Research/Analysis

1. Emma Sutton
PR1 ResearchTechniquesinFilm
Typesof research
What isqualitative research?
It isopinionbasedresearchaskingwhatthe audience thinksof afilm.
What isquantitative research?
It ismore factsand statistics.Anexample ishow manypeople are female?
Primaryresearch
Primaryresearchisfieldworkandgoingoutto get new data.It is discoveredbysurveysand
questionnaires
Secondaryresearch
Secondaryresearchisfinding outfactsthat alreadyexistandfoundbysomeone else.Anexample of
thisisthe Internet,Newspapers.
Typesof audience
Mainstream
https://www.youtube.com/watch?v=CmRih_VtVAs Suicide Squad
https://www.youtube.com/watch?v=_EC2tmFVNNEHarryPotter
Alternative
https://www.youtube.com/watch?v=K0SKf0K3bxg Juno

2. Emma Sutton
https://www.youtube.com/watch?v=8NUBVcit5VMScottPilgrim
Niche
https://www.youtube.com/watch?v=C0I9ikjQtuI One Direction
https://www.youtube.com/watch?v=zGnTjKwNtw8The Beatles
Audience Profiling
Gender- If someone ismale orfemale
Age- Howoldsomeone is
Socioeconomicstatus- groupsof people basedontheiroccupation
Psychographics –informationbasedonpeople attitudesandinterests andtheyare categorisedinto
7 groups.
Geodemographic- Wheresomeone lives
Sexual Orientation- Whatgendertheyare interestedin
Regional Identity Whichareasomeone isfrom.

3. Emma Sutton
Movie PosterAnalysis
PrimaryOptical Area
The name of the film
The coloursare to show
that it’sa Romantic
Comedyasits using
pinksandpurples
Terminal Optical Area
The Stars of the film
Directmode of addresswith
Bridgetinthe middle asshe is
lookingatthe audience for
help andindirectcause the
twomen inthe back are
lookingateach otherto show
rivalry.
WeakFallowArea
Might meanthat the
character isn’tas
importantas the other
guy
StrongFallow Area
isan inside joke forthose who
have seenthe previousfilms
PrimaryOptical Area
Its redand blackto show
that there isgoingto danger
and bloodfromthe redand
deathfromthe black.
The black parts looklike
veinstoshowthat there is
goingto be a bitof gore.
The name of the filmso
people know whythe poster
lookscreepy
Alsohasa catchphrase and the
date whenthe filmisout.
Lookslike a a cross and a
personsothere is some
sort of religiousstuff in
thisfilm
Anchorage
The way the images and colours are put together to represent what the film is about and to get people
hooked.

4. Emma Sutton
TrailerAnalysis
Genre theory
Steve Neil
Genre constituteselementsof repetitionanddifference
NickLacey definesgenreelementsas5 constituting5keyareas
Setting
Character
narrative
iconography
style
The main coloursinthismovie posterisgoldandbrown.The goldis the representtreasure whichinthiscase the main
treasure isthe Magical Creature whichiswhattheyare lookingfor.The brownisto representthe erathatthe filmisset
inwhichis 1920s America.
The symbolsare the clothesto representthe eraitssetinas well asthe brown.There isalsoa want to showthatthe film
isgoingto be fantasyandabout magic. Viewerscanalsosee the name JKRowlingwhichmeansthattheygetthe
expectationsthatit’sgoingtobe a great filmasthe otherfranchise of filmsare reallygoodandverypopular.
There iss statue of a birdin the backgroundso that isto representwhatsome of the creaturesare goingto be like inthe
film.
The main star of the filmisinthe primaryoptical visionashe isnot onlythe maincharacter but alsothe biggeststarof
the film.Alsowe have the secondmaincharacterbehindthe firstmaincharacter.Thisisalso to show that there isa
connectionbetweenthe twocharacters. Inthe Terminal Optical Areathere isthe name of the filmwhichisFantastic
Beastsand Where to FindThem.Inthe Strong Fallow area, we are introducedtothe othertwo secondarymain
characters of the film.
The message in the posterisJK Rowlinginvitesyoubackto the wizardingworld.Thisisbecause there hasnotbeennew
filmsince the lastHarry Potterwhichwasrelease backin2011 so there hasbeena gap for those whoare fans of the
Harry Potterfranchise. Itattracts the fans of Harry Potterbecause itssetin the same worldas Harry Potteras it isby JK
Rowlingandtheyknowit’sgoingtoinvolve lotsof magicbecause of the wand.

5. Emma Sutton
For the trailerfor‘Spectre’the coversall the differentelementsof Laceysdefinition.
For the settingit’ssetall aroundthe worldas Bond isindifferentlocations thisisbecause inspy
filmsthe villainshave people workingforthemall aroundthe worldanditis upfor the main
character to gainas much informationaspossiblebydefeatingthe othervillainstogetto the main
villain.
The Character inthe filmisa goodlookingmale protagonistand anunknown antagonistwhowillbe
inrevealedinthe film.The females inthe filmare highlysexualised byusingattractive slimfemales;
but theyare verygood at fightingsothe mainprotagonistisable tohave a fightwhile flirtingwith
the female.
Narrative isthe goodguy vs the bad guyand the good guysavesthe world withthe helpof others
aroundhim.
Iconography:ithas fancycars that they,weaponsforwhen theyare fightingandguns.
NickLacey wrote a bookcalledNarrative andGenre:KeyConceptsinMediaStudies(Palgrave
Macmillan) he saysthere are 5 KeyAreas:setting,character,narrative,iconographyandstyle.
While analysingthe trailerforBridgetJonesBabythese elementsprove thatitisa Romantic
Comedy.
The settingisinone areawhichis Londonsothere isn’tmuchmovingaroundin the worldsothe
maincharacter isn’tkepta distanced fromthe mainlove interests.Itsshowswhere she lives and
worksto showthat she a typical personandshe isn’tgoinganywhere foranadventure oraction.It is
alsoat a hospital toshowshe ispregnantand theyare not goingto ignore thatas that is the main
plotof the film.
The characters are easilyrecognisableasare still similartothe previousfilms.Theyare happy,
cheeryandfunnybut as well asthattheyare relatable. There isnogoodguyvs bad guybut there is
a competitionbetweentwocharactersandtheyboth are veryattractive menwhowill appeal tothe
target audience. The maincharacterisan attractive womanwhoislivingatypical lifestyle butis
funnywithhercommentary.

6. Emma Sutton
The narrative isabout a womanwhohas a flingwithherex andanother attractive man.She then
realisesshe’s pregnantwithone of theirchild.The menare at competitionwithforthe woman’s
heartand she is tryingto deal witheverythingwhile choosingwhoshe reallyloves andfindingout
whois the father.
For iconographythere isa highkeylightingwhich isusedforhappyfilmsandmoments. The outfits
that theyare wearingnormal everydayoutfitsandtheywearoutfitsthatsuitthe age thattheyare
and theyare wearingbrightcolourful outfitswhichistoshow itis a happyfilm.The cinematography
useslotsof mid shotsandlongshots.This isto show that it isn’ta seriousfilmsoit’snotfocusedon
the character’s emotionssothere are verylittle close ups.
Exit Polls
The purpose of researchis to findout
information oldornew tosee if a product
will be successful orif italreadyis. Italsohelpsproducersgetto know theirtargetaudience more
and if theytheyneedtoimprove anyof theirupcomingproducts.The methodsof researchare

7. Emma Sutton
Primaryand Secondaryresearch.Primaryresearchismostlyfieldworkandcollectingnew datathat
doesn’talreadyexist.Itincludesquestionnaires,surveys,focusgroupsandexitpolls. Secondary
researchisfindingalreadyexistingdata.Itincludesfindinginformationinbooks,internetand
newspapers.
There isalso qualitativeandquantitative research.Qualitativeresearchisaboutfactsandstatistics
and quantitative researchisaboutopinions.
I have made an exitpoll forthe filmsBridgetJonesBabyandBlairWitch.
My firstquestionisHow oldare you?92% of
people whodidthe surveyare between17-20
and 8% is31+. I askedthisquestiontosee
whatage these filmsappeal to.Fromthese
resultsthese filmsattractyoungerpeople than
older. Alsotogetsome informationaboutthe
respondents.
My secondquestionwasaboutgender.58% are female andthe other42% are male.I askedthis
questiontosee whatgenderthe respondents are.
My third question was about the favourite
genre of films. This is to see what the survey

8. Emma Sutton
takers genre they really prefer. From these results the most popular genres are Sci-Fi and
Comedy with a result of 25% each. The least favourite genres are Horror, Action, Adventure,
Action and Fantasy as they scored 7% each.

9. Emma Sutton
My fourth question was What film did you watch? I asked this question to see what film
they watched. From these results more people went to see Bridget Jones Baby with a total
of 67% while the other 33% went to see Blair Witch.

10. Emma Sutton
My fifth question was about how they heard about the film. This is to see what form of
advertisement is the most successful. From these results YouTube is the best form of
advertisement as 33% of the respondents saw the trailer on YouTube. Social Media and
Word of Mouth is a good form as well both have 25% of respondents heard about the films
with that form of advertisement.

11. Emma Sutton
My sixth question was to see if the respondents enjoyed the film they went to see. From the
results 58% enjoyed the filmthey watched while the other 42% thought it was ok.
Question seven is about what attracted them to the film they went to see. This is to see
what about the filmis good that it attracted people to see them. The most successful was
the Plot and the Trailer as they resulted with 33% that attracted people to see the films and
the least is the Advertisement and Poster as only 8% of people were attracted to the film
using that form of advertisement.

12. Emma Sutton
Question eight is about their opinions and of they had any improvements to the film. This
was to see how effective the advertisement is for the filmis. Most of the respondents didn’t
have any improvements for the films because they felt that the film was already good
enough. Those who had an opinion say the film is similar to the original film.

13. Emma Sutton
The ninth question is to see if the respondents would enjoy the filmthat they would
recommend it. 83% said they would recommend the films they watched while the other
16% didn’t.
For my last question I asked the respondents to give a rating out of 5. 50% gave a 4 stars to
the film they watched, 25% gave it 5 stars, 8% gave it a 3 and 17% gave their film2. This was
to see if they really enjoyed the filmor not.

14. Emma Sutton
The research techniques that are available to Media producers are primary and secondary
research where they can find out either new and old research using either surveys, focus
groups, internet and newspapers. The research can be based on numbers and statistics this
is quantitative research and it can be based off opinions which is qualitative research.
The advertisement was successful for both films as they made a lot of money in the box
office. For Bridget Jones it made £143.4 million in the box office meaning the advertisement
was successful as it brought back familiar characters and not revealing to much of the plot in
the trailer and hooking the audience to want to know more and have their questions
answered.
For Blair Witch it made £35.7 million in the box office. Although it wasn’t as successful I
think the advertisement campaign was successful as people have seen it been advertised
and unlike other horror films it did not show any of the scary scenes in the trailer so fans of
the genre will feel like they don’t know much about the plot and the don’t know any of the
scary scenes so they don’t know when a scary scene is coming in the filmleaving them
satisfied.
From my results of my survey the advertising attracted people who don’t favour the genre.
However, the genre for Bridget Jones Baby is a romantic-comedy so the filmattracted those
who enjoy comedy. The most successful form of advertisement was through YouTube. Most
of the respondents were between the ages 17-20 and they mostly watch YouTube videos
which have adverts before the video so the respondents have watched the trailer while
before the video and on my results the trailer was what attracted people to the film.