This document provides details about Leanne George's planning and research for a film project on shopping in Nottingham. Some initial topics considered were students, entertainment, and shopping. Shopping was selected after research showed Nottingham is a key shopping destination ranked 9th in the UK. Locations like Victoria Centre, The Exchange, and Old Market Square were chosen to represent Nottingham's variety of retail options. The film will take a point-of-view perspective following a Christmas shopping trip to buy gifts. Storyboards, a schedule, and a prototype video were created to plan shooting from week 10 to week 14 and editing from week 14 to week 16.

1. Nottingham Loves…
By Leanne George
N0302249

2. Brainstorming
A glimpse of some of the brainstorming and ideas
I had initially when starting the project.

3. Initial ideas
My initial possible topics for my film were students, entertainment and shopping. I also
had the idea of filming all of Nottingham’s attractions but I felt this was too big for a
project.
Students are a huge part of Nottingham, making a huge part of the city’s population.
However I felt conducting a film on students narrowed down my target audience, only
targeting students. I wanted my audience to be broad, aiming at most ages and
genders.
When I was researching entertainment I could not find enough information to base my
video on . I also thought getting permission from theatre’s, cinema’s and other various
entertainment venues to film would be difficult.
Shopping was my third choice. During my research I found that Nottingham is a key
location for shopping and ranked 9th in the UK. I found plenty of information on the
city’s ranking and how it stood out as a place for shopping to suit everybody and
anyone’s budget.

4. I had conducted plenty of research on Nottingham
shopping…
In terms of floor space
volume, Nottingham is
still ranked 4th in the
UK, and there is still
demand from high end
retailers who wish to
set up in the city.
Nottingham has over
1,100 retail outlets set in
striking historic and
distinctive setting.
Unlike bigger cities
Nottingham’s city centre is
surprisingly compact, with
everything you need close by.
There is something in
Nottingham to suit everybody
and every budget.
Nottingham’s top 10
high profile companies
include:
Paul Smith,
John Lewis,
House of Fraser,
Marks and Spencer
e.t.c.
Retail analysts with Experian say they believe
the city's retail economy will be worth £2.4
billion by 2018 - up from the £1.7 billion it
brought into Nottingham in 2008.

5. Nottingham loves… Shopping
After plenty of research I finally chose my category for the client project. I have
chosen to create a 3-5 minute film on the theme 'Nottingham Loves... Shopping'.
I have decided to capture my film from a point of view perspective.
A point of view shot (also known as POV shot) is a short film scene that shows what
a character (the subject) is looking at (represented through the camera).
I believe by shooting it in this way it will strengthen the story telling aspect. I want
to engage and capture the audiences attention and I think I can do this with a
point of view camera shot and a fun story line.
The storyline…
I came up with the idea that I would create a short film from my perspective
following me on a Christmas shopping trip around Nottingham. The character
(me) is going to be buying xmas presents for their family members. This way I
will be visiting different types of shops for different age ranges – capturing my
target audience.

6. Target market
Age: 16-55 year olds
Age of shopper: 21 (me)
Gender: Male and female
Nottingham's highest spending age group is the 35-44 range, and the
fastest growing consumer group is over 55. I also know that
Nottingham has a large student population of over 60,000 – which
is another main consumer group for retail in the 16 - 21 age range.
This gave me my target audience of 16-55 year olds.
It was also key from my research that Nottingham had a range of shops
from diverse boutiques to popular high street and leading brands.
This worked well with my target audience and fits in within my
range of 16-55.

7. Victoria Centre
The Exchange
Filming locations
Bridlesmith Gate
The Flying Horse walk
Hockley
Old Market Square
Broadmarsh

8. Filming locations
These are the 7 shopping locations which I have chosen to film for my
video. I have made sure I have included a range of shops to suit my
broad target audience – from unique boutiques to leading high street
brands such as John Lewis, Debenhams e.t.c.
My research showed that these areas were the ones which the city was
well known for. I also visited all of these locations myself to test this
information and see the type of footfall these areas had and to see the
demographics of this.
All of the areas which I had chosen showed that people within my age
range of 16-55 shopped there. I also found that areas such as The
Flying Horse Walk and The Exchange catered for people within the age
range of 35-44 and areas like Victoria Centre and Market square
focused on young fashion retail for a 16-21 age range. This information
will help me when I am filming.

9. Storyboard
1.
A glimpse of some of the
story boards I have drawn
up. Gives me a rough
outline of how I want my
story to pan out.
2.
These storyboards will help me when it
comes to filming as I will have a plan to
go by – hopefully preventing me from
going off task.

10. Time management
I will be managing this project from week 10 to week 18. To help me do this I have produced a
gantt chart to display how much time I am going to spend on each task through the duration
of this module .
The pre production stage will approximately take 3-4 weeks which will run up to filming day in
week 14 (28th Oct).
I am aiming to film in week 14 (28th-30th Oct) in 1-2 days to avoid falling behind. I believe I can get
all the footage I need within this amount of time if I stay on task.
Post production will take the longest amount of time in this project which is why I have given it
two weeks. Editing includes sorting through the footage, cutting it down, putting it in order
and merging it together. It can take a while which is why I have given myself enough time for
the process as it is extremely important.
The gantt chart will help me keep track of time and focused on my tasks, making sure I do not fall
behind on the project. Through the duration of the module I will refer back to the gantt chart
to make sure I am on schedule.

11. 5 keywords…
1.
Perspective
2.
Audience
3.
Story telling
4.
Retail
5.
Point of view

12. Prototype
For my prototype I have filmed a short clip of how I want my
video to look. The video shows how the camera will move and
be filming from my perspective. I have simply shot a 60 second
clip of my regime before I go to bed. It has the story telling vibe
which I want in my actual video and captures what the shot
will look like.
My prototype is simply showing the camera shot which I want to
achieve and how it will look. The film was only shot at home so
it doesn't show the story line for my actual film however it
shows how I want my video laid out. I am really focusing on
the point of view perspective shot as this is what makes my
film different.