Evaluation: What have you learned from your audience feedback?

Audience feedback has been a key feature of the development of 'Flight'. It has shaped the way we have created, produced and edited the film and the ancillary products. Throughout the production process my team and I have sought opinions and feedback from a wide range of people through various methods. Audiences were invited to glance a critical eye over our products, giving constructive criticism when necessary which was then taken on-board to improve the film and the surrounding products. Doing so has greatly benefited the film, magazine review page and poster project due to collective opinions which were previously not thought of.


Teacher Feedback
Throughout the course of this project my two mentors have given me their thoughts and ideas about how we could improve our production. The advice was given throughout the whole production, even when we were brainstorming ideas and developing storyboards. Showing the hand-drawn storyboard to my teachers resulted in advice given, some of which we took on board, others we discarded. Upon showing the first draft of the film to my teachers, Mr. Cunningham suggested that we deleted the shot of Sophie walking to the ballet studio as it was unnecessary and had no impact on the narrative. When we looked at the revised footage without the clip, we noticed that it flowed more smoothly and had more of an impact, so the clip remained out of our production. However, other pieces of advice that were given were not followed. An example of this is when Mr. Cunningham suggested that we made the ending of our film more finalised and less ambiguous. However, as a group we decided that we preferred our film with an ambiguous ending. Also, our audience research suggested that ambiguous endings were effective, as it gave them something to ponder on after the film had ended. Due to those reasons, we decided to keep the final sequence of 'Flight' open-ended. Another piece of criticism mentioned by our teachers was that the narrative seemed to be in two segments - one where Sophie is a failing dancer, and the other when she turns to drug use. The drug-taking scene located at the end of our narrative seemed to be separate from the rest of our film. Due to this criticism, we decided to add a flashback sequence where it shows Sophie handling cocaine. This adds a sense of distortion and enigma to the film, yet it also links it effectively. Without this audience feedback it is unlikely that my group and I would have realised that the film did not flow effectively. This shows just how beneficial audience feedback was to the production.

Feedback from our teachers has been impacted the way in which 'Flight' has progressed due to the fact that other opinions and views were given. This allowed myself and my group to decide on important decisions that we faced with a wider range of opinions from audience members. Although not all advice was followed, we still had a larger view on how our film could be changed.

Tumblr Feedback
Tumblr is a social networking site centred around uploading photos and videos to a selection of 'followers' who can follow your progress. As our film and poster fitted nicely into these two categories, I decided to use this website to gain opinions on 'Flight' and its ancillary products. Many of my followers fitted into the target audience of our film - teenagers and young adults - so I felt that it was crucial to gain their opinions on our film. I continuously updated my followers with the progress of 'Flight', which kept them interested with the progress of our film and resulted in the audience giving more relevant opinions. This communication with the audience also meant that later in the production, when I began to ask questions about our film and ancillary products, they would be more likely to engage.

Above is my Tumblr page where I updated my followers with 'Flight's' progress.

Gaining audience feedback on Tumblr was crucial to the success of the production. I communicated with my audience frequently, asking their opinion on certain aspects of our film, poster and magazine review page. Over the course of the production, I gained many different views and opinions on the products, mainly when I asked direct questions to the audience. Many people chose to leave feedback anonymously, which meant that they could truly express how they felt about our film. 

Using Tumblr was beneficial to 'Flight' as it was used when problems rose within our production that we were unsure of how to rectify. An example of this is the use of StopMotion. As a group, we were unsure as to keep the alternative ending which used StopMotion technology or to keep with the style of our original ending. I received many different views and opinions on the matter, some responding positively to the idea, others more critical. I showed my audience the two endings and then asked them which one they preferred. The main opinion which I received was that the use of StopMotion felt out of place in our film, and that perhaps if we used it earlier in the production it would link more effectively. Due to this feedback, we decided not to use the StopMotion ending. I feel that using Tumblr to reach this decision greatly helped our production, as if we did not gain opinions from our audience we may not have created a production which they thought was effective or professional. 

The image above shows some of the feedback which I received on the first draft of 'Flight'. Some of the feedback was positive, whereas others was negative. We took all pieces of feedback on board which greatly helped our production look professional and fit comfortably within the social realist genre. 

Facebook Feedback
Facebook is the largest social networking site on the planet, used primarily by teenagers and young adults. Due to the fact that it is used by such a substantial amount of teenagers and young adults, we decided to update Facebook users with the progress of 'Flight' and it's ancillary products. Facebook allowed text, photos, links and videos to be uploaded, meaning that we could upload our film, poster and magazine review page with ease. In turn, this meant that opinions could be given about every aspect of our film, and that our audience could follow our progress.

Above is a screenshot of me communicating with my target audience.

I began by asking my target audience about the name of our production, as shown above. We gained an overwhelming positive response to the name 'Flight' for our production, with many people saying that it suited the themes which resided within the production. Doing this meant that we were able to decide on a name for our production more quickly, and that our previously halted production could go ahead.

Using Facebook granted a wide range of opinions, as some people had different ideas to others. This widened choice for 'Flight', as it allowed us to see what different members of our target audience wanted. However, this resulted in a large amount of differing opinions on the website, which was difficult to manage and decide upon. Although most of the advice given by our target audience was beneficial, some opinions differed too wildly, resulting in conflicting views and ideas. Despite this, we harnessed the information given to use by our target audience as best as we could, collecting opinions on the first draft of our film to improve it when we reshot certain sequences. Contacting our target audience allowed us to discover problems within our first draft that would have been left un-thought of by myself and my team.

Above is a screenshot of Hannah, our editor, consulting our target audience directly to gain views and opinions which helped the development of our magazine review page. Many people pointed out the strong aspects of the magazine which we kept, to make it appeal to our target audience as effectively as possible. 

Youtube Feedback
The free video hosting website Youtube was where we uploaded all of the footage of our film. Youtube is used by many different film-makers, so we thought it would be beneficial to use to upload our footage onto the site. From Youtube, we could then share it on websites like Facebook and Tumblr with the hit of a button. We mainly used Youtube to host the first and final drafts of our film, the proposed different types of music and sound used, and the experimental footage which we shot. However, although we were only using Youtube to host our footage, we also gained some feedback from Youtube users.

Above is a screenshot of a response on our first draft. The criticism which was received was implemented into our second draft, meaning that the audience feedback here was extremely helpful. It allowed an insight into ideas that we did not previously consider.

Twitter Feedback
My group also used the social networking site 'Twitter' to track the progress of 'Flight'. This allowed for an easy way to track our progress, showing different shots within our film. Twitter was also used to communicate with viewers audience. However, users of Twitter tend to have a wider age grouping than Tumblr and Facebook, meaning that we were not hitting our target audience directly. Due to the change in audience, it meant that we were able to gain differing opinions, views and criticisms to those offered through Facebook and Tumblr. The new feedback was beneficial to our film and ancillary products as it gave us a fresh way to look at our film. An example of this is the flashback sequence. it was suggested to us to use bright colours to show a sense of distortion. We followed this advice and found that it greatly benefited our production. The way in which Twitter can be used makes it easy to communicate with your followers. This meant that as our progress continued, we were able to continuously question our followers and ask for feedback and advice. This was done at each stage of production, whilst creating our short film, poster and magazine review page. The quick responses given meant that we were quickly able to alter any issues that users spotted. A suggestion made on Twitter was that our original logo, whilst it matched our poster, did not fit in with the background of our film. We reviewed the logo on the footage and soon realised that they were correct. Without advice like this we may not have had as a professional-looking film as possible. From reviewing the feedback given on Twitter I have learnt that I need to cast a more critical eye over my products to ensure that they are all professional and convey meaning.

Above is a screenshot of Hannah sharing our film and updating our followers on Twitter. The link given meant that users could click on it and then respond with feedback. From this feedback we learnt of some issues which we quickly corrected.


Above is some feedback which we received on our Twitter site. The advice given to 'add more key information' was implemented to give audiences more of an idea as to what our film was about. Receiving feedback on Twitter like the example given above greatly helped our production.

In conclusion, the feedback which has been given to us has been extremely useful for our production. I am pleased that we decided to use many different websites to communicate with audiences and users as it meant that we got as many opinions on our film and other products as possible. Many scenes and shots within our film have been changed due to the feedback which we received, which was extremely helpful. I ensured that all feedback given was explored effectively, until my team and I made a final decision on how to change our film. The changes which we made include: changing the logo in our second draft, changing the sound so it did not become repetitive, removing the sequence where Sophie is walking to the dance studio, cutting down the nature sequence, choosing not the use the StopMotion sequence, and choosing the alternative ending for our film. Without contacting our audience through these social networking sites, our film and ancillary products would not look as professional as they do now, meaning that they each had a huge impact on our production.

Evaluation: How effective is the combination of your main product and ancillary texts?

I feel that the ways in which my products link and contrast each other compliment the overall production. It was of the utmost importance that each of the creations portrayed the genre of 'Flight' effectively, so that if the audience saw one of the products individually, they would instantly be able to recognise which genre it belongs to. This meant that I had to give each product it's own unique feel, yet still compliment the overriding themes which the short film dealt with. We firstly created the film itself, and then focused on linking it with the poster and the magazine review page.

 From my research into professional film products it was clear that posters which were created to advertise films effectively portrayed the genre of which they belong to. This allows audiences to immediately make links and connections in regards to the film before they have even had the opportunity to see it. This raises anticipation and gives a more professional-looking film and ancillary products.  This method is clearly shown by the film 'Black Swan' and it's poster, as shown below:

    

The 'Black Swan' poster clearly shows to the audience who the protagonist of the film is, which immediately  allows the audience to connect with them. The poster also holds connotations of drug use - due to the surreal make-up used on the character. The eye make-up in particular emphasises this idea. This makes the audience who view the poster feel slightly uneasy as the character within the poster looks unnatural. All of these themes given are in the film itself. From looking at this production it was clear which route I should follow upon creating my own products.

Upon reviewing our short film 'Flight', it was clear that the colour purple dominated most of the shots. This created a fantasy-like sequence in the centre of our film, which foreshadowed the impending hinted drug use. Due to the connotations that the sequence had, and the fact that it looked visually appealing, I decided that the use of purple should be the key factor which linked all of our products together. This creates a house-style which can be instantly recognised by the consumer, and allows them an insight into what themes 'Flight' deals with. Once I had decided on the linking theme that connects the film and the ancillary products, my group and I then had to choose a key shot from the nature sequence which both looked appealing and portrayed 'Flight' effectively.

From extensive research into conventions of real short films, it is stereotypically the poster which is shown first to audiences.  This meant that it meant that the poster had to be as effective as it could possibly be, as it would be the key feature which would raise interest amongst our audience. The second item that audiences would see would be the magazine review page - to gain a professional insight into the film itself. We ensured that this furthered the interest for our audience. Finally, the viewer would see the short production itself. Now, however, due to the immersion of Web 2.0 this has all changed. The marketing environment has now gone viral. The products can be shown on the internet and on social networking sites such as Facebook at any stage and in any order - meaning that each of the products had to have been as effective as possible. I feel that my products link together strongly enough to do so.

To effectively promote the magazine review page I have decided that it will be placed in 'Sight And Sound' magazine. Sight And Sound gives in-depth analysis of theatrical film releases from all over the UK. The magazine also gives information about film-makers, giving in-depth interviews with those involved. Due to the fact that the magazine focuses on a range of films and is renowned for it's success, I felt it was the perfect magazine to review 'Flight'.

The poster will be displayed not only physically, but also on social networking sites such as Facebook and Vimeo. On these websites there will be a link to the 'Sight and Sound' website where customers can purchase the edition of the magazine within which 'Flight' is reviewed. This will link our products together effectively, and will mean that a large number of people will be able to see all of our products easily.

As mentioned previously in my evaluation, one of the key links which combine my main product and ancillary products effectively is colour. Shown in the images above, the colours of black and purple link  the three items effectively, showing a house-style between the three. There is also the use of silhouettes which is harnessed throughout, adding an element of mystery and enigma to the film and it's products. It shows that the protagonist of the film is female, but other than that little information is given about the character, which will mean that audiences will be intrigued to view her story. The fact that the images in each of the three products are taken from the same scene further strengthens the combination between the film and the ancillary products, as it only gives a small insight into the entire production. The magazine review harnesses the techniques of 'Sight & Sound' well, sticking to the conventions of the magazine. The poster and film also conform to the conventions of each form of media.

However, although the products link well together, I do feel that there is one weakness that does not strengthen the combination of the three, and that is the logo which is used. In each product, the logo differs, as shown by the images below: 

Although each logo works effectively within it's own individual product, they do not collectively give a linking theme. To make the film and ancillary products more effective I would consider changing these logos and selecting one to strengthen the already established links between the three items. 

In conclusion, I am pleased with the ways in which my film and ancillary products combine together, despite the differing logos. I feel that they could be effectively shown individually and be effective at portraying the tone and genre of the film to the audience, yet combined they work even better. The colouring used effectively weaves the three items together, which shows to the audience a sense of professionalism which surrounds the production. I am also pleased with the way in which only one scene is visually shown in the poster and magazine review page, as this will entice audiences to watch the short film.

Evaulation: How did you use media technologies in the construction and research, planning and evaluation stages?

   
 

Please click above to begin. Then use the right arrow on the presentation above to  progress.

Final Magazine Product with feedback

Below is the final magazine review page for 'Flight'. 

Overall, I am pleased with how the review page for 'Flight' ended up. It looks professional, yet also provides all of the information necessary for the reader. This means that it would fit perfectly within the 'Sight and Sound' magazine.


I decided to update my Tumblr followers with the final product of 'Flight' - the magazine review page. I did this as my followers have been tracking my progress since the beginning of the production, so I felt that they could offer the best insight into the product which I produced and give any ways in which it could be improved to enhance the overall effect. Below is a screen shot of me updating my followers with the final magazine review page and asking them for their thoughts and opinions on the product.

Below are some of the responses I received in regards to the review page for 'Flight':

As you can see from the feedback shown above, the review page gained an overwhelming positive response. No feedback was given, showing that my followers on Tumblr thought that the review page was effective. I am pleased with the response that I received from my followers, as it shows that they find that it was a professional looking ancillary product. One of my worries about the magazine review page was that perhaps it was too focused on text, yet the responses given do not seem to focus on this matter. This shows that the magazine review page worked well, and that it was both informative and visually appealing. However, due to the fact that the review page is being in 'Sight And Sound' magazine, it may be that the responses given were not received by readers of the magazine. This may mean that a difference in opinion may arise upon publication of the review, and that film critics and academics may not agree with the responses given.

Final 'Flight'

Above is the final draft of 'Flight'. 

Second Draft of 'Flight'

Above is the final draft of my short film 'Flight'. I uploaded this draft, as I did with the others, onto the video-sharing site Youtube. This allowed me to gain any feedback or insights into the film itself. Overall, I am pleased with how the film turned out. This is because the shots, mise-en-scene, sound and editing used throughout are effective and compliment each other well. All of the feedback which has been given to me over the course of production has been greatly beneficial to the film itself, as it meant that viewers were able to communicate with me effectively.

Below are some comments which have been given to me by my peers about the final draft of 'Flight'.

• Abi Jones: "I really loved the final ever draft of your film. I think that it has progressed really well since when you first started, and it's good to see it all come together. I really like the sound used, as it matches the visuals on screen well."
• Alex Cowan: "The shots within the film look really nice, and I particularly like the colours in the nature scene. The purple sky reflected in the water was one of my favourite bits of the whole thing. I haven't even got any improvements to give you - sorry!"
• Edward Stow: "Wow, I'm really impressed with 'Flight'. It looks very effective, and throughout watching the short film I was glued! I really wanted to know what happened to Sophie and I really loved how you left the ending ambiguous. This meant that I was wondering what happened to the girl within the film after I had watched it."

I then shared my film on Tumblr to gain some responses as to what they thought of the final version of my film. This seemed like an appropriate choice of website as I have been continuously updating my followers with the progress of my film. The responses received can be found below:

As you can see from the image above, I received a high amount of praise for my short film through the social networking site Tumblr. Most of the feedback received was positive, pointing out the stronger aspects of the film such as the colouring and sound. However, one criticism was received, saying that some of the shots lasted for a higher duration of time than necessary. I disagree with this comment, as I feel that the shots are the appropriate length of time to show the themes within the short film.

My tutor noted some issues with the sound of the film. Some of these included that the beginning sequence had a long silence of around 40 seconds, and that the sound needed to be more original. Because of this, we decided to bear this in mind upon creating my third and final draft of the film. 

Creating the magazine review page

Within my group, I was in charge of creating the actual review of 'Flight' to be placed within a film magazine. I used the program 'OpenOffice Writer' to create the text which would then be put into the template that Hannah designed. I wrote the key pieces of information towards the beginning of the review in bold, so that the reader would be immediately drawn to the importance of the creators. As you can see from the image below, I segmented the review into different areas. These included the Synopsis, the Review itself, the Release Date, and the Credits. I decided to use different sections upon creating the review page as it would mean that it would conform to what Sight And Sound's (our chosen magazine) reviews look like, and that it would be easier for the reader to locate specific segments of informations at a quick glance. This ensured that the information given was clear, precise, and informative. 

Holding all of the necessary information was extremely important to the success of creating the magazine review page. From exploring real media products - particularly those within 'Sight And Sound' magazines, it was a reoccurring theme that the basic information about the film was given at the beginning of the review page. I thought that this would be necessary to include within creating my own media product, so I ensured that this information was given at the beginning of the review. As you can see from the image below, I ensured that the information given was what audience's would expect and need to read in order to gain an insight into the short film. Showing the audience the certificate of the film within the beginning of the review meant that they would be able to immediately know who the film was targeted at, and that there may be some darker themes which reside within the production. The release date was also an important piece of information to be delivered to readers. This is because we plan for the review of the short film to be placed in the magazine before it has been released to the general public. This would increase the reader's anticipation about the film, and will mean that they are more likely to go and see it for themselves to gain an insight into the themes that the review draws upon. Below you can see the comparison between the introductory segment of the review for Karma in 'Sight And Sound' magazine, and the introduction of the review for my own production 'Flight'.

The next stage of creating the magazine review page was writing the beginning paragraph of the review itself. The first paragraph of the review is arguably the most important, as it allows the reader to gain an immediately insight into what the film is actually about. If the reader's attention is lost within this paragraph, then they are likely to not continue to read the rest of the review, meaning that engaging with the reader was crucial. I continued to explored the review of 'Karma' to see how I should begin writing my own review. It was clear that this review wrote about the director, the name of the film and some of the narrative themes. I thought that this was effective, so I decided to use it upon creating my own review.

I continued to compare my review to Karma's, to ensure that the review itself was on the right tracks, and that it held all of the information necessary for the reader to engage with the review. I ensured that I covered mise-en-scene, cinematography, editing and sound to create an effective review page. Overall, I am pleased with how the magazine review page turned up, as it looks both visually appealing and holds the relevant information.

Below is a creation stage of Hannah putting the information together (including an image from the film itself). This image ensured that it captured the essence and theme of the overall production, and that it allowed readers to see one of the most pivotal sequences within the whole film.

Funding for 'Flight'.

The BFI (The British Film Institute) awards funds from the National Lottery to British films across a wide range of genres. They are a significant influence on British film, as they seek out Britain's richest cultural projects which are then, with the right funding, shown to the public. This quote, taken from the BFI's website, shows their main aim and target: "In its mission to achieve a creative and prosperous film culture and industry base, the BFI drives creative, economic, and cultural success through a linked portfolio of activities." Due to the reasons listed above, the BFI will be the funding company for the short film 'Flight'. This is because it matches the products that have been funded by the BFI previously, as shown by the image below.

To gain tax relief, the British Film Institute offer a cultural test. If a film passes the cultural test, then there are many things that the film will benefit from. This means that films are then able to benefit from funding from the BFI and the tax relief that the company offers. The tax relief will result in a substantial reduction in costing for the film, which can then be spent on distributing and exhibiting. There are many different factors involving the cultural test, as shown by the screen shot of the test itself below. These factors include having a British director, British cast, primarily British locations, a script which deals with things that affect Britain, and the dialogue for the film being in the English language. My short production falls into each of these categories, meaning that it will pass the British cultural test. This will mean that it will have a reduction in price and that the BFI will be funding the project. To ensure that the film does pass the test, a hard-copy of the product will have to be sent to the BFI so that they can verify it. This can take up to 28 working days.

Distributor for 'Flight'

Choosing the distributing company of my short film is a vital step to consider after production. This is because if the wrong distributor is chosen, it will mean that the film is not exhibited as effectively as possible. Due to the importance of this stage, I decided to research the distributors of some real media products to see what is most effective. These products deal with some similar themes to 'Flight'. These are shown below:

Black Swan - Twentieth Century Fox

Submarine - Optimum Releasing

Fish Tank - Artificial Eye

Karma - Lousanne Films

This Is England -Optimum Releasing

Bel Ami - Optimum Releasing

The Awakening - Optimum Releasing

It is clear that many of the real media productions which deal with challenging themes are distributed by 'Optimum Releasing'. This is shown upon looking at films such as 'This Is England' (which deals with themes such as 'Broken Britain' and troubled youths), and 'Submarine'. Due to these reasons, and the success of the films listed previously, I have decided that the short film 'Flight' should be distributed by Optimum Releasing. Below is a screen shot of a list of films that 'Optimum Releasing' has distributed recently, or is going to distribute in the future. The fact that 'Non-Stop' is being distributed in 2013 shows that they are a current distributing industry who can work effectively within the competitive market. As you can see from the image below, 'Optimum Releasing' distributes a wide variety of films, although many deal with themes that are not found in big blockbuster films. This is another reason to choose this distributing company to distribute 'Flight'. 

Below is a quote taken from StudioCanal's (Optimum Releasing's) website: "Established in 2004, STUDIOCANAL Home Entertainment has quickly become one of the leading distributors in the UK Home Entertainment sector, boasting an active catalogue of more than 1500 titles. With sales handled by its joint venture Elevation, consistently ranked amongst the top ten UK distributors, STUDIOCANAL Home Entertainment has aggressively grown its market share year on year by combining classic library titles with critically and commercially successful new releases." This shows that they will be an effective and professional company to distribute my short production 'Flight', as they offer a wide range of choice depending on the film in question. 

Sound Changes

We noted the feedback that our tutor gave us about the sound of our film. She suggested that our film should have more original sound that we created ourselves. The majority of the sound on our film was not original, meaning that it was not as effective as possible. Leanne, the sound editor of the group, then made the final decision to edit the sound to ensure that it was original sound which we had created ourselves. We went back to our original idea of using GarageBand to create the own film for our production. The music that we used which we found on the internet did not entirely match the visuals as we did not create it ourselves. This would mean that we would have more control over the sound - meaning that it would match our visuals more effectively. We decided to create sound for the dance sequence of our film as the original footage did not match it entirely. However, we wanted to make it roughly match the original footage. Because of this, we decided to rely heavily on piano music. We tried to use violins in GarageBand, but all of the different violin sounds did not match the visuals on screen. We used 'Delicate Piano 01' as a starter. The music was quite repetitive, which I thought was effective as it showed the struggles that Sophie faced upon trying to be a successful dancer. We then added 'Emotional Piano 05' to the end of the sequence, which added a more dramatic sound at the end of the sequence. This matches the visuals which took place within the original sound which we used previously. This appropriately portrayed the struggles of Sophie's lifestyle. We then replaced the sound at the end of the film with this new sound to ensure that our film all links together. We decided to keep the sound over the nature scene as it was mixed by ourselves and featured a lot of ambient sound.

Second Draft of 'Flight' with improvement notes

Above is the second draft of my short film 'Flight'. I uploaded it onto the website 'Youtube' to share it with other film fans to gain feedback. Audience feedback could then be used to improve the film.

I also showed the film to my tutors to gain an insight into any improvements which may need to be altered. Below are my findings:

• Sound needs to be added nearer the beginning of the scene. Both of my teachers noticed that not sound was introduced within the film until around 40 seconds, which is a large duration of time. Suggestions included to introduce footsteps, or the door shutting, to portray a better use of the sound tool.
• To alter the sequence at the end of the short film where Sophie is entering the toilet cubicle. The editing used was too jumpy, and overall deduced the feel and atmosphere of the film. This alienates the audience and does not have much purpose to the narrative. If this scene is changed, and the editing removed, then it will link to the graceful scene of the dancing. It will also make the door slamming and the sound of the lock more effective and punctual. 

Because of these improvements, we have decided to alter the sound to improve the feel of the film. This will make it more professional-looking and will involve the audience more-so into the production.

'Sight And Sound' and 'Total Film' Magazine Comparison

As I analysed two different magazines review pages - 'Sight And Sound' and 'Total Film', I will now explore the possibility of placing the review in either magazine, dependant on the target audience and expected conventions of each. To do this I shall compare the two magazines, looking at placing the review in both. This will help me finalise the decision as to what magazine I should choose and who my film is more likely to appeal to.

'Sight And Sound' on the left, 'Total Film' on the right.

The information segment of reviews from each magazine is shown above. As you can see, 'Sight And Sound' magazine features a much higher amount of information. It tells the reader the date the film was released, the director, the region, the run time, the certificate and some of the features. The review in 'Total Film', however, only says when the film is released in cinemas, with a link to a website to find out more information. As I want my magazine review to be professional and informative, I think that my own review will, so far, fit better within the 'Sight And Sound' magazine.

'Sight And Sound' on the left, 'Total Film' on the right.

Each of the magazine review pages portray the protagonist of the films above the actual review. This allows the audience to see with whom they are expected to connect with before they have read the review itself. However, the image within 'Total Film' was significantly larger, and had a large number of images around the primary one. Although showing the image of the character looked professional, and follows the convention of the magazine, I feel that the method of showing just one image was more effective. I will follow the convention portrayed in 'Sight And Sound', and will show just one image for my review page. This will mean that my review will be more likely to be shown in this magazine.

'Sight And Sound' on the left, 'Total Film' on the right.

Both 'Total Film' magazine and 'Sight And Sound' magazine embed important quotations from the review within the page. This makes the important text stand out, and makes it more eye-grabbing. This means that the reader is more likely to see the desired information more effectively. As you can see from the image above, the embedded quote focused on the narrative and themes which lie within the films in question. I will use this method within my own magazine production to ensure that it conforms with the expectations of the reader. This will make the magazine review page as effective and professional as possible.

'Sight And Sound' on the left, 'Total Film' on the right.

The introduction to the review in 'Sight And Sound' is more academical, as it gives more information to the reader which they may find to be relevant. Although 'Total Film' gives information about the director and a brief summary of the narrative, 'Sight And Sound' goes even more in-depth. The tone of 'Sight And Sound' is more professional and formal, as it appeals to a more educated, older target audience. This is shown through the language used throughout the review page. 'Total Film', on the other hand, is targeted at a younger target audience. Due to the fact that my own film 'Flight', deals with dark themes due to the drug culture shown, I feel that 'Sight and Sound' will be the better choice to show-case my review. 

'Sight And Sound' on the left, 'Total Film' on the right.

The ending of the review is perhaps the most important segment of the whole thing. This is because this is the piece of information that the audience is left to think about after they have read the review itself.  The magazine review shown in the 'Sight And Sound' magazine ends with a question, whereas the one shown in 'Total Film' ends with a point about the future success of the production. I feel that the review within the 'Total Film' magazine ends more effectively than the one within 'Sight And Sound'. This is because the review is more finalised and gives a firmer opinion on the film. Upon creating my own review page I will ensure that the review ends more firmly than the one shown in 'Sight And Sound'. 

Overall, I think that 'Sight And Sound' magazine will be the more optimum choice to place the review page for my short film 'Flight'. This is because they are aimed towards a more academic reader, who reads the magazine for an in-depth insight into what the film is about. Although 'Total Film' is a professional magazine, read by a high number of people, I feel that this magazine tends to focus on larger, Hollywood blockbuster films as opposed to the niche genre within which my film belongs. Placing the review page within 'Total Film' may alienate the reader, as it is not normally the type of film that is reviewed within that type of magazine. Therefore, I have decided to place my review page for 'Flight' with 'Sight And Sound'. The conventions that the reader will expect to see within the 'Sight And Sound' magazine will have to be carefully monitored to ensure that magazine is effective and professional-looking as possible. This will mean that the ancillary text will represent the overall 'feel' of the short film itself.

Review Page Analysis - 'Daze of Wonder' - Sight And Sound

To see a larger image of the review, please click here.

Introduction

I have decided to analyse a review page, found within the 'Sight And Sound' magazine. We decided to place our review page within this particular magazine due to the genre of my short film - social realism. This appeals to a smaller audience, and deals with themes that a niche group of viewers are more likely to see. This means that it conforms with some of the more specialised films which are featured within the magazine. Because of this, I decided to analyse a review page from the magazine that I plan to use. This will allow me to see some of the conventions that a 'Sight And Sound' reader would expect to see upon reading a film review. This will then let me decide whether to conform to or break these established conventions. However, it must be taken into account that this is a review for an already released product which is being reviewed on the DVD format. Upon creating my own review page, it will be before the film is exhibited in art-house cinemas, meaning that there may be some key differences within the text of the review.

Layout

The first thing that caught my eye upon looking at the review for 'Daze of Wonder' was the large image placed at the top of the review. This immediately lets the reader see who the film will focus on, allowing them an insight into who the protagonist is and who will drive the narrative. This means that, before the reader has even seen the film, they are likely to make some form of connection with the character shown. The image does not only show the reader who the narrative will focus on, but it also looks visually appealing. This shows a general over-view for the artistic styling of the film. Upon creating my own review page for 'Flight', it is clear that I shall have to choose an artistic image that holds connotations of mise-en-scene upon arranging the layout of the product. I feel that showing this image at the top of the text means that the reader will already be able to understand some of the themes that the film will deal with. This allows the reader to connect with the review before they have even begun to read it. Because of this, I will include a large image within my own review page. The layout of this magazine review is effectively and purposely placed. I feel that the large image counter-acts the large amount of text, meaning that they are roughly in equal weighting. This means that the review is not too wordy and text driven, as there is an image there to give an insight into what the film physically looks like. The red text towards the bottom of the review page stands out and is eye-grabbing. This is because of the colour, the size of the text, and the positioning in regards to the rest of the review page. I will use a similar method of choosing one of the strongest parts of the review to stand-out in comparison to the rest of the text. This will engage readers with the most important aspects of the review page. 

Content of review

The content of the review page is important to analyse, as it holds all of the relevant analysis about the production. The review itself begins with a brief summary of all of the important information which is necessary for the reader to know. This includes details such as the length of time the film runs for (72 minutes), the certificate (15), and the features of the DVD. I feel that placing this at the beginning of the review is effective as it allows the viewer to understand certain ideas. This is shown from the '15' certificate. Before the reader has begun reading the review itself, it is likely that, from seeing the age rating of the film, that it will deal with some darker themes not appropriate for children. The review then begins by setting the date upon which the film was released - the 1970's. Although my own film will be released in this current year, I still feel that it is necessary within the review to set some contextual information to the reader. This will allow them a greater understanding about what the film deals with in regards to the time period in which is was made and set. However, I feel that the contextual information is not all entirely relevant, and that it takes up a great deal of space on the page. This wastes space that could have been used to review other aspects of the film, and has the potential to bore audiences. I will ensure that I avoid doing this upon creating my own product, and that I will focus more dominantly on the film itself. The review then goes on to discuss the imagery that lies within the film, and the mise-en-scene that the film features. I feel that this works well, as it gives the reader an insight into the physical imagery of the film and some of the connotations that that may hold. The review of the film ends with a question. This effectively engages the audience and directly invites them to think about what the writer of the review is trying to say. This, although effective at raising awareness, seems to leave no sense of finality about the review. I feel that this is not effective, and will explore making my own review more finalised, leaving a more firm impression of the film on the reader.

The content of the review, although effective at covering themes and ideas presented by the director, seems to have no features. This makes the review slightly dull, and does not engage readers effectively. However, the target audience of the magazine is aimed towards are more academic audience, meaning that the readers are more interested in content as opposed to features. It is clear that my magazine review page will have to follow the conventions set by the magazine and hold little or no features. 

Review Page Analysis - 'Heartless' - Total Film

To see a larger image of the review, please click here

Introduction

Despite the fact that my short film review will be displayed in the magazine 'Sight And Sound' - a magazine targeted at critiquing a wide variety of film genres - I have decided to conduct an analysis into the review page of a film named 'Heartless' in 'Total Film' magazine. This will allow me to see some of the techniques and skills used for reviewing films in a magazine targeted at a mainstream audience, and will allow me to pick up any of the techniques used. 

Layout

The layout of the magazine review for the film 'Heartless' appears to be dominated by visuals. These images set the overall tone of the film, and portray some of the key moments that may arise within the narrative. The larger image of the youth in the hooded jacket (above the other images) allows the reader to see who the protagonist of the film is, and immediately lets them know with whom they are expected to connect with. This is effective as the audience is likely to become interested due to the image above the text alone. Although the large image is effective, I feel that the image is perhaps too large. This means that there is then little room for text, and that the reader may not gain an insight into the the themes that the film deals with. The two surrounding images are also effective, as they portray some of the darker moments within the film's narrative. However, I feel that the large image at the top of the page should be reduced, and that only one smaller image should have been used. This would have meant that there would have been a larger amount of space for the actual review to take place. I will consider doing this upon creating my own magazine review page for 'Flight'. On a small section on the right of the magazine page is an area dedicated to conducting a short review of the film 'Knight And Day'. I feel that placing a secondary review next to the primary one deduces from the overall effect, and that readers may not pay as close attention to the review of 'Heartless'. Upon creating my own review page, I will ensure that 'Flight' has no other films within the area. This will mean that readers are more likely to focus on my own film review. There is a section of the review dedicated to a particular area of text, which reads: "I thought 'why don't I take the idea of demonic youth at face value?" The text is written in a different colour to the main review, and is in a larger size. This draws the reader's attention to one of the most important pieces of text within the review. I will consider using a similar method upon creating my own review, as it allows the reader to see important pieces of information about the film.

Content

The review of 'Heartless' begins by telling the reader the director of the film - although this is done in a discrete manner. This allows the reader to associate the director with any films that they have seen previously, meaning that they would be able to gain a greater insight into the film before they have even read the review. The review then gives some further information about the director, and mentions how his style has changed as his films progress. What then follows is an interview with Ridley Scott - the director. This allows the reader to gain an insight into what the director was striving to achieve. Although effective, I feel that by not including a review, the reader would be able to make up their own mind about the symbolism which surrounds the film. The review then ends with an optimist idea of the film being a success with the nation. This gives the reader a positive tone after having read the review, meaning that they are perhaps more likely to go and see the production. After the review has ended, the release date of the film is given, resulting in anticipation being raised in the reader about going to see the film. This gives them the relevant information about when the film is released in UK theatres. However, no further information is given, meaning that the certificate and length of the film is unknown. I will be sure to include this in my own review page.

Potential tag lines for the poster.

From looking at many different poster products which promote their films, it is clear that many of the posters used tag-lines to promote their film. This promoted the film and invited the audience to think about what themes reside within the film.

Below are a series of images of tag lines within posters of real media products:

The tag lines which are used invite the audience to think about the themes that the film has. The normally have a sense of impending danger within them, as shown above. They show the viewer the type of narrative themes which will be prominent throughout the progression of events. However, the disadvantage of the use of tag lines is that they can be slightly unprofessional and give away too much information in regards to the plot which may otherwise be left ambiguous. The colour of the text is usually eye-catching and grabs the audiences' attention. This is shown above the by contrast of yellow or red text on the black background. However, from analysing these films further, it is clear that tag lines are normally used for the horror genre. This is shown in the 'Final Destination' films and 'The Crazies'. This shows that this may not be as effective for the social realist genre and that it may take away the overall effect of professionalism. 

StopMotion - no longer within film

Upon watching 'Flight' as a whole production with the StopMotion sequence implemented within the narrative, it became clear that this appeared to be a separate entity from the rest of the short film. It did not flow with the footage which I had previously shot, resulting in the film not looking as professional as I desired it to be. The fact that the StopMotion idea was implemented towards the end of the production further portrays this feel of distance to the rest of the footage. If more StopMotion footage was used throughout the whole film then I feel that what we shot could have been very effective. However, due to the fact that it is introduced as the production ends, it almost feels as though it is an unnecessary "bolt-on". Also, when we tried to edit the photographs within Adobe Premiere, they became more jumpy than desired, as the transitions between shots were not effective.

Due to the reasons given above, we have decided to use the footage which we had previously incorporated within the film. However, we have no longer cut the footage up to give the impression of animation and distortion, due to the fact that our audience research suggested that this was the weakest element of the film. The colour and lighting within the scene is more effective than the StopMotion, due to the fact that it links for effectively to the rest of the film and does not appear to be separate. The use of positioning the camera through the stairs is also very visually appealing, and adds and element of enigma to the sequence.  The scene is also a lot smoother, due to the change in editing techniques.

Re-shooting the ending of 'Flight'

The ending to 'Flight' which we included within the first draft was not received positively. The advice from my two teachers and peers within the classroom were that it should possibly be changed and if possible re-shot. When I asked for opinions on the social networking site Tumblr, the general feeling from followers was that the ending sequence of the film was perhaps the weakest part of the whole production. Because of this feedback, we decided to reshoot the film. We waited until the lighting matched what we had previously shot, and then went to our new location. Previously, our location was an area located within the school premises. We decided to change the location due to the fact that the previously area looked like a school environment and wasn't as effective as it could have been. We decided to try a new method of filming to add a higher sense of distortion to the narrative. The sequence was changed from being filmed on a regular video camera to a digital camera. We took a series of photographs in quick succession to give the impression of an animation. This was done to signify the difficult stage of Sophie's life, and the merging of her dual lifestyles. The animation effect that we tried to implement into our film previously was not effective due to the fact that the footage was not stable when it was shot. In our new footage the photos flow much more smoothly, meaning that the audience are more involved in the narrative of the film. The editor of our film, Hannah, has suggested the idea of changing the length of time that the photographs are shown before it changes to the next one. I like this idea as it will make the footage have a slightly surreal feel to it. Also, this technique will be used on pivotal moments within the clip, such as the passing of the drug itself. This will allow the audience to see how important that moment within the narrative is.

Below is a clip of the new end sequence:

I decided to ask my followers on Tumblr what they thought of the new style of editing and shooting of 'Flight', due to the fact that they have been following my progress as the 'Flight' production has grew.

The main findings from my question finding is that they much preferred the new style of footage. I created a screen shot of the responses below.