Cloverfield (Reeves,2008)
Genre
The genre of Cloverfield is thriller with sub-genres of mystery and sci-fi.
To what extent are the audience's generic expectations of the text fulfilled or challenged? The generic expectations of the thriller genre are fulfilled in the beginning with the first few shots having connotations with images and lettering appearing showing "Property of the U.S Government". This gives a clear indication of the genre as thrillers are often associated with institutions, such as the police or government. Furthermore, there is an establishing shot of Central Park in New York which shows the film is set in an urban location, another expectation of the audience which is fulfilled.
Film Language
What other visual techniques does the director use and why?
The director uses a handy-cam for the duration of the film which a different visual technique to the conventional techniques of industrial films. This visual technique makes the film more realistic and the audience becomes more immersed in the film as a result.
Representation & Ideology
What social groups are represented?
A wealthy middle class couple are represented in the clip as shown by the large apartment they are in over looking Central Park.
Media Audiences
Who is the target audience?
The target audience for this film would have been older teenagers and adults as this is usually the type of target audience for this type of thriller/sci-fi film.
What are the probable audience readings?
The preferred reading of this opening is that there are a couple living in New York
Institutional Context
Has a star been used?
No big stars were used for the film probably because if stars were used, the realistic edge would have been taken away from the film and there would not be much point in using the handheld camera technique to make it seem more realistic.
Which studio produced the film?
The film was produced by Paramount Pictures.
What strategies were use to market the film?
Distribution played a key role in the success of this film. The distributors played on the secrecy of the film to attract an audience as no-one knew what the film was about prior to release. Teaser trailers were released and teaser websites allowed the audience to be involved in the distribution campaign and were rewarded with clues to what the film and teasers to other films being produced by Paramount at the time of release.
What you said about the use of a handicam is very relevant, as it is the same style that we are planning on using. Hopefully it will immerse the audience in our film even further.
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