Peer Assment- Daniel Masih

• · Name of student whose blog you are assessing

Daniel masih

• · Name of film they have researched:

The amazin spider-man

• · Have they covered all three platforms? 

Not fully only print so far

• Examples from print:

You have established the target audiences for the amazing spider-man , although an age is needed such as 3+ or 5+ try to identify what psychographics and demographics this is, I think maybe look at E-C2 maybe c1 but try to think about it as fast food applied to more low income people. You have got identified a very good point about the clash between fast food and spider man, it really promotes eating unhealthy. You could also really talk about the image you have chosen looking at the text “discover amazing. Print the coupon. Grab the cup. Play the game” this an example of synergy right here its telling you all the platforms that you can get involved but also showing images such as of the ps3 suggest a close link with Sony. This suggests the link between the distributer of the film which in this case is Columbia pictures , marvel is another example brand identity but also help to attract a fan based as marvel is well known for their comics which means that already have a fan base.

• · Examples from broadcast:

N/A

• Examples from e-media:

N/A

• What links can you find between this case study and Ill Manors?

N/A

• Is there anything you can learn from this case study? What could you add to your own case study after looking at someone else's work?

Look at similar images to this try to find campaigns that promote across all platforms and look more in depth at fast food chain such as Mc donalds as they promoted the transformer film by having toys in “Happy meals”.

cross media study- slide 5

Who are the key institutions involved in promoting the film and how are they involved?

• Film London Microwave 
• BBC 
• Other collaborators (distributors - Revolver, exhibitors – multiplex cinema chains, DVD sales/rental companies, film download sites, e.g. LoveFilm).

Paramount pictures is distributor for the transformers 3 movie which is a huge corporation they have an operating income of $300 million and an revenue of $1.2 billion. Paramount pictures has created a huge range of films and also on going films such as the Shrek trilogy, mission impossible trilogy and all the Indiana jones movies. Hasbro who are traditionally known for board games and also toys is another organisation who played a big role in creating the Transformers franchise. The film was released in all larger cinemas such as Odeon, Cineworld and Vue the film also had its own premier event in Leicester square. The DVD/Blu-ray was sold in all large stores and online such as Tesco, amazon and HMV. The film was also available on online streaming services such as Netflix which allowed audiences who has access to the streaming service to be able to watch the film.

How do they use each platform to reach their target audience (now fragmented)?

• Print media 
• Broadcast media (TV/Radio/DVD) 
• E-Media

print media target there audience by proving newspapers/magazine articles not only as physical copy but also as a web/digital copy, this allows audiences to be bale to access newspapers/magazine articles in different ways and also audiences to have the convenience  to read how they feel best. This means that audiences are able to have access to all print media where ever they are but also whenever they want. Broadcast media is targeted to their audience through the use on streaming services, on-demand services, on TV, DVD and Blu-Ray this means that audiences are able to access the transformers film in many ways but also at convenience for the audience. This means that the transformers targets their audience more effectively as they are able to meet the needs of their audience as their are multiple methods for audiences to be able to watch the film. E-media allows audiences to connect with transformers 3 through social media websites such as Facebook, twitter and Youtube through these websites audiences are able to interact with event for the film such as competitions , behind the scenes and also general information about the film such as the progress of the film and what stage the filming is at. This allows audiences to feel more connected as it allows audiences to be connected to the film as they feel they have more information.      

How do they use technological developments to provide new audience experiences?

Are the institutions affected by economic issues within each media platform?

Has internet piracy impacted on the construction/distribution of the film/DVD?

Now think of how the institutions behind the film are working across the 3 platforms:

• Analyse how the platforms interact 
• Do some work better together than others?

E-media has grown over the years and the access to computers and internet have become much easier to get hold of this has meant that E-media has allows people to be able to connect through social networking sites, dedicated film sites and also youtube. although their are issues with the internet such as piracy film distributors have found ways to try to reduced this by releasing the DVD and Blu-ray quicker but also closing down downloading websites. another way that piracy has been reduced is through on demand streaming services such as netflix , love film and now TV this has meant that a small fee haw allows audiences to be able to watch a range of film from old ones to new ones but by doing so has meant that people are paying to access them but also people are not downloading films as much.

cross media study- slide 4

How are characters/stars in the film represented in:

• Print media? 
• Broadcast media (TV/Radio/DVD)? 
• E-Media? 
• Select some examples from each platform and perform some textual analysis (trailers, magazine articles, adverts, tweets, radio interviews etc)

On print media the main stars of the film are selected for example optimus prime, shockwave and bubble bee theses are examples of some of the main characters that are created by CGI (computer generated image) who play a big role in the film. Traditionally film use human characters as they are well known and have a fan base which can help the success of the film, in this case transformers have already an established brand and fan base which was meant that the characters used are iconic characters of the film and therefore making them easily identifiable by audiences. The character is shown in ruined city showing debris, spaceships and broken building which suggests that the character has been placed in an important part of the film.

In broadcast media the stars are presented as the main characters whereas print has a focus on the “transformers”, in the trailer the humans are shown as the main characters and are shown to have the biggest roles such as, in the military and when they falling in the broken building. Through the film the humans are presented as the main characters however each character has a different role and their actions are a certain consequence. For instance “Sam” who is the main character is seen as a messenger by him being so involved with the “Autobots” lead “Carley” being involved in the fight. The characters are mainly presented in a positive way and each person has an important role.

The E-media website has a focus more on optimus prime who plays a big role in the film also, the character is shown in a city with smoke , spaceships and guns which suggests a war. This suggests that optimus prime plays a big role in the film and is in the middle of the war which suggests that he may be the hero.

Transformers 3 website URL

Now look at what values and ideologies are communicated within these representations

• Think about the people/places/ideas that are used/communicated 
• How and why they are presented to the audience in this way? 
• How is the audience represented? Do they get a chance to represent themselves? E.g. Twitter. 

The representation of the “transformers” suggests that they play a big role in the film and help bring a new equilibrium to the story. The place also suggests that that NASA played a big role in the film such as the launch of the transformers. This has been done in order to keep the audiences in suspense and help build up the “hype” for the film, this also helps attract an audience to watch the film but also helps to attract audience fan bases from the previous two films. Images that are used for print are also posted on social networking sites which allows audiences to be able to comment and like/share posts which means that fans are able to help promote the film but be able to find out more information by analysing photos.

The combined use of showing human character and “transformers” suggests that it is war against the “deceptacons” (bad transformers) which helps to give information on the narrative, the location also help to reinforce a war as violence and battles are shown which again strengthens the fact that a war/battle is going to take place. The character that are shown also helps the audience to be able to identify the importance of characters and what their roles in the film may be. It also attract audiences to the film as the main character have fan bases from the previous films but also other film such as shia labeouf and John Turturro. By using characters that are well known means that a larger audience is likely to watch the film, it also means that by presenting different characters with different roles that people feel inspired by the character and want to be like them. Teaser trailers and trailers were posted on social networking sites which allows audiences to be able to post comments on what they think but also on what they think might take place.

E-media has a focus on the transformers which suggests that they play a big role in the film, also optimus prime is used who is the leader of the “Autobots” which suggests that he has a significant amount of importance in the film. The same background used in print media is used again which again helps to strengthen the idea of a war/ battle that may take place. This can help an idea of what the narrative may be and what the film may be about. The website also have links for all the social networking sites, where the film/toys can be brought and also links to the new transformers 4 movie. This allows audiences to be able to have access to the transformers synergy, which means that it can allows audiences to be more involved with the film. the audiences can take part though commenting on social networking sites but also be able to share the website for their friend to see.

Now think of how the film communicates with audiences across the 3 platforms:

Across the film all 3 suggests that there is a suggestion of war/battle that is going to take place. The use of using the space trips suggests that there is something that the government found that we don’t know yet. This suggests that the film may be about something that they found which leads to the war/battle, it also help introduce new characters such as shockwave.

Are there any differences or similarities in the representations of: 

• The actors/stars (their star persona) 
• People (race, gender, age etc) 
• Places (countries, regions, etc) 
• Values and ideologies (class, politics, religion, lifestyle, beliefs etc)

cross media study- slide 3

Who are the film’s target audience(s) and how do you know?
the film in my opinion is aimed at from ages of 5+ although the film certification of the film is a 12, the initial idea of the transformers and action that takes place is more aimed for a younger then the audience it has been certified for. this is due to the use of strong language that is used and also some of the strong violance that take place between both humans and robots. I also know this as i have seen the film but also have done more research in to the film, information found on the  website http://isthismoviesuitable.com/2013/04/17/transformers-dark-of-the-moon/   helped me to further understand if it is suitable for younger ages , although one of the scene which where "Some of the weapons used against humans cause them to be disintegrated and although these moments are not usually too graphic, there is one particular time when bones and skulls roll along the floor" this is an example of some of the strong violance that takes place which may not be appropriate. The film is aimed at a range of audiences as said before which is 5+ , although the use of graphics and story is more appreciated as well as understood by an older audiences. the social demographics that the film is aimed at i believe is E, D , C2 , C1, B and A the reason for this due to the characters used which is a range from the rich to the poor showing different stories through the eyes of people who all come from different financial backgrounds.


How is the film promoted to its target audience(s) through:
What is the audience experience for each platform (physical, emotional, psychological)? How are they different?

• Print?

the images used in print media help to attract audiences to watch the film this is because the images used can help to give the story away for example the bill boards have images of bumble bee which has the backgroudn of iconic point in the USA such as Detroit  and Atlanta. another way is through the use of interviews in magazines this helps to build up the "hype" for the film as more information is sometimes leaked which can help to attract more audiences to watch the film. print media can make audiences feel happy and excited to find out what the film is about the image work sort of as a teaser to give a suggestion of what the film will be about but also where it will be set.

• Broadcasting (TV/Radio/DVD)? 

the DVD/ Blu-Ray provides provide behind the scenes footage which can help to attract audiences to watch the film also the past two transformers movies has been such as success that audiences may be more likely to want to watch the film. another way is through interviews with Michel Bay who is the director for for the transformers franchise (1-3) , he is known for trying to use the least amount of CGI in films and rather create real explosion and other scenes through real life structures rather than having to use an green screen. the behind the scenes footage allows audience too feel , amazed and also fascinated as they are able to understand what went into the film but also how it was done.

• E-Media? 

twitter, facebook and youtube have played a huge role in the success of transformers and helped to build the "hype" for the films. audiences has the ability to take part in competitions and be kept up to date about what the progress of the film was , once the film was released audiences were that able to tweet the film name and where they were which was another form of free advertising amongst the audiences friends and family. youtube provided behind the scenes footage of the film in 12 parts showing different stages of the film from start to finish such as the initial start/ filming and to finalising the film through sound, CGI and visual effects. this again helped to attract audiences to watch the film, so they were able to see the end product and were able to see what went into making the film. the emotional experience of the film makes audiences feel excited and thrilled to watch the film through the trailer and what takes place , such as some of the action scenes.


Now look at each platform individually:

• What type of audience does the platform reach? 
• Who are the producers aiming to appeal to through this platform and how are they doing it? 
• Does this platform allow audiences to participate or interact with the film? How? 
• Do audiences play a role in the construction or creation of any the film's promotions or material?

• Print-

print reaches audiences that are more likely to read about a certain magazine/newspaper these are the type of people who like to have "surveillance" in to what is going on for example why rosie huntington-whiteley was chosen rather then Megan Fox who stared in the previous films. The plat form reaches social demographics E,D,C2,C1 and B, this is because advertisement came in a range of newspapers such as the guardian and metro. Producers use print media in order to inform audiences and at times also be able to take part in competitions where audiences have the ability to send there answer through either post,text or through website. Audiences can take part in some ways such as competitions it allows audiences to have more involvement into the film, such as who played the first female lead character in the first 2 transformers movies this then allows audiences to win trips to Hollywood to go behind the scenes.

• Broadcast-

broadcast on the other hand reaches people who watch mainstream TV , the audience for this would be people who are aged 5 and above. This is because TV is easier to process and young audiences find visual images much easier to process, as they are attracted to watch the film by the actions scenes that take place in the trailer. Through using broadcast media is means that audiences can be targeted through the use of radio and TV which are examples of broadcast media, which means that audiences at the cinema and at home are able to see the trailer for the film and also people in the car are able to hear about the release of the film. competitions also take place through broadcast media , where audiences have the ability to call,text or go on websites in order to take part in competitions.

• E-media-

E-media reaches audiences reaches audiences 12+ this is because social network sites require users to be a certain age in order sign up as a user, another reason is that the film has a age certification of 12A. E-media is used because it is easy to set up but also allows the producers of transformers to be able to target a huge target audience and be able to provide the most up to date information. Through the use of E-media it allows audiences to be able take part in competitions but also be able to provide the most up to date information for audiences such as new trailers or information on the film. E-media allows audiences to be able to leave comments and feedback on any images ,video and competitions that are placed on any social networking sites. Through posting comment the producers of the film may take comment in to consideration and make changes based on what the audiences want.

Now think of how the producers are communicating with audiences across the 3 platforms:

• What are the differences? 
• Are there any differences in the audience gratifications offered across the 3 platforms? What rewards or enjoyment do the film's audiences get from each platform? 
• Are the producers widening their appeal through their cross platform approach? If so, how?

the differences are that some some platforms are easier to get involved with where as others are not , for example E-media is easy to get involved where as broadcast and print are not as easy as audiences have to interact through websites , text messages or phone calls. Broadcast is aimed at a younger audiences where as print and E-media is not this is because print is aimed at audiences who more like to read and E-media requires users to me 12 and above. Broadcast provides users the ability to have diversion from everyday problems , broadcast can also allow audiences to be able to get satisfaction from watching the trailer as it can provide audiences the ability to be thrilled and want to watch the film. i believe that the producers are widening their appeal by using cross platform this is because it allows them to target a range of audiences such as print can target people who read newspapers , broadcast can target people who watch TV or chat show programs and E-media targets people who use social networking in order to find out information about transformers dark of the moon.

Audience theories you could research and apply to your film case study:

• Uses & gratifications 
• Social demographics (ABC1 = Middle class; C2DE = Working class) 
• Mode of address 
• Narrowcasting

the uses and gratification of transformers dark of the moon is to identify and entertain , identify as people aspire to be someone else and the films shows a range of characters that play a role in the film. entertainment is also provided in the film as it provides enjoyment for audiences and also escapism allowing audiences to indulge in to a different world and allow them to forget there life while they watch someone elses.    

cross media study- slide 2

How is the film promoted through:

• Print? 
• Broadcasting (TV/Radio/DVD)? 
• E-Media? 

Print media is promoted through the use of bill boards, bus panels and bus stop advertisements, this don’t in order to help create awareness for their audience. Broadcast media such as trailers, teasers and DVD purchasing is available through the use of the internet such as YouTube in order to see the video and amazon/play.com to buy the DVD. This allows audiences to be able to buy the DVD which includes behind the scene footage, also YouTube allow for other video to be put on such as behind the scenes footage. E-media is another way that transformers is promoted for instance twitter and Facebook which allows audiences to interact and be able to find out inside information about the film and any competition that are taking place.

Now look at each platform individually:

• What type of media language does the platform use? Identify the codes and conventions of that platform 
• Print media will give a review of a new film, provide information about the cast, certificate, etc. and will often include an interview with a star/director 
• Radio and TV will usually offer an exclusive interview alongside clips from the film 
• E-Media will be instant offering interaction with a range of video clips, blogs, audio, articles and competitions etc… 

Print

the print advertisement uses a bill board to advertise Transformers it has an image of bumble bee who is one of the characters from the film , the image has be used as it is an iconic character of the transformers franchise. It also uses images from the actual film in order to attract audiences to watch the film, as it can give a suggestion of the what the film will be about but also what is going to take place. the bill board is done in a unique style as the image of bumble bee  has been made to stand out outside of the perimeters of the bill board make it more eye catching than traditional bill board displays. Another code and convention that is used in the font and the colour of the text of when it realised but also on what format (3D) , the font is in white so it stands out against the background. the background is made up of mainly yellow , grey and black this makes the white stand out more effectively and therefore more appealing to the audience.Information found on IMDB (http://www.imdb.com/title/tt1399103/) allowed me to identify information about the cast, certification and also information on the director and writer. The page allowed me to identify that the film was a 12A certificate and that the cast consisted of many of the characters from the first two films however the female lead character had changed from megan fox to Rosie Huntington-Whiteley. the page also provide inside information to why these changes were made. 

  

Broadcast

broadcast is common type of promotion for films , teasers of transformer was shown TV. several teasers were released in order to attract the most amount of attention but also to attract audiences to the film. The teasers were also shown on youtube when shown on TV. radio interviews also took place which consisted on questions and answers. 

E-media

social networking sites help bring audiences together they allows for interaction through competitions and inside access , it also allows audiences to be able to keep updated but also comment on posts that have been put up or to re-tweet any tweets. the transformers 3 website is another example of E-media it allows audiences to be able to interact further through the use of videos and other link to buy toys and other merchandise. the website site also provides link to be bale to buy the film the soundtracks that were used and platforms it is available on such as blu-ray, DVD and 3D.

Now think of how the film is being promoted across the 3 platforms:

• What are the similarities? 
• What are the differences? 
• E.g. Why are some platforms better than others at reaching a certain audience? 
• Does one platform promote the film differently to another?

similarities are that the date of release of the film, is the same also that the main characters are shown as well as the main scenes this helps for audiences to have continuity but also it means that audiences are more likely to remember. 

differences are that  print does not give as munch info as broadcast and E-media , E-media provides more more up to date and live information where as broadcast does not it only provides the most up to date information from when it was sent to the broadcaster.

i believe that E-media is more successful in targeting audiences as the information is more up to date but also provide more user interaction then other platforms. another benefit of E-media is that audiences are able to most question but also hash tag in comment in order to help promote the film