Ex Machina was a strangely successful film of 2015 at the Box Office. It is an example of an Independent British film that tells the story of a programmer who is invited to with his boss to administer the Turing test on an android he had created. The android had artificial intelligence the Turing test was used by evaluating the human qualities of a breath-taking female; Ava. However the film lacked many qualities to make a successful film which is why it was unusual for the film to succeed at the Box Office.
The film was directed by Alex Garland, he also has experience
with films such as ‘Annihilation’ and ‘Dredd’. The stars include Domhnall
Gleeson, Corey Johnson, Oscar Isaac, Alicia Vikander and Sonoya Mizuno. Although
the actors in the film are not seen as well-known, they became popular due to
Ex Machina. Even though only 4 characters speak in the film, it still succeeded
at Box Office. Domhnall Gleeson has been in popular films, such as ‘Unbroken'
and 'Harry Potter and the Deathly Hallows: Part two’; he is also going to be in
the new Star Wars film coming out on the 17th December. The film was
produced by 'DNA Films' and 'Film4' productions. Both of these film production
companies are very successful and have produced many successful films. This
could demonstrate that the production for 'Ex Machina' could be one of the
reasons for its success at the box office.
Ex Machina’s budget for the film was estimated at $15,000,000,
this paid for the location, the stars and the producers. In the opening week,
Ex Machina made around $250,000. Although the film was released during the
release of the ‘Avengers: Age of Ultron’, the film still managed to make a
quarter of a million dollars in the opening week. The budget of Ex Machina was
a lot lower than any other film; this could suggest why Ex Machina did so well
at the Box Office. Ex Machina has a cinema length of 108 minutes and was first put on 4/5 screens. This later increased to 500 screens when Avengers, Age of Ultron viewers died down. It had a reasonable success in the US and other markets as its world-wide box office figure was $83,128,313 showing its success. As it was marketed mainly in the US in Texas that is where most of its success lies. The science fiction film "Ex Machina" has been picked up for Us distribution by A24 Films.
During the upcoming release of Ex Machina, the directors
used many ways of marketing. These include, they used the dating app 'Tinder'
to raise awareness about the upcoming sci-fi thriller. They created a profile
of Ava so that people could interact with her and feel like they were part of
the film this made others want to go and see the film. They also used Instagram
to spread news about the film to a wider audience. 'Ex Machina' is not a four
quadrant film, which is another reason why marketing would have been so
important. However, for example 'Avatar'
and 'Star Wars' are both very popular and successful sci-fi films this shows that
there must be a bigger target audience for sci-fi thrillers.
The location for the film was predominantly in Norway. The
setting for Nathan’s house was Juvet Landscape Hotel, Alstad, Valldal, Norway.
The location and camera angles were very important to portray this in the best
way possible. The key scenes during the film are Caleb and Ava's relationship developing.
This needed to be done perfectly as this is a major part of the film itself.
The lighting has to be perfect for the situation, almost like it was real-life.
They filmed used Sony F-65 cameras with anamorphic lenses; this allowed them to
get the perfect scene for this part of the film.
Ex Machina used an alternative to CGI, due to their low
budget. In order to create Ava’s robotic features they filmed the scene with
both with and without Ava’s presence. Camera- and body-tracking systems
transferred Vikander’s performance to the CGI robot’s movements. Overall, there
were around 800 shots, of which 350 or so were shots of robotics. This means
that even though this film had a significantly smaller budget compared to other
successful films, it was still able to create the same standard of film due to
the evolution of technology.
Ex Machina certainly isn’t a mainstream movie, in the sense
that it isn’t viewed as the typical British film, what with its confusing plot
and slow tempo. This certainly caught the interest from the film critics, who
awarded positive reviews of the film. The IMDB (Independent Movie Database) has
a rating on a high range of films across the planet. For Ex Machina, its rating
is 7.7 out of 10. A magnificent score for such a low budget movie, and this did
little to harm its reputation throughout the film industry. Once the film was
well established as a critically acclaimed movie, Ex Machina began to develop
more external interest from those who aren’t keen Sci-Fi fanatics, and
therefore generated more of a profit from revenue etc.
Ex Machina was a huge success at the Box Office, generating
a gross in the region of $37,000,000 from a $15,000,000 budget, overall the
film made around $6.9,000,000. This was achieved through sharp marketing
campaigns, summarising skylines, and gaining a cult following. The film was
also a massive success due to the generation in which it was filmed and the way
that shaped the quality of its special effects, as well as its genre and its
intriguing director.
In my opinion Ex Machina succeeded at the Box Office due to marketing
before the film. As well as the respectable reputation of Alex Garland; the
director. Over all I don’t believe that Ex Machina should have done as well as
it did at the Box Office due to its slow pace, no special effects and the time
it was released (at the same time as Avengers). I would have thought that due to
this film also being released around the same period, it will have taken away
the major of viewers for the film.