OCR AS media Planning exam answer film industry

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OCR AS media Planning exam answer film industry

  1. 1. Audience •Local •National •Global Key terms to use when discussing marketing, distribution and audience. To what degree was each film marketed and distributed? What does this tell you about the genre, audience, actors, finance? Connect
  2. 2. British vs American audiences Explore how each film appeals to a British and American audience. Consider: • Narrative (story and representation of characters) • Production (including crew and cast) • Marketing methods • Distribution • Exhibition (including release methods, number and format of release, sales figures) Complete a couple of paragraphs explaining your findings with reference to examples. ‘A field in England’ was more successful in appealing to a ________ audience. This is evident in………’ Discover
  3. 3. What can you remember? • If you got given one of these topics in the exam, what can you remember from your case study? • Spend 15 minutes looking at each of the categories. Make notes under each film title as to relevant information, terminology, facts and opinions you might reference in the exam. Develop
  4. 4. Read through the two example exam answers. Using the mark scheme to help you, discuss with your partner what level and mark you would give each candidate. Develop Q: “How important is technological convergence for institutions and audiences within a media area which you have studied?”
  5. 5. Q: “How important is technological convergence for institutions and audiences within a media area which you have studied?”
  6. 6. Q: “How important is technological convergence for institutions and audiences within a media area which you have studied?”
  7. 7. What mark and level would you give that response? Develop Q: “How important is technological convergence for institutions and audiences within a media area which you have studied?”
  8. 8. Question 2 Film The focus of the candidate’s answer is Working Title films. The second paragraph of the candidate’s answer identifies the issue of technological convergence in relation to the institution. This is supported by the final paragraph, on page 7, in discussion of the advertising of Working Title Films on the internet and a loose link is made with Facebook and Myspace with reference to fan pages. Unfortunately there are no examples used to demonstrate this – of minimal relevance criteria in the mark scheme. On page 8, there is minimal analysis and argument about the role of the internet and film trailers; again there is minimal amount of examples used. In thepenultimate paragraph, there is again minimal attempt to discuss technological convergence and film technology. This is a minimal response to the question posed. Minimal marks were awarded for EAA and the use of examples, a basic mark for the use of terminology. This Q2 response would not have passed at AS level, but because of a better Q1 the paper was awarded an ‘E’ grade overall. Examiner’s comments: Q: “How important is technological convergence for institutions and audiences within a media area which you have studied?”
  9. 9. What do I do when I get the exam question? Bring a highlighter pen. Bring 2/3 pens for writing Make a note of the time the exam starts and finishes. Note on the exam question/in your plan what time you need to start each question and the duration for writing each one. Remember: The exam is 2 hours Section A: Textual Analysis and Representation (50 marks) Section B: Institutions and Audiences (50 marks) = 1 HOUR PER QUESTION Discover
  10. 10. Read the question through twice (at least) What are the key words/key media concepts it is asking you to look at? What do I do when I get the exam question? Highlight the key terms they have used in the question. Make sure that you refer to these terms in your answer. For example: If the question is asking you about digital distribution, make sure you refer to ‘digital distribution’ throughout the exam. NEVER LOSE SIGHT OF WHAT THE QUESTION IS ASKING YOU! ALWAYS REFER BACK TO THE QUESTION. Discover
  11. 11. Simplify the question if you need to and write a simplified version at the top of your plan. WHAT IS IT ASKING YOU TO DO???? Explore ways in which cross media convergence and synergy is used and how useful they are in marketing? Do I believe they are needed and why. To what extent do you believe media convergence and synergy are a vital process to successfully market to an audience? What do I do when I get the exam question?Discover
  12. 12. • Spend 10 minutes planning your answer. • A plan is VERY important. You may decide to add other points when you get writing but it helps you structure your argument and ensure you cover the main points. • It also helps you map your time – note the times on your plan. • For example, where do you expect to be by the middle of the hour writing? Note it on your plan so that you can stay focused. Don’t worry if your slightly over or under time by the half way point, but it will help you stay aware of your time management. What do I do when I get the exam question?Discover
  13. 13. Estimated Timings • 10 minutes breaking down the question and planning your answer. • 30 minutes writing the body of the essay. • 10 minutes writing your conclusion. • 10 minutes checking through your paper. Discover
  14. 14. Structure • Introduction. - Who are you looking at? (production companies, films) give some BRIEF context to the company – history/structure/location etc. - Relate the companies to the question. E.g: ‘I intend to explore how digital distribution has impacted on the financial and commercial success of both films…’ Have a go at writing the introduction for the question using this as a base. Discover
  15. 15. First mention of film in exam: • ‘A field in England’ directed by Ben Wheatley (2013) Punctuation Capital letters for titles, names and places. Date in brackets Discover
  16. 16. Section 1 (this could be 1-3 paragraphs) Apply company 1 to the question. Things to consider: • How has the company evolved? (relate to the topic. For example how has Time Warner’s use of digital technology evolved?) • How has the company conformed to/challenged/utilised this in relation to the film you have studied? SHOW OFF! Show what you know. Include dates and facts. Include opinion. How has this impacted on the audience (especially a British one)? Express both sides of the argument. In other words if you are explaining how it has positively affected the company/audience etc – CHALLENGE IT! And vice versa.
  17. 17. Section 2 (this could be 1-3 paragraphs) Now the same for the other institution. Discover
  18. 18. Section 3 Compare and contrast. • What are the similarities and differences between the two? • How does this impact on the film industry currently? • ALWAYS show that you have a wider understanding of the industry as a whole. Discover
  19. 19. Conclusion Relate back to the question. What is your opinion? This is your chance to summarise your own point. How will this impact on the following in the future: • Local and international audiences • The film industry Discover
  20. 20. To summarise – The Hand plan Intro – Who? What? Context and intro to question Section 1 – Company 1 Section 2 – Company 2 Section 3 – Compare and contrast. OPINION Conclusion – impact on audience and industry. OWN OPINION Discover
  21. 21. In a pair • Use the hand plan and your notes to plan your answer to the question
  22. 22. Date Question Key topics Jan ‘09 Discuss the ways in which media products are produced and distributed to audiences. Production Distribution Audience June ‘09 How important is technological convergence for institutions and audiences within a media area which you have studied? Technological convergence Institutions Audience Jan ‘10 “Global institutions dominate media production. These institutions sell their products and services to national audiences.” To what extent do you agree with this statement? Institutions Production Audience June ‘10 What significance does the continuing development of digital media technology have for media institutions and audiences? Digital technology Institutions audiences Jan ‘11 Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area. Media ownership Production exchange June ‘11 “Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices”. To what extent would you agree with this statement, within the media area you have studied? Marketing Distribution Production audiences Jan ‘12 To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied? Digital distribution Marketing audiences June ‘12 “Cross media convergence and 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? Cross media convergence Marketing audiences Jan ‘13 What impact does media ownership have upon the range of products available to audiences in the media area you have studied? Media ownership audiences June ‘13 Evaluate the role of digital technology in the marketing and consumption of products in the media area that you have studied. Digital technology Marketing Consumption

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