Section A - Representation of sexuality

In the clip, it uses: miss-en-scene, camera, sound and editing to portray the difference in sexualities in characters throughout. Each concept has been crafted in a way where the audience can either relate or reject the stereotype.

Mies-en-scene is one of the biggest concepts of this due to having various elements in which portray sexuality. For example, in the middle of the clip when the traditional "gay man" through only his performance alone (an aspect of mine-en-scene) can we suggest that he is gay, tries out for the schools football team he is in fact wearing a different colour from the rest of the male characters which immediately promotes difference. The red and purple completed contrasted the white in the other men's jerseys which could represent a sign of pureness for them where as red has the connotations as danger and sexuality is still, to this current day a touchy subject within the media - therefore, using a key stereotype to be promoted through the characters costume in order to present his sexuality through another aspect of mine-en-scene. This same character refuses to put on his helmet due to saying "it will mess up his hair" this diegetic dialogue adds personality to the character and therefore gaining more performance (aspect of mies-en-scene) which appearance is another stereotype issued around the "gay man".

Section A - Representation of age

Waterloo Road

• Camera - older generation is always above younger generations (final scene - older, at the top of the stairs, 20-30s women just at the bottom - teenagers furthest away. Clear hierarchy) Binary opposition, the eldest generation man is trying to dress younger - teenagers are laughing at him, mocking (reinforcing stereotypes).
• Performance & dialogue - contrast with the last scene (the young couple getting engaged) she is clearly not interested through the hesitation.
• Beginning of the first ever scene - camera on the older generations feet, enigmatic - showing power (empathising). Quick editing, time is compressed - teenagers are trying to cover the broken camera therefore using editing to generate this. "Give it" tutting, posture - hands in his pocket, full suit --- older clearly portrayed. 
• Site manager direct eye-contact with the younger generation (pencil in his ear - stereotypical) "You can help on one condition, go finish that essay you're meant to be doing" binary opposites. Reinforced stereotype.
• "Heads down, mouths shut" - teacher (older generation). Girl making eye contact with the other boy repeatedly not happy about the next step on his/her relationship with the other boy (trying to grow up too fast).
• Younger boy getting beat up/shouted out by older girl - defeating stereotypes on gender but following them for age - you can tell his younger by his timidness. Older teacher steps in to save him, loss of his inhaler - older generation more mature, always seen to be in the right - "saving the day".

Answer

In this clip, age is presented throughout using: camera, miss-en-scene, sound and editing which expresses overall differences in generations within the scenes.

Camera is one of the main conventions in which presents age within the clip. One of the dominant scenes in which this stood out, for me, was within the final scene. The eldest in the scene stood to the top of the stairs, with the camera looking up at him to present a clear ideology of hierarchy, where the women in her 20-30's stood to the bottom with the camera at direct level with her and then the teenagers were the furthest away and the camera was slightly stooping downwards. The positioning is very important here and the camera acts upon this for justification in which then puts the audience in the place where they will gain this image most effectively. Within this scene, the eldest generation (the older man) is trying to dress younger under the influence of the "ditsy" 20-30 year old women which challenges the original stereotypes of the older generation being set in stone to their own ways - this then forces me as a reader of the text to reject this because it is seen as being unusual. The teenagers in the scene are mocking him, laughing therefore reinforcing the "bullying" stereotype of a teenager which is preferred from the reader as they are then used to this outcome. The challenging stereotype could also generate escapism for the audience through the 1974 Bulmer & Katz uses and gratification theory.  


- need more timing :( 

Finding Dory - case study

Finding Dory

Funding
Budget - $200'000'000
Opening weekend, 17th June 2016 (USA) - $135'060'273 

Institutions

Production companies:

• Pixar Animation Studios (as A Pixar Animation Studios Film)
• Walt Disney Pictures (presents as Disney)  

Distributors:

• Walt Disney Studios Motion Pictures (theatrical)
• Walt Disney Studios Home Entertainment (DVD & Blu-ray)
• Netflix - Neverlands (video) 

Marketing

• Merchandise 
• Theme parks (Epcot, florida & coming soon to Disney Tokyo park) 
• Posters
• Trailers - Youtube: Disney has just over 1 million views. The Ellen Show has over 29 million views both containing adverts in their short clips, gaining money and mass views for consumers. 
• Charity - "just keep swimming" (from Nemo)
• The second film 

Technology changes in marketing & exchange

• In recent years there has been a big adaptation in devices and what is therefore accessible on them. The modern era uses their portable devices in order to access social media - a reliant platform for distributors, in order to market a film. Both 'Finding Dory' and 'Me Before You' do this. This could also be used by the term 'exchange' in recent years due to the easy access from social media to streaming links and piracy. 'The Blair Witch Project' was the first film in 1999 to use the Internet as its sole platform for marketing and the outcome was huge. Before Facebook, Youtube, Twitter even existed. 
• Use of hard drives have risen in terms of the exchange of films due to easily portable therefore quick transformation in exchange (for example) 

Changes in technology

Explore the changes in technology in production & distribution within the film industry. What issues have these changes brought to the industry?

• 1920s - sound was released. Before this, there was a 'golden age' of silent film which had narrative limitations. After this, sound and dialogue became a key component to the film making process which led to 'the talkies'. 
• 1939 - colour was introduced. This became a key element in which evoked emotion through colour - black and white films still can convey this and still to a modern day are released however the majority are in colour to portray significance. 
• 1940 - the green screen. It was called the ''travelling matte'' where actors could stand upon in order to have a different coloured background to which is available. It started off as the colour black and it has changed over time. Optical illusions are made with these for a much cheaper budget.
• 1950s and 60s - lightweight and portable equipment. Previous to this, Hollywood were known for big studios which contained heavy cameras and equipment. Since this revolution, film producers are able to ''explore'' more in terms of setting, action etc. Easier to get around more due to the portable technology. 
• 1907 (the dolly) and 1970s (the steadicam) - It would be difficult to find a movie without either of these, or both. Both are ways in which is more easier to capture the shots that are most effective for films. 
• 1970s - CGI (computer generated image) related back to the 70s due to the science-fiction films that were released at the time that included it. Improved over generations with the risen of technology adaptation. 
• 1990s - the internet. 
• 2009 - HD film - the Nikon D90 was the first ever DSLR camera that in which could film up to 24 frames per second with extreme high definition. 

Exam Question 2 'prep'

To what extent has the internet played a significant role in the marketing and the exchange of media products in the area you have studied?

Paragraph one: Marketing

Cross - media marketing: marketing over various platforms. 

Institutions/ Distributions:

• 20th Fox
• Disney
• Universal
• Warner Brothers
• Paramount 
• Columbia 

These are known as the 'big six' distributors they allow the movie to have global success as once it's featured with one of these its advertised everywhere. They have the rights to the movie and they own it when it is released therefore making the most money off of each movie they own.

High budget film. MAINSTREAM CINEMA!!!

When composing an independent film, you do not have the highest budget film - normally, targets one type of audience (English/American for example). There is no issue in the distribution company having the rights of the movie due to being independent, the rights belong to the production company still. 

Paragraph 2: Exchange

Audience accessing the film. 

• Cinemas
• Pirating (an issue) - can be accessed by social media playing a big role etc. 
• DVD 
• On demand (Sky cinema)
• Netflix / streaming - subscription 
• Tv for free???

Paragraph 3: Case studies (marketing)

Use examples from the case studies to answer the question, linking back to marketing throughout the paragraph. Include interviews, star appeal as marketing etc. 

Paragraph 4: Case studies (exchange)

Use examples from the case studies to answer the question, linking back to exchange throughout the paragraph.

Paragraph 5: Conclusion

How is the film going to end up, what's the ending for both films - how do you have to watch it, now? Current situation. Do you really need cinemas anymore? Print advertising is declining. 

Marketing terminology 

Production company - who make the film.

Distribution company - who promote and sell the film. 

Cross media marketing - more than one product.

'The Big Six' - biggest distribution companies.

Synergy - using other products to promote the film, indirectly (for example: merchandise).  

Media convergence - when technology comes together to then find everything on one device (for example: a mobile phone can access everything).

Answering the question

Marketing plays a big role within the movie making process with the Internet being one of the easiest and most successful branches within this. When a film is produced, whether it has a big/low budget it should contain a distributer. Meaning, it has a company in charge of the marketing and promoting the film across various platforms, countries etc. A high budget, Hollywood film would stereotypically contain one of the 'Big Six' distribution company distributers - these are: Disney, Warner Bros, Universal, Columbia, Paramount and 20th Fox each one contains a global success issued with it's name. Therefore, before the movie is fully produced it would already be provided with the label of a 'success'. This mainstream cinema could also be known as an issue due to the distribution company then has the rights of the movie therefore making more money than other aspects of the iim (the production company, the person who created the idea etc.). However, with an independent film, the distribution company still plays the same role within the film but it doesn't withhold the rights of the movie. This type of film normally contains one category for it's demographic (for example: this could be just an English demographic or just an American one). They stereotypically have a low budget and this is why it contains an independent film term. Each distribution company allows various platforms to promote their movie allowing a wide audience to engage and entertain with it. 

From marketing, the internet then works in favour for the exchange of media products. There are various ways in which the movie is exchanged - simply meaning, that the audience are able to then be engaged and in contact with the movie. These ways are: through the cinema, pirating, on DVD, through On Demand (Sky cinema etc.), Netflix / streaming and eventually on TV. Each way can have the internet play a big role within promoting and accessing the content. Pirating is shown as a huge issue within the exchange process due to the illegal access to the film which could loose customers at the cinema - for example. Social media is the main platform in accessing pirating websites therefore showing the internet as a downfall on this category. The 'Big Six' are trying to fight the piracy websites by releasing their movies within 3D for example, so it then cannot provide this feature so the audience will not want to watch it - allowing the movie to have a unique selling point over privacy websites. Media convergence is a process in which helps assists the way in which the audience can exchange the movie. However, it also then helps audience in streaming through piracy websites so can therefore, be a positive and a negative. A media product can in fact go 'viral' - a high platform for this to happen is from the internet, for example: through YouTube and social media something can be shown worldwide within seconds. 

In Disney's 'Finding Dory' the Internet is used as a main platform for the marketing side of the movie. This high budget movie is produced and distributed by one of the 'Big Six' being Walt Disney allowing it to withhold global marketing and resulting in global success. Walt Disney is an umbrella company meaning that they have every part of the movie making process under their 'wing' and is argued in being the world's biggest platform for media texts due to the mass audience they consume. On youtube (internet source) the first ever 'exclusive' trailer was released by the main character's voice over Ellen Degeneres (a marketing point within the star appeal used) which had a total of over 29 million views - from this, the success of the movie can already be highlighted due to the audience watching the first ever 'hint' to the movie. From this, social media allows the 'Finding Dory' phenomenon to go viral across the world. Facebook, the world's largest social media site has a following of over 3 million people following the official page for 'Finding Dory' - having people interact every day with relatable posts from the movie - still to this date meaning that promotion and marketing is still happening after nearly a year of release. Similarly, Twitter has over 127 thousand people following the official 'Finding Dory' page which also has over a hundred other accounts on this platform of fan page's for the film. Due to this movie being a sequel from Disney's 'Finding Nemo' released in 2003 it provides itself with its own marketing due to the audience that watched that the first film and enjoyed it are more likely to watch the second. Both films being from the mainstream cinema category also, provides the film with a vast age-ranged audience due to how the target audience for the 2003 film would have been now grown therefore the younger target demographic for the 2016 film would have both the older and younger generations interested. Concluding, that the previous movie is clearly a form of marketing due to the continuation of the social media links that continue to arise from the first film. 'Finding Dory' also uses their benefits of being under the Disney brand to release large amounts of synergy through the merchandise and the toys for the audience. This then, indirectly promotes the film too. 
Similarly, the film 'Me Before You' has internet playing a significant role within the marketing branch of the movie. The low-budgeted 'MGM' film does in fact have Warner Bros - one of the 'Big Six' distribution companies supporting them. The official trailer, released on the Warner Bros youtube page had over 4 million views - however, the one released on the 'Movieclips Trailers' youtube got more than 19 million views! Both actors staring in the film (Emilia Clarke and Sam Claflin) generating star appeal in order to have more attraction for the film. Emilia Clarke stars in 'Game of Thrones ' one of the biggest dramas within the industry therefore staring in this film attracts the British audience so is evident to be a strong marketing platform. Also, the movie itself is composed from originally being a book which can campaign as marketing within itself due to the book being a 'No.1 bestseller for the New York Times' so it therefore already has a mass audience without even releasing any trailer.
Unlike the 'Finding Dory' movie, 'Me Before You' does not have a range of 'unique' marketing platforms due to not having the target audience to develop merchandise. However, both films do contain the 'traditional' marketing platforms of: posters, trailers, adverts etc. Moreover, each films use the Internet as the strongest marketing point due to the prompts of each of the films that can be contained in websites, the trailer used as adverts within browsing and the streaming through media convergence - social media, is the overall biggest distributor to promote both movies. 

Within this modern era, Disney's 'Finding Dory' relies greatly on the Internet to exchange the media text from the distributor to the audience. From previously mentioning, cinema is traditionally the first form of the exchange and on the release date, 19th June 2016 in USA alone 'Finding Dory' was shown in 4'305 screens in one day therefore clear evidence that the film is on popular demand on the first day! The movie is now available from February 2017 to stream on Netflix in the US meaning that the Internet is highly needed this exchange of the media production. To prevent piracy from this movie, the distribution company of Disney allowed it to be released in 3D meaning that the customer would not experience the whole features if pirated but this did not completely stop pirates due to easy access to the movie online either to download or stream due to the modern society that is within this current day. 'Sky cinema' have also played 'Finding Dory' on their on demand service however it has not reached the level of being a TV movie, yet. 
'Me Before You' also started its exchange in cinema with a total of 2'704 screens shown on its opening day in the US - smaller but still a success! The movie is now available to stream on Netflix (from March 2017) but also, pirates are able to find it on the internet and therefore stream or download it through there. The movie is accessible on both DVD and Blu-ray for a fee so is continuously making money. 
Both movies rely on media convergence as well, due to it then allowing Netflix (for example) to be streamed across every device - especially beneficial when able to be streamed on mobile phones due to the uprising of technology. From this, you hardly see people reading on train journeys anymore due to the easy exchange of media texts through media convergence. 

Overall, both films use the Internet as one of their main sources in order to market the movie and exchange it but low/high budget films have different aspects in which they use the Internet. From this research, it is clearly evident that the use of the Internet is becoming more easier to obtain and accessible meaning that eventually the use of Cinema's globally will be no longer needed. Similar to the fact that the buying of DVDs have died down completely due to the accessible movies out there to be streamed and downloaded from the Internet. Netflix is one of the biggest platforms for this due to the monthly subscription being affordable and easy to access hundreds of films/ TV programmes. Concluding, both films have the Internet play a significant role within their marketing and exchanging of media product processes. 

Exam Question 1 - gender

Margaret 

• The PM is seen as the traditional women due to having to listen to the man, seen as more powerful within this seen (head and shoulder shots being zoomed in; slowly (taking everything in as you should see from her traditional stereotype, focusing) Male gaze?? she could slightly be linked to this - leading to change? stereotypically found in dramas) 
• Head and shoulder shot the PM is making direct address with the audience - portraying intimidation, the odd silence from her represents this. 
• Traditional man (the man who is speaking) has power/voice - dominant and in control of himself - dressed in suits - the spotlight is focusing on him. 
• The laughter from all the men 
• Dramatic suspense music when Margaret is walking, in front of everyone - men, showing the change in stereotype which challenges the traditional one so promoting binary opposition - change in stereotype, 'lesbian' women now has power. Could be argued that this power from the women could be seen as 'sexy'. The camera angle is still low, fighting with the stereotype. How rigid she looks - in a form of a robot (performance) - walks from the shadows into the light.
• The cut-away to the bag could represent an iconography for the 'traditional' women where she is not paying much attention to the men however this challenges the traditional stereotype.
• Camera is hand-held - unsteady, fast paced - could relate to the 'gay' man - jittery. 
• The shot of her shoes promotes her elevated, higher up than everyone else - Male gaze normally focuses on these features 
• The quick pace in the cuts from each man in this scene - seen as gossip, change in stereotype 'gay' man.
• Offers escapism, entertainment and can be argued education. 

In Margaret there are various different stereotypes used to represent the different genders used in the clip.

Camera is a key element in proposing these stereotypes due to the different shots, angles and movement types it has to offer in order to create the visual representation of these stereotypes for the audience. At the beginning, when the man MP is relaying his resignation, the camera shots him in a 'head and shoulder shot' near enough throughout. This is to then capture the pure emotion from the man but also, his selfishness for neglecting the rest of the governing party. From this, you can relate this character into the 'traditional' man stereotype due to the dominance he has over the rest of the people within this scene and the camera shot generates his personality of not being intimidated by the large crowd and the spotlight that is focusing on him - another feature for this stereotype. However, the Prime Minister in this scene is promoted parallel to the other character by also falling into the 'traditional' stereotype but for a woman. She withholds a close-up shot for the majority of her scene, with the camera slightly zooming in - steadily, this connotes the stereotype perfectly due to listening to the man and taking everything he says in without interruption. Consequently, demonstrating that currently the man has more power over her. On the other hand, when the close-ups are taking place the Prime Minister is in fact making direct address with the audience with a stern look upon her face - promoting aggravation. A cut-away to her hands also suggests this emotion due to the clench of her fists when the MP is speaking. Meaning, the 'traditional' women element of her character could also be run alongside the 'lesbian' woman stereotype due to the fiery side that looks like it is about to combust. After this scene, the PM bursts out of the House of Commons storming to an office - the camera angle looks down on her challenging her power within the scene but also comes with a 'tracking shot' which allows a fast-paced movement to happen. At this moment, there is another cut-away shot to her shoes which are in fact high-heels allowing her to be elevated (a sign of power) this could then be a weak link to the Laura Mulvey Male Gaze theory due to heels having the connotation of being 'sexy' but through her dominant role within this clip only allows it to be a weakened suggestion. Another use of camera to promote gender is the final scene of the clip, the hand-held camera allows the fast-paced frantic surrounding to be enforced. The other MPs (all men) are having array of quick cut shots to each other when they speak - this promotes a 'bitchy' tone for the scene therefore allowing a change within their stereotype going from the 'traditional' man to now showing elements of the 'gay' man. This change in stereotype could allow the audience to seek both entertainment but also, escapism from reality from the Uses and Gratification theory released by Katz and Blumler in 1959.