Technology evaluation


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Technology evaluation

  2. 2. Throughout the planning stage and pre production, the use of media technologies was essential in making a successful teaser campaign. In the researching stages, websites such as YouTube, IMDB and the official sites were extremely helpful in searching on the audience, genre and other trailers and its campaigns.<br />Even though our group has experience with using camera and equipments on the Film opening campaign; We still learnt new stuff and improved upon our errors and mistakes from last year. But this time we had the opportunity to work with more advanced type of equipments rather than just a camera and tripod.<br />
  3. 3. Social Networking<br />Social Networking sites like Facebook and Twitter was essential in finding and feeding our target audience  and spread the word via the viral marketing strategy of 'word of mouth‘ and the communication strategy of ‘many on many’. It has also helped gain feedbacks and reflection upon our teaser campaign. Again because of web 2.0, the audience now have access to social networking sites from literally anywhere and anyhow (handheld devices). The way the audience or consumers utilize the media, forces the creators to distribute and market it in different ways. This is where we created our official fan pages and again this  helped us gain feedbacks and criticism. The consumers can also create their own fan page on Facebook thus creating more awareness and attraction to the trailer as more people join and share. <br />This is one of the most powerful ways to market our campaign and gain fan base and attract audiences fast because nearly everyone uses social networking sites today in the digital world where the consumers have full freedom.<br />
  4. 4. Sites like 'IMDB‘, '‘ and ‘Blogging’ has really helped us gain more information about how a real teaser or film campaign is like and also information's about it's box office and ratings. Also IMDB specifically helped coming up with our taglines, synopsis and intertitles as we looked at other examples and compared what certain tagline is appropriate for what certain genre which is crime thriller. <br />In terms of ‘blogging’, due to the digital world we live in today, the audience or consumers can interact directly; by commenting on their blog and even create their own fan based blog about the film so this showcases how powerful the audience can be and how they provide interaction between others via the communication process of ‘many on many’ and ‘one on many’<br />
  5. 5. FinalCut Pro were the main technologies or software's in order to create our campaign and along the way we learnt new stuff that we never knew before. It not only helped us create the main outcome of our project but also the ancillary texts and planning stages. Through FinalCut, I became more comfortable using it because last year I wasn’t that comfortable but through experience I learnt great new stuff that I take on board for future projects. The software helped us make the trailer look more realistic, cinematic and professional with its great advanced visual effects like fades (transitions) , l-cut (layering) , colour/tone scheme  etc. The colour/tone scheme for the trailer was captivated by Martin Scorsese and his titles ‘Gomorrah’ and ‘Mean Streets’ in which he uses rich colours, and colours with high definition and contrast.<br />FINALCUT PRO<br />
  6. 6. PhotoShop is a great software which allowed me to create the visual side and ancillary texts of our campaign like the poster, logo and magazine cover. Because there was no campaign in the film opening project, I was really looking forward to get grips with PhotoShop and try and challenge myself by using it on MAC which I was not particularly comfortable with but through practice I managed to create something of my standard. As a graphic designer, I am already experienced with Photoshop  and the ancillary stuff was my strongest field. but even for a experienced person, I still learnt new things myself and challenged myself by creating something that is very different and captivating.<br />PhotoShop<br />
  7. 7. Next, softwares like Motion,Livetype and Garageband played a big part in adding finishing touches to our teaser. Through Motion and Livetype, we created our title and intertitle; We thought the effects on Livetype was a bit cheap so we tried to experiment with Motion and along the way we learnt new stuff and I would love to experiment with Motion again. GarageBand enabled us to create our own music/soundtrack for our teaser but the stuff on there was again too cliché and cheap so I decided to go the music department and produce our music from there using various instruments and a unknown software called ReelMusic. I used piano, strings and drums to create our soundtrack for the teaser. For the music, I wanted to create a sense of rush, urgency and danger; the music gets more pacy and louder as tension is built. The strings helped create unique rich sound and made it more pacy whilst the piano was the basic sound but with strings it’s more powerful. The drums helped create a cinematic sound and again stresses the tension.<br />Because of web 2.0, people can also create their own music/ soundtrack on Garageband and share or even record it.<br />
  8. 8. Finally, Slideshare enabled us to present our ideas  and secondary research more visually, professionally and interactively. Slideshare again similar to Facebook and Twitter have millions of users and fans so we can share our presentations with the same process or method of communication which is ‘many on many’ and ‘one on many’ as people can create their own presentation and share it so this again stresses the idea of the consumers having more freedom in the digital world today.<br />