’re in love nothing can ruin it (and in
reference to the poster this would be the
rain).
Signifiers
The title ‘about time’ symbolises the
concept that time has an incredible impact
on our life. It also links with the idea of
time travel. Furthermore, it continues the
aspect that time is incontrollable, and we
cannot have control over time.
Concept Film
Whilst this is not a high concept film, however the film did do quite well. There are no iconic
images in this as it is an individual film and has no prequels or sequels. However, they use a
famous actress ( Rachel McAdams) on the front/in the film to draw in an audience.