Ill Manors Trailer Analysis

What are the typical codes and conventions of film trailers - what information is usually provided? 

The Ill Manors film trailer is very important to the target audience as it has important details and information about the film, as the trailer is two minutes there is essential time to fit all the information in for the audience to be attracted to the film. As a trailer there should be intuitions such as the characters/stars names, distributor, director, editors, release date etc., all these key codes and conventions are very important to the audience as they would like to know what type of film they are going to watch, furthermore to have a small idea of what the film is going to be about giving them enigma codes about the film, making them want to watch it. The institutions are normally screened at the end of a trailer so that the audience remember the information such as the release date. At the end of the trailer they provide the audience a website address for the audience to explore information about the film 'Ill Manors' as they would like to see if the film is worthy to watch in cinemas, moreover they website promotes the film by extra information such as Ben Drew's soundtrack which relates to the film, this could create a larger audience involving music.

How are trailers distributed?

Trailers are usually distributed by studios that help companies making films fund for the film, so that they can make a film successful. An example of a distributed studio would be Revolver Entertainment, this distributor was used to help make Ill Manors, although this film is a low budget project, the distributor has worked with many low budget films which have become successful therefore worked with Plan B (Ben Drew). Trailers are normally seen in cinemas before a film starts this is to entertain and inform audiences of what other films are possibly on and they are interested in. Furthermore social websites and websites that entertain audiences such as Youtube, Facebook, Twitter, Daily-motion are all websites that information is very crucial as it gets passed around very quickly making it more noticeable. So for an example if Ill Manors was to be posted up on Twitter people would start sharing the post making it more popular therefore an larger audience would be aware of the film so they would watch it in cinemas.

How does Ill Manors use trailer conventions?

Throughout the whole trailer non diegetic sound is used which is the voice over by Plan B (Ben Drew), the voice over used in the trailer is very effective as the audience don't see who is talking however would know it is the director which is Ben Drew. The trailer shows multi strand narrative as there are number of characters introduced, as the trailer continues the pace of the edits increase as tension and enigma codes are created by the audience as they would want to know what is going to happen and conveying excitement for the audience. The non diegetic music used in the background clearly represents the urban genre which appeals to young youths which is the intended audience for this film, the soundtrack is also featured in the film which is produced by Plan B himself the director to Ill Manors therefore they would have an large audience to appeal to the film. The title Ill Manors and release date is shown towards the end of the trailer as it is important information to the audience so they remember. The title is hard hitting bold which is hard to miss as it is the main focus in the screen, it also reflects the genre of the film suggesting it is about serious crime and drama, the title hooks the audiences attention and keeps them engaged by the typography.

Who is the target audience? Does it have a unique selling point or use particular techniques to appeal to the audience? Consider the way the scenes are edited together – does the trailer give away any clues about the narrative? Are the main stars visible in the trailer? Is there information about the director of the film? Is there information about the release date? Is a narrator’s voice-over used?

I think Ill Manors target audience is aimed at young youths and adults from 18-32 as the film contains elements of strong violence, drug use and sexual scenes which would be appropriate for audiences over 18 of age. Moreover I think the film would be engaged to males more due to the extreme content of sex, violence, language and drugs which would appeal more to males than females additionally the urban soundtrack also relates to the male audience more than females as they would listen to that type of genre more whereas females would like to listen to RnB, soul, hip hop etc. Watching the trailer I think the psychographic group would be appropriate for this film would be strugglers, hence strugglers seek escape which totally relates to the film as the characters in the film are living in a hard life style seeking for escape since childhood. Furthermore the narrative portrayed in the trailer reflects to the directors live who is Plan B, he shows the audiences giving them an understanding of how young youths are portrayed in the world as 'chavs' who live in council estates however show the negative representation towards young adults and their behaviour of living in a rough neighbour hood. The fast pace of the edits towards the end of the trailer suggests the fast paced lives of the characters in the trailer shower how each of them have problems in life and are trying to sort it out, this is effective as the audience see these characters in an multi strand narrative making them have enigma codes of what's going to happen to them. Lastly the title Ill Manors and release date is shown towards the end of the trailer as it is important information to the audience so they remember. The title is hard hitting bold which is hard to miss as it is the main focus in the screen, it also reflects the genre of the film suggesting it is about serious crime and drama, the title hooks the audiences attention and keeps them engaged by the typography.

How has the genre of the film been represented through characters, settings, lighting, colour, music, camera shots/movements/angles and editing?
The genre of Ill Manors is a teen urban crime drama, the audience can see this by the representation of the characters, setting and camera works used. The setting of the film is based around a council estate in London  which shows the characters are a low demographic class of D and E audiences, the characters are portrayed wearing hoodies, track suit bottoms, caps, these types of clothing gives the audience that the film is associated with urban drama and young adults. The lighting is mostly dim/bright to show the characters, also to keep the scenes mysterious as the characters are up to something bad such as the drug use. The camera movement focuses on the different characters and their problems in multi stranded narratives as the audience need to be engaged and follow what is happening to each main character. 

Ill Manors Film Research

Research all the institutions involved in the production of Ill Manors. List them with a summary of what their contribution to the film was. 

Ill Manors was filmed in Forest Gate, London directed and written by Ben Drew and was distributed by Revolver Entertainment. Ill Manors was funded by three studios the Film London Microwave, BBC Films, and Aimimage, Drew was only 21 years old when started writing his first script. The film Ill Manors took three years prior to filming, it is based upon actual events and stories that Drew heard when he was young who also used to live in an estate. Drew struggled at first to secure finance for the film and eventually his film was at production in 2009.The production involved producer Atif Ghani, cinematography by Gary Shaw, and editors for the film by David Freeman, Hugh Williams, Sortira Kyriacou, and Farah Drabu. The man characters of the film were Riz Ahmed, Ed Skrein, Keith Coggins, Lee Allen, Nick Sagar, Ryan De La Cruz, Anouska Mond and Nathalie Press, who each play a core role in the film and their violence, as they struggle to survive on the streets. 

How much Ill Manors cost to produce (its budget).
Ill Manors was produced with a budget of £100,000, the film raised £453,570 in the UK box office.

How was Ill Manors Funded?
The film was funded by three studios called Film London Microwave, BBC Films and Aimimage. Film London Microwave was part of the Ill Manors production in 2009. The BBC films and Aimimage studios were known for the low budget British film making companies.

What is the targeted audience for Ill Manors?
The certificate of Ill Manors is 18 therefore the film would have swearing, violence, sexual content, hence the audience that would be suitable for this film would be young adults (18-34). The film focuses on eight main characters who have problems in life, living in a rough estate however the audien
ce targeted would relate to the characters as the characters are young adults too (dominent).

Who is the main distributor for Ill Manors?
The main distributor of Ill Manors is by Revolver Entertainment. In order to raise funds for Ben Drew's fil. the distribution rights to Ill Manors were sold to Revolver Entertainment in April 2011. Revolver Entertainment is located in both London and Los Angeles, the company was founded in 1997 and has released independent films also documentaires.

How was Ill Manors promoted?
Ill Manors was promoted on The Guardian's website on 3rd May 2012 for its firat trailer and unveiled by Empire Magazine's website on 8th May 2012 for the first Ill Manors film poster. Furthermore Digital Spy also promoted Drew's film by two other film posters on the 18th May and 7th June 2012. The premiere of Ill Manors was on the 30th May 2012 in London and wide released to 191cinemas in the UK and Republic of Ireland. 

Compare this with a big budge blockbuster. What are the main similarities and differences?

I have chosen ‘Skyfall’ a big budget blockbuster to compare ‘Ill Manors’ which is a low budget film. ‘Skyfall’ is the twenty-third James Bond film to be very successful and known worldwide, alongside theme songs by famous artists such as Adele, Alicia Keys and many more. The film is an action packed adventure film with a budget of $150 - $200 million which raised in the Box office to $951,323,067, whereas ‘Ill Manors’ budget was much less £100,00 which raised to £453,570 in the Box office. 

The similarities between ‘Skyfall’ and ‘Ill manors’ are that they both contain violence and some of the same props such as a gun, both films connotes danger and realism however ‘Ill Manors’ is a film that highlights lives of individuals who have been brought up in dangerous neglected areas during childhood. Both films create enigma codes which engage the audience and make them think what is going to happen next as they are curious and want to find out. Moreover there are differences between these films firstly by the budget of the films are very different, ‘Ill Manors’ was produced with a low budget funding as it was an project by Ben Drew who is a music artist therefore companies didn't want to fund him, as they thought the film would not be successful however ‘Skyfall’ has a big budget due to the props, settings, characters and many more (mise en scene) as companies know that a James Bond film will be successful they funded a lot of money to the film to be very attractive to the audience therefore they would watch it. Furthermore the characters featured in ‘Skyfall’ are much more popular known actors well known to the industry, the audience are aware of these characters as they have see them before in other blockbusters, however ‘Ill Manors’ have new characters who are new to the film industry giving them an opportunity to show their skills of acting therefore the audience don’t know these characters very well and would not be aware of the film as much as ‘Skyfall’. Lastly ‘Ill Manors’ have strong content of drug use, swearing and sexual scenes whereas ‘Skyfall’ has much more action packed scenes such as car chases, explosions etc.

How does the trailer for Ill Manors hook audiences into the narrative and pose questions that the film will answer? Identify 3 ways/techniques?

Ill Manors hooks the audience attention into the narrative and pose questions that the film will answer is because the Ill Manors trailer uses many techniques to keep the audience assumed and to create enigma codes for them to watch it. The trailer strongly portrays lives of young youths living in council estate whose lives are hard due to living and growing up around violence and drugs. This film relates to normal people lives which connects to the audience making them realise and feel sympathy for young youths also it creates realism of the daily events that happen. Ill Manors trailer uses effective non-diegetic and diegetic music to engage the audience the voice over of Ben Drew (Plan B) is very effective as he explains the narrative of the story by rapping the words, Drew is an artist known for his rapping therefore the audience will be aware it is him and he is promoting the film by his soundtrack, furthermore it lets the audience know that Drew’s life also reflects to him and the film as he was growing up. The rapping of Plan B relates to a much younger audience as they would listen to grime music therefore the target audience I think are teenagers and adults. The text used in the trailer attracts the audience’s attention as it is hard bold, stands out which suggests it is the main focus therefore we would read it. The text also explains the narrative of the film alongside with Plan B’s lyrics, the non-diegetic music matches the fast past edits towards the end creating tension and enigma code to the audience as there are events from the film cut into quick edits into the trailer to make the audience also have an idea of the film would e about. Overall at the end of the trailer the release date was shown in a large white font with a black background to make the audience remember the date it would be coming out and to watch it.

Think about the certificate of Ill Manors (18 certificate). Research film certification and outline what is deemed acceptable for this certificate. What is the difference between a 15 certificate and an 18 certificate?

A 15 certificate involves strong violence and language but not a lot is shown, drug use is allowed however it must not be promoted or encourage drug to be taken. Any sexual context is allowed but if sexual violence is involved it must be discreet and have a strong contextual justification. An 18 certificate film would have very strong violence and language which is likely to be continuous in an 18 certificate film, also strong sexual activity/context is likely to be shown. Gruesome, strong blood scenes and real sex, crude and explicit sex references are permitted. Overall Ill Manors would be an 18 certificate as it contains context from an 18 certificate such as violence, strong language and real sex references therefore would be suitable for audiences who are 18 and above.

Preliminary Exercise (Murder) Evaluation

My preliminary exercise was to produce a short opening of a character opening a door who sits on a chair opposite to another character who then have a conversation. Furthermore, enable to do this brief we had to involve three main shots/edits for our opening to be successful, which were match on action, shot/reverse shot and the 180 degree rule. I worked with Gagan and Navneet who both were committed to the brief, as well as working in a group sharing amazing ideas. We planned ideas which were interesting and brought 'Murder' as our exercise which I think was excellent, hence we followed the brief and was suitable for our first piece of media coursework. 

Gagan, Navneet and I, did lots of planning such as our roles, what the narrative could be about?, characters involved, setting and many more. As a group we managed to share out the work efficiently  it also gave us gain new skills from one another.The narrative to 'Murder' is about a teenage girl who is played by Gagan, and her best friend who is played by me (Anita). The setting of the short opening is in a school canteen were Gagan walks down the stairs and enters the canteen to talk to me (this is when we used the match on action shot and the continuous editing). She walks over to me in shock and is very scared this scene would create enigma code to cause tension and make the audience focus on Gagan's facial and body expression using long and medium shots. Gagan and I then share conversation (180 degree rule) but do not reveal what is happening leaving the audience with a cliff-hanger. 

The title is established at the ending with a fade out transition for effect also started the opening with a fade in transition. Furthermore we recorded many shots and scenes possible so we have a variety of ideas to choose from when we could edit which was useful although camera shots/movement wasn't mentioned in the brief we decided these techniques were important for effect and for the audiences entertainment. Navneet played the role of the camera, capturing our scenes which we did about three times for each scene. Navneet did a great job as it was her first time and learnt new skills from me and Gagan. Before filming our exercise Navneet created a storyboard about the narrative which was very useful as it gave us a clear understanding of our idea. Moreover I completed a shots list of all the possible shots involved in our opening, this was also useful as it helped us make sure we included all the important shots such as close ups and more.

The weaknesses about our short opening was mainly the audio which became a huge problem to some of the other groups, this was because the setting of our scene which was the canteen was very noisy as care takers were cleaning up which made the Dialogue very hard to hear throughout the whole opening. Also one of our shots of the door closing behind Gagan after she walks into the canteen, was quite long, this was spotted when the class shared their opinions about our work, therefore to make it better we could cut some of the scene to make it shorter and look better. Moreover about the audio we could next time work at a quieter setting or timing to make our coursework better.

The strengths of our short opening was mine ans Gagan's acting which I think we did impressively as we don't do drama, this would make the audience connect with our emotions. We created enigma code and attracted the audience attention as we don't tell them what has happened, the use of camera shot made was very effective as the audience are amused and would have many questions. We used close ups, medium shots and couple of long long shots and finally a tracking shot, we also managed to use the match on action and continuous edit which was presented very clearly and suited the narrative. Watching our exercise and comparing to other groups, I think we have all done well for our first brief and enables us to learn from our mistakes, also learn new ideas and skills.

Overall I think my group have worked exceptionally hard as we have followed the brief and communicated very hard to get it completed within one week. This exercise has given me an idea of how hard and time efficiency would be, hence you would need a good group to share out the planning and ideas. Furthermore doing this exercise makes me more confident as an individual, also as a group we can learn from the mistakes and learn better skills for our next Mest 2 coursework.

Ill Manors Music Video

Ill Manors is a low budget British crime drama film which was written and directed by Plan B (Ben Drew). The film was produced by Atif Ghani, it features Riz Ahmed, Ed Skrein, Keith Coggins, Lee Allen, Nick Sagar, Ryan De La Cruz, Ahouska Mond and Nathalie Press. The film was distributed by Revolver Entertainment and three studio's called Film London Microwave, BBC Films, and Aimimage. Ill Manors was released on the 6th June 2012, a budget of £100,000, which raised to £453,570 in the UK box office. The film is set in Forest Gate, London which focuses on the lives of eight characters mentioned above, the director Plan B (Ben Drew) has six original songs which connects with the narrative of the film.
Plan B's soundtrack album was recorded during 2011-2012 in the UK at Edge recording studio and the Sanctuary, the album was released after the film 'Ill Manors' on the 23rd July 2012. The producer of the album include Plan B, Al Shux, Eric Appapoulay, David McEwan, 16 Bit, Labrinth and Saul Milton. Some of the recordings were featured in the film which were called Ill Manors, Lost My Way, Deepest Shame and Playing With Fire. The album had debuted at number one in the UK album charts and received positive reviews by critics which promoted the actual film too.

Media Forms:
In the music video 'Ill Manors' establishes the setting and engages the target audience which are teenagers. The music video uses fast pace edits and intimidating scenes were you see young teenagers robbing from people, setting cars on fire and smoking, this representation gives teenagers a negative stereotype making other audiences such as the elderly think teenagers are bad and dangerous  Furthermore Plan B has used meaningful lyrics which relate to the teenage demographic audience, moreover it is more likely for this target audience to listen to this type of music which is called grime/rap genre. The shots used in the music video such as long/medium shots establish the setting of the music video which is a rough estate, the setting of the music video may also consider that Plan B has also used the same setting for his film too called 'Ill Manors' making the audience create an idea of the film.

Media Representations:
Gender, ethnicity and age are represented strongly in this music video, it shows a dominant reading to other age groups about the stereotypes towards young teenagers. The gender most represented in this video are young teenager boys/men they are shown as violent, dominant characters which give a negative stereotype to others making them think all teenage boys and men are dangerous. However there are some females used in the video but not shown as much as the males, they seem to be following the male characters which Plan B has intended to do by purpose, reminding the audience that the males are in control. I think the ethnicity and age shown in this music video are white, black, and mix who are young teenagers/adults (16-24), Plan B has used this target audience as the film is based upon the London riots which involved many young teenagers.

Media Institusions:
Plan B released this music video as a protest video to create awareness as estate people are never heard they are most known for thugs, violent and bad behaved people, this is a stereotype as class demographic A and B would think this as they are upper class, wealthy with a good job to keep their lives/families stable whereas the class demographics D and E are described negatively hence they live in a council estate, unemployed or still at school. Plan B himself grew up in a council estate before he became noticed in the music industry therefore he knows how these young people in council estates feel as they are not heard to the public but discriminated as negative people.

Media Audiences:
I think the demographic D and E group would relate to this music video as unemployed, young teenagers who go to school are portrayed in the video. The video shows us teenagers being violent and established in a council estate area making us think they are in the struggler, reformers group of the psycho-graphical group who are not very successful in life and struggle to be heard. Moreover I think this because this group is mostly targeted in the news and modern lives as there many incidents and crimes happening who seem to be young teenagers who can relate to the music video as it is about them overall wanting to be heard.

Mest 2 Initial Thoughts

Me, Navneet and Gagan N are working together for our media coursework to produce a fiction product and print ad campaign. We will be filming a two minute opening sequence of our Tv programme and it will be a hybrid of 'Waterloo Road' and 'Misfits'. This is because, Misfits is a E4 programme and the whole brief is about targeting E4's demographic (15-35) therefore Misfits would be appropiate when we are producing our final product.

Tv Programme Ideas

· Friends

· Misfits

· Waterloo Road

· One Tree Hill 

Psychographics

Mainstreamers:

This is the specsavers over 60's advert, i chose this advert for mainsreamers as they tend to be vaunerable and seek guidence, this advert informs this target group to buy new glasses for their benefits to help them in the future and keep them safe with their vision. This advert clearly suits the target audience as its for the older audience and to inform them glasses are a big responsability in their everyday lifes.

Aspirers:

I have chosen this advert for the aspirers audience as they are youngand would care about their apperance a lot in the sales job world. This adverts tries to sell us make up products from the Avon brand which is ever lasting, this could convince young audience to buy this product as they would want to look beautiful. It is more fashionable and attractive to buy these product for a young target audience as they would wear make up more than other audiences. The product uses famous ideology to attract the audience such as using Reese Wetherspoon to promote the product, therefore more peopel such as the female audience will be interested in buying the product.

Succeeders:

Succeeders are a group of audience who like to be in control, they tend to be wealthy and have a typical high management and professionals. Therefore i have chosen this advert which shows us the new samsung phone with many developed technology and apps which would be useful to anyone espeacilly with a high business profile. It shows the target audience convined here is for people who are wealthy and wouldn't mind buying expensive products as they would like the latest gadgets.

Explorers:

I have chosen this advert for the explorers audience as they like to try new things andd experience difference which typical young students would do. Starbucks is a very well known brand for it's amazing coffee, hot choclates and many more hot and cold drinks, an explorer would enjoy this as the drink flavours come from different counties and showing the adventure which explorers love doing. The brand starbucks shows us individualism as each product is different which an explorer wouldn't mind tasting.

Strugglers:

This advert is about drinking alcohol which the strugglers audience tend to do most, they are disorganised and would suit the D and E demographic people. This advert alerts the audience that deinking alcohol can cause damage to you health and body which can lead to heart fauiler, liver damageor even death. The advert shows cartoon figures of them drinking alcohol which you can relate to a male or female audience as gendera are not published. Therefore both genders are being targeted to make them stop drinking a lot. However as strugglers do not have much money or have a wealthy lifeatyle than succeeders they think alcohol is a big celebration and gift to them which they relate to happiness but at the same time cause health issues.

Reformers:

Reformers are people who seek for enlightenment, people who like to be free and enjoy life. This advert i have chosen relates to this type of audience as women are being able to choose products from asda cheaper with a better value, the brand tells the audience that asda is cheap and therefore convinces the audience to shop at their store. The advert is targeted at the female audience as they more likely to shop for household objects as they could be a mother or a singel individual. The advert promotes there offers making the reformers audience amused and interested.

Genders Through Advertising

Sports Car

I think this advert is targeted towards men as the dominant readers, as men tend to love sports cars more than women. The commercial focuses on the car making the audience not to take their eyes of the car as it shows the car being driven, making them tempted to buy the car. The print advert also focuses on the car only showing smoke coming out from the back tyres. In both adverts there are no women or men used therefore there is no stereotypes towards the product however the audience may assume oppositional readings attracted both genders. Also a class of A, B would buy this product as it is expensive and for a wealthier audience.

The advert could appeal to the women audience by adding feminine colours to the car and making the commercial have a main protagonist such as women driving the sports car making the audience think this car is for women too.

Diving Watch

Both these adverts are targeted at men, as in both adverts a male character is being represented which would appeal the male audience more. The Omega brand is very expensive company that sells watches therefore the target audience will be A, B and maybe C1 class as they would be wealthier than the rest of the classes. The adverts show watches that are appealing to men as the colours and shape of the watch symbolises it is for men than women. Moreover both adverts relate to a famous film to promote their product, they use the film ‘James Bond’ as there consumer target as it would attract more of the male audience because it is a film targeted towards male. 

Both adverts would have to change the colour to attract to the female audience as the colours are very simple and dark, I think there should be a female represented to how these watches are for women too.

Bottled Beer

This advert is about Fosters beer which is targeted towards men, I think this because men tend to have bottled beer more likely than women were they would have something more womanly. Beer is seen as more of a casual drink which men would have while watching football, or hanging around mates however the classier audience such as class A and B would have expensive drinks such as white/red wine. The print advert clearly states the drink is attended for men as it says ‘ I'm a playboy’ which is attended to women meaning the men get to have entertainment while drinking this beer.

Both these adverts are targeted at men, as in both adverts a male character is being represented which would appeal the male audience more. The Omega brand is very expensive company that sells watches therefore the target audience will be A, B and maybe C1 class as they would be wealthier than the rest of the classes. The adverts show watches that are appealing to men as the colours and shape of the watch symbolises it is for men than women. Moreover both adverts relate to a famous film to promote their product, they use the film ‘James Bond’ as there consumer target as it would attract more of the male audience because it is a film targeted towards male.

Both adverts would have to change the colour to attract to the female audience as the colours are very simple and dark, I think there should be a female represented to how these watches are for women too. I think to make this bottled beer advert more feminine is to change the stereotype towards men rather than women, showing women can be laid back too having fun by showing images of men.

Toilet Paper

I think this advert is targeted towards women as it has a tiny koala bear representing the toilet paper making the women audience attract to the brand as it is cute. Both adverts have the koala bears making the adverts more feminine making them attracted to buy the product making them assume it is soft like a bear. The representations of the adverts show the alternative readings of a woman such as for this advert they would be a typical house wife with children.

The adverts can be represented to men if they change the colours as it look to womanly with soft colours, also use a manlier object rather than a koala bear which would distract the male audience. 

Deodorant

These deodorant advert are targeted towards women I think as the commercial shows a women using the deodorant also the print adverts shows women using the product too, representing that women work harder than men. Women use deodorant frequently to smell fresh and to keep clean however some audience may think men are unhygienic and don’t use deodorant a much. 

I think the adverts should attract more to the male audience by featuring male characters using the product showing them the product is attracted to males however deodorant is used for both genders to keep fresh and clean.

Cigarettes

Both these adverts are aimed at men as the commercial identified as figures holding a cigarette however mentioned the health causes to a man if he would smoke daily giving them information about what smoking does to your health, therefore warning them. The print advert also targets the male audience as it informs them to get help from the NHS as it is crucial to be healthy and keep a fit body. Furthermore there is representation to both these adverts telling us that men smoke more than women which is an alternative reading towards males moreover this representation can be also read the other way round as a females being the main smokers. The print advert also has a another advert exactly the same however feature a women therefore spreading a message out to both genders about what smoking can do to you and informing us about how the NHS could help them.

I think the commercial advert could have appealed to the female audience if they added the causes of smoking of what it could do to a female’s health informing them too. Therefore the advert would have a wider audience and will not be stereotypical as it is appealing to both genders.

Hi-Fi System

I think both adverts are targeted to both genders as both would be interested in music and sound technology. However in some concepts it could be targeted towards men more than women as the male audience would have more interest in sound technology such as the bass in a system whereas a woman wouldn't care as long there is music playing out the system. The colours could also represent it is more attracted to the male audience as it is dark and simple.

For the adverts to fit in to a female appeal I think the colours should be changed.

Domestic Cleaning Product

These adverts are targeted toward women as it is a household cleaning product which is the alternative reading towards women. Women are represented as the dominants in a household as they tend to cook, clean and be responsible for their house, therefore they would buy cleaning products. The commercial show all females cleaning in a fun atmosphere making the female audience think that this product is very good and sending a good representation of the product itself. The media shows women as a house wife which is alternative as they represent women as busy home workers for their families. Moreover there were no males used in the adverts showing a representation that males don’t clean more than women do which is a stereotype towards women. 

The adverts can attract to the opposite gender by adding male characters cleaning like the women do and the commercial showing men can clean to making it an oppositional reading toward the audience. 

Action Film Analysis (One For The Money)

The film I have chosen to analyse is ‘One for the money’ a comedy released in 2012 directed by Julie Anne Robinson. The narrative focuses on one of the theories which is Vladimir Propp’s theory about the different characters in a film such as the hero in this film would be Katherine Heigl as the protagonist who tries to resolve the problem, the villain as John Leguizamo who struggles against the hero who usually captures the princess for the hero to save, the donor as Patrick Fischier who prepares the hero such as giving them instructions. Although the hero is this film is a female she is somehow captured by the villain but saved by the magical helper who helps the actual hero in their quest for insistence in this film that would be Joe Morelli played by Jason O’Mara. Propp’s theory is linked to Levi-Strauss theory too as his theory is about the binary oppositional in a film which links to the film as all the characters have a role. So for an example of Levi-Strauss theory would be the hero and the villain in the film.

Stephanie who is played by Katherine Heigl has lost her job and out of cash therefore turns to her cousin in desperation for a job at his Bail bonds. Stephanie wants to catch the highest stakes bail jumper called Joe Morelli who is played by Jason O’Mara who has escaped from jail for murder, moreover to have seduced and dump Stephanie when they were in high school. She practices to be a bounty hunter to catch Morelli and eventually catches him however realises the case against him doesn’t add up but a spark between them start to appear as they work together to catch the villain.

The film clearly begins with the Todorovs theory as he believes in the equilibrium, disequilibrium and the new equilibrium theories. The beginning starts off with a clam atmosphere, introducing the characters which are the equilibrium of the film, but in the middle of the film the disequilibrium theory is introduced by the hero revealing the villain, or action which disturbs the hero such as destroying Stefanie’s car in the film by the villain. Hence the disequilibrium the conflict between the hero and villain increase causing the new equilibrium to start were the hero and villain comes to terms to sort out the problem, moreover for this film Stefanie confronts the villain Jimmy that he is the murder however attacks her however her come back after all the bounty hunting training she has overcome her nemesis and wins the battle making her the hero and revealing Morelli is innocent.

Lastly the theory of Barthes is enigma codes which are scenes in the film to grab the audience’s attention to make them think or left guessing for what happens next, it allows the audience to ask questions to them to guess what could happen next in the film. Enigma code is used in the film ‘One for the money’ when Stefanie tries to resolve the murder as Morelli wasn’t the suspect this made the audience think who could be the murderer making them think who is the villain. This theory keeps the audience amused, attracted and focused on the film as they would like to find out what happens next.

Fish Tank Review

Fish Tank was directed by Andrea Arnold born April 5th 1961 she is an Academy award winning film-maker and former actress from England. She retired as a television presenter and studied directing which then she produced live action short films. As a director she has directed six short films called Milk 1998, Dog 2001, Wasp 2005, Red Road 2006, Fish Tank 2009 and Wuthering Heights 2011. All these films are Independent British films which have been advertised but as much as the worldwide films.

The characters in this film are Katie Jarvis as Mia Williams the troubled 15 year old teenager who has a passion for hip hop dance, Kierston Wareing as Joanna Williams an abusive mother, Rebecca Griffiths as Tyler Williams who is Mia’s younger sister, Michael Fassbender as Connor O’Reily who is Joanne’s boyfriend, and Harry Treadaway as Billy who is Mia’s friend. Katie Jarvis had no acting experience, she was cast for the film by one of Arnold’s casting assistance, and she is an ordinary person who was found arguing with her boyfriend at one of the scenes in the film. Arnold however used a familiar face in her film Michael Fassbender who is known for his action movies such as x-men, Haywire and Shame series.

The main character in Fish Tank is Katie Jarvis as Mia Williams, she plays a strong dominant teenager who has a passion to dance, her life is just a mess as her mother Joanne is an irresponsible abusive alcoholic, and she has a little sister called Tyler. Jarvis acting is very whelming as she had no experience of acting before she was chosen to act in this film by one of Arnold’s assistances when she saw Katie arguing at a station with her boyfriend. Her acting really engages with the audience especially the target audience who are teenagers; hence they would understand the story of Mia Williams in the film. Mia is a strong independent girl however falls for her mother’s boyfriend played by Michael Fassbender. Fassbender is a well-known actor and volunteered to help Arnold with her film by existing in it. 

The story explains the hard violent lifestyle Mia lives in, she lives in a council estate in East London with her single mother Joanne and younger sister Tyler. Mia is an anti-social girl who practices hip hop dance on her own in a deserted flat nearby. Along with all her troubles she comes across a horse which look unhealthy and trapped, she tries to free the lonely horse however is attacked by two men who are the horse’s owner. Later on she returns back to the traveller encampment to free the horse again but bumps into another man who explains the horse is dying and is ill, and starts to talk to Mia as a friend. Mia soon discovers that her mother has a boyfriend called Conner O’Reily, a handsome, attractive man who takes Joanne, Tyler and Mia into the countryside to spend some quality time. The next Mia see’s a flyer about club seeking dancers she tells Conner and he encourages her to apply and borrows a video camera from him which she then later sent them a video tape of her dance routine. Later that night Conner and Mia are late up and things turn into bad were Mia and Conner have sex which is an secret, leaving Conner to leave the next morning dumping Joanne. Mia is upset and angry and rushes off to Conner’s house in Chadwell St Mary and comforts him but he talks to Mia explaining that he cannot see Joanne again and drops her to the train station to go back home. However little does Conner know that Mia came back and sneaked into his house finding out that he has a family and betrayed her? Soon Conner and his family come back so Mia rushes to the back window and escape but take their daughter who was playing outside to scare Conner and his wife she returns the girl back home as night falls. Conner is furious and tracks Mia down, she attempts to run but Conner catches up and slaps her walking away without saying a word. A new day, Mia’s audition day, she goes to her audition were she realise that the competitors were dressed up in a revealing erotic way with heavy make-up and danced on a pole, she immediately found out that the audition was for erotic dancers and is disappointed were she plays the music but walks off the stage upset. Mia is fed up with her life and sees Billy her friend on the way back and asks for the horse as it was not there, sadly it had died causing Mia to collapses onto the floor crying her eyes out. Billy offers her to come Wales with him so she returns back home to pack her stuff and says bye to her mother Joanne. Her mother is upset and angry but all three of them Mia, Joanne and Tyler share a dance together before she leaves to Nas CD ‘Life is a Bitch’. Last seen together in the film she says goodbye to her sister Tyler and gets into the car with Billy, Tyler waving goodbye as Mia looks back at her sister and life setting off to start all over again with a bright new life in Wales with Billy.

The genre of the film falls under drama as it is telling us the audience a life of a 15 year old teenage girl with a very hard lifestyle. This film is a 15 certificate; I think this is a perfect target audience as most teenagers would like to watch this film. I think it would connect more with them by the language and cinematography used whereas an older audience aged 50+ wouldn’t be into these films as it focuses on a teenage girl.

Feedback - Film Language Assessment

WWW - Your answer to Q1 picks out some excellent details and shows good knowledge of film language.

EBI - Q2 on representation needs work: Too much of your answer simply describes the clip. You needed to discuss the representation of Americans/foreign people here. 

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Fish Tank and UK Film Industry

1. All the Institutions involved in the production of Fish Tank. List them with a summary of what their contribution to the film was.
Fish Tank was filmed in the Miardyke Estate in Havering directed and written by Andrea Arnold and distributed by IFC Films. The film was funded by three studios the BBC Films, Kasander Film Company and the UK Film Council. The production of the film involved Nick Laws, Kees Kasander, Christine Langan, David M. Thompson alongside the editor Nicolas Chaudeurge and cinematography by Robbie Ryan. The film was a low budget film of only $3 million which was located in the United Kingdom; the main characters starring in Fish Tank are Katie Jarvis as Mia Williams a troubled teenager who has a passion for dance, Kierston Wareing as Joanne an alcoholic irresponsible mum, and Michael Fassbender as Connor O'Reily who is Joanne’s boyfriend.

2. Two other Independent British Film production companies – their “brand”, as well as current and previous productions.

British National Studios is located in Borehamwood, Hertfordshire England. The founder of this studio was john Maxwell who based the operation at the studio from 1927 to 1933. The studio was later sold to Lew Grade’s company called Associated Television in 1961 however they were forced to sell the company to the BBC as it was part of the UK independent TV restructuring of 1981. Overall it is currently being used by the BBC since 1927.

A Lime Grove studio was built in a street called Lime Grove in Shepherd’s Bush, west London, north of Hammersmith.  The complex was used by the BBC from 1949 to 1991, however the complex studios was closed in 1991 and demolished in 1993.

The BBC Films has produced and co produced some of the most successful British films of recent years such as Fish Tank, street Dance 3D, A cock and bull story etc.  The head of BBC Films is Christine Langam who is responsible for the development and production of the business, BBC Films co produce around eight films a year.

3. Out of the three Production Companies you have researched, which do you see as most successful and why?

Out of the three production companies I have researched, I think the BBC Films production company will become very successful. I believe this because the other two productions i have researched have become owned by the BBC Films production making them a larger company. They have the British National Studios and the Lime Grove Studios under BBC Films making them have more films under their studio. Furthermore the BBC is a well known popular company which is more modern and recognizable therefore the company I think would run for very long with upcoming films ahead.

4.  How much Fish Tank cost to produce (its budget)?

Fish Tank was produced with a budget of $3million.

5. Film budgets – find 5 films made for £5 million pounds or less – what types of films are feasible on this budget?
Here are five films that I have researched which has a budget of less than £5 million pounds. “Rocky 1976” is an American sports drama film with a budget of £1.1 million the film was directed by John G. Avildsen starring Sylvester Stallone as the main character. The second low budget film is called “Brothers 1997” a Russian crime film directed by Aleksei Balabanov and starring Sergei Bodrov, Jr. With a budget of $10 000 which was in Russian language. The third film is called “The Zombie Dairies 2006” this was a British independent horror film directed by Kevin Gates starring Russell Jones, the film was produced with a low budget of £8 100. The forth film is called “El Mariachi 1992” an American action film directed by Robert Rodriguez starring Carlos Gallardo the films budget was $7000. Lastly the fifth film is called “Le Fear 2010” a British comedy film directed by actor Jason Croot and also starred in the film, the budget of this movie was £1 900.
All these films have different genres comedy, action, sports, crime and horror you would expect these genres to have high budgets especially an action film with explosions however as these films have low budgets they would have used less equipment and technology.

6. Research one other way that British films are funded. Are there any similarities or differences?

Independent British films are mostly funded by the BFI. This company support UK film makers who produce independent films.

7. What is the target audience for Fish Tank?

The certificate of this film is 15 therefore the film is based upon teenagers and young adults. The film has aspects of a typical troubled teenager and what they would do, to relate to the audience. Most of the characters in the film are teenagers and some adults have been framed as the dominant people such as Joanne’s boyfriend. The main character in the film is a female who is independent therefore mostly the female audience will be able to connect with the characters feeling.

8. Research the mainstream 16–25 youth cinema market and decide which 3 genres are most targeted at them and justify your decisions with your research.

The three most popular genres that I have researched are Romance, comedy and horror. I think this suits the target audience because teenagers and young adults tend to watch a Varity of films especially romantic films where the there would be a higher popular of females than males. Comedy because it relates to both genders and is a popular genre to the age group. Lastly Horror because I think an older audience wouldn’t be interested in this particular genre as they would rather watch a family film whereas teenagers would with their friends.

9. Who is the main distributor of Fish Tank?

The distributor of Fish Tank is by IFC Film, this company distributes independent films and documentaries, and it is an American company based in New York owned by AMC Networks.

10. How was Fish Tank funded?

The film Fish Tank was funded by the BBC Films and The UK Film Council. These were two studios supporting the film as a domestic warning to the audience. The film was released on 11 September 2009 taking a total of £332,488.

11. What is the role of a film distributor? Are there any differences between distribution in the US and UK?

The role of a film distributor is to give the film a good reputation by the films intuitions. This is to appeal to the audience and make them want to watch the film, however there is a big difference between the US and UK distributions. As in the US films are promoted and known worldwide hence they have a higher budget whereas an Independent British film would only be distributed in the UK as it is a low budget film.

12. How was Fish Tank promoted (when it was released in 2009)?

Fish Tank was promoted at a 62^nd Cannes film festival in France on May 14^th 2009.

13. Compare this with a big budget blockbuster. What are the main similarities and differences?

Big budget blockbuster films are seen worldwide as they are promoted by good advertisements, reviews to attract their target audience. Blockbuster films tend to run longer in cinemas than independent British films. This is because of the low budget towards the British films therefore there is less awareness of the film being released.

14. How does the trailer for Fish Tank hook audiences into the narrative and pose questions that the film will answer? Identify 3 ways/techniques.

The Fish Tank Trailer has many effective ways of attracting the audience by the use of cinematography; there are lots of point of view shots of the main character, showing us what the female character is going through and what she sees, the lighting effect is very effective as there are lots of low key lighting used in the middle of the trailer to the end showing us dark images/shadows of someone this could suggest sadness, fear or evil towards that character. There is an establishing shot at the start of the trailer showing us where this film is based which is an estate where she lives in a flat. The camera movement used in this trailer is all hand based as the director wants to make the film personal as if it is happening in front of them, it gives a more realistic view towards the film. The trailer is slow paced at the beginning with high key lighting however changes into a faster pace of edits and low key lighting making the audience think. This therefore creates enigma codes about the film, making the audience want to watch it.

15. Analyse the trailers for 2 different films (from different genres). Are there any differences in the way they hook the audience into the narrative and pose questions that the film will answer? Identify at least 2 similarities and 2 differences.

Silent Hill revelation is a horror film directed and written by Michael J. Bassett. This film is certified 15 meaning the target audience is aimed at teenagers and young adults as they are more likely to watch a horror film. The edits and camera shots used in trailer attracted the audience’s attention as the pace of it increases within the sound effects making the audience amused and thinking. The main character who is a female is venerable and scared as the starting of trailer shows her having a bad dream and illusions. There is dialogue of the girl’s voice making the audience think creating enigma code. The low key lighting used in trailer creates tension as the sound effects starts to pace up, this connotes evil, darkness and something bad is going to happen as this is a horror film. The trailer tells us what the storyline could be about however the characters in the trailer show them as being captured therefore the audience would want to watch the film to see what happens.

Hangover 2 is an American comedy film directed by Todd Phillips. This film is certified 15 as there as some contents of bad language and offensive therefore the target audience for this film would be teenagers 15 and above and young adults as they would watch these types of comedy movies more than the upper class audience. The trailer starts off with non diegetic music with establishing shots of where the film is set which is Thailand. This trailer has lots of effect of lighting such has high key lighting showing the characters facial and body expressions to make us the audience laugh as it is a comedy film. The main characters are three men who travel to Thailand for one of their weddings however end up in Bangkok after getting drunk the night before, there are individual shots of the characters showing their problems and what they have been through when they were drunk. The trailer involves inappropriate language and behaviour alerting the audience this is a film for the age group certified. The storyline clearly tells us that the main characters are on a mission to look for a boy around Bangkok but unexpected events happen to them therefore the audience would like to watch this as it would create enigma code making them think what is going to happen to them characters to make the audience laugh.

16. How does the trailer for Fish Tank balance plot and spectacle?

The trailer shows us a dominant female characters view to her lifestyle and the people around her, the use of the edits and negative imagery make us memorise the events taken place and want us (audience) to watch it to see what happens. The audience can relate to this character as she is a teenager living aspects of a teenagers life, her voice is used mostly in this trailer making it different to any other British film where there would be a male character being the dominant star. The audience therefore would want to watch this film as it is different and interesting to find out more about the storyline of this troubled teenager.

17. How do the trailers for your other films balance plot and spectacle? Identify at least 2 similarities and 2 differences.

The two trailers I have chosen above balances the plot and spectacle by the storyline given in both trailers, which attracts and persuades the audience to watch the films. Both trailers give us different atmospheres giving away the genre of the film and making the audience interested, the first trailer shows us low key lighting and intimidating music which makes the audience uneasy and frightened whereas the second trailer is much different as it has mostly high key lighting and enjoyable exciting music making the audience attracted and want to watch the film. Both trailers make the audience have enigma code making the audience think and want to watch it.

18. Think about the certificate of Fish Tank (15 certificate). Research film certification and outline what is deemed acceptable for this certificate. What is the difference between a 15 certificate and an 18 certificate?

The 15 classification allows certain discriminatory language or behaviour, there would be disturbing bloody imagery and strong imagery will be permitted by the context in which it is presented. There may be nudity and dangerous behaviour portrayed in 15 certificated films and sexual content justified for example for a horror film there would expected scenes such as blood, gruesome, bad behaviour, sexual content and strong language throughout the film. A film with strong sexual content can be classified a 15A this can involve abusive or aggressive behaviour or drugs.

However an 18 certificate film would have more intimidated scenes and is applicable for older viewers as the scenes in the film would leave imagery in your head which can be negative. There also can be more sexual exposure or violence portrayed which will be disturbing for younger viewers as it would not be age appropriate therefore it is significant to classify films with certificates for the audience to know what type of film it could be and should be suitable for their children and other viewers.