Dear Examiner...

My AS coursework portfolio is a project I have really enjoyed. I feel I have developed media skills I had in the past, gained experience and had fun producing a piece film in which I could express myself. Film production was new to me, something that I had little experience in, but this project has allowed me to gain knowledge, whilst creating a really enjoyable practical piece. Making a blog has also highlighted the benefits, planning and reflection can have. Whereas in the past I may have gone straight into the film without consideration for these factors, this project has impacted the way I will approach future tasks in media.

I hope you've really enjoyed my project and it was of a high standard, as I've invested a lot of time and effort into it! I enjoyed it, and feel it has been a beneficial experience moving on to my second year of A-levels.

Joel. 

Final Film Opening

Final Screening

This was an interesting and informative screening, giving me the final few tweaks I needed, both from Mrs Weatherson and my classmates. Two of their feedback sheets are shown below...

Evaluation: Part 7

Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product? 

Evaluation: Part 6

What have you learned about technology through this project? from jo3lgriffiths

Evaluation: Part 4

Who would be the audience for your media product?

Ideally, this would be the stereotypical member of my target audience. His personality alone mirrors the traits of some gangster characters. For example, David "looks for cheat ways to accomplish tasks", suggesting that he is self-centered, cocky and materialistic, making it easier for this consumer to identify with characters in my film. Thus increasing the likelihood of David enjoying the film and positive two-step and multi-step flow being achieved. Even geographical similarities would appeal to my audience. Considering my film is set in an urban area on the outskirts of a large city, viewers living in similar areas can relate to this. David, for example, living "in London, 10 minutes from the centre" shows us that he fits perfectly into the audience that will feel most impacted by my film. These two examples reflect how I tried to target an audience, that most importantly could relate to the characters and mise-en-scene they see on screen.


A secondary audience would be a people that aren't necessarily exposed to aspects of this lifestyle, but are excited, interested or entertained by experiencing it through film. Stereo-typically, this would be middle-class, well-educated men. The key purpose of targeting this audience is the appeal of being involved in an unfamiliar experience, or portrayal of life, perhaps for some a form of escapism from a safe, monotonous lifestyle.

Evaluation: Part 5

How did you attract/address your audience?

I constructed a list of questions to test the appeal to my audience...

• In your opinion, how does my opening use, develop and challenge conventions of the gangster genre?
• How do you think I represented gender?
• What did you enjoy about my film opening?
• Would you watch my film, if so, why?
• Have you enjoyed similar films in the past?
• If you directed my film opening, what would you have done differently? 

Charlie, a regular gangster film watcher, and ideal member of my target audience, was asked to watch my film opening...

After doing so, I asked him some key questions, which are listed above. These were his responses...

Evaluation: Part 3

What kind of media institution might produce and distribute your product and why?

Consider the role of the production company.

A production company is an organization with the resources available to facilitate film production. Their ultimate goal is to make profit as a business, so therefore are integral in all stages of production,  this being production, distribution and marketing, to ensure their project's success. There are both major and minor players in the film industry, the first being America's 'Big 5' - 20th Century Fox, RKO Pictures, Paramount Pictures, Warner Bros and Metro-Goldwyn-Mayer and the 'Little 3' - Universal Pictures, Columbia Pictures and United Artists. Independent Production companies are another big part of the industry. They cannot compete on the same level as the big 5, but target niche audiences and usually exposed more to the film enthusiasts or critics. They have a restricted budget and resources in comparison to the big 5, meaning they don't often reach the blockbuster standard of mainstream producers, but there are examples of Independent films that have reached mainstream audiences and made huge profit. Independant British producers like Moonspun or Between the eyes, have made successful films like 'Shifty' and 'The Selfish Giant.'

My film was a crime-thriller inspired British-Gangster. It wouldn't have many special effects in the rest of the production, or qualities of the traditional MOB Gangster that is largely successful in America. 'The Godfather' for example, was produced by 'Paramount Pictures' in 1972 and had a budget of $6,000,000 and resources of the highest quality. Being an independent producer, my film Great Allegiance, would have nowhere near these resources. It would be more likely to use the microwave scheme, on a very limited budget. My production shares some similarities with 'Shifty', as that too is a crime-infused, low-budget, independently produced film. Therefore, I think that 'Between the Eyes Productions' would be likely to take on a project like mine, with a similar past project that was successful in mind, reducing the risk of investment.

Consider the role of the distributor.

A distributor is the individual or company responsible for the marketing of  a film. After setting a release date, their priority is advertising their project to a point where expectation and excitement is built up by their target audience. An example of how this sort of buzz has been created was by Walt Disney Studios, who used the technique of blanket marketing leading up to the 2013 release of 'Frozen' which was vastly successful. From merchandise to mainstream songs to various hash-tags on twitter, every avenue was explored, enabling them to hit a huge audience, and thus increase profits.

Similar to the production, 'Shifty' is another comparable past project in terms of distribution. Between  the eyes used 'Metrodome Distribution' an independent company who, in this instance, primarily focused on getting 'Shifty' to DVD, as opposed to a cinema advertising campaign. Given the fact it too was a small film, using the microwave scheme, this was most appropriate for its success. Therefore I also feel that 'Metrodome Distribution' would be a likely candidate to take on a project like 'Great Allegiance.'

Explain your opening credits.

My choice to use 'Channel 4' as the tag on my first title was mainly because of its reputation and connotations because of that. Channel 4 is well-known, respected, experienced TV company, who have been synonymous with British television with some time. This would appeal to my mainly UK-based target audience, who would both recognize and anticipate a film associated with this institution.

I also chose to use 'Arc Media Productions' as my production company because of the positive connotations it gives off to the viewer. 'Arc' suggesting this is an institution that is forward-thinking, versatile and dynamic, giving tyhe viewer a good first impression for the production. A term like 'media' implying that this is a company which have big potential in the media industry, not just restricting their trade to the film business. This all builds up and impressionable, new brand which would generate excitement among the target audience.






Creating an association with the Lottery means that I was able to reinforce the films British origin. T

I chose to also use the Microwave scheme as it gives the viewer context and a sense of expectation.

Evaluation: Part 2

How does your film represent Women in the opening?

There were a few ways in which women were represented in the opening of my production. Through my shot types, choice of sound, the mise-en-scene and editing I both supported and challenged contemporary gender ideas.

I made some notes analysing the opening...

The opening introduces you with a diegetic, background procession of police cars going past, synchronized with the opening titles. Police cars or other authoritative services connote power, dominance and responsibility, all of which are stereotypcally attributed to male characters in film. Giving the audience this initial impression means they are likely to associate the male characters to be more powerful than any female ones to come, supporting traditional gender roles. Not to mention the central, bold, white titles with a font type that is aggressive and impacting. These features appeal largely to men, establishing initial action and violence, men being my predominant target audience. Traditionally, women have been associated with rounder, more comforting and more gentle font types, alienating them from the film before its even really begun, and reinforcing a dominant stereotype that women aren't supposed to fill these character roles.

The sirens soon transition into my non-diegetic soundtrack. It is an edgy, suspense-filled, bassy film score, which is orientated towards my mainly male target audience, as it implies that a significant, action-packed moment is just around the corner for the viewer. This implication suggests that women would feel vulnerable in this narrative world, playing up to theme of a male-dominated world that gangsters live in, in similar past productions. When you accompany this with the lighting of the scenes, which are dark, misty and grim, you get a further reinforcement of gender-based stereotypes. It again, shows a potentially threatening environment for female characters to be in, and also goes against the the connotations of a female presence in a scene, which are bright colours, happiness and peace.

As the audience begins to see a series of shots showing Ade walking around, we hear a non-diegetic voice over of him telling us about his character. This dominant voice, over the images gives the reader the impression that Ade is more powerful, more knowledgeable and in control in general. With this, it reinforces traditional gender views that men are the more powerful sex, also alienating the female viewers who feel that you need to be male to identify with Ade. This stereotype is reinforced with the long shot showing Ade spreading his arms in the subway. In this shot, his body language suggests that he is control, his arms spread out, making himself the dominant focal point of the scene. However, in the voice-over, there is one section where Ade talks about the loss of his Mother and it's arguable that this challenges the stereotypes in film. He is audibly emotional about his Mum's death which is a more open, vulnerable presentation of his character, historically this has been attributed to women in film.

Further male power is asserted when Ade is walking with the use of a match on action edit, this connotes forward-thinking, dynamism and aggression. This scene alone shows that to be in an authoritative position you are required to be masculine in your action, backed up by the time lapse edit over-looking a city view, again reinforcing this fast paced tempo. In the end sequence, Jamie and Ade feature in a series of music-synchronized cut aways. The two, main focal points are male, along with a dubstep soundtrack, gives the impression that a women would be intimidated or scared, alienating them further.

These are just a few examples of how women are presented in my production. In this genre, their presentation is largely negative, this was something I tried to reflect when shooting and editing mine, also taking into consideration what effect breaking these traditional gender-based roles would have on the viewer. 

Evaluation: Part 1

In what ways does your project use, develop or challenge forms and conventions of real film openings?

Conventions my film used...

• Typical narrative storyline. Vopice-over introduction/Mysterious antagonist introduced/Background information/Contextual information.
• Costume/Props similar to MOB/British Gangsters 
• Lighting dark in parts
• Disequilibrium obvious
• Street setting 
• Criminal/Corrupt element introduced

There were a few ways in which I used the conventions of real films, for example, my choice of costumes.

Traditionally, MOB-Gangster and Film-Noir productions use costumes which are formal, smart or sophisticated. British-Gangster films often feature long-length expensive coats and shirts or alternatively leather jackets, hoodies and jeans. These looks are synonymous with the likes of 'Goodfellas', 'Lock, Stock and two Smoking Barrels' and 'Get Carter'.     

       

I took inspiration from all three films to an extent with my two main characters:

The Antagonist in my opening, Ade Freeman, is dressed in shoes, a shirt, a long coat, a scarf and a traditional cap which ties into the conventions of a British-Gangster production. I kept the colours of my costume dark and non-exclamitory as it fits into the genre, 'Goodfellas' for example, having a similar theme.

My Protagonist, Jamie Carter, was wearing trainers, dark jeans, a black polo shirt and and a black jumper, all of which would fit into a film like 'LSATSB'. Given this character's role in a brief get-away scene, it was fitting to have more casual clothes as British-Gangster films have used this dress scheme in similar situations.



They're comparable these memorable examples:


Shoes, long coat, scarf...










                                                Dark polo shirt...









                                                                  

I also used the feature of direct address to influence my opening.

I also tried to adopt a wide range of shot types and camera movements, for example tracking, tilt up and establishing .This creates the effect of a fast-paced, dynamic atmosphere, playing up to the general conventions of the genre. The direct address shot type has been used in previous MOB and British-Gangster productions, for example 'Goodfellas', in the final scene.

Similarly I used this when the antagonist, Ade, says "but let me ask you a question."

I challenged conventions of the genre through:

My soundtrack choice. I used an edgy, bassy and suspense-building film score which resembled that of a crime TV-drama. Doing this is not common in 'British-Gangsters', Lock, Stock for example, using Hundred Mile City by Ocean Colour Scene, as their generic British Gangster opening song. Conventional opening soundtracks connote London, white gangsters and street crime. In my opening I deliberately wanted to steer away from these stereotypes, linking it more to the crime-thriller aspect.

The titles were another way I challenged conventions:

The usual British-Gangster production features titles that are relaxed, in-formal and contrapuntally playful. Lock, Stock uses lower-case, quick-lasting titles in its opening. 

Through this, the viewer connotes the production with humour and quirkiness..

I didn't want to down-play my titles at all, so instead I chose to use bold, in-your-face, capital letters to establish the mood and atmosphere of my film. Going against this convention attracts a different target audience and drastically changes their expectations.

2nd Screening

Peer Assessment...

Initial Screening

 Feedback.

Creative Commentary: 'Don't over do the focus pulls - they should be done with purpose - you should only use them to show significance of one object to another in the same scene. Your sound needs to be regulated - at the moment the diegetic sound is too loud - it is good just too loud - see Dani about how to do this. You are thinking a little bit about the framing but you need to make more deliberate actions - why do we from a close up of the guys face to the close up of the feet to then tilt back to his face?' - Mrs Weatherson


Creative Suggestions: 'YOU HAVE TO HAVE ALL FILES IN YOUR MEDIA DRIVE AND TAKEN FROM YOUR MEDIA DRIVE - OTHERWISE THEY WILL BE LOST. I want to see more thought when it comes to lighting - and framing for purpose - consider all the time what you want your audience to understand from your opening?' - Mrs Weatherson

I also got feedback from my classmates...