07 January 08
A behind-the-scenes look at the shooting of this year’s Film Awards trailer in London's East End.
We're all aware of the hard work, long hours and dedicated crews behind the year’s best film productions, but what you may not know is that the Academy has also been hard at work shooting a new trailer to promote the Awards.
Over a crisp autumn weekend, several locations across the capital, including the East End’s Columbia Road, played host to cast, crew and mask for the trailer's production. Its concept, Bring the Glamour Home, sees a young couple in London going about their daily routine. Whether in the street or at work, each of their ordinary experiences are transformed to reflect a glamorous aspect of the Awards, culminating in the couple settling down at home at the end of the day to watch the ceremony.
The production company Framestore CFC , who had previously worked on the memorable Film Awards ‘Treasure Hunt’ trailer, were keen to increase their involvement this year. Framestore VFX Supervisor, Craig Lyn, came up with the concept and their team, working with the Academy, oversaw the shoot. “It's a day in the life of the everyman,” says Lyn. “This concept brings that glamour and the beauty of the BAFTAs into everyone's lives.” One such example sees an office post cart being wheeled past suited workers busily typing away—by the time it reaches our leading man, the post-girl is in glamorous evening wear and handing him a gold envelope.
The script also allows plenty of scope for Framestore to utilise their postproduction magic, including the casually dressed leading man stopping to look in a shop window, only to see his reflection in full black tie get-up. Later on, our leading lady leaves her house in the evening and finds herself greeted by the pop of flash bulbs in the street as she finds herself on a red carpet in a show-stopping dress.“It strikes a nice little visceral chord,” says Lyn. “By watching it, your average woman or man will hopefully say: 'Wouldn't it be great if I was at the Awards?'”
The trailer was produced on a minimal budget, so getting the project to look slick within those constraints is always a huge challenge, overseen by the Academy's determined Head of Production, Clare Brown. “We could not have achieved so much in such a short space of time without the help of Film London who assisted us with
council permissions etc.,” says Brown.Across three days and five locations, countless individuals donated their time, whether it was to perform, record or stand in as paparazzi. “The morale during the three day filming was brilliant,” recalls Brown.
The trailer was also reliant upon the support of Kodak, Technicolour, Carlton Screen and Pearl and Dean. Make-up artists were provided by Lancôme, the hairstylists by Nicky Clarke, whilst all costumes were donated by Jasper Conran, Austin Reed, Jimmy Choo and Butler and Wilson at QVC.
View the Trailer: Bring the Glamour Home
Audience Matters: Why We Do it
Many readers are aware that the Academy is a charity with a remit of promoting excellence in the industries of the moving image and amongst the public.
For that reason, our aim is to promote our Awards and events to the biggest possible audience. Our Film Awards trailer is an important part of the PR/marketing mix for raising awareness of our activity and encouraging the public to tune into the BBC broadcast on 10 February 2008.
In their early incarnations, our Film Awards trailers featured clips from the year’s nominated films. In 2005, however, we produced an original idea that featured actress Natascha McElhone rescuing her BAFTA from her agent’s drowning car.
More recently, the BAFTA Treasure Hunt trailer saw the iconic mask superimposed into famous film scenes, whether around Frodo’s neck in Lord Of The Rings or on Mount Rushmore in the North By Northwest climax.
The effects of such campaigns on the Awards’ broadcast figures is yielding positive results, with last year’s audience peaking at 3.9million, an increase of 900,000 viewers on the previous year.
In early 2008, the Bring the Glamour Home trailer will be screened for two weeks in the run-up to the Awards in 1800 cinemas nationwide, as well as on BBC One, the BAFTA website, the pre-Awards cinema tour (supported by The Daily Telegraph) and before all membership screenings at 195 Piccadilly.
Ivan Ingletto / BAFTA
Ivan Ingletto / BAFTA