Unit G325

1. Film Industry – L2 and L3
Monday 13th April 2015
Unit G325: Section B – Critical Perspectives in Media

2. Why?
Aims & Objectives
• YOU WILL re-cap prior
learning.
• YOU WILL learn about HOW the
Online Age has transformed the
Film Industry on a Distribution,
Marketing and Exhibition Level
over the next 2 lessons.
• Review the learning.
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and with
accurate and coherent
written expression.

3. Marc Prensky (20__) described how audiences (much like Early
A_______s) are now defined a ‘D_____l N______’ – people
who want their media free, fast and portable.
Entrance Activity
3 minutes
“As people individually and collectively
program the web, they’re i__________y in
c_________d”
(Tapscott & W_______s – 20___)
01
DOPTER igita atives
ncreasingl
omman
illiam 06

4. Quick Fire Task!
What does UGC stand for?
What is a Prosumer?
What is Technological Determinism?
You have 2 minutes to write down your definition –
YOU COULD give an example to “back up” your understanding!

5. Wordpress pages have been set up for you to access revision material
and develop your understanding of Case Study examples.
YOU MUST use this site frequently!
ncrafts.wordpress.com

6. 2 Hour Exam – 1 hour for Section B worth 50 marks.
Unit G325: Critical Perspectives in Media – Section B
Areas of focus:
•Global Media – Case studies
•Media in the Online Age – Case studies
General New Media Technologies will also be covered through out the Unit.
AO1 - Demonstrate knowledge and understanding of media concepts, contexts and critical
debates, using terminology appropriately and with accurate and coherent written
expression.
AO2 - Apply knowledge and understanding to show how meanings are created when
analyzing media products and evaluating their own practical work (Section A)

7. What is expected of you?
YOU WILL be taught a variety of contemporary Case Study examples, as well as more
historical examples, to provide context as to how the media is evolving and changing
the way we live our lives.
YOU WILL also be expected to research your own independent Case Study examples.

9. Unit G325: Critical Perspectives in Media –
Section B
Historical - Theories – e.g Jenkins (2006) – and background information regarding
the product/media are you discuss – e.g. TV – Analogue (Old, traditional ways)
transitioning to IPTV
Future Projections –
These COULD be referenced in your Main Body of the Essay OR in a Conclusion.

10. HISTORICAL CONTEXT – Film Industry
Hollywood majors and ‘Big 6’ Studios like 20th Century Fox – owned by the ‘Global
Trailblazer’ (Blau – 2005) – used to produce and distribute film to audiences via. 35mm
film reels.
Cons - Expensive and Hazardous.

11. Contemporary – Film Industry
Times are changing and the Film Institutions don’t want to be ‘left behind’ (Bauman – 1998)
OR considered a ‘loser’ in the Media in the Online Age.

12. Technological Convergence –
“Provides audiences with the kinds of entertainment
experiences they want”
(Jenkins – 2006)
YOU MUST research and/or note down as many media products
associated to film that offer audiences – Legal and Illegal – “the kinds
of entertainment experiences they want”
(Jenkins – 2006)
YOU SHOULD support your research by investigating a
statistic/fact/secondary opinion about that particular product – for
example:
DTO (Download To Own) and R-VoD
Main Task 1) – 7 minutes

13. Globalisation
Irvine (2006) – in relation to Globalisation – stated
that “modern media simply dissolve time, distance,
place and local culture that once divided the globe”

14. HISTORICAL CONTEXT – Film Industry
• “Studio managers see Netflix as a company that offers the least-valuable material, and
that the service will become a swap meet at best that users will become bored with
eventually.”
• Available on more than 200 internet-based platforms and devices like XBOX and iPad.
http://www.dailytech.com/Hollywood+Executives+Fear+Netflixs+Impact+on+Film+Industry/article21075.htm

15. • “Studio managers see Netflix as a company that offers the least-valuable material, and that the service will
become a swap meet at best that users will become bored with eventually.”
19.2m – 24.3m (2012 – 2013)

16. ‘The Interview’ (2014 – Sony/Columbia)

17. ‘The Interview’ (2014 – Sony/Columbia)
‘First Run
Digital Movie
Release’
Audiences
‘migrated’ (Jenkins
– 2006) towards
this media product
via S-VoD services
like
Web 3.0 (Markoff)
Miniturisation (App)
Technological
Convergence -
“Every consumer
gets courted across
multiple media
platforms’ (Jenkins –
2006) The film industry are changing release patterns and strategies for
distributing film as a result of the internet and it is embraced by
the industry.

18. ‘A Field in England’ (2013 – Film Four) 5th July – Summer release.
• Limited release at the box-office (17 Screens Nationwide)
• However, the film found an audience through - 1,200 Downloads

19. http://www.bfi.org.uk/film-industry/lottery-funding-distribution/insight-reports-case-studies-audience-
research/new-ways-reaching-audiences-distribution
(2013 – Trinity Filmed Entertainment
– UK)
‘left behind’ (Bauman – 1998

20. Film Industry - Marketing
• Research – What IS a ‘Viral Marketing’ campaign?
“Every consumer gets courted across multiple media platforms” (Jenkins – 2006)

21. http://www.cheatsheet.com/stocks/7-film-related-viral-marketing-campaigns-that-
worked.html/?a=viewall
hits
https://www.youtube.com/watch?v=PUKMUZ4tlJg
• Below the line marketing that is trying to appeal to ‘Digital Natives’ Prensky (2001)
• Youtube (Video Sharing) as a marketing tool has encouraged a ‘migratory behaviour’
(Jenkins 2006) amongst films fans

22. ‘Olympus Has Fallen’
(2013 – Film District)
Key term:
Guerilla Marketing

23. Based on what we covered over the past 2 lessons, YOU MUST produce x2 PEA Paragraphs
to establish HOW the Film Institutions have taken advantage of convergence.
YOU SHOULD include theory in your Paragraph that we have covered and refer to case
study examples.
Extension – YOU COULD include a Future prediction at the end of the paragraph.

24. PEA Paragraph
P -
Film institutions that have often been regarded as Gatekeepers when comes to
controlling the Distribution and Exhibition of film are now relaxing their control in order
to court audiences across ‘multiple media platforms’ (Jenkins – 2006).
E –
For example, …..
A –
Therefore…….

25. FEEDBACK

26. What have you learnt today?
YOU MUST write down x3
terms/Theories you have learnt today.
YOU COULD write down x1 more
term/Theory
What have you learnt?

27. 1. Research a the Film Industry and how it has adapted to the
Online Age.
2. Produce a mind-map of the case studies we have covered.
3. Research your own case study and assess HOW Theories
and key terminology apply.
Due: Wednesday 15th April (Next lesson)
Homework