This document discusses media ownership and the advantages and disadvantages of major Hollywood studios and independent film companies. It notes that the film industry is dominated by six major studios - 20th Century Fox, Warner Bros, Paramount, Columbia, Universal and Disney. These large studios have advantages like funding and distribution capabilities but also pressures to appeal to mass markets. Independent studios have to secure funding but can take more creative risks with smaller budgets and targeted audiences. Examples like the low budget British film Ill Manors and the big budget James Bond film Skyfall are provided to illustrate these points.

1. Media Ownership
Steph Webb

2. Keywords:
• Media convergence – two of more types of
media coming together.
• Synergy – different elements of a company
working together to promote related products.
• Cross media ownership – company produces two
or more types of media.
• Oligopoly – market dominated by a small number
of companies.
• Subsidiary – smaller companies owned by a
parent company.

3. Oligopoly
• Dominated by major Hollywood studios:
- 20th Century Fox, Warner Bros, Paramount,
Columbia, Universal and Walk Disney studios.
• Major film studio – movie
production/distribution company releases a
number of films annually and commands a
significant share of box office revenue in a
market.

4. Advantages:
• Production:
- Take risks.
- No need to secure funding.
- Ambitious with stars, special effects, location etc.
• Distribution:
- More money and better links to related
companies.
- Can use synergy and cross promote via games,
music, etc.

5. Disadvantages
• Production/exhibition:
- Have to satisfy a mass market – creatively film
makers can’t take as many risks.
- Film has to do well at the Box Office.

6. Independent companies - advantages
and disadvantages
• Production:
- Less budget = less ambitious/smaller
cast/locations and special effects.
- Have to secure funding and finance.
• Distribution:
- Has to be targeted: less money to spend on
distribution.
- Expected to make less revenue at the Box Office.
- Can’t withstand losses with Box Office returns.

7. Ill Manors
• Largely positive reviews from critics and fans – 80% ‘fresh’
rating on Rotten Tomatoes.
• Budget: £100,000.
• Made: just over £450,000 at the UK Box Office.
• Example of film that tried to push the boundaries and
received relative success compared to it’s budget.
• Had to be financed by the film London, BBC Films etc.
• Niche audience: a small, select group of people that have a
very unique interest.

8. Sony and Skyfall
• Big company – viral advertising (digital marketing .
• Videos from trailers of the film.
• Extended film clips and exclusive video features:
movie’s plot and locations.
• Wallpapers, Facebook cover photos, Twitter skins.
• Gallery.
• Audience: primary male audience/secondary female
audience 15 – 55 across a broad demographic of class.
• Advertising and cross media promotion was used to
feature all partners to Skyfall.