The Appeal of Arthouse Cinema

Media Magazine: the appeal of arthouse cinema

1) Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - go to our Media Magazine archive to find the article. Sum up the article in one sentence.
- The appeals of arthouse cinema and why its not mor popular.

2) What are some of the suggested audience pleasures for arthouse film?
- Readability of the film
- Lack of narrative closure
- Intertextual understanding

3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).
- The readability of arthouse films are why it is a struggle for some people, mainly due to the fact that arthouse films are made more for artistic purposes. Hence why a (niche) selective audience who can recognise the certain themes that are presented in the film are able to identify and understand.

4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?
- To an average extent. This may be the case because of the idea of cultural capital due to having cultural competence. Those with cultural competence in society and appreciation for highbrow art are seen as superior.

5) What type of audience would A Field In England appeal to?
- The type of audience that A Field In England would appeal to would be middle to upper class, mainly male focused around the age of 35+ and have a stable job. Adults that are interested in arthouse films




A Field In England: BFI report on the release strategy and commercial success

1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report? 
- This report addresses the key questions about the significance of the release of the film.

2) What was the budget for A Field In England?
- The budget of the film was £316,879

3) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales? 
- £21,399 theatrical revenues from 17 venues in the opening weekend
- Average 367,000 viewers during film4 free screening.
- 918,000 viewers total television audience, 1.8% of the audience.

4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?
- The primary target audience for A Field In England was ABC1 !8-"5 years old, frequent cinemagoers in the 25-35+ bracket who may have already been aware of Wheatleys work. This doesn't surprise me as it is fairly close to what I had answered in question 5. I expected it to be an audience that was part of the older generation what I didn't expect was the 18-25 years old age group that would be interested in watching this film.

5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Ill Manors case study?
- The report concluded that twitter played an active role in the marketing of this movie as Wheatley retweeted audience reviews and comments towards the film. It also said that the marketing campaign for this film was unique and would spark questions about the quality of the film

6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?
- In conclusion the film's release strategy was a success as Picturehouse believed it more or less reached the box office number that they were forecasting.

MEST1 Section B: index

1) The British film industry: Media Factsheet questions

2) Institutional context of the British film industry: Factsheet questions

3) Ill Manors: film review

4) Ill Manors: trailer analysis

5) Ill Manors: music video

6) Ill Manors: TEDx lecture

7) Ill Manors: broadcast platform concluded

8) Ill Manors: print platform (newspaper interviews)

9) Ill Manors: print branding

10) Ill Manors: e-media Tag London campaign

11) Ill Manors: e-media social networking research

12) Ill Manors: official website analysis


13) MEST1 Section B: essay plan

13) A Field In England: reading, research and questions

14) A Field In England: the appeal of arthouse cinema

15) Ill Manors, A Field In England, Warp & Vertigo: institution research

MEST 1: Essay Plan

Exam layout

Section A:

- 3 well developed paragraphs

- 4 Questions

- 15m to watch clip and make notes.

Section B:

- 35m to write

- 7 Sections- Paragraphs

- 3 Points - Print, Broadcast, E-media. (include all 3 - not equally especially for print)

- 3 Case studies - Ill Manors. A Field In England + 71

Essay Plan

Exam Question: Consider how imaginative techniques are used by media products from your cross-media study to attract and maintain audiences. [32 marks]

Support your answer with reference to a range of examples from three media platforms. 

INTRODUCTION: Answer question - keyword, Introduce case studies - Ill Manors, A Field In England + 71, The British FIlm industry and text.

SECTION 1: 

E-media platform - Ill Manors - Tag London (Summerise campaign in one sentence)

- Original - Imaginative/Attracts audience

- Controversial

- Engaging

- Political

- UGC - Maintains audience

- Twitter

SECTION 2:

Broadcast - Ill Manors - Trailer + Muisic Video

Trailer 

- Main Character isnt the main focus.

- Conventional - Todorov

Music Video

- Political content

- Synergy - Maintains audience - Attracts Existing audience from Ben Drew's Music career as Plan B

-Actors - U+G = Personal Identification

SECTION 3:

Broadcast/E-media - TEDx Lecture

- Imaginative - Contextualises the film + character, motivations

- Goes beyond his music video audience

different audience: Middle class 'Guardian readers', social change, politics, social class, interested in how inequality is a problem.

Maintains audeince

SECTION 4:

Print - Branding

- How brand was Constructed to fit genre

- CD packaging, DVD, Film Poster/Billboards

Mise-En-Scene

- Setting

- Colour

- Font

- Image

- Costume

- Gun

= Imaginative + Attracts

+ 3 sections

A Field In England

1) Read the Media Magazine article on A Field In England in Issue 47 and write a 100 word summary of the article on your blog. You'll find the article in our Media Magazine archive - click on MM47 and go to page 19.
- Distribution techniques are important for when the film is being released. It all comes down to identifying the film’s audience, estimating revenue potential across all platforms, building awareness and maintaining interest, persuading exhibitors to present the film and persuading the audience to watch it.

2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose:

Industrial Evolution: Producer Andy Starke on the music industry influences informing A Field In England’s release strategy.  
-
Screening/radical release: Commissioning Executive Anna Higgs on the groundbreaking release plans for A Field In England.
-
Audience: Anna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.
-

3) How was A Field In England’s release different to typical film releases?
- It was different to other film releases because everything was released on the same day - 5th of July. The cinema screening, dvd/blu-ray, Film4 channel and Video on Demand. was all available on the same day.

4) What are the advantages to releasing the film across all platforms on the same day?
- The advantages of this is that it created a buzz in the industry as it was never done before which created recognition for the film as the film industry was interested as to why they decided to do that.

5) What are the disadvantages to this approach?
- The disadvantages of this is that the would have lost money in certain areas. For example cinema releases. People would rather watch it at home than go to a cinema. However, that wouldve been the case if it was a mainstream film. The niche audience that comes with this film would still pay to go watch it in a cinema to experience the arthouse cinematic film experience. They are also more likely to lose money in the DVD/Blu-ray releases.

6) What target audience would A Field In England be aimed at? Demographics and Psychographics.
- The film is more aimed at and audience of the age 25- late 40's ABC1. People who are a fan of the arthouse genre. The film is heavily psychedelic based and those who enjoy having a drink would enjoy the film along with the cinematic experience in an arthouse cinema. 

7) Do you think all films in future will be released across all platforms simultaneously in future? Why? What role will technology play in film distribution?

- I dont think future films will take on this release technique as it will not generate suspense and excitement for the film. So it wont generate word of mouth from little teasers released over a period of time leading up to the actual film. This film generated word of mouth, doing it again would defeat the purpose. 

MEST1 Section B: Institution research

Current case studies: financial figures

Ill Manors: Funding and production budget

1)What was the estimated budget for Ill Manors?

-100,000 GBP

2)Where did the money come from? List the different organisations and companies that contributed funding to Ill Manors.

- Microwave
- Film London
- BBC Films
- Aimimage Productions
- Gunslinger
- Head Gear Films
- Ill Manors
- Metrol Technology

3)How did the Ill Manors budget compare to a Hollywood blockbuster such as Skyfall?

- The budget for Ill Manors was £100,000 whereas the budget for Skyfall was 200 million.

A Field In England: Funding and production budget

1)What was the estimated budget for A Field In England?
- £300,000 GBP

2)Why did A Field In England manage to secure a higher budget than Ill Manors?
- For A Field In England  the budget was high because Ben Wheatley was more experienced that Ben drew was when he was making Ill Manors.

3)Where did the money come from?
- Film4 Productions and Drafthouse Films. 

Film London and Microwave Film

Ill Manors was created partly thanks to Film London and Microwave Film. Revise the key details from your MEST2 research by answering the following questions:

1)What is Film London and why does it exist?
 - Film London is a company that connect creativity, ideas and finance. They try to encourage emerging film makers by funding, training and mentoring.



2)What is the purpose of Microwave Film?
- The purpose of Microwave films is that it is an intensive boot camp that only 2 features of the shortlisted group in the end get a £100,000 production fund and also distribution funding after they finish their product.
                      
3)Choose one film funded by Microwave film and explain how it compares to Ill Manors (similarities and differences)
- A film funded by microwave films is Freestyle. This has some similarities to Ill Manors as it includes music from PlanB himself as mentioned in the trailer. Not only that but it focuses on urban areas that are not that well off and their lives and things they can do to improve it.

Vertigo Films and Warp Films

Your BFI Study Day on UK cinema focused on two important production companies in the British film industry: Vertigo Films and Warp Films. Revise what you learned on the trip by answering the following questions:

1)What are the most successful films Vertigo Films has been involved in?
- Step Up 2, Jack Frost, Streetdance, Monsters

2)Why do you think those films were successful with their audience?
- I think these films were relatable because they reached the target audience that they were aiming for perfectly.

3)What different film genres has Vertigo Films worked with?
- Action, drama, sport

4)Where did Warp Films start out?
- Warp Films was established by Warp Records. It was initially created with financial support from NESTA and had a remit to produce a number of short films.

5)What are the most successful films produced by Warp Films?
- 71, This is England

6)How have Warp Films helped to develop new talent in the film industry?
- Warp Films helped to develop new talent by asking different directors to direct films and the company then debuts them.

7)What titles have Vertigo and Warp Films produced that are similar to Ill Manors? Explain the similarities - it could be in terms of audience, location, content or genre.
-

Certification: BBFC

One final aspect of institution is the certificate a film is awarded for exhibition. This is decided by the British Board of Film Classification. Revise the key details regarding the BBFC from your MEST2 research by answering the following questions:

1)How does the certification process work at the BBFC?

- The Board’s age ratings decisions are reached by consensus Examiners watch films in the BBFC’s cinema for the full experience and watch DVD’s in viewing rooms on a plasma TV to get the home viewing feel. Films in different languages are viewed the same way with an interpreter sitting beside the Examiner as there are no subtitles. Examiners log details of the film in relation to the guidelines. Brief synopsis’ are written based on the work. Decisions that are difficult to come to a conclusion to are referred to the senior examiner or often brought up in the weekly examiners meeting to get other opinions. Illegal material or unacceptable content, the BBFC write up a list of cuts. Rarely do they reject content.


2)Think about the certificate of Ill Manors (18 certificate). What is deemed acceptable for an 18 certificate? What is the difference between a 15 certificate and an 18 certificate?
 - An 18 certificate means it is suitable for adult. It was acceptable however, I believe that it could've still been pushed down to an age rating of 15 as violence wasn't shown to a great extent but the portrayal of sexual behaviour is what could have strongly influenced the rating to be an 18.
- The difference between a 15 and an 18 certificate is that in a 15 there are more restrictions on content regarding discrimination, drugs, imitable behaviour, nudity, sex, threat and violence due to the fact that the audience are a little younger and more influenced by certain things.
3)Why was Ill Manors given an 18 certificate? How might this have affected the Ill Manors target audience and commercial success?
- Ill Manors was given an 18 certificate because of the contents displayed in the film. It suggested things like prostitution and drug use. which was the main basis of the film. Despite that the guidelines show that no explicit use of drugs or any other content that could be proven to be harmful was shown in the film.
- This could have affected the target audience and the commercial success because the film included themes that younger generation could identify to and if they couldn't access the film due to the age rating, they wouldn't be able to see what Ben Drew was trying to express through his film.

4)What was the certificate for A Field In England? Why was this certificate awarded?
- the age rating for A Field In England was 15. This was because of the fact that it contains strong language and extreme violence and gory images.

5)What are the advantages and disadvantages for a film in being given an 18 certificate?
- The advantages of a film being given an 18 certificate is that it gives the director more freedom to express what they want to portray more accurately and precisely, giving the film a more realistic feel. However, a downside to this is that it limits the type of audience that can view the film.

Ill Manors e-media: website analysis

website analysis

1) What examples can you find of the Ill Manors brand on the Ill Manors website homepage screengrab above?
- There is the consistent font used for the title of the film, it is the same throughout the different platforms and ways to promote the film. There is also synergy with the characters as there are still of the man tied up which was a scene in the film. The colour scheme is the same throughout with the greys, white and black. There is intertextuality used with the film poster further in the background which also can be seen to use the same colour scheme and font for the Ill Manors.

2) How does the website encourage the audience to buy or interact with Ill Manors products?
- There is a lot of call to action. Straight away at when someone clicks on the website the see at the top of the page saying where the film is available to watch, not only that but on the side bar it has 'Buy now' and 'Album' written. This will make the audience more likely to buy the product especially if they are a pre-existing follower from Plan B's music following. 

3) Now look at Plan B's official website. How does it use social media in terms of content and design? Why might the website designers have wanted to create the look and feel of a social networking site?

- The layout is similar to twitter in the sense that the headings are positioned in a similar way. Also it doesn't look like a traditional layout for the website but in fact more similar to a blog layout.

4) Scroll back through the wall to look at posts from around the release date of Ill Manors. How does this statement on Ill Manors link to other texts we have studied as part of this case study? Do you agree with his claim that he "won't justify" the riots? What does this statement suggest about the representation of young people in Plan B's film and music videos?
- I think this statement links back to the whole TEDx Lecture as he speaks about kids not thinking they have a chance and not being encouraged enough to reach their goal. He explains in the lecture how people are discriminated against because of the way they speak and dress. I agree with the fact that he didn't justify the riots in a sense and that his film only showed the problems in a society like this. This statement suggests that the representation of young teens will be aggressive and violent but also a sense of vulnerability and helplessness as they cant get seem to escape the situation they are in.

5) Why do you think social media is overtaking official websites in terms of film promotion?
- Official websites are becoming outdated and less popular as it was in the past. There are many different ways to access information that we used to get from official websites. Ways that are much more easier for the audience to have access to such as on the go on their phones. Also with the increase usage of social media website its less effort to look for new releases because if it is trending then a lot of people will be able to see what the film is about.

Ill Manors e-media: social media research

Ill Manors Facebook page

1)How many 'likes' has the Ill Manors film page had?

-29,684 liked the Facebook page.

2)What is the top of the page promoting?

-

3)Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.

This appeals to the ill manors audience because it


4)Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.

-

5)Find three examples on the Facebook wall of opportunities for user generated content or audience interaction (e.g. a question that invites people to comment or a competition to enter).

6)Find three examples of the Facebook page cross-promoting the soundtrack or DVD release.

-

7)Find the Twitter graffiti campaign link on the Facebook wall and screengrab it.

-

8)How did the institution use the Facebook page to promote the film's release in May/June 2012?
- they used the Facebook page to promote the film by creating things like question polls asking the viewers if they are going to see the film or not and also by posting up pictures of the poster and interviews talking about the film

Ill Manors Twitter feed

1)How does the Ill Manors Twitter feed use the Ill Manors brand to promote the film?

- The use of the font for the Title in the display picture. Similar colour scheme, a grey header to match the colour scheme. The same picture used throughout the promotion of the film where riz ahmed is holding the gun.

2)What hashtags are used on the Ill Manors Twitter feed?

- #ILLMANORS
#ILLTIMES

3)Find three celebrities the Ill Manors Twitter feed re-tweeted to promote the film and explain how they appeal to the Ill Manors target audience.

-

 This appeals to the music fan base leaning towards Plan B's following and getting them to watch his film.

 This would appeal to the more middle/upper class. More political target audience

The younger generation are more likely to watch MTV, so therefore it appeals more to the rioters and those who have a strong opinion about it.

4)How has the Ill Manors Twitter feed used pictures to help promote the film?

-They have used pictures to show people buying a copy of the dvd and pictures of the price of the film and a long queue of people waiting to get their signed copy. showing that a lot of people are excited to watch the film which could generate word of mouth that makes the audience assume that the film is really good and worth the watch.

5)Find examples of the Ill Manors Tag London campaign in the Ill Manors Twitter feed and explain how they help to target the right audience for the film.

-

The Tag London campaign helped generate the right audience for the film because it directly targets those who have a passionate view against the governments choice and the changes they are making. This supports the ideas that the film is trying to convey to the audience.

6)How was the Ill Manors Twitter feed used to specifically promote the release of the film (May/June 2012) and the release on DVD (October 2012)? Choose three tweets for each and explain how they effectively promote the film.
-

YouTube - planbuk channel

1)How was the planbuk YouTube channel used to promote the Ill Manors film?

- The youtube channel was used to post the teaser videos and spread news of the Tag London campaign. 

2)Scroll back to find the three Ill Manors teaser videos. When were these released? How did they help promote Ill Manors? What was the target audience for these teaser videos? Suggest why the videos were only 10 seconds or shorter.

- 1 - 5 march 2012
- 2 - 6 Mar 2012
- 3 - 12 Mar 2012

The target audience for the teaser videos are more aimed at the teenagers involved in the London riots as in the third teaser at the end of the video it shows a bunch of young kids pushing past police officers.

The videos are ten second or shorter because it is not a full trailer which gives and idea of the basic narrative of the film. A teaser is usually up to 30 seconds long and here ben drew spilt it up into 3 parts.

3)Find examples of synergy or cross-promotion between the planbuk YouTube channel and other media texts you have studied as part of the case study. Explain how they both promote the film and appeal to the Ill Manors target audience.

- Their is synergy between the Tag London video and topics raised in the TEDx Lecture. Where Ben Drew talks about involving the kids more and encouraging the kids to do what they are passionate about in order to help them succeed.

4)What links to other social networking sites can you find on the planbuk channel homepage?

- At the top you have links to soundcloud and iTunes so that the audience can listen to the music. There is also links to their Facebook page and their Twitter page.