How I Would Finally See Them Disappear (O Courage – My King, My Fist!).
Tag Archives: goonting
Tents, Poles and the media
(From Media blog – April 27th, 2010)
I have only recently been made aware of the term ‘tent-pole programming’, which I believe (that is if I have not misunderstood my lecturers or Wikipedia’s brief explanation of the term) has an obvious affiliation or association with the terms media convergence and transmedia storytelling mentioned in this week’s readings. The term is rather self explanatory, it is most commonly used in the film production industry where a particularly high budget/highly anticipated film is seen as the ‘tent – pole’, or the pole that helps hold up the tent that is none other than the production company that produces and markets the film. Of course it is a strategy not only reserved for the motion pictures industry. Television networks often produce tent-pole programmes/shows for their benefit as well.
I am guessing there would be no need to mention what the biggest and most successful of these tent-pole films is. I would bet my last Lindt ‘mega easter egg’ that at least the entire population in Australia (except maybe the really young and really old people) has at least heard of that annoyingly pervasive ‘name’ referencing giant blue creatures roaming a fictitious planet. 150million American dollars was the estimated figure that fuelled the efforts to not only make that James Cameron film common knowledge but also to create an enormous universal buzz for it. It is almost typical of producers and distributors to invest large amounts of money in the promotion of these tent-pole films or programmes, and many are now beginning to reappraise, in the wake of the success of that film, the amount worth investing in extensive promotional methods. Like promotions for other big budget productions (ie. American Idol), advertisements for the film in the form of posters, trailers, snippets, behind the scenes footage, all trudged its way across various media platforms to meet our adoring eyes. The role of media convergence could be seen as most evident in this case, where one same intended content have permeated every side of the border between old and new media technologies, reaching out to media users (a.k.a the whole wide world) through every single media platform available.
In addition to that, these tent-pole films/programmes work as a medium for other companies to advertise their products. Like the Coca-Cola cups parading itself on the judges’ table in American Idol, we see the characters in the film that is being discussed here use particular brands of technological equipment. Companies anticipating the potential success and extensive reach of the film, embrace the opportunity to showcase their products and advertise their brands on the big screen, which most of the time in the case of this film would meet audiences’/viewers’ eyes in a rather impressive three dimensional display. Other companies also share in the film’s revenue simply by partnering up with the producers to help promote and advertise the film, like what was done by the Coca Cola Company (surprise surprise). But it does not end there. The film created hype not only for itself and the very special coke zero bottles and cans, but also for newly emerged technologies such as the HD and 3D TVs. All that manufacturing companies were left to do was compete among themselves and take advantage of the ‘migratory behaviour of media users’ (Jenkins, 2006) by offering them a viewing experience similar to that of which had buzzed their enthusiasm when they looked into Pandora. AND it does not end there as well! After all that the producers had done, it would seem unwise of them to ignore potential profits of transmedia storytelling. Hence, unsurprisingly, the film has been made into a video game and of course there are books written to supposedly enhance the narrative of the film. And that’s not all! There are action figures of those blue creatures (I am going to quote information from Wikipedia here) that come with a ‘3D web tag’ that if scanned using a webcam would reveal, on its supporting website, some information specific to that particular action figure. Way to stretch the limits of advertising.
One could be forgiven for thinking that this is the end of the possibilities that media convergence presents us with. The same could not be said for anyone who, at this point, still does not know the name of that film.
This entry was posted on April 27, 2010 at 9:24 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site. Edit this entry.
Gunning down the exploitation debate
Exploitation cinema has been around for ages. Made famous by of course one of its quintessential directors and propagators Roger Corman, around at the more famous part of the global film community – Hollywood. Sex, violence, and all that triggers those chills, thrills and spills within you, are showcased within the magnified boundaries of the silver screen. The most long lasting effect it entails is none other than the familiar questions surrounding its horrifying degraded qualities and its frightening usefulness to the film industry. If you agree that Easy Rider (Dennis Hopper, 1969) is a teenage – motorcycle – exploitation flick, than you could be well on your way to champion the effectiveness of such exploitation cinema while still having some ammunition for the case against the claims of horrifying degraded qualities secured within your limited armoury. The same could be said for Australia’s very own Mad Max (George Miller, 1979).
However, the quality of exploitation films do little to pose too much of a concern, because frankly speaking (and I’m sure the films speak for themselves) they more often than not have very little of it. What is more important is whether or not these films, which most of the time portray cinema in the darkest of lights, have benefited national cinema and the film industry as a whole. Take Mad Max for instance – A fearsome Mel Gibson, clad in vicious looking leather, bolting through the desert land in an equally daunting, menace of a car. Exploitation? Cars – Motorcycles – Gangs and Guns – Macho male and a whole load of ‘exotic’ outback sand – Yes! Good film? No doubt. But what is most important is its role in building the Australian film industry. Money? Made for only 400,000AUD and garnering an eventual 100million from worldwide sales, good old trusty Wikipedia tells us that: “it was a major financial success.” And: “the movie held a record in Guinness Book of Records as the highest profit-to-cost ratio of a motion picture, conceding the record only in 2009 to Paranormal Activity.” So what’s so bad about it all? Well sadly for films like Easy Rider and Mad Max, ‘exploitation cinema’ is usually synonymous with B – grade films that never really end up being as good as them, thrusting all those carrying forms of exploitation with them right through to the common negative stereotypes. But, again there are buckets load of cash to be gained from making these films, which could in turn help the industry. Only logic and reason would dictate that richer filmmakers and producers can afford the choice between quality and quantity, or even both. Plus with the figures in hand and shotgun – wielding – Max Rockatansky for backup, who are we to stand against them.
Sequence Analysis: Beneath Clouds
I’ve always thought of the task of analysing the film Beneath Clouds as one too daunting to undertake. It is TOO brilliant a film, in my opinion, and I am still slightly afraid that I might do it injustice by presenting a wrongful interpretation of it. However, I find that as an obsessive lover of this film, it is my duty to attempt a dissection and thorough read of it. My excuse, would be that its director Ivan Sen, after all the work put into the creation of this beautiful and almost impeccable piece of work, would like to see it being appreciated through an effort of identifying and reading every bit and piece of its construct. Of course a thorough analysis of the entire film would be a little too much for this humble blog entry, so I will review a sequence from it and try to tie it with the ideas and themes that I THINK are echoed in this film.
Here we go…
Lena and Vaughn’s journey is symbolic not only of the search for identity and belonging that they are forced to delve into, it also signifies the status and place of Australian identity today. It works tirelessly to inform us that we are still in search for our identity, the meaning of that identity as well as for recognition and identification. The vastness and monstrosity of the Australian landscape is emphasised without any clear signs of exaggeration, and yet it does so well to display the extreme loneliness of the characters. We are immediately reminded of the role of this extravagant piece of nature in the Australian lifestyle and culture, and we instinctively think of the impossibility of the task that Lena and Vaughn are undertaking. A truly disturbing thought that implies the blatant hopelessness we tend to create towards the prospect of seeing one achieve self identification, recognition and security. The film forces us to pay such close attention to representatives of minority communities that we have so often failed to sufficiently acknowledge. The absence or void surrounding Lena and Vaughn can only be symbolic of the ignorance or disregard we have towards the existence of the various minority groups. It toys with our sense of security and community as it reminds us of the loneliness rendered to the neglected. The characters Lena and Vaughn are such a powerful presence to us. We are constantly driven to look beneath the skin, behind the almost expressionless faces to seek out their thoughts and feelings, to pay due attention and care for these representations of the minority cultures. The very fact that we learn so much from the simple few words that they utter from time to time is testament to how much we do not know of them as well as the people and place they represent. Very often almost half of the entire frame is taken up by the beautiful and almost dream like sky and clouds, is this a reminder for us to remember the role of the aboriginal and their aboriginal and their cultures and beliefs, the significance of dream time? What I am sure of is that it adds to the idea of ambiguity, the same uncertainty that plagues our sense of identity in this period of transition. Its omnipresence becomes a statement of intent, a demand for acknowledgement and a place in the Australian community and at the same time a warning against intrusion of their own place and identity.
On a lighter and more optimistic note, our very ability and tendency to feel for both Lena and Vaughn and sympathize with them may very well indicate that we are on the right track in this journey of searching and providing recognition as well as finding a wholesome Australian identity for all.