Evaluation

1. Alice Ward| Media Evaluation|Question1
In whatwaysdoesyour mediaproductuse,developorchallenge formsandconventionsof real media
products?
Crow’sFieldTrailer-
WithinLunarProductions: Crow’sField’srecenttrailer,the use of keymomentsandkeycamerashots
were establishedthroughoutthe trailertonotonlybe a catalystof creatinga stereotypical horror
notion, butalsoto highlightthe protagonistcharactersshowninthe shotsand tell the movie plot.
Linkingtothis,itscatalystways doesnotjustinclude the camerashotsof filmsettings,mise-en-scene,
transitions,textandtitlesandlastbutnotleast,facetsthatare particularlynotused.Bynot usingsuch
horror mediaproductconventions itchallengesformsandconventionsof real mediaproductsthatare
inthe massmediamarkets;aswe createdan alternative implicationandconnotationtoourintentions.
Firstof all,eventhoughourseconddraftunfortunatelybecameourfinal versionof ourtrailerithad the
basicframe work of a trailerthatfollowedmanyotherresearchedtrailers.LunarProductionsputin the
wide spreadused‘fade toblack’transition throughcamerashotstostickto the expectedbuildingblocks
of anytrailer.This isto make sure the notionof a teasertrailerwasfollowedandnoticed.Therefore we
usedthisconventiontoease the understandinginthe factwe createda trailerandnot anythingother.
Alongside thiswe usedhighcontrastedtitlesincapitalsforsimilarreasons. The use of capitalsaddsto
the significance of the storycomprehensioninthe textbyquoting“A terrifyingstoryof witchcraft…”
Thisis withaddedambiguityandanticipationthroughshortsentences.
Lunar Productionshaschallengedthe lengthusedonthe establishingcamerashotof the witch.Thisisto
ensure the upmostsignificance of the witchandthe presence she holdswithinthe film.Eventhough
longerthanexpected,the vibrancyanduse of warmfiltering;alongside the length,addscapabilityand
understandingof the atmosphereconnotedinthe autumnsetting.The highcolourful activity
throughoutthe slowmotionshot,marriedwiththe challengingduration,allowsviewerstime to
establishthe frameworkandnotionof Crow’sFieldasa film.Afterthislongshota swiftswitchon
filteringisusedtomuchmore antique,film-lookingandblackandwhite filter.Thisjumpcutto sucha
contrastingfilteraddsanaspectof surprise (eventhoughnotseenideal).Aspartof thisdraft that,
unfortunately,became ourfinal version,the off-the-scalefilteraddedaslightconsistencytothe dark
and eerinessthroughall settasksinmycoursework. Butalsoan additionof un anticipated,yet
surprisingchange (aninterruptionmuchlike the tormentof ‘Half-HangedMary’).
Lunar Productions’Crow’sFieldtrailerhaschronologicallyeditedthe camerafootage tofollow the
movie plotorscript.This isthe usage of a typical trailerconvention,thusaddingmysteriousnessand
leavesanaudience withamore interactive wayof piecingthe storytogether.Itencouragesaviewer’s
imaginationtobecome active whilstwatchingthe trailer.Itisa triggeringconventionthataddsto the
puzzlingnotionthatCrow’sFieldholds.A puzzlingconceptof the witch’sneedtotormentandto disturb
innocence. Thisisaquestioningfacetthatmosttrailershold;muchlike the trailerof the Saw movies
(thatis a horror involvingpuzzlesandhighterrifyingsuspense).
The soundtrackalso usedonCrow’sFieldisthatof an on-going‘riff’orhighpitchedbeat.Butitalsohas
it’snoticeable off beats(typicallyusingaconventionanddevelopingitshorrorstrengthsincreatinga

2. Alice Ward| Media Evaluation|Question1
scary atmosphere).Also,therefore,the inconsistencyof the beat,throughout,suggestsasurprising
implications;addinganedge-of-seateffect.Alongsidethisthe trackor instrumental isveryhighpitched.
By partneringthiswithlongershotsitbringsmore audiointeraction androomforitto add suspense.
Crow’sFieldMagazine –
Throughoutmymagazine I have followedasimilarformattothe well-knownandfamousmagazine
namedEmpire.Thiswell-knownmagazinespecialises inadvertisingfilmsaroundthe worldthat are
worldwide andgloballysuccessful.Thusbeingagreatframeworktoworkwithto be able to incorporate
a film.Firstof all,I have usedthe overlayof the noose like mostotherfilmshave done inthe pastaspart
of a typical magazine convention.Thisshowsthe significance of the noose.Ihave alsoincludedthe
barcode and price on the magazine like othermagazinestomake ithave a whole lookof professionalism
as a whole.However,Ihave challengedthisasthe price innormallybetweenthe peaksof the ‘M’
insteadof onthe side.But,again,we went
for a more simplisticlook toour trailer,
posterand magazine andhadto stickwith
consistency.The highcontrastingcoloursis
the use of anotherconventionthatmost
magazines,includingEmpire,use.Thisisto
allure readersinandwantto know what is
writteninredor yellow (andif itis
somethingspecialorexclusive).Likewise,I
have usedthe stereotypical ‘HorrorMovie
Special’quote thatissometimesusedin
Empire to show the opportunityof an
exclusivelookintoanew upcomingfilm.
The entire fontismatchingthroughout
empire;withthe logofontbeingtraditional
to keepsome expectationandno
uncomfortabilityentirely.The tall and
boldnessof the fontallowsa‘standingout’
connotation. Whichmatchesthe smaller
font;where mentioningthe producers.
HoweverCrow’sFieldthe titleremainsas
itsown fontas itis almosta brand name on
the magazine andshowsan audience thatit
isthe bigspecial (withthe addedbannerconvention).Ihave,also,challengedbynothavingevena still
as a big mainimage inthe centre.Thisisbecause of the ambiguityandconsistentlyonce againtobe
fluidall the waythrough.Andthe mysteriousof the pentagramstickswiththe posterandwiththe
storyline inthe trailer.Howeverand interpretedtrailerstillisshown(the elongatedshotstill). The
formatand layoutbasicallyfollowsthe same guidelinesasthe Empire magazines’‘blue prints’,thusjust
usingthe conventionof spacedwriting,sidetext,bigtitlingetc.

3. Alice Ward| Media Evaluation|Question1
Crow’sFieldPoster–
The Crow’sFieldposterusesamainimage of a
simple white pentagramthatstandsas a symbolism
for witchcraft.Thisbeingsucha simple mainimage,
once again challengedthe conventionsof having
character mainimagesforpostersmuchlike
AnnabelleandSaw.Butby challengingthisit
enablesuniquenessbyLunarProductionsandour
filmCrow’sField(andallowsthe typical high
contraststo speakgreatervolumesinitself).
However,incontrast,Ihave useda shortand
snappysloganof ‘A terrifyingstory of witchcraft…’
much like anannotatedSawposterdone through
Research& Planning.Itiscentredalongside the
titlingthatisin a greaterfontsize.Thisisall use of
the typical posterconventionsneededtograba
viewer’seye.It’sspaciouscontrasts andlackof
activitymakesa goodposteras the mysteriousness
and darknessmatcheswithanythingbutilluminates
the white (grabbinganyone’sattention:likealight
bulb).The small letteringfontfitsthe fluidityof all
othernewreleasingfilmswith arelease date inthe
centre;butnot givingtoomuch away.The font is
slimandslickand notas bold,to allowthe image
and white pentagramto,again,speakvolumes.Thisposterresemblesmanyof the magazine
conventionstooasconsistencyiskeythroughoutmarketingafilmsoa viewerandaudience knowto
match.