Editing Terminology

Parallel Editing - cutting between two scenes which are taking place at the same time.

Pace of Editing - faster editing is more excited or builds tension, slower gives you time to be relaxed and seems calmer

Screen Time - an important character will have a longer screen time or the size in the screen

Shot reverse shot - natural flow in a conversation or can allow to see the contrast between things/people

Continuity Editing - shows an action flowing naturally (verisimilitude)

Montage - edited into a sequence to condense information

Terminology question 2

Denotations - What we can see
Connotations - What can be suggested from what we see
Example - From this shot an empty wine bottle it detonated, the connotations from this could be that the person has drank the whole bottle and could possibly be drunk.

Realistic - use with reference to a character
Verisimilitude - does the storyline appear to reflect reality, does it seem true

High Production Value - looks like it cost a lot to make
Low Production Value - look like it was cheap to make

Narrative - not the story! how the story is constructed/ the way its told

Case Studies

Walt Disney

Subsidiarys - Walt Disney Pictures, Walt Disney Animation Studios, Walt Diney Theatrical, The Walt Disney Company India, Pixar, Marvel Entertainment, Lucasfilm, The Muppets Studio, Disney-ABC Television Group, ESPN Inc, A+E Networks, Radio Disney, Hulu, UTV Software Communications, Marker Studios

Walt Disney Pictures - American film production company and division of The Walt Disney Compny. The division is based at the Walt Disney Studios and is the main producer of live-action feature films within the Walt Disney Studios unit. It took on its curet name in 1983. Today, in conjunction with the other units of The Walt Disney Studios, Walt Disney pictures is classified as one of the Hollywood's 'Big Six' film studios. Nearly all od Walt Disney Pictures' releases are distributed theatrically by Walt Disney Studios Motion Entertainment and through television syndication by Disney-ABC Domestic Television. (products - motion pictures)

Walt Disney Animation Studios - headquartered at the Walt Disney Studios in Burbank, California, is an American animation studio that creates animates feature films, short films, and television specials for The Walt Disney Company. Founded on October 16th, 1923, it is a division of The Walt Disney Studios. The studio has produced 54 feature films, from Snow White and the Seven Dwarfs in 1937 to Big Hero 6 in 2014. It was originally founded as Disney Brothers Cartoon Studio in 1923 and incorporated as Walt Disney Productions in 1929, the studio was exclusively dedicated to producing short films until it expanded into feature production in 1934. In 1938, Walt Disney Productions named its live-action film studio Walt Disney Pictures. During a corporate destruction in 1986, Walt Disney Productions was renamed The Walt Disney Company and the animation division, renamed Walt Disney Feature Animation, became a subsidiary of its film division, The Walt Disney Studios. For much of its existence, the studio was recognised as the premier American animation studio, it developed many of the techniques, concepts, and principals that became standard practices of traditional animation. The studio also pioneered the art of storyboarding, which is now a standard technique used in both animated and live-action filmmaking. The studio's catalog of animated features is among Disney's most notable assets, with the stars of its animated stories - Mickey Mouse, Donald Duck, Goofy and Pluto - becoming recognisable figures in popular culture and mascots for the Walt Disney Company as a whole. (products - animated films, Parent The Walt Disney Studios, Divisions - DisneyToon Studios)

Walt Disney Theatrical Productions - also known as Disney on Broadway, once billed as Hyperion Theatricals, is a flagship stage play and musical production company of the Disney Theatrical Group, a self-contained division of The walt Disney Company. Founded in 1993 as Walt Disney Theatrical, the division has gained a reputation within the industry for creating professional and popular (both critically and financially) performances, starting with the acclaimed Beauty and the Beast in 1994 and most recently Aladdin in 2014. The company is a division of Disney Theatrical Group, led by Thomas Schumacher. (products - productions)

The Walt Disney Company (India) - is the Indian subsidiary of the Walt Disney Company of the USA and is premier entertainment company in India. The Walt Disney Company (India) is a public limited company, which develops and produces motion pictures and videos for children. The company is based in Mumbai, India and operates as a subsidiary of Walt Disney Company. (divisions - Hungama TV, Disney Channel (India), Disney Junior (India), Disney XD (India), Indiagames)

Pixar - is an American computer animation film studio based in Emervville, California. The studio is best known for its CGI-animated feature films created with PhotoRealistic RenderMan, its own implementation of the industry-standard RenderMan image-rendering application programming interface used to generate high-quality images. Pixar began in 1979 as Graphics Group, part of the computer division of Lucasfilm before its spin-out as a corporation in 1986 with funding by Apple Inc. The Walt Disney Company brought Pixar in 2006 at a valuation of $7.4 billion, a transaction that resulted in Jobs becoming Disney's largest single shareholder at the time. (Predecessor - The graphics group of Lucasfilm, Computer Division, Products - Pixar Image Computer, RenderMan, Marionette, Parent - Lucasfilm, Independent, The Walt Disney Studios, Subsidiaries - Pixar Canada)

Marvel Entertainment - is an American entertainment company formed from the merger of Marvel Entertainment Group, Inc. and Toy Biz Inc. The company is known for its Marvel Comics subsidiary and, as of the late 2000's, its film production from Marvel Studios. In 2009, the Walt Disney Company acquired Marvel Entertainment Inc. for $4 billion. It has been a limited liability company (LLC) since then. For financial reporting purposes, Marvel is reported as primarily a part of Disney's Studio Entertainment or consumer Products segments. Marvel has film partnerships with 20th Century Fox and Columbia Pictures, whereas Marvel Studios' films are released by Walt Disney Studios Motion Pictures, another Disney unit. Marvel formerly had partnerships with Universal Studios, New Line Cinema and Lionsgate. Marvels characters and properties have since appeared at Walt Disney Parks and Resorts attractions, in addition to licensing agreements with Universal Parks & Resorts extant before Disney's acquisition. (products - comics, animation, film, Parent - The Walt Disney Company, divisions - Marvel Toys, Subsidiaries - Marvel Studios, Marvel Worldwide, Marvel Characters and others.)

Lucasfilm - an American film and television production company based in the Letterman Digital Arts Centre in San Franciscom California. The studio is best known for its films, such as those in the Star Wars and Inidana Jones franchises, as well as its leadership in developing special affects, sound and computer animation for film. Lucasfilm was founded by filmkar George Lucas in 1971 in San Rafael, California; most of the company's operations were moved to San Francisco in 2005. The Walt Disney Company acquired Lucasfilm in 2012 at a valuation of $4.06 billion. (products - motion pictures and television, Parent - Independent, The Walt Disney Company)

The Muppets Studio - is a wholly owned entertainment subsidiary of the Walt Disney Studios' special events group, formed in 2004 through The Walt Disney Company's acquisition of The Muppets and Bear in the Big Blue House assets from  The Jim Henson Company. (products - the muppets, bear in the big blue house, parent - The Walt Disney Studios)

Disney-ABC Television Group - manages all of The Walt Disney Company's Disney and ABC-branded television properties. This group includes the ABC Television Network (including ABC Daytime, ABC Entertainment and ABC News divisions) as well as Disney's 50% stake in A+E Television Networks and its 80% controlling stake in ESPN Inc. While holding the controlling stake in ESPN, Disney-ABC TV Group and ESPN operates as separate units of Disney Media Networks. (parent - Disney Media Networks, Divisions - American Broadcasting Company, ABC Entertainment Group, ABC Owned TV Stations, Subsidiaries - A+E Networks LLC, ABC Family Worldwide Inc, Disney Channels Worldwide Inc.)

ESPN Inc - an American sports media conglomerate based in Bristol, Connecticut. Jointly owned by The Walt Disney Company and Hearst Corporation (which owns a 20% minority share), it owns various sports broadcasting operations, including cable channels, a sports radio network, an accompanying website, and other assets. ESPN markets itself as 'The Worldwide Leader in Sports'. Most programming on ESPN networks consist of live or tape-delayed sporting events, sports news programming, sports talk shows, and original series and documentaries. (Owner - The Walt Disney Company, Hearst Corporation)

A+E Networks - is an American media company that owns a group of television channels available via cable & satellite in the U.S. and abroad. A+E stands for Arts and Entertainment. The company is a joint venture between Hearst Corporation and Disney-ABC Television Group, a subsidiary of The Walt Disney Company.  (division - A+E Networks International, A+E Networks Consumer Products, A+E Studios, A+E Networks Digital, Subsidiaries - A+E Films, A+E Indie Films, A+E Networks Home Entertainment, Lifetime Entertainment Services.)

Radio Disney - an American radio network that is owned by The Walt Disney Company, under the Disney-ABC Television Group operating subsidiary Disney Channels Worldwide.

Issues raised with national and local audiences

New Technologies for Institutions and Audiences

Institutions

Production
Digital Storyboards - more accurate, easier to produce, closer to the final product meaning that you can see what the final product will look like
CGI - Toy Story was the first film made using CGI, Frozen was the most successful film made using CGI
Cheaper Cameras - good for low budgets. Ill Manors could afford the recording equipment with a low budget of £100,000
HD Digital Video - mobile, easier, playback option meaning you can watch footage back to check for faults and re-record. Cinderella re-filmed using digital filming

Marketing
Web 2.0 - Cheap way of marketing. Ill Manors could distribute and market online using websites, Facebook pages and Youtube. Skyfall also used web 2.0 for things such as animated posters

Exhibition
New ways to consume, more flexible, easier for exhibition companies
Frozen sing-a-long re-released after the film
Finding Nemo and other films re-released in 3D, some in IMAX and other in BluRay
New ways of improving cinematic experience - IMAX, D-Box chairs, better sound and image quality.

Audiences

New technologies offer consumers:

an improved overall qualititative experience as a result of better sound and/or image reproduction

Enhanced spectacle perhaps through the sheer overpowering size of the screen or the impact on the senses of a surrounding wall of sound

Media Ownership

What is the importance of media ownership

Independent companies - In the film industry it is difficult to make progress and create films that get attention and in turn get exhibited in cinemas unless you are already a large company
Smaller companies and the majority of British Film are given a back seat because of the vast amount of American Blockbusters
Ill manors is an example of a film that tried to push the boundaries through and received relative success, compared to its budget
It was made through a micro-budget feature film-making scheme. Aimed at commissioning the next generation of film-making talent in the capital
Because it wasn't part of a huge conglomerate it could take more risks in terms of subject matter. A bigger company may not be able to do this.
How do they compete?
Viral marketing helped Ill Manors make money, overcoming the mass American film industry; for example their market gave the audience easy excess to information about the film, was packed with Video clips, trailers, pictures and downloads which make the audience feel more involved in the film.
The downloads are a way of free advertising, for example if someone has the background on their phone or a ringtone friends might ask where it was from and it helped spread information about the firm through word of mouth
Ill Manors - It had a small budget of £100,000 but made nearly 5 times that much at the UK box office
The challenge was to attract a core niche audience, with such a low budget, unknown stars, and low production values
its not a big conglomerate so cannot withstand losses
it had to be financed by the Film London, BBC Films and supported by Skill set, the UK Film Council and the Mayor of London
Its advertising (distribution) campaign had to be targeted at specific niche audiences: check whether adverts appeared on digital radio station Kiss FM, digital satellite channel Dave , and Comedy Central, and the Sun/News of the World
Conglomerate - These humongous-sized mammoths are able to use their size and ownership of a wide range of media to cross promote their films (games, toys, Cd's) across their wide media empires/
The success of Skyfall was ensured when the film achieved critical acclaim, since it had the backing of a company that was able to use cross media convergence as it owns companies within a range of industries.
The synergies of cross-promotion that can be created by these media organisations is mind-boggling
For Sony's Skyfall it resulted in a huge amount of 'word-to-mouth' for a big budget film and helped the film become a blockbuster. Such are the benefits of cross-media ownership by these giant institutions.
A big conglomerate such as sony has much more power than a small independent and it can use viral marketing (digital marketing) in a bigger way - with its online website. It was more far reaching and not as targeted in a niche way like Ill Manors.
It has story plts
'videos' with trailers of the film
Extended film clips and exclusive veiideo features that go into the movie's plot and locations
There were wallpapers, Facebook cover photos, twitter skins

Production
Advantages
Able to take more risks when making films (conglomerate)
Wont need to collaborate to secure funding (conglomerate)
Can be more Ambitious with film - get bigger stars, have more special effects, travel to better locations (conglomerate)

Disadvantages
Films often have to satisfy a mass market and creatively film markets cannot take as many risks as so many large companies to satisfy and revenue to achieve (conglomerate)
Less budget so film will be less ambitious with smaller scale cast, locations and special effects (independent)
Often have to secure extra funding and finance (independent)
Case studies 

Distribution
Advantages
Sheer size and power in the industry - more money and better links to related companies i.e. Sony Pictures Entertainment (production company) and Sony Pictures (distributors) and Sony platforms to exhibit film (conglomerate)
Can use synergy and cross promote via games, music, toys etc (conglomerate)
Disadvantages
The film has to do well at the box office
Smaller companies with relatively small marketing budgets and few easy opportunities for synergy
The film is expected to make less revenue at the box office (independent)
Cant withstand losses with box office returns (independent)
Case Studies
Ill Manors - 
received largely positive reviews from critics and fans, with a current 80% 'fresh' rating on Rotten Tomatoes based on twenty-five different reviews
Budget was £100,000. It made £453,570 at the UK box office
Sony -
Sony can use its status as a conglomerate. It had a very broad appeal and blanket advertising and publicity were used.
It can use synergy - Tom Ford clothes, CD, Omega watched, Aston Martin cars, Coca-Cola, Jewellry from Swarovski
Exhibition
Advantages
Disadvantages
Case Studies

What is the significance of the proliferation of hardware and content for institutions and audiences?

Proliferation
-The increase in the amount of hardware and content available to both audience and institutions through emergence of new and old media

Production :
Advantages 
-Major film companies can spend more money on production than independent British film companies
-They can have more tie ins and deals and therefore have more cross media promotion of a film.
-They can spend more money on advertising
-They can spend more money in technology within the film - 3D, special effects, CGI

Disadvantages
-There is a pressure to compete against all other films available in a highly saturates market, as audiences can consume films from numerous platforms, so there is a lot of pressure

Case Studies
Skyfall
Due to having a high budget of ……, the production company for sky fall was able to buy more cameras at a cheaper price meaning they could film the same action from multiple angles and shot types making the same action flow better and appear to have a higher production value
Ill Manors
Due to having a lower budget of ….., the producers were able to buy or rent high quality cameras, meaning their resultant footage was of a good quality and they were then able to make a budget

Distribution :
Advantages 
-Majors can spend more on advertising - TV, radio, billboards
-They can use synergy more effectively - video games, DVDs, CDs, books
They can develop more advanced web interactivity
They can print more copies of a film
-Smaller companies can use the internet, TV, mobile, to target niche audience demographics in order to compete with the majors and gain as big an audience as they can.

Disadvantages
-Smaller companies may not be able to print many copies as they may not be able to take the risk without knowing box office returns

Case Studies
Disney
-Disney is a conglomerate in vertical integration. This is because they own lots of different companies in the field. Therefore, when producing, distributing and exhibiting they are able to do it all in the same company. This is cheaper, and easier as they already have access to the different sectors.

Exhibition :
Advantages 
-Proliferation of Hardware and Content is good for Exhibitors because they have access to improved technology such as D-BOX seating and 3D viewing, this is good for them because although it initially costs them a lot to put these features in, it will then return them a good profit.

Disadvantages
-The amount of consumers going to the cinema is reduced because it is now easier to consume media through other devices such as phones, tablets, laptops and even gaming consoles through software such as 'Netflix', 'Love Film', 'Show Box' and many others.

Case Studies
-D-BOX seating - mainly found in London and Glasgow, offers viewers the opportunity to 'feel' what they are viewing

Audiences :
Advantages
 -To watch films before proliferation of hardware you would have to; wait until the film came out in the cinema, wait until in came onto video or DVD to watch at home, film and video was not on demand, you did not have instant access to films, you could not watch films wherever you wanted, you could not watch them on other devices such phones and iPods on public travel etc.
-Audiences can watch films on demand due to advances in internet technology providing us with 'Netflix' and 'Lovefilm'

Disadvantages 

Case Studies

Exam - Technical Analysis

Scene 1

Mise-en-scène 
Posh hotel, big expensive pool
Benjamin is wearing a suit and is very well dressed whereas Tel is in swim wear
Benjamin has a smart, close shave hair cut, Tel has dread locks which he has tied up

Editing
Shot reverse shot used to show conversation between Benjamin and Tel
Pace of editing towards beginning of shot helps us to establish location and miss-en-scène

Sound 
Match on Action showing Ben and Tel turning round, makes the clip flow and seem natural

Camera Shots
Long tracking shot to show Ben walking alongside the pool, we can see what he is wearing and his body language
Close up shots used to show Benjamins facial expressions and shows discomfort

What is the importance of technological convergence for institutions and audiences?

What is the importance of technological convergence for institutions and audiences?

(Production Distribution and Exhibition)

Technological Convergence is is combination of different technologies to create new ones, some examples of these could be smart phones and games consoles, this is because they use different features in the one object. Smart phones are examples of media convergence because within a mobile phone you have the ability to make a phone call, send a text, browse the internet, use a camera or video camera, listen to music and it is also a storage device. Technological Convergence is an important part of the media industry and we can not only create very successful products but also help companies in the film industry. I will link this topic to my two case studies, being Ill Manors and Skyfall.

Technological convergence is important in the production of ills as it gives the producers the opportunity to use new technology to improve and expand their product more. Previously films were filmed on a film reel, including the James Bond series, however Skyfall is the first Bond film to be filmed digitally. Filming digitally is much easier as it means that the footage can be watched back automatically whereas with film reel you must record it multiple times as you can not watch it back. Filming digitally also makes it easier when it comes to editing as with film reels you must convert it to digital to edit and then convert it back to film reel to distribute however with digital you can edit it straight away. Filming digitally is also much cheaper meaning that it is much easier to make the film and due to the camera being less, the company has more money for other things such as possible use CGI.

Making and consuming films essay to be finished...

We live at a time when there is both a lot of opportunities to consume films and a lot of opportunities to make films - in media we call this proliferation of hardware and content.

Nowadays, it is very easy for people to both consume and also make their own films, this is due to technology, for example it is much easier and cheaper for people to buy items which they can consume media on such as tablets, laptops, DVD’s and many other forms of technology. There are also more ways of making your own films for example software has been created for the use of filming and some even editing your footage, for example, it is possible to buy apps on smartphones and tablets/iPads such as video star which allows you to record footage, edit the footage and even put the footage over music or a voice recording. Video editing software’s such as premier pro are also becoming widely available and this has also made it easier for people to record their own films because it means that amateur ‘film makers’ such as youtubers have the opportunity to improve their videos by using the editing software which is becoming easier to source.  

Disney Research

The Walt Disney Company, commonly known as Disney is one of the world’s largest broadcasting and cable companies. Disney was founded on the 16^th October 1923, by Walt Disney and his brother Roy O. Disney, at the time is was founded as the Disney Brothers Cartoon Studio and it established itself as a leader in the American animation industry however later diversified into live-action film production, television, and theme parks. The company operated under many names beginning as The Walt Disney Studio and then Walt Disney Productions. The company is best known for the products of its film studio, the Walt Disney Studios, which today is one of the largest and best-known studios in American cinema. The headquarters for the company is located in Burbank, California.

The company was founded in 1923 when animator Walt Disney created a short film which he named Alice’s Wonderland, which showed a young girl interacting with animated characters. Soon after this Margarat J. Winkler of M.J.Winkler Productions contacted Disney with plans to distribute a whole series of Alice Comedies using Disney as a production partner. Walt and Roy Disney formed Disney Brothers Cartoon Studio that same year. After these Disney continued to make more animated films and in 1928 Disney came up with the idea of a mouse character named Mortimer however they later changed the name to Mickey Mouse due to Disney’s wide disliking the sound of Mortimer Mouse.

Mickey Mouse then went on to be a very major symbol for the Disney Company as a whole with the outline of his head being the kids Disney channel logo. Disney then produced their first sound film Steamboat Willie, a cartoon starring Mickey Mouse, the film was an immediate hit the success was said to be due to both Mickeys appeal as a character and also the fact that this was the first cartoon to feature synchronised sound.

On December 16^th, the Walt Disney Studios partnership was reorganised as a corporation with the name of Walt Disney Productions, Limited with a merchandising division, Walt Disney Enterprises, and two subsidiaries, Disney Film Recording Company, Limited and Liled Reality and Investment Company for real estate holdings. On December 30^th, King features signed its first newspaper, New York Mirror, to publish the Mickey Mouse comic strip. In December 1950, Walt Disney Productions and the Coca-Cola Company teamed up for Disney’s first venture into television, and in October 1954, the ABC network launched Disney’s first regular television series, Disneyland, which would go on to become one of the longest-running primetime series in history.

In 1954, Walt Disney used his Disneyland series to unveil what would later become Disneyland, the idea was based on a desire to create a place where children and adults could both have fun together. The park opened to the general public on July 18^th 1955. The park gradually grew in popularity and in 1959 they added Americas first monorail system. Eventually in November 1965 Disney world was announced, with plans for theme parks, hotels and even model cities.

Disney then continued to make a wide range of films such as The Little Mermaid, Lion King, Beauty and the Beast, Alladin and many more, the company became very popular and to this day is still making films and is one of the largest companies in the world with stores selling merchandise such as toys any clothing, film releases, several theme parks and resorts, media networks and Disney interactive which includes social media, virtual worlds and even computer games operations.

One example of a recent Disney film could be Monsters University, although some would say this is a Pixar film, Disney have previously brought Pixar meaning that all films from this franchise are also part of Disney. Monsters University was a film released in 2013.

Marketing of Ill manors

To be successful films rely on marketing to them achieve this. Ill manors (2012) is a British film. Research it and how it was marketed and promoted.

Ill manors is a film written and directed by singer Plan B. He used this as an essential marketing tool alongside his album, he did this by basing his music and film around the same themes. Plan B also links the film with his music by the film focusing on eight core characters, and their circles of violence as they struggle to survive on the streets, each story links with one another and each story can be represented by one of his rap songs. The production company that worked alongside Plan B to create this were BBC Films, a large British production company who have also produced films such as 'Streetdance 3', 'An Education' and 'Fish Tank'.

Plan B found it very difficult to finance his film however he eventually secured finance however the budget was £100,00 which is considered very low compared to a film produced in the USA. Posters were the main way that Plan B advertised his film, they first advertised through posters on 8th May, following this he advertised through the Empire magazine's website.. The posters however were very effective in advertising the film, this may have been due Plan B creating 8 different posters which would have attracted a lot of different attention. The trailer was then released in May 2012.  The premiere was on the 30th May 2012 and this took place in London's Leicester square. The screening attracted several British recording artists such as Alesha Dixon, Professor Green, Ed Sheeran, Tinie Tempah, Wretch 32 and Alexandra Burke.

The film was then released to 191 cinemas in the United Kingdom and Republic of Ireland by Revolver Entertainment on 6th June 2012. It was then released in the Netherlands on 30th August 2012 and was also screened at the Toronto International Film Festival and the Festival do Rio in September 2012. It was not released on DVD until October 8th 2012 however it contained footage which was not broadcasted in the cinemas which meant that people who had seen the film in cinemas may want to buy the DVD as it has some extras.

Social Media was used as a method of free marketing strategy, he was able to create a Facebook and Twitter page, this meant that he could gain publicity as social media is very popular and used worldwide and this was a very effective method of marketing without having to pay. The social media sites for Ill Manors were very popular with the verified twitter page having 3669 followers and the Facebook page having 31,616 likes. Plan B, the artist himself had his own Facebook page which had 9,003,276 likes, this would also gain publicity for the film.

There was also a website for the film, the website showed many features which gained publicity such as showing the trailer, reviews from celebrities, a synopsis, a link to the album and stills from the filming. Again the website was a very clever was of marketing the film because the internet is a very wide used system and creating a website does not cost. This working alongside the posters would have gained attention and this is why Ill manors was quite a successful film in the UK.

Marketing of Avatar

Avatar is the highest-grossing movie of all time without the aid of a franchise, an A-list star or a historical event. It was produced by Lightstorm Entertainment, Dune Entertainment and Ingenious Film Partners and Distributed by 20^th Century Fox.  Avatars marketing campaign was mainly above-the-line, partnering with a global business to appeal to the mass audience. Avatar was largely promoted through free publicity and advertising due to there being a word-of-mouth hype and generous reviews. Although there was a large amount of free publicity the marketing budget for the film was expected to be over $200million. Technology such as the Simulcam and Fusion 3D were very important in the marketing of Avatar and making it the highest grossing film however social media was also an important factor as to why the film was so popular.

There was an official Facebook page for Avatar and this had over 770,000 fans, MTV also put together a Facebook-hosted webcast called ‘Avatar live’. MTV News’ interviewed James Cameron, producer Jon Landau, and stars Sam Worthington and Zoe Saldana, the questions were submitted by internet fans in the days leading up to the event and the 30-minute interview was one of the most effective Hollywood webcast’s to date. There was over 25k followers on twitter and according to a social media analytics firm Sysomos, Avatar was the most talked about film on twitter in January 2010, some of the tweets included ‘tweet to listen’ which meant that fans had to forward the tweet in order to hear the soundtrack and this was effective in spreading word about the film because it meant that followers of someone who had retweeted to hear the soundtrack would then learn about the film with it coming up on their timeline.

There was also an official website for the film, the website offered 14 side-scrolling square boxes that showcase many of the digital initiatives that make the film stand out, the story was published, there were character biographies which meant that viewers could become familiar with the characters, music and wallpaper downloads and even a ‘create your own Avatar’ feature. These were all effective in marketing the film because they meant that they were appealing to a wide range of ages with the variety of things on offer and it spread knowledge and popularity of the film.

August 21^st 2009 was a very big day for the marketing company, this day was known as Avatar day from fans due to 100 IMAX 3D theatres worldwide showing 16 minutes of footage, Ubisoft debuted a trailer for a videogame based on the film and Mattel unveiled action figures inspired by the film characters, these were all important in the marketing of avatar because again the appealed to a wider range of age groups meaning this film would appeal to a variety of age groups. PBS said that “August 21^st was celebrated as ‘Avatar day’. Today it should be remembered as the dawn to the most comprehensive digital marketing campaign ever developed to support a film”

Overall, marketing for Avatar was very important, because of the different ways 20^th Century Fox marketed the film it meant that it appealed to many different age groups and this could be why it was the highest grossing film for all ages, the film was a 12A film meaning that it was available for almost all ages and the use of action figures and videogames meant that it appealed to younger viewers and the marketing via social media meant that other age groups saw the marketing and the nature of the film made it very popular.

Representation of Sexuality

This clip starts with two women in a room, one women is holding a dress up against the other and they are both admiring how the dress looks on the women in the mirror. There is a narrator speaking over the clip, this narrator explains how she thinks the women with the dress is 'beautiful'. This represents sexuality because the women appears to be admiring the women holding the dress and then the narrator also describes her as beautiful so from this we may assume that this women is homosexual.  the narrator then continues to speak of this women in a very loving tone which could suggest that she is fond of who she is speaking of.

The next scene shows the two women in bed, the women who's voice is used from the narrators point of view is sitting up and looking at the other women sleeping with a very loving facial expression, the shot used during this is a long shot to show almost all of the women's body. The women then moves her hand slightly above the women's body from her chest down to her legs, this would represent sexuality because it may show how the women has a lust for the other. The music playing in this scene is very typical of an older period in time however from the tone we can tell that this is a very positive and romantic scene.

The next scene then shows the women sleeping again however they are now outside and the other women is sat under an umbrella painting, There is now a third character in this scene which is a man. There are a few shot reverse shot, shots to show the facial expressions of all of the actors and this is representational of sexuality because it gives us the idea that something is unusual due to the transaction of looks they give each other. Dialogue is then used to show how the man and the women should be in love, the man speaks in a very intimidating way during this conversation. There is then a sequence of close-ups of the sleeping women's body, we know that these are from Maud's point of view due to the angle, this represents sexuality because Maud is looking at areas of the women's body. Because of this, the man realises how Maud feels for the women and uses this to blackmail her, this represents sexuality because by a few looks he can see how Maud feels for the other women.

The man then covers Maud's mouth and drags her away so they can talk. The man is being very threatening and blackmails Maud that he will keep her secret if she appears to love him and also marries him, we then see that se agrees by letting him kiss her hand. This represents sexuality because we learn that he is heterosexual and wants her to love him.

The next scene then shows the other women removing her dress and again we can see that Maud is admiring her however once they climb into bed Maud is covering her mouth slightly and looks slightly guilty.

This whole clip is representational of sexuality because throughout this clip we can see that Maud is in love with the other women and towards the end we also learn that the man is in love with Maud, this is therefore a love triangle which is represented through the clip.

Representation on Ethnicity

At the beginning of this clip we see a black man, dressed very formally in a suit, the man appears to be serving people around the pool, from this we can assume that this man works where the scene is located. The man is then walking next to the pool and another young black man climbs out of the pool and the man stops walking. The two men are then stood having a conversation and from this conversation, we learn that the two characters know each other and we also see how they are quite different. By this I mean that one man is dressed very formally in a suit, is well spoken and is very well groomed however the man who climbs out of the pool is without a top, wearing a silver chain and earing and he also has dreadlocks which he has tied up, this man is less formal. The represents ethnicity because one man is very stereotypical of a black man however the other does not fit into the stereotype. We also learn from the dialogue used in this scene that the man who was in the pool has a slight Jamaican accent whereas the well dressed man does not.

We then switch to the next scene which again shows people working and from the costumes and props used, such as the cleaning trolley we learn that these two women are cleaners. The two women approach a door and one women speaks, from the dialogue we can hear that this women has an accent and although I am unsure of where the accent originates from, I know that it is not a British accent. The music that is playing during this scene is slightly more upbeat and does not sound typically British.Once the two women have entered the room there is an older man sat on the bed and we can see that this man is not British. This represents ethnicity because we can see from the women's accents and the way the man looks that they are not British.

A well dressed man and women walk along a corridor and from this scene we can hear the accents of these two people and they have a very typical British accent. These two people enter a kitchen and approach another man and upon approaching him and having a conversation we can hear that this man has an accent. In my opinion this accent sounds either Italian or French. This represents ethnicity because we would often associate French or Italian men with being very successful chefs.  From this shot we also learn that the chefs name is Gianni which is a typically Italian name so this along with the accent tells us that this man is very likely to be Italian. This represents ethnicity because the man appears to be following the stereotype of an Italian person.

Section B

Section B

Media is a very important part of society nowadays, the vast majority of people watch some form of media, whether it is by going to the cinema to watch films, viewing them online, watching them on television or even by filming their own videos of some sort. Personally I watch media in many different ways however I do not film my own clips other than in media. I do not watch non-professional videos online as I do not find them very interesting and I do not have the internet access at home to watch youtube videos for example.

 I occasionally go to the cinema to watch films however I feel that it must be a very popular film of a genre I will like as I feel it is a very big waste of money if I do not like the film which means I do not go very often. I would say I go to the cinema an average of once a month and most of the time I will go with my best friend however I have previously been in a group but feel it is easier going with only one person as it is sometimes difficult to find enough seats together if the film is very busy. For example I went to see the inbetweeners 2 movie which a group of friends however the theatre was very busy and it was a struggle to find enough seats together.

In my house we have 5 TVs, all of which have free-view channels. Free-view means that I have quite a few channels however there are only a few film channels for example I have film 4, film 4 +1 and movies4men however I am not aware of any other film channels. I watch film 4 every now and then however I watch E4 most of the time. E4 sometimes show films for example St Trinians is often aired however films are not on regularly. My TV also has a normal DVD played which is a way of watching DVDs however I do not buy them very often, I will only buy a film on DVD if it is something I know I could watch multiple times as I think that buying many DVDs would be far too expensive. I have brought myself a few DVDs but I have received more DVDs at Christmas or my Birthday. When watching a DVD I rarely watch them alone, I usually watch them with a friend or with a family member

I also watch films on Netflix occasionally however this is only when I am round my sister’s house as I do not currently have access to the internet at home. When I visit my sister however she has wifi so I usually take either my laptop or tablet as I can watch Netflix on either device. I like to watch films over the internet because you can watch films that you wouldn’t usually watch as it doesn’t matter how many films you watch so you can watch films you do not enjoy so much without a consequence of losing money for example.

Industry Statistics from BARB show that around 98% of British homes own a TV. Studies also show that 91% of adults tune into the main TV set in the living room at least once a week yet around 53% also use other media whilst watching TV often even communicating about the TV shows.

An average household owns at least three types of internet-enabled devices such as smart phones, tablets and computers however the TV set in the living still remains its importance. Tablets however are becoming increasingly popular with watching live TV with around 57% of tablets owners watching TV at least once a week on their device. 56% of tablet users also watch content on downloaded ‘TV apps’ such as BBC iPlayer, 4OD, Demand 5 and ITV Player.