My Case study Audiences and Institutions

Past exam questions

• Jan ‘09• Discuss the ways in which media products are produced and

distributed to audiences, within a media area which you have studied

• Jun ‘09• How important is technological convergence for institutions and

audiences within a media area which you have studied

• Jan ‘10• ‘Media production is dominated by global institutions which sell their

products and services to national audiences.’ To what extent do you agree with the statement.

Key areas that I need to know • Production • Distribution• Marketing• Exhibition/exchange• Impact of new media technology• Convergence • The current UK film industry• The current USA film industry• How each of your chosen studios work• How USA dominates the UK • Aware of the impact especially on the UK of digital and 3d screens and how they are

growing in number• Aware of the fact that the UK Film council is going- this is especially relevant if your film

was funded by them • Awareness that the distribution campaign will suit the target audience• How people can actually view film now

• The issues raised by media ownership in contemporary media practice

• The importance of cross media convergence and synergy in the key areas

• The technologies that have be introduced at the key levels

• The importance of technological convergence for institutions and audiences

• The issues raised in targeting national and local audiences• Your own media consumption

CONVERGENCE (VIDEO)

• Convergence describes two phenomena: First, technologies coming together, for example, a mobile phone you can use as a still and moving image camera, download and watch moving images on, use as an MP3 player and recorder and access the internet with. Second, media industries are diversifying so they produce and distribute across several media—for example, a newspaper with an online version and audio podcasts or the coming together of videogames with films.

• We no longer live in a media world where television, videogames, films,

newspapers, radio, magazines and music exist separately. For this reason it is essential that you study the impact of convergence on the film industry — the focus here is on the contemporary.

• You will need to be able to discuss how your film company has used convergence to their advantage when producing, distributing, marketing etc.

Synergy

• The interaction of two or more agents or forces so that their combined effect is greater than the sum of their individual effects.

• Cooperative interaction among groups, especially among the acquired subsidiaries or merged parts of a corporation, that creates an enhanced combined effect.

• Disney is an example of synergy

Digital screens

• 2008 -310 screens • End of 2009-642 screens • 449 screens capable of screening 3D-working

with the UK film council to install

CASE STUDIES

• USA

• Avatar• The dark knight

• UK

• Harry Brown • Street dance 3D

Harry Brown Production Distribution Marketing Exhibition

Budget $ 7,300,000 Production – Marv films Uk film council Hanway films

Distributors - Lions gate (uk)Samuel Goldwyn (Usa)

Very little in the way of marketing due to the small budget

Opening weekend screens (19 screens)

Street dance 3D

• 412 screens• UK film council grant

Production Distribution Marketing Exhibition

Budget- £ 4,500,000Uk film council grant Production – vertigo films BBC filmsLittle gaddesden productions

Distribution – Vertigo films

Played to the use of technology that this was the first 3D British filmUse of music and ‘celebs’ to sell- NDUBZ

Shown in 2D and 3D

The Dark knight Production Distribution Marketing Exhibition

Filmed using Imax cameras for two scenes $185,000,000 (estimated) Film company The company has a 7-year, 40-picture agreement to co-produce and co-finance with Warner Bros.

Warner Brothers Viral marketing campaign, Why so serious

Teaser posters Use of the death of Heath ledger

$158,411,483 (USA) (20 July 2008) (4,366 Screens)£11,191,824 (UK) (27 July 2008) (502 Screens)Screened in IMAX theatres

Avatar Production Distribution Marketing Exhibition

Use of new media technology for filming- Camerons development of new 3D CamerasLightstorm entertainment owned by James Cameron

20th century fox Went into a deal with Ingenious Media to lessen the risk

250 million marketing budget Things like using the Fox sports channel to advertise the traielr during a sports game

Released in 2D and 3D $4,007,750 (USA) (29 August 2010) (812 Screens)$77,025,481 (USA) (20 December 2009) (3,452 Screens)£8,509,050 (UK) (20 December 2009) (503 Screens)

The success of Avatar was ensured when the film achieved critical acclaim, since it had the backing of a company that was able to use cross media convergence since it owns companies within a range of industries.

• Current UK film achieving success is the Kings speech. This should be one film that you are discussing in your exam as an example of a British film that has overcome the difficulties that British films have.

You should be aware of:

What is the affect on the British film industry and Independent filmmakers of Major Film Studios?

Answer: The film industry is dominated by major Hollywood studios – these studios often own companies that cover all aspects of the filmmaking process

• You should be aware of how films are promoted across several different types of media- Convergence 360 degree promotion is easily affordable for a big American studio

• WHAT IS THE IMPACT OF DIGITAL TECHNOLOGY ON DISTRIBUTION OF FILM?

Distribution is cheaper than buying separate prints

• Quicker • Simultaneous global releases of films to cut

down the attraction of pirate copies. (The Dark knight did not suffer the effects of piracy as they put out a huge campaign

• You need to make sure that you are aware of the current cinema findings:

• Popular genres• Age range of people going to the cinema • Age of people downloading film