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.

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.

Week 2- Audiences and marketing strategies

1-  What are the standard demographics within the media/marketing industry

  • Housewives-This isn’t necessarily women but the person who takes care of the bills and does to weekly shop.
  • Home-Home is almost targeting the family as a whole.The adverts could be for theme parks giving free entry to u10’s.
  • Men-Mens adverts will take place in between the half time of football and could be shaving products.
  • Women-Womens adverts will predominately be during women predominate shows like soap operas.
  • Children (1-15)
  • Adult (16-24)
  • Age
  • Race
  • Gender
  • Social Class

2-Define the following;

  • Reach is the number or the percentage of different homes/people that are exposed to the media and one given time, reach excludes duplication.
  • Frequency is the number of times there average household or person is exposed to the schedule among those people.It is Promotional program aimed at encouraging repeat sales by rewarding customers on buy frequently or on regular basis
  • Box Office calculates the amount of viewings and money taken at the cinema by ticket sales.
  • Circulation is the number of copies that are distributed for outdoor advertisement and refers to the number of people who are the chance to view and observe the billboards/posters
  • Sales figures is the overall sum of expenditures made by the consumers of the product.
  • Quantitive data is data which is written down in numerical form so for example box office data would count as quantitive data.
  • Qualitative data is which is the form written text, for example reviews would count for this.

3-How are the audiences of the following list measured

  • TV- Once a household has been selected to join the BARB panel, Kantar Media fits every TV set in the house with a meter. This software is also installed on laptop and desktop computers, and tablets for on demand and catch up programs being watched. In order for the meter to know who is watching, each member of the household over the age of four is assigned a button on a special remote control. If they enter a room while the television is on they must press their designated button to register their presence and press it again when they leave to show they are no longer watching.
  • Film-FAME (Film Audience Measurement & Evaluation) is the cinema industry’s key marketing tool for analysing film viewing and cinema going behaviour. Only those who have been to the cinema in the last 6 months, thus ensuring that all respondents have cinema and film experiences. With a sample size of 3,300 respondents aged 7+, FAME is able to provide in-depth insight into the behaviour of both adults and children. FAME also asks parents with children aged 4 – 6yrs about the cinema going and film consumption of their children, allowing for analysis of this audience also.
  • Magazines and Newspapers-When it comes to measuring the audience of magazines they get their information from a variety of outlets. For example Circulation figures, responses to the websites, letters to the editors and more. the size of the audience is measured by the sales figures and information from the New Zealand audit bureau of circulations and they do two audits a year for the magazine companies. Companies pay for information that comes from interview surveys taken by anyone over the age of 10 years old, the information tells the company about the lifestyle, age, gender, income etc. there information also comes with the amount of primary and secondary readers which are people who buy the magazine (primary) and people who read others copies (secondary)
  • Posters-Posters are measured with the footfall of the area that they are places, the footfall is the amount of people that walk through the area for example the footfall of London south bank is much higher than a road just outside of the centre this is why companies bombard the train stations and the underground with advertisements.
  • Social Media- In Facebook, you focus on three main areas: likes, comments and links on posts, and shares. If someone “likes” your page, you know they’re listening to you. When followers add comments to your posts, you’ve made the conversation two-way by engaging them. And when they share your posts with their Facebook friends, you’ve expanded your audience.

Screen Shot 2015-11-05 at 21.46.55

When producers gain this information they can then plan ways they are going to advertise or show their tv show. For example  if TV show producers got information showing that 7+ year olds were watching TV up to 9pm they know they can place the show within that time slot.

From the graphic you can see what percentage of channels are getting the most views on a daily basis, this means that if ITV were to start a new programme which they have invested a lot of time and money into they would be more inclined into putting it on the main ITV channel rather than ITV2 because thats where the majority of their views are, this will give them the biggest return of the investment.

4-Choose a media product

  • For this task I chose FIFA 16 the video game. The game is produced EA (Electronic Arts) a gaming company who make makes like FIFA, Battlefield, PGA tour ect. EA sports  are responsible for all distribution of the game.
  • The branding of the product is done in many ways for the game. The biggest way they promote the game is by using footballs biggest stars from around the world like Lionel Messi, Alex Morgan and more.
  • With the marketing strategies EA do a lot of promotion with posters, TV adverts and online presence. You’ll find a poster for the game outside or near town centres to make the public start thinking about the product.  On TV the adverts usually run during the half time of football matches when the main target audience will be watching as the main target audience of the game is the 16-18 age range. 2/3 of the British  population are supporters of football. When it comes to the online advertisements EA have started to run a lot of online adverts especially with the rise of Youtube and their stars they could either run adverts on videos or get the Youtuber to promote the game to their audience.

With the people promotion the product it gives coverage to a wider audience which will boost the sales bringing in more money for the company. Footballers and Celebrities are given a lot of endorsements from EA, helping with spreading the word and the advertising. Seeing footballers and Celebrities playing the game creates the feeling of want over needing, because if you see your idol doing something whether is wearing an item of clothing of with a new piece of technology, you want to be like them and are likely to go out and get it.

My personal experience with FIFA started when i watched my older brother playing the game and as i looked up to him i wanted to play the same games and have the same consoles as him, this turns more into an investment into EA and FIFA as i now buy the game year in year out hands down without any persuading.


Pearl & Dean. (2015). Fame. Available: http://business.pearlanddean.com/audience_research_fame. Last accessed 05/11/15.

ABC. (2015). ALL YOU NEED TO KNOW ABOUT THE ABC. Available: http://www.abc.org.nz/about.html. Last accessed 05/11/15.

BARB. (2015). How we do what we do. Available: http://www.barb.co.uk/resources/barb-facts/how-we-do-what-we-do?_s=4. Last accessed 05/11/15.

BARB. (2015). WEEKLY AUDIENCE VIEWING SHARE W/E 25TH OCTOBER 2015. Available: http://www.barb.co.uk/whats-new/weekly-viewing-by-channel-group?period=201510060125. Last accessed 06/11/15.

Poster Analysis

The Breaking Bad Poster


The divide in the movie shown here on the poster with the Montagues and Capulets having a stand off.

The + conjoining Romeo and Juliet is another reference to the religious features in the movie

The orange colour used has a lot of meaning and relation to the movie itself,

Dark orange can mean distrust which relates to the way the families feel about Romeo and Juliet’s relationship.

Red Orange relates to sexual passion and desire, the desire of wanting to be together.

The Heart In the middle of the poster has rays coming off, this reminds me of religious paintings and statues signifying the power of love.


I think one of the key things that are highlighted about Romeo and Juliet is the hatred between the family and the true love story takes the back seat.

The green which plays a key part in the poster represents harmony . The kiss also shows the harmony between the love.

Gold also another colour which strongly features in the poster, which represents love and passion.

The candles behind look like the arrangement that would be done for a funeral, which is also another big feature in the movie.