Our media film conforms to conventions of the psychological thriller genre by using an unusual setting to create a creepy atmosphere, similar to films like The Blair Witch Project. The film represents teenagers, our target audience, through our main character's clothes and by involving a teenager suffering. We would distribute the film through independent cinemas and film festivals. We used social media for viral marketing and to get audience feedback. Through making the film, we learned editing and camera techniques as well as how to use programs like Final Cut Pro X and promote our work online.

1. EVALUATION
MA MEDIA:
AARON HAGGAS AND MICKEY CATELIN

2. IN WHAT WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
Our media film conforms to the
conventions of real media
products, in the way that it
effectively shows its thriller-
psychological-horror genre.
This is conveyed through the
location of the film being filmed in
an unusual, uncommon setting.
Similar to ‘The Blair Witch Project’
(left)

3. IN WHAT WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
It is traditional for films of this
genre to have quite a creepy,
threatening atmosphere and
mood, and we feel our film
coincides to this, and other works
such as ‘The Blair Witch Project’
(right), successfully.
Through creating this
atmosphere, the audience are
able to sense the mental and
emotional troubles the main
character experiences.

4. IN WHAT WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
As seen on our online Tumblr blog, we
stated in our final production proposal that
our aim was “to make the audience feel
intrigued by what the rest of the film is
about and how the plot unravels”.
Our film may be
We feel we have thoroughly achieved this by
classified in the same
using, developing and challenging forms of the
conventional psychological-horror film genre. genre as established
productions such as:
• ‘Black Swan’
• ‘Se7en’
• ‘The Silence of the
Lambs’
• ‘The Sixth Sense’
• ‘Dark Floors’

5. HOW DOES YOUR MEDIA PRODUCT
REPRESENT PARTICULAR SOCIAL GROUPS?
Through our main character wearing
typical teenage clothes (simple
jeans and a t-shirt) we feel we have
successfully represented our target
audience.
Universally, teenagers
will enjoy this genre of
movie. Films like ours
usually involve a
teenager being the
victim- for example
‘Scream’ (above, right).

6. HOW DOES YOUR MEDIA PRODUCT
REPRESENT PARTICULAR SOCIAL GROUPS?
Films such as 'Scream' (left)
and 'I Know What You Did
Last Summer’ (right)
conform to these genre
expectations, as they both
involve young people being
made to suffer in some way.
By having our protagonist as a
distinctive teenage figure, our
target audience are able to
identify, to a certain extent,
with her, and therefore
sympathize with her and her
horrendous situation.

7. WHO WOULD BE THE AUDIENCE FOR YOUR
MEDIA PRODUCT?
The demographic of our target
audience would be young adults
and teenage males and females.
This is because enthusiasts of the
horror-thriller genre are mostly
of the younger generation and
are both males and females.
Both sexes would enjoy the
fearful and horrendous
storyline, and would also
sympathize with the young
female character.

8. WHO WOULD BE THE AUDIENCE FOR YOUR
MEDIA PRODUCT?
We used a simple, yet effective, marketing campaign to entice our target
audience.
Through the use of posters, in a variety of languages, we were able to
spread the positive 'word-of-mouth' about the film and raise awareness
about our product.

9. WHO WOULD BE THE AUDIENCE FOR YOUR
MEDIA PRODUCT?
Our film is similar to 'The Blair Witch
Project' (right) because they are both
of the psychological-horror film genre.
Each of the films use handheld
cameras and have amateur footage
techniques.
This ‘documentary’ feel is similar to
‘The Blair Witch Project’, ‘Chronicle’
and ‘Cloverfield’ - all very popular film Both ‘The Blair Witch Project’ and
amongst our target audience our film depict young people who
are trying to find out what is going
on with their lives.
Through the good times and bad,
their journeys entice the audience
to want to watch the rest of the
movie to find out what happens.

10. WHO WOULD BE THE AUDIENCE FOR YOUR
MEDIA PRODUCT?
In our opening sequence, the
various people are named in the
titles, using a simple typewriting
font.
The titles that are credited in the
opening sequence are, in
chronological order:
This specific order was chosen
- the production company
because we feel it coincides with
- the starring actor a lot of other (real) film credits'
- who the sound was by order.
- who the costume and It is incredibly important for a
makeup was done by film to give credit to those who
- the producer are responsible for each job of
- the directors and the writers the film, so those who are
accountable for each job are
- the title name of the film
acknowledge.

11. WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?
A production company develops and co-
finances feature films that are smart and
distinctive.
The distributor brings the film to the market
place and gets audiences aware of the film.
A small, low-budget, independent British
company, such as Film4 or Warp Films,
would distribute our product for the reason
that our movie had a low budget.

12. WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?
We would initially begin marketing our film by posting small film snippets on
websites such as YouTube and our fanpage on Facebook.
This effectively would lead to a viral marketing campaign that would spread
the ‘word of mouth’.

13. WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?
Our product would primarily be shown
in independent cinemas in the UK, such
as:
• The Electric Cinema
• The Lexi Cinema
• Prince Charles Cinema
• The Phoenix Cinema

14. WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?
The film could be shown at certain
film festivals that showcase smaller,
independent films.
These festivals may include:
• Raindance Film Festival
• Zero Film Festival
• Sundance Film Festival

15. WHAT KIND OF MEDIA INSTITUTION MIGHT
DISTRIBUTE YOUR MEDIA PRODUCT AND
WHY?
We recognize that we probably would
not have distribution in the US unless it
had success at film festivals in the UK.
We would have to get help from various
different production and distribution
companies, such as Film4 and Pathé.
We would need help financing our
film so perhaps would need to initiate
innovative methods of earning funds.
We could possibly follow the approach
Danny Boyle used for ‘Slumdog
Millionaire’ and attempt to receive
sufficient funds from the National
Lottery.

16. HOW DID YOU ATTRACT/ADDRESS YOUR
AUDIENCE?
In order to get our film noticed, we
uploaded the clip to YouTube,
Facebook and Twitter.
Viral marketing was a significant
element to getting our film the
awareness it received- Facebook
helped spread the knowledge of the
film.
It increased the 'word-of-mouth' for
our movie and led to a large number of
views on YouTube.

17. AUDIENCE STATISTICS
This graph shows that for
our first edited film clip,
that was uploaded onto
YouTube, the majority of
viewers are discovering
our project through the use
of social media sites and
through their own general
interest, as they searched
for it themselves.

18. AUDIENCE STATISTICS
This image of a map
conveys that the most of
our views (for our first
edited video that was
uploaded onto YouTube)
have come from the UK;
as well as a small
amount of views from
Serbia, the US and
Sweden.
This data implies that the
„word of mouth‟ of our
production has helped
spread the awareness of
our work beyond the UK,
where the film was
created and produced.

19. AUDIENCE STATISTICS
We have used a variety of plug-ins and Web apps to increase the „word
of mouth‟ and overall success of our production:
• Tumblr Blog: http://ma-media.tumblr.com/
• YouTube Channel: http://www.youtube.com/user/SuperMAmEdIA
• Slideshare: http://www.slideshare.net/MA-Media
• Prezi: http://prezi.com/qr3vf-juiqq6/present/?auth_key=m2duy9p&follow=qqtdaxemibtd
• SurveyMonkey

20. AUDIENCE FEEDBACK
To raise awareness and receive feedback about our film, we
uploaded the clip onto YouTube and spread the „word of mouth‟
via Facebook (as shown below) and Twitter.

21. WHAT HAVE YOU LEARNT ABOUT
TECHNOLOGIES FROM THE PROCESS OF
CONSTRUCTING THIS PRODUCT?
To construct our final product, we used a
variety of technology and equipment.
We learned how to use editing
techniques as well as how to use the
technology that enabled us to create our
product.
We learnt how to use the programs
Motion5 and Final Cut Pro X.
Motion5 helped us to
develop our credits to make
them a higher standard and
integrate them within our
opening sequence.

22. WHAT HAVE YOU LEARNT ABOUT
TECHNOLOGIES FROM THE PROCESS OF
CONSTRUCTING THIS PRODUCT?
Final Cut Pro X enabled us to produce
the film with ease, learning how to use it
through the help of YouTube tutorials
and making full use of Web2.0 to
promote and market our film.
Social media was key in this with Twitter
and Facebook.
With Facebook being one of the main
ways that we communicate with our
friends it helped us establish and
confirm our target audience.
We figured out how to work the
technology of YouTube, which meant
we could showcase our production to
many people and share valuable
information with them.

23. WHAT HAVE YOU LEARNT ABOUT
TECHNOLOGIES FROM THE PROCESS OF
CONSTRUCTING THIS PRODUCT?
As well as this, we had to learn how
to use „Colour Corrections‟ in order
to make the film flow.
We learnt how to use a tripod and
learnt the best and most effective
ways to use it to our advantage.
One problem we faced was the
lighting. Filming in low light caused
a problem, as the sensor was not
strong enough in the camera, which
made the light create an effect that
we did not want.

24. TASK RESPONSIBILITIES
As we are working as a team, we thought it would be fair to each take responsibility for the same
amount of work.
Planning/Pre-Production
For the planning and pre-production stage, we predominantly worked together because we felt it
was best to create a detailed proposal that we were both happy with.
At the beginning of this project, we brainstormed all the possible ideas for the production.
Together we came up with two detailed concepts and after lots of deliberation, we made a
decision to go with the ‘Rewind’ idea as we were the most passionate about it and we feel we
could use our already acquired skills, as well as gain a huge amount of knowledge.
The only section of this stage that we worked separately on was when we researched and
analyzed the established films of the genre that we wanted to create our film. We had to answer
questions about how the opening sequences for these films can influence our decisions.
Production
For the actual production, we divided the responsibilities equally. We both contributed to every
component of the this process- by each filming segments of the production.
Evaluation
We worked on the evaluation together and to ensure that we worked an equal amount, we
decided to split the tasks, using our strengths to help out with each other‟s weaknesses.

25. LOOKING BACK AT YOUR PRELIMINARY TASK (THE
CONTINUITY EDITING TASK), WHAT DO YOU FEEL YOU
HAVE LEARNT IN THE PROGRESSION FROM IT TO THE
FULL PRODUCT?
Reflecting back on our preliminary task, we feel we have made a
significant progression when comparing our continuity editing task to
our final production task.
Due to our gained knowledge of the new technologies we have used,
our filming and editing skills have improved.
We have developed the ways in which we employed the sound and
music to our film.
We used sounds and music in our product that we would not have used
had it not been for our experience in creating our preliminary task, as
well as further research into films of the same genre.