Uses and gratifications theory

Uses and gratifications theory

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Narrative theories

Narrative theories

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Laura Mulvey Theory

Laura Mulvey

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Film Poster


Audience
Audience for film posters is generally the same target audience for the films classification. This is because they are able to target the audience that are most likely to come and view the film. This means that what is visible on the poster is extremely important as it needs to be able to catch the eye of the target audience and make them want to find out more and come too see the film. 
This is done by using different images and colour schemes to attract them. For example if your target audience is teen girls then the way to attract them would be to use bright colours such as pink and purple. There would also be pictures that they would be able to relate with, such as boys and partying. This would make them relate to the poster and therefore make them then want to find out more and potentially watch the film. The poster could contain vital information about the film such as the date of release, where its shown, the director and cast and also the classification.
Film posters are placed all around, for example you might find the posters at movie theatre's where people would be able to see different posters of all kinds of genres, therefore the particular poster that you are producing must stand out in comparison to others. They are also placed around shops and streets, on bus stops and around on flyers. There also placed in magazines that are for this target audience for example if again the poster was targeted at teen girls then the poster could be found in a magazine such as 'Bliss' and 'Sugar'. You might also see the poster as an insert into films been released of a similar genre. 


Film posters were originally produced for exclusive theatres that would exhibiting the film poster was created for. In the United States posters were usualy returned to a nation wide operation calls the nantional screen service which printed and distrobuted most of the film posters to studios between 1940 and 1984. 

For my Film poster i have chosen to look at existing film posters that would be similar to the sort of genre that my film will be. By looking that the film poster above i am able to see that the colours that are used are very significant for the impact that the film poster will have on the audience. In this film poster that have chosen to use allot of red. This shows a darker and more violent feel to the poster, and cannotes to the audience that the film might be dark and violant. The images that are used are rather mysterious looking, equally creating this sort of sence to the film. The way that the characters are looking away from the audience also creates a sence of mystery. This is because if you cant look someone in the eye it cannotes being guilty. There is also a glow around the name of the film and around the bottom image, this shows that this is a main image and a main focus to the audience. The name of the actors is shown on the poster, this makes the audience aware of who starts in the film to make them recognise who they are if they like them,therefore making them want to go and watch the film more. The man in the middle of the poster is looking straight at the audience. This suggests to them that they are a main character as you are able to look right into him.



Case Studies- Routes for investigation

By studying different trailers by using youtube, i am able to see the large difference between theatrical trailers and teaser trailers. By looking at these differences i am able to see that the trailer i wish to produce would be a theatrical trailer. i have made this decision because this is something that would enable me to show a story, therefore giving me the oppertunity to be a little more creative with the narative that i choose. This also makes it so that i am able to make it much longer as teaser trailers apear to be quite short and with barely any story to it, just introducing the story slightly, an example of this would be the paranormal activity 2 trailer, where they show one brief clip of a ghost in a room.

Case studies of previous film marketing campaigns


In paranormal activity 2 they have chosen to market there film to a specific audience, this is an older audience. From the age of around 15+. Due to the genre of this film its apparent that this film could be targetted at almost any type of person above this age. Due to this film being purely about ghosts and getting a scare. In order to promote this to an audience they have produced a teaser trailer and also various posters and advertising products. A film poster can be seen bellow:

By looking at this film poster i am able to see that this film poster is targetted at people that know about the film. This is because they are using an image that to any other audience, wouldnt find appealing. By the use of light and colour in the picture you can see that this is taken from a cctv camera, and people that have watched the other film know what this means.

 

Institution

Key companies
The film industry consists of the technological and commercial institutions of filmmaking: i.e. film production companies, film studios, cinematography, film production, screenwriting, pre-production, post production, film festivals, distribution; and actors, film directors and other film personnel.


Key Distributors






Warner Bros.


Warner Bros. is one of the main film distributors within the industry,i was able to gather information from there website, in which they use to distribute films and talk about there success.


"Warner Bros. Entertainment – a fully integrated, broad-based entertainment company – is a global leader in the creation, production, distribution, licensing and marketing of all forms of creative content and their related businesses, across all current and emerging media and platforms.  The company stands at the forefront of every aspect of the entertainment industry from feature film, TV and home entertainment production and worldwide distribution to DVD, digital distribution, animation, comic books, licensing, international cinemas and broadcasting".


They have distributed films such as:

• Free Willy 
• The Lord of the Rings film trilogy
• Austin Powers
• A Nightmare on Elm Street
• Friday the 13th (2009 film)
• Rush Hour
• The Mask
• Dumb and Dumber
• Final Destination
• The Texas Chainsaw Massacre
• Blade (film series)
• Tomb Raider
• Charlie and the Chocolate Factory 
• The Wizard of Ozverick Records
• Harry Potter
• The Matrix Series
• Ocean's Eleven
• Lethal Weapon
• Sherlock Holmes
• Beetle-juice
• Gremlins
• The Exorcist
• Terminator

Sony
Fox Distribution Company
Columbia Pictures
Paramount Pictures/Universal Pictures
Lionsgate Australia (Coming from 2011)
20th Century Fox
Walt Disney Studios Motion Pictures
E1 Entertainment
Universal Pictures International
Columbia Pictures





Regulation and control
When a film is finished and moves onto the distribution stage, it is highly important that the film fits the regulations that are put up for classification by the BBFC (British Board of Film Classification). These regulations are there to ensure that the films are appropriate for the intended audience.

"The British Board of Film Classification is an independent, non-governmental body which has classified cinema films since it was set up in 1912 and videos/ DVDs since the Video Recordings Act was passed in 1984.

Cinema

The British Board of Film Censors was set up in 1912 by the film industry as an independent body to bring a degree of uniformity to the classification of film nationally.

Statutory powers on film remain with the local councils, which may overrule any of the BBFC’s decisions, passing films we reject, banning films we have passed, and even waiving cuts, instituting new ones, or altering categories for films exhibited under their own licensing jurisdiction."


 The regulations that are put in order by the BBFC are as follows; 




Classification 'U'

Universal – Suitable for all

It is impossible to predict what might upset any particular child. But a ‘U’ film should be suitable for audiences aged four years and over. ‘U’ films should be set within a positive moral framework and should offer reassuring counterbalances to any violence, threat or horror.

If a work is particularly suitable for a pre-school child to view alone, this will be indicated in the Consumer Advice.

Discrimination

No discriminatory language or behaviour unless clearly disapproved of.

Drugs

No references to illegal drugs or drug misuse unless they are infrequent and innocuous, or there is a clear educational purpose or anti-drug message suitable for young children.

Horror

Scary sequences should be mild, brief and unlikely to cause undue anxiety to young children. The outcome should be reassuring.

Imitable 

behaviour No potentially dangerous behaviour which young children are likely to copy. No emphasis on realistic or easily accessible weapons.

Language

Infrequent use only of very mild bad language.

Nudity

Occasional natural nudity, with no sexual context.

Sex

Mild sexual behaviour (for example, kissing) and references only (for example, to ‘making love’).

Theme

While problematic themes may be present, their treatment must be sensitive and appropriate for young children.

Violence

Mild violence only. Occasional mild threat or menace only.

Classification 'PG'

Parental Guidance

General viewing, but some scenes may be unsuitable for young children

Unaccompanied children of any age may watch. A ‘PG’ film should not disturb a child aged around eight or older. However, parents are advised to consider whether the content may upset younger or more sensitive children.

DiscriminationDiscriminatory language or behaviour is unlikely to be acceptable unless clearly disapproved of or in an educational or historical context.  Discrimination by a character with which children can readily identify is unlikely to be acceptable.

DrugsReferences to illegal drugs or drug misuse must be innocuous or carry a suitable anti-drug message.

HorrorFrightening sequences should not be prolonged or intense. Fantasy settings may be a mitigating factor.

Imitable behaviourNo detail of potentially dangerous behaviour which young children are likely to copy. No glamorisation of realistic or easily accessible weapons.

LanguageMild bad language only.

NudityNatural nudity, with no sexual context.

SexSexual activity may be implied, but should be discreet and infrequent. Mild sex references and innuendo only.

ThemeWhere more serious issues are featured (for example, domestic violence) nothing in their treatment should condone unacceptable behaviour.

ViolenceModerate violence, without detail, may be allowed, if justified by its context (for example, history, comedy or fantasy).

Classification ’12A’/’12′

Suitable for 12 years and over

Exactly the same criteria are used to classify works at ‘12A’ and ‘12’. These categories are awarded where the material is suitable, in general, only for those aged 12 and over. Works classified at these categories may upset children under 12 or contain material which many parents will find unsuitable for them.

The ‘12A’ category exists only for cinema films. No one younger than 12 may see a ‘12A’ film in a cinema unless accompanied by an adult, and films classified ‘12A’ are not recommended for a child below 12. An adult may take a younger child if, in their judgement, the film is suitable for that particular child. In such circumstances, responsibility for allowing a child under 12 to view lies with the accompanying adult.

The ‘12’ category exists only for video works. No one younger than 12 may rent or buy a ‘12’ rated video work.

DiscriminationDiscriminatory language or behaviour must not be endorsed by the work as a whole. Aggressive discriminatory language or behaviour is unlikely to be acceptable unless clearly condemned.

DrugsAny misuse of drugs must be infrequent and should not be glamorised or give instructional detail.

HorrorModerate physical and psychological threat may be permitted, provided disturbing sequences are not frequent or sustained.

Imitable behaviourDangerous behaviour (for example, hanging, suicide and self-harming) should not dwell on detail which could be copied, or appear pain or harm free.  Easily accessible weapons should not be glamorised.

LanguageModerate language is allowed. The use of strong language (for example, ‘fuck’) must be infrequent.

NudityNudity is allowed, but in a sexual context must be brief and discreet.

SexSexual activity may be briefly and discreetly portrayed. Sex references should not go beyond what is suitable for young teenagers. Frequent crude references are unlikely to be acceptable.

ThemeMature themes are acceptable, but their treatment must be suitable for young teenagers.

ViolenceModerate violence is allowed but should not dwell on detail. There should be no emphasis on injuries or blood, but occasional gory moments may be permitted if justified by the context. Sexual violence may only be implied or briefly and discreetly indicated, and must have a strong contextual justification.

Classification ’15′

Suitable only for 15 years and over

No one younger than 15 may see a ‘15’ film in a cinema. No one younger than 15 may rent or buy a ‘15’ rated video work.

Discrimination

The work as a whole must not endorse discriminatory language or behaviour.

Drugs

Drug taking may be shown but the film as a whole must not promote or encourage drug misuse. The misuse of easily accessible and highly dangerous substances (for example, aerosols or solvents) is unlikely to be acceptable.

HorrorStrong threat and menace are permitted unless sadistic or sexualised.

Imitable behaviourDangerous behaviour (for example, hanging, suicide and self-harming) should not dwell on detail which could be copied. Easily accessible weapons should not be glamorised.

LanguageThere may be frequent use of strong language (for example, ‘fuck’). The strongest  terms (for example, ‘cunt’) may be acceptable if justified by the context. Aggressive or repeated use of the strongest language is unlikely to be acceptable.

NudityNudity may be allowed in a sexual context but without strong detail. There are no constraints on nudity in a non-sexual or educational context.

SexSexual activity may be portrayed without strong detail. There may be strong verbal references to sexual behaviour, but the strongest references are unlikely  to be acceptable unless justified by context. Works whose primary purpose is sexual arousal or stimulation are unlikely to be acceptable.

ThemeNo theme is prohibited, provided the treatment is appropriate for 15 year olds.

ViolenceViolence may be strong but should not dwell on the infliction of pain or injury. The strongest gory images are unlikely to be acceptable. Strong sadistic or sexualised violence is also unlikely to be acceptable. There may be detailed verbal references to sexual violence but any portrayal of sexual violence must be discreet and have a strong contextual justification.

Classification ’18′

Suitable only for adults

No-one younger than 18 may see an ‘18’ film in a cinema.

No-one younger than 18 may rent or buy an ‘18’ rated video.

In line with the consistent findings of the BBFC’s public consultations and The Human Rights Act 1998, at ‘18’ the BBFC’s guideline concerns will not normally override the principle that adults should be free to choose their own entertainment. Exceptions are most likely in the following areas:

• where the material is in breach of the criminal law, or has been created through the commission of a criminal offence
• where material or treatment appears to the BBFC to risk harm to individuals or, through their behaviour, to society – for example, any detailed portrayal of violent or dangerous acts, or of illegal drug use, which may cause harm to public health or morals. This may include portrayals of sexual or sexualised violence which might, for example, eroticise or endorse sexual assault
• where there are more explicit images of sexual activity which cannot be justified by context. Such images may be appropriate in ‘R18’ works, and in ‘sex works’ (see below) would normally be confined to that category.

In the case of video works (including video games), which may be more accessible to younger viewers, intervention may be more frequent than for cinema films.

Sex education at ‘18’

Where sex material genuinely seeks to inform and educate in matters such as human sexuality, safer sex and health, explicit images of sexual activity may be permitted.

Sex works at ‘18’

Sex works are works whose primary purpose is sexual arousal or stimulation. Sex works containing only material which may be simulated are generally passed ‘18’. Sex works containing clear images of real sex, strong fetish material, sexually explicit animated images, or other very strong sexual images will be confined to the ‘R18’ category. Material which is unacceptable in a sex work at ‘R18’ is also unacceptable in a sex work at ‘18’.

Information from:

http://www.bbfc.co.uk/














Production processes


Distribution
A film distributor is company or individual responsible for releasing films to the public either theatrically or for home viewing (DVD, Video-On-Demand, Download, Television etc). A distributor may do this directly (if the distributor owns the theaters or distribution networks) or through theatrical exhibitors and other sub-distributors.Distribution being the third party within the chain of production has one of the main parts of how successful the film is likely to be. Within the media industry there are a wide range of different distributors. The higher the success rate that the distribution team have the more likely that people would be going to them in order to promote and distribute there film
Marketing and Promotion (ASA)