Tuesday 19 June 2012

The Horror Genre – Scarily Entertaining

BTEC EXTENDED DIPLOMA – CREATIVE MEDIA PRODUCTION (TV & Film)

Unit 26: Film Studies



Assignment 1 of 1

The Horror Genre – Scarily Entertaining

In modern day, the horror genre is a very popular genre amongst the public, Horror films often deal with the viewer’s worst fears. They create a living nightmare for the audience and can cause true terror for some. Horror films have many sub genres. Including Psychological Horror, Slasher Horror, Splatter Horror and Zombie Horror. There is no type of horror that is more common than the others. So I’ll start with one of my favorites, The Psychological horror.

           Out of all of the horror types this is the one that requires the most active spectatorship. As the story relies on the audience’s fears, thoughts and feelings to cause the emotions needed to create the scares. They also usually play on the audience’s guilt and beliefs, and use very strange and unnerving music scores and sound effects, this builds up a lot of tension and creates a stronger plot. A prime example of a psychological horror is The Sixth Sense (1999). The story is about A boy named Cole Sear “Haley Joel Osment” who communicates with spirits but doesn’t know they're dead. He then seeks the help of a child psychologist “Bruce Willis”. This film is a perfect example of a Psychological horror. As it uses unnerving sound effects, and some very powerful shots to build tension and get inside the mind of the viewer. A prime example of this is the shot where Cole is in his bedroom and he wants to go to the bathroom. He runs to the bathroom, hoping he won’t see anyone. But as he finishes there is a shot where a silhouette walks past the lens of the camera, along with the jumping sound effect used. This is a perfect shot, as it builds up a lot of tension and could make the strongest of minds crumble. This is the main reason why psychological horrors are my favourite, as they really make the viewer think and allow them to try and figure out what is going on. Then, just when they think they know, all is revealed and they are sat there. Not knowing whether to be scared or amazed. 
 
          Another very notable horror type would be the Slasher horror. Typically, Slasher films usually don’t require an active spectatorship. This does open up the audience slightly. As these films are usually just for notable antagonists and gore. The storyline never differs too much. All Slasher films usually have a group of friends or group of people, who are terrorised and murdered by either a notable “killer”(Halloween; The Texas Chainsaw Massacre; A Nightmare on Elm Street) or by an unknown person/people, who is/are revealed at the end, usually surprising the audience (Scream; I know what you did last summer) . These are the ones that usually cause the viewers to have a more active spectatorship, as they try to figure out who the killer is as they watch. Slasher films are usually known for their gore and suspense.
          As for the horror genre as a whole, the main reason why audiences (Including myself) like horror films and go to see horror films varies, it very much matters what type of horror movie it is, for example, in terms of Psychological horrors, audiences watch them for the suspense, jumps, and the active spectatorship needed. Whereas audiences will watch Slasher Horrors for other reasons, such as the gore and the antagonists.
          In my opinion horror is the best genre of film, the main reason for this is there is so many different types of horror films, whether I want to actively spectate a film and really get into it or just watch a film for some entertainment and for some jumps. The genre is so widespread and allows so much space to be very unique and creative. This is the reason why it is my favourite genre and I hope horror films keep developing and surprising audiences, like they have been for years.


Tuesday 12 June 2012

Avengers Assemble - Promotional campaign analysis

BTEC EXTENDED DIPLOMA – CREATIVE MEDIA PRODUCTION (TV & Film)


 

Unit 26: Film Studies

Assignment 1 of 1


 

Avengers Assemble - Selling out!


 

On the 26th of April this year, marvel released their newest movie, and probably their biggest block-buster hit yet! Avengers Assemble. This movie brought together an all-star roster, including the character of Iron-man, captain America, Thor, and the big green man himself!! The movie was directed by Joss Whedon, and was also co-wrote by him, alongside Zak Penn. The film is also known as “The Avengers” or “AA”. The premise of the film is pretty simple. Nick Fury of S.H.I.E.L.D. assembles a group of superheroes to save the earth from the evil god “Loki” and his army.

          The target audience for this film is very broad, as it is pretty much a film for anyone. It has the very colourful “Superhero” characters, which appeal to the younger audience. It contains a lot of action and a decent storyline; it also brings together the fans of each of the movies that the characters are in.

          When it came to advertising The Avengers. The hardest part of the job (building up hype) was already well under way… In May 2008, “Iron Man” was released. Along with “The Incredible Hulk” being released in June of the same year. This is when the advertising for the Avengers really started, as between then and the release of AA. There has also been the release of Iron Man 2 (2010), Thor (2011) and Captain America: The first Avenger (2011). This already started a massive fan-base of each movie. These fans would already be hyped for The Avengers which meant the numbers that followed just needed to be increased.

          To help with advertising, the makers of AA created an official website for the movie. The website is very well put together and includes many interesting sections for fans and followers alike. Including Videos, Characters, Downloads and an about section, which explains the movie in more depth, including the categories of Story, Cast and Crew. The Characters section contains mini Bio’s, and pictures of the ten main characters of the movie, which would have created an awful lot of hype for people visiting the website.

          A lot of big companies collaborated with “The Avengers”. This opened the audience of the movie up even more and allowed even more people to know about it and want to see it. These included:

 

Harley Davidson: The famous Motorcycle Company created a competition surrounding the avengers. As the winner would be illustrated, with their motorcycle. In an up and coming marvel digital comic. And they would win a custom designed H-D Motorcycle of your choice. This was a good way to advertise the movie to

    

  Hershey’s: The American Candy Company also held a competition with revolved around the Avengers. This had a top prize of a “5 film set”. It contained Iron man, Iron man 2, The Hulk, Thor and Captain America. This is a good way to advertise the movie to children, but also to parents,

as they may buy the sweets for their kids. 


 

There were also many other companies that compiled with The Avengers. Including Dr. Pepper, Visa, Norton, Acura and more. This was a great way of promoting the movie, as fans/users of each of the companies would get to know of the movie, and get interested in it.

Also, the typical users of each of the companies are very different in gender, age, etc. and because the movie will target almost everyone. This means that the advertising campaign was great because it was targeting as many of the target groups as it possibly could.

          The Avengers also had a TV spot during the super bowl which would have caused so much hype as so many people watch the super bowl. . Also, once again the audience watching the super bowl is very widespread and varies, which means a lot of people would be interested in the movie.  This would have been one of the biggest parts of the promotional campaign. There was also multiple TV spots and trailers released to create hype for the film.

 

 





A BBC News article talking about The Avengers, and it's box office smash





          Overall, The Avengers had a very successful promotional campaign. . The reason it was so successful was because the movie slowly built up a lot of hype and attracted a very wide audience. This is the main reason why The Avengers had such a good turn-out at the box office, The Avengers is now the #1 box office opening of all time.