1. SECTION A – Media Industries and
Audiences
Jungle Book 1967 and 2016
Industry and Economic and Historical
contexts
2. Paper 2 Evolving Media
SECTION A – Media Industries and
Audiences
FILM
Jungle Book
RADIO
Radio 1
VIDEOGAMES
Minecraft
Question 1 and 2 will be 2 out of these 3
15 marks each
3.
4. SECTION A – Media Industries and
Audiences
Jungle Book 1967 and 2016
Industry and Economic and Historical
contexts
1. Go through Moodle page and explain focus.
2. Terminology Recap (Hollywood Today Slides)
3. Terminology Test
4. Studio System Research task
5. 1967 Case Study.
6. 2016 Case Study.
5. Moodle
https://moodle.reigate.ac.uk/mod/page/view.php?id=89564
• The Hollywood Studio System
• Walt Disney history/timeline
• Hollywood today
• Confident grasp of terminology specific to the industry
• You could use relevant 'academic ideas and arguments' in your
discussion of industry developments between 1967 and 2016
https://reigatesixthformcollege.sharepoint.com/:w:/r/sites/filmandme
dia/_layouts/15/Doc.aspx?sourcedoc=%7B2d58c50f-3f49-409d-a044-
6207b606d1b0%7D&action=default
Student Shared Area
7. The Jungle Book Timeline
• 1894 Rudyard Kipling book
• 1942 UK Korda Bros made in Hollywood WWII
8. The Jungle Book Timeline
• 1894 Rudyard Kipling book
• 1942 UK Korda Bros made in Hollywood WWII
• 1967 Disney’s Animation feature
9. The Jungle Book Timeline
• 1894 Rudyard Kipling book
• 1942 UK Korda Bros made in Hollywood WWII
• 1967 Disney’s Animation feature
• 1995 Video animation
• 1997 The second Jungle Book – Mowgli and Baloo (LA)
10. The Jungle Book Timeline
• 1894 Rudyard Kipling book
• 1942 UK Korda Bros made in Hollywood WWII
• 1967 Disney’s Animation feature
• 1995 Video animation
• 1997 The second Jungle Book – Mowgli and Baloo (LA)
• 2016 The Jungle Book (LA CGI Jon Favreau dir)
11. The Jungle Book Timeline
• 1894 Rudyard Kipling book
• 1942 UK Korda Bros made in Hollywood WWII
• 1967 Disney’s Animation feature
• 1995 Video animation
• 1997 The second Jungle Book – Mowgli and Baloo (LA)
• 2016 The Jungle Book (LA CGI Jon Favreau dir)
• 2018 Mowgli (Warner Bros)
• 201? Jungle Book 2 (Jon Favreau dir)
13. INSTITUTIONS: Our study will cover:
•Ownership - Who owns what?
•Why does it matter?
•Blockbuster Vs Independent,
•Conglomeration and Ownership,
•Vertical and Horizontal Integration,
•Marketing and Promotion (including Synergy)
•and
different Exhibition/Circulation/Exchange strategies.
14. INSTITUTIONS: Our study will cover:
• Ownership - Who owns what? Why does it matter?
• Blockbuster Vs Independent,
• Conglomeration and Ownership,
• Vertical and Horizontal Integration,
• Marketing and Promotion (including Synergy)
• and different Exhibition/Circulation/Exchange strategies.
We will also discuss some ideas of relevant theorists - Curran and
Seaton, and Hesmondhalgh
IN MORE DETAIL
16. Media Conglomerates
a company that owns large numbers of companies
in various mass media such as:
• Television
• Radio
• Publishing (magazines/newspapers)
• Film production
• Internet.
How many can you name?
17. 1. Walt Disney Company
2. BBC
3. Alphabet
4. Comcast
5. Facebook
6. Time Inc
7. TimeWarner
8. Bertelsmann
9. Viacom
10. Bauer Media
11. Microsoft
12. NBC Universal Media
13. NBC Television Network
14. 21st Century Fox
15. Fox Broadcasting Company
16. Warner Bros Television Group
17. ABC Inc
18. CBS Broadcasting Inc / Corporation
19. News Corp
20. SONY
21. Thomson Reuters
22. ITV
23. Yahoo
24. Yomiuru Shimbun Holdings
18. RESEARCH and produce a presentation
• The organisation’s history/origins
• Who do they own?
• Does anyone own them? (parent company)
• What is their net worth?
• What is their gross income per annum?
• What areas of media to they specialise in
• Who is the CEO? (Chief Executive Officer)
20. Top 6 Film Companies and their Multi-Media
Conglomerates parent companies
• Twentieth Century Fox – 21st Century Fox
• Universal - Comcast
• Paramount Pictures (Viacom owned by National Amusements)
• Warner Bros (Warner Media owned by AT&T)
• Walt Disney Motion Pictures (Walt Disney Company)
• SONY Pictures Entertainment (SONY Corporation)
24. creative idea, pitch
filming
location recce, script, storyboard
editing, sound, gfx
cinema, TV, internet, VOD
Which tasks are carried out at each stage?
25. 1: DEVELOPMENT – creative idea, pitch
3: PRODUCTION - filming
2: PRE-PRODUCTION – location recce, script,
storyboard
4: POST PRODUCTION - editing, sound, gfx
5: EXHIBITION – cinema, TV, internet, VOD
26. The History of Film in 3 minutes
https://www.youtube.com/watch?v=84v3gV0wkjk
27. Since the 1920s the American Film
Industry has grossed more money every
year than any other country in the
world.
28. It is the 2nd largest producer of films
after India
29. 4 Main Periods
1. Silent Era 1900-1927
2. Classical Hollywood (Golden era) STUDIO SYSTEM 1927 - 1949
3. New Hollywood (Post Classical) 1950 -1980
4. Contemporary Hollywood (after 1980)
41. STUDIO SYSTEM -1920s – 1950
1938 Sherman Anti-trust Act
Eliminate: Block Booking – studios would sell an entire year’s
schedule of films (no control of what they showed)
‘The Big 5’
42. 1948 ‘Paramount Decision’
Supreme Court ruled that major studios could not have a
monopolyof production, distribution & Exhibition –
Studios started selling off theatres and releasing actors and staff
from contracts
The studios realised that keeping Distribution
was keeping power and profit
44. STUDIO SYSTEM
Mid 1940s
400 movies per year
Block booking =
risk was spread
(Big budget & ‘B movies’)
More artistic ventures:
Citizen Kane etc
POST STUDIO SYSTEM
New Hollywood
(Post Classical)
Less films were made.
Bigger Budgets
epic blockbusters
Competing with TV
More risk of failure
45. Post 1970s
Agencies have become the real power brokers in Hollywood
Controlling stables of:
•Stars
•Directors
•Screenwriters
•Cinematographers
•Producers
•Other filmmaking personnel
HAND IN HOMEWORK!!!
46. New Hollywood (post Classical) 1950s-1980
•Offered what TV couldn't – wide screen, 3D, epics, musicals
•TV also meant an additional exhibition vehicle (old films)
•Independent productions. Directors become more powerful
•Package Unit System (no one on a pay roll)
•More creative freedom
47. 1930 – Will Hays – Hays Code Motion Picture Producers and Distributors of America
Strict censorship
48. The Production Code is Revised after nearly 40
years - Sweeping revisions were made to the ‘Hays Code’ to reflect
changing social morals
Jack Valenti MPAA President founded the
voluntary film rating system easing restraints on
filmmakers' creative and artistic freedom, to inform
parents about the content of films
VIOLENCE
49. Francis Ford Coppola Godfather (72 & 74) Apocalypse Now (79)
Roman Polanski Rosemary’s Baby (68) China Town (74)
Martin Scorsese Taxi Driver (76) Raging Bull (80)
Brian de Palma Carrie (76) Scarface (83) Wise Guys (86)
Change in storytelling methods -
flashbacks,
twist endings,
amoral heroes
New Hollywood (post Classical) 1950s-1980
Directors had more freedom and power
51. 1980 - home video market
•A 3rd Exhibition market
•Old catalogues released - £!
•Films that were not successful at cinema
but were huge on video – Shawshank
Redemption, Terminator
•Some films went straight to VHS
•Video Nasties – Chainsaw Massacre
•Porn
Contemporary Hollywood
53. Contemporary Hollywood
• Its reliance on overseas markets for revenue
• a more global focus,
• Overseas production to save costs
• Not just California-centric
• Digital masters = simultaneous global film releases
54. l Smith
1999 Legend of Bagger Vance $10m
2001 Ali $20m
2002 Men in Black II $20m + 10% of gross
2004 I Robot $28m
2007 I am Legend $25m
Star power – if a producer signs a top star
A finance deal generally falls into place quicker
Many top stars get involved in the production stage
Contemporary Hollywood
57. Independent filmmakers
• Spike Lee, Steven Soderbergh, Kevin Smith, and Quentin Tarantino
• Low budget locations.
• Smaller budgets (Digital formats = less $)
Independent Producers/production companies
still rely on the power of the
Distributor
59. Top 6 Film Companies and their Multi-Media
Conglomerates parent companies
• Twentieth Century Fox – 21st Century Fox
• Universal - Comcast
• Paramount Pictures (Viacom owned by National Amusements)
• Warner Bros (Warner Media owned by AT&T)
• Walt Disney Motion Pictures (Walt Disney Company)
• SONY Pictures Entertainment (SONY Corporation)
61. Horizontal integration is where a company uses its
subsidiaries to cross promote a brand and/or product
across different platforms/subsidiaries.
Multi-Media Conglomerates
– Horizontal Integration
?
65. • Walt Disney Parks, Experiences and Consumer
• Marvel Studios
• Marvel Entertainment
• Walt Disney Studios
• Fox Entertainment Group (TBC) inc 40% Sky TV in UK
• Buena Vista Distributions (US and International)
• ABC Entertainment
• Disney ABC Television Group (History channel etc)
• National Geographic Partners
• Steamboat Ventures (GoPro etc)
• ESPN
69. Walt Disney Filmography
https://en.wikipedia.org/wiki/List_of_Walt_Disney_Pictures_films
Look at Disney’s filmography (Animated, Life Action, Documentary,
True Life Nature and Hybrid live and animated)
• What types of film does Walt Disney specialise in? (genre)
• Who is their target audience?
• Why do people go to a Disney film? (B&K U&G)
• What trends do you notice? (sequels, re-boots, remakes)
• Why do you think they do this?
71. 2013 spilt up of News Corporation
• Twenty-First Century Fox, Inc. (21st Century Fox and
abbreviated 21CF) is an American multinational mass
media corporation
• It is one of the two companies formed from the 2013 spin-off of the
publishing assets of News Corporation, (founded by Rupert
Murdoch in 1979)
72. July 27th 2018
21st Century Fox shareholders agreed to sell the company to The Walt
Disney Company for $71.3 billion
The sale will include key assets such as 20th Century Fox, FX Networks,
National Geographic Partners
Assets such as the Fox television network, Fox Television Stations, and Fox
News Channel will be spun off into a new company owned by current 21st
Century Fox shareholders, being referred to internally as "New Fox".
The purchase is expected to be completed in 2019 - currently awaiting
approval by international regulators.
73. • What are the advantages/disadvantages of being part of a media
conglomerate?
Media Conglomerates
– Horizontal Integration -
75. •They arrange for exhibition in theatres
•They deliver the prints to the cinemas.
•Collect receipts from exhibitors.
(cinema ticket £)
•Market & Advertise the film.
•Control the rights to all outlets
(cinema, TV, home video etc)
DISTRIBUTORS:
What are their responsibilities? What do
they do?
76. Distribution/Distributors - ‘middle men’
who gets a film from the producers to the
audience.
•They arrange for exhibition in theatres.
•They store and deliver the prints to the cinemas.
•Collect receipts from exhibitors.
•Market & Advertise the film.
•Control the rights to all outlets (cinema, TV,
home video, aeroplane versions etc)
77. Film Distribution up to 2000
Film
Distributor
Cinema Television VHS – rent/buy DVD – rent/buy
High Street – rent/buy
79. Film Distribution TODAY•Cinema
•Television
Broadcast
Subscription – Sky Movies est.1989
•High Street – rent/buy – Blockbuster, WH Smiths, HMV
DVD
Blu-ray
•Purchase On Line:
A la Carte – Amazon, Play.com, HMV.com
Subscription service – Love Film.com (rental)
•Download
•Video On Demand (VOD) – Pay Per View internet or cable (Sky Virgin
etc)
Film4/4OD via Mobile Phones – Sky Movies 4G via Vodafone
Streaming/Subscription: Netflix, Amazon Prime
81. Avatar (2009)
Directed, written & produced by
– James Cameron
Production Budget: £237m –
actual $280-310m
Marketing Budget; $150 million
2D, 3D & 3D IMAX versions
$232m grossed worldwide in first weekend
(2nd highest ever grossing film after Titanic)
Grossed – 9th Jan 2011 $9.96 Billion
85. Tie ins
Avatar (2009) Certificate 12A
Books
• Paper back Book
• Coffee table – ‘Art of Avatar’
• Movie Scrapbook
• Confidential Report on the
Biological and Social
History of Pandora
86. Tie ins
Avatar (2009) Certificate 12A
DVD/BluRay
Pre-selling DVDs
Extra scenes promised
90. Prepare a presentation on the
following films:
1. Four Lions (Warp Films)
2. Under the Skin (Film4)
3. Gravity (Warner Bros.)
4. Beauty and the Beast (2017) (Disney)
• Your presentation should identify what the film tells us about the
organisations that made it: production companies, distributors and their
nationalities
• Comment on the film’s budget, box office sales, cast, director, use of
special effects, marketing tools (such as trailers, websites etc.),
merchandising and themes (mainstream/non-mainstream).
• From researching these aspects of the film’s production, what can you
tell about Warp Films, Film4, Disney and Warner Bros. respectively?
92. •Who produced it?
•What was the production budget?
•US or UK?
•Who distributed it in US?
•US Box office takings
•Who distributed it in UK?
•UK Box office takings
•Who owns the distribution company?
What were your findings?
93. Places to research
•Box Office Mojo
•The numbers.com
•Imdb (Internet Movie database)
•Wikipedia
94. Budget: £2.5 m UK revenue £3.3M
Budget: £8 m US revenue £5.2M
Budget: £130 m US revenue £723M
Budget: £253 m US revenue £1.2 Billon
96. Media Conglomerates Indie (Independent Companies)
Financial security – if a project or
business fails, other companies
will make money and support
the parent conglomerate
Bigger budgets
Easier to get financial backing
Creative licence – do what you want
Innovative. For niche target audience
No interference from parent companies
Has to appeal to a mainstream
audience in order to make back a big
budget.
Fail safe subjects/minimize failure:
sequels, re-boots, franchises, literary
adaptations etc
Formulaic.
No financial security –
bankruptcy if film is a failure
Difficult to get a big budgets
Difficult to get financial backing
– takes a long time and from
numerous organisations
98. • Not so dependent on box office takings
• Powerful marketing global distribution and selling again and again in a
variety of windows
Spreading risk
Media Conglomerates
– Horizontal Integration -
100. Sequels, Remakes & Theatrical
• The Jungle Book (1967, 1994, 1997 an 2016)
• Beauty and the Beast (1991, 2017)
• Dumbo (1941 and Tim Burton in production)
• Cinderella (1950 and in production with Emma Stone)
• Peter Pan (1953 and in preproduction)
• 101 Dalmations (1961 and LA 1996) 102 Dalmations (2000) Cruella spin off in production)
• Mary Poppins (1964 and 2018 sequel)
• Aladdin (1992 and in production Guy Ritchie 2019)
• The Lion King (1994 and 2019)
• Toy Story 1, 2 and 3 (1995, 1999, 2010) Toy Story 4 2019
• Mulan (1998 and remake planned (female empowerment zeitgeist)
• Fantasia 2000
• The Incredibles (2004 and sequel 2018)
• Pirates of the Caribbean – 4 films
• Cars 1 &2
101. David Hesmondhalgh
• Media companies seek to minimise risk and maximise
audiences through vertical and horizontal integration and by
marketing products based on Genre, Star and Franchise.
• The most successful media conglomerates operate across different
media.
• The democratic potential of the web has been contained by the
influence of large profit orientated ‘new media’ corporations
102. INDUSTRIES/INSTITUTIONS
James Curran and Jean Seaton
Media industries are controlled by a small group of companies primarily
driven by pursuit of profit and power.
Concentration of media ownership limits choice and diversity.
Greater diversity in ownership leads to more adventurous and varied forms
of media content
https://www.youtube.com/watch?v=QcoZZCSdXl8
106. TERMINOLOGY EXPLANATION AN EXAMPLE
Media Texts The different types
of media platforms
Print, TV, Radio,
Film, Video Games,
Internet
INSTITUTIONS - FILM INDUSTRY - GLOSSAR
108. Ownership and Production
• Major Studios are vertically and horizontally integrated and are now part of massive media
conglomerates which has created an ‘oligopoly’ in form of the ‘Big Six.’
• A ‘package unit’ is put together by a producer and ideas ‘pitched’ to major studios in the
hope of accessing finance and distribution.
• Big budget Blockbusters often follow the ‘high concept’ model in order to appeal to a mass
audience
• Films are often sequels, prequels and remakes or based upon a successful book, TV
programme or even video game to minimise financial risk and to increase profit.
109. Distribution
• Distribution is now the most important sector of the industry.
• The major studios have focused upon distribution since the end of the contract system and the ‘paramount
decree’.
• Studios have sought to create additional ‘distribution windows’ in addition to theatrical exhibition to
generate more revenue;
• A successful film brand can be ‘sold’ in a number of different ways apart from theatrical exhibition, for
example:
DVD/Bluray
On Demand TV
Network TV
Streaming Services
Soundtrack albums
Video games
Novelisations
Merchandising and Licensing deals.
• First films to exploit distribution windows were Jaws (Spielberg, 1975) and Star Wars (Lucas, 1977).
110. Distribution
• Conglomerates will try to use synergy within sectors of the corporation to maximise profit. For
example a soundtrack album could be produced by the record company, a novel could be
produced by the publishing house, a video game could be produced within the computer
software division etc.
• Synergy is where multiple products and services are created on the basis of a successful brand
within the same corporation. Every ‘spin off’ product or service helps create interest in the film,
hopefully improving box office receipts and DVD sales.
• More money is spent upon marketing and advertising a major studio film than was previously
the case.
• Press junkets are organised by distributors to generate press interest.
• Viral marketing is where a distributor will create content that is designed to be shared by
others, through social networking sites and new technology e.g online game, facebook page,
youtube video, app.
• For a major blockbuster the marketing and advertising budget may will exceed production costs
in order to stimulate demand and get people into the cinemas/buy DVDs. This would have been
unthinkable during the studio era.
111. Exhibition
• Films are normally released across a large number of screens simultaneously.
• ‘High concept’ films are usually given what is called a saturation or blanket release,
this is where a film is released across a huge number of cinemas simultaneously in
order to meet expected demand.
• This is because ‘high concept’ films are expected to attract a ‘mass’ audience.
• Most Hollywood films are released widely as they try and cash in upon the huge
amount of investment put into producing and distributing them.
• Most of the money made through theatrical exhibition comes through multiplexes.
112. Exhibition
• Multiplexes are more profitable because
• they house a large number of screens under one roof (reducing staffing costs and other
overheads).
• they are usually in close proximity to shopping malls, bowling alleys, bars and restaurants
- where they are more likely to attract the casual viewer.
• they can respond to demand more flexibly by showing a popular film on several screens.
• they can provide a more modern and viewer friendly experience.
• Although the amount of people paying to go to the cinema will never reach the levels of the
pre television era, box office receipts have increased steadily over the last twenty years thanks
to changes in production, distribution and exhibition strategies. The major studies are now
also heavily investing in 3D technology as way of distinguishing the cinema experience from
that of home viewing.
113. Glossary
Advertising
Paid for promotion such as poster campaigns, TV spots and trailers.
Big Six
The major media conglomerates (click on each one see what they own) Sony, Disney, News
Corporation, Viacom, Comcast and Time Warner.
Blanket release
A release strategy that involves booking a film into as many theatres as possible simultaneously
to cash in on the expected demand created through advertising.
Conglomerate
A large corporation that includes many smaller companies or divisions.
Distribution windows
Ways is which a film can be sold beyond theatrical exhibition.
114. Glossary (cont)
High concept
An approach to filmmaking which prioritises a films marketability, usually emphasising
spectacle, action and stars and using genre in ‘loose’ way.
Horizontal integration
Where direct competitors within the same industry merge. This reduces competition
and costs. or where a film studio diversifies into a different industry or merges with a
company in a different industry. Recently it is seen as a way in which conglomerates
can create synergy e.g AOL/Time Warner merger in 2001
115. Glossary (cont)
Licensing deals
Where the rights to produce a 'spin off product or service are agreed with another company
Marketing
The overall strategy by which a studio attempts to ‘sell’ a film. This will include advertising, but
will also include audience research, viral marketing, test screenings, previews, press junkets and
interviews.
Multiplex
An exhibition centre that houses multiple screens under one roof. Usually part of a larger
‘entertainment’ complex.
116. Glossary (cont)
Oligopoly
A state of limited competition that exists when a small number of companies control
an industry.
Package unit
A group of individuals who are assembled to produce a film.
Paramount decree
Where the major studios agreed to sell off their exhibition chains to end the American
Justice Department’s ‘anti trust’ suit in the late 1940s.
117. Glossary (cont)
Pitch
The process of ‘selling’ an idea for a film to a studio in return for investment and distribution.
Press junket
An event organised by the distributor when the press are invited to interview cast and crew to
generate publicity.
Saturation release
See blanket release.
Synergy
Where spin off products and services are created on the back of a successful film from within the
same corporation.
118. Glossary (cont)
3D
A 3-D film is a motion picture that enhances the illusion of depth perception. 3-D films
became more and more successful throughout 2000–10, culminating in the
unprecedented success of Avatar.
Vertical integration
Where a company has a stake in production, distribution and exhibition.
Viral marketing
refer to marketing techniques that use pre-existing social networks to produce
increases in sales
Word of mouth
Where demand for a film increases because of a positive audience response and
recommendation to others.
119.
120. TERMINOLOGY EXPLANATION AN EXAMPLE
Media Texts The different types
of media platforms
Print, TV, Radio,
Film, Video Games,
Internet
INSTITUTIONS - FILM INDUSTRY - GLOSSAR
123. Sequels, Remakes & Theatrical
• The Jungle Book (1967, 1994, 1997 an 2016)
• Beauty and the Beast (1991, 2017)
• Dumbo (1941 and Tim Burton in production)
• Cinderella (1950 and in production with Emma Stone)
• Peter Pan (1953 and in preproduction)
• 101 Dalmations (1961 and LA 1996) 102 Dalmations (2000) Cruella spin off in production)
• Mary Poppins (1964 and 2018 sequel)
• Aladdin (1992 and in production Guy Ritchie 2019)
• The Lion King (1994 and 2019)
• Toy Story 1, 2 and 3 (1995, 1999, 2010) Toy Story 4 2019
• Mulan (1998 and remake planned (female empowerment zeitgeist)
• Fantasia 2000
• The Incredibles (2004 and sequel 2018)
• Pirates of the Caribbean – 4 films
• Cars 1 &2
130. Representation – Then and Now
https://theweek.com/articles/617441/how-disneys-new-jungle-book-corrects-years-
troubling-racial-under
131. Historical Context
1967
• Women’s Liberation
• Civil Rights Movement
• Beatle mania
• Anti-war
• ‘Free Love’
• UK Film Production
Code reassessed Rating
system established –
more creative freedom
2016
• Fourth Wave of
feminism (#MeToo
#Times up)
• #OscarsSoWhite 2016
• Syrian War /Pro
democracy uprising
Arab Spring 2011
• Mass Migration leads
to right wing populist
politics
132. • Representation of females – Snow White, Cinderella, Sleeping Beauty
etc
• More recent attempts at progressive role models: Mulan, Frozen,
Zootopia
Representation – Then and Now
136. Mainstream Film Production and
Distribution: The Big ‘Six’ oligopoly
(Paramount dropped out in 2016)
1. DISNEY: The Jungle Book, Star Wars: The Force Awakens,
Frozen..
2. 20th CENTURY FOX: Logan, Assassin’s Creed, X-Men
Apocalypse..
3. WARNER BROS: Fantastic Beasts and Where to Find Them,
Wonder Woman…..
4. UNIVERSAL STUDIOS: Straight Outta Compton, Minions….
5. eOne FILMS: Collaborations with other distributors
6. COLUMBIA PICTURES/SONY: Spectre, American Hustle…..
7. PARAMOUNT: Transformers: The Last Knight, Star Trek
Beyond..
137. Apart from Disney who are the conglomerate,
each studio is owned multinational organisation
WARNER BROS is owned by WARNER MEDIA/AT & T
PARAMOUNT PICTURES is owned by VIACOM
20TH CENTURY FOX is owned by the 21st CENTURY FOX
(FORMERLY THE NEWS CORPORATION)
DISNEY is its own conglomerate. Ownership includes Lucas Film,
Marvel Entertainment, Theme Parks, Pixar Animations….
COLUMBIA PICTURES/MGM are owned by SONY
UNIVERSAL STUDIOS are owned by COMCAST
138. IMPACT OF DISNEY OWNERSHIP ON FILM
PRODUCTION
Write down 5 ways ownership impacts
on film production
139. IMPACT OF DISNEY OWNERSHIP ON FILM
PRODUCTION
https://www.youtube.com/watch?v=ZQpWRenGF_w
1. Big Six ownership provides significant funding for high production
value films – Avengers: Infinity War (2018): 19th MCU film, also
distributed by Disney (see clip) - $320-400m budget
2. Ability to attract star marketing – e.g. Jungle Book A List voices
3. More time spent on production
4. Access to latest production technology e.g. CGI
5. More synergy e.g. theme parks and convergence - availability of the
film cross platform plus importantly cross platform marketing
140. Key Facts – 2016 Jungle Book
• 2016 and 2017 – DISNEY as NUMBER 1 DISTRIBUTOR (£301m UK
theatrical revenue)
• JON FAVREAU PRODUCED AND DIRECTED - Iron Man, Iron Man 2,
Iron Man 3, The Avengers, Avengers: Age of Ultron. DIRECT
LINKS/EXPERIENCE WITH NON REALIST, FANTASY HIGH
PRODUCTION VALUE FILM GENRES
• JUST UNDER BLOCKBUSTER BUDGET AT $177m
• SYNERGY – LINKING WITH ORIGINAL SOUNDTRACK/THEME PARKS
141. JUNGLE BOOK (2016) TRAILER. BULLET POINT HOW IT
IS A MAINSTREAM FILM?
https://www.youtube.com/watch?v=5mkm22yO-bs
142. The Jungle Book, 2016
‘Mainstream Film’
• High production values incl. CGI and soundtrack
• Star marketing – Scarlett Johansson et al voice over
• Wide/saturated distribution by one of The Big Six (not
always). Synergy with other Disney blockbusters
• Commercial success – homage to 1967 film
• Safe genre, simplistic emotive narrative – focus on
entertainment values e.g. IMAX, 3D availability
143. FILM INDUSTRY TERMINOLOGY YOU NEED TO BE
FAMILIAR WITH
MAINSTREAM FILM
INDEPENDENT FILM
PRODUCTION/PRODUCTION VALUES
DISTRIBUTION & MARKETING
EXHIBITION/EXCHANGE
CRITICAL SUCCESS
COMMERCIAL SUCCESS
DIGITAL TECHNOLOGY
CONVERGENCE
SYNERGY
WRITE DOWN A ONE SENTENCE
DEFINITION OF BOTH LINKED TO THE
JUNGLE BOOK FILMS
144. Synergy and Convergence Explained
• Synergy – where two or more compatible
products/organisations sell each other e.g. Jungle Book (1967
and 2016) or theme parks advertising the film.
• Media Convergence – where films like Jungle Book (2016) is
available/consumed and can be marketed on a number of
cross media platforms e.g. cinema, streamed, DVD, X Box,
PlayStation…….Film websites often have convergent links to a
range of rich media.
146. The Jungle Book – 2016
See Mowgli meets Baloo clip
https://www.youtube.com/watch?v=ww94B3TfqF4
• Homage to 1967 original film production – a ‘cartoon musical’
• Big budget, non realist, entertainment on an ‘epic’ scale
• Significant use of CGI with live action
• Representation of familiar characters
• Emotive narrative (children and animals)
• Star marketing (voice overs and characters) e.g. Idris Elba
147.
148.
149. Marketing and Distribution
“In the film industry, to ensure commercial
success you need a successful marketing
campaign” – this costs money and is funded
by the Distributor e.g. Disney (The Jungle
Book)”
150. Definitions - Distribution
The Distributor chooses which films to distribute – often from
seeing the film at a film festival for example
They decide on the number of digital copies and pay for each
Negotiate the release date and site of exhibition – when/where
• Agree on a budget and sequence a campaign across a range of
online, audio-visual and print platforms
• Online platforms include a website as central marketing hub with
convergent links to trailers on YouTube, social networking
platforms…
151. Marketing and Distribution 1
(Jungle Book 2016)
• Bloggers and entertainment news sites were used by Disney to ‘get
the message across’
• Global marketing – cross continents (aggressively targeting an Asian
market), synergy at Disney theme parks
• High production value trailers and 3D trailers played before Disney
brand Star Wars: The Force Awakens, including during Superbowl
• All targeting an older/younger primary and secondary audience
• Available in IMAX 3D – marketing via ‘the spectacle’
152. Marketing and Distribution 2
(Jungle Book 2016)
• Deliberate ‘viral leaks’ creating hype
• Significant online marketing campaign (including trailers and TV
spots + a 360 degree Facebook video)
• Primary target audience (12-21) targeted via production values
and scale, secondary family target audience target via synergy
and intertextual links – crucially nostalgia
• Merchandising a key factor as always with Disney
• Successful box office
154. FULL TRIPTYCH FILM POSTER
• Jan 2016 poster campaign (April release)
• 3 separate posters before unveiling full triptych
• Expansive canvas – ability to show size and scale (production
values) but also character representation
• Other film posters focussed more exclusively on Mowgli
(emotive representations)
• Posters also targeted a global market
155. 1967 Exterior Billboard. How is the original trailer
similar/different to 2016?
https://www.youtube.com/watch?v=LNVTKXIK7q8
156. The Jungle Book – 1967 Trailer
(see YouTube mash up
comparison)https://www.youtube.com/watch?v=oHrDSoVzqNA
• Key focus on animation technology at the time
• More comedic representations
• Disney’s ownership and distribution still foregrounded
• Animals have a more obvious identity
• Narrative voice over – heightened emphasis (music is the
‘visual grammar’ in the 2016 trailer)
160. Marketing and Distribution
(1967 Jungle Book - longevity)
• Personal involvement – Walt Disney (last film)
• $4m production budget, $205m box office worldwide
• Significant print campaign
• Heavily promoted on VHS in 1993, several re-releases on DVD
and BluRay
• Available as digital downloads – iTunes, Disney Movies
anywhere, Google Play
162. 1967 - Released cinemas
1978 – re-released
1984 Re-released
1990 – re-released
1991 – Out on VHS
2007 – released on DVD
BluRay
Re-released in different packaging with extra to entice different audiences
NOT released to other TV channels (only Disney channels)
164. Suitable for 12 years+.
No one younger
than 12 can see a 12A film
unless accompanied
by an adult
UK Classification Categories
Universal.
Suitable for all
Parental Guidance.
General viewing but
some scenes may be
unsuitable for
young children
Suitable for
15 years+
Suitable for
adults only
165. The Jungle Book and Regulation
• 2016 seen as ‘darker’ than 1967 film – hence PG compared to U
because of ‘mild threat’
• Using Curran and Seaton, Disney is driven by profit hence a PG
classification maximises audiences
• PG = ‘parental guidance’ (some scenes ‘may’ be unsuitable for young
children)
• Both ratings ensure mass audiences
• Politically 1967 Jungle Book depicted racial stereotypes at a time of
black civil rights
166.
167. Regulation Theory – Livingstone and Lunt
The idea that UK regulation policy e.g. the BBFC is driven by
conflict – to ‘protect’ from harm but also allow diversity/choice
• Desensitisation and deregulation are core concepts here –
Disney knew audiences would accept the 2016 film would be a
darker - hence hoping for the PG classification
• Can link back to Curran & Seaton – theatrical release wanted to
target wide demographic to ensure good box office (profit)
• Disney carefully controlled the representations in The Jungle
Book to appeal to a wider demographic
• 15-25 year olds are biggest cinema going category – Jungle
Book PG
168.
169. Sequels, Remakes & Theatrical
• The Jungle Book (1967, 1994, 1997 an 2016)
• Beauty and the Beast (1991, 2017)
• Dumbo (1941 and Tim Burton in production)
• Cinderella (1950 and in production with Emma Stone)
• Peter Pan (1953 and in preproduction)
• 101 Dalmations (1961 and LA 1996) 102 Dalmations (2000) Cruella spin off in production)
• Mary Poppins (1964 and 2018 sequel)
• Aladdin (1992 and in production Guy Ritchie 2019)
• The Lion King (1994 and 2019)
• Toy Story 1, 2 and 3 (1995, 1999, 2010) Toy Story 4 2019
• Mulan (1998 and remake planned (female empowerment zeitgeist)
• Fantasia 2000
• The Incredibles (2004 and sequel 2018)
• Pirates of the Caribbean – 4 films
• Cars 1 &2
170. Why?
• Nostalgia. Emotional connection
• Generational market (parents – children repeat pattern)
• Minimize financial risk
• Audiences have foreknowledge and expectation (Mastery – know
what to expect = comforting)
• Family entertainment
171. Mapping Theory – Curran and Seaton
The idea that the media is controlled by a small number of
companies which can inhibit creativity (driven by profit)…..
• The Jungle Book is distributed by one of the Big Six, Disney
– critics have suggested there were racial and political
messages in the 1967 film diluted to make an entertaining
animated film, exploiting synergy and targeting mass
audiences
• Mainstream films tend to offer a lack of diversity with the
primary objective being commercial success and profit –
both films offer escapist narratives without challenging
stereotypes
172.
173. Mapping Theory – David Hesmondhalgh
Cultural companies try to minimise risk and maximise audience
through vertical and horizontal integration (pattern of ownership
theory) and also operate cross media
• Vertical integration – The Jungle Book is
produced/funded/distributed (Buena Vista ownership) by Disney in
1967 and 2016
• Horizontal integration – Disney own several companies in the same
sector e.g. Lucasfilm and Marvel Studios
• Minimising risk - safe genre, established audience
176. Resumé
1. What is a Multi Media Conglomerate?
2. Name 5
3. What are the benefits of being part of a media conglomerate?
4. What are the disadvantages of being part of a media conglomerate?
5. What are the advantages of being an indie (independent) film company?
6. What are the disadvantages of being an indie (independent) film
company?
177. INSTITUTIONS
Film Industry – Production Roles
https://estream.reigate.ac.uk/View.aspx?id=2
153~4l~LqqhFjRd
EXTENSION
