The document provides guidance on the key areas students should be familiar with for an exam on audience and institutions in film. It outlines seven areas of focus, including issues around media ownership and production companies, the importance of cross-media convergence in marketing films, the impact of new technologies, and how global institutions target national audiences. Examples of relevant case studies and companies are provided, as well as an overview of film production, distribution, and exhibition stages. Key terms are defined to apply to questions on how ownership, technology, and business practices influence the types of films made and their reception.

1. Audience and Institutions – Film
You need to know what the exam board specification for this exam is (Exam Board Wording) and you need to understand what each of the
seven areas you are asked to focus on requires you to do (see Translation). You could be asked a question on one of the first six areas.
Candidates should be familiar with:
Exam Board Wording Translation Examples
1. The issues raised by media ownership in How the ownership of the production, Research independent and mainstream production
contemporary media practice. distribution and exhibition companies companies – as case studies, use Working Title (owned by
affects the type of films that are made. Universal) and Warp Film – compare the types of films that
these companies make and how they make sure they reach
their target audience.
2. The importance of cross media convergence Understand how all aspects of the Research independent and mainstream production
and synergy in production, distribution and media (websites, newspapers, companies – Working Title (owned by Universal) and Warp
marketing. television etc) are used to market a Film – compare how their films are marketed through other
film and show you understand how aspects of the media. Find out who distributes their films.
Look at specific examples eg. ‘This is England’, ‘Le Donk
companies work together to produce
and Scour-Zay-Zee’ (Warp Film) and ‘The Boat That
and distribute (and market) films. Rocked’, Avatar (20th Century Fox)
3. The technologies that have been produced in Show you are aware of how new Find out about filming in HD, SPFX and how they are added
recent years at the levels of production, technology has been used to improve at the editing stage of film production, how the internet
distribution, marketing and exchange. the making, distributing, marketing influences the ways films are marketed and distributed,
and exhibition on film. digital distribution of film (research DSN -Digital Screen
Network) and digital exhibition of film. Refer to case
studies.
4. The significance of the proliferation of Show you understand how the increase You need to be able to explore how the affordability of
hardware and content for institutions and and improvements made in technology new technology has impacted on the making, distribution
audiences. are affecting the ways that films are and exhibition of film e.g why is that anyone has the
made and distributed today. Also, be potential to be a film maker? (think about equipment and
online distribution). The DSN is relevant to this area too –
able to assess how technological
how has it improved our access to film? What about Bluray
improvements have impacted the and the affordability of DVDs? Piracy? Refer to case studies.
viewing experience, at home and in Information researched for point 3 is relevant here too.
the cinema.

2. 5. The importance of technological convergence Understand how new technologies can Information from points 3 and 4 relevant here too but you
for institutions and audiences. combine to produce, market, distribute need to have specific examples of how technologies can
and exhibit a film successfully. combine to reach a target audience (Eg, ‘The Boat that
Rocked’ – soundtrack was advertised on mp3.com. Vivendi
own Universal and mp3.com. ‘This is England’ - Greenroom
digital (marketing agency) approached Britfilm.tv to launch
a ‘site take-over’ to market the film to target audience.
‘Avatar’ using social networking)
6. The issues raised in the targeting of national Show you know how international and ‘Working Title’ is owned by ‘Universal’, why is it in
and local audiences (specifically British) by global institutions target a national and Universal’s interest to have a subsidiary such as WT.
international or global institutions local British audience. Compare WT’s films to ‘blockbusting’ movies such as
‘Avatar’. How do films, such as this, target such massive
audiences?
7. The ways in which the candidates’ own Include reference to how your own You will not be asked a question on this however you
experience of media consumption illustrate experience of the media shows how an will need to incorporate this element in each one of the
wider patterns and trends in audience audience may behave. six potential areas above.
behaviour.

3. Key Terms – Understand and be able to apply these terms in your exam:
Vertical Integration
Above the line marketing
Useful Websites
Below the line marketing
Synergy marketing UK Film Council - http://www.ukfilmcouncil.org.uk/
Merchandising Internet Movie Database - http://www.imdb.com/
Viral marketing British Film Council - http://www.britfilms.com/
Budget (Low, mid range, big) Marketing and distribution of film -
Conglomerate http://www.screenonline.org.uk/film/distribution/distribution1.html
Subsidiary Warp Film - http://warp.net/films
DSN – Digital Screen Network Working Title - http://www.workingtitlefilms.com/
HD – High definition Avatar website - http://www.avatar-movie.co.uk/
Blu ray
i-pods
Digital Distribution
35mm reels
Independent cinema
Mainstream cinema
Piracy Create a table and input key points about the films
Niche audience See the one I’ve started here
CGI
Consumer/ Prosumer
Convergence
Useful Case studies
Warp Film (Production company) – Shane Meadows (Director)
Working Title (Production company)
‘Avatar’ – 20th Century Fox

4. As background for your research you must know the various stages of film production, distribution and exhibition.
Pre – production
Production
Production (Principal Photography)
Licensing
Marketing
Distribution
Prints and Advertising
Logistics
Independent cinema
Exhibition
Mainstream Cinema
DVD/Bluray

5. Look back at the exam questions, can you answer them now?