Here are some links to elements from the excellent viral marketing campaign for Elysium, the science-fiction movie produced by Sony, starring Matt Damon and Jodie Foster.
It is likely that you will want to discuss the importance of viral marketing as part of your essay for Section A: Producers and Audiences on the FM2: British and American Film paper. Remember that, whilst older examples are certainly valid, it will be useful to mention contemporary examples in your essay.
The links above direct you to a range of sites that were created by the distributors marketing the film, in attempt to create a buzz ahead of the film's release. These include creating fake websites for companies that are referenced in the film and for the place Elysium itself. You should think about the reasons behind creating fictional sites and how this may generate interest for the film.
Tuesday, 1 April 2014
Monday, 31 March 2014
Viral Marketing - Godzilla
It is very likely that you will discuss viral marketing at some point in your answer to the question on Section A: Producers and Audiences on the FM2: British and American Film paper.
If you click on the links contained within the article, you will get a wealth of information about the campaign that you can use as examples in your essay.
You should try to use examples from recent viral campaigns, alongside the information you provide for older films such as The Blair Witch Project, The Dark Knight and District 9. Keep looking online for viral marketing campaigns related to contemporary Hollywood and independent films - in the meantime, click on the link below for information about this summer's Godzilla, produced and distributed by Warner Bros.
If you click on the links contained within the article, you will get a wealth of information about the campaign that you can use as examples in your essay.
Wednesday, 26 March 2014
Marketing Hollywood Movies - Big Game Spots
It is likely that in any question for Section A: Producers and Audiences on the FM2 British and American Film paper, you will want to discuss marketing. Look again at the posts on trailers, posters and viral marketing - and have some specific examples to use.
Often for big-budget Hollywood movies, the distribution companies tasked with marketing the film will produce short teaser trailers (roughly 30 seconds long) to be shown during the breaks in the Superbowl. These are known as Big Game Spots and the anticipation they create ahead of being broadcast is huge, in turn creating a buzz ahead of the release of the film.
The 2014 Superbowl attracted a record 111.5 million viewers - a phenomenally large audience, and TV networks charge approximately $4 million for a 30 second slot. The major Hollywood Studios, owned by huge multimedia conglomerates, are able to pay these kinds of sums for a one-off advert; British and independent films simply cannot afford these sums of money (the price of a 30 second slot is often considerably more than the entire production budget of these kinds of films).
Hollywood Studios are prepared to pay this much because of the amount of people that they know are watching - in many ways, the buzz of seeing the premiers of these trailers rivals the anticipation of the Superbowl itself. Ahead of the game, the internet is awash with posts, reports and articles on which trailers will be shown - all of which massively helps market the movies in question.
The distributors of Captain America: The Winter Soldier even produced a teaser advertising the fact that the full trailer for the film would be shown during the Superbowl - essentially an advert promoting and advert!
Below are the Big Game Spots for some of the movies advertised during the Superbowl this year, with other links to these films (which may be useful if you want to use one of these films for your case study) - just remember that the cost of broadcasting the trailer during the game is often more than the total production and marketing budget of many low-budget British and independent films!
Often for big-budget Hollywood movies, the distribution companies tasked with marketing the film will produce short teaser trailers (roughly 30 seconds long) to be shown during the breaks in the Superbowl. These are known as Big Game Spots and the anticipation they create ahead of being broadcast is huge, in turn creating a buzz ahead of the release of the film.
The 2014 Superbowl attracted a record 111.5 million viewers - a phenomenally large audience, and TV networks charge approximately $4 million for a 30 second slot. The major Hollywood Studios, owned by huge multimedia conglomerates, are able to pay these kinds of sums for a one-off advert; British and independent films simply cannot afford these sums of money (the price of a 30 second slot is often considerably more than the entire production budget of these kinds of films).
Hollywood Studios are prepared to pay this much because of the amount of people that they know are watching - in many ways, the buzz of seeing the premiers of these trailers rivals the anticipation of the Superbowl itself. Ahead of the game, the internet is awash with posts, reports and articles on which trailers will be shown - all of which massively helps market the movies in question.
The distributors of Captain America: The Winter Soldier even produced a teaser advertising the fact that the full trailer for the film would be shown during the Superbowl - essentially an advert promoting and advert!
Below are the Big Game Spots for some of the movies advertised during the Superbowl this year, with other links to these films (which may be useful if you want to use one of these films for your case study) - just remember that the cost of broadcasting the trailer during the game is often more than the total production and marketing budget of many low-budget British and independent films!
Sunday, 23 March 2014
AS Film Studies Past Paper - 14th May 2012
Here's another AS FM2 paper for you to try - from May 14th 2012.
There are now 5 past papers up on the blog, with plenty of alternative questions for you to attempt. Get as many done as you can - the practice will really help you when it comes to the real exam.
There are now 5 past papers up on the blog, with plenty of alternative questions for you to attempt. Get as many done as you can - the practice will really help you when it comes to the real exam.
Saturday, 22 March 2014
AS Film Mocks
Mocks take place between 31st March and 2nd April - you should see them as a chance to practice essays and to build upon the exam-style essays you have already been writing. In preparation, you should look back over comments I have made on the essays I have marked - remember to pack your essays full of plenty of examples to support the points you have made!
If you are attempting to answer a question from Section A: Producers and Audiences remember to use the examples from the stimulus material sparingly - by all means mention the films, stars and companies from the stimulus material as examples BUT just remember that this material is supposed to be used as a springboard to get you to write about the relevant issues. The majority of the many examples that you use must come from my case studies, your case studies and the notes from class. As part of your revision I urge you to look back over this blog, as it is full of useful information about many of the main topics you will be expected to discuss. Use this as an opportunity to get the bulk of your revision done for Section A: Producers and Audiences!
If you are attempting a question from Section C: American Film - Comparative Study remember that the essay should focus on the ways that the institutional contexts of Ocean's Eleven and Reservoir Dogs shape the narrative structures of both films, and the ways that this influences the use of genre conventions. Background information about budget, stars, release patterns etc is fine to include - BUT you should do so in your introduction. The bulk of your essay should focus on the expected narrative structure of movies from the heist genre and the ways that one film conforms to this, whilst the other doesn't. You may find it useful to have a bulky paragraph on each of the acts - one on act one (the planning of the heist), one on act two (the heist itself) and one on act three (the aftermath). You must pack your essay full of supporting examples of specific scenes from the films. Use this as an opportunity to get the bulk of your revision done for Section C: American Film - Comparative Study!
For AS students there will be one paper lasting one hour. You will get a choice of two questions from Section A: Producers and Audiences - YOU MUST ANSWER ONE. The mock will take place at 09:00 on Tuesday 1st April.
For 1 Year students (and any A2 students re-taking this paper in May) there will be one paper lasting one hour and forty minutes. You will get a choice of two questions from Section A: Producers and Audiences and a choice of two questions from Section C: American Film - Comparative Study - YOU MUST ANSWER ONE QUESTION FROM EACH SECTION. The questions are equally weighted, so you should spend approximately fifty minutes on each. The mock will take place at 15:00 on Tuesday 1st April.
Please take the mocks seriously and revise carefully - this will save you time in the build up to the real exams and will help you gauge just how much work you still have to do to be properly prepared.
Good luck!
If you are attempting to answer a question from Section A: Producers and Audiences remember to use the examples from the stimulus material sparingly - by all means mention the films, stars and companies from the stimulus material as examples BUT just remember that this material is supposed to be used as a springboard to get you to write about the relevant issues. The majority of the many examples that you use must come from my case studies, your case studies and the notes from class. As part of your revision I urge you to look back over this blog, as it is full of useful information about many of the main topics you will be expected to discuss. Use this as an opportunity to get the bulk of your revision done for Section A: Producers and Audiences!
If you are attempting a question from Section C: American Film - Comparative Study remember that the essay should focus on the ways that the institutional contexts of Ocean's Eleven and Reservoir Dogs shape the narrative structures of both films, and the ways that this influences the use of genre conventions. Background information about budget, stars, release patterns etc is fine to include - BUT you should do so in your introduction. The bulk of your essay should focus on the expected narrative structure of movies from the heist genre and the ways that one film conforms to this, whilst the other doesn't. You may find it useful to have a bulky paragraph on each of the acts - one on act one (the planning of the heist), one on act two (the heist itself) and one on act three (the aftermath). You must pack your essay full of supporting examples of specific scenes from the films. Use this as an opportunity to get the bulk of your revision done for Section C: American Film - Comparative Study!
For AS students there will be one paper lasting one hour. You will get a choice of two questions from Section A: Producers and Audiences - YOU MUST ANSWER ONE. The mock will take place at 09:00 on Tuesday 1st April.
For 1 Year students (and any A2 students re-taking this paper in May) there will be one paper lasting one hour and forty minutes. You will get a choice of two questions from Section A: Producers and Audiences and a choice of two questions from Section C: American Film - Comparative Study - YOU MUST ANSWER ONE QUESTION FROM EACH SECTION. The questions are equally weighted, so you should spend approximately fifty minutes on each. The mock will take place at 15:00 on Tuesday 1st April.
Please take the mocks seriously and revise carefully - this will save you time in the build up to the real exams and will help you gauge just how much work you still have to do to be properly prepared.
Good luck!
Friday, 21 March 2014
AS Film Studies Past Paper - 14th January 2013
Please look back over the blog - this is the 4th AS FM2 past paper that i've posted (January 14th 2013) - you must start working through them. Either write the essays OR at least plan your answers, organising the examples you want to use to support your points.
The exam is fast approaching and the practice now will really help you. As ever, you can email me your answers to alexmorphey@btinternet.com.
The exam is fast approaching and the practice now will really help you. As ever, you can email me your answers to alexmorphey@btinternet.com.
Thursday, 20 March 2014
Messages and Values - Tricky Questions in Section C: American Film - Comparative Study
Regardless of the wording of the question for Section C: American Film - Comparative Study, I want you to be able to discuss the differences between Ocean's Eleven and Reservoir Dogs in terms of narrative structure and the use of genre conventions. Often the questions explicitly use the terms narrative and/or genre and, if this is the case, your answer will be relatively straightforward. Often, however, you will need to turn the question around slightly so that you can still write the essay you have prepared - this, unfortunately, is slightly less straightforward. The last thing I want you to do, if this is the case, is panic - if you carefully read my suggestions below you will still be able to write the essay on narrative and genre BUT you must address the specifics of the question, head on, in your introduction.
One style of question that you may feel is initially difficult to tackle, is one that asks about the similarities and differences in the films you have studied in terms of the times in which they were made. Often students will study two films that have been made many years apart, and this will clearly have a bearing on the differences between those two films. As you are aware, only nine years separates the productions of Reservoir Dogs (1992) and Ocean's Eleven (2001), and the times in which the films were made has little bearing on the differences between the films. You should state exactly this in your introduction, before outlining that the differences between the films are the ways the directors conform to/depart from the expected narrative structure and the ways that they use/discard expected narrative conventions - as a result of the films' differing institutional contexts. This will allow you to write the essay you want BUT you must say in your introduction that the differences ARE NOT as a result of the times in which the films were made.
Another popular type of question in this section appears, on the face of it, to be trickier to turn around - again, DON'T PANIC - read the suggestions below carefully and practice at least one of these styles of question before the real exam. This type of question will ask you to discuss the similarities and differences in the films in terms of the MESSAGES AND VALUES that the films promote.
Messages are deliberately placed communications in a film that are intended to be read, or de-coded, by an audience and which should then affect the spectator's individual understanding of the film. A message may be explicitly expressed (made obvious by one of the characters spelling it out) or may be implicitly expressed (less obvious) and in need of interpretation. Explicit messages are normally straightforward with little opportunity for misinterpretation. Implicit messages are more complex and their understanding is reliant not only on how they have been 'coded' into the film, but also on the spectator's own experiences and belief system. Values are an expression of what an individual or a society considers important, in terms of social behaviour, laws, attitudes and beliefs. Your argument may be that any similarities and differences between Reservoir Dogs and Ocean's Eleven ARE NOT as a result of the messages and values that the films promote, BUT instead as a result of the institutional contexts of the films - that is, as a result of one being a low-budget independent film and the other being a big-budget, star-driven Hollywood blockbuster. You should outline that neither film really promotes clear messages and values. Ocean's Eleven is a mainstream Hollywood film and it is valid to argue that these kinds of movies rarely promote distinct messages and values. The majority of Hollywood films are designed as escapist entertainment rather than as movies that are designed to inform or educate. At a push, you could argue that Ocean's Eleven appears to promote the idea that it is okay to be a criminal and steal, as long as you are stealing from an even bigger crook - however, it is unlikely that the director Steven Soderbergh intended audiences to read this message into the movie. Often independent movies promote more distinctive messages and values to their audiences, drawing attention to wider social issues through the narratives of the films. It is unlikely, however, that Quentin Tarantino's intention with Reservoir Dogs was to highlight to the audience that violence will lead to a violent end, or that crime doesn't pay. It is perfectly valid to argue that a similarity between both films is that neither really promotes any clear and distinct messages and values - before emphasising that the real differences in the films comes from their respective manipulation of narrative structure and genre conventions. In an introduction to this essay you should outline what I have said above, before writing an essay that focuses on narrative and genre.
Below are a couple of questions that fall into this trickier category - please attempt them, so that you have had practice of turning the questions around ahead of the exam. This is a much better option than simply keeping your fingers crossed that a tricky question doesn't come up!
"How far are the similarities and differences in your chosen films as a result of the times in which they were made?"
"How far do the films that you have studied for this topic present similar messages and values?"
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