Technology and the British Film IndustryLesson Objectives: To be able to explain the implications of new media technologies to the production and marketing of British Cinema.

The British Film Industry

Create a mind-map summarising what you found out about key British film institutions.

You should be aware of the role of:

Public bodies

Independent companies

Television companies

Co-productions

StreetDance 3D

StreetDance 3D is a co-production between Vertigo films (an independent company), BBC Films (film making arm of a TV company, and the UK Film Council (public body).

StreetDance 3D

UK Film Council-financed Streetdance 3D not only claimed number one spot in cinemas nationwide this weekend, but it also "popped and locked" its way into the history books to score the biggest ever opening weekend performance for any film backed by the UK Film Council in its 10 year history – bigger than even Bend it like Beckham and St Trinian's.

Streetdance 3D is the UK's first 3D feature film, and it was released on the highest ever number of 3D screens (345). In a highly-anticipated battle of the blockbusters, the independent British film beat Robin Hood and Prince of Persia to claim - by a clear margin - the number one spot across the weekend, increasing its performance by a massive 30% on Saturday compared to the opening night on Friday.

Commenting on Streetdance 3D's massive success, John Woodward, Chief Executive Officer of the UK Film Council said:

"The UK Film Council can take credit for co-financing and championing Streetdance 3D. It is the UK's first ever 3D feature film and signals to the rest of the world that the British film industry is well placed right at the heart of the 3D film revolution, it's jampacked with upcoming British talent both behind and in front of the camera, and it's already proven to be a massive hit with the British public as well as international buyers who have snapped it up in almost 30 territories worldwide. It's another shining example of how Lottery funding can make all the difference in discovering and nurturing new creative talent in the UK.”

StreetDance 3D

Made on a budget of just £4.5m, the British film proved more popular than Russell Crowe's epic tale, reported to have cost upwards of $200m, and Disney's $150m blockbuster Prince of Persia.

It took £1.8m on its opening weekend, and a box office total of £2.4m when preview screenings are taken into account.

The figures represent the biggest ever opening for a Lottery-funded film.

It was the most successful independent British production of 2010, and the only one in the UK Top 20 for 2010.

What factors do you think may have contributed to its success?

New Technology and Marketing

Watch the video and make notes on how new technologies were used to promote films.

You need to identify specific examples you can use in the exam, and be able to discuss benefits and disadvantages.

Digital Innovation in Distribution

In August 2009, the UK Film Council (now BFI) launched a pilot application process as part of the P&A Fund that allowed rights holders the opportunity to apply earlier for funding towards innovative, long-lead digital campaigns. The objectives of the scheme were to

a) help independent rights holders better utilise new online tools and services to reach their audience and;

b) share data and learnings from the supported projects with the wider industry so that the scheme had the largest possible impact.

The scheme was initially launched for five awards of up to £30,000. Following a successful uptake of these a further seven awards were made available, making a total of 12 awards across the scheme.

Digital Innovation in Distribution

Read through the case study and identify key points in relation to:

Marketing activities

Evaluation of success

Be ready to feed back to the class.

New Technology and British Cinema

What are the implications of new media technologies to the production, marketing, and distribution of British films?

Writing About New TechnologiesLesson Objectives: To be able to produce a written evaluation of the implications to the film industry of new technology.

Key Terms – How many of the following terms can you explain?

Convergence

Distribution/digital distribution

P & A

Viral marketing

Social networking sites

Early adopters

Long lead

Stealth Marketing

Day and date release

Multi-platform release

Distribution windows

Proliferation

Interactivity

Video on demand

Exam Style Question

What are the implications to the film industry of new media technologies?

Marking Grid Band / Grade Argument Examples Terminology

Level 1: U

Minimal understanding& reference to study

(0-7)

Limited range and use of examples

(0-7)

Minimal use of terms. Inaccuracies

(0-3)

Low Level 2: E > D

Basic understanding. Some relevant points.

(8-11)

Some relevant examples

(8-11)

Some terms used. Some inaccuracies

(4-5)

Upper Level 3: C > B

Proficient argument,well supported.

(12-15)

Good range of examples(12-15)

Mostly accurate terms(6-7)

Level 4 : A

Excellent, relevant, sustained argument

(16-20)

Frequent use of relevant examples

(16-20)

Relevant and accurate terms

(8-10)

Step 1 –Your Argument

What are the implications to the film industry of new media technologies?

New media technologies are beneficial to both film institutions and audiences in a number of ways such as…However new technologies also bring with them drawbacks to both producers and consumers, such as… I will explore this in relation to…

Step 2 –Your Examples

Production Technologies: 3D – Tron: Legacy; StreetDance 3D

Benefits/disadvantages

Marketing: Viral marketing

Social networking

Benefits/disadvantages

Distribution Digital distribution – theatrical, home entertainment (Disney All Access)

Convergence – Second Screen

Piracy

Decline in DVD sales

Benefits/disadvantages

Step 3 - Conclusion

Sum up your argument:

As I have demonstrated new technologies have benefited film producers by…

However disadvantages to the film industry of new technology includes…

For audiences new technology offers…

In my experience new technology allows me to…

Terminology Convergence

Distribution/digital distribution

P & A

Viral marketing

Social networking sites

Early adopters

Long lead

Stealth Marketing

Day and date release

Multi-platform release

Distribution windows

Proliferation

Interactivity

Video on demand

What are the implications to the film industry of new media technologies?

Introduction (5 minutes)

Argument

Main Sections

Production/Marketing/Distribution

Conclusion (5 minutes)

Sum up your argument

Relate to your own experiences as a consumer

Peer AssessmentBand / Grade Argument Examples Terminology

Level 1: U

Minimal understanding& reference to study

Limited range and use of examples

Minimal use of terms. Inaccuracies

Low Level 2: E > D

Basic understanding. Some relevant points.

Some relevant examples

Some terms used. Some inaccuracies

Upper Level 3: C > B

Proficient argument,well supported.

Good range of examples

Mostly accurate terms

Level 4 : A

Excellent, relevant, sustained argument

Frequent use of relevant examples

Relevant and accurate terms

Read through the answer and decide what level you think it is in terms of Argument, Examples, and Terminology. Note down what has been done well, and how the student can improve?