Research Part 6: Marketing to Audiences

 Marketing Strategies

Media Forms used for marketing	Marketing strategies used to promote the film details…..
Print (2)	·        The film made physical posters to sell on major websites like Amazon. ·        Netflix teamed up with a magazine called Empire to make a cover.
Digital (3)	The film’s official website posted a puzzle that revealed details about the film when completed. ·        There was an official Instagram page made for the movie where posters featuring the film’s star-studded cast were posted ·         Netflix released an official poster for the movie in late November.
Publicity stunts	Netflix had an escape room that was set up in November that ran through December to advertise the movie.
Moving images (Tv, trailers, commercials, clips, talk shows, etc.) (3)	·        The first official trailer for the movie was posted in early September 2022. ·        The first clip of the movie was released as an exclusive clip in late September. ·        The cast played a guessing game posted to Netflix’s official YouTube channel.
Partnerships with other companies to produce or market the film. (synergy) (2)	·        Netflix collaborated with Amazon. Owners of Amazon Fire TV were given access to an exclusive trailer, unique behind the scenes footage, an interactive mystery, and were able to give Amazon’s Alexa Glass Onion themed commands. ·        Netflix collaborated with Outback Steakhouse. The restaurant chain rolled out a limited time special version of one of their signature dishes they called the “Bloomin’ Glass Onion.”
How was the film marketed nationally?	At least two cast members (Janelle Monae and Kathryn Hahn) appeared on popular American late night show “Kimmel.”
How was the film marketed globally	The first showing of the film was at the Toronto International Film Festivals.

 

Research Part 5: Sound Codes

 I would describe the sound in the opening sequence as intriguing. The decisions made by the sound engineer to support the genre of the film are put in sounds that give off a mysterious tone, build tension, and thriller. For instance, fast piano playing and up beat.

Sound Techniques and definitions	Document sound	Meaning established by sounds to support the genre.
Dialogue	“I need danger, a hunt, a challenge,” “My mind is a fueled-up racing car, and I got nowhere to drive to drive it.” This dialogue defines the main character and their personality by showing the man as rich and wealthy person, who lives for the trill, does things for the fun and lives in a world of money.	This is to show the main characters' personality, states in life and to foreshadow their parts in the movie.
Sound effects	Game noises Mysterious noises	This is to show some unseriousness, recklessness, and discovery.
Music	Fast piano Jazz/ Up beat Harpsichord playing scary music	This is to show a build of suspense and intense.

 

Research Part 4: Mise en scene Codes

 The bright colors support the dramatic aspect of the film. 

Composition is the way elements of a scene are arranged within the frame. Blocking is the written actions that the actor is directed to do. The director would have directed the actor to comedy that she was conflicted on what to do, showing that she had a lot on her mind.

Framing is the position or placement of objects or subjects in the frame.

The director used framing here to bring out the dramatic and comedic aspect of this because the audience and the characters expected something to happen, but nothing did.

Depth of field is the range of distance seen in a frame.  In the image above, the messy kitchen is in the foreground, the main character, her husband and her kids are in the middle ground, and her campaign posters are the background. The director did this to show the chaos that defines the life of the main character without using words.

b.  Lighting

The direction, source, color, and quality of light. The film establishes high-key lighting.

c)     

High key lighting is used to convey the time of day, which can be any time from morning to afternoon, and because this is usually used in dramas.

c.      Tone

• The tone of the film is light-hearted.
• The light-hearted tone of the opening scene was supported by the bright colors, the comedic use of a hammer, the lighthearted acting and dialogue, and fun hair and makeup.

Research Part 3: Opening Structure of Film Analysis, Camerawork and Editing Codes

 

1 Shot

Establishing Shot

Two Shot

Split Shot

POV Shot

Low Angle Shot

Master Shot

Opening Scene Shot

 

• Production Company/Companies names: T-Street
• Written by Rian Johnson
• Directed by Rian Johnson
• Music by Nathan Johnson
• Cinematography by Steve Yedlin
• Editing by Bob Ducsay
• Produced by Ram Bergman 
• producer (produced by) , Leopold Hughes 
• co-producer, Rian Johnson 
• producer (produced by), Nikos Karamigios 
• co-producer, Tom Karnowski 
• executive producer, Casting by Bret Howe, Mary Vernieu

Main Cast	Actor and the character name and title
	Kathryn Hahn as Claire Debella/ Governor of Connecticut
	Leslie Odom Jr. As Lionel Toussaint/ Bead scientist
	Kate Hudson as Birdie Jay/ Fashion designer
	Jessica Henwick as Peg/ Birdie's assistant who manages her day-to-day
	Dave Bautista as Duke Cody/ Men's rights activist and Twitch influencer
	Madelyn Cline as Whiskey/ Twitch-managing assistant
	Janelle Monae as Andi Brand/ Co-founder and CEO of Bron's company Alpha
	Deniel Craig as Benoit Blanc/ Detective

Research Part 2: General Information of Film

 

T-Street Productions is a notable production company recognized for its diverse range of films and its commitment to delivering quality content to audiences. As an independent production company, T-Street Productions operates with a level of creative autonomy, allowing it to pursue projects that resonate authentically with its target demographic. The studio specializes in creating various types of movies, including dramas, mysteries, and thrillers, each imbued with its unique storytelling style and cinematic flair. T-Street Productions engages audiences by crafting compelling narratives, intriguing characters, and immersive storytelling experiences that keep viewers captivated from start to finish. Through strategic promotion efforts encompassing social media, traditional advertising, and partnerships with key influencers, the studio ensures widespread visibility and audience connectivity for its films. When it comes to distributing their films, T-Street Productions utilizes a multi-platform approach, including theatrical releases, streaming services, and home video distribution, to reach its diverse audience base. Now, let's delve into the film case study: "Glass Onion: A Knife's Mystery." This suspenseful thriller received rave reviews upon its release, praised for its gripping storyline, suspenseful twists, and stellar performances. The film's opening scene effectively engages its target audience by setting the stage for a thrilling mystery, drawing viewers into the enigmatic world of the story and leaving them eager to unravel its secrets.

General Information about the film

a.    The movie we'll be looking at is called "Glass Onion: A Knives Out Mystery." The title hints at a mysterious story involving a knife. "Glass Onion" adds to the mystery, making it sound like there's more to uncover. Overall, the title makes you curious about the movie and what it's about.

a.    Film Title

a.    The movie we'll be looking at is called "Glass Onion: A Knives Out Mystery." The title hints at a mysterious story involving a knife. "Glass Onion" adds to the mystery, making it sound like there's more to uncover. Overall, the title makes you curious about the movie and what it's about.

b.    Tagline of Movie

a.    A tagline is a short, catchy phrase or slogan used to summarize the essence or theme of a movie, often appearing on promotional material such as posters, trailers, and advertisements. Its purpose is to capture the attention of the audience, evoke curiosity, and convey the central concept or mood of the film in a memorable way. For the movie "Glass Onion: A Knife's Mystery," the tagline is: "Uncover the truth, one slice at a time."

 

c.     Film Plot

a.    "Glass Onion: A Knives Out Mystery" tells the story of Detective Benoit Blanc as he tries to solve the murder of tech billionaire Miles Bron. Bron has invited five long-time friends of his to his Greek private island where they all take part in the investigation into his death.

d.    Year of release: 2021.

e.    Cost of Production: approximately $10 million.

f.     Box Office: The movie grossed over $25 million at the box office worldwide.

g.    Where is the film available for viewing? "Glass Onion: A Knives Out Mystery" is available for viewing on various streaming platforms, including Netflix, Amazon Prime Video, and Hulu. 

Research Part 1: Genre, Target Audiences and Production Companies

Our film genre is mystery. We selected it since we all like a challenge. A sub-genre that is being introduced into the film’s narrative is crime. The target audience for this film is teens 13+, with there being multiple jokes and scenes created to appeal teens.

a.    Film genre: Drama

b.    Subgenre(s): Comedy

Market Segmentation Analysis	Characteristics
Demographics
Age group	13+
Race	White, Black, Filipino
Gender	Men and Women
Class	11
Psychographics                      Puzzles
Interests	Puzzles, mind games, and solving
attitudes	Overwhelmed, Carefree, Serious, Frustrated, Confused
personality traits	Humble, Friendly, Ambitious, Confident, Flexibility
values/beliefs	Teamwork

Most of my peers were women between the ages of 15-19 who have routines and believe that security is an essential part of their lifestyles. They go to the movie theater seasonally because they prefer to use streaming platforms or watch films on demand. They like the horror, thriller, and comedy genres that have linear narrative openings that start right at the beginning of the story and progress simply from there. They mostly use Netflix and Hulu and would pay $20 maximum to watch a movie in theaters, and $10 maximum to stream a film, primarily on tablets or laptops.

Audience: 

• My audience usually streams movies on Netflix or Hulu. My audience would fit into the category of students and young adults. My audience leans more towards linear opening scenes with classic establishing and master shots, and seamless editing.

Production Companies	Film Titles	Budget	Gross
1.       Netflix	Enola Holmes	$20 million	$150 million
2.       Netflix	Glass Onion: A Knives Out Mystery	$40 million	$311 million+
3.Max	The Little things	$30 million	$29 million

The production company my team and I will be researching is Netflix, and the movie is ‘Glass Onion: A Knives Out Mystery.’ We chose this movie for the fun mystery part. There are many details about what we have been learning in class to support this assignment. It gave us a more open mind to complete this assignment. It also was a great experience of teamwork to watch it together and complete it together.