Evaluation Question 3

Evaluation Question 2

Evaluation Question 1

Evaluation Question 2 Script

I have written out my script for the second evaluation question. The script is split into sections to make sure I cover all areas.

How effective is the combination of your main products and ancillary texts?

To promote the product, all films would have specific marketing strategies and techniques to promote their film which helps with the distribution and exhibition process. Therefore, to help market and distribute my short film, I have created a promotional package to gain more audience awareness. This consisted of a short film review and poster which will be distributed online due to the low budget.

I needed to gather research in order to create this promotional package so I have looked at several short films and their marketing strategies, specifically the poster and review. From this, I analysed the features of each to make sure that my film poster and film review looked realistic and matched the generic codes and conventions.

Short film poster-codes and conventions

Short film posters are often released ahead of the film to create audience anticipation and shows key information which would often be used as a selling point to increase viewers. Furthermore, short film posters are used to hint at the narrative and portray the genre which adds to the excitement of the release. This would attract a certain target audience and also catch the eye of fans of that particular genre, overall, leading to more awareness.

I looked at several short film posters such as Panic Attack and Side Effects and found that they all had similar features. Typically, a short film poster would not have a distribution date because it would most likely be distributed online instead of in the cinema unlike large productions such as hollywood films. Instead, they will show where the film will be distributed, usually including a website link or through social media so viewers would know where they can watch it. This uses convergence as the viewer would move from one platform to the other, leading to the film online which could increase awareness of the film. Social media can also help gain a large audience as it is a wide media platform where information can circulate quickly.

Research

For example, the short film Logan released a film poster online which conforms to the typical layout of a short film poster. Centered directly at the bottom, there is the link which directs viewers to where they can watch the film. It is written in bold red to catch the viewer's attention. This is convergence so the viewer of the poster will move from the poster to online. The image and background suggests that the genre would be something of a thriller or horror which is depicted in the image of a man with blood on his clothes strapped to a chair. This gives off a sense of danger and violence which infers that the film is not suitable for children. The image of the man is a high angle shot so that audience cannot see his face. This creates a sense of curiosity as we do not know what he looks like. It conforms to the codes and conventions of a short film poster as the focus is not on the actor. This subverts from Richard Dyer's star theory as the actor is most likely not a well-known celebrity and so, it not used as a selling point. Furthermore, the name of the director is written in bold capitals at the top so it is noticeable. As the director is well known for producing films, the name at the top is used as a persuasion technique to encourage the public to watch the short film which can increase the number of views.

My decisions

For my short film poster, I have used a similar layout with the title and credits underneath the main image. The image I used was of a forest which has been manipulated to appear dark and gloomy. This sets off an ominous tone and suggests that the genre is a thriller. I did this to hopefully attract Thriller fans and target the young adult audience. Conforming to the codes and conventions of short film poster, the focus is not on the protagonists face; the protagonist is centred in the middle of the pathway with her back facing towards us so her face is not revealed. I did this to create a mysterious atmosphere as the audience does not know what she looks like or what she is looking at. This hopefully would leave the audience curious to watch the film, leading to a larger audience.

Outcome

Overall, I think that short film posters play a large part in the marketing and distribution process as it is an effective strategy to getting more awareness and creating anticipation for the film. The film poster should reflect on the narrative and genre of the actual film to aim at the chosen target audience, so in my case, tennager and young adults. Generally, short film posters try to get as much views as possible and adds to the excitement of the release.

Film review-codes and conventions

To give the audience an insight of what the film is about and how successful it is, I created a short film review to appear in the magazine Empire. Empire’s readers have a similar demographic to my short film so by publishing the film review in that magazine, it will be viewed my chosen target audience. This strategy could hopefully attract a larger audience and lead to more profit. To make sure my film review conforms to the codes and conventions, I researched into the structure of a film review and looked at the layout, specifically the layout and style of an Empire magazine. After looking through several Empire Magazines, I found that the layout and structure for the film reviews are all similar. Typically, an Empire film review consisted of a large image of a still from the film at the top and underneath is the tile in bold so that it is noticeable. The main body is done in columns in a less sophisticated language so it is easy to read. Moreover, the key information is included such as the director and cast. Often, to sum up the film it is rated out of five stars and has a verdict to conclude.

Research

For example, this is a film reivew for Capote. The content is split into four columns starting with key names and information of the film. The age rating is next to the title so readers know instantly if the film and article is suitable for them. It is then followed by a summary of the film and the main body. At the end, there is a verdict to sum up whether it is good or bad and the overall opinions. This review allows the audience to get an insight of what the film is about and whether it will appeal to them. There is also a small graph at the bottom showing the statistics which gives the reader a good understanding.

My decisions

My short film review uses the colours and layout of Capote’s film review to make sure it conforms to the codes and conventions. The main colour I have used is blue and I have used a simple and basic font so it is easy to read. The layout is also similar but is split in two two columns with a synopsis at the end so the audience can get a rough idea of the narrative. I have tried not to give too much away so that the viewers are left curious to find out what happens next. This exemplifies Barthe’s Enigma theory where there is something left unsolved to keep the audience interested. I have included a large image of the protagonist at the top with the title and star rating underneath in bold so it will stand out amongst the page. I subverted slightly from the typical Empire review because I put the star rating at the top instead of at the end. This is because I want readers to get an idea of the quality of the film and so it won’t raise expectations.

Outcome

To sum up what a short film review is for, it is basically a way for critics to express their opinions on the film and decide whether it is worthing watching. If a film is rated as very good it will likely lead to more views, overall leading to more profit so it is crucial that the film is good quality but should also reflect on the description in the text of the review so it will appeal to a larger audience and so the audience know what to expect. Therefore, a film review is also important in the marketing strategy to help distribution.

Overall outcome

The short film as well as the poster and review must work together to create one whole promotional package. Therefore, I have made sure that each piece clearly relates to that genre so show how each of them link together. I have set the tone by creating the film poster as quite dark and isolated which reflects on the actual film so that audience has a general idea of the narrative. It is also portrayed in the film review image where I have specifically chosen the image to be a still from the film. This makes sure that viewers know that it is the same film being advertised. I was careful not the make the poster too abstract or ambiguous otherwise viewers might get confused.

Furthermore, I have found that social media is a good way to circulate a piece of information as each platform has a large amount of users. Therefore, I have included on the poster the website link as well as the social media link so that there is convergence to lead the users online. This is also supported by the text in the film review saying where and when it was released so viewers have a good understanding of how to watch it.

I have made sure that all three pieces combine together by showing the production company to establish that the advertisements are for the same film. The production company logo is placed in the bottom corner of the film poster and is also in the key information area at the beginning of the review. This can clearly be identified at the beginning and the end of the film so the audience notices the institution.

Conclusion

In conclusion, creating a marketing strategy is very effective in supporting the distribution and exhibition process. It allows the film the get more awareness and makes sure it appeals to the target market to maximise an audience. My marketing strategy consisting of a film poster and review which I think were very successful. This is because I think that the film genre and target audience is clearly established which has helped target my chosen target audience. It also gives the audience a good understanding of what the film will be about and whether it will appeal to them.Therefore, I think that the ancillary texts were quite successful, making it an effective way of increase views and profit.

Feedback on Short Film

Feedback on Second Rough Cut

I wanted to make sure that my short film appealed to my chosen target audience so I some feedback from my classmates. I asked them to write down what they think went well and what I could improve on. 

• The positives of my short film was that the editing and sound was good. 
• The titles were effective
• I need to improve by lowering the volume of the leaves as it sounds too exaggerated.
• I could also pause the frame to show that a photo is being taken.

Captured: Rough Cut 2