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Modern integrated media allows us to enhance and add more value to a movie or major film by forms such as additional content on DVD releases or websites. A major advantage of DVD Videos is that its storage capacity allows more added features in addition to the feature film itself. These features can include audio commentaries that are timed to the film sequence, interviews, commentaries by producers, cast members and directors, deleted scenes, photo galleries, storyboards, isolated music scores, trivia text commentary, simple games, film shorts and most commonly theatrical trailers and teaser trailers. In 2002, Miramax released a collector’s series of A Hard Day’s Night . It is a 1964 British comedy film written by Alan Owen, directed by Richard Lester and starring The Beatles: John Lennon, Paul McCartney, George Harrison and Ringo Starr. The film was successful both financially and critically and was rated by TIME magazine as one of the all-time favourite 100 films. The film is credited with having influenced 1960s spy films, The Monkees’ television show and pop music videos. The two-disc set included additional content on the second disc.
The second disc (or bonus) features to A Hard Day’ Night added extra depth understanding to the film. It includes interviews with filmmakers: Richard Lester, Sir George Martin, Denis O’Dell, and David Picker. These exclusive interviews give the audience insight on the creative process of the film and reasons for their directional choices. For example, eye contact between the Beatles is very common in the film. Richard Lester, director of The Running, Jumping and Standing Still Film, mentions his interview that the reason for this in the film was to create surrealism “…the point at which two concentric realities meet…” and to emphasis identical similarities between of the Beatles. Commentaries by the filmmakers gives the viewer a better understanding of scenes that need further interpretation, and also provides more of an intellectual insight in the creative process of the film. Clearly, the audience can appreciate the movie less superficially by this type of added content.
Added content gives value to the DVD and also an incentive for consumers to buy the film. The filmmakers, cast, production crew, and post production crew were filmed exclusively for the 2002 DVD re-release of A Hard Day’s Night, therefore the interviews would not be available anywhere else. Also, it gives a unique personal perpective of their experiences. Another means of adding value to a movie or film is a website. Games, bloopers and galleries provide extra entertainment, especially for younger ages. It can provide a user a branding experience of the film or DVD, introduce new products relating to the movie, provide information of the movie and also a convenient way of ordering the product online. Another film by the Beatles called Yellow Submarine is a 1968 animated feature film based on their music. The film is directed by Canadian producer George Dunning. The movie is about a fictional place called Pepperland located under the sea. It is a fun peaceful place that is protected by Sgt. Pepper’s Lonely Heart Club Band and is attacked by the Blue Meanies.
An interactive website was created for the launch of Apple’s first publication of the new picture book version based on the animated film Yellow Submarine. The flash site allows the user to play actual games within the site and download puzzles. The site opens up with an introduction of the film and the new book. The left tab, when clicked on, provides links to downloadable games such as mazes, word searches, and coloring books. The site itself is one whole flash game. A target window is placed in the center of the scene and its view can be controlled by the arrow keys. You can shot a Blue Meanie by pressing the space bar; the more Meanies you find and shoot, the more points you get.
The games on the website target a younger audience and creates excitement for the new launching of the book. It allows a user to interact with the theme of the site and include the user in the actually story: it virtually places the user in the Yellow Submarine and fight against the music hating Blue Meanies. Involvement with the story by means of interacting creates a more intimate and personal experience with it; your interaction with the story effects its continuity and outcome. The site provides both a “lean forward” and “lean back” interaction, which causes the user to be more active with the site and increases their excitement.
Websites can introduce, give information, enhance the branding experience of a film and provide a convenience means of purchasing the DVD. Additional features on a DVD can serve as an incentive for a consumer to buy the product and also provide a better understanding and interpretation of the film and therefore create a better appreciation of the film. Evidently, both media properties contribute by adding value to its main story or subject.
