PRINT WORK

Case Study: The Dark Knight Rises Research

The Dark Knight Rises

Director: Christopher Nolan

Budget: $250-300 million

Box Office: $1,084,439,099

Distributor: Warner Bros. Pictures

Release Date: July 16 2012.

Studio: Legendary Pictures, Syncopy Films and DC Comics.

How does the industry promote the film to audiences using?

Print media:

The first print exmple I have is The Dark Knight Rises teaser poster. In this poster they have incorporate the Bat signal in the form of damaged and crumbling building, also there is debris falling towards the reader/audience. This would promote the film as this is a teaser on the next film in the trilogy of the Batman seires. This poster would appeal to the the audience that likes Batman and that know about DC comics, which is the institution that owns the rights to Batman. The Batman audience consists of 15-30 year old people. This would appeal to this demographic as there are many teenagers as there hobbies may include reading comics about superheroes, thus Batman being one of the major heroes along side Superman.

The next example of print media is of a medium shot the protagonist Batman, who is blended in with the background and the gloomy weather conditions. The effects this emphasises the movie name, the dark knight rises. Also, the background connotes danger and the darkness creates a sense of the unknown and fear. This promotes not only the film but the Batman brand, as a part of the final-instalment of the trilogy. This will appeal to the already present Batman audience and the tagline ‘the legend Ends’ generates a sense of curiosity and a link to the film. Along with the rain there is debris falling, this creates synergy between the posters as the debris can be seen in all of them. The example on the right is the antagonist whose costume is intimidating along with the head gear, the rubble along with rain is also present creating synergy. Furthermore the tagline is present too. The print media is very consistent, as they use the same background, tagline and font, but change the character in the poster.

The magazine cover has the protagonist of the film Batman in an action shot showing him ready to fire aiming at the reader. The central image partially obscures the title of the publication, like a stereotypical magazine. The typography of the title is red, and contrasts with the whole colour scheme of the magazine to distinguish itself as the publication. The large flash line “The DARK KNIGHT RISES” is in the bottom left corner, in white, which stands out from the background colour to identify the main article to consist of the movie. The cover line ‘The ultimate exclusive’ links to the strap line in the right and helps promote the film as it is showing on set photos and an interview with the Director Christopher Nolan.  The barcode and price have been printed relatively small and they are not visible. This is effective that won’t affect the judgement of the reader, so they are more likely to buy the magazine.

Broadcast media (TV/Radio/DVD)

https://www.youtube.com/watch?v=ZCPQZZJhtks&list=WL6xuYJK3dXRRrUa5bQ0BMpw&index=3

The Trailer promotes the film to the audience by presenting the different scenes of the film that vary from slow to fast. The trailer appeals to the 15-30 year old demographic as it presents alot of violence and special effects. The trailer itself shows the most action packed sections of the film along with the scenes the create suspense, for example, the scene with Bane talking down to Bruce Wayne. This suspense generates intrigue amongst the audience that watches the trailer and curiosity on what the film will be about.  The trailer starts off with 4 major institutions that have produced the film which are Warner Bros, Legendary, DC comics and syncopy. The trailer begins with a few cuts that fade in to the next shot. There are several voice overs from the main characters, which use the dialogue from the film as a narrative strand. There is non-diegetic music being played in the background as the narrative begins to unfold. There are several pharses that link to the next shot, for example Bruce Wayne is thrown down into darkness and the pharse that come is ‘Hope is lost’. The music picks up in pace with the narrative. At the end, theres a chanting used to present the prisoners.  

The DVD helps promote the film as it has a brief of the films narrative, also the DVD’s cover creates contrast between the front and the back as it shows fire, debris and light on the front along with the protagonist to portray him as the only sense of hope. This is because the connotation of light is hope and has relations to the heroes. Whereas the back it shows rain, a shattered Batman mask and Bane, the antagonist, which contrasts as the front represents Batman as hope and with his mask shattered symbolises shattered hope. The Batman brand is presented here with the same typography and the batman logo creating a link with the print examples. The tagline ‘A fire will rise’ is in capitals and is the only text on the page, which emphasises a revolution/uprising, where the fire represents the antagonist and his followers, this links to the print examples as they have ‘Rise’ faded behind the central images. The DVD is provides the certificate for the film.

E-Media

The Facebook page has 4,854,923 likes and the cover of the page is promoting the DVD as it states own it today; this creates synergy between the print and e-media platform.  The Facebook page promotes the film as it first released the teaser trailer, official trailer and posters. There is evidence of a competition to be in the film as a part of the chants. This is user-generated content as they are recording their voice. The Facebook page cross promotes merchandise and creates synergy, for example the Facebook page promotes an app in relation to the antagonist.

 

Twitter

The twitter page promotes the film, as it gives the audience updates to do with the film’s release date, along with the DVD’s release date, exclusives, like promotional events, where the cast of The Dark Knight Rises will appear, along with interviews and press conference, as well as interviews with the actors. The use of twitter directly interacts with the film and account to find out more. Furthermore, the twitter page gives the audience information about the film, for example the villain of will not be the riddler. 

Official Website

The official website for ‘The Dark Knight Rises’ first shows the trailer, which directly promotes the film as it shows the trailer as soon as the webpage loads. Once the trailer ends there is an image of Batman with the typography of ‘The Dark Knight Rises’ and Batman logo. The Batman logo creates synergy as it links in to the film posters and DVD’s cover and promotes the Batman brand.   Underneath the film name is ‘own it now in capital letters, with places it can be purchased. The top of the website there is a link that states ‘own it’ and then gives different mediums of where they can be played, for example Blu-ray combo pack, DVD and digital download. This creates more synergy as the website promotes the broadcast platform. There are several links across the top; the first link is the current homepage. The second link leads to special features; this promotes the film to the audience as it shows exclusive content from the film that can be bought on the Blu-ray combo pack and DVD. The third link is to videos, which lead to the trailer of the film. The fourth link is about the film, this is where is gives a synopsis of the film, along with the cast and filmmakers information. This promotes the film to the audience as it informs them about the narrative in brief with giving away the plot and also gives background to all the characters of the film. The fifth link is to The Dark Knight Rises FX app, where you can unlock exclusive content by the audience putting themselves in a cameo tumbler and sharing on social networking sites. This promotes the film to the audience as it is evidence of user-generated content.  The sixth link is to the gallery, where it shows stills from the film of the different scenes. The seventh link is to download posters/backgrounds to different platforms, like your desktop, phone, etc. The eighth link is to the friends of Gotham, which promote the different intuitions that have sponsored the film. The ninth link is to Ultraviolet, which enables the audience to stream movies, including The Dark Knight Rises. The bottom of the webpage has links to social networking sites where you can follow/like the film. This promotes the film to the audience as it opens up the film to a wider platform, where it can be accessed.    

Similarities:

All 3 platforms are consistently using the Batman logo and the same typography to promote the film. This is effective as it creates synergy and also promotes the Batman brand. Also, the background that has been used across all 3 platforms is quite consistent too, as it portrays shattered buildings and falling debris. The taglines that have been used all link to the rise of a revolution that creates intrigue.

Differences

The e-media platform is better at reaching a wider audience as it is easy to access and is fast, so it’s instantaneous, where as the print platform is becoming obsolete, as e-media is becoming the easier and better option, and is free to access. The broadcast platform is the best method to generate intrigue as it leads to the e-media platform, as the audience is likely to watch the trailer on TV and then access more on the official website.

Audience experience

The reactions to from the print platform would create a sense of happiness, especially to the already present Batman fan base, and create intrigue. The broadcast would further this intrigue and generate buzz amongst the e-media platform.

Print

The print platform appeals to the working class audience as they are likely to read magazines/newspaper articles. The producers are trying to appeal to the section of the audience that still reads magazines and newspapers. They do this by presenting images like Batman in his action shots/scenes. This platform does not allow the audience to participate, however there may be competitions, so it does allow some interaction to win exclusive content.

Broadcast

This platform appeals to the working class audience and teenagers. This platform appeals to them as it is mainstream medium. This platform does not allow the audience to participate.

E-media

This platform appeals to the majority of the target audience, especially mainstreamers. The producers are trying to appeal to their main target audience by offering exclusive content. This platform allows the audience to participate through the website as it allows them to access exclusive content. The audience does create promotional material. Also, there is a competition to be voice in the chants in the film, via user generated content.

Target audience

The theory of uses and gratification can be applied to this film is diversion, as it takes them away from their lives and just relax. The social demographic that the target audience belongs to is C1, C2, D and E, which are the middle class and the working class.

Representation

Print

Telegraph Interview with Christian Bale:

http://www.telegraph.co.uk/culture/film/9396277/Christian-Bale-interview-The-Dark-Knight-Rises.html

The article goes on to talk about the end of an era with the final scene of The Dark Knight rises. The article represents how Christian Bale portrays the character in the trilogy. The Batman Trilogy was a reboot; Christian Bale goes on to talk about how each film needed to stand out on its own, instead of carrying the previous films momentum over. This interview was more formal and appealed to the C1 and C2 social demographics.

http://www.empireonline.com/interviews/interview.asp?IID=1529

This article was informal, where Christian was able to talk a bit more freely.

Broadcast

http://www.empireonline.com/interviews/interview.asp?IID=1538

This link is to interviews of the cast of The Dark Knight Rises.

E-media

Trailer: https://www.youtube.com/watch?v=ZCPQZZJhtks&list=WL6xuYJK3dXRRrUa5bQ0BMpw&index=3

Institutions

Key Institutions:

Ø  ­Warner Bros

Ø  Legendary

Ø  DC comics

Ø  Syncopy

Institutions use each platform to reach their target audience

Print media

The institutions use different article, magazines and posters to appeal to a wide audience, so that they are informed about the film. 

Broadcast media (TV/Radio/DVD)

The institution uses the trailer to reach the target it audience as the target audience are C1, C2, D and E, so they are likely to watch day time television, where they are able to view the trailer.

E-Media

The institutions are able to appeal to the majority of their target audience, as they are mainstreamers, so they are likely to be using social networking sites, like Facebook and Twitter.

The film is not likely to be majorly impacted to internet privacy, due to the fact that the film was released across all three platforms, so it was available to everyone.  

A Field In England: Question

1)     How was A Field in England’s release different to typical film releases?

A Field in England’s release was different to typical film releases as they had released the film on all platforms on the same day and time. So the distributor had released the film in art house cinemas, and also on film 4, DVD and VoD. This was different as art house films are mainly shown in theatres and they are limited across the UK.   

2)     What are the advantages to releasing the film across all platforms on the same day?

An advantage of this would be that the film would be able to find its target audience and also be able to stay up in the art house cinemas for longer. Also, if they release it on all platforms at once they save money as they can market one big solid campaign, rather than individual ones. This also makes it easier to access for the audience that find it hard to reach the art house cinemas and travel long distances. This easy accessibility would lead for the film to be watched more than once.

3)     What are the disadvantages to this approach?

The main disadvantage that I see is that there would be a decrease in the sales of DVD’s as the audience would be able to record the film on Film 4 and watch it as many times as they want.

4)     What target audience would “A Field in England” is aimed at? Demographics/psychographics.

The target audience for this film would be explorers as this is an art house film, which is a type of films that is known for having a meaning/that make you think, so this would have a niche audience are known to try new things that the mainstreamers wouldn’t. The demographics for this group would be A/B this would be higher/middle classes who are able to understand and comprehend the messages of films rather than just for enjoyment.

  

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

NO, I significantly doubt that all films will be released in the same manner as A Field in England because big budget Hollywood films are made with the intention to make profit rather than have an actual meaning to it, so by releasing their film across all platforms, at the same time would significantly decrease the profits and sales of the film and cost millions. However, I do believe this method of release maybe used more in relation to art house film industry, as this will widen the audience and increase their awareness.

A Field In England: Media Magazine Article

The media magazine article on “A Field in England” starts off explaining and describing the normal distribution tactics of big budget Hollywood films being $50 million dollars. Then it goes on to state the new method that this film has employed to increase the amount of people that want to watch it but aren’t able to make it to the art-house theatres, by releasing the film on multiple platforms, and enables them to watch it again on DVD/Blu-ray/VoD. There are statistics of major institutions, like Sony. Also, it goes to talk about the funding of the film from like the BFI’s lottery-financed film fund, which is approximately £23 million. The article also states that releasing the film on all platforms is the future of distribution and A Field in England gives a small glimpse into the future. The article has interviews from Anna Higgs, an executive producer. There are statistics of the films first weekend, where it made £21,399. Also, states the viewership on film for totalled 357,000. It also states that the film was a trending topic and that the sales on the Friday of DVD from Amazon and HMV. 

Ill Manors: YouTube Channel

Ill Manors: YouTube Channel – Plan B UK

1)     How was the Plan B UK YouTube channel used to promote the Ill Manors film?

The YouTube channel is used to promote Ill Manors as it shows the official trailer of the movie and also any exclusives to do with the film, also there is clear use of the music being associated with the channel for promotion.

2)     Find examples of synergy/cross-promotion between the Plan B UK 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 YouTube Channel uses cross promotes the music videos for the film. For example, the music video of the ill manors song ‘playing with fire’.  They promote the film as it shows another angle to the Ill Manors film. As the songs narrate the story, and rather than giving away the narrative they cover it whilst showing glimpses. This channel appeals to the Ill Manors target audience as it shows videos related to the film.

3)     What links to other social networking sites can you find on the Plan B UK channel homepage?

The links to social networks are Facebook, Twitter, Google + and sound cloud. 

Ill Manors: Twitter Feed

Ill Manors Twitter Feed

1)     How does the Ill Manors Twitter Feed use the Ill Manors Brand to promote the film?

The consistency of the brand is shown through to their Twitter account as they have used the same warped buildings and Riz Ahmed as in the background. This promotes the film as it presents the setting of the film and creates more enigma codes with the gun and recurring building styles.

2)     What Hashtags are used on the Ill Manors Twitter Feed?

#ILLMANORS

3)     Find 3 celebrities the Ill Manors Twitter feed Re-tweet to promote the film and explain how they appeal to the Ill Manors target audience.

4)     How has the Ill Manors Twitter feed used pictures to help promote the film?

The Ill Manors Twitter feed uses pictures to present images of the stills from the film, pictures from the audience with actors of Ill Manor, as well as pictures of them with Plan B. These show that the actors are friendly and help show the contrasts to the film.

5)     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.

The tag London campaign helps to target the right audience by giving the choice of what to be spray painted on to a wall. The audience that has issues or problems with the government and that relate to the Ill Manors story. The tweet helps the audience generate the content by asking questions.

6)     How the Ill Manors were were twitter feed used to specifically promote the release of the film (May/June 2012) and the release on DVD (2012)? Chose three tweets for each and explain and explain how they effectively promote the film?

The first tweet shows the countdown to the release of the film by using quotes from the music video. This is effective as they use parts from the film to promote the film. The second tweet shows the quote from Ill Manors which presents a biased opinion to promote the film. The third shows a warning type message to prevent under 18’s watching but in reality it influences them to watch it. For the DVD, the first tweet shows the curiosity of fans that wanted limited edition DVD’s and the reply to it shows when the actual release is. The second tweet promotes the DVD as it shows when and how you can order the DVD, so that it pre-ordered. This is effective as it makes the audience want the DVD’s guaranteed to receive a copy.

Ill Manors: Facebook Page

Ill Manors Facebook Page

1)    How many ‘likes’ has the Ill Manors page had?

The Ill Manors page has had 30,127 like.

2)     What is the top of the page promoting?

The top of the page promotes the DVD, Blu-ray, download and On-Demand copies of Ill Manors.

3)   Choose 5 posts on the page’s wall and screenshot them and explain how they appeal to the Ill Manor’s target audience?

The first post I have chosen is the music video of Ill Manors. This post appeals to the target audience as it links into Plan B’s fan base, as they like his music and are most likely to follow Plans B’s movements. The second post that appeals to the Ill Manor’s target audience as it is the promotion of the trailer, thus increases the curiosity of watching both the trailer and actual film when it comes. The third Facebook post would appeal to the Ill Manors target audience as it presents its success at the box office, as well as being nominated for an award. The fourth post that appeals to the target audience of Ill Manors are glimpses of certain parts of the film, where a lot of enigma codes are present; this is appealing as it generates questions and creates intrigue in the audiences mind. The fifth post appeals to the target audience as it is an interview about one of the characters and gives his real side, this appeals to the Ill Manors target audience as it generates interest in to the Ed’s character.

4)     Find 3 examples of synergy with other platforms and explain how each one promotes the film?

The first evidence of synergy between the E-media and the Broadcast platform is the revelation to the new Ill Manors poster. This promoted the film as it shows another posters with the same information but in another format. The next post that shows synergy is the release of the ‘Playing with fire’ music video. This video promotes the film as it shows one of the narrative songs used in a different light as well as glimpses of the film. The third evidence of synergy is the timeline photo. This promotes the film as it promotes the broadcast platform by informing the reader about the release of the DVD and other formats of the film.

5)     Find 3 examples on the Facebook wall of opportunities for user generated content/audience interactions.

6)     Find 3 examples on the Facebook page cross-promoting the soundtrack/DVD?

7)     Find the Twitter Graffiti campaign link in the Facebook wall and screenshot it.

8)     How did the institution use the Facebook page to promote the film’s release in May/June 2012?

The institution used Facebook to promote the film’s release in May/June by posting status revolving around the film, as well as stills of them films and Photos, of live events of actual promoting by Plan B and/or the cast. They used it to show insiders and present links to other formats. They also used Facebook as a countdown to the film’s release.