What have I learnt from my audience feedback

Since for our coursework we have to make a trailer, poster and magazine cover for an original Noir film we decided to execute some audience research. As a group we wanted to find out how audiences hear about new films, how they view the importance of trailers and what they think make an effective trailer. We used Padlets, Survey monkeys and filmed focus groups to get our results and we then used our results to make effective changes to our trailer, poster and magazine cover to ensure that they were all professional.

Quantitative Research

To begin with, I decided it would be best to execute some quantitative research to better understand how our target audience hear about new films, how they view the importance of trailers, what they think make an effective trailer and what types of genre are popular. To do this I made a Survey Monkey and collected the results and made a presentation on Adobe Spark where I analysed these results. I found this process to be very useful as not only did it lay the foundations of our trailer, it also gave me a better understanding of what our target audience wanted and helped me realise that audiences are active and that Stuart Hall’s Encoding and Decoding model is accurate. The link to the Adobe Spark that features my analyses of the results can be found below.

https://spark.adobe.com/page/ov69MDX3t0k0B/

The main points we took away from my quantitative research was that our trailer had to have:                                                                                                                                                         . A Clear Narrative                                                                                                                                 . Creative and effective cinematography                                                                                          . High levels of mystery, and ambiguity so that our trailer showed the complexity of the plot and posed questions to the audience that they could answer through watching the film

Below are two filmed qualitative research focus groups that show we used the quantitative research I collected with the Survey Monkey well as the people involved in the filmed focus groups all highlight how these three factors are strengths in our trailer. As well as the two pictures below which are of our penultimate and final draft of our trailer where I added a credit block to the end as many people said that was a typical convention of film trailers.

Screen Shot 2018-05-03 at 07.29.11Screen Shot 2018-05-03 at 07.29.14

 

Qualitative Research

We also collected qualitative feedback on the first draft of our Sight and Sound magazine cover. We used Padlet to record this feedback. Below is a Quicktime recording I made, in which I summarise the key feedback we received and how it was addressed by changes made in our final magazine cover. The Padlet I used is pictured below.

We also collected qualitative feedback on the first draft of our Sight and Sound magazine cover. We used Padlet to record this feedback. Below is a Quicktime recording I made, in which I summarise the key feedback we received and how it was addressed by changes made in our final magazine cover. The Padlet I used is pictured below.padlet-uaxx56l6tsdi.png

https://youtu.be/J4xBIg2lXn0

Changes made to the poster as a result of feedback

Below is a presentation that I made were I talk about the minor changes I made to our poster based off of audience feedback.

 

Conclusion

Overall, audience research was vastly important in helping us create the most professional, effective and well done multi-modal advertising campaign for our original Neo-Noir text ‘BLACKOUT’. This is because the audience research for both the trailer and poster package and the Sight and Sound cover were done on an appropriate target audience, which meant they gave us the most accurate feedback in what we needed to change to conform to the typical conventions of the media text they were being asked to feedback on.

Advertisements

How effective is the combination of your main product and ancillary texts?

As a group were set the task of producing a multi-media marketing package for our own original Neo-Noir film. This multi-media package was made up of a teaser trailer, a poster and a front cover for Sight and Sound magazine. It was of vital importance that our multi-media advertising campaign had to share elements amongst themselves as if they didn’t there would be little convergence and as a result it would not be as effective of an advertising campaign as it could be. Having consistent representation of gender and recurring themes are a key part of an multi-media advertising campaign that has high levels of convergence.

Media institutions and distribution for our trailer

Below is a link to Adobe Spark in which I highlight all the factors in the production and distribution of media texts and how as a group we used these institutions to create an effective advertising campaign.

https://spark.adobe.com/page/ssS4UsdzloZwq/

Common elements across our multi-media marketing campaign

Below is a link to a Prezi I made where I discuss the common elements across our multi-media marketing campaign and why we chose to feature these conventions across all three variations of media texts.

https://prezi.com/view/wiwUo8ajGDbk4kHvKXac/

Business integration and our marketing campaign

The link below is a link to an Adobe Spark that I made in which I explain the difference between vertical and horizontal integration and what our strategy behind our marketing campaign.

https://spark.adobe.com/page/hCCek7M3W7D7C/

 Representation of Gender

Below is a PowerPoint, in which I discuss how as a production group, we represented male and female characters across our all three of our media texts, the trailer, poster and magazine cover. I also discuss why we chose to do this and what theories we interpreted.

How we interpreted representation theory in our construction

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Initially, I had very little knowledge or understanding of the conventions of film magazines or posters as the majority of advertising I see for films is online via trailers. As a result I had to conduct a lot of research into the typical conventions of both. With my research into magazines linked below.

https://wp.me/p8Q5mM-49

However, it is one thing to understand the conventions of a media text but it is another to be able to create texts that conform to these conventions whilst still being professional and relevant to our task of advertising for an original Neo Noir film.

How our Magazine cover conforms to Sight and Sound conventions

 

 

Above is a collection of Sight and Sound covers and its clear that our magazine cover conforms not only to the conventions of magazines but also to the conventions of the specific genre of serious, independent film magazines such as Sight and Sound. To begin with, we have included the same masthead, barcode and date styles as the Sight and Sound publication. In addition to this we have also included the white border to our cover to ensure that it follows the Sight and Sound conventions and is therefore easily recognisable. We recognised that the majority of Sight and Sound covers centre around the directors of films, however, there are times where actors take the lime light, as seen with the Kristen Stewart and Leo DiCaprio (The Revenant), and as the theme of the interview was the main actor of our film, ‘BLACKOUT’, speaking out we felt that it would be appropriate to make the actor and more specifically the theme of the interview as the main story of the magazine. In terms of how are magazine cover conforms stylistically to the conventions of this style of publication we have tried to include aspects from all these covers. The majority of Sight and Sound covers are desaturated, to create a serious tone. However there are some that have colour and so in order to stylistically conform to the Sight and Sound template to the best we featured a bit of colour, “help” written in purple over a desaturated image. With regards to the font itself the majority of Sight and Sound article feature Splash’s that are made up of white, bold San serif font, however, as the Edgar Wright and Guillermo Del Toro covers show there are still variations. With this in mind we were really keen on having convergence between our trailer, poster and magazine cover and we were able to achieve these by featuring the same font style and colour, Lazer84 and purple respectively, as what is on our poster and in our film trailer. However, we layered a white version of the same title to create a 3D effect as well as ensuring that we had the white title that is an archetypal convention of the Sight and Sound template. Another way we conformed to the conventions of the Sight and Sound magazine cover is the tone and the audience to which our magazine is appealing to. As eluded to earlier, Sight and Sound magazine is a serious film magazine whose target audience are sophisticated, well educated film enthusiasts who have a huge interest in film and the film industry. With this in mind we ensured that we didn’t have a mainstream tone with our cover by  not having a Puff or by featuring a number of pictures of mainstream celebrities, but rather having the focus be on an up and coming actor who is not very well known and by having the tug being filled with relevant stories with, a majority of niche releases and having industry related stories, “The making of Blade Runner 2049”. We didn’t really subvert any conventions of the Sight and Sound format as we felt as though the target audience, loyal readers of Sight and Sound magazine, wouldn’t appreciate change. However, we did want to include an element of comedy, as our quantitative research revealed that comedy is the most popular film genre as I spoke about in my Audience evaluation which can be found here https://welss001blog.wordpress.com/2018/04/29/what-have-i-learnt-from-my-audience-feedback/, and we included this comedic element by having Sean’s mouth covered with “HELP” written over the top, something you wouldn’t normally find on a Sight and Sound article.

Below is an analysis I made of our magazine cover, breaking down the typical magazine conventions we conformed to and subverted.

How our trailer develops or challenges forms and conventions of teaser trailers

The link below is to a Quicktime recording that I made where I discuss how our teaser trailer conforms to the convention of teaser trailers.

How our trailer develops or challenges forms and conventions of the Neo-Noir genre

Below is a link to the Adobe Spark I made where I discuss how our trailer conforms to subverts convention of the Neo-Noir genre.

https://spark.adobe.com/page/FTgLjD9JGLHmi/

How our Film poster develops or challenges forms and conventions of Film Posters

This is a presentation shared on Slideshare I made where I discuss how our poster conforms to subverts convention of film posters.

How we interpreted genre theory in our construction

How did you use media technologies in the construction and research, planning and evaluation stages?

How did you use media technologies in the construction and research, planning and evaluation stages?

At the start of A2 I was moderate comfortable with a number of softwares and hardwares that would be used in the production of media texts. The reason why I had some understanding of certain softwares and hardwares was that last year I created an opening sequence for a zombie horror film, for example I used automatic settings on the DSLR, I had a basic understanding of Abode software, specifically Premiere and After Effects. I was least comfortable with using the DSLR and I was most confident using Adobe Premiere Pro as I was in charge of editing the horror sequence and I ended up with a good understanding of how to use software as I outlined in the post where I evaluate my understanding of Premiere as you can see here https://welss001blog.wordpress.com/2018/03/26/technicals-skills-and-knowledge-of-adobe-premiere/. With regards of my levels of creativity, I believe that I am a very creative person, being able to come up with a variety of creative shots. Whilst last year I had creative ideas that never came to fruition thanks to a lack of understanding of what’s possible and whats not with the equipment available this year I was able to come up with shots that were both practical and creative. Using Henry Jenkin’s 11 skills theory to evaluate how and why my skills have improved I can say that using play, the capacity to experiment with the surroundings as a form of problem solving, as well as watching youtube tutorials, and through collective intelligence, the ability to pool knowledge and compare notes with others toward a common goal, through watching tutorials and reading help blogs online.

 

How I created the Sight and Sound magazine cover

Linked below is a Knovio I made where I explained how I used Photoshop to create a professional Sight and Sound article

https://view.knowledgevision.com/presentation/cd7268ba3dd7418cbb9f56aad45aef53

 

How I created the Poster

Below is a Quicktime recording that explains how I used Adobe Photoshop to create a film poster for our original Neo-Noir text “Blackout”. Before A2 I had no experience with Photoshop, as a result I wasn’t very confident, however I am a determined and quick learner and so before starting to make our poster I went away and learnt how to do as much as I could on Photoshop. The end result was that by the time I actually started to use Photoshop to make the Poster and later the Magazine cover I was far more confident than I had been at the start of the year.

 

How I used Adobe Premiere for our construction

Adobe Premiere is the film editing software that I am most comfortable using given my experience with

 

How I used the DSLR in our construction

I wan’t able to use the DSLR as often as I would have liked as I was used as the main actor in our trailer and because Molly, my group member, was much better as using the DSLR than I was given the fact that she had far more experience using that variation of camera than I did. However, please follow the link below to an earlier post I made where I explain my understanding, knowledge and capabilities of using a DSLR camera.

https://welss001blog.wordpress.com/2017/10/16/dslr-skills/

How I used Adobe After Effects

Below is a link to a Quicktime recording I made where I explain how I used After Effects to create the muzzle flash effect for the final shot of the trailer where the gun goes off.

Digital technology used in research and planning

Below is an Adobe Spark in which I analyse some of the digital technologies I used in research and planning and their effectiveness.

https://spark.adobe.com/page/ZvDfqvS1oXUvC/