Thursday 1 October 2015

Audience power Part 3- How to manage Audience Expectations

Intro
As we have seen from the previous blogs weather it is creating saleable merchandise or sticking to historical accuracy what really matters is managing audience expectations. Because as the customer is always right, so is the audience, as they are the one who is buying the film. If an audience goes to see the Lego movie they expect to see yellow men, they expect to see the Lego they know and love on screen not a designer’s interoperation of Lego:















If someone watches a period drama they expect to see the costumes they associate with that period.








For a designer you have to manage these expectations while still honouring the script. Here is my guide to doing just that.

  1. Read the script

  1. Research
This comes in Four parts:


2-Research what has gone before
Learn from successes and failures in the same genre

3- Research Visual cues

All of this helps to instantly tell the audience what sort of story and world they are entering

4- Research your audience

     


  1. Talk to the director



  1. Throw out everything (not literally)
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By doing this your research will seep in but you won’t get bogged down by it, you can focus on creating the characters, the Director vision, and putting your own spin on it.


  1. Return to your research



  1. Double check against your research
Make sure you have not committed any cardinal sins

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like making Superman’s suit  green
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or giving Henry VIII Go-go Boots


  1. Don’t be precious


So to Recap:
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Know Your Script
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Know Your Audience
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Know your Director's Vision
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Know your own style
Researching is almost more important than the design stage without a solid foundation in researching you are bound to make mistakes. It is worth spending the time research so you don’t come into trouble later on.

Audience Power- Case study Batman-V- Superman

Reviews and blogs are a space where people can rant about films and they have become even more popular with Hollywood’s adoption of its new perfect child ‘Superhero Movies’. The fans of comic books and superhero movies feel they have an ownership over these super people and so often take to the internet in their droves to complain about inaccuracies or elements they did not like. And nothing pleases them more than to tear apart the latest look of their beloved superhero.
At one level you would think designers for superhero movies had it easy as they have a comic book to work from and all they need to do is copy it. But as we have seen from previous blogs that may not be in service of the story. Superman’s brightly coloured costume in the comics along with the comical pants over his trousers doesn’t really suit the gritty serious superhero films that audience now demand after the Dark Knight. So Michael Wilkinson (the costume designer for Man of Steel) change the costume quite drastically as you can see.
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The Evolution of the Superman Costume
Man of Steel's main priority was introducing a new Superman, but People were not entirely happy with this ‘New’ costume. So for the new upcoming Batman Vs Superman film.It seems Superman’s design changes are primarily to get the suit a little closer to the comics and to address a few minor nit-picks some folks had about the suit in Man of Steel”. And this changes that claims to have pacified audience: the slight thickening on the gold waist band to make it look like the traditional belt as you can see below.
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The differences between the Man of Steel costumes and the Batman V Superman costumes
This is not the first time superman’s costume has changed, previously in Smallville they had tried to replace the suit with a floor-length trench coat but after pressures from fans they brought back the traditional suit:
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Smallville's 1st attempt at the superman suit
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After complaints they returned to the classic suit








Proving once and for all that there really is no substitute for the real thing.” Even in the new film while they have pushed their boundaries with his suit removing the red pants they daren’t alter Clark Kent’s outfit, so he looks somewhat out of date today, not much of a disguise if you ask me. He wasn’t wearing his glasses, but its close enough that most fans were happy to see him on set and in most of his Clark Kent disguise…
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Henry Cavil in his Clark Kent disguise
This shows the power audiences have over costume decisions. Batman V Superman costume designer, Michael Wilkinson said so what I do is look at the history of the character has been presented on the big-screen, small-screen, comic books, and graphic novels; we process it all. Then we kind of put that aside and work out what it right for our film, for the cinematic universe that our director Zack Snyder is putting together.So he has to be aware of what has gone before what the audience expect and simultaneously he has to honour the director’s vision for the world. It is a tricky path to tread.
The costumes from Batman V Superman have been teasing the audiences for over a year now and so far there seems to be very little outrage. Perhaps this is because audiences have become more expecting, but really I think it is because designers have become less adventurous. They are so terrified of angering the militant fans they daren’t stray too far from the holly images that have been carved into the stone pages of the comic. In fact people where so appalled by nipples on the batman suits in Batman and Robin it killed the whole superhero genre for a while.
There is a lot of pressure on designer’s to get it right. When looking at screen-rant’s best and worst superhero costumes (http://screenrant.com/best-worst-superhero-movie-costumes-pauly-54822/) you can see how for the writer the best costumes are ones that most accurately recreate the costumes from the comic books. While the Bad ones are the ones that tried to do something new, try to modernise the costumes or just do something fun with them.
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The very unpopular Green Lantern suit
The desire from the fans to have their favourite costume recreated in minute detail on scene means that designers have very little space to add in their own creative flare. As Hollywood moves evermore towards sequel, prequels and spin offs audience’s demand for the same costumes over and over will only get worse and soon there will be no need for designer’s at all. The problem is as we saw with green lantern if the costumes are not right it can be a death sentence for a film particularly a superhero film. So designers have to get it right this means there is a lot more pressure on the designers and the audience have more power over there decisions than ever before.

New Technology- Case study The Hobbit revisted- Interview with Ann Maskrey

The recent release of The Hobbit: The Battle of The Five Armies signalled the end of the highly anticipated prequels to The Lord In The Rings Trilogy (LOTR), not only because people where curious to see how Peter Jackson was going to string out one tiny book into three films but also because he was filming in 48 frame rate. He wanted to make the film look even more realistic than previous films but for some it was “oddly cold, and too much like digital footage from live sports channels or daytime television”.

The video shows the difference between the images in 24fps and 48fps






Ann Maskrey (The Hobbit Costume Designer) was relatively new to costume design having worked mainly as a cutter on other high profile films like, Batman Begins and Alice in Wonderland. The Hobbit was a hard project for her to come into as her first big costume design opportunity. I was able to contact her and ask her a few questions about her experience working on the hobbit and with the New Technology.
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The Dwarfs from the Hobbit in there costumes

How did you approach designing for The Hobbit? Where did you start?



I had very little prep time for The Hobbit and had to do a lot of research at the beginning, not just looking at the LOTR films but period and ethnic costume research. One always starts with the script and reads where it takes your mind and then have talks with the director and producers. I had little opportunity to talk to Peter at the beginning because he was suddenly taken ill and had to have an operation. We got to know each other more as the film progressed but with only 3 months prep time and a huge workforce to deal with I was always chasing my tail. I looked at early Dutch and German art for the Hobbits, Russian art and photographs, Inuit and Himalayan reference for Laketown, Art Nouveau for the Elves, and a lot of nature reference for many of my fabric designs.

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Ann's designs of the Wizard Radagast

How did working with the Red Camera affect your design process and what were the pressures and challenges of working with these new technologies?
The Red Camera did throw up some problems with fabric choices and I was very aware just how much detail it picks up compared to the more traditional way of filming. Some fabrics were impossible to use, while others were really enhanced by it. Generally , I referred to it as ʻthe all seeing eye of evilʼ. Mostly it just meant being a little more cautious about my fabric choices and didnʼt inhibit me too much, but the workroom had to be exceedingly careful with the finish on the costumes.

Do you think Hollywood will move towards Higher Frame rates and higher resolutions or do you think The Hobbit has put them off?
There are mixed feelings about the use of the Red Camera and every director of photography I speak to prefers the traditional method of filming. There’s something very clinical about the new technology and less ʻmagicʼ, but this also depends on how movie sets are lit. I think the style of the project should affect the choice of which type of camera one uses.

What do you say to the critics who say the costumes are too artificial and look too new?
Its news to me that the costumes were criticised for looking too new and artificial. The costumes were broken down by the textile department, although they were often under pressure to do them at a very late stage in proceedings, due to a number of reasons. One couldn’t take the breaking down too far as the red camera would pick up on this and the added problem was the time scale of the movie and the level of graded breaking down throughout the story. I am not alone among the crew in thinking that the majority of our work couldn’t really be seen.

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Bilbo's Costume

What would you do differently if you could do it over again?
If I did it again there would be a lot I would want to do differently. A major difficulty for me was getting to know the skill base in New Zealand having never worked there before. I would want to choose who I worked with rather than inheriting a staff. Many were lovely and talented but it took time to figure out who these were, and as a foreigner there was a degree of mistrust to begin with and they obviously had to get to know me too. One can always look back in hindsight and think what one could have done better or differently, but everything is a learning curve, and even if one makes a huge mistake, there is always the benefit that one has learned something. 




How did you get involved with the whole process?

I was specifically asked to go to New Zealand primarily to manage the costume workroom. Once I arrived there, after passing through many loopholes to be allowed to work in NZ there was a reshuffle and I was lucky enough to be asked to design it.



Do you have anything on the Horizon?

I do not have anything on the horizon for definite although there are some possibilities coming up, neither of which I can speak about.




Do you have any advice for someone who is interested in going into costume design? 
My biggest piece of advice for someone wanting to go into costume design is that they know their craft, learn the methods of costume cut and construction, research properly, and present as much information possible to those they are working for and who are working for them.

Thank you so much to Ann Maskrey for speaking to me she raised a lot of issues that designers will face if the higher resolution cameras do become the industry standard. She also mentioned a number of issues about working in the industry in general for designers. Namely the lack of time you have. A lot of Ann’s answers boiled down to there not being enough time for the basic costuming process, let alone getting to know a new technology.


Thanks again Ann.

New Technology - 3D Printers

One piece of technology I have lusted after ever since I first discovered the wonders of the lazar cutter; is the 3D printer. After going to see Jupiter Ascending I was bewitched by its beautiful costumes and was thrilled to hear that they had used 3D printing to create some key pieces of costume. Once I discovered this, I wanted to explore the use of 3D printing in the Film industry as the theory of it and its use has beguiled me so.
The 3D printer is the latest advancement in manufacturing that is starting to be used in Hollywood. 3D printing is allowing designers to be more adventurous as 3D printers can create amazing things quicker and for lower budgets than traditional craft techniques but still retaining the impressive detail.
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The Prototype for Ironman's Glove made with a 3D printer, signalled Hollywood's move to 3D printing
Jason Lopes has pioneered the use of 3D printing in the industry and he believes that it will “help make movies more efficiently and quickly than ever”. From creating models needed for CGI to props used in live action, you no longer need handcrafted foam models all you need is a digital artist and the 3d printer. “Lopes said that though Hollywood has been slow to recognize the value of 3D printing, producers are starting to catch on to what the technology has to offer”.
David Leigh, president of Harvest Technologies said. “3D printing provides the best of both - it's an exact replica of the CGI model crafted in a digital space that can now be brought to reality, facilitating a better cinematic experience." With CGI being used more and more 3D printing is making the cuts between CGI and live action seamless as it can take 3D scans of the live action and can create models that can then be used in CGI.
However it is not just CGI that is benefitting as Jet Cooper (3D Supervisor ) says, "The resolution on the printers we're using now is unbelievable. You can print someone's face at quarter scale and see all the wrinkles and lines.” With these machines creating such exquisite detail it means they can be used for props and even costumes. With higher resolution cameras now picking up on every minute detail the 3D printers had to offer the same level of detail before they could be used.
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Amazing detail on this miniature 3D printed Warhammer Piece
3D printers have already been used to create elements for the costumes in Guardians of The Galaxy and weapons used in Men in Black 3. "In Zero Dark Thirty", says Cooper, "the filmmakers couldn't get the right night-vision goggles because they were $60,000 per unit and also the US Department of Defence didn't want to release them. So I modelled [digitally] them from some photos that had leaked on the internet," and then he printed them out on a 3D printer.  And incredibly in James Bond, a “1.6 metre 3D printed” replica Aston Martin was made so they could blow it up. As I said at the start, 3D printing has most recently been used in Jupiter Ascending to create elements of the costume.
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Star-Lord's Helmet was printed for Guardians of The Galaxy


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3D Printed Aston Martin for Skyfall


This website: http://sharonsmith.carbonmade.com/projects/5495625, shows how designs were turned into practical jewellery for Jupiter Ascending.

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The pieces of jewellery on Eddie Redmayne's costume were 3D printed


While at the moment 3D printers can only create rigid things like props, jewellery and armour but as this video shows the company Nervous System from Massachusetts have been working out how to 3D print fabric.

It is not quite a wearable garment but it is starting to show the real possibility of the technology to move into costume construction, once again taking more jobs away from craftsmen.
However that is not the only issue, “3D-printing is becoming an increasing headache for companies trying to protect their intellectual property.” You can now pick up a 3D printer for less than £500 and with digital models being leaked online it is now easier than ever to create high quality ‘knock off’ merchandise. This is a real problem because as we saw in previous blogs, revenue from merchandise is really important for film successes, as it is a relatively riskless form of income for the studio.
Left Shark 3D-printed model
Fernando Sosa's model of Left Shark, which attracted the attention of Katy Perry's Lawyers




While 3D printers are a long way off creating believable period costumes they are making tremendous headway in making props and plastic costumes like armour or costume props. So while cutters and costume makers are not under direct threat, other skilled craftsmen and women that had made these items are now being made redundant by the 3D printer. So while the possibly for designers is vast the move towards 3D printing may not be a popular one in Hollywood among the craftsmen and women behind the scenes.