Unit 21 – Editing Techniques Learning Aim A

Unit 21 – Editing Techniques Learning Aim A 

The purposes of editing 

The editing or post production is the process in which the scripts become visual art. The main purpose of editing is to piece together the project, turning it into a movie, television show, music video, advert and many more. Editing is something that can help define the different genres due to the pace of each transition, the music and sound that can be added and the techniques that are often used. The purpose of editing is to keep viewers' attention. Without editing there would be no room for mistakes. TV, movies and others would just be one continuous clip with no editing. Sound would also be a big issue meaning that types such as music videos would be completed in one take with the artist trying to do everything as well as sing. 

An example of editing techniques is the use of parallel editing. Parallel editing (also known as cross cutting) is a technique that is used to show two different events happening in different locations but at the same time. The use of this technique began in !903 with Edwin S. Porter’s movie The Great Train Robbery which simply shows two things happening in two different places. Since then, the use of cross cutting has continued into the present day. In 1911, this editing technique was used in the film The Lonedale Operator by D. W Griffith, and in 1920, Griffith used the technique again in his movie Way Down East. This 1920’s film is about an abandoned, unwed mother who is set on ice floes in a blizzard. The parallel editing in this film shows the danger that the female character is in. Parallel editing has been used in this clip to show the two different points of view from the male and female character. The clip shows the female character floating down towards what looks to be a water fall on a chunk of ice. The clip also swaps to shots of the male character desperately hoping between the ice to save the lady. This is parallel editing because it swaps between the two characters viewpoints meaning the audience aren’t stuck watching a single clip of a lady floating on ice or just a man running to save someone. The purpose of this is to keep the viewer intrigued at the man's conquest to save the lady. It also gives the viewer a perception of space by reminding them how far the man has gone and must go to save the lady before she reaches the waterfall. It also is used to keep reminding the audience of the fate that lies before the lady should the man not be able to rescue her in time. 

Another example of parallel editing is in the 1991 film Silence of the Lambs by Jonathan Demme. The use of this technique in the movie shows the actions of the criminal and the FBI. The criminal is inside the house and the FBI are outside. This has been done to mislead the viewer into thinking that the FBI are correct when in reality it is the female character name Clarice who is. This editing technique is continuously used throughout the scene, showing that Clarice is in danger once she faces the criminal. It is also used to show the realisation the FBI and Clarice’s boss have when they discover that they are wrong. The purpose of cross cutting in Silence of The Lambs is to keep the viewer guessing as to what will happen next and to surprise them with the outcome. 

Another example of an editing technique is the use of montage. A montage in an example of non-continuity editing and it is the use of small shots compressed together to save time and space whilst still giving a lot of information about what is happening in the scene. An example of this editing technique used in film and television is in the movie Rocky III by Sylvester Stallone. The montage used in this movie shows two characters training. This will have been used to show how much training in being done in such a short space of time. This shows the audience how dedicated the characters are to their training. 

The use of montage editing is also used in in the film Team America by Trey Parker. Similarly, to Rocky III, Team America uses this editing technique to show training. However, it has been done slightly differently using split screen in the montage. The purpose of this will also be to show how much work the characters are doing within a short space of time but by splitting the scree it is showing the intensity of the training in the close ups. 

Unit 20 - Single Camera Techniques Learning Aim A

Unit 20 – Single Camera Techniques Learning Aim A 

Introduction 

A single camera technique is the use of one camera during the production process. Multiple takes are recorded in this way of filming due to there being only one camera involved as different angles are needed. The use of single camera techniques began in the 1910’s and this has continued to be used throughout the years in film and television.  

The History of Single Camera Production 

Single camera production came to light in Hollywood cinema in the 1910’s and has remained a very common way of filming in the industry. Comedies and sitcoms were usually filmed using multi camera techniques until the early 1970’s when the television show M*A*S*H was created. Following this, Happy Days was shot suing single camera in 1974 before making the switch to multi camera. After this, single camera was used more for dramas.  

Advantages of Single Camera Techniques 

A big advantage of single camera production is that it is cheaper. Using more than one camera is more expensive due to having to pay for more cameras and for extra cameramen to help out. Creating a film using single camera means less people need to be paid and less equipment needs to be used, resulting in it costing less. Another advantage of this production process is that the actors that are in the scene don’t necessarily need to be on set at the same time. For close ups of characters only one actor is needed. This means that if two characters are meant to be conversing on screen, the parts can be recorded on different days and edited together, adhering to the actors’ schedules. The next advantage is that the scenes do not have to be recorded in chronological order. This is a good thing because it also adheres to the actor’s schedules as some may not be available to film a certain scene at a certain time. It also means that if different scenes are set in the same location, they can all be shot on the same day depending on which actors are involved. There is also more control when recording using single camera. Each shot can be set up perfectly, with the lighting and sound controlled to enhance any details in the scene. Another advantage is the practicality of filming this way means the scenes can be shot in smaller spaces. With the use of only one camera there isn’t a limit on how much space can be used. 

Disadvantages of Single Camera Techniques 

One disadvantage of single camera techniques is that it takes a lot longer to record the project. Every scene requires multiple takes from different angles which also have to be set up, taking a while to get everything done. Another disadvantage is the risk of less real reactions from the actors. If they are not on set at the same time and are just speaking to the camera, they are not getting the reaction to their lines from their costar, making the scene less genuine. The repetition in single camera production is also a big disadvantage due to the scenes having to be recorded over again to get the perfect shot with the different actors, possibly on different days. Editing a single camera project can also be long and tiring. This is because there is a lot of footage that has to be selected and put together in the correct order so that the project flows. 

Examples of Single Camera Techniques 

Film 

The Tourist (2010) is a film that uses single camera techniques. The genre of this film is a romantic thriller, made to entertain and excite an audience. In a clip from the movie titled “Burn This Letter”, This way of filming is used to make the scene look more dramatic. The clip begins with a close up of the character with a focused look in her face as she reads a letter. There is a voice over of her reading the letter aloud in this scene and the next shot is an over the shoulder shot of what is written. The focused look on the character’s face is then shown again in another close up but this time it is slowly panning around her. These shots are used to enhance the drama and intensity of what is in the letter. In this part of the scene she also appears to be very calm. The camera clearly showing her facial expressions adds suspense to the scene as it looks like she is not phased by the contents of the letter. Another over the shoulder shot takes place, this time showing the female character on a security camera. This shot allows the audience to know that she is being watched by someone, continuing to add to the thrilling impact the other shots have already displayed. This shot then pans around to a close up, revealing the character who is watching her. He looks very cautious and concerned, implying that the female character he is watching is either hiding or is up to something. These shots add some mystery to the scene as the male character seems curious to know what is in the letter. The camera then cuts back to the close up of the female character as she finishes reading. She has been told to burn the letter and by her facial expression she understands why. This part adds more suspense to the scene. The camera then cuts to another close up of the male character, looking more concerned. In this shot he mutters the line “it’s from him”, showing that he could know whats going on. The close ups to this point of the female character's face lead the male character to realise a part of what is happening. The next part that is shown is an over the shoulder shot of the female character burning the letter as she was told to in the contents of it. This highlights the importance of what is written and could possibly show the trust she has in the sender of it. Close ups of the security camera footage and the people watching her quickly follow behind. This shows the outcome of the female character reading and burning the letter, creating a thrilling impact. 

Television Drama 

True Blood (2008 – 2014) is a television show that uses single camera techniques. It is a drama series that similarly to the The Tourist, uses a lot of close ups to excite the audience. A clip from an episode in season 7 begins with a two shot of characters sitting in a car. The male character begins by talking about a plan, saying “if we’re going to go through with this plan, you’re going to have to take my blood”. During this line, the camera cuts to a close up of the female character so that her reaction can be seen. She looks concerned in this shot, creating a sense that she is thinking about what has been said before agreeing with him. The Next shot is a medium shot of the male character biting his wrist so that the female can take his blood. This shot doesn’t show the aftermath of his wrist after it has been bitten, adding a small element of mystery to the scene. The shots that follow go back and forth between a medium shot of the girl drinking his blood and an over the shoulder shot of the male. Quickly changing between these shots shows the importance of what the characters are doing. After this a close up of the male character is shown, allowing the audience to see his expression as she finishes taking his blood. It appears that he may be in pain but it also shows a sinister expression on his face. This can be interpreted as him as a scheming villain. 

Sitcom 

Modern Family (2009 – present) is an example of single camera production in a sitcom. In a clip titled “Lily’s Musical Taste”, the opening shot is a medium shot of Lily in a car, beginning to open up about her music taste to her fathers. This shot centres the character and the point she is trying to make, showing that the topic in discussion is important to her. The camera then cuts to a close up of one of her fathers, gaining a reaction to what she is saying. The close up shows the father’s reaction more clearly. The camera then goes back to a medium shot of Lily so that she can explain further. She goes on to say that she “[doesn’t] like Beyonce”. This immediately changes to a close up of the other father to gather his reaction as well. The camera is positioned in the way it is due to the car being a tight space. Due to this the camera can be set in a way to position all cameras within the shot. It can then be moved for close ups eliminating the other characters from the shot to help add to the scene. At the end of this scene, all three characters are in the frame. This will have been done to add the comedic effect due to the reactions of the fathers as Lily plays her music. 

Media Campaigns Learning Aim D

The Evaluation

I received a good response overall for my media campaign for Box Clever Events.

As of right now, the Instagram page has a total of 51 followers which keeps increasing every day. The images appear to have have gotten a couple of likes and the feedback that I got on the page suggests that posting more frequently would increase the number of likes and followers that can be collected as well as maintain the number of followers the page already has. This feedback, along with what I received on the promotional video and the poster, has helped me conclude how successful my media campaign was. I thought Instagram would be the best social media platform to use because it has more potential to showcase what The Harton and Westoe Boxing Club and Box Clever Events has to offer. Since only photos and videos can be posted, the audience can see what is there instead of having to visualise it. Since creating this page, the amount of success that it has had can be noted. This page keeps accumulating followers if more posts are added the success will continue to grow.

I created a poster because I believe that handing out or hanging up posters, brochures or flyers is an effective way to campaign. This poster got a good response due to its simplicity. I was told that it is very clear to understand and that it gets straight to the point of advertising the eight weeks of free training that The Harton and Westoe Boxing Club offer. However, it was said that more could have been added to it in order to make it more noticeable.

I released a promotional video for Box Clever Events as a way for the company to become more noticed. I posted this video onto YouTube because it is the most used site for content creators with millions of users every day. The feedback I received on this project was positive in the sense that it made the viewers want to join the Harton and Westoe Boxing Club but there is room for improvement. The viewers said that more text should appear on the screen and the text that is there should have more screen time so that the information about Box Clever sinks in. This is a good thing to take note of for any future media campaigns I may create. By creating this learned even more of what the people would want out of a campaign than just with the questionnaires alone.

Although the overall media campaign for Box Clever Events was a success, there are a few things that I would change. If I were to create this again, I would Facebook instead of Instagram for the social media side. I would make this change because Facebook gives its users the opportunity to review what is advertised. Using this feature can give the public more of a voice and give the new viewers some insight on their personal experiences. Instagram does not have this feature as it only has the ability comment on posts. Another thin that I would change with this campaign is an element of the promotional video. for this I would take the advice I received when I asked for feedback and add more text to it so that the audience can be made more aware of what Box clever Events and The Harton and Westoe Boxing Club have to offer. The final change that I would make to this campaign is   the target audience. If I were to do this again, I would aim the campaign at young women. When scrolling through the official social media accounts and visiting The Harton and Westoe Boxing Club, I noticed that not many of the boxers or trainers are young women as it is mostly male dominated. Overall I would try to help box clever get a wider spread of people join them.

Media Campaigns Learning Aim B

Media Campaigns Learning Aim B from Dawn Thompson

Media Campaigns Learning Aim C

Media Campaigns Learning Aim C from Dawn Thompson

Media Campaigns Learning Aim A

Media Campaigns  Learning Aim A 

The Greatest Showman is a musical which was released on December 26th 2017 and is continuing to be marketed to the present day. From the way the advertisement has taken place, an audience of multiple ages, genders and ethnicities have given this movie a chance. It has been advertised on television, social media and many different events have been held, helping to appeal to multiple different audiences. 

Social Media Presence 

This movie is quite active on social media with pages on Instagram and Facebook and an account on Twitter. Their Instagram page includes videoclips from the film, images of the cast and advertises what each cast member are doing now that the film has been released. Instagram is a social media platform that they will have chosen to use because of the ability to post clips from the movie itself. Posting these clips gives the audience a taste of what the film has in store and can help them decide whether or not it’s something they could be interested in seeing. 

Facebook is another social media platform that they have chosen to use. Their Facebook page, like their Instagram, consists of photos and videoclips from the film. Posting these on multiple different platforms gives them the opportunity to branch out to a larger audience. This is because not everyone as multiple social medias, meaning it can give everyone a chance to see it. When looking through the Facebook page for The Greatest Showman it is noticeable that they have also used this platform as a way to advertise upcoming events that are planned as another form of campaigning. Facebook allows its users to leave reviews on the page as a way allow people to share their opinions on the film. Instagram does not have this feature as it mostly just shows images and videos. However, when you first see the reviews on the page, they are all positive. This will have been done to initially make the person viewing the page want to go and see the movie. 

Twitter is another social media platform that is used to promote this film, using it in the same way as they use Facebook and Instagram: to share photos and videos in order to entice people into watching it. They have also used Twitter in a different way than the other social media platforms as they have tweets sharing how they have campaigned the movie in other ways such as their partnership with Sky. Their Twitter also provides information about the movie’s soundtrack being nominated for a Grammy with lead actor Hugh Jackman tweeting about it himself. They have used this platform overall as more of a way to advertise the other campaigning work that they have done more so than to show selected parts of it unlike the other two platforms. 

Another way that The Greatest Showman has been campaigned is by the release of the film to DVD and the soundtrack to CD, but also with the newest album they have released: The Greatest Showman Reimangined. This album consists of popular artists in the industry such as Panic At The Disco, Kelly Clarkson and James Arthur covering the music from the film. This is a unique way to campaign a movie and will have been done again as a way to get the audience on side. By having popular artists sing their songs, the soundtrack can get more recognition which in turn can make the film more noticed. The singers that are featured on this album could have an influence on their fans, meaning that somebody could hear one of the covers and want to hear the original version and possibly watch the film. The “reimagined” versions of the soundtrack are frequently played on various different radio stations, making it difficult for them not to be heard. The Grammy nominee “This Is Me” from the original soundtrack is also played quite a lot, however not as much as the covers, making the movie’s collaboration with these big artists a very good way to campaign.  

The Greatest Showman has also been campaigned due to their partnerships with Eve Sleep and SKY.  

Eve Sleep is a company that designs mattresses and by using “A Million Dreams” from the original soundtrack they created the notion that their mattresses with give consumers the best night sleep due to their audience believing that they will have “a million dreams” if they buy it. 

SKY is a company that gives people the opportunity to access more television channels that freeview can offer. They also offer a broadband and mobile network. The used Panic! At The Disco’s cover of “The Greatest Show” for advertising purposes to attract new customers in a similar way that EVE Sleep used “A Million Dreams”, by advertising in a literal sense. By using “The Greatest Show”, SKY imply that the greatest shows can be found by using them. 

At the end of 2018 a workshop was created in the UK for The Greatest Showman. This was an event that offered fans the opportunity to perform the songs from the movie. This event was advertised on Facebook and was made to showcase the success that the movie had. The workshop ran for a couple of months and popped up all around the UK. The workshops proved to be very popular with people. Whilst this was after the film had finished airing in the cinema it was timed well. The DVD copy was released on 14th May 2018 in thge UK. The promotions of the workshops would've boosted sales for the DVD copy.

Social media would have been used to campaign this film due to its popularity in today's society and releasing the original soundtrack allowed more people to want to see the film. Recreating the soundtrack made the target audience see that popular musicians are fans of the movie also, giving them another form of merchandise. Creating this campaign across these different platforms was done simply to get as many people as possible to watch The Greatest Showman. This works by getting people who are fans of different artist to listen to the soundtrack and be drawn to watch the movie. This in turn again boosts the sales for the DVD copy.