Case Study: Broken

March 27th - Producer Dixie Linders came in to talk to us about British Film Broken

Broken Overview:
Director: Rufus Norris
Producers: Dixie Linders, Tally Garner, Nick Marston, Bill Kenwright
Screenplay: Mark O'Rowe
Cast: 
Tim Roth
Eloise Laurence
Cillian Murphy
Roray Kinnear
Zana Marjanovic,
Robert Emms
Bill Milner
Media Ownership:
BBC Films, BFI, Lipsync, Tax Credit and Bill 

Cross Media Convergence and Synergy:
Soundtrack - Damon Albarn worked on the music and the lead actress Eloise sung most of the songs in the film as she wants to become more of a singer then actress and her singing them gave a more personal touch to her character in the film, which set a more intermit tone between the audience and the character.  

Technology: 
Broken was shot in 35mm and then was ran through DCP so can be distributed digitally. Because the budget was small they shot on dated film which was close to expire to save money and was then ran through a DCP.   

Proliferation of Hardware and Content:
Broken is a small film and it can't really compete with the big block busters as much. To be honest I have never heard on the film until we had the talk. To compete with other films it is given a short run in cinemas and then see if it is worth to keep running. Actors like Tim Roth, help bring in a target audience and money. 

Technological Convergence
Broken was publicised through social networking sites, mainly Twitter. Stephen Fry is the biggest UK follower and he mentioned the film Broken on Twitter which had a big impact for its marketing. Damon Albarn helped with the music and on a opening at the Cannes festival the lead actress Eloise and Damon performed it, which created quite a crowd. Also using Blur's name it attracted attention from their fan base.



Targeting of Local and Global Audiences:
The target audience ended up being women in their 30's, because Tim Roth had one of the lead star role and was the biggest actor in the film. To promote the film globally it was announced on the Jonathan Ross Show, which gets a range of people within the audience. Performing a song which is in the film at Cannes with Damon pulling in crowds with the main star Eloise made a spectacle and definitely had an impact on the audience awareness.

3D Films and High Frame Rate

3D

What are the benefits of 3D films for audiences and producers?

There have been more 3D screen instalments in theatres. In 2005 there was 98 and in 2012 there was 43,000. This means audiences have easier access to 3D theatres. Some of the highest grossing films of 2012 ("The Avengers", "The Hobbit", "The Amazing Spider-man") were all available in 3D. In 2012, 9/15 of the top films were in 3D, making the box office produce the biggest projection yet with $10.8 million earning worldwide. 3D films are making money and it attracts people because its a different format to experience films. When 3D first came out it was revolutionary.   

What are the negatives?
1) Prices of tickets have gone up - $8.12 to $18.50 for a 3D ticket. People are less likely to go see a 3D film if it is expensive. 
2) 3D earnings has been on a slow decline since 2010, despite the earnings, although 50% of the films earnings are made on the opening weekend. 
3) Some people just don't like the 3D experience and think it's just a fad and prefer 2D.





HFR

What are the benefits of HFR films for audiences and producers?

 3D HFR creates new possibilities in content creation, which is of interest to those who make/distribute content content. Individuals and companies wanting to create content in HFR will need specialised equipment, and this will result in a new market opportunities. Theatres committed to projecting HFR productions will attract audiences not simply because of novelty, but because HFR is the highest quality digital projection available. There are distinct benefits to consumers providing feedback on how they wish to view content, and researchers improving the variety of viewing methods available.

The Reception from audience members on early HFR content has been mixed. The introduction of a new standard often needs a period of acclimation. At first, curiosity about what HFR looks like will drive audience numbers. If indeed HFR creates a more comfortable viewing experience. The film is more realistic when it is shot in 48 frames (twice as many as normal). You can also see things in the background in more detail when panning then just a hazy blur.

What are the negatives?
1) It's like being on a film set in person and all the magic is lost.
2) It's like being on a 4D ride where everything is seemingly fake
3) It looks like you are watching a soap drama like Eastenders, which looses the films flare.


HFR  & 3D film according to Working title Films?
Working Title have set to produce a 3D or HFR film. The idea of both have mixed views because there is a clash between technology and the artistic drive of directors who like to keep things classic. Still now some of their films like Anna Karenina was shot on film, so they still have a long way to go although some have been done via digital.

Cinema Exhibtors' Association Report

Why have attendances increased in cinemas?

"...first two months of the previous year had benefited 

from the extraordinary box office of Avatar, the increased level of cinema 

admissions during the same period in 2011 was all the more remarkable, 

with the UK film The King’s Speech enjoying exceptional success and going 

on to become the second largest film of the year. The months immediately 

following however saw a significant tailing off in audiences as they 

responded to good weather and a generally downbeat slate of films." - CEA Annual Report

The cinema attendance increased due to big blockbusters such as Avatar which was a new type of film of its kind, this boosted the admissions because it was unique and had such a good review and publicity. The Kings Speech also had the same affect, but it was because it was based on a true story and had a big impact on British people and their tradition. The quality has increased dramatically. The reason for attendances to go down it because of the spring and summer months where there is good weather and people decide to go outside instead. Even then, big blockbusters are released in the summer because children aren't at school.   

"Four of the top ten films at the UK box office were available in digital 3D, 

and while there were increasing signs during 2011 that audiences were 

becoming more discerning in which films they chose to see in that format, 

3D income still contributed almost a quarter of UK box office." - CEA Annual Report

The increase in audience is also affected by the definition. 3D has mixed views from audience goers but it still rakes in 1/4 of the box office. This suggests people want to see film in a different format, so HD, IMAX, HFR and 3D, because you can't get all these formats within your living room. Also screening TV shows like Strictly Come Dancing to make a event out of that.  

What is the DFP and the VPF?

 

DFP - Digital Funding Partnership

Established by the CEA to support small/medium sized cinema operators who wish to go digital and get off film. It costs 50k per screen to change it to DFP. Major distributors are unwilling to accept any lower standard, so the cinemas will lose the different types of films. There is no public support for them to help fund it. 

VPF - Virtual Print Fee

For the DFP to happen, you need to conclude a virtual print fee based funding agreement with XDC Digital Cinema. It is a sum of money paid to the cinema when a film is played on a VPF supported system on the release date of the film, (a 'tun'). The VPF is complex and it is very difficult to access for small, individual operators. So if a cinema plays enough first run films over the funding period, say 10 years, then it covers off about 75-80% of the equipment and finance costs. It is a good proposition for major, commercial operators e.g a national circuit. But what about second runs which are played in small cinemas? - they can't access it, so there are 'co-operative' of some 400 screens covering all types of independent owned cinemas. They are then collectively and in aggregate have sufficient first run programming (turns) to enter into the VPF deals on the same basis as major circuits. The DFP acts as a 'quasi circuit' and has fully financed deal with a third party whereby that party will receive sufficient VPFs to pay back all relevant costs. The strategic beauty is that all cinemas benefits no one loses. The scheme is supported and backed by all studios, major UK circuits, BFI and Minister of Culture.   

What may happen to those who don't use the DFP?

If a small cinema doesn't have the money to go digitally and if the plan is to go fully digitally by 2012, then those cinemas will not be able to get any of the new films, therefore loose money and eventually go bankrupt. You loose small independent cinemas who can't afford to get DFP, so you are left with the mainstream chain cinemas. 

Issues: 

- Competition for equipment and technical expertise for physical installations

- Space and facilities required in projection booth (e.g air con)

- Training and Mind set issues (I don't like digital)

- Loading and playing out content

- Security, unlock keys for encrypted content etc.

- Basically a complete new way of operating

What problems face 'alternative content'?

It would be expensive to rent screen rooms for other purposes and there would need to have forms filled in liability. I personally think the main problem would be that people/public would find it odd to adjust to the idea of using the cinema for more than just watching a film. I would assume that it wouldn't have that much of a impact straight away, because people are unaware you can do that and it hasn't been given it's own section in the cinema like films have. For example, we know what films are going on where but we don't know whether they are screenings of concerts, games or public work. One example which I have only now been aware of is Cinema City's renting of rooms for people to use to their own accord (This has been made free for BFI Academy members such as myself only recently, which is a rare opportunity). Any other content the BBFC must verify it so cinemas are reluctant to do it because of the cost. 

Hollywood Media Synergy

Hollywood has come up with several media synergy strategies, where different types of product are created and sold to promote the main text. Creating sequels to popular films is one form of media synergy that is repeatedly and commonly used by Hollywood. This is known as sequelization and is very important and effective. There are other convergent forms such as Attractions (theme park rides), soundtracks, novel tie-ins, video games and toys.

Hollywood are looking further and choosing to put more time, money and attention to developing and marketing the 'megafranchise' movies. This types of movies are big budget, with other conventions such as theme park rides, video games and toys. Individuals at the top of contemporary media are aware that every piece of media under the same brand name promotes every other piece of media under that same name (it's like a chain). This form of promotion can be described as constant media synergy where everything within the same franchise promotes everything else in that franchise.
 
These types of films rely on 4 elements (The four S's), Synergy, Sequelization, Story, Spectacle

Examples: 
Star Wars, Indiana Jones, Lord of the Rings, Jurassic Park, Shrek and Pirates of the Caribbean. All of these have 'megafranchise' features.

Synergy and Star Wars

What is Synergy?

Synergy is the promotion and sale of a product in all its versions if they are available. 

Film: 
Star Wars is an American epic space opera franchise centred on a film series created by George Lucas. The film series has spawned a media franchise outside the film series called the Expanded Universe including books, television series, computer and video games, and comic books. Star Wars is one of the biggest film franchises and one of the most famous. The box office has been successful even when it reached the 8th one, despite has probably decreased in quality.  

Star Wars: Release date(s)	May 25, 1977
Running time	125 minutes
Country	United States
Language	English
Budget	$11 million
Box office	$775,398,007 (Worldwide)

Clone Wars:
Release date(s)	August 15, 2008
Running time	98 minutes
Country	United States
Language	English
Budget	$8.5 million
Box office	$68,282,844

Games:

Star Wars has a ridiculous amount of games within their franchise. One of the most well-known is Lego who have also done other films such as Harry Potter. The purpose of the game is to be like the film, so if it wasn't branded by the film I think customers will see it as nothing special as wouldn't be as popular as it is presently. Games are available on all different platforms, Gameboy, Mobile, Nintendo DS, Playstation, Windows PC, Mac, Wii, Xbox360 , iOS... the list is endless.

Attractions:

In Disneyland Paris there is a Star Tour simulator ride, but it closed in 2012. Tokyo Disneyland's Star Tours closed on April 2, 2012, to make way for Star Tours: The Adventures Continue which will open in Spring 2013.

Soundtracks:
The soundtrack of star wars is one of the most famous soundtracks, even if you haven't seen the films you recognise the classic soundtrack. Click Here for Soundtrack It is also worth mentioning many parodies such as the one in Family Guy use the soundtrack when making parody episodes.

Toys:

Star Wars has a infinite range of toys, from collectibles to soft toys to Lego star ships. The range of toys is unbelievable and now that Disney has owned the rights to it, Disney can produce and manufacture tonnes for merchandise and games alike to make even more money from obsessive star war fans.

Media Ownership

1. What is horizontal and vertical integration in the media industry and can you provide an example?
Horizontal integration is where an organization develops by buying up competitors in the same section of the market, it is the absorption into a single firm of several firms involved in the same level of production and sharing resources at that level and allows companies to reach a wider audience. For Example: Disney buying the rights to Star Wars.

Vertical integration describes a style of management control. Vertically integrated companies in a supply chain are united through a common owner. The combination in one company of two or more stages of production normally operated by separate companies. It allows media organizations to make profit at every stage. For Example: News Corp owns the forests from which their newspapers are printed. 

2. What does Melody (1978) believe happens to the 'media market'?

Melody made a statement of, only 37 cities out of 1519 in the USA had two or more daily newspapers. By 2000 the number had decreased and the one-newspaper town had become the national norm. Fewer owners have control over more newspapers and their circulation, and most of the media have been absorbed by chain families. 

3. What does Neuman (1991) believe happens to media content? Why is it a problem for the audience?

What most people hear and see in the mass media is remarkably uniform in content and worldview. The media have a double relation to democracy. On the other hand, the emergence of a global information society is a powerful democratizing force and yet television and the other media tend to destroy the very public. Gidden calls is the democratising of the democracy'. 

4. What does Sterling think about the level of research?

"Surprisingly little research has been done- only margining more than we could draw on two decades ago. Too much is assumed or anecdotal, merely suggesting results from ownership changes'.

5. What does the media reproduce according to Gomery (2000)?

Gomery believes the marxist argument that the capitalist society controls the media and tells people with less power what to do and where to stay.  It makes out that if you believe the message of keeping you in your place. Therefore people keep paying money to see their films. It persuades the people not to question or challenge the capitalist the society.  

6. The media industry and corporate power form a powerful cartel. What does it do to local cultures (Mier)?

Corporate power creates a powerful cartel which in turn encourages the spread of certain values. There are strong incentives for the displacement of the public with commercial infotainment. This strengthens a conservative 'common sense' view of th eworld eroding local cultures.

7. How have media corporations influenced the law? What impact does this have on new businesses entering the market?

The largest media giants have achieved alarming success in writing the media laws and regulations to favor the interests of their corporation rather than the interests of the general public. They are more selfish when it comes to marketing, they market their needs before the publics needs. 

8. What issue does convergence pose for media ownership?
In Europe and the USA, many cross-media ownership rules have been relaxed or have gone completely. Convergence widen the audience range and could possible have positive impacts towards the owners of the modal product. Media owners are keen to advertise the advantages of horizontal, vertical, diagonal and international concentration. 


9. What does the FCC believe about program diversity?
The Federal Communications Commission once believed that programming diversification was necessary to maximize public service. It was argued that the number of independent broadcasters, the greater the chances for achieving the desired diversity.  

Crowd Funding

Crowd Funding is the contribution of individualls who network and give money, usually through the Internet, to support efforts initiated by other people/organisations in this case independent film makers. 

How might crowd funding affect the 'big six'?

Crowd funding for independent film makers through sites like Indiegogo and Kickstarter is a cheaper way to get funding which is donated by the public and those looking to invest a small amount of money. For just $25, investors can score a spot within the opening credits of a film and behind the scenes access. Where as bigger films which you'd get from the 'big six' would need to raise $400,000 just for a story reel. Both types are contradictory but it doesn't really affect the big six badly because they have a big section of funding and to the majority of the public independent film makers are practically invisible. 

Do you think this method of film financing will allow creativity to flourish or will it reduce the overall quality of film making as an art form?

I don't think it will ruin creativity at all. Film making is about the story idea and how you can interpret and bring the story to life. Money only restricts you to things such as special effects, CGI and really expensive props which you might/won't have the funds for. If a film doesn't get enough funding in this way then it can't get certain resources, but that shouldn't matter as long as the story is well research, thought out and worthy enough to be put in screen. A bad film usually is a bad film because of the bad story line, sometimes its not about the special effects or CGI. Some of the best films which people still love today and errors in them, but we don't care about those because the creativity is enticing. Any reasonably old film in the 1900's can show that as some old films are the classics. 

How can a crowdfunded film appeal to global and local audiences?

Crowd funding is mostly over the Internet, everyone lives on the Internet and we are all technology dependent. It is easier to fund a film and cheaper because you can do it online. You can easily view a Canadian film from you laptop as you can a Japanese one. Films can be shared online so others can see what they are funding and if a local film is advertised in this way then it could bring local businesses as investors and improve community spirit.  

Example:

The BackSeat Driver project is on Indiegogo and it is crowd funded. 

What is the story? (Taken from the link)

A frantic phone call...

...wakens Mickey Mueller.  Through tears, her little sister chokes out "the wedding planners skipped town... nothings set up for this weekend... the rehearsal dinner's tonight... HELP ME!"
Mickey springs into action.  She calls a cab, and quickly sets up a command post from the back seat as she heads for the airport -- stopping along the way to pick up wedding essentials her ever-present "playbook" reminds her she needs.  Can she pull it off with the help of her office staff, her dad, and her cabdriver Munir, who's got a lot more to offer than he lets on? Will the motorcycle patrolman that pulls them over cite them, or let them off with a warning? Will she keep cancelling flights until she runs out of planes?
It's a road picture in one city, with stops and star cameos along the way.

The film hasn't met its donation target. This only help prove that Crowd funding isn't a threat to the Big Six. It is in the early stages of development and is only a new idea which no one really knows about or understands yet. It could take off but there isn't any publicity or awareness of crowd funding. It is a crowd funded and people will be reluctant to give money to films which might be like other films.  

Working Title Visit

On Thursday 28th February Reepham College had a great opportunity to visit Working Title and have a talk with some people who work in the industry.

Charlotte, Tilly and Tristan - Internship
Tilly was on the program Action! which is a one year program. They choose 3 people one goes to developing, runner and production. They also talked about their own personal roles in Working Title and processes which they knew about.  
Tristan had worked on Skyfall and went to another country to film the beginning sequence on the train. It was very different because it was in a different language and there were 1000's of extras. He also spent 5 months working on Batman: The Dark Knight Rises. 

Development:
In development it is the whole process from the original idea to the screening. The Development process varies depending on what film it is. Anna Karenina took a very short time into comparison to other films like Les Miserables.  Marketing had its own department next to development, they aren't they same department. Development needs to have loads of conversations between colleagues because their will be constant difficulties. 
Amelia Granger is in film development. To come up with ideas for a film you use resources to such as magazines, books, thinking process and meetings with writers and directors

Assistant Director:
The Assistant Director is there from production to on set and the communication between each individual group is handled by them. They get to see everything on set. Things will nearly always go wrong so contingency plans are needed and you need to think on your feet. 

Adaption:
Adaption is hard and takes a long time if you are going from book straight to film. With Anna Karenina it wasn't the case because they used a fair bit of the screen play. Twilight was a surprise to have taken off, but it is thought it has because of the actors chosen. Anna Karenina was out of copyright and Working Title knew previous adaptions could be improved. Tom Stoppard is a screen writer who did Warhorse and Shakespeare in love, worked on Anna Karenina. In the adaption they focused on Anna Karenina's story and Leverd's, so they removed a lot of the content and put more in.     

Tristan suggested The Knowledge if looking for places to go and get experience.

Production and Anna Karenina:
Production focuses on schedule and budget. For Anna Karenina Universal gave a certain amount of money. The money they were given wasn't enough for the original plan. To film in Russia like they originally wanted to was too expensive. When they came up with the idea of filming it all in a theatre it saved a lot of money. They filmed in one place in Russia, Kizzy. It was -40 and many of the crew got frost bite and equipment broke. Offices are given scripts to breakdown and analyse the script to be able to identify the locations and actors needed to then work out rough budget for filming. When the set was built they would have a portable office built nearby. Anna Karenina was expensive in the Mise en Scene, because it is a period piece. So props, costume and makeup had to be considered. One of the visual effect techniques was to put a Dior stocking over the lens for a soft effect focus and it was shot on film. They used as many resources as possible. 1 million feet worth of film was used on Les Miserables.

Audience for Anna Karenina:
The target audience was aimed at those in the upmarket class with a literature background. The audience is similar to Pride and Prejudice.

Investors: 
Investors have little input to be honest. They are sent a casting list, concept designs and given a general overview, they don't have full control. The studio focus more behind the decisions. Other production companies working with Working Title compromise and it is generally a satisfying process with very little disagreements.

Special Effects:
Visual effects crashed and businesses are shutting down or reducing their employee numbers. It is described as a famine or feast situation, whereby either all films want a lot of visual effects or not. It took off around when Avatar was out causing businesses to expand but now the demand isn't keeping isn't as high. Businesses are downscaling and freelances are being made. It is hard to predict what will happen as it fluctuates. The prices were sky high but now dropping, it is incredibly competitive.

Editing:
The editor puts in a rough cut with every scene in it and everyone watches a screening of it. Les Mis when first screened was 4 hours long at first. Afterwards they would talk about it and visual effects come in and decisions are made. Once the director has delievered his cut it is a lock cut and no more is done.

Film and Digitial:
Film was still being used until 4-5 years ago when Avatar was released. Film doesn't wear well and now doing it digitially is much easier. Now on a hard drive the cost savings have been huge. The digitial age is cheaper and easier.

Advice:
Always take creative risks. If you don't take risks your not doing your job properely, because all films have taken creative risks. A big actor = a big bullseye but it's nice to level it out and have a mix of new actors aswell.

What are the problems with 'Big' media?

Broadcasters make billions in profits while using while using public airways for free, they are supposed to provide programming that fulfil community needs. Instead, lobbyists have successfully fought to make it easier for broadcast companies to gobble up even more free airspace. No diversity so we get the same coverage with no depth and which also makes the media a lot easier to control and manipulate. It is too commercial It is all about what the audience wants not the stories of the day.

Is British Film dead?

British film is dead and has been for the last 30 years. The US has become dominant when it comes to making films. It is generally cheaper to film in the US then in the UK (30% cheaper). Funding from foreign films with grants and the lottery cash doesn't help the UK BFI in any way.

The US is favoured because its cheaper and the film industry there is thriving along with the fact back in 1988 nobody cared where you filmed.

G322B: Audiences and Institutions

1) Do you agree with Stewart's point regarding self-determination of audiences? Consider your own media consumption habits and the research you conducted regarding UK cinema audiences using the BFI Statistical Yearbook.
It is important when it comes to cultural and social fads in people because that does determine the size of audiences for films. I will go see a film if it fits my own personal criteria and if its linked to either Marvel or DC I will want to see it. Fantasy as it is my favourite genre, I am more likely to see those type of films. So regarding Stewart's suggestion, I think the popularity of the film depends on if that genre is popular at the time, for example the vampire stage with twilight, true blood, vampire diaries etc.

2) Hall's idea about audience positioning identifies three ways that audiences can respond to texts. Using your three case studies, identify a preferred, negotiated and oppositional reading and  explain your own reasons for each case study.
I do agree with the idea that audience members can interpret different meanings from a film or TV program, especially in soap operas. I will watch a soap and hate certain characters but still watch it because I like it (Negotiated Readings). When it comes to film some people won't watch a film because of certain actors but they might go to see it because of the director. For example I won't go see a film with Kirsten Stewart in it because Twilight was so awful and she can't act (oppositional). 

Case Studies
Life of Pi - I would be reluctant to watch it because the story line seems too simple and boring, and I feel the only reason it was made was to work on visual effects. (Oppositional)
Avengers - This would be preferred because I love the Avenger films such as Captain America, Iron Man and so on. This is the first 'big' film in the Marvel franchise.
Hobbit - At first I had negotiated readings towards the Hobbit, because I hadn't seen Lord of the Rings, but then once viewing it my reading changed to Preferred.

3) a) How can gender effect how you respond to a text?
Females prefer story line with more of a narrative then full blown action. Females will care for more of a narrative involving relationships and things related to current affairs. Males on the other had are expected to focus more on the action side, this was evident in the BFI Stats when the film males mostly watched in 2011 were films like Captain America and Die Hard. 

b) Why would you choose to go to the cinema as opposed to watching a film at home?
I like to go to the cinema to get out of the house and go out with friends to socialise. It is also a opportunity to see a film before it comes out on DVD, and to feel the cinema experience. The cinema experience of the Hobbit was amazing, because it was so dark and on a big screen. It was more effective then if you watched it on your TV at home.

c) Can you think of a text where you gained 'cultural knowledge' which shaped your expectations? Was that part of the reason why you chose and enjoyed that text?
I think generally in TV shows where the places are based and set in well known areas does set up what you think it must be like, usually they are correct but it can also be misleading. I can't think of a text which has had that effect on me.

4) How do converged websites apply to Gauntlett's idea of a 'pick and mix' audience?
Convergences allows the audience to connect with the film in more than one way. It boosts their awareness and in turn increases their fan base. Audiences may be aware of these convergences and search for them in particular.  

5) To what extent do you believe in the effects model and the uses and gratifications model? 
I do agree that the cinema audience is more active then passive, because if you go see a film and decided you didn't like it you would then tell your friends that is was awful and if it was pure rubbish then possible complaints would be put forward and vice-versa, but this seems more common in TV programs. As we develop as a country we rely on technology and use media more everyday. If you consider the pick and mix idea and convergences, as well as giving a film more publicity and overall awareness, if it was the reverse then their could be devastating effects. People are more in control of the media then the media is in control of them.

6) Mcquail believes audiences use texts for four different reasons. Can you identify these features in the marketing materials from your case studies?

1) Entertainment and diversion - To escape the pressures of everyday life films are put onto screen in cinemas for people to escape from their normal routine and to enjoy themselves. Premiers of the film which marketeers publicise and screen on TV allow people to take time out and enjoy something they are interested in or would like to watch. One explain is the Hobbit Premier live stream from New Zealand. The live stream was available on the Internet and people all over the world to access it.  

2) Personal relationships - With all films there is always a chance to talk about it with another whether its a positive or negative response to it. The online convergences such as twitter skins, facebook covers and the interactive activities can be shared around between friends and it will occasionally be used in social interaction, for example James Bond. Also going to the cinema to see the film with friends is the biggest form of social interaction and having a social life.

3) Personal Identity - Sticking with James Bond, people can imagine what their life would be like if they were a secret agent for the British Secret Service. Children who are influenced by James bond then fantasise about being a spy when they are older. It also links in with No. 4.This is the same with the Avengers, people like the idea of having superpowers even if they aren't aware of the avengers. The idea to people to be different in a supernatural way is incredibly cool. Who wouldn't want to be Iron Man or at least have some aspect of his life?

4) Information/education -  Every film has some sort of connection to the big wide world because the creators had some influence from current events. In life of Pi, it is clearly evident that they show the improvements in special effects and technology. James Bond on the other hand gives you an idea of what it is like to be part of the government and how the British government works.
7) What is the audience fragmentation? How has it changed the composition of audiences and the texts that are available to them? Has the Internet influenced this in anyway?
Audience fragmentation is a phrase which focuses on the way people engage with media, and it shows how the idea of audience in the digital ears is changing. It relates to convergence, user-created content and social networking which have transformed. This causes a problem because if more people are likely to see trailers online then on TV, so it questions "what is the point in having a advert which hardly anyone will see, if they see it online?" It challenges whether is it worth paying money for it to be on TV when little will see it compared to the online population. Less of their target audience will be watching. However it is causing smaller groups to come together. There are less big-budget, blockbusters now and more films are aimed at promoting a 'cult' audience.

8) What is the 'push' and 'pull' media? How has the Internet shaped audience behaviour in relation to 'pull' media?

Push Media - where producers push films at the audience and we receive and consume passively
 Pull Media - where the audience decide what they want to do with the media and access it in the way that suits them.  Regarding pull media, the Internet has gotten a vast amount of illegal downloading which is now being automatically removed from Youtube and more people are now taking action. The idea of pull media and the growth of it makes people consider going down this road because the decide when they want it and how they get it. The Internet is growing with new technology and systems which widen the different types of programs and software you can download and purchase. Internet helps people be more aggressive with pull media.    

Comment on the technical features in the opening of Anna Karenina?

In the opening of Anna Karenina it plays dated style music which sets the century of what the film may be dated in which is the 1700's. It also has the house style the typical Russian music. So already we know the story is based in Russia and is a period piece. The opening action shots are played out like a theatre production, with different rooms being changed by a simple change of background. This can be interpreted in two ways, the story line is focused around theatre or it relates it the fact it was a book which then turned into a play and is now a film, but it is the latter.

As the opening progresses we are greeted by one of the male characters in the film as he sits down to have a shave. The way he is shaving is displayed is unusual and more theatrical. The barber has a red cloth which he waves around like he is a Spanish bull fighter before skillfully shaving his masters stubble in less than 10 seconds. The shot is close up on the characters face highlighting his interesting features. This could mean he is a master with high stature and importance. This is also shown by his clothing and his high level of tidiness and hygiene. We get the impression the main characters are not paupers but aristocrats. 

We are then introduced to Keira Knightley's character who is being dressed by her maid while reading a letter. Their is a extreme close up on her ring as it is fitted to emphasis the fact she is married. Once again she shows a upper class status and a possible link to the previous character. When she is fully dressed she is followed by the camera with a tracking shot and the scenery changes as if it was a play. It follows her suggesting she is the main character and because of her interaction with her husband and son the first part of the plot line is put into place. Her husband is shown as the head of the household which is a dominant 

When she says goodbye to her son their shadows are revealing their hiding places which could mean there are secrets yet to come.

Audience Construction: The Avengers

Age:
The certificate for the Avenger is PG-13. The film is aimed at pre-teens upwards. The violence and use of explosions wouldn't be suitable for any children younger as it might scare/disturb them. 

Gender:
Stereotypically males would be attracted to the Avengers because it has the concept of superheroes and a lot of action and violence. In the BFI stats says Captain America was male dominant in its audience with 78% being males and 22% being female. As Captain America is part of the Avengers then the audience gender balance will most likely be similar to Captain America statistics.   

NRS Social Grade: 
The social grade will be similar to that of the hobbit because the Avengers is part of the Marvel comic book series and has a fan base like Lord of the Rings does, except Marvel is science fiction not fantasy. It is expected that the social grade will vary A/B, B/C social grades, because the plot line of the film was formed by individual characters plot line and back story in their previous films. So you really needed to watch the individual films before hand.    

Characteristics and Values: 

The characteristics of the audience would be have a love for science fiction and the die-hard fans of the Marvel comic books would be definitely go see the film or have those qualities. Not all people would have gotten into the comic books but they would like the superhero concepts and the idea of having superpowers (I am part of that group).

For Merchandise and convergences it is pretty vast. For the Marvel franchise you can get anything on a shirt, mug or little nick-nacks (Captain America USB etc). All these characters are ionic in their own way.    

Audience Construction: Life of Pi

Age: 

The certificate of Life of Pi is a PG (parental guidance). From the trailers also the film is more about the visual effects and a nice story line. Life of Pi is a family film, this means the age range is approximately from children to grandparents. Because of the nice, thought out story line it would entice the older generation as well (From BFI stats people in the mid-forties onwards are going to the cinema more often then before).     

Gender:
This film is aimed at both male and females. It most likely swings more to the female side because of the colour and beauty of the visual effects, because males tend to dominate films with a lot of action and adventure. Life of Pi is a adventure film, but the type of action isn't the kind that appeals to males.  

NRS Social Grade: 

To compare Life of Pi to Stats from the BFI year book, Life of Pi would fit into the AB social grade. If I was to go by this, then the DE grade wouldn't find it appealing because it hasn't got a "simple" plot line. The way the social grade is portrayed is incredibly snobby. It could be viewed by those in the DE grade, but because of the quality of the film by BFI standards it would appeal to the AB grade.

Characteristics and Values:     
The audience of this film would enjoy and go for the visual effects which have been widely advertised. It would mainly pull in a family crowd and also the more mature section of the population. The visual effects is the main pull in for the audience because all print media advertisement focuses on that aspect.

From the official website it may be a family film, but not for youngsters. The merchandise and different convergences are aimed at young adults and teens. The convergence of the website talks about sharing "message in a bottle", facebook and twitter.    

In conclusion Life of Pi is aimed at the AB social grade and is a family film but isn't aimed at little children as much. The film is more about the visual experience then the plot line from the different advertising media. 

Audience Construction: The Hobbit

1)

The Hobbit: An unexpected Journey

Age:
The age range would be very wide, because it will appeal to both teenagers and adults. Those who grew up with Lord of the Rings would go see the Hobbit as it is the prequel to the trilogy. Lord of the rings has a massive fan base so the age range is wide. Even those who haven't seen the Lord the Rings might be attracted to it because of certain actors (Martin Freeman). This would pull in young people who might have watched the TV series Sherlock, for example: Me.

Gender: 
The Hobbit and Lord of the Rings fan base would be roughly equal in gender. From the content of fighting in the film and the on-going war it and the male dominant case would attract more males than females. Their is no romance in the Hobbit, but the fantasy aspect stereotypically attracts girls (the idea of fairies and elves etc). 

NRS Social Grade:

The film social grade for people to see the Hobbit would probably be in the AB, BC social grade. This is because the franchise of the LOTR and The hobbit is so big and well known it has gained status. It would also be in BC social group because for those lower class excessive LOTR, Hobbit fans.

Characteristics and Values:

The audience for the film would be probably huge Lord of the Rings fans, and probably part of the huge fan base it has. The extent of the fan base is huge, with its parodying of epic scenes in other TV shows, fan made trailers and music videos ('Trolling Sauronman'). Once all three Hobbit films are release I expect the fan base to become just as big, giving the audience certain values.
  

The convergence for the Hobbit has wallpapers, games, videos, gallery and 'Sneak Peak with Peter Jackson'. The variety of things available is huge, along with merchandise (The Hobbit Shop). The merchandise tends to be for both genders and any item of clothing comes in both male and female. The size of the fan base and the popularity of the film and its previous series all do the film justice of getting the right audience and the acknowledgement it deserves.