Assessment LR

 ASSESSMENT LR:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).



2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the three questions: _/3; _/6; _/9. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.

• Question 1 - 3/3
• Question 2 - 4/6
• Question 3 - 3/9

Question 2 - 

• Promotion of Blinded By The Light at Sundance Film Festival created a buzz by building and sharing critical acclaim from reviews, industry figures etc.
• Premieres and director/star interviews generate media coverage from newspapers, magazines and online publications that generate interest and awareness of the film’s release.
• Link to Springsteen’s music may attract fans of his music – he has sold more than 150 million albums worldwide.
• Traditional marketing required to meet conventions of film promotion – trailer, film poster etc. Construction of poster and trailer emphasises music of Bruce Springsteen and director
• Gurinder Chadha’s previous success with Bend It Like Beckham – attracting existing fans of both.
•  Social media promotion inexpensive or free; creates word-of-mouth marketing; effective in reaching educated, digitally-literate younger audience.
• 
  

Question 3 - 

• Blinded By The Light cost $15m to make – money raised between Bend It Films (huge success with Bend It Like Beckham), Levantine Films (huge success with Hidden Figures) and ingenious Media investment company.
• Blinded By The Light generated great excitement at the Sundance Film Festival which resulted in an all-night auction that saw New Line Cinema pay $15m to distribute the film.
• Blinded By The Light then received a huge, global marketing campaign to try and turn the film into the next Bend It Like Beckham global hit. This could easily have cost more than the $15m production budget.
• Unfortunately, despite good reviews and positive word-of-mouth from audiences and online (rated 89% on Rotten Tomatoes) it only pulled in $18m at the box office, barely covering the production budget and nowhere near covering marketing costs.
• Some industry figures suggested the film was released too closely to Yesterday – another British comedy featuring popular music that was far more successful at the box office.
• New technology is opening new ways to distribute films and Blinded By The Light now has an extended slot on Amazon Prime which will bring in some of the money it has lost. However,it remains the perfect example of why the cultural industries are a “risky business” as Hesmondhalgh says.

3) For Question 2 on the promotion of Blinded By The Light, use the mark scheme to identify at least one strategy used to promote the film that you didn't mention in your answer and why it was used. The key lesson from this question was to make specific reference to the CSP in your answer and ensure each explanation was different.

Question 2 - 

• One strategy I didn't use was the director power of Gurinder Chadha and linking to success of Bend It Like Beckham. This was Traditional marketing that was required to meet conventions of film promotion – trailer, film posters etc. Construction of a poster and trailer emphasises music of Bruce Springsteen and director Gurinder Chadha’s previous success with Bend It Like Beckham – attracting existing fans of both. Posters including Gurinder Chadha's name and director credits were used so that previous fans would want to watch the film if they had been fans of hers due to past films such as 'bend it like Beckham ', This could raise awareness of the film and stir interests due to both the song writer and director.

4) Now look at Question 3 - focusing on Hesmondhalgh's point that making media products is a 'risky business'. Write three bullet points from the mark scheme that you could have added to your answer. Try and include a specific reference to the CSP where you can and ensure you understand the key contexts to Hesmondhalgh's quote. Additional reference to Hesmondhalgh's ideas would help here too - you may want to look back at our work on Hesmondhalgh and the Cultural Industries.

Question 3 - 

• Blinded By The Light cost $15m to make – money raised between Bend It Films (huge successwith Bend It Like Beckham), Levantine Films (huge success with Hidden Figures) and ingenious Media investment company.
• Blinded By The Light generated great excitement at the Sundance Film Festival which resulted in an all-night auction that saw New Line Cinema pay $15m to distribute the film.
• Blinded By The Light then received a huge, global marketing campaign to try and turn the film into the next Bend It Like Beckham global hit. This could easily have cost more than the $15m production budget.