OCR Media Studies A-Level Evaluation Q2

1. Kieran Morris
A2 Media Studies: Evaluation
Q2) How effective is the combination of your main product and your ancillary task?
The consistency and between the short film and two ancillary tasks is vital for an audience to
understand the genre and narrative of the film; helping them to decide whether they will
watch the film in full or ignore the promotion. Throughout the film, I used a cold, frosty
atmosphere in order to reflect the harsh, yet realistic nature of the short film. This was
evident through the mise-en-scene, as shown in Image A, whereby extreme close-up shots
of grass demonstrate the cold weather in the film. This connotes that the film may be cold
and truthful in the message it attempts to give to its audience. I intended on making this cold
theme consistent throughout my promotion, and used a wide-shot of protagonist character
Jade standing on the cold, frosty grass. By using this weather and the mise-en-scene of
everyday clothing, a realistic ambiance is given to the film; helping to demonstrate the social-
realist genre.
I also ensured that the ancillary tasks help to promote the film to the target audience who
may not have seen the film poster or read the review by using ‘#FindJadesMum’ across
promotion. This allows the target audience (aged 15-30) who are primary users of social
networking sites such as Facebook and Twitter to create online discussion with friends or
followers about the film, and therefore they introduce the film to others who may have not
heard about the short film through the poster or review. This helps to spread the message
surrounding the film, leading to an increase in viewing. The hashtag also hints at the plot,
suggesting that Jade’s mum is missing. This will help to create further discussion online as
to where Jade’s mum could be. I have also used #FindJadesMum at the end of the film, to
remind the audience to use the hashtag when posting an instant reaction to the film online.
The hashtag also sets up an online search for Jade’s mum, in a similar way to BBC Three
drama Thirteen and how they use the hashtag #findthegirl to promote the film.
Image A Image B Image C