Essay: Why did Dredd flop at the box office?

Many of us after watching the film Dredd are left wondering why did it flop at the box office? Some people may automatically feel that as it was a British film, it failed, however this is not the case, the film doesn't actually meet the standards and requirements that a film needs to impress the general public.
The film Dredd was released on the 7th of September 2012 it was a science fiction and action film. The two main actors in the film were Karl Urban and Olivia Thirlby. They played the parts of Dredd and Anderson. The film was originally published as a comic book in 1977 featuring 200 AD characters, the main character of the comic was dredd, he was a science fiction character and his job was to protect a city from preventing any crime happening. 
Eventually this comic book was turned into a film, although Dredd was always going to be a tough sell. The sheer weight of comic-book adaptations hitting cinema screens presented an undeniable problem for Dredd. The current cycle of superhero movies has thrown up so many characters and concepts that it’s easy to imagine audience fatigue, at least when it comes to this genre, in this case action and science fiction. ‘I’ll just wait for it to come out on DVD’. How many times do you hear people say that about a film when they look for what’s showing? In the case of Dredd, it’s probably many times. This was terrible news for the box office. But if he comic book was such a success then why should the film be any different?

In Dredd, Mega-City One is seen as an exaggerated, this is in contrast to the city of the comics. Flying vehicles, robots and banal entertainments are very much part of the fabric of Mega-City One on the page. 

The film Dredd was seen at one of british's 2012 mega bombs. When the film was published in north american it was a massive hit and no other 3D action scientific film had ever performed as well as this one. The film became no.5 in the north america box office chart. Dredd was  number on selling on DVD and Blue-Ray, and it was also the best seling downloader. Also it sold out from many retailers due to lack of expected sales demand based on the box office performance compared to actual demand for it on home media, showing non box office returns of films is important in considering its a film is a flop.

Dredd opted for a more realistic world. Hollywood will only develop and produce films with an 8 million dollar budget so they can more a less guarantee the film will make a profit, however this film was not made in a Hollywood studio, it was made by other film producers; DNA Films, IM Global and Reliance Entertainment, these film studio producers are not so high up like universal studios is.

Dredd cannot be classed at a family film as it was rated 18, so the viewers is limited. This is an obvious reason for the film to flop as it will have less and less views, the comic book can be read by all ages, so why make a film with a limited age when Dredd could be a young boys idol superhero. This would automatically get a bad critique. The film dredd is packed with violence throughout so this is a reason why its not suitable for young children, however in my opinion they rated this film too high, it should have been given the certificate of a 16. People gave the film an overall rating of 7/10. Although Dredd never shows his face, this could be a down side also to why the film didn't succeed as they was no real build up.
The films budget was  was an estimated $35.000,000, on the opening weekend, 21st September 2012 it made $6,278,491 and finally the gross of the film was $13,401,683 in the USA on the 26th October 2012. It unfortunately didn't earn the sort of money required to green light a big-screen sequel.
There are many other superhero film out there that have become a huge success so why hasn't this one? Spiderman and Batman have all had successes as they were marvel films owned and produced by disney UK production companies though that it was worth the money because superhero films are always a massive hit and success in the media so it couldn't be a massive disappointment  or could it? Possibly because people would say it wasn't British enough and others may say that it was too predictable people might even say that its because they didn't have the right film companies backing the film to create a huge success that everyone was hoping for.
This whole film was based around the use of CGI, this is always an easy and cheaper way of making a film and is less time consuming. The software of CGI was used to their own advantage as it allowed graphical ideas that were made on paper to be the transferred onto the big screen. Also 3D was used in this film, Pete Travis the director of this film wanted it to seem like you were actually in the film its self, he tried to turn the 2D comic book into a 3D film success.
The film also lacked marketing, the films only big marketing scheme was a site it was published in august 2012 and was called the virtual advertising site, the site featured a video condemning the use of slo-mo and new links about the film. Also many posters and advertisements were used to spread the news about this film that was coming soon the next big success. Also if you look at some of the billboards that were made for the film they didn't really tell you a lot about the film, it on says 'Dredd' it gives no picture or hinting what is going to happen in this film. however with the profits in the first week This made it the weekend's number-one film, the first film restricted to audiences over 18 years of age to do so since Saw 3D in 2010
The three main areas that the film Dredd should be evaluated on before it reached the box office are pre-production, post-production and production. If we compared this film to another blockbuster film for example Star Trek who Karl Urban also featured in, and straight away look at the budgeting of the film then we will see a dramatic difference straight away, Dredd had a  budget of $35,000,000 and Star Trek had the budget of $140,000,000. From looking at these figures we can see that straight away Star Trek had the higher budget and got the most profit form the box office of the film. When both the films reached the box office if we look at the profits that the film made on the opening weekend of Star Trek the film made $5,950,203 and Dredd was $6,278,491. in the first week dredd made the most money however anytime after when the film was out onto the big screens it flopped when it reached the box office.

Selected Key Terms for Institutions and Audiences - The Film Industry

An institution (in the film industry)

Definition: any company or organisation that produces, distributes or exhibits films. The BBC makes films with their BBC Films arm; Channel4's Film Four produces films, Working Title also produce films, as does Vertigo Films, etc. Some institutions need to join with other institutions which distribute films. Vertigo Films is able to distribute its own films, Channel Four distributed Slumdog Millionaire through Pathe. Working Title's distribution partner is Universal, a huge US company which can make, distribute and show films. The type of owner ship within an institution matters as, for instance, Channel 4 and the BBC are able to show their own films at an earlier stage than other films made by other institutions. They are also better placed to cross-promote their in-house films within their media organisations. Use you work on Film Four as the basis for most of what you write, Moon is a good cross comparison as Duncan Jones had to create his own institution just to get the film made.


Distribution and Marketing

Definition: the business of getting films to their audiences by booking them for runs into cinemas and taking them there in vans or through digital downloads; distributors also create the marketing campaign for films producing posters, trailers, websites, organise free previews, press packs, television interviews with the "talent", sign contracts for promotions, competitions, etc. Distributors use their know-how and size to ensure that DVDs of the film end up in stores and on supermarket shelves. Distributors also obtain the BBFC certificate, and try to get films released as the most favourable times of the year for their genre, etc.


Examples:
Universal distributed Working Title's The Boat That Rocked; Pathe distributedFilm4 and Celadors' Slumdog Millionaire after the original US distributor, Warner Independent went out of business.TRON was heavily marketed across a variety of mediums, Moon struggled to get press attention and Duncan Jones had to really push the film  in obscure places like Popular Mechanics etc. The Kings Speech was distributed by Momentum (a susiduary of Aliance films) who are a major independent film distributor.


Exhibition
Definition: showing films in cinemas or on DVD. Media attention through opening nights and premieres How the audience can see the film: in cinemas, at home, on DVD, through downloads, through television, including premieres, the box office take in the opening weeks; audience reviews which includes those of the film critics, ordinary people, cinemas runs; awards in festivals, The Oscars, BAFTAS, etc.


Examples:
Slumdog Millionaire almost never got distribution. Its early US distributor, Warner Independent was a victim of the economic downturn and went out of business. The film's makers then struggled to find a distributor! Then Fox Searchlight stepped up and "the rest is history". The 8 out of 10 Oscar nomination wins ensured that the film has been the greatest British success in awards and in box office for nearly 60years.
http://www.independent.co.uk/arts-entertainment/films/news/boyle-reveals-slumdog-millionaire-was-nearly-never-made-1331821.html

Motherhood took just £86!
Moon. Initially Sony Pictures Worldwide were due to distribute the film but they specialise in straight to DVD features. Following positive reaction following its Sundance film festival the rights were acquired by Sony Classic Pictures who gave the film a limited release in the US in Cities like New York and LA.

Exchange

Definition: The unintended use of an institution’s media text (i.e. a film) by OTHER PEOPLE who use the film or parts of it to form new texts. What happens to a film, etc. after the public get their hands on it using digital technology.  

Examples:
People unconnected to the institution/ film using WEB 2.0 applications such as YOUTUBE, Blogger, Amazon film message boards, TWITTER, Face-Book, discuss the film or edit parts of together to form a new text which the may then put a new soundtrack to and publish on YOUTUBE, etc. When you add a trailer from a site like YouTube on your blog you have been engaging with exchange. Look back to MArk Kermodes video regarding piracy and the new release strategies for films like Ken Loach's "Route Irish" (Loach has reportedly steeled himself for a frosty response from critics and anticipates an underwhelming box office, noting the difficulty he faced securing a distribution deal. Though pragmatic in his view that “people don’t make films to communicate; they make it as a commodity”,an unorthodox release strategy utilising Sky Movies Premier - which will place the film (and by extension, its subject matter) in a wider public sphere than it might otherwise have reached – suggests he hasn’t given up on pedagogy entirely.) or the Jack Ass 3 release on DVD and Sky Box Office.


Vertical and Horizontal Integration

Definition: Absorption into a single firm of several firms involved in all aspects of a product's manufacture from raw materials to distribution.


Example:
Vivendi Universal have integrated film, music, web and distribution technology into the company, including owning big stakes in cables and wires that deliver these services. Therefore they are vertically integrated because they own all the different companies involved in film, from production to distribution to exhibition. They are also horizontally integrated because they have all the expertise for producing media content under one roof – films, TV, magazines, books, music, games thus being able to produce all the related media content for one film under the same roof (see synergy). This is important for the control the institution has over their product/film.


Synergy/Synergies  

Definition: The interaction of two or more agents (institutions/companies) to ensure a larger effect than if they acted independently. This is beneficial for each company through efficiencies in expertise and costs. 

 

Examples:
Working Title know how to make films and they have formed a business partnership with Universal, a massive US company, who have the experience and size in the marketplace (cinemas, stores, online, etc.) to distribute them. (They create the marketing campaign to target audiences through posters, trailers, create the film’s website, free previews, television and press interviews featuring “the talent”, drum up press reviews, word of mouth, and determine when a film is released for the best possible audience and the type of release: limited, wide, etc.) Channel Four’s Film 4 and Celador Films(Celador also produce Who Wants to Be A Millionaire and films, too) benefited by pooling their know-how, experience and expertise to jointly produce Slumdog Millionaire. These companies formed a business relationship with France’s Pathe to distribute this film. In the UK Pathe helped create the poster, trailer, website, etc. In the USA the film found another distributor after being nominated for the Oscars.


Viral Marketing

Definition: A marketing technique aiming at reproducing "word of mouth" usually on the internet and through existing social networks. YouTube Video pastiches, trailers, interviews with cast members, the director, writer, etc. You can find interviews of “the talent” trying to gain publicity for your case study films on YouTube. Find some clips from the films we have studied to help you in the exam.
Guerilla MarketingDefinition: The use of unconventional and low cost marketing strategies to raise awareness of a product. The aim is usually to create “buzz” and “word of mouth” around a film. Unusual stunts to gain publicity (P.R.) on the film’s opening weekend, etc.

Examples:
Sasha Baron Cohen created “buzz” before the release of his film “Borat” by holding fake press conferences. The studio also accessed the popularity of YouTube by releasing the first 4 minutes of the movie on YouTube, a week before it’s release, which can then be sent virally across the nation. At a special viewing of “Bruno” Cohen landed on Eminem “butt first” from the roof MTV Awards venue, dressed in as an angel outfit with rents in the rear end.


Media Convergence
Definition 1: Convergence of media occurs when multiple products come together to form one product with the advantages of all of them. 

 

Examples:
More and more films are being marketed on the Internet and on mobile phones. You no longer need even to buy the DVDs or CDs as you can download films and music directly to your laptop, Mac or PC. Blue Ray DVDs can carry more features than ordinary DVDs and can be played on HD televisions and in home cinemas for enhanced/cinematic picture quality. You can save films on SKY digital, Free-box digital players, etc. You mobile phone has multiple features and applications. With media and technological convergence this is growing year on year. Play-Stations, X-Boxes and the Wii can can connect with the Internet and you can play video games with multiple players.


Technological ConvergenceDefinition 2: The growing interractive use of digital technology in the film industry and media which enables people to share, consume and produce media that was difficult or impossible just a few years earlier.

Examples:
For instance, the use of new software to add special effects in editing; the use of blue-screen; using new types of digital cameras like the one Danny Boyle used in “Slumdog Millionaire” (The Silicon Imaging Camera to shoot high quality film in tight spaces); you can use the Internet to download a film rather than go see it in the cinema; you can watch it on YouTube; you can use special editing programs like Final Cut Pro to edit bits of a film, give it new soundtrack and upload it on YouTube; you can produce illegal, pirate copies on DVDs from downloads and by converting the film’s format; you can buy Blue Ray DVDs with greater compression which allows superior viewing and more features on the DVD; distributors can use digital software to create high concept posters; cinemas can download films to their projection screens and do not have to depend on a van dropping off the film! The is also the Digital Screen Network. There are tons of ways in which technological convergence affects the production, distribution, exhibition and exchange by prosumers. ( A prosumer is someone who not only consumes (watches films) but also writes about them the Net, blogs and make films out of them, often uploading them on sites like YouTube, etc.

A Mainstream Film

Definition: A high budget film that would appeal to most segments of an audience: the young, boys, girls, teenagers, young people, the middle aged, older people, the various classes in society. Distributors often spend as much or more than the film cost to make when distributing mainstream films that are given wide or universal releases.


Example:The Boat That Rocked was a mainstream idea and was given the mainstream treatment on wide release. The film flopped at the UK box office on release ( and has not done too well since mid November 2009 on release in the USA. This was mostly because of its poor reviews, particularly from “Time-Out”. However, when young and older audiences see the DVD they generally like the film because of its uplifting storyline and the well-chosen soundtrack.


Art House Films

Definition: A low budget independent film that would mostly appeal to an educated, higher class audience who follow unusual genres or like cult directors that few people have heard of. Therefore it is usually aimed at a niche market. Foreign films often come under this category.


Examples:
The low budget film, Once (2007) which found a specialised, boutique distributor in Fox Searchlight fits this label. (FOX the mainstream company usually distributes big budget film and blockbusters); So does “Juno” from 2008 which began as a low budget film about teenage pregnancy that the big studios thought too risky to touch – but it found popularity through its touching storyline, engaging music and its Oscar nomination for best script. Like “Slumdog Millionaire” the film crossed over between art-house cinemas and audiences to mainstream ones because of the recognition it received from Canadian film festivals and award ceremonies like Britain’s BAFTAS and the Hollywood’s Oscars.


Ratings bodies BBFC - The British Board of Film ClassificationHow your institutions films are rated will affect audiences in so far as WHO can see them. Remember that sex scenes, offensive language, excessive violence, the use of profanity, etc. can affect the rating and certificate the film receives and therefore affect who is able to see the film.

Why Are Films Made?

Now you 'know' how a film is made, you're going to look into why a film is made.

Mark Kermode believes it is impossible for a Blockbuster to lose money if they just follow some simple rules. Those rules are

1. A newsworthy budget
2. Spectacular visuals
3. NOT be a comedy
4. Include an 'A list' star

These rules can be seen to fit into the five categories of film production
Pre Production (all the stuff that happens BEFORE you begin filming)
Production (all the stuff that happens whilst filming)
Post Production (all the stuff you do after filming to put the film together)
Marketing (advertising your film)
Distribution (how the film is sent to cinemas, how long its on in cinema and how many screens is it on)

Four Quadrant Picture

A Four Quadrant Picture is a marketing term used to describe a film targeted to all audience quadrants: men over 25, men under 25, women over 25, women under 25. 

Usage
In the movie business, and it is most definitely a business, everyone is looking to maximize the audience for their picture. A four-quadrant picture is that magical type of film that attracts parents and kids, men and women, and brings in huge amounts of revenue on opening weekend. In the term “four-quadrant,” the quadrants refer to gender (male and female) and age (under 25 and over 25). 
For most studios, the goal is to get enough details to line up so that they have broad-based, family-friendly appeal in designing a blockbuster or four-quadrant film. An important aspect of getting that appeal is the ratings system. An 18 Rating can be the kiss of death for a studio trying to market a film featuring pre-teen characters. A lowering from PG-13 to PG can mean millions more in revenue as parents feel more comfortable bringing young children to a given film like Evan Almighty.

Examples
One of the most famous four-quadrant, blockbuster films is Star Wars and all of its sequels. Jaws is another landmark blockbuster film. Other more current examples include Night at the Museum, Journey to the Center of the Earth, Shrek (1-3), Spiderman (1-3), Pirates of the Caribbean (1-3), andWall-E.

Implications
Another interesting by-product of the rise of four-quadrant films in the industry is cross marketing. Those films often are associated with toys and other products that both advertise the film and bring in revenue on their own. In addition, four-quadrant films are powerful vehicles for product placement advertisers looking to show their wares to the largest audience possible.
On the down side, many wonder how much effort is placed on credible, engaging story lines as opposed to marketing opportunities in these behemoth cinematic endeavors.

The Seven Key Areas Of Audience And Institutions - Translations

• 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?)
• 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?)
• 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 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)
• 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?) 
• 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?)
• the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour. (what is your opinion on the above? Do you see the developments as a good or bad thing?)

The Big Six

Major Film Studios

A major film studio is a film producer and production company that releases a substantial number of films annually.

The Big Six film studios are:

1. Warner Bros. Pictures. Comprising a whopping 19.7 percent of the US/Canadian market share (2007 figures), Warner Bros. Pictures is the biggest player in the film industry. Securing the rights to major films like Harry Potter, Superman, Batman, The Matrix and Star Wars have made Warner Bros. the No. 1 name in the business.

2. Paramount Pictures. With 15.5 percent of the US/Canadian market share (2007 figures), Paramount Pictures continues to be one of the most successful film production companies in the world. Star Trek, War of the Worlds, the Mission Impossible series, Transformers and Tropic Thunder are just a few of the popular films produced by Paramount Pictures.

3. Walt Disney. One of the most renowned film production companies in the history of the business, Walt Disney now holds 15.3 percent of the US/Canadian market share (2007 figures). With highly successful movies like Pirates of the Caribbean, National Treasure, Meet the Robinsons and Enchanted, there's no doubt that Disney will continue to play a key role in the industry for years to come.

4. Columbia Pictures. Comprising 12.9 percent of the US/Canadian market share (2007 figures), Columbia Pictures remains a big player in the business. Some of this company's recent successes include Casino Royale, The Da Vinci Code, the Spider-Man series and Step Brothers.

5. Universal Studios. 12.2 percent of the US/Canadian market share (2007 figures) belongs to Universal Studios, which continues to make millions for the film industry. With major hits like the Bourne series (Bourne Identity, Bourne Supremacy and Bourne Ultimatum), The American Pie series, Knocked Up, American Gangster and The Incredible Hulk, it's very clear that Universal Studios knows what it takes to make money in this industry.

6. 20th Century Fox. Also known as "Twentieth Century Fox," this highly successful movie production company makes up 11.9 percent of the US/Canadian market share (2007 figures). Some of the biggest and most successful movies from this empire include the X-Men series, Mr. and Mrs. Smith, Star Wars Episodes II and III, and the Fantastic Four.

Roughly 9/10 films in the UK are seen as a result of these distributers

Dredd Presentation (lauren bolton)

Script For Dredd (with Lauren Bolton)

Script for Dredd Final

Background on Dredd 2012

These facts are based on the film Dredd. The director of the film was Pete Travis, he has also directed other films including... Vantage Point (2008), Omagh (2004) and many others. The stars of this film are Karl Urban and Olivia Thirlby. They are the two main judges of this film. The release date was the 7th September 2012. People rated this film a 7/10. The film is a violent futuristic city where the police have the authority to act as judge. It was released in the US USA India and  South Africa. It was certificated an 18 and the genre was a sci-fi and action film, the running time of the film was 95 minutes and it could also be viewed in 3D. The tag lines were that judgement was coming. The studios it was filmed in were, Cape Town Film Studios, Cape Town, Western Cape, South Africa. The budget of this film was an estimated $35.000,000, on the opening weekend, 21st september2012 it made $6,278,491 and finally the gross of the film was $13,401,683 in the USA on the 26th October 2012.The special effects used are slow motion, the director, Pete wanted to stretch timeso that 20 seconds would become 2 minutes in reality. He used a drug to slow time down, this was called 'slo-mo' so as actors were falling, the camera angles and shots can all be shot and show in slow motion. The camera shots and angles were used were varied from a wide angle to a close up shot, close up shots were used to show peoples reactions and facial expressions. The mise en scene is used throughout. However when the film was given the greenlight in film production and was shown in cinemas and sold on the shelf for the first time the movie unfortunatly lost a mass amount of money.

The films big marketing scheme was a site it was published in august 2012 and was called the virtual advertising site, the site featured a video condemming the use of slo-mo and new links about the film. Also many posters and adrvertisments were used to spread the news about this film that was coming soon. This film recived awards from the IMP which was the internet poster awards. Other awards won were and Empire award for the best film produced in 3D and a Golden Trailer award fpr the best thriller TV spot. My personal opinion of the film was unexpected, when we first started to watch the film i didnt think i woyuld enjoy it because it seemed like a typical 'boys' film however, becase on of the main characters was a filmale i think this is the reason i enjoyed it more as i could relate to the film. I would reccomend this film to others as it has a fast paces and creates tension and gives you an adrenilin rush whilst watching the film.

Dredd Film Review

This is a review on the film dredd, it's an 18 although through a 16 year olds eyes i can see features of the age, the film was surprising and quite gruesome. I thought that it was a disappointment that we never got to see the main characters face as his helmet was always on. The film dreadd is based on a famous comic book that's still sold in our shops today. The comic is a huge success however, the film didn't do so well. Dredd is a violent, futuristic city where the police have the authority to act as judge.The two man characters Karl Urban, Olivia Thirsty acted as the two judges 'Dredd' and 'Anderson'. The judge Anderson is sidekick, and can read peoples minds and tell exactly what is going on in someones head. And dredd is the main famous judge that everyone knows. The judge's mission was to find ma-ma and give her the sentence of death. They faced many tasks along the way to get to the level 200 to come face to face with ma-ma, and when they approached her, she had set a transmitter to her heart beat that if her heart stopped beating the whole of peach trees would go up. Ma-ma was proved wrong when she fell from level 200 and finally landed and came straight to her death when she landed, the whole of peach trees never did go up in flames so obviously it was all a set up. People have rated this film a 7/10 which i think is slightly generous. In my opinion i would give it a 5.5-6 as its not my type of film, however i surprisingly enjoyed it, at first i didn't think i was going to like it as it seemed a typical 'boys' film, although i was surprised as the film went on as it had a female actress as one of the main characters. The film is based on the peach trees estate, a 200-storey slum tower block that is put under lock down, as ma-ma wants these two judges dead. The director was Pete Travis wanted to create the special effects of slow motion so they could stretch 20 seconds to 2 minutes, he achieved this. He used a drug to slow time down, this was called 'slo-mo' so as actors were falling, the camera angles and shots can all be shot and show in slow motion. The camera shots and angles were used were varied from a wide angle to a close up shot, close up shots were used to show peoples reactions and facial expressions. The mise en scene is used throughout. Unfortunately this film was not a success as it lost a significant amount of money. I feel the reasons for loosing money were that the main judge's face was never shown, and it always carried the same tune of music which caused the views to get bored of the film. I think that many improvements could be made to this film, and that if it was a success and part 2 could have been produced. I would recommend this film to other viewers of a similar age as it's not quite what you'd expect.