Evaluation Activities: Video
REMEMBER: To get a Level 4 (Excellent, A grade) for the Evaluation, you need to demonstrate excellent ICT skills as well as a thorough evaluation - the skills you use to present your evaluation are as important as the evaluation itself!
EVALUATION ACTIVITY 1
In what ways does your media product use, develop or challenge forms and conventions of real media products? (i.e. of film openings)Remember when you looked at 9 frames from your chosen opening sequence? Well now it's your turn to do the same with nine of your frames.
Choose nine distinct frames which you screengrab and drop into a photoshop in the same style as the Art of the Title website. You will be using these to write about how typical or not of opening sequences your particular design is, so choose them carefully. Your nine frames should look like this:
Once you have the nine frames neatly in Photoshop, screengrab the whole thing and post to your blog, then write an analysis of how you have used such conventions. Or, MUCH better, use VoiceThread to make comments on each picture as you go along. You can download VoiceThread as an Ap, or used it on your PC or do the same on the Ap ExplainEverything. This will help you demonstrate excellent ICT skills, which you need to display to gain a Level 4 (A grade).
The aspects we would like you to consider across your nine frames are:
The title of the film
Setting/location
Costumes and props
Camerawork and editing
Title font and style
Story and how the opening sets it up
Genre and how the opening suggests it
How characters are introduced
Special effects
EVALUATION ACTIVITY 2
How does your media product represent particular social groups?Pick a key character from your opening. Take a screengrab of a reasonable sized image of them. Think of one or more characters from other films with some similarity to them (but maybe some differences too!), find an image on the web of that/those characters and grab it as well. Drop the two into photoshop, as a split screen. Export this splitscreen image as a jpeg then drop onto your blog and write about the similarities and differences in terms of appearance, costume, role in film etc.
So for example if you have a lone cop type character, look for other lone cops to compare him with...
EVALUATION ACTIVITY 3
What kind of media institution might distribute your media product and why?Useful website: UK Film Distributors' Association
For this question, you are going to do a 'director's commentary' style voiceover explaining some of the key features of your opening
You will need to script the voiceover which deals with institutional issues to include:
discussion of your production company name and logo and the role of such companies
What does a production company do?
the idea of a distributor and who that might be and why.
where the money might have come from for a film such as yours
why the various people are named in the titles- which jobs appear in titles and in what order and how have you reflected this?
what your film is similar to 'institutionally' (name some films which would be released in a similar way)
You need to refer to actual company names and processes so you will need to go back to the early posts on film companies and maybe do a bit more research
When you have scripted, record the voiceover using Final Cut on a new audio timeline, then export to quicktime and embed on blog.
See these students' blogs for some examples / models to follow:
http://victoriaparkersmediablog.blogspot.com/2010/04/evaluation-question-three-what-kind-of.html
http://harrisonwillnathan.weebly.com/question-3.html
For all the information you need on film distribution, take a look at the Film Distributors' Association Guide to Film Distribution.
EVALUATION ACTIVITY 4
Who would be the audience for your media product?You should have a drawing of your target audience member and an explanation of what kinds of taste they might have- where they would shop, what music they would listen to, what their favourite Tv programme would be, etc.
Make sure you have taken a photo of it, post it on the blog and write a few notes on why they would watch your film.
Show your film opening to an audience and give them a feedback form like the one below. You could include a short podcast or a graph of their responses.
Audience Evaluation for Film Opening
Questions
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Your answers
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Write any comments you have here:
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1
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On a scale of 1-5, with 5 being excellent and 1 being not at all, how effective was the film?
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2
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Who do you think the film is aimed at? (for example, young girls, all young people, everyone...)
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3
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On a scale of 1-5, how effective do you think the music is?
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4
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On a scale of 1-5, how effective are the actors and setting?
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5
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On a scale of 1-5, how likely would you be to watch this film (when 1 means you wouldn’t watch it, and 5 means you definitely would)?
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6
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If you could change anything about the film, what would it be?
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Questions/issues to address when you are answering this question:
Here's a sophisticated and creative answer to this question from another AS student:
- The need to find the ideal target audience for your new film - someone who will enjoy watching it;
- Can they relate to the characters? They may well switch off if they are not watching something that relates to the dramas and themes of their own lives.
- No matter how good a film is, it won't be to everyone's taste, so give some examples of audiences and films that definitely do not work together, e.g. a documentary about a 1980s football team for a middle-aged woman whose favourite film is Sex & The City... Illustrate your example with stills from the film and the typical audience member.
- Be realistic - as an independent production company, your film is unlikely to reach a wide audience... but you never know (think The King's Speech). So how will people refer to your film - 'cutting edge' (aka only suited to a limited audience and will never make any money); So you need to find a niche.
- Interview four potential audience members; find three who definitely do not fit the bill and get them to talk about their habits, hobbies, likes, dislikes, music and film tastes. Maybe choose a big blockbuster special effects fan; a young mum; a young teenager; and your ideal audience member.
- To find out if they will like your film, ask them about key features: your male/female protagonist - is it conventional or unconventional? What sort of main characters do they look for?
- Tell them about the genre of your film. Can they relate to the lifestyle and ethos of the types of people in your film? Can they identify with the difference social groups within your film?
- Give them an idea of the story. Does it appeal to them?
Here's a sophisticated and creative answer to this question from another AS student:
EVALUATION ACTIVITY 5
How did you attract/address your audience?You will use YOUTUBE's annotation tools to add NOTES, SPEECHBUBBLES, and LINKS to your video:
http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=92710
These annotations will highlight the ways in which your Film Opening links to other similiar films in order to attract the particular Audience you have previously identified.
Your annotations will refer to genre conventions, use of music, similiarities with other movies and what you have identified as the Unique Selling Point of your imaginary film.
EVALUATION ACTIVITY 6
What have you learnt about technologies from the process of constructing this product?In pairs, take a picture of each other holding the kit you have used. This might just be the camera and tripod, and your Macbook but there may be other things you want in the shot.
Drop the image onto your blog and annotate it, adding all the programs and other technology you have used as screengrabs and what you learnt about it/from using it. Your written text need only be minimal. You could include reference to all the online and computer programs you have used such as youtube, flickr, blogger, final cut,photoshop,vimeo garageband, etc.
EVALUATION ACTIVITY 7
Looking back at your preliminary task (the continuity editing task), what do you feel you have learnt in the progression from it to full product?Concentrate on editing and camerawork.
Grab some frames from both tasks and put them on the blog and show what you know about shot types, edit terms and techniques. Better still, put all those freeze frames into iMovie and then video yourselves explaining what you've learnt; add the video as picture-in-picture to your movie, then export to your blog.
Make sure you mention the 180 degree rule, match on action and shot/reverse shot.
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