Representation of class and status
In the beginning of the clip, there is a slight pan as it follows the movement of the protagonist ‘Merlin’ as he walks into a room, which is a jump cut as he enters the room in which there is a non-diegetic of instrumental score in which it sounds eerie and suspenseful as if he is going to get caught any minute. The room that he enters in is a mediation of the director’s or writer’s view of the room. There is a slight pan of the room’ revealing the luxury of how the upper class lives; showing that Merlin looks abnormal to the room as he is dressed in dull ragged attire. There are close ups of objects on the table such as a voodoo doll and a book in which there is continuity editing to capture Merlin’s facial expression as he observes the objects.
The audience then sees a female character dressed in a bright purple dress that emphasises that she belongs to the surroundings in a castle. Also, the colour purple connotates royalty, which emphasises that she is from the upper class and holds more power than people like Merlin from the lower class. There is a slight pan as she walks towards the room in which there is a jump cut as she enters the room. There is a slow tilt up of Merlin to emphasise that he has been caught by the female character due to him going through her things. There is a mid shot of the female character as the audience hears the diegetic so and of dialogue. The shits of Merlin are quite quick and frantic to emphasise that he is from the lower class in which they do work and carry out chores. Whereas the shots of the female character are still and calm; emphasising that the upper class do not have much to worry about. The audience then sees a quick pan towards the mirror; mimicking the female character’s glance at the mirror in which there is an older version of the female character; emphasising that she is not her true self. The mid shot of both characters are edited back and forth to capture their facial expressions.
There is then a tracking shot as Merlin leaves the castle in which we seen the town village in which Merlin seems to fit in as he is from the same class as the other people. The audience hears diegetic sound of dialogue between Merlin and Prince Arthur in which Merlin talks very crudely to Arthur. This is where Arthur states to Merlin that he cannot talk to Prince Arthur that way. There is an over-the-shoulder shot of Merlin in which there is a high angle of him; emphasising that Prince Arthur has more power than Merlin. Especially in class and status as Prince Arthur is wearing armour; emphasising that he is of nobility and wealth. Also, Prince Arthur would be considered an archetype of stereotypical of rich and noble people as he is arrogant and treats the lower class poorly, which emphasises that the representation is hegemonic norm as he is dominant.
The audience sees a medium wide shot as prince Arthur pulls out a weapon in which there is a diegetic sound of chains as it hits Merlin. There is a quick pan as the weapon is thrown at Merlin; challenging him to a duel. As they begin to fight there is non-diegetic sound of instrumental score, which sounds very persistent and upbeat to match the action of the fighting. Also, the instrumental score sounds quite comical which implies that no one will get hurt intentionally. The angle is handheld as it matched the frantic movements of the fighting in which the shots are very short to emphasise the quick movements. As Merlin falls down to the ground there is an eye-line match of some of the objects that Merlin uses his powers to stop Prince Arthur from fighting him and to make him look like a joke. The audience then sees a long shot as Merlin has been hit with a broom stick by Prince Arthur. The shots are cut to go along with the music played, to make the scene look comical, which adds more humour when Arthur sweeps the floor with the broom to say that the job is done. Also, to see Prince Arthur with a broom is ironic as it is probably the first time he has held a broom as he is from the higher class. There is a slight tilt up as Merlin gets up in which there is the diegetic sound of dialogue and a mid shot of both characters edited and back and forth to capture their facial expressions and the diegetic sound of dialogue.
In the final scene, there is the diegetic sound of dialogue between Merlin and his mentor ‘Guis’ in which Guis says to Merlin to not use his magic but Merlin feels that if he does not use magic he might as well die. This is expressed with the use of continuity editing by the range of mid shots and close ups to capture their facial expressions and the diegetic sound of dialogue.
Audience and institutions
Synergy and convergence is significant for audiences and institutions such as universal studios and Marv Films as they are both vital in the distribution process.
Universal studios was founded in 1912, which means that they would have more experience; especially in the distribution process compared to Marv films as Marv films was only founded in 2004; giving them less experience than Universal studios.
Although, proliferation suggests that Hollywood blockbusters such as ‘Jurassic world’ is the sequel to Jurassic park. Whereas, British independent films such as Kinsman: the secret service are thought to be unique as Kingsman: the secret service is based on a comic spy book by Mark Millar and Dave Gibbons. This relates to both film companies brand image as Universal studios are very consistent with their brand image whereas Marv films adapt their brand image to the films they make; making them unique.
Both film companies had to pay to advertise their film through billboards, bus stops, buses and tv adverts as this is to promote the film and to attract their target audience. The trailer of the film are advertised at certain times on TV as film companies know that adults and children would be at work and school. For instance, Kingsman: the secret service would be aired in the evening at 8.00pm as they would know that the target audience of this film would be awake at this time, which is also due to their age range. A free way to promote their film can be by publicising the film, by using social media or media TV appearances of the film premiere.
Jurassic world, directed by Colin Trevorrow, was released on the 12th June 2015 with a box office of $1.638 billion; competing against Terminator in that same month. This high box office could be due to Universal studios using cross media convergence as they produced an interactive website and using synergy to promote merchandise of Jurassic world.
Alternatively, Kingsman@ the secret service, directed by Matthew Vaughn, did not massively promote merchandise, but used synergy to promote a clothing line, which promoted both the film and the clothing line. Similarly, Kingsman: the secret service used cross media convergence to produce an interactive website too. However, the film did not do as well as Jurassic world. Kingsman: the secret service with a box office of $406.9million compared to Jurassic world. Kingsman: the secret service was released on the 29th January 2015; competing against Ted 2 in that same month.
Jurassic world is rated 12A due to threat, violence, gory scenes and mild language whereas Kingsman: the secret service is rated 15 due to strong language, violence and sex references. Both films were given these age certificates by the BBFC. Both films have also still kept the same age certificate for DVD when going through the exhibition process. However, this is not the only way to watch a film, due to technological convergence in which there are various ways for an audience to watch a film. For instance, a film can be downloaded on a mobile phone, laptop, iPad or pc. This is an example of exchange, however, in some cases, if downloaded illegally is considered as piracy. To avoid piracy, another way for an audience to watch a film would be official streaming such as Netflix or Love film. You can watch various films under various categories with special offers. Such as when you get one month free when you join Netflix. However, a disadvantage of this would be that the film may not come up on official streaming as it may be a while before the product goes through the exhibition process.
Overall, Universal studios has done well by using synergy and convergence to promote Jurassic world as they have had a higher budget of $150million and also due to proliferation of hardware compared to Marv films in which they were able to decide to make Jurassic world in 3D in the pre-production process. Also, they have done well by selling to the right target audience and using technological convergence to create an interactive website to promote the film, which majority of people use the internet these days, which helps them to compete against other films. Also, the fact that Jurassic world had more advertising than Kingsman: the secret service shows that due to budget being higher it gave them a high box office; showing that the Hollywood blockbuster was more successful.
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