The US film industry Lesson 2

Key terms

Conglomerate- two or more companies joined together. Each company will be an entirely different business but will be joined together often by a parent company. Often the conglomerate is multi industry

Subsidiaries are entities that are controlled by another higher entity. So for example a business that is owned by a parent business or conglomerate.

Key terms

Vertical integration – When a company owns all stages of the film

Production Distribution Marketing Exhibition/exchange

Globalisation The process whereby the lives of individuals and

local communities are affected by worldwide economic forces. It may also be seen as the idea that the world is becoming a single market place dominated by multinational companies

AS film studies the essential guide

http://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/

Warner brothers studios

Warner Brothers Studios

Castle Rock EntertainmentNew Line CinemaFine Line Features

Part of larger conglomerate AOL time Warner

Linked up with time Warner subsidiary HBO to produce Picture house

The town Production with legendary pictures. In a 7 year 40 picture contract to co produce and co finance with warner bros

Distributed by Warner Bros $37 million budget

Marketing? Exhibition?

Task

Using on conglomerate create a mini case study which shows how they have

Production

This means all the elements that are involved in producing a film.

This means the budget

The use of genre New technology

Distribution

This is how the film is actually ‘got out there’ We will discuss digital distribution compared to print copies at a later date.

This involves all the marketing as well

Exhibition

Where is the film being exhibited? Type of cinema How many cinemas Global release date? Re-released

Exchange

This is what people do with. Fan based videos Downloading Streaming

Case study- Avatar

Production Lightstorm entertainment- James Cameron Official budget $237 million Fox didn't want to take the financial risk but

when Disney showed interest they decided to change their mind

Ingenious media offered to finance over half meaning that Fox has less risk

Signed with Fox for 2 sequels Reality camera system which was created by

Cameron to film in 3D

Distribution

20th century fox $150 million for marketing Music for the film premiered on my space

(Owned by News corp which owns Fox) 16 minute exclusive of the film given to the

press Largest trailer during the Dallas cowboys

game- Shown on Fox Film promoted on Bones (A tv series owned by

Fox) Links with coca cola for advertsing

Official marketing

Internet a key area of marketing

Exhibition

Released 2D 3D IMAX 3D International release 4,007,750 (USA) (29 August 2010) (812

Screens) re-release $77,025,481 (USA) (20 December 2009)

(3,452 Screens) £8,509,050 (UK) (20 December 2009) (503

Screens

Exchange This is what people do with it once it is

out there. Reviews

Fan based videos/youtube exchange

Other key points to consider with this

For Avatar there was a lack of use of ‘STAR’

James Cameron not a particularly well thought of director in all areas plus hadn’t made a film for a long time

Lack of publicity –building a hype-word of mouth

Don’t forget in terms of exhbition

Illegal downloading The pirate bay Watching at home- the experience!

Have we got it compared to what the cinemas now offer

The dark knight

Production

Distribution

Budget $185 mil Four major scenes shot with Imax

cameras to promote that it was to be screened in IMAX theatres

Warner bros

Legendary Pictures

In a 7 year 40 picture deal

Marketing

Huge viral campaign called WHY SO SERIOUS

Website I believe in Harvey Dent Scavenger hunt at the DC comics

festival – across US cities which led onto another website- fans to submit pictures of themselves dressed as the joker

Electronic version of the Gotham times which also led to numerous websites

Exhibition

Warner bros held the premiere in New York (Interesting choice rather than the London premiere) Also the impact of Warner bros to be able to do this

Screening in an IMAX theatre with the films composers playing part of the film score live.

4,366 theatres Role of celebrity – Making $2.3 in

Australia when opening

Teaser campaigns

Teaser trailer on the batman begins dvd

Shown in IMAX theatre Teaser posters with the why so serious

slogan Global marketing

Other factors

Use of stars to draw in audiences Death of Heath ledger Internet played a huge role in target

fans and creating a word of mouth Importance of viral campaigning Huge focus on cutting out piracy with a

six month anti piracy strategy Sharing the cost and risk means more

money

TaskPrepare a case study on a US produced film.

Show evidence of the role of the conglomerate if applicable

Show the importance of vertical integration and companies ability to cross promote across a range of media platforms

Consider these key questions as you complete the case study :

  Compare the different factors that

contribute to the box office success and failure of a film.

The internet is of equal benefit to producers and audiences

 

Look at the key areas of:Production DistributionMarketing Exhibition Exchange

Key websites:Rotten tomatoesWikipediaIMDB Apps The films official website Youtube Two past exam

questions