B) Pre-Production Materials: Storyboards for TV Spot:
C) Planning - Production Schedule, Gantt Chart and Budget: The Production Plan:
Gantt Chart:
Budget:
Estimated Costs: £10,445.22 (This includes our TV Spot being aired on ITV in the morning once) Editor:
For an editor to make the TV spot in a month, it would cost on average £2,275 due to the estimated salary made by Indeed.com where it stated that they earn £27,319.
Apple iMac:
To do the work you would need a platform to work on and a standard Apple iMac would cost around £1,950
The Software (Adobe Premiere CC):
The software the audio-visual advert will be created on would cost in total, £20.22 a month.
Distribution of the audio-visual advert:
The trailer could be distributed on a social platforms such as YouTube and Facebook, but this requires a following to start with that an kickstart the sharing and distribution of the trailer.
The trailer could also be distributed as a TV spot, which is the ideal distribution for this trailer. According to ITV, they charge different amounts for different regions, as well as different time shares for just one singular 30 second advert. If I was to advertise to one specific region such as 'Border' in the morning time slot (This Morning), it would only cost £50, but if I was to advertise to the every region it would cost about £6,200. But all this is being seen by a much larger amount of audiences, considering our film is a short film and has a lower budget, it would most likely be advertised on a channel with a much smaller audience.
D) Planning - Risk Assessment and Recce Form: Risk Assessment:
A)
The aim of this audio-visual advert is to promote the film production
'Silent Captive', a psychological thriller short film, to an audience so
that they are more likely to see the film when it's released. The objective of
this is to intrigue the audience and get them to ask questions to what the film
is about and what will happen. The target audience to this film and who should
be targeted by the print based advertisement will be in the general age range
of 16 to 21, this is because of the idea of ideal self in which the majority
of the characters in the film are this age. This also goes the same for the
target audience's gender which for the majority would be male, as this is the
majority of the cast of characters are also male, again creating an ideal self
for the audience to relate to. The print based advertisement will be aimed to
an audience on a local scale due to the low budget nature of the film, the
social grade that the print based advert is aimed at are of people in the
social grade as low as Grade D, which is about a 92% frequency of the UK, this would put them in the working class, on
average they earn at most £47,000 a year, this would give them enough spending
power to see the film. The campaigns message that will be portrayed in the
print based advertisements is the idea of loneliness, or even loss as this is
the theme of the film I'm advertising. the story follows a brother, who
recently loses his brother, unsure if he's missing or if he's dead. He ventures
into a forest that people have suspiciously been going missing in, he has
constant illusions of his brother and things take a turn for the worst in the
forest as the brother realises that his brother is gone and he can't help that,
his hallucinations get worse until he finds the body of his brother, this is
when his mind is relieved of a guilty consciousness. I think the theme I'm
trying to portray in the print based adverts will fit in well with the story of
'Silent Captive', the loneliness relates to the fact that he is on his own, not
just because his brother is dead (Which would associate with the idea of loss),
but also because he is on his own in the forest, specifically a place where
people mysteriously disappear. In the audio-visual advert I will use shots from
the short film, I will also use certain shots to help emphasise on the idea of loneliness
and loss, the audio-visual advert will also be none linear to help keep the
story and film a mystery. The shots used in the film will have been filmed at a
few locations, such as a local park, a forest and a bedroom.
I plan to have the audio-visual advert to be promoted on social
networks such as Facebook and Twitter, I'd also have it distributed across
YouTube, which is an easy way to get the film known nationally as it can be
seen on globally used website. IMDb is also a suitable website
to advertise the film with an audio-visual as it's based around the
media of films, this would make it easier to reach specified audiences. I plan
to have the audio-visual adverts promoting the film a month before release, I
feel as though this would give the film it's advertising enough time
to be exposed to the audiences it's aimed at.
B)
Gantt Chart:
Task
Month 1 (November)
Month 2 (December)
Month 3 (January)
Week 1
Week 2
Week 3
Week 4
Week 1
Week 2
Week 3
Week 4
Week 1
Week 2
Week 3
Week 4
Research into existing Audio-visual Adverts
Plan my production of the Audio-visual Adverts
Aim and Objective
Campaign Message
Target Audience
Gantt Chart
Relevent Legal/ethical issues
Plan the film's shoot and production
Production Schedule
Write Script
Recce Form
Risk Assessment
Call Sheet
Model Release Form
Location Release Form
Shooting the film
Finalise the Audio-Visual Advert
Calculate the campaign cost and budget
Get Feedback for improvement
Launch date and distribution of Audio-visual Advert
Launch Date of Film (29/01/2017)
Milestones:
07/11/2016 - Plan the Audio-Visual Advert
14/11/2016 - Plan the Film's shoot and production
01/12/2016 - Shoot the film
08/12/2016 - Create the Audio-visual advert
26/12/2016 - Distribution of the Audio-visual Advert
29/01/2016 - Film is launched
C)
When creating my audio-visual advertisement, I will have to oblige to
ASA, also known as Advertising Standards Authority, and its requirements
which make it suitable for advertising to the public. They also act on
complaints about advertisements from consumers too. It associates with the obscene
publication act as this covers the negative influences of something that could
be in the advert, on the audience, meaning it's ethical. This means it can't
show nudity, bad language, violence, drug use and alcohol in
the audio-visual advert. OFCOM, also known as the Office of Communication, is a government approved regulator authority that makes sure the UK audience get the best from communications services on TV. OFCOM would come into use when I plan to distribute the trailer to multiple channels such as Film 4 and Sky Movies as these channels are specific to broadcasting in the UK. Copyright is a legal factor
I will have to look out for in the audio-visual advert, this means we cannot
use another person’s intellectual property, due to it being protected by
copyright. Copyright usually means you can't use things like music, photos and
videos, in this case it will only be videos and music due to it being
an audio-visual advert, there also may be a few logos which might be
involved in the audio-visual advert too, so anything we do use
will need permission from the owner of that intellectual property, usually by
sorting out a deal to pay them for using their own intellectual property. Model
release forms are another key component in making the audio-visual advert as I
will need the consent of anyone used in the footage of
the audio-visual advert, this is so I have their consent to use their
identity.
M2:
In the case of the print-based advert, I am planning to feature the two main
characters in the film, this being the two brothers, I will also use
photographs took at the shooting of the film, the photographs will mainly
consist of the forest setting, this will be an establishing photo took from
outside the forest, there will also be medium shots of the characters and
close-ups, this is seen a lot in print based adverts that are associated with
the genre. These print based adverts will be distributed and displayed a month before
release, I feel as though this would give the film's advertising enough time
to be exposed to the audiences it's aimed at. The newspapers and magazines that I will specifically distribute on are 'Only Film' and 'Empire' for example, as these specify in the film genre and audiences who read them are certain film goers. ASA, also known as Advertising Standards Authority, and its requirements which make it suitable for advertising to the public. They also act on complaints about advertisements from consumers too. It associates with the obscene publication act as this covers the negative influences of something that could be in the advert, on the audience, meaning it's ethical. This means it can't show nudity, bad language, violence, drug use and alcohol in the print-based advert.
The Kingsman: The Secret Service Advertisement Campaign
Print-Based Adverts
The Billboard Poster 1:
The Billboard Poster 2:
The Film Poster/ Magazine ad:
The Website Banner Ad:
The Film Website:
The Trailer:
Aims and Objectives
The aims and objectives for the audio-visual adverts are to get the audience to see the film, it does this by advertising and promoting the film 'The Kingsman: The Secret Service'. The film is an action thriller with spy elements with a BBFC Certificate of 15, it targets and attracts audiences that like that kind of film to the audio-visual, by having interesting shots from the film that the audience would find intriguing and entertaining to see when they actually see the film or DVD.
Target Audience
The target audience for the audio-visual advert are teens above the age of 15 and up to about the age of 50. I think that the lowest age it would be aimed at would be 15 as the BBFC certificate claims it's a 15 age rating. The teens will be intrigued by the spectacular action shots and other interesting shots like the shot with an array of gadgets and weapons on display, this may look exciting to teens and motivate them to see the film. The older audience on the other hand may be intrigued due to seeing spy films as they grew up watching films like James Bond and Tinker Taylor Soldier Spy and so may be enjoy that film genre. The target audience may also be more on the male side compared to females, as Action films are stereotypically a male interest. There are also main characters that are the majority male and so the male audience are more likely to have an ideal self and relate with these characters. The ABC1 demographic is used to classify people of different social grades and spending powers. The social grade of the target audience these print based advertisements are aimed at are people who are in the social grade D and above, as the cinema tickets were around £9 on average, this can easily be afforded by the working class (Social Grade D) on at least a monthly basis.
Representation
A constant theme that is represented in The Kingsman: The Secret Service print-based advertisements are the characters, mostly the 'Kingsman' who are a secret service. The Kingsman themselves are represented as posh, intelligent and very formal and this is shown in the print-based advertisements through the text and images. The golden and black colours used connote a very deluxe feel to the ad's and adds to representation of the Kingsman, which, as I said, are posh and formal, this representation is also shown through images as you see on the films website for example, there is an array of 'gadgets' that are in the form of formal accessories and attire, like the shoes and Rolex Watches. There is also a representation of danger and action shown on the print-based advert's images, the danger is shown with the explosions in the film poster, and multiple times with the weapons on the film poster, the website banner advert and the film's website. The woman with the prosthetic legs equipped with a blade also represent danger as well as action as she is shown in an action looking pose in both the billboard posters and the film poster/magazine advert. All of these themes are also shown in the audio-visual, an example for the representation of the Kingsman being posh would be when one of the agents before an action scene says "Manners maketh man", this can be seen as a very formal thing to say and something most people wouldn't say. An example of action being represented follows the last example where the agent fights a couple of people, this scene shows multiple shots with plenty of action as well as a few slow motion shots that emphasises on the pain being dealt. A final example of representation is danger and this is shown in a montage part of the advert where the new agents are being tested and one of the shots used is the protagonist being tied down to a train track and you can see the frustration and fear in the character’s face, the next shot is then the train heading towards the camera, this gives a bit of tension to the audience as you don't know what happens next although you know he is in a lot of danger. The representation of the location is also shown in the print-based campaigns, but only in the film poster/magazine advert and the website banner advert, they represent Britain and its heritage by using some location shots of the London bridge and they also have a shot of a mansion, which are typically seen in England. The people on the other hand are represented well in all the print-based graphics, the British characters are represented well as British stereotypes, such as the younger main protagonist, who's attire, a sort of tracksuit and cap resembles the stereotypical style of the youth from the characters location, South London, it is a very youthful thing to wear, and although he is young, his facial expression shows that he is serious, which may be foreshadow his character develop from an immature character to a more mature one. Another stereotype of a British person, is a posh and well educated, this is represented by the much older character in the film, as well as the characters accent in the trailer, the character wears a suit and tie, this is typical of posh and very formal people to wear, it also associates with the name of the secret service in the film, The Kingsman, which sounds like it's associated with royalty, which could relate to the character being dressed posh and formal, as to look respectful enough for royalty.
Campaign Message
The message of this campaign was to show that the film is going to be action-packed with the idea of action, secret services and the fight between good and evil, this fits well into the genre of the film, being an action film, it's also a comedy film but this wasn't shown through the print-based adverts. This helps the advertisements achieve their purpose, which is to promote the film to their target audience, which are a younger audience who are intrigued by action and spectacles. They emphasise on the action with guns, explosions and the characters on both the print-based adverts and audio-visual adverts, which clearly shows that there will be plenty of action scenes in the film, guns and explosions can connote danger which gives the action a bit of tension, the characters on the other hand are mostly in action poses that again shows there will be action in the film, most notably on the film poster/magazine advert where nearly every character on there is holding a gun or using a weapon, like the woman with the prosthetic legs has a blade in those legs and she points it towards the camera as though she is striking someone. The idea of the Secret Service is shown a lot in the print-based adverts, like the film's website which has the words "Become a Kingsman Knight" on it, a secret service can connote that the characters are specialists which can make the audience see that they are good at what they do, this can make the action scenes look great to the audience as they see these specialists winning in a fight with ease. Finally, the last idea is that good prevails over evil, which can be shown in action scenes as they fight each other, this can be seen a few times in the audio-visual advert.
Relevant Legal and Ethical Issues -
The Copyright law is a law enforced by the government so that a creator of an intellectual property i.e. music, photos or videos doesn't get their property stolen. This can be relevant because the photographer for example rightfully owns the images that feature the actors, but they may be paid by the production company to use those photos, giving them a right to use it.
The obscene publication act would also be relevant on these print-based adverts as it covers negative influencing to a viewer, so anything obscene, like nudity, bad language, violence, drug use and alcohol. This is also regulated by the ASA. From these print-based adverts I have chosen they do not show anything obscene, it may show things that could be counted as violent such as the explosions and guns, but they do not appear to be causing harm to anyone in the print-based advert and so can be used.
Regulatory Bodies -
The Regulatory body that regulates the print-based advertisements are ASA or the Advertising Standards Authority; they are an independent regulator that controls all advertising all media in the UK. The ASA takes action against any adverts that have harmful, offensive or misleading content to the audience. They do this so that the advertisements are suitable to people seeing it every day, and so that an audience that the product isn't targeted to, such as a younger audience, don't see anything obscene.
Another regulatory body is the BBFC (The British Board of Film Classification), they regulate the age certificate given to a film, in this case the film was given a 15. This means that it cannot endorse discrimination, although it may contain language that may do so. It may show people taking drugs, but cannot encourage it. It can show dangerous behaviour, such as self-harming, but must not dwell into it. There can be strong language but only with an acceptable contextual reason. Nudity can be shown, but not in a sexual context, sexual activity can also be shown but not in detail. There can be a strong sense of threat and horror, although sadistic and sexual threats are mostly unacceptable. Violence also may be show but like dangerous behaviour, cannot go into detail about it. The film advertisement campaign I am focusing on could be affected by the strong language (audio-visual), threat and violence in its marketing. Due to the audio-visual advert being a TV spot and most likely being shown in the day, the advert doesn't contain any strong language, this makes it so it can be viewed in the day, where it's mostly likely to get a lot of exposure to its audience. Threat is shown on the pint-based adverts as some characters hold a gun, the reason it's acceptable to be in the adverts is because the gun is not shown killing anyone, the characters look like they hold it to show what role they'll be playing in the film, although if the gun was being used to kill someone it would have been classed as violence and would not have been able to be shown in the advert, because it doesn't it is allowed to be shown on billboards and in magazines.
Method -
The Print-based Adverts I have chosen to analyse span across different media, the first two is both billboards, billboard 1 is placed on a landscape billboard and was probably placed on the side of the road, this is so that people driving by see the advert, the billboard would also be placed near traffic lights strategically so that when drivers are waiting for the traffic lights they can look at it. Billboard 2 is on a much bigger scale and is on the side of a building, this building may be on the side of a busy road to have the same effect as the other billboard and more exposure to an audience. The final print based advert is the magazine advert that is a film poster, this would either get more or less exposure than the billboard posters depending on what magazine the advert is placed on, because it's a blockbuster film it could easily pay to be marketed in a well-known magazine, it would most likely be placed in a magazine that's main focus is films, such as Total Film, this would then likely get exposed to a more specific audience that would watch a film such as "Kingsman: Secret Service" than if it was a billboard poster. There is also the web banner and webpage that advertise the film, the web page would be on its own website, so the audience who see it would maybe have had to have known about it before hand to have found the website. The web banner would possibly be placed on websites and just like the magazine ad, would probably be placed on websites that relate to the target audience, to get the correct exposure, such as on some website like IMDb and Facebook.
On the other hand, the audio-visual advert would be able to be seen on YouTube, as I found it this way, it would probably come up on the recommended section of someone who watches trailers similar to this film. The advert would also be shown on TV as the trailer I analysed was a TV Spot, which is an advert in breaks between shows, this means that the advert could have been marketed to be see on many channels, likely popular ones like ITV and Channel 4.
Audio-Visual Advertisements Used in the Campaign: The TV advert for 'Kingsman: The Secret Service' is an audio visual advert that aired 17th January 2015, a few days before the film came out in theatres. The mise-en-scene is made up of the location, costume, props, lighting, and gestures. Firstly, one of the locations used is a bunkroom in the place the recruits train to be agents, this shows that they are only amateurs in the film and might show character development. An example of costume in the trailer are some soldiers wearing white cammo and wielding a gun, this connotes that they are the antagonists as well as seeing them fighting the protagonists. A prop seen in the trailer several times is a gun; this connotes danger as it can be used to kill someone, and to show this in the trailer quite a few times may suggest there will be a lot of action and danger in the film, which may intrigue the target audience. An example of lighting in the film trailer is low-key lighting; this is seen in the establishing shot of a mansion in the early dawn. The final example of mise-en-scene are gesture, an example of this is when the protagonist is shown in an action match shot and with a calm face, manoeuvres over an enemy, this may be connoting that he's a professional at what he does, this is also the theme they were going for the Kingsman. The next feature in the trailer is the camera work; this contains the angles, shot types and movements. An example of angles in the trailer is a low angle, this is seen in a shot of some characters skydiving and the angle looks up at them as they descend. An example of a shot type would be the close up of a military like drone, this connotes that it's dangerous as it would be equipped with military weapons which would be able to kill someone and if it's dangerous then it means it may be used for an action scene in the film. The final example of camerawork is movement, an example of this in the trailer is a pan to the left and a tilt upwards, this is again seen in the shot of the protagonist manoeuvring over an enemy, the amount of movement in this shot helps keep the pace of the action when the shot is in slow motion. Next is editing and a few examples in the trailer would be jump cutting, which is a typical editing technique in a trailer, as a trailer is a montage of clips from the film that gives a preview to an audience, the other editing technique would be title graphics and tag lines, another typical feature of a trailer, these would give information to the audience about the film, such as the name and the day it is released in theatres, such as when it says "February 13" which is over layered over the final shot at the end of the trailer, tag lines on the other hand could be placed across the trailer every few seconds to build up to the title graphic, in between each tag line segment there was be a climax building shot that leads onto the next, this builds up the suspense to the title, which would probably intrigue the audience. The final feature of a trailer is the sound; this would include both diegetic and non-diegetic. Diegetic sound would be sound that can be heard within the story world, an example of this would be dialogue, which is heard throughout the whole trailer, sometimes it would also be narrated over some of the clips. Another example would be the sound of blades on the prosthetic legs when the woman is fighting the protagonist with them and they make a metallic clashing sound with the protagonist's weapon. On the other hand, there is non-diegetic sound, this is sound not in the story world and is most likely added during post-production. An example of this would be the incidental music, this is the soundtrack playing over the clips, sometimes the incidental music would be synced with the diegetic sounds, which would sound rhythmic, and example being the beat syncing up with the metallic clashing sounds. M1
I have chosen to analyse three printed adverts; A horizontal billboard, a portrait billboard poster and a film poster/magazine advert. Firstly, the horizontal billboard poster’s typography is a mix between the serif and sans serif font type, the main title ‘Kingsman’ and the date of release uses serif as you can tell by the flicks on some of the letters whilst the subtitle and other information is in sans serif as you can tell by the bold text. They may have chosen to use a serif type font for the ‘Kingsman’ as the serif font can connote to being fancy, which is what the Kingsman in the film are represented as. The photography used in this billboard are of the characters in the film, they all have been took at the same angle and shot type, although some of them may vary, such as the woman above the title who was likely took with a wide shot, to show the action pose she is doing, instead of the medium shots that were took for the rest. The photographs were placed symmetrically as two characters are placed to the right with the same shot and angle, which is then the same on the left too, the woman is then placed dead in the middle as well as the text. The colours used, disregarding the photos, are very simplistic with the colours only being white, gold and black, I’d say these are very deluxe colours that could connote richness and fancy, which again relates to the Kingsman being very royal and rich. The colours also juxtapose well with each other making it easy to read the text. The bleed between the photos vary on the billboard poster as two photos on each side don’t even have a bleed as they are right next to each other, although on each side there are two photos, the bleed between both sides is as long as the horizontal billboard, whilst the middle photo of the woman is equal between the two sides and also raided a bit higher. The kerning of the text on the billboard poster are actually quite wide, this may have been done so the text isn’t all clustered together, making it easier to read for audiences passing by the billboard. The leading varies on the billboard poster, the small text above the main title is very close whilst the subtitle below the main title is quite wide, this may be because the subtitle text is much bigger as to get the composition right so it is just as wide as the main title, the leading is also very wide because of the low hanging ‘G’ in the main title, so to make the poster look more attractive they would need the leading to be wide. The leading between the date of release and the title text is quite wide too, but to avoid a lot of white space they include a line with the films icon in the middle. There is quite a bit of white space on the film poster, but this makes the photos and text stand out much more easily and the whole poster look less clustered.
The portrait billboard poster has the same contents but a very different layout as it has to work with a portrait orientation. The only difference other than the layout was the photography, it uses the same angle but a different shot as the photos show the full body of the characters and not half of them like it did in the horizontal poster, this shot is more of a long shot than the medium shot. The photos use the same kind of layout as the horizontal poster, as two are on each side, with the woman character, again, striking an action pose in the centre between the two sides, the photo of the woman also extrudes from the billboard poster itself and extends out, this gives an idea of 3D as it looks like her foot is coming out the poster. The bleed between photos also vary as it is much closer between all the photos than it was in the horizontal poster, this is because the width is much shorter so it has to fit all the photos on, and because of this, not only is the bleed smaller, so are the photos, this might not be good as it looks less attractive to the audiences that see it. The typography, colours (which appear to be a housestyle for the billboard posters), kerning and leading all appear to be the same as they were in the horizontal billboard poster.
Finally, the film poster/magazine advert is very different to the billboard posters. There are tons more photographs used in this poster than the billboards, this may be because the audience can see it up close over a longer time, than they would in car driving past a billboard. The six main photos that catch your attention first are the six characters, they are much bigger photos than the ones you see within the film’s icon, and are layered over the icon to come outside it. Four of the shots are medium shots, the central top photo is then a close up of the protagonist and then there is the other protagonist who is shot in a long shot, showing him walk towards the camera, connoting that he may be coming after someone. The smaller photos within the icon are of action scenes, as you can tell by the attack helicopter and explosions, and some of the location scenes, which would have been took as an establishing shot. There is no bleed between the photos as they are all packed together inside the icon. The typography for the most part is sans serif as all the text is bold and stands out, the only text that is serif is the main title ‘Kingsman’ and this may be used throughout the posters because it’s the house style for the title. Both the text and photos are centred on the poster and are quite symmetrical too, this makes the poster look organised and clean. The colours used in this poster are different to the billboard posters house style as it does use black, gold and white, but with a different proportionality, the black overtakes the white in this poster, which helps juxtapose the gold theme the icon uses, as well as some of the text that has always been gold due to it being a house style choice for the main title ‘Kingsman’. This poster does use some logos from companies associated with the making of the film, this being 20th Century Fox and Marv Films, these are placed at the bottom and are small, they are next to the films date of release, website address and other information. The film’s title and subtitle use the same kerning as it did in the billboard posters, whilst the rest of the text, like the date of release, cast names and other information have a closer kerning. The leading between text on this poster are quite wide too, this may be because it has much more space than the billboards did to work with, the text can be further apart because it’s on a smaller scale, so it’ll still be easy to read in a magazine or on a smaller portrait billboard. Finally, there is the white space, there is much less than there were on the billboard posters, this time the white space is black too, and the reason there is much less is because the icon is centred in the middle, much bigger and so takes up most of the film poster.
Recce Form:
