IDN Assignment 1 by David Roberts

Initial thoughts of course and Assignment

davidrobertsbe — 2021-03-02 01:18:27 UTC

My first initial thoughts of the course was excitement as I've been looking forward to develop and challenge my creative thinking and skills in general. As for the first assignment, I am a bit concerned that I'll find a topic that I will get board of ,however, through extensive thinking and research I believe that I'll be able to find a topic that I'm passionate about.

80 Possible things

davidrobertsbe — 2021-03-02 01:20:03 UTC

1. Promoting social networks
2. Promoting our dependence on the internet
3. Samsung better than iPhone (coming from an iPhone user)
4. Promoting a particular food
5. Promoting a soft drink (Solo)
6. Promoting a sports clothing brand (Under Armor)
7. Promoting sport (Basketball)
8. Movies have had positive influence upon society
9. Fast Fashion
10. Hurt of procrastination
11. Converse (arguably best type of shoe)
12. Movie Theatres Dying/ streaming services killing theatre experience
13. Teens being susceptible to perspectives of glorification of suicide
14. Substance abuse/ peer pressured
15. Stress the silent killer
16. Overthinking
17. Film photography coming back into trend
18. You only have one life promotion ("Every man has 2 lives and the second one begins when he realizes he only has one)
19. Remembering to love yourself
20. Comfort zone not allowing us to push ourselves to our full potential
21. Importance of family
22. Sleep importance
23. sand is very annoying
24. Cold weather is better than hot weather
25. Texting and Driving
26. Hoverboard invention
27. Shoes that tie their own laces
28. Notebook that can store any objects
29. VR suits
30. Robot that feeds pets
31. Self confidence boost
32. Not defining yourself through other people
33. Being the best version of yourself
34. Better internet
35. SA need better acting institutions compared to the rest of Australia
36. Sushi is the best snack
37. Pill that gives you 6 pack abs
38. Machine that makes you look healthy
39. Machine that can cure anything
40. Device that writes out your thoughts
41. Smoking around others is selfish
42. Promoting skating boarding
43. People don't sit in their designated seats at the cinemas
44. Changing TV channel with your mind
45. Magnetic remote control that you can force grab it from across the room
46. Lying isn't a flaw in human behavior
47. TV twisting perception on murder (YOU tv show)
48. Magnetic ball that you throw and it comes back to you like a boomerang
49. Self tying shoes
50. Self charging phone
51. Tool that can be any tool (better than a swiss army knife)
52. T-shirt with adjusted sizes
53. Pop out TV (future stuff)
54. Loneliness
55. Promoting a sports drink that instantly hydrates you and adds to your performance
56. robot that cuts your hair exactly like a photo
57. How rubbish in the ocean kills millions of sea animals a year
58. Rude people deserve to be punished
59. Self phone addiction is ruining your attention span
60. Club drinks are too expensive
61. A device that helps you focus on a task instead of getting distracted
62. Taser that makes you laugh and mobilizes you (harmless law enforcement )
63. Security camera that uses full 3D technology which scans an entire area, depicting every single detail
64. Music that lowers volume when someone speaks to you
65. Memory eraser
66. Honesty Pill
67. Everyone should feel safe (walking at night)
68. Alternative natural power sources
69. a lot of Our imaginations have dropped since we were kids
70. McDonald burgers are too small and barely look like their photo
71. instant cooker that can cook anything instantly
72. Device that detects possible hazards around you
73. Basing our judgements on looks (judging a book by its cover)
74. Equality for all men, women and children regardless of race, creed, colour, sexual identity
75. Losing ourselves to others expectations
76. Living life for yourself without focusing on money or other problems. ("Pray for love, not for cars", "Money doesn't make you happy")
77. Promoting how your mind is a powerful place and what you feed it will impact and effect you in a powerful way
78. Promoting health benefits of Yoga
79. The arts industries need more funding from the government
80. do what you dream of cause u dont have much time in this world

Week 1-

davidrobertsbe — 2021-03-09 00:54:39 UTC

Thinking about 80 different possible subjects to promote, proved a bit difficult. I'm trying to think of subjects I'm really passionate about, however, there is only a limited amount of issues that I have strong feelings about. So I've tried to look into different issues people care about but also tried to get creative by adding different inventions I think would benefit society or individuals.

Week 2

davidrobertsbe — 2021-03-09 00:55:07 UTC

After reviewing my options, I think that a good message to promote and a topic that I won't get board of, is how the movie theatre experience is dying due to streaming services becoming more prominent is house holds. The topic has a close place to me due to my parents taking me to the movies all the time when I was a kid, therefore seeing how an event I would always look forward to as a kid, is slowly dying makes me feel passionate about this topic. I plan to do a story ad to try and help relate some viewers to message that I'm trying to present.

Summarise the message you wish to promote

davidrobertsbe — 2021-03-09 01:01:29 UTC

I want to promote the message on how we've started resulting to streaming services such as Stan, Netflix, HBO for our movie experience instead of traditionally going to the cinema which is ultimately killing local movie theatres.

Identitfy and profile your targeted audience

davidrobertsbe — 2021-03-09 01:02:18 UTC

My targeted audience would be traditional movie lovers, whom would go to the theatre when they were younger like me. In terms of age, I would target people my age and above as going to movie theatre was prominent for kids my age and above.

Mindmap

davidrobertsbe — 2021-03-09 01:03:09 UTC

Challenging your assumptions/ different perspectives

davidrobertsbe — 2021-03-09 01:04:06 UTC

-Some people don't even like going to the movies such as my father, therefore streaming services actually benefit him as he's able to watch movies as soon as they come out without waiting for ages due to his dislike of going to a movie theatre.

What do I need to do or say that will promote my audience to take action

davidrobertsbe — 2021-03-16 00:58:01 UTC

When I'm promoting the message about supporting local cinema, I'll need to incorporate something the audience can relate to, i.e. a character that an audience can empathize with. Using a character people can familiarize themselves with, will allow the audience to get impacted by the message of the streaming services killing the movie theatre experience

3 Scholarly sources

davidrobertsbe — 2021-03-16 01:08:02 UTC

McDonald, K 2016, 'The Netflix Effect: Technology and Entertainment in the 21st Century', viewed 13 March 2021,

This academic articles explores the rising boom of streaming services and particularly focusses on how Netflix started to become to go to platform for entertainment. They note its impact within the industry particularly with VHS and DVD stores such as Block Buster and the decline of its business. The academic source also touches on how Netflix was able to popularize a trend called 'Binge watching' within 2013, describing it's ease of accessibility which creates an appeal to have Netflix. In consequence, some American theatre chains started to 'boycott' Netflix due to movie companies releasing movies both in the cinema and streaming at the same time. The source was useful within giving me a history of Netflix and the dramatic impact it has had on the entertainment industry and from this source I was able to take away that streaming services have had direct affect on Movie Theatres, mainly based on it's home accessibility.

Altman, R 1992, 'General Introduction: Cinema as event', viewed 13 march 2021,

General Introduction: cinema as event is an academic article that explores that multitude of factors that go into creating an enjoyable cinema experience. Altman touches on aspects that ordinary people associate with cinema, such as three dimensional sound and silver screen but he also delves into the complexity that cinema endures such as multiplicity, materiality and heterogeneity. This source is useful in helping me understand different factors that are put together to create a complete experience of cinema and how movie theaters have helped enhanced our viewership of cinema.

Kaltwasser , L 2019 ' Sharing the filmic experience - The physiology of socio-emotional processes in the cinema/, viewed 13 March 2021,

This academic research article discussed how the cinematic experience is influenced by having an audience/ social conditions have an impact on the experience of the film. A Cinema Audience assists the psychophysiological experience of a movie, compared to watching a movie by yourself. Particularly feelings of empathy were amplified with an audience for characters and actors whom story has entailed negative circumstances/emotions upon the character. In contrast to positive or neutral circumstances not having such a dramatic impact where an audience is present. This academic research article provided useful image in how a cinema audience has influence upon the experience you have whilst watching the same movie. The article starts to suggest that a movies experience is amplified whilst watching a movie which creates a more enjoyable environment to watch movies in.

Week 3

davidrobertsbe — 2021-03-22 14:01:21 UTC

I've started to try and brain storm how my story is going to be structured and executed. I've starting building a narrative around a younger girl and her love of watching movies. I'm planning to incorporate some visually intriguing editing to create a transition between the younger girl and an older version of herself watching a streaming service instead. I'm planning of creating a depressed sad tone so the audience can empathies on how local cinemas are dying and how our movie experience has been replaced by a cheap and not as so thrilling experience instead.

3 Ads with similar intention as mine

davidrobertsbe — 2021-03-22 14:01:52 UTC

This Advert delivers the exact tone and pacing I would like to incorporate into my short. From the use of music, structure and filming it delivers a beautifully tear jerking video to show the importance of coming back to family and realizing our past. Although the message differs from the one I intend to present, it still endures a similar intention to the video that I would like to create.

EDEK 2015, EDEK Weihnachtsclip- #heimkommen, video, YouTube 28 November, viewed 14 March 2021, < https://www.youtube.com/watch?v=V6-0kYhqoRo>.

Apple Holiday Ad

davidrobertsbe — 2021-03-22 23:19:04 UTC

This advert excels in touching the audiences heart and evoking sad feelings which is something I would like to do with my own advertisement. The ad also follows an individual reminiscing through technology on how beautiful the past was and how it's changed since. Within my own Ad I planned to also use an individual who is reminiscing on her younger self, and this ad helps inspire me in how to structure the reminiscence part of it.

AndDrew 2019, Try NOT to cry! (Saddest commercial ever!), video, YouTube, 27 November, viewed 14 March 2021, .

Identify and Craft the message

davidrobertsbe — 2021-03-23 00:54:42 UTC

Attention- I intend to appeal to the attention of my audience by crafting a narrative that is relatable to them. I will be using well executed cinematography to assist the story but also to create a visually interesting frame. Their will be a edited transition between the younger girl and her older self to demonstrate how dramatically life has changed and how bleak watching movies at home is compared to the cinema. I intend that the sadden tone of the advert will draw viewers into the commercial.

Desire- Creating feelings that the audience can sympathies with and familiarity will be able to help get my message across. The transitioning between the past scene and present scene, will be transitioning between two different moods. With the past representing a familiar happy, euphoric mood whilst the present will endure a sad tone.

Action- The call to action at the end of the promotion clip is to support local cinemas and start enjoying/watching movies the way they were intended to be watch. Coming up with a slogan or a written message on the screen will help my intended campaign.

Interest- To capture the interest of my intended targeted audience, my narrative will surround a young girl to cinemas with her family, and the excitement that comes with it. Creating a familiar situation the audience has felt before, will help them understand my message when I transition into the present life which is a common situation with everybody (streaming movies at home).

Treatment

davidrobertsbe — 2021-03-23 01:17:30 UTC

Establishing shot of a Movie Theatre during a sunny day, cut to close up of child smiling from inside the cinema. The shot is very colourful as if the cinema is a wonderland. Quick cuts between popcorn machine and drink stand with its sound in the background respectively. Visible enjoyment from the child as she’s racing around the cinema. Cut to phone camera POV following the daughter throughout the cinema. Her father’s voice can be heard in the back of the camera, insinuating to the audience that it’s her father recording.

The camera slowly zooms out the of the video on the phone, revealing a teenage girl is watching it. Cut to a reverse angle of the teenage girl facing the phone. The room is barley lit by the phone and TV screen. The teen girl is reminiscing with the video as it as an old video of herself as a child in the cinema. Cut the quick cuts of the microwave popcorn and not so good TV with a Netflix logo loading. Everything looks dull in contrast to the bright, colourful image. Cut back to the phone with the video playing and the young girl smiling. Slowly fade to the establishing shot of the Movie Theatre however it’s night time and looks deserted. Slogan fades into shot.

Week 4

davidrobertsbe — 2021-03-28 09:19:07 UTC

I've started asking around people I knew who worked at cinemas, and the people I asked told me that their cinema had shut down which only strengths my motivation to create this message. This week we had to create a mind map to help explore all the different possibilities within our chosen topic and I believe this has helped me think and understand all the different aspects that go into creating the cinema experience. Through this brainstorm, I plan to incorporate alot of the things I thought of into my short film to display the contrast of the cinema experience compared to just a home experience.

Summary of mind map

davidrobertsbe — 2021-03-28 09:20:29 UTC

The Mind map that I created started to expand on different aspects of cinema and how ultimately that streaming services are slowly killing local theatres which is causing job loss. I focused on the four main streaming services that are damaging movie theatres, and HBO max is one of the main leaders of damage due their agreement with warner brothers. I touched on the main reasons why people go to cinema, so when I create my advert, I'm able to include these aspects to appeal to an audience.

davidrobertsbe — 2021-03-29 02:08:02 UTC

How does your message differ

davidrobertsbe — 2021-03-29 03:39:36 UTC

The message that I'm producing, differs from other ads as it's a promotion that not many, if any ads promote which is supporting local cinema. Closest ads I'm able to find with similar messages is to support local businesses. My ad is going to be aiming at the heart of my intended audience with using relatable situations that alot of people can understand unlike some other ads that only applies to certain group of people who've dealt with a specific experience

How do you think your target audience feels about your product before theyve seen your video

davidrobertsbe — 2021-03-30 00:22:24 UTC

I think my targeted audience has unconscious or conscious knowledge (depending on what they think) that cinema's are slowly aging out, and resort to Netflix or any other streaming service for its easy convenience. Due to COVID-19 last year and people trying to avoid close spaces with people, that has put off people to go the cinemas.

How do you want them to feel after they've seen your video?

davidrobertsbe — 2021-03-30 00:23:00 UTC

After watching my video, I wish my audience to feel a sense of revelation or reminiscence/relatability, realising that younger girl in the video is a version of themselves at the cinema. I intend to evoke a sadden feeling in them so they empathise with the fact that local cinema's are struggling. Along with streaming services cutting down their number of people who come, COVID- 19 has finically hurt cinema aswell.

What Tone/s or emotion will you need to convey to convince your audience of the promotional message

davidrobertsbe — 2021-03-30 00:23:24 UTC

Tones I want to convey to convince my audience of the promotional message, consist of sadness and familiarity. Although sadness is a negative feeling to evoke, it helps target an audiences empathetic and compassionate side which ultimately will assist in spreading awareness to support local cinemas. Familiarity will help create a connection and relatability between the audience and the promotional message, with themselves being able to recognise the situation as something they may have experienced in the past (the incredible experience that cinema offers) .

Which colours best represent these emotions

davidrobertsbe — 2021-03-30 00:23:59 UTC

Expressing emotions of sadness typically is related to colours of blue however, I want my colours to also depict familiarity and youth which is associated with the colour red. Using red is also extremely fitting for cinema as typically people associate Movie theatres with the colour red, therefore my colours not only depict passion and importance but also something the viewer can recognise with association of cinema. Incorporating darker tones of red also helps contrast between past and present, as if the present has worn down which is an aesthetic I'm hoping to achieve. Using these colours, my target audience will be able to feel a range of emotions from importance, passion, youth, relatability and lighter shades (salmon colour) suggesting relaxation.

Colour Palette

which font best represents these emotions why?

davidrobertsbe — 2021-03-30 00:24:09 UTC

Broadway is a very suitable font to use for my advert to help assist the intended emotions I want to depict. In terms of typography, Broadway is a thick font that stands out compared to a generic regular font and it assists my message to help support local cinemas. Broadway also a recognizable font relating to the cinema and theatre which instantly gives the emotion of familiarity which is one of the intended emotions I want to portray.

3. 'Survive' Short Advert

davidrobertsbe — 2021-04-02 06:04:40 UTC

‘Survive’ shares a similar message that I intend to deliver being to support local cinemas so they don’t shut down. The structure of the short advert also shares the way that I intend to structure my advert, with constant imagery switching between the past and present. The ad also hooks onto the audience’s hearts by creating a situation that they can empathies with; a small local business that everybody loves, going under and shutting down. The reminiscence they portray is a tone that I want to capture within my Advert and the usage of colour contrast between past and present is something I want to incorporate.

Facebook 2020, Survive- Support Small Business- Facebook, video, YouTube, 20 August, viewed 14 March 2021, .

davidrobertsbe — 2021-04-04 12:53:35 UTC

Non- Academic Sources

davidrobertsbe — 2021-04-04 23:56:34 UTC

Countryman, E 2020, 'Directors, Theaters Express Worry Over Warner Bros. HBO Max Deal', Variety, 12 December, viewed 13 March 2021,

This website article from Variety explains the Warner Bros. deal with HBO Max to simultaneously release all of it's films in movie cinemas and on HBO. This has created anger from local movie theatres but also movie directors such as Denis Villeneuve and Christopher Nolan whom both talk about that movies are intended to be watched on the big screen.