The document discusses the history of 20th Century Fox film corporation, formed through the merger of Twentieth Century Pictures and Fox Film Corporation in 1935. It then provides production details about the 2010 psychological thriller film Black Swan, including its $13 million budget, $106.9 million domestic gross, production companies involved, and cross-promotional marketing strategies used.

1. BY TAYLOR
CASE STUDY

2. 20TH CENTURY FOX
• The film corporation was formed by William Fox
• Twentieth century pictures was an independent Hollywood
motion pictures production company created by Joseph
Scheneck in 1933
• These two companies agreed to a merger and began trading as
the 20th century fox film corporation in 1935.

3. BLACK SWAN
• Budget: $13,000,000 (estimated)
• Opening Weekend: £2,762,429 (UK) (21 January 2011)
• Gross: $106,952,327 (USA) (29 April 2011)

4. PRODUCTION COMPANIES
• Fox Searchlight Pictures(presents)
• Cross Creek Pictures(in association with)
• Protozoa Pictures
• Phoenix Pictures
• Dune Entertainment(made in association with)

5. BLACK SWAN
• Teaser trailer, multiple trailers and featurettes on TV and online
• Horizontal Integration- Fox Searchlight Pictures, Cross Creek
Pictures, Protozoa and Phoenix Pictures
• Released by a parent company(Fox Searchlight pictures) therefore it had a
larger distribution network
• Cross media promotion(below the line strategies)- a way of working in
synergy with other companies for the benefit of both- Magazines, reviews
and audience 2.0
• Audience 2.0- Comments of FSP's own YouTube channel with over 21 million
views of the trailer to date. This mean that the film can go viral on social
networking.

6. BLACK SWAN
• It had a Premiere, Press conference, three famous stars
included, an academy award nominee and a huge French star
• There was controversy due to the lesbian scene as well as self
harm.
• It had a well known director-Darren Aronofsky
• All of its mass marketing meant that it was impossible to avoid
not knowing about the film.