Kerrang!

Ownership:

Kerrang! was sold by Bauer Media Group to Wasted Talent.
They now own the Kerrang! website and the K! website.

It started in 1981 where they published a one off magazine. It then launched monthly and soon became fortnightly and weekly in 1987. It was originally owned by United Newspapers.
In 1991 it was sold to EMAP
In 2008 it was sold to Bauer Media Group
In 2017 it was sold to Wasted Talent

They want to change Kerrang! from a weekly magazine to a monthly magazine as there isn't enough scope or quality.

Bauer Media Group retained ownership of Kerrang! Radio while Box plus Network owns Kerrang! TV.


Advertising:


Diversification:

This is how a product changes itself across different media platforms.
For example, having Kerrang! Magazine, Radio, TV, Youtube.
Bauer is a conglomerate who owns Karrang! radio, Mojo magazine, Kiss, Magic etc



Explain how online technologies can be used to enhance traditional advertising methods. You must use real media products/examples to support each of your answers.

Social media is a big factor that enhances traditional adverting methods. Through the use of below the line adverting, Kerrang! were able to find prosumers to interact with their products. They used Facebook advertising that targeted specific potential customers that may be interested which helped them generate new consumers.

Kerrang! created an app which is a great form of an online technology accessible to the public. The purpose of doing this is to make it easier for the consumer to be able to view their magazine articles or listen to their radio. They use this advanced technology to target younger people who are able to download the app and read/listen to their content.

Their Youtube channel is also another key digital platform where Kerrang! are able to market and advertise their products. This could be done by promoting their magazine or radio stations, or showing some of the interesting stories related to their genre of rock music.

Masthead - The masthead is located at the top of the front cover. It is quite loud, bold and distressed which emphases the rock genre of the magazine.  It is a sens serif font which displays informality. It is a white eroded colour which is powerful and stands out.

Colour scheme - There is a black, white and purple colour scheme which relates to the rock genre. Rock is very black and white however purple is quite a deep and strong colour which reflects the heavy nature of the genre.

Cover lines - The cover lines include other artists which relates directly to the genre as they are rock artists. They are texted in many different colours to make them stand out and illustrates the artists individuality. 

Barcode - The barcode is in the bottom right hand corner of the magazine. It displays the logo of Kerrang! and includes the website and price for the customer to see exactly what it will cost them.

Strapline - There is a strapline at the bottom of the magazine which also mentions many other rock artists that the reader would be able read about in the magazine if they were to purchase it.

Skyline - There is a skyline at the very top of the magazine which shows that the magazine covers a review of a band. 

Puff - There is a puff situated in the top left corner of the magazine in a bright yellow to catch the attention of people walking past the magazines. It tells the reader that there are six posters in the magazine which is an incentive for them to buy this magazine over any other.

Main image - The main image is a picture of a band of five with one main artist in the middle.

Main feature article - The main feature article is underneath the big bold text of the bands name. It includes a statement about them to make them seem interesting to read about.

Film Audiences

Frozen

Box office:

Budget: $150,000,000 (estimated)

Opening weekend USA: $243,390,000 - 24th November 2013

Gross USA: $400,738,009

Cumulative Worldwide Gross: $1,276,480,335

Why do Disney films tend to appeal to adults and children alike?

Many adults go to these movies just to take their children however Disney use quite a lot of adult content in their movies so they are just as intrigued as the younger audience.

In addition, due to the characters, it is interesting to any audience. Younger kids love seeing funny and cool characters while the adults enjoy both the story line of the movies due to the emotional connection, and because of the nostalgia of movies they used to watch its more intriguing.

Children talk to their toys at home and the reality of the funny characters come to life is incredible to see for them.

This source tells us that nearly double the number of men went to rate the film. This suggests more men went to see the movie, however this is quite misleading because it could just mean more men went on to vote. It is limited as it doesn't say the number of males and females who actually went to watch the movie.

In addition, 18-29 year olds rated it the best, and under 18's rated the movie the worst. The most votes out of any age range came from these ages therefore we can conclude it was both most watched and most popular from this age range.

81% of people who went to see the movie were family members.

Almost 20% of people were not families which is around $18 million ticket sales.

Animated and young adult films offer a simple, pure form of escapism. 

Street Dance 3D

Box office:

Budget: £3,500,000 (estimated)

Opening weekend: £2,493,948 (UK) - 23 may 2010

This source shows us that again more males votes than females. It was a similar number of votes up until the age ranges of 30+ and then thats when more males voted. 

Furthermore, the females rated the movie more highly than the males in all age ranges which suggests it appeals far more to females than males.

It got an overall vote of 6.0 and a top 1000 vote of 4.9 which is a very average score.

World's end

Box office: 

Budget: $20,000,000 (estimated)

Opening weekend USA: $8,790,851 - 25th August 2013

Gross USA: $26,004,851

Cumulative Worldwide Gross: $46,089,287

This source shows an even larger difference between the number of males and females that voted on the rating of the film. This could demonstrate a correlation that males generally vote more than females even if more males don't actually watch the movie.

BBFC

Classifications: 

Frozen (PG)

Street Dance 3D (PG)

World's End (15)

Uses and gratifications theory:

An audience wants to:

1. Be informed or educated
2. Identify with characters of the situation in the media environment
3. Simple entertainment
4. Enhance social interaction
5. Escape from the stresses of daily life

Frozen is a mainstream movie as it targets both older and younger generations, as well as any gender. The main audience of Frozen and most Disney movies are younger children from the ages of around 5-12. This is due to the animated cartoony nature of the film. However, due to the emotional connection and the interacting storyline it also targets older men and women up to any age. 

People from the ages of around 18 - any age is their secondary audience as it does interest them but they are not the primary target when producing the film.

The main use and gratification of the movie is for entertainment purposes. This is due to the fun, interesting and interactive nature of the film which intrigues all children to watch it for fun. However, there is also an element of educational purpose in the film, as it is teaching and informing young children how to do things as well as speak properly. There could be a factor of escapism for the adults who watch the movie as it is set in an imaginary world and is animated to be a surreal movie. This is because there are characters such as a living snowman which could bring people into a completely made up world, escaping from the reality of the world they live in.

The World's End is more of a niche movie because it targets only one gender specifically and a more narrow age range too. The main audience of the film would be teenage boys from the age of 15 up to men aged around 25. This is because it is a reasonably violet film which includes many teenage boys therefore it would interest them the most. There is a broader appeal of both older men, a vast number of women and people that have followed previous movies. Only a small number of these groups watch the movie, however that us the secondary target audience.

The main use and gratification of this movie is definitely for simple entertainment. This is due to the fighting and intense clips which intrigue and interest the consumer who finds this extremely entertaining and fun to watch. In addition, it is arguably for escapism purposes too because when the fighting happens the teenagers bleed blue blood it suggests an alternate universe of robotic people.

Street Dance 3D Advertising and Marketing

Street Dance 3D Advertising and Marketing

Budget: £4.5 million

UK gross: £1.8 million in the opening weekend and then to 2.4 million once preview screenings were taken into account. 

The movie was sold in over 30 countries, however it was most popular in the UK because it was based on UK dance.

Traditional advertisement:

This is a bus poster which was created and used in France to promote Street Dance 3D.

Other billboards and posters were used to heavily promote the film to people all over countries around Europe.

A trailer/teaser was also released to show people more of an insight into the film. 

Street Dance do not have their own website however there are 'related links' about it on BBC. They include all the relevant information about the film which would serve the same purpose as a website would anyway.

Film analysis

Key terms

Verisimilitude

How real the world of the story appears to the audience - it is believable, for example.

Diegesis/Diegetic world

The world in which the film takes place.

Juxtaposition

Placing one object next to another to create meaning.

Narrative story

Theories that categories narratives and find features to common to them.

Levi-Strauss Binary Opposition

Narrative tension is based on opposition or conflict. This can be as simple as two characters fighting, but more often functions at an ideological level.

Example of binary opposition - good vs evil, black vs white, girl vs boy

8 character types:

• The Villain
• The helper
• The Princess or prize
• His father
• The donor
• The hero
• The false hero
• The dispatcher

The male gaze theory - Media is made by white male heterosexual middle class men

Todorov's Equilibrium Theory

1) equilibrium

2) Disruption of equilibrium by an event

3) A realisation of equilibrium that the disruption has happened

4) An attempt to repair the damage or disruption

5) A restoration of equilibrium


Action and Enigma code -Roland Barthes

Action codes - What will happen next... she falls over - will he catch her? She's been caught - what will he do with her?

Enigma codes - The audience questions why... Why is there a shoe on the floors?

Working Title Research

Working Title


Who are working title?

Formed in 1984, Working Title is a television production company that has more than 100 films that have grossed over $7.5 billion worldwide. They have won a number of huge rewards for working on worldwide popular films. 

They have worked with many companies in creating movies such as Channel 4, 20th Century Fox and Warner Bros. These a massive organisations which give Working Title the reputation of having worked on successful films and programmes. 

In the 200s, they worked with BBC Films on Billy Elliot which proved to be very successful.
Then, further down the line in 2011, they worked with Universal Pictures one Johnny English Reborn.
However, most recently they worked with Universal Pictures on the new Johnny English Striker Again.

The major films that they have worked on recently include: Johnny English, King of Thieves, and Darkest Hour. 

One of Working Titles most popular and successful films recently is Darkest Hour.
Here are the results:

Opening weekend revenue: $175,006
Domestic Box Office revenue: $56,433,120
Worldwide Box Office: $150,335,828

Film production and co-production

The big 6:

- Warner
- 20th Century Fox
- Paramount
- Universal
- Sony
- Disney


Video-on-demand:

Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and Youtube.
Disney owns the Disney Channel (TV) but also Disney Life, a VoD allowing it to compete with the likes of Netflix.


Joint Ventures:

Not all films have this luxury, though, so independent companies (i.e. those free from the control of a conglomerate) may undertake a joint venture - this is when one media company works for another on a project mutually beneficial for both parties.

Both 'Street Dance 3D' and 'The Worlds End' are examples of joint venture projects.

Legal and Ethical issues

Hypodermic Needle Theory

• Theorises that audiences are essentially passive, and will readily absorb messages relayed to them by the media
• This means that after watching a violent horror film, or playing a POV shooter, audience members will be negatively influenced
• This presupposes that audiences are passive active (they make sense of the media message through personal and social contexts)

Moral Panic and Folk Devils

• In 1992, Stanley Cohen developed a moral panic theory, this encompassed ideas of folk devils in society

Moral Panic:

• When 'a condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests'
• His research was based on the mods and rockers in the 1960s, but have since been applied to the media

The stages of moral panic:

1. Someone, something or a group are defined as a threat to social norms or community interests
2. The threat is then depicted in a simple and recognisable symbol/form by the media
3. The portrayal of this symbol rouses public concern
4. There is a response from authorities and policy makers
5. The moral panic over the issue results in social changes within the community

Research data

Types of research

Qualitative - Typically descriptive, in depth data used to find out how people think about a given product

• Interview (primary)
• Focus group (primary)

Quantitative - data that can be measured numerically

• Questionnaires (primary)
• Survey (primary)
• Reviews of past similar (...) (secondary)

Secondary research

- Books

- Journals

- Reviews

- Magazines

- Television

- Newspapers

- Internet

Primary research

- Focus group

- Interview

- Questionnaire

- Survey



1) Whats your favourite talent show? (X-factor, BGT)

2) How often do you watch TV? (everyday, once every few days, once a week)

3) What would you want a talent show to feature? (open question)

4) Would you prefer to have judges or online voting?

5) What celeb judges would you like o see on the show (open)

6) How many shows do you watch in a month? (1, 2-4, 5+)





Whats your favourite genre? (

Audience needs

Why do we consume media?

• Information
• Personal identity
• Integration and social interaction
• Entertainment
• Education
• Escapism

Uses and Gratifications

Information : News - Telegraph App. Read articles on business and brands. 

Personal identity : 

Entertainment : Xbox games such as Fifa in my free time. Watch TV programmes on TV or my laptop - ITV hub and Netflix. Instagram, Facebook and Snapchat on my phone frequently everyday.

Integration : 

Education : Using my laptop to do research on the internet and work on Word. 

Escapism : Instagram, Facebook (all social media) - scrolling through fashion pages.

                  Netflix TV series or films through a laptop.

Barb review

This graph clearly shows that live streaming is way more popular than watching the programme on demand. This is because people want to view programmes as it is happening live in real life to get ahead of everyone else who may watch on demand. Many of the events that were available to watch were sports games which many people like to watch as they are happening.

Furthermore, the graph shows us that more people watched the Euro 2016 than the US election.

From the 2012 report to the 2016 report, there has been a decrease in the number of channels watched per week. In addition, the lower class of C2, D and E watch more channels per week than the higher classes of A, B and C1 who in 2012 and in 2016 watch less.

This graph illustrates clearly that the peak time of people watching TV is between 8:00pm - 10:00pm. In the morning and early afternoon only around 1 billion people watch across all audited TV player apps, whereas at the peak times of 8pm - 10pm it reaches around three times the a number of views. This clarifies when the most people are watching programmes and when the least number of people are too.

Audiences

Mainstream 

An audience that consumes a product that appeals to a wide range of groups and cultures.

For example, the TV programme Dr. Who.


Niche

An audience of a specialist interest media product that may only appeal to a small number of people or those who fall with a specific demographic profile (age, ethnicity, gender).

For example, the magazine, Gardening World, or Fishing World



Chris Anderson: The Long Tail Theory

• Created by Chris Anderson of Wired Magazine
• First published in 2004 and then in 2009
• Concerns mass vs niche products and audiences

BARB data

Barb stands for Broadcasters' Audience Research Board.

The collate viewing figures for all the major UK broadcasters such as CCB, ITV and Sky.

Demographics and Psychographics

Demographics

In which media producers study the breakdown of their target audiences based on variables in age, ethnicity, gender, economic status/class, level of education, hobbies and interests and lifestyle choices.

Psychographics

Profiling of audiences based on personal briefs values, interests and lifestyle.

How someone makes a profile based on psychographic

Using psychographics can help build a profile because it includes information about in depth facts about people. Demographics are helpful in gaining basic understanding of people however, psychographics take this to the next level. This helps people build a bigger and more detailed picture on individuals. This makes it very easy to find a fit for a job as they could match the exact in depth specification required. The insight that psychographics gives you makes it much easier to find people with more specific skills and interests.

Exam practice (Dr. Who and X-Factor)

Example question and answer

Analyse how mis-en-scene is used to create meaning in a media product you have studied. (12)

In the Doctor Who episode, the Power of Three, mis-en-scene plays an important role in establishing a sense of character and mood. For example, in terms of costume, the Doctor is represented as a character who holds a position of authority. This is demonstrated through his old-fashioned, formal appearance. He wears a bow-tie, blue/grey shirt and tweed jacket which transcends the ages. The Doctors appearance creates a sense of timelessness, which reflects the fact that the show has been running since 1963. Successive Doctors have worn similar attire since the shows inception. Rick Altman states that audiences consume media for different reasons; one of these is emotional pleasure. The doctors antiquated dress code trigger feelings of nostalgia in the audience, making us feel a sense of fondness and identification with his character. 

Orange opening sentence/ introduction of text

Red example

Green evidence

Blue explication

Black linking to theory

X-Factor

Camera angles:

• High angle - makes her seem inferior at the start and not important
• Low angle - makes her the centre of attention
• Eye level shot as if speaking to her face to face. Creates meaning and sympathy towards her

Shot types:

• fade in at the start
• Really quick cuts of her - fast paced
• Extreme close ups - zooming into her emotions - lot at the start of the song
• Shot reverse shots (her and judge)
• Extreme long shots of the location
• Difference between extreme long shots and close ups 
• Fades for her memories - her grandad - makes us as an audience feel sympathy towards her and creates a feeling of desperation for us to want her to succeed
• Her perspective of peeping onto the stage and seeing the judges
• Zoom into judge to catch emotions

Movements

• Zoom movement from a long shot into her face
• Tracking shots over the audience
• Movement of her walking up the stairs to the side-stage
• Crane shot over the stage
• Following shot of her onto the stage

Analyse how camera is used to create meaning in a media product you have studied (12)

In the audition of X-Factor participant, Ella Henderson, the shot types used plays a vital role in understanding her character and being able to sympathise with her. For example, in the lead up to the actual audition, very fast paced cuts are used to show her in different lights. The quickness of the cuts could emphasise how much the audition means to her and her nervousness and uncertainty of the performance she is about to display. In addition, within these fast paced cuts are images of her and her grandfather. A fade is used within these shots to imply how lost she is without him and creates meaning behind her character. This makes us as an audience feel sympathetic towards her and creates a feeling of desperation for us to want her to succeed. The shot types used when portraying her appearance are close up shots which are used to demonstrate her exact emotions in the lead up to her act. The use of the close ups brings us closer to her and once again creates the feeling of sympathy - making her a very likeable character. 

Furthermore, camera movements are instrumental in creating meaning behind the performance. The use of zooms from an extreme long shot to a close up of Ella Henderson illustrates the importance of her character and highlights the passion she has for singing through her emotions. Another movement of a tracking shot following Ella to the stage depicts the nervousness she felt and the intimidating audience and judges ready on the other side. This gives the audience a perception of what it is like to be her and as the audience have already sympathised with Ella and understand her background, it creates a feeling of discomfort worrying for her. The X-Factor is a television programme that creates futures for contestants which makes the performance more meaningful and important, allowing the audience to connect with her on a different scale. 

Despite the importance of the shot types and camera movements, the use of camera angles is just as pivotal when creating meaning for Ella Henderson. For example, the use of an eye level shot brings us close to Ella and makes us as an audience feel as if we are there next to her. This enables the audience to feel and empathise with her emotions. An eye level shot and POV shot was used when focusing on the stage. Ella looks through a gap in a shutter on the side of the stage, which captures sight of the audience and judges. By seeing this from the perspective of Ella, it allows the audience to see exactly what she is and creates a sense of understanding of her current intimidating position. Not many acts show the exact perspective of the participant so by doing this, it makes the audience feel an extra connection with her and feel differently about her to any other singer. 

Detailed Doctor Who analysis

Genre and audience pleasures

Rick Altman argues that genre offers audiences a set of pleasures:

Emotional Pleasures
How does the text make you feel? - happy, sad, nostalgic etc.

Visceral Pleasures
Gut response such as excitement, fear, laughter

Intellectual Pleasures
Does it make the audience think?


Mis-en-scene

Dr. Who

Costumes are old fashioned
Bowtie, blue shirt (familiarity, dependable), formal
Formal dress gives the protagonist a sense of authority

Assistant

Yellow summer dress

Polka dots

Upbeat

Kate Stewart

Formal clothing

White shirt, black scarf

Setting and location

Secret, underground

Colour palette is neutral and earthy but turns blue and icy in the labortary

Advertising and Marketing

- TV advertising slot
- Morning breakfast radio shows
- Big third party websites (BBC) - google Adwords/Adsense
- Feeder websites (what people would be interested in)
- Digital billboards
- Word of mouth
- Paper based



Advertising - Payments from brands in return for the placement of promotional material on pages                during production. Could be in the form of commercial breaks, or via product placement.

Traditional methods: Print (billboards, leaflets, posters), Newspaper, Word of mouth, Radio

Digital methods: TV adverts, Radio, Websites, Billboards, Social media, Search Engine Marketing (SEM) - works based on keywords - bidding on them for searches. Native advertising, Remarketing, Video ads, Email ads.

Above the line - mass media is used to promote brands. These include conventional media such as television and radio advertising, print based and the internet.

Distribution - How a product or brant reaches an audience (web, television, cinema).
                      - Its marketing and promotion

Web 2.0 Technical Convergence

Technical convergence allows audiences to access media content from multiple platforms on one device. It involves the coming together of information and communication technologies to create new ways of producing and distributing products and services to media audiences.

A black box is a device that supplies us with all of our informational and media requirements 

(e.g a smart phone)

Web 2.0

• The dot.com boom (1998-2001) was a huge rise in the number of internet-based companies.
• There was then a shift from Web 1.0 to Web 2.0
• It was the possibility of staying online and interacting online which really changed things.

Web 2.0 site allows users to interact and collaborate with each other in a social media dislodge as creators (prosumers) of user-generated content.

Web 2.0 or 'new digital media' shapes the relations of public/private, work/non-work, home/outside.

Mobile phones enhance social connections that have always existed (making arrangements, talking) 

How then is social networking different from more ancient forms of networking?

Social networking is different from more ancient forms of networking due to the changes in technology. Technology enables people to communicate at any point in time through the use of social media. Social media such as Facebook, Messenger and FaceTime allows people to interact with one another instantly whenever they want which wasn't possible with more ancient forms of networking. 

Simulcasting

When a media product is broadcast both online and via a traditional medium at the same time. 

In television terms, it could refer to a programme being broadcast on two different channels.

On a side note, the US Open tennis tournament was broadcast on Amazon Prime in 2018, one of the first occurrences of a video streaming service acquiring the rights to a live sporting contest.


Narrowcast channels

Television channels that distribute special niche content. For example, Manchester United TV as its very targeted.


LoveFilm was a provider od DVDs by mail and streaming videos on demand. Amazon bought it in 2011 and it had reached 2 million subscribers and 4 million rentals of DVDs a month per month in 5 countries.
In 2017 it ended because there was a decreased demand for discs and an increased demand for online streaming.

Section 1: Ownership

PSB (Public Service Broadcasting):

• Programmes are made for the public - there are no advertisements. 
• Public service broadcasters generally transmit programming that aims to improve society by informing viewers
• PSB also strive to entertain viewers
• The BBC is a good example of a PSB
• Remit - the responsibility of a programme 
• BBC remit - to enrich peoples lives with programmes and services that inform, educate and entertain
• 'To reflect the UK, its culture and values to the world' - BBC remit

Funding

• 75% of BBC's funding comes from the license fee (£147 colour and £49.50 black and white)
• 25% goes towards commercial activities: e.g. worldwide sales of its programmes, publications such as Radio Times, Good Food etc.

Structure of BBC

• BBC is a cross-media organisation - one of the largest in Europe
• This means it is vertically and horizontally integrated

Vertical integration: A media company has the ability to control the production, distribution and exchange (consumption) of a product.

Horizontal integration: A media company has a number of subsidiary companies that are used to support the marketing of its products.

BBC Case Study - 'Doctor Who'

Their online website features horizontal integration. They advertise the channels output and promote other programmes.

• Synergy - Companies that are both vertically and horizontally integrated are able to create synergy across their output.
• This means they are able to promote their output - e.g Doctor Who.                                             Doctor Who is advertised across a range of different media via horizontal integration.

Advertised through: 

1. BBC website and Twitter feed (Online)
2. Radio Times magazine (Print media)
3. Different channels BBC1, 2, 3, 4 (TV channels)
4. Range of Doctor Who merchandise available to buy (Merchandising)

Time shifting

When something is broadcast and then stored to be viewed at a later time. It is from a parent company.
For example: ITV is shown and then shown again an hour later.
This also applies for radio shows. 

Textual analysis

The Avengers scene


The starting scene in the clip begins with a dissolving transition of a black screen into a blue mist. This could represent the cold nature of the scene and possibly the violence that is about to come soon.
The first sound is a non-diegetic parallel sound of the music in the background. This is a dark gloomy type of music which is very sinister. This is parallel because the blue cold imagery goes hand in hand with it.
The camera movement shutters when the parallel sound of something zooms past. This could reflect the pace of the movement and the power it holds.

Next, there is an extreme close up shot of two hand clinching each other, as if something life threatening is going to happen. This emphasises the danger ahead and compliments the dark music that goes with it.
When everyone starts running the camera movement is extremely shaky and tilted. This is used because it shows the audience how it feels to be part of the scene. It is also an eye-level shot which further demonstrates the atmosphere and what it would be like in their situation - as if the viewer is there too. There is a non-diegetic sound of someone in the speakers exclaiming "we are under attack". This isn't visible in the scene, although it is a parallel sound because it has to do with what is happening in the scene.
There are four cuts when this starts happening which are extremely quick. This could illustrate the urgency for movement and the insecurity of the location.

18 seconds into the clip, there is a cut where it moves into an explosion of a vehicle racing out of a forest. This is a dolly movement, because the camera is strapped to a vehicle following the one in sight. This is used to show the audience exactly what is happening there as it is still able to keep up with the movement. It is a long shot which shows the whole person and vehicle along with some surrounding to depict what the place looks like for the viewer. The camera angle is quite low when the scene starts. This is because they are trying to make the superhero in the vehicle important and more superior to others, showcasing their power throughout. There are a few sounds in this scene including the fired shots. These are diegetic sounds because they are directly seen on screen. Another sound is the music played. This is a non-diegetic sound, but it is parallel because it is tense music which goes with the tense fighting in the scene. Sound effects have been used for the jumping of characters, the guns and the robotic enemies.

Continuity editing is used because the next scene follows the previous one. As a character leaps from a vehicle to another place, the camera follows him. This is so the audience don't lose out on any of the action from start to finish. Similar diegetic and non diegetic sounds are used for the same reasons as the previous scene, as there is extended fighting.

More continuity editing follows as the next scene sees this character jump off onto the floor and another character steals the limelight. However, the scene is continued and there are no cuts in-between. This again reflects how the audience doesn't miss any action throughout. There is a plethora of diegetic sounds such as the engine revving, the gun shots and the grunts from the characters. These are all within the viewing of the scene.

Lastly, another bit of continuity editing as there is an explosion and another superhero grabs the exploded vehicle and the camera attention is on him. Throughout the clip, superheroes are flipping between each other within the same scene. Most of the camera angles are low to show the superiority of the superheros, however there are some high angles which showcases the scene from a birds eye view angle so the audience is able to put it into perspective. It is all dolly shot, as the camera is constantly moving with the characters everywhere they go.