Evaluation Script

In what way does your media product use, develop or challenge forms and conventions of real media products?For my media production I did a large amount of research into short films in comparison to feature length films, which allowed me to find specific conventions that they each have. In particular, I made sure my film was less than 40 minutes long, with few cast members, an open narrative and an abstract narrative. This was in comparison to feature films that are longer than 40 minutes long, with a large budget and a large cast involvement. This meant that my film could be realistic and made sure I specifically targeted the right audiences.

Furthermore, I looked into the effect of using narrative against using genre to present short films. I applied the conventions that the narrative must have a dramatic story involving a world, character and problem. In my plot line this was a present everyday life, Mollie the golden Labrador and the issue of the character passing. I also applied narrative theories to my film, such as Todorov’s theory where my film followed the process of an equilibrium of Mollies daily life, to the disruption of Mollie becoming ill, to the resolution of Mollie being taken to the vets and passing and then to the final new equilibrium where the mans life goes on without Mollie. I, too, used narrative techniques specific to short films like montages, Brickolauge and no dialogue in order to be realistic to the short film genre. However, I choose only specific narrative techniques that I wanted to use that would blend with my plot line well. I did not use a voiceover because I believe that the guidance of this speech doesn’t let the mis en scene convey strong enough emotions and make the film less powerful and eye catching to the audience.

Additionally, I found that genre can also be used to engage target audiences and aid the film to be successful. The formal conventions of genre in short films was using abstract narratives that can be related to a specific genre in order to build a strong theme. This makes it clear to audiences what the film I about and whether the film will be to their taste.On the other hand, the stylistic conventions of genre in short films was that the editing, music and iconography to be further related to the genre and for it to be as bold and related as possible. Specifically, in my film I used genre conventions to make my film a comedy-drama, that was easily relatable from

the audience. This allows the characters in the film to be understood, on so the narrative could be well understood.In particular, I choose to use subtle editing techniques and solely relied on using creative shots and footage in order to make an impact. For example, using a GoPro attached onto a harness on the main actor and a mid shot of the main actor appearing to be licking the screen. This worked in my favour as it stood out against the other shots and was obvious to the audiences. Of course, I did use editing techniques, such as colour correcting and altering the time frames etc., which would have been used in real media short films; again, making another similarity.

Besides this, I also researched into short film titles and end credits, to understand the conventions used. I found that because short films have less cast than feature length films and there is less time in order to constrain the credits in less time. In the opening titles there is clear order of names, which I use in my own short film; alike to end credits. Short films also don’t have repeated names multiple times like feature films, used in order to stop audiences drifting away as it takes a lot of time as the film is under 40 minutes long. By using this, it is adding to the feel of the film and make it professional.

I also, made sure my ancillary tasks followed real media conventions, in order for my whole production to be realistic and attract my target audiences. In order for my magazine film review to be realistic I have decided to follow the typical conventions of one specific film magazine, Empire. This allowed me to pick the conventions directly from that magazine, so it can be as similar and as representable as possible. For example, nearly all film magazine reviews have a star rating system, however with Empire this is combined with a final verdict. I used this convention in my own magazine, therefore making the layout and content realistic to real media products. There is many more conventions I have used, such as, using the film tag line, bold title, dramatic photo from film, synopsis, release information and etc.

Additionally, I portrayed these conventions in my film magazine review too. In particular, I made sure it used the conventions of having a large focal picture, specific layout with billing block at the bottom, use of tag line, large bold title, a clear colour palate and etc. I found that film posters also follow a lot of codes and so I have applied that to my own film poster, like semantic, enigma, hermeneutic and symbolic codes. For example, in my film poster Mollie, the main character, situated as the main image is a type of enigma code, as it makes the audience question the films plot.

How effective is the combination of your main product and ancillary texts?

In my ancillary texts, I made sure they followed all real media conventions, on so making them as professional and realistic as possible. In my film poster, it involved using a catchy tag line, having bold release dates, clear main title and billing text, all placed accordingly, so the audiences eye looks at specific elements and remembers the most important information. In particular, a generic feature of film posters is that it must feature the main protagonist as the main image, which takes up to 70% of the poster.This use of synergy allowed me to us effective links between my film poster and film magazine review to my short film, which allowed audiences to get a deeper understanding of the film.

Furthermore, my magazine film creates the same impact, with the same effect. Due to this it promotes its genre and is another contributing factor to making sure the presentation of the film to the audience is what I have desired for. For example, in order to make the film magazine realistic and match conventions of real media texts, I focused my research on the film magazine, Empire. I found that they had a specific layout and design to reflect their magazine. By portraying this in my own magazine review in this way it integrates another way of professional promotion.

Both the film poster and my magazine review all follow a representative theme that uses the same colours, images and social realism genre. It links each text together creating a pattern and positive relation. This is also shown in the use of the similar images, from the film itself and specific images of the characters.The general functions of using ancillary texts in combination with my final production is to develop and progress my production as a whole. It has allowed me to use macro elements as feedback and create the best possible production that I could have done in the time scale and budget.

To conclude, using these texts along side my final production has created a great way of promoting my film, creating a clear genre and making sure my film is at the best it can be. Although, there may be issues such as the readers may not see all three, this is not a negative factor as they are all created separately and have similar effects.

What have you learned from your audience feedback?In order for me to get the best film, I choose to get a lot of feedback throughout my whole production. This has allowed me to develop on negative aspects and involve all the favoured features.

My first major audience feedback I received was from my film screening, where I used paper questionnaires, on the first draft of my short film. The audience at this screening was a wide variety and in order to get my specific my target audience feedback, I used questionnaires allowed me to receive both positive and negative feedback. I purposely designed my survey in a manner, where it would be easy for the audience to respond efficiently and effectively, and I believe questionnaires would have been the easiest option in order to receive quantitate and qualitative data. By involving questions regarding age, gender, film genre preference and job titles, it allowed me to narrow down all feedback that will be relevant to my film and my target audience. The demograph of my target audience covers from young adults to older generations, mainstreamers; who are preferably animal lovers. Because of my large range of audience, it has given me many ways of developing my film, however it makes it harder to match everyone’s ideas of what they want out of my short film.I also promoted my short film and questionnaire on social media, which gave me a wider audience in demo graphs and a bigger audience.

Clearly, I did not just receive positive responses from the questionnaire, as the film shown was only the first draft. By using a questionnaire, it did not always allow me to get the full answer, as it is hard to guess what the audience may see. This can leave blank spaces in ideas of improvement and why audiences did not like certain aspects. From the negatives responses, I learnt that certain aspects, like the wide shot of cats outside was blurry and needed to be changed, and also that some sound effects were out of time and too loud. I worked on this feedback and altered my film with these corrections. To give an example, one of the questionnaires results said “Some editing issues when the dog gets out of the boot of the car.” and I resolved this by using the speed/duration tool to speed it up and also used a cross dissolve to give a clearer idea of the time lapse.Secondly, I received multiple feedback quotes regarding my narrative, saying “I didn’t want the dog to die.” It may seem negative, however it proves that my narrative did give the emotional connection and effect to the audiences that I intended too. This feedback gave me confidence in my narrative and that I do not need to evolve it further. Another one of these comments made was regarding the sound effects, saying “I didn’t even realise there was any sound

effects”. This was beneficial as it means my blending of the sound effects into my film was realistic and not noticeable at all.

Another example, early on into my production was the massive change in my narrative. I began this project by wanting to use point of view shots of showing Mollie just enjoying her life, however, to create an interesting narrative I had to create a disruption, like in Todorov’s narrative theory. This was then, the death of Mollie shown in the final edit of my short film, which had the effect of making my short film a lot more realistic and now follows the convention of narrative of real media texts.I too, used the positive feedback to my advantage as these features I kept clear and did not alter too much. For example, my film was too long and when I was cutting down the shots I made sure I did not cut the shots that gained the most positive feedback from my audience.Overall, it has made my film a lot better and targeted things that I would not have seen myself.

Alongside this, I also got feedback for all other areas of my production, including the narrative, storyboard, title, film poster and magazine film review. This was from asking audiences through mediums like questionnaires, showings, presentations, YouTube comments and social media feedback.A further example of my audience feedback being beneficial, was within my film poster. After perfecting my film poster, I believed I was completely happy with it and so, I decided to show it to my target demograph for some feedback. The feedback I received involved changing the colouring on the poster “You could make the image more intriguing by making lighter and darker aspects.” After reviewing this, I took all the feedback into consideration and changed the colouring in my poster to have darker edges and highlight the protagonist in the centre of the image.

All in all, the feedback I have received throughout my whole project has been beneficial, as all the information I have gained has lead to big improvements over my whole project, which is clearly shown in the difference between the first draft to the final short film. It has also allowed me to understand the process of making short films specific to audience, which will help me in the future.

How did you use media technologies in the construction and research, planning and evaluation stages?

During my research and planning process I used search engines, such as Google, to find and source information, videos and pictures that would benefit me when creating my final production. It allowed me to get a wide range of information and gave me a broad spectrum of what I could do. It allowed me to finalize my production and gave me a clear direction of what I want my film to be like.

I also used the blogging website, WordPress, which enabled me to track my progress throughout my production. It allowed me to embed images and videos, whilst influencing me with inspirations and new ideas. I used my own blog like a diary and so had it constantly updated with my ideas and progress.

I used Microsoft office to aid me in my research and planning, as I used Word for my risk assessment and Excel for my questionnaire. These software’s made it easy for me to then evaluate and progress from the research to further development. Additionally, I also used other software’s, like Celtec, where I used it to write my script. It gave me a professional look and allowed me to easily use the conventions of real media products.

During construction, I have developed my skills in using the editing software, Premier Pro to create a professional and effective final product. In particular, I used colour correction on the narrative shots to create a better and more conventional video; which added to my development of the narrative and genre. This is a technique, I feel I have learnt confidently and developed since the work I have produced previous. I also used the warp stabilizer effect due to my shooting being shaky, as it was shot whilst running; this allowed me to reduce this and allow the shots to flow to one another smoothly.Additionally, I too used the software After effects, in order to edit my film further and in a more professional manner. I used this to add visual special effects, adding sound effects and other small corrections. It develops my whole film visually and makes it more conventionally attractive to audiences.

In order to follow conventions of real media texts, I had to have realistic music that matched the timeline of my short film. I decided to use the software garage band, which allowed me to create the best feel that hits all the conventions for my specific short film. This is alike to myself using a microphone to record my own sound effects, allowing me to get the best sound effect to match the section of the film.

When shooting my film, I used a Cannon 400D, which provided me with all the functions I needed to make a professional looking media product. It allowed me to change the white balance setting to interior, exterior or manual; allowing me to have the best effect on each individual location.

When constructing my ancillary tasks, I used Photoshop to edit the images I used, especially in the creation of my film poster. In order to make sure I take advantage of using this high end software, I watched tutorial videos on YouTube which enabled me to use the full effect of the software. I use the background eraser tool, brightness tool, contrast tool and various others.

To evaluate my production, I used YouTube to share my final video. This was easy for anyone to access, upload and watch it. It also made it easy to evaluate it, as it tells you how many people have viewed the video, gives a positive/negative review and allows others to write comments.

I also used social media as a key media technology when evaluating. It was easy access for everyone and allowed me to reach a large audience. In particular, I promoted the film and a survey for feedback, which gave me easily assessable responses. Overall, it was used efficiently and enabled me to reach a big audience so I could then generalize the results.