Digital distribution, consumption and marketing

Digital Distribution Essay

Discuss the ways in which the extract constructs the representation of gender using the following: Camera shots, angles, movement and composition, Editing, Sound and Mise en scène

In this clip from the BBC show: 'Luther', gender is represented in such a way that women and men are definitely equal yet women do seem to be shown as the stronger, more dominant type which is usually associated with men. The woman in this clip completely dominates the narrative and ends up with all of the power by the end of the scene.
In terms of mise en scene, the men wear expensive looking shirts and suits which help to support the dominant ideology of men being smarter/dominant, more professional and successful. When the woman enters the scene, she is wearing makeup and has her hair styled in a fashionable way as well as wearing fashionable, smart looking clothes. Whilst she comes into the scene with a certain amount of presence and dominance which goes against the female stereotype, she also feels the need to look attractive through the conventional methods of makeup and hair styling. Her clothes also emphasize her figure and make it very clear to us that she is a feminine woman who can also be dominant in the presence of men. This subverts the stereotype of a dominant woman as they are typically stereotyped as being more of a 'tomboy' or an over-sexualised 'dominatrix' kind of character. The criminals clothing is more ragged and less tidy which tells the audience that he is of of a lower, less stable status.
The use of a low angle close/mid shot at the beginning of the clip shows Luther as the bigger, more dominant character as we are looking up at him from the criminals perspective which is shown from a high angle shot to emphasize the difference both in their physicality but in Luther's authority over the criminal. When using a shot/reverse shot editing technique to show the difference in impression of the two opposing characters (Luther and Ian - the criminal) their differences are emphasized yet they both have an equal amount of screen time. This could be because they are both male and therefore still hold a large amount of importance, no matter what their circumstances are, adhering to the dominant ideology of men being 'all-powerful' and dominant. When the woman enters the scene we first see her from a low angle shot which establishes her dominance but then we see her from a mid/long shot so that we can see her as equal to the men as well as her dominant body language when holding the gun and stern facial expression which supports her dominant nature. The continuity editing makes the action flow and seem fast paced and smooth, echoing her efficiency in their circumstances - a trait usually associated with men.
The non-diegetic sound of the music creates a tense, almost sad impression which is linked to the idea of emotional attachment which isn't common with the male stereotype, showing them as more emotional beings like women. Near the end of the clip a song begins to play which speaks of understanding and forgiveness, however it then goes on to talk about madness and violence. The overall tone of the song used is quite upbeat which makes it asynchronous as the action on screen is quite violent and dark, creating a clear contrast. The contrast between the music and the action could also be linked to the 'soft-hearted', 'gentle', 'emotional' stereotype of the woman being overcome by the dominant action of the woman on screen when she shoots a man without a second thought. She succeeded in completing a task that the men could not and eventually one of the men begs her to do it, hinting at a sense of role reversal.

Discuss the ways in which the extract constructs the representation of ethnicity using the following: Camera shots, angles, movement and composition, Editing, Sound, and Mise en scene

In this clip ethnicity in terms of minority groups such as Hispanic, Black and Asians are shown to be inferior to White people which adheres to ethnic stereotyping. These minority groups are portrayed as one unit that work and stick together as a family as they are all in a similar position when it comes to avoiding immigration. White people are stereotyped as being cruel and uncaring to those who are of different/stereotypically inferior groups. They adhere to this stereotype in the clip by walking into the hotel unannounced and seemingly don't care that they're running their operation in public where the British people will see what's going on. This could arguably represent the British people as being unjust and superior to those who are not classed as 'British'.
 The diegetic sound of the immigrants talking helps the audience to identify that they are different and it is obvious that they are all of various nationality, creating an umbrella term for the immigrants and placing them all in one inferior group as opposed to individual groups based on ethnicity. Also, the tone set through the non-diegetic, asynchronous sound of the music suggests a sense of normality through its calmness which contrasts to the action going on onscreen as the immigrants are frantically trying to run and hide from the authorities. As the authorities dominate and drive the action in this clip as they are the ones disrupting the hotel's (and the immigrants) environment, the music sounds almost like music that would be used in a spy or detective show. This communicates the fact that what's going on in this scene is driven by the authorities (who are all white) almost like an undercover mission.
the fact that the white people are all wearing suits/smart clothing suggests that they are wealthier/superior perhaps and are definitely of a higher place in the hotel hierarchy. Interestingly, there are a couple of black people who are also wearing suits and seem to have similar jobs to the white people who manage the hotel. However, they are still bossed around by the white people and seem to be incapable of doing the same job as them. This is shown in the part of the clip where the blonde woman who works behind the hotel reception desk asks the black man if he has completed the simple task of delivering some documents to another department in the hotel, he replies that he forgot and she then turns to the white men who represent the authorities and comments on how he has a "brain like a sive", therefore demeaning him and portraying him as dumb. The awkwardness of the black man in the suits behavior connotes that he perhaps doesn't know how to be authoritative which implies that he isn't suited to being in a position of responsibility of leadership and should remain inferior. In terms of setting, the immigrants live below the hotel and their working quarters/environment is very bare and prison-like in contrast to the luxurious, professional setting that the white people work in.
The use of action/continuity shots shows the fast paced, panicked nature of the action that is going on onscreen as the immigrants are trying to hide themselves away from the immigration officers. The fact that they have a set protocol for when this happens infers that they are no strangers to oppression and racism from the immigration officers, thus supporting their inferior status to the white people/immigration services. The parallel cut that jumps between their panic and the unknowing black character (Abraham) as the immigration officers hunt for him and the rest of the immigrants hide and hope for his safety.
A close up shot is used near the beginning of the clip on the white man who gives the orders to the policemen who surround the hotel. By highlighting his concerned, authoritative expression, he is therefore portrayed as a serious man who is not to be messed with. His status is then communicated through the way the camera then zooms out to show his influence over the officers. Finally, near the end of the clip when Jackie (the Asian woman) tries to stand up for Abraham after he has been taken, a mid/close up shot is used along with a shot/reverse shot editing technique to show how she attempts to stand up to the white immigration officer. This is effective as is shows that she is trying to overcome the stereotype of white people being superior and be on the same level as he is, e.g: a mid shot.

Distribution

Distribution

Doc Martin essay

'Doc Martin' Essay

What impact does media ownership have upon the range of products available to audiences in the media area you have studied?

What impact does Media Ownership have upon the range of products available to audiences in the media area y...

Class and Status research and representation

British Class quiz:

After taking the 'British class quiz', I was placed into the technical middle class section of society. According to the BBC, this means that I tend to mix socially with people of similar interests and I like to engage in emerging culture by getting involved in different activities such as visiting art galleries, going to concerts, listening to classical music, etc. People of this group also tend to be interested in and have skills in technical, scientific areas and will usually end up working in those areas.

 Personally, I don't feel like I belong in this class as I don't tend to judge where my place in society is based on what activities I like to take part in. For example, I love going to concerts and festivals which are generally quite grungy and associated with people who are maybe 'looser' and less concerned about what society thinks of them. On the other hand, I also enjoy classical music and I can appreciate museums and galleries just as much as a rock festival. I feel like this quiz stereotypes people into what is typically expected of people who are associated with certain classes. Also, I have no interest what so ever in science, maths or any academic/technical subject, nor am I good at them as this quiz suggests...

Class and status is difficult to determine as people are scared of what might be thought of them if they're associated with a certain class, For example, people who are of the upper class might not want to be associated with the upper class as they're typically snobbish, belittling and posh which is frowned upon by most people in today's society. Similarly, people don't like to be associated with the lower classes as they're typically expected to be 'chavvy' and are also frowned upon. 

This suggests that class and status is more of a stereotyping system to tell people what they're worth in society and there will always be conflict and rivalry not only between those who are of upper and lower class (e.g: a class/power struggle) but also between those who choose not to identify or associate themselves with a specific class and those who believe everyone should have a place. 

How is class measured? 

Class in generally measured by how much money people have and what they choose to involve themselves with culturally and socially. According to most statistics, what job someone has, where they live and what they choose to do in their spare time determines what class they are. Personally I feel that there are issues with labeling people as a certain class simply because of what they do or how much money they earn as people may have different views and feelings towards the stereotypes that come with that particular class. I don't think that labeling people is necessary anymore, especially in today's society  as the need for class separation isn't relevant anymore. In today's society we are striving for equality across all walks of life and categorizing someone over how much money they have and how educated they are defeats the object of class equality. In terms of TV Drama, a wrong or stereotypical representation of someone of a particular class might cause upset and effect how the show is reviewed. Also, it might give people (especially those of a younger generation) an impression that they feel they have to follow because they are of a certain class. 

Representations of Class and Status through mise-en-scene in TV Drama

Clip - Downton Abbey

In this clip from Downton Abbey, the lower classes are shown to have the bare minimum they need to survive as they have a bed to sleep in and a sink in a room which they have to share with other servants. Their clothes are neat as they are servicing the upper class but they are still dull and have no detail to them. Later on in the clip we see a boy of the sane class stood outside wearing very worn out, scruffy clothing which is typical of someone of his class. When the servants go upstairs to start cleaning the rest of the house so that it's ready for the upper class people, you see a very clear difference in wealth and detail. The rooms are covered from floor to ceiling in colours that symbolize wealth such as reds and golds. There's also an excess of furniture, paintings, rugs, etc which is there to show that the upper class people can afford to have more than they need and they aren't prepared to share it with those who are deemed inferior. The butler who is seen walking around collecting glasses at the beginning of the clip is dressed very smartly as he has the most contact with the upper class, showing that he must look as though he were wealthy just to be seen by the upper class, otherwise it would be seen as offensive to the upper class to have someone of such inferiority in their presence.

The British Film Industry

Who does what in the British Film Industry?

The BBFC:

The BBFC is an independent, non-governmental body which classifies and censors film, video as well as computer and console based games released in the UK.

The BFI:

The BFI (British Film Institution) Promotes understanding and appreciation of Britain's rich film and television heritage and culture

The UK film Council:

is the government backed lead agency for film in the UK ensuring that the economic, cultural and educational aspects of film are effectively represented at home and abroad.

The BAFTA:

The BAFTA (British Academy of Film and Television Arts) aims to support, develop and promote the art forms of the moving image.

The British council:

The official UK agency for international cultural relations. Its film department promotes new British films (features and shorts), internationally principally through festivals and showcases.

Main British Production Companies - recent films

Film 4:

• '12 Years a Slave' (2013)
• '20,000 days on Earth' (2014)
• 'A Most Wanted Man' (2014)
• 'Black Sea' (2014)
• 'Ex-Machina' (2015)

E One (Entertainment One):

• 'Divergent' (2014)
• 'The Theory of Everything' (2014)
• 'Nightcrawler' (2014)
• 'That Awkward Moment' (2014)
• 'The Age of Adaline' (2015)

Working title

• 'Everest' (2015)
• 'About Time' (2013)
• 'Rush' (2013)
• 'Legend' (2015)
• 'The Danish Girl' (2015)

Bigtalk Productions

• 'Man Up' (2015)
• 'Cuban Fury' (2014)
• 'In Fear' (2013)
• 'The World's End' (2013)
• 'Sightseers' (2012)

Pathe

• 'Lucy' (2014)
• 'Mandela: long walk to Freedom' (2013)
• 'Selma' (2014)
• 'Suffragette' (2015)
• 'Centurion' (2010)

Warpfilms:

• 'The last Panthers' (2015)
• 'This is England '90' (2015)
• '71' (2014)
• 'For Those in Peril' (2014)
• 'Southcliffe' (2013)

Who dominates the UK film Industry?

Although it is becoming ever easier to create and produce feature films due to the new advances in technology, a lot of a movie's popularity and accessibility will depend on who the film is produced by. If a movie is made by a large, well-known company such as 20'th Century Fox or Universal Pictures, it is more likely to be seen and circulated than that of a company which nobody has heard of. Statistics show that in 2013 in the UK and Ireland alone, Warner Bros, Walt Disney and Universal had the highest grossing numbers in the sale of cinema/box office tickets. Warner Bro's gained 200 million dollars, closely followed by Walt Disney at an estimated 170 million and Universal with 150 million. In conclusion, Hollywood's big six mainly dominate the UK film industry along with some smaller production companies such as Sony Pictures, Lionsgate and StudioCanal.

British 'Cultural test' - British VS American films

Any film can be put through this 'culture test'. It must score at least 18 out of 35 to be classed as a British film and can claim 25% tax relief from the government:

'Avengers: Age of Ultron' - 15/35

•  A1 - the film set was in the UK, South Africa, South Korea, Bangladesh and Italy
• A4 - the film was written and recorded in English
• C1 (A,B) - many of the filming locations are situated in the UK
• D7 - Ben Davis, the cinematographer, is a member of the British society of Cinematographers

'Ex-Machina' - 14/35

• A2 - Domhnall Gleeson is an Irish/British citizen
• A4 - the film was written and recorded in English
• D1/2 - Director, Alex Garland, was born in London, UK
• D3 - Producer, Andrew Macdonald, was born in Glasgow, Scotland
• D4 - Geoff Barrow, one of the Composers was born in North-Somerset, England

'Star Wars the Force Awakens' - 10/35

• A1 - A lot of the filming locations are in the UK
• A4 - the film was written and recorded in English

'Mad Max: Fury Road' - 10/35

• A2 - Tom Hardy is an English actor and resident
• A4 - the film was written and recorded in English

'Old' Rules required for a film to be British 

• The Director must be British 
• The Producer must be British
• It must have a predominantly British cast
• A British production company 
• Subject matter that informs on the British Experience 
• British identity defined by the BFI in "Sight and Sound"

How do British films attract audiences? How are they distinct from Hollywood movies?

I feel that British films attract an audience by adhering to the British stereotype, e.g: having a man who speaks in a proper British accent in a neat suit and nice manners whose witty and has a way about him. Typical of that of a James Bond movie, Daniel Craig has set a standard that is expected of a British man by the rest of the world (especially America). In countries like America, they find the British stereotype amusing and enjoy portraying the British culture as being quite posh and sophisticated and therefore use the 'big six' in Hollywood to portray British people in this way. In contrast, British film producers might show the other side of the British culture, e.g. the more lower class, 'chavvy' generation of Brits. However they might still include the witty British gentlemen as the image is attractive all over the world and the British are especially proud to be stereotyped in this way. An example of a film that includes both representations and was very successful in attracting an audience is 'Kingsman: The Secret Service' as it includes a young, yobbish boy who is taken under the wing of a typical British gent played by Colin Firth - renowned for his gentlemen like qualities and characteristics of a stereotypical British man. 

Audience Types

Mainstream: Unlikely ever to view anything other than major 'Hollywood' style blockbusters.

Mainstream plus: generally mainstream, but apt to see less mainstream films on few occasions.

Aficionados: Tend to view a mix of films, including major foreign language titles, and can be encouraged to become even more adventurous in their viewing choices.

Film Buffs 1: Eschew mainstream films in favour of more extreme, esoteric, challenging and difficult subject matter (specialized) films.

I think that films such as 'Kingsman: The Secret Service' would have attracted mainstream plus audiences all over the world, especially in America. On its opening weekend in the USA, this film brought $42,000,000 into the box office and £4,152,128 into the UK box office. This is because of the attraction of the British culture and the love of the typical British spy story with a sharply dressed gent inspired by James Bond - a greatly loved character all over the world

Why have a British film industry?

I believe that having a British film industry is very important in out culture as we're a very small country in comparison to America where they have production companies such as the 'big six' and attractions like Hollywood. We feel the need to make other cultures know who we are and a British stereotype is very well known worldwide and is very well received. I think that we are proud to show off our culture to the rest of the world and make sure that we are seen how we want to be seen by the rest of the world. I don't think the British film industry is there to simply make money, its there to make sure the culture we want to show survives and gives off a positive view of the British culture. In a way, it is there to promote the British culture, but not in a snobbish fashion. Rather a way to show that we can be what people want to see (including what our own nation wants to see).

Representation of age in TV drama: age 50 - 60

Stereotypical ideas about people aged 50 - 60

• Stubborn
• Rude/offensive
• racist
• stuck in their ways 
• "Back in my day"
• refuse to believe the world has changed 
• think they're still young and can still mix with the younger generations
• constantly telling stories from their youth
• Think they know best 

Example - Sir Malcolm - 'Penny Dreadful'

In this clip, Sir Malcolm comes across as a very stern, stubborn man who believes that he knows best and he will always know best even though Vanessa is an adult who is also experienced in certain areas. The way he speaks to her is very abrupt and sharp, almost as though he is treating her as a child, therefore belittling her and being openly rude and offensive, which is stereotypical of people of his age group. The way he stands facing away from her in a very upright position shows that he feels that he is of a higher position than her simply because he is older. This is contrasted by Vanessa as she is sat down and away from him in a more comfortable position showing that her generation, which is younger, doesn't feel the need to look 'proper' all the time the way someone of an older generation would. The use of a low camera angle when he is speaking shows that he is physically bigger which communicates that he is like a father figure to her as he believes he is wiser and doesn't even look at her when he is talking to her, the same way a father would do to a child. Even in the end of the clip where he realizes that he is wrong and Vanessa actually does know what she's talking about, he doesn't apologize or acknowledge he is beaten, but continues to speak to her in a stubborn, harsh manner and claims that they're in it together. This is stereotypical of elderly people (men in particular) as they do not like to admit they're wrong to those who are younger than themselves.

'Mad Max: Fury Road' - 7 areas of media ownership

Mad Max. Fury Road - 7 Areas

Editing techniques: Penny Dreadful

Penny Dreadful

CLIP

Editing Techniques and their effects:

Cross Cutting/Parallel editing

This editing technique is used mainly in the beginning of the clip where it shows the two characters, Ethan and Vanessa, in two separate locations at the same time, (Ethan is held captive on a boat taking him back to America whereas Vanessa is left in London, alone). This shows the audience how the characters are still emotionally connected even though they are physically apart. The use of the non-digetic spoken letter from Ethan to Vanessa along with the sad music emphasises the loss of their relationship through the loss of each other. This effect is supported by this editing technique as it shows the characters have been physically parted, though they are still emotionally connected at the same time, making the audience feel sympathetic towards them, echoing the words that are being spoken along with the sad tone of the music.

Continuity Editing

The chronological presentation of the narrative is used throughout the entire clip (showing Vanessa's perspective) as the series of events that are taking place are chronological and are there to represent the passing of time/the character moving on. Action matching is incorporated into the continuity sequences to give the impression of time passing along smoothly. These cuts follow Vanessa through her house, turning off all of the lights and leaving the dark rooms behind her, this shows her leaving the past behind and accepting her new life alone. As an audience, we also feel as though we are moving on/being left behind as the camera is left in the dark and Vanessa is shown to be walking away from the camera, involving the audience in her acceptance.

Cutaway

A cutaway shot is used at the beginning of the clip to briefly show where Ethan is before we are transported back to London to see the effect of his letter on Vanessa. I believe this is simply to give context to the scene so that we know they have been parted and he is in a worse place than she. This is effective as it shows Ethan is struggling just as much if not more than Vanessa, yet he is still trying to console and convince her that everything is going to be ok. This reinforces the heartbreak/desperation that the audience feel as we are temporarily given an omniscient viewpoint as we can see the situation that both of the characters are in whereas they don't know what's happening to the other.

Ellipsis

This could be seen in this clip as we aren't shown how Ethan came to be on the boat and the camera doesn't stay with Vanessa constantly. This is representative of the fact that both characters are distraught and otherwise disorientated due to their stress and sadness. By not constantly updating the audience on both characters whereabouts and emotional stability, we are also disorientated as an audience, creating an uneasy atmosphere.

Linear Narrative

The whole clip is linear in terms of how events are timed. We know this as Vanessa moves continuously and chronologically throughout the house, turning off each light as she goes. This helps the audience to understand what is going on by giving them checkpoints in her narrative to go by and piece together where she is going and what she is doing. It shows her final developments as a character as she goes from being paranoid and terrified to becoming cold, unfeeling and accepting of her fate/doom.

Film research: Mad Max - Fury Road

Mad Max - Fury Road (2015)

Producer/Production companies:

 This film was produced by Kennedy Miller Productions and Village Roadshow Pictures along with distributors such as Warner Bros. and Twentieth Century Fox in over 30 countries all over the world including Australia, Canada, Taiwan as well as the UK and USA.

Director:

Name: George Miller

Best known for: 'Mad Max' (1979), 'Mad Max 2: The Road Warrior' (1981), 'Happy Feet' (2006), 'Mad Max: Fury Road' (2015)

Awards: George Miller awards

Screen Writers:

George Miller: known from previous 'Mad Max' films

Brendan McCarthy: known for - writing comics from 1977 onwards including 2000AD's 'Judge Dredd' comics

Nick Lathouris: known for - ''Mad Max' (1979), 'Death in Brunswick' (1990) and 'The Heartbreak Kid' (1993)

Actors (Top billed):

Name: Tom Hardy

Character: Max Rockatansky

Known for: 'Inception' (2010), 'The Dark Knight Rises' (2012), 'Warrior' (2011)

Name: Charlize Theron

Character: Imperator Furiosa

Known for: 'Monster' (2003), 'Hancock' (2008), 'Prometheus' (2012)

Name: Nicholas Hoult

Character: Nux

Known for: 'Warm Bodies' (2013), 'X-Men: Days of Future Past' (2014), 'About a Boy' (2002)

Budget/Box Office sales/Screens shown on:

This film had an estimated $150,000,000 as its budget, of which it made $44,440,000 back in the USA in its first weekend of being released on the 15th of May 2015. By the 18th of September, it had totalled a gross of $153,629,485 in the USA alone. Around this time in September, Mad Max: Fury Road had made roughly $374,712,032 worldwide. When the film was first released in May 2015, it was shown on around 3,702 screens in the USA, bringing $44,440,000 into the box office. Even in September when the movie is only being shown on around 50 screens at one time, it is still bringing in $17,453 at the weekend showings.

Composers:

Name: Junkie XL (aka: Tom Holkenborg)

Best Known for: 'Green Street' (2005), 'Resident Evil' (2002), '21' (2008) and 'The Animatrix' (2003)

Awards:

• 2012 and 2007: Nominated for the Best Music award by Golden Calf

Marketing:

This movie was well advertised when the trailer was released at the San Diego Comic Con to an audience that were bound to want to see the film as it is a popular franchise within the Comic Con fans. It attracted a large audience as the movie posters, trailers, etc. showed Charlize Theron in the centre, portraying a strong female character (which is very popular in todays culture and society). She is also wearing a prosthetic arm, which shows and supports the importance of stronger representations of groups within TV and film, making this a popular film socially. The TV adverts and trailers were aired on around 45 networks on 858 national airings. Most of the airings were shown across MTV and Comedy Central, however the NBA basketball playoffs received the most spending on airings at around $1.5 million. A marketing campaign was also launched through social media where fans were asked movie-related questions and drawing questions and drawing them into this fictional post-apocalyptic world.

Official Trailer

Special effects/Technical specs:

This movie mainly uses pyrotechnics/vehicle technology as most of the effects were based around car chases and fight/action scenes. Stunt doubles were needed for the amount of physical effects created between the actors and the vehicles. Surprisingly, CGI was used sparingly - only to enhance the fantasy/Namibian landscape. 

Runtime	2 hr (120 min)
Sound Mix	Dolby Digital | Datasat | SDDS | Dolby Atmos
Color	Color
Aspect Ratio	2.35 : 1
Camera	Arri Alexa M, Panavision Primo Lenses Arri Alexa Plus, Panavision Primo Lenses Blackmagic Cinema Camera (some shots) Canon EOS 5D Mark II (some shots) Olympus P5 (some shots)
Film Length	(7 reels)
Negative Format	CF Codex
Cinematographic Process	ARRIRAW (2.8K) (source format) Digital Intermediate (2K) (master format) ProRes 4:2:2 (1080p/24) (source format)
Printed Film Format	35 mm (anamorphic) (Kodak Vision 2383) D-Cinema (also 3-D version)

Issues:

There were apparent issues during the filming of this film as two of the main actors, Charlize Theron and Tom Hardy did not get along on set which made it difficult during the filming process. Also, there are moral issues that are tackled in this movie such as the portrayal of a patriarchal society where women were abused which put the audience in a difficult position. There were also issues with the weather on some shooting days where it was cold when it was supposed to be hot, etc. Reshoots delayed the release of the film. 

'Dracula Untold' - 7 areas of media ownership

Dracula Untold - 7 Areas