When
talking about how to identify the audience for ‘Bowling for Columbine’ and ‘Lift’,
we decide whether the film is mainstream (open
to everyone), niche (targeted towards
a smaller audience) or alternative (a
documentary that takes an unusual approach to a particular subject). With
Michael Moore’s 2002 documentary about gun control, ‘Bowling for Columbine’, I think that it is made very clear that
this film was made and distributed for a mainstream audience, this is because
the film revolves mainly around a World wide issue that a lot of people and
Countries can closely identify with; what causes acts of violence with guns?
and most importantly, what was the cause for the Columbine High School
Massacre? The film was written and directed by Michael Moore, who’s films’
always discuss World wide problems such as health care, Capitalism and the
horrific attack of the Twin Towers, as seen in ‘Fahrenheit 9/11’.
Marc
Isaacs’ ‘Lift’ is completely
different, it isn’t a feature length documentary, a well- known director didn’t
make it, and it doesn’t even tackle any topic that thousands of people would be
interested in. Instead, the film takes a completely different albeit, very
bizarre film where everything is set in one place; a lift. The director stands
in the middle of it and films the British public walk in and out, and asks them
personal, but harmless questions. I consider this film to be a hybrid of
alternative and niche. I think this because it sounds like the sort of
documentary that you would only see once on Channel 4, and a lot of television
viewers are always into those, and therefore quite many people would view it,
however, it is a very risky documentary and it is probably the first of its
kind, so you can’t decide whether or not it would be successful in the public
eye, but maybe critics would favour the film a lot more, as they are always
after something different and audiences usually go for “familiar territory”, so
to speak.
For both
films, the techniques used to target each audience are done very uniquely. For
example, ‘Bowling for Columbine’,
being quite a mainstream film, uses the very common documentary technique of
humour, although the film is very serious when it comes to the films’ principal
agenda, it includes various different degrees of satire that acts as a conflict
to the films’ serious nature. There are two instances in the film that stick
out to me like a sore thumb; the first one is an animated sequence within the
film titled ‘A Brief History of the
United States of America’, the sequence is styled in a similar way to that
of the animated television series ‘South
Park’, and even shares the same form of humour, voices and the quickly
paced writing style, clearly parodying the earlier seasons of the series. The
second instance is a montage of American foreign policy decisions, showing news
clips and examples of why America is an aggressive nation, the montage is to
the tune of ‘What a Wonderful World’,
one can’t help but think that this particular sequence was very dark satire,
whilst watching this sequence, I could help but think of its similarities to
the 1964 black comedy, ‘Dr. Strangelove’,
where towards the end of that film, there is a montage of several nuclear
detonations accompanied by Vera Lynn’s recording of ‘We’ll Meet Again’. It’s scenes like this where I think that humour
is a good away to attract a great number of audience members to see your film. Like
many films, the marketing campaign for ‘Bowling
for Columbine’ mainly consisted of many different posters and trailers,
playing up the laughs to obviously bring in bigger numbers at the box office
all up until it was released in cinemas in the United States. While the film
did happen to break records, it didn’t do so well in America, but it did do
very well in the UK, and Australia, etc. It’s a common known fact that most
films’ bring in a lot more money with International releases, rather than its
Country of origin.
‘Lift’, however, is a different matter,
with the film being merely a short 25 minutes long (most short documentaries are about an hour long) it did not get
its audience with a wide cinema release, instead, this very independent film
was first shown on the internet, afterwards, it was entered and shown at
various different Film Festivals, where it garnered attention from Channel 4
executives, where it was then played there, before finally making its way to
DVD, along with Marc Isaacs’ other films. The Internet is also a great way to show
off your work and introduce your talent in order to find your audience. Some
independent film- makers also find it to be a good way to get noticed in order
to move onto much bigger, more ambitious projects.
I think
that the audience has been targeted in different ways because they are very obviously different films. Everybody
expects a film that is made by an acclaimed documentarian to get the “Hollywood
treatment” when searching for an audience, and usually films like ‘Bowling for Columbine’ find their target
audience very quickly. I think that ‘Bowling
for Columbine’s’ audience was picked up because there are a lot of
cinemagoers out there that love feature length documentaries about important
issues and have a clear passion for them, especially those made by Michael
Moore, who is treated like a King when it comes to these films. That is why
these films generate so much revenue, and, if they don’t, they at least get a
lot of Universal critical acclaim.
‘Lift’, again, is another issue. Marc
Isaacs was not known when he released and showed off ‘Lift’, it was simply an experimental documentary, with an
extremely risky formula that is replicated in many of his other films. Isaacs
had little to no assistance in creating this film and finding an audience for it,
he didn’t have any Hollywood producers back the film up for him in case it
didn’t do very well, he just had to make what felt he needed and hope for the
best. But, in the end, it all worked out, and Marc Isaacs is highly regarded as
one of Britain’s best independent documentary film- makers, with this latest
short film, ‘The Road: A Story of Life
and Death’ due for release sometime in 2013 in selected cinemas Nationwide.