Conventions of film posters

There are many reoccurring conventions of film posters seen within feature films that help the audience established whether the film is suited to them, what the film is about, who stars in the film, the release date and the distribution of the film where it will be shown.
A convention of film posters would be an image of the main protagonist of the film or an iconic symbol or image from the film for example in Rocky IV Sylvester Stallone is clearly pictured in the centre of the poster. This iconic image from the film drives the narrative forward of the film as he is pictured with the American flag around his shoulders looking victorious. Having Stallone clearly pictured on the poster would enthuse many people to go and see the film and the fact it is the fourth film in the successful rocky saga. Furthermore, Sylvester Stallone is A-list actor by the time of the release of the film adding to the appeal and popularity of the film.
A different example that does not use the protagonist or the main star of the film on the poster would be Saw as the poster includes a sawn of hand which gives the audience information on the genres and the narrative of the film whether the film is suitable for the individual.
A film poster always includes the title of the film, sometimes to drive the narrative forward. The type of font will be relevant to the style of the film for example in the poster for gladiator the font is authentic and relates to the roman era in order for audiences to understand more about the narrative. Another convention would be the taglines included in the film posters. They often play on words and use the rule of three when doing so. An example of a tagline that uses a play on words would be the one used in American Pie (2000) which is 'There's something about your first piece' This tagline cleverly has a double meaning; has a sexual innuendo and refers to actually having a slice of pie. A tagline that includes the rule of three would be from Terminator 2 judgement day (1991) that is 'Same make. Same model. New mission. this uses the rule of three which is physchologically proven that is the most effective way to make people remember the tagline.
The BBFC certificate given to the film normally would be shown on the film poster. The classification of the film would be used in order to inform the audience on the type of content to be expected in the film. The BBFC is also used to help attract their target audience to the film through the film poster.
Another convention included in film posters would be the billing block always seen at the bottom of the poster that is the credits of the film but in short including the names of the main people involved with the making of the film and the main companies that would of produced the film. Along with this technical code the tag-line used 'To find her son, She did what, no one else dared' gives an insight into the narrative in to the film and would attract women in to watching the film as it projects that Angelina Jolie plays a strong, brave women. This would encourage women to be bolder and it also recognizes a real women as it is based on a true story, as it praises the courageous actions of the brave women who did what she could in finding her son and this would encourage women to stand up in what they believe in. The final technical code would be the billing block of changeling makes the poster look more professional and makes the poster come across as being more formal.  The 'call to action' gives information on the accessibility of the film such as the dates it is released and the website of the film.
A final convention would be the background images used in film posters often includes the supporting characters or the location where the film is set in order to help drive the narrative forward and the suitability. The main actors name would only be included if the actor is well-known, this can be seen in Changeling where Angelina Jolie's name is printed at the top in order to attract people who would follow her and seeing as she's a respected actor she is worldwide known however in films where the protagonist is quite unknown their name will not be put on and if it is put on the poster it will not be the main emphasis of the poster.

Potential audiences for short films...

The range of audiences who view short films is of a much smaller scale than that of a 'Hollywood' feature film. The reason for this is due to a range of institutional implications. The main reason being; short films are rarely commissioned, therefore generally based around a low budget for production and distribution costs. This means that it is more difficult for a short film to meet large audiences; distribution is limited due to the low budget available, therefore such issues as promotion arise and directors of short films do not have the money to promote their short films to a wide range of audiences to find out about. Limited oppurtunites to view short films has led to the development of niche audiences; these are groups of people who are specifically interesed in this type of film. For example schools who use short films as a form of teaching in particular in citizenship lessons, film festival goers, media students in college or university who use short films as a form of research or just generally watch them for self entertainment and large film directors who use short films as a means to discover successful independant film directors who they may potentially consider employing; for example Hollywood directors looking for new employees. Directors of short films are familiar with the certain audience they aim to please therefore the conventions they portray intend to meet the likes of these niche audiences. For example if an independant director wanted to become noticed by a big Hollywood director they would use unique and original styles in terms of cinematography, editing, sound, mise en scene, furthermore a unique theme and narrative structure. Through having a low budget it shows the producer that they have the ability to work at a low budget yet produce something that is of good quality and is unique. This intended short film is a great way to become discovered by big film producers.
A short film named 'Alive in Joburg' directed by a man named Neill Blomkamp was intentionally created to meet the likes of big Holywood directors- a specific audience. His short film was successful and has gained thousands of hits on Youtube http://www.youtube.com/watch?v=YZ1vHRs_EOs.




The rise in internet technology has opened a door to the distribution of potential short films. Before the internet it was hard for a new film director to distribute their films, mainly having to rely on competitions and film festivals to become noticed, however the internet and such commonly used sites like Youtube have provided this oppurtunity to many talented film directors. Youtube is a free and easy site to use; you sign up and upload your videos, which internet browsers can then view and share. All different demographics of people use the internet; from big budget film directors to Year 12 media students. When a video on Youtube is viewed and the person watching likes it, it can then be distributed further to friends via such sites as Facebook and Myspace, the constant viewing of the video will up the views and eventually may become a constantly searched Youtube video, this `viral` effect allows short films to become recognized. For example if you were a University student studying media and film you may want to research short films, by typing into Youtube `short films` the highest viewed `short films` are likely to come up first this further increases views. Youtube has aided the search for talented film directors to provide films for film festivals and in turn the likes of big budget experienced directors.


Neill Blomkamp's Alive in Joburg went through this process of success on the internet which lead to recognision by big directors- which he was aiming at. The internet provided the oppurtunity to come into contact with big directors and he was offered many director roles. He bgecame the director of 'District 9' a science fiction thriller following similar conventions of his short film Alive in Joburg. He had a much bigger budget to work with of $30 million dollars, which enabled greater distribution; therefore this film met a larger range of audiences in comparison to his short film, this showing how short films have limited audiences in comparison to bigger budget films.

The Effect limited audiences may have on our film...

As the audiences for short film are much more significant relying mainly on niche audiences, this could affect the potential audience for our film. For example if we choose the film to be a romantic comedy theme it is most likely it will be made purely for entertainment purposes. It may not fit into a niche audience catagory well. However if the romantic comedy theme was unique and challenged common conventions of the genre it may meet the audience of big directors looking for successful independant directors to take on or it could meet the likes of young media students who like to view short films for self entertainment. If we choose to aim the film at young adults, we would have to consider how the short film would be distributed to this audience. This could be done through creating a short film for school instituations to use in citizenship lessons. Therefore the film would have to tackle in some way an issue of current society that could be discussed in lesson. As the film has to explore notions of 'Britishness', the short film could explore issues of contemporary Britain that would meet the likes of school institutions that could be watched and discussed in citizenship lessons. This would mean that the audience is an established niche audience and expectations can be seen through a range of short films readily used in school instituations. Further research into BBFC classifications will determine the age range of students that would be able to view the short film in terms of what we would like to contain in our film and what legal age classification in comes under. This certain BBFC classification along with my research in niche possible audiences and their expectations we will be able to come to a decision on a specific target audience for our short film.

The Purpose of Short Film

Short films are often created in order to promote directors or film makers that are young, unheard of or up-and-coming trying to gain recognition and credit for their work. The directors and film makers of short films would earn acclaiment through film festivals such as the BFI London Film Festival or British Independent Film Festival and film competitions. An example of a successful short film director that gained huge recognition through his short film is Fede Alvarez who had overnight success with his sci-fi, five minute and $300 budget film that was distributed on YouTube. After the film rapdily went 'viral', within forty eight hours Alvarez had been acknowledged by Hollywood film companies who offered him the opportunity to create a mainstream, full length film with a budget of $30 million.

Short films are often used to educate people and comment on current, political, ethical or moral issues. These controversial themes are often shown in order to initiate debate and discussion and provoke thought. Many portray social issues such as consumerism, evident in 'Sold' directed by Nadia Attia, and integration explored in 'For the love of' directed by Chris Sheriff. Furthermore, a British short film directed by Tom Harper is explores an experimental and controversial theme that is set in the near future and can be described as having dystopian elements. The film addresses the contemporary concern of current wars, although the war taking place and spoken about in the film is not specified, and the extent to which they are becoming increasingly bigger issues and how ordinary people may be affected.

Many short films allow directors and film makers to break traditional conventions of typical mainstream, full length films and experiment with narrative form and technical elements. This is because the expectations of a short film audience are very different from the expectations of a mainstream audience. For example, those paying to see a feature film would expect a close ended film in order to be satisfied and have their expectations met whereas those watching a short film are prepared to see an alternative ending such as an open ending that is unresolved. A short film that uses an open ended ending is 'Sign Language' that is unresolved but suggests what could happen next which is a relationship sparking between the protagonist and woman. Short films are often used by directors and film directors in order for them to break and challenge conventions in many terms such as cinematography. For example, many short films use kinetic, hand held camera work in order to create realism as an alternative to the traditional still camera work. This is evident in the short film about lost souls 'Double Take' directed by Toa Stappard which creates a documentary style and differs greatly from many feature films.

Conventions Of Short Films

Examples of a short films are Double Take directed by Toa Stappard, Sold directed by Nadia Attia, For the Love of directed by Chris Sherrif and Veronique directed by Patrick Bo.

The narrative structure of Double Take is seen as non-linear as there is a mixture of events that are happening in the present along with events that have gone on in the past. Also these events are in a non-chronological order. Another reoccurring technique used in short films such as Double Take is the open-ended ending as within a short film the directors do not have enough time to reach their endings therefore they leave some suspense on the end so no one knows the end of the film therefore audiences of short films do not have to same expectations of those of feature films as they do not expect to see a closed-ended ending. Feature films would be shown in mainstream cinemas such as vue and odeon and are funded by very successful film companies such as Warner Brothers who are the film company that funded the Harry Potter saga. 

Within these short films we see techniques used in terms of cinematography, editing, sound and mise en scene. For example in Sold it is filmed using high key lighting to add realism to the film. Even though there is elements of surrealism within the film as the TV is almost talking directly to the protagonist. Another short film which incorporates some more cinematography techniques is For the Love of which includes a voice over and challenges traditional conventions of a normal mainstream film as the image and voice over contrast with each other. A convention we see in short films is Kinetic handheld camera work as this adds a greater realistic element to these low budget films such as in Cherries directed by Tom Harper and in Double Take. The style of this kinetic handheld camera work can be said to be very similar to that of a documentary this again adds towards the realism of these short films. Feature films would normally be filmed with celluloid film which improves the colours of the film and makes the film appear more glossy and glamorous for example as seen in many Hollywood films such as Sex and the City.

 

Themes explored in British short films raise awareness and provoke discussions on social issues and comment on moral, ethical and political issues. Examples of these themes and issues raised are seen in short films such as Cherries which is a dystopian film set in the near future has elements that the British audience could relate to within contemporary British society such as the wars going on in Afghanistan, Iran and Russia. Another issue raised in British society is about consumerism as these days you can pretty much buy anything and even buy musical success as shows such as X-Factor promote this view in contemporary Britain. We also see a lack of community within Nadia Attia's sold as the protagonist comes across as being quite isolated at home alone and does not open the door to his neighbour when she knocks at his door.

Common reoccurring genres seen throughout short films are romantic comedies, social realist, dystopian films. Short films explore a wide range of genres because they are experimental as they don't have to worry about distribution and many are already established directors and just want the chance to experiment with their material in order to see if certain genres and themes would work with certain films. Such as Neil Blomkamp's Alive in Joburg was a short film that had a big budget and eventually was developed into the feature film District 9.
Another convention of short films is the fact that the actors are normally unknown because of the low budget in order to give them some exposure and credibility as actors within in the film industry.