Saturday, 5 May 2012

JAN 2012 EXAM QUESTION ON FILM

Examiners' Report on January 2012 exam

The question provided suitable differentiation of candidate responses. The majority of candidates addressed the issue of digital distribution and marketing more than that of production or audience. The question provoked a range of responses from candidates, many of whom were able to discuss the relationship between production, distribution and marketing in ensuring the success of media products. The most able candidates were clear about the changes that digital distribution and consumption were having upon the products that were produced.

The best answers were able to create a debate around the relative strengths of distribution practices and marketing strategies by institutions in engaging appropriate audiences through online media and incorporated technologies. Frequently, strong candidates were also able to draw contrasts between mainstream and independent producers, and/or mass audience/niche audience targeting. More candidates are able to show awareness of the trends and strategies that categorise the contemporary media landscape, which included the use of online technologies and distribution platforms. In this session, very few candidates attempted to answer the question without any kind of institutional knowledge or focussing exclusively on texts produced.

Strongest responses came from those candidates who had a wide range of relevant and contemporary examples of marketing and distribution strategies in their chosen area and could discuss them with confidence. Those candidates that fared less well used a ‘saturation approach’, writing all they could remember, rather than addressing the set question.
On the whole the terminology used for question 2 was good, including candidates’ discussion of convergence, synergy, horizontal and vertical integration as key media concepts. It is advised that centres ensure the appropriate preparation for this section by covering audience in the same depth as institutions.

The most common approach remains a comparison between major US studios with UK production companies, often focusing on digital distribution and marketing strategies. There was often an assumption that UK cinema is failing because of low cinema attendance, which obviously underestimates the importance of home exhibition windows in making UK film viable. There were some excellent answers that referred to the expansion of the Digital Screen Network and the issues posed and the opportunities it offers.

Working Title was the most frequently used case study, along with Warners, Fox and Paramount as American examples; Warp, Vertigo and Film Four were used a number of times as case studies. Newer UK productions such as Shifty, Monsters, Four Lions and Attack The Block were used by candidates as contemporary case studies to good effect, with some candidates attempting to address specifically the use of You Tube as a potential distribution platform for the future media in discussion of Life In A Day.

Excellent answers engaged thoroughly with new media forms such as social networking sites, You Tube and blogging and how these relate to their chosen case studies. Other strong areas for discussion were in the consideration of audience consumption and distribution through digital technology such as iPhones, BluRay, downloading, iPads, and Sony PSP’s. Candidate discussion of this technology would be better supported with examples. Sometimes these technologies tend to be mentioned without reference to specific examples of products to exemplify how films are distributed and/or marketed using such technologies, which limits access to higher mark bands.

The advantages of digital distribution and exhibition were discussed, but with varying effectiveness at times, in part because candidates see film as being freely available as a digital format online, which is often not the case. Many candidates accurately argued that digital distribution, marketing and digital practices were important for the frontloading of film marketing campaigns, for example, The Dark Knight, Avatar, Paul and The Kings Speech. Most candidates are able to show awareness of the trends and strategies that categorise the contemporary media landscape.

There still remains a number of centres that are preparing candidates with inappropriate material. Potted histories of media companies or textual studies are unlikely to be useful for the kind of questions which this paper poses. Candidates should be encouraged to take a selective approach to their case study material, concentrating on what is most relevant to the question rather than trying to get their entire case studies down. Quite a few centres are relying on case study material which is rapidly dating and there needs to be more emphasis on contemporary examples. Far too many candidates using Working Title as a case study institution are still writing about films which are at least 15 years out of date.

JAN & JUNE 2010 EXAM QUESTIONS ON FILM

June 2010




Marks for Section B are awarded according to the detail in which the argument was explored and the detail of the exemplification. The question provoked a range of responses from Candidates who were able to discuss the use of digital technology in the production, distribution, marketing or consumption of media products or a combination of these elements. The most able Candidates were able to create a debate around the benefits and drawbacks of new technology for both audiences and institutions and were also able to draw contrasts between mainstream and independent producers, or mass audience/niche audience targeting.
The best answers tended to come from Candidates who had been well prepared with detailed, contemporary case studies – not historical ones. Many Candidates were able to build their own experiences as consumers (and occasionally producers) into their responses and were able to contextualise these through wider understanding of the relationships between producers and audiences. More able Candidates are able to show awareness of the trends and strategies that characterise the contemporary media landscape and at times across different media areas.
However, there are still a number of Centres who are preparing Candidates with inappropriate material, for example with potted histories of media companies or textual studies which are unlikely to be useful for the kind of questions which this paper poses. Candidates should be encouraged to take a selective approach to their case study material, concentrating on what is most relevant to the question rather than trying to get entire case studies down into the response to question 2.
the most common approach was to compare major US studios with UK production companies, though technology at times was often interpreted in quite a narrow fashion, concentrating on 3D production and digital distribution, for example ‘The Dark Knight’ and ‘Avatar’. 

Some good answers focussed on how major studios like Fox can finance the production of cutting edge films like ‘Avatar’, and how the technology they have at their disposal can be employed in marketing via a range of new media platforms, all backed up with a range of relevant examples. The digital technology used in ‘Avatar’ was succinctly addressed as were the advances in 3D, but also characterised by some simplistic assumptions that digital distribution is cheaper and quicker than conventional film distribution because you do not need reels of film. There was often an assumption that UK cinema is not dependent upon technological advances, which obviously underestimates the importance of home exhibition windows in making UK film viable.
Working Title was the most frequently used UK case study, though many Candidates tended to offer a history of the company and their argument depended upon the relative of success of films such as ‘Four Weddings and A Funeral’, ‘Notting Hill’ or ‘The Hudsucker Proxy’, which clearly are not contemporary examples. Warners, Fox and Paramount were frequently used as US examples; Warp, Vertigo and Film Four were used a number of times as UK production companies. One Centre’s Candidates had been prepared with a comparative textual study of ‘The Cruel Sea’ (1953) and ‘Atonement’ (2007) with which they struggled to answer the question.
Histories of film studios such as Aardman or film biographies of film personnel did not address the question that has been set. Centres should keep taught examples contemporary and varied for the Candidates for future series. There was evidence that a number of Candidates focused solely on digitisation of cinema and did not have a film company as an institutional case study. Where this was the case, answers (whilst detailed in some respects) did not show enough depth, as they were tackling only exhibition.
January 2010

A significant number of candidates used Working Title & Universal as a case study. This case study had a varying degree of success, for example, weaker arguments used a case study of Working Title films in 1994 with almost no reference to contemporary issues of production, distribution or exhibition. Candidates seem to have far more knowledge of marketing than any other phase of film production, but at times this led to naive answers, which ignored the role of non-theatrical exhibition in generating revenue for film companies or drew simplistic conclusions about independent company’s lack of marketing expertise compared to those of major studios.    The most common approach was to compare the production processes of major studies with those of smaller UK companies. In particular, Universal and Warner Bros were common case studies, in comparison with Working Title, Film Four and Warp Films. More able candidates looked at the success of big US studios and their blockbusters (like Avatar), compared them to Universal backed Working Title and its output of hit formula rom-coms like 'Love Actually' and independent productions like 'This is England'.

The better responses were focused on the question set and discussed the ways in which the majors dominate film production and distribution with case studies of Avatar, The Dark Knight and Harry Potter. Candidates referred to Paramount and Universal, and the issues of horizontal integration and synergy were cited as key reasons for the dominance of the majors. Those that were equipped with a comparative study of an independent company were able to really engage with the question and consider an element of debate. ‘Slumdog Millionaire’ was a popular example of a small film reaching a global audience through differing factors rather than expensive marketing and synergy. Small British films such as ‘This is England’ were also referred to as films that fail to reach a global audience and meant that the question was well addressed.

Candidates who only looked at one media producer were often disadvantaged. Having a detailed comparison between US Major/ UK Minor (for example), often helped candidates see a bigger picture, which was not always the case with very in depth case studies, where candidates often repeated historical context data. Some candidates were clearly prepared with the case study that they presented, but they did not fully engage with the question set.
Do note that the use of factual information and statistics helped illustrate answers; however, there were instances of obviously false or incorrect data, which detracted from the answers. There was plenty of evidence that showed candidates who reproduced learnt answers could show great recall of factual material from their case studies but failed to address and apply this knowledge to the set question. This led to a number of candidates achieving much lower marks than they were certainly capable of.

Centres must teach students the skills needed to adapt their case study knowledge and understanding to the demands of a specific question. Simply knowing the history of an institution and understanding its current position within a particular industry is not enough to meet the marking criteria at the highest levels.

The logical step for this question and which worked well in answers was to agree with the statement and use a large institution and example to prove this, in conjunction with an independent institution or one which is not global plus an example to show that the statement is not the whole truth. The approach of contrasting two institutions led to some very good responses. This is to be encouraged as it provides candidates with more options to formulate a response to the set question. Only a few answers then went on to mention ‘guerrilla film making’ outside the domination of global institutions.

Friday, 4 May 2012

TV DRAMA EXAM PRACTICE 'HUSTLE' Jan 2011

Watch the exam extract HERE
Extract: Hustle, Series 1 Episode 4, written by Tony Jordan, dir. Minkie Spiro
Extract length: 5 minutes max. Timing of extract: First 5 minutes of Episode 1.
Answer the question below, with detailed reference to specific examples from the extract
only.

1   Discuss the ways in which the extract constructs representations of gender using the following:
  • Camera shots, angles, movement and composition
  Editing
  Sound 
Mise-en-scene (50)
Examiners’ Reports - January 2011
Comments on candidate responses to Question 1 – Television drama
The extract provided candidates with the opportunity to negotiate their own reading, which they could justify through analysis of the four technical codes. There were a number of different interpretations provided by candidates; most of these were entirely valid. There was a good range of technical examples for candidates to analyse.
As noted in previous series, it is important that candidates move from description of key technical areas to analysis of how representations are constructed. This enables candidates to achieve higher marks for their responses. Candidate responses which did not link the technical analysis to representation often lacked focus with a common misconception being to discuss class, rather than gender.
Candidates tend to structure their responses in one of two ways for question one. Some began by addressing the concept of representation in the extract and a discussion of the representational differences between the male sales assistant/manager and the poorer, older female character and then introduce the affluent, younger and elegant female character, comparing this further with the representation of gender in the gentlemen’s club. Candidates would then analyse these examples in a chronological approach to the extract, whilst integrating different technical aspects, for example, combining the analysis of camera composition with sound.
On the other hand, and a slightly more popular approach, would see the candidates address the technical areas one by one.    Stronger candidates could provide an integrated analysis of the extract through analysis of key examples identified. These candidates explored how the technical features could be applied using a combination of the technical features. Weaker candidates could list many technical aspects, with varying degrees of accuracy, but struggle to say anything meaningful about the representation of gender.
Candidates should be advised to keep introductions brief and to avoid theoretical introductions and/ or historical contexts to television drama; analysis of the extract itself should begin straight away. On occasion in this series, candidates offered quite general textual analysis and these responses often lacked a focused discussion of gender and thus penalised themselves from gaining a level three or four mark for EAA.
The mark scheme 
enables credit to be awarded to candidates in three different categories: 
Explanation, Analysis and Argument (20 Marks); Use of Examples (20 Marks); and Use of Terminology (10 Marks). 
Under use of examples, candidates cannot reach level 4 (16-20) when only three technical areas are discussed. This mark scheme is able to credit answers which have different strengths, and in this series, the marking of candidate papers revealed this flexibility in its application.
Representation
Most candidates were able to discuss differences in the status of gender within the sequence, though only a very small number of candidates were able to develop their answer further by showing how the audience were positioned in relation to these representations.
More confident candidates were able to analyse the ways in which the extract attempted to position the audience in relation to the sales manager and the female clientele, the second male in the shop and the cross cutting to the gentlemen’s club and as a result were able to explore the nuances of gender representation. These stronger responses showed a good grasp of the changing ambivalent nature of the representation of women and men, for example, either commenting on how the female protagonist played up to gender stereotypes or the centrality of this performance to the ongoing hustle. In relation to masculinity, candidates identified the stereotypical inability of men to multitask. Most candidates made reference to the sales manager’s character (David Walliams) as being feminised and confident candidates asserted that the second male character in the shop was able to dominate Walliams’ character as he was constructed as more stereotypically masculine – chewing gum, open shirt without tie, use of male colloquialisms – for example reference to ‘bird’ as stereotyped slang. However, many candidates formulated a much simpler version of gender representation with arguments such as ‘women like shopping’, the men in the club represent gender because ‘men like drinking whiskey and smoking’. Weaker candidates often relied on the use of binary oppositions in discussion of gender representation, rather than take this opportunity to explore a range of representations offered by the extract.
The majority of candidates attempted to formulate an argument about the representation of gender in the extract with the vast majority moving beyond the minimal descriptor for EAA. Candidates that scored less well tended to make points about the representation of gender in an isolated fashion rather than linking their points as part of a coherent analysis or argument.
Camera Shot, Angle and Composition
Overall, this technical feature was well addressed by the candidates. Most candidates used appropriate media vocabulary, commenting on shot composition, analysing the high and low angled shots in the extract and commenting on the ‘hand held’ camera techniques during the search for the ring. The tilt up of the camera on the woman’s dress was commonly misidentified as a pan but generally a wide range of terminology was accurately used. More able candidates were able to link the composition and the framing to the representation of gender by discussing the apparent significance of the hustler in the background of the frame, when the sales manager was speaking to the less affluent female character introduced at the beginning of the extract. Many candidates were able to comment on the direct mode of address by both male and female characters, commenting upon its unconventionality and function in linking the male and female hustlers. Candidates also commented on how the shots of the direct address to the audience conveyed control of the situation and therefore represented a form of dominance in character relations.
Weaker candidates were able to describe key shots used in exemplification, but would often lack explicit links to how these shots assisted in the construction of the representation of gender. These candidates would also tend to focus on just identifying the narrative flow of the extract through the naming of the shots.
Mise en scène
The majority of candidates discussed this area with confidence. The extract itself was rich in mise en scène that contributed to representation. The contrast of the affluent clothing boutique, with the gentlemen’s club was the setting most compared, at times in a sophisticated way. Candidates made most use of the accent, performance of characters and it was pleasing to see many candidates making reference to lighting with more able candidates confident in using terms such as high key, artificial and low key. Most candidates were able to discuss how the characters’ appearances linked to gender characteristics.
More able candidates could contrast the gender representation of different characters through the mise en scène and how power and status is represented. Candidates are also advised to look for the range of representations within the extract with more able candidates commenting on each character’s apparent gender and how that held some status within the scene, for example of the way in which the female hustler held equal if not more power than males in the scam. The representation of the cockney male was contrasted to the more proper sales manager, who candidates often pointed out, was well spoken, tailored and legitimate.
Weaker candidates are still wedded to simplistic colour analysis and ignore all contradictory evidence to claim that characters dressed in white must be 'pure and innocent' while characters dressed in red are either 'passionate' or 'in danger', for example. This often appeared in discussion of the representation of the female hustler. This ‘binary’ approach needs refining by centres in relation to debating how meaning is constructed in an extract and it is suggested that comparing and contrasting different elements of representation deserves more attention in the classroom.
Sound
The analysis of sound was better than in previous series; for example, candidates attempted to link music with the representation of the characters, looking at how it was used to underscore characters’ actions. The use of terminology was generally better than previously in this area.; centres seem to be heeding the advice that an analysis of the dialogue is not sufficient.
Most students were able to differentiate between diegetic and non-diegetic sound and to demonstrate that the soundtrack was closely linked to our understanding of the protagonist, though few went further by discussing how the sound mix and sound effects were used. Most candidates were also able to use terminology confidently and could describe the tempo and use of music, for example, the manic use of jazz music with the female shopper. Often weaker candidates showed confusion with technical terminology, referring to ambient sound which was not heard in the part of the sequence they referred to, or simply getting diegetic and non-diegetic sound the wrong way round.
Editing
As previous series, this technical area proved to be the most problematic for candidates and the one technical area of analysis that was often omitted in responses. Those that did cover it were able to make meaningful links to representations by showing how the editing created particular viewpoints with which we are encouraged to identify or how screen time indicated the shifting relationship between characters in the sequence, for example through the discussion of rule of thirds. Most candidates made reference to the pace of editing to reflect the frantic situation and actions of the characters in the extract, for example in describing the affluent female shopper and the confidence she exudes in the hustle. Many candidates could identify the use of transitions; shot reverse shot and cuts to aid continuity and the use of cross cutting between the two situations to enhance tension. Many candidates identified the editing transitions, though the use of the term ‘jump cut’ was not accurately applied and candidates often misidentified the wipe transition as a ‘swipe’. Only a minority of candidates interpreted the function of the wipe as highlighting the juxtaposition between a female and male environment. The most able of candidates even interpreted the editing through the comedic style imbued within the extract, highlighting that candidates can be articulate and imaginative with the analysis of editing.
More able candidates demonstrated the ability to link the use of editing to the representation of characters, such as the use of long and short takes to represent power and the use of eye line matches to reinforce a sense of dominance.
However, many candidate responses seemed to be very limited in address of the issues of editing and all too frequently editing was absent from candidate responses – which again, does not enable candidates to reach a level four on the marking criteria for the use of examples. Weaker candidates often omitted any discussion of editing or offered quite simplistic accounts of how editing was used, for example in the use of the shot reverse shot sequence between characters. Many candidates identified the types of transition without discussing how these were connected with representations, in particular the use of wipe transitions or freeze frames. There was little sense of the way in which the editing created a perspective from which the sequence made sense and most candidates confined themselves to discussing the pace of cutting.
This series has shown that with the right preparation, candidates can engage with the nuances of editing under exam conditions, with evidence that candidates are able to discuss crosscutting, eye line match and ellipsis in an extract. As in the previous report, the advice offered to centres is to encourage as much practice on the concept of editing as possible and how this assists in the construction of representation. Centres should begin by identifying editing techniques and encourage candidates to apply these to a range of examples in class and importantly, test them on this.
 

Thursday, 3 May 2012

WORKING TITLE: A CASE STUDY

Working Title: History of a Production Company

Fellner and Bevan of Working Title
Tim Bevan and Eric Fellner co-chairpersons of Working Title Productions

Introduction

The company produced a variety of films for PolyGram's London-based production company PolyGram Filmed Entertainment. An Anglo-Dutch film studio, PolyGram Films became a major Hollywood competitor. In 1999, PolyGram was sold to Seagram and merged with MCA Music Entertainment, to form Universal Music Group. PolyGram Films was merged and sold to Universal Studios in 1999. Universal Music Group is a wholly owned subsidiary of French media conglomerate Vivendi.(Wikipedia)

Although contractually allowed to produce any film with a budget of up to $35 million, on a practical basis, Bevan and Fellner consult with studio executive at Working Title's parent company NBCUniversal.[2] Working Title is located in London, and is known for having a limited number of employees. The company also has other offices located in Los Angeles, and Ireland.

 

The Co-chairpersons of Working Title  are  Tim Bevan and Eric Fellner. It has been an extraordinary British cinematic success story as the following comment notes:
They have been listed as the most powerful figures in the British industry and in 2002 Premiere magazine put them at 41st in the world-wide movie power list.( BBC News story (2004
Without well positioned and highly effective producers film makers would have an even more difficult time. Firstly this article will look briefly at the role of the film producer, it will then look in more detail at Working Title as a case study of a success story. Without good producers in the last few years British Film culture would have been much poorer.  Good producers are essential for the success of any national cinema especially given the outside pressures from the big guns. Film making is a high risk business and good producers know how / learn how to reduce risk. 
However according the the Daily Telegraph NBC Universal already holds a majority stake in Working Title Films, and has been looking to create a European TV studio in London. 
Working Title Red

Origins

Extract from Guardian interview
Bevan had founded Working Title in 1984 with Sarah Radclyffe, and in 1992 went looking for a corporate backer. Polygram was the one, and Fellner came on board, Radclyffe having left. According to Bevan: "Before that we had been independent producers, but it was very hand to mouth. We would develop a script, that would take about 5% of our time; we'd find a director, that'd take about 5% of the time and then we'd spend 90% of the time trying to juggle together deals from different sources to finance those films. The films were suffering because there was no real structure and, speaking for myself, my company was always virtually bankrupt."

What the film producer does

A film producer creates the conditions for making movies. The producer initiates, coordinates, supervises and controls matters such as fundraising, hiring key personnel, and arranging for distributors. The producer is involved throughout all phases of the filmmaking process from development to completion of a project. (Wikipedia entry 2nd Jan 2008)
Here is the blurb marketing a training course for potential producers:
The producer is at the sharp end of the film business. They are required to
keep all options open, develop networks of potential funding and talent,
identify outlets and new markets for their productions, keep a range of
projects live, ready for pitching
. This Film School will provide an
invaluable insight into the working practices and strategies, of the lives
of a variety of producers. They will range from those working exclusively in
shorts, in the UK, through to feature films and working in a global market.
It will provide essential information and tips for up and coming producers,
how to pitch a project, where to seek funding, how to maintain networks of
contacts. Everything you wanted to know about the producers’ job description and the detail of producing film will be revealed in this film School.
(My emphasis, Encounters Short Film Festival )

Films Produced by Working Title

Working Title's breakthrough hit was 1994's Four Weddings and a Funeral, a romantic comedy which made the term British blockbuster seem less of an oxymoron.
Successes 
Films which have been critically and financially successful include both British and American films:  
British films
Atonement 1
Atonement has been a great success for Working Title functioning as a film in the "heritage genre"
Four Weddings and a Funeral
Bean
Notting Hill
Bridget Jones's Diary
Elizabeth
and American films
Dead Man Walking
Fargo
The Man Who Wasn't There
O Brother Where Art Thou?
Failures  
But there are plenty of risks as this comment on Captain Corelli's Mandolin shows:
Flops include Captain Corelli's Mandolin. It was their most expensive film and, ironically, the one that seemed most likely to succeed.
This is even more ironic given that the prices in Kefalonia have risen as the tourist trade increased dramatically after the film's release.

How Working Title chooses the films to support 

How does Working Title choose which films to make? Fellner says projects get championed by individuals in the development department and these 'percolate' their way up to the top. Bevan and Fellner then both take the decision on what to greenlight (Skillset)

Recent Films Produced Include

More recently WT co-produced the successful Hot Fuzz comedy released in July 2007. See also Hot Fuzz)

Targeting Audience: The Secret of Their success?

The Working Title philosophy has always been to make films for an audience - by that I mean play in a multiplex. We totally believe in this because we know it is the only hope we have of sustaining the UK film industry. (Lucy Guard & Natasha Wharton)

Working Title 2 / WT 2: Making the Small Budget Feature

As Working Title became more bound up with larger productions it became more awkward to deal with smaller ones so WT2 was established to deal with low budget titles.  
Despite its famous name, the structure at Working Title is pretty lean. It employs just 42 full time staff, split between the main Working Title production arm and its low-budget offshoot WT2, run by Natascha Wharton, which since 1999 has produced films like Billy Elliot and Ali G Indahouse. (My emphasis, from Skillset )
WT2 has had a good success rate and clearly the whole organisation is run very effectively.
Other films it has produced are the less than well received Calcium Kid starring Orlando Bloom
Extract from a Channel 4 Film Feature
Lucy Guard, Head of Development for Dragon Pictures and Natscha Wharton (left) who co-runs WT2 share with us their secret to developing talent..
How did WT2 come about?
When I was at Working Title we set up a New Writers Scheme to develop new talent. Normally we do not accept unsolicited material (scripts that do not come from an agent or producer) but for the scheme we had to relax a bit and open the doors. The problem was that at Working Title, smaller films would inevitably get less attention than the bigger budget projects so we decided to set up WT2 to give proper attention to those smaller films. Quite a few of the writers we were developing on the Scheme we are now working with us at WT2 while others have set up their projects with other companies, which is great.

Available films produced by Working Title /WT2 include:

elizabeth_dvd_cover_special_edition.jpg Four Weddings and funeral DVD Cover Bridget Jones Bean DVD Cover

WT2 Films available include:

Inside I Billy Eliott Ali G Indahouse

Filmography 

Webliography 

BBC on Inside I'm Dancing a WT2 title (This is technically an Irish film) 
Working Title plans TV Shows:By Juliette Garside. Daily Telegraph Jan 2008
Screenonline Working Title entry + links to individuals concerned
Independent Film Producer Rebecca O'Brien. Who works with Ken Loach