The document discusses technological convergence in the film industry. It provides examples of how mainstream films from Disney and independent films from Blumhouse Productions have used convergence of technologies for distribution, marketing, and reaching wider audiences through the internet and social media. While this allows for better distribution opportunities, it also enables piracy as films can be illegally downloaded. The question asks whether technological convergence is important for institutions and audiences in the media area studied.

1. How important is technological
convergence for institutions and
audiences in the media area you
have studied?

2. Paragraph 1 - Introduction
• I have studied the film industry
• Technological convergence is when two or more technologies are
used together to make a product.
• Technological convergence is/is not important in the film industry.

3. Paragraph 2
• Introduce mainstream film. E.g. Star Wars: The Force Awakens,
released in 2015, distributed by Disney, $259 million USD
• Used technological convergence in their phone application.
• Marketing the film on the internet – YouTube, social media etc.

4. Paragraph 3
• Introduce independent film – e.g The Gift, $5 million USD, Blumhouse
Productions
• Due to technological convergence they were able to use the internet
to distribute their film.
• Marketing the film on the internet – YouTube, social media etc.

5. Paragraph 4
• Technological convergence is very important because…
• It allows better distribution for independent films through the
internet (Netflix, LoveFilm, BBC iPlayer etc.) Therefore, a film can be
seen by a wider audience.
• Marketing using the internet is possible through YouTube and social
media.

6. Paragraph 5
• However, having films available through some technology (on the
internet), promotes piracy as people are able to illegally
download/stream films.

7. Paragraph 6
• Summarise all points and give your opinion on whether technological
convergence is important to institutions and audiences or not.
• Directly answer the question.

8. Mark Scheme
• Candidates could talk about one or more of the following areas.
• Production practices which allow texts to be constructed for specific
audiences
• Distribution and marketing strategies to raise audience awareness of
specific products or types of products
• The use of new technology to facilitate more accurate targeting of
specific audiences
• Audience strategies in facilitating or challenging institutional
practices.

9. Mark Scheme
• Level 3 - Straightforward ideas have been expressed with some clarity
and fluency. Arguments are generally relevant, though may stray from
the point of the question. There will be some errors of spelling,
punctuation and grammar, but these are unlikely to be intrusive or
obscure meaning.
• Level 4 - Complex issues have been expressed clearly and fluently.
Sentences and paragraphs, consistently relevant, have been well
structured, using appropriate technical terminology. There may be
few, if any, errors of spelling, punctuation and grammar.

10. Examiner’s Report
• Stronger candidates focused their responses on the issues of
technological convergence and were able to argue the importance for
the institution they studied, the products they distributed and
produced and how audiences consumed these products. These
candidates could also focus on how important, with reference to and
in evaluation of the advantages and disadvantages of technology
convergence for both institution and audience.

11. Examiner’s Report
What candidates did well What candidates need to work on
Discuss and evaluate digital distribution Many used ‘historical accounts on particular
institutions’
Discuss online marketing campaigns Some only used one case study which did not provide
enough material to fully answer the question
Discussed the issue of piracy Only few candidates talked about media technology
across a range of platforms.
Many candidates did not seem to have an
understanding of what technological convergence was
and so did not make any relevant points.