Example Institutional Information (for Analytical Task)

1. Research your film’s production company (i.e Warner Brothers, Paramount etc)

2. Explain how the institution has an impact on the promotion of your film (genre, budget, stars, etc)

Example paragraphs:

Shutter Island was produced by Paramount Pictures (they also produced The Lovely Bones, Iron Man 2, How To Train Your Dragon, Paranormal Activity). Paramount Pictures are part of a larger conglomerate called the Paramount Motion Pictures Group (World’s oldest film studio and a subsidiary of Viacom). They are a mainstream company appealing to the mass public with popular genres, well-known stars and big budgets.

Paramount Pictures promoted Shutter Island mainly through posters, trailers and the website. However the biggest reason for its success has been linked to its TV advertising campaign. Trailers we shown during the US Super Bowl and the Winter Olympics. The exposure the movie got with its advertising campaign during the popular Winter Olympics broadcasts was, according to The New York Times, a big reason for its success at the box-office in its opening weekend.

Assignment 2: Analytical task guidance

Analytical task: Compare the impact and effectiveness of two promotional methods used by one film.

Word count: 1,000-1,200 words (20 marks)

Optional essay plan
You may find the following useful. However, you do not have to follow it exactly and will be credited for alternative or original responses that are convincing and highly effective.

Introduction (50 words)

• Introduce the question and how it will be answered.
• Explain what film you have chosen and briefly describe the poster and trailer. 
• Provide some institutional background to the film (you will need to research this on imdb.co.uk)

Institutional information/background information (150 words)

• What companies/films studios created and distributed the film?
• Who directed/acted in/produced the film? 
• What genre does your film belong to?

Close textual analysis of film poster (250 words)

• Analyse the film poster in detail, writing about the key conventions and explaining why they are effective.
• What is the film’s unique selling point (USP)? 
• How does the poster make the most of the film’s USP?

Close textual analysis of film trailer(250 words)

• What institutional information appears in the trailer and when?
• Choose a few key scenes or ‘rich moments’ from the trailer and write a detailed analysis of why the trailer is effective and what impact it has on the audience.
• Use the media theories we have learned, e.g. Barthes’s enigma and action codes; Todorov’s equilibrium etc. 
• Compare the similarities and differences between the trailer and the poster – what remains consistent between the two? What differences can you find – and why are they different?
• What examples of synergy can you find (links between different media texts)

Representation (250 words)

• Write a paragraph (or two) discussing the representation of different people, places or groups in the trailer and poster (e.g. representation of women, men, race or ethnicity, a country or place etc.) 

Overall effectiveness (150 words)

• How effective was the film promotion you have chosen? 
• Use financial figures from your research (box office takings, opening weekend, box office against original budget etc.) to evaluate how successful the film promotion was.

Personal response/conclusion (100 words)

• How effective do you feel the film promotion is? Which is more successful: the poster or the trailer – or do they complement one another?

Mark scheme:

Level 6 (17–20 marks)
Candidates produce convincing and effective analyses of media texts. Media terminology is used extensively and effectively. The nature and impact of media representation is explored convincingly. There is a convincing and clear understanding and appreciation of institutional aspects of media production. Responses, including the explanation, are cogent and well structured with precise and accurate use of language and arguments clearly supported by evidence.