Case study research tasks

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.  



Print

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.

Ill Manors index

Ill manors Film Review

Broadcast- Trailer analysis

Broadcast- Ted x Lecture

Broadcast- Music video

Broadcast- Dvd Extra, Television, Radio

iLL Manors Tag London

iLL Manors website

iLL Manors social media

iLL Manors Print

iLL Manors institution

A Field in England

This article highlights the importance of a film distributor's marketing campaign - it is the task of the distributors to identify and deliver the largest possible audience. There are many challenges for a film launch namely, identifying the film's target audience, estimating revenue potential across all platforms, building awareness and maintaining interest, persuading exhibitors to present the film and finally persuading the audience to watch it. A Field in England was conceived as an arthouse film so traditional distribution models wasn't a good option. This is because these genre of film have a more exclusive audience. Whitley intended to produce an experimental film one which shows creativity and originality, and brings his vision to life even if it is psychedelic and odd, its something no-one has ever seen before.

1. How was A Field In England’s release different to typical film releases? The film was released on all the platforms all on the same day. The time it was aired on television, available on DVD and shown in cinemas were all the same time.
2. What are the advantages to releasing the film across all platforms on the same day? It’s really hard for small films to have the necessary time in cinemas to grow, build and to keep going. So by coordinating all the platforms and enabling the audience to see it how they want, when they want, what we’re hoping for is a critical mass of conversation around the film that will really help each platform achieve its maximum results.
3. What are the disadvantages to this approach? As an audience's reaction is completely out of their control, this approach could just be a waste of money because if people didn't enjoy the film they would deter people from watching it making the release on all the platforms be a waste of money. 
4. What target audience would A Field In England be aimed at? Demographics and Psychographics. The target audience would be AB because arthouse cinema is made not to entertain but for the purpose of making art. This means that audience's would need to be intellectual as themes in arthouse cinema are slightly bazaar. Additionally, this film would appeal to reformers because i would imagine that this film is for older aged people.    
5. Do you think all films in future will be released across all platforms simultaneously in future? Yes, this because we live in a generation that word gets around very quickly with the help of the internet and social media. By pleasing the viewers they will spread word about the film creating a buzz around the film which advertises the film.   

plan B institution

Distribution research

Summarise the 10 steps of film distribution in a list using your own words.

1. Producer/studio gains rights to film story then the screenplay is developed by writers.
2. Production finance, cast and crew are confirmed.
3. Initial photography is arranged at studios and confirmed settings, followed by post-production.
4. Distributor invites exhibitors and journalists to watch parts of the shoot. This helps to build anticipation for the release.
5. Distributor develops release strategy, considers release date, and takes delivery of a master print of the finished film.
6. Distributor presents the film to BBFC to confirm correct certification. The film is then screened to exhibitors then negotiating agreements to have it shown in cinemas.
7. Distributor's marketing campaign aims to build excitement amongst the target audience and finally launches the film.
8. The British Board of Film Classification certificate are delivered to cinemas a few days before opening. 
9. Film's run extends any number of weeks due to demand, which may be greatened by additional marketing enhancing the appeal for film.
10. Following its run in cinemas, the film is released in other formats (home entertainment, television) 

Ill Manors: Funding and production budget

1. What was the estimated budget for Ill Manors? £100,000
2. Where did the money come from? List the different organisations and companies that contributed funding to Ill Manors. He financed £4,000 and the rest came from Film London namely a programme they offer called Microwave film.
3. How did the Ill Manors budget compare to a Hollywood blockbuster such as Skyfall? The budget for Skyfall is between $150 million and $200 million whereas Ill Manors is only £100,000. So there is a massive difference in the financial capability of these films.

Film London and Microwave Film

1. What is Film London and why does it exist? Film London is a British film institution that promotes filming in London.
2. What is the purpose of Microwave Film? Microwave Film is a programme that Film London runs that will offer financial support to new film directors. 
3. List three other films funded by Microwave Film and embed their trailers in your blog. 

4. Choose one film funded by Microwave film and explain how it compares to Ill Manors (similarities and differences) 

Shifty is similar to Ill Manors because both share the same theme in the film. Both represent the violence that goes on in the streets of London. Also, sharing themes about drugs and drug dealing. Both films are also similar because they appeal to the same target audience, the youth. Also, the protagonist in Shifty is the protagonist from Ill Manors. However this film is different as there is an element of humour whereas Ill Manors didn't. Also, Ill Manors showed themes about prostitution but in Shifty there was nothing regarding those themes.

Distributor: Revolver Entertainment

1. When was Revolver Entertainment created? 1997 Julian Marciano 
2. Revolver Entertainment enjoyed a lot of success with the UK urban drama genre. Find three Revolver films that fit that genre, embed the trailers from YouTube and write about why they were successful.
 

A nice suprise focusing on a London Police officer, and how his feelings towards the criminal element and his own corrupt ways come to a head at the time of the London riots, its well handled, Nick Nevern a english actor has been popping up in a lot of these London gangland efforts, many not great, but he does manage to do some solid work here with lots to chew on, which is great to see.

  

 

Kidulthood was successful because it gave audiences an insight into life into life on the street which was something that was not done before. This was a hit with the target audiences because audience could identify with the characters on screen. Furthermore, it also also gives audiences answers to why they act the way they do. 

Structured around a sweet romance between coke-snorting, self-hating hoodie-on-the-run Cal (Wayne Virgo) and flighty French student Olivier (Marc Laurent), the film draws on timely issues of class struggle and criminal violence to build a convincing picture of gay life at street level. Simplistic, relying on hackneyed depictions of cellphone-wielding happy-slappers and graffitied backstreets. The cast is patchy at best, notably Cal’s stereotypical thug-life cronies, but Virgo grounds the proceedings with a compelling central turn. 

3. Choose one film distributed by Revolver Entertainment and explain how it compares to Ill Manors (similarities and differences). 

This film shares many similarities to iLL Manors. Life of modern day youth in the streets of London is a prominant theme that is seen in both Sket and iLL Manors. Furthermore, violence is seen the Sket trailer, with the women beating up some man. This is parallel to iLL Manors as violence is seen throughout the film. Also, Sket is distinctively set in the streets of London which is synonymous to iLL Manors. However, the gender representation in both films is very different. In iLL Manors, woman are seen as powerless and even seen as objects. But in Sket, women are presented as powerful and strong and equally as capable as men which is the complete opposite to iLL Manors.  

4. Why did Revolver Entertainment go out of business in 2013? This is because consumers have different means of watching films through the internet and through online demand services such as Netflix. This change caused Revolver Entertainment to go out of business because DVD sales were dramatically falling. 

5 How is new technology changing the way films are being distributed? With technology enhancing, films can easily be viewed online thus changing from DVD, to online, internet based methods. 

Gunslinger

1. Visit the Gunslinger website and list the three films currently in development (click on theSlate tab).
2. Research the Gunslinger/Revolver film Shank. Embed the trailer in your blog and explain how it compares to Ill Manors (similarities and differences). 
 

Shank doesn't educate its audience on the same level as ill Manors does. The trailer garnishes gangs and urban an lifestyle in London, whereas iLL Manors rather explains reasons for reckless behaviour rather then praising it. Both films fit the conventions of the british crime drama genre and represents urban lifestyle.


3. List other Gunslinger films that fit the UK urban drama genre. Why does Gunslinger focus on this genre in particular? Kidulthood & Adulthood - Gunslinger's director is sensitive to what messages that its films release regarding the topic of London life. 

4. Research the British social realism genre. How do Gunslinger films fit into the social realism genre? Gunslinger films are different to high-budget Hollywood films because it portrays the side to reality that people tend to ignore or even try to glamourise. This is done through girtty and jarring themes that is evident in the film. 

5.Why does the UK urban drama genre appeal to an audience? The UK urban drama genre is one which a UK audience in particular can identify with as it portrays current social problems, not forgetting the famous sites in London through the settings predominantly being in London. 

Certification 

How does the certification process work at the BBFC?

Examiners evaluate issues such as drugs, discrimination, horror, sex, nudity and violence for when they decide the certificate. Other things such as how the audience made to feel is considered too. 

Think about the certificate of Ill Manors (18 certificate). What is deemed acceptable for an 18 certificate? What is the difference between a 15 certificate and an 18 certificate?

A 15 certificate will tend to leave out or suppress sensitive themes whereas an 18 certificate will present sensitive issues more explicitly. 18 certificate films will also tolerate more hard-core themes more often than a 15 certificate. 

What are the advantages and disadvantages for a film in being given an 18 certificate?

The advantage for an 18 certificate film is that it obstructs audiences that aren't able to cope with the sensitive material from watching. To an extent it preserves the upbringing of the young as they are shielded with sensitive material. However, having an 18 certificate it limits the audience to just 18 and above. This could affect the box office amount as those under 18 won't be eligible to watch.  

Print

1. What are the key conventions that help you identify the print text (e.g. title, central image, review quotes etc.)?
2. What design features help identify the Ill Manors brand?
3. What examples of synergy can you find with the broadcast platform or other print examples?

The age rating on the bottom left helps the reader distinguish that this is the DVD packaging. Also, the text displayed, 'Plan B presents' and ' A Ben  Drew film' also help the audience identify that this is DVD packaging. Additionally, the film critic reviews help reinforce that this is the dvd packaging.

Firstly, the text font of the title 'ill Manors' helps identify the brand of this film. The title 'ill' resembles council estate blocks. This gives audiences hints as to what the genre of this film is through the use of stereotypes and shorthand. The text saying,' A Ben Drew Film' appeals to his already existing fan base which helps identify the ill Manors brand. The weather being gloomy and overcast help the audience identify the ill manors brand because the gloomy weather help depict the dark, dangerous and edgy atmosphere that runs throughout the film and album. 

An example of Synergy that is seen in this print is the text, 'Plan B Presents'. This is because Ben Drew is Plan B's official name so this is appeals to his existing fan base from his music. Furthermore, the font used is used throughout the different platforms of media, from broadcast, the ill manors trailer, to this DVD packaging. So this is a prime example of synergy. 

The fact the the image and text are oriented as landscape, help the audience that this is a film billboard.

The colour scheme of greys and red give an evil, dangerous feel to the film and create an anticipation of bloodshed amongst the audience. Again the text is a running motif which represent the ill Manors brand to the audience. 

planb social media

Facebook

1. How many 'likes' has the Ill Manors film page had? 32,592 likes
2. What is the top of the page promoting? The top of the page is promoting the 'Ill Manors' dvd and blu-ray
3. Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.
4. Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film. First and foremost the font of the title 'Ill Manors' is used in both the album cover, the billboard advertisements and the DVD packaging. This helps build the 'Ill Manors' brand as audiences will begin to recognise that font type as the 'Ill Manors' font. The post of Plan B winning Q Magazine's best track for the song 'Ill Manors', it helps advertise the film as this track id the soundtrack of the film. Listeners searching up the song 'Ill Manors' will consequently come across the film as they have the same name. Also the nomination from Mercury for best album also helps promote the film as it raises awareness about the album. Listeners will then get the lyrical content to be describing the narrative thus intriguing listeners to watch the film.
5. Find three examples on the Facebook wall of opportunities for user generated content or audience interaction (e.g. a question that invites people to comment or a competition to enter). The post saying 'What scene from iLL Manors had the most impact on you?' This question encourages users to respond. Questions are seen further down the page, 'What did you think about her character in the film?' regarding the character of Michelle. When Plan B is nominated for an award with the soundtrack there is question 'What do you think? Should he win it?' This shows invites users to comment and express opinions. 
6. Find three examples of the Facebook page cross-promoting the soundtrack or DVD release. The countdown in the days until the dvd release for example, '3 days until...' and '6 days until...' shows the how Facebook is promoting the dvd release through creating a feeling of apprehension. With the information about Plan B's music in the album being nominated for awards, it helps promote the soundtrack as it is getting good reviews. The article title 'Plan B Makes History As Ill Manors Is Nominated For Mercury Prize' promotes the album because it makes the album seem really special due to the creator making history.  
7. Find the Twitter graffiti campaign link on the Facebook wall and screengrab it.
8. How did the institution use the Facebook page to promote the film's release in May/June 2012? On the build up to the release of the film. There are post that are linking to Plan B's interviews regarding the film and his opinions of modern society. This builds apprehension because users will believe in the hype of the film thus wanting to watch it. Also the competition for being able to win tickets to the premiere will help promote the release date as users that are interested will make sure that that date in their calendar is free so they could attend the premier if ever they don win. Also the post of stills in the actual movie intrigue users and as they are captioned with the date that the film is released in block capitals it really stresses the release date of the film.  

Twitter

1. How does the Ill Manors Twitter feed use the Ill Manors brand to promote the film? 
2. What hashtags are used on the Ill Manors Twitter feed? #iLLManors #HMVsigning 
3. Find three celebrities the Ill Manors Twitter feed re-tweeted to promote the film and explain how they appeal to the Ill Manors target audience.
4. How has the Ill Manors Twitter feed used pictures to help promote the film? Pictures taken from the premiere help promote the film because it helps represent the film as successful. Pictures of large lines of fans at the HMV signing brings a hype regarding the film therefore helping promote the film. 
5. Find examples of the Ill Manors Tag London campaign in the Ill Manors Twitter feed and explain how they help to target the right audience for the film. The concept of projecting graffiti artists tagging London appeal to the younger target audiences as tagging a wall is something that is as trendy and edgy in youth culture. Also it helps appeal to the right group of youngsters as tagging a wall is stereotypically done by youth on the street which is the target audience for this film as this film revolves around conditions on the streets of London. 
6. How was the Ill Manors Twitter feed used to specifically promote the release of the film (May/June 2012) and the release on DVD (October 2012)? Choose three tweets for each and explain how they effectively promote the film.

YouTube

1. How was the planbuk YouTube channel used to promote the Ill Manors film? With teasers of the music video as well as the trailer being published on this account, it promotes the film because it raises awareness of the film as well as helping build anticipation 
2. Find examples of synergy or cross-promotion between the planbuk YouTube channel and other media texts you have studied as part of the case study. Explain how they both promote the film and appeal to the Ill Manors target audience. There are video teasers posted which links with broadcast platform as it presents users with previews. This promotes the film because it helps build anticipation. The videos of the soundtracks such as 'Deepest Shame' and 'Lost My Way' helps promote the film because it included in the actual film.  
3. What links to other social networking sites can you find on the planbuk channel homepage? The tag London twitter campaign is advertised on this channel.

tag London

1. Summarise the Ill Manors Tag London campaign in 100 of your own words. Fans were encouraged to hash tag #illmanorsalbum as it will allow them to receive a soundcloud link to tracks from the album that hadn’t even been released yet. This increased the number of mentions. Furthermore, an interactive microsite was created for the tag London campaign. A new Twitter page was created ‘@TagLondon’  and fans were stimulated to tweet this account with the hashtag #ILLMANORS and express their feelings for the current state of London. 300 selected tweets were tagged by graffiti artists, which were then projected around the iconic landmarks of London. These images were then broadcasted on the micro-site and those people whose tweets were chosen were messaged directly.  
2. How does the Ill Manors Tag London campaign help to promote the film? As the hashtag was used was ‘#ILLMANORS’ it publicises the film as well as the album because they have the same name. Also as the Ill Manors album is the soundtrack album for the film it helps expose the film.  With 5,000 entries in the space of five days it helps bring an apprehension about the film. With 200 tweets per day it brings attention to both the album and the film. Also, as users see their tweets on the iconic landmarks it really encourages them to support the film. Also, as there was an overall 1.3k tweets it builds hype so people want to be involved thus promoting the film.
      
3. What links are there between the Tag London campaign and other texts you have studied as part of the Ill Manors case study? Plan B’s lecture on ‘Ted’ exposes about the problems regarding youth, specifically the youth in London. This links to the fact that users were driven to tweet their opinions of London it links as both allow the problems of London to be exposed. Also in both platforms, there is exclusivity seen in the SBTV interview and tweeting using hashtag ‘illmanorsalbum’. As with hashtag it allows users to receive a link a soundcloud link to some tracks of the unreleased album.    
    
4. Why might user-generated campaigns like this be more successful than traditional media campaigns? This campaign might be more successful than traditional methods as it this methods targets the youth specifically which allows for a more successful advertising campaign. Also, as most people are involved with social networks it gives the advertisement a concrete platform as there is a certainty that it will get noticed.       
5. Choose five of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

•  #ILLMANORS INCLUSION NOT EXCLUSION. The target audience of this tweet are high class people, ABC1. This is as the vocabulary used is used for the more educated people. This tweet shares some ideology with Plan B’s lecture as it encourages not to exclude people from society. This is parallel to Plan B’s lecture as he says that youth are being excluded from society thus reacting in violence. 
• LONDON IS CALLING, THE CITY IS CRUMBLING #ILLMANORS The target would be aspirers and those who are more wealthy – ABC1. This tweet is somewhat poetic and sounds lyrical through the internal rhyme. This gives it a link with the soundtrack, ‘Ill Manors’. This is as it exposes the need of London’s imperfection like the lyrics of the soundtrack. 
• ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS The target audience of this tweet is very vague as it poses a question so it can be implied that it is for everyone and anyone. This links with the music video as the music video actually has clips of the London riots. This tweet exposes the corrupt government of London as it compares the riots and the way politicians are spending. 
• #ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN, @4PLANB The target audience of this tweet would be those who are condemning the youth. This is as it gives an explanation as to why the youth are the way they are. This links to Plan B’s ted lecture because he speaks about the youth acting the way they are as they feel barred from society which is what this tweet is expressing.
•  THE RECESSION IS A WORLD SCHEME TO KEEP THE POOR, POOR. THE RICH OF THIS WORD HAVE NEVER BEING RICHER. #ILLMANORS The target audience of this tweet would be those that are wealthy and those that could create change. This links to Plan B’s lecture when he speaks about the lack of support the youth have. Also when he speaks regarding where the government are spending tax payer’s money. This tweet shares the same belief that the government don’t don enough to support those that are in need.