Learner Responce

1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

Overall; weak written English, focus on questions main areas that need to be worked on. Therefore time management. 

question 1) need to link back to channel 4

question 2) drifts from question 

question 3) Punctuation

question 4) Missing obvious elements by using too many theories. 

2) Read through the mark scheme. Pay particular attention to pages 5-8 that has anticipated content for each of the questions in Section A. How many of these potential points did you make? Did you successfully answer the questions?

question 1)  I used  3/9 of the mentioned points. Therefore I did answer the question however I could have more explicitly linked back to channel 4. 

question 2) I used 5/9 points. I did manage to answer the question however could have elaborated further to answer the question in more depth.

question 3) I mentioned 3/9 potential points. I did answer the question but needed to add more concepts out of the idea of theory. 

question 4) I mentioned 1/8. Despite completing the question I found that I could have elaborated on more concepts and details. 

3) Which was your strongest question? Why did you do better in that particular question?

Question 3 was my strongest question out of the questions most probably because I understood it the most and was able to go into much greater depth compared to the others. 

4) Which was your weakest question? Again, try and identify why this happened. Did you misinterpret the question? Did you run out of time?

My weakest question was question 2 because I didn't go into depth for most the questions preventing a flow taking place in my writing. 

5) Choose your weakest question in Section A and re-write an answer in full based on the suggested content from the Mark Scheme and Examiner's Report. The original clip from the exam is here. 

Your blog answer needs to be comprehensive and meet the criteria for Level 4 of the mark scheme. This will be an absolute minimum of three well-developed paragraphs (and may be more) with specific reference to elements of the clip.
Question 2 : (7/12)

How are viewers encouraged by the trailer to see disability?

The audience are encouraged to not perceive disability as a hurdle preventing you from achieving what you wish to achieve in life. The various close up shots and the non-diegetic music is full of determination and strength which subverts from the stereotypes that are much more negative, highlighting a stereotype which might be present but more positive like Perkins suggested, not all stereotypes have to be negative,

Disability is also encouraged to be perceived as something that allows not only the disabled to come together but also the community. We can see that the Olympians who have disabilities huddling together in the medium shot creating a personal relationship and closeness to the players, highlighting that these individuals are still human and still value the concept of togetherness and community. The diegetic sound of the cheering audience also adds to the concept of perceiving disability as something to be celebrated, supported and motivated. 

The portrayal of these disabilities also add to the idea the disability is something of human nature that is usually inevitable and a part of life that has to be accepted. The flashback sequence of the accident highlights disqualibuim of life that can take place however we must carry on and keep dreaming (hence the determined close up expression) This is a way channel 4 create the concept of acceptance of disability rather than something that society rejects and doesn't celebrate. 

This idea of the disablied being powerful and determined help us to identify with these individuals as sources of courage. We perceived them as powerful from the various low angel shots and the close ups of strong facial expressions. This application of Blumer and Kats uses and gratifications theory allows for us to perceive the disabled as powerful role models who can aspire the nation. 

MEST1 Section B: index

1) The British film industry: Media Factsheet questions
2) Institutional context of the British film industry: Factsheet questions
3) Ill Manors: film review
4) Ill Manors: trailer analysis
5) Ill Manors: music video
6) Ill Manors: TEDx lecture
7) Ill Manors: broadcast platform concluded
8) Ill Manors: print platform (newspaper interviews)
9) Ill Manors: print branding
10) Ill Manors: e-media Tag London campaign
11) Ill Manors: e-media social networking research
12) Ill Manors: official website analysis
13) A Field In England: reading, research and questions
14) Ill Manors & A Field In England: institution research

MEST1 Section B: Institution research

Ill Manors: Funding and production budget

1. What was the estimated budget for Ill Manors? £100,000
2. Where did the money come from? List the different organisations and companies that contributed funding to Ill Manors. Revolver entertainments, Microwave films, Film London
3. How did the Ill Manors budget compare to a Hollywood blockbuster such as Skyfall? $200,000,000. They had an extremely higher budget to work with reflecting the confidence many funders had in the movie and the costs of things such as cast and crew. 

A Field In England: Funding and production budget

1. What was the estimated budget for A Field In England? £300,000
2. Why did A Field In England manage to secure a higher budget than Ill Manors? Due to the new form of marketing technique used and the previous success of the director. 
3. Where did the money come from?  Film 4(.0)

Film London and Microwave Film
Ill Manors was created partly thanks to Film London and Microwave Film. Revise the key details from your MEST2 research by answering the following questions:

1. What is Film London and why does it exist? a non-profit agency that works to develop the creative industry in london. 
2. What is the purpose of Microwave Film? to give financial aid and mentoring to projects. 
3. Choose one film funded by Microwave film and explain how it compares to Ill Manors (similarities and differences) Borrowed time - both movies explore the concept of social realism in the same location giving character insight and a strong message to a wide audience.

Vertigo Films and Warp Films
Your BFI Study Day on UK cinema focused on two important production companies in the British film industry: Vertigo Films and Warp Films. Revise what you learned on the trip by answering the following questions:

1. What are the most successful films Vertigo Films has been involved in? The football factory and pudsey the dog- the movie are two of their many successful movies. 
2. Why do you think those films were successful with their audience? Due to the engagement they created in a unique way which helped audiences develop both identification and relationship with characters as well as understanding. 
3. What different film genres has Vertigo Films worked with? Comedy, Sport, Crime and Drama.
4. Where did Warp Films start out? a off shoot electrical label 
5. What are the most successful films produced by Warp Films? Dead man's shoes and '71 to name a two,
6. How have Warp Films helped to develop new talent in the film industry? They helped to support creative people by promoting the films when they are released. 
7. What titles have Vertigo and Warp Films produced that are similar to Ill Manors? Explain the similarities - it could be in terms of audience, location, content or genre. For vertigo it would probably be '71 because it reflected the drama genre as well as being set in nearby places. The social realism of the back stories and the struggles individuals go through are expressed(eg. soldiers / young people) Anuvahood would be one due to the similar crime young people genre dispite its more light hearted twist to it. 

Certification: BBFC

One final aspect of institution is the certificate a film is awarded for exhibition. This is decided by the British Board of Film Classification. Revise the key details regarding the BBFC from your MEST2 research by answering the following questions:

1. How does the certification process work at the BBFC? They analyse various aspects and measure the amount they used and the influence they have on portential audiences, eg. substance use can be in 15 rated films but only fully explored in an 18 rated movie. 
2. Think about the certificate of Ill Manors (18 certificate). What is deemed acceptable for an 18 certificate? What is the difference between a 15 certificate and an 18 certificate? Sexual and violent content can more openly be expressed in an 18 rated movie whereas a 15 rated movie would still have many caps on what extent they can show things such as sex and drug use. Ill manors openly and frequently explores these various aspects hence the higher rating certificate. 
3. Why was Ill Manors given an 18 certificate? How might this have affected the Ill Manors target audience and commercial success? The extent to which violence was portrayed as well as the the frequent and strong sexual activity. Frequent strong language was also used throughout. This would have increased the target audience limitations as plan b wanted to address a much younger audiences which were unable to attend the movie due to it rating thus resulting in a limiting of the wideness of audience Ben drew would have wanted to address thus hindering its overall success.  
4. What was the certificate for A Field In England? Why was this certificate awarded? 15. "Contains strong language, once very strong, strong violence and gory images"
5. What are the advantages and disadvantages for a film in being given an 18 certificate? Advantages is that it cannot receive much criticism for being too exposing, encouraging and inappropriate to audiences as well as making a more serious audience who can make a change likely to watch the movie. However it limits the broadness of audience and prevents Ben Drew from reaching the main audience of a young teenage audience whom he wanted to help and address. 

A Field In England: the appeal of arthouse film

Through both coursework and exam preparation we have studied and researched arthouse film in some depth.

Understanding the audience appeal in terms of arthouse film is a vital part of this - and you'll need to discuss this in both your MEST1 Section B exam AND your MEST2 1,500 word evaluation.

Complete the following tasks to improve your understanding of art house film and the possible audience pleasures(surveillance, divergence, personal identification and personal relationships) that the genre offers:

1. Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - go to our Media Magazine archive to find the article.

2. What are some of the suggested audience pleasures for arthouse film?

It suggests that audiences find pleasure in the artistic state rather than a commercial character of movie. 
This is due to it being enjoyed due to a difficulty to analyse, lack of narrative closure, intertexual understanding and cultural capital/class/competence in reading the film (the idea of being high brow and therefore superior) 

3. Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).

This is because art house movies don't typically allow the application of todorovs narrative theory of equilibrium. This is because typically the ending of Hollywood because a new equilibrium isn't usually in art house movies, it usually ends without proper closure of narrative or a resorted 'happy' narrative.  

4. To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?

I think its a very vast amount. This is because of various aspects such as the intertexual references which are usually more classical thus connoting an older audience but also an extremely well educated audience. The audience also has to be less mainstream as what mainstream audiences are used to are holloywood movies which are almost polar opposite to art house movies. Mainstreamers are usually younger thus lining out the young audience again. 

5. What type of audience would A Field In England appeal to?

The typical art house movie audience, those who prefer the harder to read movies with many intertexual references such as the director techniques used. This would also appeal to the more historically interested audience eg. reformers and stugglers (whom are also older) A middle class audience is very likely due to the art house cinema concept in general. 

Ill Manors: e-media off-site research

Ill Manors Facebook page
How many 'likes' has the Ill Manors film page had? 29,876 likes
What is the top of the page promoting? the films, blu-ray , on demand, DVD and download
Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience. 

 This appeals to  the younger audience the ill Manors campaign tried to target. The 16-19 year old focus of the advertisement helps to provide the insight. This also suggests that the target audience may be fairly artistic and have an appreciation for film making in general e.g. they might be interested in social realism and aspire to create/ learn about movies themselves.

 The Brit awards is a direct reference to the British audience that the social realism of ill manors targets, moreover the awards are watched by a fairly young audience which again is reference to the young audience ill manors targets. This not only targets his music fan base but also his 'director' fan base.

 The idea of poetry links to the idea of plan b's music audience, that appreciate music and the messages they hold. This is especially true due to rap being perceived a 'spoken poetry' by some.

 The appreciation the audience has for protest music. Targeting the reformers and struggles as they hope to change the world and express they opinions that may not be so conventional.

the plan b loyal audience is referenced just by the mention of his name. The independent would make reference to the more sophisticated+ middle classed audience eg. from the tedx talk. 
Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.
It has a link to the trailer(youtube). This is in order to promote not only the soundtrack but also the movie itself. 
Another link (shown above) is to the website article to the protest music of the movie. This helps to promote the message, director and concept of the whole movie itself. 
There is also a link to the Imbd website where individuals who liked the page would give positive reviews and high ratings to where most people would go in order to decide weather to buy the movie or not thus promoting it. 
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).
All the posts i used in the beginning all have aspects that encourage people to participate. 
The question about music changing the world allows for people to touch on the issue ill manors addresses and helps the audiences to look through the comments and potentially identify with certain views or not.
The poetry one helps the much more music audience to participate and promote plan b as an artist and then in turn the movie. 
There are also a lot of promotions to oxford circus which promotes the characters/actors of the movie helping personal identification to form and therefore promote the movie.

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






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?
They count down till the release date
Posts trailers
Post special content


Ill Manors Twitter feed
How does the Ill Manors Twitter feed use the Ill Manors brand to promote the film?
Posting consistent updates
Showing many exclusive content especially of characters
Contact with Fans
Further links
What hashtags are used on the Ill Manors Twitter feed?
#iLLManors
#MegaMonday
#PlayingWithFire
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.
Q Magazine ‏@QMagazine  22 Oct 2012
Best Track presented by @QRadiouk goes to Ill Manors by Plan B @4PlanB #QAwards Happy Birthday Ben!

(no a celeb but still)
This appeals to the target audience because the music fans of Plan B in genral will be one of the prime audience of the movie, this therefore uses plan b as a means of promotion by using his success.

iLL Manors Retweeted
PLAN B ‏@4PlanB  11 Oct 2012
BIG THANX ALL THE PEEPS who came out to HMV tonite! Enjoy the movie!! #illMANORS @iLLManors x

(obviously)

This is one of the main people, drive, core of the movie and promotion of it. Plan B is the main aspect of synergy throughout all the promotional techniques therefore obviously will be present in the social networking side where his main young target audience mostly is.

 iLL Manors Retweeted
CHRIS ILL MANORS ‏@Leeallen80  11 Oct 2012
HMV iLL Manors DVD signing was great!! Thanks to all iLL Manors fans who came down!!! Good to c @iLLManors family!!

By re-tweeting an actor from the movies actor of a fairly major role helps to promote the DVD due to the personal identification that can potentially form. Moreover the reference to the DVD signing overall just helps to bring up the topic and remind the audience to buy it.

3 retweets
1 like
More
How has the Ill Manors Twitter feed used pictures to help promote the film?
It helps to promote a personal relationship with the actors as well as helping them identify with aspects of the individuals. On top of that it helps to add other potential fan bases by the appearance of other celebrities. 
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.




This is quiet obviously reflecting a lot of appeal and participants of the reformers audience. It reflects the want for social change, and appeals to the younger audience as well as the artistic through the graffiti concept. 
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.

 The review shows how good the movie was trying to justify to the viewers why they should go and watch the movie, its asking them to trust the review and try the movie.



 By showing the red carpet aspect of the release the audience become aware of how to get hold of the movie, judging the characters to see weather or not the want to watch the movie through the development if personal identification.

 By the DVD release the audience can look at the reviews and connotations of genre and be encouraged to buy the movie.


Ill Manors on Instagram
How has Ill Manors used the Instagram platform to promote Ill Manors?
The hastags used help to appeal to a wider range in audience and help the audience to promote the movie also.
Choose three particular images/posts and explain why they are effective in promoting the film.
effective logo, as it reflects the movie genre which the target audience for the pariticular genre will identify
soundtrack helps to promote the idea that institution wants to be close to  their fans and thus helps to promote identification across the platforms 
another picture of the cast and crew helps to promote the idea that everyone in the movie is trying to reach out to the target audience and help them become close to audience to help create identification as well as a relationship between the two. 
What hashtags are used on Instagram to promote the film? Is there consistency in branding/hashtags across social media? Why is this important?
#illmanors #fire #plan b yes because this helps to connect all the platforms together creating synergy in the fact that the most important things of the brand are constantly hastaged throughout the platforms highlighting htier
 importance and significance. 

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

It promotes the sountrack of the movie which directly link to the main issues faced in the movie as well as exclusive content of the movie helping it to reach a wider audience.

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.

The tone, concept and idea of the movie and sountrack is consitant throughout all methods of promotion. 

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

google = 

facebook

twitter

Ill Manors e-media: website analysis

Increasingly, social media is overtaking official websites in terms of importance on the e-media platform.

The Ill Manors official website has now been taken down (the film is over three years old) but look at the screenshot below and think about how it promotes the film in synergy with other texts/platforms you have studied. 

Ill Manors blog task

Answer the following questions on your blog:

What examples can you find of the Ill Manors brand on the Ill Manors website homepage screengrab above?

• dark colour scheme
• troubled individuals
• crime
• the house
• graffiti
• costume
• ill manors logo
• twitter campaign 
• reference to the movie poster
• plan b mentioned

How does the website encourage the audience to buy or interact with Ill Manors products?

• has the twitter hastag from the campaign
• graffiti saying 'buy now' 
• link to trailer
• link to album 
• DVD reference on top
• on demand reference
• download reference

Look at Plan B's official website. How does it use social media in terms of content and design? 

• social media links are present throughout
• stand out?

Scroll back through the wall to look at posts from around the release date of Ill Manors. How does this statement on Ill Manors link to other texts we have studied as part of this case study? Do you agree with his claim that he "won't justify" the riots? 

This statement is almost exactly like the Tedx talk and works in synergy with the presentation of he music video. However the fact that he is saying that he isn't justifying the riots is , to me, false. Because in fact that is exactly what he is doing by justifying with such certainty that troubled teenagers committed such an act not the idea of peer pressure etc. I understand that the riots caused prejudices towards teenagers, maybe not so much the underclass as much as people would prefer to think these acts where committed by a 'underclass'. These have always been underlying issues and i don't think justifying the riots, or giving reasoning for the riots, is the right angle to use when addressing the young working class teenage audience as its just reinforcing a particular stereotype. 

1. Why do you think social media is overtaking official websites in terms of film promotion?

• the are easier to promote
• more young audience
• easier to access
• link to various other platforms /integrated
• easier to set up 
• more interactive = more identification and personal relationship 

Field In England

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

They released it across multiple platforms at the exact same time. Unlike other movies who have a fair amount of gaps between the various releases across platforms. They where the first to do this. This being a first time unique and risky technique caused various other forms of promotion to take place. 
What are the advantages to releasing the film across all platforms on the same day?

This caused huge coverage over the media in various platforms thus helping to promote it to an even wider range of audience. This controversial technique caused buzz about the movie on various film related papers, articles etc. but the marketers smartly kept in mind that the people who appreciate the art house movie also appreciate the cinema experience thus not losing out on much of an audience but instead also reaching a wider range of an audience maybe even those who are experimental with the type of movie as it is so close to hand. 
What are the disadvantages to this approach?

It makes less of a profit. The cheaper release on DVD etc. means that people who would be trying out the movie go for the cheaper option, this not only disadvantages the film but also the chains of cinema that would make a profit also.
What target audience would A Field In England be aimed at? Demographics and Psychographics.

This is likely to be a historically interested, probably British audience,

This may be people who are also directly involved with or interested with the concept of the civil war suggesting a slightly older audience of struggles at around the ages of 29+.

One of the major selling points are the people who appropriate the film makers of similar movies and the art house idea, the people who appropriate art and history like the reformers and explorers. 

Likely to be of middle class and high income earning, whilst of a high education most likely to degree level. 

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

This seemed to be a much more once in forever types of things. Another movie doing the same strategy wouldn't generate as much attention and i wouldn't be such a new interesting strange phenomena that the media will fight to analyse. However, maybe once more (done smartly) may generate media coverage for the mere controversy of copying the technique but any time after that would go completly un- noticed.