Research into Digital Film Marketing

Part of the coursework for Media is to design our own website for our new production. Therefore, I've taken screenshots of five websites which are relevant to my own production. I've chosen to analyse the websites promoting the motion pictures 'The Dark Knight' (Christopher Nolan, 2008), 'Slumdog Millionaire' (Danny Boyle, 2009), 'District 9' (Neill Blomkamp, 2009), 'Aeon Flux' (Karyn Kusama, 2005), and '2012' (Roland Emmerich, 2009).

Here is a screenshot of the 'About The DVD' page of promotional website for the film 'The Dark Knight' (Christopher Nolan, 2008). To go to the official website, please click here. The first impressions of this website design is how dark it is. This film is known for its dark and sinister atmoshpere, and the promotional website excellently reflects this. The main villain for this film is The Joker. This page features the joker cards from a pack of cards, which are props seen within the production. Even the 'About The DVD' section of text is layered on top of an image of a joker card. The main image on the page displays the DVD and Blu-Ray releases of the production, thus encouraging consumers to go out and buy that product. Showing the products also makes it easier for consumers to recognise the product when they are out shopping.

Here is a screenshot of the 'Synopsis' page of promotional website for the film 'Slumdog Millionaire' (Danny Boyle, 2009). To go to the official website, please click here. In the UK, this production was promoted as 'The feel-good film of the decade'. All of the promotion, including this website, reflects this idea; it is very bright, very happy, and very exciting. It is a very simple website design, featuring an image of a main character from the film on each page - in this case Latika, played by actress Freida Pinto. The text is layered on top of the image, informing the reader with the information they want. The navigation around the site is very simple, making it user-friendly. This is, quite simply, and excellent design, and very appropriate for the film.

Here is a screenshot of the front page of promotional website for the film 'District 9' (Neill Blomkamp, 2009). To go to the official website, please click here. The main image on this website is of the desolate District 9. There is not much movement, or any particular subject within the image, meaning although it gives some information to the consumer, it isn't really very interesting. However, it does show the consumer what District 9 looks like, and show how dirty and desolate it has become. The navigation for the website looks relatively simple; as the consumer moves the mouse, the page moves with it to give the consumer a view of District 9. It is important to note that the institutions and the film's certificate is displayed on this page, and strangely above hyperlinks to other promotional websites; usually, this sort of information is placed at the bottom of the page, to stop the page from looking untidy. The hyperlinks on the page will take the reader to pages with further information. I don't think this would be an excellent template to base my own website design on, as it would be very difficult to create such an advanced template. Nevertheless, it is an excellent website for that production.

Here is a screenshot of the front page of promotional website for the film 'Aeon Flux' (Karyn Kusama, 2005). To go to the official website, please click here. This website features Charlize Theron as the character Aeon Flux as the main focus of this front page. She is in the recognisable costume for the character, and is reaching for her gun, which, again, is in line with the narrative of the production. The background features the city Bregna, as shown in the film. The navigation options are displayed to the left of the page, with information promoting the film's DVD taking the centre of the page. The film is quite dark but futuristic, and I believe that the construction and presentation of this webpage well represents this. This webpage gives the consumer all the options and information they could need making it good for the production.

Here is a screenshot of the 'About The Film' page of promotional website for the film '2012' (Roland Emmerich, 2009). To go to the official website, please click here. This website, similarly to the others shown above, is again a very simple design, very user-friendly, yet still gives the reader all the information they could want. The picture shows the plane used in the film, which those who have seen the production will recognise. The layout and navigation is very simple, with all the controls to the top of the page. All of the images displayed as backgrounds to the pages are of the destruction and carnage caused by the fictional natural disasters, which is consistent with the theme of the film. Moreover, features such as the film's logo are present, which is an absolute necessity. I think that this type of webpage, with the simple navigation options and layout, would make an excellent template for my own production.

Photographic Storyboard

Here is my completed photographic storyboard. Th images are cropped screen shots of the storyboard. I have used my drawn storyboard to direct the photographs taken. These photographs represent the shots planned for the production; however, actual shots may differ to those shown. Moreover, I have used the same actors throughout the storyboard, even though they represent different characters, and a different cast will be used for the actual production.

Copyright, Designs, and Patents Act 1988

I have personally researched the UK Copyright act, in regards to the frankly pathetic rules put in place by OCR which restricts the use of copyrighted music within our coursework production. I found the following information from this official website.

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Education -
32 Things done for purposes of instruction or examination

(1) Copyright in a literary, dramatic, musical or artistic work is not infringed by its being copied in the course of instruction or of preparation for instruction, provided the copying—
(a) is done by a person giving or receiving instruction, and
(b) is not by means of a reprographic process.

(2) Copyright in a sound recording, film, broadcast or cable programme is not infringed by its being copied by making a film or film sound-track in the course of instruction, or of preparation for instruction, in the making of films or film sound-tracks, provided the copying is done by a person giving or receiving instruction.

(3) Copyright is not infringed by anything done for the purposes of an examination by way of setting the questions, communicating the questions to the candidates or answering the questions.

(4) Subsection (3) does not extend to the making of a reprographic copy of a musical work for use by an examination candidate in performing the work.

(5) Where a copy which would otherwise be an infringing copy is made in accordance with this section but is subsequently dealt with, it shall be treated as an infringing copy for the purpose of that dealing, and if that dealing infringes copyright for all subsequent purposes.
For this purpose “dealt with” means sold or let for hire or offered or exposed for sale or hire.

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This official UK copyright act clearly states that the use of copyrighted materials, such as music, is not applicable to those using the copyrighted material for educational purposes - aka, constructing a professional-looking Media production for educational purposes. The materials Media students need are digital, meaning no reprography would be used in the use of these materials. Moreover, the finished product is not being used for any business or profit-making organisation, which further allows the use of copyrighted materials in this instance.

OCR have asked Media students to create a realistic- and professional-looking production to submit as coursework. One of the most important factors in ensuring the production is well-constructed, and creates the atmosphere and demonstrates the message desired by the director, is through the music included in the production. Therefore, asking Media students - students who have shown an interest in film, magazine, and communications - to then create a piece of music which would successfully suit a Media production, is wrong. If we, as a group of students, were interested in the construction and understanding of music, we would have taken a Music course - in which I assume we would not be asked to shoot a music video to fit our music.

In order to create the soundtrack we want as a part of our product, to create the atmosphere we desired in pre-production, we would need years of music training, skills in multiple musical instruments, access to a recording studio, an orchestra, and a ridiculous amount of money. Fortunately, the copyright law allows students to use copyrighted music for educational purposes in the creation of film. Unfortunately, OCR have disregarded this important fact, to further burden their students with an almost impossible task.

Moreover, I can't think of any directors within the film industry which both direct the entire film product, and create a soundtrack which would fit with the film. Danny Boyle, director of hit 2009 feel-good success, 'Slumdog Millionaire'? No. World famous and successful science-fiction director George Lucas? No. How about the incredible Steven Spielberg? Also no. The directors of these successful films hire those who have extensive knowledge in music, to create the perfect soundtrack to an excellently constructed production.

Without an appropriate soundtrack, the best production in the world would be pathetic. Indeed, it seems OCR would rather we, as successful Media students, don't make use of the materials already created which would fit our production perfectly - even though the Law itself states that this is acceptable for educational purposes. Instead, we will put effort in and do our best to create an excellent production, before then attempting to create an appropriate soundtrack, which will probably lower the overall standard of the finished product.


COMMENT. BEAUCHAMPS MEDIA SAID:

I fully appreciate your frustration and share your concerns Luke. However, the fact remains, as previously stated, that if the examiner wants to examine your production using public file sharing networks and the sound has been removed by an outside agent due to THEIR interpretation of copyright rules, your production will inevitably lose marks for being silent. Since it would have music if you had followed the recommended guidelines, that will be seen as your responsibility and choice and you will be marked accordingly. Harsh but true.

Locations

The main events of the teaser trailer - the television, the kitchen, the hostage, etc. - will take place in a house, in an undisclosed location. I will not include an establishing wide shot to show the location of the house, but all interior shots; I want the audience to focus on the events of the trailer, rather than the location. The filming will take place in a living room, then as the female walks into the kitchen a hallway, before shooting in the kitchen. The house I have decided to film in is very modern, with a warm and welcoming feel to it - which contradicts the actions taking place there. Everything will be neat and tidy, with all the misé-en-scene showing the audience more about the lead female character who lives there.
      In contrast, throughout the remainder of the teaser trailer, all the shots will be exterior, although again no exciting or intriguing locations will be shown - I want the audience to focus on the action rather than the location. Moreover, these shots are so short, that an establishing wide shot, instead of a shot which adds to the intrigue and enigma of the over trailer, could be considered a waste of a shot. But the locations will reflect the action, and add to the atmosphere that the action is presenting. For example, roads will be used to shot the car and motorbike scenes, and I will use a large field for the kissing scene. I have decided to use a large field to show isolation with the couple, and add to the romantic feel of the shots. Although I am using a large field for the kiss scene, two of the three shots I will use will be mid- or close-up shots, to show the audience the love between the couple.


COMMENT: BEAUCHAMPS MEDIA SAID-
I like the way you are creating a claustrophobic atmosphere with a wealth of interior shots Luke and the way that your non-specific location brings a universality to the theme. Perhaps a google earth jump shot would make an interesting feature to emphasise that this could be any house in the world...

Costumes

Female
Main: Red sport trousers / shorts; black vest top.

Fighting: Red top, under black leather jacket. Black trousers / dark jeans.

Field: White summer dress.

Male characters:
Main: Smart casual: Shirt, jeans, suit jacket, shoes.

Fighting: Grey top, black jacket, jeans.

Field: Vest top / t-shirt, combat shorts, low-top cons.

After having watched and analysed many different teaser trailers, and whole productions, which include characters similar to those in my own production, I have decided that these clothes would be best suitable for them in the situations they would be facing. The female character is a positive representation of the physical and emotional strength woman can have, and the clothes reflect this; being sporty when necessary, yet elegant and beautiful at others. Moreover, the males' clothes are much more simply, casual, and everyday.


COMMENT: BEAUCHAMPS MEDIA SAID -
Good ideas for costumes but perhaps some more character could be added with specific accessories, watch, chain, necklace, hair bow etc. At the moment they are very general and a bit vague; a few signifiers might be interesting – think Electra with the red leather and the use of a chain...

Storyboard - Drawn

Shooting Script

Shot #	Shot Description	Audio and Dialogue
1	Graphic shot of institutions.	-
2	MS of newsreader talking at desk.	"...for the last time this year. Now back to our main story, Daniel Woods has gone missing from a party in central London, where he was out celebrating with friends. Police are not involved, and a search is being conducted. It is feared that..."
3	Slow reverse zoom away from television, to CU of using the remote control to turn off the television, to a low MCU tracking shot of feet walking (towards camera), to a CU of hand switching on a light, to a LS, to a MS, to a CU of character drinking a glass of water.	Feet walking on a floor; cupboard opening; tap running; etc.
4	CU of glass being put down on the side.	Diegetic noises of glass being put down.
5	CU of gun being taken out of female's trousers.	Diegetic noises.
6	CU of fingers holding the trigger, before camera quickly pans left.	Diegetic - breathing etc.
7	OTS, behind a person, looking at the female holding the gun.	-
8	OTS, now behind the female's left shoulder, pan over the right shoulder, then TS-FS, with the female on the left, and the male hostage on the right.	Intense, non-diegetic atmospheric bass swelling begins.
9	CU of hand lowering helmet visor.	Non-diegetic: Swelling continues, plus a beat as shot is shown.
10	OTS of hand revving motorbike engine.	Motorbike engine revs. Swelling noise continues. Beat as shot is shown.
11	CU of motorbike pulling away from camera.	Motorbike engine. Swelling noise continues. Beat as shot is shown.
12	ECU of male's eyes.	Swelling noise continues. Beat as shot is shown.
13	CU of female's head slammed against a brick wall.	Noise of head against wall. Swelling noise continues. Beat as shot is shown.
14	CU low shot of male being pushed to the floor by female.	Body hitting floor. Swelling noise continues. Beat as shot is shown.
15	LS of female walking away from body.	Footsteps. Swelling noise continues. Beat as shot is shown.
16	High angle long TS-FS, looking at female pointing the gun in the kitchen.	Swelling noise continues. Beat as shot is shown.
17	Low shot of car driving forwards towards camera.	Car engine driving. Swelling noise continues. Beat as shot is shown.
18	CU of hand changing gear in car.	Car engines driving. Swelling noise continues. Beat as shot is shown.
19	Low shot of car driving forwards over camera.	Car engine driving. Swelling noise continues. Beat as shot is shown.
20	Handheld ECU of gun. (Camera looking towards female.)	Swelling noise continues. Beat as shot is shown.
21	Low shot CU tilt of female laying on grass.	Swelling noise continues. Beat as shot is shown.
22	Handheld OTS CU of female face - looking at male.	Swelling noise continues. Beat as shot is shown.
23	Low LS of male kissing female on the grass.	Swelling noise continues. Beat as shot is shown.
24	CU of female's face.	Swelling noise continues. Beat as shot is shown.
25	Handheld CU of gun pushed against male's forehead, before camera pans to the left.	"Tell me what you know..." Swelling noise continues.
26	Graphic shot - 'It's time to face the truth...' fades into 'facethetruth.com'.	Male speaks (truthfully, whisper): "I don't know anything...". Swelling and beats stop.
27	CU of gun hitting male on head.	Gun hitting head. Swelling begins again suddenly - more intense than previously.
28	Low angle CU tilt of male falling from chair, towards camera.	Body hitting floor. Swelling noise continues.

COMMENT: BEAUCHAMPS MEDIA SAID –
Excellent work Luke, a full range of shot types, distances and angles, all used effectively to create meaning. Well done!

Shot List

1. -Graphic shot of institutions.

Fade through black

2. -Mid shot of newsreader at desk talking.

Fade

3. -Slow reverse zoom away from television, to close-up of hand turning off television with remote control, to (as female gets up from sofa and walks) a low tracking shot of feet walking (towards camera; camera moving backwards), to close-up of hand switching on a light, to long shot (as character moves away from the camera), to mid shot (as camera continues movement towards her), then turn clockwise and move up for a close up of the character drinking a glass of water. This shot is all one fluid shot, where the camera follows the character, and shows the actions and the female character, but at the moment avoiding her face.

Cut

4. -Close-up of glass of water being put down on the side.

Cut

5. -Close-up of gun being taken out of female's trousers.

Cut

6. -Close-up of fingers holding the trigger, before the camera begins to quickly pan left (to see what the gun is aimed at).

Cut

7. -Over the shoulder shot, behind a person, looking at the female holding the gun.

Cut

8. -Over the shoulder shot, now behind the female's left shoulder (to keep the 180-degree rule), then pan to go over the right shoulder (to break the 180-degree rule), before moving the camera backwards to create a two-person shot, with the female on the left, and the male hostage on the right.

Fade through black

9. -Close-up of hand lowering helmet visor.

Fade through black

10. -Over the (right) shoulder shot of hand revving motorbike handle / engine.

Fade through black

11. -Close-up low shot of back motorbike wheel pulling away, driving to the left of the camera.

Fade through black

12. -Handheld close-up of male's eyes.

Fade through black

13. -Close up of female's head being slammed against a brick wall.

Fade through black

14. -Close up low shot of a male being pushed to the floor by the female.

Fade through black

15. -Low shot of female walking away from motionless body.

Fade through black

16. -High angle long two-person shot (in corner of kitchen) looking at the female pointing the gun at male.

Fade through black

17. -Low shot of car driving forwards towards camera.

Fade through black

18. -Close-up of hand changing gear of car.

Fade through black

19. -Low shot of car driving forwards over camera.

Fade through black

20. -Handheld close-up of gun (looking towards the female).

Fade through black

21. -Low close-up anti-clockwise tilt of female laying on grass with male.

Fade through black

22. -Handheld over the (right shoulder shot) of female looking from left eye to right of the male.

Fade through black

23. -Low long shot of male kissing female in the field.

Fade through black

24. -Close-up of female's face.

Cut

25. -Hand-held close-up of gun pushed against male's forehead, before camera pans to the left to see female - "Tell me what you know..."

Cut to black

26. -Male speaks: "I don't know anything..." Graphics appear on screen, 'It's time to face the truth', before fading into 'facethetruth.com'.

Cut

27. -Close-up of gun hitting male on head.

Cut

28. -Low angle tilt close-up of male falling from chair.

Cut black

COMMENT: BEAUCHAMPS MEDIA SAID –
Terrific vision and attention to detail; I can completely visualise your planned shooting. Very effective planning