Films are distributed to target audiences by distributors. They use P & A (prints and advertising), trailers, digital media and premieres.
Today we look at
- the trailer for The Hobbit
- P & A (prints and advertising)
- digital media (Aurasma app)
The trailer for The Hobbit illustrates both its 'blockbuster' values and its 'Britishness'.
- type: it is a sequel - part of a trilogy- with an audience who eagerly anticipates more of the Lord Of The Rings narrative with dwarves, Gandalf and Bilbo in Rivendell; cameos appearances of Elrond, Galadriel and Saruman
- narrative: epic fantasy-adventure, LOTR fans anticipate some of the sweeping epic qualities, use of archetypes, superheroes / megavillains, a quest, a 'save the world' scenario (defeating the dragon Smaug), big narrative arc, big battle scenes, big set-piece scenes (rock giants, goblin kingdom, scramble through trees) with action and suspense
- casting: famous faces, familiar faces
- locations: exotic, grand, expensive (shot in New Zealand), many instances of spectacle
- CGI: Gollum performance capture, animatronics: flying beasts, grotesque monsters
- new technology: shot in 3D and 48-FPS (double frame rate) but to see it in 48-FPS, you’ll have to likely go to a specialist screening at an IMAX cinema, or see the normal version at your local cinema
- Synergy and horizontal integration model: Warner Bros. Interactive Entertainment has the rights to develop a video game
- Synergy: Monolith Productions is developing Guardians of Middle-earth for PlayStation 3 via the PlayStation Network and Xbox 360 via Xbox LIVE Arcade. It is a multiplayer online battle arena (MOBA) game set in Middle-earth and crafted specifically for console systems. Gamers team up as the most powerful heroes from the greatest fantasy epic of all time, bringing up to 10 players together in strategic five versus five competitive multiplayer battle arenas
- Synergy: toys (Warner Bros Consumer Products: action figures, playsets, role-play accessories, Lego)
- Literary adaptation: JRR Tolkien's 1937 novel (some say trilogy format has 'bloated' plot, that Peter Jackson has fallen for market forces, instead of artistic imperatives)
- setting: quintessentially middle England (The Shire), high key colour to celebrate idyllic qualities of 'Garden Of Eden' refuge, in order to contrast with bleakness outside
- comedy: a reluctant hero in the vein of Dr Watson, The Office
- casting: Martin Freeman "He had qualities that would be perfect for Bilbo. The stuffy repressed English quality. He's a dramatic actor, he's not a comedian, but he has a talent for comedy." Peter Jackson, director.
- familiarity to British audiences: Freeman is known for roles in Sherlock, The Office, Hitchhiker's Guide
A. E. Housman (1859-1936)
Into my heart an air that kills
From yon far country blows:
What are those blue remembered hills,
What spires, what farms are those?
That is the land of lost content,
I see it shining plain,
The happy highways where I went
And cannot come again.
THE HOBBIT: DIGITAL DISTRIBUTION - The story in pictures
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