Audience and Institution Practice Essay

Assess the importance of marketing in the media area you have studied.

Marketing plays a huge role in the film process, it decides how much the income of the movie is going to be depending on how good the film is marketed. But it also affects how the audience will connect with the movie before, during and after the film is released, because if the film is promoted well the viewers will line up to get a ticket, they will enjoy the movie, and lastly they will spread good rumors about it, of course only if the movie meets their expectations. The audience’s expectations will be easier to meet if the film is marketed correctly because marketing is half of the job in order to have a successful film.

As I already said, the audience’s connection with the movie it’s critical when it comes to determine whether or not a film will have success. If the marketing job is done correctly and the audience feels emotionally connected with the movie, they won’t hesitate to go watch it. But if the process is not good enough, the audience will not watch the movie causing troubles regarding the final profit of the film. The movie Furious 7 shows how marketing done in the correct way can result in a huge win when it comes to profit. One of their many brilliant marketing ideas was to have Universal CityWalk present a movie marathon at their AMC movie theater which also featured a first look at one of the cars used in the movie and costumes used by Vin Diesel and Dwayne Johnson. Universal Studios Hollywood theme park introduced a new ride called “Fast and Furious – Supercharged.” This strategy was used so that they would involve their audience and make them eager about the upcoming movie. Something else that contributed to the huge success of this movie was the song written in memory of Paul Walker, sung by Wiz Khalifa and Charlie Puth. This song was released two weeks before the movie and it got a lot of attention, it was number one on the billboard charts for 12 consecutive weeks, got 4.2 million streams on Spotify, reached over 1 billion views on YouTube, and was nominated for 3 Grammys and a Golden Globe award. This song emotionally connected the audience with all the cast because the music video included clips from the movie of Paul Walker. Furthermore, another great movie where a lot of hard work was put into the marketing process was Spider-Man: Homecoming. The film was promoted to all the ages through a very thorough way of marketing. They promoted the movie through a video game for PlayStation 4, which is owned by Sony, that came out and raised the hype for the movie especially for teenagers. The film was also advertised to a group of younger people through toys and other products and to do that, Spider-Man: Homecoming cross-promoted with Target. Marvel did an excellent job using synergy as one of the ways to publicize the movie because having Spider-Man partner with Cinnamon Toast Crunch also caught the eye of an older audience like parents, who shop for their children and realize that the new Spider-Man movie is coming out soon and might go with their kids to watch the new movie. Both Furious 7, and Spider-Man: Homecoming did an excellent job in marketing the film. All the marketing techniques used by the films were able to provide them with an incredible profit. In its opening week Furious 7 made a worldwide profit of $384 million. While Spider-Man: Homecoming made a total worldwide profit of $880,166,350.

In addition, marketing is very important regarding the income of the movie, because the better the marketing is the more money the film will make. Sometimes companies focus on quantity, meaning that they will try to market their film as much as possible which sometimes can be good, but it doesn’t always work. It is better to focus on the quality of the marketing process and not the quantity because it can create some problems, for example spending too much money and then not making the profit expected, which will then lead to debts and bankruptcy of the company that produced the film. A perfect example is the movie UglyDolls, the marketing work for this film was not enough to provide the movie a great success. The film didn’t work hard enough and think outside the box, they followed the basic procedures, meaning they just did the standard trailer and some other digital posters that weren’t enough. The film also partnered with a couple of food companies, using the color of the dolls to make a new flavor for their shakes or ice cream. Although they made some efforts to promote the movie, if they dedicated more time to the marketing process, the movie would have had the success it deserved. According to Deadline, UglyDolls had a terrible start, it was launched on almost 3700 screens, but it netted an estimated $8.5 million, or $2,330 per screen. On the contrary, a movie that had a great success was Guardians of the Galaxy Vol.2 and half of the success is thanks to the plenty of work that was put into marketing. Cross promotion was a big part of the process because the movie cross promoted with some big companies like Ford Motor Company, GEICO, Hasbro, Lego, Dairy Queen and other companies. The cross media convergence with Dairy Queen was one of the biggest as the film was allowed to make its own flavor and print advertisements on the cups. Another big marketing move was the one to have Hasbro, owner of the famous table game Monopoly, make a special edition of the game with the characters on the box and cards. Marvel also publicized the movie through merchandise like t-shirts, posters, phone cases, and water bottles. The icon of the movie is Root, in fact having something with his face printed on it, or meant to advertise the movie and create more hype about it. This incredible marketing work done by Marvel helped this movie to be loved from the audience and also to make a huge profit. The film made a total profit of $863,756,051. To see the difference between a well done marketing work and a poor marketing work we can just observe the difference in profit between UglyDolls, which made a total profit of $32.5 million, and Guardians of the Galaxy Vol.2, which again made a profit around $863.8 million.

To conclude, marketing is just as important as any other part of the film-making process because it controls the amount of money the movie it’s going to make, but it also controls how the audience feels and connects with the film.

Extract Essay

Luca Guerra Montes

April, 24 2020 

                 “24”

The main theme of the extract of the movie “24” is equality among men and women and this is shown by a female and a male actor competing against each other. While the girl keeps a calm and serious attitude, the man gets angrier and ends up outbursting. Thanks to some film techniques the female character is shown to be just as vicious and determined as the male, which supports the overarching theme of the movie.

Since the very first scene, it is possible to see that the female remains calm even though the situation keeps getting more and more intense. The director wants to build tension and to achieve his goal he uses diegetic sound for the scene in which the male character walks in the room. For the scene of the interrogation, the technique of zooming in is used. This helps create suspension and emphasizes the importance of this moment. Indeed, while we would expect the suspect to break down and not be able to sustain the interrogation, it is the interrogator who is not able to hold it in and keep calm. 

Moving on, the voices play a very important role. They not only show the true personality of the characters, but they also help convey the central theme. Men and women should be treated equally because, just like the female character shows us in this extract, females are just as capable as men and therefore, deserve equal treatments. In this scene, the female actually shows superiority by remaining calm and not letting the angry man get to her. Furthermore, the viewer is also able to see the reaction and expression of the two characters during their dialogue in real time thanks to the shot-reverse shots technique that the director uses.

Moreover, in the scene where the man is getting closer to the woman’s face, the director uses a cutaway and the scene changes to the people viewing the interrogation. It is possible to see terror, fear, and panik in their faces which means that the way the man is acting is wrong and things should be going differently. However, even if those watching the interrogation show fear, the woman who is being interrogated still remains calm and the close-up technique shows that perfectly, by focusing on her impassive facial expression. Once again, this choice helped the director convey the message that there isn’t a real difference between males and females when it comes to skills.

Finally, acting has a huge impact on the theme of the extract because if the woman being interrogated was a man, the theme would be nonexisting. Another huge factor is the way the director uses the lighting in this extract, it helps send the message to the audience and it also helps the viewers understand how intense this scene is, making the viewers feel the tension in the conference room. Despite the tension in the room, the woman remains very calm, while the man loses his temper showing how it relates to the original theme.

Overall, the extract 24 conveys the important message of equality between males and females through multiple filming techniques and also through the dialogue between the two characters. The girl shows multiple times that she is more than capable to compete against a man. The director uses tone, camera movements, and sounds to support the main theme and help the audience understand it.  

Final Movie

Working on this project was a very stressful part of the year for me. I had to manage a lot of work that was going on in the class but also in the other classes I had. I am a senior in high school and seeing all my friends being a little less serious about school and seeing the classes with a lot of missing students due to seniorities, was affecting me too. But I knew that I needed to be responsible and take care of my school stuff and come to school and devote my time to school work like this project. I honestly thought that our group was going to do just fine for this project because we all already worked together and we knew each other, but it turned out to be a lot harder than I thought. We started having arguments since the first moment, we didn't agree with the idea for our film, we each had different ideas and when me and another group member finally agreed on one idea, the other group member wasn't okay with it. We had to change it, but again the same situation happened so we just decided to make another one. They always say that the third time is a charm, and luckily, this time it was. We went on with this idea and we started story boarding but none of us are good artists so it took us a while. We split the work evenly and a day before everything on the story board was due Camilo and I were done with our part but the other group member wasn't so we decided to take her part and do it for her. We got everything we had to do done, but this created some tension inside our team and it wasn't good at all because we were just getting started with the film. We weren't happy with the fact that we had to do extra work just because the other group member didn't do the part she was supposed to do, but this is what friends and group members are for so we covered her work without a lot of complaining. As time passed, the tension went down and we all started working together and peacefully again. I think that coming to this solution had a huge impact on the outcome of our final product, because we all know that when you work in a happy, safe, and friendly environment the work will be a lot better than if you were to work in a tense environment. I really liked and I was very proud of how the film came out because it is a well filmed movie that also has a nice story time. I also really liked how although some tension was created during the time of this project we were all mature enough to let it go and focus on the work while keeping our calm and staying friends. I was very sad that this was the last time working with anyone that was part of this class due to the Coronavirus outbreak, but all that is important right now is being safe and healthy, and wait until everything that is happening goes back to normal as soon as possible.
If the video isn't working please click on the following link: https://youtu.be/eY150zp3uDU

Music Video

Working on the music video was a lot different than working on the commercial video. I had a new group for this project and this time all of the participants worked and did their part for the video. this was my favourite part of the year because I got to work with my friends and we did a music video which was very fun to make and very interesting. I learned a lot in the making of this project, I got more familiar with the editing process and I realised how complicated it is. Before I thought it was just putting the two videos but it is a lot more than that, first off you need to see if there is any details that need to be fixed in the shot because you are the last person to see the shots before it becomes an actual video. I rewatched every shot very carefully and we had to reshoot some scenes because they looked disorganised. once I had every shot and they were all right I had to put them together and find the perfect transition for each part. I had a lot of fun looking for transitions because I wanted to make sure that I was going to pick the right one. Once I was done with that I had to add the song to the video and I had to pick what I thought the best part of the song would be a good match for the video.
The editing process took me about a day or two and I honestly thought it was going to take me a lot longer because I am not very familiar with computers and editing apps like iMovie. This app turned out to be very easy to use, I watched some videos on how to use the app and it made it easier for me to become more familiar with it. After I was done with the video the whole group watched it and gave their honest opinions on how it looked and what could be fixed. We all noticed that some of my transitions weren't as good as I thought so I reedited the video and fixed the little mistakes until there were none.  I was very happy about how the video came out and I also was very proud of myself and my group because we each contributed equally to the project and it showed it in the results of the video.
If the video isn't working please click on the following link: https://youtu.be/jYtIydWTiFU

Commercial Video

When we started working on the Commercial project, personally I was a little worried as it was my first big project for this class. We had some limitations with this project, for example we weren't allowed to leave the school campus for this project, we weren't allowed to have watermarks, meaning that we couldn't have a logo or prints going over our video. We also had a very strict dress code imposed by our teacher and this made it harder for our group to all wear the same colour clothes so that we would look more professional for the video. Our idea for the project was to do an anti-vaping educational commercial because we thought that since we had to be on campus and vaping is a big issues in our educational system the two events were related to each other. A goal for our commercial was also to bring up the problems vaping causes and how teenagers nowadays are addicted to it. When we started drawing our story board we had to change some of the ideas we came up with because we didn't have the equipment to do it. We wanted to have our opening scene and establishing shot as a drone shot, meaning recording the school with a drone. Unfortunately, the drone that we thought of using, wasn't working and it needed some reparations. Once we were done story boarding and planning everything out we signed out a camera, a tripod, and an SD card. We had some problems setting up the camera on the tripod because we were missing a piece and it took us a while to figure that out. In my group we had four participants and at the beginning of the project we were all cooperating with each other, but unfortunately one of our group members got very sick and she wasn't able to help us with the majority of the work. This created some tension and panic in our group because some of us thought that it was too hard to shoot with only three people. Luckily we had one of our friends that took the class a couple years ago, help us record some of the scenes. After we were done filming our group member that was still sick and stuck at home helped us with the editing process. This cleared the air in between our group and we were all done with the commercial. I was glad I had those hard working people in my group, and because we all worked hard things went very well.
If the video ins't working please click on the following link: https://youtu.be/nVivwg7tRko

Reediting Blog

As the coronavirus is spreading in the United States of America our project is getting harder and harder to complete. On Friday the 13th of March we got the official announcement that all schools in our county will be closed until further notice. I thought that the state of Florida was going to quarantine us starting from Monday so I quickly texted my friends that are part of my group, Camilo and Ryan, and asked if we could meet up and talk about what we were going to do in order to finish out project. Ryan picked me up from my house on Saturday morning and we all went to Camilo’s house to talk about it. I think that our meeting went pretty well because we decided what we were going to do and we each got tasks that we will get done over the quarantine time. After we were done with the meeting, we started rewatching the film to see if we needed to fix anything and honestly after the first time we watched it we all thought that the video was good and ready to be submitted. We asked Camilo parents if they could watch it with us and tell us if they saw some mistakes. After they watched the video they made us realize that there were a lot of things that weren’t good with out film. The titles were not coming up at the right time and also the editing was kind of sloppy. We all agreed that we were going to fix it by the end of the weekend because we all wanted to be done with the project.

Reediting Blog

Last Sunday, my group and I met up to reshoot some scenes that our peer review group told us we should reshoot. Yesterday, I edited the new parts into the film and erased the parts that were kind of choppy. Editing the new parts into the film was getting a little bit confusing for me because I am not very familiar with the iMovie app. I had some trouble erasing the old parts of the film because I would make the mistake to delete more than I was supposed to, for example I had to take out a clip that was four seconds long but I don't know why my computer kept taking out a three extra seconds. The first time it happened I didn't even realise until I was done, I was rewatching the film after I thought I was done editing and I saw that there were three seconds of  black screen while there should've been a clip instead. Once I was done adding the new clips, I had to fix some of the titles that we had. Fixing titles was pretty easy because I just had to fix what I typed it wrong. I had to fix my name because when my group member wrote he misspelled it on accident. I also had to change the position of some of the titles because some of them where positioned on the actors covering their face. I thought that if I left it like that it wouldn't look very acceptable. I am very glad that my group and I have been working on the film a lot because I think that the more work, time, and effort we put into it, the better the final movie it is going to look.