Another tip is that you can use subheadings and bullet points in your Statement of Intent - it doesn't need to all be in paragraphs. In fact, bullet points are very useful for keeping the word count down.
The first aspect of your GCSE Media Studies coursework is a preliminary exercise that introduces the basics of filmmaking. This is a brilliant opportunity to get to know the basics of planning, filming and editing. You may even film something that you can end up using in your actual coursework production! Preliminary exercise: Narrative music video extract Your preliminary exercise involves filming and editing a mini narrative music video featuring two characters/performers.
Here's an example of some great music videos that do this:
SAARA - Superpowers
Death Cab For Cutie: A Movie Script Ending
Halsey - Now or Never
Jessie Ware - You & I (Forever)
Deadline: two weeks Help and advice
Watch this great YouTube video on five mistakes to avoid when making a music video. You'll also find it gives you loads of ideas to use in your own production:
Preliminary exercise: Narrative music video
Task:Film and edit a mini narrative music video featuring two characters/performers. Length: approximately 30-45 seconds. Equipment: Smartphone or a school camera (limited numbers available). Note: you may need to bring in the cable to capture the videos from your phone or use data to upload to Google Drive. Groups: None. You MUST work individually. However, other people can act in your music video or operate equipment (e.g. camera operator) as long as they are directed by the candidate submitting the work. Keep a note of this as you'll need to fill in a form for AQA when the coursework is sent off at Easter. For this preliminary exercise, you may want to get into groups of two or three to help each other complete this task. What your music video needs to include Content: Your scene must include some kind of narrative or story. It can match the song lyrics if you wish or alternatively simply fit the mood or atmosphere of the song you have chosen. It can be a chase scene, a friendship/romance or something completely different. Camerawork: You must include at least one long shot, medium shot, close-up, extreme close-up, over-the-shoulder shot and either a high or low angle shot. You also must include both fixed camera shots using a tripod and camera movement (e.g. handheld, tracking, pan etc.) Editing: Your editing should reflect the song you have chosen in terms of pace, style etc. Graphics on screen: You must include text on screen with the name of your artist and song. Use font/typography and colour to create a brand identity for your artist.
Deadlines Planning and filming: This week's lessons Editing and final deadline: see Google Classroom Initial tasks: planning
Before creating anything in Media you need to plan out exactly what you are going to do. You need to complete the following planning tasks on your blog before you can film anything: Statement of intent: 100 words explaining what you plan to make.
Example statement of intent [exactly 100 words]:
I plan to make a 30-second music video for the song Centuries by Fall Out Boy. The story is of an athlete training for their big event - using the key line 'Remember me for centuries'.
One of my characters will be the performer and the second character will be the athlete. I will use the opening 40 seconds of the song for this preliminary exercise (up until the start of the first verse). I will film the singing/lip-syncing from multiple angles in a dark gym with only a little light on my performer. Alongside this, I will film my athlete training - running, lifting weights etc. There will lots of close-ups on both of their faces. [117 words]
Treatment: Write what will happen in your music video - this is basically a script/stage directions for your production. You can find a real music video treatment here.
Casting: Who will be in your music video - remember, you don't need to be in your own production. Location: Where you will film (ideally film off-site as this will create a stronger production). Shot list: Every shot you plan to film. This needs to be far MORE shots than you will actually use in the final version - plan extra close-ups, long shots, unusual angles and more. You can find an example shot list here. Extension - Storyboard: Draw a 5-frame storyboard mapping out your key shots. Storyboard sheets are available in DF07. Planning deadline: on Google Classroom. Good luck!
Our coursework this year will be to create our own music video. In order to create any kind of media production, you need to start with research and planning. Your job is to create something as close to professional as you possibly can - and the only way to do that is to study real, professional music videos and work out the conventions and techniques used to make them.
Research and planning Complete the following tasks on a blogpost on your Media blog called 'Coursework: research and planning': 1) Research: Music videos Watch the following music videos and analyse an aspect of media language for each one:
Music video 1: Marshmello x YUNGBLUD x blackbear - Tongue Tied How is narrative used in this music video to engage the audience?
Music video 2: Years & Years - I Wish I Knew
How is camerawork and mise-en-scene used in this video? Use CLAMPS to remember the different aspects of mise-en-scene.
Music video 3: Foals - Hummer
How is editing used in this music video to engage the audience?
Music video 4: Your choice
Select a music video of your choice and analyse an element of it e.g. narrative, camerawork, editing, visual effects etc. If you're not sure which video to use you could watch some of the following:
You may also want to look a completely different, creative approach to music video - such as these Lego stop motion productions and how they use narrative:
Plan out the basic details for your music video. What song do you plan to use? Will your video be performance or narrative based (or both)? Complete the following on the same blogpost underneath your research:
Artist and song you have chosen:
Plan for music video (narrative/performance etc.):
Our second Film Industry CSP is Ken Loach's independent social realist film I, Daniel Blake. Remember: for film, we only need to study the industries key concept - so this means the companies behind the film, the budget, the marketing and promotion and finally the box office success. Hollywood v Independent cinema Independent films are very different to Hollywood blockbusters like Black Widow. The style of ‘indie’ films is very different to Hollywood blockbusters, as the directors and producers have more creative input – it’s being made in their vision, not in the vision of studio bosses. Independent films have much smaller budgets, and are often supported financially by public service broadcasters, film institutions and charity funding. They are also distributed by smaller companies.
I, Daniel Blake notes
I, Daniel Blake is an award-winning independent British Drama film. The main character, Daniel Blake, 59, who has worked as a joiner most of his life in the North East of England needs help from the State for the first time ever following an illness. He crosses paths with a single mother Katie and her two young children, Daisy and Dylan. Katie’s only chance to escape a one roomed homeless hostel in London is to accept a flat some 300 miles away. Daniel stands up and fights for his dignity, leading a one-man crusade for compassion that will transform the lives of a struggling single mother (Katie) and her two children. It is a drama that has a strong political message about Britain in an age of government austerity.
Key details:
I, Daniel Blake was released in 2016 and was directed by Ken Loach. The film was rated by the BBFC as a 15.
A UK/French co-production, the film is a classed as a drama due to the nature of the narrative and themes within the film.
The cast is made up of lesser known actors, including Dave Johns, Hayley Squires and Sharon Percy.
The film is classed as an independent film, due to the fact that it is a low budget film with a relatively unknown cast.
Director power: Ken Loach
Ken Loach has been a director for over 50 years. He’s never had Hollywood success, mainly because he’s never wanted it. Loach’s style is social realism – telling stories that represent the lives of ordinary working-class people and the social issues they face, for example unemployment, poverty and addiction. His films also have political themes. Rather than create films for entertainment or money, his goal is to expose and educate people to the issues that many people in society face.
Ken Loach's 2019 film Sorry We Missed You highlighted the difficulty of working class people working on zero hour contracts (you can watch the trailer here). Here he talks to Sky News about the film and how it compares to Marvel superhero blockbusters like Black Widow:
Marketing and promotion
Along with traditional trailer and print adverts, the film makers eOne also used disruptive marketing such as:
Organise free (or ‘pay what you can’) screenings and talks in community centres across the UK to build local enthusiasm for the film’s message.
Film was premiered not in London, but Newcastle (where the film is set) to gain local support.
Labour Leader Jeremy Corbyn attended the London premiere and people that had been denied benefit payments were asked to placard the event.
‘I, Daniel Blake’ was projected onto the Houses of Parliament ('guerrilla marketing') and in various cities
Loach appeared on BBC Question Time to talk on issue giving the film extra credibility
A conventional trailer was also produced for the film:
Additional promotion:
A partnership was set up with Trinity Mirror (Daily Mirror owners) to run a marketing campaign based on the film. The Daily Mirror traditionally supports the Labour Party and left-wing causes so therefore agreed with the main message of the film.
The film also paired up with NomadiX Media's iProjector to create an outdoor campaign using quotes from the film.
Ken Loach and the writer did interviews with newspapers and magazines to promote the key messages of the film (see clip from Economist below).
Finally, a video was released using members of the public and politicians that supported the film’s message. This was highlighted with the hashtag #WeAreAllDanielBlake
Secret Cinema Youth screening
Secret Cinema, as part of their charitable Secret Youth campaign, organised a screening of the film in both London’s East End and Newcastle. The event was aimed at first-time voters, and the event happened just before the 2017 general election The screening was accompanied by talks from Ken Loach and performances from artists that either supported or had a connection with the film’s themes. They also organised food bank donation stalls at the screening and encouraged people to contribute
Budget, box office and critical success
It is very difficult to establish the exact production costs of ‘I, Daniel Blake’ although 16 Films Producer, Rebecca O’Brien, said it was a ‘modest amount’, even for a Ken Loach film. We know some of the funding it received (e.g. £300k from the BFI) and can estimate it to be around £2 million. Compare that to the $200 million that it cost to make our other CSP, Black Widow. I, Daniel Blake was exhibited in 24 countries and performed well in Europe and other smaller countries. The film grossed £11 million and received a wide range of positive critic reviews. ‘I, Daniel Blake’ Is Ken Loach’s most successful UK release ever and continued to sell well around Europe. Like all Ken Loach films, it did particularly well in France. As well as Box Office success, it was also a critical success and award winner (including the renowned Palme D’or from the Cannes Film Festival).
Regulation: BBFC rating
‘I, Daniel Blake’ was awarded a 15 certificate by the British Board of Film Classifications (BBFC). This was despite the following scenes being included:
Bad language (uttered by the main characters out of anger and frustration or for emphasis. Was justified by context and not impactful.)
Sexual scenes (There are some verbal sexual references voiced in the film, particularly in a scene where a man pays a surprise visit to a woman who is working as a prostitute secretly, to try to dissuade her from prostituting herself.)
Frightening and Intense scenes (There are two notable scenes of emotional intensity. They include 'the food bank' scene and the ending 'funeral' scene.)
I, Daniel Blake: blog tasks
See Google Classroom for the questions you need to answer. Extension tasks are available below if you finish the questions on Google Classroom. Grade 8/9 extension tasks Read this Media Magazine article on the disruptive marketing campaign used to publicise I, Daniel Blake. Media Magazine is an excellent publication aimed at A Level Media students and it's a great resource for GCSE students aiming for the top grades.
Our first Film Industry CSP is Marvel blockbuster Black Widow.
For film, we only need to study the industries key concept - so this means the companies behind the film, the budget, the marketing and promotion and finally the box office success. Reminder: industry terminology In our Introduction to Media unit, we learned a range of media industries terminology that we may well be tested on in the exam. Make sure you know the following: Conglomerate Most major media companies are conglomerates that own a range of smaller companies (called subsidiaries). An example of this is Disney owning Marvel. Vertical integration Vertical integration is when one conglomerate owns different companies in the same chain of production. E.g Disney owns film studios, CGI specialists, film distributors and TV channels such as the Disney Channel. This gives Disney the chance to make money at every stage of production. Complete ownership = more profit.
Horizontal integration
Horizontal integration is when one company buys other companies at the same level of distribution. E.g Facebook acquired Instagram in 2012 (at a cost of $1 billion) so that they could cancel out the competition by making money from both. Horizontal integration allows companies to widen their audience and find other ways to make money.
Synergy
Synergy is when a company creates a brand that can be used across different media products and platforms. E.g Disney makes movies but then also has related stage shows, theme parks, merchandise, soundtracks and events.
Black Widow notes
Black Widow is the 24th entry in the Marvel Cinematic Universe (MCU). It raises many industry issues surrounding the production, distribution and exhibition of film in the digital age.
Film franchise
A film franchise is a series of films or multi-picture stories, often including some of the same characters from film to film.
Franchises have become even more important than individual stars. They consist of connected universes (e.g. Star Wars, Marvel's Cinematic Universe, DC Extended Universe etc) and many sequels (or prequels).
Blockbuster movies
Black Widow is a blockbuster movie. A blockbuster is a major studio movie that's made with a large budget, big stars and often involves a franchise.
A true blockbuster is extremely popular and brings in a lot of money. Typically, a blockbuster is a summer movie that audiences line up to see the first weekend it's released (which coincides with the school holidays and more family time).
Disney and Marvel
In 2009, The Walt Disney Company acquired Marvel Entertainment for US$4 billion. The Walt Disney Company now owns Disney Pictures, Marvel Studios, Lucasfilm and Pixar.
Walt Disney Studios are one of Hollywood's major film studios and generated an income of $2.4 billion in 2017. This means that they can afford to make more expensive films, market them around the world at great expense and ensure that they are hugely profitable.
Marketing and promotion
Star Power implies that people will want to see a film with a certain star in it. Most mainstream films and blockbusters will use Star Power to attract audiences to their film. The main star in Black Widow is Scarlett Johansson who is very well known and has established fans.
Walt Disney Studios had a huge budget to make and market Black Widow although the success of the film was badly affected by the Covid-19 pandemic closing cinemas. Some of the strategies used included:
Traditional methods such as posters and teaser trailers on TV and in cinema.
Stars of the film appeared on a range of TV chat shows and press events.
Film trailers were released on YouTube and in cinemas.
Specific IMAX promotions with 22 minutes of the film shot in 1.90:1 aspect ratio especially for IMAX cinemas.
Section of the Marvel website with gallery, story synopsis, character posters and opportunities to buy or stream the movie.
Social media profiles on TikTok, Instagram, Twitter and Facebook. Social media and YouTube advertising was also heavily used by Marvel to promote the film including using tweets from audience members on massive billboards.
Star interviews and TV appearances:
Specific IMAX promotional videos:
The Covid-19 pandemic has had a huge impact on the film industry and changed the release strategy for many films. While cinemas are still the primary way of making money for the film industry, some movies are being released to streaming services alongside cinema - or bypassing cinema altogether. Watch this report on Black Widow with an interview with IMAX CEO Richard Gelfond:
Social media marketing
The film used tweets from audience members to help promote the film:
Was the film a global box office hit?
Black Widow’s success is difficult to judge due to the Covid-19 pandemic.
Black Widow’s budget was $200m and it only made $379m at the worldwide box office due to the pandemic. Marvel would have spent well over $100m on marketing the film globally so the profit level is very low. Most Marvel films have made around $1 billion at the box office.
However, this doesn’t take into account revenues through Disney+ so Black Widow may well still make Marvel and Disney a profit in the end.
Film industry: Regulation Films in the UK are regulated by the British Board of Film Classification (BBFC).
Black Widow was awarded a 12A by the British Board of Film Classification (BBFC). It was deemed to have “moderate violence, injury detail”, yet was not too graphic.
With a 12A, no-one under the age of 12 can see the film unless accompanied by an adult. It is quite a new classification (1989) and was introduced due to the large gap between PG and 15.
It is important that all MCU films are 12A at the most as the major film companies want to keep the young audience for:
Merchandising opportunities.
Better potential box office.
47% of cinema audiences were aged 7-24 in the UK in 2014. Word of mouth and peer influence is important in generating interest.
Black Widow: blog tasks
See Ms Fowler's Google Classroom for tasks. When you have completed those, you can look at the extension tasks below.
