Exam Paper 2 Key Concepts : Section B
In today's lesson, we watch the US and UK trailers for Emma and consider how to use Working Title's Emma as a case study to discuss issues raised such as
- ownership - Working Title, Universal
- genre - literary adaptation, comedy
- different audiences - mainstream, national, international, literary
- marketing - posters (how 'outdoor' marketing with high production values & highly stylised costumes + landscapes targeted older audiences)
- casting of long-term famous stars like Bill Nighy & Rupert Graves, comediennes like Miranda Hart and new talent like Josh O'Conner, Johnny Flynn, Anya Taylor-Joy (known to Netflix audiences for her acting triumph in “The Queen’s Gambit”. Accompanying the streaming of the miniseries has come renewed interest in the movie)
- social media (younger audiences Twitter and Instagram; older audiences FB); trailers and visuals now cut specially for hand-held devices with snappier editing for shorter attention spans
- marketing - trailers (how the fast-paced editing, use of comedy, emphasis on romance & current stars engaged a new generation of younger audiences)
- product tie-ins and merchandising - stationary;
- celebrity appearances and interviews - Vogue Magazine screening
- synergy - the trailers appear on WT's website, together with convergent social media links, enabling a degree of synergy
- Emma release: Valentine's Day 2020 in UK, shortly after in US; 20th March digitally through Premium VOD streaming platforms because of cinema closures; later, in May, via DVD and Blu-ray, and recently viewing via HBO with Prime Video Channels. See this article on the changing patterns of content creation, distribution and star power
- Accolades - Academy Award (like Costume design)and BAFTA nominations, Golden Globe winner
- Box office world-wide total $26 million +
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