The basics
1) What is the name of the film, the director and notable stars?
1) What is the name of the film, the director and notable stars?
Belle directed by Amma Asante and starring Gugu Mbatha-Raw & Matthew Goode.
2) When was it released?
2013.
3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
A drama (social realism) - consists of real life situations with realistic characters a part of a storyline designed to move the audience emotionally.
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
2) When was it released?
2013.
3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
A drama (social realism) - consists of real life situations with realistic characters a part of a storyline designed to move the audience emotionally.
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
Received positive reception - rated 7.4/10 (IMDB) and 83% (Rotten Tomatoes)
Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
http://www.imdb.com/video/imdb/vi2062854169?ref_=ttvi_vi_imdb_12
The trailer exposes with piano music and a second long shot of a slave-ship of the 17th century, interjected between rapidly edited critic reviews and an animation screen for the institution 'FOX Searchlight'. This proceeds with the exhibition of a man who seems to be one of the characters, dressed in clothing of the era which establishes the genre of a historical drama. A black screen with the text 'Based on a true story' follows the proceeding scenes which pose ideologies of discrimination against Africans, faced by the biracial girl who the audience develops empathy for, who is coincidentally the lead character 'Dido', characterised before the disequilibrium of the narrative is implemented. This is a representation of the ignorant attitudes of racists before what we may consider now as a progressively post-racial society, an alternative but socially realistic representation of England as it was in the past. For a dramatic effect on the audience, sound is manipulated to halt the non-diegetic soundtrack when dialogue is particularly significant and this is supported with the range of long shots to familiarise the audience with the genre-relevant setting of the English mansion and close-ups to develop empathy with the protagonist. This precedes the upcoming rapid cuts of dialogue-centric scenes which influence the narrative of the film, concluding the trailer with a peak of the piano non-diegetic music as the stars of the film are revealed as is the name of the film 'Belle'.
2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.
- These allow the audience to interact with the actress as well as the director behind the scenes, developing the personal relationship aspect proposed by Blumer & Katz's Uses and Gratifications theory. Therefore this will encourage audiences to watch it.
3) Does the broadcast promotion use stars to create interest in the film?
The broadcast platform does use stars, regardless of their lack of experience and establishment in the film industry but the context of the film allows them to express their personal socio-political views to generate interest and debate about the film.
Print
1) Read at least THREE reviews of the film and provide a quote from each one.
"Belle is a beautiful period piece, but it's also something more: a study of racism, classism and sexism in 18th-century England." - Metacritic
" Belle dresses its entryist agendas in the fashionable finery of a multiplex crowd-pleaser" - The Guardian
"This is a feelgood movie in which we know that the most principled characters will triumph (or, at least, marry happily). The screenplay ends abruptly and leaves it to the intertitles to explain what happened to the characters whose plot lines it doesn't have time or inclination to pursue." - The Independent
2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.
These posters/billboard adverts promote the film with a basic insight into the film genre, personally I think the second one takes a more sophisticated and better approach of branding the film. The inclusion of the release date and the film critic reviews and honourific award label supports this premium representation of the film.
3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.
The central image provides familiarisation with the protagonist of the film's storyline, based in the setting of an English 17th century mansion which is supported by the setting's props and the actress's costume, hair and make-up. The fonts used support the authentic pre-modern feel the film intends to convey. The film award communicates prestige to the film as a production and the release date generates anticipation as a result.
4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
The brand's visuals provide the film with a prestigious feel similar to 12 Years a Slave, another social-realism film on the basis of race. The brand connotes a look which suggests the film is intellectually engaging and the fact it is 'based on the inspiring true story' brands the film with higher importance and seriousness.
E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
https://twitter.com/foxsearchlight
https://facebook.com/bellethemovie
https://instagram.com/foxsearchlight
The film's social media presence provides coverage to a larger audience than it would without its absence because of the flexibility, availability and digital sophistication that comes with the interactive features helping to promote the film directly to the audience.
2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
http://www.belle-themovie.com/#/story/synopsis - uses the film's brand in regards to holding synergy of the visuals presented in the other platforms across the film's promotional campaign. This includes the landmark central image of the lead actress as well as the simplicity of the fonts used.
3) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
Audience
1) Who is the target audience for this film? Demographics and psychographics.
The trailer exposes with piano music and a second long shot of a slave-ship of the 17th century, interjected between rapidly edited critic reviews and an animation screen for the institution 'FOX Searchlight'. This proceeds with the exhibition of a man who seems to be one of the characters, dressed in clothing of the era which establishes the genre of a historical drama. A black screen with the text 'Based on a true story' follows the proceeding scenes which pose ideologies of discrimination against Africans, faced by the biracial girl who the audience develops empathy for, who is coincidentally the lead character 'Dido', characterised before the disequilibrium of the narrative is implemented. This is a representation of the ignorant attitudes of racists before what we may consider now as a progressively post-racial society, an alternative but socially realistic representation of England as it was in the past. For a dramatic effect on the audience, sound is manipulated to halt the non-diegetic soundtrack when dialogue is particularly significant and this is supported with the range of long shots to familiarise the audience with the genre-relevant setting of the English mansion and close-ups to develop empathy with the protagonist. This precedes the upcoming rapid cuts of dialogue-centric scenes which influence the narrative of the film, concluding the trailer with a peak of the piano non-diegetic music as the stars of the film are revealed as is the name of the film 'Belle'.
2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.
- These allow the audience to interact with the actress as well as the director behind the scenes, developing the personal relationship aspect proposed by Blumer & Katz's Uses and Gratifications theory. Therefore this will encourage audiences to watch it.
3) Does the broadcast promotion use stars to create interest in the film?
The broadcast platform does use stars, regardless of their lack of experience and establishment in the film industry but the context of the film allows them to express their personal socio-political views to generate interest and debate about the film.
1) Read at least THREE reviews of the film and provide a quote from each one.
"Belle is a beautiful period piece, but it's also something more: a study of racism, classism and sexism in 18th-century England." - Metacritic
" Belle dresses its entryist agendas in the fashionable finery of a multiplex crowd-pleaser" - The Guardian
"This is a feelgood movie in which we know that the most principled characters will triumph (or, at least, marry happily). The screenplay ends abruptly and leaves it to the intertitles to explain what happened to the characters whose plot lines it doesn't have time or inclination to pursue." - The Independent
2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.
These posters/billboard adverts promote the film with a basic insight into the film genre, personally I think the second one takes a more sophisticated and better approach of branding the film. The inclusion of the release date and the film critic reviews and honourific award label supports this premium representation of the film.
3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.
The central image provides familiarisation with the protagonist of the film's storyline, based in the setting of an English 17th century mansion which is supported by the setting's props and the actress's costume, hair and make-up. The fonts used support the authentic pre-modern feel the film intends to convey. The film award communicates prestige to the film as a production and the release date generates anticipation as a result.
4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
The brand's visuals provide the film with a prestigious feel similar to 12 Years a Slave, another social-realism film on the basis of race. The brand connotes a look which suggests the film is intellectually engaging and the fact it is 'based on the inspiring true story' brands the film with higher importance and seriousness.
E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
https://twitter.com/foxsearchlight
https://facebook.com/bellethemovie
https://instagram.com/foxsearchlight
The film's social media presence provides coverage to a larger audience than it would without its absence because of the flexibility, availability and digital sophistication that comes with the interactive features helping to promote the film directly to the audience.
2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
http://www.belle-themovie.com/#/story/synopsis - uses the film's brand in regards to holding synergy of the visuals presented in the other platforms across the film's promotional campaign. This includes the landmark central image of the lead actress as well as the simplicity of the fonts used.
3) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
Audience
1) Who is the target audience for this film? Demographics and psychographics.
This film is targeted mostly at a female audience than men because of its romantic sub-plot and arguably because the lead role is played by a woman. The film is likely to appeal more to a sophisticated audience so may range primarily in the ABC1 classification. Considering it racially-centric context, the film may be targeted mainly at those of an African background. Psychographic groups of reformers and explorers will be targeted by this film because of its socio-political nature and exploration of social revolutionism.
2) How does the cross-media promotional campaign target this audience?
The cross-media promotional campaign targets the audience by effectively combining the personalities of the lead actress, one of the actors and the director's with the moral message the film text intends to convey.
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
The film provides the audience with enlightenment about the historical context of the racial issues discussed as well as entertainment via its emotionally gripping storyline.
4) What similar films would the target audience enjoy? Justify your suggestions.
12 Years a Slave and Selma are also films with social realism so are bound to appeal to the target audience of Belle as they will be intrigued just as well but in a different way due to Belle's inclusion of romance.
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?
Pinewood Studios - produced Sixteen, Harry Potter, James Bond. They are versatile with their target audiences and type of film.
2) Which company distributed the film in the UK? What other films have they distributed?
A lot of their distributed films happen to be intellectually engaging with narratives of social realism however they do not appeal to a target audience.
4)What was the budget for the film?
$10,900,000 (estimated)
5) How successful was the film financially? Why do you think this was?
The film didn't make a Box Office profit, making it financially unsuccessful, reason being assuming that the film appeals to a niche audience and not a mass audience to be able to gain enough coverage and viewing sales.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
Belle proved to be more successful in the USA than everywhere else worldwide, this may be due to the plenitude of screens at which Belle was available to a USA audience in comparison to elsewhere.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
The film was given a 12A which is suitable for targeting a younger audience too, exposing them to social realism and socio-political controversies concerning the modern era.
Representation
1) What representations of people, places or groups can be found in this film?
People of a White/Caucasian background tend to be presented as mostly racist to coloured people, this being the social norm of acceptance in this racially conscious society presented of 18th century England. The representation of a Navy admiral's family mansion in 18th century England is stereotypical to what would be expected of British aristocrats.
2) What representation of ‘Britishness’ does the film contain?
The representation of the British aristocracy coincides with stereotypes of a snobbishly lavish lifestyle, but nonetheless it is indubitably distinguishable as a British film.
3) How does the representation of Britain differ to Ill Manors?
It is evidently inclined to differ, considering the discrepancies among the two films being of the time/era, groups, and particular place represented. Belle represents a pre-modern undeveloped social representation based on race and prejudice whereas Ill Manors touches on multiple aspects such as class, location of upbringing and political influence.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
The ideologies are presented in a way to criticise Britain before the pre-modernist movements which (attempted to, and yet attempt to) grant racial equality. These include ideologies of hierarchy, patriarchy, racial superiority and class-consciousness.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and Belle? List all that apply.
- Ill Manors and A Field In England are low-budget films whereas Belle had a relatively higher budget.
- AFIE evidently had the anomalous method of release date distribution by making it available on all platforms upon release, differing from the orthodox approach adopted by Ill Manors and Belle.
- IM and AFIE heavily exploited social media in order to gain mass coverage whereas Belle was relatively low-key on the internet's part of promotion.
- IM and Belle are social realism films whereas AFIE is more of a dramatic horror based on a much more specific narrative.
- AFIE is an arthouse film, whereas Belle and ill Manors are lower classification (non-blockbusters yet not necessarily high-concept) social realism films.
2) How does the cross-media promotional campaign target this audience?
The cross-media promotional campaign targets the audience by effectively combining the personalities of the lead actress, one of the actors and the director's with the moral message the film text intends to convey.
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
The film provides the audience with enlightenment about the historical context of the racial issues discussed as well as entertainment via its emotionally gripping storyline.
4) What similar films would the target audience enjoy? Justify your suggestions.
12 Years a Slave and Selma are also films with social realism so are bound to appeal to the target audience of Belle as they will be intrigued just as well but in a different way due to Belle's inclusion of romance.
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?
Pinewood Studios - produced Sixteen, Harry Potter, James Bond. They are versatile with their target audiences and type of film.
2) Which company distributed the film in the UK? What other films have they distributed?
- Fox Searchlight Pictures (2013) (UK) (theatrical) - also distributed: The Grand Budapest Hotel and 12 Years a Slave
A lot of their distributed films happen to be intellectually engaging with narratives of social realism however they do not appeal to a target audience.
4)What was the budget for the film?
$10,900,000 (estimated)
5) How successful was the film financially? Why do you think this was?
The film didn't make a Box Office profit, making it financially unsuccessful, reason being assuming that the film appeals to a niche audience and not a mass audience to be able to gain enough coverage and viewing sales.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
Belle proved to be more successful in the USA than everywhere else worldwide, this may be due to the plenitude of screens at which Belle was available to a USA audience in comparison to elsewhere.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
The film was given a 12A which is suitable for targeting a younger audience too, exposing them to social realism and socio-political controversies concerning the modern era.
Representation
1) What representations of people, places or groups can be found in this film?
People of a White/Caucasian background tend to be presented as mostly racist to coloured people, this being the social norm of acceptance in this racially conscious society presented of 18th century England. The representation of a Navy admiral's family mansion in 18th century England is stereotypical to what would be expected of British aristocrats.
2) What representation of ‘Britishness’ does the film contain?
The representation of the British aristocracy coincides with stereotypes of a snobbishly lavish lifestyle, but nonetheless it is indubitably distinguishable as a British film.
3) How does the representation of Britain differ to Ill Manors?
It is evidently inclined to differ, considering the discrepancies among the two films being of the time/era, groups, and particular place represented. Belle represents a pre-modern undeveloped social representation based on race and prejudice whereas Ill Manors touches on multiple aspects such as class, location of upbringing and political influence.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
The ideologies are presented in a way to criticise Britain before the pre-modernist movements which (attempted to, and yet attempt to) grant racial equality. These include ideologies of hierarchy, patriarchy, racial superiority and class-consciousness.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and Belle? List all that apply.
- Ill Manors and A Field In England are low-budget films whereas Belle had a relatively higher budget.
- AFIE evidently had the anomalous method of release date distribution by making it available on all platforms upon release, differing from the orthodox approach adopted by Ill Manors and Belle.
- IM and AFIE heavily exploited social media in order to gain mass coverage whereas Belle was relatively low-key on the internet's part of promotion.
- IM and Belle are social realism films whereas AFIE is more of a dramatic horror based on a much more specific narrative.
- AFIE is an arthouse film, whereas Belle and ill Manors are lower classification (non-blockbusters yet not necessarily high-concept) social realism films.
