ill manors website

How does the Ill Manors official website promote the film?

One way in which the Ill Manors website promotes the film is through its use of the trailer as the first option on the website menu. As a result of this people are more likely to click the trailer and want to watch it and then may want to but the film. The menu also has a buy now option in which people can easily buy the film on DVD and Blu-ray. There is graffiti on one of the houses which promotes the DVD as it says “buy now”. In big bold letters at the top of the homepage it also says “On DVD, Blue-ray, Download and on Demand Now”, again promoting the film so people buy the film.

What examples can you find of the Ill Manors brand on the website homepage?

One clear example of the Ill Manors brand is the use of the iconic Ill Manors font which makes the “Ill” look like tower blocks, linking to the films setting. The use of tower blocks and estates in the background similar to those in the DVD cover and the film itself also adds to the urban Ill Manors brand. Further examples of the Ill Manors brand include the use of graffiti on the house on the homepage, which again adds to the urban brand of Ill Manors. Main protagonist Riz Ahmed is also holding a gun on the website picture which shows the violence in Ill Manors.

What links does the website offer?

Links on the Ill Manors website are links to their social media websites. On the links section of the menu of the site the films twitter and facebook pages are brought up.

What examples of synergy can you find between the website homepage and the print/broadcast platforms?

Examples of synergy between the website and all of the other media platforms are the use of the iconic Ill Manors font which uses the “Ill” text to symbolise tower blocks. The website homepage also contains two of the films posters in the back ground, as well as links to e media through the twitter and facebook pages.

ILL Manors e media

                            Ill Manors Facebook page

How many 'likes' has the Ill Manors film page had?
 
The Ill Manors Facebook page has 30,158 likes.
 
What is the top of the page promoting?
 
The top of the Ill Manors Facebook page is promoting the release of the film on DVD, Blu-ray, Download and on demand.
 

 

 

 

 

Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.

This post by the Ill Manors facebook page will appeal to its target audience as fans of the film are likely to also be fans of Plan B's music and therefore will want him to win an award for best male and best album at the BRITS.

This image contains three useful posts by the Ill Manors Facebook page which will appeal to the target audience. Two of the posts cross promote similar films of the same genre as Ill Manors in Kidulthood on the left and Offender on the right, films that fans of Ill Manors will also be interested in watching. Linking to the making of Ill Manors and Plan B's belief in giving young children a platform to express their talent is also shown through the post on the left, giving young teenagers a chance to make their own short film. This is likely to appeal to the young audience of Ill Manors. The age group for the project includes 16 and 17 year olds, showing that clearly the company knew that it's audience would be lower than the set rated 18 certificate of the film.

The bottom right post also links to target audience as fans of the film are likely to be fans of his music and the link to the Ill Manors music video and playing with fire music video below will appeal to this audience.

 Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.

 

 

 

 The first picture promotes the film further through synergy by promoting the film poster, encouraging more people to watch it. The second is a link to the playing with fire video which is synergy with the broadcast platform and the third picture also promotes the print platform by promoting the Ill Manors DVD and Blue ray using the DVD poster.

 

Find three examples on the Facebook wall of opportunities for user generated content or audience interaction (e.g. a question that invites people to comment or a competition to enter).

 

The first picture interacts with the audience by encouraging people to vote for Ben Drew at the BRIT Awards for best male and best album. The second interacts with the audience my encouraging the young audience of Ill Manors to have the opportunity to make their own short film, and the third interacts with the audience by giving away Anuverhood, Offender and Ill Manors merchandise if the audience clicks a link.

 

Find three examples of the Facebook page cross-promoting the soundtrack or DVD release.

 

 

Find the Twitter graffiti campaign link on the Facebook wall and screengrab it

 

 

How did the institution use the Facebook page to promote the film's release in May/June 2012?

 

Throughout the month of May the page constantly posted the link to the films trailer, encouraging people to watch the trailer so that they then will want to watch the film in the cinema when it came out in June. The film poster was also constantly posted on the page.

 

The page also posted many "win ticket" links to the Ill Manors premiere as well as uploading many pictures from the event itself, making it seem like a big occasion and encouraging others to watch it.

 

The page also released many short behind the scenes clips of actors speaking about their characters, encouraging people to watch the film as they hear about the dark individuals in the film. Many links to interviews with Plan B, such as with the Guardian speaking about the making of the film were also posted.

 

Before the initial release the page also posted many stills from the film that looked interesting.

 

 

 

 

 

 

 

 

A field in England

1. How was A Field In England’s release different to typical film releases?

A field in England was distributed in a very unique way than to most films. A field in England was released across all media platforms: Cinema, DVD, Blu ray, VOD and TV all on the same day, 5th July 2013. Typically films would be exclusively released on these platforms separately in order to maximise profit from each. This would usually take place with the film being exclusively on cinema, to then exclusively on DVD and blue ray approximately 6 months later.

2.What are the advantages to releasing the film across all platforms on the same day?

An advantage of releasing the film on all platforms on the same day is that the film is accessible to everyone. This is especially important for an arthouse film as the film is not intent on making profit but by spreading its message or beauty to as many people as possible.There are also very few arthouse cinemas in England and therefore the film would only be accessible to some people. Releasing the film on all platforms creates a real surge in hype about the film on the release date as it is available and will be advertised by all platform such as Film4, Netflix, etc on the day of release. Whereas if it was released on each one separately very few people would hear about the film due to the low marketing budget and specific audience of the film. The hype caused by the release all in one day is shown as #AfieldinEngland was trending on the day of release.

3.What are the disadvantages to this approach?

A disadvantage of this approach is that there is a sudden large hype about the film but after the release date it may be very quickly forgotten about. Due to the fact that people are able to immediately watch the film on TV for example platforms such as online download and DVD may lose money.

4.What target audience would A Field In England be aimed at? Demographics and Psychographics.

The Demographic of the film's audience would be B - A and the Psychographics of Succeeders and Explorers. This is because the film is likely to have an upper class, highly educated audience that would be interested in an arthouse film. Explorers may also want to watch the film to explore different and more unique types of film.

5.Do you think all films in future will be released across all platforms simultaneously in future?

I highly doubt that blockbuster Hollywood films would adopt this marketing strategy used by A field in England. This is because big budget films will want to generate as much profit as possible and so will do this by gaining revenue from each platform individually. However arthouse films such as A field in England certainly may adopt this approach due to the success it has had with A field in England. The strategy allows smaller niche arthouse films to generate a large hype on the day of release that brings it a larger audience than it would on seperate platforms, and this is the films main objective, to spread its message or beauty and not make profit like Hollywood films. 

Ill Manors Tag London campaign

#ILLMANORS #IGNORINGTHEPROBLEM DOES NOT SOLVE IT? #INSPIREKIDS DON'T PUT THEM DOWN? #SOCIALCHANGECOMESTHROUGHACTION NOT INACTION? @4PLANB

#ILLMANORS THE WORSHIP AND MONEY MERGED ALL COLOURS AND CREED, INTO ONE TRUE RELIGION THAT WAS DRIVEN BY GREED @4PLANB

@ILLMANORS #ILLMANORS OLYMPICS GONNA LEAVE US WITH A LARGE BILL A LARGE VENUE THAT WILL CLOSE BY THE NXT PROJECT AND IS A TERRORISTS WISH,

#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

#ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN, @4PLANB

WHY ARE THE RICH GETTING RICHER AND THE POOR GETTING POORER. PFFT TO THE GOVERNMENT.THE OLYMPICS.WILL DESTROY LONDON #ILLMANORS

#ILLMANORS INCLUSION NOT EXCLUSION.

THE RECESSION IS A WORLD SCHEME TO KEEP THE POOR, POOR. THE RICH OF THIS WORD HAVE NEVER BEING RICHER. #ILLMANORS

SOUNDS LIKE THE TRUTH #ILLMANORS

@4PLANB MONEY & LOVE CAN LIFT A PEOPLE UP. IT’S NOT A RACE, WHEN WE’RE ALL FROM ONE PLACE. HOW WILL YOU APPLY YOURSELF? #ILLMANORS #ITSDEEP

AND BY THAT I MEAN, IF YOU WANT SOMETHING TO CHANGE YOU HAVE TO START WITH THE MORAL HIGH GROUND AND NEVER GIVE IN. #ILLMANORS

ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS

LONDON IS CALLING, THE CITY IS CRUMBLING #ILLMANORS.

PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED

#ILLMANORS YOU CAN'T EAT MONEY...BUT YOU CAN EAT THE RICH

1) Summarise the Ill Manors Tag London campaign in 100 words

The launch campaign for Plan B’s album, ill Manors, combined traditional and digital media. The key objective was to ensure it reflected the scale and character of the album while connecting with a savvy online audience. Fans were prompted to tweet the hashtag #ILLMANORS and voice their opinions on the current climate in the UK, reflecting the overarching subject matter of the new album. In total, 300 of the tweets were recreated by graffiti artists, projected 100ft high onto London landmarks, photographed and retweeted back to individual users.

2) How does the Ill Manors Tag London campaign help to promote the film?

This user generated marketing strategy was very effective in helping to promote the film. It involved the audience and made them share their thoughts on the issues covered by Ill Manors. The method uses online word of mouth as twitter uses following another user that tweets Ill Manors will be able to see it, and may want to get involved themselves. The fact the producers would actually respond by retweeting a picture of your tweet on a famous London landmark will also encourage people to tweet more. The campaign also bring the issues in society covered by Ill Manors into discussion which them promotes and publicises the film.

3) What links are there between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?

The Tag London campaign encourages twitter uses to voice their opinions on society and issues in Ill Manors. This links to the Tedx lecture by Plan B, who used the lecture to voice his opinion on society. He claimed that the media fuels negative stereotypes of urban youths which causes them to make bad decisions in life, and that they are products of their harsh environment. Tweets selected by the marketing team agreed with this anti-government view and were then projected on London landmarks. Tweets selected were all following the same ideology as Plan B’s which he elaborated on in the Tedx lecture. The anti-government tweets selected also link to the NME  cover in which a strapline on the cover was “David Cameron be very afraid” again following an anti government ideology.

4) Why might user-generated campaigns like this be more successful than traditional media campaigns?

User generated campaigns such as this are more successful than traditional media campaigns such as billboards for many reasons. One way in which this form of marketing is so successful is due to word of mouth. When one twitter user tweets Ill Manors other people following will see the tweet and may also want to get their message across because the issue of society is such an opinionated subject, in which everyone has a view. The attraction of being retweeted by the Ill Manors twitter page with their tweet on a London landmark will also encourage people to get involved further, promoting the film even more. This type of word of mouth and user popularity cannot be gained from traditional campaigns such as billboards. If a person tweets the Ill Manors page they are also actively getting involved with the film and are much more likely to want to watch it then than if they simply saw it on a billboard or bus poster.

5) Choose five of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

Ill Manors Key Conventions/Synergy

1. What are the key conventions that help you identify the print text?
2. What design features help identify the Ill Manors brand?
3. What examples of synergy can you find with the broadcast platform or other print examples?

The Key conventions which help me identify this as a print text is the clear title in the middle of the text and the use of picture. The text uses the iconic iLL font which connotes tower blocks or possibly a prison cell window, linking with the nature of the film. The use of yellow also connotes danger which also links to the violent nature of the film. The strapline at the top of the text uses the films slogan “you are all products of our environment”. The text also contains the release date of the film at the bottom of the page. Synergy between this print text and other texts are that the “iLL” font is used throughout all media platforms.

This print text massively uses the typical convention of positive reviews to attract an audience to watch the film. The positive reviews have also been placed in columns alongside each other on the print text which looks like tower blocks and links to the iconic font of Ill Manors which instead uses font than layout to connote tower blocks. On top and bottom of the Title the director’s appeal is used. “Plan B presents” is at the top to appeal to Plan B fans, however “A Ben Drew film” is at the bottom as his real name is much lesser known and cannot be marketed as much, especially as he has little directing experience. If “Ben Drew presents” was on top of the title the poster would be much less effective. A pull quote other than those in the columns is places on the bottom left of the poster  in larger text as “the British film everyone is talking about” is the most appealing positive quote the film has received and will attract the most viewers. The text then has the Blu-ray, DVD and Download release date on the bottom right of the poster.

Ill Manors Print texts

1. What identifies that this is a print platform?
2. Do any of the articles do more than entertain? How?
3. Does this platform allow the audience to participate/contribute?
4. What codes/conventions of print interviews are apparent in the examples?
5. How is narrative used to tell a story in each text?
6. What synergy can you find between this text and the broadcast examples we have studied?

http://www.menshealth.co.uk/living/men/plan-b-interview

The Men's Health magazine uses the typical question and answer structure of print texts to show the questions and answers of Plan B's interview. The article does more than entertain as it gives health, diet and exercise advise from Plan B which can help the readers. The narrative is used to tell the reader how Plan B has lost weight and the positive influence it has had on his life though his answers to the health related questions. Likely readers of this text are to be of young age, 15-35, as these people are most likely going to want to exercise and keep in shape. They are also likely to be the demographic of strugglers and aspirers. Strugglers because people who idolise plan B and listen to his music are most likely to be of a lower class background and aspirers are likely to read magazines such as Men's health to keep up with the latest fashion or exercise tips. Possible synergy between this and a broadcast text was Plan B's interview on Radio 1 in which he also speaks about his weight loss.

http://news.qthemusic.com/2012/10/plan_b_ill_manors_was_a_risk_i.html

Q magazine avoids using the typical question and answer structure and instead has inserted a video into the text, and quotes and a short summary of the video make up the narrative. The article does not just entertain as it also informs us as to why Plan B made Ill Manor's and the sound track, relating to the events in the London riots, and how he never expected his track to go to number one. Audiences have to participate with the text as they are most likely going to watch the video embedded, from which the narrative is quoted from. Audiences most likely to read this text are demographics D - C2 as they may want to read about their favourite artists and the music industry. E's would not want to read a text and therefore would not appeal to print texts and A's are not likely to be interested in the music industry or reading music magazines, especially if the text is about lower class music such as Plan B's. Possible synergy and links to broadcast texts is Plan B's Tedx lecture in which he also speaks about why he made Ill Manors and his reasons for the aggressive sound track.

http://www.theguardian.com/music/2012/jun/07/plan-b-love-directing-art-lives

The Guardian interview with Plan B also does not use the question and answer structure. The text is written much more affluently than the other texts, as the Guardian is a sophisticated newspaper generally read by mature adults. The Demographic of this group is likely to be C2 to A and Psychographic of explorers, who may want to explore Plan B's tough upbringing, or reformers who are likely to have begun to read the article expecting the newspaper to criticise its urban genre, however the text actually views it positively. The narrative describes Plan B's tough upbringing in poverty as well as his attempts to help children in a similar position now. The structure of the narrative contains descriptions of a topic which Pan B is then quoted talking about, without a question actually being asked. Unlike the other texts this one also describes Plan B's reactions and emotions as he speaks about his past.

http://www.shortlist.com/entertainment/music/plan-b-my-songs-are-all-about-real-life

Plan B's interview with shortlist largely uses the narrative to tell the story of his hard work, stress and lack of sleep when finishing the Ill Manors album. However unlike the other texts this one covers a much larger variety of topics than just the making of his album such as his weight loss, politics, views on the x factor, past albums and his weird experiences with fans. This text does follow the typical question and answer structure, with the clear title in bold letters, "my songs are about real life", but unlike the others it has no subheading or picture. The simplicity of the writing and nature of discussion means this text is likely to be read by lower class readers, likely to be of demographic E- C2 and the psychographic of Aspirers. A reason for this is talking about late nights and stress are things that young students are likely to be able to relate to, but most evidently his remark about being offered sex with a fans girlfriend, and that he thought about it, is clearly not content that would be read by the upper class, demographic A and psychographic succeeders. This links to his Radio 1 interview in which he also talks about late nights finishing the Ill Manors album.

All 4 texts allow audience participation by offering the option for a reader to comment on the text.

Learner Response

Mock Feedback:

WWW: 

Impressive points and good detail from the clip. 

EBI: 

Did not structure answers in paragraphs - makes it harder for examiner to award marks.

Need to improve audience question.

Why does the film appeal to such a wide audience?

One key way in which the film appeals to such a wide range of audience is the absence of speech. This allows the film to be viewed universally as language is not an issue, and it can therefore be viewed by anyone anywhere. As well as this the simple message the film is trying to portray to the potentially world wide audience about road safety can be understood by all races and nationalities. As well as this it can be viewed by people of all backgrounds, even those with little education, for example demographic E and psychographic strugglers, because the message is so easy to understand and learn from the film. The film also clearly appeals to all ages through the use of a child and adults, allowing the film to appeal to a larger audience, and the simple message of the film also allows it to be viewed by a much younger audience.

As well as this the poignancy of the film gives it a larger appeal too. The film has a clear emotional impact on the viewer. This is because of the typical family values of the film which most people can appeal to. The film is set in a domestic setting which many people can relate to as they are most likely to live in a similar middle class house hold and the family is also a typical nuclear family consisting of 1 child, which many people are also able to identify and relate to. This links to the use and gratification theory of personal identity, in which the viewer can see themselves reflected in the media text. The film may also link to the dependency theory as the film may represent people being dependent on the media as texts such as this one must be created to warn the public about road safety.

The film also has a large appeal due to its brevity. The short nature of the film means it appeals to more people as they will want to watch a short, brief media text which will not take up much of their time. This is because the shorter a media text is the more likely it is it will be viewed, and its brevity also increases its virality. Being a short film the text is able to be broadcast on a variety of platforms, for example on video sharing and social networking sites, giving it a large appeal.