𝙹𝚊𝚗𝚞𝚊𝚛𝚢 𝙰𝚜𝚜𝚎𝚜𝚜𝚖𝚎𝚗𝚝 𝙻𝚎𝚊𝚛𝚗𝚎𝚛 𝚁𝚎𝚜𝚙𝚘𝚗𝚜𝚎

WWW: This shows excellent knowledge of terminology: you are clearly revising effectively and pick up all marks for the lower mark questions. The challenge now is to add exam technique to reach the top levels in the higher mark questions. 

EBI: In Q3 you needed to cover the different readings. Perhaps revise reception theory? In Q6 you started well but needed to offer the same detail on I, Daniel Black and a greater focus on the question. Was timing an issue? 

Learner Response

Q1: 1/1

Q2: 1/1

Q3: 3/8

Q4: 2/2

Q5: 2/2

Q6: 6/20

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.

I didn't achieve full marks on questions 3 and 6. I think i missed out marks because I didn't get enough time to finish the 20 marker and for the 8 marker I only wrote about the preferred reading which instead I should have also written about the negotiated reading and oppositional reading.

3) Look specifically at question 3 -  Copy in one answer from the mark scheme that you could have used.

Oppositional reading: Women may be insulted by the lack of femininity in the advert or find the image derogatory. They may think that the woman does not promote working because to do so means looking like a man, wearing work clothes and covering your hair. Women would not be able to relate to the muscular physique of the woman in the image and this would put them off taking a job. The target audience might find the image intimidating. The target audience might find the image patronising because it uses the word ‘We’ and suggests that the only way a woman can be successful in the work place is by appropriating male characteristics / changing.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it to revise this key industry terminology. 

Vertical integration is when one conglomerate owns different companies in the same chain of production. The benefit of it is complete ownership which means more profit.

5) Finally, look at your 20-mark essay - question 6. Write a new essay plan for this question.

Introduction - answer the question:
I, Daniel Blake main points:

Black Widow main points:

Optional additional paragraph if you wish:
Conclusion - sum up your argument in one sentence:

I agree with the statement because it's difficult to argue with the statement. 

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. I, Daniel Blake does not offer star power in the way Marvel and Disney can but Ken Loach is a star director in the independent cinema world with 50+ years of making hard-hitting political films. 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. The Premiere was held in Newcastle, rather than the usual London. There was a focus on community screenings and regional marketing officers were employed. The marketing campaigns reflected the much lower budget (compared to Black Widow) but deliberate choices were made because of the subject matter of the film. 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. Other valid points must be credited.

Black Widow as a Hollywood blockbuster cost $200m to make – far more than independent films. However, due to the impact of Covid-19 on cinemas and the film industry, the film only made $379m at the box office – much lower than similar Marvel films that usually make around $1 billion at the worldwide box office. 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.