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Anuvahood Research on Prezi

Anuvahood - Candidates Own Experience of Media Consumption

The devlopments of technology within the film industry have had both a positive and negative effect on a low budget film, such as Anuvahood. Developments in technology within the production stage of the film industry have had a negative effect on the film - the low budget did not allow Anuvahood to release their film in 3D, or in IMAX theatres, which are now-a-days seen as the standard way of releasing a film. Consequently, Anuvahood would automatically decrese in critics expectations and also would be less accessible to audiences who prefer to watch films in 3D or IMAX. However, the use of technology to create word of mouth has been an advantage for Anuvahood, as this is what they based their markting techniques on. Through the use of online distributors, like LoveFilm, I was able to watch this film at home and was able to send it back afterwards. As I didn't know what to expect from Anuvahood, I preferred to rent the film from LoveFilm rather than make a long term investment of buying the DVD, as there was a possibilty that I would not have liked it as much as I initially thought, and there was always the safety of sending the DVD back.

Anuvahood - Issues Raised in the Targeting of National and Local Audiences

Adam Deacon is a well known English film actor, rapper, writer and director. He is previously known from his lead role in Kidulthood and his directional debut and role in Anuvahood. Being a well recognized actor and known for his roles in urban street films, there would have been no question about his name being a huge attraction of British, local audiences, and therefore would automatically be a great marketing tool for the film within the UK. As well as this, Anuvahood was Adam Deacon's first film that he directed, and so critics, fans and bloggers would have been highly anticipating what he would have to offer and whether or not he made the right decision of directing the film himself (as he has previously stated that "I was too street and too scary for directors") suggesting that Anuvahood may have been like no other urban film that has been released. Previous films such as Kidulthood and Adulthood would also have an existiting audience that would be attracted to see Anuvahood, however, the majority of these audiences are locally based in the UK. Targeting worldwide audiences was an issue for Revolver Entertainment due to the small budget and the relatively unknown cast outside of the UK. Therefore there was minimum marketing used worldwide as this was not possible within the budget and was predicted to be unsuccessful and a waste of valuable money, creating a small worldwide audience and a lack of potential sales.

Anuvahood - Technological Convergence

Anuvahood has an official iTunes app that can be installed onto any iPhone, iPad etc. for free. This convergence in technology has helped the film market and publicise itself, even for months after the official UK release. Although this won't primarily ignite a financial boost for the film's producers, it will boost word of mouth and in the long term, may help encourage an increase in sales for the film.

As well as this, Adam Deacon managed to team up with JME to release 'Hype Hype Ting' the single and publicise the film even further. Big names, like JME, attract the right audiences to Anuvahood as his fan base is the younger teenage generation. Both of these examples of the use of technological convergence by Anuvahood demonstrates how it can be used to promote the film in various ways that will attract a specific audience. Films such as Anuvahood command a niche market from diverse backgrounds that is hard to replicate and draw in to see a film, but using apps and singles to publicize the film will dramatically help Revolver Entertainment when distributing the film and making it accessible. As well as this, Anuvahood used the internet to it's advantage by releasing official trailers, 'Anuvahood Cast Freestlye' videos to be viewed on YouTube and also filming their Anuvahood Bus Tour around the UK and also releasing the various videos virally. Anuvahood has also used other social networking sites when publicizing their film, for example their popular Twitter (5,004 followers) and Facebook (204,969 likes). Anuvahood use the internet and technology to their full advantage when promoting the film, as this is the most successful way to appeal to their small market, without breaking the low budget.

Anuvahood - The Significance of Proliferation in Hardware and Content

Films such as Anuvahood are now usually sold to online film distributors, such as Netflix and LoveFilm, as audiences have dramatically changed their viewing habits due to the development in technology in media. Teenage viewers, especially, no longer feel the need to spend extortionate amounts of money on a trip to the cinema to see a film when they can either buy it on DVD/Blu-Ray as a long term investment or even rent the film from an online distributor and watch it on their laptop or download it onto their smart phone/tablet. The introduction of home cinema has influenced the way that film companies have to alter the way they work as they have to consider their production, distribution, and marketing to fit the majority of audiences that prefer to watch a film in the warmth and comfort of their lounge and to publicise the other windows that the film has to offer, e.g. DVD, Blu-Ray, online distributors. However this may not be the case for a film such as Anuvahood as the target market for a film such as this is a younger audience, who tend to view films on their smart phones or on the internet rather than buying the long term DVD because it is cheaper in the short term to do so.
Also, with the forever increasing usage of smart phones, the film industry has had to adapt to the change when it comes to marketing their product and advertising it. For example, there is an Anuvahood app available to download on iTunes for the iPhone, which includes the voices of each main cast member, and a quiz on how 'gangster' you are, publicising the film even after it's release.

Anuvahood - Technologies Introduced in Recent Years

Since the release of Anuvahood, the film has relied heavily on Blu-Ray/DVD sales to contribute to it's success. The DVD/Blu-Ray is crammed full of 'exclusive extra features' such as cast and crew interviews, 'the making of', the west end premiere, Levi Roots - cooking with the cast, Hype Hype Ting music video (Boy Better Know, JME & Adam Deacon), behind the scenes footage, comic strips and the theatrical trailer - All of which are promoted in an attempt to advertise the DVD. There is a direct link that appears on the official website of Anuvahood so that audiences can "order yours now"and takes you straight through to play.com so that you can order a physical copy of the film. As well as this, Aunvahood is also available to download and is on-demand, making the film even more accessible for the public, as watching films through internet streaming or smart phones (because of downloadable content) is becoming increasingly popular amongst the target audience of a film such as Anuvahood. The film was not to be released in 3D because of the small budget that the film had and so this particular introduction in technology did not effect the way that the audience watched or bought the film.

Anuvahood - Cross Media Convergence

Gunslinger Productions was the only studio to produce the film, however it then worked together with Revolver Entertainment to distribute the film and make it accessible to the public. Revolver Entertainment has bases in London and West Hollywood and is therefore able to distribute heavily in those two areas. As these are only two moderately small companies, they are not able to use their size to promote and publicize the film very successfully. However, the two companies work together to promote their business' when making and promoting a film; If Anuvahood recieved a positive crtical response from the public and the media, then the companies that produced and distributed it will therefore also recieve a positive response, resulting in possibly more awareness and recognition of their companies in the future. However, it is also possible for a company to be 'trashed' by the public or the media and, consequently, their company could recieve negative, unwanted attention, which could be significantly damaging to their company.

Working on Anuvahood would have been a great risk for both of the companies producing/distributing it as the film was supposedly the first of it's genre 'urban comedy' and so Revolver and Gunslinger did not effectively know how well it would be recieved, putting themselves at risk.

Anuvahood - Media Ownership

Anuvahood was directed by Adam Deacon, Daniel Toland and Najama Dahir, and was produced by Nick Taussig, Paul Van Carter, Daniel Toland and Terry Stone. The writers included Adam Deacon and Michael Vu, who together wrote a British urban comedy film. Adam Deacon is a well known actor and director and would've been known previously for his lead role in Kidulthood, his background in urban films influenced the type of film that he was setting out to make and therefore would have had an impact on the success of the film also.
Adam Deacon had a budget of $1,000,000 and therefore was dealing with a small film that was not guaranteed to be successful as the budget would not be able to market the film hugely. Consequently, this only attratced a small production company (Gunslinger), however, a relatively well known distributor (Revolver Entertainment) became involved with film.
Revolver Entertainment is well known for it's promotional stunts and are the leader in social media marketing with over 10,000 Twitter followers and 9,000 Facebook subscribers, a great helping hand in creating publicity for the 'first urban comedy film' Anuvahood. Revolver Entertainment has also distributed similar films to Anuvahood, such as Kidulthood, and so therefore will attract fans of the previous films and know how to make the film accessible to audiences of the urban film industry. Revolver Entertainment would have, therefore, been a massive influence on Anuvahood's potential success as a film.
Gunslinger Productions are a small, un-heard-of production company and, consequently, will not have the advantage of attracting fans of the previous films that they have worked on. Therefore, this supports the general idea that small companies make small films and don't tend to make a substantial amount of money as a result.

Anuvahood - Official Trailer