The Secret - Film Pitch Presentation

The Secret Film Pitch: 

The Secret - Animatic

Main Task Research

Codes and Conventions of the Romance Genre

The genre of films that I am analysing is Romance. Typically the romance genre is aimed towards a female audience because it is known that females are, stereo typically, more emotional within relationships than men. The mise-en-scene of any film is vital, and in a romance films you can expect to see soft and relatively natural lighting from whichever lights are present in the shot, to achieve the feelings of the film being in touch with reality, making the story as believable as possible. The music of a romance film is also very important as a common icon of a romance film is the soft tender music, to represent how sensitivity and tenderness of the relationship. The music is key in the film because it creates the mood and suspense, and ultimately gives the film its feel.

Romance films are commonly set in the city, typically big cities such as New York. Perhaps this is a typical setting because the city represents endless opportunities and having anything you could want, which also allows the characters to have a particular lifestyle and personality. In the romance genre there are a few common props that you can expect to see throughout the film, such as some sort of flowers or gifts that could be given from one love interest to another, simply to represent love and romantic emotions.

In virtually any romance film, there will be two main characters who are typically a male and a female, being each other's love interests. Many films within the genre have the "boy meets girl" scenario, in which hints are given throughout the film that the two people may be a good match for each other and that they ultimately should end up together. Of course, a film about two people falling in love with each other still needs to be realistic, so that the viewers can relate to the characters through the real life troubles of a relationship, and so for this reason, most romance films will present the couple having rows and fights. In many of these films there will be a character that disrupts the relationship, and characters will usually go their separate ways because of an argument that the couple had, but these splits between the couple are mainly temporarily because the characters will typically find their way back to one another, so the story fulfils the happy ending that the viewers wanted.


1) The Notebook 

2) La La Land

3) Dirty Dancing

4) A Walk To Remember

5) Pretty Woman

Audience Expectations for these Films

The audience watching these romance films expect to see two main characters, typically male and female, fall in love with each other over a period of time after sharing information about each other's lives, and getting to know each other very well. Typically, the audience will expect to see a difference in the two main character's social classes or wealthiness, which happens to be the case for almost all of these films (some more than others), but this isn't the case all of the time. The audience of a romance film will expect to see the  two main characters having some form of difficulty which causes the couple to part temporarily, some longer than others, but then come back together because their love was stronger than their row. This occurs in almost every famous romance film out there, and we can see this in all of these films, but again, some more than others. For example, the parting of Noah and Allie in The Notebook is much more prominent than the fight between Edward and Vivian in Pretty Woman. In the films where social classes are particularly relevant and an important difficulty within the story, the audience will expect to see the couple overcome and dismiss their social differences or their differences in wealth, which occurs in the films here such as Dirty Dancing and Pretty Woman. The audience will always expect to see a happy ending in a romance film, however this isn't always the case for all romance films. Some films in the romance genre have unexpected tragedies, such as A Walk To Remember, as no one would've expected the tragic plot twist of Jamie being terminally ill. Although Jamie, one of the two main characters, passes due to her illness, the ending of the film is still in a way positive as she got to be married to her love before she passed, and even after she passed, Landon would still visit her grave often and in the end she made him a better person. We can also see a happy ending in an unexpected way in La La Land, as although Mia and Sebastian don't end up together in the end, they both end up happy by achieving their dreams, so in this case, their romantic ties were sacrificed so they could achieve the best versions of themselves, which really is a happy ending when it is thought about. Overall, the audience will always expect to see love coming out of the most unexpected places, which is definitely clear in almost every romance film in the genre.

Media Ownership In The Music Industry

1. What impact does media ownership have upon the range of products available to audiences in the the music industry?

Media ownership is controlling a range of mass media. All media is owned by a company or conglomerate.
The music industry is dominated by the 'big three' or the music majors: Warner Music Group, Universal Music Group and Sony Music.
The major labels own and are made up by many subsidiary labels that you may have thought were independent labels; for example, Def Jam Recordings is owned by the Universal Music Group (UMG). These companies are designed to reach the maximum audience and will have subsidiary companies that will deal with niche tastes as well as mainstream; for example, UMG also own Verve who are a specialist Jazz music company.

According to a Music and Copyright report published in 2012, the majors accounted for 74% of physical and digital music sales globally; this means that they operate in an oligopoly where a few companies dominate and control the market. By taking over record labels who then become subsidiaries, the Majors have concentrated media ownership in the music industry. This is a process of conglomeration - fewer companies owning more (less competition); record labels being taken over and integrated into a huge organisation that deals with other media industries.

A media conglomerate is a multinational firm that distributes media products in the industry, owning large numbers of companies in various mass media such as television, radio, publishing, films and the internet. Six conglomerates hold 90% of what we read, listen to and watch therefore the public is easily manipulation without them knowing through the use of the hypodermic needle theory.

(Hypodermic Needle Theory; a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.)
Media conglomerates strive for policies that facilitate their control of the markets across the globe.
The fact conglomerates control all the different media sectors means that they can give a vast range of products.
Moreover, these conglomerates tend to provide a variety of products to audiences to promote their band or artist through synergy.
(Synergy- is the combined working together of two or more parts of a system so that the combined effect is greater than the sum of the efforts of the parts)

SONY:
Some subsidiary labels of Sony....

• Columbia Records
• Epic Records
• RCA Records
• Sony Music Nashville
• Legacy Recordings
• RED Distribution

The subsidiary labels of Sony are all horizontally integrated. Horizontal integration is when companies create side companies that are alike, which is either complimentary or creates competition. 

The Sony conglomerate has business in other media industries. Sony owns recording studios, distribution companies and retail stores, these are all vertically integrated. Vertical integration is when a company expands its business into areas that are at different points on the same production paths, it helps to increase efficiently and decreases transportation costs and turn around time.

There are also independent labels. These labels are affected differently by media ownership due to being smaller companies. These companies operate separately from the Majors and often specialise in specific music genres. They tend to cater for more niche audiences. 

The most successful independent record label in the UK is Domino. Artists such as Arctic Monkeys and Franz Ferdinand have signed with them.
The independent record label XL Recordings have been hugely successful with their signed artist Adele.
Many record labels that people think are independent are, in fact, usually subsidiaries of a major label.

The production, distribution and exhibition/exchange of artists in major record labels and independent record labels vary.

For the music Majors their plan would be as follows; 

1. Sign an artist 

2. Write an album and record it

3. Give away a track

4. Set up an online profile (to get to top of Google search)

5. Set up a Facebook page

6. Create website

7. Plugger gets airtime on Radio 1

8. Release for digital sale on iTunes

9. Album available to purchase in shops

For independent labels who cannot find their artists on talent shows their plan would be slightly different;

1. Find an artist

2. Deals are made between the independents - labels and artists

3. Tracks are written and recorded 

4. DIY - promotion: blogging, Facebook, MySpace

5. Live gigs (play for free)

6. Start distributing (go to shops, iTunes)

7. Have a launch party 

8. Offer free tracks and promote everywhere 

PPQ - Textual Analysis and Representation (SECTION A)

"Section A: Textual Analysis and Representation (Unseen moving image extract) 

• You will be allowed two minutes to read the question for Section A before the extract is screened. 
• The extract will be screened four times. 
• First screening: watch the extract; you must not make notes. 
• Second screening: watch the extract and make notes. 
• There will be a brief break for note-making. 
• Third and fourth screening: watch the extract and make notes. 
• There will be a brief break for note-making after the third and fourth screening
• 
  
  1 Discuss the ways in which the extract constructs the representation of AGE using the following: 

  • camera shots, angle, movement and composition • editing
  • sound
  • mise-en-scène. "

                                                                     

The extract surrounds a young, sixteen year old girl named Amy who leaves home and her school to live elsewhere with another family, to whom she lies about her age and the fact that she left school without any exams. Age is represented throughout this extract to emphasise how young Amy is compared to the others around her, who thought she was much older than she said she was. 

Immediately as the extract begins, a mid-shot is taken of a group of men dressed in dark coloured, traditional plaid patterned clothes which you would typically see on an older man, as they walk through a working farm ground and a traditional country sounding melody plays, which relates back to the fact that Amy is surrounded by a much older group of people than herself. Pan movements are used throughout this opening scene to show everyone whom Amy is surrounded by, as well as being able to display the layout of the surroundings to the audience. This sets the scene of who Amy has been living with for the previous amount of time, and the true difference in their ages. The sounds of clattering garden tools is heard all around, which are stereotypical items you would older men use on working grounds. This, again, represents age as it gives us a further insight into what the men surrounding Amy do for a living, which isn't what you would associate with a sixteen year old female, so this further emphasises the difference in age. This representation of the older generation also helps to give us an insight into how Amy has left her youth behind to live with older people and to be treated as if she is older.

Continuing on from this, we can see that Amy almost considers herself one of the older generation as she tells those around her confidently that she is able to drive, even though she is actually too young to drive. This is backed up by the close up on Amy as she is in the car trying to work out how to turn the engine on. The close up shot emphasises how she doesn't know what she is doing, by showing her confusion closely on her face, which again represents age as it shows us that Amy is clearly too young to be driving as she is clueless on how to start. Shot/reverse shots are used here as the scene is split between the camera focusing on Amy in the car, to the younger middle aged man watching Amy struggle with the car in concern. There is then the sound of a loud crash, emphasising that Amy has crashed the car. This then transitions into a wide shot from a high angle of the car crash, which represents how small Amy is in comparison to the cars and the people surrounding them, emphasising her youth and how she doesn't fit into the older generation. The people Amy is staying with rush to her side and hug her, and here, these mid-shots of her hugging these people further emphasises how young Amy is through showing the height difference between her and those around her. A close up of Amy hugging a middle aged woman whom she lives with is shown, which further emphasises the difference in height between Amy and those surrounding her. This shot almost mirrors what a mother and daughter would look like, which again represents Amy's youth. 

These shots of Amy and the others with her also highlights their difference in dress. Amy wears a bright yellow top and jeans which is considered stereotypical teenage female clothing compared to the middle aged men and women surrounding her, who are dressed in darker clothing consisting of fleeces and dark coloured jeans. There are shot/reverse shots of Amy (whom is dressed in bright colours), to mid-shots of her school head master who wears a dark suit and stands behind the crash. The colours of the costume choice represent age as the yellow in Amy's clothing highlight the vibrancy of youth, and is stereotypical among the younger generation to wear brighter and more vibrant colours, so the selection of this colour for Amy's clothing emphasises how she is still young, where-as the older generation typically wear darker and more dull clothing, to show how they have grown out of their youth and into the working class. It is also important to note that the older generation typically wear more formal clothes, such as her headmaster who wears a suit and tie, compared to Amy who wears jeans and a t-shirt, representing their difference in age, and the importance of age within the extract. 

The scene cuts from outside, to being inside of the house which looks very old and traditional which sets the scene of how Amy's youth doesn't fit in amongst the older crowd and scenery she is involved in. There is are over the shoulder shots between the head master and Amy's guardian as they have a conversation which is accompanied by shot/reverse shots to show both sides of the conversation, which highlights the authority of the older head master over the middle aged man which emphasises the difference in their age. Once Amy's guardian finds out that Amy hasn't completed any exams, he asks Amy to pack her things and leave, to which Amy shouts, "I hate you!", and storms off to her room, which is a stereotypical line that you would hear a stubborn teenager say to a parent. This use of dialogue represents how Amy and the middle aged man almost represent a parent-child relationship, highlighting how Amy is still young, youthful and stereotypically stubborn as a teenager should be when they don't get what they want. This also shows how the middle aged man has more authority over Amy and can tell her what to do, because of his age, again representing age in the extract. The shots within this scene consist of over the shoulder shots which represent the difference in height between Amy and her guardian, so shot/reverse shots are used to show the conversation flowing from both perspectives, as well as reinforcing their difference in age due to the shots showing the differences in height.

When Amy is in her room, a high angle shot is taken as the camera passes from the top of her bed where a stuffed toy is laid, and passes over a bunch of magazines lying on her bed, to two notes written in pink, curly font and a teddy bear lying at the bottom of her bed. The teddy bear represents childhood and youth, and seeing as Amy has two stuffed toys in her room helps to reflect Amy's youth compared to the others. This is reinforced by the style of the writing on the notes that Amy has left, as the writing is pink and the font is curly which is similar to the stereotypical writing of a young female, further representing age in the extract. There is a mid shot of Amy looking in the mirror which is surrounded by pink decorations and family photographs. The pink props in this scene represent the female youth, as it is the stereotypical colour to represent the female gender. The layout of her room including all of the props within it mirrors a female teenager's bedroom, which again, displays the representation of age. 

The scene then cuts into the next, where there is a low angle shot of a woman entering Amy's room (taking place in the same location as the previous scene). This low angle shot could represent the difference between youth and older age, as this low angle shot showing an older woman in Amy's room contrasts from the high angle shot in the beginning of the previous scene where we're shown Amy's room with only Amy in it, subtly representing the difference in age. The scene then cuts to a scene taking place outside on the working farm ground, again filled with noises of clattering work tools, and a downbeat melody consisting of a flute, which keeps in ties with the theme of traditional and older music to set the scene, but it also brings attention to the fact that something tragic has happened. When the older woman tells who we assume is Amy's current guardian, that Amy has ran away, there is a close up shot on the mans face to represent his confusion and concern, which is similar to what we would see on the face of a parent who's child has gone missing. This again reinforces the parental-like role within their relationship, which further displays the difference in age and authority, representing age in the extract.

Cross-media Convergence and Synergy

"Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to the music industry?

Synergy is a term used to describe a situation where different entities cooperate advantageously for a final outcome. To simplify this, it means that the whole is greater than the sum of its parts. It is described as being ‘strategy of synchronising and actively forging connections between directly related areas of entertainment’. There are numerous new technologies that support this process such as web, DVD and downloading. The media industry exploit various platforms to sell their products related to one film, for example, the film, the soundtrack and the video game. Symbiosis is the linking up of various companies to make profits from one product. 

Convergence is another process where a range of media platforms are integrated within a single piece of media technology. Examples of these are the Playstation 4 and the iPhone. The Playstation is a games console and a DVD player. The iPhone is a phone, camera, mp3 player, FM radio, web browser and palmtop computer. This therefore demonstrates ‘convergence’ of a wide range of technologies. The media institutions can see that audiences enjoy a rage of technology and so converged technology is attractive to them. They are able to consume media in a variety of different ways. These technologies also provide short form content for downloading, for example, video clips, trailers, music videos, jingles, wallpapers and music tracks. This happens in the music industry when it comes together with the film industry, for example, when Adele released the new single for Skyfall.

Symbiosis, the working together of different companies to promote a range of related products, can occur through kids’ movies that enable spin-offs such as toys, furniture and Easter Eggs. The distributor will agree licensing deals for companies to make and sell this merchandise. Part of the profit will then go to the distributor later. Walt Disney pioneered these symbiosis marketing techniques in the 1930s. He granted dozens of firms the right to use his Mickey Mouse character in products and advertisements and, as a result, continued to market Disney media through licensing arrangements. The products themselves help to advertise the films and so they create sales. An example of this is Marvel and DC films having toys and figures of characters made, CD soundtracks, videogames, DVD’s and other merchandise.

Vivendi Universal own Mp3.com. They can use the website as a platform to distribute Universal owned content. It can also be used as advertising content and they can sell advert spaces to other related companies, for example, CBS have links to their film sites. Therefore, the company benefit from audiences owning converged technology such as a video-iPod as this is where they will download and exhibit their own content.

Synergy and Cross-Media Convergence: when two or more products are released together to gain exposure from each other's audience. 

Tie ins: Products are released which have been produced by other companies which are related to the media. It is not, however, a symbiotic relationship as it is debatable how much publicity the music gets from the products. 

In the music industry this occurs through film soundtracks as well as products from well-known artists being released. Examples of this are clothing, perfumes, posters, books, cups and advertisements. 

Merchandise is a huge part of the music industry. Many well-known artists will have a Merch Store on their website where fans of the music can go and purchase products online. It can also be sold at concerts. Shops such as HMV will stock merchandise from these artists. 

The most common merchandise would be T-shirts, wristbands and posters.

Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences, particularly in the music industry. It helps gain people's attention and can bring in new fans as well as gain money from those currently listening to and enjoying the artists' music.

Prelimary Task