Pr1 research techniques. Unit 6 critical approaches

Assignment brief – QCF BTECAssignment front sheet

Qualification Unit number and title

180 Credit Diploma in Creative Media Production - Unit 6 – Critical Approaches To Creative Media

Learner name Assessor name

Matthew Devney Paul Rossington

Date issued Hand in deadline Submitted on

26/09/2016 17/10/2016 17/10/2016

Assignment title PR1: Research Techniques in FilmIn this assessment you will have opportunities to provide evidence against the following criteria. Indicate where the evidence can be found.

Criteria reference

To achieve the criteria the evidence must show that the learner is able to: Task no. Evidence

P1

describe how media producers define audiences with some appropriate use of subject terminology Task 1 – Research Techniques

https://www.blogger.com/blogger.g?blogID=1955678956273264018#editor/src=dashboard

M1explain how media producers define audiences with reference to detailed illustrative examples and with generally correct use of subject terminology Task 2 a– Exit Poll


Dcomprehensively explain how media producers define audiences with elucidated examples and consistently using subject terminology correctly Task 2b– Exit Poll report


Criteria reference

To achieve the criteria the evidence must show that the learner is able to: Task no. Evidence

P2

describe how media producers create products for specific audiences with some appropriate use of subject terminology Task 3: analysis of the

promotional campaign poster


M2describe how media producers create products for specific audiences with some appropriate use of subject terminology Task 4 – Analysis of the

promotional campaign trailer


D2comprehensively explain how media producers create products for audiences with elucidated examples and consistently using subject terminology correctly Task 5 – Summary of the

success of the camapign


Learner declaration

I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice.

Learner signature: M.Devney Date: 17/10/2016



















Exit poll https://www.surveymonkey.com/summary/DruuxD7aSdgtDZZ0n5TjLmtimOzrjbz3ePW79PMW81o_3D

The purpose of my research was to find out if the marketing techniques for Bridget Jones Baby or Blair Witch were effective by asking where people found out about the film and what made them want to watch the film. My method of research is primary in the form of an exit poll.

First of all, I wanted to know what gender the people I was asking were. The people I asked were mostly male with it being around 67% male and 34% female. From this I can already tell that they’ll be a bias towards stereotypically male answers.

Again, I wanted to find out who the audience were for the films that I am asking about. Mostly because different age groups and genders have particular preferences and when it comes to genre of film, what social media they use etc. For this question, the majority of people I asked were between the age of 15 and 25 with 89% being in that category and 11% in the 26 to 36 category. This means there will be a bias to certain answers in my questions. Particularly the marketing questions.

Next, there was a choice of 2 films that the people I asked could have watched. Most people I asked chose to watch Bridget Jones baby with around 67% watching it and 33% watching Blair Witch instead.

https://www.surveymonkey.com/summary/DruuxD7aSdgtDZZ0n5TjLmtimOzrjbz3ePW79PMW81o_3D

Then the next question was which genre of film is the your favourite? There were many different answers but the most popular were Sci-fi and Fantasy

I then went on to marketing questions in order to find out the effectiveness of the marketing campaign for both of these films. The most common ways people found out about these films was by either TV adverts, cinema magazines and word of mouth. All with just over 20% of the votes. As well as this some people find out about the film online through social media and YouTube

Then I wanted to find out what made people go and spend their money to see the film. A lot of people may not have the disposable income to go to the cinema often so I wanted to find out why people wanted to watch these films so much. The results were pretty even with just over 20% of people going because the story appealed to them, they liked the trailer, were asked to go by a friend or liked the advertising for the films.

Everyone that I asked who watched Bridget Jones had a favourite character with Miranda being the most popular. I believe the people who watched Blair Witch probably just didn’t have one.

Next, I just wanted to find out if they enjoyed the film to see if the film lived up the advertising and marketing campaign. No one disliked the films but some would improve them.

PR1:

Qualitative research - Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations.

Most of the people I asked then said that they wouldn’t change anything about the film but someone said same of the acting was poor.

The majority of people that filled in the survey would recommend the films to a friend.

Quantitative research - Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics. It is used to quantify attitudes, opinions, behaviours, and other defined variables – and generalize results from a larger sample population.

Primary research – this is when you gather your own research and evidence yourself, from a survey or an interview for example.

Secondary research – this when you don’t gather your research yourself and you look on the internet or find research that someone else has carried out on the subject that you want to find out about.

Types of audience

Mainstream-

Alternative-

Niche-

Audience profiling

Gender- Being either male or female

Age- How old you are

Socio economic status- this is an economic and sociological combined total measure of a person's work experience and of an individual's or family's economic and social position in relation to others, based on income, education, and occupation.

Geodemographic- a particular sector of a population.

Sexual orientation- a person's sexual identity in relation to the gender to which they are attracted; the fact of being heterosexual, homosexual, or bisexual.

Regional identity- refers to the region that a person is from, North west for example

Primary optical area- title of the film starts in this area and the star of the films name is in this area

Primary optical area- red and black connotes danger. We can see the branches of trees. We now it’s going to be set in the woods

Mode of address- there is a mix of indirect and direct mode of address. Could link to the storyline. The two characters that aren’t looking at us are looking at each other and there seems to be a rivalry. The woman they seem to be fighting over is looking awkwardly at us.

What are the main colours used in the poster? What do they connote? This film poster is very dark, most of the

poster is either grey or black. But there is a fire in the background which is a reddish orange colour. Black is associated with power, death and mystery, which is a common theme in the film. Bruce Wayne who is Batman is powerful because of his wealth and and because he is the Batman but is mysterious because no one knows its him. The orange and red in the poster connotes danger, another common theme in any Batman film as well as juxtaposing the darkness in the poster. There is binary opposition between light and dark in the film with Batman being the protagonist and the Joker being the antagonist.

What symbols are used in the poster? The iconic bat figure is used in the poster; it is portrayed by a fire on a building which could symbolise the end of Batman. This is an example of anchorage.

What are the main figures/objects/background of the poster? The main figure in the poster is Batman. He looks very powerful as he is at the forefront of the poster. When you look at the poster the first thing that draws your attention is the bat symbol in the background because it’s the lightest part of the poster.

Are the messages in the poster primarily visual, verbal, or both?

It is primarily visual. The male protagonist/action hero as well as the fire in the bat symbol spread the message of power

and destruction. Although Batman is a hero, there is destruction in his life and he causes destruction.

Who do you think is the intended audience for the poster? Why?

Batman fans, fans of the DC universe and anyone that enjoys action movies/superhero movies.

Given that the aim of a film poster is to get audiences to go and see the film - what persuasive techniques are used? The Batman logo is used. Anyone that’s fan of the franchise recognises this symbol and entices them to look at the poster and it invokes memories of the other films, provoking them to go and watch it. Logos are often used on film posters. Mainly for franchises like Batman, Superman etc.

The poster Is very bold and in your face. Batman is made to look powerful as they have used a low angle. It is one of those posters that as soon as you see it you feel you need to watch the film.

What genre conventions are used? The many things in this poster from the burning bat symbol, the smoke and Batman all conform to the conventions of this action genre. These are the things we expect to see in the film without having seen the poster.

Is a star used as a USP? The character Batman who is played by Cristian Bale is used as a USP

Are there quotes? Whose quotes? No

How is attention gained (humour, shock, surprise familiar face of a star)? The film is made to look dark, it promises action as the poster connotes destruction and also mystery with the appearance of smoke. Who is the batman? And Who is the joker? Are the two biggest mysteries in this film/franchise.

How does the tagline work? (humour, pun, alliteration etc?)

‘Welcome to a world without rules’ is the tagline at the top of the poster. Suggests that there are no rules in Gotham anymore. Anything can happen and maybe the people there to protect, can no longer.

Trailer analysis

Genre

Steve Neil – his theory is that genres constitute elements of repetition and difference

Nick Lacey defines genre elements as constituting the 5 key areas below:

Spectre trailer analysis

Setting- Trailer shows the film set in many different locations, first in Mexico City then London, Austria, Italy and Morocco. The action starts in Mexico City and it starts a recurring theme throughout the film.

Character- James Bond (007) who is played by Daniel Craig is the protagonist in this film, his meeting with M introduces them both to the film straight away as a spy and his boss and you can see some tension between them.

The antagonist is Blofeld played by Christoph Waltz who is introduce later on in the trailer after his voice is playing behind scenes from the film. He describes himself as the author of all Bond’s pain.

Narrative- the trailer follows a linear narrative and the scenes are arranged to create a sense of tension and drama that makes you want to see the film, as any good trailer would. Although some of the scenes are revealing you are still left with a sense of mystery, even if you don’t normally like the Bond movies you want to see what happens in this one.

Iconography- the first extremely recognisable place is London with the Big ben and the London eye. Obviously there are guns in the film as well as cars and planes. All very common in this film franchise. Bond wears a suit most of the time and warm clothing that matches the setting of the film etc.

Style- a lot of the shots in this trailer are long shots that establish exactly where the characters are. Also a lot of the time the camera is tracking Bond particularly in the opening scene.

Non diagetic sound is used throughout the trailer with the dramatic Bond music playing to create a sense of drama and tension. Although non diagetic sound is in the background, we also hear diagetic sound like cars and people voices from within the story throughout.

There is a range in the lighting with it seeming to become darker towards the end of the film. Much like the narrative I imagine.

Research techniques available

There are many different research techniques available to media producers. The most common and effective are quantitative and qualitative research. These are both primary research that you carry out yourself to find out peoples like and dislikes and opinions in the area that you are researching. In this case media producers will perform market research with these techniques in order to see if the product they want to make will sell.

Success of the Blair Witch and Bridget Jones baby promo campaign.

I believe that both Blair Witch and Bridget Jones baby were successful in terms of the marketing campaign because they both made a profit at the box office and that is before DVD sales. Bridget Jones made 143 million dollars at the box office from a 35-million-dollar budget. With such a huge profit like that it is clear that the promo campaign was successful in enticing people to the story and going to watch the film at the cinema. It’s partnership with Muller, the yoghurt company, clearly helped as well as their partnership with Nestle with them displaying Bridget Jones on their products.

Blair Witch was less successful at the box office but had a smaller budget. It still made 35 million dollars on a 5-million-dollar budget. Although the film wasn’t the best the marketing must have been good to get people to go and watch.

Areas of the campaign that were most successful

The survey that I carried out suggests to me that the areas of the campaign that were most successful were the trailer, TV adverts and cinema magazines. The people I asked saw these areas of the campaign and decided that they wanted to see the film. Therefore, the promo campaign was a success for both films.

Education

Pr1 research techniques. Unit 6 critical approaches