Empire and Total film are quite similar magazines, their glossy style with colourful pictures and bold titles make them look very much alike. Both magazines look mainly at big budget holywood films that are due for release in mainstream cinemas, with some independent film reviews. The general layout of their articles is a block heading in San Serif to catch the eyes of viewers, with a large picture taking up many of the columns. This large photo will tend to be a clip from the film showing the main stars in action, the purpose of the picture is to draw the attention of the viewers and sway them into reading the article. The content of Empire and Total Film articles generally aim to promote the film, speaking in a formal yet chatty tone to the reader, it relates the film to other well known films and although it has an objective balance usually it sums the article up in a positive way. In house magazines such as Cineworld have a similar layout with a large picture, bold title and columns; however the mode of address is very informal and chatty. The reviews on films are biased as they are promoting the film so that people are attracted to the film. The audience for this magazine is cinema goers looking for a direction on what film to see whereas Total Film and Empire are aimed at people who are generally interested in film, they like to know all about the latest and upcoming films so seek expert opinions on them, their reviews are not so biased, they may include a breakout box with a verdict of the film and a star rating but generally these articles aim to promote the film so do not reflect greatly on the downside of the film.
Little White Lies and Electric Sheep are two examples of UK independent cinema magazines, they are very different magazines to the others I have looked at. They aim to meet the likes of niche audiences- independant cinema goers who want to find out about independant film directors and a range of cultural films coming to Independant cinemas. The Electric Sheep magazine says that "The magazine is for lovers of offbeat, left-field and cult cinema. Celebrating the the celluloid dreams of the most outlandish, provocative and visionary directors, the marginal and the transgressive, the poetic and the punk". Even when just looking at the covers of Electric sheep and Little White lies the unique style and strange magazine names suggest their magazines are aimed at a very specific audience; the comic look of Little White Lies shows that it is not an oridnary glossy magazine you would find in a shop, it is diverse and the type you would find in a cultural independant cinema. Unlike Empire which focuses on the mainstrean celebrity films and the dour academic tones of Sight and Sound, these independant cinema based magazines articles are eccentric, intelligent and informative with a real love for cinema and the world of film.