CCR task 2: How does your project engage with audiences and how would it be distributed as a real media text?

Our primary target audience is a male audience between the ages of 21 and 25 with age restriction of 15. We established a target audience by looking into similar products which can be found here: https://lilaa1media.blogspot.com/2022/03/similar-products-and-conventions.html

I then confirmed this in a blog post in which I confirmed my target audience, which suggested that the audience we should focus on targeting would consist mostly of young adults as these seemed to be the demographic who engaged most with the similar products: https://lilaa1media.blogspot.com/2022/03/target-audience.html

Engaging our audience through key moments

In this first key moment, the man's scientific set up is introduced which consists of a strange range of objects including a conical flask, a jar of berries, a pestle and mortar, and a few beakers, as well as a chopping board and scalpel. This engages the audience as they wonder why this strange range of objects are all on the same table together, creating a sense of tension and intrigue. Furthermore, the character's lack of face creates a feeling of suspense as the audience anticipates the reveal of the face behind these mysterious actions.

Here, the audience gets their first insight into the protagonist. Through shots that feature glasses and a syringe, a very precise measuring tool, the audience learns that this character strives to be highly accurate in the task that he's doing. This gives the audience the sense that the there might be something abnormal about the character's psychological state as one is would not typically be so precise in making a juice out of berries, which is what the audience might guess the character is doing at this point in the opening sequence. Therefore, by creating a sense that there is something odd about the character, this helps to build tension in the sequence, keeping the audience focussed. As the target audience for the film is male, the fact that the character is a man might help to keep them intrigued through the principle of identification, one of the key aspects of Blumler and Katz' Uses and Gratification theory. Blumler and Katz proposed that one of the criteria that aids consumers in what media they choose to consume is identification. Therefore, by having a man as the central character to the film we have fulfilled this criteria, helping to satisfy our target audience.

Then, there are two significant shots that conjure up sinister images hinting subtly at suffering that will occur later on, creating a sense of foreshadowing. The image of the red berry juice being released into the beaker has connotations of blood and pain, hinting to the audience that the character might have cruel intentions. Additionally, the image and intense sound effect of fizzing foreshadows the fizzing of the berry mixture as it is poured into the victim's throat and this highlights violence and suffering as two of the major themes in the film.

At this point the classical soundtrack has shifted to a sinister tone and a door is revealed, suggesting that there is something else going on that has not yet been revealed. For the first time, we can see that there is something more to the location as there is clearly another room in the unknown setting. Therefore, this buildup is key to building up drama in the opening sequence and this creates a sense of suspense, keeping the audience engaged and on the edge of their seats.

The reveal of the woman is highly significant to the opening as it provides an answer to the  questions that the audiences have as to what the character was hiding. However, this moment simultaneously ensures that the audience remains engaged by creating more unanswered questions that capture the interest of the audience once again. The audience might wonder who the woman is and why she has been selected as the man's victim. Additionally, the shocking image of the funnel taped to the woman's mouth instils horror in the audience. Furthermore, the image of a serial killer, particularly male, dominating over a helpless female victim is a typical narrative convention of the thriller genre, thus ensuring that the young adult male audience who typically consume psychological thrillers remain engaged with the content of the film.

This last key moment of the film is important because it communicates even more about the protagonist, as it suggests that he enjoys the act of torturing others. This opens up the narrative as one that will explore murder.  Furthermore, the horrible image of the woman struggling through the violence is important in attracting a young adult audience in their twenties as they tend to enjoy the shock factor of violence, creating a sense of gratification, adhering to the concept of diversion as a key factor in Blumler and Katz' theory. This allows the audience to experience feelings of escapism as they wouldn't typically witness such high-drama events in their mundane, day-to-day lives.

I believe that we have been successful in reaching our target audience as we have included many of the typical conventions of the genre including low-key lighting, the use of "enigma codes" to create tension (a term coined by Barthe), as well as protagonist with malevolent intentions who is very often a serial killer. However, I believe that the method the serial killer in The Will uses to market the film is quite unique, which helps our film to stand out from the multitude of psychological thrillers that are released every year. Therefore, I believe that by following many of these key conventions which are used in many of the similar products I looked at previously, such as Knives Out. Furthermore, although we could've chosen to subvert and challenge the traditional stereotype of an evil man dominating over a helpless woman, I believe that the choice not to do so was the correct one as it ensures that our target audience have the impression that they are getting what they expect out of the film and continue watching because of this. This means that we can engage this audience later on if we wanted to, but establishing traditional tropes in the first few minutes ensures the target audience is initially engaged.

Film poster design

Below is my film poster design that would be used to spread awareness about the film prior to and during its release:

The slides below highlight how the film poster will engage the audience with the story and help to sell the film:

  

How would The Will be distributed as a real media text?

Established in 1989, Strong Heart Productions is the distributor of a few films including Silence of the Lambs, which appeared in my research into similar products, and was directed by Jonathan Demme. The film explores the story of a young female FBI trainee, Clarice Starling, who is set the task of interviewing the notorious serial killer Hannibal Lecter in prison, with the hope that he might solicit some information that might help them catch another serial killer who skins his victims alive. The film was originally based off the novel by Thomas Harris and its book cover was later changed to the same design as the film poster, helping to spread a memorable visual representation of the film, as well as encouraging its readers to watch the film. Additionally, Jodie Foster, who played Clarice Starling appeared on several talk shows helping to market the film. These included Jim Ferguson and Entertainment tonight which helped to spread awareness about the film across the United States. Furthermore, critical reviews were another key factor that helped to market Silence of the Lambs. For example, the film was reviewed in the New York Times who claimed it "could well be the first big hit of the year", along with a Rotten Tomatoes score of 95%. Additionally, it became one of the only three films to win five of the most sought after Oscars: Best Picture, Best Actress, Best Actor, Best Director and Best Adapted Screenplay. Therfore, to market The Will, I believe the best method would be to attend film festivals in order to ensure the film gains critical acclaim, as well as display movie posters and billboards worldwide in order to make the audience aware of a recognisable image, ensuring that the audience remember to watch the film and spread the word about it. 

The Rotten Tomatoes Review can be found here: 

https://www.rottentomatoes.com/m/silence_of_the_lambs

The film was released on 14th February 1991 and the film's gross was $272.7 million, $14 million of which was generated through the box office over the president's weekend in the United States. The film's premiere took place at the 41st Berlin International Film Festival. Then, in June 1991, the film premiered in the UK at the Odeon, where within its opening week, the film the film managed to generate £290, 936. A week later, the film was distributed to a total of 281 screens. It became the fifth highest-grossing film of 1991. Following its success in the box office, the film was then released on VHS in October 1991 by Orion Home Video and in 2001, it was released on DVD by MGM Home Entertainment, as well as by the Criterion Collection. In 2018, a BluRay edition of the film was released. Like Silence of the Lambs, I believe The Will would enjoy a similar cinema release, but this would be limited to the UK, given that our film does not feature any A-list stars or high-end technology, such as CGI that help a film to be distributed to a worldwide audience. Furthermore, due to the fact that The Will would be released in 2022, and unlike in 1991, watching VHS tapes is no longer a common practice I believe that after a cinema release lasting around four weeks, the typical length of time that films play for in UK cinemas. Roughly six months after its release, DVD and BluRay editions of the film would also be released. 

Additionally, I believe that the film would enjoy high success and therefore given the emergence of streaming as one of the main forms of viewing a film in 2021, the film would be released on a streaming platform to ensure that it generates revenue long after its initial release. Shudder is a streaming platform that for films of the thriller and horror genres. Shudder allows its customers access to a whole range of content, including classic favourites as well its own original content, at the cost of £4.99 a month. Many psychological thrillers are available for streaming on Shudder and therefore I believe that by releasing The Will on Shudder the distribution chain could be distributed, allowing Strong Heart Productions to continue generating revenue from the film to fund future releases.