500 days of summer trailer analysis

Establishing

• Begins with no non diagetic sound but diagetic sound.
• Two main characters shown
• Diagetic sound as Zooeys character starts a conversation with Joesphs character.
• No use of non diagetic sound to make the audience feel in the moment with them.
• Josephs face expression as Zooey leaves shows he is in awe of her. Has he fallen in love?
• Long shot for when she leaves to show they were in an elevator.
• We see synergy from the teaser trailer and poster. same characters used from them.This is probably their first conversation together.
• Institution intertitle appears 'Fox Searchlight Pictures' synergy from the poster as this institution is mentioned on the poster and in the teaser trailer. 
• slow edits
• Non-diagetic sound calm music.
• diagetic sound again,narration same voice that is heard in the teaser trailer-synergy detected again.
• diagetic sound unravels the plot for us gives us information on the two main characters their beliefs and names.
• A shot of the two main characters on the park bench appears like they were in the teaser trailer-synergy.
• Tagline is mentioned again-synergy.

 Contextualising

• This begins when the non diagetic sound stops and it comes to a close up on Summer's face and diagetic sound is only present as she says 'i think we should stop seeing eachother.
• Edits speed up a little.
• Plot begins to unravel more when the little girl says 'start from the beginning and tell us what happened' and an inter title appears of the number of days.
• The inter-title that says (1) days. is in the form of how the inter title that said 500days of summer was in the teaser trailer-synergy.
• More diagetic sound from characters.story is unraveling more and more we get to know what characters are like ourselves rather than hearing from the narration.
• More shots that we are not familiar with are shown but most are shots seen from the teaser trailer.
• Inter title that appears showing the number of days appears again e.g. (1) days. helps audience understand how the title of the movie links with the movie itself. we've learnt that he is counting the days with summer or how many days she has been present in his life and they lasted 500 days.
• Humorous conversation shown to draw in people who like some humour.Adult humour showing the movie is for an adult intended audience.
• Intimate conversation between characters about relationships,giving a taste of what the movie will be like and the characters point of views.

Anticipation

• Begins when music changes to a more upbeat happy tune and the male main character says 'i think its official i'm in love with summer'.
• faster edits
• different inter title appears (official selection sun dance film festival 2009), this is seen on the official poster aswell. Synergy detected.
• Extreme close up of Summers face.Synergy detected as it is a picture from the poster.
• One of the last few shots is a memorable line said by the main male character ' i don't want to get over her i want to get her back'
•  Inter title (500) days of summer the way it is written in the teaser trailer-synergy detected.
• humorous last conversation between two characters.humour is more memorable.Likeable characters as that would draw in more audiences.

500 days of Summer teaser trailer analysis

Establishing 

• Institution is shown at first-fox searchlight pictures
• Long shot to show setting from park bench
• Slow edits
• Slow, calm music not as upbeat
• Start of a story-how they met
• Starts with non-diagetic sound-music-famous well known song
• Diagetic sound, narration of story, he says words related to the storye.g. uncertainty, 500 days of magic. giving audiences an idea of what the movie roughly about and what it contains.no diagetic sound from the characters.
• The first thing heard from the diagetic sound is 'this is not a love story but a story about love' this is the tagline that is seen on the poster for the movie.Synergy detected.
• long shot of work place and city buildings again setting the scene.

Contextualising

• Begins when half her face is show in a close up shot as she is lying her head on a pillow,same image is on the poster. Synergy detected.
• Music speeds up.
• Plot unravels
• Mid Shots and Close ups, main characters identfied.

Anticipating

• This begins when along shot appears where the shot turns into a pencil drawn effect the way it is on the poster with the 'grass' around him while he writes or sketches in his book.Synergy detected.
• The narration introduces 'Fox searchlight pictures' and a inter-title where the writing changes colour appears and says 500 (days of summer).
• Then music speeds up and seems a little louder.
• The action seen in the shots is more active or intimate.
• More intertitles  that say 500(days of summer) appear.
• Narrator now only says words describing the story e.g. fury.
• As the inter-title with the movie name appears at least four times and whilst the inter-title is being shown the title changes colors,this is a way the title will be remembered more. as it is being portrayed in a unique way. audiences are likely to remember the movie name more due to continuous unique inter-titles.

500 days of Summer website

500days of summer official site is http://www.foxsearchlight.com/500daysofsummer/
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The institution here is really made obvious as the top banner on the page is dedicated to fox searchlight. it also has text promoting the fox searchlight facebook page. it has another one of these when you scroll down lower onto the page and somewhere in the middle it has another box promoting the tumblr page.We can straight away see alot of viral marketing being done here.there is also a box that consists of the ongoing tweets that are based around the movie 500 days of summer, giving fans the chance to join in and conversate with other fans of the movie.The page is full of information on 500 days of summer. we have the premiere photos. a section called 500 days of summer videos which consists of different types of videos, montages of the movie and behind the scenes videossuch as 'Behind (500) DAYS: Joe and Zooey On Creativity'. Videos that feature the actors and directors giving out information that is relative to the movie.

The top of the page which you can see in the picture consists of a very familiar picture. This shows the synergy between the poster and the website as they have used the same images from the poster here but only zoomed more up close on the boy and put the most eye catching picture from the collage in the middle where someones attention would first go to. Again outlining the two main characters of this movie. this site is also promoting the soundtrack here on the bottom right of this image and on the bottom left it is provides a link to purchase the blu-ray or dvd. The site is very interactive as when you click on the 'watch trailer' on the right side in the middle it brings up a little screen that shows you more than one trailer for the movie including the teaser trailer.Giving the user alot of information as the menu after the movies brings up options of watching other videos.The site gives you alot of background information on other things associated with the movie such as 'what did the critics say' links and boxes with opinions on the movie from critics which can help audiences determine whether this is a movie for them.

When you scroll down again in the right hand corner there is another box that says /buy the dvd buy on itunes'.Promoting the movie and enticing audiences to buy the movie online, quicker and convienant rather than going out to pick it up from a store.It also has a link to like the page on facebook, creating a larger fanbase for them. this site has a few complicated uses as you discover that the top half where the main image is where videos are played and other features. It almost makes you realise there is so much information at the top and the bottom half.

500 Days of Summer poster analysis

This poster was made after fox searchlight decided to bring the movie to theaters everywhere, the pictures featured on here of Zooey deschanel have been chosen by fans on the internet.This is another way that helped their marketing as they got people worldwide included, and anticipated for the re-release of the movie. Using the z reading the first thing the audience will see is the main actors names who play the main characters within the movie. The way this poster has been put together is something that will draw in audiences to take their time looking at the poster and taking in all the different types pictures that have been chosen. It would put the audience through confusion and make them think who on earth would collect so many pictures of one person and create a collage of them.This would then bring our attention to the young man sitting in the left corner of the poster. Because he is busily writing or sketching away in a book, we get this impression because the main image which is the collage of all the different photos of Zooey has been outlined with what looks like a pencil. where the young man is sitting has had a background drawn out for him.The layout of how the poster has been presented may appeal to people who do picture collages themselves.This would also appeal to young teens and couples who are in love as the poster suggests that this young man is madly in love with the female character almost obsessed as he has a large quantity of her personal images.Some of the images here could be images from the movie itself as it has been shown before and this is just the official poster of the re-release.So it would appeal more to previous audiences as there is synergy there with the movie.out of all the pictures the one that appeals the most is the one in the middle where the eye would first go to and the camera shot is a point of view shot.a direct gaze that includes the audience.
The title of the movie is placed in the middle with a large yellow star as it is an eye catching vibrant colour which is definate to attract attention whereas everything else is less vibrant. the large yellow star is in shape of a sun which connects with the title as the sun is usually always out during 'summer'. The fact that the main title and the large sun shape is directly in the middle of the collage may suggest that Zooeys characters name may be summer.The main tone of the pictures is blue and the background is white suggesting this could be a page from the book he is writing or sketching in at the moment.

More on my Case Study movies

21 Jump Street: Release date: March 12, 2012 (initial release)

This is the ideal time to release a comedy, as spring is when most comedies are released.Alot of partner comedies were released during this month such as This means war and Wanderlust.this would attract ages ranging from univeristy students as 21 jump street was at first a Tv Show in the 80's/90's.Fits this season as it is spring time,lighthearted and when the fun begins that builds it up to summer. 21 Jump Street was released on DVD and was released in the United Kingdom on July 9, 2012, the number of sold DVD's is unknown as it is to early to calculate.

500 Days of Summer: Release date: July 17, 2009 (initial release)

this is when alot of the blockbuster movies are released every weekend along with a more independant movie.This fits the independant movie category but soon it became a blockbuster due to the amount of money it made in return.this type of movie is perfect to be released during summer as young couples who are off university can then go on a date, with their partner to see this movie.Also fits being released during summer as the title includes summer!.this was quite a event film although it was initially a independant movie, it had alot of marketing that promoted its release. I think the marketing is what created it into a high grossing movie.High for a independant movie.As of October 2010, the DVD format has sold 759,081 copies, earning $11,382,604 in consumer revenue.

Paul: Release date: February 14, 2011 (initial release)

Again the ideal time to release a comedy. released on valentines day, perfect for humorous types of couples as this does consist of romance.so main audience would be teens as it has teen comedy.Fits this season as it is the start of spring time,lighthearted and when the fun begins that builds it up to summer. this was not a event film as it is brand new.new story line, not much hype was around it, i have figured this out due to the amount of money it made in return.The DVD release features an audio commentary with director Greg Mottola, stars Simon Pegg, Nick Frost, Bill Hader, and producer Nira Park; 2 featurettes; "Simon's Silly Faces"; photo galleries; storyboards and posters; and a blooper reel. The dvd consists of alot of extras that are likely to draw Simon pegg and Nick frost fans in, but the amount made from dvd sales is unknown as it may be too early to calculate.

Identifying Factors of where the movie sits

21 Jump Street
The budget-$42,000,000 (estimated)
The gross-$201,585,328 (Worldwide)
Director-Phil Lord,Chris Miller,producers of How i met your mother they have directed and produced many movies and TV shows together such as Cloudy with a chance of meatballs.
Institution-Columbia Pictures (presents),Metro-Goldwyn-Mayer (MGM) (as Metro-Goldwyn-Mayer Pictures) (presents),Relativity Media (in association with),Original Film,Stephen J. Cannell Productions (as SJC Studios)
Style of Marketing-Film Posters,Trailers,fake interview with Ice Cube's character
This movie is a blockbuster as it has 4 institutions,it made a huge amount gross wise, large budget 42 million.The marketing style there is not much there i think this is because it is a remake of the '80s TV series there is already bound to be a large fan base.

The marketing for 21 Jump Street was a textbook example of how to sell a movie properly. Early and often, the trailers and commercials clearly laid out the premise, defined the main characters and unleashed a solid number of jokes. It didn't hurt that the movie starred likeable actors Jonah Hill and Channing Tatum, and that it was actually pretty good—it generated lots of buzz from word-of-mouth screenings held around the country over the past few months, and it was also well-received by critics (87 percent fresh on Rotten Tomatoes). 
source- http://boxofficemojo.com/news/?id=3396&p=.htm 

Paul
The Budget-$40,000,000 (estimated)
The Gross-$37,371,385 (USA)
Director-Greg Mottola
Institution-Universal Pictures (presents),Relativity Media (in association with),Working Title Films (as Working Title),Big Talk Productions (as Big Talk) (in association with).
Style of Marketing-Film posters,Trailers,Interviews with the actors.the U.S poster for the movie was a simple poster as it was a teaser. All it had was descriptive words of the main character who is also seen standing there next to his name.the next thing that draws peoples attention is the cast list, they are known as big names in comedy the first teaser trailer of the movie is not a over funny trailer as u can tell the marketers may have not wanted to oversell the comedy or ruin the gags.Online they have a official website,twitter account and a video blog the cast and crew made during filiming.

budget is equivalent to the 21 jump street budget but 21 jump street made way more gross money than the movie Paul.


500 Days of Summer
The budget-$7,500,000 (estimated)
The gross-$60,722,734 (Worldwide)
Director-Marc Webb,
Institution-Fox Searchlight Pictures, Watermark, Dune Entertainment III
Style of marketing-to help promote the film Gordon-Levitt and Deschanel starred in the debut episode of Microsoft Zune and mean magazines's Cinemash series. In the episode they mash the characters from the film Sid and Nancy with the story elements from 500 days of summer 500 days of summer used twitter as a key marketing channel as they said it was the key way to driving 'bums on seats'.they made a partnership with the studio Guardian Soulmates they made a speacial one off 'screenmates' event in order to publicise the film,where the users of the popular dating site where able to win a chance to attend an early preview of the film. Film posters,Trailers. 
 http://www.adigaskell.org/blog/2012/01/09/500-days-of-summer-luck-and-viral-marketing/

Marc Webb, before he directed 500 days of summer he was popular with directing documentrys and videos for bands such as Green Day.He has now directed The Amazing Spiderman.

Oscar Awards Best Picture winners

2011 - "The Artist"

Director: Michel Hazanavicius
Basic storyline:A silent movie star meets a young dancer who then rises in the industry, but the arrival of talking pictures sends their careers in opposite directions.

2010 - "The King's Speech"
Director: Tom Hooper
Basic story:  The story of  King George VI,George(Bertie) assumes the throne. Plagued by a dreaded stammer and considered unfit to be king, he engages the help of an unorthodox speech therapist. Through a set of unusual techniques,Bertie is able to find his voice and boldly lead the country through war.

2009 - "The Hurt Locker"
Director: Kathryn Bigelow
Basic story: Portrayal of elite soldiers who have the most dangerous jobs in the world: which is disarming bombs in the heat of combat. When a new sergeant, James, takes over a highly trained bomb disposal team during violent conflict, he leaves his two subordinates in suprise, Sanborn and Eldridge, by recklessly throwing them into a deadly game of urban combat. James behaves as if he's indifferent to death. As the men struggle to control their wild new leader, the city explodes into chaos.

2008 - "Slumdog Millionaire"
Directors: Danny Boyle, Loveleen Tandan
Basic story: The story of an 18 year-old orphan Jamal Malik, from the slums of Mumbai, who is about to experience the biggest day of his life. With the whole nation watching, he is just one question away from winning a 20 million rupees on India's Kaun Banega Crorepati? (Who Wants To Be A Millionaire?)when the show breaks for the night, police arrest him on suspicion of cheating as they think how could a street kid know so much? To prove his innocence Jamal tells the story of his life in the slum where he and his brother grew up, of their adventures together on the road, of vicious encounters with local gangs, and of Latika, the girl he loved and lost. Each chapter of his story reveals the key to the answer to one of the game show's questions. Each chapter of Jamal's increasingly layered story reveals where he learned the answers to the show's seemingly impossible quizzes.

2007 - "No Country for Old Men"
Directors: Ethan Coen,Joel Coen
Basic Story:In Texas Llewelyn Moss who is a welder and hunter discovers bodies of several drug runners who have killed each other in an exchange gone violently wrong. Rather than report what he has discovered to the police, Moss decides to take the two million dollars present for himself. This puts Anton Chigurh the psychopathic killer,on his trail as he murders nearly every rival, bystander and even employer in his pursuit of his quarry and the money. As Moss desperately attempts to keep one step ahead, the blood from this hunt begins to flow behind him with relentlessly growing intensity as Chigurh closes in.

2006 - "The Departed"

 Director: Martin Scorsese
Basic Story:  In Boston, the state police force is waging a war on Irish-American organized crime. Undercover cop Billy Costigan has been assigned the job to infiltrate the mob run by gangland chief Frank costello.Billy gains Costello's confidence.Colin Sullivan a young criminal who has got into the state police undercover as an informer for the syndicate he is rising to a position of power in the special investigation unit. Each man gathers information about plans of operations.but then it soon becomes clear to the mob and the police that there is a mole in their midst.Billy and Colin are in danger of being exposed to the enemy so they have to race to uncover the identity of the other man in time to save themselves. 

2005 - "Crash"
Director:Paul haggis
Basic story:Los Angeles citizens with vastly separate lives collide in interweaving stories of race, loss and redemption.

2004 - "Million Dollar Baby"
Director:Clint Eastwood
Basic story:A hardened trainer/manager works with a determined woman in her attempt to establish herself as a boxer.

2003 - "The Lord of the Rings: The Return of the King"
Director:Peter Jackson
Basic Story:Aragorn leads the World of Men against Sauron's army to draw the dark lord's gaze from Frodo and Sam who are on the doorstep of Mount Doom with the One Ring.

2002 - "Chicago"
Director:Rob Marshall
Basic Story:Murderesses Velma Kelly (a chanteuse and tease who killed her husband and sister after finding them in bed together) and Roxie Hart (who killed her boyfriend when she discovered he wasn't going to make her a star) find themselves on death row together and fight for the fame that will keep them from the gallows in 1920s Chicago.

2001 - "A Beautiful Mind"
Director: Ron Howard
Basic Story: After a brilliant but asocial mathematician accepts secret work in cryptography, his life takes a turn to the nightmarish.