Research Results

Logo
We originally had the below logo, however when we received some peer and tutor
feedback about the feel of our poster we decided that it didn’t fit in with the style of our
short film.
Our original logo:

We decided to go with a more gritty logo and began looking for different fonts to use in
the design for our logo.
Included are the pages we used to search for a new font to use in our film.1 2 3 4 5 6 7 8 In
the end we decided on a more ‘urban’ and gritty logo that fitted within the crime and
drama genres, this especially helped with our poster, which originally fit with the mood
of our film.
Our new logo:
We also made a version of this logo that
included the tagline for our film.
Poster Research

1
"BernalHeights Font | UrbanFonts.com." https://www.urbanfonts.com/fonts/BernalHeights.font.
Accessed 12 Apr. 2018.
2
"MASTERPLAN Billy Argel fonts All Rights Reserved p Font ...."
https://www.urbanfonts.com/fonts/MASTERPLAN_Billy_Argel_fonts_All_Rights_Reserved_p.font.
Accessed 12 Apr. 2018.
3
"Sun zoom spark Font | UrbanFonts.com." https://www.urbanfonts.com/fonts/Sun_zoom_spark.font.
Accessed 12 Apr. 2018.
4
"ParticlePhysics Font | UrbanFonts.com." https://www.urbanfonts.com/fonts/ParticlePhysics.font.
Accessed 12 Apr. 2018.
5
"Dharma Punk 2 Font | UrbanFonts.com." https://www.urbanfonts.com/fonts/Dharma_Punk_2.font.
Accessed 12 Apr. 2018.
6
"Caf Font | UrbanFonts.com." https://www.urbanfonts.com/fonts/Caf.font. Accessed 12 Apr. 2018.
7
"Cogswell Condensed Font | UrbanFonts.com."
https://www.urbanfonts.com/fonts/Cogswell_Condensed.font. Accessed 12 Apr. 2018.
8
"Universal Accreditation Font | dafont.com." https://www.dafont.com/universal-accreditation.font.
Accessed 12 Apr. 2018.
Alongside our logo we also developed a poster to use in the pitch for our short film,
originally our poster didn’t fit in with the vibe and mood of our film, mainly due to our
logo not fitting. Due to this we created several revised versions of the poster, including
other changed elements such as backgrounds or how we lit our protagonist. We believe
that our finished poster matches the film much more than our originals (also included). 9

Here is an early version of our poster, including our old logo, we scrapped this idea as it
was viewed as being like a soap opera and didn’t fit with our crime/drama genre.
We kept most elements from the poster after feedback, but changed the logo and tried
to give the poster a more gritty feel to match our genre.
We decided to go for a different format for our next
version of the poster, with us using a double exposure
effect in
order to…
10

9
"A Paper Sizes In Pixels." http://www.papersizes.org/a-sizes-in-pixels.htm. Accessed 12 Apr. 2018.
10
"How to Create a Double Exposure Using Photoshop and a ... - YouTube." 3 Nov. 2014,
https://www.youtube.com/watch?v=AkAf5g2OrjQ. Accessed 12 Apr. 2018.
Pitch
We used some resources to aid us with our pitch 11

Production Research
To achieve our hollywood aesthetic our film will be in the aspect ratio of the majority of
Hollywood anamorphic films, 2.39 : 1 is the standard cinema scope. Unfortunately we
do not have access to expensive anamorphic lenses but we will be recreating the
aspect ratio that a 1.3x anamorphic squeeze creates. To create this aspect ratio but
keep the film to a high definition quality our resolution will be 3840 x 1600 in order to
achieve this resolution we will be filming in 4k. As much as we’d love to film in codec
RAW the workflow of RAW 4k is incredibly heavy and to save costs in post production
we will be filming in the codec h.264 (mp4).

Another aesthetic of Hollywood is dynamic range, originally filming on 35mm motion

picture film the digital dynamic equivalent is 14 stops. A stop is a measurement of light
used in photography, a lens will allow you to manually change the amount of light let
into the camera, this is measured in F or T stops (f1.4). When talking about dynamic
range measured in stops we are talking about the range a camera’s sensor or celluloid
film’s exposure capability. This means a higher dynamic range provides exposure that
captures more highlights and more shadows.

To achieve our dynamic range and our resolution we will want to film on a professional
cinema camera with these capabilities. A very new camera, released May 2017, which
has become very popular because of price is the Canon EOS C200. We hope to use
this camera because of its capabilities and its h.264 codec which is very flexible in post
production compared to most DSLRs h.264 codecs.

11
"Film Proposal Template - FilmDaily.tv." http://www.filmdaily.tv/funding/film-proposal-template.
Accessed 12 Apr. 2018.
Market Research
Statistics of box office records for Lock, Stock and Two Smoking Barrels (1998) suggest
the film’s main audience is from the ages 18-30 and is predominately male. Because
our film is in the English language we assume any English speaking ethnicity is included
in our audience. Our film is about working class criminal citizens which indicates that
our characters will most likely be politically liberal. We assume that that will reflect in our
audience, although we cannot rule out any other political opinion or class. Our film will
entail crime and use rock/blues music, we assume our audience’s interests will be
similar.

Content Research
The majority of content in our film was created without the use of research, however, we
also looked at some similar films for inspiration such as: Seven (1995), Reservoir Dogs
(1991), Lock, Stock and Two Smoking Barrels (1998) and Pulp Fiction (1994).

Script Research
We used much of the above research in the same way for our script project, though we
also looked into the format of scripts using example films. Most of our findings are
included in our scriptwriting work.

Graphics
Fonts:
Crooked: Heroic Condensed Medium
Vengeance: Bernal Heights
Credit Name:
Heroic Condensed Medium
Credit Job:
Heroic Condensed Medium (stretched horizontally to match width of the credit name)
Colour Palette12

Target Audience Questionnaire

& Results

1. What is your gender?

2. What is your age?

12
"Coolors." https://coolors.co/000000-3d2700-420002-876138-efd156. Accessed 8 May. 2018.
3. Do you like the crime and drama genres?

4. Do you often watch short films?

5. Would you watch a crime-drama short film?

6. How many crime/drama films or shows have you watched?