Case Study on Marketing and Distribution

Case Study on Marketing and Distribution

Study on Marketing and Distribution technique by contemporary artist, Rihanna.

MWE
23/12/12

 

Marketing and Distribution- Rihanna

 

The internet had taken the marketing and distribution of music to a whole new level. It has seized every single part of the globe and had become a powerful tool for the music industry to market their product and promote their artists. This can be seen clearer when analysing big record label companies and their marketing strategies. An example of a multinational record label company would be “DefJam” which is subsidiary to Universal Music Group, this is where song artist Rihanna is signed. Although, RIhanna is not just an ordinary artist as she is one of the most iconic musician, a key figure in mainstream music. This makes her DefJam’s priciest musician, taking in the highest income to the company. Her popularity amongst the public is a key element to selling her products, having great fan base across countries. Considering that Def Jam is a multinational industry, they have the money to spend on advertising their products and artists and still make huge profit. Record label companies use vast selection of social media platforms, one of the most well known example would be “YouTube”, a video- sharing website. It is used universally and so millions of people have access to this website, it is commonly used to listen to music. This had been used by record label companies to their advantage.

The screenshot above shows a typical YouTube page after typing a key phrase on the search bar, the website will then look for videos which are relevant to the typed word. In this case, I’ve typed “Rihanna” and immediately the website shows music videos by the artist. If you look carefully, all of the following videos have been uploaded by “RihannaVEVO”. VEVO is a music video website where the 4 leading major record labels (Sony Music Entertainment, Warner Music Group, Universal Music Group and EMI) share music videos of their artists single to advertise them.   

 

This is a video page; observing the YouTube page, all of its functions have been thoroughly used to promote the artist and their songs. In the information box, a web link is presented where people can pre-order the upcoming album of the artist, advertising the album heavily. It is constantly encouraging its audience to purchase the product. Beneath the “like button” two links are present: “Rihanna” leads to Rihanna’s VEVO channel on YouTube where many more of her songs can be found and the user has the option to subscribe to her channel. By subscribing, they are promptly updated about the artist’s latest future debut. “iTunes” is a link which takes the user to iTunes website, another social media platform specializing in music and digitally converged with apple.

iTunes is another social media platform created by Apple, it has its own store where music and videos can be purchased to be used on Apple devices, e.g. iPods, iPhones etc. which are gadgets commonly owned by many. iTunes had completely changed the way we listen to music, becoming the main avenue of sales for record label companies. iTunes enables its clients to purchase music online and advertise its partners products. It has become a key element for record labels companies marketing and distribution. iTunes had developed over the years, enhancing its function which also helped to market products of several artists. Its features such as: “iTunes Match” and “Genius” have helped increase sales and popularity of artists. Genius provides songs which are of similar genre as the recently bought song on iTunes store, or songs which had been done by the same artist. iTunes provides offers to its consumers to encourage them to buy more products.

Small record label companies would not be able to spend as great amount of money advertising their artists unlike elite record label companies who have formed partnership with other companies to increase the company’s sales. Big record label companies also gives freebies which can be picked up from stores. The image below is an example. The card provides free download of one of the artist’s song on iTunes. The marketing doesn’t stop there as clothes had been designed based upon an artist’s single. Which again is encouraging consumers to purchase the artists album?

In conclusion, as consumers we are constantly being bombarded by suggestive messages to buy products whether it’s from TV adverts, freebies, advertisement banner online etc. Due to the wealth multinational record label companies possess, they have the ability to spend great amount on marketing their products globally.



Lesson 09: Media Consumption and Audience behaviour

Lesson 09: Media Consumption and Audience behaviour

Relationship between the Audience and Media Consumption  

MWE
23/12/12

Media Consumption and Audience behaviour

The Internet has changed the relationship between consumers and the media. This is also due to digital convergence and technological convergence. Digital convergence is the merging of 4 main industries into a conglomerate: 

·         IT

·         Consumer Electronics

·         Telecommunication

·         Entertainment

They have all merged into one platform to deliver dynamic experience for users. This also means digitalizing traditional Medias such as the radio and the TV.

Technological convergences are gadgets which apart from its primary purpose, is able to perform other functions- accessing various media platforms. For example: IPhones.

Together, these two elements had completely changed our lifestyle, not just by the way we listen to music but also by watching shows on TV, reading the newspaper etc. Digital convergence has digitalized radio, we can now listen to the radio using the internet and technological convergence has provided us access to this. It has also affected our media consumption, for example; many own gadgets which can perform technological convergence. Prime example would be an iPhone. I myself own one and due to digital convergence and its multiple functions it has allowed me to connect to YouTube and ITunes, which are both iconic media platforms for music. In the past, people would need to go to music stores and buy records; tapes or cd’s of songs to be able to listen to them and would need a music playing device (e.g. cassette player, record player) to listen to them. This limits the opportunity of listening to them, only being able to do so when they’re perhaps at home. Music was not as portable as it is now. Thanks to technological convergence, we are able to listen to music anytime and anywhere which also has allowed us to do multitasking. Purchasing music doesn’t include leaving the house now either, consumers can go on ITunes and buy tracks online or on their gadgets. These new developments, had saved time for many and encouraged sales within music industry.

 

Lesson 08: Marketing and Distribution

Lesson 08: Marketing and Distribution

Recap of lesson on "Marketing and Distribution"

MWE
12/12/12

Marketing and Distribution

For one of our lessons we've started looking at the music industry and the concept of marketing and distribution within the business. We learned new key words such as

Viral Campaign- An advertising method where it uses existing social networks to increase awareness of the product.

Media Platform- Media platforms are social network sites which allows users to integrate one from another. These websites have become a valuable instrument for companies as they work efficiently for advertising.
e.g. YouTube has a function which allows its videos to be embeded on other media platforms such as: Facbook and Twitter.


The following link will take you to our Prezzi which contatins what we've learned.
http://prezi.com/vbp67iqblbsq/marketing-and-distribution/
 

TV Drama Extract- Doctor Who

TV Drama Extract

06/12/12

MWE

Practice essay on TV Drama Extract "Doctor Who", gender representation.

Film Proposal

Film Proposal and Film Pitch Feedback

01/12/12
AB

Coming up with the final idea for our film has been a whole process of trial and error. We struggled to come up with a film that represents our company accurately. Our first idea was called the “Dead Men’s Socks” which belonged to the crime and detective genre.

Dead Men's Socks Proposal

 Summary of "Dead Men’s Socks"

George Goffney is an old school detective. He has worked as a detective all of his working life and a few years earlier, cheated on his wife in order to get evidence for a case. When his wife left him, and took their daughter with her, George was at breaking point and attempted suicide.

Jump forward two years: George is in the morgue talking to his friend Ellie who has worked with him for a number of years. (Opening scene to the film). In conversation, Ellie tells George about the two bodies that were brought into the morgue that morning. One is Simon Stallone, a rich man, recently married to Eva Stallone. The other is Dan Mitchell, a poor boy who lives on the streets and in Oxford’s homeless shelter.

Ellie tells George she believes it is suicide but George becomes suspicious when he notices that they are each wearing one dark blue sock and one grey sock.

George talks to Kelly about the bodies as it is his case. Kelly is a young detective and is new to Oxford. Kelly disagrees with officers interfering with the job of pathologist’s in the forensic department and refuses to look at the bodies or listen; she believes it is best to wait for the paperwork to come through. She is blissfully ignorant, relying on computers and mobile phones.

George takes it upon himself to solve the mystery and visits Stallone’s house. When he arrives, his wife isn’t in but the maid is. She explains that the Stallone’s had recently married. She also points out that Simon Stallone never drove his car around Oxford for fear of it being damaged, so she calls a driver for him.

George goes to the gym to talk to Eva. She tells him her husband had been melancholy lately and she believes it was suicide. She is surrounded by ten large men who attend the gym for boxing. Other than herself, the only woman who works in the gym is a young receptionist.

George goes to the homeless shelter to talk to Dan’s father. The people in the shelter live in poverty, young children playing in tattered clothes with broken toys etc. Dan’s father explains that Dan and he run a small taxi service and his son went out onto a job and didn’t come back (Driving Simon Stallone).

George goes back to the gym but this time Eva is on lunch. He calls all the men into Eva’s office and holds up a grey piece of paper to the men with the word Prison written in blue. He asks if any have been there and they all answer but one, Stephen.

George confronts Sven. He explains that when his daughter was younger, they believed she was colour blind. The nurse told him all about colour blindness including the different types. He explains how he realised that Stephen must have Triranopia, a colour blindness focusing mainly on the colours blue and black. He and Eva planned to kill Simon in the sauna and realised that Dan is in there too. (Dan and Simon had become close from Dan driving Simon around). He killed them both and had to redress them, not noticing the different colour socks, dressing them in each other’s socks.

George has Eva and Stephen arrested and explains to Kelly how he did it. He explains that sometimes it is not enough to just look at paperwork or at a laptop.

The actors and actress we will be choosing to play the roles in the film will be teenagers. The fictional world will be set in a society in which no adults exist. This is to encourage teenagers to take interest in drama and arts and to improve the image of adolescents to balance out the negative portrayals of the media about them. We have based this idea of casting on “Bugsy Malone” by Alan Parker, which was child cast suggested by his eldest son. It was purposely casted with children so his offspring can enjoy the film. Our target audience will be teenagers and over and those who are interested in crime shows. It will be rated "12A" as some scence particularly the ones in the mourge is not suitable for those of young age. The film duration will be 120 mins max.

Below is a podcast of us giving our pitch, however I had to change the format of the file as MPEG is not supported by blogger. The youtube link will take you to our podcast:

http://www.youtube.com/watch?v=9rCUmCjtLFY&feature=youtu.be


The main criticism which we received was that why did we decided to only open the roles to teenagers?

Part of the reason why we chose to only work with teenagers is that, finding adults to play the roles will be difficult as we don't know anyone who'll willingly help us. If we choose to only work with teenagers, it will be easy to find people to cast as many of our friends do drama and will be willing to help us. However, there's the problem of realism. As at the end of the day, a teenager trying to play a middle aged man will still look like a teenager, making the film lack sophistication and realism. "Bugsy Malone" worked because of the genre: comedy and musical worked with children cast as it emphasised the comedic element within the film. "Dead Mens Sock" however, is strictly a crime based film. Seeing teenagers play roles which are older than them will only make the whole production farfetched and tacky, causeing the film to lose its credibility.

Production Company name and Indent.

Production Company name and Ident.

29/11/12
AB



For our main course work we were to create our own production company name and ident in groups. We've come up with a few design for our logo and alternative names, but in the end we decided to stick with "Crane Shot Productions". We have made a podcast explainging in detail about our production company. However, blogger doesn't support audio files but it does allow videos to be embedded on posts and so in order for me to upload the podcast, I will have to convert it into a file which will be supported by blogger.

As presented at the screenshot on the right, and error message comes up when an MPEG file is attempted to be attached on a post. It's preventing me from putting the audio file with the post and so it must be converted into another type of file.





The plan is to put the audio file into a video and so it can be put on the blog. However, even "Windows Movie Maker" is not compatible with MPEG files and so it must be converted into another audio file.

And so, I found an online file converter which allowed me to convert MPEG into MP3 file. By converting the file, it will allow me to use it on Windows Movie Maker to make a video and then to upload that video on YouTube so it can be embedded on the post.

This is where I pick which format I want the MPEG to be converted into, as you can see it can be converted into other formats but MP3 is specifically needed fo this task.

 

And this is the newly converted file being used in Windows Movie Maker.



The following link will now take you to our film production podcast. It is set as "unlisted" and so it can only be accessed by those who possesses the link.

http://www.youtube.com/watch?v=eiq9lnI6eG4&feature=youtu.be

TV Drama Extract- Hotel Babylon

TV Drama Extract

14/11/12

MWE

Practice question on TV Drama Extract "Hotel Babylon". Representation of Ethnicity

TV Drama Extract- Primeval (Developed)

TV Drama Extract

08/11/12

MWE

Developed essay for "Primeval" Gender Representation

TV Drama Extract- Primeval

TV Drama Extract

06/11/12

MWE

Practice TV Drama Question on the extract of "Primeval".

Question focus: Gender representation

9 Frames

9 Frames

Term break homework

26/10/12
AB

The genre of film I've chosen is Action and so this is what I've based my makeshift title sequence on. Ideally if I was to make my own one I would use similar shots, for example: on the first image it shows a long shot of an important figure which indicates that he is a significant part of the movie. The second snapshot shows another character taken with medium shot, which is the protagonist. As the we follow the image we see that the image has a gun cursor which implies that someone is trying to kill the present person. Medium shot and close ups are used when introducing characters and misc en scene which help determine whether they're a hero or not. Extreme long shots are used to show the setting of the scenario.

Fonts which would be used in the title sequence will have to appropriate to the genre of the film.    

Enigma Codes

Lesson: Enigma Codes

Difference between structures of serial, series and soaps.

25/10/12
MWE




How information is gradually revealed to the audience and how problems are structured and reaches their conclusion.

Serial- One Season

Series- Collection of Seasons

Serial- Continuous

Episode Structure

In narrative of episodes various of problems arise. Some are revealed and resolved in the same episode while others reach resolution in further episodes, perhaps towards the end of the season.

Serial- The problem have to reach conclusion by the end of the season

Seasons- Problems can over run in other seasons and not be resolved until much later

Soaps- Problems can go on for a long period of time

Art of Title

Art of Title 

Homework about the Art of Title

19/10/12

AB

Unlike many other files, the opening of Kung Fu Panda does not have many titles. The only title present was introduction of Dream Works. The rest was just an animation which introduced the protagonist of the film. Although, dialogues were heavily used and many music as well. The reason for this is probably because the film is designed for young audience and so they try to engage the audience into the film as soon as possible, avoiding lost of interest from the viewers. The credits are placed in the end.

 

Lesson 07: TV Drama Analysis

Lesson 07: TV Drama Analysis G322

First trial on TV Drama analysis

20/10/12
MWE

Analysis based on "OCR G322 - Merlin (Class & Status) - June 2011"

http://www.youtube.com/watch?v=vbZdHx1jQZo


OCR G322 - Merlin (Class & Status) - June 2011

From the extract, it is clear that the protagonist of the story is the first character in the frame- Merlin. The scene opens up with the main character entering a chamber cautiously; from here we learn that through his careful movements that he should not be there- he’s invading someone’s privacy. The music used in the background helps create an atmosphere, the low tone and slow tempo helps construct suspense and anticipation.  The character acts vigilant (the medium shot gives us a clear view of the characters facial expression.)The constant shift of the camera between the door, the objects he’s fiddling with and the character further supports this idea. When the focus of the story turns to the 2^nd character that’s stood outside the door in the hall, the lights are used along with the music to create a dark sinister aura for the character. She inspects the door and when she enters the room to find Merlin, her dialogue says “What are you doing here?” which indicates the idea that this room belongs to her. As a result, Merlin acts like a deer caught in headlights as the actor stammers his words. Due to the fact that the setting belongs to the 2^nd character, the 2^nd character automatically gains status as he’s in her territory. Looking also at the Mise En Scene, comparing the characters appearance, the lady is dressed sophisticatedly unlike Merlin whose clothes are less extravagant which indicates that Merlin belongs to a lower status than the women.

The scene changes and shows Merlin walk down the streets of the kingdom, unlike the hall of the castle where it was decorated with tainted windows and many luxuries where he stood out like a sore thumb. He blends in with ease amongst the other characters as they all seem to be clothed similarly. He travels by himself shown by the panning camera, a group of actors enters the scene and they stand out due to the way they’re dressed. We can easily categorize them into a stereotype, the nobleman. They are not dressed in great fancy clothing but they’re not also dressed in earth coloured linens. This suggests that they are much of higher rank than Merlin. The group centres around one man who we presume as the prince as he fits into the archetype- tall, blonde and handsome. He also acts with much arrogance and has an armed escort who stands not only a defence but a barrier from the commoners, he’s untouchable. Which supports this idea further as Merlin’s dialogue says “Look I’ve told you you’re an ass; I just didn’t realize you were a royal one.” The reference to the monarchy, calling him a “royal” helps determine these assumptions.

Merlin: “Wow, and how long have you been trained to be a brat?”
Prince: “You can’t address me like that.”
Merlin: “Sorry, how long have you been trained to be a brat, my lord?”

During their conversation, we learn that there’s a dispute between the two as the scene progresses and recorded with shot-reverse-shot between actors. When the Prince demands to be addressed in another way, the camera focus shifts back to Merlin (with an over the shoulder shot) using the following camera shot, it gives the audience a sense of involvement and little more view on the character upper body.  He replies with “Sorry how long have you been trained a brat, my lord?” he refers to him as “lord” and lowers himself subtly as he does so. Even though the action is pure sarcasm, the action clearly showed the difference of class and status between the two. The Prince is of much higher status than Merlin.  The fight then begins and the Prince stands on a platform, not only giving him an advantage in the duel but emphasizes his status and power he has and Merlin remains on the ground.

Lesson 06: Sounds

Lesson 06: Sounds

Recap of lesson on "Sounds"

MWE
09/10/12

Sounds

 

In media in all production film or TV Dramas, there will always be sounds. They're vital as they help create an atmosphere for the audience. Here are the following key terms used in Media Studies when referring to them.

Diegetic Sound – These are sounds that are present in the fictional word. It is designed to be heard by the characters.

Non-diegetic Sound – Sounds which are in the product but cannot be heard by the characters (however this is an exception for a narration by a character within the story – referred to as an internal monologue and is diegetic).

Score – Theme music designed for that specific film or show. Often indicates high budget productions

Sound Effects – Sounds which are added in during editing.

Synchronous –Music which suits the action presented at the screen.

A-synchronous –Music which is used where it classes the scene at hand often creates an unsettling effect on the audience.

Sound Bridge –Sounds which are used to link one scenario to another. E.g. Passing train

A "soundtrack" is a collection of all the sounds used in any production.

OCR: Preliminary Task

OCR Preliminary Task

06/10/12
MWE

Study of the follwing continuity editing techniques:

• 180 Degree Rule
• Match On Action
• Shot Reverse Shot



 180 Degree Rule- In any films or shows it's important to assist the audience regarding orientation. On the diagram on the left, you can see an imaginary line which runs through the two characters; this is called an axis. It creates two seperate arch. Once you have placed a  camera on one side of the scene, it's crucial that the camera stays on that side of the axis to avoid confusing the audience. However, if you want the camera to cross the axis, you must show this. This is called crossing the line or jumping the line. This is often used to show conversation between two figures.

 

 

 The video link below gives a brief explanation about the 180 Degree Rule:



 



 

Match On Action- This technique is a combination of two or more shots which shows similar actions. When put together it creates continuity which is important in terms of making the audience undesrtand what is going on. Great example of this can be found in chasing scences in actions films.



  http://www.youtube.com/watch?v=jJubOZLpp4A

 

 

 

 

Shot Reverse Shot- Shot Reverse Shot is a common technique used in films. It shows a character looking at another. They're both facing opposite directions and so to the audience it would seem as if they're facing one another. One shot would be from character A's stance and there will be a cut and the next shot will be taken from character B's side showing character A.

We have been assigned to create our own video which demonstrates the use of the following editing skills. The image below is the story plan for our video.

The link underneath will re-direct you to our video:

http://www.youtube.com/watch?v=mnsl_vS9Dx4&list=HL1350760764&feature=mh_lolz

Lesson 05: Camera Movements

Lesson 05: Camera Movements

Recap of  "Camera Movements"

27/09/12
MWE
 

                                                               Camera Movements

Along with camera shots we have camera movement, the combination of both helps convey different wanted effects and assists on mediating the desired ideas. Below are a few examples of camera movements which can be found in several shows:

Panning shot- The camera movement is limited to spinning around its axis

Tracking shot- When the device is attacked to a track alowing is to film fast moving actions.

Tilt up shot- When the camera is tilted at an upright angle.

Tilt down shot- Opposing to the tilt up shot, the camera is aimed down.

Dolly shot- Wheels are attached to the camera and is able to move in all directions, often used on smooth surfaces.

Zoom in shot- When the focus of the camera lense moves closer to the target object.

Zoom out shot- The movement moving further apart from the object.

Handheld/ Steadicam- In event where the camera man is weilding the camera, supported by a steadicam device.

 
Crane shot- Use of camera is partnered up with a crane, offering many more camera angles for the camera man.

 



Lesson 04: Film Production Company Logos

Lesson 04: Film Production Company Logos

Research on Film Productions and their company logos.

27/09/12
MWE

                                                           Film Production Company Logos

Dream Works- The film production was the result of Stephen Spielberg, Jeffrey Katzenberg and David Geffen (hence the "SKG" underneath the companies name) in 1994. 

Spielberg wanted the logo to feature a man on the moon fishing and to be computer generated. However, a dear friend of Spielberg who worked with him previously Supervisor Dennis Muren of Industrial Light and Magic; suggested that a hand print logo would look much better which Spielberg agreed to. And so Maureen contacted his friend Robert Hunt who created the logo. Hunt created an alternate version which illustrated a little boy with a fishing rod sitting on a crescent moon (the little boy being Hunts son), Spielberg prefered this better then the original idea and decided to make it the official logo for Dream Works.

Analyzing the logo above, it's interesting why Spielberg wanted a man on the moon with a fishing rod to star in the logo of Dream Works. Taking in the company name "Dream Works" it is very fitting to the logo. Dreams are associated at night and so it may be the reason why Spielberg chose a moon to feature. The fishing rod may imply that the boy is fishing for stars (great actors) or fishing for great movies which are dream-like. The fact that the moon is elivated and that all three objects are up the sky could be a metaphor for "out of this world" projects that they will provide for their audience.

 Paramount- Founded in 1912 by Adolph Zukor and Frohman brothers (Daniel and Charles).

The "Majestic Mountain" of the Paramount was a creation made by W.W Hodkinson after his first meeting with Zukor, this was based on his childhood enviroment- the Ben Lomond Mountain in Utah. Originally, the logo had 24 stars representing 24 contracted movie stars (there are only 22 stars present at the modern logo, no one knows why it was reduced).

The story behind the logo is pretty self-explanatory to why the logo looks the way it does and what it's trying to promote. Each 24 stars represents 24 great actors and actresses, the fact that they chose to use stars to represents them connotes the idea of outstanding, high quality acting, high achievers. Mountains can be seen as reprsentation for challenges, they're difficult to overcome and so putting the idea in the context of film production; just like mountains which provides difficult challenge for many, they're work are hard to trumph over.



Pixar- In most Disney animation the lively lamp often makes appearance on the pixar logo. This lamp was a character all the way back from year 1986, which starred in  a short film named "Luxo, Jr"

Pixars logo definitely has a playful element in it, it could be because its target audience are of those in lower age groups and it's their method of drawing them in. Having said that, it could be more than just a tribute to a classic pixar character. It is possible that they are tying to assemble another message, that just like the lamp which provides light, their productions are bright and are of high standards.

Lesson 03: Camera Shots

Lesson 03: Camera Shots

Recap of "Camera Shots"

20/09/12
MWE



                                                           Camera Shots

Throughout the years media evolved, many different camera techniques have been invented and graced upon our favourite tv series or films. Each one of them owning their own set of purpose, these are the top 10 basic camera shots which are often found in many shows. 

1.            Shot reverse shot - A film technique where one character is shown looking at another character (often off-screen), and then the other character is shown looking back at the first character.

2.            Over the shoulder -  A angle where it taken over the shoulder of another person

3.            Extreme close up – A shot taken which zooms precisely to a subject, which exposes great amount of detail.

4.            Close up – A shot taken at a short range.

5.            Medium shot – A shot from a standard distance (Often shows the object from the waist above).

6.            Long Shot – Shows an entire human body.

7.            Extreme long shot – A shot taken of its key subject at a great distance from the camera.

8.            Two shot – A movie or television shot of two people together.

9.            Point of view shot – A shot showing the individuals perspective.

10.          Overhead shot – A bird’s eye shot taken directly above the action, often used to show sceneries.

Here are a few examples of shots I have found over the internet:

Over the shoulder shot

Close up shot

Two shot


This link explains more about frames in filmmaking:

http://www.youtube.com/watch?feature=player_embedded&v=K6N2SpA2XPI

The following images will show examples of still shots I have found as I watched an spisode of the TV show "Glee".

Medium Shot- Presented in this screenshot is a character in a middle of a room, provided that there's a piano behind him and he's stood by a music stand, it suggests that he's in a music room. In addition to that there's a book shelf behind him which suggests further that he's in a learning enviroment. Taking in the charaters appearance, he's dressed quite smart which implies that he may be a teacher.

Shot Reverse Shot- This is actually edtited seeing that it is actually two shot placed in sequence to one another.

 

 Two Shot- Judging the distance from the camera and the characters, it's close enough that we can see their faces. The emotions which graced upon their face seems to be quite surprised. This shot is good at letting the audience know the characters feelings towards a subject.

 

Medium Shot- The centre focus of the camera here is on the guitar. Having said that, it might be perhaps that the camera is trying to show that there's something special with the object, hence why it is paid much attention.

Close up

 

                                                                                    Long Shot

 

Group Shot

 

Extreme Long Shot