3. How do audiences access the text across the 3 platforms?
Who are Super 8’s target audience(s) and how do you know?
· Super 8’s target audience is mainly targeted at children (sc.e) and nuclear family the audiences. The reason that one of the movies main audiences are children is because the main characters of the film are young children. This then enables the target audience to self- identify with the characters, whilst viewing the film visually through the young characters perspective. However, the target audience could then be classed as a family film because of the hybrid of the genre targets a large range of audiences. Action &adventure/fantasy is known to target younger audiences because of its fictional tame narrative and also because fantasy leads to an escapism from the real world which mainly younger children like. However then this is then combined with science fiction and thriller which is more targeted at the older members of the family. This is because science fiction can be more informative and harder to understand for younger audiences, whilst thriller not only adds suspense but makes the film seem scarier. These genres are not only combined to make sure all family audiences are targeted but this is also conveyed through the age certificate rating of the film. The age rating is proven to be a 12a. This means that children under twelve cannot view the film if not accompanied by an adult. However, if the child is over 12 then they will be able to see the film without a parent or guardian over the age of 18. Producers rating the film 12a could be used as an advantage as this could then lead to pester power, as children will view the media products then nag their parents to want to see the film. This then encourages family audiences to view the film.
How is Super 8 promoted to its target audience(s) through:
· Print?
One of the main media platforms is through the use of print media. Print media is one of the oldest uses of advertising that has been around. Years back it would have been seen as the major use of advertising. However, nowadays it’s the media is just seen as one of two media platforms that try to ensure they target all audiences. The reason for this is because print media has lost a lot of its popularity due to new recent technology. Print no longer can be used alone to advertise a movie, as it no longer targets a wider audience because of societies new interests. More audiences spend time using e-media and moving image platforms because they are more interactive and allow audiences to not just consume texts (lean forward media) but to also allows audiences lay back and be entertained whilst consuming information. Advantage for the institutions using print like posters is that it goes through a mass media production making sure that it targets a wider audience with its quantity. A few examples of this are: posters advertising the film reviews, magazine articles, newspaper reviews, billboards, flyers, information leaflets, and cinema times on show.
· Broadcasting/moving image?
Another main media platform is through the use of moving image. Nowadays, E-media is portrayed as one of the most popular ways institution promote their films to a range of target audiences through technical gadgets such as computers and phones. Researchers have surveyed that 71% of smart phone users have researched after viewing an advertisement. A recent survey through an E-media site reported that nowadays, institutions mostly rely on e-media products as it’s an advantage to them in the sense that it allows companies, sponsors and other institutions to connect with the consumers. Examples of the way Super8 promote their film using e-media are: Fan pages (official fan page is the first place fans will look to get the most reliable information), fan-made pages (producers allow fans to download features off their official fan site. This allows fans to consume texts then produce their own), blogs (blogs allow society globally to post comments on the film and conveys to the producers, what the institution liked about their film), online reviews (media critics post their own opinions on the film so people then can decide whether the film is worth watching or not), social networking sites. (Allows societies globally to become aware of film, whilst enabling them to socially interact with each other and become members of the film page).
· E-media?
The last Main media platform is through the use of E-media. Electrical media is a way for institutions to advertise their artist/band through digital electronic devices (for example: Smartphone’s, Ipads, computers, kindles). When a movie is created, the institution uses the web as a way to advertise the movie and inform fans of their upcoming events. There are many uses of e-media products that the institutions of super 8 use such as:Official fan page, websites of stars, online interviews of stars (J.jabrams), website blogs, social networking sites (e.g, facebook, twitter), extra scenes and information on artists, product placements, information on the film with people who have disabilities, online games/pc games, soundtrack downloads (Itunes), podcasts, cinema views, online reviews and shops online where you can buy products.
Print can either be a lean backwards or lean forwards media. This is because some types of print have writing on them. Whereas, most of the super8 prints have lots of dark color’s and the title of the film. The media platform moving image is however, a lean backwards media. This is because moving image allows the audience to sit back, consume the information, whilst also being entertained. The last media platform is in the form of e-media and is a lean forward media because the targeted audience have to actually physically research themselves for the information they consume.
Each platform can have a variety effects on the different audiences when it comes to the movie super8.Media products containing an e-media product physical and experiences. This is not only because it’s a lean forward media but because the audience have to physically take part and they are able to socially interact and interact with the media products. Whereas, moving image gives the audience a physiological and emotional experience. An example of this is the actual movie, which is depicted to us through a moving image platform. The actual movie allows the audience to feel emotionally and sympathize with the characters and then we become so gripped within the movie that it gives us a psychological.
Now think of how the producers are communicating with audiences across the 3 platforms:
The producers communicate to the audiences across the three platforms by using a variety of media products. Using these products not only allows the audience to become aware of the super8 film, but the more marketing the institution goes to ensures that all media products will target a wide range of audiences.
· One of the reasons the institutions use a variety of media products across a cross media platform, is it enables the audience to convey the uses and gratifications that the products have on them.
· E-media products allow the audience to socially interact with each other through websites like social networking sites. They are able to become members of the Super8 Facebook page and talk to others globally about the film. E-media products also allow the audience to inform and educate the audience by the information’s producers put on the web. E-media is a lean forward media which means the audience research the information themselves, which also not only allows them to absorb the information but to escape and be entertained into the media product.
· Print products also allow the audience to be informed and educated whilst being entertained. The product can be used to inform the audience because of print products such as reviews and for the audience to also be entertained by the use of bright colors and eye catching contexts.
· Moving image is the main product that allows the audience to escape to the world and narrative of the film. Allowing the audience to escape, lets them escape from everyday reality and to absorb and become educated on the film.
o The producersdo widen their appeal through their cross platform approach by creating so many products depicting the three main media platforms. The institution uses so many different media products to make sure they gain interest of wider audiences. All media platforms link together which means that all different media products are used to market each other. An example of this is the product placement, which is then marketed through a game and then further marketed into a soundtrack which is then marketed through print posters.
Audience theories you could research and apply to your Super 8 case study:
· Uses & gratifications
· Social demographics (ABC1 = Middle class; C2DE = Working class)
· Mode of address
· Narrowcasting
Uses and gratifications: The uses and gratifications theory was made by Blumler and Katz in 1959. The theory is that the audience are responsible for choosing different medias to meet their needs. The theory suggests that the media products are developed to fulfill specific gratifications.
Social demographics: The theory of social demographics is the theory that all targeted audiences are categorized in statuses. All different media producers require a different status in society. An example of this is: ABC1.
Mode of address: The theory of mode of address is whether a character/celebrity is facing directly at the audience or not.
Narrowcasting: Narrowcasting is the spreading of an advertising message or signal over a small geographical area.
5. What institutional issues are raised in the case study?
Who are the key institutions involved in promoting Super 8 and how are they involved?
· Paramount
· Amblin Entertainment
· Other collaborators (distributors, exhibitors – multiplex cinema chains, DVD sales/rental companies, film download sites, e.g. LoveFilm).
Paramount- Paramount Pictures Corporation is an American television and film production/distribution company that is located in America, Melrose avenue.
Amblin entertainment- is an American television and American production company that was founded and produced by Steven Spielberg.
Multiplex cinema chains: Regal entertainment group, Amc entertainment Inc, Cinemark theatres, Carmike cinema Inc, Cineplex Entertainment, Rave motion pictures, Marcus theatres, Hollywood theatres, National Amusements and Harkins theatre.
Example: regal entertainment group, largest movie theatre circuit that features huge motion pictures.
Blockbuster: Online and high street shop where you can borrow films, games, (ie, other technical gadgets) or buy latest films. Blockbuster usually has a new blockbuster film before any other shops. This is a promoting technique which enables audiences to want to quickly go and get the film before it comes out anywhere else. Not only is this a good promoting technique but it also gives the company and the producers of the film profit as they put up the price of their media products.
Love film: Is a UK based provider of home video and video game rental through DVD by email and streaming on demand in the UK, Scandinavia and Germany. These providers are great at promoting as their DVD’s can be delivered or emailed in only a few minutes to a couple of days and are at affordable prices. This encourages them the targeted audiences to view many films, increasing not only Lovefilms profit but the producers profits too.
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