The Grand Budapest Hotel: Featurette

The Story:

Gorlitz:

Creating A Hotel:

Wes Anderson - Grand Budapest Marketing

Marketing

1) Anderson’s World

The director’s eye for detail is a merchandiser’s dream. “Budapest” features a collection on eBay, a partnership initiated by actor and frequent Anderson collaborator Waris Ahluwalia (whose own fashion label is House of Waris). The film’s production designer Adam Stockhausen also curated an art collection inspired by the film. Auction items range from bow ties and moustache wax to promotional materials from the pic. Some are selling out, including copies of “The Society of the Crossed Keys,” Anderson’s book of selections from the writings of Stefan Zweig, which inspired the film.

2) Unique Promotions



Fox Searchlight is touring a large-scale model of the hotel in theaters from Hollywood to Berlin. And U.K.-based Secret Cinema, a monthly gathering that combines live performances involving audience participation, recently screened “Budapest” instead of its usual classic fare. The film already has grossed nearly $15 million in Blighty.

3) Viral Chow



Fox Searchlight created instructional featurettes detailing how to create baked goods inspired by the film’s colorful Mendl’s pastries. The videos went viral as fans sent back footage of their creations, which Searchlight used in TV spots on cooking networks. The distrib shot eight marketing shorts, including a profile of the film’s central character, M. Gustave, played by Ralph Fiennes.

4)Young Moonrisers



Thanks to the success of 2012’s “Moonrise Kingdom,” Gilula says Anderson’s fans have gotten significantly younger. “He’s attracted a whole new generation, some of whom weren’t even born when ‘Royal Tenenbaums’ (2001) and ‘Bottle Rocket’ (1996) were released,” the exec notes.






5) Universal Access



Cool marketing would mean little if the film itself were poorly received. However, “Budapest” has generated a 91% rating on Rotten Tomatoes — behind only Anderson’s “Moonrise Kingdom” and “Fantastic Mr. Fox.” Critics have called “Budapest” his most accessible film. “We don’t see the ceiling yet,” Gilula says.

Grand Budapest Hotel Research

Task 1 Research





What is Indian Paintbrush and who owns it?

• Indian Paintbrush is a production company owned by Steven Rales, whose productions include The Darjeeling Limited, Towelhead and Fantastic Mr. Fox

Which company is Fox Searchlight a subsidiary of?

• Fox searchlight is a subsidiary of 21st century fox 

Which type of films do Fox Searchlight distribute?

• Specializes in US distribution of independent and British films, alongside dramedy and horror as well as non-English-language films, and is sometimes also involved in the financing of these films.

Which two countries financed the film?

• Germany and UK

What did Anderson use instead of CGI (computer generated imagery)?

• For wide shots of the hotel, Anderson used a three meter tall handmade miniature model. "The particular brand of artificiality that I like to use is an old-fashioned one."

Where did the inspiration for the Hotel come from?

• In designing the hotel, Anderson and production designer Adam Stockhausen did extensive research, looking at vintage images at the Library of Congress of hotels and European vacation spots, as well as existing locales such as the pastel-pink Palace Bristol Hotel prominently featured on movie advertisements and the Grandhotel Pupp in the spa town of Karlovy Vary (Carlsbad), Czech Republic and the Grandhotel Gellért in Budapest.

Which film festival opened with The Grand Budapest Hotel?

• In November 2013, the film was announced as the opening film for the 64th Berlin International Film Festival in February 2014.

Alexandre Desplat wrote the score, which major Hollywood films has he worked on?

• The soundtrack is composed by Alexandre Desplat, who worked with Anderson previously on Fantastic Mr. Fox and Moonrise Kingdom.

How many awards has the film won?

• Jury Grand Prix - Berlin International Film Festival
• Best Foreign Film - David Di Donatello Awards
• Best Graphics in A TV Spot - Golden Trailer Awards
• Best Costume Design - Nastro D'Argento
• Best Original Score Of The Year - World Soundtrack Awards
• Best Feature - Gotham Awards

Initially how many cinemas did the film open on in the US?

• In North America, the film opened in four cinemas at number 17 in its first weekend, with $811,166.

The film was released on Ultraviolet BluRay, what does this enable consumers to do?

• UltraViolet is a free, cloud-based, digital rights library that allows users of digital home entertainment content to stream and download licensed content to multiple platforms and devices. The UltraViolet ecosystem embraces a "pay once, play almost anywhere" approach that allows users to store proofs-of-purchase of media rights in an account to enable playback of licensed content on different devices using multiple applications, and via different streaming services. UltraViolet also allows users to share access to their library with up to 5 additional people, and 12 different devices, with up to three simultaneous streams.

Task 2 Comprehension





Part 1 The Story



https://www.youtube.com/watch?v=qmLEsdDnyLg





List the cast of the film as explained in the featurette:

• Edward Norton - Henckels
• Owen Wilson - M. Chuck
• Ralph Fiennes - M. Gustave
• Tony Revolori - Zero
• Jeff Goldblum - Deputy Kovacs
• Tilda Swinton - Madame D.
• Saorise Ronan - Agatha
• Jason Shwartzman - M. Jean
• Willem Dafoe - Jopling
• Harvey Keitel - Ludwig
• Bill Murray - M. Ivan
• Mathieu Amalric - Serge X.
• F. Murray Abraham - Mr. Moustafa
• Lea Seydoux - Clotilde
• Tom Wilkinson - Author
• Jude Law - Young Writer
• Bob Balaban - M. Martin
  

Part 3 Building A Hotel





https://www.youtube.com/watch?v=gYMfEKELveQ



Where did scouting for a hotel take place?

• Central Europe

Which location did the production team eventually use?

• It was filmed entirely on location in Germany, mainly in Görlitz and other parts of Saxony as well as at Studio Babelsberg. Principal photography began in January 2013 on location in Berlin and Gorlitz. One of the principal locations was the defunct Görlitzer Warenhaus (de), a huge Jugendstil department store with a giant atrium, one of the few such department stores in Germany to survive World War II. It served as the atrium lobby of the hotel.

Did they film on location or on a sound stage?

• Filmed all on location.

Where were the production offices located?

• In the Hotel

How did they film the 60's and 30's hotel?

• Because they wanted to film the 60's hotel and the 30's hotel back to back, they created a set within a set.

Where did inspiration for the hotel's interior come from?

• The inspiration cam from almost all of real life, after travelling around eastern Europe and taking chunks of ideas from each.

How many extras did it take to fill the lobby?

• It took 150 extras to fill the lobby

Task 3 - Marketing





Read this Variety piece and summarise the 5 secrets to the film's success

1. "Budapest" features a collection on eBay and Adam Stockhausen also curated an art collection inspired by the film. Items such as bow ties and moustache wax are also auctioned as well as a book of selections from the writings of Stefan Zweig, which inspired the film, called "The Society Of Crossed Keys".
2. Unique Promotions. Fox Searchlight is touring a large-scale model of the hotel in theaters from Hollywood to Berlin. And U.K.-based Secret Cinema, a monthly gathering that combines live performances involving audience participation, recently screened “Budapest” instead of its usual classic fare. The film already has grossed nearly $15 million in Blighty.
3. Fox Searchlight created instructional featurettes detailing how to create baked goods inspired by the film’s colorful Mendl’s pastries. The videos went viral as fans sent back footage of their creations, which Searchlight used in TV spots on cooking networks. The distrib shot eight marketing shorts, including a profile of the film’s central character, M. Gustave, played by Ralph Fienne.
4. Thanks to the success of 2012’s “Moonrise Kingdom,” Gilula says Anderson’s fans have gotten significantly younger. “He’s attracted a whole new generation, some of whom weren’t even born when ‘Royal Tenenbaums’ (2001) and ‘Bottle Rocket’ (1996) were released,” the exec notes.
5. Cool marketing would mean little if the film itself were poorly received. However, “Budapest” has generated a 91% rating on Rotten Tomatoes — behind only Anderson’s “Moonrise Kingdom” and “Fantastic Mr. Fox.” Critics have called “Budapest” his most accessible film. “We don’t see the ceiling yet,” Gilula says.

How did Anderson use the QE2 to market the film?

• He allowed people on the cruise to feature in the film as extras and this got attention from the media

What connects Prada to the marketing of the film?

• Prada has a long running partnership with Wes Anderson

Why would a big Six company be interested in supporting a smaller distribution company like Fox Searchlight?

• Because they are able to secure a world known director.

Which audience category best describes The Grand Budapest Hotel?

• Mainstream Plus 1

Why might the use of secret cinema work as viral marketing for the film?

• Because while the ‘Secret Cinema’ is meant to be a secret, it Is very well known in Britain and if they do this they provide advertisement to all the people aware or who go to these events.

Representation Of Gender - Transexual Example

Tracie - Accused

Tracie explains her motives, how they clearly aren't for money and then insults a man and accuses him of homosexuality.

Tracie truly isn't represented as a stereotypical transsexual

Sexuality In The Media Prezi

Walt Disney Studios | Create Infographics

The Big Six - Research

Walt Disney Studio's

Who is Walt Disney Studio's 'parent' company? (Usually called a conglomerate)

- The Walt Disney Company

Who 'owns' their parent company?

- Bob Iger

What does the conglomerate also own?

- Disney Media Networks, Disney Parks and Resorts, Walt Disney Studios, Disney         Consumer Products and Disney Interactive.

What other companies does The Walt Disney Company control?

- Assets and Interests since 2001:

  Film Production/Distribution:

• Walt Disney Pictures
• Touchstone Pictures
• Hollywood Pictures
• Caravan Pictures
• Miramax Films
• Buena Vista Home Entertainment

  Buena Vista Internet Group:

• ABC.com
• ABCNews.com
• Oscar.com
• Disney.com
• Family.com
• ESPN Internet Group
• NFL.com
• NBA.com
• NASCAR.com
• Soccernet.com (60%)
• Infoseek.com (43%)
• Toysmart.com (Majority Stake)

  Music:

• Buena Vista Music Group
• Hollywood Records
• Lyric Street Records
• Mammoth Records
• Walt Disney Records

  Books:

• Walt Disney Book Publishing
• Hyperion Books
• Talk/Miramax Books

  Magazines:

• Discover Magazine
• Disney Magazine
• ESPN Magazine
• Talk
• US Weekly (50%)

Daily Newspapers:

• County Press
• Oakland Press And Reminder
• Narragansett Times
• St. Louis David Records

Sports:

• Mighty Ducks Of Anaheim
• Anaheim Angels (Partial Ownership)

Theme Parks:

• Disneyland
• Walt Disney World
• Disney-MGM Studios
• EuroDisney (Partial Owner)
• Disneyland Japan
• Epcot
• Disney's Animal Kingdom
• Disney's California Adventure
• Disney Cruise Line

Theatre:

• Walt Disney Theatrical Productions

Networks:

• ABC
• The Disney Channel
• SoapNet
• ESPN (Partial Ownership)
• A&E (Partial Ownership)
• The History Channel (Partial Ownership)
• Lifetime (Partial Ownership)
• E! (Partial Ownership)

Television Stations:

• 10 Television Stations

Television Production/Distribution:

• Buena Vista Television
• Touchstone Television
• Walt Disney Television,Animation

Radio:

• ABC Radio Networks
• Radio Disney
• ESPN Radio
• 27 Radio Stations

What market share do they have?

-

Which films and franchises we'd associate with them?

- A Few Films:

• The Lion King
• Star Wars
• Indiana Jones
• Aladdin
• Lady And The Tramp
• Beauty And The Beast
• Frozen
• Toy Story
• Monsters Inc.
• Finding Nemo
• Tangled

How much money do they earn the institution? 
(Could Only Find Info On The Conglomerate)

- At the end of the 2013 fiscal year, the Walt Disney Company reported taking in a total of       $11.57 billion in the fourth quarter for an overall profit of $1.39 billion for the quarter. As of     May 2014, the Walt Disney Company was worth approximately $143 billion.

Representation Of Ethnicity

 Representation Of Ethnicity 

• Mise En Scene

Throughout the clip, there is a dark and oppressive tone, this relates to terrorism in the sense that the subject of terrorism is dark in itself and this inevitably relates to ethnicity as the stereotypical terrorist is unfortunately an Arabic or middle eastern man. This stereotype can be noticed in the background. On the flip side, the Dark and Oppressive tone could relate to both the seriousness of the situation itself and the occupation of Danny. Due to him being a black male, a spy is not a stereotypical occupation of his ethnic group. Incredibly, the white, middle class man who is stereotyped (unlike the other races) as law abiding is out of harms way. 

• Sound

Throughout this clip there is tense sound which in my opinion reflects the conflict between the two previously mentioned stereotypes, Black and Arabian. This is illustrated by the bongo's which play at the start contrasting with the Call to Prayer at the end. The bongo drums emphasise the common tribal, soulful, African or Jamaican accent stereotype of a Black man, this sound of bongo drums then goes once the expectation is defied and Danny is revealed to have a 'Queens English' speech. The music towards the end that reminds me of the Call to Prayer, highlights a middle eastern or Arabic connection and it being the final music, it shows how the Arabic side in the ethnic battle eventually prevailed but also indicates a common stereotype that religion is a cause for terrorism, especially the Muslim religion practised by the middle eastern ethnicities.  The drumming throughout the clip gives a sense of otherness and makes the whole clip surreal but also builds tension to foreshadow the grizzly scene to come.

• Editing

In this clip, a white screen is shown towards the end, this may highlight a flash grenade of some kind which inevitably links to war, specifically the war on terror which is stereotypically the middle eastern ethnicities.  The lots of cuts show the bravery of the black man and the evil of the terrorist, also the fact that from the start Danny has more screen time, indicates how he has the moral high ground which is unusual according to the stereotype of black men only being physically strong. Another unexpected defiance of a stereotype is the binary opposites of a strong black man compared to the weak white man, even though Danny is stronger than adam, it isnt the physical stereotype, it is the strength to do what is necessary (another unlikely mment from an unlikely Danny). 

• Camera Shots, Angles, Movement and Composition

During this scene, a handheld camera is used which creates a shaking effect, which could suggest the overall nervousness of the scene or the nervousness of the characters involved. Also there are lots of close ups to Danny’s face, this is because the director wanted to fully capture the reaction of Danny to what is going on and emphasise my previous point that he takes the moral high ground so inevitably deserves the increse in screen time, unfortunately this gets shot down. Camera work is also used to show the power in the scene, they use low shots looking up at the ‘terrorist’ to show his power and dominance and also indicate racial profiling and indicate that the cameraman is someone underneath or oppressed by the terrorist as if a slave or weaker human being.

Audience and Institutions

During year 12 I will study a specific studio or production company within the film industry that targets a British audience, looking at how films are produced, distributed, exhibited and consumed by audiences. I will also have to study how films are distributed (digital cinemas, DVD, HD-DVD, downloads, etc) and their impact upon production, marketing and consumption.

In the exam I will be tested on one of the following areas:

• The issues raised by media ownership in contemporary media practice;

(how does who owns a media company influence the type of film made and its potential success? For example do BIG companies make BIG films and therefore make all the money? Is it possible for small companies to succeed?)

Avengers is made by marvel which on its own is a huge company and the movie making part is now in convergence with any so the films have endless amounts of money to spend on them to make a huge profit. Bigger company's like these make money more so than smaller ones.

• The importance of cross media convergence and synergy in production, distribution and marketing:

(how do companies work together to produce, distribute and publicize a film? How can Disney use their size to promote and publicise a film? How can small companies work together to promote their business' when making and promoting a film?)

This movie is a strong example of synergy Is that Thor and Hulk etc.. are in this film linking all of the films together and putting them all in one movie and Disney distributed the film which means that it is a convergence because it is working together on one film.

• The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange:

(how has the introduction of digital film, 3D, DVD, Blue Ray, internet streaming, downloadable content, home cinema influenced the types of films made, the way we watch them and the way we 'buy' them?)

The Avengers movie was effected by the internet in case of its profit, the internet has thousands of websites that you can watch movies on illegally which a lot of people do and this affects the profit greatly.

• The significance of proliferation in hardware and content for institutions and audiences:

(how and why have film companies had to alter the way they work now everyone has web enabled phones, PC's, consoles etc? How have audiences changed their viewing habits now we no longer need to go to the cinema to watch a film)

Films are now viewed in various different ways then they were say ten years ago, people now watch movies on the phones and game consoles now and don't really go to the cinema, the way people watch movies have changed drastically 

• The importance of technological convergence for institutions and audiences:

(can you think of examples of how different technologies have come together to help the film industry?) 

In most major blockbuster films, technological convergence is key to the production of a film as many different technologies are behind the process such as CGI, 3D adaptation, Digital Conversion and so on.

• The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions:

(how do film companies try and attract their audience? Do they do different things in different countries?)

it is very common for films to have global audiences in places such as china, Thailand, India, etc.. a lot of filming is done in these places, this will attract audiences from these country's 

Representation Of Regional Identity

Areas to think about in relation to regional identity:

1. Accents
2. Location/ setting
3. Slang
4. Clothes
5. Pastimes
6. Attitudes/ behavior

Stereotypes of the following regions:

Scottish

1. Glaswegian
2. Wet, Mountainous, Heather, Thistles
3. "Och Ay the Noo", "Wee lass"
4. Kilt, Tam o'shanter
5. Drinking whiskey, Playing bagpipes, Eating haggis, Toss the caber
6. Aggressive, Anti-English

Example: Peter Capaldi

Liverpool

1. Scouser
2. City scape, Anfield Football Club
3. "Aey"
4. Black curly hair, moustache, track suit
5. Watching football
6. Chavvy yet welcoming

Example: Steven Gerrard

Newcastle

1. High pitched, Strong
2. Rough estates, Large cities, Tyne bridge.
3. 'Howay'.
4. Newcastle United Tops, Tight clothing
5. Gym, Newcastle United, Fake Tanning

Example: Geordie Shore

Irish

1. High pitched, happy.
2. Countryside, cities filled with pubs.
3. 'Top of the morning to ya' - Have an enjoyable morning.
4. Green.
5. Guinness and Murphys drinking.
6. Welcoming, Drunk.

Example: Sheamus

London

1. Chavvy in areas and upper class in others (Queens English).
2. Built up cities, skyscrapers.
3.  'Brown bread' - Dead, 'Apples and pears' - Stairs.
4. Upper class - Suits, Chavvy areas - Tracksuits.
5. Work at markets and Stalls, Visits to the Pub, Shopping.
6. Looking down on homeless people and hating the upper class

Example: Downtown Abbey, Eastenders

Welsh

1. Easy to spot
2. Rural Areas
3. "Valleys"
4. Tweed
5. Farming, Sheep Herding
6. Happy, Friendly.

Example: The Valleys

Birmingham

1. Strong accent.
2. Large city, Built up area, Cars.
3. 
   
4. Chavvy, Tracksuits
5. Concerts, Shopping, Partying.
6. Aggressive, Rough.

Example: Peaky Blinders