Topics for exam» The issues raised by media ownership in contemporary media practice;» The importance of cross media convergence and synergy, in production, distribution and marketing;» The technologies that have been introduced in recent years at the levels of production, marketing and exchange;» The significance of proliferation in hardware and content for institutions and audiences;» The importance of technological convergence for institutions and audiences;» The issues raised in the targeting of national and local audiences (specifically, British) by international and global institutions;» The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
Exam topic Issues of media ownership -Do you agree with the concerns??
Issues of media ownership» Is all about the inequality of the way in which film studios are owned.» What are the studios able to achieve in production, distribution and exhibition due to the way they are owned» Independent vs conglomerates» Solo vs vertically and horizontally integrated companies.
What examples did you come up with??Media convergence
Working title» Working title joined forces with Polygram record company before it was taken over by Universal studios» Here it used media convergence on Four Weddings and a Funeral with this song…
Universal NBC» How can Working Title do media convergence??» Do we know of any examples?
Case studies» With the Nokia N95 you got a free Spiderman trailer» With Sony Computers you got a Da Vinci Code trailer» On the Snake on a Plane website you could input your mobile number and receive a phonecall from Samuel L Jackson
Activity» Look over the two official websites for The Dark Knight and Slumdog Millionaire» What content can you download?» How do they create a viral marketing campaign and as a consequence how do they create word of mouth!» Complete the table
Slumdog Millionaire vs The Dark Knight» Warner Bros producers and distributors of The Dark Knight - $185 million budget» Slumdog Millionaire distributed by Pathe Pictures, Fox Searchlight and Warner Independent had a much smaller budget $15 million
The Dark Knight» Used Viral Marketing campaign» Using the why so serious tag» www.whysoserious.com» Fun activities» Hidden message board» Blockbuster, existing audience so could spend a lot of money on marketing
Slumdog Millionaire» Obviously cannot compete» Wasn’t expected to be a massive success» So not much money spent on marketing» No guarantee of getting money back
Synergy» Slumdog used radio advert with Chris Tarrant doing the voiceover - why him?» Two Batman themed rollercoasters were built in U.S.» This cost 7.5 million half of the Slumdog budget!» Batman advertised on Toyota Jarno Trulli’s car and at the Formula One at Silverstone
» E4 dedicated a week of programmes to Dev Patel» Creates hype around the leading actor of Slumdog» Slumdog made by Film4 and Celador» Made this cheap and less risky!» Technology obviously helped in making the Batman film!
Gross to date» Slumdog Millionaire approximately 30 million» The Dark Knight over 100 million to date!
Digital technology» Cinemas are gradually going digital» Cineworld – 7 screens» Some resistance due to conglomerates having some shares in international cinema chains» Delays by cinemas also because projectors are extremely expensive and they want to make sure that technology is here to stay» Who benefits from digital technology?
Which technology would conglomerates prefer?» DIGITAL » 35mm
Technological convergence» List all the ways in which the film industry can use each of the technologies you have been given…
Remember:» Offer both positive and negative effects on the industry» Change social patterns over the years» Film industry has to move along and compete because of technological determinism