Jan 2011 Gender representation

How is gender represented in the clip?

An establishing shot shows a shop with three characters; two customers and a shop assistant. The camera angle used during the conversation between the customer and the shop assistant is predominantly a high angle shot which gives the impression that the man is looking down on the woman. This creates a semantic code (Barthes 1964) that connotes that this first woman is not of the same social standing as the shop assistant or the other customer. Gender is represented via a motivated cut which is used to show the shocked facial expression of the woman when she hears the price. This is in binary opposition to the second customer introduced in a few seconds time. This shows the lack of power one woman has whilst another has a considerable amount. This represents gender in an unfair fashion.
Gender is represented again in this same sequence but this time through a woman of greater social standing. The high class woman is portrayed in a way that would suggest she has a better taste in fashion than the other character; again representing gender in a unfair way between two sexes. A conversation between the sales assistant and this woman shows she has what could be deemed extensive knowledge of fashion which supports the stereotype that woman know alot about clothes. The male gaze is used during this scene when the woman is wearing her dress. The stance she takes suggests power through her sexuality and her dress shows "skin." Dialogue is used to show her pleasure at the dress by repeated use of the word "yes." a Another semantic code which connotes an altogether different activity.
 However within this sequence it is not just the female sex that is represented. Gender is represented through the male sex through the sales assistant. He fits the stereotype of a man that knows fashion as his character is portrayed as being camp and someone that knows not just fashion but also how to communicate easily with the opposite sex. The male gender can be seen to be represented in a derrogatory fashion therefore because the clip seems to play on the stereotype of camp males knowing about fashion and being friendly with women.

From here there is a cut which takes the scene to what seems to be a bar. A sound bridge continues the previous music from the shop to the bar which shows that all are interlinked. An establishing shot using a midshot introduces two characters. One is dressed in a suit and seems to be "dapper." The way the midshot is angled ensures that this man is shown fully and the idea of a gentlemen is presented. This represents the male sex in a positive way; however it is a way that is not whole heartedly truthful as many men when they become older do not dress in such a sharp way. A conversation that is conducted between the two men creates the idea that the "dapper" gentleman is a busissness owner. This presents the male sex in a way that shows them to be successful and powerful. In this scene, the characters power is presented through his intellingence and dress; not neccessarly through levels of strength which is stereotypically used to present the male gender. This does not therefore present gender in a negative fashion; it just shows one view that can be taken about male power.

A cut returns the clip to the shop shown at the beginning of the clip and the two characters; the sales assistant and the high class woman are both present. Again a midshot establishes the scene. Here gender is presented ina negative manner as the woman suddenly realises she has lost her wedding ring. Her panic induces an increase in cutting rhythm and pace. This panic gives the clip chance to portray a commonly thought stereotype about woman. This stereotype is that they "flap" over situations. As the woman begins her panic a motivated cut shows the sales assistants face and his facial expressions. This expression is one of worry and this allows a second stereotype to be played on, the stereotype that men do not know how to handle "flapping" women. This is shown through the sales assistants inability at first to calm the customer down. However, this clip allows a third stereotype of gender to be represented. This is that men find it easy to control situations. This is shown through the sales assistants ability to calm th panicing customer down. This stereotype is reinforced in the clip through the abrupt end to the non diegetic sound track that has been running, and used as a sound bridge in and between clips. This abrupt end to the sound track firmly shows the male dominance and his ability to control the situation. This presents a sexist view of male dominance within the clip. Corresponding with this is the idea that the woman drastically needs the male help. This negative representation of gender is shown through the semantic code of the woman on her knees. This connotes her begging the male shop assistant for help.
However this clip shows a fourth stereotype about gender. A stereotype that strong women can easily control a situation just men can. This representation of gender is evidenced by the woman suddenly taking control of the situation and dispensing orders to the male shop assistant. This stereotype continues later in the clip when the male shop assistant is shown crawling around on the floor doing her bidding. This scene represents many stereotypes of gender in both a positive and a negative fashion.

A cut is used to move the clip to another scene wherein the male gender is represented in a positive fashion. This clip shows the male gender in binary opposition to that of the "gentlemen" on the previous clip. The establishing shot of the clip is one that includes a below angle midshot. The below angle has been used to show male superiority and dominance. In this clip the man is shown doing a manly task and the below angle shot helps to emphasise this. Mise en scene would suggest that he is a dominant male as he wears a open necked flannel shirt which suggests he likes to show his superiority. This short scene presents the male gender in a way that suggests men are powerful, dominant and do manly activities.

A longshot is used in the next clip to emphasise the binary opposites between male power via intelligence and male power via strength. The longshot shows the two gentlemen still engaging in conversation. However this longshot helps show the grandeur of the setting. This presents these two men as being powerful in an additional way to that of their intelligence. It shows they are powerful through wealth. This represents the male gender favourably suggesting that men are wealthy.

A cut returns the clip to the shop. A high angle shot is used to show the sales assistant crawling on the floor, still doing the powerful, hih class womens bidding in a subordinate manner. This represents the male gender negatively as it is shown that men can easily be made to do the bidding of females. A new character is introduced and he stands directly above the sales assistant, suggesting power. His dialogue represents the male gender in the stereotypical "lad" way, suggesting he thinks he is a "true lad". The new character finds the ring which helps initiate a stereotype. The stereotype that men fight and often come into conflict with one another. Shot reverse shots show this conflict between th two male characters and a motivated cut shows the sale assistants shock at being challenged. This breaks the stereotype that men like to fight however and  bolsters the idea that he is camp as his body language suggests he doesn't want to fight. This plays on the stereotype that camp people do not like to fight. This represents gender in a derogatory fashion.

Gender throughout the clip is represented in a fluctuating fashion that neither presents male gender in a positve view or the female gender in a negative view and vice versa. Instead of presenting characters in a fashion that is either discriminatory or negative the clip seems to prefer to play of a number of stereotypes, presenting gender in a manner that many know is stereotypical and rarely true. These stereotypes can help create a more dramatic representation of gender.

Film Four-distribution

2002 big changes

• Tessa Ross became controller of Film Four
• They needed to boost annual investment through third party partnerships
• Film Four will no longer distribute its own films.

Today

• Tessa Ross has an increased budget from £8-10 million a year to £15 million.
• They make between 6-8 films a year.
• They set up a low budget film studio with the Film Council and distributors Optimum, Warp X
• Working across TV and film drama also allows for economies of scale and cross fertilisation.
• Film Four increase income by advertising things with the films e.g cars.

Partnerships

• Tessa Ross sees Film Four as part of a wider creative community with, for example "Working Title", The BBC and BBC films.
• Partnership with distribution companies

Warp X and Film Four hub

• Warp X-A Film Four/UK film council joint project with the Sheffield-based indie Warp-That can finance three low budget films a year.

Additional distribution notes

• US dominated. They will often pay more than £5,000,000 on British prints and advertising costs.
• Small British distributors have to get away with £25,000 which covers 3 prints. They must rely on word of mouth and and critics. Negative views can destroy small scale British films.

Incredible Hulk-Thousands of prints
The edge of love-50prints

• Distribution companies in Britain have to work very differently than in Hollywood.
• UK film council are helping British film makers to reduce the impact of Hollywood by funding more non-stream films.
• Studio canal has emerged as a significant force in the UK film making industry
• "Optimum releasing" which is part of Studio canal has distributed many British films.
• Studio canal is planning to back project On chesil beach now that Hollywood's Focus Features has dropped out.

The future

• Should the British film industry side with Hollywood to create only Harry Potter like films? David Cameron thinks so.

Avatar casestudy

Information

• James Cameron-famed for big productions e.g Titanic
• Budget=$237,000,000
• Worldwide box office=$2.6 billion
• Won awards
• Cameron is really into technology He had the idea 20 years ago but didn't have the technology to create it.
• He could edit the image whilst it was being filmed
• Playing a film in 3D earns more than playing one in 2D
• Stereoscopic cinema is pirate proof.
• 70% of the film is CGI, including the female lead.
• The cast donned motion capture suits, suits with motion sensors on which copy human movement onto computers.
• It was acted on a "performance capture" stage. The stage was six times bigger than anything used in Hollywood before.
• They captured the realistic facial expressions using skull caps similar to the suits
• Motion capture makes 3D much easier , not just because it allows film makers to add special effects later, it lets the position the camera in the virtual world. Similar to how high end computer games are made.

New 3D

• The new 3D is called "the illusion of depth"
• It is filmed like our eyes see things. So the cameras film side by side and our eyes put the images together.
• Cameron developed a innovative film rig which filmed in this fashion.

Marketing innovations

• On Friday 21st 2009 all over the world there was a 15 minute teaser played showing footage from the film. This was a global marketing campaign.
• In London 21st April 2010m Twentieth century Fox home entertainment announced that it would launch the industries first rich media interactive trailer, in support of the DVD release on the 22nd .
• It was done to ensure people it can be viewed on T.V not just at the cinema.
• There was a digital marketing campaign which as global.

Exhibition

• Cinemas need to be especially equipped for 3D showings. The screen needs to be silver coated for the correct brightness and glasses distributed.
• Tickets for 3D are more expensive because of the glasses being lossed etc
• Most cinemas are not digitally equipped in the UK, 320 out of 3,600 are.

Working Title Films-Distribution

Love Actually

• Released at the time the film was set, 3rd of November
• Directed by Richard Curtis, Working Titles favourite for "Rom Coms"
• Produced by Working Title and Universal Pictures
• Budget was £45,000,000
• Grossed £247,472,278 worldwide. Massive profit
• In the UK it grossed £62,671,632
• The advertising used the stars from the film
• November 16th 2003-Premier London
• November 6th 2003-Premier New York
• Stars made appearances at both premiers
• "Below the line" marketing included interviews by cast members
• "Above the line" marketing included the film being released in different languages
• The film won several BAFTA's. Target audiences included couples and females.

Wild Child

• Released August 15th 2008
• Directed by Nick Moore-New Directer. Working Title try and introduce new and up coming talents
• Production companies include Working Title, Relativity Media and Studio Media
• "Above the line" marketing included the poster being released in May 2008, early before actual release of film
• Film opened in 359 screens after 3 months of advertising.
• Used pink carpet and nail and beauty bars for premiering audience.
• This also targets the target audience
• Budget for the film £20,000,000
• Grossed £2,196,366 in the UK for 359 cinemas
• Grossed £19,786,125 worldwide  
• "Below the line" marketing included a competition for a goody bag.

Hot Fuzz

• Released 19th February 2007
• Directed by Edgar Wright
• Stars-Simon Pegg and Nick Frost
• Production companies-Big Talk Productions, Ingenious Film Partners, Studio Canal, Universal Pictures and Working Title
• Universal Pictures-Distribution
• Exhibited at london MCM EXPO
• "Above the line" marketing included posters that used intertextuality from Bad Boys to draw action fans etc
•  "Below the line" marketing included Simon Pegg and Nick Frost posting blog, Facebook page and a competition to meet the actors
• Target audience-Young males/Comedy and action fans/Shaun of the dead fans.
• Grossed £80,573,774 in America
• DVD was released 11th of June 2007.

Film Four films-Distribution

The Lovely Bones

• Girl murdered
• Budget: £65,000,000 
• Distribution company-Paramount
• Production companies-Dreamworks,Wingnut,Film Four
• It had a limited release-3 theatres
• It grossed $44,000,000 in the US
• DVD release was April 2010-Very soon after theatrical release. Trying to make money.
• It cost £85,000,000 to market
• "Below the line" marketing included a 4 minute interview with Peter Jackson the director and featured videos
• There was a competition to win a trip to NZ ("Below the line")
• Wasn't much film competition in January
• Did fairly well due to people's general interest.
• Target audience- Females 13-20
• In the US it opened in Theaters in towns near schools and Uni's.
• Nominated for BAFTA and an Oscar

Releases:

• 24th November 2009 (royal cinema)
• 26th December 2009 (NZ)
• 15th January 2010 (US)
• 19th February 2010 (UK)

Slumdog Millionaire

• Directed by Danny Boyle
• Starred-Dev Patel and Freida Pinto
• Released-9th January 2009 in UK and 23rd January 2009 in the US
• Distribution companies-Foxlight search pictures, Warner Bro's, Pathe Pictures and Icon Entertainment International
• It had so many distribution companies because it had previously been a show and companies wanted in.
• Target audience-Adults and people who like love stories. Age rating 15
• Budget was £15,000,000
• It grossed £243,000,000, it was a massive success.

"Above the line" marketing:

• Poster released October 2008
• Second poster was released on buses etc
• Translated film into Hindi
• Used search engine tug to advertise.

"Below the line" marketing:

• Film Four released Banners on google advertising it, these were a cost a click method.
• Premiered whewre it was set-India.
• Slumdog website offered free downloads of posters etc
• Premiers in london took place in a Odeon cinema so it was open to the public as well.

This is England

• Release:2006
• Directed by: Shane meadows
• Budget of £1,500,000
• Grossed £1,539,372 good result for an independant British film.
• Sequel "This is England 86"
• Distribution-Film Four, Warp Films and Optimum releasing
• It was first premiered in Denmark at film festivals
• It got good reviews before being distributed
• "Below the line" marketing-It released the soundtrack
• It was only agreed to be distributed to a very small number of cinemas
• It was released in 62 cinemas out of 3,600. This doubled in four weeks due to word of mouth.
• Its competition was Spiderman 3

Distribution

What is distribution?
What is a distributor?
Marketing and distribution.

Tony Angellotti believes:

• The audience influence how the film is made
• Audience decided who is used e.g stars etc

Toby Miller believes:

• Power isn't with the audience but with Hollywood.

My opinion:
I think that Tony Angellotti is correct, a film would be a flop if it didn't include things the audience wanted to see in it.

What is distribution?

• Film distribution describes everything that happens in between the making of the film and the screening of it.
• Distribution involves all the deals done to get films shown
• "Above the line" advertising is funded by the distribution company and involves billboards, trailers and various spin offs
• "Below the line" is free advertising e.g fan site and interviews with stars.

Is it all fair?

• Do distributors treat all films equally and ensure fair play in getting films to the public attention?
• The big companies who control much of the industry control the distribution of their own products and others. E.g 20th Century Fox and Avatar.
• Films are released to cinema's for a finite period of time. Release deals are done to get access to a certain number of screens.

Five major distributors dominate the UK film industry, they are:

1. United International Pictures
2. Warner Brothers
3. Buena Vista
4. Twentieth Fox
5. Sony

Key points

• Roughly 9/10 films seen in the UK are Viewed as a result of the five major distributors.
• In most cases these distributors have direct links to Hollywood production companies, who make films AND exhibitors who prioritise Hollywood films over others for profit.
• Usually Blockbuster films are released by "blanket release." So even if a small UK company releases a film they have to compete with Blockbusters.
• One of the outcomes of the above distribution arrangement is that half of the films released go to half the country.

Problems smaller companies face

• Every film shown in a cinema is a print on a reel. Every cinema it is being showed at needs separate reels for each screen, this costs a lot.
• Major companies can afford far more prints than smaller companies
• This is improving due to the use of digital.

The dominance of Hollywood marketing
Does marketing a film really matter?
Pirates of the Caribbean had awful reviews yet still made of over £50 Million in the UK box office. 1.5million DVDs were brought after 10 days of release. Marketing made the film a success.

The Dark Night compared to This is England
The Dark Night was the first big blockbuster in viral advertising.
It cost £185million to make
It was shown on 4336 screens

This is England was made by Film Four
In comparison to The Dark Night it was only shown on 62 screens.

Piracy problem and the film industry

• Piracy is a major concern of all distributors. Hollywood investigators claim a 10% increase each year in revenue lost due to illegal distribution.
• Major problem in the UK. The UK film council recommendations include a strategy for responding to Internet distribution and reminding the public that it hurts the UK film industry-effectively using the guilt trip

Digital distribution advantages

• Promises to reform the film industry more than any technological change since the advent of sound.
• Once it becomes the norm to digitally download legally via broadband a new type of "blanket distribution" is obvious-not only o you no longer need multiple prints but you can also bypass the cinema.
• Digital films offer identical versions. Meaning no wear or tear copies and better qualities.
• Control and security and the eradication of the pirate cinema-goer with a hidden camera. Normal cameras cannot film in 3D.
• Simultaneous global distribution via the Internet will put an end to the "time gap" of releases in different places and thus its exploitation by pirates.

Release of a film
Marketability-Identifying target audience and devising a strategy to approach them.
Media-You have to decide who best to link up with Web/TV/Radio

Planning a release
Are the audience you're releasing to consumers? E.g know the director from previous films. Are they a Niche audience?

Target audience
If the film being released is a small title then it really has to advertise to the target audience.
It has to advertise to certain age groups in certain places e.g 15-16 year olds will turn up to the cinema for something to do whereas elderly people will plan for up to a week what they want to watch before going to the cinema. Younger audiences are more spontaneous.

Marketing plan
A company will need to find places to advertise E.g Newspaper.

There are a number of different ways to advertise:

• Free form advertising-Press interviews. "Below the line" advertising
• Outdoor advertising-Buses/shelters/billboards
• Word of mouth

Word of mouth is important because it can make or break a film, it is very important for small films when they cannot advertise as much as larger ones and when they appeal for niche audiences.

• Screening programme-Show public a showing free to try and impress and spread news via word of mouth.

Competition
October half term is important because teenagers and children are off school and the weather is bad so they are looking for something to do.
TV advertising is a winter form of advertising because more people are inside
Outdoor advertising is a Summer form of advertising because more people are outside.
Companies still have to be careful about what films they are releasing against.

Word of mouth
Advanced screenings can promote word of mouth.
If 100 people go to an advanced screening and then this 100 people talk about the movie in a positive way, word will spread quickly. It makes and breaks a film and therefore builds the life expectancy of it.

Budget

• Television advertising is very expensive
• Radio is cheaper

Viral marketing
This is the use of the Internet to pass on information. Such as entering a competition or doing a quiz and then sending it on.

Piracy
Piracy is commonly poor quality and a rip off.
20% of DVD sales are pirate DVDs.