What institutional issues are raised in the case study? - Fifth Slide

Who are the key institutions involved in promoting the film and how are they involved?

• Film London Microwave

Film London Microwave is London's film agency - promoting and developing London overall in terms of the film industry as an international film-making capital. This includes all the screen industries based in London - film, television, video, commercials and new interactive media such as broadcast and e-media. Film London is one of nine regional screen agencies throughout the UK. . Ill Manors was green lit for production in 2009 as part of the Film London Microwave scheme.

• BBC

• Other collaborators (distributors - Revolver, exhibitors – multiplex cinema chains, DVD sales/rental companies, film download sites, e.g. LoveFilm).

How do they use each platform to reach their target audience (now fragmented)?

• Print media
• Broadcast media (TV/Radio/DVD)
• E-Media

How do they use technological developments to provide new audience experiences?

In terms of institutions, the idea of interaction came in handy as it gave the audience to feel engaged and involved with the interview or any other source of intervening. As for this you can

Are the institutions affected by economic issues within each media platform?

Has internet piracy impacted on the construction/distribution of the film/DVD?

Now think of how the institutions behind the film are working across the 3 platforms:

• Analyse how the platforms interact
• Do some work better together than others?

How are representations constructed across the 3 platforms? - Forth Slide

How are characters/stars in the film represented in:

• Print media?

• Broadcast media (TV/Radio/DVD)?
• E-Media?
• Select some examples from each platform and perform some textual analysis (trailers, magazine articles, adverts, tweets, radio interviews etc)

Now look at what values and ideologies are communicated within these representations

• Think about the people/places/ideas that are used/communicated
• How and why they are presented to the audience in this way?
• How is the audience represented? Do they get a chance to represent themselves? E.g. Twitter.

Now think of how the film communicates with audiences across the 3 platforms:

• Are there any differences or similarities in the representations of:
• The actors/stars (their star persona)
• People (race, gender, age etc)
• Places (countries, regions, etc)
• Values and ideologies (class, politics, religion, lifestyle, beliefs etc)

How do audiences access the text across the three platforms? - Third Slide

Who are the film’s target audience(s) and how do you know?

The target audience for Ill Manors would be dominantly males rather than females as the film consists of explicit violence and strong language which falls into the field of action/crime/urban genre. The age group would be around 18-34 year olds, as there are some intimate scenes and other aspects of a 18 certificate film for instance, prostitution. Furthermore the film also has a different type of audience which was proven in the TEDx lecture from Ben Drew where there was middle class, working audience  therefore attracting the people who are interested in the film and purpose of producing it.

How is the film promoted to its target audience(s) through:

• Print?

The film industry promotes the film Ill manors by using the idea of print media to reach out to people who don't usually tend to use the E-Media as often for example, the older generation (demographic) who have been bought up by reading things such as articles in newspapers opposed to things such as laptops and Ipads as these gadgets were not available at the time. Print media can be expressed in different types of ways. For example, billboards, posters, T Slides etc. These  are usually used in places such as train stations or on motorways to catch the attention of people travelling in everyday life by using either public transport or driving cars for example. Also, like the example above, magazines tend to be read a lot by the younger generation as it uses language that associates with teenagers for example, slang would be used in some places, whereas a newspaper article would be written very formally making it harder for the younger generation to understand what the article is reffering to or whats it trying to say therefore it would attract the older generation as they would understand it more and take it under consideration.

• Broadcasting (TV/Radio/DVD)?

Another way in which the industry promotes the film is by broadcast media. There are many broadcasts promoting the film such as the DVD blue ray, chat shows (Jonathan Ross show), music album, the film premier, television radio interviews, music festivals and many more.This is a very effect way of promoting this film because statistics show the majority of people living in the UK tend to watch a lot of television. The fact that in this particular lecture, Plan B is talking about his feelings which allows the audience to interact with him and his emotions from his past.

This topic is extremely close and important to Ben Drew due to his own life in a council estate. And therefore knows how it is to be portrayed and judged in this way by society. Plan B believes that people or kids who live in estates are associated with the word 'chav.' The quote, "council house and violent" is what Plan B thinks the word 'chav' means as the stereotypical ideologies of youths living in council estates is connoted. Plan B says that this is an incorrect technique for society to judge upon youths, living in conditions that are poor. He believes that the media constantly show articles which emphasis the dilemmas with youths in general. However, they tend to exaggerate at certain points and stereotypically judging youths.

Plan B realizes what these youths have been through and how they live their lives. Whereas, society completely ignores these people who have been brought from unfortunate families as they are stereotyping them with negative ideologies and opinions. Youths that live in council properties go through a lot and grow up with completely no body except their neighbourhood buddies. Drew recognises how this works as he was once upon a time, in this situation.

Drew was targeting the elder demographic as the audience. He believes that they would benefit more from a lecture like this as it shows them that youths should not be stereotyped and portrayed in the way just like they are by the media. The elder demographic constantly judge these youths by their actions, appearance and language which is truthfully wrong. Drew also made an important announcement which is that people should not believe or take in every single thing they read or see in newspapers, as they are quite good at exaggerating things and leave the relevant and true information out in order to make ideologies and stereotypes dominant.

In terms of the audience, according to the phsycographics, the people in the category of mainstreamers would be hooked as they would want to keep to the trend and therefore think the same as the majority of the world. If Drew was to change the mainstreamers' opinions on this matter, then this may conclude in the overall dominant ideology to be less authoritative. This would also be directed towards carers as they would want to make a change to the world for the best. Perhaps explorers would come in handy as they would want to find out more about whether this view is amd how its being portrayed.

According to Stanley Cohen, a moral panic occurs "When a person or group of persons emerges to become defined as a threat to societal values and interests". Those who start the panic when they fear a threat to prevailing social or cultural values are known by researchers as 'moral entrepreneurs', while people who supposedly threaten the social order have been described as "folk devils". Moral panics have certain distinct features such as concern. There must be some sort of awareness that the behaviour of the group or category is associated with some kind of negative impact on society.

• E-Media?

http://www.time4planb.co.uk/

E-media is another way of promoting the film by the film website, Ben Drew's website/bio, social networking sites such as Facebook, twitter etc. All of these aspects promote the film and attract different audiences for instance, social networking sites like Facebook and Twitter  are commonly used by the younger generation (specifically teens) therefore, there would be a large mass audience following, subscribing or tweeting the film's page or fan page, which would make the page popular rapidly and make audiences recognise the film and perhaps persuade them into watching the film. The soundtrack of the film is promoted through YouTube and the album itself which again allows a wider variety of audience to hear the music. This is cross promoted which means that the film promotes the music and the music promotes the film. This is called synergy.

Now think of how the producers are communicating with audiences across the 3 platforms: What are the differences?

The producers are communicating with the audience across the three platforms print E-media and broadcast, by informing, entertaining and for social networking. Print is targeted to the audience by informing, entertaining, escapism and social interactions, broadcast would be also to inform the audience, entertain and escapism and lastly E-media is also to entertain, informing, escapism and to attract social interaction.

Audience theories you could research and apply to your film case study:

The social demographics for the film Ill Manors would be targeted towards Classes C1,C2,D and E audience which is targeted towards the working class audience, the age intended would be 18-34 year olds because of the sexual content, violence, and strong language in the film, moreover the certificate of the film is 18 rated, also there would be more male attraction than female hence the genre of the film urban/crime, and the narrative. The psycho-graphics group would be struggler's and reformers, who are not as successful in life which relates to the film.

How are texts in the three platforms constructed? - Second Slide

How is the film promoted through:

• Print?

The film industry promotes the film Ill manors by using the idea of print media to reach out to people who don't usually tend to use the E-Media as often for example, the older generation (demographic) who have been bought up by reading things such as articles in newspapers opposed to things such as laptops and Ipads as these gadgets were not available at the time. Print media can be expressed in different types of ways. For example, billboards, posters, T Slides etc. These  are usually used in places such as train stations or on motorways to catch the attention of people travelling in everyday life by using either public transport or driving cars for example. Also, like the example above, magazines tend to be read a lot by the younger generation as it uses language that associates with teenagers for example, slang would be used in some places, whereas a newspaper article would be written very formally making it harder for the younger generation to understand what the article is reffering to or whats it trying to say therefore it would attract the older generation as they would understand it more and take it under consideration.

• Broadcasting (TV/Radio/DVD)?

Another way in which the industry promotes the film is by broadcast media. There are many broadcasts promoting the film such as the DVD blue ray, chat shows (Jonathan Ross show), music album, the film premier, television radio interviews, music festivals and many more.This is a very effect way of promoting this film because statistics show the majority of people living in the UK tend to watch a lot of television. The fact that in this particular interview, Plan B is talking about his feelings which allows the audience to interact with him and his emotions from his past. Furthermore, the DVD/blue ray is often promoted/advertised on the film website which shows you options of where and how to purchase a copy of the film from such as 'Amazon.com' . Chat shows like the Jonathan Ross show are interactive meaning you could ask anything and get a valid and instant response usually about an individual celebrity's background and maybe the film or music being produced. Moreover, Jonathan Ross is a well known English television and radio presenter therefore, people are more likely to know and interact with him.Also, humour is a technique where it can stay in audiences' minds. 

• E-Media?

E-media is another way of promoting the film by the film website, Ben Drew's website/bio, social networking sites such as Facebook, twitter etc. All of these aspects promote the film and attract different audiences for instance, social networking sites like Facebook and Twitter  are commonly used by the younger generation (specifically teens) therefore, there would be a large mass audience following, subscribing or tweeting the film's page or fan page, which would make the page popular rapidly and make audiences recognise the film and perhaps persuade them into watching the film. The soundtrack of the film is promoted through YouTube and the album itself which again allows a wider variety of audience to hear the music. This is cross promoted which means that the film promotes the music and the music promotes the film. This is called synergy.

Now look at each platform individually:What type of media language does the platform use? Identify the codes and conventions of that platform

Print media will share with the audience, a brief synopsis of the film, which would provide information about the plot (narrative), cast, certificate etc. A variety of reviews frequently have an interview of the director in this case, Plan B. This allows the audience to get to reinforce the reactions of the critics to do with the film. Furthermore, the interview can provide information about the director himself and know a bit more about him and his background if the audience don't really know him too well. There are also some images of clips from the film, or pictures when its behind the scenes. The demographic that film reviews most associate with are people who would adore reading therefore being a much older target audience, whereas teenagers for example would like to watch or interact with something. All examples of print media deliberately target different types of audiences for instance a tabloid/magazine would be read by a younger demographic as it has many of images and topics to amuse them or relate to them whereas, an older and wiser demographic would prefer to read a broadsheet newspaper with less images and more text to read.

Broadcast is another successful method to promote the film by the media such as radio, TV etc. They commonly provide speech/dialogue and they use it to interact with eachother. This allows the audience to watch people interactive and the audience feels more involved with the conversation that the two people are having on TV. The audience has free access to music, radio, commercials, radio talks etc. Therfore the audience will get to know more about the film and perhaps persuade them to watch it.

The thrid platform is E-media which is instant interaction and informative using a wide range of video clips, blogs, audios, articles, interviews, reviews etc. These are all targeted to different demographics therefore having a larger audience to be engaged and know more about the director Plan B.