Exam Q

How far does the platform on which they are consumed determine the construction of media products in your cross media study? Support your answer with reference to a range of products from three media platforms.

I have been learning about the film industry, the case studies of films I have looked at are Ill Manors, A Field in England and my own which is The Dark Knight Rises. The platforms are broadcast, print and e-media which determine the construction of the media products as certain ways to promote the film such as posters would not be the most effective way to promote through e-media for example.

Ill Manors used e-media for the ‘Tag London’ campaign, this was for people to use social networking site Twitter to #IllManors and tweet about the film and what they think of it, also general opinions about the societies in London. These were then projected on buildings in various locations around London written in a graffiti font. This e-media platform was significant as it would not work without user generated content and on another platform such as broadcast; it would not be as effective and would not have engaged a wider audience.

Ill Manors was also consumed on broadcast; there was a trailer for the movie and a music video which was for the soundtrack for the film from Plan B’s album which was promoted as well as the movie as a technique called synergy. The trailer could not have been successful on any other platform because it is totally dependent on a moving image platform. The music video is also all about broadcast, this is a way to engage the audience as they can view the artist himself singing and performing to the soundtrack. It also gives the viewer a feel of how the movie may be like.

The TEDx lecture was consumed on broadcast which was effective as the audience could see and hear Plan B talk about Ill Manors. However this could have also worked on print as his speech could be typed out for people to read in magazines, even through e-media on an online version of the magazine. The TEDx lecture also targets the audience better on broadcast as some people may not be bothered to read it and they’d rather visualise it, its more effective this way.

For Ill Manors the platform print was used to create the feel of the film without a moving image. The poster showed consistent branding as there was a lack of moving image and it would not have worked on broadcast. The towerblocks used on the poster, DVD cover and billboards connotes the urban life which promote the brand as well as the image of the protagonist holding the gun, which connotes the violence in the movie and is also a form of iconography. The typography used is quite bold and the ‘Ill’ looks like towerblocks. The colour scheme connotes the seriousness of the movie; mainly monochrome- white, grey, black and other fades of dull colours. These can only be done through print, also e-media if the posters were shown as images online.

The second case study was ‘A Field in England’ which had a unique release strategy of releasing all platforms on the same day. So in this case the platforms are less important and the audience was more likely to watch the movie because of the release strategy.

My own case study was ‘The Dark Knight Rises’ which used all three platforms effectively. This movie was sponsored by the energy drink Mountain dew which was advertised on TV (broadcast) and on posters (print) so this was a synergy of the two so was promoted well either way. Another example of this was that the movie and the character Batman were promoted on NASCAR which was shown on TV as well as images on e-media. The posters, DVD covers and billboards were a good way to advertise as they all had meaning to them, such as the colours used were mainly black which connotes evilness also links the title hence the ‘Dark’ knight. The bat symbol is also very iconic which engages fans of Batman. The trailer shows the best bits of the film that the audience would want to watch, the music used in there is tense and engaging. Therefore broadcast is the only platform this could have been done on. There were also competitions on twitter in order to win a sneak preview of the newest trailer for the film, so using e-media people had to post up pictures to win. This was also the only way to attract a wider audience worldwide as many people use social networking sites and is easier to get messages across. 

Case study

   The Dark Knight Rises

       Release date: 20^th July 2012 (UK cinema) December 4^th 2012 (UK DVD)

·         Genre: Action/Drama/Crime

·         Running time: 165 minutes

·         Distribution companies: Warner Bros. Pictures

·         Budget: $250-$300 million

·         Worldwide gross: $1,081,041,287

·         Director: Christopher Nolan

·         Main actors: Christian Bale, Anne Hathaway, Tom Hardy, Gary Oldman, Michael Caine

Release technique: Front loading

This is when the film is expected to make most of its revenue in week one. Trailers are put on most channels 10 days before the movie is released and this makes the audience go and watch the movie on the opening weekend.

Marketing-

Posters, trailers on TV, teaser trailers online. Theatrical trailers, these were shown when The Avengers was out in cinema as they wanted as many people to see the trailer because they knew many people would go to see the Avengers. 

There was a viral campaign for the film with the use of digital guerrilla marketing. This was presented as a Gotham City police investigation. Batman graffiti was planted all around the world for individuals to find. These were posted on twitter by the fans and these people got to see the third trailer for Batman before it premiered.

On twitter- there was an ‘operation early bird’@thefirerises, this was a countdown to the film’s release. 

The official website was launched in May 2011 introducing a viral marketing campaign which was used to promote 'The Dark Knight' as well. The website streamed an encrypted audio file described by users as chanting. Users decrypted the audio to the Twitter hashtag, "#TheFireRises". Warner Bros. removed a pixel from the webpage for every tweet using the hashtag. The website revealed the first official image of Bane. 

 The Fake police investigation as a marketing technique. 

Synergy-

Mountain Dew the drink sponsored The Dark Knight. Codes were found on the mountain dew caps for unlocking prizes as a competition. Nascar was also a way to promote the film and mountain dew as the racing cars had pictures of both all over them. An American football teams field was used in the film, this promoted their team, ‘Pittsburgh Steelers’.  

  

Print- 

  

Poster                                                            Blu-Ray Cover

Broadcast

Interviews with the cast-  https://www.youtube.com/watch?v=kTouW6Lhf6M  

Trailer- https://www.youtube.com/watch?v=J9DlV9qwtF0    

Double page spread

Magazine cover

1. I assessed Zaid's blog. 
2. Django Unchained 
3. He has covered broadcast and print media.
4. 
5. https://www.youtube.com/watch?feature=player_embedded&v=GrsJDy8VjZk
6. No e-media example 
7. The links between this case study are that it portrays violence as does Ill Manors, the colours used in print media are similar; they both use black and white/dull colours. The name of the director Quentin Tarantino is emphasised as was Plan B which both create a larger following both films. 
8. I could add in more about broadcast and video clips of interviews with the actors or director about my film.

Ill Manors e-media

Facebook page

1.      How many likes has the Ill Manos page had?

  The Ill Manors page had 30,139 likes.

2.    What is the top of the page promoting?

The top of the page is promoting the release of the DVD and Blu-Ray.

3.      How 5 posts on the Facebook wall appeal to the Ill Manors target audience?

This appeals to the Ill Manors target audience because most of the target audience would be fans of Plan B and his music therefore saying he’s been nominated at the Brit awards would make people want to vote for him.

This appeals to the target audience as revolver entertainment was the company who distributed the film. They may also distribute films with a similar target audience.

This appeals to the target audience as the music video is a way of promoting Plan B’s music and what the film is about. The psychographic group of strugglers would be fans of Plan B and the film because of the message it portrays.

The target audience would want to watch the trailer as they would be fans of the film and it states it’s an exclusive clip.

This music video would appeal to the target audience as it says it tells the story of Ill Manors and fans can listen to his music as well as know what the movie is about.

4.      Three examples of synergy with other platforms, explain how each promotes the film.

This newspaper article is about the Mercury prize as Plan B was nominated for his Ill Manors album which seemed to be a favourite to win. This promotes the film because the album was made for the film which is synergy as it is promoting the film as well.

This promotes the film because it shows Plan B winning a MOBO award for the Ill Manors album which makes people want to watch the film because the music is winning awards which must be good for the film.

This promotes the film because it was nominated for 3 ‘British Independent film awards’, this makes the audience want to watch it.

5.      Three examples of opportunities of user generated content.

   

6.      Three examples of cross promoting the DVD or soundtrack release

  

7.      How did the institution use the page to promote the film’s release in May 2012?

The promoted the film by posting up the Ill Manors soundtrack and the trailer, this would appeal to the audience as it gives an insight on what the movie is about and whether they would like it. 

Twitter page

1.  How does the twitter page use the Ill Manors brand to promote the film?

The twitter page has an image of the poster in the background which shows the brand as we can see the main actor with a gun surrounded by buildings which tells us the genre of the film. There is also an advertisement to buy the DVD and Blu-Ray which promotes the film.

2. What hashtags are used?

The hashtags used are #ILLMANORS, #MEGAMONDAY, #QAwards

3. Three tweets they retweeted (celebrities/magazines) and how they appeal to the target audience?

Best Track presented by @QRadiouk goes to Ill Manors by Plan B @4PlanB #QAwards Happy Birthday Ben!

Q magazines tweet was retweeted, this is because it is a music magazine and would appeal to the target audience as they would probably be fans of Plan B’s music.

#illMANORS ON BLU-RAY, DVD & DOWNLOAD ★★★★★ Now available everywhere! >>> http://on.fb.me/Tb76Rl  @iLLManors pic.twitter.com/wB336P4O

this was a tweet from Plan B which would appeal to the target audience as he himself directed the movie and produced the album for Ill Manors.

HMV signing amazing experience enjoy the DVD!! #IllManors @4PlanB @iLLManors @edskrein @RyanDeLaCruzUK @Leeallen80

  This was tweeted by the actress in Ill Manors; Anouska Mond. This would appeal to the target audience as she is an actress in the film and they would be interested in more of her work if it is similar to anything like Ill Manors.

4. How has the twitter feed used images to promote the film?

Images have been used to promote the film as there is one of the actor’s onset of the film which promotes the film as it shows the area it was being made in. There is also an image of the HMV DVD signing which promotes the film as the stars went out to sign these for the fans and probably made more sales from that store that day as people just bought the DVD for the autographs but would now also watch the movie. There were also images of the DVD and Blu-Ray which promotes the film as Plan B tweeted the pictures, therefore his fans would go and buy them.

5. –

6. How tweets promote the release of the DVD in October 2012?

#illMANORS ON BLU-RAY, DVD & DOWNLOAD ★★★★★ Now available everywhere!

This tweet from Plan B promotes the DVD because he has stated how many stars the film was rated and also attached a picture.

HMV iLL Manors DVD signing was great!! Thanks to all iLL Manors fans who came down!!! Good to c @iLLManors

family!!

This tweet was from one of the actors in the movie, it promotes the release as he says they did a DVD signing in HMV, so more people would go out to buy it if there was a signing so they could meet the actors.

Good crowd at the HMV #iLLManors signing in Oxford Street. @4PlanB and Cast will be out signing very soon! 

This promotes the release as it names a famous street in London which would big up the release more as the actors would be signing autographs there.

Instagram

1. How has Ill Manors used the Instagram platform to promote the film?

It has used Instagram to promote the film as they have posted up images of the actors, with them onset and at premieres for the film. They have also posted up pictures of the poster and DVD cover which would attract fans, especially fans of Plan B.

2. Three images, why they are effective in promoting the film?

-

3. Hashtags used on Instagram?

-

4. Three images on Instagram that relate to other texts we have studied, explain the synergy?

-

Youtube-PlanBuk

1.      How was the PlanBuk channel used to promote Ill Manors the film?

This channel promotes the film because the whole album is released on this channel for the viewers to listen to which is from the film, this is a form of synergy as it is promoting the film as well as the album. The Plan B tag London campaign is also posted on here which links to the message portrayed in the film as people voiced their opinions on this campaign. There are also short teaser clips from the film which is a way of letting the viewers see some of the best parts of the movie which is a way of promoting it as people would probably want to watch more.

2.      Example of synergy between YouTube and other texts we have studied and how they link to the target audience?

This YouTube channel uses synergy as the music videos posted links with the Tag London campaign. This is because the Tag London campaign was for the audience to get their opinions across on the movie and the society in general which is also what the music videos portray, the opinions of the teenagers and people living in council estates for example. These both appeal to the Ill Manors target audience because ‘strugglers’ would have similar opinions as in the music video and would be involved in the Tag London campaign.  

3.      What links of other social networking sites are found on this page?

Twitter and Facebook are the main social networking sites found on this page.

A Field in England

Media magazine article-

This article is about how the film was distributed, it explains the different strategies that were used in order to make the film known. It is an art house film so its aim is more aesthetic rather than making profit. So it states the aim was to release the film in about 11 or 12 small cinemas at the same time as releasing the DVD and putting it on TV so the audience can enjoy the film and the message in it. The distributors wanted to get the widest audience for this art house film so it stayed in the small cinemas for longer as there was no worry for bigger blockbuster movies to be out in cinema for longer ruining the chances for people to go and watch ‘A Field in England’.

1.       How was A Field in England’s release different to typical film releases?

This was different to typical film releases because the distributors released the film in cinemas at the same time they released the DVD and put it on TV on Film4. They said it’s the evolution of the system and technologies and that people do not want to go to the cinema sometimes, they would rather watch it at home and then if they enjoy the film they may buy it on DVD and would not have to wait.

2.       What are the advantages on releasing the cross platforms on the same day?

An advantage would be that these types of art house movies could stay in cinemas for longer and can find their target audience. They can also market the whole campaign at once for the movie instead of separate ones for the DVD release and for the cinema release, this may also save movie. This could intrigue people to watch the film because it is an interesting and unique way to release the film.

3.       What are the disadvantages for this approach?

The disadvantages for this approach would be that the film may not make enough profit even though that is not the aim for an art house film. It would decrease sales in DVD’s as it would be on TV and people will be able to record the film at home or watch it on demand rather than buying it.

4.       What is the target audience for A Field in England?

The target audience from a psychographic group for this film would be explorers because art house films have a niche audience which means it would not appeal to many people, therefore explorers would like to give new things a go such as watch these films to see if they are any good. The demographic group would be C or B who would be middle class and have skilled jobs or are in university probably studying art or history.

5.       Do you think all films in future will be released across all platforms simultaneously in future?  

      I do not think all films will be released across all platforms similar to how ‘A Field in England’ was released because many other movies such as blockbusters would want to make revenue from releasing the DVD separately for example months later after it is released in cinema. Many high budget movies make most of their profit from when it is released in cinema. However they may use this technique to stand out for being unique or if their aim is not to make profit but it makes it more aesthetic.