Distribution

Distribution 

Distribution is the third part in the supply chain. Distribution is often referred to as "the invisible art". When discussing distribution vertical integration means Distribution is about releasing and sustaining films in the market place. In the practice of Hollywood and other forms of industrial cinema, the phases of production, distribution and exhibition operate most effectively when 'vertically integrated', where the three stages are seen as part of the same larger process, under the control of one company. Vertical intergeration isn't so common in the independent sector.. Producers tend not to have long-term economic links with distributors, who likewise have no formal connections with exhibitors. There are three stages involved with distribution- licensing, marketing and logistics.

Licensing 

Licensing is the process by which a distributor acquires the legal right to exploit a film. There are two levels of distribution. The major US studios generally have their own distribution offices in all the major territories. By contrast, independent producers have to sell their films to different distributors in each territory. Independent production companies are usually small concerns, sometimes set up for one film and often lacking the necessary knowledge or contacts of each of the territories around the world. The three different types of rights that can be aquired A distributor will usually be offered theatrical rights, for showing the film in cinemas; video rights, for video and DVD exploitation; and TV rights, if the distributor is able to sell the film to a broadcaster.In addition to paying a fee to secure the film, the licence will stipulate that the distributor will also pay royalties to the producer, taken from the profits that the film generates. A local distributor will conventionally share profits equally with the producer for the theatrical leg, pay back higher royalties for broadcast rights, and lower for video/DVD.In the UK, feature films are released initially theatrically (in cinemas). A theatrical opening is seen as the most effective way to create interest in a new film. The big screen is still the optimum setting for a film for both audiences and the filmmakers.Some months following the theatrical release, a film will be packaged and released on DVD and VHS video, then on various forms of pay television and eventually, two years after opening in cinemas, on free-to-air television. 

Marketing
The marketing of a film release revolves around two key questions: 'When?' and 'How? In the UK, new films are released theatrically on Fridays. A distributor will assess this schedule to identify a Friday release date where there are only a few films scheduled for release. Finding a 'light' week will ensure that there will be both screen space and adequate review column inches in the press allocated to any potential release.Finally, the distributor will try to position the film distinctively and avoid a release date occupied by other films with similar traits (story, subject, country of origin).  In recent years in the UK, these two aspects of release planning have become increasingly difficult, as the release schedule has regularly featured over 10 new releases in a week.

The costs of theatrical distribution, met by local distributors, are often referred to as 'P&A', or Prints and Advertising. P&A are the nuts and bolts of marketing and distributing films into cinemas, the tools used by the distributor to create a public for its film. P&A also represent the bulk of the distributor's investment, after paying the initial fee for rights, and can range from less than £1,000 to over £1 million for the release of a film in the UK.

Marketing- prints and adverts 

Specialised films will often be released with fewer than 10 prints into key independent cinemas, with these prints subsequently 'toured' over a 6-month period to all parts of the UK.  Mainstream films will often open on over 200 prints, simultaneously screening in all major UK towns and cities.or the majority of releases, favourable press response is a key factor in developing the profile and desirability of a film. Distributors consider both the quality and breadth of coverage, and this is often inscribed into the nature and scale of a press campaign.The cinema poster - in the UK this means the standard 30" x 40" 'quad' format - is still the cornerstone of theatrical release campaigns. Numerous recent examples indicate that the poster design is highly effective in 'packaging' the key attributes of a film for potential audiences. Distributors will also consider other poster campaigns, ranging from Underground advertising to billboards.The cost of print advertising in the UK is comparatively high, and is seen as making distribution in the UK a riskier business than in most other countries. In order to extend the reach of advertising and develop more effective communication with audiences at low cost, distributors are looking increasingly to 'viral marketing' - different forms of electronic word-of-mouth via the internet, email and mobile phones.he use of talent - usually the director and/or lead actors - wins significant editorial coverage to support a release. The volume of coverage can far outweigh the cost of talent visits.

Logistics 

 It is the responsibility of the distributor to arrange the transportation of the film to the cinema, as part of its wider coordination of print use across the UK. 35mm theatrical prints invariably suffer cumulative damage as they pass through different projectors, and the hands of various projectionists. There are also overheads incurred by the distributor for the storage of prints at the UK's central print warehouse in West London.Distributor will invest in sufficient prints to provide optimum coverage through the first period of theatrical release, usually lasting up to 6 months. 

Digital Distribution

Towards the end of 2005, the UK distribution and exhibition sectors were starting to move towards digital distribution and exhibition. Digital technology is seen to offer a more cost effective and logistics-light alternative to the tried and trusted, but unwieldy model of 35mm print distribution described above. It will, eventually, be cheaper and much less stressful to send films as computer files to cinemas across the UK, than to transport 20-25kg tins of film in the back of a van.Digital distribution and exhibition on a large scale has started to appear in certain parts of the world, notably China and Brazil, where conventional logistics cannot, for one reason or another, efficiently bring together supply and demand.The force of this change, coupled with the new capacity of technology to replicate 35mm imaging, has led the UK Film Council to establish a digital distribution and exhibition programme for the theatrical sector at the end of 2005. Entitled the Digital Screen Network (DSN), it will eventually support new facilities in 211 screens across the country (out of a total of just over 3,300 screens in the UK), and is seen as a small but important step change towards full digital cinema.There is little doubt that the advent of digital distribution has the potential radically to alter the modus operandi of distributors around the world. The comparatively low cost of film copies and additional logistical effectiveness of digital distribution provide the distributor with greater flexibility. It will be less expensive in the coming years to offer a wide theatrical opening with many copies, and also conversely, to screen a film for just one performance at any cinema. In theory at least, it will be possible for both distributors and exhibitors to respond more precisely to audience demand.All this suggests that in the future, more titles, both mainstream and specialised, will receive wide theatrical openings, and that this broadening of access at the point of release will dramatically reduce the overall theatrical period from 3-6 months to perhaps 1-3 months. Thereafter, films will enter into a second-run and repertory programming market aided by lower costs.

Digital film distribution in the UK

The physical distribution and exhibition of movies in UK cinemas has changed hugely in the last five years.  The 125-year-old era of 35mm celluloid film is over, giving way to a digital future. Here are some of the key facts to stay up to speed with the recent changes in UK cinema exhibition…

1. 35mm distribution may end this year
2. Fortunately 92% of UK cinema screens are digital
3. And 41% are equipped with 3D
4. You only need 2k resolution for nearly all screens
5. 4k resolution is not always better than 2k
6. But screening at 4k can lead to better reviews
7. Vue have the most 4k screens in Europe
8. 4k storage is 11 times more expensive than 35mm film
9. Bonus fact: The best cinema seats are 1.5 times the height of the screen away from the screen with a viewing angle of 37 degrees

Mad Max:Fury Road and Ex Machina production and distribution companies

Representations of class and status

Definition of class- 
A set or category of things having some attribute or property in common and differentiated from others by kind, type, or quality. 

Definition of status-
relative social or professional positional; standing 

Different classes-
Upper Class (wealthiest members of society that have the most political power)
Middle Class (includes professionals and business people who make there own money)
Lower Class (working class, labouring, employed in lower tier subordinate jobs)

Typical upper class stereotypes-
rich, well dressed, superior, intellectual, snobby, well spoken, land owners and high end properties. 

Downton Abbey- These people are obviously upper class as there wealth is clearly shows from there posture and manner, the cloths they wear and thbig house in the background. 

Silk- These people are upper class due to there profusion and there intellectual capacity, they are also well dress. 

Typical middle class stereotypes- 

White collar, manager, own there own property, plays golf, wear suits, owns a car and educated.

Capital- These people are presented as middle class through conforming to the stereotypes of wearing a suit, looking professionals and own there own property. 

Doctor Who- Rose is presented as middle class by coming from a middle class family, owning property and still having to work for money. 

Typical lower class stereotypes- blue collar, factory workers, little savings, inner city, rented properties, work for people, state school and Manuel work. 

The mill- By the way the people are presented and the clothing they wear they can seen to be of working class, they are also factory workers.

The Village- these people work on a farm and do manual  low skilled and low paid work. They dress informally and can be seen to be poor and to have a lack of savings. 

Kill list production and distributer companies

Social class quiz

Result: the class group you most closely match is:

Established middle class

This is the most gregarious and the second wealthiest of all the class groups. According to the Great British Class Survey results, lots of people in this group:

• Enjoy a diverse range of cultural activities
• Went to university
• Are comfortably off, secure and established

Established middle class

Percentage of population 25%

Average age46

This is the most gregarious and the second wealthiest of all the class groups:

• People in this group enjoy a diverse range of cultural activities
• They socialise with a broad range of people
• Many work in management or the traditional professions
• Most come from middle class backgrounds
• They often live outside urban areas

Sound- Ethnicity

Discuss the ways in which the extract constructs the representation of ethnicity using the following:

• Camera shots, angles, movement and composition
• Editing
• Sound
• Mise en scene

Sound

Through out the clip there is a wide use of different sound and different sound techniques which are used to emphasise characters ethnicity stereotypes. At the start non diegetic sound is playing. The music is being used to create atmosphere and curiosity and then peaks towards the point of which the man and women engage in conversation. When the man and women engage in conversation we can clearly see this to be diegetic sound. The white women speaks, the black man reply and the white women continues to talk which the black man ignores. In this scene in the office the white women is meeting the ethnicity stereotype of being pitied and the black man can be seen as dangerous as he ignores the women and quickly storms out of the room. This is also used to rerpresnent The black mans power over the white women due to his position in his profession. When the scene is cut to the house and the man is getting out of his car on the drive non geigetic sound of music starts to build up. This helps to build tension and forces the audience to speculate about what the build up is going to lead to.By the music building up to the black mans arrival and entrance is conforms to the ethnic stereotype of being dangerous.The door bell then rings which is expected which is synchronous sound. diegetic sound is seen between the black man and a new white women which is introduce which shows there participation in conversation. The diegetic sound continues to grow and tension builds in the mans voice. To support the growth of tension in the back mans voice non diegetic music starts to play which slowly deepens. With both the voice and music playing it again helps to meet the ethnic stereotype of the black man being dangerous. As the aggressive non diegetic sound music build up this makes the audience feel sympathy and conforms to the white female steroytpe of being pitied. When the scene turns to the car diegetic sound of conversation, the cars running engine and motion and also the outside. Non- diegetic sound begins to play when the white women says 'your wife will know about us'. This non diegetic music is purposely used to punctuate emotion and show the black mans love for his family. In this scene the stereotypical roles and binary opposites are reversed and it is the white women that has all the power as she is manipulating the black man and being presented as emotionally and psychologically dangerous. With the use of both diegetic and non-deigetic sound the man conforms to the ethic stereotype of being pitied. 

The British Film Industry

The British Film Industry

Representation of ethnicity

There are four key themes in racial    representations:

• exotic or 'other'
• dangerous 
• humorous 
• pitied

Examples of ethnicity representations in TV dramas:

Black-

1. The main character in Luther called Luther is presented stereotypical as dangerouse due to being presented as a strong, confident and irrational police officer, that is not afraid to get his hands dirty.
2.  Morgan Jones in the walking dead is presented stereotypical as he is pited due to being a struggling father and is suffering due to the death of his wife.
3. Gustavo Fring in Breaking bad is presented stereotypically as a dangerous man due to being the top man in a national crystal meth drug operation who kills people if they get in his way.

White-

1. Both Scott and Bailey in Scott and Bailey are presented stereotypically as exotic or other and they are different. they are two police women trying to fight crime in a 'males world' where they have to overcome many obstacles. 
2. Alec Hardy in Broadchurch is presented as a typical white male which is seen as the 'norm'. He tried to do the right thing in all circumstances and always tries hi hardest to get justice. 
3. The Doctor in Doctor Who is presented stereotypically as a powerful and dangerous white man as he fights a universe of aliens and other life forms in an attempt to save the universe and his friends. 

East Asian-

1. Lily Chao in Casualty is presented stereotypically as exotic or other as she is a female doctor who is fully focussed on her work and her determination is like no other. As she tries to reach her goals she makes many social sacrifices and can be describes as a 'control freak'.
2. Monty Green in The 100 is stereotypically presented as exotic and other and humorous. He is presented as a funny and silly character yet is highly skilled with technology making him different.
3. Vincent in Top Boy is presented stereotypically as a dangerous individual. Vincent is a highly dangerous man who uses violence frequently and even goes as far as abusing children.

South Asian- 

1. Michael Spence in Holby City is stereotypically represented as exotic or other. Michael is a highly qualified doctor and surgeon that regularly saves peoples life but then suddenly got let go by the hospital CEO.
2. Jess in Misfits in stereotypically portrayed as dangerous through her verbal attacks. Jess is not afraid to speak out and frequently does.
3. Freddy McClair in skins is stereotypically presented as exotic and other due to being different. he creates a love triangle, creates conflict and helps iffy through her depression.

Mad Max 100 Facts

Stereotypical representations of disabled people

The stereotypes:

In his 1991 study, Paul Hunt found that there are 10 stereotypes of disabled people, used in the media:

1. The disabled person as pitiable or pathetic
2. An object of curiosity or violence
3. Sinister or evil
4. The super cripple
5. As atmosphere
6. Laughable
7. His/her own worst enemy
8. As a burden
9. As Non-sexual
10. Being unable to participate in daily life

Laughable- Andy 



Sinister or evil- Two face 


\

As a burden- Walter Jr 




Adds atmosphere- Jake Sully




The super cripple-Anakin becoming Darth Vader 

Sound

Diegetic sound 

Diegetic sounds are from noises that are happening in the scene that haven’t been edited in, this means sounds like people talking or things like footsteps. People can usually tell which sound is diegetic from what they can see on the screen.

Non- diegetic sound 

Non-diegetic sounds are sounds that have been added in, this can include things like music, a narration and sound effects. Non-diegetic sounds are often used to add drama to moments that would be silent without it.

Synchronous sound

Sound that is matched to certain movements occurring in the scene e.g when footsteps correspond to feet walking. 

Asynchronous sound

Sound that matches the action being performed however it is not pricisly synchronised with the action e.g. the sound which is being heard is of a train however what can be seen is a women screaming.

Sound effects

a sound other than speech or music made artificially for use in a play, film, or other broadcast production.

Sound motif

 A dominant or recurring theme/sound

Sound bridge

Sound bridges are one of the most common transitions in the continuity editing style, one that stresses the connection between both scenes since their mood (suggested by the music) is still the same.

Dialogue

A conversation between two or more people as a feature of a book, play, or film.

Voiceover

a piece of narration in a film or broadcast, not accompanied by an image of the speaker.

Direct address

When the character breaks the forth wall and directly speaks and interacts with the viewer and audience. 


Sound perspective

How close or far away the sound is. 

Iron Man 3

Representation of gender in Luther

Camera shots, angels, movement and composition-

Through out the clip the camera man uses a wide range of camera shots and angles. At the start of the clip the camera man uses a long shot and stabling shot we he used to show  where Luther and Alice are and to give them some information on the setting and location.
The camera man then changes to an over the shoulder the shot to show Luther and Alice having a conversation. The camera angel change to a high angle shot which gives the impression of Luther having all the power. Luther is a male and is dominating Alice who is a female which is sticking to the stereotypes of men being strong and women being weak.
When the scene changes to Luther and Alice in the flat the camera dominantly uses mid shots to show the flat of where Alice lives. He does this to show the Mise en scene.
The camera focuses on Alice's picture of a black hole which is a close up shot then beginning to zoom in when the camera in stationary. Alice begins to talk about evil and  how she admires the black while for how it can devours  its victims. By the camera zooming it it shows that Alice is amazed by this and goes against stereotypes of females being shy, emotional and mentally weak.
Through out being in the flat the camera operator uses two shots to show Luther and Alice engaging in conversation. Alice predominately does most of the speaking which confirms the stereotype of women of women doing most of the talking and nattering away about things.
The camera operator also uses lots of close up on Luther's and Alice's face to show there facial expressions and emotions. Alice is also meeting the sterotype of females being more emotional as she uses many facial expressions and in particular her lips.
The camera operator once again uses camera angels to show Luther dominance but this time uses a low angle shot to show hoe Alice had to look up at him. This makes Luther look more powerful then Alice as he is phyicall bigger which is confirming the stereotpes of males being physically stronger. By Luther being bigger this could also assert physiological dominance over Alice as she is made to feel small and helpless which is showing stereotypically females are weaker.
The camera operator then uses two shots, over the shoulder shots, mid shots and close up when Luther and Alice are standing close together he uses all to show where they re standing from a range of different perspectives, the close allows to see each others facial expressions etc. The close up also allows us to see Alice's red lipstick with have the stereotype of being tarty, however red also has the conniptions of danger, blood and death, which could suggest Alice is dangerous therefore making her powerful which means Alice is going against the female stereotype of females being weak.
When Luther and Alice are in a heated discussion and close together we can analyse this as a battle for power and in a larger context the battle between the sexes. The camera operator purposely uses a long shot to break the tension.

Editing-

At the start of the clip the directer uses a short take where the camera jumps from a close up on Alice's face to a close up on her dogs ashes this is so we can see the opening of the bag from Alice's perspective with is a point of view shot.By the a short take being used from Alice's perspective it shows Alices emotions towards the dead dog and therefore reinforces the stereotype of females being emotional.
The directer then uses a cut to jump from when Alice ands Luther are outside to inside her flat. This is used to change scenes quickly and to maintain flow.

Sound-

At the start of the clip when Alice and Luther are outside we can here diegetic sound in the background which is the sound of the streets, cars and general out side noises. There voices are however dominant and we can here the clearly. This can be interpreted that both male and female are equal as they are in a normal environment where they experience sounds that you would expect to here when out door in a busy urban location.
When the camera starts to focus on the black whole non diegetic music begins to play in the background of slices voice. The noise is hollow and deep and mysterious and represents darkness which could be the conniption of Alice. If she is a dark character it may suggest that she is private therefore reinforcing the stereotype of that females are private and passive. However it could also be interpreted that she is going against female stereotypes and she is independent and strong due to her inner darkness which is going against the female stereotype of females being weak.
The same non-digetic sounds stays shuttle in the background. However the sound slowly starts to build up again when Luther and Alice engage in a heated discussion which helps to build tension between them which shows the battle of power between male and female.

Mise en scene-

Alice's flat constructs a representation of females through the props in her room where Luther and Alice are talking.The props include telescopes, other scientific equipment and object and book. This goes against female stereotypes of females generally being less intelligent then men and shows as the props prove that females are equally equally intelligent to men. The books show she is an active reader and learner which also goes again typical female stereotypes. Her flat is dominantly full of grey and dark furniture and but there is one red chair that sticks out which brings the connotations of blood, fear, love, danger etc. these could all represent Alice which goes against female stereotypes. 
Her appearance includes ginger hair which could mean she is fiery character and not passive like the female stereotype indicates.
Alices Red lipstick is suggesting the narrative code of her have have a fiery temper and the colour red as the connotations of Alice being dangerous, trigger happy, blood and love. This suggests the stereotype that women are typically more emotional then men and react to things that maybe men wouldn't. This code is called a semic code.
Both Luther and Alice are well presented and dress in smart clothing which shows there is equality as they are both presented as intelligent and important people through there clothes. for example Luther is wearing a suit which has the conniptions of importance and power typical of the male stereotype.
The lighting in the flat is cold and dark with the only lighting being natural lighting which is coming from out side. This could be pathetic fallacy as the weather and dark lighting could be used to represent Alice and the dark tension between her and Luther.
Alice's flat is located in London fairly close to the centre and central business district where the prices for a flat are expensive this shows she has some wealth and money which shows she is independent and able to provide for her self. This goes against the typical female stereotype as Alice is showing that she is not passive or weak.

mise-en-scene

The 100

The mise-en-scene helps to construct the representation of the character through the costume of the character. The character is wearing nearly all black which could bring the connation of black which means death and darkness. She has also got a bandage on her hand which could suggest she has had an injury or been in a fight. She is carrying a small bag on her left side which could mean she is travelling  and has to take things with her or delivering something to someone. Her hair is blonde which some people believe means innocent. She looks quite vulnerable due to her stature and her facial expressions show that she may be  nervous about something. Her stance and posture also makes her look wary of what is in front, her stance seems to be cautious of something. The opening in her mouth could suggest she has recently been running which could suggest she was running away from something. The location seems to be in some type of forest out in the wilderness. As she is wearing a jacket it may suggest a colder climate. There are no other people with her which properly means she is lonely.She is surrounded around nothing but wild plants and tress suggesting that she is all alone and in the thick of nature. The props include tress with moss on them which shows there age, rocks with vegetation and flowers growing of and down them and a few shrubs on the mud flaw with fallen leaves on the top. The set design is that the girl is slightly off shot to the centre of the camera and is slightly to the left, the camera man has used a long shot so the viewer can see the whole set and the surroundings of the girl. The set lighting is dark but natural and is made to look like the big and tall trees are preventing the light from penetrating to the bottom. There is not high intensity light focussing on a single point which may suggest there is nothing of great importance.

Mad men

The clip was based in a busy office setting, where many people are working throughout the clip in the cack ground of the main character. The colours in the office are very typical of the 1960s. The decor includes beiges, browns and whites, The director wanted to create a scene in a office and there for had to get props that are commonly found in the office. throughout the lip we can familiar office objects that the director has chosen to include in recreating his off. The props include desks, chairs, tables, draws shelfs, lights, plants, a type writers, phones, paper, pens etc. these are all used to enforce the recreation of a office.The main women that the camera in dominantly focusing on is dressed in a fitted bright blue dress and wearing a gold locket and two failed large earrings showing she is not afraid to make a statement and be recognised  the bright blue colour could represent her bubbly personality or a cold personality. She has red hair which could mean she is a fiery and dominant character. up which could mean she has a busy lifestyle and needs to prevent her hair from getting in the way. She is wearing her hair  She is wearing bright red lipstick which has the stereotypical meaning of meaning a tart. her posture is strong with a flat back which suggests a strong and powerful independent women. The way she walk around the office makes us believe that she is of some importance to the business,The second women featured in the clip is wearing a bright orange dress and a colour scarf. This women is also not afraid to make a statement which could mean the first and second women have a clash of personalities. The bright orange dress could mean that she is a fiery character and not afraid to do what she wants. The multicoloured scarf may suggest she is a more in-depth character and she has varied moods and emotions. She is wearing a watch which could mean she has busy schedule and likes to keep track of the time. This girl has brown hair and also has her hair up which could also mean she has a busy lifestyle and doesn't want her hair to get in the way. this girl is also wearing red lipstick which also conforms to the traditional stereotypical image of this girl being a tart. Her posture is still upright which shows that she takes pride in her appearance but she sometimes slouches because she is nervous of is being told off. The first women is far more powerful as she is often featured looking downwards to the second women. The first women obviously has a high position/role with in the business The lighting in the office is mainly made to look artificial as they are inside and there are often bug office lights, however the light shining through the windows is made to look natural and match the suns lighting, which shows they are working in the day.

THE MALE GAZE

Analysis of Rihanna- Stay

Throughout this music video there are many scenes that involve Rihanna naked in a bath. By Rihanna being naked in a bath she is appealing to heterosexual males which strengthens the idea of Rihanna fulfilling the male gaze and the desires of the male audience  as she is trying to appeal to them. 

Within the first few seconds of the music video starting Rihanna is bringing to undress to the point where she is wearing no clothing. The camera purposely begging to fall on Rihanna's curves and emphasizes them. The camera man is often using close ups and extreme close up so the viewer feels closer to Rihanna. The undressing of Rihanna has been made of a heterosexual male that may connote to pleasure.

 

As the video hits the 12 second mark Rihanna is now in a bath and completely naked. The camera starts to work its way down Rihanna's body towards the lower part but stops at her tummy. The camera man is purposely filming extreme close up of Rihanna's body parts of interest to a heterosexual male which may make the viewer feel teased.

At around 20 seconds this is the first time we see Rihanna's face. Her face and hair are both wet and her hair is looking a bit messy. Rihanna is also looking down showing she is in deep thought which will make the viewer realise her vulnerability. The camera man purposely uses a close up so you see nearly all of Rihanna's face and part of the bath.

As the video continues to 23 seconds we can now see Rihanna laying fully naked in a bath. The only thing that is stopping her from being fully exposed is her hands and the murky water. The camera man is using a mid shot as we can see nearly the whole of Rihanna's body and the majority of the bath. For heterosexual males this will highly appeal to them as they are seeing Rihanna's full nearly naked body. The camera man also uses a high angle shot that looks down at Rihanna the viewer has got the power  and Rihanna looks venerable which degrades her.

 

At around 26 seconds the camera takes an extreme close up of Rihanna face and focuses of the lips. The lips can be perceived as sexual imagery; also the way she moves her lips and the slow pace in which she does so may seduce some heterosexual viewers. We can see all of this as it is a close up and we can see all of rhinos facial expressions. Rihanna is also looking at the camera which is the fourth wall and is singing directly to the viewer which will I've them a sense of involvement.

At 57 seconds Rihanna is sitting up right in the bath but begins to act and sway her neck like she is experiencing an orgasm and pleasure.it also looks from her facial expression and the position of her lips that she is moaning. furthermore heterosexual viewers would also get pleasure from Rihanna doing this which may lead to them feeling pleasure. The camera man purposely uses a mid shot to clearly show her body language and facial expressions. this ensure the audience clearly see her moment and actions.

This video is degrading for Rihanna as throughout she is naked in a bath and is being objectified as a sexual object. Throughout she is showing various body parts to the viewer and her actions, body language and facial expressions all suggest pleasure which the heterosexual males will enjoy so she is therefore aiming to please men. Rihanna also looks sad and upset throughout and is showing to be vulnerable and the viewer is taking advantage of her when she is in this state so it is further degrading her.