The basics
1) What is the name of the film, the director and notable stars? The title is Paddington. The stars that are featured in the film are, Nicole Kidman, Hugh Bonneville, Sally Hawkins, Julie Walter and Peter Capaldi.
2) When was it released? Released November 23, 1014
3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre? This film is a family film. A generic convention that is seen is the humour at the clumsiness of the protagonist, Paddington. Also the fact that the protagonist is an animal, specifically a bear, it gives the film a more light hearted feel which is convention of a family film. Additionally, the humour of the bear makes it obvious to the audience that this film is a comedy.
4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes? On IMDB, the response was generally positive. "It works, spectacularly." Rated 9/10. The positive reviews are also seen in Rotten Tomatoes. "Paddington is absolutely, positively delightful.". This film was rated 5/5
Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.
YouTube interview - The title Hugh Bonnville looks great in a dress creates an interest amongst the film through the use of humour which helps establish the light hearted, feel-good theme of the film. As well as the name check of notable British star, Hugh Bonnville. As he stars in programmes and film that are aimed towards older audiences, using his name and using him as a character will promote the films to parents too.
Chat Show - This interview of Nicole Kidman aired on a US chat show is a strategic because she is an acclaimed actress in the states. As she is promoting the film, it gives the foreign audience a figure to identify with as she is a house hold name back there. On this chat show interview, they have a clip on Kidman in action in the film. This further creates a buzz as audiences get an insight to the film. This insight generates a curiosity which helps promote the film.
3) Does the broadcast promotion use stars to create interest in the film? In the trailer, it is made known to the audience that this film is from 'the producers of Harry Potter'. This creates interest for the film as Harry Potter is such a successful franchise. In addition, the title is the protagonist's name 'Paddington'. As Paddington bear is such a classic childrens star it is promoted through an existing brand which creates interest amongst the audience.
1) Read at least THREE reviews of the film and provide a quote from each one.
-Rotten Tomatoes says "a family-friendly adventure as irresistibly cuddly as its star."
-The Telegraph calls the film "a total delight".
-According to IMDb Paddington is "Quintessentially British, Irresistibly Warm"
2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.
IMAGE 1 - The back drop of London Parliament, Big Ben and the River Thames make it to audiences that the setting is London; using this setting, foreign audiences would be interested as they want to be see the famous capital. With the list of actors on top, it would appeal to a larger audience as the older audiences would recognise previous work from them which would promote the film to those who are fans of the actors casted.
IMAGE 2- The simplicity of the poster draws attention to the names of the actors stared and the other text included like 'The Adventure Begins Christmas' which informs the audience to when the film is available to watch. Also, the way that Paddington is position on the page creates humour which appeals to a wide range of audience. Also it is also unorthodox which gives a uniqueness to the poster which also it to be memorable.
IMAGE 3 - The image that is used creates humour as there has been a disaster with the bath. This mainly appeals to the younger audiences. Also, with the scenery of London in the centre of the page it draws attention to the fact the film is set in London.
3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.
PRINT AD The weather of the snow falling and the thick snow on the floor show that the film is set during christmas time. This indicates that film will be in theatres during christmas time. The back drop of London Parliament, Big Ben and the River Thames make it to audiences that the setting is London; using this setting, foreign audiences would be interested as they want to be see the famous capital. With the list of actors on top, it would appeal to a larger audience as the older audiences would recognise previous work from them which would promote the film to those who are fans of the actors casted.
4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films? There is the repetition of colours blue and yellow which create a brand and create a link between all the print advertising campaigns. Also the same text font and lower case i with the paw print also creates an identity with the film. This makes the film unique and distinguishable to audiences. This creates a very family child-friendly brand.
E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film? The twitter account is called Paddington Movie, the account tweets in third person perspective of the protagonist himself, Paddington. This is very child friendly and brings the famous bear to life. Hashtags, Paddington and PaddingtonMovie were used several times during the time when the film was in theatres. This helped generate a buzz surrounding the film. Stills from the film is also posted on the twitter page. This creates an interest and also demonstrates the high level of production the film has. The Facebook page is also called Paddington Movie. The colour scheme that was seen on the print adverts is seen on the banner on the top of the page. The twitter is linked with the Facebook so the posts are identical. The instagram account is called Paddingtonbear. There is constant use of the hashtag Paddington. There are short clips of scenes from the film. This generates anticipation. The comment of the picture is in first person of Paddington bear. This brings the character to life.
2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms? There is a synergy between the colour scheme of the print advert. The colour of blue and yellow is seen on the website design. Furthermore, whilst the site is loading there are the same bear print seen on the i in the print title but instead the bear prints are seen walking. On the website the banner is the trailer. This links to the broadcast side of this film. The cast that were seen on the print advert is also listed on the website. This really makes the stars of the film very clear and also helps advertise the film.
3) Did the film run any kind of e-media based campaign to generate interest in the film? On the website there is a section where there are activities. These activities are mainly children orientated. This appeals to the prime target audience of the film. As these activities are created with a Paddington bear theme it interests audiences.
4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
Audience
1) Who is the target audience for this film? Demographics and psychographics. The target audience for this film is the younger audience as seen with the talking bear. Also with infamous London Underground in the trailer it appeals to those overseas as the film is set in the iconic city of London. However, the light hearted feel that is seen in the trailer it show how the target audience isn't specific but it is definite that the target audience is children, ages 3-10.
2) How does the cross-media promotional campaign target this audience?
3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film. A pleasure is that audiences would be entertained through the humour that is seen in the trailer and also seen in the outset of the film. Furthermore, the audience would identify with Paddington adding to the entertainment value of the film. Also, audiences would also get a glimpse of the glamorous side of London. Also, witness what it's like being in the Capital city.
4) What similar films would the target audience enjoy? Justify your suggestions. The same target audience would enjoy the film 'Flushed Away', 2006. This is because it is also an animation film that is set in London. The famous scenery of the streets and famous monuments that are found in London that is exhibited by the 'Paddington' trailer is also seen in 'Flushed Away'.
Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience? Hayday films Produced this film. They also produced family films such as the Harry Potter franchise and The Boy in the striped pyjamas. However this studio also produced the films I am Legend and Salting the Battlefield which has a target audience of an older audience.
2) Which company distributed the film in the UK? What other films have they distributed? StudioCanal distributed this film. They also distributed the films with similar target audience such as Nanny Mcphee and Johnny English.
3) Do they have a track record with this kind of film and this target audience? This institution has a wide variety of target audiences as well as distributing family orientated films this French studio distributed films such as The Imitation Game, Burn After Reading and The Gunman which has an older target audience.
4)What was the budget for the film? $50-55 million
5) How successful was the film financially? Why do you think this was? This film was very successful in the box offices. This film was so successful because of all the positive and favourable reviews from the critics and online reviews.
6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why? This film was certificated as a PG. This was essential for the films as the target audience would mainly be the younger audience so this meant that the certification had to be suitable for the younger audiences (ages 9-12) to be able to watch it.
Representation
1) What representations of people, places or groups can be found in this film? The audience see's the city of London to be very glamorous through the colour white buildings. Also the representation of the perfect British family is seen when the family are quietly having dinner all together. Furthermore, those living in London are presented to have a sense of humour and are friendly. This is seen when Paddington is walking in the tube station and people look at him in an obscure manner.
2) What representation of ‘Britishness’ does the film contain? In the trailer the representation of Britishness is very stereotypical. This is created through the stereotypical English accent.
3) How does the representation of Britain differ to Ill Manors? This film glamorises the lifestyle of Londoners. Whereas iLL Manors shows the hardship and struggle youngsters face in the streets of London. Paddington ignores the problems that iLL Manors presents. Problems of drugs, gangs and violence.
4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)
Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.
