Guardian of the Galaxy Research

http://www.hollywood.com/news/movies/57232130/would-people-see-guardians-of-the-galaxy-if-not-marvel-film?page=all

• '$94 million intake'
• 'Marvel is King of superhero mountain top.'
• 'If the film were was just an original script with no ties to comic books, it would have a hard enough time just getting made, let alone becoming the biggest August opening of all time.'
• 'The studio has turned its films into a mosaic, a puzzle of films to be sorted out and put together by fans'
• 'Even though Guardians is the weirdest piece yet, it still has necessary connections to other movies'
• 'It's a spectacular marketing plan, one helped by the fact that Marvel's films are generally pretty good, but one that doesn't leave a whole lot of room for other blockbusters without recognisable source material or connections to larger franchises.'
• 'The sad truth is that big sci-fi blockbusters don't do well unless they're a part of some larger franchise or well established universe of films.'

http://www.forbes.com/sites/scottmendelson/2014/06/17/guardians-of-the-galaxy-u-k-trailer-goes-conventional/

• If the first two trailers were about distinguishing the Guardians of the galaxy from other comic book superhero movies, then this trailer is basically about putting it back in the cliche comic book movie genre.
• The new Guardians of the galaxy trailer is similar to many other comic book movies. We get an insight of the main protagonist and super hero (Chris Pratt) who makes constant references to being the Worlds saviour and the person who will prevent the world from perishing in this time of need. With that being said, the movie is one of the weirdest pieces to be made by Marvel, yet the foundational roots are similar to almost every other Marvel movie - The hero saving the world from the villain.
•  That was the unique selling point of the movie - To sell something that is unconventional (Alien superheroes) as something that is conventional and normal (Hero vs. Villain battles)

http://liferebrand.wordpress.com/2014/08/08/the-genius-marketing-behind-guardians-of-the-galaxy/

• The final week before a film’s release is often when marketing activities are heightened. Disney, the owner of Marvel Studios, saved 40% of its marketing efforts for the final week before the film’s debut. This allowed Guardians to generate maximum awareness at a critical time

• Some critics question whether Guardians would have been as successful if it wasn’t a Marvel film. Marvel probably had the same concern; thus, the movie was marketed largely on the Marvel brand. It’s a great strategy considering the phenomenal success of previous Marvel films such as Iron Man, The Avengers, and Captain America: The Winter Soldier.

http://variety.com/2014/voices/news/guardians-of-the-galaxys-success-raises-a-new-danger-for-marvel-1201282200/

• Even before the release, “Guardians” looked like a double-edged sword — a title that threatened to disappoint at the box office, or perhaps worse, embolden Marvel to plunge ahead with more relatively obscure titles,
• Notably, the many favorable reviews for “Guardians” exhibited notes of critical resignation. The New York Times’ Manohla Dargis, for example, praised the movie while citing its “confusing and generic” story, and the need to “shake off the bonds of narrative coherency
•  Marvel has earned a degree of smugness, having set upon an audacious scheme that appeared fraught with peril
• “Guardians” joins a power-packed stable of sequel-worthy properties highlighted by next year’s “Avengers” followup, which, coupled with a new “Star Wars,” should send Disney CEO Robert Iger triumphantly cruising into the sunset looking like a world-conquering hero.

Evaluate the role of digital technology in the marketing and consumption of products in the media area you have studied

Evaluate the role of digital technology in the marketing and consumption of products in the media area you have studied

The use of digital technologies was integral in the distribution of the film 'Honey Trap'. The film was on a low budget, hence the use of social media played an important role in attracting publicity for the film.

The film largely targeted young people between the age of 15 - 25 based in England and particularly London. This was particularly effective as it meant that these young people were able to relate to what was happening in the film. Rebecca Johnson also targeted urban adults over the age of 25 who seek out critically well-reviewed films.

They looked at possible promotions with WhatsApp, Blackberry Messenger and other free message and networking services used heavily by young people. By doing this they ensured that they could easily target young people through applications that they are constantly using. This meant that young people would have seen the advert for the film, propelling them to want to watch it. They also targeted film and urban music blogs and magazines such as Grime Daily and RWD. RWD is one of the biggest urban UK magazines and Grime Daily is a music channel for urban youth. Using RWD and Grime Daily had a parallel effect to using the applications as it also meant that the film could be advertised to young people in large masses. 

Rebecca Johnson used film festivals to her advantage. She used film festivals in Berlin, Rotterdam and Los Angeles to sell her film to independent distributors around the world. This meant that she could get a huge amount of publicity and attention on her film.

She also used tradition marketing methods that have been in the media industry for various years. This included things such as posters, trailers and print ads. This was so important for the distribution of the film, as the film was on a low budget and these methods were cost effective which meant that they helped to limit expenditure on the movie.

Johnson used fund raising to make an additional £8,000 to add to the budget of the film. This meant that they had additional funds to use for the production and distribution of the film. Once again, the fact that it was a low budget movie meant that fundraising was important so that the film could use the additional funds if necessary. 

Honey Trap - Research

1. Rebecca Johnson directed the film
2. The director chose to tell this particular story becauase she was touched by the case of Samantha Josph and she wanted to stop young people commiting acts of sensless violence
3. Sarah Sulick Produced the film
4. 
5.  The film budget was under 1 Million
6. They financed through donation via crowd funding
7. They got young untrained actors from Brixton. Same casting process as Top Girl
8.
9. Screens will be a key element of the visual world of HONEYTRAP; vortices to be sucked inside, places to transform yourself and where identity fragments. Layla’s screen self - her bit part in Troy’s music video or the sexy photos she posts
- take on a parallel life. Her inner world becomes a hyperreal dream space where images collide and degrade until they lose their meaning.
10. Cross media convergence between Fierce Productions and Bright Pictures
11. She made the film in Brixton so she can relate to the young people that live there
12. 
13. Honey Trap and Top Girl
14. Urban adults (25+), who seek out critically well-reviewed films, Urban young people (15-25), both sexes, who relate to story and cast and listen to
soundtrack artists
15.They looked at possible promotions with WhatsApp, Blackberry Messenger and other free message and networking services used heavily by young people. Target film and urban music blogs and magazines e.g. Grime Daily and RWD
16. 
17. Because people can relate to it. 'Its on their home turf' Its about national issues and also it was a big news story
18. They synergize with RWD the biggests UK Urban Magazine
19. It will be sold to independan disributors around the world
20. 
21. The film is being released Nationwide
22. The film is being released nationwide in early 2014
23.
24. 10 Cinemas so it is restricted
25. It is going to be faily sucsessful becasue the film got good reviews from the film festivals

Film chain of Honey Trap

Production

This is a feature film, it’s a low budget film as she used the locals in Brixton’s who are non professionals to be the cast and to record it. The production budget of Honey Trap is under £1 million, which is funded through donations, and they have secure an initial £20k grant from the Walcott Foundation. They has Dave Raedeker as director of photography who won the best cinematography award at the Sundance Film Festival 2012. And the editor, Tracy Granger is best known for her work on Kimberly Pierces Oscar winning debut. Music is integral to the world of Honey Trap. The Honey Trap soundtrack album will be complied and produced with a company like Bucks Music Group. They used easy sound track artists and networks of young people post content from rehearsal or set etc.

Distribution

The audience was targeted at urban adults of 25+ who seek out critical well-reviewed films and also urban young people 16-25 of both sexes, who can relate to the story and cast and that listen to soundtrack artists.  It was at a prestigious international film festival where it was sold to independent distributors around the world.

Marketing

They created a profile and started to develop a fan base.  Engage with networks focused on young people and looked at possible promotions with Whatsapp, Blackberry Messenger and other free messaging and networking audience used heavily by young people target and urban music blogs and magazines e.g. Grime Daily and RWD. Dedicated film pages on Facebook, twitter and tumblr.

Homework 5 - Media production

"Media production is dominated by global institutions , which sell their  products and services to national audiences"

The Guardians of Galaxy

The Guardians of the Galaxy Case Study

The Production of The Guardians of the Galaxy began July 2013 filming at Shepperton studios in Surrey which was then picked up and fillmed in London and finished/wrapped by October 2013.
This was produced by Kevin Feige who is president of Marvel studios. As well as directed by James Gunn. The screen play was co-wrote by James Gunn and Nicole Perlman. This whole screenplay was however based on Guardian of the Galaxy which is a comic which is published by Marvel comic. This was created by Dan Abnett and Andy Lanning.
The story line :A group of space criminals must work together to stop the fanatical villain Ronan the Accuser from destroying the galaxy.

Cinematography : Ben Davis.
They filmed wth :Arri Alexa XT Plus, Panavision Primo, Cooke Xtal Express and Angenieux Optimo Lense. This was filmed in colour and also in English.
Music: Tyler Bates
Editor: Craigh Wood,  Fred Raskin, Hudges Winborne
The film runs for 122 minutes.
Bugdet : 170$ million
Opening Weekend :$94,320,883 (USA) (1 August 2014)

Gross :$327,792,643 (USA) (17 October 2014)

 

Main Cast: 

Chris Pratt, Zoe Saladana ,Dave Bauista,Vin Diesel,Bradley Cooper,Lee Pace

 

Distribution

The Guardians of the galaxy was released on August the 1st, 2014 in the United States of America. There was a lot of high anticipation as well as expectations of the film as it was a synergy between two major media platforms. The synergy was between Walt Disney studios and Marvel studios. These two media platforms have been known to produce great quality, well known films such as Blade and Spiderman and have been dominating the media industry for many years now. Thus, there was a large hype, when it was announced that they were going to be working together to produce the film being 'Guardians of the Galaxy. Marvels first collaboration with Disney was in 2012 when they co produced the Avengers. The film was hugely successful an was even nominated for an oscar. Ever since then, the two companies have been inseperable and are they are even currently working on new films that are to be released in up to four years time. 

The film was released widely across the globe and was released in countries such as the United Kingdom as well as the United States of America. It was released in 4,080 theatres  in the United States therefore meaning that it broke the record for the five year record held by G.I Joe and was the widest August release. The breakdown of venues was; 354 IMAX screens, 3,200 3D screens, 350 large format screens and D-box screens. The use of the 3D screens was  to help the film reach a larger audience who would enjoy 3D Films. However the director James Gunn claimed on his Facebook page that he was "unlike many other directors, I've been actively involved in with converting every shot to 3D" so that it wouldn't be "silly, distracting or overly show". 

The film was also distributed as a 2D film, however it was massively distributed as a 3D film in cinemas and the use of the 3D effect was the main focus and selling point of the movie in cinemas.

The film is still going to be released for digital download on November the 18th, 2014 and is still scheduled for release on Blu-Ray, Blu-Ray 3D and DVD on November the 24th 2014.

Marketing

The creators of The Guardians of the Galaxy used many methods to market the film. One way they have Marketed it is with Social Media. They have made a Public Facebook Page and a Twitter Page for thier movie. This is a good way to market the film becuase Most people today are using Social Media.Another way they marketed the film is by making a Video Game for Smartphones and tablets. This is a good way to market the film becasue a lot of people today own a smartphone or a tablet. Also Marvel and Walt Disney partnered with many big comapnies to make merchandise for the film. They have made products like toys (action figures) for kids, clothes for all ages, mugs and more.They have made TV adverts and trailers that are shown on TV and some websites. This was a good way to market the film because most people own a computer and watch TV. The films target audience is Young Teenagers and Comic Fans. Most teenagers today spend a lot of their time watching TV at home and using the internet and going to sites like YouTube where popular movie adverts are often on the home page.

Exchange 

Guardians of the Galaxy was produced by Marvel studios and Walt Disney Motion Pictures and its release date was the 1st August 2014. I was a wide release and its estimated screens is said to be 9,900 as its widest release is that its been shown in 4,088 theatres. As far as the 20th October 2014, the Guardians of the Galaxy has earned $327.9 million in North America alone and an estimated $404.8 million in other countries. For a worldwide estimate, the film is said to have made a total of $732.7! It has become the 14th film in 2014 to gross over $300 million which it did in approximately only 10 days after the film was released. By the 16th October the film had grossed over $700 million and became the 3rd Walt Disney Studios to do so and the 4th Marvel Studios to do so, as it became the 3rd most highest grossing Marvel Studios film after the huge successes of The Avengers and Iron Man 3. It is a multiplex conglomerate film that has been distributed world wide. There are various different types of ancillary windows that the public can access through home cinema (on DVD), cinemas/theatres worldwide, online and on some apps such as Netflix and Lovefilm so its really accessible. The film is available in 2D and 3D form and is a feature  length film which is out both in conventional and IMAX theatres. The grosses for his film in all of the theatres including IMAX are $327,954,942 in total so far.

Guardians Of The Galaxy - Research

Guardians Of The Galaxy

'A group of space criminals must work together to stop the fanatical villain Ronan the Accuser from destroying the galaxy'

The director of the film is James Gunn. He is known for directing other popular films like Scooby-doo, Dawn of the dead and Slither. He was also the writer of the film.

The producer of the film is Kevin Feige. He is known for producing many films from Marvel i.e. The Avengers, Thor, Iron Man and The Incredible Hulk.

There are many known actors staring in the movie. Chris Pratt, Dave Batista, Zoe Saldana and Vin Diesel. The main star in the movie however is Chris Pratt acting as Star Lord.

The Guardians of the Galaxy was marketed in many ways. One way it was marketed was by creating a game for smartphones and tablets. This was a good way to market becasue in this generation most people have  a smartphone or a tablet. Also they have made a number of trailers and adverts to show off the film and market it. Also they have used social media like facebook and twitter.

The film was first shown in a premier in in USA (Los Angeles, California) 21st July 2014
The target aundience is Young Teenagers who are interested in Marvel Comics.

The video below shows BlackTree.TV interviewing Chris Pratt

Chris Pratt Interview