Technology

New technologies that have impacted on the UK and Hollywood Film industry...

• Netflix
• Youtube
• TV films
• piracy 

IMAX Films...

(Image MAXimum) it is a motion picture film format and a set cinema projection standards created.

• IMAX brings higher viewing quality to the audience but requires 65mm of film.

IMAX Film examples- Transformers, the dark night rises and star wars the force awakens 

The growth of IMAX theaters...

January 2016 there were 1061 theaters in 67 countries.

UK currently owns 30 IMAX theaters. 

Digital Technologies...

The film vs. digital debate rages on, with top directors like

• Chris Nolan refusing to abandon the traditional medium, claiming that "It's cheaper to work on film, it's far better looking.

On the other hand,

• Steven Soderbergh has been a huge fan of the digital format, particularly with lightweight digital cameras like the Red One affordability

Digital technologies...

• Lower processing and equipment costs 
• Light weight/low cost
• less cumbersome editing procedures
• Quality of digital not viewed to be as good as film by many in the industry.
• RED cameras shoot at 4k and 6k suitable for cinema viewing.

There has been a dramatic declining in the attendance in UK Cinema attendance.

Other factors affecting the film industry and theater attendance...

• Piracy
• DVD & BLU-Ray
• Secondary viewing platforms
• Netflix

Movie Piracy...

Piracy refers to the unauthorized duplication of copyrighted content that is then sold at substantially lower prices in the "grey" market.

Piracy is Theft. This is because it is stealing someone else work/ film, and making benefit for it- gaining money on other peoples success. If they sell it cheaper than the original selling price individuals may be tempted to pay the cheaper one.

Effects of Piracy...

• 30% of the UK population is active in some form of piracy, either through streaming content online or buying counterfeit DVDs.
• This costs the UK audiovisual industries about £500m a year
• Cinemas are losing about £220m a year at the UK box office due to piracy
• It affects Independents more than the Big 6.

How is the industry responding to the threat of piracy?

• Phase out of DVD and BLU-Ray
• Infra-red film technology
• Educating consumers
• Offering film content for free with advertisements (spotify)
• Selling downloadable films (Apple, via ITunes Store)
• Internet streamed but legally bought films...
• This latter option will require superior (secure) technology and online infrastruture 
• Sky developing a household hub computer/T.V

Home Entertainment...

• VHS
• DVD
  BLU-Ray: High-definition video may be stored on Blue-ray discs with up to 1080p resolution

Netflix has more than 20 million subscribers with content available of devices like Xbox and IPads.

Hollywood film executives fear Netflix may conquer traditional broadcast services the way it did blockbuster if someone doesn't keep them in check.

Technological Convergence...

This is when one particular device has many other features than its primary use. A device which orginally had one primary purpose has evolved into doing similar tasks to other devices.

• A phone...
• Phone calls
• Email
• Listen to music 
• Access the internet
• Watch movies/TV
• Play games 
• Downloading Different Apps.

• A laptop...
• Internet 
• Listen to music
• emails
• Play games
• Online chat
• Play music 
• Work station
• Watch movies and TV

Film content can be consumed by an audience in various ways...

• In a cinema
• Through home entertainment (SKY Movies)
• On the move (On planes)

Institutions need to provide films increasingly in digital format

• because film consumption is moving away from cinema towards home entertainment via BLU-ray, streaming
• Increases the risk of Piracy (there are more ways to get hold of the film- you don't have to just film it in a cinema
• Large institutions (Big 6) Offering cinematic experience in large screen (iMax) format, followed by digital release as DVD, BLU-Ray, streaming

BUDGET FILM PRODUCTION

• Film production is cheap
• Producers can self market using Youtube/ Vimeo
• Digital technology has made life better for low budget film makers and distributors because it is cheaper and easier to distribute
• UK film Council, UK Media Desk have online submissions for short films.

Digital technology offers new opportunities and the one way process of film making is now opened up to new kinds of people because the means to produce are cheaper, and has become interactive. With online media ie. docial networking, Tv on demand, video games, means that the internet will play a role in the film distribution. This convergence of media through digital technology creates new opportunities for distributing and exhibition.

Films will be more accessible to a wider audience because of the cheaper cost of Digtial Video, with a place for short film via the internet.

Digital technology has transformed the film industry with low cost cameras and with phones now having HD video cameras

Proliferation...

Proliferation is the increase in the amount of hardware and content available to both audience and institution through emergence of new and old media 

For example..

IPhone is a big hit- so companies have learnt that consumers want a touch screen phone that has lots of apps. Suddenly there's LOTS of smart phones with similar looks and attributes: PROLIFERATION.

This is the same as when Blackberries were around, lots of companies made various phones in the same model.

This can occur from the breakthrough in new technology

For instance technological convergence through the digital age.

Technological convergence+combining two or more technologies (hardware)

Example touch sensitive/high red "retina" screens lead to the development of IPhones and IPads now capable for viewing HD Movies at 1080 pixels

Samsung using a similar LCD screen technology market their products under the galaxy brand.

Exhibition...

Today there is a proliferation in the way we can consume the content through both old and new media, and how these have converged.

IE. TV newspapers are now converged online with the use of the internet. Where websites have video news and also people writing on blogs with their own view

Therefore providing new opportunities for media communications.

Threats to media
Netfilx
On demand
Youtube
Piracy
Sky movies
Virgin media
Blu-ray
On flight movies
Technology advances

Task 2
Create a mind map or bullet point list of patterns of personal media consumption.

• How many films seen in cinema per month/ Year?

I rarely go to the cinema so perhaps around 3 films per year. It depends what films come out and whether they interest me.

• What other ways do you consume film and media and why do you consume it in this way?

My main source of films is Netfilx.I do this because its so much better and easier to watch films in the comfort of my own home instead of having to go to the cinema and it is cheaper- the cinema costs £10 per ticket (ion average) Whereas Netflix costs £5 a month- much cheaper and lots more films are available.

• Your perspective on Piracy…

It isn't fair on the original creators as they are taking their work and earning money from it. 

• Have you been to I-Max? 

No i haven't

• Do you see the main blockbusters at the cinema as soon as they are released or do you wait to stream or buy the DVD?

Depending on the film i would go to the cinema to see it if I really am intrigued. Although the majority of the time I wait. At home I watch on average 1 per week.

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?

Media production is dominated by global institutions such as “The big 6”. These institutions consist with- Disney, SONY, Warner Brothers, FOX, Universal and Paramount. The Big 6 account for 90% of what we read, watch or listen to. This fact shows how dominated these companies are over media.

Disney brought Lucasfilms for 4.6 billion dollars.  Together, the companies created the movie Star wars the force awakens. This is a really important example to support how the media production are dominated by global institutions, purely down to the significant amount of money both spent of the creation of the film and the Box Office returns- notwithstanding the amount spent on merchandise. The budget for the film was $200 million targeting everyone aged 13 and older. As star wars has had many films, ages can range from young to old- thus showing how sequels are a main part of the creation of a dominating institution as it keeps the audience keen, thus spending more money on the films. As of March 6^th 2016 the total amount taken is $928, 842, 219.   

Walt Disney is a media corporation, which is both horizontally and vertically integrated. The way in which Disney is horizontally integrated is because several film companies work with Disney to produce movies so it can offer a wider range of films for different markets. These companies consist on Marvel, Pixar and Touchstone. Marvel and Disney have produced movies such as Spiderman and Iron man. Thus showing how the horizontally integrated companies can sell their services and products to national audiences because fans of marvel and fans of Disney would come together and all watch the film. This creates a bigger fan base producing more money.  However, Disney is also vertically integrated because it produces a film, distributes it and the exhibits it by owning the Cinema Company Pacific Theatres, through TV by owning ABC and ESPN productions, through the Disney stores and then finally the Disney parks. 

Star wars the force awakens

The Distributor: LucasFilm produced a trailer
The production companies: The Walt Disney Company and Lucasfilms



Budget- $200 million
Genre- SciFi
Target Audience: 13 and older
Production:  Bad robot and Lucasfilms and true north productions
Distribution : Disney
Independent or a conglomerate? Conglomerate
Horizontally integrated structure
Box office returns:

Look for synergies for this film. 

Disney- to get money they go to the head of Disney 

Indies- to get money they have to go to the bank 

Conversation on Twitter- after the trailer airs there were more than 17000 tweets per minute

Teasers and trailers 

Shown at peak times- the super bowl (ESPN) 

First teaser(trailer) - November 28th 2014

Second teaser- April 16th 2015 

Comic- con July 10 2015

Official trailer- 19th oct 2015 

Video game- 8th December 2015

Film released- 18th December 2015

The final trailer generates 130M views in one weekend of its release 

Vertical- produce film, distribute it within Disney store 

15% of the audience was between the ages of 13 and 17 

Tickets were primarily purchased by men between 18-49 with an average age of 34

The force awakens in the U.S. Is male or 70% of it 

Glossary- Institutes and Audiences

Synergy- when the interaction of two or more forces working together creates a greater effect than the sum of their individual efforts- it works when different elements within a media conglomerate promote (e.g. film studio, record label, video game division) create linked products (e.g. film, soundtrack, video game). For example Lion King Film Series. Became a broadway play, the soundtrack for the play and the first film was available but they both also has shirts, cups and other souvenirs.

Cross media convergence

vertical & Horizontal integrated institute- Horizontal integration: Walt disney owns many studio entertainment, consumer product companies and media networks
Vertical integration- walt disney plans, produces, advertises, and distributes all of its products on its own.

Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain.  With four different production companies the Disney corporation is able to expand its market. - Marvel- Pixar- Touchstone- walt disney.

Vertical integration is an arrangement in which the supply company is owned by that company.

Marketing: The process of raising awareness; targeting an audience; creating publicity through various methods.

Distribution: The way the film gets to screens; distribution company

Exhibition: The way we view; getting the film to a paying audience

Production: The making of the film; pre-production and funding; shoot (format); post-production (SFX)

Media Ownership is dominated by the Big 6 Media coronations. These exist as conglomerates

Conglomerates:  A conglomerate is a large company composed of a number of smaller companies (subsidiaries) engages in seemingly unrelated businesses. A media conglomerate is a company that owns large numbers of companies in various mass media such as TV, radio, publishing, movies and the internet

Cross media Ownership is the ownership of multiple media businesses by a person or corporation. These businesses can include broadcast and cable TV, film, radio, newspaper, magazine, book publishing, music, video games, and various online entities.

The big 6- FOX, SONY, Warner Bros, Universal, Disney, Paramount- they control a staggering 90% of what we read, watch or listen to.

Independent film (indies) - is a film production resulting in a feature film that is produced mostly or completely outside of the major film studio system, in addition to being produced and distributed by independent entertainment agencies.

A media franchise is a colleen of media in which several derivative works have been produced from a original work of media- Star wars- indiana jones- shrek.

Media convergence- The combining of two or more mediums. Different mediums are TV/ film/ computer graphics/ radio/ website etc. Media convergence in the film industry can happen in production, distribution or exhibition. It happens when the music industry comes together with the film industry when Adele released the new single for Skyfall.

ill Manors

After viewing the trailer I predict the film would be about drugs, alcohol and troubled teenagers who are vandalising properties.

It looks as if it will be a very violent film which would be full of action.
It shows the stereotypical work class group of people- A.K.A "CHAVS".
IT seems a very extreme negative stereotype- not everyone is on the street blowing up cars.
The typical "People on Benefits"

The Distributor:

Production companies: Microwave
Film London
BBC Films
Aimimage Gunslinger
HEad gear films
Ill manors
Metro technology


Budget- £100.000
Genre- Britsh gansta film
Target Audience - 18 and up- the youths of london- by putting Drugs and violence in it.
Production-











Distribution-

They are independent film

Box office returns-  £715,000 worldwide

 Marketing of ill manors
To be successful films rely on marketing and the distribution
Ill manners is a British film from 2012.

Ill manors is a film written and directed by singer Plan B
He used this as an essential marketing tool alongside his album, he did this by basing his music and film around the same themes.
Plan B also links the film with his music by the film focusing on eight core characters, and their circles of violence as they struggle to survive on the streets each story links with one another and each story can be represented by one of his rap songs.
The production company that worked alongside Plan B to create this was BBC Films, a large British production company who have also produced films such as 'street dance 3', 'an education' and 'fish tank'
BBC films helped finance the film to a budget of £100,000 which is considered very low compared to a film produced in the USA.

Ancillary markets. IT was released on DVD, Blu ray, Download and On-demand
DVD contained footage which was not broadcasted in the cinemas which meant that people who had seen the film in cinemas may want to buy the DVD as it has some extras.
elegised as a soundtrack to the film of the name plan bs ill manors album it went straight to number 1 on the charts
it was a massive help to the publicity and advertising strategy.
It was released in the US on sundance film festival and shown at the greater manchester film festival- non traditional routes that independent films have to take to create awareness- Star wars the force awakens didn't need to do this.

It got a relatively wide release from the independent distributor Revolver (which has its first big success with Kidulthood-the film which helped to begin the current, urban film cycle)
The initial release was successful with over £250,000 taken during the first weekend from 191 cinemas
but in week 2 the number of cinemas fell to 83 and the screen average fell by 65% sky falls cinemas didn't fall nearly as dramatically.
This is very telling and could be read in several ways. Revolver may have concluded that an initial release to capitalise on the strong profile of plan B would need to go wide first but that most of the audience would get to see it via DVD and online later. But it also looks like word of mouth was not strong- no one was speaking about it.

Drew has said that his focus was the 15-25 age group.
BUT in that sense he has done the film no favours the BBFC classified its as "18" certificate
This was due to the bad language, drug scenes and extreme violence
It must have lost under 18 audiences because of this.

Psters, trailers and premiere
- Posters were first advertised on 8th May
-it was advertised in Empire magazine website
-Following this there was the premier
-There were around 8 different posters for the film
-The trailer was release May 2012
The premiere was on the 30th May 2012 in London, Leicester square
This screening was also attended by several British recording artists such as Alesha Dicon, Alexandra Burke, Professor Green, Tine Tempah, Wretch 32, Example and Ed Sheeran
There wasn't as much money spent on these as sky fall and star wars.

There film was then release to 191 cinemas in the UK and Republic of Ireland by Revolver Entertainment on 6th June 2012.
Social MEdia was used as a method of free marketing strategy, he was able to create a Facebook and Twitter page, this meant that he could gain publicity as social media is very popular and used worldwide and this was a very effective method of marketing without having to pay
The social media sites for ILL manors were very popular with the verified twitter page having 3669 followers and the Facebook page having 31616 likes.
There was also a website for the film the website showed many features which gained publicity such as showing the trailer reviews form celebrities a synopsis a link to the album and stills from the filming.

Advantages of a big conglomerate in production and distribution Producdtion
-will be able to take risks when making films
-Wont need to collaborate to secure funding
-Can be more ambitious with film get bigger stars have more special effect travel to better locations
Distribution
-Sheer size and power in the industry- more money and better links related companies ie- Lucasfilm Ltd, Bas robot productions and walt disney studios motion pictures

Walt Disney cooperation Institues and audiences

They own…
                     Marvel
                     Pixar.
                    Lucasfilm
                    Espn


Be prepared to understand ad discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions.

Case study- Star wars the force awakens

It is the largest media conglomerate in the world in terms of revenue. Since its founding in 1923. the company comprises:
-The Walt Disney Studios
-Parks and Resorts
-Disney Consumer Products
-Disney Media Networks

Vertical integration:
Harry Potter-  From the Novels going to the films going to the merchandise going to the harry potter studios to the harry potter world.
The production- Harry Potter was created by Warner Bros in association with Hey day films.
The distribution- Was Warner bros .

Disney Synergies…

1. Toy Story 3 • Digital 3D re-release of ‘Toy Story’ and ‘Toy Story2’ – teaser trailers for ‘Toy Story 3’. • Blu Ray/DVD combo release of the films included ‘The Making of Toy Story 3’ featurette. • Disney Interactive Studios released ‘Toy Story 3: The Video Game’ prior to the release of the film. • ABC’s ‘Dancing With the Stars’ featured a performance from the film. • Prior to the release the Disney Channel held a ‘Toy Story’ day, showing the first two films and sneak peeks of the third one. Disney and Synergy Lesson Objectives: To be able to identify specific examples of how Disney uses synergy.

Making disney merchandise, selling it at the disney stores, the disney parks and disney studios. 

Hollywood Media Synergy…

1. Why did Hollywood switch its focus to mega-franchise movies?

     In order to make more money 

2. How are mega-franchise movies defined?

     Blockbuster movies (star wars, batman) Through merchandise 

3. How important are sequels to the hollywood film industry?

     very important because if they have create a number 1 film which millions really liked, bringing out more films would continue to keep these fans and make even more money.

4. What is ancillary revenue? How important is it?

  That is derived from goods or services other than a company's primary product offering (e.g. toe, other mercy, video games, books, etc) 

5. How important are video games to the film industry? 

Indiana Jone mega-franchise- 

4 films

A comic book series 

Novels

A tv series 

Video games

attractions at 4 different theme parks

Wide range of toys

a pin ball machine 

Mega-franchise- films rely on the use of spectacle.

High budget productions with expensive set design and special effects.

This works as a "barrier to entry" to lower- budget films, allowing the major studios to continue to dominate the film industry.