1. Existing product research
Bright Lights

2. Context
With having a range of materials to use for this product, I believe I will
be creating a short film as with every idea I have had they have led
more towards a short movie being my final outcome. To go with that
though, if I have the time, I would like to put together a poster to go
with that as if it were advertising the title.
For this document I will be analysing one short film made the client,
Sunderland Culture. And the second being a chosen fictional short film
that also has a poster to go with it. If I fail in finding that, the poster will
just have to be one used for an actual movie.

3. Sunderland: We are Makers
(34) Sunderland: We are Makers -
#Sunderland2021 - YouTube
A short film created to highlight
the elements of what makes the
City of Sunderland such a special
and proud place to be a part of.
Briefly running through the
history, Sunderland Culture are
also using creativity to better the
City by presenting the proud
people from here as they share
their talents in goal of inspirating
the younger generations for the
future of Sunderland.

4. Codes and Conventions
Without directly telling the
audience right away what or
who the video is about. A hint
is given by the first thing said.
"We mak'em, and they
tak'em." Even if it's not so
obvious, right away those
watching know the base of
short and that it has
something to do with the City
of Sunderland.
Briefly going over the history
of Sunderland, existing
footage gets used backing up
what gets said. Proving to the
audience that the City is as
important as those in the
video say yet could still easily
be taken as false news.
The visuals also make it more
interesting for anyone
watching.
Throughout this, most of
what gets said does come
from a voice over. But by the
woman's tone, she is full of
life and positivity, helping in
making it clear as to how the
City is changing and what
people are trying to do to
reach that positive end goal.

5. Use of Cinematography, editing, sounds and mis-en-scene
Throughout, the scenes do consist of random clips that stick to the matter of
the film. The only clips that were different were the few already existing
footage inserted to show the audience what Sunderland used to be. That as
well as a few moments that had people talking to the camera sharing their
love for the city.
With a variation of shots, the short film is mostly made out of montaged
clips revealing different aspects of the City focusing on everything positive.
From start to finish, there is background music playing that starts off quiet,
barely noticeable, which then begins to grow louder as the topic becomes
more positive and the voice-over work become more enthusiastic.
Adding onto the short film focusing on the City of Sunderland, plenty of
monumental structures as such were used in the background of a lot of shots
making it clear to the audience where the filming was set.

6. Media Theory
Uses and gratification theory: By creating this, those behind the scenes are aiming
to get across that Sunderland is much more than just a city. Wanting as many as
they can onboard to celebrate the potential future that's getting pushed for.
Semiotic theory: Most of the symbols found in this short film are the well-known
monuments found in a number of shots that help make Sunderland, Sunderland.
Cultivation theory: All this short film tries to do really is to get us as the audience
to see nothing but the bright side of Sunderland. Making the city look like the
perfect place where anything and everything is possible.
Two-step flow theory: By convincing one person to visit/move to the city and make
it a better place, many more follow that as the person listening to what gets told in
the short will then go onto telling family and friends of what they've learnt. Finding
more who are interested, people are most likely to travel in groups as it is rare
you'll find someone moving around on their own.

7. Target audience
Demographics:
Those in their younger generations most likely. It could work towards older generations looking to settle down,
but with younger ones they are able to do more with helping out and improving what's around them as well as
being the ones who are willing to travel around making new lives for themselves. And according to that short,
where better to start off than Sunderland.
Social Grade:
Possibly starting from working class, but I would assume the skilled working class followed by all the higher up
options. At most they are going to need audiences who are wealthy enough to live and travel around the city.
The additional 'skilled' part leans towards the idea of the townies doing what they can to make Sunderland a
better place.
Psychographics:
Anyone with the general interest to help make the world a better place. Charity workers or even those who
enjoy donating all they can. Those people who will do a random act of kindness to better the days of others.
Even the ones who refuse to use plastic hoping to save the turtles. I'm not sure if there is a simpler word to
describe them, but something along the lines of very charitable people with the motivation and willingness to
do all they can to help make Sunderland the greatest place to live in.

8. A Mackem’s Story | Short Film By Luuk Van
Veen.
https://www.youtube.com/watch?v=FQGlcSL66u0

9. Codes and Conventions
With no direct context as of yet,
we can already see the focus is
on the people who live in the
City of Sunderland. And what's
more, is we can see how much
they love and are proud of
being who they are just by
being covered in the red and
white to resemble the City.
When talking of the City of Sunderland and
its people, where is the greatest landmark to
share the heart of that? The Stadium of
Light.
The one main place where everyone can
come together without a doubt, supporting
one another as their team fights to conquer.
Even if it is just a football match to some, to
others it's where the family grows.
As heartbreaking as it was for
those there to witness
their beloved team be defeated,
respect is highlighted. In a situation
that often leads to outbursts of
anger amongst fans, here we do
see the disappointment. But by
praising the players still, love and
respect is spread.

10. Use of Cinematography, editing, sounds and mis-en-scene
As you watch the short film, it is also like a documentary and vlog put into one with the character
talking to/past the camera as if he is being interviewed where at the same time the opening
sequence is him preparing a quick vlog about the match which he then is seen filming and even
uploading the video on to YouTube.
With continuity, the product starts early on in the day with the character getting ready and leaving
the house as he heads to meet his friends to then catch a coach. And from there, they head to the
football match mentioned at the start of the film, finishing as they head home afterwards,
disappointed with the scores.
You can tell the form of audio used is what was picked up from the cameras, but the dialogue is all
clean you can hear what's being said without issue. As for the music, they did keep with the
repetitive theme of calm and soothing, which works for the homely setting that is clearly there as
love is shared in Sunderland. But not keeping it playing throughout the whole duration, the music
does only play through key moments in the story keeping the interactions sweet and interesting.
Keeping the short film relevant to the subject, in every shot used there is always something that
links with the City of Sunderland. From the people, to the clothes on the person of focus, to where
he is in the Stadium of Light watching his team play.

11. Media Theory
Uses and gratification theory: I did have to look at the YouTube comments with help for
this one, and they pretty much gave me the answer. The short film greatly captures
"exactly" what it is like for a Sunderland supporter, to be who they are. And by sharing a
story dedicated to that, the "mackems" are seen in a brighter light for their loyalty and
dedication.
Semiotic theory: A symbol already mentioned in the last slide, the inclusion of something
Sunderland related in every clip throughout the entire short film.
Cultivation theory: By following a singular "mackem" around, we are seeing his
interactions with others, his mood changes, basically giving us as the audience a better
idea of what it is like to be from Sunderland.
Two-step flow theory: By highlighting the love shared between the people of Sunderland,
a family is shown to those watching. A family with open arms welcoming anyone who
wants to be a part of it. Similar to my depiction of this theory for the last Sunderland
related short, anyone looking for somewhere new, by watching this you get to know the
people and see the love amongst them.

12. Target audience
Demographics:
This short film can go towards all age groups really as it is more about the community rather than a singular
target. And although my point does also work for when it comes to race, sex and religion, the only thing that
goes against that are those who do see football teams as religion and race.
Social grade:
Same again really, even the social grade goes towards everybody. Those on the bottom of the scale (E: Lowest
level of subsistence), running up to those at the top (A: Upper middle class). Football is a sport that has
succeeded in bringing everybody together, and those of all social grades are a part of the City. Even if it is a
difference on the outside, the support of a football team works in holding everybody close together.
Psychographics:
Anyone that holds the red and white colour combination close to their hearts. The everyday Mackem's, the
Black Cat supporters. All those who admire the City of Sunderland, even if that is for the city itself, the football
team that holds millions together. This product basically just brings everyone from the City together, showing
anyone who doesn't know of the area and is looking into it that everyone is seen as family no matter the
difference.

13. Strangers –Short Film
Strangers - Short Film on Vimeo
A Horror short film based solely on psychology as a man is awoken to find he is being tormented by four
strange men in masks who aren't really men but are individual personified representations of his
personalities. One being anger letting out his frustrations on everyone with another being the soft side
of the character wanting the whole event to be over.

14. Codes and Conventions
Although we as the audience don't know
much yet, right away we can see that the
potential main character is nervous. Getting
a few close-up and POV shots, we see her
shaking slightly and see her focus goes from
checking the time to looking up at the empty
seat opposite her to then let her gaze
explore the restaurant.
Once he arrives home, a small montage
gets edited together of him making himself
a drink after drink. As it goes on we see
him getting drunker with him unable to
walk straight and making a mess when he
pours. Continuous up until he ends up
passing out.
After meeting the "strangers", we see
them fighting over a decision the man
should make. One being a good option,
the other not so much. Standing at either
side of him, it starts to hint at the strange
men being his own conscious. Creating
the shoulder angel and devil concept.

15. Use of Cinematography, editing, sounds and mis-en-scene
A collection of close-up shots had been used throughout this short film. Ones that included
a drink being poured, food being eaten, fidgeting hand placements, one that even included
a shot of a woman in the middle of someone's shoe-lace loop.
Using all continuous editing, we even get a montage part adding effect onto how much the
guy was drinking with him pouring a glass of whiskey and ice, drinking it, making another,
and as the scene progressed the action of pouring a drink became messier as her became
angrier and dizzier. Showing how drunk he got right up to the part he managed to pass out.
The background music used begins off faint and grows louder adding to the dramatic
scenes. And even in its faint parts, a sense of tenseness and fear is given to the audience
succeeding in controlling their emotions to what is going on.
Having two, pretty much three sceneries, we have the first location that gives purpose to
the final. And in that final scenery, we see the guy as trapped in his own home as he is in
his head. For instance, the chains on the door when he tries to escape but is prevented
from doing so. Then a few minutes later, his possible girlfriend walk into the apartment
without an issue. The chains were never there as neither were the masked characters.

16. Media Theory
Uses and gratification theory: It works for those audiences who find
themselves after an interesting watch that can have them tense up and get a
shock at what happens next.
Semiotic theory: As mentioned already for a linked symbol, the chains on
the door. They aren't really there, yet the guy was still trapped in the
apartment. As he was trapped in his mind, just he wasn't aware of it.
Cultivation theory: Focusing on one's mentality, this could have the viewers
finding their focus on people's behaviours and actions quite a lot. Especially
those into psychology.
Two-step flow theory: The most the creators will be wanting with is, is for
the short film to be recommended. The more people who watch and enjoy
the product, the better it does in review for those who worked hard to make
it.

17. Target audience
Demographics:
Being a short horror, this could go towards any age group really. But to target
someone I am assuming the creators made this more for young adults, teenagers
even. Anyone who should have the time to browse online and come across the
website 'Vimeo' or the product alone. No matter the religion, sex or ethnicity.
Social Grade:
Posted on a website online, I can only imagine this going towards those in a
working class at least. People who can afford a laptop or even phone to come
across and watch the short film.
Psychographics:
Horror fans. Especially those who love a good psychological thriller followed by
them liking to get scared from the films they watch. There isn't many that fit the
horror genre and can actually scare their target audience, but this one definitely
does it.

18. Strangers – Short Film
Poster

19. Having a few of the characters on
the poster, we can only assume
that these as the villains are more
of the focus than any particular
target.
But once we watch the short film,
it is realised that the one who
was in danger is already in clear
shot on the poster.
Using more of a Sans Serif
font, it adds onto the serious
tone given throughout the full
duration. Adding some
strictness onto the story.
As for the choice of colours for the
design, the characters almost look
ghost-like with the dark and dirty
shades. Adding onto the factor that
this short is a psychological horror
and these characters aren't
physically real.
In the middle of the title there
appears to be a split creating
two halves of the same word. In
a way, it hints towards a link of a
split between something that’s
the same. Like two dimensions
of the same object for example.
And in this case, we have a guy
from our world being kidnapped
by alterations of his mental self.
Wearing masks with different
expressions to one another, their
emotions also link. And even though
they are all the same person, the
character enlarged most in the
poster is the one who associates
mostly with the 'victim'.
The 'floating heads' layout revealing the
characters with the expressions that all
come together to form the one person
they come from