Final Project

EVALUATION

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Final editing

This was suppose to be an establishing shot just after the picnic scene but now we decided to put the title of our film over this scene as it fits really well

The impact of media ownership n the film industry

How do UK film companies, and UK films manage to compete, exist and survive in this system?

BFI funded through national lottery and through film festivals. Filmmakers can approach the BFI for funding. The U.K. Have great studios that are paid by through tax breaks.

 What effect does this US dominance have on UK film makers and production companies?

British companies cannot afford to pay for the movie so the movie producers are forced to go to American studios to pay for the film. Films that are made in Britain however are payed by America studios take away the fact that its a British company as an American company own the rights to the film. For instance The Harry Potter movies had a dominant British cast and was shot in Britain however 20th Century Fox own the rights to the film so what ‘screencast’ ask is can Harry Potter be counted as the ‘pride of Britain’ if it is owned by a big American Company? UK film makers can sell distribution rights to major US companies who can help them distribute. 

– What effect does it have on the audience and the types of films they can see?

They see a repeated type of movie plot as that’s what Americas big 6 focus on. For instance they focus on action adventure / superhero movies and this is what we are constantly seeing. This prevents us from seeing content that we wouldn’t normally see such as a movie like Frank or Four lions, these are a different style of film. A big 6 companies will not want to risk wasting their money on a movie that they are not complete sure will make them a lot of money. A superhero film is guaranteed to make them money and that’s why they are constantly being released. Critically successful films are not the most profitable. 

Exam question - Market and distribution

Evaluate how different media institutions market and distribute products in the media area you have studied.

In today’s media landscape, institutions often use many different effective ways of marketing and distributing media products to attract and maintain audiences. We have studied two films made my different institutions, one being Star Wars made by Disney and the other being A Field In England made by Film 4 productions. The two institutions that created these films are different due to one being an independent production company and Disney being a major studio.

 

Both of the institutions use a wide range of marketing strategies to target a fragmented audience, for example,  Disney use a Multimedia Interactive App, this is effective because it allows the audience to be engaged. It is convenient due to a smart phone being a convergent device. Convergence means ‘coming together of different equipment and tools for producing and distributing news’. Using technological convergence means that it is easier for people to access different media platforms on one device. For example, on the Star Wars app people had access to posting on social media, playing games, viewing the weather, taking photos and much more. It allows the audience to interact by taking selfies with filters of Star Wars themes on them, and encourages them to share them on social media virally, making Star Wars more aware to the targeted audience and maybe interests more people, to create a wider target audience.

 

Another strategy used by Disney is that the trailer was premiered on ESPN, a channel that is owned by Disney. This is an example of synergy. The premiere of the trailer was shown on Monday night which is a popular time for football; this means that there was a large audience engaging with the channel which meant that lots of people were able to watch the screening of the premiere.

 

Furthermore, Disney also used social media to create hashtags on Facebook and Twitter. An example hashtag is; #ForceFriday. This encouraged the audience to help with the marketing as they were sharing with their friends. This created an organic and viral spreading of content. By using a hashtag also created a ‘event’ feeling with the #ForceFriday hashtags. Twitter help Disney majorly as they can advertise on their own page for free and their millions of followers.

 

Disney used a day and date worldwide release throughout multiple cinema formats. This is known as a saturation release which is a traditional release that starts at cinema and continues onto VOD/DVD and further to streaming and TV. This was effective because it created an event for the viewers to look forward to and encouraged repeated viewings in different format. Film4 Productions used the strategy of a simultaneous released which is when the film is released on all platforms in one day. This allowed all fans to see it regardless of geography or obstacles such as being a stay at home mum. Film4 productions took advantage of convergent devices by allowing anyone to watch the film anywhere. This also created a big event as A Field In England was the first UK film to be released simultaneously.

Regional identity

Identity

Fragmented Audiences

Film and media marketing and distribution (and advertising and marketing in general) has to fight for its audience in a competitive and fractured environment.

• Audiences pirating copies of the film
• More diverse contents available
• Technology is old fashioned 
• Institutions are developing 
• More variety of TV channels
• Technology is changing
• The way we consume media is changing
• Media consumption is more individual - Diverse
• New media industries and platforms have been invented - Youtube, video games, Twitch, Social Media