Representations In Films

All films offer values to their audience, these values vary depending on the genre film although some values can be mutual in another genre.

Specific films genres offer reoccurring ideas in the action and narrative which are seen time after time in that genre.  

• Western Values include the conflict between good and evil. Good is commonly portrayed by cowboys and evil portrayed by native Americans terrorising towns with violent attacks. Territory; the on going battle to own the most land in the west. Pioneering; our aspiration as the human race to explore and discover more land and the final value is standing up for justice.   

• Gangster Values are usually centred round the sense of family the crimes that are being committed are seen as a family business. As an audience while watching the film we don't see the horrific criminality such as murders and interrogations as it is portrayed as justifiable. Gangster look after each other and  another values in this genre is loyalty. Competition is another value, gangster pride themselves on their families/gangs status and authority.

• Cop/Thriller. The cop genre tends to value the lone hero who stands alone and solely takes down the threat on society. The values in a cop genre are the certain qualities the character posses. These include intelligence, stamina and courage. 

• Superheroes are similar in which the value is one man or woman standing alone against masses of evil protecting the people. Superheroes have ultra egos as an average citizen or a tough past. i.e. Peter parker parents died when he was young, he was a geeky student who was bullied at high school until one day he was bitten by a venomous spider becoming Spider-man. This a value as it gives audiences the belief we have the potential to become superheroes running on top of buildings in lycra. Another values is that superheroes always have a love interest and often must decide between being a hero or protecting their lovers.   

For horrors the values are based on the victims biggest fears becoming reality. The paranoia/antagonist usually has unfinished business in the horror. In the conjuring Bathsheba is accused of being a witch, she tries to sacrifice her children to protect them from the devil and hangs herself in 1863 after cursing all who tried to take her land. Possessing and terrorising who ever lived in her house since. A final value in horrors is often the unexpected, brave hero who survives and overcomes it all, this is seen as a triumph by audiences.

Ideology is a collection of ideas. values or beliefs. Ideology is a powerful force. Hegemony is the assumptions, attitudes and expectations of a certain genre. This makes audiences see them seen as common sense and brain washes controlling audience's mind sets.

Dominant ideologies govern society, for example gender. In horrors the final girl usually has a unisex name e.g. Georgie from George or Sam from Samantha, thus making some affliction with males.

Through phallic appropriation a female character becomes musicalized from picking up a weapon e.g. a sledgehammer, gun, knife or chainsaw; tools stereotypically used by men. This suggests the final girl can only triumph by becoming a man.

The reason a girl is chosen over a male character to be the last surviving is because in the finale the character is showcasing complete abject fear. Audiences would reject a macho man whimpering for his life.

Therefore masculinity is still championed even though it is a female who survives last. This means the tradition gender role lives on and the hegemony remains.

Reflection

For my horror trailer I will try and replicate these conventions. I will have a female as the final character so that I can express her as completely terrified and fearful for her life because I fear my audience would reject it if I had a male in this role because of their beliefs that we should not see males crying on screen but it is completely acceptable for a female to and still be a hero whereas if a male did he would be seen as a loser. She will be seen as an unexpected hero because of social stereotypes concerning gender and women tend to be the heroes in horror e.g. Sidney in Saw.

She will be brunette and a bit of a tom boy wearing jeans rather than a pretty red dress making affliction with males. The male role in my trailer will be the Antagonist the reason for my choice relates to the ideology that males are dominant and in control in society and that women are vulnerable and weak alone without a man to protect them. However in the film we will see the female character challenge this and try to overcome it.

Secondary Audience Research

For my secondary research I used Pearl and Dean's business website for distributors as a source to investigate what specific audiences I will be aiming my film at. I looked at You're Next as it is based on the same horror/thriller genre as me and I used this film when researching genre in a previous post.

You're Next is compared to Drag Me To Hell. I can immediately rule out the under 14 age audience as they're are not old enough to view and therefore my film will not be child friendly. The highest distribution of age falls in the 15-24 category with a staggering 62%. As a result my objective will be based around maximises the appeal to the young adults and teens bracket. This means I should cast people who are of the same age so they can form a relationship with the audience.

The audience age percentage drops at 35-44 although it picks up at 45+ which suggests adults of all ages still op for horror films and the older generation are still interested in the blood, gore and action  rather than stereotypically a more gentle sophisticated film.

The gender percentage is split 50/50 and the social predominately middle class. Therefore I will not need to put emphasis on appealing to a specific audience for example the location. it can be filmed in a housing estate it need not be filmed in a extravagant mansion or a castle as the percentage of high class is 18% which otherwise would be unfeasible and impractical. For gender I will not need to use "girly" colours for the fonts of my prints because when it comes to horrors both genders are interested in the same terrifying conventions of a horror.  

Certificate 15 means no one under the age of 15 can see the film at the cinema or buy or rent a dvd rated 15. Certificate 18 means only adults can view, buy and rent the film.

Certificated 15 films could include the following:

strong violence

frequent strong language (e.g. 'f***').

portrayals of sexual activity

strong verbal references to sex

sexual nudity

brief scenes of sexual violence or verbal references to sexual violence

discriminatory language or behaviour

drug taking

http://www.bbfc.co.uk/what-classification/15

Unlike DMTH, You're Next is rated 18 because of it's strong bloody violence. 

Certificated 18 films are for adults only, they contain stronger issues such as: 

very strong violence

frequent strong language (eg 'f***') and/or very strong language (eg ‘c***’)

strong portrayals of sexual activity

scenes of sexual violence

strong horror

strong blood and gore

real sex (in some circumstances)

discriminatory language and behaviour

http://www.bbfc.co.uk/what-classification/18

Who are the BBFC and what do they do?

The BBFC which stands for British Board of Film Classification are a independent non government body who are in charge of certificating films in the UK which today is a legal requirement because of the statutory video recording act 2010. The BBFC have certificated films since 1912.

The BBFC must rate all films, short films and trailers before it can released to the public unless in rare circumstances where permission is given by a local authority where the work is being presented.

The BBFC would have to approve my work if I were to release my trailer in theatres. To release my trailer in cinemas it would cost me a minimum of £100 to submit my work to the BBFC.

History

The rating process can be very controversial. Members of the public complained in 2008 with the decision to award the Dark Knight with parenting complaining that the Violence in the Batman film was much too strong and argued the 12A rating was too lenient and inappropriate for children of that age.

Historically the BBFC have taken greater precautions for the

horror genre. In the late 1930s a H rating was introduced for horror films. Towards the end of the second world war horrors were banned as it was feared they would damage public morale and were not released till years later.   

Reflection

However I have got college restrictions which state that my film promotion cannot have:

• Sexual references
• Nudity
• Violence
• Weapons i.e. knives
• Reference to drugs
• Offensive and discriminative material   

As I cannot use these themes in college my film will therefore likely be rated 15.

Although some of these themes are vital to satisfy my horror genre so they must be subtle and lead audiences interpretations without displaying these themes and breaking the rules.

To overcome these restrictions I will for example as an alternative to violence I will use body language and facial expression to illustrate the fear of the victims being in the presence of the antagonist. And as a substitute to weapons I could for instance use gestures and camera angles to implement threats by the antagonist.  

So that my products is professional and would satisfy legal requirements I will use a black card shown at the start of all British films in the first 5 seconds of my trailer. I will add the title of my film to the black using Photoshop.

Ideas and Location Test Shots

On Wednesday I went to Middlesbrough to watch the conjuring. A part of the narrative I thought was effective and something similar I could replicate was the "clap hide n seek"

Sitting in a almost 'dead' Middlesbrough train station waiting for the train home the clicking in the station and the sudden acceleration of trains flying past releasing the built tension could be used as a location and it is modern and the audience can relate to it

Here I took some shots of Northallerton station on my phone as I walked home

I had an idea that I could have the antagonist disappear when the train goes past; It would obviously have to be faster being a trailer and would be whizzing past rather than stopping at the station and picking up.

Trailer Analysis

Trailer Analysis Reflection
I liked the intimacy in scream of the phone call between the slasher and Sidney. I may incorporate a phone call to introduce the victim, it is effective because the audience and the victim don't where the antagonist is and the husky voice is particularly spine chilling. Like Sidney I plan to have a female hero rather than a male, Robert Neville. she will most likely be brunette and will challenge the antagonist the most and try to overcome him/her. I wont have a big enough cast like scream to have the high school kids discussing the mystery amongst each other so I will use the inter titles to describe the narrative and tease the audience. As the narrative develops I too will increase the editing speed like I am Legend and Scream.

I will have the antagonist playing a part throughout the trailer rather than I am Legend when the antagonist is not even shown but less than scream where the slasher is seen often, it is important I get the right balance. I want the antagonist to manipulate the narrative throughout but only revealing him/her in snippets and not until the very end to keep the audience enticed.The representation I plan to use is teenagers because my biggest audience will be the 16-25 year old bracket. I will try to incorporate the naivety of teenager and vulnerability like Scream. I plan to portray my cast as star profiles like Will Smith in I am Legend I will do this by showcasing them in close ups on film magazines and poster using them as a USP.

I hope to create the building of a mystery in the narrative which is vital  for a horror. In I am Legend it was why was the human race practically none existent and dead on once the busiest city in the world or in scream the identity of the ruthless slasher. I will also  use conventions of horrors such as dark lighting and erry music. I will now put more thought into the cinematography to show the dominance of the antagonist and the vulnerability of their victims. I will use pan shots such as the aftermath of new York in I am legend to illustrate the mood to the audience and I will use close ups to illustrate characters emotions.

Genre Research

Genre Research Reflection

For the casting of the film trailer I want to have around four characters. I want to create a weak vulnerable blonde female character, one or two male characters and an intelligent strong minded brunette. I will have only one antagonist unlike YN where there were 4 as I want a more intense and intermit relationship with his victims in seeking his/her personal revenge.
 
In terms of location the horror genre is ideal for someone like me who does not have a budget as the trailer could be filmed in a run down location, outside in the country or even in my or a friend's own home.  If I did film inside I would plan to use low key lighting to create unfamiliar shadows to add effect.
 
For the costume and props I am serious considering masking my antagonists as buying a mask will be not be bank busting and has huge marketing values. The mask can be the face of the film appearing on magazines and posters and a catalyst in creating a fan base. However I am not allowed to use weapons.
 
The sound is probably the most important element in creating a successful horror trailer. I wish to replicate the uneasy eery sounds that built suspense in the YN trailer and use sudden crashes to frighten  the viewer. I also will heighten the sounds of usual quiet sounds such as heartbeats to create immense tension.

Print Analysis

Empire - I am Legend Cover

 

The white and red work in unison to create a sharp eye catching cover and the colour choice represent the conventions of horror as red represents blood and the white connotes ghosts and the supernatural.

The title of the films stands off the page as it is positioned on the left across the middle of the page; Readers become drawn to it because of the font's fade of colour and texture this is an effective choice as it not only connotes the spookiness of the genre but emphasises the word "legend". This makes the film seems highly significant and draws readers into buying the magazine.

 

The bold and red to white text ratio makes the cover easier to read and makes the best features of the magazine stand out more attracting readers. The text It is slanted reflecting on Will Smith's uneasy feeling of not knowing what is lurking in the darkness and ghostly mist. The barcode signifies the professionalism of the magazine however it is placed at the bottom of the page as it is of the least interest to readers.

 

The white fumes intoxicate the sub headings and create a ghostly atmosphere for the magazine. The white glow behind Will Smith looks like a full moon which in horrors are associated with the transformation of humans into supernatural beasts. Will Smith is consumed in a black leather jacket and is holding a gun which suggests his character is a strong resilient character moreover it connotes that the film is action packed. He is positioned high in the frame to signify his authority however the terrified look on his face illustrates to audiences it is a horror/thriller.

 

I am Legend Poster

 

It is clear that Will Smith is the star persona as it is only his name on the poster and he is being used as the main attraction to audiences. He is placed large in the foreground in a wide open frame suggesting that he is losing hope. Will Smith is however positioned on the right which goes against media conventions as heroes are usually positioned on the left this may be due to the troubling situation he finds himself in. There is a clear brown and yellow colour scheme representing the decline and decay of the world Will's character is living in. Audiences are instantly drawn to the title of the film as the white typography stands off the black background.  

 

Where the movie is set can easily be identified as we can see the empire state building. This and other sky scrappers have biological hazard symbols on them suggesting the spread of a pandemic. We are left with an enigma as he is the only human alive however he is not alone this suggests something supernatural is out there. This statement is reinforced by the abandoned streets of Manhattan, overgrown plants and over turned cars signifying the near extinction of humanity. 

 

 Entertainment Weekly Scream Cover  

 

The white masthead and subheadings contrasts with the darkness and evil presented on the page and therefore is easily readable. The black of the slasher connotes the mystery and the red signifies the blood of the victims. Together they signifies the mystery around the murders and the killer's true identity. The title of the film is presented fairly small and at the right bottom of the page this may be because the image of the scream is enough brand identity for the film to be recognisable amongst audiences. Unlike Empire magazine where the subtitles are curved around the image of Will Smith. Whereas the subtitles of entertainment are pushed into the corners away from the slasher. This connotes the presence of the slashes causes people to perish and hide in fear.

 

The subtitles also mention the most successful actors and actresses who have starred in scream. This attracts fans of the cast as well as those of the franchise. Scream 4 is a stereotypical horror as the antagonists identity is hidden by the iconic scream mask .The eyes and mouth are dark and appear to lifeless suggesting the scream is soulless. The mystery of the masked killer creates suspense for the audience pleasure when trying to guess who the antagonist is. This tends to be revealed at the climax of the films.

 

Scream 4 Poster

 

 

 

The black background allows everything on the poster to stand out the black represents the evilness of the antagonist and mystery of who is behind the mask it also follows the conventions that horrors are known to be filmed when it is dark as murderers stereotypically strike at night. The white colour of the mask glows on top of the black; the white is ghost like and connotes a supernatural feel. The white however goes against conventions as white is usually associated with the pure and innocent whereas as the slasher could not be further from it. The chin of the mask is much sharper than the one in the magazine this is purposely done to imitate a knife or a blade and signifies the gore and blood in the film.

 

The number 4 has replaced the letter A in scream.  This is an effective way of expressing it is the 4th film in the franchise. It is written in red so that it is seen first which catches the eye so that fans do not pass the poster automatically assuming it is an old poster. The M in the scream typography is much sharper than the rest of the letters. This is to symbolises a knife, the weapon that the slasher has been know to use in previous films to savage his victims. The red caption stands over the black and glowing image. The new decade and new rules refers to these previous scream films and a promise to fans the film will be different and fresh this also gives Scream 4 a unique selling point.

 

Reflection

 

In the print analysis I have learnt of vital conventions which makes a horror print distinctive to a romantic comedy movie prints for example. I have learnt new ways of making my horror magazine and poster stand out. I have also learnt that important cast members, directors or even USP such as "based on a true story" must be emphasised on the prints to pull audiences in. As well as learning the importance of continuity on the prints to create a brand identity which is clever, memorable and will generate large audiences.

My magazine will follow a three colour scheme of black, white and red or even green; so that my prints are clearly signifying the horror genre to audiences. I will use the same colour scheme on both the magazine and the poster and font style to ensure continuity, signifying the professionalism of my movie whilst creating a brand identity.

I aim to put effect on the font of my film title so it stands out over the masthead like the ghostly effect on the I am Legend Empire cover striking audiences attentions. I could do this on Photoshop by manipulating layers on text or create a bloody red or grungy green title by downloading fonts on websites such as Dafont. I will position it in the middle of the page and in bold so it is centre of the readers attention.

I plan to use the antagonist as the face of my prints. The antagonist will be the brand identity of my film and I hope that the sight of him or her will make my movie instantly recognisable to audiences. I plan to manipulate the images of my antagonist in Photoshop on the cover to make my movie appear increasingly more terrifying.

Marketing Reflection

From researching the Superman reboot I have realised I must go much further beyond than just realising the standard 2 Minuit trailer.

Firstly I most create a unique brand identity for my movie, something that is simplistic such as the S logo from on superman's top which when fans see it they instantly associate it with my film. I need a unique selling point like Nolan reinventing superman as the man of steel. My film could re invent a previous horror or put a thrilling twist on a fairy-tale like Red riding hood (2011). Or I could use an actor or actress to attract fans to the film. Just as Nolan has used Henry Carvill playing Clark Kent aka Superman as an idol for male audiences and a sexual icon for female audiences to draw them into Man of Steel.

I must come up with a Snappy headline to appear on my poster and magazine posters like "Man of steel". The repetition will be consumed into audience's heads and will create a buzz amongst fans who will be a catalyst in promoting the film as they chat about it to the mates. Promoting the film using hash tags so that on social networking sites the film trends and the word is spread like wildfire in turn rolling over larger, wider audiences.

Just as Man of Steel has. I want to create suspense to the build up by firstly releasing a teaser trailer of my movie to grab fans attention. Then release a longer theatrical trailer to pull fans in. To finally a twenty second television explosive trailer to maintain the high level of excitement throughout the campaign.

The promotion of my film must be consistent so that it is seen as professional amongst audiences and taken seriously as a film. I will use continuity in terms of colour schemes and text across posters and magazine covers. My magazine cover will be one of a mainstream magazine, appearing on a mainstream film magazine will attract a wider audience than just fans of horror to the film.