Evaluation: Who would be the audience of your media product?

Our audience would be British since our film is typically British and passes the requirements according to BFI. It contains British culture and other elements such as the actors and setting (London) that make the film British, so it would appeal to this audience. Our target audience is actually teenagers since of protagonist is a teenager and her journey is depicted which is relatable to them.  Furthermore the genre more likely appears to this age range; Mystery including themes of sadness, reminiscing about the past, isolation and searching for a future (with her family). These elements thus make the audience of our media product British teenagers since our film attracts them with this.

Evaluation: What kind of media institution might distribute your media product and why?

Independent institutions like Warp Films or BFI would perhaps distribute our film because our production is a low budget typically British film (classified). Also, productions like these look to attract the British audience so our film conforms to their expectations; the film is based in London and contains British actors and depicts the culture. Our film could utilize the online platforms such as YouTube to distribute the film to a wider audience. Social Networking would provide opportunities to promote the film, for instance Facebook and Twitter.

Evaluation- How does your media product represent particular social groups?

Gender and age is represented in our production. Our protagonist “Leo” represents a teenage girl and is presented as rebellious and excluded from her family.  The use of her casual clothes and the colour black, connotes this rebellious feel which conforms to stereotypes of a teenager being a ran-away and unable to cope with life’s situations. The subtitles used to convey her emotions also reinforce this. Leo also appears isolated or lost in the busy crowd on London as long shots are used depicting Leo as just another individual in a busy world. The use of a tracking shot further underpins this and it appears to the audience like she is on a journey but because she is out in the open it is almost depicting a loss of innocence as she faces the “real” world (defending for herself). Being a girl it is can be said that Leo deviates from stereotypical representations because of this rebellious side presented and her strength in trying to find her family to the extent of running away from her controlling relatives.

Evaluation- In what ways does your media product use, develop or challenge forms and convections of real media products?

Our media product uses and develops conventions of real media products. The real film conventions (exposition) of real media products: establish time, setting, character(s), narrative and conveys enigma. Our film opening introduces the setting of London immediately simply by the wide shot of South Bank’s bridge in London, the audience immediately become aware of the setting as well as the diegetic sound of the people in the town. The time period and of Running on the Cracks is established the effects of the diary at the beginning typewriter and the Mis-en-scene also contributes to revealing the time period to the audience by the use of  costumes and props. Leo is depicted as a rebellious teenager and her costume/attire are casual and is of course modern- hoodie and black jeans subverting to many stereotypes Hollywood Blockbusters portray of teenage girls being “girly” and fashion obsessed. The rucksack (prop) used is rugged and even containing holes although this is for fashion, it adds to conveying her rough situation of leaving home. We established our protagonist Leo, through tracking shots of her journey through London. The opening scene begins with a close up of her shoes as she sits on the floor and a coin is thrown at her feet communicating her situation rough situation and how she appears to the society/public.