Revision pack AS Institutions and Audiences

1. Revision
Pack
Film industry

2. Exam topics
• The issues raised by media ownership in contemporary
media practice;
• The importance of cross media convergence and
synergy, in production, distribution and marketing;
• The technologies that have been introduced in recent
years at the levels of production, marketing and exchange;
• The significance of proliferation in hardware and content
for institutions and audiences;
• The importance of technological convergence for
institutions and audiences;
• The issues raised in the targeting of national and local
audiences (specifically, British) by international and global
institutions;
• The ways in which the candidates’ own experiences of
media consumption illustrate wider patterns and trends of
audience behaviour.
REMEMBER THOUGH YOUR
EXAM QUESTION MAY BE
DIFFERENTLY WORDED THAN
THE TOPICS ABOVE BUT IT
WILL BE BASED ON THE
ISSUES!

3. Issues of media ownership
• Explain your institution – Warner Bros, Working title and Warp Films.
• Explain what the main issues are with media ownership (The way they
are owned)
• Is it morally right?
• Lack of diversity in films?
• Industry able to cross promote and cross sell - convergence and
synergy - if a film has a poor cinema release able to still get the profits back
from other windows. Helped Working Title Films
• Audiences being brainwashed into watching certain films through cross
media advertising not realising that conglomerates own the stations that are
promoting certain films
• Audiences restricted to certain products
• ‘Dumbing’ down of quality due to lack of competition
• Can dictate prices - increase no one could complain
• Independent film companies going out of business as they cant afford
to compete with the domination of the major conglomerates - cant afford the
prints which can cost between 1,500 - 2,500 a reel. Star Wars: A Phantom
Menace spent $5.2 million on prints. Also independents can’t market a film
internationally - targeting audience
• Independent production companies who get a distribution deal with one
of the majors lose money and profit as a consequence - this may change with
digital screens and distribution
• Some large companies such as Paramount own independent labels
such as Paramount Vantage that ensures they cover the indie market -
incorporation
• However helps independents such as British films Son of Rambow and
The Kite Runner (Paramount Vantage) to reach a wider audience.
• However can help some countries where they have invested money in
local TV and film companies and as a consequence has given them a voice
• This helps nations in South America where there has been state
censorship
• Some of these companies survive on advertising fees causing the
work/films to possibly become effected
• Add personal response
DO NOT FORGET case study examples used be used throughout!
• Working Title are part of a conglomerate - Vivendi Universal (arm of
General Electric) - what benefits do they have?
• Working Title did used to be an independent film company - they can
now afford to produce and distribute films with a large amount of money
• In 2008 British cinema made 1.65 billion worldwide up 50% from 2007
shows P and D is getting better
• Prefer to make their films on 35mm - why?

4. • Spend lots of money on above the line costs
• They have solid funding behind them
• Unlike a British independent
• What do they miss out on?
• Use stars
• Romantic comedies/heritage films
• Atonement (cost 15 million and made 60 million)
• They can do synergy - Wet, Wet, Wet on Four Weddings and a Funeral
• The Boat That Rocked (2009), Technological and media
convergence, Big marketing campaign, Stars, For Universal Working title
provide British films for them, 60s music – own recording studios - Odeon part
owned by Universal so can ensure that their films will be shown
Warp films
Warp pictures
• Check out the website
• Get financial aid from East Midlands media and the National Lottery
fund
• Their main genre is social realism and masculinity
• An example is Four Lions (2010)
Why social realist?
• No need for stars
• No need for set design
• Cheap to make
• What Britain is know for
• Limited audiences - normally high certificates - 18 (Meadows wanted a
15 certificate)
• They use digital video - remember Phantom, Attack of the Clones cost
$15,000 on DV
• Highlights how important Digital is to independents!
Distribution
• Extremely important for British cinema
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• Four Lions (2010) is not really cinematic and makes its money from
ancillary sales. Cinema sales not as important. 3.7 million profit, Optimum
releasing

5. The importance of cross media convergence and synergy, in
production, distribution and marketing;
• INTRODUCTION - Open up your answer with engaging with the
question and explain what case studies you are going to use. Your
case studies are your film studios/films.
• Remember point/explain/example – use your terminology
• The question is asking you what is the impact and importance of cross
media convergence and synergy on production, distribution and
marketing on
• Compare and contrast throughout independent with conglomerate
• Independent = Warp films (a film studio on their own)
• Conglomerate = Working Title or Warner Bros (A film studio part of a
larger company)
• Media convergence - where a business (conglomerate) owns many
companies across a range of medias e.g. Viacom and General Electric.
Synergy - multiplied business energy of using many parts of a conglomerate
• Large conglomerates able to do convergence and synergy through
using the other ‘arms’ of their multinational business.
• Media convergence - able to cross promote films, sell through different
windows, promote other products in film etc.
• Synergy – energy created through using the different arms of the
business.
• More profits for industry through selling their films through different
media - games, etc
• Could brainwash audience into watching film by creating a ‘buzz’ and
turning the film into an event.- must see movie. Do this by advertising their
film through their TV channel, through their radio station, produce books by
their publishers.
• Cheaper for major conglomerates as they own their advertising
avenues
• Audience promote for the conglomerates through getting involved in
viral marketing campaigns
• James Bond - The Quantum of Solace (2008) - convergence with other
areas of Sony through promoting HD televisions, coke zero and omega
watches (wider convergence), Sony phones, laptops.
• Harry Potter - sweets, toys, merchandise,
• The implications for Working Title Films of now being part of a media
conglomerate - General Electric/Vivendi Universal. Able to cross promote
films - convergence and synergy for their films since 2004. Remember Four

6. Weddings and a Funeral
• Remember Batman: The Dark Knight (2008)
• Independents not able to create as much synergy because
• Struggle to find funds – Warp Films
• Get financial aid from East Midlands media and the National Lottery
fund
• Limited audiences - normally high certificates - 18 (Meadows wanted a
15 certificate)
• Their main genre is social realism and masculinity - No need for stars,
no need for set design and cheap to make
• An example is This is England directed by Shane Meadows (stock
writer)
• They use digital video - remember Phantom Menace cost 5.2 million on
35 mm and Attack of the Clones cost $15,000 on DV – this new
technology has helped them!
• More digital screens – helps them to distribute however only 3 at our
local Cineworld multiplex – saves money! Can try and compete
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• Four Lions (2010) is not really cinematic and makes its money from
ancillary sales. Cinema sales not as important. 3.7 million profit,
Optimum releasing
• They primarily do below the line costs – cheap websites means they
can at least gain some market share when advertising might help them
market internationally which the conglomerates have a foothold on.
• They may be able to start to distribute their own product – at the
moment they deal with Optimum releasing
• Warp X films - below the line costs - created cheap website for Donkey
punch (2008) budget between 400,000 and 800,000 and was
successful
• Can do Technological convergence – Slumdog Millionnaire – describe
Remember for both it is all to do with the way the studios are owned – issues
of media ownership
Consider the impact on the audience and the industry?

7. The technologies that have been introduced in recent years at
the levels of production, marketing and exchange
• INTRODUCTION - Open up your answer with engaging with the
question and explain what case studies you are going to use. Your
case studies are your film studios/films.
• Remember point/explain/example – use your terminology
• The question is asking you what is the impact of technology rapidly
getting better and advancing for both independents and conglomerates
• Compare and contrast throughout independent with conglomerate
• Independent = Warp films (a film studio on their own)
• Conglomerate = Working Title or Warner Bros (A film studio part of a
larger company)
Conglomorates
• Large budget so can engage with any technology
• Can embrace digital technology (consider star wars example) however
would prefer to stay on 35mm so they can dominate the market
• Can embrace digital/3D and HD – consider Avatar and the cost of that
to make
• RocknRolla (2007)
• HD technology - Viral marketing campaign: Are you a rocknrolla?,
Email spread the word quickly, Link to website to buy the films,
Download content, Music used to help promote – target youth – music
on website
• Can do technological convergence – Consider Batman: The Dark
Knight - Conglomerate example, Warner Bros, Used technological
convergence, $185 million budget, viral marketing, ‘why so serious’
website - fun activities, hidden message board, downloadable content,
screensavers, mobile phone wallpaper, Well known franchise and
comic book series – already had an established audience and could
gamble with more marketing money, Two rollercoasters - $7.5 million
half of Slumdog Millionnaire distributors budget, Formula 1 car – Jarno
Trulli, Batmobile drove around Silverstone, Huge amount of money
spent on the technology in the film such as the batpod and costume –
highlighted a more serious Batman – used this in their marketing
campaign to attract audiences, Grossed over $1000 million, Created
synergy

8. • Embrace all above the line costs – Internet
• Make more money from Blu-ray as people buy the same version again
• Ipods
• Video games console mean that they can make money from
merchandise
• More people buying Home cinema systems/LCD TVs – buying these
from the conglomerates
• Mobile Phones and Internet working together – Batman
• IMAX
• Consider proliferation and how conglomerates can engage with it all
• The Boat That Rocked (2009), Technological and media
convergence, Big marketing campaign, Stars, For Universal Working
title provide British films for them, 60s music – own recording studios -
Odeon part owned by Universal
• Cineworld Ashton
Use technological convergence
Bluetooth messages
Orange Wednesdays
3 out of 14 screens digital
watch trailers etc on your phone, website
piracy
Love film hate piracy campaign being shown before films being shown
• Piracy doesn’t effect them!
INDEPENDENT
• Pleased with digital technology – cheaper remember star wars!
• Cheaper to make – remember Paranormal Activity
• Internet below the line – they can all embrace this! Like Slumdog
Millionnaire
Slumdog Millionaire
Independent example
Used Technological convergence
Distributed by Pathe international pictures, Fox Searchlight and Warner
independent pictures
Budget $15 million
Not expected to be a massive success
Radio advert with Chris Tarrant
A week of E4 programmes dedicated to Dev Patel
Celador and film4 produced the film
Grossed over $30 million
Created synergy
Warp films made This is England – made on digital technology,

9. • Jack Wynne
Independent British filmmaker
Made a 15 minute film Disassociative personality disorder
Able to shoot on 35 mm
Thanks to technology was able to get this on to digital
Rasied the resolution
Take out the rain and snow
Filmed in Wales
Used Baselight to amplify the quality
Place his work on Vimeo get feedback from professional filmmakers
• Remember independent cinemas:Independent cinema like
Cornerhouse Manchester, Use digital technology to store more
films and attract more films to be shown, Always niche films
however they know their market as they are surrounded by
multiplexes and multiscreens so show films such as ‘I loved you so
long’ a French film, Have a dish on the side to pick up events such
as the Rolling Stones concert
• Remember piracy effects them
Used technological convergence (where one technology does more
than one thing or where technologies work together)
Mobile phone working with Internet
Audience can make their own tribute films placed on the Internet and
help promote the film
Discussions were even held on the Internet as to how the film would
end
• Struggle to find funds
• Get financial aid from East Midlands media and the National Lottery
fund
• Limited audiences - normally high certificates – 15 Four Lions
• Their main genre is social realism and masculinity - No need for stars,
no need for set design and cheap to make
• They use digital video - remember Phantom Menace cost 5.2 million on
35 mm and Attack of the Clones cost $15,000 on DV – this new
technology has helped them!
• More digital screens – helps them to distribute however only 3 at our
local Cineworld multiplex – saves money! Can try and compete
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• Four Lions (2010) is not really cinematic and makes its money from
ancillary sales. Cinema sales not as important. 3.7 million profit,
Optimum releasing
• They primarily do below the line costs – cheap websites means they
can at least gain some market share when advertising might help them
market internationally which the conglomerates have a foothold on.
• They may be able to start to distribute their own product – at the
moment they deal with Optimum releasing

10. • Warp X films - below the line costs - created cheap website for Donkey
punch (2008) budget between 400,000 and 800,000 and was
successful
The importance of technological convergence for institutions
and audiences;
• INTRODUCTION - Open up your answer with engaging with the
question and explain what case studies you are going to use. Your
case studies are your film studios/films.
• Remember point/explain/example – use your terminology
• The question is asking you what is the impact of technology rapidly
getting better and advancing for both independents and conglomerates
• Compare and contrast throughout independent with conglomerate
• Independent = Warp films (a film studio on their own)
• Conglomerate = Working Title or Warner Bros (A film studio part of a
larger company)
Conglomerate
• Can afford to embrace all new technology
• Large budget
• Consider proliferation and how they can keep up!
• Batman an examples of technological convergence
• James Bond - The Quantum of Solace - convergence with other areas
of Sony through promoting HD televisions, coke zero and omega
watches (wider convergence), Sony phones, laptops.
• No real issues in targeting their audience – lots of money create viral
marketing campaigns like Warner Bros did for The Dark Knight (2 x
rollercoaster’s cost 17 million, promoted on the side of Jarno Trulli’s
Car at Silverstone and bat mobile being at Silverstone F1) Managed to
also create a viral marketing campaign through the
www.whysoserious.com – consider all that you could do on the
website!
• Remember the Nokia N95 coming with a Spiderman trailer or the film

11. Independent
• Lack of money/funding so have trouble embracing with lots of
technology
• However the introduction of the Internet has really helped them
• Internet – below the line as a cheap form of advertising
• Consider case study examples
• Digital technology and the digital screens network – cheaper
technology remember Phantom Menace cost 5.2 million on 35 mm and
Attack of the Clones cost $15,000 on DV – this new technology has
helped them!
• Struggle to find funds
• Get financial aid from East Midlands media and the National Lottery
fund
• Limited audiences - normally high certificates - 18 (Meadows wanted a
15 certificate)
• Their main genre is social realism and masculinity - No need for stars,
no need for set design and cheap to make
• An example is This is England directed by Shane Meadows (stock
writer)
• Can do technological convergence too however remember Slumdog
millionaire!
• They use digital video - remember Phantom Menace cost 5.2 million on
35 mm and Attack of the Clones cost $15,000 on DV – this new
technology has helped them!
• More digital screens – helps them to distribute however only 3 at our
local Cineworld multiplex – saves money! Can try and compete
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• This is England (2006) is not really cinematic and makes its money
from ancillary sales. Cinema sales not as important. 3.7 million profit,
Optimum releasing
• They primarily do below the line costs – cheap websites means they
can at least gain some market share when advertising might help them
market internationally which the conglomerates have a foothold on.
• They may be able to start to distribute their own product – at the
moment they deal with Optimum releasing
• Warp X films - below the line costs - created cheap website for Donkey
punch (2008) budget between 400,000 and 800,000 and was
successful
• Mobile phones – cheap technology and audiences can now access the
Internet from them so may help advertising campaigns and viral
campaigns get started. Snakes on a Plane exploited this!
• Niche (specialist/narrow audience) films can have a good yield of they
are distributed correctly with the right number of prints
• Piracy takes a huge dent out of their profits – new technology causes
this to happen

12. Audiences can do technological convergence as they can make their film and
place it on youtube and even produce their won wallpapers etc.
See the exam answer I have given you!
The significance of proliferation of hardware and content for
audience and industry
• INTRODUCTION - Open up your answer with engaging with the
question and explain what case studies you are going to use. Your
case studies are your film studios/films.
• Remember point/explain/example – use your terminology
• The question is asking you what is the impact of technology rapidly
getting better and advancing for both independents and conglomerates
• Compare and contrast throughout independent with conglomerate
• Independent = Warp films (a film studio on their own)
• Conglomerate = Working Title or Warner Bros (A film studio part of a
larger company)
Conglomerate
• Working title did used to be an independent film company - they can
now afford to produce and distribute films with a large amount of
money
• Prefer to make their films on 35mm – why?
• Spend lots of money on above the line costs
• They have solid funding behind them
• Can embrace all new technologies with the money behind them
• Can do technological convergence and media convergence
• Brainwash audience
• Consider The Boat that Rocked – posters, trailers, big budget, stars
• James Bond - The Quantum of Solace - convergence with other areas
of Sony through promoting HD televisions, coke zero and omega
watches (wider convergence), Sony phones, laptops.

13. • No real issues in targeting their audience – lots of money create viral
marketing campaigns like Warner Bros did for The Dark Knight (2 x
rollercoaster’s cost 17 million, promoted on the side of Jarno Trulli’s
Car at Silverstone and bat mobile being at Silverstone F1) Managed to
also create a viral marketing campaign through the
www.whysoserious.com – consider all that you could do on the
website!
• Account for piracy – they can take into account this
Independent
• Lack of money/funding so have trouble embracing with lots of
technology
• However the introduction of the Internet has really helped them
• Internet – below the line as a cheap form of advertising
• Consider case study examples
• Digital technology and the digital screens network – cheaper
technology remember Phantom Menace cost 5.2 million on 35 mm and
Attack of the Clones cost $15,000 on DV – this new technology has
helped them!
• Struggle to find funds
• Get financial aid from East Midlands media and the National Lottery
fund
• Limited audiences - normally high certificates - 18 (Meadows wanted a
15 certificate)
• Their main genre is social realism and masculinity - No need for stars,
no need for set design and cheap to make
• They use digital video - remember Phantom Menace cost 5.2 million on
35 mm and Attack of the Clones cost $15,000 on DV – this new
technology has helped them!
• More digital screens – helps them to distribute however only 3 at our
local Cineworld multiplex – saves money! Can try and compete
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• Four Lions (2010) is not really cinematic and makes its money from
ancillary sales. Cinema sales not as important. 3.7 million profit,
Optimum releasing
• They primarily do below the line costs – cheap websites means they
can at least gain some market share when advertising might help them
market internationally which the conglomerates have a foothold on.
• They may be able to start to distribute their own product – at the
moment they deal with Optimum releasing
• Warp X films - below the line costs - created cheap website for Donkey
punch (2008) budget between 400,000 and 800,000 and was
successful
• Mobile phones – cheap technology and audiences can now access the
Internet from them so may help advertising campaigns and viral

14. campaigns get started. Snakes on a Plane exploited this!
• Niche (specialist/narrow audience) films can have a good yield of they
are distributed correctly with the right number of prints
• Piracy takes a huge dent out of their profits – new technology causes
this to happen
Remember you do need to consider the impact on us if it mentions audience:
• We need to keep up! And so Costs us money! LCD TV’s, cinema
systems
• So much choice to watch films however if independents can’t keep up
– they may be a lack of choice of films for us
• However we can now compete with cameras and digital technology
coming in we can also make our own films consider Paranormal
Activity (2009)
• Gauntlett (2007) argues that the boundaries between audience and
industry are blurring – helps us!
• We can all now buy affordable DV cameras and make films - online
distribution at film festival
End your question with personal response
Issues in targeting an audience__________________________
Case studies__________________________________________
Warp films____________________________________________________
• Struggle to find funds
• Get financial aid from East Midlands media and the National Lottery
fund
• Limited audiences - normally high certificates – 15 - 18
• Their main genre is social realism and masculinity - No need for stars,
no need for set design and cheap to make
• An example is Four Lions (2010)
• They use digital video - remember Phantom Menace cost 5.2 million on
35 mm and Attack of the Clones cost $15,000 on DV – this new
technology has helped them!
• More digital screens – helps them to distribute however only 3 at our
local Cineworld multiplex – saves money! Can try and compete
• Now digital can go through fibre optic cables, portable hard drive,
satellite
• Four Lions (2010)is not really cinematic and makes its money from
ancillary sales. Cinema sales not as important. 3.7 million profit,
Optimum releasing
• They primarily do below the line costs – cheap websites means they
can at least gain some market share when advertising might help them

15. market internationally which the conglomerates have a foothold on.
• They may be able to start to distribute their own product – at the
moment they deal with Optimum releasing
• Warp X films - below the line costs - created cheap website for Donkey
punch (2008) budget between 400,000 and 800,000 and was
successful
• Mobile phones – cheap technology and audiences can now access the
Internet from them so may help advertising campaigns and viral
campaigns get started. Snakes on a Plane exploited this!
• Niche (specialist/narrow audience) films can have a good yield of they
are distributed correctly with the right number of prints
• Piracy takes a huge dent out of their profits
Working Title__________________________________________________
• Working title did used to be an independent film company - they can
now afford to produce and distribute films with a large amount of
money
• Prefer to make their films on 35mm – why?
• Spend lots of money on above the line costs
• They have solid funding behind them
• Can embrace all new technologies with the money behind them
• Can do technological convergence and media convergence
• Brainwash audience
• Consider The Boat that Rocked – posters, trailers, big budget, stars
• James Bond - The Quantum of Solace - convergence with other areas
of Sony through promoting HD televisions, coke zero and omega
watches (wider convergence), Sony phones, laptops.
• No real issues in targeting their audience – lots of money create viral
marketing campaigns like Warner Bros did for The Dark Knight (2 x
rollercoaster’s cost 17 million, promoted on the side of Jarno Trulli’s
Car at Silverstone and bat mobile being at Silverstone F1) Managed to
also create a viral marketing campaign through the
www.whysoserious.com – consider all that you could do on the
website!
• Account for piracy

16. The ways in which the candidates’ own experiences of media
consumption illustrate wider patterns and trends of audience
behaviour.
This is about you!
What is the impact of media ownership on you?
What is the impact of new technologies on you?
What is the impact of proliferation on you?

17. What is the impact of media convergence and synergy on you?
What is the impact of technological convergence on you?
What are some of the issues in targeting an audience? Targeting you?