This document provides guidance for a film studies exam focusing on audience and institutions. [1] Candidates should be familiar with issues related to media ownership, cross-media convergence, new technologies, hardware proliferation, technological convergence, targeting audiences, and incorporating personal media experiences. [2] Key terms and concepts are defined for vertical integration, marketing strategies, budgets, audiences, and distribution methods. [3] Useful case studies and websites are listed to research production companies, films, and exhibition formats.

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 films. Rocked’, ‘A Serious Man’ (Working Title)
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
study.
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. The DSN is relevant to this area too
made and distributed today. Also, be – how has it improved our access to film? What about
Bluray and the affordability of DVDs? Piracy? Refer to case
able to assess how technological
study. Information researched for bullet point 3 is relevant
improvements have impacted the here too.
viewing experience, at home and in
the cinema.

2. 5. The importance of technological convergence Understand how new technologies can Information from bullet point 3 and 4 relevant here too but
for institutions and audiences. combine to produce, market, distribute you need to have specific examples of how technologies
and exhibit a film successfully. can 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. )
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
Below the line marketing Useful Websites
Synergy marketing
Merchandising UK Film Council - http://www.ukfilmcouncil.org.uk/
Viral marketing Internet Movie Database - http://www.imdb.com/
Budget (Low, mid range, big) Research cost of a variety of films British Film Council - http://www.britfilms.com/
Four quadrant movies (Age – young and old Gender – make and female) 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
St Trinians II - http://www.sttriniansmovie.co.uk/
i-pods
Digital Distribution
35mm reels
Independent cinema
Mainstream cinema
Piracy
‘Orange Wednesdays’
Niche audience
CGI
Useful Case studies
Warp Film (Production company) – Shane Meadows (Director)
Working Title (Production company)
‘St Trinians II’ – Ealing Studios (Production)/Entertainment film (Distributors)
‘Avatar’ – 20th Century Fox
‘Paranormal Activity’ – Amateur filmmaker/Paramount (Distributors)
Vue Cinema
‘The Phoneix’ Cinema Leicester

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