Old films for new - Film Classifications
Over the years as technology has extensively progressed, the way films are made and produced are made in a very contrasting way to which they were in the past. The content allowed on specific classifications has changed drastically year-on-year. Classifications have a wide range, from ‘U’ (suitable for all), right the way through to ’18 ’ (only suitable for people aged over the age of 18).
The content in an ‘18’ classification is rather different than it is nowadays. In the 20th century, a scene on a bed was different to what you’d see on a film nowadays. The actors couldn’t do anything too explicit or ‘raunchy’ on a bed in films. They had to keep one foot on the ground so they could be classed as ‘not on the bed’. You don’t see anything like this in films nowadays. Any scene on a bed in films these days are rather ‘full on’, so to speak. There’s no ‘not being on the bed’, it’s just straight to the point and simple.
It is the BBFC (British Board of Film Classification) who classifies each and every film which is released in Great Britain. Society has changed, and as technology has advances, the quality of films have improved. In the 1950s, films would be associated with just solely images, with no (or very little) sound. Audio in films these days just seems normal and is to be expected, but it was a much needed addition to films when it was introduced, making films more entertaining to watch and easier to understand. Digital technology offers great potential to increase profits. Digital distribution has certainly transformed the film industry more than any other previous technological change since sound.
Distribution of films has evolved dramatically, too. There are many more cinemas for people to watch the latest movies out, whilst many entertainment shops such as HMV store almost every recent film you can think of. Blockbusters offer films or a buy or rental basis, making it cheaper for people to observe their favourite films of a period of days if rented. Many High Street stores stock films.
Films used to be released on VHS (tapes). The visual and sound quality was not the best, but as technology has advanced we can now watch our favourites on DVD in a much more convenient style. Blu-Ray is also used heavily; this is when films are released in a HD (high definition) format, making the overall quality ever better and more clearer. Most recently, over the past two years, 3D televisions have been created, this allowing people to watch films in 3D through specially designed glasses. This option is also available at many cinemas on participating films.
The regulatory issues of films has also changed, moving along with society. In comparison, a ‘PG’ film in 1953 is now classified as a ‘12’today, whilst a ‘12’ in 2005 is now a ‘15’, so this shows us that classifications have been adjusted both over a long period of time and a short period of time.
The content in an ‘18’ classification is rather different than it is nowadays. In the 20th century, a scene on a bed was different to what you’d see on a film nowadays. The actors couldn’t do anything too explicit or ‘raunchy’ on a bed in films. They had to keep one foot on the ground so they could be classed as ‘not on the bed’. You don’t see anything like this in films nowadays. Any scene on a bed in films these days are rather ‘full on’, so to speak. There’s no ‘not being on the bed’, it’s just straight to the point and simple.
It is the BBFC (British Board of Film Classification) who classifies each and every film which is released in Great Britain. Society has changed, and as technology has advances, the quality of films have improved. In the 1950s, films would be associated with just solely images, with no (or very little) sound. Audio in films these days just seems normal and is to be expected, but it was a much needed addition to films when it was introduced, making films more entertaining to watch and easier to understand. Digital technology offers great potential to increase profits. Digital distribution has certainly transformed the film industry more than any other previous technological change since sound.
Distribution of films has evolved dramatically, too. There are many more cinemas for people to watch the latest movies out, whilst many entertainment shops such as HMV store almost every recent film you can think of. Blockbusters offer films or a buy or rental basis, making it cheaper for people to observe their favourite films of a period of days if rented. Many High Street stores stock films.
Films used to be released on VHS (tapes). The visual and sound quality was not the best, but as technology has advanced we can now watch our favourites on DVD in a much more convenient style. Blu-Ray is also used heavily; this is when films are released in a HD (high definition) format, making the overall quality ever better and more clearer. Most recently, over the past two years, 3D televisions have been created, this allowing people to watch films in 3D through specially designed glasses. This option is also available at many cinemas on participating films.
The regulatory issues of films has also changed, moving along with society. In comparison, a ‘PG’ film in 1953 is now classified as a ‘12’today, whilst a ‘12’ in 2005 is now a ‘15’, so this shows us that classifications have been adjusted both over a long period of time and a short period of time.
Bums on Seats
For this task my aim is to describe how the producers of a specific film (Avatar) have targeted their audience through the marketing campaign. Just before a film is about to be released, the producers must come up with a catchy and appealing marketing campaign, with the film poster being very much key to their advertising plans.
The film’s promotion campaign first got really underway when the first photo promoting the film was released on August 14th, 2009. Just two months later, Empire Magazine, a film magazine held in high regard in the UK, revealed exclusive images from the film.
A trailer, lasting a bit over two minutes (129 seconds to be precise), was released online on August 20th.
The producers took another step in ploys to promote their film, by designating August 21st as “Avatar Day”. This was the day when the trailer for the film was released, in all theatrical formats, including 3D and IMAX. Another trailer was then released, this time it was to be premiered in theatres on October 23rd. This one lasted for 210 seconds. This instantly indicates the advertising campaign for Avatar was launched on a massive scale. You only have to look at the length of the trailer they were releasing.
On October 30th, certain parts of the Vietnam press were treated to a viewing of the first 3D cinema in the country, and were allowed to watch 16 minutes of Avatar, totally exclusively, on behalf of Fox.
History was made on 1st November, when the largest live motion picture trailer was screened at a Dallas Cowboys football game in Arlington, Texas, on the Diamond Vision screen. People around the world watching the game courtesy of Fox were also treated to this phenomenon.
Fast food chain McDonald’s started a promotion on which would be aired on television commercials called “Avatarize Yourself”. This encouraged people to go to the relevant website and use a photograph of themselves to change into a Na’vi.
The producers use social networking sites as a great way to generate interest and traffic for their film. Facebook has close to 1.3 million fans, MySpace close to 800,000 friends, and on Twitter they have over 25,000 followers. Avatar was also the most discussed film on Twitter in January 2010, backing up evidence of the film’s increasing popularity.
When creating the film and its marketing campaign, the producers had to heavily consider who to target the film at. Things such as what gender, what age bracket and what socioeconomic status all had to be considered.
Recent surveys indicate they more males than females tend to watch Sci-Fi movies, so the producers will have had to have been wary of this. The BBFC Irish classification was ‘12’. In other countries the classification may have been different, but, generally, ‘12’ was the benchmark. The producers then knew that the film had to be based and relevant to viewers of or over the age of 12, no less.
You would expect the socioeconomic status for this film to be between B and E. You wouldn’t expect those classed as an ‘A’ to find the time to watch a Sci-Fi movie like this. Jobs in that particular category include bank managers and doctors. The people who fall in and around the lower/middle class category are more likely to watch this film.
The poster for Avatar mainly contains the colour deep blue, with a hint of white – it is a close up on a face. The centre of the eye is green. Producers also used a certain font to make it fit into the product they were advertising. The poster and trailers look very Sci-Fi and romance related too.
To conclude, this shows that the producers have to take in many considerations when making a film, particularly a film like this with such a big budget. The advertising campaigns have to be of relevance and appealing as much as possible. I learned that producers tried all different kinds of ways to promote their film, and in unusual ways as well, such as at a Dallas Cowboys football match. The advancement in technology also allowed producers to promote through social networking sites, something which they wouldn’t have been able to do or even consider some years ago.
The film’s promotion campaign first got really underway when the first photo promoting the film was released on August 14th, 2009. Just two months later, Empire Magazine, a film magazine held in high regard in the UK, revealed exclusive images from the film.
A trailer, lasting a bit over two minutes (129 seconds to be precise), was released online on August 20th.
The producers took another step in ploys to promote their film, by designating August 21st as “Avatar Day”. This was the day when the trailer for the film was released, in all theatrical formats, including 3D and IMAX. Another trailer was then released, this time it was to be premiered in theatres on October 23rd. This one lasted for 210 seconds. This instantly indicates the advertising campaign for Avatar was launched on a massive scale. You only have to look at the length of the trailer they were releasing.
On October 30th, certain parts of the Vietnam press were treated to a viewing of the first 3D cinema in the country, and were allowed to watch 16 minutes of Avatar, totally exclusively, on behalf of Fox.
History was made on 1st November, when the largest live motion picture trailer was screened at a Dallas Cowboys football game in Arlington, Texas, on the Diamond Vision screen. People around the world watching the game courtesy of Fox were also treated to this phenomenon.
Fast food chain McDonald’s started a promotion on which would be aired on television commercials called “Avatarize Yourself”. This encouraged people to go to the relevant website and use a photograph of themselves to change into a Na’vi.
The producers use social networking sites as a great way to generate interest and traffic for their film. Facebook has close to 1.3 million fans, MySpace close to 800,000 friends, and on Twitter they have over 25,000 followers. Avatar was also the most discussed film on Twitter in January 2010, backing up evidence of the film’s increasing popularity.
When creating the film and its marketing campaign, the producers had to heavily consider who to target the film at. Things such as what gender, what age bracket and what socioeconomic status all had to be considered.
Recent surveys indicate they more males than females tend to watch Sci-Fi movies, so the producers will have had to have been wary of this. The BBFC Irish classification was ‘12’. In other countries the classification may have been different, but, generally, ‘12’ was the benchmark. The producers then knew that the film had to be based and relevant to viewers of or over the age of 12, no less.
You would expect the socioeconomic status for this film to be between B and E. You wouldn’t expect those classed as an ‘A’ to find the time to watch a Sci-Fi movie like this. Jobs in that particular category include bank managers and doctors. The people who fall in and around the lower/middle class category are more likely to watch this film.
The poster for Avatar mainly contains the colour deep blue, with a hint of white – it is a close up on a face. The centre of the eye is green. Producers also used a certain font to make it fit into the product they were advertising. The poster and trailers look very Sci-Fi and romance related too.
To conclude, this shows that the producers have to take in many considerations when making a film, particularly a film like this with such a big budget. The advertising campaigns have to be of relevance and appealing as much as possible. I learned that producers tried all different kinds of ways to promote their film, and in unusual ways as well, such as at a Dallas Cowboys football match. The advancement in technology also allowed producers to promote through social networking sites, something which they wouldn’t have been able to do or even consider some years ago.