Production section teacher feedback

AVATAR CASE STUDY QUESTIONS

1. How has the film been produced to appeal to the UK market?

THE BOAT THAT ROCKED CASE STUDY QUESTIONS

1. How has the film been produced to appeal to the UK market?

You answer the specific question well, but you don't integrate enough theory into your response or widen your response enough. Your answer lacks specific box office data for the genre (is this genre popular in the UK?), UK exhibition context, (other similar films that have done well at the UK box office in the past?) and features very little on the actual production techniques used to make TBTR (traditional film making techniques and technology - specifics needed).  

Audiences and Institutions key concepts:

2.      Patterns and trends of audience behaviour (audience tastes and habits in media consumption, pleasures, sharing, uses and gratifications) some good material but specifics needed

4.      The issues raised in the targeting of UK national and local audiences by international or global institutions (specific needs of the UK market, cultural awareness, impact of global distribution) good material here but more specifics needed

5.      The issues raised by the institutional ownership of each film (production company, production budget) not tackled, but really important

6.      The importance of cross media convergence (production technology) done for Avatar but not TBTR

7.      The technologies that have been introduced in recent years at the level of production (3D, CGI/animation) some detail but not made fully relevant

8.      The significance of proliferation in hardware and content for institutions and audiences (competition, changing digital landscapes, investment costs) very important, not tackled

9.      The importance of technological convergence for institutions and audiences (interactivity/immersion, changing expectations, impact on traditional media insititutions) not explored enough

How has Avatar been produced to appeal to a UK audience?

Avatar was produced for a mass global audience. It was designed for international appeal spanning many audience demographics.


In terms of how it was produced for a UK audience, this can been seen through:


1. The technology used and the enormity of the budget. Newly developed 3D technology and CGI features have a massive appeal to its primary target audience of 18-25 year old males, who consider themselves to be 'tech-savvy'.


The budget needed to produce Avatar and the technology needed to film it, for example new Fusion cameras was massive. The money and funding was available to James Cameron as Avatar was owned by Hollywood giant 20th Century Fox. This powerful ownership deal was essentail in the production of Avatar.
2. Filming for Avatar was a completely new process, using Fusion 3D cameras and other new equipment. This meant that conventional sets were not used. This unusual way of filming created interest amongst British people, as well as other global audiences.


3. James Cameron waited until 2005 to begin production of Avatar, to ensure he had the right budget and technology. The realistic visuals in a film attracted children and adults alike adn these were not possible without the major budget which allowed the development of new cameras adn equipment.


4. Cast and crew. Director James Cameron is famous for his blockbuster classics such as Terminator 2, Titanic and Aliens. However, actors were chosen for being new to blockbuster movies for the main parts and known actors kept for secondary roles.


5. The film featured issues relating to many audiences. It is a film that can be classed in many genres, such as sci-fi, action and romance. This ensured a wide range of audience groups: children, young adults, older adults, both male and female. These themes can relate to anyone, so a British audience feel connected to the action even though it is an American film.


How successful are action-adventure films in the UK? Do UK audiences like this?

Epic Hollywood action/adventure movies are popular with the UK audience, especially the young, male audiences who go to the cinema for a thrilling moment of escapism. When looking at all-time Top 10 box office intakes for Europe, six out of the ten can be classed as ‘action-adventure’ films: Avatar, Lord of the Rings, Harry Potter, and Pirates of the Caribbean. From these statistics we can see that action films are the most popular genre for UK and European audiences.

6. There were multiple production companies involved in making Avatar: Light Storm Entertainment, Dune Entertainment, Ingenious Film Partners - known studios.


Light Storm Entertainment is linked to 20^th Century Fox, a world-wide known distribution company. This meant that the film Avatar came from a respected and reliable company, reassuring the UK audience that the film would be worth seeing. The fact that the film is owned by such a large company also allowed it to have an immense budget, so that the technology needed could be developed, and certain Hollywood actors signed.


7. The film's soundtrack, while mostly orchestral, included tracks by famous British singer Leona Lewis; 'I see you'. The video, feauturing clips from the film, was released several weeks before the film, intended to spark interest and promote the movie.

Production Company and Budget

Various production companies were involved in the production of Avatar:

Lightstorm Entertainment

Dune Entertainment

Ingenious Film Partners

They provided an incredible amount of money for Cameron to be able to make Avatar.

These big studios allowed an incredible budget, as James Cameron’s studio Light Storm Entertainment is linked with 20^th Century Fox and this provided almost unlimited funds and security in finance and a distribution deal.

The estimated budget of $310million, provided by the distribution company, allowed these production companies to create such a technologically advance film.

The fact that 20^th Century Fox own Avatar meant that big Hollywood names such as Sigourney Weaver could be secured for roles in the big Hollywood film. They are well known and ensure that the film is appealing to a mass global audience. Without the backing of the well known company, Sigourney Weaver would not be paid the amount expected by well known actors such as herself. as 20th Century Fox is such a big name in Hollywood and aroudn the world, it could afford to invest so much in Avatar and take such a big risk. It was essential that 20th Cnetury Fox be involved with Avatar, and own it, as they provided the money that the other smaller production companies woudl not be able to afford.

Avatar Script - Themes and Genre

GENRE


Avatar can be classed as:

Sci-fi

Action

Adventure
Romance
Fantasy

Within these are many major themes:

War

Peace

Love

Magic (of a new world)

Rivalry

These are raised through the script.

In the case of Avatar, the idea and script were in development for almost ten years.


UK audience behaviour and trends:

A poll of 5,000 cinema-goers by The Telegraph newspaper concluded that one in five people chose to see a comedy film at the cinema, making comedy the most popular genre of film in the UK. Action/adventure films are the next most popular with 15% of the votes.  Avatar can be classed into the action/adventure genre, so Avatar was almost certain to do well at the UK box office.

The Cast and Crew - Avatar

AVATAR

Director - James Cameron



Leading Role - Sam Worthington

 




Leading Role - Zoe Saldana



Supporting Role - Sigourney Weaver

Supporting Role - Stephen Lang

Ownership of Avatar played an important role in securing these actors. Without 20th Century Fox's backing of Avatar, it is unlikely that big Hollywood names like Sigourney Weaver would have agreed to being involved.



 

Compare and Contrast: How did both Avatar and TBTR appeal to a UK market? (short)

Avatar and TBTR have little in common in terms of production.
They were written, casted, performed, filmed and editted in entirely different ways.

Setting-

Actors- In TBTR there are known british actors and 'not famous ones.' This makes the film  easy to relate to and gives it a casual feel. Where as Avatar wanted their main character to be appear as an 'almost average joe' to just add to the subtleness of its realistic feel, the actors in avatar are also american so immediately we can tell that the two films will be different just because of their actors if not for other reasons.

Scripts- Script in TBTR is comedic with british humour and popular culture references to 60's Britain. Where as Avatar is more accessible and has something for everyone as its themes and genre are very loose as it is a hybrid.

Budget- Avatar became known worlwide as a hollywood blockbuster and its appeall has grown due to its acclaim and spread through word of mouth. The money put into a film sometimes reassures the veiwer/audience that the film is 'worth it'. The modest budget for TBTR, compared to Avatar, could have possibly made it stand out less but may have also allowed it to appear in more cultural british cinema's etc allowing it to reach different audiences that Avatar may not have been able to. 

Compare and Contrast: How did both Avatar and TBTR appeal to a UK market?

Avatar and TBTR have little in common in terms of production.
They were written, casted, performed, filmed and editted in entirely different ways.


1. Setting: Avatar's world of Pandora does not exist, sorry daniel. It was created by a Simulcam which combined live action with CGI in real time to create a virtual space that Cameron could alter. Where as TBTR which had no where near the technology and funding (and also had no requirement for such equipment) that avatar had and settled for the conventional filming technique.  good but what does this actually mean?

2. Actors: In TBTR there are known british actors and 'not famous ones.' This makes the film  easy to relate to and gives it a casual feel. Where as Avatar wanted their main character to be appear as an 'almost average joe' to just add to the subtleness of its realistic feel, the actors in avatar are also american so immediately we can tell that the two films will be different just because of their actors if not for other reasons.

3. Scripts: Script in TBTR is comedic with british humour and popular culture references to 60's Britain. Where as Avatar is more accessible and has something for everyone as its themes and genre are very loose as it is a hybrid.

4. Budget: Avatar became known worlwide as a hollywood blockbuster and its appeall has grown due to its acclaim and spread through word of mouth. The money put into a film sometimes reassures the veiwer/audience that the film is 'worth it'. The modest budget for TBTR, compared to Avatar, could have possibly made it stand out less but may have also allowed it to appear in more cultural british cinema's etc allowing it to reach different audiences that Avatar may not have been able to.