Case studies pushed2

Topics for exam» 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.

» 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.

Exam topic

Issues of media ownership -

Do you agree with the concerns??

Issues of media ownership -

Do you agree with the concerns??

Issues of media ownership

» Is all about the inequality of the way in which film studios are owned.

» What are the studios able to achieve in production, distribution and exhibition due to the way they are owned

» Independent vs conglomerates» Solo vs vertically and horizontally

integrated companies.

» Is all about the inequality of the way in which film studios are owned.

» What are the studios able to achieve in production, distribution and exhibition due to the way they are owned

» Independent vs conglomerates» Solo vs vertically and horizontally

integrated companies.

Case study recap

How many can you remember?

How many can you remember?

What examples did you come up

with??Media convergenceMedia convergence

Working title

» Working title joined forces with Polygram record company before it was taken over by Universal studios

» Here it used media convergence on Four Weddings and a Funeral with this song…

» Working title joined forces with Polygram record company before it was taken over by Universal studios

» Here it used media convergence on Four Weddings and a Funeral with this song…

Universal NBC

» How can Working Title do media convergence??

» Do we know of any examples?

» How can Working Title do media convergence??

» Do we know of any examples?

Case studies

» With the Nokia N95 you got a free Spiderman trailer

» With Sony Computers you got a Da Vinci Code trailer

» On the Snake on a Plane website you could input your mobile number and receive a phonecall from Samuel L Jackson

» With the Nokia N95 you got a free Spiderman trailer

» With Sony Computers you got a Da Vinci Code trailer

» On the Snake on a Plane website you could input your mobile number and receive a phonecall from Samuel L Jackson

Activity

» Look over the two official websites for The Dark Knight and Slumdog Millionaire

» What content can you download?» How do they create a viral

marketing campaign and as a consequence how do they create word of mouth!

» Complete the table

» Look over the two official websites for The Dark Knight and Slumdog Millionaire

» What content can you download?» How do they create a viral

marketing campaign and as a consequence how do they create word of mouth!

» Complete the table

Slumdog Millionaire vsThe Dark Knight

» Warner Bros producers and distributors of The Dark Knight - $185 million budget

» Slumdog Millionaire distributed by Pathe Pictures, Fox Searchlight and Warner Independent had a much smaller budget $15 million

» Warner Bros producers and distributors of The Dark Knight - $185 million budget

» Slumdog Millionaire distributed by Pathe Pictures, Fox Searchlight and Warner Independent had a much smaller budget $15 million

The Dark Knight

» Used Viral Marketing campaign» Using the why so serious tag» www.whysoserious.com» Fun activities» Hidden message board» Blockbuster, existing audience so

could spend a lot of money on marketing

» Used Viral Marketing campaign» Using the why so serious tag» www.whysoserious.com» Fun activities» Hidden message board» Blockbuster, existing audience so

could spend a lot of money on marketing

Slumdog Millionaire

» Obviously cannot compete» Wasn’t expected to be a massive

success» So not much money spent on

marketing » No guarantee of getting money

back

» Obviously cannot compete» Wasn’t expected to be a massive

success» So not much money spent on

marketing » No guarantee of getting money

back

Synergy

» Slumdog used radio advert with Chris Tarrant doing the voiceover - why him?

» Two Batman themed rollercoasters were built in U.S.

» This cost 7.5 million half of the Slumdog budget!

» Batman advertised on Toyota Jarno Trulli’s car and at the Formula One at Silverstone

» Slumdog used radio advert with Chris Tarrant doing the voiceover - why him?

» Two Batman themed rollercoasters were built in U.S.

» This cost 7.5 million half of the Slumdog budget!

» Batman advertised on Toyota Jarno Trulli’s car and at the Formula One at Silverstone

» E4 dedicated a week of programmes to Dev Patel

» Creates hype around the leading actor of Slumdog

» Slumdog made by Film4 and Celador» Made this cheap and less risky!» Technology obviously helped in making

the Batman film!

» E4 dedicated a week of programmes to Dev Patel

» Creates hype around the leading actor of Slumdog

» Slumdog made by Film4 and Celador» Made this cheap and less risky!» Technology obviously helped in making

the Batman film!

Gross to date

» Slumdog Millionaire approximately 30 million

» The Dark Knight over 100 million to date!

» Slumdog Millionaire approximately 30 million

» The Dark Knight over 100 million to date!

Digital technology

» Cinemas are gradually going digital» Cineworld – 7 screens» Some resistance due to conglomerates

having some shares in international cinema chains

» Delays by cinemas also because projectors are extremely expensive and they want to make sure that technology is here to stay

» Who benefits from digital technology?

» Cinemas are gradually going digital» Cineworld – 7 screens» Some resistance due to conglomerates

having some shares in international cinema chains

» Delays by cinemas also because projectors are extremely expensive and they want to make sure that technology is here to stay

» Who benefits from digital technology?

Which technology would conglomerates prefer?

» DIGITAL» DIGITAL » 35mm » 35mm

Technological convergence

» List all the ways in which the film industry can use each of the technologies you have been given…

» List all the ways in which the film industry can use each of the technologies you have been given…

Remember:

» Offer both positive and negative effects on the industry

» Change social patterns over the years» Film industry has to move along and

compete because of technological determinism

» Offer both positive and negative effects on the industry

» Change social patterns over the years» Film industry has to move along and

compete because of technological determinism