as media - institutions and audiences

8/7/2019 As Media - Institutions and Audiences

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News CorporationNews Corporation



Unit OutlineUnit Outline

1. History of News Corporation (201. History of News Corporation (20thth century fox)century fox) 2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice 3. Cross media convergence/synergy in production,3. Cross media convergence/synergy in production,

distribution and marketingdistribution and marketing 4. Technology used in production, distribution and4. Technology used in production, distribution and

marketingmarketing 5. Targeting national and local 'British' audiences by News5. Targeting national and local 'British' audiences by News

Corps global network of media operationsCorps global network of media operations 6. Audiences own experiences of media consumption of6. Audiences own experiences of media consumption of

Warners productsWarners products 7. Mock examination7. Mock examination

Q: How did 20Q: How did 20thth Century Fox target a British AudienceCentury Fox target a British Audiencethrough the promotional campaign behind AVATARthrough the promotional campaign behind AVATAR(2009)? (2009)?



1.1. History of News CorporationHistory of News Corporation(20(20thth Century Fox)Century Fox)

SubsidiarySubsidiary of of News CorporationNews Corporation

IndustryIndustry FilmFilm

FoundedFounded May 31, 1935May 31, 1935 (31/05/35), by(31/05/35), bymerger of merger of Fox FilmsFox Films (founded in 1915)(founded in 1915)andand 20th Century Pictures, Inc.20th Century Pictures, Inc.

(founded in 1933)(founded in 1933)



20th Century Fox's most popular20th Century Fox's most popular filmfilmfranchisesfranchises includeinclude Avatar Avatar,, The Simpson'sThe Simpson's,,

Star WarsStar Wars,, Ice AgeIce Age,, GarfieldGarfield,, Alvin and the Alvin and theChipmunksChipmunks,, X X- -MenMen,, Die HardDie Hard,, Alien Alien,,SpeedSpeed,, Revenge of the NerdsRevenge of the Nerds,, Planet of Planet of the Apesthe Apes,, Home AloneHome Alone,, Dr. DoDr. Do- -littlelittle,, Night Night

at the Museumat the Museum,, PredatorPredator,, Diary of aDiary of aWimpy KidWimpy Kid andand The Chronicles of NarniaThe Chronicles of Narnia



News Corp ownershipNews Corp ownership

Founded in Australia in 1979 byFounded in Australia in 1979 byRupert Murdoch who owned a vast Rupert Murdoch who owned a vast number of Australia's newspapersnumber of Australia's newspapers

Rupert wanted global expansionRupert wanted global expansioninto other mediums such asinto other mediums such asTV,Film,Cable,Satellite TV,TV,Film,Cable,Satellite TV,MagazinesMagazines etc and own otheretc and own othersignificant and iconic newspaperssignificant and iconic newspaperssuch as The Times to add to hissuch as The Times to add to hisexpanding portfolioexpanding portfolio

Rupert Murdoch is chairman andRupert Murdoch is chairman andCEO and he likes to have variousCEO and he likes to have various

members of his family involved inmembers of his family involved inhis media empire, hence the CEO of his media empire, hence the CEO of News Corp in Europe & Asia is hisNews Corp in Europe & Asia is hisson James Murdochson James Murdoch



ConglomeratesConglomerates

What is a conglomerate?What is a conglomerate? A A conglomerateconglomerate is ais a

combination of two or morecombination of two or more corporationscorporations engaged inengaged inentirely different businesses together into one corporateentirely different businesses together into one corporatestructure, usually involving several (or many)structure, usually involving several (or many)subsidiariessubsidiaries. Often, a conglomerate is a. Often, a conglomerate is a multimulti--industryindustrycompanycompany. Conglomerates are often large and. Conglomerates are often large andmultinationalmultinational (across countries)(across countries)

News Corp is theNews Corp is the 33rdrd biggest mediabiggest mediaconglomerate in the world?conglomerate in the world?

Which company is number 1 & 2?Which company is number 1 & 2?



2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice



2. MEDI A OWNERSHIP IN CONTEMPORARY MEDI A2. MEDI A OWNERSHIP IN CONTEMPORARY MEDI APRACTICEPRACTICE

News Corp own a great range of crossNews Corp own a great range of crossmedia institutions. They own variousmedia institutions. They own variousinstitutions that cover a whole range of institutions that cover a whole range of

mediums from Film, TV, Cable, Satellite,mediums from Film, TV, Cable, Satellite,Print and the internet.Print and the internet.

List the most significant mediaList the most significant media

corporations which come under thecorporations which come under theownership of News Corp from the next ownership of News Corp from the next slide?slide?



2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice



http://www.suttonmedia2.blogspot.com/http://www.suttonmedia2.blogspot.com/

An introduction to News Corporation An introduction to News Corporation

Watch and analyse the promotional video (whichWatch and analyse the promotional video (which is inis inrun on a loop at the entrance of News Corporation)run on a loop at the entrance of News Corporation) - - What do you learn about the Corporations MediaWhat do you learn about the Corporations Mediainterests in Film? Web? Print? industries??interests in Film? Web? Print? industries??

Can you name any TV shows News Corp has beenCan you name any TV shows News Corp has beenresponsible for?responsible for?Can you name any Films News Corp has beenCan you name any Films News Corp has beenresponsible for?responsible for?Can you name any Newspapers that belong to NewsCan you name any Newspapers that belong to NewsCorp?Corp?



Homework: Go onto the News Corp website and list the many productsthey make through their various companies



Ofcom to review News Corp bid for Ofcom to review News Corp bid for SkySkyThe GuardianThe Guardian

The business secretary Vince Cable has asked Ofcom (the mediaThe business secretary Vince Cable has asked Ofcom (the mediawatchdog) to look into the impact News Corps proposal to takewatchdog) to look into the impact News Corps proposal to takeover BSkyB Television.over BSkyB Television.

Currently News Corp hasCurrently News Corp has 39%39% shares in the company buy wants toshares in the company buy wants tobuy the remainingbuy the remaining 61%61% of shares to take complete ownershipof shares to take complete ownership

Ru pert Mu rdoch already ownsRu pert Mu rdoch already owns 37% of all the uk newspapers37% of all the uk newspapersinclu ding The Sun , The News of the World, The Times an d Thein clu din g The Sun , The News of the World, The Times an d TheSun day TimesSun day Times

There is a law that preven ts certain mergers an d takeovers takin gThere is a law that preven ts certain mergers an d takeovers takin gplace on the groun ds it cou ld elimina te competition an d becomepla ce on the groun ds it cou ld elimina te competition an d becomebia sed in its covera gebia sed in its covera ge

The worry is tha t Ru pert Mu rdoch will have too mu ch power an dThe worry is tha t Ru pert Mu rdoch will have too mu ch power an din flu en ce over key media which cou ld bia s his covera gein flu en ce over key media which cou ld bia s his covera ge

2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice5. Targeting national and local 'British' audiences by News Corps5. Targeting national and local 'British' audiences by News Corpsglobal network of media operationsglobal network of media operations



Partisan News = Fox NewsPartisan News = Fox News If he owns all the key newspapers and Sky news he could enforceIf he owns all the key newspapers and Sky news he could enforce

his own political ideologies like he has done with Fox News which ishis own political ideologies like he has done with Fox News which ispartisan towards the Republican party and is highly biased in itspartisan towards the Republican party and is highly biased in itsadoration for the republicans, the criticism is that it is unadoration for the republicans, the criticism is that it is un- -democraticdemocraticand UK TV coverage has to be legally unbiased and independent of and UK TV coverage has to be legally unbiased and independent of political and business influencepolitical and business influence

The BBC are also nervous of Murdoch having more media powerThe BBC are also nervous of Murdoch having more media power BSkyB is the biggest broadcaster in the UK . Its revenue in the UK BSkyB is the biggest broadcaster in the UK . Its revenue in the UK

was $5.9 billion in 12 months compared with BBCs global revenueswas $5.9 billion in 12 months compared with BBCs global revenuesof $4.8 billionof $4.8 billion

British Sky Broadcasting was formed in 1990 by the News CorpsBritish Sky Broadcasting was formed in 1990 by the News CorpsSky Television and rival British Satellite BroadcastingSky Television and rival British Satellite Broadcasting



3. Cross media convergence/synergy in production distribution3. Cross media convergence/synergy in production distribution

and marketing :and marketing : Action figures Action figures

Mattel ToysMattel Toys announced in December 2009 that it would be introducing aannounced in December 2009 that it would be introducing a

line of line of Avatar Avatar action figures. Each action figure will be made with a 3action figures. Each action figure will be made with a 3--D webD webtag, called an itag, called an i--T AG, that consumers can scan using aT AG, that consumers can scan using a web camweb cam, revealing, revealingunique onunique on--screen content that is special to each specific action figure.screen content that is special to each specific action figure.

A series of toys representing six different characters from the film were also A series of toys representing six different characters from the film were alsodistributed indistributed in McDonald'sMcDonald's Happy MealsHappy Meals in Argentina, Brazil, Canada, China,in Argentina, Brazil, Canada, China,ColombiaColombia, the United States and, the United States and Venezuela Venezuela..



Convergence/synergy in production, distribution andConvergence/synergy in production, distribution andmarketingmarketing:: BooksBooks

Av atar: A Confid ential Report on Av atar: A Confid ential Report on th e Biological and S ocial H istory of th e Biological and S ocial H istory of P andora P andora , a 224, a 224--pag e book in th epag e book in th efor m of a fi eld g uid e to th e fil m's for m of a fi eld g uid e to th e fil m's fictional s etting of th e plan et of fictional s etting of th e plan et of P andora , was r el eas ed by P andora , was r el eas ed by H arp er H arp er

Ent ertain ment Ent ertain ment on No vember 24,on No vember 24,2009. I t is pr es ent ed as a 2009. I t is pr es ent ed as a co mpilation of data coll ect ed by co mpilation of data coll ect ed by th e h umans a bo ut P andora and th eth e h umans a bo ut P andora and th elif e on it , writt en by Maria Wilh el mlif e on it , writt en by Maria Wilh el mand Dirk Mathison .and Dirk Mathison .

H arp er Festi v al H arp er Festi v al also r el eas ed also r el eas ed Wilh el m's 48Wilh el m's 48--pag epag e Ja mes Ja mes Ca meron 's Av atar: T h e Reusa bl eCa meron 's Av atar: T h e Reusa bl eS crap bookS crap book for childr en .for childr en .



3. Cross media convergence/synergy in production,3. Cross media convergence/synergy in production,distribution and marketing:distribution and marketing: Video GamesVideo Games

James Cameron's Avatar: The GameJames Cameron's Avatar: The Game Cameron choseCameron chose Ubisoft MontrealUbisoft Montreal toto

create ancreate an Avatar Avatar game for the film ingame for the film in2007. The filmmakers and game2007. The filmmakers and gamedevelopers collaborated heavily, anddevelopers collaborated heavily, andCameron decided to include some of Cameron decided to include some of

Ubisoft's vehicle and creatureUbisoft's vehicle and creaturedesigns into the film.designs into the film.

James Cameron's Avatar: The GameJames Cameron's Avatar: The Gamewas released on December 1, 2009,was released on December 1, 2009,for most home video game consolesfor most home video game consoles((PS3PS3,, Xbox 360Xbox 360,, WiiWii,, Nintendo DSNintendo DS,,

iPhoneiPhone),), Microsoft WindowsMicrosoft Windows andandDecember 8 forDecember 8 for PSPPSP..

See G AME documentarySee G AME documentary -- blogblog



4. TECHNOLOGY USED IN PRODUCTION,4. TECHNOLOGY USED IN PRODUCTION,DISTRIBUTION & MARKETINGDISTRIBUTION & MARKETING

(marketing)(marketing) PromotionsPromotions The first photo of the film was released on August 14, 2009, andThe first photo of the film was released on August 14, 2009, and EmpireEmpire magazine releasedmagazine released

exclusive images from the film in its October issue.exclusive images from the film in its October issue.

James Cameron announced at the ComicJames Cameron announced at the Comic--Con Avatar Panel that August 21 will be ' Avatar Day'. OnCon Avatar Panel that August 21 will be ' Avatar Day'. Onthis day the trailer for the film was released in all theatrical formats. The official game trailer and toythis day the trailer for the film was released in all theatrical formats. The official game trailer and toy

line of the film were also unveiled on this day.line of the film were also unveiled on this day. The 129The 129--second trailer was released online on August 20, 2009.second trailer was released online on August 20, 2009. The new 210The new 210--second trailer was premiered in theatres on October 23, 2009, then soon aftersecond trailer was premiered in theatres on October 23, 2009, then soon after

premiered online on Yahoo! on October 29, 2009, to positive reviews. An extended version inpremiered online on Yahoo! on October 29, 2009, to positive reviews. An extended version inI MAX 3DIMAX 3D received overwhelmingly positive reviews.received overwhelmingly positive reviews.

..



TrailersTrailers Fox exclusiveFox exclusive

Th e Hollyw ood Rep ort erTh e Hollyw ood Rep ort er said th at aud iencesaid th at aud ienceexp ect at ions w ere coloured by "th e [same]exp ect at ions w ere coloured by "th e [same]est ablish ment skept icism th at p reced ed est ablish ment skept icism th at p reced ed Tit anicTit anic" and suggest ed th e sh ow ing" and suggest ed th e sh ow ingreflect ed th e d esire for original st oryt elling.reflect ed th e d esire for original st oryt elling.

Th e t easer h as been among th e most Th e t easer h as been among th e most view ed t railers in th e h ist ory of filmview ed t railers in th e h ist ory of filmmarket ing, reach ing th e first p lace of allmarket ing, reach ing th e first p lace of allt railers view ed on App le.com w ith t railers view ed on App le.com w ith 44 millionmillionview s.view s.

Th eTh e th reeth ree--and and--aa--h alf h alf --minut e t railerminut e t railer of th eof th efilm p remiered live on November 1, 2009,film p remiered live on November 1, 2009,

d uring ad uring a Dallas Cow boy sDallas Cow boy s foot ball game at foot ball game at Cow boy s St ad iumCow boy s St ad ium in Arlingt on, Texas on th ein Arlingt on, Texas on th eDiamond Vision screen, th e w orld 's largest Diamond Vision screen, th e w orld 's largest vid eo d isp lay , and t o TV aud iences view ingvid eo d isp lay , and t o TV aud iences view ingth e game onth e game on FoxFox. It is said t o be th e largest . It is said t o be th e largest live mot ion p ict ure t railer view ing in h ist ory .live mot ion p ict ure t railer view ing in h ist ory .



Marketing and PromotionMarketing and Promotion

The CocaThe Coca--Cola CompanyCola Company collaboratedcollaboratedwith Twentieth Century Fox to launch awith Twentieth Century Fox to launch aworldwide marketing campaign toworldwide marketing campaign topromote the film. The highlight of thepromote the film. The highlight of thecampaign was the website AVTR.com.campaign was the website AVTR.com.Specially marked bottles and cans of Specially marked bottles and cans of

CocaCoca--Cola ZeroCola Zero, when held in front of a, when held in front of awebcam, enabled users to interact withwebcam, enabled users to interact withthe website's 3the website's 3--D features usingD features usingaugmented reality ( AR) technology.augmented reality ( AR) technology.

The film was heavily promoted in anThe film was heavily promoted in anepisode of theepisode of the Fox NetworkFox Network seriesseriesBonesBones in the episode "The Gamer Inin the episode "The Gamer InThe Grease" (Season 5, Episode 9).The Grease" (Season 5, Episode 9).

Avatar Avatar starstar Joel David MooreJoel David Moore has ahas arecurring role on the program, and isrecurring role on the program, and isseen in the episode anxiously awaitingseen in the episode anxiously awaitingthe release of the film.the release of the film.



CocoCoco--cola zero promocola zero promo



Company linksCompany links

From your notes list the companiesFrom your notes list the companiesassociated with the marketing andassociated with the marketing andpromotion of Avatar thus far?promotion of Avatar thus far?




(Production)(Production)

Avatar Avatar 3D3D

Avatar Avatar was officially budgeted at $237was officially budgeted at $237 million.million.Other estimates put the cost betweenOther estimates put the cost between

$280$280 million and $310million and $310 million for production andmillion for production andat $150at $150 million for promotion. The film wasmillion for promotion. The film wasreleased for traditional 2released for traditional 2--D viewing,D viewing, 33--DD viewingviewing(using the(using the RealD 3DRealD 3D,, Dolby 3DDolby 3D,, XpanD 3DXpanD 3D, and, and

IMAX 3DIMAX 3D formats), and "formats), and "44--DD" viewing. The" viewing. Thestereoscopicstereoscopic filmmaking was touted as afilmmaking was touted as abreakthrough in cinematic technology.breakthrough in cinematic technology.



Box office successBox office success Av atar Av atar ear ned $3,537,000 f r om midnight scr eeningsear ned $3,537,000 f r om midnight scr eenings

domest ica llydomest ica lly (Unit ed Stat es a nd Ca na da ), wit h t he(Unit ed Stat es a nd Ca na da ), wit h t heinit ia l 3init ia l 3--D r elea se limit ed t oD r elea se limit ed t o 2,200 scr eens2,200 scr eens..

The film ear nedThe film ear ned $27$27 million on it s openingmillion on it s opening da yda y, a nd, a nd$77$77 million over it s openingmillion over it s opening weekend,weekend, making it t hemaking it t he

second lar gest December opening ever behindsecond lar gest December opening ever behind I AmI AmLegendLegend, a nd t he 25t h lar gest nat iona l Unit ed Stat es, a nd t he 25t h lar gest nat iona l Unit ed Stat esweekend opening, despit eweekend opening, despit e a blizzar da blizzar d whichwhichbla nket ed t hebla nket ed t he Ea st Coa st of t he Unit ed Stat esEa st Coa st of t he Unit ed Stat es a nda ndr eport edly hurt it s opening weekend r esult s.r eport edly hurt it s opening weekend r esult s.

TheThe I M AX I M AX opening a lso br oke box office r ecor ds,opening a lso br oke box office r ecor ds,wit hwit h 178178 t heatr es generat ing a ppr oximat elyt heatr es generat ing a ppr oximat ely$9.5$9.5 million.million.



33--D BluD Blu--rayray

Cameron initially stated that Cameron initially stated that Avatar Avatar would be released in 3would be released in 3--D D around November 2010, but thearound November 2010, but thestudio issued a correction: "3studio issued a correction: "3--D D is in the conceptual stage andis in the conceptual stage and

Avatar Avatar will not be out on 3D Bluwill not be out on 3D Blu--ray in November. In May 2010,ray in November. In May 2010,

Fox stated that the 3Fox stated that the 3--D versionD versionwould be released some time inwould be released some time in2011.2011.

It was later revealed that FoxIt was later revealed that Foxhad givenhad given PanasonicPanasonic ananexclusive license for the 3exclusive license for the 3--D BluD Blu--ray version and only with theray version and only with thepurchase of a Panasonicpurchase of a Panasonic 3DTV3DTVand 3D Bluand 3D Blu--ray player. Theray player. Thelength of Panasonic's exclusivitylength of Panasonic's exclusivityperiod is unknown and said to beperiod is unknown and said to be"unusually long""unusually long"



What is 3D Film?What is 3D Film?

Cameron first devised the concept for Avatar in the midCameron first devised the concept for Avatar in the mid--90s, but decided to hold off on the actual filming until90s, but decided to hold off on the actual filming untilthe technology caught up with his vision. When thethe technology caught up with his vision. When thetechnology appeared to be lagging, he stepped in totechnology appeared to be lagging, he stepped in tolend a helping hand. The director worked alongsidelend a helping hand. The director worked alongsidecinematographer Vince Pace to pioneer and patent acinematographer Vince Pace to pioneer and patent a"fusion digital 3D camera system""fusion digital 3D camera system" that he first employedthat he first employedon hison his 2003 documentary, Ghosts of the Abyss2003 documentary, Ghosts of the Abyss, and has, and hassubsequently refined and adapted. He shot largesubsequently refined and adapted. He shot largeportions of Avatar on aportions of Avatar on a "virtual camera""virtual camera", a handheld, a handheld

monitor that allowed him to move through a 3D terrain,monitor that allowed him to move through a 3D terrain,in effect editing this existing, computerin effect editing this existing, computer--generatedgenerateduniverse. The result, he boasts, turns cinema into "theuniverse. The result, he boasts, turns cinema into "theultimate immersive mediaultimate immersive media




http://www.guardian.co.uk /film/2009/aug/http://www.guardian.co.uk /film/2009/aug/20/james20/james--cameroncameron--avataravatar--3d3d--filmfilm



Is James Cameron's 3D movie Avatar the shape of cinema Is James Cameron's 3D movie Avatar the shape of cinema

to come?to come? The G u ard ian (20/08/09)The G u ard ian (20/08/09)

Frid ay 21 Au gu st, is officially d esignated Frid ay 21 Au gu st, is officially d esignated " Avatar Day"," Avatar Day", althou gh " Avataralthou gh " AvatarQu arterQu arter--Hou r" wou ld be more accu rate. It is the d ate that sees the pu blicHou r" wou ld be more accu rate. It is the d ate that sees the pu blicu nveiling of au nveiling of a f u ll 15 minu tes of teaser footage from the newf u ll 15 minu tes of teaser footage from the new 3D3Dblockbu ster from d irectorblockbu ster from d irector James CameronJames Cameron, playing at hu nd red s of sold , playing at hu nd red s of sold--ou t ou t cinemas across the planet; the d ate that cou ld come to d efine howcinemas across the planet; the d ate that cou ld come to d efine howHollywood frames the world .Hollywood frames the world . "We are born seeing in three d imensions,""We are born seeing in three d imensions,"

Cameron proclaimed recentlyCameron proclaimed recently. "Most animals have two eyes, not one. There. "Most animals have two eyes, not one. Thereis a reason."is a reason." After tomorrow, indu stry experts pred ict, 3D cinema will never After tomorrow, indu stry experts pred ict, 3D cinema will neverbe the same again.be the same again.

They call it They call it "the illu sion of d epth","the illu sion of d epth", a conju ring trick on the visu al cortex,a conju ring trick on the visu al cortex,and it works like this. You take two cameras and shoot with them sid eand it works like this. You take two cameras and shoot with them sid e--byby--sid e. Later, when the resu lts are projected , the viewer interprets these du alsid e. Later, when the resu lts are projected , the viewer interprets these du alimages as a single threeimages as a single three--d imensional image.d imensional image.

We see (or believe we see) a foregrou nd , a backgrou nd and , best of all,We see (or believe we see) a foregrou nd , a backgrou nd and , best of all,bu lky projectiles that threaten to leap from the screen and land in ou r laps.bu lky projectiles that threaten to leap from the screen and land in ou r laps.This is theThis is the USPUSP of of 3D 3D oror stereoscopic cinemastereoscopic cinema, a gimmick as old as film, a gimmick as old as film--making itself. In the past the su ccess of this illu sion has likewise proved making itself. In the past the su ccess of this illu sion has likewise proved illu soryillu sory bu t this time, we are assu red , the land scape is d ifferent.bu t this time, we are assu red , the land scape is d ifferent.



TechnologyTechnology Distribution/exhibitionDistribution/exhibition

The days of film reels are erodingThe days of film reels are eroding

It is cheaper and faster to send hard drives with film preIt is cheaper and faster to send hard drives with film pre--loadedloadedthen shipping separate film reels around the worldthen shipping separate film reels around the world

Films are now projected on special projectors through a hard driveFilms are now projected on special projectors through a hard drive

and not of actual film cells/negative through a projector in theand not of actual film cells/negative through a projector in thetraditional way (Imax projector below)traditional way (Imax projector below)

3D film needs a special projector and currently there are as not as3D film needs a special projector and currently there are as not asmany as 2D projectorsmany as 2D projectors



5: Targeting national and local 'British' audiences by5: Targeting national and local 'British' audiences by

the News Corp global network of media operationsthe News Corp global network of media operations

Traditional Marketing:Traditional Marketing: Glitzy Tent pole Movie premiereGlitzy Tent pole Movie premiere Odeon London (images of celebrities showcasedOdeon London (images of celebrities showcased

in Women magazines)in Women magazines) Hello, OK , Heat etcHello, OK , Heat etc wider demographic appeal andwider demographic appeal andNewspapersNewspapers Sun, The Times, NOTW)Sun, The Times, NOTW)

PR junkets (interviews in a rota in hotel, guest appearances on chat shows)PR junkets (interviews in a rota in hotel, guest appearances on chat shows) International news conferences (Brazil, France etc)International news conferences (Brazil, France etc)

Advertising Advertising Billboards, bus stops,Billboards, bus stops, Tv spots, Cinema trailers (various lengthsTv spots, Cinema trailers (various lengths shorter then bigger)shorter then bigger) Radio advertsRadio adverts Commercial Radio/ Review showsCommercial Radio/ Review shows Newspaper adverts (Sun, NOTW, TimesNewspaper adverts (Sun, NOTW, Times synergy)synergy) MagazinesMagazines Film and other genre magazines: Empire (exclusive)Film and other genre magazines: Empire (exclusive) Commercial/business TIECommercial/business TIE--INS INS -- (McDonalds/Coco(McDonalds/Coco--cola/Mattel/Panasonic/Yahoo)cola/Mattel/Panasonic/Yahoo) MerchandisingMerchandising Unique Products that stem from Film (see powerpoint)Unique Products that stem from Film (see powerpoint)

Viral Marketing: Viral Marketing: Online trailers (various) ExhibitionOnline trailers (various) Exhibition II--TagsTags PopPop--upsups Online reviewsOnline reviews



TechnologyTechnology -- ExhibitionExhibition

This is all about howThis is all about how Avatar Avatar the film can and has beenthe film can and has beenexhibitedexhibited andand accessedaccessed

1) Teaser trailers (x3?) various lengths1) Teaser trailers (x3?) various lengths

2) World Premiere2) World Premiere London OdeonLondon Odeon

3) International cinema release on 2D & 3D (all around3) International cinema release on 2D & 3D (all aroundthe world)the world)

4) Special editions on IMAX 3D & extra 8 mins version4) Special editions on IMAX 3D & extra 8 mins versionon Cinema prior to Oscars (March 2010)on Cinema prior to Oscars (March 2010)

5) 6 months later5) 6 months later DVD release (rentalDVD release (rental--blockbuster)blockbuster)

6) DVD & Blu6) DVD & Blu--ray home release (Spring 10)ray home release (Spring 10) 7) Internet downloading on mobile and VOD7) Internet downloading on mobile and VOD

8) Xmas special edition DVD & Blu8) Xmas special edition DVD & Blu--ray release Nov 10ray release Nov 10

9) Future 3D9) Future 3D-- BluBlu--ray release sometime in 2011ray release sometime in 2011



6. Audiences own experiences of mediaconsumption of News Corp products

Students can assess how they are targeted by such NewsCorps products on a daily basis and does any of themarketing filter through in terms Passive theories such asthe hypodermic needle effect? . Eg: Buying a happy meal atMcdonalds, buying a Avatar film poster, buying a book onthe world of Pandora special?, dressing like the Navi forfancy dress parties? or are they Active consumers. Eg: Youreject the hype and refused to watch the film when it wasreleased due to overkill, and you have no interest in thefranchise for whatever reason? Or you watch the film onyour terms.

Also, F ANDOM, making spoof versions of Avatar on YouTubeshows that people have embraced the franchise and takenownership of it. This helps to cultivate the brand and keep itin the public realm/public sphere

See examples of Swedes on blogSee examples of Swedes on blog



FANDOMFANDOM

The public making their own versions ofThe public making their own versions of Avatar Avatar,,including new trailers forincluding new trailers for Avatar 2 Avatar 2 etc.etc.

When people remix music it is called MASHWhen people remix music it is called MASH--UPsUPsand when films are remixed its calledand when films are remixed its called SWEDES SWEDES

and part of what is known as theand part of what is known as the LONGTAIL LONGTAIL HW: Go onto Wikipedia and look up the term theHW: Go onto Wikipedia and look up the term the

longtaillongtail in the context of Audience Activein the context of Audience Activebehaviourbehaviour

Avatar made over $2 billion dollars making it the Avatar made over $2 billion dollars making it themost successful film of ALL timemost successful film of ALL time

How did you consume Avatar? Think in terms ofHow did you consume Avatar? Think in terms ofwhat items you bought to do with the film? what items you bought to do with the film?



EXAM REV ISIONEXAM REV ISIONSection B: Institutions and AudiencesSection B: Institutions and Audiences

Answer the question below, making Answer the question below, makingdetailed reference to examples from yourdetailed reference to examples from yourcase study material to support pointscase study material to support points

made in your answermade in your answer

2. Discuss the issues raised by an2. Discuss the issues raised by aninstitutions need to targetinstitutions need to target

specific audiences within a mediaspecific audiences within a mediaindustry which you have studiedindustry which you have studied

Write down the question and highlight the keywordsWrite down the question and highlight the keywords



ReRe--write the question to make it write the question to make it applicable to usapplicable to us

2. Discuss the issues raised by an institutions need totarget specific audiences, within a media industry whichyou have studied

Think in terms of News Corp/20th century fox /UK audiences etc

REWRITE:

Discuss the issues raised by News Corps need to target UKaudiences through its release of the Avatar, 2009

Why and how does News Corp target uk audiences with afilm such as the Avatar, 2009?

How did News Corp target uk audiences through itsprocesses of production, distribution and marketing?



Q: There are 3 core areas of discussion for the exam. Looking at the images, what are they?

[Draw the triangle and 4 arrows on A3]

2. MEDI A PRODUCT/2. MEDI A PRODUCT/ ARTEF ACT: ARTEF ACT:

Avatar (2009)

3.3. AUDIENCES: AUDIENCES:UK audiencesreception of NewsCorp products

1.1. INSTITUTIONSINSTITUTIONS:: News Corp

20th Century Fox (subsidiary)

2. EXHIBITION

3. F ANDOM

as media - institutions and audiences

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