Kingsman: The Secret Service

Industry/Marketing
1. Release
  1. 20th Century Fox
    1. Official Trailer Published on 21 May 2014
    2. Official Trailer 2 Published on 22 Sep 2014
    3. Official Trailer 3 Published on 9 Dec 2014
    4. Official Red Band Trailer Published on 12 Dec 2014
  2. Premiere: The film's premiere was held in London on 14 January 2015
  3. Released in cinemas in the UK: 29 January 2015
  4. Released in cinemas in the US: 13 February 2015
  5. Released on DVD/Bluray: Digital HD on 15 May 2015 and on Blu-ray Disc and DVD on 9 June
2. Finance
  1. Budget: $94 Million
  2. Box office: $414.4 Million
3. Exhibition
  1. It was released in 2D and IMAX 3D in select international territories only, using DMR
  2. Distributed by 20th Century Fox
4. Producers
  1. Matthew Vaughn
  2. David Reid
  3. Adam Bohling
5. Ad Campaign
  1. The trade paperback collecting the comics miniseries was released on 14 January 2015.
  2. Vaughn teamed up with luxury retailer Mr Porter to create a 60-piece clothing line based on the film.
  3. The collaboration is the first of its kind, making Kingsman: The Secret Service the first film from which customers can buy all of the outfits they see.
  4. The film also includes significant product placement for Adidas Originals
  5. Listed the three most well known actors on the posters to the exclusion of Taron Egerton.
    1. Attract fans of those actors rather than having an unknown actor who won't have a large fanbase
Audience
1. Demographics
  1. Fans of the graphic novel
  2. Fans of the genre
  3. Fans of the actors/actress’
    1. Colin Firth
    2. Samuel L. Jackson
    3. Michael Caine
    4. Link with how Taron Egerton was excluded from name credits in promotional media
  4. Fans of Matthew Vaughn (director)
2. Media 2.0
  1. Audiences will watch film, make reviews of it, attracting more audiences
3. Psychographics
  1. Younger working class audiences will relate with a character like Eggsy and want to want it.
  2. British audiences with relate with the characters as they feature british characteristics
  3. Upper middle class audiences will relate with characters like Harry like aspire to be them and also relate with parts of their character.
Narrative
1. Narrative: Two-Strand equilibrium narrative
  1. Converge after 2nd halfs
    1. Harry Hart and the Kingsmen
      1. Equilibrium: Agent Lancelot goes on a mission to rescue Professor Arnold
      2. Disruption: Lancelot is killed
      3. Recognition: Harry and the Kingsmen look into who did it, whilst finding a replacement.
      4. Attempt to repair: Harry meets Valentine and Hart learns of Valentine's connection to an obscure hate group's church in Kentucky. He goes to it and is killed by Valentine.
    2. Eggsy Becoming a Kingsman
      1. New Equilibrium: Eggsy, Roxy and Merlin stop Valentine from culling the major of the Earth’s population.
2. Action Codes
  1. The Death of Lancelot: Makes the Kingsmen start investigating and gives Eggsy an opportunity to join the Kingsmen.
  2. The Dinner with Harry and Valentine: Leads Harry to the church where he is killed.
  3. Harry’s Death: Makes Eggsy go back to the Kingsman base and stop Valentine
Genre
1. Intertextually
  1. Often spoofs the Bond films
    1. Gadgets
      1. Bulletproof umbrella
      2. Watch that fires darts
      3. Pen that contains poison
    2. Characters
      1. The elderly man in charge of the agency (dispatcher)
        Bond: M
        Kingsman: Arthur
      2. The tech guy (helper)
        Bond: Q
        Kingsman: Merlin
      3. The Villian with a convoluted plan
        Bond: Blofeld
        Kingsman: Richmond Valentine
      4. The Middle aged charming gentleman spy
        Bond: James Bond
        Kingsman: Harry Hart
    3. Alcohol
      1. Knowledge and love for complex alcohols
        “Martini. Gin, not vodka, obviously. Stirred for 10 seconds while glancing at an unopened bottle of vermouth. Thank you.”
2. Countertype
  1. Protagonists dies at the end of the second act
  2. The villain
    1. Hates gore
    2. Wears a tracksuit and snapback hat
    3. Speaks with a lisp
  3. Roxanne (the female agent Eggsy is friends with) doesn’t get with Eggsy at the end
3. Conventional
  1. Different locations around the world
    1. The Middle East
    2. Snowy area, alps?
    3. London
    4. Kentucky
  2. Iconography
    1. Explosions
    2. Guns
Representation
1. Female
  1. Gazelle (Sofia Boutella)
    1. Henchwoman
    2. Strong female character
      1. Prosthetic legs
        Blades
      2. Is able to kill a Kingsman agent at the beginning
        Throughout the rest of the film we are told how good these agents are.
      3. Countertype to gender stereotypes
        Link with Judith Butler
      4. Takes down the Princess of Sweden’s bodyguards
      5. Has no issue with killing
        Unlike Valentine
  2. Roxy (Sophie Cookson)
    1. Helper character
    2. Another strong female character
      1. Successfully passes through the Kingsman training
      2. Becomes a kingsman agent
      3. Doesn’t get with Eggsy at the end
    3. Weakness
      1. Fear of heights
        Which she deals with in the climax
  3. Crown Princess Tilde of Sweden (Hanna Alström)
    1. Conventionally attractive
      1. Camera lingers on her behind in the last scene in the film
        Male Gaze
    2. Damsel in distress
      1. Need Eggsy to help rescue her.
  4. Michelle Unwin (Samantha Womack)
    1. Eggsy’s mum
    2. Needs to be told to lock her baby in a bathroom so she isn’t hurt
      1. Damsel in distress
        In post credits scene Eggsy saves her from Dean and asks her to go live with him.
    3. Weak character
      1. Falls for Dean, a violent character.
        Unable to stop him when he is about to beat Eggsy
        Later in the film we find out he beats her.
2. Male
  1. Harry Hart (Colin Firth)
    1. Kingsman agent
    2. Strong character
      1. Able to take down Dean’s henchmen
        Much younger than him
    3. Polite
      1. Cares about etiquette and manners
      2. “Manners maketh man”
  2. Richmond Valentine (Samuel L. Jackson)
    1. Countertype
      1. Hates violence
        After killing Harry: “That felt f##king awful”
      2. Dresses like a youth
      3. Speaks with a lisp
  3. Dean Baker (Geoff Bell)
    1. Violent
      1. Pins Eggsy to a wall and threatens to kill him
      2. Beats Eggsy’s mum
3. Age
  1. Harry Hart (Colin Firth)
    1. Middle aged yet active
      1. Is able to beat up a whole gang of 20 year old without any struggle
      2. Kills the majority of the people in the church while under the influence of Valentine’s SIM card
    2. Wise
      1. Gives Eggsy advice throughout the film
  2. Chester King (Michael Caine)
    1. Old dispatcher character
    2. Seems to be a wise character
      1. Turns out that he has starting working with Valentine
      2. Tries to kill Eggsy
        Gets tricked by him when he tries to poison him
  3. Richmond Valentine (Samuel L. Jackson)
    1. Man in his 60s
      1. However acts as a person much younger
      2. Dresses like Eggsy
        Countertype to age stereotype
    2. Weak
      1. Hates the site of blood
4. Class
  1. Upper Class
    1. Shown as the richer people
    2. Setting and colour - Upper class areas in the film are vibrant and quite regal looking, historical type building.
    3. The Kingsman
      1. All upper class
      2. Live in a mansion
      3. Speak very posh, polite. They often state that “Manner Maketh the Man”. All of the Upper Class characters are in Kingsman. They know a lot about drinks, clothing and manners.
        Harry, Arthur and Lancelot
      4. Wears expensive suits
    4. These characters could be seen a facade. When Eggsy kills Arthur just before he dies he starts to speak in a working class cockney accent and also when Eggsy becomes a member of Kingsman and puts on the suit, he acts in a more upper class way.
  2. Lower Class
    1. Shown as being the poorer people.
    2. Overall shown as immature and more unintelligent group of people
    3. Setting and colour - Working class areas in the film are dull and gloomy looking, council flats
    4. Eggsy
      1. Uses slang, swears.
      2. Wear hoodies, snapback hats and tracksuits
      3. First scene we see of the main character Eggsy he’s stealing a car and going on a joyride
    5. Michelle Unwin
      1. Before father’s death Eggsy’s home appeared to be fairly middle class
        Mother dressed and spoke in a middle class way
      2. 17 years later, mother now dressing and speaks in a working class way.
        Husband is working class

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