'AMY' Film Analysis - Audience, Text & Industry

AMY (2015)

Theoretical Film Poster

The Film 'AMY' was released in 2015 and directed by Asif Kapadia, produced by James Gay-Rees and co-produced by George Pank. The film documents the Singer/Songwriter Amy Winehouse; how her career and recognition first started and her whole life up to her death. 

The film's production company is Film 4 and Universal Music.

The film has been nominated for 38 nominations and has achieved 48 wins including one oscar for 'Best Documentary/Feature.

AUDIENCE

The audience of this movie would be fans of Amy Winehouse,fans of documentary/music films and those who inspired by her for how she acted throughout the beginning of her career. Fans of Amy Winehouse would be a specific target audience for this film because the film was produced in memory of her, her fans would want to see her for the last time in a production made about her which include her music and herself in found footage clips/videos. This would position them to become an active audience because they may take to social media sites such as twitter to share their thoughts and opinions about the movie and discuss different scenes in the film. 

Fans of documentaries/music films may also be specific targeted audience for this film because their interests may lay in how celebrities and their lives differ from the average person. In Amy's life, media grew to become a huge significant part in her life and unfortunately (in my opinion) drove her to start taking drugs which lead her on the path to her death. Similarly to fans of Amy Winehouse, those interested in documentaries may use different social media sites to express themselves about what they think about the film and other thoughts.

Theoretically, the audience response to this film through Box Office was positive as it gained $22 Million and was made on a $3.4 Million budget.Additionally, the reviews were positive as feedback was made. Peter Bradshaw from 'The Guardian' commented and said:

"It is an overwhelming story, and despite everyone knowing the ending, it is as gripping as a thriller: Kapadia has fashioned and shaped it with masterly flair."

INDUSTRY

Example of film poster

The use of marketing for this film was successful as a range of posters were use in attempt to appeal to the different target audiences. The close up of Amy Winehouse makes it clear to the audience what the film is about, her eye makeup and tattoos on her left arm are significant as she is mainly recognised for that alongside her music.

Additionally, her eye-liner comes across similar to a logo as every time she the audience sees a video clip of her performing in the film, she always had her dramatic eye liner and big hair, in my opinion, this is what made Amy Winehouse recognised for who she is alongside her music.

http://www.amywinehouse.com/

Another way that the audience can interact is through her own website. This gives Amy's fans a chance to express themselves further by filming themselves singing one of her songs from the 'Back to Black' Album. The website provides a # called '#BackToBlack10', this is a positive way for the audience to show and express themselves and gives them the chance to declare their love for the singer/songwriter.

TEXT

This film shows a positive representation of age because the film shows that Amy first started singing at age 14 and began to progress as time went on. This makes her a role model for her young fans both male and female as it gives them the thought that 'if she can do it, then I can.'

In terms of narrative, this storyline is unpredictable because it gives the audience an insight to how Amy's life was whilst she was alive.