Clueless - Production & Industry

• COST


  • BUDGET: JUST UNDER $13m (LOW)
  • AV COST OF HW FILMS: $36.4m
• AMY HECKERLING


  WRITER & DIRECTOR
• WANTED FILM TO BE 'SUFFUSED WITH HAPPINESS
• STEVE JORDAN'S PRODUCTION


  • Developed a visual style that accentuates bright colours, softly illuminating actors (heavy fill lighting, diffusion & back lighting)
• COSTUMES


  • GOAL: CREATE SOMETHING 'OUTRAGEOUS'
  • 60 CHANGES (CHER)
  • ECONOMISING AS COMBINED PIECES
  • DOLCE & GABBANA & ANNA SUI
• DEFY HIERARCHIAL DISTINCTIONS BETWEEN ELITE & POPULAR
• PROMOTION


  • HEAVILY ON CABLE CHANNEL MTV
  • LIKE PARAMOUNT IT WAS OWNED BY VIACOM
• IRONY FILM CONSISTENTLY SUNNY. WAS DURING PERIOD OF UNUSUALLY HIGH RAIN FALL. FILM CREW USED LIGHTS SHINING THROUGH WINDOWS TO MAKE IT LOOK SUNNY
• DISTINCTIVE ATTRACTION


  • Abscence of established stars reflects teen genre traits: youthfulness, enthusiasm, resourcefulness
  • ALICIA SILVERSTONE HIGH PROFILE (3 AEROSMITH YOUTUBE VIDEOS)
• MARKETING


  • PREVIOUSLY SUCCESSFUL WORK WELL KNOWN
  • SOUND TRACK & VISUAL STYLE
• • SOUNDTRACK CERTIFIED PLATINUM (AT LEAST OVER 1M SALES) RADIOHEAD, WORLD PARTY, THE MUFFS, BEASTIE BOYS
  • PROMOTED HEAVILY BY MTV
  • ALICIA SILVERSTONE ADVERTISING CAMPAIGN PROMOTIONAL PHOTOS IN MAGAZINES (e.g. 17 TEEN AUDIENCE)
• LAUNCHED CAREERS PAUL RUDD, ALICIA SILVERSTONE, BRITTANY MURPHY, STACEY DASH, JEREMY SISTO
• ADULTS ASSOCIATED IT WITH 'EMMA' BY JANE AUSTEN (1815)


  CLASSIC
• • LOOSELY BASED ON NOVEL (EMMA = CHER, JOSH MR K ETC)
  • MADE CLUELESS POPULAR IN UK
  • TAPPED A MARKET OF FEMALE CENTRED YOUTH CULTURE DUE TO INTERNATIONAL SUCCESS OF THE SPICE GIRLS
• • FILM DEVELOPED A CULT FOLLOWING (TENKINS)
  • HAS A CONTINUING LEGACY CONSIDERED TO BE ONE OF THE BEST TEEN FILMS EVER
  • WAS FOLLOWED BY A SPIN-OFF TV SITCOM & SERIES OF BOOKS
  • 2008 ENTERTAINMENT WEEKLY'S TOP 100 "NEW CLASSICS" FILMS RANKED 42ND
  • ENTERTAINMENT WEEKLY'S "SO BEST HIGH SCHOOL FILMS RANKED 7TH
• AUDIENCE


  • Its exaggerated representation of teenage life central attraction for younger viewers
  • Emphasis of designer clothing, outlandish vernacular speech & mobile use attracted younger audience & adult viewers
• • TARGET AUDIENCE YOUNG TEENAGERS
  • FILM SUPPORTS TEENS INTO THINKING THAT FASHION & BOYS ARE THEIR MAIN CONCERN AT THIS TIME
• DEMOGRAPHICS


  • PARAMOUNT PROMOTED PRIMARILY TO YOUTH DEMOGRAPHICS WHICH UNDERESTIMATED CAPACITY OF ATTRACTING WIDER AUDIENCE
  • FAVOURABLE TO YOUNG FEMALES STEREOTYPES