Inspiration from media texts 

Khansa and I embarked on a research journey to gather inspiration for our film. We delved into a diverse range of cinematic works, including the timeless classics "Pride and Prejudice" and "Lady Bird," as well as contemporary masterpieces like "Cake" and "Parasite." These films, renowned for their muted and earthy color palettes, significantly influenced our artistic vision for the project.

To accurately portray a Pakistani household, we turned to the cinematic gems "Zindagi Tamasha," "Joyland," "12th Fail," and "Bol." These films provided invaluable insights into the nuances of Pakistani culture, aiding us in crafting authentic scenes, selecting appropriate props, and guiding the actors' wardrobe choices.

While the sensitive nature of our film's topic posed certain challenges, dramas like "Udaari," "Akhri Station," "Dar Si Jaati Hai Sila," and "Razia" served as invaluable resources. These works, delving into similar themes, offered valuable guidance on how to approach sensitive subjects with empathy and authenticity.

Finally, the short film "Juice" emerged as our primary inspiration. Its visual style and storytelling approach resonated deeply with our vision, providing a clear blueprint for the aesthetic we sought to achieve.

Conventions Of A Film Post Card and It's Advertisement 

Film postcards are essential marketing tools for promoting short films, especially at film festivals. These cards serve as visual aids, attracting attention and generating interest among film programmers, producers, and press members. They are crucial for building connections with influential individuals and expanding the film's reach, as short films often have limited marketing budgets and distribution channels. 

1. Eye-Catching Design:

• Visual Appeal: The design should be instantly captivating, drawing the viewer's attention.

• Informative Content: While visually appealing, the design must also convey essential details about the film.

2. Clear and Memorable Title:

• Prominence: The title should be prominently displayed, easy to read, and reflect the film's essence.

• Style: The font and placement should complement the overall design and align with the film's theme.

3. Impactful Imagery:

• Visual Representation: The image should provide insights into the film's content and evoke curiosity.

• Audience Connection: The image should resonate with the target audience and create a visual connection.

4. Credibility and Recognition:

• Director's Name: Include the director's name to establish credibility and attract fans.

• Awards and Nominations: Highlight any prestigious awards or nominations to boost the film's reputation.

5. Audience Engagement:

• Reviews and Taglines: Positive reviews and a catchy tagline can pique interest and encourage viewers to watch.

• Social Media Integration: Include links to the film's social media channels to foster online engagement and build a community.

6. Practical Information:

• QR Code: Provide a QR code for easy access to additional information, such as the film's website or trailer.

• Screening Details: Include the film festival screenings and timings to facilitate attendance.

Social Media Conventions

Leveraging Social Media for Film Promotion: The Case of Instagram

Social media platforms, such as Instagram, TikTok, and X (Twitter), offer powerful tools for promoting short films. By creating engaging content and building a strong online presence, filmmakers can generate excitement and attract a wider audience.

Key Benefits of Social Media Promotion:

• Brand Building: Social media allows filmmakers to establish a brand identity for their film, connecting with potential viewers and creating anticipation.

• Audience Engagement: Interactive features like polls, stories, and live streams foster engagement and build a community around the film.

• Cost-Effective Reach: Social media offers a cost-effective way to reach a large audience, especially for filmmakers with limited budgets.

Instagram as a Promotion Platform:

Instagram's popularity and user-friendly interface make it an ideal platform for promoting short films. Here are some key considerations:

• Profile Optimization: A visually appealing profile picture, a clear and memorable username, and a concise bio that accurately represents the film are essential.

• Consistent Aesthetic: Maintaining a cohesive visual theme throughout your posts helps create a recognizable brand identity.

• Engaging Content: Share teasers, behind-the-scenes footage, interviews, and other content that excites and intrigues your audience.

• Regular Posting: A consistent posting schedule helps keep your content fresh and visible in your followers' feeds.

• Interactive Features: Utilize Instagram's features like Stories, Reels, and polls to encourage audience participation and engagement.

• social media inspiration

Branding Conventions

In today's competitive media landscape, branding is essential for creating a distinct identity and fostering audience engagement. By establishing a strong brand for your media product, you can cultivate a loyal fanbase and drive long-term success.

Strategies for Building a Media Product Brand:

1. Consistent Visual Identity:

   • Color Palette: Employ a consistent color scheme that evokes the film's mood and theme, as exemplified by Euphoria Season 2's distinctive vintage aesthetic.

   • Typography: Use a unique and recognizable font for the film's title and branding elements. Game of Thrones' iconic font is a prime example.

2. Leverage Talent:

   • Actor Branding: Feature prominent actors in promotional materials to capitalize on their fan base and associate them with the film. Wonka's use of Timothée Chalamet is a successful example.

3. Production House Identity:

   • Consistent Branding: Ensure the production company's logo is prominently displayed in all promotional materials, reinforcing its brand identity. A24 is known for its distinctive logo and branding style.

4. Social Media Engagement:

   • Active Presence: Maintain an active presence on social media platforms, engaging with your audience and sharing behind-the-scenes content.

   • Consistent Aesthetic: Apply the same visual style and branding elements across all social media channels to maintain a cohesive brand image.

Social Issue Research

Harassment: a pervasive social issue in Pakistan, affecting women of all ages and backgrounds. It can take various forms, including physical, verbal, psychological, and sexual harassment. The prevalence of harassment in Pakistan is due to a complex interplay of factors, including:

• Patriarchal Society: Pakistan is a patriarchal society where women are often seen as subordinate to men. This can create a culture that tolerates or even encourages harassment.

• Lack of Awareness: Many people are unaware of the legal definitions of harassment and the available resources for victims. This can prevent them from reporting incidents or seeking justice.

• Social Stigma: Victims of harassment may face social stigma and discrimination, which can deter them from coming forward.

• Weak Enforcement of Laws: Despite having laws against harassment, their enforcement can be weak, allowing perpetrators to evade justice.

Notable Cases of Harassment in Pakistan:

• Noor Mukadam: A young woman was brutally murdered by her ex-fiance in Islamabad in 2021. This case sparked widespread public outrage and raised awareness about the issue of domestic violence and femicide in Pakistan.

• Sania Zehra: A 22-year-old mother was abducted and forced to marry her abductor in 2021. Her case highlighted the vulnerability of women to forced marriages and the challenges they face in seeking justice.

• Motorway Case: In 2020, a woman was gang-raped on a motorway near Lahore. This horrific incident sparked public outrage and led to calls for stricter laws to protect women's safety.

• Parveen Bibi Layyah Case: A woman was gang-raped and murdered in Layyah in 2021. The case sparked protests and demands for justice.

Living as a Woman in Pakistan:

Living as a woman in Pakistan can be challenging due to the prevalence of harassment, discrimination, and gender-based violence. Women face restrictions on their freedom of movement, education, and employment. They may also be subjected to harmful practices like forced marriage and honor killings.

Why This Topic Should Be Talked About:

It is crucial to talk about harassment in Pakistan to:

• Raise Awareness: By discussing this issue openly, we can increase awareness and challenge societal attitudes that perpetuate harassment.

• Empower Victims: Talking about harassment can empower victims to come forward and seek justice.

• Demand Change: Public pressure can help to bring about changes in laws, policies, and social attitudes that will make Pakistan a safer place for women.

• Prevent Future Incidents: By understanding the root causes of harassment, we can take steps to prevent future incidents and create a more equitable society for all.

Harassment is a serious social issue that affects countless women in Pakistan. By talking about this issue openly and demanding change, we can work towards creating a safer and more just society for all.

Target Audience

Through our initial research, Khansa and I identified young adults as our primary target audience. Our survey confirmed this assumption, revealing that the majority of respondents were within this age group. However, the survey also highlighted a gender gap, with only 12% of male respondents expressing interest in watching our film.

To broaden our appeal, we focused on developing strategies to attract a male audience. Given the film's drama genre and focus on women's issues, we recognized the need to incorporate elements that would resonate with male viewers.

Furthermore, our survey revealed an equal preference for drama and mystery genres among our target audience. This confirmed that our film's blend of these genres aligned with their interests.

Finally, the survey highlighted the importance of digital distribution. With 84% of our audience preferring internet-based content, we knew that a strong social media presence was crucial to generate excitement and encourage viewership.

Editing Strategy

The way we planned to edit our film was heavily inspired by the Indian short film Juice. 

Editing plays a crucial role in shaping the narrative and emotional impact of a drama short film. Effective editing techniques can enhance the pacing, tension, and overall storytelling experience. Here are some common techniques used in drama short films, with examples from "Juice":

1. Cutting Rhythm:

• Establishing a Pace: The rhythm of the cuts can establish the overall pace of the film. For example, quick cuts can create a sense of urgency or excitement, while slower cuts can create a more contemplative atmosphere.

• Example: In "Juice," the editing is fast-paced during the climactic scene, emphasizing the tension and suspense.

2. Continuity Editing:

• Maintaining Consistency: Continuity editing ensures that the film flows smoothly and logically. This involves matching actions, camera angles, and lighting across different scenes.

• Example: "Juice" uses continuity editing to maintain a sense of realism and coherence throughout the narrative.

3. Cross-Cutting:

• Parallel Action: Cross-cutting involves alternating between two or more simultaneous storylines. This technique can create suspense, tension, or reveal connections between different characters or events.

• Example: "Juice" uses cross-cutting to alternate between scenes of the protagonist's struggles and flashbacks to her childhood.

4. Montage:

• Condensed Time: A montage is a sequence of brief shots that condense a significant amount of time or events into a short period. It can be used to show the passage of time, character development, or a series of related events.

• Example: "Juice" uses a montage to depict the protagonist's journey from a victim to a survivor.

5. Jump Cuts:

• Discontinuity: Jump cuts are edits that disrupt the flow of time, often used to create a sense of disorientation or to emphasize a particular moment.

• Example: "Juice" uses jump cuts sparingly to emphasize key moments and create a sense of urgency.

6. Sound Design:

• Emotional Impact: The use of sound effects, music, and dialogue can significantly enhance the emotional impact of a film.

• Example: "Juice" uses a haunting soundtrack to create a sense of tension and melancholy throughout the film.

These are just a few of the editing techniques that are used in drama short films. The specific techniques used really worked for the film idea we had in mind and our desired effect for the film. By effectively employing these techniques, we felt that we can create a powerful and engaging storytelling experience. 

Final Analysis

Khansa and I embarked on a deeply researched journey to create a short film that not only tells a compelling story but also sheds light on the pervasive issue of harassment in Pakistan. Drawing inspiration from a diverse range of cinematic works—from the muted color palettes of Pride and Prejudice and Lady Bird to the raw authenticity of Zindagi Tamasha and Joyland—we shaped our film’s visual and thematic identity. The short film Juice particularly influenced our editing and storytelling approach, guiding us in crafting a narrative that is both emotionally gripping and thought-provoking.

To ensure realism, we studied Pakistani dramas like Udaari and Dar Si Jaati Hai Sila, which handle sensitive topics with empathy, helping us navigate our film’s delicate subject matter. Our audience research, conducted through surveys, revealed key insights—primarily that young adults are our core demographic, but we also needed strategies to engage male viewers, given the gender disparity in interest. The preference for drama and mystery genres, along with the overwhelming inclination toward digital consumption, reinforced our decision to focus on strong social media promotion.

The film’s mise-en-scène was carefully planned to reflect a typical Pakistani household, requiring meticulous attention to props, setting, and wardrobe. Editing techniques inspired by Juice—such as cross-cutting, montage, and rhythmic pacing—helped heighten tension and emotional depth. Additionally, our branding strategy emphasized consistency in visuals, typography, and social media engagement to build anticipation and recognition.

By addressing harassment—a deeply entrenched issue in Pakistan—we aim to spark conversations, challenge societal norms, and empower victims to speak out. Through authentic storytelling, striking visuals, and strategic promotion, we hope our film resonates with audiences and contributes to a er dialogue on gender-based violence and justice. 

research was also conducted with the help of ai tools like gemini and chatgpt