Tuesday 8th June 2010G322 Institutions and Audiences Revision

From Exam Board
The issues raised by media ownership in contemporary media practice

The importance of cross media convergence and synergy in production, distribution and marketing.

The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange

From Exam Board
The significance of proliferation in hardware and content for institutions and audiences

The importance of technological convergence for institutions and audiences
The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

The ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

The issues raised by media ownership in contemporary media practice

The issues raised by media ownership in contemporary media practice
Issues
Production
Distribution/Marketing
Exhibition/Exchange
Consumption
Media Ownership
Film
Murdoch
Film 4 and Channel 4
Contemporary media practice
Film
Film case studies Hollywood, Working Title, Film Four

Film Four Productions
Feature film commissioning department of Channel 4.
Examples: Slumdog Millionaire, Happy Go Lucky, This is England

Rupert Murdoch
Beginning with one newspaper in Adelaide, Murdoch acquired and started other publications in his native Australia before expanding News Corp. into the United Kingdom, United States and Asian media markets.
Although it was in Australia in the late 1950s that he first dabbled in television, he later sold these assets, and News Corp.'s Australian current media interests (still mainly in print) are restricted by cross-media ownership rules.
Murdoch's first permanent foray into TV was in the UK, where he created Sky Television in 1989. In the 2000s, he became a leading investor in satellite television, the film industry and the Internet.

The issues raised by media ownership in contemporary media practice
Positive
Working Title gets money from US companies and films such as Four Weddings and a Funeral, Trainspotting and Slumdog Millionaire.
Negative
Ventures can be seen as unsuccessful as films made do not truly represent Britain.
Hence the importance of the British Film Industry.

The importance of cross media convergence and synergy in production, distribution and marketing.

Cross Media Convergence
What does convergence mean and why is it important?
When two or more technologies come together to create a new technology.
Audiences: Everything in one product.
Institutions: Audiences tied to one product.

Synergy =
Integration of media ownership

Star-performer-product synergy
Development of a star persona across a range of media sites.
A pop star releases albums works on film soundtrack/scores write books use song in advert involved in rock documentaries etc

Production synergy
Until 2000 Pinewood Studios, Shepperton Studios and Teddington Studios were competing companies. Neither could quit The UK while the others remained. However, now they have been mergedinto one company to have a near total monopoly of UK film and TV production (from James Bond to Dragons Den). This can only bein The British Public Interest if the studios are required to remain in The UK employing British based workers but they moved much of their industry to Germany and Malaysia
http://www.savethebritishfilmindustry.com/

Distribution and Marketing SynergySony Case Study
Tonight I could watch a Sony produced film (Godzilla) on my Sony DVD player and 32 in Sony TV. Later I could listen to the Sony produced soundtrack featuring Jamiroquai, a Sony recording artist on my Sony CD player. Later, I could research the film on my Sony laptop and call someone to discuss the film on my Sony phone and just before I go to sleep I could play the Sony produced Godzilla game on my Sony playstation...........

The importance of cross media convergence and synergy in production, distribution and marketing.
Synergy
High School Musical on stage, on ice, music videos, soundtrack etc
http://thedisneyblog.com/2008/04/19/whats-wrong-with-disney-synergy-gone-wild/
http://wireless.ign.com/articles/819/819580p1.html
Working Title
Soundtracks
For example Notting Hill When You Say
Nothing Ronan Keating.

The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange

The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange
New Technologies
Internet/Downloading
Mobile Phones
Ipods
Games Consoles
Production
Digital cameras
HD cameras

The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange
Distribution/Marketing
Watch films on the internet, mobile phones, ipads etc
Viral marketing
Channel 4, Film Four
Exchange
Cinema 3D, 4D?, Multiplexes, Arthouse Cinemas, IMAX
Home DVD/Blu Ray/HD, TV, Sky/Cable. Pay per view, VoD

How have new technologies affected the film? Are these effects positive or negative?
CGI and Special Effects
Growth of affordable digital technology to increase film making opportunities
Production
Positive or negative?
Consumption
Increase of technology Blu-Ray, Home Cinema, DVD, PVRs
Convergence of products to watch them on
Piracy
Positive or negative?

The significance of proliferation in hardware and content for institutions and audiences

The significance of proliferation in hardware and content for institutions and audiences
Proliferation
A sudden increase in the amount or number of
something

Proliferation (through technology)
Downloading itunes, ipod, apple TV
Digital Piracy DVDs, filesharing
Social Networking Sites marketing and buzz
Accessibility everywhere???
Control industry/audiences

Proliferation

The significance of proliferation in hardware and content for institutions and audiences
Institutions
A media institution is an established, often
profit-based organization, that deals in the
creation and distribution of advertising,
entertainment and information services.
Examples of Media Institutions include: News
International, Time Warner, General Electric,
Viacom, The Walt Disney Company, Bertelsmann,
Vivendi Universal, Sony, Ofcom and the BBC.

The significance of proliferation in hardware and content for institutions and audiences
Institutions
Cameras
Ipads
Internet
Mobile phones
= an increase in the number of people that can be reached through marketing
Audiences
Exposure to rapid increase of technology
Pressure to buy the latest products?
More mobile technology available and able to consume films at a faster more convenient rate

The importance of technological convergence for institutions and audiences

The importance of technological convergence for institutions and audiences
Positive
More people have access to films
Negative
Piracy

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
National
Of or relating to or belonging to a nation or country
Local
Relating to or applicable to a city or town or district rather than a larger area

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
National audiences
Hollywood films
Working Title films US audience as well as UK eg Notting Hill, The Boat that Rocked (US and UK trailers), Star casting
Film Festivals Atonement
Pride and Prejudice http://www.workingtitlefilms.com/newsArticle.php?newsID=93
Local audiences
Working Title Films Notting Hill, Bridget Jones which are filmed in various locations in UK.

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
International
Concerning or belonging to all or at least two or more nations
Global
Involving the entire earth; not limited or provincial in scope

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
International Institutions
Vivendi
Studio Canal
Universal Pictures International
Global Institutions
Hollywood
Walt Disney
Sony
Universal Studios

UK vs Hollywood
Hollywood dominates.
Different cultural values and appeals.
Successful partnerships
FilmFour relies on joint partnerships with other companies to make films:
Slumdog Millionaire = Celador Films, Pathe Pictures
Trainspotting = Polygram, Figment Films
Four Weddings = Polygram, Working Title
FilmFour relies on American studios to distribute their films to an international audience:
Slumdog Millionaire = Fox Searchlight
Trainspotting= Miramax Films
Four Weddings = Gramercy Pictures

The ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

The ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
Candidates own experiences
Make personal comments
Use first person
Media Consumption
Exhibition/Exchange
Cinema
Home

wider patterns and trends of audience behaviour.
We can write reviews on websites like rotten tomatoes
http://uk.rottentomatoes.com/m/avatar/

wider patterns and trends of audience behaviour.
Social Networking sites
Facebook you can write your favourite film in your profile page
Facebook start groups based on the success of films eg Fans of Avatar
Second Life you can even create your own digital Avatar

wider patterns and trends of audience behaviour.
What does this mean?
Audiences can control the popularity of films effecting exhibition/exchange.
Illegal downloads/Piracy audiences control the amount of money films make.
Piracy End of the cinema?

Your Experiences
How do you consume films?

Us challenging them
Remember that YOU are a key part of the film industry.
YOUR behaviour influences what they (the institutions) do.
Be prepared to comment on the power of the audience!

Please, please, please...
Look at this website before your exam. It has some useful information on Production, Distribution, Exhibition, Piracy and you tube clips.
The website but NOT the actual power point presentation will be added to the blog.
http://prezi.com/sdh-zvr-wddo/g322teachingfilm/

Finally....
In case I forget, all the best for your exam tomorrow.