Case study- Film Industry


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Case study- Film Industry

  1. 1. The 7 key areas for Institutions and Audiences Paramount Pictures World War Z Vertigo Films All Stars
  2. 2. The most recent Paramount logo. One of the first Paramount logo’s. Paramount Pictures Corporation (commonly known as Paramount Pictures or simply Paramount) is a film and television production/distribution studio, consistently ranked as one of the largest (topgrossing) film studios. It owned by U.S. media conglomerate Viacom, and is a member of the Motion Picture Association of America (MPAA).
  3. 3. Vertigo Films is a British film production and film distribution company based in London, England. Vertigo Films has been responsible for the production and distribution of Bronson, StreetDance 3D and Monsters.
  4. 4. The issues raised by media ownership in contemporary media practice. • • • With the increase in online movie websites such as Putlocker and Sockshare, it is difficult for producers or studios to keep full ownership of a media product. They hold the ‘rights’ to distribute or publish a product. Piracy is the illegal distribution of a media piece, and is a growing problem among studios or distributors. Online free websites mean anybody could download or stream a film that another user has uploaded, sometimes without a membership to the website and therefore without cost. The internet allows many pirated copies to be shared quickly and easily around the world. Here is a screen print taken from where World War Z has been uploaded to. Below the description of the film are external links to websites that allow the user
  5. 5. • Many big companies such as Warner Bros, WGM and Paramount are multi million pound companies, and therefore have the finances available to create more films. This means they can dominate the film industry and thus have the power to control what we watch at the cinema, as large budget films dominate the cinemas and do not leave room for smaller budget films created by independent companies. As Paramount is one of these larger companies, the problems with this side of media ownership do not affect them in a negative way.
  6. 6. • Vertigo Films are a small independent UK based company. The company’s mission is to create and distribute commercially driven independent cinema. The Films they produce span a range of genres and audience taste. However, with Hollywood and larger companies such as Paramount Pictures and Warner Bros dominating cinemas and the market, Vertigo are left with little choice of what genre to use. For instance, Warner Bros own the rights produce to DC comic films, and with a growing market for this genre, Vertigo lose out on a large market segment because they cannot use well known superheroes or comic book characters that are well known and would invite many consumers to watch their media product, and are left to create their own characters who are less known, and with being a smaller company, cannot afford to market to the necessary standards and therefore lose out on audiences, although this is a trait of independent films and means they can expand in their own area,
  7. 7. The importance of cross media convergence and synergy in production, distribution and marketing. Paramount is currently owned by Viacom, which is a global mass media company. Viacom also owns Nickelodeon movies and MTV films, and if needed, can stretch budgets across all three areas to cover the costs of a new product created by one of these companies. This means that large budget films can be made by taking money from other companies, in order to create or market a media piece by Paramount. This cannot be done with smaller companies, who may not be owned by a large multi-national corporation , and therefore will not have as effective marketing campaigns and their low budget movies will not reach the public as well as a largely financed media product would.
  8. 8. The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange. • Technology has allowed us to develop and improve the quality of films, making them more dynamic and exciting for the audience. The development of CGI and other effects have meant for a far more exciting and diverse viewing experience for audiences and allowed directors to take their creations to a whole new level of film. For instance, for World War Z, visual effects artists at Moving Picture Company used massive crowd simulations and hand animation to create the devastating swarming of Jerusalem by a zombie horde. Without using these digital effects, creating a large scale ‘apocalypse’ movie would not have been possible. • Paramount can afford to create extras to market their film. For instance, they had set aside $24 million to create a fake zombie spot video, which is shot with a handcam and shows two people in Russia ‘finding’ examples of zombie attacks. This video spread across the internet, creating a buzz around zombie and the idea of a zombie apocalypse, which after the trailer for the film was released, helped create a buzz around the movie. Smaller companies cannot afford to spend so much money promoting their film, and thus lose out on a broad audience range.
  9. 9. • Also, a website was created to create awareness of this ‘incident’. A banner moves across the page advising the public of what ‘precautions’ to take. There is also a ‘safe zone’ which the public can enter and buy tickets to enter the safe zone, however once this link is clicked on it takes you through to a page to buy tickets to World War Z in your local cinema. Right is a screen print of the website.
  10. 10. Companies that produced World War Z Paramount Pictures (presents) Skydance Productions (presents) Hemisphere Media Capital (in association with) GK Films (in association with) Plan B Entertainment 2DUX² (as 2Dux²) Apparatus Productions Latina Pictures
  11. 11. Distributors for World War Z • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • B&H Film Distribution (2013) (Ukraine) (theatrical) Central Partnership (2013) (Russia) (theatrical) Interfilm Distribution (2013) (Kazakhstan) (theatrical) Paramount Pictures Entertainment (2013) (Canada) (theatrical) Paramount Pictures (2013) (Germany) (theatrical) Paramount Pictures (2013) (France) (theatrical) Paramount Pictures (2013) (UK) (theatrical) Paramount Pictures (2013) (USA) (theatrical) Solar Entertainment (2013) (Philippines) (theatrical) (as UIP-Solar Entertainment) Toho-Towa (2013) (Japan) (theatrical) United International Pictures (UIP) (2013) (Argentina) (theatrical) United International Pictures (UIP) (2013) (Greece) (theatrical) United International Pictures (UIP) (2013) (Hungary) (theatrical) United International Pictures (UIP) (2013) (Philippines) (theatrical) (as UIP-Solar Entertainment) United International Pictures (UIP) (2013) (Poland) (theatrical) United International Pictures (UIP) (2013) (Sweden) (theatrical) United International Pictures (UIP) (2013) (Singapore) (theatrical) Universal Pictures International (UPI) (2013) (Netherlands) (theatrical) Argentina Video Home (2013) (Argentina) (DVD) Argentina Video Home (2013) (Argentina) (Blu-ray) (DVD) Lotte Entertainment (2013) (South Korea) (all media) Paramount Home Entertainment (2013) (Germany) (DVD) Paramount Home Entertainment (2013) (Germany) (Blu-ray) (DVD) Paramount Home Entertainment (2013) (UK) (DVD) Paramount Home Entertainment (2013) (UK) (Blu-ray) (DVD) Paramount Home Entertainment (2013) (Netherlands) (Blu-ray) (DVD) (through Universal Pictures Benelux) Paramount Home Entertainment (2013) (Netherlands) (DVD) (through Universal Pictures Benelux) Paramount Home Entertainment (2013) (Sweden) (DVD) Paramount Home Entertainment (2013) (Sweden) (Blu-ray) (DVD) Paramount Pictures Home Entertainment (2013) (USA) (DVD) Paramount Pictures Home Entertainment (2013) (USA) (Blu-ray) (DVD) Universal Pictures Benelux (2013) (Netherlands) (Blu-ray) (DVD) (through) Universal Pictures Benelux (2013) (Netherlands) (DVD) (through) Zon Audiovisuais (2013) (Portugal) (all media)
  12. 12. The significance of proliferation in hardware and content for institutions and audiences. • • • The term Proliferation principally features in biology and refers to a rapid growth or reproduction of cells however, within the context of the Film Industry and in this case, with reference to; Hardware and Content, the term Proliferation refers to the rapid increase and growth of Hardware and Content for the Film Industry's Institutions and Audiences. In terms of institutions, it could refer to the technologies used and how they perform similar tasks, such as using several forms of computer or software when editing or creating a film sequence, and also cameras such as resolution HD. When referring to distribution, it could mean the methods for creating or copying a form of the film, such as 35mm or 70mm prints, which allow cinema screenings, and also creating DVD’s or online sources. When referring to marketing, it could mean how an audience views a media piece. For instance, there is an increase in audiences using digital methods to watch films, such as Netflix or downloading from iTunes. Paramount can afford to spend the extra finances in order to make their media product available through all sources, whereas a smaller company could not afford this, and may not be able to afford extra sources to distribute their film.
  13. 13. The importance of technological convergence for institutions and audiences. • • Marketing is definitely one of the most affected areas of film from technological convergence, and the leap in technology has actually been very beneficial to institutions attracting their target audience. Paramount created an online marketing campaign for World War Z, which without technological convergence, would not have been possible, and would not have attracted a wider audience who are from the ‘digital age’. Paramount have their own Twitter page, which is promoted, so even if someone is not following their feed, a tweet advertising a new movie will come up across all feeds. Following their twitter means the audience can see news about upcoming films, and music and actors involved. This is important for attracting younger audiences who pay more attention to news on social media sites than trailer or reviews on tv. This means they can reach a younger audience through social media sites, giving them the opportunity to share with friends or interact with other fans.
  14. 14. The issues raised in the targeting of national and local audiences (specifically British) by international or global institutions. • When targeting an international audience, such as USA, studios or distributors could focus on using certain locations that are most wellknown and if events occurred here it could have a larger impact. For instance, when showing a film set in England, the setting is typically London, a city that is well known around the world. When targeting a British audience, Studios focus on using more realistic characters as a British audience largely focus on the character and it’s likeability rather than a character that has a ‘far-fetched’ story. According to the British Film Industry’s reports, UK audiences want to see more true to life stories, films that deal with real or possible events. Below are three pictures taken from the BFI’s Cultural Impact study.
  15. 15. • Vertigo Films generally use quite wild stories, but some such as Street dance and All Stars deal with issues like identities and facing where you come from and your situation. • Paramount Pictures produces a variety of films, many big action sequences such as Jack Ryan, World War Z, Star Trek and G.I Joe. These still attract a British audience, but not on the same level as independent companies can. Another screen shot taken from the BFI Cultural Audience Study.
  16. 16. The ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour. • Mostly I watch movies on DVD or rent from Virgin movies, but if it is a social event I go to the cinema to watch a new movie, and most recently I have been using Netflix to watch movies. This reflects trends that have been emerging for the past 2-3 years, and there are growing numbers of people using online methods to watch new media