G322 The Film Industry - Section B - Revision

Jun 2016 - To what extent has the internet played a significant role in the marketing and exchange of media products in the area you have
studied?
Jun 2015 - To what extent does media ownership have an impact on the successful distribution of media products in the media area you
have studied?
Jun 2014 - The increase in hardware and content in media industries has been significant in recent years. Discuss the effect this has had
on institutions and audiences in the media area you have studied?
Jun 2013 - Evaluate the role of digital technologies in the marketing and consumption of products in the media area you have studied.
Jan 2013 - What impact does media ownership have upon the range of products available to audiences in the media area that you have
studied?
Jun 2012 - "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?
Jan 2012 - To what extent does digital distribution affect the marketing and consumption of media products in the media area you have
studied?
Jan 2011 - Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area.
Jun 2010 - What significance does the continuing development of digital media technology have for media institutions and audiences?
Jan 2010 - "Media production is dominated by global institutions, which sell their products and services to national audiences." To what
extent do you agree with this statement?
Jan 2009 - Discuss the ways in which media products are produced and distributed too audiences, within a media area which you have
studied.
Previous questions:

To what extent has the internet played a significant role in the marketing and exchange of media products in the area you have studied?
What’s it basically saying? – How has the internet been used to market a film and how has it been used to exchange a film to
the audience (and it is asking ’to what extent’, so give a counter argument and your opinion this)
How has the internet been used in marketing?
You could talk about:
• Apps (Avengers)
• Facebook (Official Pages)
• Twitter (Deadpool)
• Snapchat (Suicide Squad/Rings)
• QR Codes
• YouTube (Trailers)
• Websites (Jurassic World/Independence Day)
• Hashtag campaigns
• Stars Tweeting (Deadpool)
• Viral Marketing (Dark Knight)
How has the internet been used to exchange
films?
• Streaming (Netflix, Amazon, Hula, Now TV)
• Video on Demand (Sky, Virgin) which goes
through broadband
• Downloads (iTunes, Google Play, YouTube)
• Apps (Games)
• Ultraviolet
• Shorter release windows
• Straight to VOD releases.
To what extent? You could talk about:
• There is still an importance of non-internet marketing formats such as merchandise (toys etc), posters, TV and radio trailers, word of mouth.
• Older generations still using traditional platforms such as TV to consume films.
• That quality narrative and high production values are more important than how it is marketed and consumed.
• Indie filmmakers have more opportunity to get their film out there (social media is free and straight to VOD/streaming means they do not need to release in
the cinema to be successful.
• Rise of the pro-sumer and it’s impact upon the film industry (we are getting more franchises and blockbusters to attract audiences to the cinema – less
diverse films in the cinema).
Exchange basically
means how the
product gets from
the producer to the
audience (another
word for
distribution) but
this also includes
how it is consumed.
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To what extent does media ownership have an impact on the successful distribution of media products in the media area you have studied?
What’s it basically saying? – What impact does media ownership (I.e the Big 6 dominating the film industry) have on how successfully
filmakers can distribute their films and it is asking ’to what extent’ so you need to argue a point with counter arguments and your opinion.
What impact has media ownership had on distribution? You
could talk about:
MAINSTREAM (BIG 6):
• Have the budget to easily saturate the market from all avenues
(including social media/apps/snapchat).
• Can afford production of merchandise (Frozen)
• Can afford stars to help them market the film and provide a USP
(Deadpool) and attract fanbases of the stars.
• Have the budget to produce pre-quals and sequels so therefore they
can afford large blockbuster franchises to dominate cinema.
• Have access to expensive technology such as 3D/4D/Ultra HD and high
production values (CGI/Stunts) to attract cinema audiences.
• It is harder to get indie films into cinemas as they cannot compete
against 3D/4D/Ultra HD blockbusters to attract audiences so cinemas
are less likely to exhibit their films.
• Can be more creative in their campaigns to attract audiences to
compete because indie films can use social media too (think
Deadpool/Dark Knight/Jurassic World website).
• Being part of conglomerate means they have relationships with
companies and major theater chains so can strike deals (via vertical or
horizontal integration).
Counter Argument? You could talk about:
• Piracy, as a reaction to rising cinema
ticket sales, has increased which is
impacting upon cinema sales and the
value of film.
• Rise in streaming and VOD makes it
easier for indie films to distribute-
Straight to VOD releases.
• Streaming, VOD and downloads gives
more flexibility to choose when to watch
a film and they are also cheaper than
going to the cinema so indie filmmakers
have more opportunities now.
• Still a market for niche, narrative led
films which is attracting audiences,
especially those who do not like
blockbusters (rise in blockbuster and
franchises means a narrow cinema
market).
Media
Ownership: The
way in which
progressively
fewer
individuals or
organizations
(conglomerates)
control
increasing
shares of the
mass media (i.e.
the Big 6 are an
oligopoly
owning 86% of
the market
share of the film
industry in
2016)
Back to top

The increase in hardware and content in media industries has been significant in recent years.
Discuss the effect this has had on institutions and audiences in the media area you have studied?
What’s it basically saying? – How has the developments in hardware and content had an effect on institutions and then how
has this also affected audiences. it is asking you to ‘discuss the effect’ so you need to argue a point and give your opinion
What has been the effect of increased hardware?
INSTITUTIONS
• Big 6 can afford expensive new technology such as 3D/4D/Ultra HD and
high production values (CGI/Stunts) which is making it harder for indie
narrative led niche films to compete.
• More technology means more franchises and blockbusters in the
cinema.
• Growth in the internet and computers makes it easier for indie and
mainstream films to distribute films (via social media/viral
marketing/VOD/streaming).
• Big 6 are now more threatened by indie filmmakers as technology is
more readily available (pro-sumers) which is a result of the move from
35mm to digital.
AUDIENCES
• Technical convergence (phones, laptops, tablets) makes it easier and
more convenient to consume films.
• Streaming, VOD and downloads gives more flexibility to choose when
to watch a film.
• The above options are cheaper than going to the cinema.
• Piracy has made it easier to watch films for free.
• Content is more diverse (niche) online than it is in the cinema (rise in
blockbuster and franchises means a narrow cinema market).
Hardware is the
physical
technology
such as
computers,
phones, games,
cameras,
projectors etc.
Content is
everything that
makes up the
film such genre,
narrative, stars,
social media,
products.
What has been the effect of increased content?
INSTITUTIONS
• The rise of franchises and blockbusters has meant a
narrower range of film genres at the cinema so indie films
are finding it more difficult to release their films and
compete.
• Streaming, VOD and downloads offers a more diverse range
of genres and different types of narrative.
• Growth in fan forums, blogs (audience 2.0) and internet sites
such Rotten Tomatoes has seen a growth in audience
conversations amongst one another so they are becoming
more critical of films.
• Growth in social media means we are becoming more
saturated with content (stars tweeting/viral campaigns)
which have both a positive effect but can also have a
negative effect with too much hype surrounding a film that
it cannot live up to.
• AUDIENCES
• They can interact with stars and companies more easily via
social media.
• Getting a less diverse range of films at the cinema so they
are more likely to stay at home and watch online via VOD
etc.
• Getting more ways to interact with a film via the internet
and merchandise and gaming.
• Craving more originality such as hybrid genres (DEADPOOL)
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Evaluate the role of digital technologies in the marketing and consumption of products in the media area you have studied.
What’s it basically saying? – How have digital technologies been used to market films and how have they been used to help
audiences consume films (and you must evaluate, so give a counter argument and your opinion this)
Digital
technologies are
electronic tools,
systems, devices
and resources that
generate, store or
process data.
These includes
social media,
online games and
applications,
multimedia,
productivity
applications, cloud
computing,
interoperable
systems and
mobile devices
How have they been used in marketing?
• Apps (Avengers)
• QR Codes
How have they been used to consume
movies?
• 35mm to Digital
• HD/4K/Ultra HD
• 3D/4D
• Video on Demand (Sky, Virgin)
• Apps (Games)
• Technical Convergence (i.e. different
platforms phone, tablet, laptop, TV).
Evaluate the role of digital technologies. You could talk about:
• There is still an importance of traditional marketing formats such as merchandise (toys etc), posters, TV and radio trailers, word of mouth.
• Older generations still using traditional platforms such as TV to consume films.
• That quality narrative and high production values are more important than how it is marketed and consumed.
• Indie filmmakers have more opportunity to get their film out there (social media is free and straight to VOD/streaming means they do not need to
release in the cinema to be successful.
• Rise of the pro-sumer and it’s impact upon the film industry (we are getting more franchises and blockbusters to attract audiences to the cinema –
less diverse films in the cinema).
Back to top

What impact does media ownership have upon the range of products available to audiences
in the media area that you have studied?
What’s it basically saying? – How has media ownership (I.e the Big 6 dominating the film industry) affected the types of products
(films/merchandise/genres) and it is asking what impact’ so you need to argue a point with counter arguments and your opinion.
What impact has media ownership had on range of products
available? You could talk about:
MAINSTREAM (BIG 6):
• Can afford production of merchandise (Frozen) so there is a greater
range of products surrounding a film which in turn creates hype and
markets the film.
• Can afford production of apps and games so we are getting a range
of different products related to the film that audiences can interact
with.
• Can afford big stars in their movies which appeals to large fan bases.
• Have access to expensive technology such as 3D/4D/Ultra HD and
high production values (CGI/Stunts) so we are getting a better
cinema experience.
• Have the budget to produce pre-quals and sequels so therefore they
can afford large blockbuster franchises to dominate cinema which
has led to the rise in the franchise film.
companies and broadcasters so can strike deals (via vertical or
horizontal integration) which means we are getting a range of
products on TV as well (Behind the scenes/making of/star
interviews).
What’s the impact? You could talk about:
• Conglomerates make it harder for niche and
narrative films to get released in the cinema
as they cannot compete with blockbusters
which means we are getting a limited range
of genres in the cinema.
• Indie filmmakers can not afford expensive
marketing campaigns and merchandise to
compete with the Big 6, so often we are not
hearing about critically acclaimed films
(Monsters).
• Emerging actors are less visible as it is
difficult to compete with the stars of
Hollywood which means we are seeing the
same faces over and over again.
• Streaming, VOD and downloads gives more
flexibility to choose when to watch a film
and they are also cheaper than going to the
cinema so indie filmmakers have more
opportunities now.
Media
Ownership: The
way in which
progressively
fewer
individuals or
organizations
(conglomerates)
control
increasing
shares of the
mass media (i.e.
the Big 6 are an
oligopoly
owning 86% of
the market
share of the film
industry in
2016)
Back to top

"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?
What’s it basically saying? – Is cross media convergence and synergy needed in the marketing of a film (and it is asking ’to
what extent’, so give a counter argument and your opinion this)
To what extent is Cross-Media Convergence
important in film marketing?
• Working titles films is part of a conglomerate with Universal
Films (they own 67% of WT) – this is horizontal integration.
This means they have access to higher budgets, better stars
and new technology such as 3D/4D and CGI = Higher
production values = a more attractive product to market (Les
Miserables/Bridget Jones Diary).
• Working Title films has access to a global market that it
wouldn’t have done if it didn’t have the backing of Universal
and it’s relationships with other companies in the
conglomerate (Four Weddings and a Funeral).
• Working Titles links with Universal mean they have a bigger
budget for marketing.
• Doesn’t always work and content is still just as important (The
Boat that Rocked)
• Technological convergence makes it easier and more
convenient to watch making them more attractive to
audiences.
• Tech convergence has improved marketing strategies with use
of phones and tablets helping to promote the film in
interactive ways (i.e. QR codes/ Shazam)
To what extent is Synergy important in film
marketing?
• Hollywood has moved from vertical integration to
horizontal integration. Because of this they now focus
on producing films which can cross-promoted with other
media texts such as games and music (Skyfall/Harry
Potter/Indiana Jones/Deadpool)
• Synergising with other products is important because
ancillary revenue (from products related to the film) has
now become more important than box office revenue
(Frozen).
• The fact that if you synergise every piece of media
within the same-brand umbrella it promotes every other
piece of media under than that umbrella (E.g. The
Disney Stores promote the consumer products which
promote the parks which promote the television shows.
The television shows promote the company.)
• However, you can argue that there are still a lot of indie
films that have been successful without synergy (i.e.
Pulp Fiction, Passion of the Christ, Juno) but these are
fewer and further between.
Cross-Media Convergence
Merging to together of
companies or products
coming together for a similar
task or outcome.
Synergy- Media synergy is the
way in which different
elements of a media
conglomerate work together
to promote linked products
across different media.
Marketing: The action or
business of promoting and
selling products or services,
including market research and
advertising.
Vertical and horizontal
integration – click here
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To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?
What’s it basically saying? – How has distributing films digitally affected how films have been marketed to audiences and how
they have been consumed by audiences (and it is asking ’to what extent’, so give a counter argument and your opinion this)
How has digital distribution been used in marketing
films?
• Apps (Avengers)
• QR Codes
How has digital distribution been used
to help audiences consumer films?
• Streaming (Netflix, Amazon, Hula,
Now TV)
• Video on Demand (Sky, Virgin)
Downloads (iTunes, Google Play,
YouTube)
• Apps (Games)
• Ultraviolet
• Piracy
To what extent has it affected marketing and consumption? You could talk about:
• Consumption of movies digitally means that less people are going to the cinema because they can watch it at home which means we are getting an increase in franchises and
blockbusters to attract audiences to the cinema – less diverse content in the cinema.
• VOD, streaming, technical convergence, ultraviolet makes it convenient for audiences to watch and how they want.
• Indie filmmakers have more opportunity to get their film out there (social media is free and straight to VOD/streaming means they do not need to release in the cinema to be successful.
• Market can be more easily saturated by the Big 6 via the internet.
• Piracy is easier and therefore the film industry is being threatened by people illegally downloading films instead of paying to watch them.
Digital distribution
means the digital
methods that a
company uses to
market a film and
to help audiences
consume the film.
Back to top

Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area.
What’s it basically saying? – How has media ownership (I.e the Big 6 dominating the film industry) the production of films and how has it affected how films are
exchanged to the audiences and it is a discuss question so you need to look at both sides of the issues (indie VS mainstream)
What issues are raised by media ownership in production? You
could talk about:
• Big 6 can afford big stars in their movies to increase production
values.
• Big 6 have access to expensive technology such as 3D/4D/Ultra HD
and high production values (CGI/Stunts) which is making it harder for
indie narrative led niche films to compete.
• Audiences are getting a narrow range of genres at the cinema –
originality is less important to Hollywood.
• Big 6 the budget to produce pre-quals and sequels so therefore they
can afford large blockbuster franchises to dominate cinema which has
led to the rise in the franchise film.
• Being part of conglomerate means the Big 6 can make expensive
production deals with smaller production companies and thus
dominate the market even further (Working Title and Pixar)
• Having a few organizations controlling the mass media means we are
getting a limited representation of the world (excellent article here
about Disney)
• Technology is more readily available and cheaper for indie filmmakers
so the market is changing.
Media Ownership:
The way in which
progressively fewer
individuals or
organizations
(conglomerates)
control increasing
shares of the mass
media (i.e. the Big
6 are an oligopoly
owning 86% of the
market share of
the film industry in
2016)
Exchange basically
means how the
product gets from
the producer to the
audience (another
word for
distribution) but this
also includes how it
is consumed.
What issues are raised by media ownership in exchange? You
could talk about:
• Big 6 have the budget to easily saturate the market from all avenues
(including social media/apps/snapchat).
• Big 6 can afford production of merchandise (Frozen) , apps and
games which in turn creates hype and markets the film.
• Big 6 can afford stars to help them market the film and provide a USP
(Deadpool) and attract fanbases of the stars.
• It is harder to get indie films into cinemas as they cannot compete
against 3D/4D/Ultra HD blockbusters to attract audiences so cinemas
are less likely to exhibit their films. This means we are getting more
limited
• Big 6 can be more creative in their campaigns to attract audiences
because indie films can use social media too (think Deadpool/Dark
Knight/Jurassic World website).
companies, broadcasters and major theater chains so can strike deals
(via vertical or horizontal integration).
• Piracy, as a reaction to rising cinema ticket sales, has increased which
is impacting upon cinema sales and the value of film.
• Rise in streaming and VOD makes it easier for indie films to
distribute- Straight to VOD releases.
• Streaming, VOD and downloads gives more flexibility to choose
when to watch a film and they are also cheaper than going to the
cinema so indie filmmakers have more opportunities now.
Back to top

What significance does the continuing development of digital media technology have for media institutions and audiences?
What’s it basically saying? – How has the growth in digital media technologies affect media institutions (mainstream and independent) and
how has it affect audiences (and it is asking you the significance so you need to give your opinion of what the impact has been)
What impact has digital media technology had on institutions?
MAINSTREAM (BIG 6):
• Can afford the technology for 3D/4D/Ultra HD to attract audiences to
cinemas which has led to rise in the blockbuster.
• Can easily saturate the market from all avenues (including social
media/apps/snapchat) and use stars to help them do this (Deadpool)
• Have had to be more creative in their campaigns to attract audiences
because indie films can use social media too (think Deadpool/Dark
Knight/Jurassic World website).
• Piracy has increased which means they are losing cinema sales.
INDEPENDENT
• Harder to get films into cinemas as they cannot compete against
3D/4D/Ultra HD blockbusters.
• Easier for them to market films via social media which is free.
• Digital media technology is cheaper and more readily available (as
opposed to 35mm film) which means it’s now easier to make a film –
rise of the prosumer.
• Easier to distribute a film via streaming and 4OD – Straight to VOD
releases.
What impact has digital media
technology had on audiences? You
could talk about:
• Technical convergence (phones,
laptops, tablets) makes it easier and
more convenient to consume films.
• Streaming, VOD and downloads
gives more flexibility to choose
when to watch a film.
• The above options are cheaper than
going to the cinema.
• Piracy has made it easier to watch
films for free.
• Content is more diverse (niche)
online than it is in the cinema (rise
in blockbuster and franchises means
a narrow cinema market).
Digital media
technologies
are electronic
tools, systems,
devices and
resources that
generate,
store or
process data.
These
includes social
media, online
games and
applications,
multimedia,
productivity
applications,
cloud
computing,
interoperable
systems and
mobile
devices
Back to top

"Media production is dominated by global institutions, which sell their products and services to
national audiences." To what extent do you agree with this statement?
What’s it basically saying? – Do global institutions dominate the industry because they are able to sell films to national audiences? It is asking
to what extent do you agree so you must provide a balanced argument.
How do Global Institutions sell their products to national audiences? You could talk
about:
• The big 6 use horizontal integration to acquire companies across the world
(Working Title bought by Universal) which means they have the ability to use those
companies to produce, distribute and exhibit films to national audiences.
• The big 6 (part of huge global conglomerates) release their films worldwide (i.e.
Deadpool was released in Serbia! – check IMBD for your own case study).
• The big 6 use synergy to promote their films and produce merchandise which sells
worldwide (think Disney).
• Big 6 use their relationships with other companies in the conglomerate to
distribute and exhibit their film to national audiences (i.e. 20th Century Fox is part
of News Corp which also owns Sky (a UK channel) so they can exhibit their films to
a British audience via Sky’s VOD platform. They can also use the channel for
publicity (trailers/celeb interviews/making of docs)
• Big 6 produce films in English which is a worldwide spoken language but they can
also afford to dub and subtitle films.
• Working Title become part of a global institution by joining with Universal Studios
so they were able to have worldwide success (formula: British Heritage films + an
American star = international success).
• Culturally specific films like ‘This is England’ do not appeal to international
audiences because only a national audience can relate.
Counter argument? You could talk
about:
• Indie films can use Social media
which allows them to reach
worldwide audience quickly and
cheaply.
• Indie films can release their
trailers straight to You Tube
which is a free platform that
also reaches national audiences
across the world (You Tube
Red).
• Indie films can still reach
national audiences film
festivals.
• There is still a need for social
realist films that provide a
cultural specific commentary on
national issues (This is England
and Warp Films)
Global
Institutions
are companies
and
conglomerates
that reach a
mass audience
across the
world.
Back to top
National
Audiences are
audiences that
come from a
specific
country i.e. a
UK audience
or a US
audience.

Discuss the ways in which media products are produced and distributed to audiences, within a media area which you have studied
What’s it basically saying? – This is a relatively easy question as you are just being asked to discuss the different ways that films are produced and the different
ways that they are distributed. It would be good to give your opinion on this and how you think it may develop in the future.
What are the different
ways that films are
produced? You could talk
about:
• Different cameras used
• 35mm to Digital
• HD/4K/Ultra HD
• 3D/4D
• Use of studios
• Casting
• CGI and special effects (green
screen)
• The process of getting it into
production
• Film financing
• Rise of the prosumer
What are the different ways that films are distributed? You could talk about:
• Ratings (BBFC and MPAA)
• Apps (Avengers)
• QR Codes
• Video on Demand (Sky, Virgin) which goes through broadband
• Technical Convergence (i.e. different platforms phone, tablet, laptop, TV).
• Apps (Games)
• Ultraviolet
• Publicity – PR, Star interviews, making of documentaries, media packages.
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G322 The Film Industry - Section B - Revision

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G322 The Film Industry - Section B - Revision