PAPER 1B: Section B
CASE STUDY 5: Film Marketing (Black Panther and I,Daniel Blake)
MAINSTREAM VS INDEPENDENT
Text: Mainstream usually has genres of Action, Superhero, Sci-fi as these attract a huge amount of younger audience but can also attract older as well. It generally has a theme of heroism and fantasy as it gives a sense of escapism from normal boring daily life. The endings are usually upbeat, happy, and often have a problem throughout the movie resolved.
Audience: The audience targeted is a large number of young people. The movies are mainstream and passive meaning it doesn't have anything that could offend people politically or ethically meaning more people can enjoy.
Industry: Movies like this usually become part of a franchise and gain many prequels in order to gain more money. Their funding usually comes from major studios as they do not need to rely on others for money. Their general budget + marketing budget is usually spent on production(e.g. visuals, props, cameras, etc.), the actors/stars, locations(e.g. sending the production crew to another country), and marketing(advertising, posters, billboard, merchandising,social media, getting their movie known). Their purpose is for commercial success, so making a profit.
Independent
Text: These are usually dramas, subverted, and or use unusual genres. They often have deeper meanings as they think of their movie as an art in order to spread a message as the main goal instead of profit(but still wanting profit). The endings may be downbeat, ambiguous, and touch upon social problems of the real world.
Audience: They target small, niche groups, of older people as they are usually the ones that have things to stir up on their movie. They are usually active meaning it may be political.
Industry: They are funded by many different organizations as the directors probably cannot afford it all so they take loans from people that may: believe in the message they spread, they may make a profit, people that are close and are able to lend money. The budget is less and is used on cheap actors as stars are too expensive, they don't really use things like visual effects and marketing wherever they can. The purpose of their movie is to gain commercial survival, critical success, and social worth.
Black Panther
1 )Why is Black Panther defined as a mainstream film?
Black Panther is described as a mainstream film easily with a few easy to point out features such as genre (superhero, sci-fi, action) this attracts many younger viewers, its text/content; it has many high-intensity fight scenes that use a lot of visual effects and CGI. The budget spent on the production of the movie, the profit made, the commercial success. The widespread media for advertisement. Overall makings of a mainstream film but can also be argued to have independent film features.
Firstly, the text of the movie defines this movie as a mainstream movie as its a clearly afrofuturistic superhero, sci-fi, action movie which is targeted at a younger audience. The content within the movie doesn't have any special hidden meanings/ doesn't really spread a certain message and can be considered passive; there are no political or any argumentative content in the movie. It has a high-paced storyline with many visually pleasing explosive fights. It has a very mainstream narrative e.g. a close person to the main character dies, upbeat ending(T'challa kills kill monger)
Secondly. the budget that the movie has can also show us that the movie is mainstream. Black Panther had a huge budget off $200 million + $160million on marketing.
INDUSTRY
PRODUCTION
Ownership : Disney as multinational conglomerate, both horizontal and vertical integration(owning multiple similar franchises as well as owning different stages of media consumption).
Horizontal integration: Marvel Entertainment, Star Wars, Pixar
Vertical integration: Sky, Cinemas, Disney Plus,
Distribution in cinemas/online /DVD
Production budget: $200 million
MARKETING
Marketing budget $160 million
Summarise content and technical/genre codes of trailer and poster and how this appealed to its target audience and sold the film simply and effectively
Merchandising e.g. Hasbro toys
Expensive advertising slots e.g. Superbowl 2018
RECEPTION
Black Panther received both great commercial reception as well as critical reception. It currently is the 5th most profitable Marvel movie standing at $1.34 billion and ongoing. It also received many nominations as well as awards such as
CULTURAL CONTEXTS
Summarize these and how they connect to themes of film
Black Panther Party - The name directly links with the film as the movie is called Black Panther. The ideology of the black panthers can be seen throughout the film as the movie is about freedom but keeping their roots.
Afrofuturism - It has a clear influence on the movie with its black sci-fi theme where instead of the usual themes of slavery on black people it takes a way where black people develop
#Oscarssowhite -
I,Daniel Blake
1)Who is the director of I, Daniel Blake? Summarise what types of film he makes ( genre, narratives, locations, messages etc.) with other examples of his previous work.
The director is called Ken Loach, he makes social realist genre movies (these movies focus on modern society represented by different ideologies such as drugs, money, class, religion maybe recurring themes).
Who are the stars of I,Daniel Blake ?
Is the film low budget or high budget? How do you know ?
Which companies produced and financed I, Daniel Blake ? Give information about the BBC and BFI in particular.
Why would they be interested in funding and supporting a film like I, Daniel Blake??
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