Unit 26, Assignment 3: Fandom Post

Film: The Hunger Games.
*improvements in bold.

Movie Posters:
There were quite a lot of posters designed for the release of the film, there were group and individual photos taken for the press. The posters are all very simplistic, but effective. All of them include black and shadows that cover the majority of their faces, it represents the harshness of the story and how those in further back districts literally are kept in the dark and ignored. 
I think they're used to target a certain audience, for example the poster of Effie has pink in it and from that we can see that she's a very girly character which will attract women to watch because they can see them feminine touches.




The poster of Gale and Peeta is targeted at young girls, because it's showing teenage boys who're good looking with a seemingly flawless face, it will attract them to watching it.
The poster of Rue is what targets the aspirers label in the psychographics best in my opinion. We can see she's a young girl who is reluctant to going into the games but the audience can look up to the fact that she is going in and she's going in strong. Young girls will see the picture and want to see the film because they want to know what will happen to her and whether everything turns out alright.





Like I said the posters are simplistic and similar, the font is kept the same throughout so anyone can easily recognise the poster as one that's advertising the Hunger Games. The designers struck the balance of keeping the font simple yet interesting as it's written in a fiery colour and there's also the films trademark logo on fire so it all links and makes sense.
For the majority of the posters with the characters on, the photos were taken from a side angle so that the character is the focus point.  All posters made were successful in my opinion because they appealed to a wide audience, they're easy to read and remember.

The individual poster of Katniss was probably the most different from the rest, it stood out because it's a full face shot and there isn't much use of black whereas the others do. The text at the top says 'the world will be watching' which is attention grabbing and makes people question it and want to know more about the film.



The Hunger Games trailer: (X)
This is the only trailer I can find on YouTube, no others were made by the marketers of the film so that the content wasn't leaked and more people would go to watch it because the trailers were compact and didn't give too much away. The trailer was very well made in my opinion because it's interesting, you see all the characters on the posters and there is use of audio tracks on the top of the footage and also text. The trailer generally uses small sections of the film at once using simple a simple cut transition and the music will speed up or down depending on what's happening in the trailer. Just as we see the beginning of the games, the trailer finishes leaving us (those who haven't read the books) on a cliff-hanger.
This relates to the psychographic labels because it shows that it's an easy going film that isn't too edgy and has something for everyone so can be a family film. It also shows the 24 tributes being brave and the beginning of going out and fighting for their lives in this instance they're not materialistic because they're not "showing off" but it fits the description that during the games and even before it when we see the natives of District 12, they still look attractive whilst being the poorest District and despite not being well off the characters all still have their own style and persona.


Movie Stills:

The Hunger Games is an action, adventure and thriller movie based on a series of young adult novels so the target audience for the film is the same age bracket, around 12-17 years. The films are gender neutral as the main character is a girl but the storyline includes violence which would appeal more to boys so there's something for everyone.

Plot of the movie:
"In a dystopian future, the totalitarian nation of Panem is divided between 12 districts and the Capitol. Each year two young representatives from each district are selected by lottery to participate in The Hunger Games. Part entertainment, part brutal retribution for a past rebellion, the televised games are broadcast throughout Panem. The 24 participants are forced to eliminate their competitors while the citizens of Panem are required to watch. When 16-year-old Katniss's young sister, Prim, is selected as District 12's female representative, Katniss volunteers to take her place. She and her male counterpart Peeta, are pitted against bigger, stronger representatives, some of whom have trained for this their whole lives." - IMDB plot summary.
The psychographics are mainstreamers and aspirers.

Marketing & success.
The Hunger Games targets its psychographics labels because the characters are portrayed as heroic - Katniss volunteering to save her sister and protecting younger tributes. The characters can become role models for the younger generation, they want to have their bravery and a sense of fearlessness just like them. It also fits into the Mainstreamers label because of how Katniss is around her little sister, she's very comforting as you can see in these pictures.

There is also a fan made video (X) of how she is always thinking of Prim while she's away. It's comforting for some people, especially a younger audience to see a girl who is quite family orientated and really cares about her little sister.

Unscripted interview: (X) Interviews like this are good because they're different and all the questions aren't all about the film, the usual generic questions. They're different and audiences can see their personalities and although they play a character seeing them being themselves can make them want to watch it.
Full cast interview: (X) Anyone who wants a sneak peak can watch videos like this to see who the characters really are. For example, fans of the books will want to know who's playing their favourite character in the movies and if Jennifer Lawrence or Liam Hemsworth are their favourite actors, they know that they will enjoy the film and will go and see it.   


The fans have their own website: (X) where they can read about new cast members/new sneak peaks.
There's also a website with new photos and interviews: (X)
Website full of The Hunger Games merchandise for fans to buy: (X)



Link to a current competition to win tickets to The Hunger Games: Catching Fire premiere: (X)
A soundtrack was released and the album debuted at No. 1 on the Billboard Top 200 chart, having sold 175,000 copies in its first week. Taylor Swift featured with the song "Safe & Sound" this and two other songs of the soundtrack were actually used in the film, in the credits. It was clever to include an artist like Taylor Swift in the soundtrack because she already has such a huge worldwide fanbase and some idolise her so much they would go and see the film just to hear one of her songs included, even though it didn't make it to the final cut. It made the film appeal to a wider audience because it had a range of songs by different artists.

Certain aspects of the marketing of the Hunger Games was quite low key, mainly just talking to the pre existing fans of the book. But then once word got out about the film adaptation, a lot of people were exited.
The budget for the film was $78 million
Worldwide the film made $686,533,290, $408,010,692 of that came from North America alone.
It's the 13th highest grossing film and tickets for the midnight showing of the film on release day were sold out weeks in advance.

Comparison.
I'm going to compare The Hunger Games to Harry Potter and the Deathly Hallows.
Usually fans of the Hunger Games are a fan of Harry Potter because the content of both films are similar so they attract the same audience.
The final Harry Potter films used a lot of marketing because they're the last two, the films' marketing team used; teaser posters, teaser trailers, a main poster, main trailer, posters with various stills/characters from the film and a website with sneak peaks.

 Some of the Harry Potter posters:  

 



Harry Potter used a lot more promotion because it's more known and this was for the 7th and 8th instalment, the Hunger Games used similar tactics as there was a pre buzz for the film due to the successful book trilogy by Suzanne Collins.

The aim for Tim Palen, Lionsgate's chief marketer was to get the film to be a box office phenomenon so they used old media tricks rather than modern ways of promotion. They gave out 80,000 posters, had almost 50 magazine cover stories and had advertisements on 3,000 bus shelters and billboards. It was a year long effort but it paid off making $691,247,768.

Both films marketed their films by constant use of social media. Twitter, Facebook, YouTube and Tumblr was commonly used to promote the release date and it worked as it got the work out quickly due to the amount of people who use social media.

Audience reactions.

Reviews:

Audience response:
There were a lot of mixed reactions to the Hunger Games, fans complaining that the books didn't translate well into the film.

Movie reviews on YouTube: (X) (X)
This website has 6 fan review videos: (X)

Audience theory:
The Hunger Games has a big fan following, whether they're a fan of the books or films they refer to themselves as "Tributes" which relate to the chosen 24 in the film.
The fans make themselves known on social media, mainly twitter where they "take sides" similar to Twilight they have "#TeamKatniss and #TeamPeeta" and so on. Fans queued up for hours to see the first showing in New York, dressed in outfits inspired by the movie which you can see here (X).

Some huge fans have a permanent love for The Hunger Games, and I mean that quite literally. Despite being on the "ugliest tattoos" list, a handful of men and women have had the symbolic mocking jay pin and the famous movie quote "May the odds be ever in your favour" tattooed on them.

However it's not just in New York, globally film enthusiasts were selling out cinema tickets and books and coming to the Los Angeles premiere in full force - even camping out to get a good spot. But some were so desperate they slummed it for a few hours, "others were not so fortunate, having to settle on the pavement, sitting on blankets and surrounded by takeaway cups." - ContactMusic.com


 I think all these people who queue the streets and have endless support for the film and its characters are like this because they can relate so much to the film and it's very easy to like and go along with.

Most were already fans of the books and enjoy being involved in the release of something new, so go along with the films because they loved the trilogy so much. Also because they are already fans of the individual actors and will support them in whatever project they're involved with, one man told Jennifer Lawrence that his girlfriend read him all 3 books in a bid to make the books win him over, and it worked. Shown in this interview (X)

The Hunger Games as a whole appeals to a very wide audience, including kids and being young they tend to be more enthusiastic about things they like and pursue it by going to see all the films and buy merchandise, to it appealing to older teens who will use social media to help promote the film.  



The fanbase for this film helped its prospects. Danielle DePalma was in charge of running a blog for "tributes" to follow. They were largely included in the build up to the release, 100 days prior to the release fans had to put together a new poster with 100 puzzle pieces. “It was a silly little stunt, but it worked — bam" - Tom Palen, the chief marketer for Lionsgate.

A fandom is a group of people who all share the same interest for a particular thing, whether that "thing" being an artist, band or film. Some have described fandoms as "the future of filmmaking" because they play such a huge role in the marketing of a film.




                                                      The role of those in a fandom has somewhat changed over the years. From the early 1900s fans just had the job of turning up in a small venue to watch local films, however now, fans aren't just local, they're worldwide and the help of all of them is needed to make a film a success. From writing reviews online to camping out to get the first glimpse, those involved in fandoms are loyal - that's something that hasn't changed.
Film makers certainly rely on fandoms to help promote because it's free and they can dedicate their time to it, whereas film makers can't solely focus on that. Also because at the end of the day, whether it's hundred or thousands in a fandom, they're the reason those film makers are making money, so obviously they want to please them so that they are happy and carry on supporting their interest.

Part of a passionate fans job is to help with promotion. Whether this means tweeting or telling people about the new movie coming out, their help is crucial because it's free and can be effective.
Fans like films like this because of the fanbase it creates. People can make online friends who have a mutual interest and it can be a break from the real world.

Unit 26 Assignment 1 Observation Form

https://docs.google.com/file/d/0BzjVcOxZw3pIc09INHNpdUVVUDQ/edit?usp=drive_web

I understand my feedback and I want to push myself for the distinctions by putting more detail into my improvements.

Unit 26, Assignment 2: MPAA Article

The MPAA (Motion Picture Association of America) is a voluntary organisation which includes a group of parents watching and rating new films. As well as being a voluntary organisation, the MPAA is also a Trade Association, meaning that it's a group of people who all have a common interest who come together to promote it and they meet every so often to do so. They all work in the same trade and they're funded by businesses in the industry they're working in. In this case, the film industry.

Obviously they can't rate every single film made, they rate the films made by the 6 main studios which are: Walt Disney Pictures, Paramount Pictures, Sony Pictures, Twentieth Century Fox, Universal City Studios and Warner Bro's Entertainment. Any film they watch are given a rating, either; G, PG, PG-13, R and NC-17.

G ratings are given out when there's no sexual content or violence/strong language in a films. The majority of Disney films are G's for example Cinderella which is one of Disney's most famous creations. The fact that most films are G's has established a young audience for Disney and parents know what they're letting their children watch and they can rely on it.
Disney is the largest conglomerate in the world in terms of revenue due to the success of their films, theme parks and stores selling merchandise. The Disney brand is a multinational mass media corporation.

A PG is given when parental discretion is advised due to mild language/violence. An example of a PG film is Despicable me which made a profit of $474,113,985 which is partly thanks to the rating, because it was rated as a kids film, they all want the latest merchandise that comes out; iHop gave out minions in kids meals, video games were created and soundtracks were told, it's no wonder they made so much money. The rating made the film appeal to a much wider younger audience really benefiting the producer.

Slightly different is a PG-13 rating which means that parents ideally should watch the film with their children and if not, any child should at least be 13. Avatar was given a PG-13 and is one of the top grossing films ever; making $2,782,275,172.
Coca-Cola collaborated with Twentieth Century Fox in a campaign to promote the film. This led to a massive hype before the movie came out and lots of people went to see it and enjoyed it, spending further money on action figures and video games. Again a rating like this is beneficial because it appealed to a wider audience.

The next rating up is an R which is almost equivalent to a UK 15. Some cinemas will ID you if you look underage as an R rating is taken more seriously. The Hangover was rated R and is one of the most well known comedy trilogies. The content  deals with mature topics, drinking the night before a wedding and losing memory of the night before. It's important that anyone under a certain can't watch as it isn't promoting a good thing for kids and considering young people learn by watching/listening, they will take to it and think it's the norm. The first two Hangover films are in the best sellers list of R films despite the first being released in 2009 which shows that even having a rating which means that in a way less people can watch it, the film can still do well in the charts.

The final rating the MPAA can give is an NC-17, no one under 17 can be admitted in to watch any NC-17 and the content is restricted as much as an 18 would. Spring Breakers is an example of an NC-17, given because of the explicit drug use and violence, even the trailer is enough to warn people about what's in it and it was critical that the rating was so high. The film features Selena Gomez who is a recurring Disney actress and young children look up to her and if they saw her in a role like this it would leave them confused to say the least.
An NC-17 allows a mature audience and only those who will understand it can watch it, getting a rating was important because it stopped young children watching the movie because their favourite actress features as the content would be too mature.


Ideally, no film maker wants an NC-17 rating because then nobody under the age of 17 can watch the film and that can severely affect the box office sales. In order to get an R rating instead of an NC-17, directors can appeal against the MPAA despite them knowing that the majority of appeals against them are unsuccessful.
Some people argue that studio productions get more help than independent film makers because unless you're part of a studio, you get no feedback on your film. Decisions can also be biased some members of the board have part ownership of cinema chains and are
quite powerful which can be a bad thing for the independent filmmakers going through the appeal process because as childish as it sounds some of the members can be offended that they're appealing against their decision and if they win they might hold a grudge and not play their film at their cinemas which will affect how much money the filmmaker earns.

However, some are successful, for example "American Psycho" made in 2000 was initially given an NC-17, presumably because of the extent of the violence, all the axes and chainsaws used. But to their surprise it was actually because of a sex scene between Christian Bales character and two prostitutes. Harron, who directed the film came to an agreement with the MPAA and cut a few seconds of the scene in order to grab an R rating, this is just one case that began speculation as to whether the MPAA care more about the sexual content of a production rather than the amount of violence.

Similarly "Boys Don't Cry" was given an NC-17 and the reasoning was an intimate scene between transgender Brandan and his girlfriend. The director appealed, arguing that other films of a much worse nature didn't get a rating as harsh. This verdict led more people to think that all decisions made were biased and un fair and the members of the board had sexist and homophobic views.
In the end the scene was edited to be more appropriate for viewing as Kimberly Pierce said "studios will not release films if the ratings are too high" but the full scene was on the home DVD version.

But Hollywood producers do depend on the MPAA because part of their job is being responsible for how well the film does.
When a film has a rating, it allows the producers to have an established target audience. For example if it has a G/PG rating, then parents are more likely to take their children because they know it's suitable and then the producers can work on making merchandise which will bring in more money, this is an example of a films ancillary rights.
A films' ancillary rights are making money in places other than cinema ticket sales, as ticket sales don't make back the full cost of making the film. The money comes from selling the film to TV and rental companies, airlines, also by any soundtracks and merchandise sold.

In my opinion, Hollywood and the MPAA can have a ropey relationship because film makers can either be happy or disappointed with their rating.
Along with Hollywood, the public also have a mixed relationship with the MPAA about whether the whole organisation has to be so confidential, why they have so much to hide and whether the decisions are fair. Some people have criticised it for being a fascist system.
When it comes to the question "does the MPAA serve everyone in the Hollywood film industry" I personally think it does, whether you like the outcome or not. Film ratings are essential these days because we always hear of young people watching things they shouldn't and having these ratings is a way of putting a cap on what they can watch.
However, other people will argue that it doesn't serve everyone and the organisation is in favour of the main studios because the organisation works to make money for them so they will biased towards whoever can make them the most money.

In the documentary "This Film Is Not Yet Rated" they speak to a former member of the MPAA, Stephen Faber and when asked if there were any homosexual parents on the board to which he replied "none that I know of" and everyone had at least one child which makes people question if anything that isn't heterosexual or is too graphic will get flagged up and because there are no homosexual parents will the decisions be biased in that sense?

Also the fact the MPAA employ "average American parents", who can define what an "average parent" is? It makes decisions biased because the majority of those parents will want to protect their children. They do this by restricting what other people can watch and considering that America preach so much about having freedom of speech, the idea of of the organisation seems to contradict that and they can just cut people off and ignore their points of view.

It's easy to make a list of the cons of the MPAA, but they also do have some positives, them being;
• they're making it harder for underage children to be watching stuff that they shouldn't.
• the fact that it's voluntary, filmmakers don't have to send their film in to be rated if they don't want to.

It's important to get a rating, but it isn't necessary. If a filmmaker wanted to trial what their film would get, they can do that or they can just skip the MPAA rating system altogether. Saying that it may affect how well a film does as it may only get played in small individual cinemas and they can't really market their film. Major cinema chains that are popular and are a franchise such as Cine World and Showcase will only play films if it has a rating so people have an idea of what they're watching, therefore the film might not make as much money as it potentially could if it did have a rating.

Although it's safe to say that it's easy to see more negatives than positives in the MPAA and how it works, the 6 main studios still carry on to use the system since it was founded by Jack Valentti in 1922.

Unit 26 film studies

Presentation

How we know he's an auteur.

In this we can see that Spielberg uses a variety of recurring themes throughout his body of work and this is what makes a film recognisable as a Spielberg film.

Cinematography.

In this scene, the focus is on the children so the shots are mainly from a child's point of view using lots of low angles making the audience feel just as vulnerable as those in the scene. The whole scene has a dark wash which suggests danger and isolation because no one’s there to help them. The camera constantly tracks the action and there are a few close ups of facial expressions. Spielberg's shot lengths vary, some are quick and some are longer using the camera to pan around the room so we can see all the action.

Jaws.

From watching this scene, we can prove Spielberg is an auteur because his camera shots are the same in the sense that he uses a lot of wide angles and his shot durations vary, the majority being longer and he pans across the beach to get everyone in the shot. He also uses the same cinematographer, Kaminski in this film as he did in Jurassic Park. There's also an over the shoulder shot that shows Brody from the other man’s point of view, it allows the audience to see him from his perspective and we're almost the first to see him change when he sees the shark attack. Spielberg also uses a depth of focus when Brody sees the shark attack called a dolly zoom, the camera focuses on his facial expression in the foreground of the frame and blurs out the background. This draws the audience in and makes us want to see what he's looking at in the off screen space.

Sound

In the Jurassic Park clip, the sound is mainly non diegetic as we can just hear the soundtrack and dinosaur noises which have been added in in post-production, there's a bit of diegetic dialogue at the start but this doesn't carry on throughout the scene. Both clips use music by John Williams who is a recurring composer for Spielberg's films, the non-diegetic soundtrack is used throughout the scene from Jaws but as we watch it, the music speeds up or gets more dramatic as we get to an important part in the narrative, mainly whenever a shark comes into the scene. This makes the audience aware that something is about to happen. This scene is mostly diegetic sound because the concept of the scene is more realistic being sat on a beach so naturally the sound will be mainly dialogue.

Comparison. 

A lot of people who've seen the film have criticised it for having an un realistic and multi strand narrative as the balance of a horror/comedy doesn't mix well.  After watching some of the scenes, there aren't any camera shots that stand out and there isn't anything that makes you think "This is a Steve Miner film", he doesn't use any colour washes or change the depth of focus it all seems average whereas Spielberg is a lot more technical with the way he shoots his films as he is diverse with his equipment using a hand held camera and not always using tripods. Also he uses colour washes to his advantage making the audience feel a certain way, in Jurassic Park some scenes have a light wash and colours are soft but as we move on to more dangerous scenes the colours are much harsher. This is the same in Jaws as on the beach all the colours are light but that can soon change into dark and much harsher colours.


I certify that this is my work

Quiz

1. disney, universal pictures, sony

2. walt disney, universal, 20th century fox, warner brothers,

3.

Unit 26, Assignment 1 Improvements

In the clip from Jurassic Park, Spielberg used quite a few low angles and this makes the audience feel on the same level as the children and it also makes them feel more vulnerable because we're looking up at everything and it makes us feel small and inferior. The close ups that he uses allows the audience to really see how the actors react and it can make us feel a certain way, for example when we see a close up of them looking scared we feel empathy for them and when we get the over the shoulder shot of the dinosaur chasing Tim into the freezer it makes the audience feel tense because we can see the action from both of them from behind.

Similarly in Jaws, the over the shoulder shot is effective because when we're looking at Brody, we can see him looking into the off screen space a lot and it makes us feel anxious and we want to know what he's looking at. Again with the dolly zoom that Spielberg uses really makes the audience want to know what's happening and makes us feel almost nervous because of how the camera work made his reaction more dramatic. Also prior to the attack, the camera shot is a point of view of the shark underwater and with the music added in, we can feel the suspense because we know what's about to happen and it seems to take forever for the shark to reach the boy. This is just one example of how Spielberg uses sound to his advantage and can make the audience feel a certain way, the track includes what sounds like a heart beat so that automatically makes us feel nervous and it makes the narrative more interesting by creating the tension and making us want to know what will happen next. 


I'm going to analyse the sound from Steven Spielberg's "Close Encounters of the 3rd Kind", again he hired John Williams to compose and conduct the music which can prove he's an auteur because he uses the same crew to create his signature style. 

In this scene, there is diegetic dialogue between the scientists and the non diegetic instruments that have been pre recorded, as the communications from the ship become more frequent it is almost comical for the audience because there's just a huge ship with aliens inside making noises. The sound coming from the spaceship is important for the narrative because it makes the audience feel quite tense, and we want to know what's going to happen after it so it creates enigmas and we're left wanting to carry on watching. Towards the end, the pace of the instruments slows down and the tone becomes much deeper which suggest something serious which changes the mood of the audience from being slightly comical to aware that something is about to happen and we concentrate more on what's happening. 

Syncing Audio & Video

Use a slate/clapper board.

Sync process
"quiet on set"
"camera rolling" press record
"speed"
"sound recording/rolling"
"speed"
"clap" - this must be seen and heard by the camera
"action"

Focussing

Focus = create sharp focal point

Hard and soft focuses.

Why would we focus things?
To put to audiences attention on something or someone.
So it looks ascetically pleasing.

Zoom in as far as possible, focus, and frame your shot.
Auto focus gets easily confused and it doesn't give you a lot of control.

Shallow depth of focus
Wider depth of focus

Rack focus is shifting the focus from something in the foreground to the background.

AF = Auto focus
MF = Manual focus
You want it to be on MF.
Full Auto or Manual, on auto you can't adjust the exposure.

If you're inside controlling the light you want your ND filter off. Outside put the ND filter on.

L,M,H = low medium and high.

If the shutter speed is turned up, more light is let in. The shutter is what gives us a clear picture. When it's turned down the shot goes more blurry and action seems delayed.

Framing
It's important, you get marked on framing and focus.


Rule of thirds
A grid you put on the screen when taking a photo to line up the image.

FINALCUT PRO
SC Card. Got to manually drag clips to the B Tec drive, then onto F.C.P to import it.