'Photoshop CS4 for Digital Photographers' book advert Production Folder

Fictional Book Promo 

Meeting 1 

Today was the first meeting that we had as a group. The group is made up of Marco Attard, David Rapinett, Shaunphillip Debrincat and myself. 

Today we had to pick one advert, from the four that we had come up with. After showing the story boards to each other, and explaining why we thought the particular advert was the best, we voted and David’s advert came out on top. The advert is about a Photoshop book, and the story line of the advert is a romantic encounter between two male photographers and a pretty woman. After discussing the advert some changes were made to it. 

Mind Maps 

The whole team agreed that the majority of this advert will look better if it is shot outside. Being outside will make it feel more summery, fresh and young. So after eliminating the idea of a studio we started thinking about places that could be potential locations for this production. The first place that came to mind was the public garden in Santa Venera. We were all familiar with this garden and thought that the ambient of it was ideal for the shoot. 

We later decided against this, since it was far away from where we will be picking up the equipment. We then considered shooting the advert Fil-Gnien ta L-Gharusa which is located very near to the school. Since we are going to travel by bus ( if we chose a location which is far away from the school ) this place is perfect since we do not have to get the bus to get there.

For another part of the advert, we need a room ( this room will be used for the ‘editing’ scene). Since we are going to use personal laptops, the room doesn't have to be equipped  with computers. We decided to use Studio 4 (at Mcast Art and Design). We chose this room because it is currently not being used and it is empty apart from a few desks that we will move and probably use some of them as well. 

Pre-production Meeting 

Budgeting 

All of us are students, so budgeting is a big issue. Needless to say  the limited/no budget situation will affect the advert. We found a way in which to use things that we already have, like personal laptops and SLR cameras. Apart from these, all the apparatus is going to be given to us by the school, so technically we do not have to buy anything. 

Pre-Production Meeting 

Risk Assessment 

Hazard	Persons who may be harmed	Property which may be damaged	Risk control	Risk Ass. Low/moderate/high
Uneven terrain	Camera person Actors	Camera Tripod	Assistant camera person	High
Weather conditions		Camera  SLR cameras	Checking the weather before. Using umbrellas in the case of rain	High

Pre-Production meeting

Resource Lists 

Equipment- Camera (Battery included)             

                    Tripod 

                    Reflector 

                    Sd card 

Props- 2 laptops 

           2 SLR camera 

           Photoshop Book

           2 photos of actress taken at the location( Gnien L-Gharusa Mosta) 

           I-pod

           Blanket 

Talent - David Rapinett 

             ShaunPhillip Debrincat 

             Gloria Pace 

(All these actors have agreed and accepted our conditions, they are also available at the shooting dates) 

Locations :

The first location is going to be Studio 4 at Mcast Art and Design 

The second location is going to be Gnien L-Gharusa il-Mosta 

Synopsis 

The story revolves two young amateur photographers. These photographers are outside taking some photos so they can edit them later on. As they are shooting, an attractive woman comes along and sits down close to where they were. After a friendly ‘fight’ the two men go over and introduce themselves and ask the woman if they could photograph her. The next day the two men edit the photographs they took, the only difference being that one of them has the book ‘Photoshop CS4 For Digital Photographers. It is clear that the one with the book is much more confident in what he is doing, while the other one is struggling to keep up. 

The trio meet up again, and the men present their work to the woman. She immediately turns to the one that used the book to edit and they leave together.Before leaving the man hands him the book.

Shooting Schedule 

Date	Scene	D/N	iNT/EXT	Location name	CAST
6-5-2011 8:00- 15-30	2	Day	Exterior	Gnien L- Gharusa  Mosta	David Rapinett Shaunphillip Debrincat  Gloria Pace
23-5-2011 9:30- 11.00	1	Day	Interior	Studio 4  Mcast Art and Design	David Rapinett Shaunphillip Debrincat

Call sheet

Date : 6th May 2011

Call time : 8.00 - 15.30

Production : ‘Adobe Photoshop CS4 for Digital Photographers’ advert  

Producers : Jorje Bosios, Marco Attard, Shaunphillip Debrincat, David Rapinett 

Director : David Rapinett 

Location : Gnien Ta L- Gharusa Mosta 

Actor/s	Wardrobe	Props
David Rapinett	Casual	SLR Camera
ShaunPhillip Debrincat	Casual	SLR Camera
Gloria Pace	Casual	Blanket, Book, I-Pod

Call sheet

Date : 23rd April 2011 

Call time : 8.00 - 10.00

Production : ‘Adobe Photoshop CS4 for Digital Photographers’ advert  

Producers : Jorje Bosios, Marco Attard, Shaunphillip Debrincat, David Rapinett 

Director : David Rapinett 

Location : Studio 4 Mcast Art and Design 

Actor/s	Wardrobe	Props
David Rapinett	Casual	Laptop, Photoshop Book
ShaunPhillip Debrincat	Casual	Laptop

Final Banners and Posters

Posters and Banners

For the MediaCast blog we have to create posters and banners. The posters have to include high quality photos taken by us. 

I took some photos of an old Sankyo-Movimat video camera that I had bought at a market, and a clapper.

 I plan on creating minimalistic posters, that are simple but eye catching.

Audience Profile Analysis

Audience Profile Analysis  

The first essential step of creating a media product is  a good understanding of the product/service being advertised. A producer  cannot create an advert for  a product  without knowing what it is. 

Another necessary step is establishing the target audience. The audience is the only reason why this media product is being made, obviously  this creates a mutual and reversible relationship between the media producer, the media product and the audience of this media product.

To establish the target audience the producer must conduct research. Without research the producer wouldn’t be able identify the people that need or are interested in the advertised product. Different producers use different methods of research, the most popular are questionnaires and surveys. Both these methods can reach a large amount of different people, they can be easily deciphered and turned into statistics. Questions such as : ‘ Do you find cook books useful ? ‘ help the media producers understand what part of society is interested in his/her product . The questionnaire can include more detailed questions that will provide the producer with the background of his/her audience. 

To begin my target audience research, I conducted a short questionnaire to start establishing my target audience. 

The questions asked were:

1. Do you enjoy reading Biographies?
2. Do you only read Biographies about people you know ?
3. Do you prefer detailed Biographies ?
4. Do you prefer Autobiographies as opposed to Biographies?
5. Would an entertaining Ad encourage you to read a Biography about someone you have never heard about ?

I asked these questions because the product is a biography about an artist that is not very well known to the mainstream audiences. The questionnaire was given to 15 people, ages varying from 17 to 56. From the results I acquired, I found out that middle aged people do not mind reading detailed biographies about people that they have never heard about, but younger people prefer not reading detailed biographies. For the question about the Advert, the younger people seem to be more easily influenced by media products than the older ones. When it came to biographies vs. autobiographies, most of the people said it wouldn’t make a difference. From this research I also understood that my target audience falls under the category of Niche, although no particular background knowledge of the artist is important because the biography is in itself very detailed. 

I think that the advert should be focused on creating curiosity rather than being informative. It should also be revolved around the ‘blues lifestyle’ that will be easily recognized by the target audience and it will encourage them to read the book. 

Adverts and Theories

Task 3 

(http://www.advertolog.com/pantene/adverts/a-deaf-girl-learns-to-play-violin-12388855/))http://www.internationaljournalofadvertising.com/KeyDebates.aspx)

Pantene Advert - Deaf Girl Learns to Play Violin

The Pantene advert, that was produced in Thailanad depicts a young deaf Thai girl that is interested in playing the violin. This advert is very unconventional because it is treated as a short film and the product is only seen at the end unlike most adverts.

Obviously this long, film-like advert was not done just because the producer wanted it this way, there are a lot of reasons why an advert like this can be more beneficial to the company than a normal 30 second advert. The Interactive Communications Model states that consumers nowadays have a lot of products to choose from. Because there is so much choice, the adverts/media products that go against the 'norm' are more likely to attract the viewer's attention . This same model explains that with the experience and the knowledge that the audience has of the power of media advertising, the audience has greater control over what s/he understands and believes from the advert. This point is very valid when taking into consideration the other Pantene adverts that are shown on television. They are mostly characterized by models and celebrities with perfect hair. Studies show that this type of 'unrealistic' advertising is no longer working on audiences because many know that other products and techniques are used to create such a look.

The Active Consumption theory , that is relatively modern and accepted in today's society, states that different individuals will respond differently to media products. This happens because the audience is not made up of the same kind of person, but it is made up of different people that have gone through different experiences. I believe that this advert was created with this theory in mind.

 Again when looking at other Pantene commercials, one can see that their target audience is the young and the beautiful, but this advert appeals more to those that are different, have something missing and want to shine, basically the opposite of their previous target audiences. 

NHS - Anti Smoking - Hooked 

(http://www.dailymail.co.uk/news/article-494979/Complaints-violence-advertising-rise.html)

(http://www.guardian.co.uk/media/2007/may/16/advertising.uknews)

This Ad (one from a whole series of similar adverts), which was created by the UK council of Health was banned after recieving around 774 complaints to the ASA.

The ASA claimed that:

                                  'the images of people with hooks in their faces used in the poster and TV campaign were offensive, frightening and distressing - particularly to children.'

This is a clear example that some adverts receive the same kind of response from the majority of it's audience, just as the passive consumption theory states. Maybe this was the initial idea of the producers, that is, confronting smokers and show them the seriousness of their addiction. The DoH stated that although there is no available information about the people that placed the complaints, they are certain that a large amount of the complainers are in fact smokers themselves, thus meaning that they accomplished what they initially wanted. 

There are countless debates regarding violence in ads, especially if they can be seen by minors.In 2007 the ASA received 1,748 complaints about violence in 523 adverts. Ex Army psychologist Dave Grossman, a leading american activist states that movies and adverts are bringing kids up in a violent-friendly world and video games and teaching them how to handle guns. But not all arguments follow this one, for example Tesse Tisserone, psychiatrist, says that because violence is depicted on television it doesn't mean that children are going to grow up being serial killers and rapists. This kind of debate has been going on for ages ( around the 1980's ) , and social scientists have been unable to gather concrete evidence to show  that violence on TV will lead to aggression in real life. 

Obviously, wether one believes that violence is injected into children by the medium of media , depends on how one looks at children, either as passive or active consumers , even at such a young age.

Independent Films

Independent Films 

An independent film, or indie film

 is a film that is produced mostly outside of 

a major film studios.

 The term also refers to art films which 

differ noticeably from most mass marketed films.

In addition to being produced by independent production companies, independent films are often produced and/or distributed by subsidiaries of major studios.In order to be considered independent, less than half of a film's financing should come from a major studio.Independent films are sometimes distinguishable by their content and style and the way in which the filmmakers' personal artistic vision is realized.Usually, but not always, independent films are made with considerably lower budgets than major studio films.Generally, the marketing of independent films is characterized by limited release  designed to build word-of-mouth or to reach small specialty audiences.

The Society of Independent Motion Picture Producers

Main article: Society of Independent Motion Picture Producers .In 1941 Mary Pickford , Charlie Chaplin, Walt Disney, Orson Welles, Samuel Goldwyn, David O. Selznick, Alexander Korda, and Walter Wanger - many of the same people who were members of United Artists- Founded the Society of independent Motion Picture Producers .Later members included Willian Cagney, Sol Lesser, and Hal Roach. The society aimed to preserve the rights of independent producers in an industry overwhelmingly controlled by the studio system. SIMPP fought to end monopolistic practices by the five major Hollywood studios which controlled the production, distribution and exhibition of films 

In 1942, the SIMPP filed an antitrust suit against Paramount's United Theatre . The complaint accused Paramount of conspiracy to control first-run and subsequent-run theaters in Detroit. It was the first anti- trust unit,  brought by producers against exhibitors alleging monopoly and restraint of trade.

In 1948, the United States Supreme Court Paramount Decision  ordered the Hollywood movie studios to sell their theater chains and to eliminate certain anti-competitive practices. This effectively brought an end to the studio system of Hollywood’s Golden Age .

By 1958, many of the reasons for creating the SIMPP had been corrected and SIMPP closed its offices.

Technology and independent films today

The independent film scene's development in the 1990s and 2000s has been stimulated by a range of factors, including the development of affordable digital cinematography cameras  that can rival 35 mm film   quality and easy-to-use computer editing software. Until digital alternatives became available, the cost of professional film equipment and stock was a major obstacle to independent filmmakers who wanted to make their own films. In 2002, the cost of 35 mm film stock went up 23%, according to Variety.

But the advent of consumer camcorders   in 1985, and more importantly, the arrival of digital video  in the early 1990s lowered the technology barrier to movie production. An off-the-shelf personal computer  and a non- linear editing system  have dramatically reduced costs of post-production, while technologies such as DVD, Blu-ray Disc and online video services have simplified distribution. Even 3-D technology is available to low-budget, independent filmmakers.

With new technology, especially the new digital cameras Arri Alexa and RED Epic, independent films can create footage that looks like the real 35mm cameras but without the high cost. These cameras also use only available light so independent films do not need to bring outside light into the scene. These cameras are designed to capture a noiseless image from 200 to 1000 ASA. In addition to new digital cameras, independent film makers are benefitting from the new editing software. Instead of needing a post-house to do the editing, independent film makers can now use cheap editing software, a computer, and VOIP Software to keep in touch over the country. Editing software available are Finalcut and DaVinci Resolve. BlackMagic released DaVinci Resolve for only $US995 when they bought the company. These new technologies allow independent film makers to create images that are comparable to the high-budget films. In 2008 Canon released the first DSLR camera that could shoot full HD video, the Canon 5D Mark II. With the creation of the 5D Mark II independent filmmakers have the ability to shoot video at 1920 by 1080 at 24frames per second, giving the video footage a "look" that is much alike 35mm film cameras. Also the camera allows for a greater depth of field, exchangeable lenses and low light capabilities, something independent filmmakers have been longing for, for years.

Director Francis Ford Coppola, long an advocate of new technologies like non-linear editing and digital cameras, said in 2007 that "cinema is escaping being controlled by the financier, and that's a wonderful thing. You don't have to go hat-in-hand to some film distributor and say, 'Please will you let me make a movie?'"

Independent Film Studios

First Look Studios 

This is an independent American film studio that usually specializes in home video releases. Some of the films made by this company are: Leaves of grass, All about you, Infinity, Smiley face, Paris je t’aime and many many more.

First Look Studios, Inc. engages in the acquisition, production, distribution, and licensing of motion pictures and other programs in the United States, Latin America, Europe, Asia, and Australia. It distributes theatrical and home video/DVDs of its motion pictures and specialty programs through rental and retail providers. The company also licenses international distribution rights directly to pay television, pay-per-view, and basic cable broadcasters, as well as to individual broadcast stations and station groups. In addition, it licenses distribution rights internationally in various media, such as theatrical, video/DVD, pay television, free television, satellite, and other rights to local territorial distributors. As of December 31, 2005, the company owned and controlled various distribution rights to approximately 700 motion pictures; and had rights to distribute and sell approximately 1,600 other specialty titles, such as television series, compilations, fitness, Japanese anime, music concerts, and other DVD products. 

The company was incorporated in 1993 as Entertainment/Media Acquisition Corporation and changed its name to Overseas Filmgroup, Inc. in 1996. Further, it changed its name to First Look Media, Inc. in 2001 and to First Look Studios, Inc. in 2005. First Look Studios is headquartered in Los Angeles, California. First Look Studios Inc. operates as a subsidiary of Nu Image, Inc

     

MediaCast Banners

This is a banner I created for the Mediacast Blog. I used Photoshop to create it. I started out by choosing a number of words that remind me of  what Mediacast actually is. I created various layers containing these words, and used different kinds of grey and different sizes. I'm pretty happy with how it came out, but maybe it's a bit too busy.