Genre Research: Repertoire of Elements

Repertoire of elements de nicecinthia

Genre research: Historical Timeline

Please copy and paste the URL link because we was unable to find the link to embed this timeline. http://www.tiki-toki.com/timeline/entry/697109/Gangster-Crime-Genre/

Film Magazine Analyse: Gangster Crime

Film Magazine Analysis: Empire Magazine

Genre Research: Adulthood Poster Analysis

Previous Credits: As this was the sequel to the main film 'Kidaulthood', there was already a fan base built. This is because, from the previous film, the target audience would have the same expectations as they did before.  To prompt the guarantee that the upcoming movie would be as good as the first, the marketing used a similar format as the first poster. However, in the first poster, the image was taken during the morning. As this poster was seen to be taken at sunset, the target audience could expect more action because you can assume that most if the scene would be taken at night, so therefore there would be more action.

Colours: There was a range of different colours used in the poster. The main colours used were warm/dark colours. The warm colours were amber and an earthy tone of orange. The colour amber could be interpreted as the transition from morning to night which could be related to the content of the film. Because you could infer that the people on the poster only begin to do what they do during the night. This could be associated with the genre of the movie because as it is a gangster drama, you could expect them to commit an organised crime during the night so they don't get caught by the police.

Main image: On the poster, there is a group of 7 people, who you can assume that they're friends. The star of the movie (Noel Clarke) was the only character that was standing up, this could suggest that he is the main participant of this friendship group. It could also suggest that the distribution house used his as the USP because he does have a strong fan in the UK. When people see him on the poster, they would want to watch the movie regardless of the quality of the film. Despite the fact that on the poster all the main characters are recognised, it was obvious on who were the characters which were as known. For example, the lighting on Shanika Warren-Marklands was very dark. This could imply that she is not a major character or she is one of the characters who have a negative role whereby the audience wouldn't approve. 

Reviews: With most movie posters - regardless of the genre - it is expected to see reviews from critics. This is because it could influence the opinions the audience. If the reviews were bad, not a lot of people would want to watch it because they would probably think it is a waste of time. Consequently, distribution houses would want to put the best reviews from the most well-known critics on the film posters to show that even the harsh critics enjoyed the movie. The quote could also give you an insight on what to expect in the movie, so on the poster, it says 'fearless and full on'. This could suggest that the film could include deviant behaviour which could be seen as exciting for the target audience.

Credits: On most film posters the credits are always at the bottom with a type condensed font. Not a lot of people generally read it but for those who does it would be very beneficial. If the target audience read the credits and noticed a well-known producer or director, it could influence them to watch the movie because of his/her's previous successes. 

Genre Research: The Untouchables

Case Study: The Conjuring 2

Distribution companies use websites, social media, reviews etc. to help raise awareness about the
movie.



OFFICIAL WEBSITES
This is the official website of the Conjuring  2 movie.

http://www.theconjuring2.com/

It is also a well-known marketing strategy to use websites to promote a movie because it could possibly encourage fans to make their own unofficial websites of the film which will, therefore, create a 'hype' for the movie and then more people would go to cinemas to watch the movie.

The Conjuring 2's website uses a range of different techniques to interest the targeted audience. As it is a horror movie, it uses dark colours such as black and a pale silver. A majority of the images on the website is made up of the scenes from the movie itself. It was edited in a way whereby it would go with the dark colours on the page. The editors of the website probably reduced the brightness of the picture making it look dark to fit the theme of the website itself. The use of the dark colours and dimmed images help fans of the movie because it continues to go with the genre. As it is a horror movie you wouldn't expect to see images of people being happy or bright colours. The editors of the official website stick to these conventions which help encourage the target audience because it promotes consistency within the franchise.

On the official website, there is not a lot of text. Notwithstanding the fact it is an official website used to promote the movie, the text on the website is very limited but very informative. It had the information about the film and the history behind it, which will interest the target audience because of the fact it is based on a real movie. It doesn’t give out too much information about the actual film on the website because it is still used to get people to buy the DVD or go and watch it in cinema. The linear layout of the text allows the views of the web page scan the text rather than read the actual text. The fact that the text is limited helps market to the target audience because it leaves them in suspense and people who enjoy watching horror/supernatural films like the feel of not knowing or what to expect next.
The music on the website is an eerie instrumental which supports the genre of the movie. This is because you wouldn’t expect to hear the upbeat music. By conforming to the genre's norms it allows the audience to continue to understand that it is a horror/supernatural film. It once again promotes consistency which is preferred by the majority.
When going on the different links to the website the change is not like regular websites. For those who have watched the movie before, would understand the transition of the website because it comes from the storyline. This creates excitement for the views of the website because it is not like other pages. It could also cause humour when the viewers understand why the transition to the other sections is like that.

A quick snapshot of how every page transitions into the next.

The web page also has a section which allows the fans of the movie to actually experience the movie virtually. For example, the 'experience Enfield VR 360' tab allows you to see the real life house of the characters the film is based on. This promotes the franchise because it helps engage the target audience and allows them to feel involved. Having this feeling of involvement could cause a connection with the film to make them because of bigger fans of the movie. The fan love would then help if and when the franchise decides to come out with a new sequel.
Lastly, on every section of the web page, the movie logo was on either the side or the top of the page. It acts as a reminder to the viewers of the website. The brand recall is very common on official websites because it allows the viewers to remember the logo and then they would be able to recognise it when they see it at other places.

Social Media Marketing

The distribution companies tend to understand that society is changing and developing. Over the years social media has developed in such a way that there is a range of different ways to communicate with people. Social media also plays a role in the latest trends and things society has deemed as 'cool'. Most distribution companies have seen this rapid change in society and use it in a way to help promote the upcoming movies.  Films that have smaller budgets tend to rely on social media with hopes that the film goes viral. The Conjuring 2 has a large budget which allows them to promote the movie in varies ways. The film has a Facebook account, Twitter account, and an Instagram account. These different social networks have different targeted viewers for their website, which means that different kind of people would be able to see the movie.

Since the film is already out, the social network just continues to make the fans see other upcoming movies which are similar to the Conjuring franchise. This would also be a cheaper alternative when it comes to marketing because it is free to use social media and it would reach a larger audience.

REVIEWS

Reviews is a very powerful way to either promote or demote a movie. The distribution companies have no control of reviews because it is made up of people who have seen the movies opinion. However, the distribution companies can set up preview screenings where they invite journalists, critics and vloggers to watch the movie to create reviews. At these screenings, they would most probably give a lot of things for free such as food and give them extremely comfortable seats to help make their review positive.

Fortunately, The Conjuring 2, had a very good review. Reviews can influence the thoughts of an audience because if there was a lot of bad reviews people wouldn't want to watch it unless they were really big fans. Chris Hewitt from Empire magazine said 'With plenty of scares per square inch, this is a worthy follow-up to the original'. A lot of people who are really interested in movies and films would read such magazines as Empire and Chris Hewitt is a respected critic so his opinion on the movie would influence a lot of minds.