1) What is the name of the film, the director and notable stars?
The name of the film I have picked is Paddington, directed by Paul King. Notable stars include Nicole Kidman, Colin Firth (until he left?), Jim Broadbent and Ben Whishaw.
2) When was it released?
The film was released in 2014 on the 23rd of November.
3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
It is an animation that is a hybrid of a comedy and action. We could also infer from the animation aspect of the film that it is a family film too.
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
It received a 7.2/10 rating on IMBD and a high 98% rating on Rotten tomatoes.
Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
To continue, the trailer's exciting, adventurous music subsides and the visuals move into a medium shot of a sign post of Windsor Gardens - a typical depiction of what Americans believe London's streets look like. Already at the point in the trailer, British audiences are aware that this film portrays a grand image of London, appealing more to outsiders such as Americans who are fond of typical British ideals. Along with this shot, we hear dialogue between two men over the telephone, unavoidably with strong, generic Londoner accents. At this point another type of music begins. This non-diegetic music is more comedic and light-hearted. This establishes the genre of money apparent in the film.
The element of comedy is further reinforced throughout the rest of the trailer. Most evidently, where the bear uses the bathroom and endures several mishaps. These tribulations are paired with the initial music used up until that point but eventually it speeds up, again highlighting the humour of the situation. Next, we are taken to the well acknowledged setting of a train station. Paddington is attempting to adapt to the London transport but inevitably struggles leading to another comical situation. Moreover, these shots intentionally include images of what Americans would see as the typical image of Britishness a Londoner would bear. This strongly suggests that the film is targeting an American audience as well as other outsider countries. At the end of the trailer we are shown another intersected screen with the Paddington branding logo, helping to stay with audiences and hopefully encourage them to watch the film. The fact that all these intersected shots with text primarily use blues and greys contrast with the comedy in the trailer, perhaps suggesting that the film may be humorous but there are still aspects of adversity within int.
2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.
In this example of television promotion, we are shown red carpet interviews where they deliberately utilises characters in the film who already have an established fan base. This not only encourages viewers to watch this because someone of high prestige is affiliated with the film so it suggests the film is good but also loyal fans will feel obliged to watch the film. Also, by using clips from the film to divide shots from the red carpet where stars are talking about the amazing quality of it, this video promotion helps create a sense of the film being remarkable content which may encourage viewers who are unsure to give it a chance.
This particular example of television promotion is very interesting and unique. In this interview, a child acts as the interviewer which is useful for this particular film as it is targeted predominantly at children the same age as this interviewer. Moreover, the questions he asks the cast provide insightful information from the interviewees such as the locations they filmed in. This attracts viewers as these particular locations are well-acknowledged so they feel a sense of familiarity. American viewers feel a sense of intrigue and want to learn about these London landmarks. Moreover, this interview also uses characters in the film who already have an established fan base. This not only encourages viewers to watch this because someone of high prestige is affiliated with the film so it suggests the film is good but also loyal fans will feel obliged to watch the film
3) Does the broadcast promotion use stars to create interest in the film?
Both of these instances of broadcast promotion utilise characters in the film who already have an established fan base. This not only encourages viewers to watch this because someone of high prestige is affiliated with the film so it suggests the film is good but also loyal fans will feel obliged to watch the film.
1) Read at least THREE reviews of the film and provide a quote from each one.
- 'Marmaladen with gloriously silly jokes, pitch-perfect performances and incidental detail, this is a warm, witty and wondrously inventive great big bear-hug of a movie.'
- 'Paddington is a delightful film version of the beloved book by Michael Bond.
- 'This isn’t a commercial for bear merchandise (yet), but a sweet little film about a cub who finds a family and a home in London.'
This example of print promotion is a poster. Here, we can see the anchor of the image is the most prominent character of the film, Paddington, walking through a station. By pairing the typically British setting of a station and the well known 'Paddington Bear', this poster helps to create an overwhelming sense of Britishness. This helps attract countries outside of the United Kingdom as British ideals appeal to countries such as America. Moreover, the poster intentionally places specific actors they used near the top because of their established fans bases which would contribute to their viewer count. Another way the poser helps to attract a larger audience is by placing the affiliation between the hugely successful Harry Potter franchise and Paddington. Due to the huge audience Harry Potter bears, this attracts a vast amount of people to watch this purely become of the association. Finally, the addition of the release date helps create hype around this particular day and encourages people to go to cinemas to watch it.
This example of print uses a billboard style advertisement. Its main image consists of the most prominent character of the film, Paddington, stood next to the legs of several generic appearing workmen. The bear stands out compared to these workmen because of being a different species and because of the vibrant colours he wears. This contrasts to the mundane colours the workmen wear and suggests the bear is different and comedic. This establishes the genre of the film and indicates the film is for children as it is animated (we can see this as the bear is animated). Moreover, the title of the film is shown in large, bold letters to resonate with viewers of the advert. The affliction between this film and Harry Potter is also emphasised through how 'Harry Potter' is similarly listed in bold. Finally, the date of release is also bold which helps create hype around this particular date, attracting people to go and see the film in cinemas on this date.
This piece of print advert uses a shot directly from the film, creating synergy and providing viewers with a sense of what the film is like. Just from this poster, it is already implied that the film is animated and because of the teddy bear, vibrant colours and child friendly language we realise it is targeted at children. Moreover, the title of the film is shown in large, bold letters to resonate with viewers of the advert. The affliction between this film and Harry Potter is also emphasised through how 'Harry Potter' is similarly listed in bold. Again, a conventional element of all these print adverts is the reoccurring emphasis on the release date which is also evident here. This helps to create hype surrounding this date and encourages people to go and see it. Finally, this poster uses a tagline which helps establish the genre of comedy and adventure.
To begin, this poster consists primarily of a blue and yellow colour scheme. These colours contrast and create a colour scheme that appeals to children because they are cheerful especially when paired. However, we could argue that this contrast reflects on the narrative in the film. This is because the film revolves around a plot that bears elements of comedy and loss. In other words, there is a binary opposition between happiness and sadness which is mirrored perfectly through this colour scheme. In terms of the images, the main anchor of this poster is the animated image of the most prominent character of the film in a bathtub floating in the bathroom. This establishes the genre of the film - a comedy - but also indicates the mishaps that the bear endures throughout the film because of how the bathroom is flooded.Another interesting aspect of this particular print advert is the how the anchor of the poster has a window. This window has a view of the London skyline; this appeals heavily to American audiences. This particular detail in the image suggests the film depicts a strong image of Britishness which outsider countries tend to find appealing. In other words, it helps to attract a larger audience.
In terms of the the text, it is evident the the largest, most eye-catching text is the title. This makes sense as the particular typeface, colour, size and placement helps to resonate with viewers so they remember the title of the film. This helps promote 'word-of-mouth', subsequently leading to an increase in the size of he audience. Moreover, the second two most prominent examples of text are the tagline and the affliction between 'Harry Potter' and this film. The tagline helps clarify the narrative of the film, helping it to appeal to the targeted audience and the association between the enormously successful Harry Potter franchise helps attract many, many viewers. Finally, in the finer print, we can see links to social media which also helps promote the film through different platforms.
4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
The film's brand is strongly family orientated. It focuses mainly on attracting children and families. This is apparent through vibrant, playful colour schemes, the animated aspect of the film, the narrative and most importantly a strong dominant British representation of London. This particular branding reminds me of build-a-bear workshop. Mainly because of the primary colour scheme and contrasting colours.
E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
In terms of twitter, there is a official, verified account for the Paddington bear. This account is still, to this day, frequently updated. Similarly, we can find the same with Facebook. Instagram on the other hand is also verified and updates frequently but maintains a constant theme to help create a specific brand image to represent Paddington. He has 17k followers. The way the media depicts the bear as a real life figure, helps create the pleasure of recognition and creates synergy.
2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
The website also, like the brand, uses the same colour scheme. We can see the use of contrasting, primary colours which establishes the target audience - children. The website consists of in-depth information on e film and new, upcoming details associated with paddington.
3) Did the film run any kind of e-media based campaign to generate interest in the film?
Visit London created a dedicated section of its website where visitors can download a trail map, share pictures and read more about the stories behind each statue. Visitors are encouraged to share their experiences on social media using the hashtag #PaddingtonTrail. This trail was an immensely clever yet original technique utilised by the film marketers in order to drive hype up around the film. Further details can be found on this article that reports the details of the campaign:Read more at http://www.prweek.com/article/1320256/visit-london-promotes-paddington-film-bear-trail-around-london#Ib10HPhq8BUOtdm3.99
Also, Paddington tweeted about the campaign to raise further awareness
4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
sandwiches in the film.
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This tweet provides a romantic view of immigration & Patriarchal ideologies - linking straight into the hypodermic needle model.
1) Who is the target audience for this film? Demographics and psychographics.
primary audience would be 5–15yrs, an equal split between both genders. A secondary audience would be 30 – 75yrs. This older fanbase is because of the fact that the Paddington bear franchise began in 1958, when the first book was published. We could also argue the secondary audience is attracted to the film because of their children too. Moreover, in terms of psychographic groups mainstreamers are primarily targeted and it is a • Mass audience - evident because of the global release in 40 languages.
2) How does the cross-media promotional campaign target this audience?
The activity appeals to children because of stimulating, fun experience it provides and the parents of these children (secondary audience) are provided an activity thats gives them the opportunity to see their children happy. Also, they may enjoy seeing London landmarks and reminiscing on their own childhood pleasures.
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
According to Blumler and Kats, there are four key uses and gratifications of any media text. This film to an extent serves its audience all of these. Firstly, diversion, the film provides this, as do most media texts, because it is a narrative based on someone's life. We delve into the story and forget all of our own issues. In other words, the film acts as a form on escapism. Next, personal relationships. This is very strongly shown in the film as we become attached to the bear and endure extreme anxiety/relief watching to see the outcome of his journey. Following this, there is personal identity which viewers may experience. This refers to seeing yourself reflected in the text. Viewers may see this in the mother, father or children characters. Some individuals may even see themselves reflected in the villain or even the bear. For instance, the bear experiences identity issues and feels lost, perhaps viewers can relate to this.
4) What similar films would the target audience enjoy? Justify your suggestions.
The primary target audience are children and therefore likely to enjoy animated films, like Paddington. Also, they are likely to enjoy films revolving around animals and adventurous occurrences. The secondary audience are more likely to have a lot of variety in what they watch considering their age. However, we could argue that if these people are more likely to have children they may be more likely to watch child friendly films. On the other hand, those watching because they are reminiscing on their childhood pleasure, may also watch other films that serve this e.g fantastic beasts.
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?Two film studios that produced the film were StudioCanal and HeyDay Films. HeyDay films have produced almost all the Harry Potter films such as Harry Potter and the Chamber of Secrets or Harry Potter and the Order of the Phoenix as well as The Boy in the Striped Pyjamas. StudioCanal, the French film production company has produced 71', Macbeth, Shaun the Sheep Movie and many more.
2) Which company distributed the film in the UK? What other films have they distributed?
They were distributed by the Weinstein Company. They have distributed many well known films such as Scary Movie 4, The Imitation Game, Silver Linings Playbook, The King's Speech and more.
3) Do they have a track record with this kind of film and this target audience?
We could argue that the Silver Linings Playbook is somewhat similar in that the narrative follows the generic code (Todorov's narrative theory.) In terms of target audience, 'The King's Speech' targets an audience who enjoy watching a shamelessly British film, like Paddington.
4) What was the budget for the film?
38.5 million
5) How successful was the film financially? Why do you think this was?
Paddington was enormously successful in terms of finance. In he uk, it took in £5.1 million/$8million on its opening weekend, and topped the box office for two weeks. It opened at no.1 at the Japan box office in January 2016 with $1.1 million and went on to gross $5.7 million. For the week ending 24 December 2014 it topped the box office in Australia. The film's budget was $55 million and managed to make $76,223,578 million domestic gross.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
Paddington was number 2 on the 2014 list in the UK for films and was more successful in UK hitting $53.5 dollars, whereas it hit $8.7m in the USA. However, it still reached a very successful ranking in the USA. We could argue this is because of the typical British representations apparent in the film. These tendencies appeal to American audience, explaining the success of the film in America.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
Paddington is given a PG rating which is expecting considering the film's family friendly based narrative.
Representation
1) What representations of people, places or groups can be found in this film?
This film represents people as typically British. This links to setting - London. The people, group and setting all are congruent with strong British ideals. They are all similar in that they are represented as grand and as dominant representations outside countries such as America hold.
2) What representation of ‘Britishness’ does the film contain?
Paddington offers a representation of Britishness that is shamelessly British. The film revolves around providing viewers with consistent references to London such as London landmarks despite the journey actually being a lot shorter. It celebrates its rich cultural heritage and constantly fixes on the stereotypical British tendencies Londoners bear.
Audience
1) Who is the target audience for this film? Demographics and psychographics.primary audience would be 5–15yrs, an equal split between both genders. A secondary audience would be 30 – 75yrs. This older fanbase is because of the fact that the Paddington bear franchise began in 1958, when the first book was published. We could also argue the secondary audience is attracted to the film because of their children too. Moreover, in terms of psychographic groups mainstreamers are primarily targeted and it is a • Mass audience - evident because of the global release in 40 languages.
2) How does the cross-media promotional campaign target this audience?
The activity appeals to children because of stimulating, fun experience it provides and the parents of these children (secondary audience) are provided an activity thats gives them the opportunity to see their children happy. Also, they may enjoy seeing London landmarks and reminiscing on their own childhood pleasures.
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
According to Blumler and Kats, there are four key uses and gratifications of any media text. This film to an extent serves its audience all of these. Firstly, diversion, the film provides this, as do most media texts, because it is a narrative based on someone's life. We delve into the story and forget all of our own issues. In other words, the film acts as a form on escapism. Next, personal relationships. This is very strongly shown in the film as we become attached to the bear and endure extreme anxiety/relief watching to see the outcome of his journey. Following this, there is personal identity which viewers may experience. This refers to seeing yourself reflected in the text. Viewers may see this in the mother, father or children characters. Some individuals may even see themselves reflected in the villain or even the bear. For instance, the bear experiences identity issues and feels lost, perhaps viewers can relate to this.
4) What similar films would the target audience enjoy? Justify your suggestions.
The primary target audience are children and therefore likely to enjoy animated films, like Paddington. Also, they are likely to enjoy films revolving around animals and adventurous occurrences. The secondary audience are more likely to have a lot of variety in what they watch considering their age. However, we could argue that if these people are more likely to have children they may be more likely to watch child friendly films. On the other hand, those watching because they are reminiscing on their childhood pleasure, may also watch other films that serve this e.g fantastic beasts.
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?Two film studios that produced the film were StudioCanal and HeyDay Films. HeyDay films have produced almost all the Harry Potter films such as Harry Potter and the Chamber of Secrets or Harry Potter and the Order of the Phoenix as well as The Boy in the Striped Pyjamas. StudioCanal, the French film production company has produced 71', Macbeth, Shaun the Sheep Movie and many more.
2) Which company distributed the film in the UK? What other films have they distributed?
They were distributed by the Weinstein Company. They have distributed many well known films such as Scary Movie 4, The Imitation Game, Silver Linings Playbook, The King's Speech and more.
3) Do they have a track record with this kind of film and this target audience?
We could argue that the Silver Linings Playbook is somewhat similar in that the narrative follows the generic code (Todorov's narrative theory.) In terms of target audience, 'The King's Speech' targets an audience who enjoy watching a shamelessly British film, like Paddington.
4) What was the budget for the film?
38.5 million
5) How successful was the film financially? Why do you think this was?
Paddington was enormously successful in terms of finance. In he uk, it took in £5.1 million/$8million on its opening weekend, and topped the box office for two weeks. It opened at no.1 at the Japan box office in January 2016 with $1.1 million and went on to gross $5.7 million. For the week ending 24 December 2014 it topped the box office in Australia. The film's budget was $55 million and managed to make $76,223,578 million domestic gross.
Paddington was number 2 on the 2014 list in the UK for films and was more successful in UK hitting $53.5 dollars, whereas it hit $8.7m in the USA. However, it still reached a very successful ranking in the USA. We could argue this is because of the typical British representations apparent in the film. These tendencies appeal to American audience, explaining the success of the film in America.
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
Paddington is given a PG rating which is expecting considering the film's family friendly based narrative.
Representation
1) What representations of people, places or groups can be found in this film?
This film represents people as typically British. This links to setting - London. The people, group and setting all are congruent with strong British ideals. They are all similar in that they are represented as grand and as dominant representations outside countries such as America hold.
2) What representation of ‘Britishness’ does the film contain?
Paddington offers a representation of Britishness that is shamelessly British. The film revolves around providing viewers with consistent references to London such as London landmarks despite the journey actually being a lot shorter. It celebrates its rich cultural heritage and constantly fixes on the stereotypical British tendencies Londoners bear.
3) How does the representation of Britain differ to Ill Manors?
Ill Manors is a unique, urban crime film that revolves around a series of characters, all of which are striving to survive the vicious cycle of violence that inundates them. These characters plots appear separate but eventually intertwine. This film creates a gritty, dark representation of Britain. It portrays the alternative representation - a broken Britain. On the other end of the spectrum, Paddington revolves around one family and a bear. The narrative revolves around a bear trying to find a home in London. With the film, we are shown famous London landmarks and typical British tendencies and stereotypes. These stereotypes are anything but gritty or dark, they are shamelessly British, providing a celebration on London's rich cultural heritage.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
The main ideology apparent in Paddington is reinforcing a strong sense of English culture and its stereotypes. It values typical British tendencies such as politeness, kindness, pity, sympathy,forgiveness and most importantly a strong moral compass or simply humanity.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.
Ill Manors is a unique, urban crime film that revolves around a series of characters, all of which are striving to survive the vicious cycle of violence that inundates them. These characters plots appear separate but eventually intertwine. This film creates a gritty, dark representation of Britain. It portrays the alternative representation - a broken Britain. On the other end of the spectrum, Paddington revolves around one family and a bear. The narrative revolves around a bear trying to find a home in London. With the film, we are shown famous London landmarks and typical British tendencies and stereotypes. These stereotypes are anything but gritty or dark, they are shamelessly British, providing a celebration on London's rich cultural heritage.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
The main ideology apparent in Paddington is reinforcing a strong sense of English culture and its stereotypes. It values typical British tendencies such as politeness, kindness, pity, sympathy,forgiveness and most importantly a strong moral compass or simply humanity.
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.
| Similarities | Differences |
| All of these films respectively provide a representation of Britain. | Ill Manors focuses on violence and crime, Paddington is based around comedy and adventure and finally A field in England provides content about real events taken place in the past. |
| All of these films are set in London and use British actors. | All of these films have an entirely different target audience |
| A Field In England and Ill Manors target a niche audience. | Paddington targets a mass audience contrasting to the other two films. |
| A Field In England is very clearly an arthouse film, contrasting two the other two films. | |
| Paddington targets children, the other two films appeal to a much older audience. | |
A Field In England took an entirely different method in its release.
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