Working Titles effectively uses cross media convergence and synergy throughout the filmmaking process to market films to both British and global audiences. During pre-production, digital photography is used to create promotional images for posters, ads, and websites to launch marketing campaigns. Production also enables cross media marketing through behind-the-scenes content. Distribution involves targeting specific audiences through the release format, like IMAX and 3D. While synergy benefits larger films, co-productions help smaller British studios increase budgets to also utilize cross media convergence.

1. AFL – targeting
key areas and
developing eaa

2. Read the question – identify the
focus for representation
 Did you? Write down the focus for
representation on your plan? You had 2
minutes to read the question and make notes
before the screening. What notes did you
make?
 Remember: camera/ editing/ sound/ mise en
scene – you MUST write about all 4 key areas
and use as much terminology as you can.
 You must focus on the representations of
ability/ disability

3. AFL – targeting problems with
the mock exam
 Lack of attack when told to read the question –
this is the time to make notes on the key word –
in this case ability/ disability.
 Note making – Must include terminology , focus
on the four key areas, focus on the question and
key words. Story telling is a huge big NO!!! Did
you have notes on the 4 key areas for each
sequence?
 What can you expect for each representation?
You should be thinking about this and revising.
 Feedback – what type of shots do you expect for
disability and ability?

4. AFL – targeting problems with
the mock exam
Opening sequence: An establishing shot is quickly
followed by a master shot is used to represent the
brothers’ relationship. One brother is able and one is
disabled.
A high angled crane shot of the brothers in their bedroom.
How does this introduce their representation?
Mise en scene: Set design, colour and props and how
these develop representations of ability and disability.
How do these elements develop their representations?
Pan into the room and the internal diegetic voice over
commences - ‘kill’ brother.
How does this internal diegetic voice over develop the
representation?

5. AFL – targeting problems with
the mock exam
Soundtrack/ rhythm and pace is quite fast and forms a sound bridge
through the jump cut of a montage of black and white shots of the
dinosaurs etc. The camera cuts to a medium close up of David
looking at Ben in order to show us his miserable facial expression.
The music is asynchronous however sound perspective is used to
draw our attention to the black & white images and David’s
representation as able is developed as he considers how man has
or has not developed “mixed up chemicals’ This sound perspective.
There is then a cut to change location and time. The voice over
creates a sound bridge as David says ‘sometimes they do change
the mix’ developing the representation of his brother as different “ a
big potatoe’

6. AFL – targeting problems with
the mock exam
 The second sequence develops ideas about location
and the music suggests the era of the 1980’s “wouldn’t
it be nice if we were older’ this pop track also implies
that David wishes things were different. The music
fades and the camera cuts to the set design of their
kitchen and most shots are wide medium close ups to
show their relationship at the breakfast table. The mode
of address in the dialogue ”bloody’ develops the
representation that the older brother is annoyed with
Ben for eating all the weetabix. Diegetic sound is
dominant with the radio playing and the sounds of
bowls etc suggesting that this is a normal hardworking
family who have a disabled boy.

7. AFL – targeting problems with
the mock exam
In addition, you could have written about:
Camera shots/ movement: close up/ long shot/ over the
shoulder/ reaction shot/ tracking/ steadicam/ slow zoom/
framing/ rule of thirds/ focus pulls/ panning/ wide shots/ reaction
shots/ wide shot
Editing: SRS/ eye line match/ action match/ continuity/ fade/
visual effects/ cuts to change location , to elide time/ cross
cutting/ ASL
SOUND – ambient sound, sound motif – the same music [piano]
is always in the back ground so you can hear his voice over and
internal thoughts clearly. Mode of address/dialogue!
Sound bridge/ internal diegetic voice over
 Mise en scene-Use the words -set design , props, costume,
make up, colour, design

8. AFL – targeting problems with
the mock exam
 In addition, you could have written about…
 SOUND – ambient sound, sound motif – the
same music [piano] is always in the back
ground so you can hear his voice over and
internal thoughts clearly. IN addition – you
must use the word dialogue !!!

9. AFL – targeting problems with
the mock exam
 Mise en scene
 Use the words set design , props, costume,
make up, colour, design…
 You have got to focus on the question and the
key words – how did these things develop the
representation of ability and disability

10. AFL – targeting problems with
the mock exam
 Read the exemplar
 Consider if your is better or worse than this.
Think about why – what did you get wrong?
 Now look at a paragraph of your work that I
have annotated and rewrite it as it should be
for this exam.

11. targeting key areas and
developing eaa- section B
 Key words?
 Cross media convergence
 Synergy
 Marketing
 Audiences
Case study: List of films…. Did you write a clear
intro that stipulated which BRITISH film
institutions you would use? If not do that first.

12. targeting key areas and
developing eaa- section B
YOU should have at least 5 films in your case study portfolio.
You must debate and create a sense of argument.
Independent British Film Institutions; smaller – lower budgets –
make social comments- reflect British culture
Hollywood – Conglomerate big Institutions eg Sony, E1,
Warner Bros, Disney, Universal, Paramount – blockbusters, big
budgets, special FX, visually action packed,
Working Titles – began as Independent and then became part
of the Hollywood machine with Universal – interesting because
they bridge the two – they have the ability to do it all – make a
social comment, reflect British culture and have the big budget
to create blockbusters and compete with Hollywood

13. Targeting key areas and
developing eaa- section B
Cross media convergence and synergy are vital
processes in the life of a film. Working Titles,
Blueprint Pictures, ThinMan Films and Sixteen
Films all use these throughout production and
distribution to a greater or lesser degree.

14. targeting key areas and
developing eaa- section B
Things that went a bit pear shaped:
 You didn’t refer enough to the question or use key words from it
 You didn’t explain the effects of synergy on specific TA’s or
yourself
 You need ed explain how types of media convergence appeal to
different types of audience
 You didn’t have accurate facts from case study material to use
 Not enough sense of argument- one sentence starter is …..It
could be argued that…
 You made little reference to the British film industry and it’s place
in the global market place
 You made little reference to how institutions use synergy and
cross media convergence through the processes of production/
distribution and marketing practices

15. AFL – targeting problems with
the mock exam
 How do cross media convergence and
synergy help marketing a film to a British
audience? To a global, national and regional
audience? What production practices do
institutions use?
 Sense of argument-
 However….
 It could be argued that….

16. AFL – targeting problems with
the mock exam
 Consider your phrasing…. Eg Despite Universal
backing and a big budget to provide superb
synergy and extensive cross media promotions
/////////// still flopped.
 Or this – This form of cross media convergence
appealed to the younger TA and core cinema goer
aged 17 – 24
 You have to show your understanding of the
institutions practices and then support this with
evidence from a case study. You cannot start
paragraphs with the film!

17. Targeting key areas and
developing eaa- section B eg –
you have to know your facts.
1. Everest starts principle
photography in Nepal in Feb
2014 release date Feb 2015
+ Imax and 3D
2. World’s End
3. Paul
4. Nanny McPhee [1] + sequel
5. Senna
6. Rush
7. Les Mis
8. Wimbledon
9. Thunderbirds
10. The Boat that
Rocked
11. Captain Correlli
12. Four Weddings
13. Mr Bean
14. Wild Child
15. Billy Elliot
16. Bridget Jones
17. Atonement
18 WT2
OWN CHOICE FOR
COMPARISON

18. Targeting key areas and
developing eaa- section B eg –
you have to know your facts.
1. Working Titles- Bridget
Jones Baby 2016 Feb.
Budget 35 mill. Box office
212 million
USP’s Emma Thomspon/
Renee Zellweger/ Colin
Firth/ Patrick Demspey.
Third of trilogy.
82. Blueprint Pictures –
Graham Broadbent Best
exotic Marigold Hotel –
released 24th Feb 2012
Budget 10 mill box office
136 mill
USP’s Judi dench, Maggir
Smith, Bill Nighy
Unkown book These
Foolish Things
Co-Prod dead Participant
Media, Imagenation Abu
Dhavi FZ.
Distributed by Fox
Searchlight

19. AFL – targeting problems with
the mock exam
 Synergy – what is it?
 Do you need this?
 A synergistic campaign was created for /////////// by
……..
 Synergy can be created by USP’s. For Working
Titles…… However, for smaller British film
companies the budget may dictate which actors and
director can be used. One way British film institutions
can raise their budget and still obtain effective USP’s
is through a co-production deal. For example….

20. AFL – targeting problems with
the mock exam
Introduction- make it clear you understand and
are responding to the question.
EG:
Cross media convergence and synergy are vital
aspects for the British film industry when
marketing films to a British and Global
audience.

21. Targeting key areas and
developing eaa- section B eg
The development of digitalization has enabled film institutions to begin
cross media convergence in the pre-production phase. Working Titles
made fantastic use of digital photography with the film Atonement with
principle photography in June 2006. Universal ensured that these images
were used cross media for posters, printed ads and the web site to
develop a synergistic package. This launched their marketing package
which additionally had fantastic USP’s like writer Christopher Hampton
and stars like Kiera Knightly. The synergy created by the look really
targeted the older audience of 21 + and word of mouth below the line
marketing began. The same British culture / stately home images were
then dominant on the trailers and finally the DVD packaging resulting in a
box office success making 129 million from a budget of 30 mill. This use
of British culture also targeted the global/ international audience and as
the film is British Bevan and Fellner were able to take advantage of 25%
tax relief and use this to further develop cross media promotions.

22. AFL – targeting problems with
the mock exam
Working Titles continued to target markets cross media and began
principle filming of Everest March 2014 to prepare for the release in
2015 on Imax and in 3d which again enables cross media marketing
to target not only British but Global audiences.
It is also possible for institutions to develop cross media marketing
during production. During the filming of Paul : Simon Pegg had a
continuous twitter and blog running that targeted fans of the
Cornetto trilogy. The synergy and look for this film came from a
parody of ET so they were able to target the core going cinema
audience 17 – 24 and additionally older audience members who
recalled ET. In addition, they have their existing niche fan base to
draw on through their website.

23. AFL – targeting problems with
the mock exam
 Another way cross media convergence works well is for
the director to make a ‘Making of…’ during production.
Some of these scenes can also be used for teaser
trailers and TV spots later in during distribution. Les Mis
directed by Tom Hooper did this and the “Making of…’
was broadcast on ITV3. Not only did Les Mis have the
director of The King’s Speech [ award winning
Momentum film] but also unique filming techniques that
encompassed singing to camera. Of course, this
additionally crossed media with the theatre and drew in
the already existing 65 million fans of the West End
show.

24. AFL – targeting problems with
the mock exam
 Not all films successfully create synergy and although
Wimbledon the 2004 romcom from WT had a low
budget of 31 mill it still only grossed 31 mill due
possibly to a poor package a, release date and
campaign. The potential for cross media was there to
target a huge audience as approx 300 mill people
globally watch Wimbledon [ a very British culture
sporting event] and although Universal backing and
funding existed the look just didn’t appeal. It was
released in Sept 2004 and had USP’s Sam Neill and
Kirsten Dunce however it still flopped and failed to
target the core cineam goer.

25. AFL – targeting problems with
the mock exam
 It could be argued that since the Universal
purchase of 67% of Working Titles, that they
now struggle to make successful romcoms
and have now begun to use cross media and
synergy to make a far more diverse range of
genres and big hit blockbusters that appeal to
a more global market.

26. Pre prod=
 Specific audiences
Prod
Post
prod
Distribution
Marketing