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Which case studies are relevant for each?

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• Media Ownership

• Production

• Distribution

• Marketing

• Cross-Media Convergence

• Synergy

• Exhibition/Exchange

• Proliferation

• Technological Convergence

Create a brainstorm/list of points

you would discuss for each of

these key words in the exam.

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Technologies merging e.g. iPhone, SmartTV

Increase in quantity & speed/ease of access to media content e.g. VoD

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The Question

You have no choice of questions, so you have to have a go at what is there on the paper; sometimesstudents panic and think that they don't understand the question- maybe because of one particular word-but so long as you have prepared on all the concepts there will be something in the question that yourecognise. Words like 'technology', 'convergence', 'distribution', 'marketing', 'digital' come up andyou should see them as your 'hook' into the question. Even if the overall wording seems to be baffling,look for the terms that are there in the question and see them as the springboard for your answer.

Intro

You only have 45 minutes to answer the question, so there isn't time to waffle! A quick sentence which sets

out what you are going to do and which media area or industry you are going to use will suffice. You canprepare a lot of this in your head in advance, so something like: In this essay, I shall write about(concept/question) in relation to the film industry, drawing on (examples X, Y & Z) as my casestudies.

Examples

Whichever industry you are writing about, you will need examples to support your points. I would alwaysadvocate having some contrasting examples so that you can look at all angles; for example, you mighthave a mainstream high budget film from the USA to contrast with a low budget independent Ukfilm. That way, you can talk about the different ways in which the industry might operate in differentcircumstances. You need not know absolutely everything about just two examples, however. It couldbe that you know about the funding of a particular low budget film, but don't know about itsmarketing; in which case find another example of something similar where you can find out aboutits marketing. The important thing is to get a good grasp of the ways in which the concepts apply ratherthan every tiny detail of a specific case study example. What you do need is to make sure you understandthe general principles well and can back up your points accurately.

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To what extent does digital

distribution affect the marketing and

consumption of media products in

the media area you have studied?

(Jan '12)

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Gravity/SG/AT

(Avatar?)

Syn = X-Men/Lego/

Avengers/PoolDist = SG &

Gravity

What is digi distand why is it

done

The

effects on

industry

SG/AT/Grav/Avengers/X

Your Opinion!

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though most commonly HDD

UK Film Council championed the Digital

Screen Network in 2005 (Article in pack)

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DIGITAL TECHNOLOGY AND DISTRIBUTIONWhat impact/changes has digital technology made

within FILM DISTRIBUTION?

•

Digital distribution is cheaper for distributors• Digital distribution is quicker• Simultaneous global releases of films to cut down piracy• Better quality• Cut down piracy and illegal copies•

Provide more outlets for consumption• Digital 'prints' offer consistency in quality as opposed tocelluloid

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EXHIBITION:WHAT IS THE IMPACT OF DIGITAL TECHNOLOGY ONFILM EXHIBITION?

KEY POINTS:• Better quality of picture• Operationally easier for cinemas and reduces staffing

• More flexibility in what you can watch in the cinema/home

• Films displayed exactly as director has intended

• Disadvantages: expensive to change all of the cinemas to

digital technology.• Unique cinema experiences -DBOX, IMAX, 4DX, 3D films

(although better quality 3D TVs could make this less unique

in future)

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http://www.cinemablend.com/new/Why-Gravity-Absolutely-Has-Seen-Theaters-3D-39649.htmlhttp://www.cinemablend.com/new/3D-Or-3D-Buy-Right-Gravity-Ticket-39663.html

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Big Budget with lots of tech used & stars

=

Mass distribution, huge amounts of marketing and

various experienced-based exhibition practices

LOW BUDGET Niche Audience

Limited Release

MEDIUM

BUDGET

Wide Audience

UK Wide Release

US Medium Release

BIG BUDGETMASS AUDIENCE

WORLDWIDE

RELEASE

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Exhibition

“Experiencing this film in 2-D is only getting about 20 percent of the experience ofGravity,” says Cuarón.

The IMAX release of Gravity will be digitally re-mastered into the image and sound quality of An IMAX 3D Experience® with proprietary IMAX DMR® (Digital Re-mastering) technology.The crystal-clear images coupled with IMAX's customized theatre geometry and powerfuldigital audio create a unique environment that will make audiences feel as if they are in themovie.

It's also the first truly 3-D movie. Every other example of the form thus far, even Avatar , is reallyan ordinary movie maximized by the use of technology. Even in the hands of a master likeScorsese, in Hugo, the format has basically been a way of upping the entertainment value and,perhaps more important, forcing people to actually go into theaters (and pay a premium whenthey do). But while any of those films could have been made in 2-D without suffering any realharm, Gravity is the first that could not. - Esquire

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Usage of VOD in UK 2012-14

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• Timing is crucial. School holidays are a prime timewithin the year for the release of blockbusters.

• If the film is a potential award winner, then it will bereleased during the traditional season of awardscompetition: January to March.

• Competition must also be considered.

78586,8

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https://www.youtube.com/watch?v=8dQk1hqTraghttps://www.youtube.com/watch?v=dNNUNGx7vHchttps://www.youtube.com/watch?v=pbjDGIZWRlohttps://www.youtube.com/watch?v=fASbn5xEzoghttps://www.youtube.com/watch?v=TZt4-aJAdig

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"Cross-media convergence &

synergy are vital processes in the

successful marketing of media

products to audiences." To what

extent do you agree with this

statement in relation to your chosen

media area?

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Conglomerate:A company that own a range ofsmaller companies in differentfields.

Vertical integration

a situation when two firms in the same industry but atdifferent stages of production come together.

For example a baker could buy a wheat farm or a

television studio may buy up a production companywhich produces some of its television programmes.

Prod.

Dist.

Exhib.

Key Point: The company makes money

from every stage of the chain and

maximises its presence in the market

This is also an example of cross-

media convergence as related

products are released across different

platforms by same company

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I

A

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Horizontal integrationa situation when two firms in the same industry and at the same stage

of production come together. This could be through the two businessesmerging together or through one firm taking over another. For example

two chocolate companies or two estate agents may decide to jointogether.

Key Point: A company acquires other

competing companies to expand and

eliminate competition

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Synergy withNetflix

Cross-Media

Conergence

and Synergy

From Disney

Synergy withWB/Lego

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The Lego

Ad-Break

What are the benefits from a marketing

strategy such as this?

http://www.youtube.com/watch?v=HSbYBzUEQlc

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https://youtu.be/nrw4btrElp8?t=1m46shttps://youtu.be/TSADUlFKU5k?t=2m18shttps://www.youtube.com/watch?v=EOiq_A6r8ichttps://www.youtube.com/watch?v=MDN5mVOCn4whttps://www.youtube.com/watch?v=Hr1YnpLiJC8https://www.youtube.com/watch?v=-3akK3XvMHQ

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What significance does thecontinuing development of digital

technology have for mediainstitutions and audiences?

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Audience:Consumer = Producer The Concept formerly known as AUDIENCEThis phrase is now commonly used by media professionals to describe theways in which people engage with media, and it shows how debatable the ideaof audience is in the digital era.

Technological convergence, user-created content and social networking

have transformed theaudience from being more than just media consumers.

In this climatemedia institutions are desperately trying to provide360-degree branding for their products—to surround us with them across all the

variousconverged media forms that we come into contact with.

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http://www.thebentbullet.com/#!/home

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Evaluate the role of digital

technologies in the marketing and

consumption of products in the

media area you have studied.

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http://www.thebentbullet.com/#!/home

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https://www.youtube.com/watch?v=OkFrW5G0smE

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http://www.androidcentral.com/marvel-future-fight-unleashed

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Discuss the issues raised by media

ownership in the production and

exchange of media texts in your

chosen area.

(Jan '11)

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Hollywood Big Six Domination

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+ives -ivesUK Film Industry & Film Culture

• Use of historical past &

landmarks attractsinternational audience

• Deals with social &

cultural issues

• Quality of special effects

• Exports well to US & Oz• Multiculturalism &

Diversity

• Range of exhibition

models

• Recent Award success• Commercial success

with franchises

• Shepperton/Pinewood

• Tax Breaks for US

• Smaller income as

majority goes to US• Identity crisis - What is a

British Film & A/B

dilemma

• Issues with weather &

locations• Less money for marketing

• Too many historical films

• Too concerned with

appealing to US market

• US dominate exhibition• Actor migration

• Americanised genre films

• No Star System

• "American" Language

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PRODUCTION

DISTRIBUTION Soundtrack

EXHIBITION: Home Cinema(DVD, Blu-ray)

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Working Title - allowed freedom to make creative decisions but it isowned by a US based conglomerate.

Eric Fellner says "Tim Bevan and I both take the decision on what to greenlight."

"The Working Title philosophy has always been to make films for an audience - by that Imean play in a multiplex. We totally believe in this because we know it is the only hope we

have of sustaining the UK film industry."

O nly up to a bud get o f $35mil

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Benefits of the Co-

Productions

Negatives

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We invest over £26m of Lottery funds per year to support film development, production anddistribution activity in the UK and the budget is set to rise to £30m by 2017.Our aim is to champion a breadth of bold and distinctive filmmaking across the UK; to nurture newtalent; and to back the development, production and distribution of films that will enrich UK filmculture and define the UK and its storytellers in the 21st century.We welcome applications for film projects in all genres, and we are committed to promoting diversity

in the filmmakers we support, the stories they tell and the audiences they reach.

We also support independent UK distributors to help ensure that the best British and specialised filmsconnect with a wide range of audiences across a range of platforms. We support sales companies thatare launching new UK films at key international film festivals and markets.

The need for independent

low budget filmmakers toseek funding outside the big

studios for production and

distribution

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The BFI Distribution Fund invests in increasing access to, and awareness of, high qualityBritish independent and specialised films in order to boost audience choice and to enrich filmculture UK-wide

We aim to do this in two key ways:!By supporting the distribution launch of films that have the potential to reach beyond theircore market.!By championing fresh approaches in distribution and marketing that will help films find newaudiences, both in cinemas and across additional platforms.!The Distribution Fund has an annual budget of £4 million.

Funding strandsThere are four distribution funding strands, each specifically designed to address different types offilms, release strategies and the associated challenges and opportunities in the marketplace.• Big Audience awards - significant awards to support ambitious releases of new British films with

the potential to reach a wide UK audience.• Breakout awards - supporting increased audience reach for exemplary independent British and

specialised cinema.

• New Models awards - to support experimental and ambitious release models, and creative

marketing strategies that seek to exploit new opportunities outside traditional theatrical and

marketing routes.• Sleeper awards - targeted at 'in-release' films that have achieved exceptional weekend box office

results, exceeding market expectations.

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BFI Audience FundOur ambition is to provide a greater breadth of films and to increase choice for audiences

across the UK.People throughout the UK love watching films. However, the choice of film available to audiences isnarrower than it should be. This is especially true outside of central London where on average only 7%of screens are dedicated to specialised film.

Additionally, amid the growing complexity of the digital world, there is a danger that it will beincreasingly difficult for audiences to pick out and find the film they seek. In this environment, thevisibility and availability of British film in cinemas and online suffers and potential economic success isnot maximised.

The Film Policy Review rightly asserted that respecting and understanding the audience is the key tomaking audiences grow. Our audience strategy recognises and addresses the increasing complexityof multiple platforms and seeks to ensure audiences are both empowered and find a greater choice offilm whether online, in the home, in the cinema or on the move.

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Funding for first-time directorsThe Film Fund now selects features from first-time directors (and which are

budgeted under £2,000,000) at quarterly intervals.

Supporting new filmmakers is a priority for the Film Fund, and we receive a high volume ofapplications, so we have found it beneficial to look at these applications at the same time. We believethat a more structured approach allows us to provide successful applicants with the right level ofeditorial collaboration and support in raising finance. Applications are welcomed at any time but willbe assessed after the relevant deadlines for submissions and according to a set process which willinclude meetings with film-makers.

Film Export FundThis fund is a springboard for British film exports, designed to help British films make sales abroadwhen they're selected for important international festivals.

The fund can help sales agents with a film's publicity and marketing, as well as with the technicaland logistical costs of appearing at a high-profile festival.

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Value of UK tax relief !For films with a total core expenditure of £20 million or less, the film production company canclaim payable cash rebate of up to 25% of UK qualifying film production expenditure;!

For films with a core expenditure of more than £20 million, the film production company canclaim a payable cash rebate of up to 20% of UK qualifying film production expenditure;

Accessing UK tax relief !Tax relief is available for British qualifying films. Films must either pass the Cultural Test orqualify as an official co-production;!Films must be intended for theatrical release;!

Films, including those made under official co-production treaties, must reach a minimumUK spend requirement of 25%;!Tax relief is available on qualifying UK production expenditure on the lower of either: 80% of totalcore expenditure; or the actual UK core expenditure incurred.!There is no cap on the amount which can be claimed.!The FPC responsible for the film needs to be within the UK corporation tax net.

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Gravity effect on UK Film Industry?

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+ives -ives

Gravity effect on UK Film Industry?

• Award wins = Good

publicity for UK FilmProduction

• Groundbreaking Visual

effects - Framestore &

Shepperton

• Government praiseencourages future

investment in British

talent & tech

• Tax breaks for WB

• 38% cheaper to make inUK than US

• Doesn't reflect British

Culture• Profits not reinvested in UK

Film Industry

• Not 100% British - Mexican

director, US actors

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Warner Bros Studios Leavesden (UK) to expand filming facilities with newsound stages (2014)

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The Lego Movie

About Time

Gravity

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Key Points for Discussion

• How audiences are attracted and/or targeted

• The ownership and operation of institutions

• BFI Film Fund & Tax Credit

• Working Title Template

• Technological Convergence e.g. iPhone/

SmartTV

•

The impact of digital technologies onindustry - e.g. "Prosumer" /Piracy /Proliferation• Issues regarding the production of yourchosen case studies - e.g. finances/technology/ownership• Issues regarding the distribution of your• chosen case studies - e.g. marketing• campaign/cross-media convergence/synergy/technologies utilised in distribution• Issues regarding exhibition - e.g. digitalscreens/IMAX/VoD/DVD/Blu-Ray/Piracy

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To what extent is production,marketing and distribution

important for an institution'ssuccess in the British marketplace?

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"Media production is dominated byglobal institutions, which sell theirproducts and services to nationalaudiences." To what extent do you

agree with this statement?

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