The Question

You have no choice of questions, so you have to have a go at what is there on the paper; sometimes students panic and think that they don't understand the question- maybe because of one particular word- but so long as you have prepared on all the concepts there will be something in the question that you recognise. Words like 'technology', 'convergence', 'distribution', 'marketing', 'digital' come up and you should see them as your 'hook' into the question. Even if the overall wording seems to be baffling, look for the terms that are there in the question and see them as the springboard for your answer.

Intro

You only have 45 minutes to answer the question, so there isn't time to waffle! A quick sentence which sets out what you are going to do and which media area or industry you are going to use will suffice. You can prepare a lot of this in your head in advance, so something like: In this essay, I shall write about (concept/question) in relation to the film industry, drawing on (examples X, Y & Z) as my case studies.

Examples

Whichever industry you are writing about, you will need examples to support your points. I would always advocate having some contrasting examples so that you can look at all angles; for example, you might have a mainstream high budget film from the USA to contrast with a low budget independent Uk film. That way, you can talk about the different ways in which the industry might operate in different circumstances. You need not know absolutely everything about just two examples, however. It could be that you know about the funding of a particular low budget film, but don't know about its marketing; in which case find another example of something similar where you can find out about its marketing. The important thing is to get a good grasp of the ways in which the concepts apply rather than every tiny detail of a specific case study example. What you do need is to make sure you understand the general principles well and can back up your points accurately.

"Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices." To what extent would you agree with this statement, within the media area you have studied?

Mon 11th Mock Question

II

T

T

T

A

A

1

2

3

4

5

6

7

Which case studies are relevant for each?

Technologies merging e.g. iPhone, SmartTV

Increase in quantity & speed/ease of access to media content e.g. VoD

"Media production is dominated by global institutions, which sell their products and services to national audiences." To what extent do you

agree with this statement?

Discuss the issues raised by an institution's need to target specific

audiences within a media industry which you have studied.

Big Budget with lots of tech used & stars

=

Mass distribution, huge amounts of marketing and various experienced-based exhibition practices

LOW BUDGET Niche Audience Limited Release

MEDIUM BUDGET

Wide Audience UK Wide Release US Medium Release

BIG BUDGETMASS AUDIENCE

WORLDWIDE RELEASE

Hollywood Big Six Domination

Conglomerate:A company that own a range of smaller companies in different fields.

Vertical integrationa situation when two firms in the same industry but at

different stages of production come together.

For example a baker could buy a wheat farm or a television studio may buy up a production company which produces some of its television programmes.

Prod.

Dist.

Exhib.

Key Point: The company makes money from every stage of the chain.

This is also an example of cross-media convergence as related products are released across different platforms by same company

Using a variety of media texts to promote the lm. Posters in magazines and newspapers, and on billboards and bus stops. Trailers on TV and radio (depending on the budget) Stars and director appear as guests to be interviewed about the lm. Apps

Media Adver,sing - Cross Media Convergence

Benefits of the Co-Productions

Negatives

Working Title - allowed freedom to make creative decisions but it is owned by a US based conglomerate.

Eric Fellner says "Tim Bevan and I both take the decision on what to greenlight."

"The Working Title philosophy has always been to make films for an audience - by that I mean play in a multiplex. We totally believe in this because we know it is the only hope we

have of sustaining the UK film industry."

Only up to a budget of $35mil

IA

We invest over 26m of Lottery funds per year to support film development, production and distribution activity in the UK and the budget is set to rise to 30m by 2017.Our aim is to champion a breadth of bold and distinctive filmmaking across the UK; to nurture new talent; and to back the development, production and distribution of films that will enrich UK film culture and define the UK and its storytellers in the 21st century.We welcome applications for film projects in all genres, and we are committed to promoting diversity in the filmmakers we support, the stories they tell and the audiences they reach.

We also support independent UK distributors to help ensure that the best British and specialised films connect with a wide range of audiences across a range of platforms. We support sales companies that are launching new UK films at key international film festivals and markets.

The need for independent low budget filmmakers to seek funding outside the big studios for production and distribution

The BFI Distribution Fund invests in increasing access to, and awareness of, high quality British independent and specialised films in order to boost audience choice and to enrich film culture UK-wide

We aim to do this in two key ways:By supporting the distribution launch of films that have the potential to reach beyond their core market.By championing fresh approaches in distribution and marketing that will help films find new audiences, both in cinemas and across additional platforms.The Distribution Fund has an annual budget of 4 million.

Funding strandsThere are four distribution funding strands, each specifically designed to address different types of films, release strategies and the associated challenges and opportunities in the marketplace. Big Audience awards - significant awards to support ambitious releases of new British films with

the potential to reach a wide UK audience. Breakout awards - supporting increased audience reach for exemplary independent British and

specialised cinema.

New Models awards - to support experimental and ambitious release models, and creative marketing strategies that seek to exploit new opportunities outside traditional theatrical and marketing routes.

Sleeper awards - targeted at 'in-release' films that have achieved exceptional weekend box office results, exceeding market expectations.

BFI Audience FundOur ambition is to provide a greater breadth of films and to increase choice for audiences across the UK.People throughout the UK love watching films. However, the choice of film available to audiences is narrower than it should be. This is especially true outside of central London where on average only 7% of screens are dedicated to specialised film.

Additionally, amid the growing complexity of the digital world, there is a danger that it will be increasingly difficult for audiences to pick out and find the film they seek. In this environment, the visibility and availability of British film in cinemas and online suffers and potential economic success is not maximised.

The Film Policy Review rightly asserted that respecting and understanding the audience is the key to making audiences grow. Our audience strategy recognises and addresses the increasing complexity of multiple platforms and seeks to ensure audiences are both empowered and find a greater choice of film whether online, in the home, in the cinema or on the move.

Funding for first-time directorsThe Film Fund now selects features from first-time directors (and which are budgeted under 2,000,000) at quarterly intervals.

Supporting new filmmakers is a priority for the Film Fund, and we receive a high volume of applications, so we have found it beneficial to look at these applications at the same time. We believe that a more structured approach allows us to provide successful applicants with the right level of editorial collaboration and support in raising finance. Applications are welcomed at any time but will be assessed after the relevant deadlines for submissions and according to a set process which will include meetings with film-makers.

Film Export FundThis fund is a springboard for British film exports, designed to help British films make sales abroad when they're selected for important international festivals.The fund can help sales agents with a film's publicity and marketing, as well as with the technical and logistical costs of appearing at a high-profile festival.

Value of UK tax reliefFor films with a total core expenditure of 20 million or less, the film production company can claim payable cash rebate of up to 25% of UK qualifying film production expenditure;For films with a core expenditure of more than 20 million, the film production company can claim a payable cash rebate of up to 20% of UK qualifying film production expenditure;

Accessing UK tax reliefTax relief is available for British qualifying films. Films must either pass the Cultural Test or qualify as an official co-production;Films must be intended for theatrical release;Films, including those made under official co-production treaties, must reach a minimum UK spend requirement of 25%;Tax relief is available on qualifying UK production expenditure on the lower of either: 80% of total core expenditure; or the actual UK core expenditure incurred.There is no cap on the amount which can be claimed.The FPC responsible for the film needs to be within the UK corporation tax net.

To pass the Cultural test a film must score 18 or more

Warner Bros Studios Leavesden (UK) to expand filming facilities with new sound stages (2014)

How might TimeWarners huge amount of media power oer advantages to the producers of Gravity

How might TimeWarners huge amount of media power oer advantages to the audiences of Gravity

The Lego Movie

Gravity

About Time

Horizontal integrationa situation when two firms in the same industry and at the same stage

of production come together. This could be through the two businesses merging together or through one firm taking over another. For example two chocolate companies or two estate agents may decide to join together.

Key Point: A company acquires other competing companies to expand and

eliminate competition

Synergy with Netflix

Cross-Media Conergence and Synergy From Disney

Synergy with WB/Lego

How is proliferation (increasing and fast access)

of technology/new technology affecting the

film industry?

+-

Audience:Consumer = ProducerThe Concept formerly known as AUDIENCEThis phrase is now commonly used by media professionals to describe the ways in which people engage with media, and it shows how debatable the idea of audience is in the digital era.

Technological convergence, user-created content and social networking have transformed the audience from being more than just media consumers.

In this climate media institutions are desperately trying to provide 360-degree branding for their productsto surround us with them across all the various converged media forms that we come into contact with.

Social Networking Revolu3on!

These sites have given the audience a pla:orm to move from being merely a media consumer into a media producer (prosumer) and distributor.

It is now easier than ever for these prosumers to create, upload and exhibit their products to global audiences!

soc net rev

Produc'on Distribu'on Exhibi'on

DIGITAL TECHNOLOGY AND DISTRIBUTIONWhat impact/changes has digital technology made within FILM DISTRIBUTION?

Digital distribution is cheaper for distributors Digital distribution is quicker Simultaneous global releases of films to cut down piracy Better quality Cut down piracy and illegal copies

EXHIBITION:WHAT IS THE IMPACT OF DIGITAL TECHNOLOGY ON FILM EXHIBITION?

KEY POINTS: Better quality of picture More flexibility in what you can watch in the cinema/home Disadvantages: expensive to change all of the cinemas to digital technology. Unique cinema experience - 3D films (although 3D TVs could make this less unique in future)

Facebook 'About Time' App

1. Salma2. Beatriz

3. Tia1. Shreena2. Natasha3. Alicja 1. Jacob2. Yllka

3. Yasmin1. Mariea2. Lacey

3. Meenas1. Ameira2. Narvan

3. Alex

1's are group experts their role is to lead the group

and work with 2's to complete sentences.

2's to write sentences on post-its for each flashcard.

3's to identify points possibly missing and await

further instructions.

Pink: AT Blue: SG Yellow: Gravity

Luminous Green: X-Men Green: Lego Movie

Banker 1: LiamBanker 2: Rebecca

Banker 3: Moain

Area of Study

Definition

Relevant Case Studies

How it relates to Institutions

How it relates to Audience

e.g. Digital Distribution