Rationale for Romeo and Juliet film project

I have chosen the film Romeo and Juliet as part of my college work. This will be based on the re-release of Romeo and Juliet the 1996 version of the movie for it’s 20th anniversary. The film will be released into cinemas in the Easter holidays of 2016.

When the movie was originally released, it was iconic for its modern spin on William Shakespeare’s play. In the run up to re-release, the movie I am going to be showcasing in my project will wield a new cover for the movie. This will include new planning of a photoshoot for a new poster. Then immediately the advertisement campaign will start for the  for the re-release.

I think the re-release will do well with todays generation seeing the Baz Luhrmann’s interpretation on William Shakespeare’s masterpiece. It also has a gangster feeling to the movie which is very much a romantic drama, you wouldn’t get the ‘gangster’ genre in the original.

Precisely, the movie is very similar to the West side story which just like Romeo and Juliet, a tale of two lovers who’s families disagree with the relationship ending in blood shed on both sides. 

My principal aim for this project is for me to get the film ready for the re-release including the new appearance of the movie with a new cover and posters. This is the reason behind my choice for the movie was because I saw a good opportunity for me to exercise my area of strength in photography. I will also have to look at the strategical side to the re-release to include the marketing, advertising, promotion and the public relation side of things; building a fresh new campaign with the use of social media and traditional mediums.

With advertising, I aim to make more money in the box office more than the 1996 release which took an estimated $11.1M in the USA, during the opening weekend at the box office. I think I  can reach out to more people that they could have, as there was almost no existence of social media in 1996, now it would makes a huge impact on todays film industry, meaning I can spend less on advertising but would reach more people. Before, adverts for movies would have been done over the radio, on TV and public space posters (buses and bus stops) now around 2.4 B people use the internet in the world, 70% of that using it every day. This means that people can be reached around the world in one advertising campaign.

However, I am aware that I might face critical challenges during the attempt to re-release the movie. This is because the language used in the movie is shakespearian language is isn’t used now days and could make people uninterested in it. But since this is part of British history, I will try to deal with these challenges through advertising.

In conclusion  I think it is important that the film is re-released for the new and current generation that haven’t been exposed to Shakespeare’s excellence, a movie is a way that plenty of people can see his work as it is timeless and will always be a classic story.


culture-ist. (2013). More Than 2 Billion People Use the Internet, Here’s What They’re Up To (INFOGRAPHIC). Available: http://www.thecultureist.com/2013/05/09/how-many-people-use-the-internet-more-than-2-billion-infographic/. Last accessed 22/10/15.

imbd. (2015). Box office / business for Romeo + Juliet. Available: http://www.imdb.com/title/tt0117509/business?ref_=tt_dt_bus. Last accessed 22/10/15.


Week 4- Film Semiotics

1- Analyse a short scene from a film as an example of the following

Kuleshov effect- this is the pure cinematic selection of the shots to change the viewers reception of the character. 

Mise en Scene– This is what can be seen within the shot and on the screen, this is linked with semiotics because you can read what objets mean. For example in mean streets the cross is highlighted by the light coming into the room which represents religion.

Continuity Editing-This is the predominant style of editing in the post production process for narrative films. The purpose is to smooth over the inherent disconnectivity of the editing to establish a logical coherence between both shots.

How does this relate to semiotics?

These both link into semiotics because what you see in the shots are signs to how you are meant to be feeling for example the continuity editing within the mean streets when they are introducing you to the characters the shots for each characters all fell into place.

In the movie road to perdition the funeral scene the little boy walks up to the coffin and the camera focuses on the ice beside the coffin, i think this was to show the cold nature of what was happening.

2-What is visual language?

Visual language like trying to sell a product but with the visual aspects for example the use of quotes and taglines that will stay in people’s minds. Colour is also important with the visual language as your head will make natural connotations for example cool colours are neutering  and calming but bold colours are very punchy and eye catching.


Mean Streets (1973)

  • The Religious cross on the wall, stands out from the moonlight
  • The harsh typography shows the anger behind the movie
  • Religious theme throughout
  • They talk about going to hell, the club reprints hell with the dark lighting and shady characters.

Road To Redemption (2003)

  • The sinister music gives a horror/thriller effect.
  • Ice represents the death and cold nature of the funeral
  • Smoking highlights a bad character
  • tumbling during the speech, shows he’s overcome with sadness or anger.


Greater lansing business monthly,(2015) You say Ad i say poster: visual language of movie posters, http://lansingbusinessnews.com/market-savvy/894-you-say-ad-i-say-poster-the-visual-language-of-movie-posters.html , 15/10/15

Week 3- Signs and Semiotics

Semiotics- The study of signs looking at the meaning

Signs define communication as a gesture and facial expressions

The signifier is the denotation of the sign, the colour of the image used

The signified is the concept or the meaning that is behind the sign

1- What is the difference between Advertising, Marketing and promotion?

Marketing- The systematic planning implemented and controlled by a mix of business activity with the intention to bring both buyers and the seller together.

Promotion-Promotion in the marketing mix starts with the business idea, First you have the communication methods to use based on the type of product that you are selling

Advertising- Advertising is the paid and non personal announcement of a pervasive message by a specific sponsor or company.





A-Alternative View


2010s UK Hugo Boss Magazine Advert

2010s UK Hugo Boss Magazine Advert

This poster shows the model as being smart and looking good suggesting thats how you become when like this if you use the aftershave. The lifestyle that is luxury and the cool colours used are comfortable on the eye and are nurturing. This poster would probably have a different effect if they used bold bright colours. Ryan Reynolds the actor means people who follow him or enjoy his work will be likely to buy it so they can be like the star are aspiring to.


  • What is a sign? A sign is something that can be interpreted as having a meaning, which is something other than itself and can be able to communicate the info to the one interpreting the sign.
  • What is signification?Signification is the way of conveying the meaning behind the image.
  • With print media media we can use semiotics with posters and the ways we can apply to wider audiences with the use of symbols or colours. With moving images you can change the way that you pan the camera focusing on the important parts. Its said that when ever the human eye is exposed to money they follow it as everyone is drawn to money.

Harvard Referencing

The Harvard referencing is the most common way to reference your work and make sure that you aren’t copying someone else’s.According to Staffordshire,(2013),Harvard referencing quick guide, Staffordshire University You have to reference your work to make sure  that your work is protected from plagiarism as plagiarism is a serious academic crime which could have your PhD taken from you and if you are still studying and plagiarise you will be kicked off your course. It also means that if someone was reading your work and wanted to find the same work that you was using they could go and find it.

There are two types of the Harvard  referencing system the first being citation which you do whilst writing up your essay, for example this direct citation, “Boatright (2006) argues that there are six questions that need consideration, before making a decision on whether to blow the whistle in a case.” This example is known as a Direct citation and is where the authors name forms as part of of your sentence.  An in-Direct citation is when you don’t mention the author’s name with the text that you have produced and you should then place the authors name and year that the work was published at the end of your sentence.

When Referencing online you still have to reference your research but it is done in a different way, when doing an intent citation it should look like this:


King P (2011) drew parallels between the debut seasons of Cam Newton and Peyton Manning In December 2007 Mervyn King strongly denied criticising the treasury for the way it had handled the Northern Rock Crisis (BBC, 2011).

but if you don’t reference your in your work like a citation you have to do at the end of you work like this.

King, P. (2011) Monday Morning QB: October 24 2011. Available at: http://sportsillustrated.cnn.com/2011/writers/ peter_king/10/24/Week7/index.html?sct=nfl_ wr_a1 (Accessed: 25 October 2011)

BBC News. (2007) King denies criticising Treasury. Available at: http://news.bbc.co.uk/1/hi/business/7149384. stm (Accessed: 25 October 2011).

University of Manchester, (2015), Referencing guide at the university of Manchester: Harvard,http://subjects.library.manchester.ac.uk/referencing/referencing-harvard, 08/10/15

What is plagiarism? according to Plagiarism.org,(2014),What is plagiarism?, http://www.plagiarism.org/plagiarism-101/what-is-plagiarism/,08/10/15

Week 5-Musical Sub genre

Singing In The Rain-



Slapstick Comedy



Sub genre 



Period drama





2-How does this relate to semiotics? 

In singing in the rain the storyline is moved along by the songs and you get the ‘slapstick comedy’ genre from “Make ’em laugh”  with the way that he acts with the dance and the words in the song.

In Cabaret you can tell its going to be a romance in the scene when ‘Sally” meets her new tenant and invites him down to the show, the camera pans from him to her more than once making them both stand  out inside the crowd.

3-How does the marketing of musical (theatre and film) differ from other genres? 

I think the marketing for musicals for the theatre is done In a very calm and relaxed way compared to movies that are forced at you screaming for the attention, going to the theatre is a treat and glamours affair compared to spending a night at the cinema. I feel like way the plays are promoted as they rely on the more core aspects with TV adverts, billboards and posters. The majority of the posters will include the tour dates which adds the element of exclusivity to the night.

My stay at South Essex college, so far

I started at South Essex College back in 2014, I joined the course one morning after dropping out of prospects college earlier that year. I was studying sport and my heart wasn’t into that anymore and I knew that i had to leave and do something that i would enjoy and make a career out of.

Once I left my course I started to write my own online sports blog and i started to gain more of an interest into writing content and enjoyed have people reading my work, one morning i woke up and decided to look on the South Essex College website to see if they had any courses within journalism. I came across the print based media course and loved the fact I would be trying all new things not only journalism but graphic design and photography.

I have learn a lot over my first year not only academic skills but also social, when i started at the college I was very shy and wouldn’t normally venture out of my comfort zone. I’ve become more confident in my work and as a person, I find it easier when work in groups now which is an essential part of the industry that i would like to work in. The industry that i want to go into is photography and doing the album artwork project last year helped me improve my current skills and gain new ones.

Over the last year I have gained a lot of skills in various areas like photography, journalistic writing and graphic design skills. Within photography i learnt about apertures, shutter speeds and the importance of composition.

My favourite project last year was the album artwork project where we worked for a fiction band and made the front and back covers along with the booklet to go inside.  I learnt a lot from doing the vox pops that we done last year going out on the the high street questioning members of the public, i learnt about how you should approach people and what types of questions you can use to get the right answer from them.  When it comes to graphic design i think thats the area  where I’ve learnt the most because i didn’t know much about it to start especially the poster and flyer creating, but know if i was given a task/brief to complete i could get it done with ease.