INSTITUTIONS

PDE PROCESSES• Production- We will be using Working

Titles, due to them being a British film production company and we are using all British actors.

• Distribution- Universal Studios because they are horizontally and vertically integrated.

• Exhibition- Universal Studios because they are horizontally and vertically integrated.

Vertical Integrated• This is when a company produces,

distributes and even exhibits its own products.

• Using Working Title which is owned by Universal Studios, it is a large conglomerate so it is able to do all three processes

HORIZONTALLY INTEGRATED

• This is when a company makes more than one type of media product

• We are making a film and we are going to produce a soundtrack which one of our main characters will sing.

• With this they will both help market each other • This is usually done my independent

companies because they aren’t able to distribute their products them selves but they are able to create other products such as a film and a score.

CONGLOMERATE/OLIGOPOLY

• Working Titles is owned by Universal Studies which is part of a major conglomerate.

• Universal is also a subsidiary of Vivendi which is a huge international conglomerate with activities in music and film, publishing and the internet.

• Working Titles have a large budget due to being owned by the huge film company. This enables them to include special effects and use better technology.

ABOVE and BELOW THE LINE MARKETING

• We will pay for most of our marketing with above the line marketing; we will be producing a trailer, music video for the soundtrack and posters.

• This marketing will be promoted world wide.• We will also use below the line marketing, mainly using

Web 2.0. We will have a Facebook page and Twitter page. As we are targeting at 15-25 year olds, they use these social media sites regularly so they will see updates on the production and learn more about it on there.

• We agree with Wilkinomics by Tapscott and Williams’. If we don’t adapt to audience power and Web 2.0 we won’t target the audience we are aiming at.

CROSS MEDIA CONVERGENCE

• This is two companies working together• Working Title is more niche marketing, it’s a

more sophisticated audience whereas Universal is mass marketing which is more targeting a wider audience.

• This applies Andersons Long Tail theory. The head is Universal as they are mass marketing and the tail is Working Title as they are more of a niche market so it is available to may different audiences but mainly targeting females ages 16-25.

TECHNOLOGICAL CONVERGENCE

• We have decided to have our own score, we are going to get a female to sing a soundtrack of Jack Johnsons ‘Better Together’.

• By doing this, it helps the score sell the film and the film help sell the score.