Individual research into viral advertising

Viral marketing is the process by which the a product is marketed by being spread like a virus in a repetitive manner. It is linked to the hypodermic needle theory in that if a person is a witness to an advertisement that is intended to be a viral ad they take in the message and pass it on, if they pass it on to at least one person the advertisement, over time, will have been a success. Tradition viral marketing was spread by word of mouth and was less prominent. However, the inception of social media networks has made viral marketing a prominent feature of advertising. The growth of social networks significantly contributed to the effectiveness of viral marketing. As of 2009, two thirds of the world's Internet population visits a social networking service or blog site at least every week. Facebook alone has over 1 billion active users. In 2009, time spent visiting social media sites began to exceed time spent emailing. A 2010 study found that 52% of people who view news online forward it on through social networks, email, or posts. An example of this can be the Dark Knight Rises (Batman) film who effective reached and engaged their target audience whilst also attracting a wider demographic from the publicity they received from the viral marketing campaign. Warner Brothers, the producers of the film, sprayed the batman iconography in 300 locations across the world. They released the address' of these locations so people could find them. People had to take a photo of the batman iconography, post it on the social networking site Twitter with the hashtag #TDKR07202012 and upload it to the website tdkr07202012.com. For every piece of bat iconography that was found a still from the film was released on the trailer culminating in a teaser trailer.

The Dark Knight Rises trailer

An example of successful viral marketing for an advert is LG's elevator prank and meteor strike prank. Promoting how ‘lifelike’ its new IPS monitors, LG pulled this stunt replacing an elevator floor with the monitors to make it look like the floor was falling away while unsuspecting people were in the lift to hilarious reactions. The original video has over 22.9M YouTube viewers.

LG elevator prank

Another example promoting their IPS monitors is their fake meteor strike prank. Both viral advertisements were successful due to their shock factor.

LG meteor strike prank

Details of any reshoots

We have had to continually attempt to film our title sequence as it requires timing and various people to signal. The title sequence consists of the camera recording as the title of our film ('The Rise and Fall of a White Collar Worker') is typed out on a computer, as the final work is typed the camera pans around and captures Ross' entrance into work.

We have had to re film the scene in Dr Parkes' office between him and Ross due to a continuity error. In the original shoot of that scene Ross is wearing his office work clothes, however, in the preceding scene immediately before, which we filmed later, Ross is wearing his casual clothes.

We have had to refilm the morning scene where Ross meets Simon who greets him enthusiastically for work. When we first filmed the scene it was too far away from the office where the majority of the inside office scenes take place. In the interest of creating a setting and continuity we refilmed it so it can be seen that Ross walks into the office.

We have had to refilm a scene in Dr Parkes' office where a conversation between Ross and Dr Parkes takes place. In the scene we break the fourth wall, Dr Parkes says he needs something from the black folder (revenge schemes) the camera then pans across and focuses on the blue folder (clients). We had to continually refilm this because it was difficult to pan and zoom without the camera going out of focus.

We have had to refilm the  scene where Ross bangs Hooper's knuckles onto the table and then punches himself in the face. Two pieces of violence in quick succession was difficult to film and we needed to reshoot the same scene from various angles.

The scene in Dr Parkes' office between him and Ross where we break the fourth needs to be re-shot. The zoom into the 'clients' folder and where we break the fourth wall does not have the same comedic effect as when Monty Python do it. We have decided to film Dr Parkes saying to Ross that he needs something from the black folder and then the next shot cutting to the black folder.

We have had to re film Ross entering his work at the beginning of the film. This is because we filmed the same scene three weeks apart so we had a continuity error, on the original footage Ross opened the door with his left hand but pulled the handle down with his right hand. Moreover, around this point in the scene we have added an extra collection of shots to stop the scene from getting repetitive.The scene is where Ross gets to work, goes to his desk and gets out his phone to find out that his girlfriend has dumped him. We have broken that up by adding Hooper's fit walking to the office.

We have had to re film the scene where Ross receives the text from his girlfriend, Daisy, telling him that she is ending their relationship due to a continuity error. The text clearly states that it is 14:44, however, in the events of the film he is supposed to be receiving this text as he has got into work sometime before 9AM.

Research into editing techniques with examples

The editing of our film has been influenced by directors of black comedy and neo-noir films, such as Quentin Tarantino and the Coen Brothers. The Coen brothers edit their own films under the pseudonym 'Roderick Jaynes'. Like the Coen Brothers we have extensively used shot-reverse-shot often with a zoom which leaves the audience trapped within the scene and forced to experience the scene as if it were themselves. This technique used by the Coen Brothers is effective for creating tension which they often contrast with their extensive use of black comedy in their film.

Shot reverse shot within our film

Shot reverse shot within 'No Country for Old Men'

This video efficiently explains the Coen brothers' use of the simple shot-reverse-shot
 

We have also been inspired by the editing techniques that Quentin Tarantino employs. To shorten our scenes and add direction to our film, like Tarantino, we have broken up our scenes into chapters like a book introducing the context of that part of the film. 

Inglorious Basterds

A still from the final chapter of our film

We have used a graphic match and think that they are an aesthetically appealing editing technique. It can be effective at contrasting the thoughts and feelings of one character in two different scenarios.situations. (waking up to the train station photos)

The grapic match from Hitchcock's 'Psycho'

A Point of View shot is a short film scene that shows what a character is looking at. We have used this as it enhances tension and the drama of a scene. The POV shot on the roof when Ross is about to commit suicide is shaky to add the dramatic effect. The one following Hooper's feet as he arrives to work is in pace and motion and adds mystery as his identity is hidden.

Other examples of editing that we have used is parallel editing. Ross gets a text from Daisy as Hooper gets to work and Karen coming into work as Ross is getting Hooper fired. We have used visible editing as there are different shots in time with the music as Hooper comes into work whilst Rosss is already at his desk, they then look back and forth whilst the dramatic ironside music plays. Similarly, the shot of Dr Parkes running up the stairs to Ross and Ross awaiting his arrival is visible editing as this occurs three times. This is inspired by the visible editing in Monty Python and the Holy Grail.
Monty Python and the Holy Grail Sir Lancelot running scene

photo diary

Filming in Dr Parkes' office. We had to re shoot several scenes in this office scene due to continuity errors and 'tricky' shots. For example, as we filmed this scene on different days Ross was wearing different clothes on what was supposed to be the same day within the world of the film. The 'tricky' shot within the film was zooming on the 'revenge' and 'client' folders. We eventually decided to cut the zoom on the two folders.

Filming at Shepley train station, the station where Ross begins his commute to work.This only required one train journey and ran smoothly.

The location for Ross' suicide scene where he meets Dr Parkes.

Daily shooting schedule and resources

Monday 28th November: Filming the scene where Parkes has his last encounter with Ross and encourages him to go into his work and get his boss, Hooper, fired. Ross and Parkes will both be in their office clothes. (DONE)

Wednesday 30th: Filming after college for various hours. We are going to film all our office scenes. Characters will include Ross, Hooper, Simon, Karen and Parkes. All characters will be wearing their office clothes. We are doing this ahead of schedule, the last time we are allowed to film is in February, so we can go back and tighten up/perfect scenes. (DONE)

Thursday 1st December: Refilming some Dr Parkes office scenes with Ross from the previous week. Both Parkes and Ross will need their office clothes. (DONE)

Friday 2nd Dec: We are editing what we have done so far to see what needs to be refilmed. For this purpose Friday will be our designated editing day.

Friday 6th January: We are filming the early morning scene between Simon and Ross. We are filming the ending credits scene where Ross gets Hooper fired and has replaced him as boss. He then adopts his mannerisms as he belittles Simon. Finally, we will attempt to film our title sequence. (DONE)

Wednesday 11th: We are filming the office conversation between Ross and Hooper. Finally, we will attempt to film our title sequence. (DONE)

Thursday 12th: We are filming the scenes in Barnsley town centre where Ross first meets Dr Parkes when he convinces him not to commit suicide. (DONE)

Wednesday 19th: We are filming our title sequence and taking the photo for our film poster. (DONE)

Thursday 26th: We are filming the remainder of the scenes in Barnsley town centre where Ross firsts meets Dr Parkes when the latter convinces Ross not to commit suicide. (DONE)

Wednesday 1st Febuary: We are refilming the office conversation between Dr Parkes and Ross. Also, I (Liam) will be filming Ross' waking up scene. (DONE)

Thursday 2nd: We are filming the scenes before work in the train station and on the train. (DONE)

Friday 3rd: We are filming the penultimate scene where Ross gets his boss Hooper fired. (DONE)

Wednesday 1st March: We will take the photo of the group's final poster image. We will record the voice over for radio trailer. We will also be filming the fork in the plug, pills and alcohol suicide scenes as well as refilming the waking up scene. (DONE)

Thursday 2nd: We are filming the railway suicide scene. (DONE)

Monday 6th: We are filming the pills and alcohol suicide scene as well as re shooting an office scene due to a continuity error. (DONE)

Friday 17th: Today is the last day of filming. We re filmed Ross receiving his break up text from Daisy due to the film being set in the morning, yet he received the text at 14:44. We refilmd the zoom on the folders and the reaction shot of Ross. (DONE)