BIRMINGHAM LOCATION REECE CONSIDERATION

BY BEN MATTHEWS

BULL RING (EXTERIOR BY THE BULL)

DESCRIPTION

• LOCATION DESCRIPTION THE AREA WAS DEVELOPED THEN OPENED IN SEPTEMBER 4TH 2003 ALONG WITH THE REST OF THE BULLRING SHOPPING CENTRE. THE AREAS MAIN ATTRACTION IS "THE BULL" WHICH HAS BECOME ONE OF BIRMINGHAMS MAIN TOURIST ATTRACTIONS MAKING THE AREA BUSY MOST OF THE TIME, ESPECIALLY DURING PEAK TIMES. THE BULL LOOKS OVER THE MAIN SQUARE OF BIRMINGHAM WHICH SPLITS INTO THE 2 MAJOR HIGH STREETS, ONE LEADING TOWARDS VICTORIA SQUARE AND THE OTHER ENDING AT THE BIRMINGHAM RING ROAD. THIS AREA ALSO HOUSES ELECTRONIC ADVERTISING BOARDS AS WELL AS ADDITIONAL ADVERTISING MATERIALS SURROUNDING THE SQUARE.

ADVANTAGES

• THE BULL IS A RECOGNISABLE LANDMARK WITHIN BIRMINGHAM AND THE UK. • THE BULL REPRESENTS ONE OF THE BIGGEST SHOPPING CENTRES IN THE UK.• THE AREA IS SURROUNDED WITH BRANDED SHOPS SUCH AS "HOLLISTER". • THE AREA IS ALWAYS FULL OF SHOPPERS WITH BRANDED ITEMS/BAGS RELEVANT TO THE DOCUMENTARY CONTENT. • ENTRANCE OF BULLRING HAS BRANDED SHOPS IN WHICH “BRANDED” IS CENTRED AROUND.• THE AREA IS VERY OPEN AND THE SET UP OF A CAMERA CAN BE QUICK AND EASY.• THE PRESENCE OF REAL SHOPPERS GIVES THE DOCUMENTARY A NATURAL HUMAN ELEMENT.• THE NEW ELECTRONIC ADVERTISING BOARD LINKS DIRECTLY TO THE THEME OF MARKETING INFLUENCE IN THE

DOCUMENTARY. • THIS AREA CAN BE CONSIDERED A "HOTSPOT" FOR THE YOUNG STUDENT POPULATION THIS IS BECAUSE (FROM PERSONAL

EXPERIENCE) IS A COMMON MEETING POINT WHEN MEETING FRIENDS IN BIRMINGHAM AS THE LOCATION IS EASY TO ACCESS AND DISTINGUISHABLE FROM ANY OTHER LOCATION.

• STUDENT PRESENCE IS ALSO DOWN TO THE TYPE OF SHOPS WITHIN THE LOCAL AREA WHICH TARGET AND ATTRACT THE YOUNG DEMOGRAPHIC OF OUR DOCUMENTARY. THESE BRANDED OUTLETS INCLUDE LEVIS, STARBUCKS, ADIDAS, HOLLISTER. THESE YOUNG PEOPLE ALSO GIVES US QUANTITIVE DATA TO WHAT EXTENT DOES THESE BRANDS ATTRACT YOUNG PEOPLE.

• IN THE SQUARE/OPEN SPACE IN PEAK TIMES SOMETIMES HOSTS A NUMBER OF EVENTS PUT ON BY BRANDS WHO USE THE SPACE. SUCH BRANDS WHICH HAVE DONE THIS INCLUDE E-LITES, SAMSUNG AND MONSTER ENERGY (OWNED BY THE COCA COLA CORPORATION). THESE BRANDS CAN BE DIRECTLY LINKED TO THE ISSUE OF BRAND OVERPRICING. THIS COULD GIVE US EVIDENCE OF HOW COMPANIES HAVE THE "ABILITY" TO PUSH UP PRICES.

DISADVANTAGES• - DUE TO THE AREA BEING BULLRING PROPERTY THERE ARE PERMISSIONS ISSUES WHEN IT

COMES TO USING A CAMERA AND TRIPODS DUE TO CONSUMER SECURITY AND HEALTH AND SAFETY.

• THERE MAYBE ISSUES WITH THE GENERAL PUBLIC BEING CONSCIOUS ABOUT BEING FILMED. • - LARGE RISK OF CAMERA OR EQUIPMENT THEFT. • - LOW CONCENTRATION DESCRIBED BRANDED SHOPS IN THE AREA IN COMPARISON TO

OTHER BIRMINGHAM AREAS SUCH AS THE MAILBOX, CORPORATION STREET, ECT. • - LARGE AMOUNTS OF TOURISTS WILL MAKE IT HARD TO GET A CLEAN SHOT OF THE

ACTUAL BULL SCULPTURE OR THE BRANDED SHOPS DISCUSSED- EG. HOLLISTER. THIS ISSUE WILL BE ESPECIALLY REVENANT DUE TO THE TIME OF YEAR WE PLAN ON FILMING WHICH IS IN NOVEMBER/DECEMBER. THIS TIME OF YEAR TYPICALLY ATTRACTS THE HIGHEST NUMBER OF TOURISTS DUE TO PATTERNS OF CHRISTMAS SHOPPING AND THE PRESENCE OF THE GERMAN MARKET, MAKING IT EVEN HARDER FOR US TO FILM THERE.

• - AREA IS IN AN OUTSIDE LOCATION SO THERE'S A HIGH POSSIBILITY OF WET OR ABRASIVE WEATHER DUE TO US BEING FORCED TO FILM DURING THE WINTER MONTHS (DUE TO SCHEDULING RESTRICTIONS) WHICH TYPICALLY HAS THIS TYPE OF WEATHER, WHICH COULD RUIN SHOTS AND EVEN DAMAGE/BREAK VALUABLE CAMERA EQUIPMENT

• -  THE AREA IS NOT COMPLETELY FLAT MEANING THERE MAY BE ISSUES WHEN FRAMING SHOTS. IF NOT COUNTERED WITH THE LEVELLER ON THE TRIPOD IT CAN MAKE FOR AN INEFFECTIVE/UNPROFESSIONAL SHOT.

• - DUE TO THE QUANTITY OF PEOPLE WHO BOTH WALK PAST AND STOP FOR THE

DOCUMENTARY RELEVANCE • DUE TO THE DOCUMENTARY BEING BASED UPON OVER PRICED

BRANDED PRODUCTS THIS LOCATIONS WOULD BE APPROPRIATE WHEN DESCRIBING THE CHARACTERISTICS OF BRAND OVERPRICING. DUE TO THE LOCATION BEING IN THE CITY CENTRE WHERE CONSUMERS COME SHOPPING FOR THESE BRANDED PRODUCTS IT WILL BE FITTING AS THIS IS GIVES THE CAMERA/THEREFORE THE TARGET AUDIENCE A VIEW INTO HOW MUCH OF A WIDESPREAD ISSUE BRAND OVERPRICING IS. SECONDLY THIS LOCATIONS FEATURES SUCH AS THE ADVERTISING BOARD AND PRESENCE OF MARKETING EVENTS BY LARGE BRANDED COMPANIES THIS LOCATION ALLOWS US TO DEPICT PERFECTLY HOW BRANDS CAN GAIN INFLUENCE THE AVERAGE CONSUMER INTO PAYING OVER THE ODDS FOR CERTAIN BRANDS. ALONGSIDE THE DISCUSSED INFORMATION IN THE DOCUMENTARY, THE IMAGES WE GAIN WHEN FILMING HERE SHOULD PERFECTLY DISPLAY THE MESSAGES WE WANT TO GET ACROSS TO THE TARGET AUDIENCE.

WHAT TYPE OF SHOTS WE WILL USE FOR THIS LOCATION?Shot type

Likelihood we will use it?

Reason?

Establishing shot/Background footage

Very Likely Due to the locations features (such as the electronic marketing board) I feel that by gaining establishing footage here the images we will capture will fit perfectly with the planned voice-over (see script) and will allow us to give the target audience a visual representation of our argument and furthermore gather actual tangible proof that the techniques used by firms to overprice branded products are real and are happening right in front of our/the target audiences eyes. The only thing that puts this locations use into doubt would be the weather of the day of filming as due to the limitations of time and resources we are unable to take several days to film in this location.

Vox-Pops Unlikely One of this locations main attractions is that it has a great presence of our primary target audience in this location but this benefit is somewhat negated. This is because due to scheduling regulations at college we must go out to film firstly in college terms meaning that the young student target audiences would likely be at school/College/University during the week when we film, furthermore due to me having to go to Birmingham during mid day this means that we film off peak time as our primary target audience will likely will be occupied at college/university lectures. This means that non/very few of our supposed target audience will be available to give Vox Pop interviews. Without doing the interviews with individuals who fit the primary target audience it means that the documentary may not appeal to the primary target audience (see target audience analysis). Because of this the effectiveness of the documentary when presenting these arguments and counter arguments will be hindered making the documentary ineffective. Another reason for not filming this feature here is due to the background noise which would likely hinder the effectiveness of the Vox pops as the responses from our sample may be overpowered on the recording making for unprofessionalism in the documentary. This problem is worsened by the greater influx of people in the location due to the location and also the general loudness of Birmingham as on average Birmingham is the 2nd noisiest city in the UK with an average decibel reading of 79.1. (http://news.bbc.co.uk/1/hi/england/6320799.stm)

Expert Interview

Not used We will defiantly not use this location for the purpose of the expert interview. The simple reason being this is that we have already pre-arranged expert interviews and meeting points which are appropriate to the individual we are interviewing (eg– Business teacher Ruth Sharp is being interviewed in her classroom). If we were to use this location for the interviews, the location would not give the audience the visual aid allowing them to link the words and action on screen. Due to the expert interview participants this location would not be relevant for either interview. Also implications of background noise in this particularly noisy location would hinder the interview quality and place in the documentary. If the background noise was apparent the documentary would sound unprofessional, even to the casual viewer.

Time Lapse Footage

Very likely Due to the amount of tourists and shoppers which visit the location, especially during our filming time we feel that this location will be most appropriate for this function. As this would feature alongside voiceover in the documentary the audio which would prove a problem in Vox pops/Expert interviews and host segments will be negated as we would mute the background noise to make way for the voiceover. I believe due to the extra people about it will make for a more effective shot due to there being more action happening on screen which would make better use of the effect and will better keep the audience engaged in the documentary. Furthermore the sleek/modern nature of this effect by including it in the documentary it may better appeal to the youthful documentary as this modern effect can better capture and maintain their attention in the documentary and its content.

EVALUATION/DECISION• I BELIEVE THAT THERE IS A HIGH LIKELIHOOD THAT

WE WILL USE THE LOCATION TO FILM IN OUR DOCUMENTARY BUT ONLY FOR THE PURPOSE OF BACKGROUND FOOTAGE WHICH WOULD ACCOMPANY THE VOICEOVER GOING ON IN THE BACKGROUND. I FEEL THIS IS AN APPROPRIATE DECISION AS THE LOCATION AND ITS FEATURES (EG- SHOPPERS) FIT IN WITH THE CONTENT OF THE VOICEOVER DIALOG ALREADY DRAFTED WHICH HAS A PREDOMINANT FOCUS ON THE SPENDING HABBITS OF THE AVERAGE SHOPPER AS SEEN IN THIS LOCATION.

BULLRING EXTERIOR (MOOR STREET STATION)

DESCRIPTION• THIS LOCATION IS A POTENTIAL AREA WE CAN CAPTURE AND

EXTREME LONG SHOT OF THE ICONIC SNAKE LIKE SELFRIDGE'S BUILDING. THE RELATIONSHIP BETWEEN THE SELFRIDGE'S BUILDING AND MOOR STREET TRAIN STATION IS THAT THE ARE PRACTICALLY PARALLEL TO ONE ANOTHER WITH THE MAIN ROAD INTO BIRMINGHAM CITY CENTRE. THIS ROADS MAIN USE IS AS A BUS LANE TO TRANSPORT PEOPLE DIRECTLY TO AND FROM THE CITY CENTRE. THE AREA IS SLOPED DOWNWARDS AS YOU WALK LEFT FROM THE TRAIN STATION ENTRANCE MAKING THE GROUND UNEVEN UNDER FOOT. AT THE BOTTOM OF THIS SLOPE THERE IS A NEON YELLOW SELFRIDGES WINDOW DISPLAY. OTHER FEATURES OF THIS AREA INCLUDE THE 8 STORY SELFRIDGES CAR PARK, THE BRIDGE UNDER THE BULLRING, PAVILIONS SHOPPING CENTRE, AND A SMALL SELFRIDGE'S EXIT WHICH PEOPLE NORMALLY EXIT FROM TO GET TO THE BUS LANES.

ADVANTAGES

• - DUE TO THE TRAIN STATION EXIT BEING SHELTERED THE CAMERA EQUIPMENT HAS SOME TYPE OF PROTECTION FROM WEATHER SUCH AS RAIN, SNOW, SLEET.

• - THE POSITION OF THE SHELTERED AREA IS IN A PRIME LOCATION TO CAPTURE AN EXTREME LONG SHOT OF THE SELFRIDGE'S BUILDING WITHOUT HAVING TO REFRAME.

• - THERE IS AN ARMARNI EXCHANGE MARKETING DISPLAY WHICH CAN BE EASILY CAPTURED WITH A LOW ANGLE SHOT FROM THE TRAIN STATION LOCATION. THIS DISPLAY LENDS ITSELF TO THE POINTS COVERING IN THE DOCUMENTARY.

• - THERE IS A MAIN ROAD WHICH IS PREDOMINANTLY USED AS A BUS LANE IS PARALLEL TO THE LOCATION. TYPICALLY ON THE BUSES THERE IS MARKETING POSTERS FOR FILMS, PRODUCTS, BUSINESSES AND SERVICES. THIS MATERIAL FITS IN WITH THE TOPIC OF THE DOCUMENTARY AND WILL HELP AID THE PRESENTATION OF THE INFORMATION SAID IN THE VOICEOVER BY THE ON/OFF SCREEN HOSTS.

• THE SELFRIDGES BUILDING ATTACHED TO THE BUILDING IS ALSO AN ICONIC AND WELL KNOWN LANDMARK IN THE UK. BY INCLUDING FOOTAGE OF THIS BUILDING WILL HELP DRAW IN THE PRIMARY TARGET AUDIENCE WHICH IS LOCAL TO THE UK AS THEY WILL RECOGNISE THIS. (SEE TARGET AUDIENCE PREZIE)

• THE INCLUSION OF THIS BUILDING ALSO CAN ATTRACT OTHER EUROPEAN AUDIENCES. THIS IS BECAUSE THE SELFRIDGES BUILDING WHICH WILL BE CAPTURED IN THIS POSITION IS STATISTICALLY ONE OF THE MOST PHOTOGRAPHED BUILDINGS IN EUROPE. THIS ACTS AS SOME PROOF THAT EVEN SECONDARY TARGET AUDIENCES WILL BE ABLE TO RECOGNISE THIS BUILDING AND RELATE TO THE DOCUMENTARY. BY APPEALING TO A WIDER AUDIENCE IT MEANS THAT THE VIEWERSHIP OF THE DOCUMENTARY AND RANGE OF VIEWERS CAN BE GREATLY WIDENED.

• IN THIS LOCATION IS PARALLEL TO AN EXIT OF THE BULLRING SHOPPING CENTRE. THIS EXIT IS POPULAR WITH SHOPPERS AS IT PROVIDES EASY ACCESS TO SHOPPERS FROM THE SHOPS, TO THE BUS STOPS. THIS MEANS THERE IS A CONSTANT FLOW OF SHOPPERS COMING OUT THE EXIT. THIS CAN BE USED TO SHOW THE VIEWS THE EXTENT TO THE PROBLEM OF BRAND OVERPRICING. THIS CAN BE DOE USING A TIME LAPSE EFFECT GIBING THE DOCUMENTARY A MODERN EDGE TO IT.

DISADVANTAGES• - DUE TO THE AREA BEING MOOR STREET STATION PROPERTY THERE ARE PERMISSIONS ISSUES WHEN IT

COMES TO USING A CAMERA AND TRIPODS DUE TO CONSUMER SECURITY AND HEALTH AND SAFETY. THIS IS ESPECIALLY RELEVANT DUE TO THE RAMPED UP SECURITY IN MAJOR TRANSPORT LINKS IN UK CITIES.

• THERE MAYBE ISSUES WITH THE GENERAL PUBLIC BEING CONSCIOUS ABOUT BEING FILMED. • - EXTREMELY LARGE RISK OF CAMERA OR EQUIPMENT THEFT DUE TO THE LOCATION BEING A BIT FURTHER

FROM THE CITY.• -THERE ARE VERY FEW SHOPS IN THE EYELINE OF THE LOCATION OTHER THAN SELFRIDGES MEANING A

LOWER RANGE OF BRAND EXAMPLES TO AID THE VOICEOVER. • - AS THE LOCATION IS RIGHT ON THE FOOTPATH AT THE SIDE OF THE ROAD, THIS MEANS THAT WHEN

FILMING, PEOPLE WILL LIKELY WALK IN FRONT OF THE CAMERA WHICH COULD RUIN A PANNING SHOT AS IT WOULD PULL FOCUS AND MAKE THE SHOT LOOK UNPROFESSIONAL.

• - ALTHOUGH THE STATION ENTRANCE HAS SOME SHELTER THE RISK OF THE CAMERA/EQUIPMENT BEING BROKEN BY WET WEATHER CONDITIONS (ESPECIALLY APPARENT IN THE WINTER MONTHS WHEN WE ARE FILMING)

• - MOOR STREET STATION'S LOCATION IS ON A DOWNWARDS SLOPE DOWN TOWARDS THE SELFRIDGE'S CAR PARK BUILDING AND IS NOT COMPLETELY FLAT MEANING THERE MAY BE ISSUES WHEN FRAMING SHOTS. IF NOT COUNTERED WITH THE LEVELLER ON THE TRIPOD IT CAN MAKE FOR AN INEFFECTIVE/UNPROFESSIONAL SHOT.

• - THE AREA WHERE THE SELFRIDGES NEON SIGN IS NOT PROTECTED BY SHELTER MEANING THAT THERE IS A POTENTIAL ISSUE WITH WET WEATHER MEANING IF STEPS AREN'T TAKEN TO PROTECT THE CAMERA THE EQUIPMENT WOULD GET TARNISHED AND DAMAGED.

• WITHIN THE ENTRANCE TO MOOR STREET STATION THERE IS NOT MUCH SPACE TO SET UP CAMERA AND TRIPODS TO GAIN FOOTAGE AS THERE IS A CONSTANT FLOW OF PEOPLE COMING OUT THE STATION. THIS MAKES IT HARD TO SET UP WITHOUT GETTING OUT OF PEOPLES WAY.

• THERE IS THE PRESENCE OF BACKGROUND NOISE FROM TRAINS COMING INTO THE STATION AND ALSO CARS/BUSES COMING INTO THE CENTRE OF BIRMINGHAM COULD RUIN SHOTS IF THE AUDIO IS RECORDED.

Shot type

Likelihood we will use it?

Reason?

Establishing shot/Background footage

Very Likely/definatly

Due to the locations iconic features in its eyeline eg- The Selfridges Building, I feel that by gaining establishing footage here the images we will capture will fit perfectly with the planned voice-over (see script) and will allow us to give the target audience a visual representation of the size and scale of brands and where they are sold by displaying one of the largest distributers of brands in the UK in the Selfridges. Furthermore by displaying a well known brand in “Selfridges” through the iconic landmark its more likely for the audience to resonate with this when watching the documentary. Like the previous location this locations use into doubt would be the weather of the day of filming as due to the limitations of time and resources we are unable to take several days to film in this location. But the due to the semi-sheltered canopy which covers the station even if the weather is bad this is also a suitable option for establishing footage without ruining camera equipment. Due to us muting the sound on establishing footage for background music and voiceovers the traffic sound would play no factor if we used this location for establishing footage.

Vox-Pops Unlikely • Being in the city centre the amount of background noise could be substantial and ruin the footage making the voxpops unclear.

• Due to being at the entrance to a train station and at the side of the main road will make the background noise even greater.

• There may be an issue when stopping people for voxpops due to it being next to the only entrance/exit of the train station, it may create congestion from people leaving and exiting the train station.

• As apposed to the city centre there may be less people to interview who fit the demographic we are targeting.

Expert Interview

Not used • Due to the noise from people, trains and vehicles this would be a very inappropriate place to set up an expert interview as the attention should not be distracted away from the expert which could not happen.

• Due to the experts already being arranged the setting also wouldn’t fit the expert as with the experts we aim for a specific mise-en-sen which helps give the audience a further representation of who they are and this setting would not fit our documentary.

Time Lapse Footage

Very likely • Due to the many features such as the exit to Selfridges and the main road being within camera line of this location by capturing these in an extreme long shot it would be effective to capture the imagery of a “Bustling city” which is associated with the theme of the documentary.

• Due to the area being very recognisable by capturing a time-lapse here it as an establishing shot as the target audience would likely be able to recognise it, relating better to them and grabbing their attention much more effectively.

EVALUATION/DECISION • I BELIEVE THIS AREA IS WORTH CAPTURING FOR

ESTABLISHING FOOTAGE TO ADD AS A VISUAL AID TO THE VOICEOVER. EXAMPLES OF WHERE THIS CAN BE USED IS WHEN THE HOSTS INTRODUCE THE EXPERT INTERVIEW FROM LUCY STOCKTON (SELFRIDGES FLOOR MANAGER). THIS CAN BE DONE BY PUTTING THE ESTABLISHING SHOT OF THE FAMOUS SELFRIDGES BUILDING OVER THE INTRO TO GIVE THE AUDIENCE A VISUAL UNDERSTANDING OF WHAT SELFRIDGES IS AND HELPS GIVE THE LEGITIMACY TO BOTH THE EXPERT LUCY AND “BRANDED” AS A DOCUMENTARY. I DON’T FEEL ANY AUDIO WORK SUCH AS VOX-POPS SHOULD BE FILMED IN THIS LOCATION DUE TO THE LOAD BACKGROUND NOISE OF THE AREA AND THE LIMITED FILMING SPACE WE HAVE THERE MAKING THE QUALITY OF THE AUDIO ELEMENTS POOR, AND DRAGGING DOWN THE DOCUMENTARY'S PROFESSIONALISM.

STARBUCKS SELFRIDGES BIRMINGHAM

DESCRIPTION • THIS AREA IS IN THE INTERIOR THE SELFRIDGES ON THE BOTTOM OF THE

FLOOR. THIS AREA IS OWNED AND OPERATED BY STARBUCKS COFFEE AND OPENED WHEN SELFRIDGES OPENED IN THE BULLRING. THIS AREA IS QUITE SMALL AND ONLY ABOUT 15X15 METERS LARGE. WITH AN ARRANGEMENT OF BOTH LOW STANDING COFFEE TABLES AND SOFAS AND HIGH STOOLED CHAIRS AND TABLES IT HAS A QUINTESSENTIAL COFFEE/LIVINGROOM DÉCOR. WITH THE COUNTER IN THE CENTRE OF THE SHOP AND THERE A HALLWAY OF TABLES BEHIND THERE IS PLENTY OF ROOM FOR CUSTOMERS TO CHOOSE FROM WHEN CONSUMING THEIR PURCHASE IN THE SHOP. AT THE BACK OF THE AREA THERE IS A LARGE PANE OF WINDOWS STRETCHING FROM THE FLOOR TO 4 METERS UP WITH THE ADDITION OF GLASS DOORS WHICH LEAD OUT ONTO A BALCONY OVERLOOKING ST MATINS CHURCH AND THE MAIN ROAD INTO BIRMINGHAM CITY CENTRE. DUE TO THIS LARGE GLASS WINDOW THE AREA IS HAS MUCH NATURAL LIGHTING MAKING IT INCREDIBLY LIGHT INSIDE.

ADVANTAGES• DUE TO THE AREA BEING INSIDE IT MEANS THAT THE AREA IS PROTECTED FROM THE ELEMENTS

SUCH AS RAIN AND WIND WHICH CAN TARNISH FOOTAGE AND AUDIO.• THE AREA IS INSIDE ONE OF THE BIGGEST BRAND DISTRIBUTORS IN THE UK (SELFRIDEGES)

WHICH IS SUPERBLY RELEVANT TO THE TOPIC OF OUR DOCUMENTARY. • THIS LOCATION IS ALSO OWNED BY THE STARBUCKS, WHICH IS ONE OF THE BRANDS BEING

SPOKEN ABOUT IN THE DOCUMENTARY GIVING IT EXTRA SIGNIFICANCE. • THIS AREA IS EXCEEDINGLY POPULAR WITH THE YOUNG TARGET AUDIENCE WE ARE TARGETING

IN THIS DOCUMENTARY.• VERY LITTLE BACKGROUND NOISE, COMPARED TO OTHER LOCATIONS. • THIS LOCATION OFFERS A CASUAL/SPACOUS AREA FOR FILMING. • DUE TO THE AREA BEING IN SELFRIDGES THERE ARE MANY SHOPPERS AROUND WITH

SELFRIDGES BAG GIVING A PERFECT REPRESENTATION FOR THE AVERAGE CONSUMER. • DUE TO THERE BEING MASSIVE WINDOWS THERE IS MUCH NATURAL LIGHT FLOWING INTO THE

AREA, THIS THEREFORE NEGATING THE NEED FOR LIGHTING EQUIPMENT DURING THE SHOOT.

DISADVANTAGES• THERE MAY BE PERMISSIONS ISSUES WITH FILMING IN THIS LOCATION

DUE TO THE PROPERTY BELONGING TO SELFRIDGES AND STARBUCKS. DUE TO THE LOGO AND LOCATION BEING USED IN OUR DOCUMENTARY THERE COULD POSSIBLY BE ISSUES WITH COPYRIGHT OR BRAND USE ISSUES.

• THE NATURAL LIGHT COULD ALSO DISADVANTAGE US AS THE LARGE WINDOWS MAY GIVE OFF TOO MUCH GLARE AND RUIN SHOTS IF THE LIGHT EXPOSURE IS TOO GREAT.

• DUE TO THE SELFRIDGES STORE AND STARBUCKS BEING A CONSTANTLY POPULAR AND ACTIVE LOCATION THERE MAY BE ISSUES REGARDING FILMING THE GENERAL PUBLIC IF THEY DON’T WANT TO BE INCLUDED IN THE DOCUMENTARY.

• THE CONSTANT TRAFFIC AND FLOW OF CUSTOMERS COULD CREATE A RISK OF MUCH BACKGROUND NOISE AND PEOPLE INTERFERING IN SHOTS.

• SELFRIDGES ALSO HAS A REPUTATION OF ITS ATMOSPHERE MUSIC ON THE SHOP FLOOR BEING INCREDIBLY LOUD WHICH COULD MAKE AUDIO LESS PROFESSIONAL IN THE DOCUMENTARY.

Shot type

Likelihood we will use it?

Reason?

Establishing shot/Background footage

Possibly/unlikely • The suitability of this location for this documentary, by including this location it will be relatable to the audience and give them a visual interpretation of what a brand image entails, in this case being the environment of Selfridges as a whole including brand logos, products and location features.

• The permission issues may stop us from filming in the interior of Selfridges due to the risk it carries with filming there. • By having long shots for establishing footage there is a greater issue with customers who would not feel comfortable being

filmed.• The obvious presence of branded presence would help us encapsulate the real int of our documentary which is that brands

are everywhere and control our lives.

Vox-Pops Likely • Due to the people who visit this location are actually customer of a branded shop (Starbucks/Selfridges) they themselves have first hand have brought branded goods which would make for good insight into how aware they are of brand overpricing.

• Starbucks/Selfridges may have an issue with us interviewing their customers as they may consider it harassment. • The background music in store may hinder the audio quality of the vox pops.• The people we interview could be considered inappropriate for our target audience. This is because by the filming

schedule can be considered off peak for students/young people meaning we would be unlikely to find anyone here which would fit in with the theme of the documentary.

Expert Interview

Very Likely • Due to our second expert Lucy Stockton working within Selfridges this will fit perfectly as it can give the audience a visual aid from the background as to who Lucy is and the environment she works in.

• This location will be easy for us to set up an expert interview as there are furnishings such as tables and chairs for us to use making it more conventional.

• There may be customers around who may disrupt the interview resulting in retakes. • The background music and sound ,ay disrupt the audio from the interview.

Time Lapse Footage

Unlikely likely • Due to the constant flow of customers the continuous movement could be effective, especially when giving the representation of constant consumer sending.

• Due to the long shot nature of the conventional time lapse and the limited space of the area it may be hard to perform the shop.

• There may be permissions issues when including the brand in the shot.• Customers may feel uncomfortable when filming.

EVALUATION• I BELIEVE THIS AREA IS WILL BE ESPECIALLY USEFUL WHEN CONDUCTING ORGANISED SEGMENTS OF THE DOCUMENTARY SUCH AS VOX POPS AND EXPERT INTERVIEWS. I BELIEVE DUE TO THE CONNECTION TO THE STORE THAT OUR EXPERT HAS IF WE GAIN PERMISSION TO FILM IN THIS AREA IT WILL BE BENEFICIAL TO THE PROJECT THAT WE CONDUCT OUR EXPERT INTERVIEW HERE AS IT CARRIES GREATER CONTINUITY WITH OUR EXPERT AND MISE-E-SEN.

• I BELIEVE HAVING THIS AS A VOX POP LOCATION IS LESS LIKELY DUE TO THE IMPLICATIONS WITH ASKING CUSTOMERS TO PARTAKE AND THE ISSUE OF PERMISSIONS FROM STARBUCKS AND SELFRIDGES.

• I DON’T BELIEVE WE WILL USE THIS AREA FOR ESTABLISHING FOOTAGE DUE TO THE SIZE OF THE AREA WE ARE PLANNING OF FILMING AND THE GREATER IMPLICATIONS WITH BRAND IMAGES IN OUR DOCUMENTARY.