Advanced portfolio
Brief: to produce a promotion package for a new film. To include a teaser
trailer together with 2 of the following;
- a website homepage for the film
-a film magazine front cover
-a poster for the film
Jess King
In this unit I am adopting a theoretical approach to media texts. The main theory I
will be exploring is postmodernism.
Postmodernism means challenging concepts within society, in films this usually
entails an alternative narrative and high art.
Challenging narratives could revolve around a dystopia which is a statement on
society being imperfect and full of human misery. Hyper-reality is also often
experimented with, questioning what is real and what is imagined or simulated.
Theorists have called this testing of convention a distrust of theories. Lyotard
named this ‘anti truth’ as what we once accepted as the norms within society are
perhaps not actually what is best for us.
Genre theory.
Genre is the term given to the categorisation of forms of art or entertainment. It’s
not always so static however, particularly within film where genres can merge and
hybrids can be created. These developments are made over time, remaining fluid
and dynamic over the years.
Crime Films
Crime originates from Hollywood gangster films in the 20s. It originally
reflected the prohibition era. Each era tends to reflect society’s current crime
waves or fears. There is generic iconography that establishes the crime genre;
Themes- ascension, rival killings, heist.
Characters- an alienated hero, hit men, bent cops, femme fatales.
Mise en scene- suits, dark lighting, dark/rundown sets, high status cars.
Sound- moody scores, ‘wise guy’ language.
Crime timeline
1930s- original
gangster films.
These typically had
low key lighting in
order to keep set
costs down. E.g:
‘Little Ceaser’ and
‘Public Enemy’
1940/50s- Film
Noir. These
films copied
earlier dark
lighting and
minimal set.
They reflected
a more sinister
side of life:
wartime
turmoil and
confused
gender roles.
E.g: ‘The Big
Sleep’ ‘Key
Largo’ and
‘Brighton Rock’
1960s- crime
capers. These
films reflected
the economic
and social
optimism of the
time through
light hearted
narratives and
“loveable
rogues.” Crime
was portrayed
more positively
and as ‘cool’. E.g:
‘Oceans 11’ and
‘The Italian Job’
1970/80s- Gritty epics.
These films reflected
the economic
depression with issues
surrounding drug
pushing. E.g: ‘The
Godfather’ ‘Mean
Streets’ and ‘Scarface’.
In America they also
had ‘Blaxploitation’
films which reflected
civil rights issues with
mainly all black casts
and issues of racism,
drugs and prostitution.
E.g: ‘Shaft’ and ‘Foxy
Brown’
1990s onwardsPostmodern crime.
These films reflect the
postmodern ages where
society is overloaded
with ideas so borrows
and references the past
with new and
challenging narratives.
(Hybrid genres, heavily
stylised and blurred
representations.) e.g:
‘Pulp Fiction’ ‘Lock Stock
and Two Smoking
Barrels’ ‘Snatch’ and
‘Sexy Beast’
Quentin Tarantino
Tarantino is an American film director famed for his postmodern films and stylistic way
of filming. ‘Reservoir Dogs’ is one such film that displays many typically post modern
concepts. Within the film Tarantino references ‘Ocean 11’ and the Rat Pack
http://www.youtube.com/watch?v=q2Xi3ioasik, this intertexuality is a technique
known as pastiche.
Kill Bill is another film in which Tarantino references
other films and other styles of film. However this
time, he does it in a far more parody-like style. The
most obvious parallel that is drawn is the yellow
jump suit worn by Bruce Lee in ‘Game of Death’ which
Uma Thurman also wears in Kill Bill. This is post
modern as it challenges the idea of having a female hero as opposed to the traditional
‘action man.’ Tarantino also references Anime with this scene
http://www.youtube.com/watch?v=ImyntxVxZyE and uses spaghetti western music.
Guy Ritchie
Guy Ritchie is an English film director who experiments with postmodern ideas and stylised
cinema. His film ‘Snatch’ is very postmodern, portraying very mixed and stereotyped
representations for example the Irish Traveller Mickey O’Neil (Brad Pitt). Within the film he also
uses postmodern editing techniques such as time remapping, heavy voice over, freeze frames
http://www.youtube.com/watch?v=5hY_h2tCsks
Drawing attention to the fact that it’s a film through this emphasized editing is called meta
narrative and is typical of postmodern film.
In ‘Snatch’ there’s also intertextuality with references to spaghetti westerns and the use of iconic
actor Alan Ford directly referencing previous crime films he was in such as ‘Lock Stock and two
Smoking Barrels’ and ‘The Long Good Friday’.
Editing: time
remapping, heavy
voice over, freeze
frames, anti
narrative, stylised.
Intertexuality,
spaghetti western,
iconic actors.
Hybrid genre (crime,
thriller, comedy.
Snatch
Mixed, stereotypes
representations e.g ‘new
laddism’
Example films
Get carter (1971 directed by Mike Hodges) a British crime drama which follows a London gangster set
on avenging his brother’s death. As a gritty epic, it reflects concerns of economic depression- set in a
rundown, urban area of Newcastle. The protagonist typically gains our sympathy with a sad back
story which seems to justify his dramatic and violent actions.
The Long Good Friday (1980 directed by John
Mackenzie) a British crime drama based on a 60’s style
gangster. It reflects recent issues such as the IRA and
focuses on the 60’s style gangster themes however with
a more serious approach as it was produced during the
70’s.
Key Largo (1948 directed by John Huston) a
film noir that centres around a gang
confrontation. The setting is typical minimal
and dark with a strong femme fatale character
Dystopian films
Conventions: These are usually in an imagined place or state which is unpleasant or bad. The
narratives take place in the aftermath of a disaster (typically as a result of man made gone
wrong) such as war, plague, alien invasion. They relate to real-time fears within society. An
example is George Orwell’s 1984 which was post war inspired and focused on a ‘big brother’
society. Environmental issues have become more dominant since the 1960s as this is an
increasingly pressing fear in post modern societies.
Character types: Typically the main protagonist is a male hero or ‘cowboy’.
There are usually groups or tribes that are animal like and seek to harm (often the
protagonist(s)). There are then the human survivor groups who are helped by the hero.
Finally there is the Helper, often from the alien/infected race who aids the protagonist.
Subgenres: a subgenre is a subdivision of a larger genre. Some examples within dystopian
film are; science fiction such as Metropolis (directed by Fritz Lang) and Blade Runner (Ridley
Scott). Another is post apocalyptic such as Mad Max (directed by George Miller) and The
Road (John Hillcoat). Horror is also a subgenre such as Dawn of the Dead (George A Romero),
28 Days Later (Danny Boyle) and I am Legend (Francis Lawrence).
Dystopia timeline
Pre-war (1920s)films reflected
fears of mass
production and
totalitarianism .
It was a
modernist
critique and
explored the ‘big
brother is
watching’ idea.
E.g: ‘Metropolis’
Post- war
(1950s)- films
reflected cold
war fears,
nuclear
Armageddon
and invasion.
e.g: ‘Planet of
the Apes’
1970/80sfears of
technological
advancement.
e.g: ‘Blade
Runner’ ‘The
Terminator’
90s onwardsfears of
cloning,
genetics and
environmental
changes. E.g:
‘28days later’
‘district 9’
Example films
Equilibrium (2002 directed by Kurt Wimmer) A futuristic world where feelings and artistic expression is outlawed and
citizens take daily injections to suppress their emotions.
It follows the basic linear narrative structure of –equilibrium, disruption, new equilibrium. The protagonist is a male
which is typical of dystopian films and is outcast or in post modern terms a ‘cowboy’.
The themes within the narrative reflect fears of the postmodern world; genetic modification, homogenisation, taking
away individuality, restriction of freedom.
Daybreakers (2010 directed by Michael and Peter Spierig) A futuristic world is overrun by vampires hunting the
remaining humans in order to farm their blood.
This film begins to follow the narrative structure- equilibrium, disruption, however then –unlike with ‘Equilibrium’ the
ending is left in a dystopia. Balance is not restored at the end instead leaving the audience to interpret which is a very
post modern technique (first film to be left in a cliff hanger was ‘The Italian Job’ 1969 directed by Peter Collinson)
Similarly the main protagonist is also a male who undergoes a character change; from following the state and norms to
realising he doesn’t agree with it and fighting against his original lifestyle. By doing this, the protagonist can gain the
audience’s trust as we value someone who can follow rules and conform yet want a hero who has morals. Therefore the
protagonist can demonstrate both.
Battle Royale (2000 directed by kinji fukasaku) set in a world where students are forced by government
to compete in a deadly game where killing each other is the only way to win.
It stems from fears on Japanese society’s aging population and how the young generation will lose
respect for their elders.
Protagonists: similarly with the previous examples the protagonist is male, struggling to survive and
considered brave and selfless.
Protagonists are made different and postmodern through age, gender, standing in society and point of
view. For example a teenage, female from a low status in society would be a challenging and
postmodern character.
Trailer conventions
The main purpose of a trailer is to promote the film. The genre is established,
usually through iconography, in order to attract the audience. The structure is
hinted at and whether it will be linear or not. They include: voice overs/ narrations,
sound/scores, cast, directors/studio/reviews and titles or onscreen text which
often anchors the key meanings of the narrative or characterisation.
The camera work and editing is typically fast paced with short scenes so as not too
much of the plot is revealed. Sometimes red herrings are used to falsely lead the
audience so the plot is not revealed.
Theatrical trailers are long (2-3 minutes) whereas a teaser trailer is much shorter in
order to create intrigue and a feeling of wanting more within the audience.
Trailer analysis
Payback (1999 directed by Brian Helgeland) http://www.youtube.com/watch?v=vpV9eIXbVlU
This female character is presented as far more strongly and
positively than in previous films where the female is portrayed as
defenceless and vulnerable. This reflects the postmodern attitude.
This particular actress, Lucy Liu, is often cast in crime films thus
becoming iconic of the genre. This is important in attracting an
audience.
Onscreen text presents the main actor
which is a trailer convention however the
flash from the gun causes the screen to
fade to white before the text appears. This
interaction is a postmodern technique and
highlights the editing, drawing attention
to the fact it’s a film.
The use of a gun as a prop is also a significant indicator to the
genre and it is repeatedly shown throughout the trailer to
emphasise this.
Main character narration in order to explain the story line. Also voice over providing key details such as the release
date etc.
Music is light and upbeat to indicate the comedic element of the film.
Trailer analysis
Dog Eat Dog (2001 directed by Moody Shoaibi) http://www.youtube.com/watch?v=CE5EJ_1lMsU
The music in this trailer begins slowly then increases in pace to reflect the increase in action. It is also
somewhat up beat, fast tempo to hint at the comedy element of the film.
The character introduction is postmodern as the smoke in
the shots is repeated in the images of smoke here,
making it interactive almost.
The edits between the shots are choppy and fast paced showing largely action shots, the events that
happen in the middle of the 3 act structure- the disruption. This is typical of crime genre.
As with most crime trailers, there is repetitive showing of a
gun. This iconic prop signifies to the audience the genre.
Trailer analysis
Get Carter (1971 directed by Mike Hodges) http://www.youtube.com/watch?v=j6rMu6SCzrI
Repeated use of the iconic gun prop anchors the crime
genre.
The changes between shots
are choppy and faced pace
to create the sense of
action and urgency.
The character introduction is very
simple, reflective of the time, and it
corresponds to the change in music.
It I also shown again towards the
end as the actor is obviously being
used as a selling point.
There is a voice over aiding the narrative which adds emphasis to the
storyline and helps convey the plot. It is typical of crime genre.
The music is reflective of what was popular at the time and has a low
baseline which hints at the darkness in the plot. It is not overpowering
however as dialogue, the voice over and diegetic sounds are much louder.