Friday 30 December 2011

Institutions and Audiences Question and Plan #5

Successful media products depend as much on marketing and distribution to a specific audience as they do upon good production practices. To what extent do you agree with this statement?

1. Film distribution = everything that happens between the film being made and it being exhibited, whether in a cinema, on DVD, TV, the internet or anywhere else. Distribution is the most important part of the film industry, where completed films are brought to life and connected with an audience
2. Distribution is about releasing and sustaining films in the market place. In the practice of Hollywood and other forms of industrial cinema, the phases of production, distribution and exhibition operate most effectively when 'vertically integrated', where the three stages are seen as part of the same larger process, under the control of one company. In the UK, distribution is very much focused on marketing and sustaining a global product in local markets.
3. In the independent film sector, vertical integration does not operate so commonly. Producers tend not to have long-term economic links with distributors, who likewise have no formal connections with exhibitors. Here, as the pig-in-the-middle, distribution is necessarily a collaborative process, requiring the materials and rights of the producer and the cooperation of the exhibitor to promote and show the film in the best way possible.
4. 50% of money spent on a film often goes on promotion Film is a business like any other; it doesn’t rely on waiting and listening to audience response before delivering the product; it relies on knowing which part of the world and the media need its products and will pay for them. Does market forces competition give the consumer more power and choice and, therefore, influence, what’s made OR does it convince us that what we want is being made for us? Do millions go to see The Dark Knight when it opens because it’s a great film or because it’s been well-marketed? Or both?
5. Promotion involves above the line advertising, such as posters, trailers, billboards and spin-offs and promotional partners. It also involves related merchandising and below the line publicity which is not paid for but generates mutual interest. For example, an interview with a star in a newspaper or reviews in a magazine. Not all films are treated equally.
6. Bigger companies (i.e. those Hollywood majors like Sony-Columbia) have more financial muscle to promote their product and the big companies who control much of the industry, control not only the distribution of their own products, but that of others.
7. However, the product itself can be ‘shaped’ or ‘tailored’ to certain audiences. Slumdog was devised in a way that it would appeal to a global audience – explain how – talk about the significance of the deal with Celador, of hiring the particular writer and director; the significance of the Indian nationality of most of the crew; the language; the cast; the storyline and the way it was changed from the already successful source material; the style of filming.
8. Beyond that, though, the film had to carefully marketed and distributed – look at the deals made to ensure distribution around the world, because Celador/Film 4 isn’t a vertically integrated company with its own distribution companies in other countries.
9. Look at the way it shown in film festivals – especially in Toronto, a city with a large Asian population.
10. Look at the effect of its platform release
11. What about the marketing/promotional tactics – backed by Fox, the director amd stars had access to Fox TV shows and Fox websites to promote Slumdog; the film had its own website – what was on it? How was the film promoted using the website? Use of social networking and below the line adbertising by fans of the film on their social networking sites? Viral marketing?
12. Note the long tail effect of the way the film’s release and its website serve to promote the DVD and BluRay releases long after the film has been shown in cinemas

Institutions and Audiences Question and Plan #4

Discuss the ways in which media products are produced and distributed to audiences within a media are you have studied.
1. Look at Slumdog in detail – how Film4 and Celador had to overcome the financial issues and the dominance of the major US companies in the UK. Note the way that steps were taken during the production to ensure the film appealed to a wide – even global – audience in order to combat films released by major studios – but that it had to sell distribution rights overseas in order to secure further funding and support.
2. Note the way it was initially released at film festivals and distributed to build its audience
3. When you do this you will need to talk about an example of a large US company – what are the advantages of Sony being a vertically integrated company in terms of production and distribution?
4. In complete contrast, look at the way a small independent company like Amber funds, produces and distributes their product. Long Tail aspect – their DVDs will continue to sell over a long period of time
5. Look at the role of film websites and viral marketing – don’t forget that websites exist long after the film has finished the run in the cinemas and they promote the DVD/BluRay
6. Don’t forget to talk about downloading, legal and illegal and the way audiences have become prosumers, using social networking sites etc to unofficially promote views to a potential audience of millions around the world.
7. Note the development of the digital screen network in the UK and talk about the hopes for digital distribution in the future and how and why it will be an improvement

Institutions and Audiences Question and Plan #3

How important is technological convergence for institutions and audiences within a media area you have studied?
1. Very…
2. Say what it is
3. Note how a major vertically integrated company like Sony can use convergence – look at a film website, use of viral marketing, social networking – look at 2012 as an example.
4. Then discuss how a UK production company like Film4 and Celador have to make deals to ensure successful production, marketing, distribution, and exhibition.
5. Note the website acts a hub for information about the film – uses flash and streaming technologies, using links to information about the film, cast, crew; using links to social network sites. Talk about the way social network sites can target ads to audiences based on user profiles. Note the Long Tail effect – the film website will act as a promotional tool for the DVD/BluRay long after the film has finished being exhibited in cinemas. On some websites, such as those for Sony films, there are links to other upcoming Sony films. Note the advantages of being a vertically integrated company like Sony.
6. Talk about Slumdog’s use of viral marketing
7. Talk about the use of new smart phone technology to allow you to surf the net, download information, have trailers sent to your phones and watch movies (legally or illegally) on the phone
8. Talk about the way the audience have become prosumers… audiences use social networking sites –post their own reviews, post trailers from YouTube, post their own mash-ups, post songs from the soundtracks. These sites have a potential audience of millions. Some ‘audience’ sites, like aintitcool.com, have been quoted in press reviews. Negative reviews/comments on widely read sites like this can have an effect on other users and make up their minds about whether or not they see the film

Institutions and Audiences Question and Plan #2

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?

1. Yes – there are a handful of media conglomerates that dominate the film business in the UK. Vertical integration allows a company like SONY to dominate all stages – production, marketing, distribution, exhibition – give some explanation of Sony’s development and don’t miss out the link with Columbia…
2. How can smaller companies fight back? Use Celador and Slumdog to explain – look at the deals made to get the film made and distributed and marketed. Look at its deal with Fox and how Fox promoted it on its website. Look at its use of social networking sites and viral marketing.
3. See how the film was crafted to appeal to as large an audience as possible (storyline, cast, crew, deal with Celador etc...) including the vast and largely untapped (by Hollywood) Asian audience.
4. How was Slumdog released to gain the widest audience possible?
5. Danger – these companies almost have a monopoly and the ability to squeeze out small companies. Larger companies can write off the odd loss or bankroll films aimed at a niche audience too because their other films and other aspects of the business are so profitable whereas smaller companies can go bankrupt, unless their product is created astutely or they can make deals with major companies, even, in the case of Working Title, becoming part of a larger US company and having links with the French company Canal Plus. However, smaller British regional films without the appeal to a huge audience will be tougher to make. How does Amber survive?

Institutions and Audiences Question and Plan #1

What significance does the continuing development of digital media technology have for media institutions and audiences?

1. New developments all the time
2. Recent developments can be illustrated in the use of technological convergence to promote films – look at official film websites e.g. Slumdog a) streaming of video material b) flash technology c) links to games etc to increase interactivity, which in turn creates the illusion of giving the audience a sense of ownership so they will be more likely to see the film/DVD d) links to social networking (sites such as…), which again creates a sense of interactivity e) links to reviews, interviews etc. f) the Long Tail effect – the film website will act as a promotional tool for the DVD/BluRay long after the film has finished being exhibited in cinemas. On some websites, such as those for Sony films, there are links to other upcoming Sony films. Note the advantages of being a vertically integrated company like Sony.
3. Viral marketing – look at Slumdog, again…
4. Use of phones to watch trailers, films, to browse the net for information about films
5. Use of digital movie cameras and editing – refer to Slumdog and Amber…
6. Owners of social network sites target adverts, including those for films, to individuals based on their profiles
7. Use of CGI – can create more realistic effects; can create the illusion of crowds, landscapes and cityscapes that could save money – although over reliance on effects can lead to movies where the effects are the main reason to see the movie! However, these kind of films are popular with the main cinema-going audience, the 16-25 year-olds
8. Digital distribution and exhibition – what state is it currently in the UK? What are the hopes for future development? How does a small, independent company like Amber use new technology to promote and distribute their works?
9. Legal downloads – has the music industry shown the way? Will the trend be for people to download from sites such as netflix?
10. Illegal downloads – how have companies tried to combat this i.e. early DVD/BluRay releases…
11. The audience as prosumers… audiences use social networking sites –post their own reviews, post trailers from YouTube, post their own mash-ups, post songs from the soundtracks. These sites have a potential audience of millions. Some ‘audience’ sites, like aintitcool.com, have been quoted in press reviews. Negative reviews/comments on widely read sites like this can have an effect on other users and make up their minds about whether or not they see the film

Tuesday 13 December 2011

Sony and Vertical Integration

Media Ownership Essay for first week back

Discuss the issues raised by Media Ownership in the production and exchange of media texts in your chosen media area.

Key issues – UK dominated by the Hollywood industrial model and vertically integrated companies – easier to use synergy and convergence to produce and promote their products – e.g Sony and Spider Man – or pick your own example.

British film industry – difficult to get funding; difficult to get distribution and exhibition. One third of the film not in English. How did Slumdog achieve its success in the face of this? The appeal of the story? Look at the deals that had to be made to get the film funded and produced. The use of Who Wants To Be a Millionaire? Its appeal to the Indian market both in India and amongst the diaspora (the Indian audience abroad – in the UK, Canada and the USA, for example). Look at the deals that were made to get it distributed and promoted (remember, because of the distribution deal it had access to Fox websites and Fox TV to help with promotion). Look at the way it was released. Look at the use of digital technology – which is another issue facing the film industry – so look at the Slumdog website, its use of flash and streaming technology and how it acts as a hub; note the use of interactivity to give the audience a sense of ownership so they’d be more likely to pay to see it so you can talk about the possibilities of digital distribution and the way things might go in the future; use of viral marketing to attract an audience – be specific about what was done.

Other issues – illegal downloads – early release of DVD/BluRay to combat this – and ‘long tail’ aspects of this – the DVD will still be bringing in money long after the film has been available in the cinemas.
http://heworthmediastudies.blogspot.com/2011/12/slumdog-millionaire-viral-trailer.html
http://heworthmediastudies.blogspot.com/2011/12/slumdog-millionaire-and-viral-marketing.html
http://heworthmediastudies.blogspot.com/2010/12/explore-funding-issues-faced-by-media.html
http://heworthmediastudies.blogspot.com/2010/12/slumdog-millionaire-key-notes-in-case.html
http://heworthmediastudies.blogspot.com/2010/12/slumdog-on-dvd.html
http://heworthmediastudies.blogspot.com/2010/12/explore-some-of-ways-in-which-new.html
http://heworthmediastudies.blogspot.com/2010/12/slumdog-and-audience.html
http://heworthmediastudies.blogspot.com/2010/04/slumdog-as-global-film.html
http://heworthmediastudies.blogspot.com/2010/04/slumdog-millionaire.html

Monday 12 December 2011

OCR Unit G332

Questions from the last few years:

1. Discuss the issues raised by Media Ownership in the production and exchange of media texts in your chosen media area.

2. What significance does the continuing development of digital media technology have for media institutions and audiences?

3. 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?

4. How important is technological convergence for institutions and audiences within a media area you have studied?

5. Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices. To what extent do you agree with this statement?

6. Discuss the ways in which media products are produced and distributed to audiences within a media area you have studied.

http://www.ocr.org.uk/qualifications/type/gce/amlw/media_studies/documents/

Slumdog Millionaire Viral Trailer

A remixed viral trailer for the UK release of the Oscar-tipped Danny Boyle film 'Slumdog Millionaire', using only images and sounds from the film was produced by audiovisual artists Addictive TV.

Addictive TV was approached by French film company Pathe and filmmaker Boyle to create a mash-up video for 'Slumdog Millionaire' after giving similar treatments to previous blockbuster film releases such as 'Iron Man'.

Pathe, who also led viral-based marketing with the release of the Michel Gondry film 'Be Kind Rewind' last year, approached Addictive TV to help market 'Slumdog Millionaire' through online video sharing sites.

Graham Daniels, Addictive TV front man, said: "It's great Pathe are taking a lead in the independent film sector like this, and sharing our vision of film remixing.

"With our style of work, 'Slumdog Millionaire' is an amazing film to play with, it's so cinematic and evocative in both sound and picture, it's really colourful and vibrant, and with Danny Boyle known for his cutting edge approach to music and film, making this kind of remix for his movie seems like a natural fit."



Director Danny Boyle asked Addictive TV to create an alternative web trailer for "Slumdog Millionaire", by sampling sounds and images from the film and producing something entirely new made from only those audiovisual samples.

http://www.mixmag.net/words/news/slumdog-millionaire-trailer-gets-remixed-by-addictive-tv

Slumdog Millionaire and Viral Marketing


So, how did a British film produced by Danny Boyle with a modest budget become such a huge hit? How was the film, depicting life in the slums of Mumbai, so well marketed that everyone was talking about it long before it went on general release?

As they developed their marketing launch plan Pathé focused on digital marketing as an effective and highly accountable route to build awareness of the film with the public.

They appointed digital media agency Tug to work with them to raise awareness of the film in the UK while also targeting niche audiences such as Indian movie goers and Danny Boyle enthusiasts.

To support their above the line advertising Pathé developed a suite of online marketing collateral. These included a viral application, a widget and a trailer focused microsite for Tug to work with.

Tug developed a Pay Per Click (PPC) campaign on the major UK search engines targeting searchers interested in: Pathé , Bollywood, Danny Boyle, Slumdog, Indie movies and the like.

Tug launched targeted banners across the Google Content network to build awareness of the film on a cost per click model.

Tug worked with Google to create click to play trailer ads. Pathé only paid when the surfer clicked through to the microsite. Banner and even trailer views were free!

Tug tested and improved ad copy weekly, and included “Bafta award” and “box office hit” messaging when the movie met these milestones.

A tactical search engine optimisation (SEO) programme was also put in place concentrating on the film name to ensure top positioning for the difficult to index, flash microsite.

The PPC campaign drove more than 75,000 new visitors to SlumdogMillionaireMovie.co.uk. Over 73,000 movie goers engaged with and viewed the video trailer and more than 21 million ad impressions were served and viewed by targeted audiences– for free. (on a blind network at £5 CPM that would have cost over £100K)

These results cost £13,000 in media spend over a 5 week burst. And the overall result? Slumdog Millionaire smashed UK box office records and has won 7 Bafta awards and eight Oscars.

http://www.tugsearch.co.uk/search-engine-marketing-case-studies/film/pathe-slumdog-millionaire.php