Film institutions and audiences lesson 2 focus on Disney
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Transcript of Film institutions and audiences lesson 2 focus on Disney
The Film Industry
Today we are:Learning and understanding the processes that are taken in order for a film to be shown to the public
Learning the key terms for Institutions and Audiences at every stage of the creation of a film
Scenario: Disney are looking to
release a film in 2021. You have
been asked to be part of the
production team
Task: What are the key things you will need
to consider before making the film?
What Do Film Producers Have To
Consider Before Making A Film?
• Will it make a profit?
• Will it attract Audiences?
MEDIA TRIANGLES
InstitutionTarget
Audience
Media
Text
Who has produced the
media text
What they have
produced
Who it is produced for.
What is Audience?• Mainstream and Niche
• In this case it is the relationship between the audience and the institution.
• Audience = the ways in which people engage with media.
• Institutions are no longer interested in keeping the audience together but in ‘triggering engagement’ in people.
What is Audience?• Media is changing what is known as the audience
• Shift from PUSH media (where producers push media at us and we receive and consume it) to PULL media (where we decide what we want to do with the media and access it in ways that suit us.)
• People are now making and distributing their own videos much more – gone from a VALUE CHAIN (products are made an distributed to audiences) to SOCIAL NETWORK (Complex system where producers and consumers are mixed up)
• HOW IS THIS A PROBLEM FOR FILM PRODUCERS?
Audiences
• Media Producers also consider very carefully how that audience might react to, or engage with, their text. The following are all factors in analysing or predicting this reaction.
• AUDIENCE ENGAGEMENT• This describes how an audience interacts with a media text.
Different people react in different ways to the same text.
• AUDIENCE EXPECTATIONS• These are the advance ideas an audience may have about a
text. This particularly applies to genre pieces. Don't forget that producers often play with or deliberately shatter audience expectations.
• AUDIENCE FOREKNOWLEDGE• This is the definite information (rather than the vague
expectations) which an audience brings to a media product.
Audience and Media Producers
• AUDIENCE IDENTIFICATION• This is the way in which audiences feel themselves connected
to a particular media text, in that they feel it directly expresses their attitude or lifestyle.
• AUDIENCE PLACEMENT• This is the range of strategies media producers use to
directly target a particular audience and make them feel that the media text is specially 'for them'.
• AUDIENCE RESEARCH• Measuring an audience is very important to all media
institutions. Research is done at all stages of production of a media text, and, once produced, audience will be continually monitored.
• Audience reaction to early versions of a media text is closely watched. Hollywood studios routinely show a pre-release version of every movie they make to a test audience, and will often make changes to the movie that are requested by that audience.
Counting Audiences
• Different types of media texts measure their audiences in different ways.
• Film Figures are based on box office receipts and cinema takings, rather than the number of people who have actually seen the movie.
• Subtract the production costs of a movie from the box office receipts to find out how much money it made, and therefore how successful it has been in the profit-driven movie business.
• Be aware that a film which does not cost much to make (eg The Blair Witch Project) and takes even a modest amount at the box office can be considered a greater success than a big action movie which cost more, has a bigger set of box office receipts (i.e. lots more people went to see it) but has a smaller profit margin.
The Jungle Book
How does Disney use its advertising & marketing for the Jungle Book to:
• Engage the audience• How does the audience identify with the film?• What expectations would the audience have?
The Disney Company
• https://www.youtube.com/watch?v=yXV8xf
KGpiQ
• Watch the Video
• Discuss the growth of Walt Disney and how it may benefit a films release – make notes in your exam book on the video and this question
The Disney Company
• What type of company is Disney?
- Vertically integrated- Horizontally integrated
Disney - conglomerate that owns companies across the supply chain (production,
distribution, publishing). Also works in different sectors (Broadcast, print, digital,
merchandise)
How Do Disney Guarantee Money Coming In?
• Franchises – groups of films that will promote one another – Pirates of the Caribbean, Star Wars
• Re-makes – if the formula works, then re-make it!
• https://www.youtube.com/watch?v=Y9bbLJ9uHaI
How Do Disney Guarantee Money Coming In?
• Franchises – groups of films that will promote one another – Pirates of the Caribbean, Star Wars
• Re-makes – if the formula works, then re-make it!
Why does Disney do this? What are the advantages?
Synergy
• Synergy is when the interaction of two or more forces working togethercreates a greater effect than the sum of their individual efforts.
• Media synergy is the way in which different elements of a mediaconglomerate work together to promote linked products across differentmedia.
• Synergy works when different elements within a media conglomeratepromote (e.g. film studio, record label, video game division) create linkedproducts (e.g. film, soundtrack, video game).
• Each distinct element promotes the others.
Disney Synergy
The film of ‘High School Musical’ promotes the DVD which promotes
the soundtrack which promotes the advent calendar which promotes
the doll which promotes the sequel which promotes the Disney Store
which promotes the film…