Question 2 media
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Cross media convergence and synergy exis6ng between my trailer, magazine and poster
I successfully used a combina6on of two mediums between my trailer, magazine and poster to a certain extent. Cross media convergence is used between the film and magazine industry in an effec6ve way, as the magazine front cover is promo6ng my film. Using magazines to market my film is a good way because the target audiences are likely to buy and read magazines. The synergy exis6ng between my trailer, magazine and poster are: character, colour scheme and language.
Character
• The same character has been used through the trailer, poster and magazine, which is the killer. The killer has blood on her face in the poster and magazine and in a part of the trailer, the killer has blood on her face. This clearly shows a link between the poster, magazine and trailer.
Character in the poster Character in the magazine
A shot from the trailer
Language
• The language throughout the poster, trailer and magazine are all the same. In the poster, the text is the tagline, which is also included in the magazine and trailer. The other 6tles in the trailer are also present in the magazine, which is shown below.
Tagline in the poster
Text in the magazine Text In the trailer
Color scheme
• The color scheme of red, white and black is applied to the poster and magazine more than the trailer. The 6tles in the trailer are black an white and in the 6tle of the film, it is red, white and black. In the poster and magazine, the colors are more eye catching.
Title in the trailer
How effec6ve have I been in showing a link between the magazine, poster and trailer
The link between the three texts, including trailer, poster and magazine are effec6ve to a certain extent, as there are limita6ons and strengths to the extent.
The tagline has been effec6ve as it is present in the trailer, magazine and poster, even though it may not be as obvious in the magazine and trailer than it is in the poster. The tagline in the poster is at the top and is in a different colour. This is effec6ve because the audience can clearly iden6fy the tagline and it will help them remember it. The tagline is important because it helps the audience understand the phrase that sums up the story of the film. The tagline of the magazine is not clear so the audience would struggle to iden6fy the tagline and this is a limita6on. An improvement can be to change the colour and the font so it is the same as the tagline in the poster. This would be beGer in order to link the magazine with the poster and trailer. The tagline in the trailer is also not clear but would be difficult because there are other important texts. In other trailers, all of the texts are in the same form.
How effec6ve have I been in showing a link between the magazine, poster and trailer? TAGLINE
Tagline in the poster
Text in the magazine
The poster and magazine has the same character as the main image and in the trailer the killer is shown the most. This helps create a link between them because they all have the main character as the main feature. In the poster and magazine image, the killer has blood on her face and there is an effect being used and this creates a tense atmosphere. In the trailer, there are a couple scene where the killer has blood on her face and this shows there is a connec6on between the film poster and the trailer. Another connec6on is the fact that the killer in the trailer always wears black and has her hair in front of her. In the film poster and magazine, the killer wears a black top and her hair covers some of her face.
How effec6ve have I been in showing a link between the magazine, poster and trailer? STOCK CHARACTERS
Character in the poster Character in the magazine
A shot from the trailer
In the trailer the character’s shown are: the killer, the killer’s daughter, the daughter’s friends when they were young and when they have grown to a teenager. In the poster there is no men6on of the other stock characters, but in the magazine the killer’s daughter is hinted by the text “when a mother’s love goes too far, who will bare the pain” and this suggests there is a daughter and mother rela6onship that is shown in the trailer when the mother thinks of the good and bad moments. One of the bad moments of their rela6onship is established in the trailer by the use of shou6ng at each other. The argument demonstrates that the mother is being over protec6ve and loves her daughter a lot, which links with the text as they both show how much the mother loves her daughter.
How effec6ve have I been in showing a link between the magazine, poster and trailer? STOCK CHARACTERS
Character in the poster Character in the magazine
A shot from the trailer
The narra6ve is shown through the trailer, magazine and poster. TRAILER The narra6ve in the trailer is shown through the use of texts, sounds and various shots. The text in the trailer plays a role in understanding the narra6ve because it helps unfold the story by hin6ng what will happen, such as the text ‘it can kill’ implies that there would be killings involved in the story. The use of sound takes part in the narra6ve as sounds have meaning, for instance in my trailer there are screaming sounds that suggests anger and pain. This links with the text of ‘6me passes but pain doesn’t’, as the screaming sound implies the killers pain did not go away. The sudden sound we hear when the audience sees the killer in the same shot as the vic6ms plays a role in the narra6ve, as it implies something dangerous would occur. This helps the narra6ve unfold because the story of the trailer is about dangerous behaviour. The shots of the killings help unfold the story because it suggests that there would be killings happening. This part of the narra6ve helps the audience realise that the film is a slasher horror. The audiences link the texts, sounds and shots together to help them unfold the story.
How effec6ve have I been in showing a link between the magazine, poster and trailer? NARRATIVE
The narra6ve is shown through the trailer, magazine and poster. MAGAZINE In the magazine the image, texts and colours helps the story unfold. The text, such as ‘when a mothers love goes too far who will bare the pain?’, implies that the film is about a mother’s love and how she is overprotec6ve. This therefore makes the audience think about the narra6ve. The image is similar to the poster’s image so has the same narra6ve hint, including the facial expression and blood. The main colour used is black, which connotes danger. By this, the audience would know that the film is horror.
How effec6ve have I been in showing a link between the magazine, poster and trailer? NARRATIVE
The narra6ve is shown through the trailer, magazine and poster. POSTER In the poster the use of colours, image and texts helps the narra6ve. The main colour used in the poster is red, which implies danger and threat and this helps the story unfold because the audiences are aware that the story would about death and pain. The colour red makes the poster appear horrific and builds a tense atmosphere as red connotes blood. The image helps unfold the story because the character’s facial expression implies that the story is about something serious, such as death. Even though the image has effects on it, it is clear that the character has blood on her face and this implies the story will be about death. The texts in the poster help unfold the story because they give hints about what the film will be about, such as the tagline, “6me passes but pain doesn’t” suggests the story will be about a pain will remain for the rest of someone’s life.
How effec6ve have I been in showing a link between the magazine, poster and trailer? NARRATIVE
Narra6ve
Narra6ve is significant in a film campaign because it helps the audience understand what is going on, as it is an effec6ve way of showing how the story is unfolded. There are three major terms of narra6ve, which are: plot, which are the events of the story, theme, which is what the story is about and discourse are the things being discussed. These terms of narra6ve are important because it helps the audience create a meaningful story so they can interpret it the way they like.
Narra6ve The narra6ve structure is also significant as it determines whether the audiences understand what is going on and it allows them to create different meanings as they would interpret it differently. Narra6ve differs between two structures that are open and closed. Open and closed narra6ve is different at the end, where open narra6ve has an unfinished story or cli[anger and this therefore leads to a franchise, as there are more to the story being told. The audiences are more likely to have more ques6ons in an open narra6ve than closed, as the way they view open and closed would be different. On the other hand, closed narra6ve has a finished story, for instance the enemies are overcame and normality is restored. There are a variety of successful film campaigns that have open and closed narra6ves. My trailer is closed because the story is finished and there are no cli[angers. Even though closed and open narra6ve film campaign are both successful, it has been argued that open narra6ve may be more effec6ve than closed narra6ve. This is because the target audiences for open narra6ves are broader as there is a new audience for each film in the franchise.
Narra6ve
Narra6ve is important because it helps us understand how to behave; as there are moral guidelines and can differ according to the genre. Depending on the genre, narra6ves can almost be predictable, such as the plots and stock situa6ons. In a typical horror film, a character goes to the kitchen and gets killed. However, it can be argued that real life is not like what we see in the movies, so should not be taken seriously so cannot teach us human behavior. The audiences would interpret what they see differently and they decide whether they are a passive or ac6ve audience.
Narra6ve
Barthes puts forward that there are enigma and ac6on codes that helps the story unfold. Ac6on codes are the character’s movement that helps the story move on and usually hints something and enigma codes are the puzzles that are le_ with the audience to ac6vely work out. The audiences may interpret meanings differently, so for each audience there would a different experience with different ques6ons and problems to be solved. Barthes theory can be applied to my film campaign because my trailer contains enigma and ac6on codes, an example of an ac6on code is when the knife drops on the floor because it suggests someone is being killed. This links with enigma codes because the knife dropping le_ answers for the audience, such as the purpose of the killing. Another ac6on codes that leads to enigma codes is when the killer stabs the image with a knife. This ac6on implies that the killer is angry with the people in the image and leads the audience to ques6on the reason and who the people in the image are. An enigma code that is le_ with the audience is the ques6on of who survives, which persuades them to watch the film because they would want answers for their ques6ons.
Narra6ve Levi-‐Strauss put forward the idea that narra6ves are built around binary opposites that keep the story moving forward and is useful, as it links with my trailer. In my trailer, there are ranges of binary opposites, such as young and old. This is shown through the use of video effects between the shot of the young children walking down the stairs and then the teenagers walking down the same stairs. The video effect was effec6ve because it juxtaposes the shots and shows how 6me passes. Another binary opposite in my trailer is life and death. Life is shown when the vic6ms are not aware they are going to be killed and death is shown when the audiences see the knife, which shows that they are dead.
Narra6ve
Unlike Barthes and Levi-‐Strauss, there are theories that are less likely to apply to my trailer, such as Todorov. Todorov’s theory is the idea that there is an order of narra6ve, which is all narra6ves start with a balance then there are opposing forces which is then disrupted. The problem is being solved and there is a new but different equilibrium. In my trailer, I can iden6fy the balance, which is when the killer is calmly thinking of the good memories of her daughter, as every one would want to remember someone they love in a posi6ve way. In my trailer, it is difficult to iden6fy the new but different equilibrium because the ending of my trailer is the event of a killing. This therefore means Todorov’s theory of narra6ve does not apply to my trailer. Perhaps it is because the narra6ve of the film would be clearer as the trailer is le_ with ques6ons and does not show the ending.
Genre There are a variety of strengths and weaknesses of genre in films to both the ins6tu6ons and audiences. A problem of genre is that it does not fit in neatly into one category, which is a problem because the audiences may be confused what genre it is. However, subgenres help films to fit in the correct category. An advantage for ins6tu6ons is that it is less of a risk as the audiences has consumed it before. They would know what genres are in trend and produce films according to this. An advantage of genre to audiences is that they have certain expecta6ons in each genre, for example in horror films the audiences would expect to see blood and gore. Even though the audiences interprets meaning differently, the basic codes and conven6ons must be present in order for the audiences to understand what genre the film is.
These expecta6ons are also demonstrated by the use of trailers, magazines and posters. In my film campaign, I have included codes and conven6on appropriate to the horror genre and an example is the use of blood in the magazine, poster and trailer that implies that the film is horror. Codes and conven6ons are significant because it helps the audience understand what type of film it is but according to Neale, there must be repe66on and varia6on in order for the audience to enjoy the film.
Genre Neale puts forward that the codes and conven6ons must repeat and vary to a certain extent because if there is too much or too liGle of varia6on or repe66on then the film would bore the audience. The unbalanced codes and conven6ons would be a success because the audiences would take pleasure in finding out informa6on for themselves. In slasher horror films, the audiences would take pleasure in figuring out who the killer is. The audiences would have different experiences with the film as they interpret meaning differently. In my film campaign, I have repeated and varied some codes and conven6ons so it does not bore my audience, such as I repeated the idea of an overprotec6ve mother and this is shown when there is a voiceover at the start, which is the conversa6on of the mother and daughter. At first, the audience think the mother loves her daughter like every mother does but when she starts shou6ng at her daughter about not loving her and spending 6me with her, they realise her love is a lot and is becoming selfish with it. In typical slasher horror films, people die as a result of doing wrong ac6ons, such as drug taking and lying to parents. However in my film, the people die as a consequence of being friends with the killer’s daughter and this is different to other horror films. This is shown when the group of friends, including the daughter, are playing ringa-‐ringa-‐roses and then them coming down the stairs with a transi6on of them grown up. Neale is useful in explaining the unbalanced codes and conven6on while Burton is useful in explaining the key elements need in films.
Genre
Burton defines the key elements of genre with the formula: protagonist, stock characters, plots and stock situa6on, iconography, background and décor and themes. This formula is useful because I can apply it to my own, for example in my trailer, the protagonist is the killer/mother and this is demonstrated as she is shown most of the 6me and is the main image on the magazine and poster. The stock characters are not present in the poster and magazine but they are in the trailer, and the stock characters in my trailer are the daughter, and her three friends when they were young and teenagers. The plots and stock situa6on is when the killer stabs the image of the friends with a knife, implying that she is going to do something dangerous to them. The icons present in my trailer are the blood, black clothing and knife, which are all conven6ons of horror. The blood and black clothing is also present in the poster and magazine, which helps the audience recognise the genre is horror. -‐-‐The themes in my trailer are love vs. hate and young vs. old. The theme of love and hate is demonstrated in the use of sound, as the mother and daughter have a normal conversa6on then another conversa6on where the mother shouts at her daughter. The young vs. old theme is demonstrated when the young friends of the daughter walks down the stairs then them grown up.
Comparing my promo6onal package FRIDAY THE 13th
Magazine front cover Film poster
In the ‘Friday the 13th’ promo6onal package, the main character is used in the magazine cover and film poster. In my promo6onal package, the main character in the film is also as the main image. The characters are the same but are in different shots and the posi6on of the knife is different. In my magazine and poster, there are a few things that differen6ate between the two images, such as in the film poster the character’s shot is eye level but in the magazine, it is low angle.
My film poster My magazine front cover
Comparing my promo6onal package FRIDAY THE 13th
Magazine front cover Film poster
Shot from the trailer
My film poster My magazine front cover
Shot from my trailer
In Friday the 13th, there are shots of the character that was in the poster and magazine. Similarly, there are shots of the killer in the trailer as well as in the poster and magazine. This helps build the connec6on between my promo6onal package. Both characters are shown with low key ligh6ng, which creates a tense atmosphere.
Comparing my promo6onal package FRIDAY THE 13th
Magazine front cover Film poster
Shot from the trailer
My film poster My magazine front cover
Shot from my trailer
The text in the trailer has a similar font to the film name on the film poster. This therefore makes the two products link together. Likewise, the 6tle in the trailer has a similar font to the film name in the poster. This helps create a promo6onal package because they link with each other.
The strengths and weaknesses of my promo6onal package
Strengths Weaknesses
§ The font of the 6tle in the magazine should be the same as the font used for the poster
§ The tagline should be clearer on the magazine
§ The fonts used in the poster could also be used in the trailer 6tles
§ The color scheme used throughout the promo6onal package was effec6ve, as it links with horror
§ The main character is involved in the poster, magazine and trailer
§ The character has blood on her face in the trailer, magazine and poster
§ The images used for the poster and magazine is not too similar, as there is an effect used for the poster
§ The main character wears black clothes throughout the trailer and in the images taken for the poster and magazine