Film Review for Little White Lies-Jess Smith

What is Little White lies? Who is their target audience? How does their audience relate to ours?

Little White Lies Magazine is famous for sharing reviews and overviews on a range of films and has been printing in a unique, modern style since the 1st of March 2005. The magazine website (http://lwlies.com/) describes the print as a mixture of "cutting edge, illustration and journalism", therefore it can interest a large audience. Each print is of the same popart, artistick style and this is due to the same three designers Timba Smits, Laurene Bolgio and Oliver Stafford will apply this theme.

Little White Lies has consistent tenancies that they usually conform to. For example, they use the same ranking system when reviewing a film. They use numbers 0-5 to rate a film, with 5 being the best and this is always found to be placed in the bottom, right hand corner, making it easy for readers to notice on each page.

Mass media platforms apparent on the website

The magazine always think of their target audience (24-35) when creating each page. From which image to use on the front cover, what films they will be interested in and how they will be feeling when reading Little White Lies. One key way that they interact with their target audience is via social media which is clearly displayed on their website including such as Twitter,  Facebook and Instagram. As you can see in the images below, they have kept their distinctive,  artistic styles images and incorporated it onto the page. 

Being on social media was clearly important to the company as they joined twitter in 2008, only 2 years after establishing the magazine. 

The fact that they have almost 70,000 followers shows their popularity and that they very active, with 23,000 tweets since 2008. 

This tweet about film poster  implies that the magazine want to also focus on other parts of a film, and not just the end product. This is very similar to what our group has done as we have concentrated a lot on our posters for our film and ensuring they comply to the right aspects for a short film, as well as looking interesting. 

In addition to this, Little White Lies have also used YouTube ( https://www.youtube.com/user/lwlies) as another platform to advertise their magazine. They have done this by making short videos on the process on how one magazine copy is created, giving their readers a good incite into the production stages. 

Screenshot of the beginging of the created of a LWL magazine
Full video: https://www.youtube.com/watch?v=Fe9AAfGgJuU&t=1s

Similarly to the previous video, they have also uploaded a timelapse video of the process of creating the image for the front cover. As show in the gif below, it is done to great attention and detail by a professional artist. 

Stating that it only the professional 45 minutes to draw

Drescription from LWL on video:

Uploaded on Jan 26, 2011

"We wanted to make a short film that captured some of the love, care and hand-crafted passion that goes into the making of an issue of LWLies. We produce six issues each year, and for the two month period that we're  working on a particular issue, we totally immerse ourselves in the movie and in the production process. While we obviously embrace digital in all forms, first and foremost we're makers of honest, tangible and fine-smelling objects, and we hope that comes across in some way here".

We filmed this ourselves over the course of November/December 2010, and the film was edited for us by our friends at production company Archer's Mark.

Drawing cover:

https://www.youtube.com/watch?v=PJT0drrORIQ

They have also featured a short film 'Under The Influence' onto their channel which is eye-catching for a new audience scrolling through their page. By including this short film on their channel also emphasises the large variation of films that the company review and feature in their magazine. The gif's inserted below display the beginning and the end of the short film. 

 

Little White Lies Youtube channel

Overall, Little White lies try to include their target audience in every decision made for their magazine, which is very similar to our group, as we ensured we were focusing on our audiences interests and their feelings when making our short film. Although our target audience is ranging from 16-25 and is slightly younger than Little White Lies, we all have the same aim, which is to please them. We have all also got a young audience, therefore it is important to incorporate modern aspects into our work. 

Little White Lies magazine is published by TCOL (The Church of London) and they also have a target audience of 25-35 and this is due to from a survey taken in 2008 on the demographic of their readers and seeing that 52% of them were in this age range. This age range is very similar to our group, especialy as it for both genders and not considering children or young teenagers when creating work but more on adult opinions. They have used their website to make this apparent, by using the quote below,displayed on their homepage. 

This quote is implying they are a high quality brand that focus on providing for their audience

This is also displayed on the 'About' page and gives readers more of an incite into their work. However it's also representing it as an exclusive company. 

TCOL have also reached their young adult audience by being active on social media, similarly to Little White
Lies. 

As well as Little White, TCOL also publish another magazine called 'Huck' which launched in 2006 and is based on 'celebrating independent culture' and features many images of sports, such as skateboarding, skiing and swimming. Therefore, it is a different style of magazine to Little White Lies, showing TCOL as a versatile company. However, more information can be found at http://www.huckmagazine.com/about/.

In addition, TCOL also work with many other companies and have won many awards in recent years. However from 2014 into 2015, they had a larger audience, leading them getting more recognition. 

A list of awards TCOL have won (via their website)

List of TCOL clients (taken from their website)

Overall The Church of London uses Little White lies to generate income by incising the same audience in different forms. For example, Huck magazine advertises healthy, free living and this emphasised by working with large companies like Nike and Levi's and film lovers that read Little White Lies may also aspire to try new actives/ a new lifestyle, leading them to buying this magazine and buying products from their clients, like Nike.