A Field In England

On Friday July 5th 2013, a low-budget, black and white, art-house film by emerging auteur, Ben Wheatley,
A Field in England, tried to break the Hollywood model of distribution by becoming the first film in the 
UK to launch simultaneously across all platforms – VOD (4OD and iTunes), free broadcast TV (Film4), DVD, 
BluRay and cinema (17 Picturehouse venues). You may have heard about it – and then again you may not. 
Because, as Mark Ramey will explore in this article, film distribution is a high-risk battle for revenue, with 

the major Hollywood studios packing the biggest punches.

How was A Field In England’s release different to typical film releases?

A Field In England's wasn't typical and was very unique in its release. A Field In England was the first film in the UK to launch simultaneously across all platforms that includes TV, DVD, Cinema, BluRay etc. This made this film very unique and different because it's release was very different because it was the first ever film to do this in the UK. This was a promotion method because it meant watching the film was easily accessible so many people would watch it which would increase its success and popularity across the UK.

Although it was very popular and gained a lot of notice during its period for being the first UK film to have launched simultaneously it states in the article that ‘‘£184 million of this was allocated to media advertising, the rest on film prints, advertising production, publicity, premiers and related costs.’’ This meant the whole promotion and advertising of the film was very costly. Which effected their profits because costs were high which meant it would've affected the profit depending on the revenue of the film itself.

What are the advantages to releasing the film across all platforms on the same day?

One of the biggest advantage for this type of release is that it will bring the film itself a lot of recognition and popularity because the fact that it is releasing across all platforms makes the movie more accessible to people and more people would have recognised it because they've seen it come up in many different platforms which makes it more known as a brand.

What are the disadvantages to this approach?


There is one main disadvantage to this approach that caused the field in England to be set back and do worse than it could've done. The fact that it is broadcasted all at once makes it more available however accessing it for free will be more of an option for the audience because they are able to get a hold of it online. If it was only put in cinemas for a certain period of time then it may have been more successful. The fact that people are able to get it for free makes it worthless because the movie itself is not generating much revenue so its expenses for advertising etc. may overshadow the revenue which will cause the movie gain not much profit if any at all.

What target audience would A Field In England be aimed at? Demographics and Psychographics.

Their main target audience will have to be people that are into the media and are very updated in terms of their social media because their promoting and distributing of the movie is mostly around the media whether that be online or on billboards. However people that notice media are the main people who will notice the popularity of the movie so will probably be the right audience that they are aiming the movie at.

Do you think all films in future will be released across all platforms simultaneously in future?


No, I don't think that this will be the case at all because as we saw the field of England struggle majorly to gain and generate any revenue because it allowed easy access to the audience for free so films that are released across all platforms are likely to be less successful because they may not produce much profit which will cause less films to look at this as a way to release their movie.

Learner Response- Mock

Q1- Institution





The BBC aim to create a positive brand image. They do this by creating interest in the programme this is to ensure that their brand image is always high and positive. Brand image is a very important aspect of a brand because their reputation as BBC should remain high because they are already a very popular, well established TV broadcaster.







Also one of the BBC's main intentions is to fulfil their normal purpose to inform, educate and entertain their audience. They do all three throughout the broadcasting of Frozen. They inform the audience by giving their audience facts and statistics about Antarctica so they definitely inform and educate their audience by giving them information to absorb. They also entertain by their need to humour their audience by creating jokes to make sure their audience are satisfied by the entertainment of the programme as well  as the informing and educating side of it. Their intentions to do this is vital because the BBC's whole purpose is to inform, educate and entertain their audience and this programme does this so seems to fit into the channel well.






The show frozen features amazing quality camera work and production of the programme is at a very high level  so by BBC broadcasting this on their channel it is a way of promotion. This promotes their channel and the high quality viewing allows the channel to look prestige. So one of the BBC's intentions is to promote their channel to expertise viewing.






Q4- Inform, Educate and Entertain





Frozen the programme seems to entertain its audience and fulfil its purpose. The programme definitely entertains its audience and it does this by humouring their audience. One part is when the narrator says 'spectacular belly flop' this bit of humour from the programme allows the audience to enjoy it and be entertained by it.




It informs their audience by creating interesting facts about the Antarctica that some people may not have knew about which also links to it educating its audience by providing facts and statistics about the penguins and the Antarctica this helps inform and educate the audience with interesting things they may have not knew

Front cover

Double page spread

Ill Manors e-media: Tag London campaign

Summarise the Ill Manors Tag London campaign in 100 of your own words.
 
The Ill Manors tag London campaign is a digital marketing system for the album release. Ill Manors used their social networking sites to promote this. The hash-tag was a part of the scheme to promote the movie. It was very interesting because it was a different way to get the album spoken about everywhere and spread around. This was done to give fans a part in exclusive parts which is an intelligent way to promote the movie because it makes the audience feel as if they are getting special treatment which will help promote it because they feel satisfied by this.
 

How does the Ill Manors Tag London campaign help to promote the film?

 

The marketing campaign helped promote the film because it constantly showed the Ill Manors title this will attract people because of its popularity which will make them think that it is worth watching and that was a good technique to promote the film, this was through twitter and other social networking sites on the internet.

 

What links are there between the Tag London campaign and other texts you have studied as part of  the Ill Manors case study?

The article from the NME magazine of Ill Manors. Plan B discusses his opinions on the British government and puts across his view in their intention and criticises them to an extent. This is about the youth having their say and having the right speak out against anything, Plan B speaks for the youth and is their voice in this case proving that the youth are more than what they are shown to be in the media.

 

Choose five of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

THE RECESSION IS A WORLD SCHEME TO KEEP THE POOR, POOR. THE RICH OF THIS WORD HAVE NEVER BEING RICHER. #ILLMANORS

 

This relate to the strugglers and it links to the TEDx lecture as its all on the fact that the government have run this scheme to keep the youth away from their goals by closing centres which will allow youth to do productive things instead of being on the streets.

  

ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS

 

this tweet relates to the aspirers as they are young and defending their rights and links to Plan B's interview on the Jonathon ross show when he stands against the government stating that they are corrupt.

 

  

LONDON IS CALLING, THE CITY IS CRUMBLING #ILLMANORS

.

This tweet relates again Jonathan ross show as he talks about how London as a city is very corrupt and needs change and the government are very static in this situation because they don't do much to show change and interest in this issue that is causing damage to London and England as a united country.

 

 

@ILLMANORS #ILLMANORS OLYMPICS GONNA LEAVE US WITH A LARGE BILL A LARGE VENUE THAT WILL CLOSE BY THE NXT PROJECT AND IS A TERRORISTS WISH,

 

  

This tweet may also relate audience psychographic may be strugglers this is because it is a chance to discriminate the poor and ignore them while the rich are involved in the Olympics whether physically or just watching it.

Twitter Ill Manors Page

Twitter-

 

 

 

 

 

 

 

 

 

 

How does the Ill Manors Twitter feed use the Ill Manors brand to promote the film?

What hashtags are used on the Ill Manors Twitter feed?

 

 

 

 

 

The twitter feed interacts with its audience by retweeting tweets that were made by fans, the feed also uses the hashtag #iLLManors to help expand the audience when searching for the pages relations.

Find three celebrities the Ill Manors Twitter feed re-tweeted to promote the film and explain how they appeal to the Ill Manors target audience.

 

Ed Skrien as he is a key actor in the film, Riz Ahmed as he is the main actor & also Plan B has the most retweets considering he is the director of the film and has a strong fan base that will  consider watching his movie.

How has the Ill Manors Twitter feed used pictures to help promote the film?

 

They have used behind the scenes images to help keep the audience interacted and in touch with the film which will keep them interested and gives them a sense of satisfaction and special treatment because they see what happens behind the scenes.

Find examples of the Ill Manors Tag London campaign in the Ill Manors Twitter feed and explain how they help to target the right audience for the film.

 

https://twitter.com/taglondon/status/228425592536711168

 

https://twitter.com/taglondon/status/228553122887385088

 

https://twitter.com/taglondon/status/228479799302164480

How was the Ill Manors Twitter feed used to specifically promote the release of the film (May/June 2012) and the release on DVD (October 2012)? Choose three tweets for each and explain how they effectively promote the film.

 

Similarly to the Facebook page they also used the countdown system which is a good way to promote and advertise the movie because it keeps the audience waiting and looking forward to something.

How was the planbuk YouTube channel used to promote the Ill Manors film?

Uploaded music videos from the soundtrack as well as trailers, interviews and teasers all related to the film to keep the audience waiting and satisfied until the movie comes out.

Find examples of synergy or cross-promotion between the planbuk YouTube channel and other media texts you have studied as part of the case study. Explain how they both promote the film and appeal to the Ill Manors target audience.

An example of synergy is the design consistency in the way the title and central images i.e.  the print and the DVD cover show the same font in design terms which helps show the brand image is strong and consistent which makes it more familiar and recognisable to the audience.

What links to other social networking sites can you find on the planbuk channel homepage?
 

Linked to iTunes, Google+, Twitter, Facebook and SoundCloud.

Ill Manors Facebook page

Ill Manors Facebook page

• How many 'likes' has the Ill Manors film page had?

The Ill Manors film page has 31,600.

• What is the top of the page promoting?

The top of the facebook page is promoting and advertising the Blu-ray and DVD for Ill Manors, considering that the film has been in the market for a while now.

• Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience

Find examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.

One example would be the synergy of the DVD and Blu-Ray copies of the movie, the Facebook page is a source of promoting and advertising it to the audience so they can buy it which will affect the movies success. Another use of synergy would be plan b's album this album helped promote the movie through his new music.

Find three examples on the Facebook wall of opportunities for user generated content or audience interaction (e.g. a question that invites people to comment or a competition to enter).

An example would be the BFI competition. Their objective is to help youth to get involved in film making by the same institution that has helped Ill Manors. Another example is thee sharing of the Ill Manors music video which is done to promote the movie. Also they ask questions on the page like 'did you like Ill Manors' this a way of interacting with their audience and this helps create positive reviews for the movie.

• Find three examples of the Facebook page cross-promoting the soundtrack or DVD release.

The Facebook page uses many posters of the album related to Ill Manors all over the page to help promote the movie.

• Find the Twitter graffiti campaign link on the Facebook wall and screengrab it.

• How did the institution use the Facebook page to promote the film's release in May/June 2012?

The Ill Manors page uses a countdown system which keeps the audience interacted and helps promote the movie because the audience are ready, waiting for the movie to be released.

Ill Manors print: branding

Print platform: branding

 

Find at least three different print examples (adverts, DVD packaging etc.) for Ill Manors. Post the images up on your blog and answer the following questions for each text:

 

• What are the key conventions that help you identify the print text (e.g. title, central image, review quotes etc.)?

-The Ill Manors title is a clear title with big bold writing in the middle of the main characters chest. That is the main mark of recognition for the movie and is the basically the brand image because it is shown all around to be promoted in the same form and font that is shown on this print.

-The central image is of the main character holding a weapon(gun) and dressed in an urban and ghetto manner. 

-The print shows many different quotes on the side from magazines, artist etc. This is a very vital key convention to a print because it promotes the movie in a way because the ratings and reviews will benefit ill manors because it is advising potential viewers to view this and persuades them because it promotes the fact that it is a "BRILLIANT" or "A MUST SEE" movie which attracts people who are willing to spend money to go and see this British urban drama.

• What design features help identify the Ill Manors brand

The title is one design feature that helps the audience identify the Ill Manors brand. The title for this  is identical to the title in the magazine cover and in the movie they keep the font and the size of the title the same or similar. This is because it is a brand that should be recognised by the audience and the way it is written helps the audience identify the brand of Ill Manors itself.

The colour scheme is another design feature that relates and links to the brand the colour scheme of black and grey which are dull colours that are based around the movie so that is a design feature that shows recognition and helps the audience see and identify the brand of Ill Manors

 

• What examples of synergy can you find with the broadcast platform or other print examples?

Both examples that were shown show a similarity in the brand. This means that the title and many other stuff are all written in the same way and font so that the brand can be identified and both examples show the same link in that aspect.

Album Cover-


What design features help identify the Ill Manors brand?

 

The familiar and well recognised font that is shown on all other print adverts. The font of the Ill Manors title is written in the same font throughout the whole promotion and advertising of the film. This consistency in design is very professional and also helps the audience recognise and point out the film. The recognition of this will help promote the movie because the brands popularity will increase which will bring the film more success by the audience and fans of the movie.

 

What examples of synergy can you find with the broadcast platform or other print examples?

 

Yes, the whole concept of the design shows a link f the central image and the design of the title behind the central image of the character and in the case above the title is in front of the character so there you can see a consistency in design but rotated in terms of position.

 

What are the key conventions that help you identify the print text (e.g. title, central image, review quotes etc.)?

 

The title helps the audience identify the text in its font because it shows a constant font throughout other print promotions. The central image is of the artist and director Plan B himself so this will obviously be a sign of recognition for the audience because his fans that listen to his music will know him and will listen to his music so the album will promote his movie. Also the institution that has made the movie is at the top of the central image which is also a sign of recognition that the audience may identify.

 

 

 

 

What design features help identify the Ill Manors brand?

Again, you can clearly see and recognise the title on this print cover. The font is again the same and is based in the middle of the page for the audience to recognise the movie as Plan B fans and this helps promotion and advertising. Also, all the main and key characters of the movie are all placed in the print to promote the movie and help the audience feel a sense of identification of the characters involved with the film Ill Manors.

 

What examples of synergy can you find with the broadcast platform or other print examples?

 

The consistency in design show a link. The title is written in the same way and the image is placed under or next to the title in the other print examples.

 

What are the key conventions that help you identify the print text (e.g. title, central image, review quotes etc.)?

 

The title  is one key convention that helps you identify the print text and it is on top of the image in big bold font as it is in the other print examples. Also the central image shows the characters involved in the movie this also is a key way that helps the audience identify this texts. You can clearly see the characters and the audience would have already been introduced to the characters from other platforms i.e. a trailer and this print shows images of the key characters in the movie so this helps the audience identify them. There is also a quote at the very top of the print example to show a review of the movie which is a way that Ill Manors promote and advertise their movie this persuades the audience to go and watch it because they've been told that it was an 'incredible' movie.

 

Ill Manors: Print platform initial tasks

Ill Manors: Print platform initial tasks

1) Identify the target audience (demographics/psychographics) for this magazine. How is that particular audience attracted?

2) Does the article do more than just entertain? How? (Think of Uses and Gratifications theory)

3) Does this text allow the audience to participate/contribute? (E.g. leave comments) How is this different to the print version of the magazine?

4) What codes/conventions of print interviews can you find in the article? 

5) How is narrative used to tell a story in each interview? Clue: what is it that keeps the reader interested in the article?

6) What synergy can you find between this text and the broadcast examples we have studied?

Men's Health Interview-

The target audience for this magazine in terms of pyschographics would be the admirers, this is because they are the people who want to be fit and healthy therefore they would want to read the magazine, and in terms of demographics it would be aimed at ABC1 18-30 year old men who are health concious. The article main purpose is to entertain but it does more than just entertain, it also informs the readers. There are codes and conventions of central image, title etc.

NME Magazine

The core audience for this magazine is an average of age 25. The magazine targets men ages 17-30. They are predominantly male with 73%. 73% belong to the social grade ABC1. this articles purpose is to entertain the audience. there are quotes and a central image which are part of the key conventions for the magazine.

Guardian Interview 

the average number of younger people buying the newspaper daily is 615 000, surprisingly higher than the amount of readers over 45 years of age, which is somewhere around 590 000. The Guardian's purpose with this article Is probably to entertain considering the Guardia's normal issue and article. There is the central image and the title which are key conventions for any magazine.

 

GQ Magazine

 

The age range for GQ magazine is generally 21-35 or so. But I think the magazine is also known for reaching men at the ages of 50+. GQ does both in terms of entertaining and informing. You can kind of look at it as a guide to living a certain "lifestyle". Or in other words, living a sophisticated lifestyle regardless of income level. It follows the key conventions for any magazine in terms of a title cover lines etc.