1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW: Scarlett, mostly secure knowledge for this assessment, e.g. Q6 the 20-mark Q. nad the short Q responses.
EBI: Not enough detail for Q3 more specific media terminology when analysing the unseen media products e.g. mise-en-scene, colour scheme.
2) Read the mark scheme for this assessment carefully (you'll need your Greenford Google login to access this). Write down the mark you achieved for each question:
Q1: 1
Q2: 1
Q3: 5
Q4: 1
Q5: 2
Q6: 13
Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this. If you got any media terminology wrong in the assessment you can make a note of it here.
Q3: I needed to include more detail. I need to build my knowledge and understanding of the theoretical framework. I need consistently appropriate and effective references to the wartime advert. I need an appropriate and effective use of media terminology. I need an accurate application of theory throughout.
Q4: I made a mistake and got it wrong
Q6: I needed an excellent understanding of both the theoretical framework and the influence of contexts, demonstrated by consistently effective discussion of the extent to which low budget/independent film productions cannot compete with Hollywood blockbusters. I needed excellent, astute judgements and conclusions that are consistently well supported by relevant examples. I needed consistent, appropriate and effective use of subject specific terminology throughout.
3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.
Yes, I wrote about both the preferred and oppositional readings. Yes, one of my answers matched the mark scheme. One answer I could have given is the rolling up of the sleeves has connotations of getting ‘stuck in’ and ready for hard work and action. Her tied back hair also connotes taking her job more seriously than her appearance.
4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.
4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.
Vertical integration is when one conglomerate owns different companies in the same chain of production. Greater control over every stage of the production. Increasing profit. Having complete ownership over creative products.
5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could have used in your answer. This will be excellent revision for a future film industry exam question.
The importance of franchises and star power in Hollywood blockbusters. Big names are cast to draw audiences in e.g. Scarlett Johansson. Regardless of reviews a film receives, star power ensures a degree of box office success and the Marvel franchise has a huge existing audience ready to watch the next film.
The importance of marketing a blockbuster film worldwide is clearly demonstrated by the massive Black Widow marketing campaign across billboards, YouTube and social media. There were also interviews with the big stars across Zoom and lots of video content and teaser trailers produced by Disney and Marvel.
Black Widow was released on IMAX and sold as the true experience for Marvel fans with the widest screen in existence. Independent films in contrast will not be shot or released on IMAX.
Due to the gritty, hard hitting social message of the film it was marketed in a different way to the Hollywood ‘blockbuster’ Black Widow. Indeed, it could be argued that Ken Loach was not trying to compete with Disney and Marvel but instead reach a narrow, niche audience with a powerful political message.
Grassroots marketing was a clear strategy used and the whole marketing had a local and regional feel compared to the global approach seen with Black Widow.
Partnerships are important in the marketing of all films and I, Daniel Blake was promoted in partnership with Trinity Mirror (newspaper group). The Daily Mirror newspaper supports the Labour Party and therefore would agree with the main message of Ken Loach’s film.
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