1. How does your product use or challenge conventions and how does it represent social groups or issues?
Link to eBook in case the embedded code does not work:
Representation and conventions (flipbookpdf.net)
Representation and conventions (flipbookpdf.net)
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2. How does your product engage with audiences and how would it be distributed as a real media text?
Transcript:
As a period drama film, our film has a niche audience, as indicated by our research survey, with a primarily female audience for drama films and only a tiny fraction of them choosing period subgenre as their genre. Our film aims to engage with our audience through the representation featured in the movie, providing a sense of identity and purpose to the women's movement in Pakistan. It provides historical context and identity, highlighting social and societal issues that are still withstanding in today's society. The film targets a range of audiences, not limiting it by age as teenagers may identify with the young protagonist, others with the struggles, and some with the nostalgic elements from their past; the film offers something to each age and brings them together. Elements of nostalgia from the original soundtrack to the mis-en-scene featuring old radio, antique fountain pens and the fashion style of the decade give the older generation something to resonate with. "O Sharbi Chor de peena" and "Hum Dekhenge", sung by Iqbal Bano, from the 70s, are also distinct and easily identifiable songs for the millennials and boomers who grew up listening to them, so the soundtrack contributes to engaging with the audience by the use of intertextuality. Thus, It is a film that brings together generations and gives them something to bond over and topics to speak up about, triggering essential conversations. As an Indie film, the marketing budget for our film would be comparatively low in contrast with those owned by the competing conglomerates subsidiaries such as Focus Pictures and Lionsgate and Independent companies such as A24, so crowdfunding from social media platforms would allow us to submit the work to international film festivals such as Tiff, Sundance and Cannes along with relatively more minor film festivals such as Toronto International Women Film festival, that is representative of female directors. Once the Oscars are over, over 100 film festivals open up in March for the new season. Thus, we will release our film in March and submit it to festivals from March to August. The festivals we choose to submit will have digital submissions, so sending them via platforms like FilmFreeway and Withoutabox is cheaper than mailing physical copies. Winning accolades and nominations would market the film to potential investors and distributors in the film industry globally, allowing us to then network with these companies before officially coming into contact with one that aligns with our interest in showcasing our work to a global audience. The distribution companies of interest are A24, IFC Films and Focus Features, which would then be responsible for the film's distribution. Locally, the film would be a platform release, available in select theatres in major cities, but due to growing demand, the movie could be deemed a sleeper hit. The distributor may need to reach out to independent cinemas to release it to global audiences and gain recognition through word of mouth, as there would be less demand globally due to the language barrier. Merchandising for the film would be available due to synergy with local brands to produce hoodies, Kurta's(traditional shirt), miniature radios, etc, inspired by the movie. Netflix would be responsible for the film's digital release as it will be available on demand on their website. The film would premiere on International Women's Day, 8 March, which is also the day every year Aurat March is organised in Pakistan to protest and create awareness for women's rights. The strategic time of release also reiterates the film's purpose and targets the exact demographic the film is made for: people seeking change in society. For marketing the film, we would reach out to the social media account Aurat March and schedule an interview to discuss the film's themes in greater detail with the film's creators. Aside from this, collaborating with YouTubers, tiktokers and influencers relevant to the film, such as Alex Myers, an animation YouTuber with film reviews, to promote it to a global audience and Jack Edward, a book tuber with a love for literature, to promote it to those who want a new and fresh perspective from authentic sources as he likes to recommend such book. On the social media snippet behind the scenes, a teaser and the first two minutes of the film's opening will be posted with a set interval between each post to pique the audience's interest and give them a little taste of what they are signing up for. During the premiere week, there will be an exclusive screening at Lahore Heritage Club (a museum with historical artefacts), the location of the film's shooting. As a collaboration, a whole week of related activities would be held at the said location to promote the film to its local following, which can be assumed to be interested in the history of Pakistan and thus target our audience. To continuously market our film, the prosumers will aid this as UGC (user-generated content), such as a TikTok about going to the theatre wearing traditional clothing or a meme from a dialogue in the film might gain recognition. This type of marketing is a wildcard since the trends and virality of content cannot be forced. Thus, our film account must engage with the UGC to encourage other creators to post about it by liking, commenting, and sharing this content. Therefore, we would rely heavily on Gauntlett's "Personal Identity" theory, which states that similar audiences exist on these social media platforms to choose and create their sense of identity. So we want to promote our film to southeast asians across the globe so they may feel seen and heard. |
3. How did your production skills develop throughout this project?
4. How did you integrate technologies – software, hardware and online – in this project?
Below, I have also embedded a visualisation of all the technologies integrated in this project.