UNIVERSAL ‘FOOD CHAIN’

COMCAST/GE

NBC UNIVERSAL

UNIVERSAL PICTURES

Comcast is one of the six major companies which dominate the media industry. It has a 51% share in NBCU, with GE having a 49% share.

NBC Universal is a joining of two major companies, turning it into a mega-conglomerate. It has a Pay TV subsidiary,

Universal Pictures also is a parent company to several divisions, including Universal Studios and the Theme Parks connected with it.

NBC UNIVERSAL FIGURES

WORKING TITLE• Universal Pictures is itself a distributor company to

many other subsidiaries.o WORKING TITLE

• They are a British Production Company, founded in 1983, and merged

into Universal in 1999.

• Working Title have produced many British romantic

comedies, including Bridget Jones’s Diary (2001), About a Boy (2003)

and Love Actually (2003), Wimbledon (2004) and Definitely, Maybe

(2008)

• Although they are only contractually to produce films up to $35

million, there have been several exceptions.

• They feature British actors such as Rowan Atkinson, Emma

Thompson, Colin Firth and Hugh Grant.

HORIZONTAL INTEGRATION

• Comcast, which merged with NBCU in 2003, then

has a range of subsidiaries on the same level. A

suggested marketing campaign for our film would

be:o Advertisements on USA Network, Comcast Pay TV channels

o Exclusive Interviews on a prime time talk show with main actors

o Print Advertisements for the film in Theme Park pamphlets

o International Television ads on Spanish channel Telemundo.

WEB 2.0/ADVERTISING• As a part of our advertisement campaign, we could

make a website specifically pertaining to out film:

Starstruck.

• We could also create a Facebook page (below the

line advertising)with the main character’s daily

thoughts, as if she is a real person.

• These Facebook posts would then lead to a larger

audience through word of mouth.

• Some above the line advertising could be

redecorating Universal’s or Working Title’s website

with the posters of our films.

WEB 2.0/ADVERTISING• Some more above the line advertising ideas include

paying YouTube to display the trailer and link to the

website on their home web page.