Essay 2

Evaluate the role of digital technologies in the marketing and consumption of products in the media area you have studied.

Star Wars the Force Awakens and Ex Machina were distributed and marketed in very contrasting ways to each other due to different budgets and distribution companies. Their popularity was based upon how much marketing was done and how well recognised the film is due to this. Through marketing, each film is aimed at a different audience type and this is shown through their certificate and popularity.

Digital technology is very important to how a film is marketed and distributed and can influence a lot of people’s ideas and opinions surrounding the films. In this generation, the way that a film can be recognised is through how often it is shown and used on social media websites and through online sources such as YouTube. It also widens the availability for people to be able to view the film or watch teasers and trailers to enhance the film and raise awareness of the product. Star Wars the Force Awakens is a 12 certificate and would be classed as a mainstream film compared to Ex Machina being a 15 certificated film and being a niche film. My point of view is that marketing through digital technologies is one of the most important factors to marketing a film and enhancing its popularity. It is the best way to get people of all ages to recognise and show an interest in a film that they may not have considered before. Star Wars the Force Awakens was marketed in the best ways and Disney used their popularity to their advantage.

With this company being a conglomerate they have many people involved that can help the film reach different audiences and they can also use their different technological advances to spread the word more effectively and create word of mouth in a more outstretched way. It takes a lot for people to go to a cinema to watch a film now when it is made available in more formats. This would mean that marketing would need to be at its best and well stretched to ensure that people are aware of this film. Disney did this for Star Wars, as they had a budget of $306 million, so they used adverts, twitter, Facebook, snapchat, websites and YouTube videos of teasers and trailers to draw people into their new film. This then caused the film to be more widely recognised. In comparison to Ex Machina, which only had a budget of $15 million, so they didn’t have all the advances that they needed. This then led them to therefore only using one type of social media, Tinder. This did help the film to be recognised but its popularity remains very low compared to Star Wars the Force Awakens.

Each film used very different technologies to distribute their film as they both have a very large different in expenses. They both used cinema adverts but to different extremes. Star Wars the Force Awakens had numerous adverts shown over many different films being shown whereas, due to the budget, Ex Machina struggled to get their advert shown before many films. This meant that people were unaware of when the film was to be released and what the film entailed. Many people who have seen the film Ex Machina and have done reviews on the film have explained how they may have only seen the advert in the cinema once compared to other people saying that they had seen Star Wars quite often. Star Wars also used TV adverts better and to their advantage a lot more as their trailer was constantly played in adverts of many popular TV programmes such as soaps and big films on TV channels such as Channel 4 and Film4. With the trailer being shown numerous times, it showed that people then recognised the advert and became aware of when and where the film would be shown. Ex Machina was not as well populated in this field of marketing as there were hardly any adverts shown on TV so they missed their peak time of being recognised when big TV shows were on. This would have caused a big loss for the film as this is a main way of marketing for a film as in this generation almost everyone sits down and watches TV at night so this would be the most populated way to market a film. If the budget was a fraction larger and TV adverts were considered more excessively then their population could have been much higher. There are also new social networks and technologies that are used by nearly everyone with a smart phone such as: Twitter, Facebook, YouTube, Snapchat and even Tinder, which was a very popular dating app at the start of 2016. Most things on the internet nowadays are recognised by social media and nearly everything that is in need of promoting is on a type of social media.

When it comes to film, online interviews and teasers and trailers are a great way at seeing the film from a cast member’s point of view and also having an insight into what the film entails. This would be useful for people who may be considering going to watch a film and want to know spoilers or extra so that their enjoyment of the film could be improved. Digital use is a very important aspect of engaging with an audience nowadays as the quality is outstanding and it can be done on memory cards which are very easy to distribute to cinemas and companies that would then show the film in other formats. Tinder was also used very well by the film Ex Machina. This is an unusual way for a film to be promoted but it was a very successful way and proved to have a positive effect on the films population. SXSW (South by South West) is a film festival that can include conferences. It can be used to inform people about up and coming films or festivals and can involve questions and answers about a film with Producers, Directors and actors.

Both films used different techniques when marketing and distributing their films. Ex Machina needed an innovative marketing scheme as their budget was a very small one so that had little to work from. Whereas, Star Wars the Force Awakens had a very traditional marketing technique as they used all of the usual methods of adverts, billboards and social media. Both films used trailers and cast interviews. Ex Machina had fewer interviews as theirs only consisted of Domhnall Gleeson and Alicia Vikander and the Director, Alex Garland. This was because the film was not seen as important because it wasn’t a mainstream film and all interviewers and chat show presenters would want to talk to film producers and actors form big name films. Star Wars however was shown on many chat shows such as: Graham Norton Show, ABC news shows and the Ellen show, each one of these shows are popular in their own demand and in different counties and communities. All of these chat shows have very high viewing rates so therefore this interview would have been watched by many different audiences and raised a lot of awareness about this film. Social media was also used a lot, in a huge contrast, to each other. Star Wars used a range of social medias such as: Facebook, Twitter, Snapchat and Instagram.

They had their trailers and other videos such as teasers posted onto Facebook and pages were created by fans about the film with videos and spoilers posted on there and this became well known through people sharing and liking each photo and video that was shared. They also used Twitter by creating a hashtag for Star Wars the Force Awakens and yet again posting all of their videos and information on these pages too. Another way that they sued social media was through snapchat and this was done by them having their own snapchat filter that people could then put on their faces and show to their friends. By one individual sending this Snapchat to another or placing it on their story, they are instantly sharing the awareness and could convince someone to go and see the film with them. This then increases profit and would introduce new people to the film. Ex Machina on the other hand, didn’t use as much social media as it wasn’t all accessible. They used Facebook and Tinder. A page was created on Facebook which their trailers and interviews, as well as teasers, were placed on, and they also shared images and spoilers, as Star Wars did. This is again, a very popular technique to use and is a brilliant way of distributing their film to different audiences.

Tinder was also a very extravagant way that they used social media. They created a profile for Ava and their computer aided system started a conversation with people that matched themselves with Ava. They would keep asking very intriguing questions so that they draw their audience in. When each “person” then feels as though they have fully connected they are asked where they can meet and named somewhere that Ava would really like. This would then lead onto a message saying whether they were successful in their “test” and transfer them to their Ex Machina site. This would then make someone intrigued so they would therefore search the page and research the film further. This could then maybe influence someone to go and see the film as they have associated themselves with the character and understood what the plan of the film and the character would be. Above the line and below the line marketing was used for both films as they each took different methods from different sides to distribute their films. This is a positive and effective way for the film to be distributed. They both used online and TV adverts which are above the line and they both used social media which is below the line. This is a diverse way of marketing and does show how each distribution company for the films differs as they used numerous different types of marketing techniques between the two of them.

The way that people are able to view films in this generation differs a lot compared to 20 years ago when certain technologies weren’t invented. Ex Machina was released in cinemas on January 21^st 2015 and on their opening weekend they made $5,349,500 and it was shown on 1,255 screens in the USA. They had a steady opening weekend but the production company would have expected a lot better from the film. Compared to Star Wars, this was a minor profit as they made $529 million in their opening weekend. Star Wars the Force Awakens was released in cinemas on the 17^th December 2015. From the first day, this film was extremely popular and thoroughly enjoyed by many different types of audience members. This ranged from older adults who would have watched the first Star Wars films to younger teenagers who have been brought up around Star Wars and are huge fans. Ex Machina was then released on both Blu-ray and DVD, similar to Star Wars the Force Awakens, but retailed at a much smaller price than Star Wars. On amazon, Ex Machina retails at £3-£4, and was released on July 14^th 2015, whereas Star Wars the Force Awakens retails at £9-£10 and was released on 5^th April 2016. Blu-ray DVD is also very similar as Ex Machina retails at £4-£5 and was released on 1^st June 2015 and Star Wars the Force Awakens retails at £14-£15 and was released on 18^th April 2016. The difference in price can also show popularity as people aren’t willing to pay more than £5 on Ex Machina because it wasn’t as expected yet because of popularity and special effects involved, Star Wars retails higher as people are willing to pay that little extra. Both films are also available on Google play and YouTube and can also be sold through YouTube. Neither films are available yet on Netflix but Star Wars is available on Amazon Prime and is very popular through this was of consuming the product. Unfortunately, for big film companies, piracy is a big problem for their films as people are now able to illegally download and watch films without having paid. This impacts the film’s profit massively as they aren’t receiving as much money as they could. Putlocker is the main website that is very popular and used by many people. These films can both be shown on this website.

Overall, I feel that digital technologies are a very vital role when marketing products. It played a vital part for Ex Machin as the way they used their budget for digital technologies was very imaginative and efficient. Star Wars didn’t need as much marketing as it is already a well-recognised film but through the excessive marketing they did, through technology, the film took a large profit and exceeded all expectations.

Theorists

Tessa Perkins
Tessa Perkin's 5 assumptions of the stereotypes are identified as ones that can be challenged and these are:

• Stereotypes aren't always negative
• They aren't always about a minority or less powerful group
• They are not rigid or unchanging
• They aren't always false
• They can be about a certain group.

All assumptions can be shown within the Hotel Babylon clip that we analysed. The first point of all stereotypes not always being negative is true as in the extract one of the Immigrants in the cupboard shows how to help someone when they have passed out by rubbing jam on her gums which would give her an instant sugar rush. This shows a positive stereotype as ex nurses who are trained that now maybe aren't as fortune have the skill sets to carry on and be able to help people in the future. At the end of the extract they are all sat in a community whilst they are eating which shows how positive their environment can be when they stick together and do something as a group. This shows their groups as working together, so in a positive light, and hard workers to achieve what they want.
Lots of groups are also included in this extract which shows that stereotypes aren't always from a minority or less powerful group as the white individuals are shown as being of a higher class and favoured by the actions that they show such as the white lady being a receptionist. Finally, they aren't all about a certain group as there are many different ethnicity groups and minority groups that are in this scene such as the Illegal immigrants, different generations and white and black characters.


Leon Festinger
Leon Festinger's theory was called "cognitive theory" this is when we resist changing our attitudes unless there is substantial evidence to prove against it. We stand by our own judgements and beliefs.
This is related to Hotel Babylon because everyone already has their own assumptions of each different minority group that is shown in this extract so therefore premature thoughts and beliefs are shown from the beginning of the extract. This is hard to break as there aren't many factors that would change their feelings as they work with their stereotype and follow it closely. It does challenge views on Police Officers as they should be protagonists and not antagonists as they are there to enforce law and care for people in the community. They are shown as antagonists in this clip as they discriminate against all of the Immigrant workers and want to ensure that they are all taken away from their jobs.

DNA Films Questions

1. Who were the co-founders of DNA Films?
The co-founders were Andrew Macdonald and Duncan Kenworthy
2. When was the company founded?
1983
3. Where is DNA based?
DNA Films is based in London in the United Kingdom
4. How many films have DNA Films produced?
24
5. What awards have DNA Films won?

6. How many full time staff does DNA Films employ?

7. What is DNA Film's philosophy?

8. List 5 box-office hits that DNA Films have made.
Ex Machina
Dredd
28 Days Later
Love Actually
28 Weeks Later
9. List 5 flops that DNA Films has made.
Never Let Me Go
Sunshine on Leith
The History Boys
Beautiful Creatures
Heartlands
10. What is Danny Boyle's relationship with DNA Films?
Danny Boyle's relationship is that it was rumoured that he owned the company. This turned out to be false. This rumour came around because it was thought that his film Slumdog Millionaire was made by DNA Films, but it wasn't.
11. List 3 famous directors that DNA Films have worked?
DNA Films have worked with Alex Garland, Dexter Fletcher and Richard Curtis

12. List 5 famous actors who have starred in films made by DNA Films ?

Hugh Grant, Liam Neeson, Michael Sheen, Keira Knightley and Emily Watson

13. What has been DNA Films highest grossing film?

DNA Films highest Grossing film was Love Actually. This is a well enjoyed and recognised Christmas Film. It was produced in 2003.

14. What Hollywood studios have DNA Films worked with?

15. List two of DNA Films big blockbuster films and find out their budgets.

2 of their Blockbusters film are: Sunshine and Love Actually. The budget for Sunshine was $40 million and the budget for Love Actually was $45 million.

16. What film is DNA Films most famous for?

Love Actually is the film that DNA Films are most famous for as the film is very popular and enjoyed by all. It is also a festive film and is still played at Christmas time on the TV.

17. What other genres do DNA Films films like to make?

DNA Films also make films with Genres such as: Sci-fi (Ex Machina) and Adventure (Sunshine).

18. Who have DNA Films entered into a partnership with for DNA TV Limited?

DNA Films have partnered with Fox Networks Group. This is so that their company is more broad and they can work together to release new ideas.

19. What information can you find out about DNA Films through their web page?

DNA Films are one of the UK'S most successful production companies.

20. Find out one other interesting fact about DNA Films that you would like to share with the class.
DNA Film's new TV Company will be owned and operated as a independent TV Production Company

Casuality Disability Textual Analysis

Editing
The first editing technique that was used was continuity editing, this was used at the start when the 2 characters were shown in a shop. There was a clear continuous storyline that had been shown before hand which showed the 2 men's relationship and how one of them became disabled. This was done to show continuous action and to help viewers who had previously been watching the programme to understand the storyline and show how both characters lives and storylines had carried on. Shot-reverse-shot was the second technique used when the man was injured in the ambulance and his wife came into the ambulance and they began to argue. This was used to show the conversation that was happening between 2 characters and the way the camera followed them shows how intense the argument and situation between the two is. Fast-paced editing was shown when the man passed out in the road and the lady, and the 2 main characters, came running over to assist him. This was done to show how urgent and important it was to get over to him and help him, as he was in desperate need of help and also shows the relationship between him and the lady that worked in the café as she was the first at the scene and she rushed over to ensure that he was safe. A Cut was then used when he had passed out and the camera cut straight back to the people in the café. This was done so that we could witness their response and see what action was then going to follow. It also helps the scene to carry on to the next section of the characters helping him and whether the man survives.
Camera
A Point-of-view shot was used when the 2 men were sat down in the café and the Lady, that the man is friends with, walks away and he is staring at him and admiring her. This was done to show his opinion on the lady through his facial expressions. He shows a very admired look on his face and he shakes his head and says the line "And I bet she's taken". This is a counter stereotype as it shows that he feels he has all the qualities and attributes that any other man with mobility has despite the fact that he is in a wheelchair and seen as "pathetic" and a "burden". It is also a counter stereotype to disabled people being "non-sexual" as he sees this lady as someone that he would like to get to know in more detail and maybe spend some time with. So he can still show affection and the desire to develop a relationship. A Tracking Shot was then used when the bikes were crowding the man in the housing estate. It followed the bikes and the way the man was walking away form then. This was done to show that there was action about to take place and something was going to happen due to the bikes that were following the man through the estate. A Canted Angle then followed on from this when the man fell backwards down the stairs. This was done to follow the stereotypes of people who have a disability, whether that be mentally or physically, to show that they can be a "super cripple" and a "burden to themselves" as this mans condition means he can not control his actions and health alone. The angle also shows the gradient at which he fell. An Establishing Shot was then used when the bikes were shown, as we could see the whole housing estate and when the café scene came into place as we could see all of the buildings in the background and all of the inside of the café. This was done to show the type of establishment that they lived in and to show an outlook into their lives. It also set the scene and helped the audience to understand the area at which this was filmed and produced in. A hand-held camera was the final camera technique present in this clip and this was shown when the lady that works in the café and the 2 men ran over to the ma who had collapsed on the road. This was done to portray that disabled people can be "unable to participate in daily life" with help form friends and people present as he can not walk the streets alone due to him passing out at no specific time. It also shows a counter stereotype by the man in the wheelchair as he takes control of the situation by ringing the ambulance and demanding essential supplies to keep the man safe. The camera effect added urgency and desperation that these 2 physically capable people felt when they were rushing to help somebody in desperate need.
Sound
Diegetic sound was the first technique that was apparent in this clip as dialogue was used as soon as the scene started. This is done to help the episode progress as there are people created the action through what they say an this creates a carry on storyline for this episode, and future episodes, to follow. The dialogue that stood out in the start scene was "Quit pushing me around" which is yet again a counter stereotype as he wants his independence and doesn't want everything done for him as he feels capable within himself to carry on doing tasks such as moving his wheelchair himself. His brother then goes on to say "Self-centered and ungrateful" as though he is portraying his anger for trying to help. This was done to also show how his character has not yet fully adapted to how he should and shouldn't help and how much independence his brother should have now that he is physically disabled. He thinks that his brother does fit the typical stereotype of being "pathetic" and "his own worst enemy" because he wont ask for help and accept that in certain situations he does need it. The final piece of dialogue that stands out as one tat would affect an audiences way of thinking is when he says "I've had enough, this disease is winning". This has been done to show that disabled people can have vulnerable moments and they are quite vulnerable people so it fits with the stereotype as this is how some people can view them due to the fact that they can not always do things for themselves. It can also be seen as a way of self-pitying because they have no other way of portraying their emotions. Non-diegetic sound helped the scene too as there was music in the background of the shop scene and music in the café. This portrays a real life event as this is what is usual in such an environment. This also helps the episode become easier to relate to and for the audience to understand as this would be what would normally happen in a realistic environment. Synchronous Sound occurred when the brakes on the car were pressed so that the car wouldn't hit the man and when the phone rings to the ambulance. This was done to show a realistic scene and to heighten the sound effects to make them more noticeable to show what was happening in the scene. It was expected with what was being viewed so the audience can hear this and understand what is happening even without looking at the screen.
Mise-en-scene
When the couple entered the ambulance, it was clear that the crew were wearing yellow paramedic suits. This matches reality as these are the suits that ambulance crews wear in reality so it would ad a sense f normality to the scene but also to symbolise that their job is to care ad protect someone as this is the message usually attached to someone wearing this suit. A prop was then used, this was a Catheter. A Catheter was used to show how he had now lost control over his body and he couldn't even do simple tasks for himself. This shows a loss of control and the stereotype that he is "pitiable". His hands are also curled up when he is sat in his wheelchair. This is another way of showing a loss of control and ability to care for himself as his body has given up just like he mentally has.Lighting was another key element in this scene as when they were sat in the café, the lighting was bright and elegant whereas when they were in the tunnel it was dark and unclear. This was done to portray the environment that they were in and how different they are to each other. The darker tunnel would portray the housing estate as poor and that people there may have struggles financially. Whereas, the higher lighting shows a joyful atmosphere in the café and highlights exactly why people are there. It can also show that this is a communal area. The music also portrays status as the music is more like rock and it is hard and the men on the bikes are wearing tracksuits. This kind of music is most commonly associated with people who wear hoodies and hang around on estates so that is a typical stereotype. The next costume that was used was the Doctors and Nurses blue suits. They also had stethoscope's around their necks. This is a common stereotype of all professions that work in a hospital as this is what it is like in reality. This is a sight that someone with a disability may see regularly. It is done to portray reality. Another action was then used as the 2 people opened the door for the man in the wheelchair. This matches the stereotype that they are "pitiful" and "pathetic" because they are unable to do anything for themselves. He is unable to even open a door which shows how much he relies on his family and friends being around him. It was done to show that disability can severely take over someone's life and they may need help, in future life, with daily tasks that people without a disability take for granted.

Doc Martin Regional Identity Textual Analysis

Editing
Continuity editing is used at the start of the scene and in the middle as the action carries on into each scene to show that each scene is linked and the storyline carries on. It is shown at the start to show that something in this scene has happened before for them all to be in there. Shot-reverse-shot is also used this is done in the first shown when the 2 plumber characters are talking to each other this is done so that it shows the conversation between 2 characters and the continuity they have when talking to each other. It moves quite slow to show that there is no intensity in the conversation and that it is an everyday conversation that they could maybe have in a different environment. Fast Pace Editing was also needed to be used when the tap breaks and it needs fixing, in the first scene. This would have been used to make the scene move on in a very fast pace and to show the audience that they are rushing around trying to sort the problem. The fast pace shoes urgency and intensity. Cuts were particularly used when Doc Martin walks around the town and meets different people. This was done to represent his personality as he is sharp and to the point so in this scene the camera matches his actions. It also shows how quick he needs to get to know people in the Village as he is the new Doctor and needs to come to terms with people’s conditions. Another technique is A Tracking Shot this was used when he was walking down the street past the school and he looks into the window at the teacher. This was done to show continuous action and lets the audience feel involved in his movement and understand the purpose to where he is going and why.

Sound
Digetic Sound is the first technique that is used as there are monologues and duologues a long with dialogue in the first scene and it continues through each scene as different characters begin to speak and start conversations. They also have accents which would be found in the West County. This was done so that the storyline flows and it shows a typical small town in which everyone knows each other and can have a conversation despite how much they know each other. The accents also help to set the scene and show where it is set as most people talk in the same accent and know each other Non-diegetic sound was the second technique noticeable as there was constant music played in the background of the scenes. This helped set the scene as the music was very regional as it was a typical stereotyped music of what would be listened to and found at the corners of the Country (around the sea). The music also follows his footsteps so it is continuous and has a beat that follows how he walks. When he is angry, the music is fast and upbeat and represents his state of mind. Sychronous Sound was used when there sounds such as water splashing everywhere and people screaming when the tap burst. This was done to show what is actually happening and make the scene seem realistic. There was also seagull sound which would only usually be expected to be found around the sea and around beaches where people would go on holiday. A telephone and dog barking also helped show where the scene was taking place. This would show that they are in a seaside town and to show what was in and around the scene and to set the atmosphere and aid the understanding of an audience. They also shouted when the tap broke and used a loud tone with urgency, this shows distress and panic about what to do next and rush around because no one knew what to do with what had happened, Soundbridges were followed through on each scene as the music was continuous and so was the speaking of each character. This was also done to show continuity and it also shows a stereotype of a seaside town as nothing really changes and there aren’t that many new faces for people as every knows each other due to how small the town really is.

Camera
An Establishing Shot was used when the greenery was shown and the Country houses in the background of Doc Martin’s conversation with the lady asking for a prescription. This shows off the environment as it all looks stereotypical with buildings on the rocks of cliffs and lots of greenery and hills around like there aren’t many people living there. Medium shots were also used when he walked past the school building and he looked at the teacher in the building. This helps the audience to understand what his presence around the town does and how he walks when he is angry. It also helps an audience to understand his characteristics by his walk and his posture. A point-of-view shot was used when he was staring into the classroom at the teacher and she stares back. When they look, it is shown by their expression that they clearly know each other, which helps and audience to understand that there is a back story to this couple and something has previously happened and something will mostly be carried on from this. The Doc always has his chest up when he is looking into the camera and talking to someone form the camera angle. He has an almost perfect posture which shows his background and where he was brought up compared to how the people in Cornwall live. They have a more relaxed environment. Whereas, the Doc coming from the city means he’s more stressed and up tight.

Mise-en-scene
There were a variety of costumes in these scenes. Doc Martin is wearing a very pristine suit that is very formal and smart. This shows that he is from the city where standards are very high and everyone cares for their appearance as they are meeting new people nearly every day. This suit does not match the regional identity. This is in comparison to how everyone in a small town knows each other and doesn’t care as much for their appearance due to the fact that their jobs are quite hands on. The Plumbers are wearing boiler suits which shows their job role and how informal their jobs can be due to how they keep their suits and how dirty they are. The setting is also very stereotypical as there are a long line of shops that would be found by the seaside such as a sweet shop and a souvenir shop. This shows the audience that all seaside towns can look the same and are made for tourists. There are also very old fashioned cottages and they are made of stones that are multi-coloured. These would more likely been seen in a seaside town as they are very vibrant and intriguing for tourists to be lured in by. The props are very outdated such as the hoover being in the police station and the computer that is in the background. These show how far behind old fashioned towns can be on technology and how they can’t keep up to date on advances due to their lack of resources and people. The last prop used was the tools and sink that signify what their jobs entailed and why they were placed in this scene.

Disability Representations

90210
In 90210 the character Silver is portrayed as having Bipolar Disorder. During her diagnosis she shows signs of reckless behaviour, lack of sleep and confusion. She is frustrated as she has to remain in mainstream school and carry on with her daily routine with included therapy visits and medication taking. Through showing silver like this, the director is trying to show how extreme the condition can actually be and to what extent it can affect peoples state of minds and behaviour. The way she acts would be of a typical stereotype as she shows all the signs of Bipolar Disorder as they are: Feelings of Depression, feelings of happiness and wanting to spend all your earnings and not like eating or sleeping due to the psychotic effects that the condition plays on your mind. At the beginning of her diagnosis she matches the typical stereotypes of mental disabilities by showing an atmosphere and being her worst enemy. It is shown to Mental Illness was used as this is a condition that is becoming more recognised and apparent in society now and by doing this it draws an audience in and makes them feel sympathy for her due to the extent of her condition. Her condition, when she has a way of dealing with it, does not match the 10 typical stereotypes of disability which are that they can be: Violent, evil, laughable and as a burden. She is shown as a strong, independent character but when the condition hits her, or she has missed her medication, she is seen as a weak character who is in need of a lot of extra support.

Downton Abbey
John Bates is a disabled Valet who injured his leg whilst fighting in the Boer War, this has caused him to use a cane when he walks. When he needs it, he uses a metal leg brace but this causes him discomfort so he doesn't use it as often. Due to his disability, the existing staff would like to get rid of Bates as he is seen as a liability. The Director shows him in this way to show a typical model of disability and shows obstacles being put in his way so he is struggling to proceed with his job. This is a typical stereotype as people who have physical disabilities find it hard to find a job that involves physical activity because employers would discriminate them and find them "pathetic" and "unable to participate in daily life." He is seen as a very strong individual which could show that he is fighting the stereotype. The constant discrimination does take its toll on him though and it puts a strain on him

Glee

This clip shows how Artie struggles to stand up and shows he relies on his friends and family to help him getting g up. It is clear that he is in need of extra support. He can not do anything for himself so he is incapable from anyone else's perspective. This links to the stereotype of a disability which is that they are incapable of looking after themselves due to the fact that they can not stand up without support. His character is shown as an inspired one as he has a dream about standing up to show that he wants to be just like anyone else that can walk normally and he hates the fact that he is stuck confined in a wheelchair. He is the same as anyone who is physically capable as he is still able to have ambitions and be inspired by other people despite the condition that he is in. Due to the fact that the audience are able to feel empathy for him, he is then a character that can be understood. He is a main character in this series so the Director would want to show to an audience that people with disabilities don't always have to "backgrounders" and they have capabilities in what they love to do as much as anyone.

Pretty Little Liars
In this drama, Jenna Marshall is blind and has been due to an accident that occurred between the 5 "Pretty Little Liars." Jenna has become blind due to an accident which can be a typical way a disability occurs. She is also an evil character as she purposely goes out to hurt the girls and makes conspiracies against them throughout the episodes. This is a typical stereotype for someone with a disability she is also deemed as a burden and an atmosphere surrounds her wherever she goes. These are all typical stereotypes of disabled people. The Director portrays Jenna as a very strong and independent character and fights the stereotype to show that she doesn't let people get in her way and she is still able to act like a normal individual and has the capability to be like everyone else, despite how she is and her impairment. An audience would feel a resentment and hatred towards Jenna and how she acts which fits exactly with the stereotype and shows that she can be like an other person and has the same personality traits.

Ex Machina Review

This film is one that captured me in many different ways as there are a number of different themes shown within this film. Sci-fi, gender equality and male gaze were explored during this film. I found this film very hard to understand due to the extreme technical language that was placed inside of the film. There was a lot of language that people that may have studied this or explored before would understand and these parts of the film for me were very unenjoyable. The storyline of the film was very intriguing and the ending was one that I would never have expected to have happened and this left me in shock and wanting more form the film, which for me, is a very attractive quality in a film.

The 3 main members of the cast and the 4^th, who was just a minor character but still played a very important part were: Alicia Vikander, Domhnall Gleeson, Oscar Isaac and Sonoya Mizuno, Sonoya Mizuno being the 4^th minor character. These actors and actresses have been seen in big budget films, such as Star Wars the Force Awakens, as well as smaller budget films such as this one as well. This shows that they can take part in a variety of different films and relate and be able to receive an understanding from many different audiences. All of these characters were accepted and were easy to understand and they played a very persuading role.

Alex Garland wrote this film and directed it also and he has also written films such as: Dredd, Never Let Me Go and 28 Days Later. These are all well recognised film and all have reviews above a 50% like rate on a review website. This does show that he is an effective film write and his films can be enjoyed by all.

The film was produced by Andrew Macdonald and Allon Reich and they have also gone on to produce films such as: 27 Days Later and Dredd alongside Alex Garland so this does show, by the ratings, that they work well together when creating a film and their films are well recognised and enjoyed by many.

There are many ethical and moral questions that can come from this film and the main one of this would be: What our future will entail as Humans. There are questions that are being asked such as: Will these robots in the future wipe out the face of Humans? What our future will be? And if this film entails what will happen in the future? These points have sparked discussion in many audiences and in some cases, have caused concern among people.

This film is based around Neuroscience and the art of coding and this is something that Alex Garland has known about and experimented with since a very young age. He gained influences from films such as: A space of Odyssey, Altered States and books written by Ludwig Wittgenstein. He made the film on the smallest budget possible as he wanted “total creative freedom” and not have to add action sequences. There were no special effects when shooting as it was shot like ordinary live action and this meant that there were no green screens or tracking markers needed when they filmed this. All effects were done when the post-production stage came along. As special effects were needed for Alicia’s character, they did this with filming scenes with and without her in which allowed the background to be factored in at the same time. Using CGI, they were able to transfer her movements into more robotic movements and were able to add sound effects in to make her character seem more robotic. There were 800 VFX shots and 350 of these were robot shots. Visual effects were also needed when events such as Nathan’s stabbing and Ava having a transparent body were shown.

Overall, this film was very enjoyable and was very intriguing due to the plot and the ending being left on a cliffhanger.