Evaluation

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ULTIMATUM A2 MEDIA EVALUATION SHERYL TEATHER

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1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

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In my production I used lots of forms and conventions from real media products these were: the length of the teaser, the website, title, actors’ names, coming soon and credits at the end of the teaser trailer (although some of the credits at the end of teaser trailers have logos I looked at “Transformers: Revenge of the Fallen” (Michael Bay 2009), which didn’t feature any logos), also the distributor and production logos shown at the beginning, I used graphics instead of a voiceover as I thought it would be more effective and also the sound recording equipment we had wasn’t of good quality, so I was worried that you may not be able to hear the voiceover anyways. I got the idea to do this from the “Public Enemies” (Michael Mann 2009) teaser trailer which used graphics instead of a voiceover and used dialogue from the film to explain what was happening. I used transitions and sound effects to create more tension. Another thing was that I used an idea from “Terminator Salvation” (McG 2009) where there is another clip of film after the credits on the teaser trailer. The ways in which I developed real media products in my own product was by using unique titles, production and distributor logos. I also used two pieces of original music to show the differences in the characters. I found the music from ‘www.unsignedbandweb.com’, the reason I chose the two pieces of music that I did was because they showed the representation of the different characters well. I challenged the forms and conventions of real media products by having flashes and the beginning to disorientate the audience and to draw them in. I broke down the fourth wall and spoke to the audience through the graphics to get them involved in what was happening. I used characters that challenged narrative conventions since the ‘princess’ character is represented as a male and the ‘hero’ character is a female. I also challenged the plot structure that meets the limited narrative conventions of a teaser trailer where the main focus is on the disequilibrium rather than equilibrium or new equilibrium since this exciting section will attract the greater audience.

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I used my own titles, production and distributor logos, as a way of developing the forms and conventions of real media products.

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Transformers: Revenge of the Fallen end credits Ultimatum end credits

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2. How effective is the combination of your main product and ancillary texts?

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I think I managed to combine my main product and ancillary texts effectively. One way I think that they combine effectively is that they each reach a different demographics, so while to website is more likely to reach an audience who spend time surfing the web, the magazine front cover and the poster reach a different demographic. Therefore combined together they reach a wide audience and advertise the film more. I included the website for the film at the end of the teaser trailer, poster and also on the magazine cover, which therefore would get more hits on the website. To make sure that all of my products looked authentic I looked at existing ones. Poster Trailer Magazine cover

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I also used a screenshot from the teaser trailer on the website, poster, magazine cover and DVD cover. I thought this would be a good idea to use the screenshot of the teaser trailer as people are more likely to recognise who they are. Poster DVD cover Website Magazine cover

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I featured the actors names in the trailer and had links to their Facebook pages on the website. I think a way in which I could have made the combination of my main and ancillary tasks more effective would have been to have featured the actors names on the magazine front cover. Also another way I think I could have improved the effectiveness would be to create a ‘Facebook’ page for my film and include the teaser trailer on it, have a link to the website, have information about the actors/characters and include screenshots of the poster and DVD cover. The website which I made includes the teaser trailer on the home page and links to download both the poster and magazine front cover. I used the main colour scheme of black and red on the website and on the magazine front cover, I also used black and red on the trailer (noble entertainment logo), this was to create a cohesive style. Another way I created a cohesive style was to use the same font on all of my ancillary texts. Actors names on trailers and links to Facebook pages on website

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3. What have you learned from your audience feedback?

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From my audience feedback I have learnt what people like about my teaser trailer and also if I had more time what could be improved to make it better. I gathered feedback at four various stages whilst creating my production and managed to ask a wide demographic. The first time I gathered feedback was after I had completed the first draft of my production and showed it to my classmates, I thought this was a good place to start as they have lots of media knowledge and would be able to spot anything crucial that I had left out. From this feedback I learnt that just because I knew what I was trying to get across to the audience, doesn’t mean that they get the same idea from it – an example of this is the CCTV footage, as some people weren’t aware of what it was so I added a recording symbol to make it more realistic. After I discovered from my feedback that the CCTV footage in my teaser trailer didn’t look realistic I looked at some screenshots of real CCTV footage. I realised that they were either grey scale or black, were slightly blurred and had a time stamp on them. I thought that for my teaser trailer it would be better to have a recording symbol on the CCTV footage rather than a time stamp, as it would guarantee that everyone new it was CCTV.

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After I asked my classmates I decided to reach a wider demographic, I tried this by uploading my teaser trailer to YouTube, but unfortunately had no comments, so made a questionnaire and gave it out to various age groups. Also in this feedback I became aware that just because I knew the text and what was happening, that didn’t necessarily mean that the audience do – some people said that it wasn’t clear that the woman was a lawyer. I think that is the biggest thing I have learned from my audience feedback, to make sure I put my ideas across effectively. I also found out some of the gratifications the audience received from my teaser trailer, these were escapism, identification and social interaction. I think these gratifications are good because it means my trailer allows people to escape from the real world, relate to the characters and create relationships with the characters. I believe that this would result in more sales if the film were to be released. From my questionnaire results I also found out how people learn about films they go and see – they said that they find trailers on YouTube, things on Facebook and in film magazines such as Empire, this then influenced my own ancillary products as I knew which methods would be most effective in gaining my audience. I uploaded my teaser trailer to ‘YouTube’, made my own ‘Empire’ magazine cover and also had links from my film website to the character ‘Facebook’ pages.

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4. How did you use new media technologies in the construction and research, planning and evaluation stages?

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In the research and planning stages of my production I used various media technologies. I used ‘YouTube’ to research teaser trailers, Microsoft PowerPoint to present my research and results of various questionnaires, ‘Blogger’ to present all my findings and research, a Kodak ESP 7 All-in-one Printer to scan my drawn storyboard onto the computer, the Internet to find non-copyrighted music, ‘Slideshare’ and ‘Authorstream’ to upload my PowerPoint presentations onto ‘Blogger’, ‘Facebook’ to contact the actors I was using for my production and a Nikon coolpix 10 megapixels camera to take my still photographs.

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In the construction stage of my production I used a Sony handycam with 120x digital zoom to take my footage, ‘Adobe Premier Pro 1.5’ to begin edit my footage, add transitions, add music and sound effects, I then exported that to my SanDisk 8gb memory stick and imported into ‘Imovie’. From here I was able to insert better titles and more transitions, I then exported this into ‘IDVD’ and then burned my production onto a disk. I used ‘Macromedia Dreamweaver MX’ to create my website, I also inserted my teaser trailer from ‘YouTube’ onto my website. One program which I had never used before was ‘Adobe Indesign CS4’, I used this to create my magazine front cover, I imported photos from my teaser trailer and included text to make it look professional.

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In the evaluation stages of my production I emailed the draft of my evaluation to my teacher to get some targets from her, I also used the Beauchamps High School web portal for feedback and the comments on my blog.