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The Dark Knight - Unit 1 - Case Study (LO2 (How was the product marketed…
The Dark Knight - Unit 1 - Case Study
LO2
How is the product distributed
Was distributed in cinemas 2D/ 3D
DVD, Blu-Ray, Digital Download
Available on subscription services like Sky Cinem
Was shown later on TV channels like ITV
How was the product marketed
Posters and billboards
Film trailers
Adverts on the side of a bus
Interviews with media outlets (the actors)
magazine articles/ spreads
Publicity stunt - they projected the batman symbol onto a building
LO3
How have they followed codes and conventions
They have used low key lighting to create a shadowy and dark atmosphere
They have used quick cuts as well as ever changing camera angles
Foreshadowing has been used
How have they used theories of representation, narrative and genre
The representation of women in media
Whilst women haven't been shown as simply just being a sex object to please the male gaze of the audience, they have been portrayed to be an object which has two of the main characters trying to get/ win. Women in the film are hardly represented in this film with one major role being a women, a women who is needing to be saved by batman which imply that women are weak and need strong and powerful men to save her.
Audience Pleasures
The audience pleasure that this thriller film offers includes visceral which means that the film should offer the audience a set of gut responses such as fear and excitement.
Narrative theories
5 Step Narrative Theory
Equilibrium
- This begins with the city of Gotham being its basic norm with its consistent levels of crime
Disruption
- the joker begins to create disruption in the city
Recognition of the disruption
- Batman recognises that Gotham city needs help to stop the joker
Attempt to repair the equilibrium
- throughout the entire film batman tries to stop the joker just he keeps on failing
Return of the equilibrium
- Batman disappears again until he is needed again, so the fight between the joker and batman ends returning to the levels of crime in the city
Binary Opposition
The main binary Opposition includes good vs evil
LO6
BBFC Rating
The BBFC rated the film a 12A, meaning that it is suitable for people under 12 as long as they are accompanied by an adult.
The BBFC recieved over 350 complaints about this decision with many people believing that it was too dark and violent for children to watch
The 12A rating means that the film mustn't dwell on violence in detail, there should be any focus on blood or injuries, gory moments must be occasional and there mustn't be more than a moderate threat in the movie
People felt that the film was too dark and too violent for children, they felt that then injury's from Harvy too face was too gory and scary for young children who might not be able to tell that it is CGI.
There was also a massive public concern over the jokers knife threat which many people found them to be inappropriate and insensitive and due to the ongoing media coverage of teenagers dying in the UK due to knife crime.
There was also the issue about the the cinema shooting in the US when a sick individual was inspired by the joker in the movie and followed the passive audience theory and shot up the cinema
LO4
Target Audience
12 - 35
Classified as a 12A
Male Audience
From the US or the UK
Seen the previous installments of the batman franchise
C1C2DE
Uses and gratifications
People use these media products for two reasons the first is to escape from reality, this means that they are going to escape from their day to day life. The other reason why people use media products is to build their personal relationships with their friends.
LO5
The products reach
The products reach is quite high as it reaches countries all over the world with the film being translated in cinemas for the viewers. The main reach would be the US and the UK as this is the main language that is spoken in the film
Audience feedback
They got audience feedback through doing trial screenings where they pay people to sit in the cinema and watch the film, giving their opinions of it after they have watched it
They would get audience feedback once the film had actually been released with the audiences giving their opinions on social media sites like twitter etc. also many people would also give their reviews of what they thought by rating the film on sites like rotten tomatoes
LO1
Warner Bros. Pictures
They distributed and produced the film along with legendary pictures and syncopy.
They operate as a subsidiary of the parent company Warner Media. Warner Bros. has its own subsidiaries like DC Comics which they used the characters and stories for the film
How have Warner Bros. used cross-promotion and synergy
Synergy
They teamed up with Lego to produce sets
Limited editions of KitKats and energy drinks
They produced themed editions of Uno and monopoly
Exclusive toys for people that shopped in Toys R Us
Video Game inspired by the movie
Advert on the side of a bus
Cross-Promotion
Posters and billboards for the movie
The film trailer was played in the cinema for film goers and on TV
Social media campaign