The basics
1) What is the name of the film, the director and notable stars?
- Belle
- Amma Asante
- Gugu Mbatha-Raw, Tom Felton, Emily Watson.
2) When was it released?
- 8 September 2013
3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
- Biography, Drama, Romance
- From the trailer you can see that the narrative involves family conflict and love interests
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
- 7.4/10
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
- 7.4/10
Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
- In this trailer you can see that there is a use of props character theory where the main character Dido is seen as the main protagonist of the film. There are also an antagonist character that is Tom Felton's character that has negative intentions in the film. There are a lot of enigma codes to be raised in the film as it is based on a serious topic of slavery and in order to get the audience thinking, questions are also raised within the film itself. The binary oppositions that are visible in this trailer is Black and white people and what is right and wrong. There is also an element of diversion as the audience will get to enjoy the pleasures of watching how life was like in the 18th century and how elegant and sophisticated it was through speech and costume. Not only that but there is also the uses and gratification of surveillance. This is because the audience will become more informed of the difficulties of that time period and the issues that are being brought up. From the trailer you can identify the genre of the film to be period drama along with romance. This is because of the costume and the setting of the film, how everything is set up to look less modern and of that time period. Corsets are not something that is worn nowadays.
2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.
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3) Does the broadcast promotion use stars to create interest in the film?
- The broadcast promotion use stars such as Tom Felton to spark interest in the film as he is known from previous films he has starred in such as the well known Harry Potter films.
1) Read at least THREE reviews of the film and provide a quote from each one.
- This film would have been OK as a total fiction but given that it was based on a true story, I found it fascinating
- A love story and the value of being honest to yourself is what Belle is about
- It showcased people (both white and black) that were willing to stand up for what is right
2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.
2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.
In this poster you see how it is clear in communicating what the film is about. Firstly, you have the main character larger than the other characters that are featured which indicates who the film is focused on. By having the mixed race character separated from the white characters who are all placed at the bottom together suggest what themes and questions are going to be raised in this film and the fact that it may involve discrimination as they are separate. The setting, propps and costume also tells the audience when this film is set which is the 18th century England which is especially evident from the clothing.
3) Choose ONE print advert and write a textual analysis of what it communicates
to the audience.
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In this poster there is a use of various key conventions seen in a film poster. The image is positioned in the centre which indicates to the audience that she is the main character as she is also the only character seen in the poster as well. The title of the film is positioned underneath in a serif font which highlights the fact that it is a period film as serif fonts highlight old fashioned compared to sans serif fonts which indicate a more modern appeal. There is a use of highkey lighting to emphasise the fact that this is a drama film and to also make it seem as natural as possible. In the image you can clearly see the background showing the audience what kind of film it is from the props as it doesn't have a modern look as to what we are used to in this generation.
4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
- The films brand is constructed using key features of Dyer's line of appeal. From the film it is evident that there is a sense of art, culture and history as it is focused on the history of the discrimination of black people and also the British culture which is also expressed through art within the film. There is also an element of self importance and pride as the main character Dido fights for the injustice done to the slaves on the ship. Not only that but it also shows at the end of the movie specifically that there is successful romance and love as Dido ends up with the person she loves despite all the difficulties that came with it. The main aspect of the film is based on rich, luxurious lifestyle which can be seen as an aspiration to the audience and also plays a main role in the film as it also focuses on the wealth of families and holds that as an importance in the 18th century
E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
- As of what I have researched there wasn't much of a social media presence for the film. There was only the Directors social media sights one of which was made at the time of the release and therefore didn't have much publicity at the time - Amma Asante's Instagram
2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
- There was no online website
3) Did the film run any kind of e-media based campaign to generate interest in the film?
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4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
- Film4 Tweeted that they were going to be premiering the film in order to promote it to their audience again recently. - Amma Asante posted the tweet on instagram.
- Shonda Rhimes also tweeted 'run -- do not walk -- RUN to see the movie Belle. I am not kidding' to get her following of 600,000 people at the time to watch the film.
Audience
1) Who is the target audience for this film? Demographics and psychographics.
- I believe the target audience for this film is for people who are ABC1 middle/upper-class for all ages from 13 onwards as the film is based around the topic of slavery that it introduced to kids at an age where they begin to understand and take things into consideration and form their own opinions. This film would be most suited for Reformers part of the psychographics as they are more likely to be socially aware and have a better tolerance for complexity and have their own independent judgement.
2) How does the cross-media promotional campaign target this audience?
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3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
- This film provides audience pleasures such as Diversion for the audience that are abroad and do not live within the same culture that the film is presenting to us. This is because it gives a sense of escapism when the go to the cinema and experience a culture they have never been a part of.
4) What similar films would the target audience enjoy? Justify your suggestions.
- A similar film I assume would be A United Kingdom which is also a film by Amma Asante That has to do with the theme of discrimination between black and white people and also 12 years a slave which was released in 2013
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?
-Isle of Man Film
-British Film Institute (BFI)
-Metrol Technology
-Pinewood Studios
- DJ Fims - This film studio has produced other films like KiDULTHOOD, AdULTHOOD and Iron Lady. They do have a track record for films similar to these which have a target audience for a more middle class, finishing education or working a decent job kind of audience.
2) Which company distributed the film in the UK? What other films have they distributed?
-Fox Searchlight Pictures. Other films that this company has distributed are Slumdog Millionaire, The Best Exotic Marigold and 28 Days Later.
3) Do they have a track record with this kind of film and this target audience?
- This company has a track record in distributing films that have an element of drama in them, However, it isn't similar to the kind of film Belle is.
4) What was the budget for the film?
- $10,900,000
5) How successful was the film financially? Why do you think this was?
- The film was Very successful in the sense that it gained a total gross of 16.5 million worldwide. I think this is because A lot of the audience abroad were interested in seeing how the narrative of the film plays out as it is focused on a mixed race woman in the 18th century England which is often not a character focused on when it comes to films set in that time period.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
- The film was more successful in the USA as they are usually more interested in cultures that are foreign to theirs and the British culture may fascinate them and make them feel intrigued to watch the film just to get an idea of what life was like back in the day in Britain.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
- The film was given a BBFC rating of 12 as it shows brief sexual assault and discrimination themes. This certification is important for this film in terms of targeting its audience because it is a film based on racism and why black people are treated differently hence why its needs to show a usage of discriminatory language however it has to be clearly condemned if done so. This is important in educating the audience of why such behaviour is not acceptable and also makes them question certain points that are raised in the film.
Representation
1) What representations of people, places or groups can be found in this film?
- There were various representations to be seen in this film. The representation of white people as being racist and intolerable of black people as seen from Tom Felton's character. However, there are also the some characters that are white that go against those representations made which is seen from Sam Reid's character who falls in love with Dido. There are also representations of Britain as well as being very sophisticated and the setting being bright and calming.
2) What representation of ‘Britishness’ does the film contain?
- This film represents 'britishness' by portraying them in a very posh manner and having them speak very eloquently, including a heavy British accent. It is also portrayed in the way the actors are dressed. The females wore dresses with corsets and the males wore wigs and smart formal clothing of their time.
3) How does the representation of Britain differ to Ill Manors?
- The representation of brutishness in Bell differs to Ill Manors as the characters are presented in a more elegant way compared to Ill Manors where the characters are presented in a more reckless and damaging way. Their clothing is more sophisticated and formal to the time whereas in Ill Manors, their clothing is more scruffy and not well put together and messy. It is as if they didn't put much thought into their attire.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
- An ideology that I have noticed in this film is the idea that black people are not considered the same rank as white people, they are not treated as an equal. As this movie was set in a time period where slavery was common, it was normal for there to be discrimination between the races. However, the binary opposition of black and white and what is right and wrong made sure to question this belief and show a change throughout the film.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.
3) Do they have a track record with this kind of film and this target audience?
- This company has a track record in distributing films that have an element of drama in them, However, it isn't similar to the kind of film Belle is.
4) What was the budget for the film?
- $10,900,000
5) How successful was the film financially? Why do you think this was?
- The film was Very successful in the sense that it gained a total gross of 16.5 million worldwide. I think this is because A lot of the audience abroad were interested in seeing how the narrative of the film plays out as it is focused on a mixed race woman in the 18th century England which is often not a character focused on when it comes to films set in that time period.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
- The film was more successful in the USA as they are usually more interested in cultures that are foreign to theirs and the British culture may fascinate them and make them feel intrigued to watch the film just to get an idea of what life was like back in the day in Britain.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
- The film was given a BBFC rating of 12 as it shows brief sexual assault and discrimination themes. This certification is important for this film in terms of targeting its audience because it is a film based on racism and why black people are treated differently hence why its needs to show a usage of discriminatory language however it has to be clearly condemned if done so. This is important in educating the audience of why such behaviour is not acceptable and also makes them question certain points that are raised in the film.
Representation
1) What representations of people, places or groups can be found in this film?
- There were various representations to be seen in this film. The representation of white people as being racist and intolerable of black people as seen from Tom Felton's character. However, there are also the some characters that are white that go against those representations made which is seen from Sam Reid's character who falls in love with Dido. There are also representations of Britain as well as being very sophisticated and the setting being bright and calming.
2) What representation of ‘Britishness’ does the film contain?
- This film represents 'britishness' by portraying them in a very posh manner and having them speak very eloquently, including a heavy British accent. It is also portrayed in the way the actors are dressed. The females wore dresses with corsets and the males wore wigs and smart formal clothing of their time.
3) How does the representation of Britain differ to Ill Manors?
- The representation of brutishness in Bell differs to Ill Manors as the characters are presented in a more elegant way compared to Ill Manors where the characters are presented in a more reckless and damaging way. Their clothing is more sophisticated and formal to the time whereas in Ill Manors, their clothing is more scruffy and not well put together and messy. It is as if they didn't put much thought into their attire.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
- An ideology that I have noticed in this film is the idea that black people are not considered the same rank as white people, they are not treated as an equal. As this movie was set in a time period where slavery was common, it was normal for there to be discrimination between the races. However, the binary opposition of black and white and what is right and wrong made sure to question this belief and show a change throughout the film.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.
- The similarities of the films is that they are all based in Britain.
- The difference is that in Ill manors it focuses on a modern middle/lower class society and how they are mistreated and how their life is a struggle and in Belle it focuses on a olden time upper class society and their views on society and the people in it and how they are mistreated.
- The difference is that in Ill manors it focuses on a modern middle/lower class society and how they are mistreated and how their life is a struggle and in Belle it focuses on a olden time upper class society and their views on society and the people in it and how they are mistreated.
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