Monday, 12 January 2015

LO1 - Analysis of How to Train Your Dragon 2

In this vlog I'll be studying the film How to Train Your Dragon 2*, which was released in summer 2014. I'll try to generally not reveal too much about the plot but beware of the odd spoiler!

Purpose

The purpose of the film is to entertain. It does this by making the film as engaging as possible to its target audience. If a film does a good job of engaging and entertaining its audience it will almost always be successful.


Genre

We can work out the genre of the film from the narrative and dialogue and what actually happens, and the soundtrack and characters and the way they behave. The genre of httyd 2 is mainly fantasy, which is obvious, because there are dragons flying around everywhere. It's even in the name.




Another genre that's pretty obvious is family. The majority of animated movies are generally for kids or at least families. We know it's for families because it's got all the colourful exciting stuff for kids, but there are also some jokes that maybe only older kids and adults would get. Plus, we can tell it's not primarily for young kids because there are some pretty frightening scenes, which were actually occasionally complained about by parents when the film came out in the cinema.
Other genres httyd 2 fits into include action. It can be described as action because of the thrilling battle scenes.

Form

The form of httyd 2 is a feature-length animated film that was distributed in cinemas worldwide. We can tell it's a feature film because of its length, which is an hour and forty-two minutes.

Style

The style of httyd 2 is CGI animation. They used new animation programs like Apollo, Premo and Torch so the animation style is very modern. In terms of filmmaking the style of the film is very conventional, meaning there isn't any unusual shots or editing.





Content and meaning

Mise en scene

In terms of mise-en-scene, the location is denoted very clearly at the very beginning, shown by the visuals and the voiceover to be the island of Berk. It's a small island by what we see, which could connote exploration, or isolation. The sea suggests it's a cold-ish area, which connotes places in the North like Norway and Denmark, which also connotes to Vikings.
Costume consists of fur hoods, armour, gloves, studded fur skirts, leggings, boots, parkas, helmets and a flight suit. All of this, apart from the flight suit and especially the helmets, again connote Vikings and Viking stereotypes with the horned helmets. The more unconventional costumes however, like the flight suit and Valka's... dragon suit? Connote that the story isn't completely fictional, it's fantasy, and not fully loyal to real history.



Props that are denoted include a pencil and map, swords, a fire sword, clubs, shields, staffs, and bows and arrows. Apart from the pencil and map, all of these props connote battle, war and violence. Again this builds on the Viking stereotypes.
Because of some of the genres, there are lots of colours denoted in the film. The beginning sequence denotes an array of different colours, so does the dragon sanctuary and the end sequence, so eventually the audience can associate the bright, saturated colours with all the different dragons featured in these scenes. The bright colours connote fun, happiness and freedom. There are also times in the film where it isn't as colourful, and this connotes sadness and hopelessness. So obviously these darker, less saturated colours are used in some of the sadder scenes.
Again, the lighting is at its brightest around the parts of the film that feature the dragons. It's also generally more high-key that's denoted when everything seems to be going right for Hiccup, the main character. The light connotes happiness, peace and goodness. However, there are some darker scenes, one especially low-key scene that's denoted is when Hiccup discovers his long lost mother. This shot is very, very shadowy, and there's lots of blackness, which connotes mystery and fear.
Gestures that are denoted in the film include fighting, imitating other characters, hugging, drawing, grabbing shoulders, pointing, putting a hand out to dragons, waving staffs, crying, fighting and flying. Lots and lots of flying. All of these gestures connote to the genres of the film: the hugging and drawing connotes innocence and shows us why it's a family film. Putting a hand out to a dragon connotes gentleness and peace, like a person should be with a real animal. Which also explains why a genre of the film is fantasy - the dragons are obviously not real creatures, and the flying and interacting with the dragons connotes fantasy. The fighting and waving the staffs connote violence and the staffs especially connote control. These gestures and meanings show another genre of the film, action.

Camerawork

There are many different shots denoted in the film. The film begins with a tilt shot, the camera tilting up and bringing Berk into view. After that, the most common shots that are denoted include panning, close-ups, follow shots (especially in flying scenes), mid-shots, very wide shots, over-the-shoulder shots and low and high-angle shots. There are also some uses of less common shots, like the point of view shot, and the extreme close-up.
The tilt, pan and very wide shots are usually used to determine a location, and the tilt and pan are generally used to be as if the audience were looking round. Close-ups and over-the-shoulder shots are generally used to show emotion. Mid-shots and follow shots are there to show the audience what the character is doing. The point-of-view shot in this film is to show what Hiccup and Toothless are experiencing when they crash. This engages the audience and makes the scene exciting.
There is one use of an extreme close-up at the very end of the film. This connotes the significance of the mark on Hiccup's forehead, and shows extreme details and emotion.



The use of low and high angles can also connote dominance and subordinance. In times where there's danger for example, the villain is portrayed in a low-angle shot to show that he has dominance over the other character.

Editing

There are many editing techniques used in httyd 2, the ones used the most include jumpcutting, shot-reverse-shot, flashbacks and cross cutting. There are also some others like dissolves, eyeline matches and colour effects.
The main form of editing in every trailer, film and TV show you'll watch are transitions. Every time a shot changes to a different one is a transition, and they are there to show ellipsis, which is the passage of time.
Jumpcutting is when each shot is different, but it focuses on the same character carrying on the same action. If the shot changed and Eret was suddenly stood still, the continuity wouldn't look right.
Shot-reverse-shot is typical of film conversations between characters. There's generally a few master shots in between as the characters are talking to establish the space between them. Shot-reverse-shot can apply to almost any editing technique, such as an eyeline match - there is a shot of the character, then what the character is seeing, then another shot of the character: shot, reverse, shot.
Flashbacks can give characters deeper backstories, and in this film they have visual effects that distort the image so we can tell it's a flashback. The transitions used for the flashbacks in this film are dissolves, which is when one shot merges into another.
Because there are lots of characters doing lots of things in lots of different places, there is lots of cross cutting to show the audience what all of the significant characters are doing. Cross cutting is just when the shot cuts from one location to another.
Another editing technique used in httyd 2 is colour effects. It's used in a point of view shot, showing that it's affecting the characters themselves. Using the colour in a point of view shot can create different meanings, for example in this instance the colour is very dull and the shot is blurry, but there's hints of red. This can connote that Toothless isn't thinking straight, as he can't see properly, and the red suggests danger.



Sound

In every film there are two types of sound: diegetic, and non-diegetic. Diegesis basically means the story world, or the world of narrative; meaning that diegetic sound is sound that is actually going on within the story. This includes dialogue, sound effects such as footsteps, explosions etcetera etcetera. This is usually covered during production, but sometimes sound effects like animal noises or prop noises are added in post-production, especially with animated films like httyd 2.
Non-diegetic sound then is sounds that aren't actually happening in the narrative, examples being voiceovers and the soundtrack. These are always sorted out in post-production.
All the sound in a film is there to create meaning. Sound effects and dialogue in particular are planned carefully during pre-production.
In httyd 2, by the time the logos at the start are finished and the film actually begins at about 57 seconds in, the soundtrack has already started and is beginning to engage the audience. At the very beginning we see a dragon fly across the sea, accompanied by the first diegetic sound we hear in the film. This sound creates meaning for the audience as it gives the audience the impression of the dragon flying, and going quite fast, even though we only get a quick glimpse of it. From then there are sounds which obviously denote a location near the sea, as we hear the rushing of waves, and sea birds making noises.
The non-diegetic soundtrack is still going when a voiceover starts at about 1 minute and 12 seconds in, which is another example of non-diegetic sound. Even though this voiceover is from an actual character in the film, it's non-diegetic because it doesn't add up to what is currently happening in the narrative, aka, we aren't seeing the character talk, as he isn't actually there.
At about 1 minute 28 seconds in, we are hearing dragons flying past again, and a flock of sheep are bleating, which are more diegetic sounds. This is still accompanied by the non-diegetic voiceover and soundtrack, and all together this gives the audience a lot of the stuff they need to know, as they are picking up the atmosphere of what's going on from the soundtrack, they're engaging because of the voiceover, and the sound effects are telling them exactly what's going on in the narrative.


Production process

Every element of mise-en-scene is covered in the three stages of production; pre-production, production, and post-production. Because it's an animated film, the production process for httyd 2 is a little bit different to a live action film. With live action the production process is organized and set out, whereas in CGI animation work can be done more flexibly.

Pre-production consists of mainly storyboarding, layouts (locations and costumes) and model sheets (how a character will show expression and how they appear. Planning aspects of live action that also apply to animation are also done in pre-production, like script-writing.
It's in production that most of the work is done. Layout artists make locations and shots that storyboard artists have drawn in 2D on paper into 3D, Modelers turn 2D concept art of characters into 3D virtual models and these go on to rigging and texturing to be readied for the actual animation process. Then, the model goes on to lighting, rigging (allowing the model to move) and animation, which is where animators make the actual sequences to be in the film by moving the models. As well as moving a character frame by frame, animators can also use motion capture to animate a character. However, they still have to add the details like facial movements, because these might not be included in what's captured in motion.
In post production, the objects are finalised by bringing all the different 3D elements together to create the final image, ready to film. All the animated shots are strung together so that they make sense and run smoothly. It's here that any fully rendered and animated deleted shots or sequences are taken from. Other stages of post production include the sound editing, which is when the voices of characters are recorded and synced to the sequence. 
In the end, all of the different elements of the film come together because people from all of the different stages of production can work together with each other.



*httyd 2 - will actually say the full name

LO1 - Investigating 20th Century Fox

1.    Ownership

Who owns the company? How is it structured? Are they a conglomerate? Do they operate as a cross media company? Are they an independent? Who have they worked with?

Hi I’m Abi and I’m studying the film company 20th Century Fox.
Some key words you’re going to need to know include conglomerate and subsidiary. A conglomerate is a large corporation which owns many other companies, which are the subsidiaries. 20th Century Fox is a subsidiary of the larger company 21st Century Fox, but is also a conglomerate in itself as it owns many subsidiaries such as Fox Star Studios, Blue Sky Studios and Fox Television Studios.
Unlike 20th Century Fox, there are companies called independent companies, such as Warp Films. An “Indie” company is not a subsidiary or conglomerate, as it operates by itself and makes its own products.
21st Century Fox is an example of Cross Media ownership, meaning it produces material for more than one type of media platform. A company with cross media ownership usually does this by owning subsidiaries which cover different media platforms.
A Public Service Broadcaster, or PSB, is funded by money from the public. An example is the BBC, which runs completely on money funded from the public by licence fees rather than using adverts.
A joint venture is when two separate companies join to work on a single product and earn mutual profit.

20th Century Fox has had joint ventures with companies such as CBS to make a company called CBS/Fox Video. It has also had a joint venture with STAR TV to make the Asian subsidiary Fox STAR Studios. It has also worked with companies for distribution only, an example being DreamWorks Animation, who signed a 5-year deal in August 2012 for 20th Century Fox to distribute their films.
It would be described as a cross media company, as it owns many different companies which produce for many different media platforms.


     2.    Operating Model

How do different parts of the company operate to work together to produce and promote products? How do different parts of the company work to produce products?

The operating model of 20th Century Fox can be described as both vertical and horizontal. The vertical ownership means the company has enough money to produce and distribute their own films and media products. The horizontal ownership means that 20th Century Fox doesn’t need to spend much money on advertising. This is because, as a cross media conglomerate, it owns many different media companies. This means it doesn’t have to pay for advertisements, as newspapers such as, TV channels and radio stations they advertise on are also owned by them. Synergy allows a film to be successfully advertised across all the horizontal media platforms.
At 20th Century Fox, there is enough money for all parts of production, distribution and consumption to be managed by the company on its own. Staff working in the pre-production, production and post-production parts of a film can work together to improve the finished result. For example, storyboard artists from pre-production can work with editors in post-production to help input original ideas for the finished product. Pre-production script writers can work with camera workers in the production process to help give the idea of what they were going for in the script. If many companies were used in pre-production, production and post-production, this wouldn’t be possible.


3.    Products

What types of media do they produce? Do they just specialise in one type of media products or many types? What main products that the company produces are well known? What is their main target audience or do they cater for a range of audiences with their products?

20th Century Fox produces many different types of media, including products in television, music, home video and film. It’s mostly recognized for its films, and has subsidiaries like TSG Entertainment, Blue Sky Studios and Fox Star Studios, which all create films.

20th Century Fox produces many, many films each year. Since the start of the 21st Century they have produced hundreds, including very well known ones such as The Day After Tomorrow, I Robot, the first two Star Wars trilogies, Mr and Mrs Smith, Marley and Me and Rise of the Planet of the Apes.
20th Century Fox also produces TV products, and has subsidiaries like Fox 21 Television Studios, 20th Television and 20th Century Fox Television, which produce products for TV like Futurama, New Girl, Bones, Prison Break, How I Met Your Mother, House, Glee and 24.

20th Century Fox has a subsidiary called Fox Music, which produces soundtracks to films produced by the main company. They have produced very famous soundtracks for films such as Titanic, Moulin Rouge, Anastasia, Romeo + Juliet and Alvin and the Chipmunks.

The subsidiary 20th Century Fox Home Entertainment distributes films from 20th Century Fox and other companies such as Dreamworks Animation and Relativity Media, for people to watch at home. As of today, 20th Century FoxHome Entertainment’s most succsessful DVD titles are the season box sets of The Simpsons. They have also distributed home entertainment for films such as Dr Dolittle 3, Joy Ride 2, Street Kings: Motor City and Marley and Me: The Puppy Years.

20th Century Fox produces products for a very wide range of audiences. Their audiences range from adult men, to families, to very young children, to teenage girls. The widest range of their audiences can be seen with the films they produce, like Ice Age: The Meltdown opposed to Hitman, and 27 Dresses opposed to The Day the Earth Stood Still.


4.    Market Position

How do we know they are successful company? How do they operate in relation to companies that offer the same products? Are they successful internationally or nationally?

We can tell that 20th Century Fox are a successful company because we see their logo everywhere. In films and media we see their logo/hear their theme tune in anything they have produced completely by them, co-produced or only produced for a different company. This way, we can see their name is included in many different places, which shows they are successful.

They have produced many successful films and film franchises, Avatar being 20th Century Fox’s most successful film to date based on box office revenue. Avatar earned almost 3 billion dollars worldwide, at 2.8 billion. 20th Century Fox also produced the films for the very successful Planet of the Apes franchise, the three films to date earning around 1 and a half billion dollars altogether. 20th Century Fox also produced the films for the X-Men franchise, which with 7 films combined has earned just over 3 billion dollars.

They are internationally successful, having as much of a presence in countries like the UK and countries in places like Asia rather than just the USA, where 20th Century Fox is based. They are so widespread because their name is found on so many different products.


5.    Competitors

Who are the main competitors to the organisation you have chosen? Why are they considered competitors based on the products the company makes? How does the organisation stand out from the competitors?

The main competitors to 20th Century Fox are companies such as the Walt Disney Company, which is a main competitor because it’s a company that also produces animated movies. 20th Century Fox produces and co-produces many animated movies, so this makes the Walt Disney Company a large competitor. 20th Century Fox stands out from this competitor because it produces products in a wide range of areas rather than predominantly animation. Although the Walt Disney Company does produce other media products, they are recognised for their animated movies.
Another competitor is the USA-based CBS Corporation. This is a mass media company, which makes a lot of the same types of media as 20th Century Fox, meaning they are a main competitor. 20th Century Fox stands out from this company because CBS mainly produces TV broadcasting and is recognised for this, whereas 20th Century Fox, although they do work in TV broadcasting, are mainly focused on film.

The NBCUniversal Company is also a competitor for 20th Century Fox. This USA-based company produces mass media products like 20th Century Fox, and again predominantly produce TV broadcasting. However, they merged with the company Universal to form NBCUniversal, and Universal is recognised as a film company meaning that this company gives 20th Century Fox competition in more than one area. 20th Century Fox stands out from this company because it produces media for all different audiences: children, adults, men, women, families and more. NBCUniversal focuses on products for more selective audiences, mainly adults.

Friday, 9 January 2015

Notes

Representation

How different things are represented in the media:
Gender
Age
Religion
Communities
etc.


Ideology - Belief system
Skewed ideology - Belief system isn't right


Active + Passive

Active: Questions the media
Filter and adapt to content in the media
Uses and gratifications


Passive: Believe everything in the media
Negative impact
Hypodermic Syringe

Issues about violence?
" " sexual content?
" " representation?
Positive impact/role models?
Positive role models -

Copycat - want to look like people represented in the media
Copycat violence?
Moral panic - when the media cause fear about new technology

Jamie Bulger case - 2 young boys murder a toddler - saw it on a film - COPYCAT VIOLENCE

Use of stereotypes/countertypes - Perkins, 1979
Not all stereotypes are negative

Representation of women - Mulvey, 1975
Representation of men - Earp and Katz, 1999

Representation of gay people - Butler, 1993

Alvarado, 1987 - ethnicity "exotic, dangerous, humorous, pitied".

Dominant Ideology - Ideology everyone shares


Legal and Ethical

Legal - copyright infringement? illegal downloading - SOUNDTRACK + FILM

Ethical - offensive material? Sensationalism? - exaggerate something's importance- Censorship?

Digital economy bill - ISP track downloads - internet ban

British
Board
  of
Film
Classification - bbfc.co.uk

Different to the USA

ASA - cap.org.uk/Advertising-Codes.aspx

Movie posters have to be inoffensive




HTTYD 2

Issues of violence - a few parents of young children complained that there was too much violence in the movie meant for families