Eon productions is a film production company that was well
known for the series of films from James Bond. The film
company is based in London’s Piccadilly and also works
with ‘Pinewood studios’ in the United Kingdom.
The industry that it is in is to entertain and was founded in
1961. The founders were ‘Albert R ‘Cubby’ Broccoli and
The parent company of Eon Productions is ‘DanJaq LLC’
and they are the holding company responsible for the
copyright and trade marks to the characters, elements
and other materials related to the screening of James
INSTITUTIONS AND AUDIENCES
Audience- UK/US aimed at a global audience- censorship in
Distribution- MGM and Columbia pictures (both owned by
Marketing- Production placement, PR Stunts synergy
Exhibition- IMAX release- saturation
The production company of sky fall was suspended throughout
2010 because of the big budget of $200 million as MGM had
The original screenwriter, Peter Morgan left the project during the
suspension. When the production resumed pre-production
following MGM’s exist from bankruptcy on 21st December
2010 Logan Purvis and wade continued writing what became
the final version of the script. Filming began in November
2011 and took place mainly in United kingdom with smaller
parts filmed in China and Turkey.
The film was given a release date of 9th November 2012 by MGM
and the Broccoli family. However the release date was bought
forward to 26th October by MGM and Sony pictures. This was
two weeks ahead of the US release date.
Sky fall was part of a year long celebration of the 50th
anniversary of Dr No. and the Bond film series.
Filming was scheduled to take 133 days however took 128 days.
Sky fall was the first Bond movie to be shot and filmed
digitally. It also the first film production to make the use
of ALEXA Studio camera’s.
Sky Fall cost around $75,000,000 on marketing the film.
This new film raised the bar for onscreen product placement
this is because ‘James Bond’ played by Daniel Craig was
involved in ‘Tom Ford tailored suits, Omega sea master
watches, Sony Xperia phones as well as Coke Zero,
perfumes and retailers.
Sky Fall was also involved in the campaign and advert of the
beer brand Heineken with Daniel Craig sipping the beer.
This caused them to make a profit of $28 million which
almost covered a quarter of the estimated production
Ocean Royale Aftershave Film tourism add
SOUNDTRACK- SKY FALL
The sound track was released on 29th October 2012 in the
UK and 6th November 2012 in the US.
In October 2012 the singer/song writer Adele confirmed that
she had written and sang the films theme tune.
The song cover was shown and released on her twitter.
AUDIENCE AND TWITTER
There was 1,637,385 ‘sky fall’ mentions on twitter globally
over the 12 months before release. Also there was
129,384 mentions when the film was finally released on
Friday 26th October.
November 3rd 2011 when the title was released there were
3,298 mentions commenting on the name of the film.
There were mixed reviews the majority were positive. (
Gender distribution Males 81% Female 19%)
Sky Fall was released on IMAX and this was a success this
is because it took $3.5 million in 79 locations. Averaging
at $45,000 per screening. This represents the best
international opening in IMAX history.
IMPORTANCE OF SYNERGY
Sky Fall used synergy this is because Sony PS3, Phones,
games, DVD, TV, soundtrack and the film were all
released at the same time. This has a large effect than if
one product was released on its own. This is because all
the products released all promote each other and help
increase the overall profit. Conglomerates for example
‘Sony’ is a conglomerate therefore is able to use synergy
to boost profit because of their diversity (they own lots of
different , smaller companies) these are called
IMPORTANCE OF CROSS CONVERGENCE
Media convergence is when two or more mediums are
combined. Examples of mediums are: TV, film, computer,
graphics. In terms of Sky Fall the release of the DVD
which is the medium of film and the release of the
soundtrack sang by Adele was the medium of music were
both released together. This is cross convergence as it
show the film industry and the music industry coming
IMPORTANCE OF TIE INS
Tie ins is where products are released by a totally different
company however relating to the film. This isn't synergy
as it doesn't’t help promote the film just involves it for
• Tom Ford suits
• Heineken paid 28 million to have their beer in the film
• Aston Martin
Tom ford suits are promoted off the film but doesn't’t
promote the actual film.
ISSUES RAISED WITH NATIONAL AND LOCAL
In the film ‘Sky Fall’ there is very well known famous
actors/actresses examples are Daniel Craig and Judi
Dench. By having very well known and famous
actors/actresses in this film will attract a wider audience
as a lot of people know and love their acting. The
locations that ‘Sky Fall’ used were many different
countries for example Turkey, Japan and England. This
would therefore attract a more national audience as other
countries will recognize the locations. In particular
London was used a lot on Sky Fall this is because scenes
were seen in the locations of ‘Primrose street, Broad gate
tower, Trinity square, west minister, Trafalgar square, Mill
bank etc. London is a very popular tourist spot therefore
many other countries know the culture of London
therefore can relate to the film very well.
Sky Fall uses technological convergence because firstly it has created its
own website which has video clips of the film on. This is technological
convergence because you can use the technology for example an
iPhone to access the web 2.0 to access this website to watch video
clips from the film. This shows different technologies coming together
to gain a wider audience. As well as the website being in different
languages to appeal globally. Sky Fall also released at the same time as
the film a song that was played in the film sang by Adele this uses
technological convergence because you can access web 2.0 to
download the song from iTunes and then listen to it on your tablet or
phone. You can purchase the film from videos on demand for example
PPV (pay per view) which you can purchase from your provider sky or
virgin. This then can be viewed on your T.V.
PROLIFERATION OF HARDWARE AND CONTENT FOR
Proliferation means ‘ to increase or spread at a rapid race’ this relates to film as
there is huge pressures in production, distribution and exhibition. The
pressure for production is that now consumers can produce their own films
which makes them prosumers as they are non-professional. They then will
put their films online and consumers will watch their films for free on for
example YouTube. This then means that film institutions have to make their
films bigger and better in order for people to pay to view it this could be by
the development of their technology. Sky Fall was the first ‘James Bond’ film
to film with digital hardware cameras this means that for the institution to
distribute the film to be viewed at an exhibitor will be much cheaper.
Because there is a lot of films being produced to gain a much wider audience
the actual content of the film has to also be bigger and better. For example
the cast must have a very well known and popular star this will attract a
wider audience because the star should already have a huge fan base
therefore gaining a bigger audience. The story line and special effects have
to be much bigger and more dramatic to be able to emotionally connect with
the audience and make them sympathize with the characters. Therefore in
Sky Fall the actor Daniel Craig stars in the film as the main character.
PROLIFERATION OF HARDWARE AND CONTENT
Because there is a lot of digital cinemas therefore if the institution has produced
a digital film they have a lot of digital cinemas to sell their film to. This also
means that if the film has been filmed in 3D then the actual film has to be
sold to a 3D cinema which doesn’t have as much than digital. For consumers
to want to go and watch a film in the cinema the marketing has to be bigger
and better as every institution can market a trailer and poster to attract an
audience. Sony who marketed Sky Fall is an example of raising more
awareness of their film this is because they used tie ins to advertise their
films by the main star of Sky Fall wearing Tom Ford suits in the actual film
and in adverts to promote the product as well as promoting Sky Fall. He also
was involved in the beer brand Heineken and in the advert. As well on coke
zero posters which were placed on phone boxes, in the underground trains
and billboards. Cross media convergence was also used as the hardware of
the CD was also released at the same time as the film as there is a lot of CD’s
this one was advertising the film as the song was in the film Sky Fall which
made this hardware CD more popular and different. Also sang by Adele who
was contracted with Columbia who Sony owned.
PROLIFERATION IN HARDWARE AND CONTENT
There are lots of hardware DVD players therefore the distributors will
exhibit their film on a DVD to gain more profit from their audience as
they know that many people view films from the hardware of DVD
players. The hardware of a DVD also give institutions and second
chance if their film in box office is unsuccessful therefore they can gain
profit from the DVD. Also because of the developed technology old
films that weren't distributed to DVD’s can now be re-released. Because
of the development of technology you can now view the film on the
hardware of Blu-ray
Sony and MGM produced the film Sky Fall and are both two large international
conglomerates. The advantages and disadvantages of this is:
Sony and MGM will be able to take risks in the production side of the film Sky Fall as
they have the money to film in different locations, use high quality expensive
equipment for example Sky Fall was the first James Bond film to use digital
cameras. They also want need to collaborate to secure extra funding as they already
have enough. They can also be more ambitious and cast bigger stars for example in
Sky Fall Daniel Craig and Judi Dench are two of the main stars. They travel to lots of
different locations for example they filmed in different area’s of Turkey, London,
Japan and Scotland, better special effects in the title sequence which estimated
between 5-10 million , different camera angles which involved a lot of people in the
background therefore having the money to control the areas by having the ability to
close of public area’s . Also having several helicopter shots which are very
expensive to use.
Because of the size and power of Sony and MGM they have more money and better
links to smaller film companies. Therefore they can use synergy and cross media
convergence to promote Sky Fall. For example Sony own Columbia studios who
Adele is contracted to therefore the music was released in the film as well and the
film as cross media convergence.
Sky Fall achieved the critical acclaim since it had the backing of Sony which was able to
use cross media convergence.
Films normally have to satisfy a mass market and creative film makers cant take to
many risks as it has to be appealing to a very wide audience. For example Sky Fall
Director: Ben Drew
Writer: Ben Drew
World Wide Gross- $1,108,176
Benelux Film Distributors
Berkshire Axis Media
The film was released on DVD, Blu-ray, Download and On Demand. These
are a way to advertise the film as its different technologies that can be
accessed to gain more popularity. This is also a way of exhibiting as its’ a
ways of viewing the film. Also TV spots and websites.
A campaign was made that combined both traditional and digital
technology. This campaign began by a tweet and posters hash tagging ‘Ill
Manors’. Plan B also released a protest music video that was to raise
awareness. He decided to do this because he was brought up in a council
house before he became noticed therefore he can relate to how youths feel
growing up in council houses as they are all stereotyped to be negative
CROSS MEDIA CONVERGENCE
Ill Manors used cross media convergence through the release of Plan B’s
album which was named after the film. This is because they had
released the album and the film both in 2012. This strategy was
successful as it contributed hugely with the advertising of the film. This
shows both the music industry and the film industry combining to
promote the film even further.
Ill Manors is a small independent British company therefore struggles to
use synergy. This is because it doesn't’ own different companies like
‘Sony 'therefore this is a disadvantage for independent British film
companies as the only products released at the same time as the
release of Ill Manors were clothing and calendars. This isn't enough
products to successfully contribute to the increase of profit.
ISSUES RAISED WITH NATIONAL AND LOCAL
Ill Manors was aimed at ‘Niche audience’ as its aimed at 16-24 year olds.
Heavily pitched at a male audience. Ill Manors aims at a local audience
this is because the location is set in ‘Forest Gate’ therefore the issues
shown in this film will relate to the audience of people who have lived or
live in ‘Forest Gate’. These issues involve gun and knife crime,
Prostitutes, drugs, love and death.
Film London Microwave and BBC Films produced the film Ill Manors. The advantages
and disadvantages of this is:
They are a small company therefore they have smaller marketing budgets and few easy
opportunities to use synergy to market their film. Also because of there budget they
cant be as ambitious with their stars, locations and special effects.
The film has to be targeted as there is less money to spend on distribution campaigns.
The film is predicted make less money in box office however Ill Manors budget was
100,000 and they made 453,570 at the UK box office.
Ill Manors was produced by an independent film company however they were an
example of a film that tried to push the boundaries and received relative success
compared to its budget. It was made through a micro budget feature film making
scheme. Aiming at commissioning the next generation of film making talent in the
Because Ill Manors was n’t part of a huge conglomerate it could take more risks in the
subject matter. Ill manors relied on viral marketing as the website they had was an
easy access for people interested in the film. The website included film clips, trailer,
pictures and downloads. The aim of downloading is a free marketing technique for
example if someone has downloads a picture for their screen saver, friends will
comment on it.
FISH TANK- GENERAL INFORMATION
Director: Andrea Arnold
Writer: Andrea Arnold
Producers: Kees kasander, Lisette Kelder, Christine Langan, Nick Laws,
David.M.Thompson, Paul Trijbits.
21st June 2009 (Edinburgh International Film Festival)- UK
Budget- $3 million
Domestic Total Gross: $5,922,292
BBC Films (presents)
UK Film Council (presents)
Limelight Communication (in association with) (presents) (as Limelight)
Kasander Film Company
The funding came from BBC Films and UK Film Council
Artificial eye Syrena Film IFC Films
Cineart Alta Films Mongrel media
MK2 Diffusion Canana Films SP Films
Nutopia Entertainment Film 1
There is a trailer on IMDB and YouTube. Also there is several interviews on
The main target audience of this film is the UK. This is because the content
shows UK in a negative way. Other countries especially America don’t
recognize or see this side of the UK therefore would struggle to
understand and relate to the film.
The classification for this film is 15 because of the strong language and
violence being used however in context.
The film ‘Fish Tank’ was a critic film therefore targeting the age range of 30-
40 year olds.
AWARDS- 20- WINS 22- NOMINATIONS
BAFTA AWARDS- 2010
Won- Alexander Korda Award for the best British film- Kees Kasander, Nick
Laws and Andrea Arnold.
AFI FEST 2009
Won- New light competition- Andrea Arnold
BODIL AWARDS 2011
Nominated- Bodil- Best Non- American Film- Andrea Arnold
Won- British independent Film awards- most promising new comer- Katie
ISSUES RAISED WITH NATIONAL AND LOCAL
AUDIENCES – FISH TANK
Fish tank’s targeted audience is a British audience this is because of where
the film is set. The film is set in mainly Iavaering and Tilbury which are
in London this is a location most British people are aware of. The main
protagonist ‘Katie Jarvis’ house in the film is a council estate flat which
is stereotypically a house for the working class this shows that British
working class will find it easy to relate to this film. The reason
Americans would not find this film appealing for them is because they
know London for the sights and the Monarchy therefore in this film by
teenagers wearing hoodies and tracksuits to be classified as a ‘Chav’
walking round fighting and using bad language for example ‘Cunt’ in
London would shock Americans as they don’t know the negative side of
London only the positive. There is also no well known actors/actresses
in ‘Fish Tank’ where as Americans watch films because they know the
cast very well.
ISSUES RAISED WITH NATIONAL AND LOCAL
AUDIENCES – FOUR WEDDINGS AND A
Four weddings and a funeral- have very well known actors and actresses
that stared in this film they are: Hugh Grant, Rowan Atkinson and Andie
MacDowell. The people who are attracted and enjoy watching these
actors and actresses perform will therefore watch this film. Also
because these actors/actresses are already well known they would have
their own fan bases. However in Fish Tank the actors/actresses are all
unknown therefore not having any fan bases to attract audiences. Four
weddings and a funeral is aimed at the middle class where as Fish tank
is aimed at the working class therefore ‘Four weddings and a funeral’
attracting more of a wider audience therefore appealing to a more
national audience. Lastly the title has the word ‘Weddings’ in it this is a
very popular occasion that the whole world celebrates in their own
cultures therefore many people can relate to this attracting a wider