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Section B
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- 2. SECTION B: INSTITUTIONSAND AUDIENCES Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with:
- 3. THE ISSUES RAISEDBY MEDIA OWNERSHIP IN CONTEMPORARY MEDIA PRACTICE;
- 4. Production companies likeWarner Brothers, Paramount and MGM are multi million pound industries. This enables them to dominate the international film industry as they are able to release lots of titles and have vast amounts of money to market and distribute them. They are businesses that are interested in making money, hence they concentrate their efforts in to endless sequels What does this mean for audiences? Limited choice in cinemas Endless sequels Poor quality films A dying British industry
- 5. The number ofAmerica films shown at Odeon or VUE is always far greater than the number of British independent films beings shown. Organisations like the UK Film Council have been forced to act in recent years to challenge this problem. Write a paragraph about one scheme introduced by the UK Film Council to help tackle Hollywood. (Fish Tank) The Kings Speech would not have been possible without the support of the UK Film Council. Both Film 4 and the BBC turned it down.
- 6. THE IMPORTANCE OFCROSS MEDIA CONVERGENCE AND SYNERGY IN PRODUCTION, DISTRIBUTION AND MARKETING;
- 7. Synergy is thesimultaneous (at the same time) release of different products to boost both. Synergy can be used most often by bigger companies (conglomerate institutions)as the different elements work together to promote linked products across different medias. Synergy, releasing two or more products at the same time to promote both and each other. Releasing at the same time has a larger effect than if just one product was released alone. They have a mutually beneficial relationship (symbiotic). SONY can use synergy much more as it is a conglomerate which owns various smaller companies
- 8. Symbiotic: The filmSkyfall has a long chain of products released that benefits all releases. All the products released to promote Skyfall is owned by SONY so this is Vertical Integration.
- 9. Cross Media Convergence:The combining of two or more mediums. The different mediums could be: TV, Film, Computer Graphics, radio, websites etc. Media convergence in the film industry can happen in production, distribution or the exhibition stage. An example of this is when the music industry comes together with the film industry, when Adele released her new single Skyfall.
- 10. Key Areas: Piracy,The dominance of Hollywood over the industry and the destruction of the UK Film Council. Piracy: The illegal distribution of media without the permission of its owner e.g. Downloading, Pirate DVD’s digital technology makes it easier, cheaper and has improved the quality of the content. Electronic files can be leaked in advance of a films release. The internet allows pirate material to be distributed all over the world quickly. Digital cameras and sound equipment used in cinemas to record pirate copies of a film have improved greatly in quality. The technology is far cheaper and easier to use. Digital technology has allowed films to be released simultaneously across the world. Previously the delay in films reaching the UK from America meant that piracy was a more popular option. Digital encryption means that films can be securely distributed. The rise in digital film production and exhibition has paved the way for 3D cinema. 3D cinema is currently more difficult to “pirate”. It can not be filmed effectively in cinemas. The cost of watching good quality 3D material at home currently means mass audiences aren’t yet interested.
- 11. Convergence (old andnew):Magazines (old media) which have also produced websites (new media) TV (old media) which have constructed interactive channels (new media) Film (old media) which is now is a downloadable content (new media)
- 12. THE TECHNOLOGIES THATHAVE BEEN INTRODUCED IN RECENT YEARS AT THE LEVELS OF PRODUCTION, DISTRIBUTION, MARKETING AND EXCHANGE;
- 13. Film has gonedigital. The digitization of film takes place at multiple levels, but most noticeably: production, distribution and consumption. - Production: What cameras are used, how lighting is used, special effects, storage of content, editing of content, etc. - Distribution: Advertising film, DVD culture, download culture. Video on demand, (VOD) - Consumption: remix, sharing, clipping culture
- 14. New technologies Production: • 3D •Digitally made films • CGI New technologies Distribution and Marketing: • Social Media • Electronic Posters • Website • YouTube • Trailers/ teaser trailer New technologies Exhibition and Exchange: • 3D • Video on demand • DVD’s • Blu-ray • 3D TV’s • Record • iMax All can be argued as positive and negative implications
- 15. Advantages: Films made digitallyare cheaper to distribute and easier to shoot 3D it’s a new experience so more people will want to try it, also unless you have a 3D TV the only way to watch in 3D is to go to the cinema CGI gives the director and producer more options when they film the film Disadvantages: Privacy 3D is more expensive to produce Digital made films don’t have the same quality as a rill of film would have first viewing however the rill of film will get damaged after a couple of viewings and the digital film will not CGI cost money Production
- 16. Advantages: Social media getsthe information or trailer out quickly and it spreads quickly Posters can be animated Websites can give more information about the film to indicate to the consumers if its there type of film YouTube gives away to watch trailers, teaser trailers and interviews with the cast Disadvantages: Social media allows many people can comment on the trailer The posters have to have asses to electric Distribution and Marketing
- 17. Advantages: 3D it’s anew experience so more people will want to try it, also unless you have a 3D TV the only way to watch in 3D is to go to the cinema VOD allows the busy consumers the ability to watch films on there phone, tablet and computers DVD’s allows the consumer to watch the films whenever they like Blu-ray gives more options for ways to watch the film Disadvantages: 3D is more expensive to produce VOD reduces cinema sales Blu-ray can only be sold to people with a Blu-ray player and there more expensive Exhibition and Exchange
- 18. Consider the significancesof the new technologies on: How is it produced? How is it marketed? How are audiences targeted? How is it distributed? How accessible is it to audience? What is the impact on regulation? How do audiences interact with the media?
- 19. Consumers get • animproved qualitative experience, better sound image reproduction, • heightened emotional response • enhance experience with surround sound sub woofers and very large screens • ease of access though the varies formats and ease of ownership through variou • chance to own ever more compact devices to make films on. • access to directors and creators thought the extras available on DVD and Blu-ray. Institution • possibility to create improved profits • a way to protect current way to protect market • a way to repackage old products and resell them on the new formats, establishing a new audience base for them and prolong commercial life of them, to encourage multiple purchases of the same product, cinema, VOD, Blu-ray •an opportunity to place products in different windows • the opportunity to produce films more effectively and even cheaper. • as a means to rescue a film that failed at the box office, e.g. to re-launch it on DVD