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A2 Production work evaluation

This is my evaluation for my A level media media studies production project
by

James Read

on 20 May 2010

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Transcript of A2 Production work evaluation

1. In what ways does your media product use, develop or challenge forms and conventions of real media texts? 2. What have you learned from your audience feedback? 3. How effective is the combination of your main product and ancillary texts? 4. How did you use new media technologies in the construction
and research, planning and evaluation stages? I believe my film trailer uses and develops
the conventions showed in the film trailer
for kidulthood, this probably stems from the
fact the genre between the two films are similar.
The quick cuts and cresendo style that ends with
a quiet and slower scene is similar between my
trailer and this one. Both trailers show the fast paced
and high tempo style that both texts hold resonance to. I believe due to a similar genre there are some conventions my product shares with the 'trainspotting trailer.' It has some quick cuts and the information of production company flickers before staying on full, this holds resonance to how the title of my film is presented, as it also flickers before staying on a full view. There are many conventions that trainspotting use that are not incorporated into my text, such as introducing characters in a huge detail, learning their names and some of their characteristics. Title Comparison Here is the title screens for the kidulthood trailer and my media product. I believe I have
incorporated media conventions here as the two titles are similar. Both texts have used a
simplistic, plain white style. The fonts are big and bold however, so the title is clear for
the audience to see. This simplistic style is a useful convention to endorse as it will stick
in people's mind and there can be no confusion as to the title of each film. Here i have attempted to show the conventions i have used to introduce my main protagonist. I believe it is similar to the way Renton, the main character in trainspotting is introduced. Both of whom are addicted to drugs, I believe this is shown well here, as both Renton of the main character in my trailer are shown passed out due to their drug habit. This is a useful convention to adopt as it gets
a message about the genre of my film out to the target audience as soon as they see this scene. Props/Costumes Introduction of characters Here i have compared the costumes of one of my characters with one of the characters' costumes from the film kidulthood. I have used a stereotype here to quickly portray the type of character this is, this is why the two characters are dressed in a similar style, the audience see this costume and immediately form connotations of illegal activity and a rude youth culture that the media pair with this type of clothing and age group. Comparison of camera shots Here i have shown how my text uses similar conventions in the area of camera shots
as well, shown above is two similar style shots, one featuring the characters walking.
The camera angle is the same and the length of shot is the same. This shot is useful
here as a medium long shot allows more time for the scene to unfold, and a scene in
which the characters are walking needs extra time. Setting/ location Here i have tried to show how my media text uses the conventions of real
media text in the area of setting and location as both the underhand trailer
and the kidulthood trailer use an urban setting, I believe I have developed a
convention here however, as my text uses shots from in an underpass, which
is a prefect urban setting that portrays scum and other such cultures, this is not featured in the kidulthood trailer setting the genre I believe the convention I have used the most is
that of setting the genre, this is due to the fact the
underhand trailer and the kidulthood trailer both
introduce drug use quickly and the images do not
stay on the screen for long, this is useful as it not only
adds to the narrative it also gives the audience the
impression that the film will be fast paced and full of action Conclusion In conclusion my media text has
used many conventions from
real media texts, such as introduction
of characters; setting the genre; props
and costumes; title screen and camera
shots. The reason I believe my media
text embraces rather than challenges
media conventions is the fact our group
always wanted a professional looking trailer,
and the best way to ensure this occurs is to
use conventions from real media texts. We
never acted with media conventions in mind
however, we were normally just trying to
fulfill requirements to make the misenscene
correct. I also believe the conventions we endorsed are necessary to attract our target audience, which is another big reason we have chosen these conventions to endorse. I believe the main area of my trailer that is unique and is not influenced by real media conventions is my setting of narrative, as i use captions and titles throughout my trailer to portray what my movie is about. This is unique and cannot be seen in most trailers. It isn't a feature of either the trainspotting or the kidulthood trailer and they are the two movies that have a similar genre to my movie trailer. who was my target audience? Before talking about audience feeback firstly I think it is important to identify who the audience is. I believe the audience for my media product would have been young, ranging from 16 to about 25. They would like a variety of music, ranging from hip hop to dance and drum and bass (which is the type of music featured in my media text.) They would wear stylish, casual clothes, including hoodies, jeans, t-shirts etc. The target audience for underhand would probably spend most of their time socialising with friends. Here I have shown the main character that appeals to the targete audience from kidulthood and the main character that would appeal with the target audience from underhand. I believe they have many similarities, ranging from appearance to taste in music. I believe the character in underhand seen here would apply to the target audience as he is their age group, his musical taste is similar to those the same age as him and his style of clothing is common to the target audience. I think the characters are key for drawing in a target audience and I believe underhand does this well, as all the characters fall within the age group of the target audience, they all have different charactersistics and this portrayal of variety in the trailer would make all different types of people within the target audience want to see the film. The similarities between the two characters can be most strongly be seen in the terms of appearance. This is due to the fact they both have a slit in their eyebrow, they can both be seen wearing flat pecked hats, baggy clothes, hoodies and high-topped trainers throughout their respective movies. I also believe their role in their respective films are similar as well, as they can both be seen running round and causing no good with a couple of mates. I believe the two characters would have a similar function, Jay from kidulthood makes people laugh and can be seen causing the most trouble. I believe Mark from my movie trailer would also play a similar role of making the audience laugh and causing drama in the movie by being in trouble with the police Genre conventions I believe the underhand trailer uses many genre conventions to attract it's target audience. There are some scenes where precise editing have given our film trailer a professional feel and would therefore made it more appealing to the target audience. I am also happy with the use of music in the film trailer, as it plays quietly at first, matching with the fades of black during the fight scene, as with most songs of this genre there is a building cresendo always present within the song, this is why it was so perfect for the movie trailer as the cresendo kicks in just as the montage of quick cuts starts in the film trailer. I believe this is another genre convention in place that will attract the target audience, as the fast paced form of trailer, with little narrative, can be seen with the underhand trailer and the kidulthood trailer. This is a useful tool to attract the target audience, as they will be more compelled to see a movie if they believe it is a high-tempoed movie with a lot of action. I believe the genre conventions i have adopted here are all useful, but it is also important to have a unique selling point. I believe what makes my media trailer unique from other films of a similar genre is that in my trailer the use of drugs and the violence that is spawned by the use of drugs is not glorified, we were always keen to stay true to genre whilst showing the bad effects, both socially and mentally, of heavy drug taking. This is not the case in films such as kidulthood, where drug abuse seems to bring around little consequence Uses and gratifications As previously mentioned one thing that was important throughout the construction of the film trailer was to show the negative effect of drug abuse on ones social standing and their mental health. It is for this reason that the character who does drugs in underhand can clearly be seen having problems dealing with paranoia and he can not feel safe walking down the street. This is the preferred reading of our text and we hope this is how the audience view the trailer. The main way we influenced our readers to view our texxt in this light is to put persuasive language in the captions that are dotted throughout our trailer. The last of which hits home the strongest message as it reads: 'will he ever escape this hellish fate?'
I imagine the target audience will consume the text in this way, as the negative effects of drug taking are clear for all to see as they watch our film trailer. This is similar to the uses and gratifications and the preferred reading of trainspotting. Althought the film revolves around heroin and those who take heroin the consequences and reprucussions of taking the drug come thick and fast throughout the film, much like the underhand trailer, which revolves around drugs but only ever shows it in a bad light. audience feedback We thought the easiest way to get audience feedback was to post the video on youtube and let people view it and let them comment as they please. This was a slow responce however, and most comments said similar things with little critisicm, here is an example: So we decided to ask close friends, family and our teacher to suggest any changes or if they had any comments in general, and the general feel was there was not enough in the way of building the narrative, once these comments had been made it was obvious this is where we had gone and the problem was easy to rectify In conclusion I believe the audience feedback we recieved made a huge difference to our movie, this is clear as we have two or three versions of the film trailer, the ones before audience feedback are of a lot lower quality than the ones after audience feedback. The ones that feature no audience feedback are shorter and there is very little narrative formed in this time. It is for this reason that I believe audience feedback is crucial, as it helped us develop a narrative. Close friends that saw the movie were important to me, as it was them who were in the age range for the target audience, so their opinion would give me a hint as to what the target audience might think. After they viewed the trailer the majority of feedback was positive, I received comments saying how 'clever editing made it look like a real trailer' and 'I like the cresendo of small scenes at the end, it gives a representaion of the whole film, not just a couple of short scenes. I learnt from my audience feedback that the narrative does not just fall into place as I expected it to when I threw together some film clips, the construction of narrative is a long process and is crucial to what your target audience think of your movie. I have also learnt it is simple to re-construct real media edits that make amatuer films look almost real. Below are the three various edits of the film trailer, it is clear how audience feedback has influenced my work audience feedback conclusion after inital audience feedback after all audience feedback inital edit Here I have shown the type of people who I imagine would be my target audience. I believe my film trailer would appeal to them as the target audience would be looking for a film which is driven by fast scenes full of action rather than watching a movie which is primarily dialouge driven. target audience magazine front cover Here is my magazine front cover. I believe the contrasting bold colours are eye catching and they highlight the title and tagline for the film which imprints itself through the middle of the poster. This is a useful techniaue to use, as if someone sees the poster quickly they can still get the title of film, which is the crucial reason for film posters, to promote the film. I have endorsed a media convention that I feel the film trailer was lacking, this is the introduction of characters. The lack of dialogue in the film is supplemented here, and the viewer can learn the names of the main characters. I have used nicknames of the characters as this informal way of representing the characters will appeal to the target audience, who probably all use nicknames in everyday life. magazine front cover Shown above is the magazine front cover showing my film. I decided to try and tap into a niche market, by creating my magazine as an independent film magazine. The reason I chose to use a less mainstream magzine format is because the film trailer has an independent feel and the film would be a small budget category A film. It is for this reason that I believe some of our audience would be independent film lovers, and thus would read magazines such as these. The majority of the space on the magazine is taken up by the main character of the film trailer, this is a useful tool as it holds associations with the film, so upon seeing this image the reader would know an article about underhand would be featured. The title featuring the film would also draw in an audience, as it is classed as a 'special feature' and it questions whether underhand could be the best independent film of the decade. This would appeal to a consumer as it shows critics appreciate the film and it has good ratings. how similar products are marketed Above I have analysised how similar products are marketed. The strengths of their marketing strategy include an ability to portray narrative through the images used. For example with the kidulthood poster there is very little text, however we can see characteristics of the characters shown and as an audience we can make assumptions about what the narrative might be. Another strength that can be seen in both posters is the reviews shown at the top of each poster. I believe my marketing strategy compares well to these, as I also explore the narrative of the film through images. The magazine front cover featuring my film also shows a good review. I believe the use of these media techniques is important as they are simple to construct but they are very effective at appealing to a target audience. I do believe these real media marketing products shown here use many conventions that I do not have the skill or technology to use, such as the crisp editing seen in the kidulthood poster. I believe the consequence of this is that my marketing tools look a lot less professional than these real media texts. I believe another cause of this is the fact I did not delegate enough time to my marketing tools. Throughout this project I have focused the majority of my time to completing the film trailer to a high quality, because of this my ancillery tasks have suffered Consumer gain I decided to think about what my consumers will gain from buying the artefact that features my product, the IFM. My audience will gain a review of the film and the special feature that they read regarding the movie will delve into detail about the film, it will also compare other independent movies of the last decade with underhand. I believe the product does offer fulfillment to the consumer, as they would buy the magazine to learn more about Underhand, and that is exactly what they would get. launch plan Considering where and how my product would be announced led me to think about the most effective way of advertising a media product. I believe the most effective way of launching a movie would be to post big adverts, such as the ones shown below around busy areas where a lot of the public will see them. Train stations, bus stops and big billboards that flank busy roads are perfect examples of a launch plan that will reach a huge audience. Another effective way to launch movies is by posting official trailers on video sharing sites such as youtube. The traffic of which remains in it's millions. If your video trailer is on the home page of youtube and it has a high quality professional look millions of people are sure to watch the trailer. This is a perfect place to launch information and teasers for a film, as it is free and millions of people have the ability to watch the trailer, without paying a penny either. combination with main task I believe my film poster works perfectly when combined with my main task. The reason I believe this is because the movie trailer mainly lacked an explanation of individual characters, the audience didn't even learn a single characters name. This is the reason I chose to name the characters in the film poster, as when they are combined they portray the narrative and the charatcers in enough detail to get the audience engaged with the text. research blogger Throughout the process of planning and research we used blog to post our findings, it was useful to have an online diary we could always refer to when we needed to remember what we had planned imdb The internet movie database, also know as IMDB, was a key tool in the research process of our movie. We used this huge encyclopedia to research directors, actors, movie budgets and other relevant information that might aid us in our understanding of film trailers and the film industry. It was very useful whilst constructing character conventions and finding props, as on this site we could see who played what parts, so we could see what type of actor suited what type of character. We also found hundreds of stills from movies on IMDB, we were able to analysis these stills and draw from them conventions to do with props and misenscene youtube Youtube was the perfect tool for research, as we were able to view professional film trailers and we could even see other media students attempts at making a film trailer. From viewing other A level media work we could analyse the most common flaw in these trailers and ensure we do not make the same mistakes. The professional trailers being available to us also helped as we could see the forms and conventions used in real media texts planning blogger Again Blogger played a big role in the planning for our product. It played a similar role as it did with research, it allowed all our plans, storyboards and mindmaps to be stored electronically in a place that we could access easily, due to this we had the ability to refer to our plans often throughout production Celtx Celtx is a freeware piece of linux software that is a great tool for planning media products. It gives you the ability to storyboard and mind map, it sychronises all these planning techniques into projects, so you can find all the information for a particular project in one place. When we ran out of paper storyboards celtx was crucialk for us as we could always go there to set up a new area of planning. construction video cameras The crucial and most obvious piece of digital technology while anyone creates a film. We rarely ran into any problems whilst using the camera, and uploading onto the computers was a quick and easy process dslr cameras DSLR cameras were crucial in the construction of our ancillery tasks, they took high quality shots quickly, this made the whole process of editing run smoothly, as a high resolutioned picture is easier to edit audio hijack Audio hijack was a key piece of software while we constructed our film trailer. It enables the user to extract audio from other applications. It is also a solid editing software when you import your own audio. Using audio hijack we were able to manipulate our soundtrack so it matched the action in our trailer. imovie iMovie was another crucial of software that gave us the ability to edit and manipulate our video and audio clips. With iMovie we were able to turn a collection of video clips into our film trailer. Not only does this software allow us to form continuity with our shots but it also allows us to add transitions, title screens, captions and most importantly of all gives us the ability to add effects and edit our clips so they suit what we need evaluation prezi Obviously prezi was the key piece of software during the evaluation. There were some problems however when the internet went down, as it is not desktop powered there was no way to access my prezi without the internet. However prezi does make adding images and clips from the internet simple, so overall I believe this digital technology was beneficial to me facebook Facebook was a useful tool during the evaluation process of my project. This is due to the fact I was able to upload the film trailer to facebook and gain feedback from those I am friends with on facebook. Other peoples opinion were useful to me while I was evaluating my project and considering where to make changes. youtube The use of video sharing site youtube was similar to the use of facebook in the sense it enabled me to get feedback and this got me to start thinking about how my trailer, or my project on the whole could have improved. conclusion In conclusion I used new media technologies every step of the project. Despite this I believe there are only certain media technologies I depended on. For example without Blogger a planning diary could of been made with a simple scrapbook. Celtx could have been replaced with paper storyboards and feedback could have been gained face to face, again it could have been recorded in simpler ways. Certain aspects of the project would not have been able to be constructed without new digital technologies however, for example without new digital technologies video and audio wouldn't have been available to manipulate, researching other media texts would have been more difficult and everything we produced would have been a lot lower quality a2 media studies evaluation By James Read, Candidate number 4150
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