1. The Film Industry Today

10. Glossary Advertising Paid for promotion such as poster campaigns, TV spots and trailers. Art House Small theatres usually in major cities or towns where independent, foreign and older films are usually shown as well as or instead of mainstream Hollywood productions. Big Six The major media conglomerates (click on each one see what they own) Sony , Disney , News Corporation , Viacom , NBC/Universal and Time Warner . Blanket release A release strategy that involves booking a film into as many theatres as possible simultaneously to cash in on the expected demand created through advertising. Conglomerate A large corporation that includes many smaller companies or divisions. Distribution windows Ways is which a film can be sold beyond theatrical exhibition.

11. Glossary (cont) Film festivals Events were films are premiered to journalists, distributors and other interested parties as well as the general public. For independent productions this often provides an important opportunity to access distribution. High concept An approach to filmmaking which prioritises a films marketability, usually emphasising spectacle, action and stars and using genre in ‘loose’ way. Horizontal integration Where direct competitors within the same industry merge. This reduces competition and costs. or where a film studio diversifies into a different industry or merges with a company in a different industry. Recently it is seen as a way in which conglomerates can create synergy e.g AOL/Time Warner merger in 2001

12. Glossary (cont) Independent An ‘independent’ traditionally refers to any company that operates outside of the major studios. This term has become problematic in recent years as independent companies have been taken over by conglomerates, or major studios have set up their own ‘indie’ divisions. In this context the term ‘independent’ is often used to describe a film that is different in its content compared with mainstream productions. Licensing deals Where the rights to produce a 'spin off product or service are agreed with another company Marketing The overall strategy by which a studio attempts to ‘sell’ a film. This will include advertising , but will also include audience research, viral marketing , test screenings, previews, press junkets and interviews. Multiplex An exhibition centre that houses multiple screens under one roof. Usually part of a larger ‘entertainment’ complex.

13. Glossary (cont) Niche A niche audience or market is one which is narrower than a mass audience. Independent films often target an audience bored by mainstream films and more interested in character or mood driven films (this audience is often targeted by platforming a film in art house cinemas located in large cities). Oligopoly A state of limited competition that exists when a small number of companies control an industry. Package unit A group of individuals who are assembled to produce a film. Paramount decree Where the major studios agreed to sell off their exhibition chains to end the American Justice Department’s ‘anti trust’ suit in the late 1940s.

14. Glossary (cont) Pitch The process of ‘selling’ an idea for a film to a studio in return for investment and distribution. Platforming A release strategy that involves exhibiting a film in a small number of cinemas usually in large cities in the hope of building a wider release through word of mouth. Press junket An event organised by the distributor when the press are invited to interview cast and crew to generate publicity. Saturation release See blanket release . Synergy Where spin off products and services are created on the back of a successful film from within the same corporation.

15. Glossary (cont) 3D A 3-D film is a motion picture that enhances the illusion of depth perception. 3-D films became more and more successful throughout 2000–10, culminating in the unprecedented success of Avatar . Vertical integration Where a company has a stake in production, distribution and exhibition. Viral marketing refer to marketing techniques that use pre-existing social networks to produce increases in sales Word of mouth Where demand for a film increases because of a positive audience response and recommendation to others.