G322: Institutio

ns and Audience

The questions are very broad and can focus on one of the following areas:

Media Ownership (Media Conglomerates)Synergy & Cross Media ConvergenceNew Media TechnologiesThe spread of technologyTechnological Convergence (media gadgets)Big industries targeting British audiencesYour media consumptionMarketingProduction

Our Case Study: Disney

• Revenue: $48 billion • Operating income: $12 billion• Its assets are believed to be

worth $84 billion

Institution/Media OwnershipDisney’s AssetsWalt Disney StudiosBuena Vista Home Entertainment

Walt Disney Motion Pictures Group: Touchstone PicturesPixar Animation StudiosLucasfilm Animation

ESPN

ABC Entertainment Group

Marvel Entertainment

Disney Music Group

Institution/Media

Ownership Media Conglomerates

Massive multinational media companies who own:

•Film Studios•TV Stations•Record Labels•Magazines•Newspapers•Books•Internet platforms

Institution/Media Ownership

IndependentsSome producers work outside of the major studies. Often British productions are made by smaller outfits like Warp Films, working with Film 4 or the BBC to try to secure extra funding and help with distribution. Often films made this way struggle to get more than £1 or £2 million budgets and consider a success to break even, with DVD after-sales included.US independent film maker Orin Peli made ‘Paranormal Activity’ for just $15,000. But he needed Paramount, a US major studio to distribute his film. In doing so the film made over $190 million. This shows there are exceptions to the rule that big budget films usually do best...

Industry Overview

Hollywood Studios

(US)

Working Title

(UK/US)

Indie(UK)

Budgets average $30m

Budgets average £1m

Budgets average $100m+

British Films, have low to modest budgets, make modest returns. British films - stuck in a rut…

US films out of Hollywood have massive budgets, which generate massive profits - a cycle of self-sustaining profit.

The main British success story, Working Title now has US cash to finance its films.

Institution/Media Ownership

Why might conglomerates be seen as a negative?

L/O: To explore

the production process of Disney

films

Homework:

1. Choose a recent Disney film2. Find out about the institutions involved with the production, distribution, exhibition and marketing. What role did they play? Who spent what? 3. Research the production of the film – what problems were there? What technology was used? Was there any synergy between institutions?

ProductionWalt Disney Animation: History

Overview: The Production CycleYou are expected to know what happens in each of these 4 stages of a film’s life:

1. Film Production

2. Film Distribution

3. Film Exhibition

4. Film Marketing

Choose genre, director, stars, SFX, & film it!

£1000 Film reels produced & sent to as many cinemas as

possible

Get film into multiplexes & TV deals

Advertise the film as widely as possible (Synergy?)

The Production Cycle

What issues might film producers faceduring the production cycle?

ProductionWalt Disney Animation

For a long time, Walt Disney was seen as the most innovative and successful animation institution.

1970s and 80s – downturn

1990s – renaissance thanks to new technology, A list actors, use of music and engaging narratives (for both adults and children)

ProductionThe Importance of Innovation

https://www.youtube.com/watch?v=yKUWli76KRc

The Little Mermaid (1989) was also the first to feature the use of Disney's Computer Animation Production System (CAPS).

Developed for Disney by Pixar

ProductionLittle Mermaid (1989) Fact File

Budget$40,000,000 (estimated)

Box office: $211,343,479 (worldwide)

Rentals: $40,227,000 (USA)

Computer Animation Production System

https://www.youtube.com/watch?v=FDjPziJl778

https://www.youtube.com/watch?v=WmcJthJmF98https://www.youtube.com/watch?v=dqRHdH_4PK0https://www.youtube.com/watch?v=rkb0r2-vYK0

Soundtrack:https://www.youtube.com/watch?v=S3o7eBeTQo0

Production The Lion King (1994)

ProductionThe Lion King Fact File

Budget$45,000,000 (estimated)

Following a 3D re-release in 2011, with earnings of over US $987 million worldwide as of 2011, the film is the highest-grossing hand-drawn film in history,

The film has led to many derived works such as a Broadway show, two straight to video follow ups and two TV spin offs.

Digital T.V

Satellite ( Sky)Digital

Terrestrial (Freeview)

Cable (NTL)

Film & New Media Technology

Advances in new media technology have made it possible for anyone to make films and showcase them on the internet on sites like YouTube.We can now also watch films on phones, games consoles, digital TV on demand.We can also see state of the art SFX on giant screens in 3D.

HOME CINEMA? FILMS ON THE MOVE?

OR IMAX 3D?

Media Convergence - Film

Technological ConvergenceGadgets to watch films on:• Smart-phones (iPhone etc)• MP4 players • Portable Games Consoles (PSP

etc)• Laptops (Airbooks etc)

Multimedia devices, films at home:• Games Consoles (Xbox 360, PS3

etc)• PC (via DVD, BluRay, il/legal

downloads)• Home Cinema (Plasma TV /

Projector + digital TV)

Frozen (2013)

http://www.channel4.com/programmes/frozen-at-christmas/on-demand

Produced by Walt Disney AnimationDistributed by Walt Disney Pictures

A summary:

Essay Approaches.• The exam board want to know what you understand about:• Media Institutions: Hollywood Studios (20th Century Fox etc.),

British Studios (Working Title + Warp Films etc).• Media Audiences: UK film viewers (either in cinemas, or via PC /

TV / Phone etc)• Media Technology: Digital filmmaking (CGI, 3D, Imax, DV-Cams),

Online Films (LoveFilm, iTunes, YouTube, piracy), Convergence (gadgets to watch films on)

• Marketing Campaigns: How Studios advertise their films (Synergy, TV + Internet trailers, Print ads – newspapers, magazines, posters, Premieres, junkets, word of mouth, USP, merchandising etc).

ALL OF THE ABOVE NEED SPECIFIC EXAMPLES.

Past Questions for Q2.

• Section B: Institutions and Audiences • Answer the question below, making detailed reference to examples

from your case study material to support points made in your answer.

• Discuss the issues raised by an institution’s need to target specific audiences within a media industry which you have studied.

Past Questions for Q2.

• Section B: Institutions and Audiences • Answer the question below, making detailed reference to examples

from your case study material to support points made in your answer.

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

Past Questions for Q2.

• Section B: Institutions and Audiences • Answer the question below, making detailed reference to examples

from your case study material to support points made in your answer.

• “Media production is dominated by global institutions, which sell their services and products, to national audiences.” To what extent do you agree with this statement?

Past Questions for Q2

• Section B: Institutions and Audiences• Answer the question below, making detailed reference to examples

from your case study material to support the points made in your answer.

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

Marking Grid for Qu2.Band / Grade Argument Examples Terminology

Level 1: U

Minimal understanding& reference to study

(0-7)

Limited range and use of examples

(0-7)

Minimal use of terms. Inaccuracies

(0-3)Low Level 2:

E > DBasic understanding. Some relevant points.

(8-11)

Some relevant examples

(8-11)

Some terms used. Some inaccuracies

(4-5)Upper Level 3:

C > BProficient argument,

well supported.(12-15)

Good range of examples(12-15)

Mostly accurate terms(6-7)

Level 4 : A

Excellent, relevant, sustained argument

(16-20)

Frequent use of relevant examples

(16-20)

Relevant and accurate terms

(8-10)