Thursday 17 March 2016

MEST1 Section B: Independent case study - Spectre

The basics
1. Name - Spectre
Director - Sam Mendes
Notable Stars - Daniel Craig, Ben Whishaw and Christoph Waltz

2. Release Date - October 26, 2015
3. The genre for Spectre is Action Adventure and Thriller. The iconography with the gun would suggest that the film would be an action film. Other conventions could include the explosions that are present in the film's trailer. The locations that the protagonist goes through would also suggest that this would be an adventure film as we would see James Bond (Daniel Craig) in a snowy area. The Thriller segments could include the car chases that are in the film as this would also be seen as a part of the Action genre as well.  
4. The critical reception for Spectre had an IMDb rating of 6.9/10 while Rotten Tomatoes had rated it 64%. And finally Metacritic had a rating of 60%. The general reception from those who had disliked had said that the film was reliant on the "007 formula" of the film as it had tried to make connections with past Bond Films. Meanwhile those that had liked the film found the action sequences quite enjoyable. 

Broadcast
1.  Media Language: The trailer conveys the message that James Bond is a strong character as we see him go through dangerous areas and locations. These dangerous stunts that he partake in could be the crash landing of the plane that he pilots. Other moments that convey that James Bond is a strong character are the car chase scenes that are also teased in the trailer which could show that an audience would be expected to watch an action film as it would use action sequences to attract their target audience.

Institution: The producers behind Spectre are B24, Columbia Pictures, Danjaq, Eon Productions, Metro-Goldwyn Mayer and Sony. Columbia Pictures/Sony, Danjaq and Metro-Goldwyn Mayer are all considered the copyright holders. Meanwhile, Eon Productions are presenting the film. The distributors of the film in UK would be Sony Pictures Releasing for its theatrical release. But it was distributed by 20th Century Fox on DVD. Financially, the film had done well since it had a budget of $245,000 and had $70,403,148 on opening weekend in USA at February 7, 2016. In addition to this, it had grossed $872,474,269 Worldwide at 16 January 2016. The film had a DVD release of February 22, 2016 in UK.

Genre: The main conventions behind Spectre would have the guns in the trailer as iconography. Guns have always been used in action films and so when an audience would see a gun in this trailer, they would know that a gun connotes the genre of the film as action which can also be said for the explosions which are present in the trailer. There is also the car chase that is in the trailer which can also be identified in the action genre as an audience would also see that the film is action based. However there is also the Adventure genre that is present in the trailer with the different locations that Bond has travelled through as this would also fall in as a part of the "007 Formula". In addition to this there is some aspect of Thriller that is shown with the writing of "James Bond" in red to potentially connote that it was written in blood to suggest that James Bond is being hunted down by the person who wrote that down. The feature of the mysterious logo that is present on Q's laptop could also signify that this is a Thriller film as this mystery would act as an enigma for the audience who haven't seen the film as they wouldn't understand the motives for the villain in this film. 

Representation: The representation of the film presents Britain as quite strong since they are sending out James Bond who is a British male who would be trusted to handle the problem that is occurring. This could enforce the stereotype that men are strong and women can't handle themselves and are the damsels of distress. Another scene in the film that connotes this would be the black haired woman who had surrendered upon gun point. However the blonde female that is in the film contradicts this view on women as she is seen on the plane with James Bond as the plane starts crashing down. This could suggest that she is a strong and determined woman. However the male gaze is present with the shot of the character in her dress which could suggest that she could still be seen as a sex object.

Audience: The main audience that this would attract would be males with the age range of 12-55 as it would include some of the throwbacks as it would address the Childhood line of appeal with the feature of the suit that James Bond wears near the end of the trailer and on print material which could suggest that it is focusing on an older audience who would appreciate the "007 Formula" as it would present the action sequences, foreign enemy, and the female character that the protagonist falls for which could follow Propp's Theory of characters which would have James Bond as the Hero, Christopher Waltz' character as the antagonist or villain, Q as the Donor, and Madeleine as the Princess that maybe rescued however the trailer appears to make her the Helper who would help James Bond in his adventure in Spectre.

Ideology: Todorov's equilibrium theory is present in the trailer as it would only present the disequilibrium throughout the trailer. They wouldn't want to spoil the new equilibrium as this is what an audience would want to know. This could also link to Barthes' enigma codes as it would demonstrate how James Bond would take down Christopher Waltz' character who is seen as the antagonist. In addition to this there are also sequences in the trailer that would make an audience question as to whether the protagonist would survive the action sequences involving the plane crash sequence as the audience can only see that he has lost control of the plane for a brief moment. 

Narrative: The story that is present in the trailer present that James Bond is being questioned for his actions in the first action sequence of the trailer as he is shown shooting at a window which may have triggered an explosive that would explain the explosion. The audience can later see that James Bond could be hunted down by a big organisation called Spectre as the audience can see his name written in presumably blood in a list of names which could support this. The narrative is also not shown as much as the audience is given a small segment as the bigger details would be unfolded when the watch the full feature length film. 

2) 

This interview with the star Daniel Craig tries to promote the film by having the star of the film being the main selling point for the movie. Fans of Daniel Craig might end up watching the film as they might trust that Daniel Craig would be in a film that they would enjoy. James Bond fans would find that this interview would be interesting as one of the prominent cast members are talking about Spectre so they might be intrigued to hear what the film would be about. Especially considering that they would talk about the narrative of Spectre from their character's perspective.


This would promote the film as it would feature actors who are in Spectre. This anecdote would be one of the key elements of chat shows as they would get stories based on their experiences filming on set to try and promote the film by talking about the characters that they portray as well. However for the most part they would use the population of audience who watch the Graham Norton Show to try and publicize Spectre so that it could gain some recognition. 


The TV Spot presented above tends to be for 30 seconds and considering that it would mainly feature some action sequences to entice an audience into purchasing tickets. However in this case it is only trying to publicize by using action as its main feature as Spectre fits in the action genre.

3) I would argue that the broadcast promotion on adverts like the TV Spots don't heavily present the cast as the main selling point as they would feature the franchise like the use of the theme and the action that would allow them to attract an audience. However in the interviews and chat shows, they feature the cast which would suggest that they would make the cast the selling point for Spectre.


Print

1) "Spectre relaxes a little (even if it debates the ethics of surveillance and the relevance of licensed-to-kill boots on the ground in an age of drones)."- Empire

"...this sees Mendes tipping his hat to Nolan, with the support of Insterstellar cinematographer Hoyte van Hoytema". - The Guardian

"Unfortunately, Spectre is to Skyfall what Quantum of Solace was to Casino Royale" - Screen Rant

2)   

This billboard presents the two main cast members and judging by the fact that there isn't any credits on the advert, then this would suggest that these two actors are both recognisable actors so therefore they won't need to have their names on. Daniel Craig looks to be holding a pistol which would be seen as iconography as this would suggest that the genre would be action. In addition to this there is a distinguishable "007" logo behind the two characters which also features a shot of the mysterious character with the skeleton mask. This could suggest that they want the mystery of this character to be one of the selling points to this film. 



3) Poster Amalysis


The use of "007" at the bottom of Spectre could suggest that this would be the selling point for the film as this is a recognisable film franchise that many may want to watch. The synergy in this poster could be feature of Daniel Craig and his significance as he is widely recognised as James Bond by a majority of his fans. The feature of a pistol could suggest that this film is an action film as the James Bond Franchise is also known for the action that they feature. Especially with Daniel Craig's adaptation as a majority of the action sequences aren't like a spy film as his films don't feature crazy inventions that older adaptations had featured in the past which had used inventions to present to their audience that this is a more modernized film. In addition to this, James Bond contrasts the background as he is wearing a white suit. This could suggest the significance of wearing the white tuxedo quite familiar to what previous Bond actor Sean Connery had worn. This can link into the lines of appeal as this would fit into the childhood line of appeal since this suit maybe viewed as nostalgic to the Bond Fans who have seen all if not a majority of the Bond Films. 

4) The brand of James Bond has been constructed with Daniel Craig being the main person to feature in a majority of the promotion for Spectre. This would be since Daniel Craig's fans might associate him with the role and that this would be one of his most recognisable roles. The next part of the brand would be the logo that is pretty recognisable to many fans as this ha also got it's own fragrance. And the next part of construction which isn't print related is the Theme Tune that would play at the end of every trailer for Spectre. This is an iconic track that many fans would recognise and would connect that this brand is about James Bond. 

E-media

1) The films social media helps promote the film since it would notify their audience of details about the films that they might want to know such as release date and when it would be coming out on DVD and other platforms. Also since people would be sharing their tweets, this could also help with the promotion of the film if they don't follow the twitter page then they may still be notified from the re-tweet.

2) The synergy would be the promotion of the film on platforms such as iTunes, Google Play and other platforms. There is also the synergy that the social media is linked with the website as they could be lead to the official twitter page from the website and same would be applied with Facebook. Since this would also be promoting the same movie, there is also the seen they would feature the same footage and clips and pictures that would've been shared on their social media.

3) Spectre didn't seem to include a marketing campaign that would include interaction with it's audience as it was already a popular brand with many recognising 007

4) Naomi Harris has promoted Spectre on Blu-Ray through her tweet. 
https://twitter.com/NaomieHarris/status/704442139166404608


Audience

1) The target audience for Spectre would have to be a gender split of M 65/35 F with the age range being around 12-55. The psychographic could be targeted to a mainstreamer as this is a popular film that would be seen by many. 

2) The cross media platform target this audience as this audience would be fans of the action that would be in Spectre as it has been shown in many trailers. The suit which was mentioned earlier is quite nostalgic so there would be those hardcore James Bond fans who would like this appearing in the film as they would see this as an iconic costume. The film is also cross promoted about it's release on theatres with tweets and the website that would've offered a link to purchase tickets.    

3) The film pleasures that would be in this would be the locations that are in this trailer. The actors that are in this film are British with a British lead that may attract a British audience. The use of brands such as Aston Martin would be quite pleasuring to an audience who own one or know that this would be James Bond's ideal car brand.

4) The Bourne Identity - This film also uses the same conventions which would make it ideal for them to watch it.

Skyfall - This would also be recomended to those whose first Bond Film would be Spectre and would see this film as also pleasing.

The Man from U.N.C.L.E - This is also another spy film that many will enjoy as this would have some of the similar conventions however it is based on another timeline.

Institution  

1) Eon Productions. They have also produced films like the other Bond Films.

2) The distributors are Sony Pictures Releasing and they have also been known for filoms like Chappie, Whiplash and Elysium.

3) Eon has always been apart of the Bon Franchise I I believe that it would be one of their most well known brands to handle. 

4) $245,000,000

5) It had been successful financially and this may be due to the fact that this film has a following from Skyfall and previous 007 films.

The data shows that the film did better nationally in England than compared to other countries such as America which is where most of the viewers are from (for other movies). England has made 400,000,000 more than compared to America. However internationally, the film still beat England's box office hit record. The film managed to gain nearly 700,000,000 at the box office. Films now days are not always dominated nationally. This is because it is considered mainstream in one country, but can attract a whole segment of viewers in another. And the type of film can actually attract a larger group of people due to its content being different.

7) Certificate for the film and reason:

The film Spectre was given a 12A and I do agree with this decision to an extent. This is because the film contained a lot of violence and action scene which is the primary reason for the 12A certificate and cannot be viewed by a younger audience. However, I do disagree with this as Bond films do tend to have sexual activity within them and according to the points for a 15 certificate, sexual encounters would be closer to a 15 certificate. Furthermore, the film doesn't structure its entire film around this,
it is mostly filled with action and violence which is probably why it isn't with the 15 certificate as there is not much sexual or even strong language present during the film. This is why the film is a 12A certificate, as it focuses on the action sequences which is what makes a Bond film great in the public's eyes.


Representation

1) The most common representation is of the British male. The character James Bond is seen to represent the country, portraying it to the world that Britain has men like this; men who take risks and care for society.
Another representation is Britain being portrayed as a white dominant country. There are a few non-white characters in this film and is largely dominated by white ethnic people. This represents Britain being more of its historical ethnicity.
Furthermore, the white characters are seen to be fairly upper class. Even in the scene where James is in public, we see a lot of white people smarty dressed showing their class.
Finally, the foreigners are seen as the villains. We see that the villain (or part villain) is a foreigner and is not from Britain. This shows that the film carries those ideologies of non-Britons being a threat.

2) The location of the film is the biggest aspect of Britishness and it is the location than theme that makes this film stand out. Most films that are released are from America and are often set in America, however one of the biggest soy films is British and it is the location and type of character that makes British people want to watch it. It makes Britons proud that they have a successful film franchise like James Bond.

The British people is another aspect of Britishness that is represented through the film. The film seems to be conveying to the world that Britain has people like this, like James Bond who are dedicated towards their country. Its as if the film is portraying the typical British person through their most well known film character.

3) Representation of Britain compared to Ill Manors:

Both films portray Britain is a different way. The slogan of Ill Manors even states their portrayal of Britain. First of all, Ill Manors, basing it off of them, tone and style of the film the audience can see a negative view point of Britain. There is very little colour and if there was, it would be dull and grey colours. In addition to this, the people are portrayed very differently. In James Bond the characters are presented as strong and loyal to their peers whereas Ill Manors have their character speaking slang and dressed like criminals.

In addition, Ill Manors was created on political ground and had a political aspect to it whereas Spectre didn't. The main purpose for creating Spectre was to carry on the franchise of the well known James Bond franchise as well as to continue and entertain the public. Ill Manors director Ben Drew even stated that his film is to create a message to the government and to the people around the world. He dislikes the changes made to the country and its affect on young people. He wanted to make a film that would show how the youth are suffering from this change and how the government are doing wrong.

4) Values and ideologies seen in the film:

The most well known  ideology seen in the film is that Britain is proud of its historical state. There are many scene through out the film which take place in famous landmarks around Britain. The film makers are trying to make the audience realise this by setting certain scenes in historical places known to Britain.

Another value and ideology is that Britain can make as good films as America.This film is to counter the American films and show how Britain can still create fine films such as this. The film is seen to represent the country. Furthermore, another film that represents Britain in an equal state is Harry Potter. The film is set around London and is themed around the country. This franchise represents Britain as holding the most amazing franchises as well as authors.

Case study comparison

Similarities-
Ill Manors and Spectre both take place in the same country/location- Britain. Even though they are both created and set around these locations, it doesn't mean that their portrayals of these locations is going to be the same. Both Ill Manors and Spectre are themed and are known to be set around Britain/London. Their characters are also there to reflect their environments. This is clearly evident as both characters from both films seem to be different due to the different take/portrayal of their environment.

Both films consider and relate to justice in a way. Ill Manors is about, how young teenagers need to watch themselves from the police as they may be seen doing criminal related things. The idea of justice is also the main motive for the director Ben Drew to make the film Ill Manors. This is because he wants to create justice for the youth and how they are being ill treated by society, and by him creating this film he is trying to create a message to society to change their view of the youth. Spectre on the other hand, is about a man who is trying to bring the bad guys to justice due to them harming James and his country.

Differences-
Ill Manors is more accurately based on truth and true event that have occurred whereas Spectre is mostly made up and is not based around reality. Ill Manors isn't a films for just entertainment purposes. It is also their to inform and educate the consumer/viewer of the content. Ben Drew wanted the viewers to understand the problems that the youth face due to the changes made by the government. Spectre on the other hand, is primarily there to entertain audiences and those who are fans of this franchise. Spectre has generated this big fan base that goes back to 70 years worth of James Bond related content. The current James Bond films link with one another and therefore, it is needed for another movie to come about to finish off the story line or perhaps continue a new one.

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