1. Resources need:
Avatar poster
Assignment 2 Cross-Media Study Avatar trailer screen shots
Trailer denotations
Maybe A3 paper
Student Sheet Maybe glue
Maybe scissors
Maybe DVD Template
Analytical Task (20 marks):
Compare the impact and effectiveness of the Avatar film trailer and
poster1. (1000 words)
In discussing Representation you may comment on the way the codes and conventions of the
science fiction genre are communicated (see list below). Try to use media language.
In discussing Institutions you might say something about the advantages and disadvantages of
the different media forms, how a marketing campaign works and who pays for the promotion of the
film.
Options
If your predicted grade is A*-C you should be writing in continues prose in an essay format
If your predicted grade is D-G you can annotated screen shots of the trailer and poster
(annotations need to total 500 words) and then write a comparison and conclusion of 500
words.
Possible basic structure
250 - 375 words about the trailer
What are the conventions of a film trailer and does this one meet them?
How does the science fiction genre come across through the representation of characters,
ideology, narrative theme, typical genre conventions?
How do camera angles, shots and movements influence the messages being
communicated?
How do sound and editing communicate meaning?
What does the mise-en-scene contribute?
250 - 375 words about the poster
What are the conventions of a film poster and how does this one meet them?
How does the science fiction genre come across through the representation of various
elements on the poster?
How do colour, layout, typography, cropping of image, tagline and inclusion/exclusion of
actors’ names influence the messages being communicated?
250 - 500 words comparing the two and conclusion
Science fiction Codes & Conventions:
Mise-en-scene (Props, costume, settings) Male dominated – protection, high
Virtual worlds ranking jobs
Gadgets Narrative Themes (Typical storylines)
Special effects (CGI) Protecting the human race
Robots The Earth coming to an end
Technological weapons Predicting the future
Spaceships Scientists creating things
Undiscovered planets Development of new technologies
Ideology Finding new worlds
Attitudes to prejudice Alien invasions
Threats to society or the human race Space/time travel
Stories can reflect real life issues e.g. Hybrids
war and terrorism Action
Representation (including characters) Thriller
Aliens can be villains or heroes Fantasy
Aliens used as symbols of difference Horror
Women having masculine traits Adventure

2. Help with institutution:
Every film goes through a PRODUCTION CYCLE. PRODUCTION DISTRIBUTION EXHIBITION.
The production company/s pays for the film to be made and the distribution company pays for the film to be
marketed and promoted. In the case of Avatar 20 Century Fox and James Cameron’s company Lightstorm
th
Entertainment (and others) were the production companies. 20 Century Fox were also the distribution
company. The marketing of a film release revolves around two key questions: 'When?' and 'How?'
Key words that could be used:
- Codes and conventions - Camera angles e.g. close up, wide shot,
- Connote/ connotes/connotate etc
- Diegetic - Camera movement e.g. tracking shot,
- Non-diegetic crane shot etc
- Cross dissolve - Represents/ representations
- Credit block - Genre
- Key image - Pace
- Distribution/ production - Audience
- Institution
Research and Planning Tasks (10 marks):
Prepare a developed film pitch, based around the following idea:
New technology has made space travel even easier. Led by a female Captain and a male
First Officer, NASA launches a revolutionary spaceship that can travel through the
universe using the technique of 'space-folding' making it possible to travel vast
distances. The journey is very exciting, and takes the crew to a new world where the
inhabitants have strange but seemingly peaceful customs. The humans then realise
that all is not as it first appeared and must work out a plan to escape and get back to
Earth - but not without tragedy, love and an unexpected twist of fate before the end of
the film.
1. Give your film a title and explain its meaning
2. Cast the main parts and explain your choices
3. Outline the narrative more fully, explaining all the interesting details
4. Choose two promotional methods to market your film. Choose one from each of the following
lists, design a mock up of the two you have chosen, use annotations to provide explanation
for your design choices.
Poster Storyboard a trailer
Homepage of website Script for television or radio
Magazine article interview
DVD Case
1
In other words look at the trailer for Avatar and the website which of the promotional methods is more
useful for promoting the film and why? Think about how they get the genre and story across, how they
communicate with or to the audience, and what institutional messages are communicated