Skyfall Who produced the film Barbara Broccoli and

Skyfall

Who produced the film? Barbara Broccoli and Michael G. Wilson. Both had been producers for previous James Bond films from the franchise. Part of Eon productions.

Distribution company Skyfall was distributed by the Distribution company Metro – Goldwyn – Mayer (MGM) and Columbia Pictures. Other films MGM have distributed: • The girl with the dragon tattoo • Legally Blonde Other films Columbia Pictures have distributed: • Spider man • Men in black

Who directed the film? The director of Skyfall was Sam Mendes, he also directed the latest James Bond film Spectre. He is also known for directing stage musicals such as Charlie and the chocolate factory.

What was the Budget? Budget $150– 200 million

Who are the stars in Skyfall? • Daniel Craig – also in Casino Royale, Quantum of Solace, and Spectre. • Javier Bardem • Ralph Fiennes- also well known for playing Voldermort in the Harry Potter franchise • Naomie Harris – also is in Spectre • Judi Dench – Actress and Author

Production • Filming was scheduled to take up 133 days but it only took 128 days. • Filming for Skyfall began in and about London, including the National Gallery, Smithsville, Vauxhall Bridge, and foreign locations such as Istanbul, in Turkey and Shanghai, and in Macau in China. • Overall, the European market was subdued in 2012 compared with other major international cinema markets, with reports of box office gains of 5. 9% in the USA and 33% in China (making China the world #2 territory after the USA)…

Global implications • The film set part of the action in Shanghai, largely to appeal to the Chinese market. However, because there were some politically and culturally controversial narrative elements in Shanghai and Macau, some edits were made to the film when it hit Chinese cinemas. • China has a cap on the numbers of foreign films it shows, and refuses to screen those that criticise the country or its government. However, the size of audiences in China make it a lucrative market. • To create a Chinese cut is becoming a common practice; other films which have been amended for Chinese audiences include Mission: Impossible 3, Pirates of the Caribbean: At World’s End and Men In Black 3 as well as Iron Man 3.

Case Study – Skyfall (2012) Global implications – Chinese edits • The scene where Patrice shoots a Chinese security guard was cut. • The scene where Bond and Severine are at a Macau casino and he enquires if her tattoo is the mark of an infamous prostitution ring remains intact but the subtitles have been changed to refer to a gang. • References to prostitution and corruption in China have either been edited out or obscured in the subtitle translations. • Subtitles were also changed to hide references to torture by the Chinese security forces when Silva makes reference to being tortured by the Chinese government after working for MI 6 in Hong Kong. This had been softened in the Chinese cut, with all references to China removed. • Global implications of James Bond’s goofy skit with the queen at the London 2012 Olympics opening ceremony - a stunt that may not have had Skyfall's enigmatic name anywhere on it, but pointedly raised awareness of the agent's return to a global audience of a billion.

Global achievements • first Bond film to cross the $1 billion mark worldwide • the 7 th highest-grossing film of all time • the highest-grossing film in the UK • the highest-grossing film worldwide for Both Sony Pictures and MGM • Second highest-grossing film of 2012

Release Schedule for Skyfall 2011/12

• It was the first James Bond film to be screened in IMAX venues, although it was not filmed with IMAX cameras. The film’s release coincided with the 50 th anniversary of the James Bond series, which began with Dr. No in 1962. • The decision to make SKYFALL the first in the franchise to be released in IMAX has already proved hugely successful - it took $3. 5 million in 79 locations over 15 territories, averaging $45, 000 per screen. That represents the best international opening in IMAX history

Distribution • The film was released in the UK on 18 February 2013 on DVD and Blu-Ray, and in North America on 12 March 2013 by 20 th Century Fox Home Entertainment. • Heineken is backing the marketing drive with digital activity on Google and social media marketing on Facebook.

Advertisment • Skyfall was marketed traditionally through posters on various Billboards around the centre of London, on billboards in tube stations and posters on buses. There were even complete trains covered with Skyfall ads. "To mark its unprecedented success at the UK box office and its release on Blu-ray and DVD, ‘SKYFALL’ has become the first film to lend its name to a train in the UK, after the East Coast train was unveiled on Platform 007 at London King’s Cross Station today. “ • Visit. Britain, the official tourism and destination partner of SKYFALL, has launched its first film tourism ad. The Bond is GREAT Britain ad is out in cinemas around the world reminding people that there is no better time for them to come to Britain and explore the home of James Bond. • In a tie-in, act of synergy, Heineken stumped up over £ 28 m for the privilege of seeing Bond sip from a green bottle in an early scene. This was combined with a successful TV advertising campaign used Heinekin to promote their beer, using scenes from the film (and other Bond films, such as Dr No). Craig himself has been a diplomatic spokesman on the issue, acknowledging that their reliance on brand associations is “unfortunate”. • However, the use of brand association in the film has been great, with product placement such as Tom Ford suits and Sony Vaio laptops leading to additional promotion of the film through product advertising on TV and in print ads.

SOUNDTRACK - SYNERGY • The soundtrack album was released on 29 October 2012 in the UK and on 6 November 2012 in the US. • In October 2012, British singer-songwriter Adele confirmed that she had written and recorded the film's theme song with her regular songwriter, Paul Epworth. • She posted the cover for the Skyfall sheet music on Twitter.

Audience targeting • The film was targeted at a global audience, especially considering the Olympic skit brought the film international attention. The film was edited for a Chinese audience, however. • Aimed at a mainstream audience (and the James Bond franchise fanbase) - as the narrative is constructed around action and drama with an accessible plot, featuring heroes and villains. Film’s action scenes appeal to a mass audience (certain scenes been edited to additionally appeal to the Chinese audiences – this is because China has become the world's second-biggest movie market) • Narrative - Skyfall reveals information on Bond’s childhood which other Bond movies have not focussed on. This offers an additional pull to the conventional Bond narrative, which would appeal to dedicated fans of the franchise. As this was a 50 th anniversary film, there were certain elements that were 'special'.

Audience positioning • There is an ethnocentric positioning in the film's opening. Bond chases Patrice through the streets of Turkey, but appears to act as if he in a position of authority there. No regard is given to the safety (or sovereignty) of Turkish citizens in his actions - it as if the UK's interests are of higher importance. • The audience are further positioned to see the UK a force for good in the world, through the use of stereotyping. The scene in a Chinese casino makes heavy use of cultural stereotypes to make Chinese culture seem almost illicit. • In the Bond/Severine shower scene heterosexual male audience are positioned through Bond’s viewpoint. We see champagne and two glasses prepared on Severine’s boat in the foreground of one shot, and Severine is wearing a seductive dressing gown awaiting Bond’s arrival. Bond does not turn up. This is positioning the audience to see Bond's advances on Severine as invited, rather than predatory.

Shifty

Who produced and who directed the film ? Rory Aitken and Ben Pugh produced Shifty. Both these producers have not produced anything else. Shifty was written and directed by Eran Creevy has only directed one other film “Welcome to the punch” and several music videos.