How do Vue, Odeon and Cinema City use different strategies to appeal to specific audiences?

 We did research on Vue, Odeon and Cinema City and how they are different, the results are shown in the table below. I then used this data to explore how the cinemas use different strategies to attract specifc audiences.

 The cinemas Vue, Odeon and Cinema City are cinemas which compete for specific audiences in the city of Norwich. They attract their desired audience by varying location, the genre of film shown, the price, the schemes they run and various other strategies.   

  Vue cinema is an affordable eight screened cinema situated in The castle mall, Norwich. Vue cinema is aimed predominantly at younger generations- from young children and teenagers and their families to young adults and friends. Vue offers several gimmicks and devices to increase sales of film including a "kids AM" scheme, "orange Wednesdays" and two for one promotional offer making the cinema experience seem more appealing. Vue also offers bean bags situated at the front of the cinema at a slightly lower price for teenagers with less money and also provides Premium seating for people willing to pay a bit more. Although Vue offers gimmicks aimed at younger people they also provide promotional offers for people over sixty and offer an over 18 scheme. 
   Odeon is 14 screen cinemas at the riverside leisure complex; it is much longer walk for often "lazy" teenagers and is surrounded by nightclubs and bars implying that the audience should be young adults. Although Odeon is considered more expensive unlike Vue they provide cheaper snacks in bulk and separately, Odeon offers a bar providing main meals rather than the fast food aimed at younger children. Another strategy Odeon uses is by providing a greater number of films with an average of 24 showing per week, this allows Odeon to appeal to a wider audience as they can provide many more mainstream films. 
    Cinema City however is extremely different to the other two cinemas; it is not considered a chain cinema but is in partnership with Picture House which is a company that provide money for independent cinemas in old buildings. Much like the other cinemas it does provide food, however it offers more sophisticated dining with a restaurant next door as well as providing the usual snacks which appeals to an older generation as they are able to sit down and enjoy the experience. Due to the small amount of people who go there Cinema City merely have three cinema screens which show just ninety four films a week, this tells us that they must aim for a different smaller audience. Also it is located far away from any leisure complex and shopping mall which makes it more appealing to the older generation or those who prefer a more peaceful, quick and secluded cinema experience. Cinema City also provide several schemes to gain more money and to target several other audience types, for instance they offer "Big scream" which is a cinema experience for mothers and children with low light in the auditorium and available changing facilities. This would attract many mothers as they often have to worry about finding a babysitter and the children causing disturbances and at "Big scream" they wouldn't have to worry. Another scheme they offer is "Vive le cinema", this would appeal again to adults or older people as they are able to re-live films they have seen in the past.

    From this we can conclude that all cinemas use different strategies to suit and appeal to different audiences. Odeon and Vue are chain cinemas it implies that mainstream cinemas aim at large audiences where as independent cinema is aimed at a more niche audiences. Vue cinema is suited to young adults as they are able to just "drop in" when they wish and generally have less money. Odeon's audience is slightly more sophisticated and older however it is still what I'd class as a hit driven cinema. Where as Cinema City is aimed at an older audience who prefer a quiet environment.

 

Sergio Leoni utlised aspects of the thriller genre in Once upon a time in America (1984)

Leoni makes clear use of thriller aspects in the film Once upon a time in America of which I shall be exploring in this case study.

    The first signifiers of the thriller genre in the film are aural sound. The audience hear the sequence of footsteps, the door opening and the song "God bless America", Leoni chose to use "God bless America"  to show irony, as a way of critising America and the "American Dream", and within minutes of the film beginning we establish Leoni was implying that America is not what is seems when Eve is shot dead and another character is brutally attacked by the police.The sequence of non-diegetic sounds instantly creates anticipation for the audience as we wonder who is making the noise. When the character Eve opens the door we can instantly tell the genre of the film by the Noir lighting; the noir lighting has been used to shadow and obscure the characters creating a mysterious effect, but in this particular shot above it implies that Eve as a character could be obscure not as innocent as we assume. This is another thriller convention used in the film; the idea of Femme Fatale. Eves entrance means she is the first character we see; she is wearing pearls, she has her nails painted red indicating danger and is wearing a ring. She is beautifully groomed and her glamour is evident which show clear aspects of Femme Fatale. Her name "Eve" refers to the biblical story of Adam and Eve. In the story Eve tempted Adam into eating the forbidden fruit resulting in them being thrown out of the idyllic land, much like Femme Fatales lead foolish men into danger. Also her name refers to "evening" which is a generic time of day in thriller films as its dusk falls, and danger is most likely to occur. These references imply that the character Eve is not as innocent as she appears and can lead men into danger. Also she fits the Femme Fatale genre as she is a gangsters mole and as she is killed it relates back to the idea that devient woman needed to be tamed.

      This is another shot from the film, the camera pans out as she pulls off the bed covers to reveal several gun shots in the bed. When she removes all the covers we realise that the holes form the shape of a body resembling the marks made by police to show where the person was found dead. Leoni has purposely used this to signify danger and to foreshadow what will happen minutes later.  

 This is an image of the Femme Fatale after having been "tamed". Leoni has also used specific camera shots and angles which are often used in thrillers. In this still Eve is lying at the bottom of the screen, joined with the arch way which takes up two thirds of the screen, the image is framed and our eyes are drawn to the three men in generic costumes. The light on the left hand side acts as a metaphor of Eve; beautiful, fragile, luminious but also easily extinguished as we see when one of the police men turn the light off.

      The following scene is named "opium visions", it begins with the same police men brutally beating up a man, who we later find out is a friend of Noodles- the main character. Fincher has used many close up shots in this scene to show the emotion of fear and to show the extreme pain the man is facing. The use of violence and death within the opening is a way that Leoni has established the film as a thriller, it demonstrates the corruption within the society at the time however when linked with the time changes within the film Leoni could be suggesting that the corruption still exists nowadays. Therefore he has used this technique to show that America was not and is not what it seems. 

    Leoni then cuts to the main character Noodles in an opium den/brothel. Noodles could almost be considered as an antihero as he possesses some hero like qualities however is flawed as he smokes opium, is unmarried however lives with a woman and is infact a gangster; the anti-hero is a common character in thrillers and in this case has been used by Leoni again to show the corruption within society. Noodles hears the ringing of telephone, this acts technically as a sound-bridge as it anticipates the past that Noodles sees in his vision. Leoni has chosen to make use of the sound-bridge as it creates tension, the audience become inpatient as it is considered an annoyance.

      Noodles remembers what would have been December 5, 1933- the end of prohibition, he sees three of his friends lying dead underneath covers on a wet street. The still to the left is a typical thriller style shot and the use of corpses instantly evokes the thriller genre. Leoni has chosen make obvious use of  chiarcoscuro lighting again refering to nightmares and surrealism, also the reflection of light on the wet road creates a visually pleasing contrast. Noodles later sees himself phoning the police which is where the ringing of the phone came from. The ringing of the phone is a frustrating, irritating noise and sets up a tense atmosphere. As well as this it links the police to the crime and death revealing the crooked society at the time.   

Other aspect of the thriller genre within the film

Sergio Leoni has chosen to use the extremely generic This is a worms eye shot showing the generic use of an old style lift shaft. As it is a worms eye shot the lift seems menacing as though it could fall down at anytime, it also suggests entrapment as we see four walls which are coming down on us.

    



How tarantino utilises conventions of the thriller Genre in Kill Bill Vol 2

 Tarantino utilises many types of conventions in the film Kill Bill volume 2, many of which relate to the thriller genre.      
      One of the most obvious ways in which he uses aspects of thriller is through the use of light. At one point during the film, minutes before the bride gets buried alive, Tarantino utilised the generic use of headlights in the dark. This is an example of chiaroscuro lighting which connotates unreality, nightmares and surrealism as it refers to old painting techniques, It also heightens the enjoyment for the audience as the light on dark contrast is visually pleasing. The headlights connotate threat and mystery as we are unsure who is in the car adding suspense and anticipation to the scene. Another way Tarantino used light was through the moon giving strong gothic connotations, the gothic moon lit up the brides face creating a low key light, creating an essence of mystery and making a clear reference to film noir.

      The location of the film is extremely isolated and remote making the bride look disorientated, lost and venerable. In the scene where the bride attempts to kill Bill's brother there is grungy, shabby looking caravan which implies that Bill's brother is "trailer-trash". Tarantino also uses the location and setting to make reference to "The Good, the Bad and the Ugly" which i shall be later exploring when I look at the intertexual reference within the film.

      Coffin scene is the most notable thriller scene as it uses almost all aspects of the thriller genre. The bride is literally buried alive creating an extremely claustrophobic atmosphere which clearly connotates entrapment. When the bride is buried the screen becomes black and sound plays a big part in heightening the experience for the viewers. We are able to hear the diegetic sound of the mud falling onto the coffin which adds large amounts of realism to the film. The realism is used to bring the audience into the action and to make

them feel like they too are etrapped. 

      Another way Tarantino utilises thriller conventions is through specific camera angles within the scene. For example when Bills Brother returns to his carvan Taratino uses a birds eye shot of him making him look small, the birds eye shot in this case is used to alert the audience that this character is a "low-life" and also gives the audience the impression that- like the bride, they too are spying on him. Also another common thriller convention Tarantino has used within the film is the use of close up. The close up has been used essentially to show the true emotion within the characters, the emotion often being fear and hate with the brides character.  
     Tarantino has used Intertexual reference in Kill Bill by using Morricones soundtrack "Ecstasy of Gold" which is also used in the Sergio Leonie film The good, the bad and the ugly. When the soundtrack is used in The good, the Bad and the Ugly; Blondie and the "bad" and the "ugly" are having a three way duel and we are made aware that Blondie is a highly intelligent hero who can do whatever he wants. When the music is used in Kill Bill Volume 2 the Bride is being beaten up, however the music in reference to The good, the bad and the ugly suggests and almost foreshadows that she, like Blondie, is a hero and can do anything in the end. This reference not only shows Tarentino's respect for Leonie but also acts as an ironic comment on "the bads" and "the uglies" who try to defeat the Bride in Kill Bill.

                   



Here are two short clips showing when the two films use the track. The reference of music also reflects the changing attitudes towards women and womens roles over the last 40+ years. The bride now has the role that is traditionally male in an action thriller which could loosely link in with the idea of the modern Femme Fatale.

       There are also some simularities in the location and props. For example "The Good the Bad and the Ugly" is located in an isolated desert and briefly shows the grave yard whilst in Kill Bill Vol 2 the bride is captured by Bills brother in an very isolated area then later buried in a grave yard.

Analysis of Yves Saint Laurent advert 2

 This is another Yves Saint Laurent advert for the perfume "Elle". The image shows an eye level medium close up of a young woman next to a graffiti "YSL" logo.

     A noticeable connotation of the advert is that if you buy this perfume you will become an strong independent woman. This idea is put through the image; the woman is wearing a black blazer suit which suggests that the perfume has a hint of masculinity but also suggests that when you wear the perfume you become powerful, as the most powerful people in world are depicted as "men in suits". Also masculine tailoring is unusual for woman; this also suggests that when woman wear the perfume they become daring and confident.
     Another point is the graffiti next to the woman, and we assume it is her who has done the graffiti implying furthermore that the perfume makes you seem daring, rebellious and like a "bad girl". The YSL logo is done in black graffiti to form the idea that "elle" makes you bold and stand out- like the graffiti.
     Also in the advertisement a picture of the perfume bottle is shown. The bottle itself is pink which contrasts with the womans masculine appearance suggesting the perfume makes you feminine and girly. The lid of the perfume is gold and therefore implying that the perfume makes you seem rich and glamorous. The photo with the models untidy hair and edgy clothing presents a different reaction and the two points combined convince the viewer that the perfume is both feminine and dominant.
   The woman in the image is also partially naked as the blazer is slightly open revealing a skinny body implying if you wear this you will be skinny and have "model status". This is because being thin is desired attribute for woman nowadays as men often lust after model-like woman and models tend to be slender and slim. Too some extent it also connotates that if you wear "elle" you will be sexy, you will have the confidence to be free, or even to reveal your true self.
   The words "elle" just to the right of the photo have been written in a gold modern font -again creating the idea that the perfume is luxurious and modern. However the actually Yves Saint Laurent logo which is just below is in a more serif style and connotates that even if the perfume is modern it is still classy or classic.

Analysis of Yves Saint Laurent advert.

This is an Yves Saint Laurent advertisement for their new mascara. The image shows a close up of a women applying mascara whilst looking into the distance, or into the reflection of the knife she is using as a mirror.

       One of the main connotation of this advert is that if you choose to wear YSL mascara your eyes will become  luminous, attention grabbing and alluring. This is done mainly through the image; the main focus of the image is the eyes due to the reflection which lights up a small section of her face around her eyes in contrast to shadowed, dull background.

      The advert also implies that if you wear the mascara you become instantly glamorous, the advertiser has achieved this by placing many aspects within the image. Noticeably her eyes are a golden colour which matches the gold bracelet on her wrist, the gold chair behind her and the mascara wand; all connotating that the mascara makes you seem not only glamorous, expensive and rich but also luxurious and royal.
      The ideas of glamour and luxury are continued furthermore when looking at the written aspects of the advert. The phrase just below the image is written in a golden colour with small amounts of shadow which gives a slight 3D effect, which could suggest that YSL's mascara stands out. The phrase just below is written in English, the font is done in a modern style and is black. The YSL however is done in a slight serif style, against the modern font this connotates that the mascara is cool and contemporary and is also classy and tasteful.

     The first phrase is written in French implying it the mascara is sophisticated, famous and loved all over the world. This could connotate that if you were to buy the product, you (like the mascara) would become well known or famous. The phrase below uses the word "luxurious"- again connotating glamour and charm. By saying "Mascara for a false lash effect", implies that when using the mascara your eyelashes will be long and have volume which is a desired attribute for most women. Ironically on the left side of the advertisement in a very small font, the advertiser has stated that false eyelashes have been used in the image. This was done to avoid any complaints and was written in small print to simply hide the fact that in reality the mascara will not create a false lash effect to that extent. 

Film Noir and Femme Fatale.

What is Film Noir?

Film noir is a type of film developed during and after WW2, they reflected the anxiety, pessimism and paranoia within society at the war time and rarely had happy endings. Film Noir is recognised for specific characteristics such as lighting; directors often made use of shadow and contrast, frequently using long haunting shadows and blacked out figures. Film noir often used Chiaroscuro lighting connatating the dark, doomed, unhealthy side of society, human nature or love.  Also the lighting was used to represent the characters within the society at the time. The characters specific to Noir films include villians, cops, gangsters, socio-paths, killers, war veterans, politicians and Goverment agents. Characters who are often moraless "low-lifes" from the gloomy unseen world of corruption and voilent crimes. The females in Film Noir were usually two types the innocent, faithful, loving type or they were "femme fatales". The settings and location of the films usually included claustrophobic spaces, blinded rooms (often connotating constriction with reference to prison bars), dark suspicious alley ways, wet murky streets, abandonned warehouses, low rent apartments and hotel rooms.

What is femme fatale?

Femme fatale (literally meaning fatal woman in french) is a type of woman often used in art, literacy and film- particually in Film Noir. The women classed as "femme fatale" were extremely manipulative, sensual and possesive, the Femme Fatale rejects the conventional roles that maintream society chose for women. The idea of Femme Fatal evolved form the character Salome in the old testiment, Salome was a woman who used her sexual power to get her own way- much like in the films, she danced in front of a powerful leader to get John the Baptist beheaded. Usually in film the femme fatale tries to achieve her chosen desire by ruthlessly using her charm, occasionally lying, her beauty and her sexual allur, often ending in her own destruction and the destruction of the men that fall under her charm. The way the women have been portrayed almost supports the existing social order and the definition of gender roles by creating a strong, independant, powerful, woman that had never been seen in cinema only to capture her and to punish her in the end. The femme fatale usually meets a bad ending; for example Posion Ivy in Batman & Robin is an extreme example, as her "poisonous" kiss killed various heroes and is eventually captured by the new Batwoman. This is because the Femme Fatale is a construction of a paternalistic society, she is a male construction and reflection of the misogyny in the 40's, which still exists today. There are still signs of Femme Fatale in films nowadays however they have changed and shaped within time.





This is a clip of the film Gilda, a Femme Fatale originating from 1946 meaning it was one of the first "Femme Fatale" films. It is a traditional representation of the femme fatale as the woman is highly confident, has lots of sexuality and attitude.

These are images of the 2003 film Kill Bill. I wanted to compare The Bride to Gilda, The Bride in this film shows signs of a modern style Femme Fatale. Unlike Gilda however attractive she may be she doesn't use sexual allure to get want she wants, however much like the Gilda she is a strong, deviant female who would do anything in her power to. This is visible in the picture above and even in the title "kill bill". Perhaps the way she doesn't use her sexuality gives a modern twist on Femme Fatale and suggests that nowadays women don't have to be sexy to be powerful. Also the fact that she survived and wasn't "tamed" like Gilda also shows a reflection on modern day women.