kick ass case study, cgs

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What is Kick Ass about? LO: To explore Kick Ass as a British film and research the film’s production and promotion Released 26 March 2010

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Page 1: Kick Ass Case Study, CGS

What is Kick Ass about?

LO: To explore Kick Ass as a British film and research the film’s production and promotion

Released26 March 2010

Page 2: Kick Ass Case Study, CGS

After being rejected by every studio they approached, Matthew Vaughn raised the budget at a dinner party and made the movie independently. Vaughn ultimately sold the movie to Universal for more than he had originally asked them for.

TRUE OR FALSE?

Page 3: Kick Ass Case Study, CGS

After being rejected by every studio they approached, Matthew Vaughn raised the budget at a dinner party and made the movie independently. Vaughn ultimately sold the movie to Universal for more than he had originally asked them for.

TRUEProduction Budget $28 millionGross revenue: $56.3 million

Page 4: Kick Ass Case Study, CGS

So, Is Kick Ass a Brit flick?

Page 5: Kick Ass Case Study, CGS

Is Kick Ass a Brit flick? YES!

British Director: Matthew VaughnBritish writers: Jane Goldman, Matthew VaughnBritish Producer: Matthew Vaughn (& Brad Pitt – co Producer)British actors: Aaron Johnson (lead), Mark StrongBritish locations: Various UK locations including Elstree Studios (& Canada locations)British content: X – comic book inspired fantasy set in USA

Page 6: Kick Ass Case Study, CGS

Kick-Ass extras

• Extended DVD version to be released – 18 mins extra

• Video game in production – iphone app and playstation

• Possibility of sequel

Page 7: Kick Ass Case Study, CGS

Orginally Kick-Ass was a 21st Century Comic Book

• How would thishelp box office ratings?

Page 8: Kick Ass Case Study, CGS

Would you expect Kick Ass to do well globally? WHY???

Page 9: Kick Ass Case Study, CGS

Would you expect Kick Ass to do well globally? WHY???

• FOR

• Famous British Director• Comic book fans• Mainstream genre:

action/adventure/superheroes• US stars attached e.g. Nicolas

Cage, Brad Pitt• Brad Pitt – co produced• Distributed by

Universal/Lionsgate• Something new and extreme• Appeal to the teenage audience

• AGAINST

• Unknown young actors• Extreme violence and

obscene language• British writers• Unknown male lead• Title

Page 10: Kick Ass Case Study, CGS

Kick Ass reviews

• How has Kick Ass been received???

Page 11: Kick Ass Case Study, CGS

Kick Ass reviews

• How has Kick Ass been received???

Page 12: Kick Ass Case Study, CGS

Do you agree with this?• Box office: Kick-Ass is considered a flop. The

movie earned over $12 million internationally in advance of opening in the United States.[4][5] On its debut weekend in the United States, took in an $19.8 million in 3,065 theaters, averaging $6,444 per theater.[54] Kick-Ass was reported #1 only slightly ahead of How to Train Your Dragon in its Third week. The numbers included non-weekend preview earnings.[55] The opening week numbers were considered by analysts and the media to be a disappointment.[56][57]

Page 13: Kick Ass Case Study, CGS

Facts – What does this say about the film?

• Both the comic and the film reference popular contemporary web sites. Kick-Ass buys his costume on auction site eBay; the video of his fight is posted on YouTube; and he keeps in contact with his fans through social networking website MySpace.

Page 14: Kick Ass Case Study, CGS

Answer the following Q:

• 1. How do British films compete globally? Referencing a particular film you have studied, discuss stars, genre and anything else you feel is relevant.

Page 15: Kick Ass Case Study, CGS

• Why has Hit-Girl been so controversial?

Page 16: Kick Ass Case Study, CGS

Kick Ass publicity – was screened at BNAT in Dec 1999

• Butt-Numb-A-Thon (also known as BNAT) is an annual film marathon held every December since 1999. It is hosted by Harry Knowles of the Ain't it Cool News website in celebration of his birthday. This mini-festival shows 24 hours of vintage films as well as premieres.

Page 17: Kick Ass Case Study, CGS

HOMEWORK

• Find out how Kick Ass was marketed

• What mediums were used?• How was it promoted, publicised and

advertised?• Anything unusual or interesting?

• DUE Thurs!