As a producer, establishing brand recognition through logos is important to ensure audiences return to trusted brands. Props are also vital in films as they help audiences familiarize with settings and environments. In Alice in Wonderland, various props like tea sets, food items, thrones, and heart motifs were used to depict settings like a tea party and the Queen of Hearts' powerful position. Location and lighting choices also provide context, with natural light depicting Alice's privileged upbringing before she enters the mysterious, poorly lit Wonderland.

2. My Role as a Producer
As a producer, it is important
that the audience are fully
aware of your brand as it
ensures that they are able to
recognise it at a later stage.
The introduction to a movie
with the brand logo increases
familiarity so that they return
to a trusted brand. This is
similar to ‘Snow White and
the Huntsman’ which I
previously analysed.

3. The Use of Props
Using props in movies are
vital, they place items in a scene
that help the audience familiarise
with the setting, or are able to
infer the type of environment they
are in. One example is the scene
pictured to the left, the props used
in this establishment scene in ‘Alice
in Wonderland’ sets the scene for
the audience. The vast use of props
"Dressing Props" - the furniture, drapes, flooring, etc., used to
dress sets
related to wealth in this scene
allow the audience to understand
"Hand Props" - items which are used or held by Actors
the background of their
"Hero Props" - objects central to the action in a scene
protagonist – Alice. Some of the
"Stunt Props" - replica items made of soft materials props include: garden
"Mechanical Props" - which may move or illuminate furniture, tables with
Props also include weapons, such as guns and knives, and
greenery and foliage including trees and plants.
umbrellas, musicians playing
music, and serving trays and
cutlery.

4. The Use of Props
In this medium shot of the ‘mad hatter’ in ‘Alice and Wonderland’, the audience is
presented with props that indicate a type of party or gathering has/or is about
to occur – a tea party. The well known story of ‘Alice in Wonderland’ is the first
mention of this tea party, in order to follow traditions of the fairy tale the
producers have made sure that the appropriate props have been used to show
this. The props used include: a tea pot, tea cups, sweet and savoury foods, a
decorated table and seats to accommodate guests.

5. Though the use of
props the audience
understand the
position and status
of the
characters, this
allows the
audience to further
there
understanding of
why certain events
are happening and
help them
understand the
film.
This long shot of the ‘Queen of Hearts’ allows the audience to know that she hold some
kind of powerful position within the film. The props in the room show this authority: the
use of a throne – thrones are generally recognised for being used by royalty and people
in positions of power, as she sits on one it gives an automatic impression that she is a
person that has this power. Another prop used is the stained glass hearts above her, she
is ‘The Queen of Hearts’ so it is only right that one of the props included in a scene
where she appears to have a lot of power would be something heart shaped.

6. Location
These two establishing shots of location allow the audience to ‘establish’ the scene. The
first frame (pictured on the left) shows the and privileged background of Alice, the
protagonist. The bright openness of the location and the large country manor in the
background indicates happiness and the wealth the family possesses. However in
contrast, ‘Wonderland’ (on the right) is the complete opposite. The vague image of a
castle in the distance surrounded by darkness portrays mystery, this is appropriate as
the story of ‘Alice and Wonderland’ is one about mystery and adventure which this
setting/location portrays.

7. Lighting
The scene pictured to my left shows the
use of natural lighting, this particular use
of lighting is significant as this is prior to
Alice falling down the hole into
‘Wonderland’. The natural lighting used
in the beginning of the film shows the
lack of mystery, potential danger and ‘the
unknown’ she is about to discover.
In contrast, this scene (to the left)
lacks any form of lighting. This is used
to express the mystery of
‘Wonderland’ and the fairy tale genre
and shows the change from security
and safety into the mystery that Alice
is exposed to.