Nottingham Loves…By Leanne George

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Brainstorming

A glimpse of some of the brainstorming and ideas I had initially when starting the project.

My initial possible topics for my film were students, entertainment and shopping. I also had the idea of filming all of Nottingham’s attractions but I felt this was too big for a project.

Students are a huge part of Nottingham, making a huge part of the city’s population. However I felt conducting a film on students narrowed down my target audience, only targeting students. I wanted my audience to be broad, aiming at most ages and genders.

When I was researching entertainment I could not find enough information to base my video on . I also thought getting permission from theatre’s, cinema’s and other various entertainment venues to film would be difficult.

Shopping was my third choice. During my research I found that Nottingham is a key location for shopping and ranked 9th in the UK. I found plenty of information on the city’s ranking and how it stood out as a place for shopping to suit everybody and anyone’s budget.

Initial ideas

I had conducted plenty of research on Nottingham shopping…

Unlike bigger cities Nottingham’s city centre is surprisingly compact, with

everything you need close by. There is something in

Nottingham to suit everybody and every budget.

In terms of floor space volume, Nottingham is still ranked 4th in the UK, and there is still demand from high end retailers who wish to set up in the city.

Nottingham has over 1,100 retail outlets set in striking historic and distinctive setting.

Nottingham’s top 10 high profile companies include: Paul Smith, John Lewis, House of Fraser, Marks and Spencer e.t.c.

Retail analysts with Experian say they believe the city's retail economy will be worth £2.4 billion by 2018 - up from the £1.7 billion it brought into Nottingham in 2008.

Nottingham loves… ShoppingAfter plenty of research I finally chose my category for the client project. I have

chosen to create a 3-5 minute film on the theme 'Nottingham Loves... Shopping'. I have decided to capture my film from a point of view perspective.A point of view shot (also known as POV shot) is a short film scene that shows what

a character (the subject) is looking at (represented through the camera). I believe by shooting it in this way it will strengthen the story telling aspect. I want

to engage and capture the audiences attention and I think I can do this with a point of view camera shot and a fun story line. 

The storyline…I came up with the idea that I would create a short film from my perspective

following me on a Christmas shopping trip around Nottingham. The character (me) is going to be buying xmas presents for their family members. This way I will be visiting different types of shops for different age ranges – capturing my target audience.

   

Target marketAge: 16-55 year olds

Age of shopper: 21 (me)Gender: Male and female

Nottingham's highest spending age group is the 35-44 range, and the fastest growing consumer group is over 55. I also know that

Nottingham has a large student population of over 60,000 – which is another main consumer group for retail in the 16 - 21 age range.

This gave me my target audience of 16-55 year olds.

It was also key from my research that Nottingham had a range of shops from diverse boutiques to popular high street and leading brands.

This worked well with my target audience and fits in within my range of 16-55.

Filming locations

 

Victoria Centre

BroadmarshOld Market SquareHockley

The Exchange

Bridlesmith Gate

The Flying Horse walk

Filming locationsThese are the 7 shopping locations which I have chosen to film for my

video. I have made sure I have included a range of shops to suit my broad target audience – from unique boutiques to leading high street brands such as John Lewis, Debenhams e.t.c.

My research showed that these areas were the ones which the city was well known for. I also visited all of these locations myself to test this information and see the type of footfall these areas had and to see the demographics of this.

All of the areas which I had chosen showed that people within my age range of 16-55 shopped there. I also found that areas such as The Flying Horse Walk and The Exchange catered for people within the age range of 35-44 and areas like Victoria Centre and Market square focused on young fashion retail for a 16-21 age range. This information will help me when I am filming.

Storyboard1.

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A glimpse of some of the story boards I have drawn up. Gives me a rough outline of how I want my story to pan out.

These storyboards will help me when it comes to filming as I will have a plan to go by – hopefully preventing me from going off task.

Time managementI will be managing this project from week 10 to week 18. To help me do this I have produced a

gantt chart to display how much time I am going to spend on each task through the duration of this module .

The pre production stage will approximately take 3-4 weeks which will run up to filming day in week 14 (28th Oct).

I am aiming to film in week 14 (28th-30th Oct) in 1-2 days to avoid falling behind. I believe I can get all the footage I need within this amount of time if I stay on task.

Post production will take the longest amount of time in this project which is why I have given it two weeks. Editing includes sorting through the footage, cutting it down, putting it in order and merging it together. It can take a while which is why I have given myself enough time for the process as it is extremely important. 

The gantt chart will help me keep track of time and focused on my tasks, making sure I do not fall behind on the project. Through the duration of the module I will refer back to the gantt chart to make sure I am on schedule. 

5 keywords…Perspective

Audience

Retail

Point of view

Story telling

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PrototypeFor my prototype I have filmed a short clip of how I want my

video to look. The video shows how the camera will move and be filming from my perspective. I have simply shot a 60 second clip of my regime before I go to bed. It has the story telling vibe which I want in my actual video and captures what the shot will look like.

My prototype is simply showing the camera shot which I want to achieve and how it will look. The film was only shot at home so it doesn't show the story line for my actual film however it shows how I want my video laid out. I am really focusing on the point of view perspective shot as this is what makes my film different.