2. PDE PROCESSES
• Production- We will be using Working
Titles, due to them being a British film
production company and we are using all
British actors.
• Distribution- Universal Studios because
they are horizontally and vertically
integrated.
• Exhibition- Universal Studios because
they are horizontally and vertically
integrated.
3. Vertical Integrated
• This is when a company produces,
distributes and even exhibits its own
products.
• Using Working Title which is owned by
Universal Studios, it is a large
conglomerate so it is able to do all three
processes
4. HORIZONTALLY INTEGRATED
• This is when a company makes more than one type
of media product
• We are making a film and we are going to produce
a soundtrack which one of our main characters
will sing.
• With this they will both help market each other
• This is usually done my independent companies
because they aren’t able to distribute their
products them selves but they are able to create
other products such as a film and a score.
5. CONGLOMERATE/OLIGOPOLY
• Working Titles is owned by Universal Studies
which is part of a major conglomerate.
• Universal is also a subsidiary of Vivendi
which is a huge international conglomerate
with activities in music and film, publishing
and the internet.
• Working Titles have a large budget due to
being owned by the huge film company. This
enables them to include special effects and
use better technology.
6. ABOVE and BELOW THE LINE
MARKETING
• We will pay for most of our marketing with above the
line marketing; we will be producing a trailer, music
video for the soundtrack and posters.
• This marketing will be promoted world wide.
• We will also use below the line marketing, mainly
using Web 2.0. We will have a Facebook page and
Twitter page. As we are targeting at 15-25 year olds,
they use these social media sites regularly so they will
see updates on the production and learn more about it
on there.
• We agree with Wilkinomics by Tapscott and Williams’.
If we don’t adapt to audience power and Web 2.0 we
won’t target the audience we are aiming at.
7. CROSS MEDIA CONVERGENCE
• This is two companies working together
• Working Title is more niche marketing, it’s a
more sophisticated audience whereas
Universal is mass marketing which is more
targeting a wider audience.
• This applies Andersons Long Tail theory. The
head is Universal as they are mass marketing
and the tail is Working Title as they are more
of a niche market so it is available to may
different audiences but mainly targeting
females ages 16-25.
8. TECHNOLOGICAL
CONVERGENCE
• We have decided to have our own score,
we are going to get a female to sing a
soundtrack of Jack Johnsons ‘Better
Together’.
• By doing this, it helps the score sell the
film and the film help sell the score.
