MEST1 Section B: Independent case study

''71''

The basics
1) What is the name of the film, the director and notable stars?
'71 
Directed by Yann Demange 
Starring Jack O'Connell, Sam Reid and Sean Harris

2) When was it released?
2014

3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
Action, Drama, Thriller, War - The plot is based on the war in Belfast between British and Irish soldiers. It has faced past action sequences(chases). It contains scenes of explicit violence.

4) What was the critical reception? What is the film rated on IMDb or Rotten Tomatoes?
IMDb- 4.7/10
Rotten Tomatoes- 7.7/10

Broadcast

1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
The trailer uses several conventions and iconography to reveal that it is a war movie. The props such as guns and the fast paced camera movements suggest that it is filled with action sequences and revolves around the theme of survival. In terms of the institution, the film links to one of Gillian Dyer's 13 lines of appeal- art, culture and history- as it it based around the conflict between the Catholics and Protestants in Ireland. The overall narrative structure is linear as it follows the main character and his fight for survival. The audience for this particular film would be predominantly male, and in the ABC1 social group. In terms of psychographics they would be succeeders or explorers. This is because the film is part of the arthouse genre and revolves around a specific historical theme in which only an educated audience would enjoy. The representation of British people in the film (in particular soldiers), is that they are brave and courageous. This is shown when the main character risks his life while being chased by angry Irish men. Levi Strauss' theory of representations in the media being informed by ideology could be used in this context as the film was made for the audience to favor the ''British side'- in other words, see the Irish as the villains and the British soldiers as the protagonists. 

2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.

Yann Demange - Rec Carpet Interview 

This interview was taken form the New York Film Festival- this shows us that the director of the film is trying to promote it internationally, as many people are ''cinema enthusiasts'' and are interested in the arthouse genre. It could also be a way of promoting British film, in general to places that are used to making big, Hollywood hits. 

Jack O'Connell

The leading star, Jack O'Connell talks about how his character is unaware of the religious tensions in Ireland at the time- this suggests that the film would be ideal to those who are unsure about Ireland's history, as well as those who know the context throughout. Therefore this promotes the film to a wider audience, perhaps even a younger demographic (15-18), as the narrative is constructed to inform as well as entertain. 

3) Does the broadcast promotion use stars to create interest in the film?
Yes

Print

1) Read at least THREE reviews of the film and provide a quote from each one.

''...beautifully capturing the mood feel and look of the 1970's in drab pastels and the grey of urban decay''
- Alex Heaton (IMDb)

''The threat of sudden violence hangs over every mundane conversation, and Demange expertly sustains the tension, allowing anxiety to build, briefly ebb, and then build again, over and over.''
Mike D'Angelo (A.V. Club)

''It’s a rare film that locates viciousness and kindness on both sides of Northern Ireland’s Troubles.''
Kyle Smith (New York Post)

2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.

This film poster promotes the film by showing the main character (protagonist) at the front with the backdrop of  people fighting. This promotes the film as it gives the audience an idea of what kind of film it is. The visual iconography such as the army uniform and gun, tell the audience that it is a crime/drama/war film. Furthermore, the film is also promoted through the reviews, which are displayed at the top of the poster. 

The DVD cover also shows the main character as well, along with one other character in the film. This imagery along with the images of a house fire, could possibly suggest that something bad is going to happen, which is an enigma to the audience. At the top of the cover as well there are reviews and awards from various film festivals, which could also promote the film. 

3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.

4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?



The image at the front is of the main character, Gary Hook ( the protagonist), which suggests that the narrative revolve primarily around him. However war films tend to use one character to represent the overall group. It reminds me of other films such as ''Saving Private Ryan'' (1998) and ''The Hurt Locker''(2008), which revolve around similar themes. 



E-media

1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
The film's twitter page promotes the film as it posts the film trailer and various other clips from the film, which could appeal to the viewer. It also includes reviews from sites such as ''Rotten Tomatoes''- with descriptions such as ''Mesmerizing'' and '' Nervously Electric''. It also includes reviews/ comments from celebrities such as Anderson Cooper, which could also intrigue the audience. 

2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
The official website for the film uses a simple layout and is also interactive. This could possibly attract a younger audience as it could help them find out about the film- the website has short descriptions and clips which can help guide the viewer. There is also information on the actors in the film, such as Jack O'Connell and Paul Anderson, as well as some information on the director Yann Demange. The site also creates synergy with other e-media platforms such as Twitter and Facebook. Furthermore, it also includes the option fo 

3) Did the film run any kind of e-media based campaign to generate interest in the film?
No

4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
On Twitter, Anderson Cooper, a journalist/ news anchor for CNN news, promoted the film by saying:

 ''Saw a great movie called '71, a thriller about a British soldier in Belfast. Really well done film''

Audience

1) Who is the target audience for this film? Demographics and psychographics.
The target audience would mostly consist of middle/upper class males aged between  18-40. They would belong in the ABC1 social group. In terms of psychographics they would be succeeders or explorers. 

2) How does the cross-media promotional campaign target this audience?
The use of high profile journalists e.g Anderson Cooper (who will be known to this audience), in promoting the film, this demographic would be interested in the film. Also it could also target a younger audience, as they could also be interested in war/ history films. 
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.


4) What similar films would the target audience enjoy? Justify your suggestions.
Saving Private Ryan- The plot revolves around an army unit searching for a fellow soldier, behind enemy lines. 
The Hurt Locker- This film revolves around the conflict in Baghdad and uses one of the characters to represent the whole group ( a bomb disposal unit).

Institution

1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?
Warp Films- they've produced films such as ''Four Lions'', ''This is England'' and ''Kill List''.

2) Which company distributed the film in the UK? What other films have they distributed? 
StudioCanal- They've also distributed films such as Macbeth and Paddington.

3) Do they have a track record with this kind of film and this target audience?
You could say that most of the films they have distributed are arthouse. 

4) What was the budget for the film?
£8.1 million

5) How successful was the film financially? Why do you think this was?
It Made $1,270,847

6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
It was more successful in the UK as it revolved around British themes and the war between Catholics and Protestants in Ireland.  

7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
It was given a 15 rating as it contains strong language and bloody violence - I think that this is suitable as the film could be targeted towards teenagers who are interested in war films. 


Representation

1) What representations of people, places or groups can be found in this film?
British Soldiers- brave, courageous, fearless
Irish- ruthless, violent, threatening
Children- fearless, stubborn

2) What representation of ‘Britishness’ does the film contain?
Since the outcome of the film shows the British soldier surviving the night, the overall representation of British soldiers is that they are brave and determined to fight for their country(patriotic)

3) How does the representation of Britain differ to Ill Manors? 
It is very different as Ill Manors portrays Britain as a corrupt and divided country. 

4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.) 
This film is also patriotic and explores the theme of religious divides. 
Case study comparison

1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.

They are all British Films- set in various locations in the UK.
They are all arthouse- attract a niche audience- all appeal to ABC1 social group (more educated)
''A Field in England'' and ''Ill Manors'' are multi-stand narratives, whereas ''71'' is a linear narrative.

MEST1 PPE: learner reponse

1) Type up any feedback or comments from your paper in full (you do not need to write mark/grade if you do not wish to).

43=D

Section A (23=D)

• Answer the question- link PEE para to the specific words in the question e.g ''How is the representation of the ''Metro Salvage'' workers as a family unit constructed?''- For this question link evidence and point to the key words ''family unit''. 
• Need examples from clip for 2nd Question. 
• Don't confuse audience appeal and target audience.

Section B (20=C)

• ''Superb intro''
• Did Plan B ''succeed in changing attitudes?''
• ''Be explicit on print platform''
• ''No link to Q'' for A field in England paragraph. ''If it is not relevant, don't use it''
• ''This starts so well:great focus on the question, detailed discussion of media products, real engagement with case study.'' 
• ''Time management is key: you must finish the essay and try to get ''71'' mentioned too. 
• ''Explicitly reference the 3 media platforms''.

2) Did you succeed in meeting or exceeding your target grade in AS Media? If not, how many additional marks do you need across Section A and Section B to achieve your target grade?
Target grade = B
To reach my target grade I needed 9 more marks overall. 
For Section A I needed 8 marks
For Section B I needed 1 more mark

3) Read through the mark scheme. Pay particular attention to pages 6-9 that have anticipated content for each of the questions in Section A. How many of these potential points did you make? Did you successfully answer the questions?
Q1- How is the representation of the ‘Metro Salvage’ workers as a family unit constructed?
I did not make any of the potential points in this question. i used some evidence from the clip but I did not make my point clear and relevant to the Q e.g ''use of quick witted banter, playfulness''

Q2- How does the sequence encourage the viewer to continue watching?
I mentioned two of the potential points briefly- ''typical ''docusoap'' genre, and humorous element to the show. I did not successfully answer the q as i needed to reference the key words in the question '' continue watching''. 

Q3- How does the sequence reflect the BBC’s stated aims as a public service broadcaster to “inform, educate and entertain”?
I made three potential points- ''idea of second chance'', ''focus on cash'', ''popular genres''.  I could have included some information such as the idea of ''addressing a variety of audiences'' and the ''regional identity''.

Q4- How does the sequence attempt to appeal to a prime-time, mainstream audience?
I did not make any potential points as I focused on ''target audience'' rather than ''audience appeal''.

4) Which was your strongest question in Section A? Why did you do better in that particular question?

My strongest question was Q3, which was rewarded 7 marks. I included relevant points as well as good evidence for each one. I also focused on the key words in the question- ''inform, educate and entertain.''

5) Which was your weakest question in Section A? Again, try and identify why this happened. Did you misinterpret the question? Did you run out of time?
My weakest question was Q4 as I did not answer the question properly. The Q was about audience appeal, and I wrote about target audience instead. 

6) Rewrite your answer for your weakest question in Section A. This should now be a detailed, three-paragraph, level-4 response.
The sequence appeals to a prime-time, mainstream audience as they usually watch these type of shows for the purpose of ''entertainment'' and ''escapism'' (Blumler and Katz's  Uses and Gratification Theory). In the clip we see the leading character, Terry, shouting at his employees- this type of ''drama'' is usually seen in shows such as Eastenders (which also airs on BBC1). The conflict/tension between characters in the show therefore, is a form of entertainment for a prime time, mainstream audience. 

The sequence also links to another one of Blumler and Katz' Uses and Gratifications as the viewer could ''identify'' with the show. The characters are presented in a typical ''rags to riches'' story, which could possibly encourage audiences to work harder and motivate them in the workplace.  This creates a sense of identification and appeals to a mainstream audience. 

Furthermore, since the characters in the show are constructed like a family unit, the viewer finds pleasure in seeing a ''happy family'' working together- which is one of Gillian Dyer's 13 lines of appeal. This therefore allows the show to meet our social needs and make us feel happy aswell, which attracts the ''mainstream audience'' (who would also most likely be a typical family).


7) Now look at the mark scheme for Section B. Did you cover all three media platforms? Did you write about three different films in your essay? (If you missed out your independent case study this is clearly an area to revise for the real thing).
I covered all three media platforms but not explicitly. I mentioned two films (Ill Manors and A Field in England), but didn't have time to write about ''71''. 

8) Question focus in the most important factor for a top-level response. Did you use the key words in the question in every paragraph? Did each paragraph contain a topic sentence that used the key words from the question?
I didn't mention the key words in questions 1,2,and 4. In the first question I used good evidence such as ''no one will take me'' which was mentioned in the clip. 

9) Choose one paragraph from your Section B essay and re-write it to improve question focus, examples and written English if applicable. Make sure it is answering the question! 
Another way in which Plan B managed to shape the values and attitudes of audiences was through the print platform- the DVD cover for Ill Manors. On the front we see the main character Aaron, played by Riz Ahmed, holding a gun in front of tower blocks/estates. The color scheme connotes that the film is quite disturbing and eerie. The use of pathetic fallacy e.g the grey clouds, suggest that the film has a depressing tone to it. The DVD cover manages to convey a threatening message to the audience and makes them think that it is a typical ''gritty, urban'' crime/drama, about the violent mannerisms of the youth. However the actual film manages to explore the reasons why this group behaves in this particular manner. This message is conveyed though most of the platforms, such as broadcast (Tedx Lecture) and also e-media (through the Tag London Campaign). This creates synergy between all three platforms and shapes the values and attitudes of the audiences.

10) Read the Examiner's Report in full. For each question in Section A, look at whether you included the things the Chief Examiner refers to in the stronger responses. Did any of the problems identified with some answers apply to you? Be specific. 
Q1-  My answer did not link to the question as I did not mention how the characters were presented as a ''family unit''. Instead I went off topic and discussed how they were represented in the sequence. 

Q2- I mentioned different narrative theories and referred to the use of sound - both of which were experimented with in the sequence. 

Q3- I referred to how the show could ''educate people on how a typical working class family started a business' which. I also used examples from the sequence when talking abut the conventions of a soap. 

Q4- I didn't really refer to the sequence in this question, and also went off topic- I focused on target audience rather than appeal.
11) Now look at the Examiner's Report for your chosen question in Section B. Did your response fit the stronger or weaker examples highlighted by the Chief Examiner? What could you have done differently to improve your mark for Section B?
I think that my response was leaning towards the stronger examples as I referred to how the representations of the youth on different platforms helped shape the values and attitudes of the public. I also used examples for each one and also referred to another film. However to improve this question I could have explained whether or not each example succeeded in changing attitudes. Also I needed to finish the question, which would've allowed me to write about ''A Field In England'' and ''71''.

12) Finally, identify three things you will do differently in the real exam in two weeks. These can refer to preparation, notetaking, Section A or Section B - it is up to you. 
Section A- I need to focus on the question and write at least 3 paragraphs for each while referring to the clip and theories.
Section B- I need to practice writing this section in timed conditions, and make sure there is a clear link to the question. 

MEST1 Section B: index

1) The British film industry: Media Factsheet questions
2) Institutional context of the British film industry: Factsheet questions
3) Ill Manors: film review
4) Ill Manors: trailer analysis
5) Ill Manors: music video
6) Ill Manors: TEDx lecture
7) Ill Manors: broadcast platform concluded
8) Ill Manors: print platform (newspaper interviews)
9) Ill Manors: print branding
10) Ill Manors: e-media Tag London campaign
11) Ill Manors: e-media social networking research
12) Ill Manors: official website analysis
13) MEST1 Section B: essay plan
14) A Field In England: reading, research and questions
15) A Field In England: the appeal of arthouse cinema
16) Ill Manors, A Field In England, Warp & Vertigo: institution research

A Field In England: the appeal of arthouse film

Media Magazine: the appeal of arthouse cinema

1) Sum up the article in one sentence
Arthouse cinema is not about commercial success.
2) What are some of the suggested audience pleasures for arthouse film?
A cliffhanger allows the audience think of the different outcomes and possibilities of the film narrative.

3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some 
important media theories discussed in the article itself).
The article suggests that only educated people can understand arthouse cinema

4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?
Arthouse cinema usually have complex narratives that challenge the viwers, therefore it can only be understandable by the educated sectors of society.

5) What type of audience would A Field In England appeal to?
They would belong to the ABC1 social bracket who are more educated.
  A Field In England: BFI report on the release strategy and commercial success

1)What was the purpose of the report? 
The report was created to explore the success of the movie and its unique release schedule. The report also explores how each platform and advertiser helped the film to reach commercial success. 
2) What was the budget for A Field In England?
£300,0003) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales? 
Box Office: £51,409
TV Viewers: 367,000
VOD: 6,003
DVD: 7,5774) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?
The target audience for the film was ABC1 18-25 year olds

5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Ill Manors case study?
The report stated that the social media campaign drove the awareness up for the movie and allowed mainly under 35's to be able to hear about the movie

6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?

Ill Manors, A Field in England, Warp & Vertigo: institution research

Ill Manors: Funding and production budget

1) What was the estimated budget for Ill Manors?

£100,000

2)Where did the money come from? List the different organisations and companies that contributed funding to Ill Manors.
Microwave, Film London , BBC Films ,Aimimage Productions, Gunslinger (co-production),Head Gear Films (in association with),Ill Manor, Metrol Technology 

3)How did the Ill Manors budget compare to a Hollywood blockbuster such as Skyfall?

It was much less- Skyfall had a budget of $200 million.

A Field In England: Funding and production budget

1) What was the estimated budget for A Field In England?

£300,000

2) Why did A Field In England manage to secure a higher budget than Ill Manors?

Ben Wheatley,the director was more popular than Ben Drew, at the time.

3) Where did the money come from?  

Film 4 and Rook Films

Film London and Microwave Film

Ill Manors was created partly thanks to Film London and Microwave Film. Revise the key details from your MEST2 research by answering the following questions:

1) What is Film London and why does it exist?

A screen industries agency that promote films that are produced in London. They train ''emerging film makers'' and help them improve their film making skills by working with ''production support teams''.

2) What is the purpose of Microwave Film?

Microwave funds films and supports film makers with various projects. They also help with sales and distribution. 

3) Choose one film funded by Microwave film and explain how it compares to Ill Manors (similarities and differences)

Another film funded by Microwave is ''Shifty''. It uses the same actor, Riz Ahmed, and also explores themes of urban life and crime.

Vertigo Films and Warp Films

Your BFI Study Day on UK cinema focused on two important production companies in the British film industry: Vertigo Films and Warp Films. Revise what you learned on the trip by answering the following questions:

1) What are the most successful films Vertigo Films has been involved in?

The Sweeney and Monsters

2) Why do you think those films were successful with their audience?

They were popular genres of film (thriller/drama and action ) and had interesting narratives.

3) What different film genres has Vertigo Films worked with?

Horror and Romance

4) Where did Warp Films start out?

In Sheffield, England

5) What are the most successful films produced by Warp Films?

Four Lions and This is England

6) How have Warp Films helped to develop new talent in the film industry?

Set up a film studio called WarpX to develop new talent, with the help of the UK Film Council and Film4.

Certification: BBFC

One final aspect of institution is the certificate a film is awarded for exhibition. This is decided by the British Board of Film Classification. Revise the key details regarding the BBFC from your MEST2 research by answering the following questions:

1) How does the certification process work at the BBFC?

The decision on the rating is made collectively by the Chief Executive, the President and two other vice presidents. The examiners watch a combination of Dvds, films and also video games. Some examiners also carry out solo viewings - in which they watch the film on their own and  work out which texts are suitable for viewing for various age groups. Then the examiners watch the films on the BBFC's cinema in order to see the text from the audiences perspective. Dvds are also viewed on plasma screens to recreate the home viewing experience. Films which are submitted in foreign language are also examined by examiners with linguistic skills. The text is then sent for a further viewing to see if there are any inappropriate themes etc. It is the given a BBFC certificate. 

2) Think about the certificate of Ill Manors (18 certificate). What is deemed acceptable for an 18 certificate? 

The film is allowed to show the acts of breaking the law, extremely violent and dangerous attacks,and explicit images of sexual activity. 

3) What is the difference between a 15 certificate and an 18 certificate? 

A 15 certificate does allow some of these factors but does not allow them to be explicit shown. For example the use of drugs can be shown, but the process of making the drugs cannot.  

4) Why was Ill Manors given an 18 certificate? How might this have affected the Ill Manors target audience and commercial success?

It involved extreme violence and drug abuse and showed some explicit sex scenes. This would have changed the target audience of the film to young adults (aged between 18-28). This meant that an older demographic would have access to the film.

5)What was the certificate for A Field In England? Why was this certificate awarded?

It was given a 15 certificate as it included strong language, violence and gory images.