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Emily Newell
Brief
You are to produce a promotion package for a new film to include a teaser trailer (DVD), together with 2 of the
following:•A website homepage for the film•A film magazine front cover, featuring the film (A4)•A poster for the film (No larger than A3)
Postmodernism/Postmodernist theory
Postmodernism reflects our changing globalised culture from the 1960s. It reflects a more confused time where traditional values are less clear.
Postmodern films usually challenge the conventional film narratives, such as anti-heroes, and mixed/unclear representations, they also have non-linear
narratives, meaning that they break the chronology of the usual 3 act narrative sequence. A popular factor of postmodern films is to mix the genre
of films to create a hybrid genre, for example ‘Kill Bill’. Other postmodern ideas for films include hyperreality, where the audience are aware of an unreal mise en scene, much like anime in ‘Kill Bill’. Another factor used is
meta-references, where the audience realises that they are watching a film, eg. talking to the camera.
Jean-Francois Lyotard – The
Postmodern Condition - we must challenge the dominant ideas and values present in the media. We can deconstruct them in different ways, postmodern texts embrace this and offer challenging, alternative narratives.
Jean Baudrillard – Simulacra or Hyperreality – we must view all ideas of the truth with suspicion. Hyperreality is the idea that the boundary between reality and the medias idea of reality is now blurred, we are now exposed to a ‘hyperreal’ (unreal) world, which is a simulation of reality. Postmodernists are aware of this and attempt to play and challenge these ideas.
Jameson Frederic – Pastiche – we are overexposed to hyperrealism of our media and advertisement world there is no room for critique and therefore all media becomes a copy of previous forms and ideas.
Genre Timeline
British CrimeBritish Crime
60s Crime Capers
Italian Job (1969)
1970s
Long Good Friday (1979)Get Carter (1971)
Guy Ritchie
Lock, Stock and Two Smoking Barrels (1998)
Film Noir
Brighton Rock (1947)
Snatch (2000)
Postmodern theme
Hybrids
Dystopia Dystopia
Pre War (1920s)
Metropolis (1927)
Post War
Planet of the Apes (1968)
1970s/80s
Blade Runner (1982)
Terminator (1984)
1990s to Present
28 Days Later (2002)District 9
(2009)
Crime Genre
• Crime genre originates from Gangster Genre which was the main genre coming out from Hollywood.
Generic Iconography• Themes: ‘Ascension’, killing/rival killings/ The heist • Characters: alienated hero/ buddies/ Hitmen/ Henchen/ bent
cops/ good cops/ canaries/ femme fetale• Mise en scene: tuxedos/ suits/ dark lighting/ dark rundown
sets/ high status cars• Sound: Moody scores/ wise guy language
Origins of Crime Genre
1930s
Classic Gangster
ProhibitionDark sets
Moral Code
1940s
Film Noir Dark Thriller
Dark Lighting
Moody Soundtrack
Alienated Hero
Femme Fatale
1960s
Crime CapersComedy
A List Stars
1970s
Gritty Epics
Economic Recession
Blaxploitation
Crime Example
Snatch
Genre Hybrid
Spaghetti Western
CrimeComedy
Caper
Stereotypical Characters
New LaddismMixed Representations
Challenging narrative
Glorifying crime
Stylised editing
Time remapping Anti-Narrative
DystopiaDystopia is a genre that is opposite to utopia, meaning it’s an imperfect, unsettling
world. It uses postmodern themes, such as offering hyperrealism of an uneasy futuristic nightmare. They usually explore human mistakes, most post apocalyptic disasters have a man made cause. A normal factor of dystopia centred films is that
they relate to real time fears in society, eg. Cold War, technology and medical advances. A typical conventions is that of human demise, they create a sense of
finality and a new beginning/survival/rebirth.
Character Types
Character Types
Heroic male protagonist
‘Post Modern Cowboy’
Loner, pushed into actions, constant threat and violence for him, survives against the odds
Groups/ tribes (animal vice)
Seek profit from violent anarchy
Human survivor group
Small group from pre-apocalyptic modern world,
struggle to survive, hero helps
The Helper
Often from alien/infected race who assists hero
Sub GenreSub Genre
Science Fiction
A sense of ‘science gone wrong’ where the
future is controlled by big brother
Post apocalyptic
End of the world scenario with few
survivors
Horror
A chaotic world of mutants created from human genetic research
28 Days Later28 Days Later
Dystopic theme: infection
Post Modern CowboyReluctant Helpers
Disruption to start: action, fight for
survival, no hints at resolution
Characters
Antagonists: zombies
Protagonists: average hero,
alienated hero, postmodern cowboy
Princess: love interestHelpers: Darwin survival
of the fittest
Structure
Part one – dystopic equilibrium (hyperreal world) (silent London,
derelict)
Part two – disruption
realisation of infection. Rules of
dystopia
Part three – hints at survival, developing
action/enigmas, developing character
roles
Camera/Editing
Establishing shots – eerie landscape
Titles – rough, damaged, flickers
Mise en scene Dark lighting – low key
Bleak shots
Patient costume
Trailer Conventions
• To promote the full feature film using a short ‘teaser’ trailer or a longer ‘theatrical’ trailer
• To establish genre to attract the audience
• To hint at storyline, characters, actions and resolutions
• To advertise using acclaimed directors, producers, A list actors, recognised studio, film reviews
• Genre: is clearly established to entice the target audience
• Hybrid genre: offer greater iconography to established genre or may keep niche audiences guessing
Dis-Equilibrium
Equilibrium
New Equilibrium
Narrative Structure:
Equilibrium: establishes the storyline/characterisation
Dis-Equilibrium: shows dramatic developments through disruption
New Equilibrium: hints at resolution or attempts to fix the disruption
In the trailer for ‘28 Days Later’ they have made little titles and a slogan for what happens in each of these days to build up tension for the audience. The writing flickers on and off the screen, after each title disappears part of the film of what happened in that day flashes on the screen. This creates tension within the trailer because the audience are unable to fully work out what happened in the clip.
The font is broken and flickers which is hinting and the broken world that’s happened through the epidemic.
With this trailer, the mise en scene shows the audience that this main, the suggested protagonist, is one of the only people left. In the images above each picture shows this. There are no cars on the streets
or people walking.
One of the images that flash up, is this of the monkey. This makes the audience question what it’s there for. It comes up just as a line is said on voice over taken from the film saying ‘infected? Infected with what?’ this makes the audience
want to know more.
In the 28 Days Later trailer one of the main factors that contributes to the mise en scene is
the sound. When each title flashes onto the screen there is a loud screeching sound, this puts the audience on edge and draws their attention closer to what’s happening. There is also sounds of people shouting and the sort of fuzz of a radio being tuned. There is also sounds of commotion such as police cars, ambulances and explosions,
this all adds to the feel of what you are to expect in the film.
Much like ‘28 Days Later’, in ‘I Am Legend’ it has titles that pop up throughout the trailer,
telling the audience snippets of what has happened, this is a major convention of
dystopic film trailers. The font starts big and then fades smaller into the background as if to
represent the population of human race started big and has now ended up with only
one.
I Am Legend
At the start of the trailer it shows disruption throughout New York City, it has sounds of
people shouting and dramatic music throughout which makes you want to watch more. There is also a voice over of Will Smith who plays the protagonist in the film, since Will Smith is an A-list Hollywood actor this would either make the audience want to
carry on watch to carry on watching and to want to see the film based on whether they
like him or not. Throughout the trailer there is diegetic sounds throughout, such as the
explosions and people shouting, there is also dialogue from characters.
The production logo is the first thing that is seen in the trailer, since ‘I Am Legend’ is a
Hollywood blockbuster is gives the trailer the feel that is more than likely going to be a
successful film since it has had a well established production company behind it.