- This document provides information about the 2010 film Kick-Ass, including its director, producers, production companies, budget, box office returns, genre, and target audience. It analyzes audience reviews on IMDb that showed the film was most popular with males under 18. The document also discusses how technology and various forms of advertising in 2010 helped promote the film online and through traditional means like posters, trailers, and radio. It analyzes how the opening sequence establishes conventions of the thriller genre through the use of shots, music, and narration that build tension and establish the main character.

1. -52070085725Institution<br />Name: Kick-Ass<br />Director: Matthew Vaughn<br />Producers: Adam Bohling, Jane Goldman, Tarquin Pack, Brad Pitt, David Reid, Kris Thykier, Matthew Vaughn.<br />Production Company(s): Marv Films, Plan B Entertainment.<br />Release date: 26th March 2010.<br />Genre: Action, Crime, Thriller.<br />Country where made: USA, England, Canada.<br />Budget: $28,000,000.<br />Box office returns: total gross - $48,072,303.<br />Running Time: 117 minutes.<br />-2557780596900Audience: I think Kick-Ass appeals to teenagers and young adults, especially comic book fans considering Kick-Ass was based on a comic with the same name written by Mark Millar and John Romita, Jr. <br />The chart on the left was taken from IMDb.com and shows the age groups and gender of viewers who rated this film. It is clear from the chart that the film is most popular with males under 18 and least popular with males aged 45+. From this information you can conclude that the film is targeted at a younger audience. As for the 566 reviews and user comments, they are almost split on IMDb. 257 reviews ‘loved it’ with comments like “In a movie industry cluttered with own-grown hype, gimmicks and lack of idea, \"
Kick Ass\"
bursts onto the screen and shatters all expectations in it's wake.” However 296 reviews ‘hated it’. Some saying it was “repugnant in its aim to excite and delight.” <br />Technology: The technology of 2010 has unleashed a tidal of wave of new ways to advertise and promote. Accessibility to the internet has vastly increased with mobile handsets all boasting internet anywhere on the go. This enables anyone to access websites dedicated to ‘kick-ass’ or even glance at banners and trailers advertising the movie on other websites such as youtube or even IMDb. Facebook is another important website that is good for advertising, especially considering the target audience. On facebook friends could tell each other about the film and groups will have been made for people to join and ‘like’. There was an iPhone app for the film, this did advertise the film however the game suffered early criticism. Other means of advertising include banners on busses and billboards, trailers in cinemas, posters being sold in music stores such as HMV and even adverts on the radio. All of the above contribute to the knowledge the audience has of the film. The more knowledge the audience has of the film the more they can judge whether it will be a film suited to their tastes or not. More importantly, when huge budget blockbusters release there is no escaping the advertisements.<br />Codes/forms & conventions of the thriller genre: The opening sequence begins with an unknown ‘superhero’ standing ob the edge of a building overlooking the city. He is situated in the middle of the shot, this gives the impression that he is the center of attention of the whole city. Instead of him looking over the city, the city is looking at him. This gives the character an appearance of superiority and fame. This scene is full of non-diegetic sound: the most obvious being the narration which can be mistakable for being first person. I think this is important because it shows the audience how the main character is just a normal guy. However behind the narration there is the music building in intensity as the hero jumps from the building until the anticlimax when he smashes into the car. The non-diegetic music here is important because the music itself gives a sense of pride, honor and respect. The camera shots in this scene are used to emphasis his power and authority. The extreme high angle shot showing how powerless and vulnerable the citizens of the city are. Followed by the extreme low angle over shoulder shot shows how powerful and important he is in comparison. They all look up to him, physically and metaphorically. <br /> <br />