1. G322: Institutions and Audience

2. The questions are very broad and can focus on one of the following areas: Media Ownership (Media Conglomerates) Synergy & Cross Media Convergence New Media Technologies The spread of technology Technological Convergence (media gadgets) Big industries targeting British audiences Your media consumption Marketing Production

3. Our Case Study: Disney Revenue: $48 billion
Operating income: $12 billion
Its assets are believed to be worth $84 billion

4. Institution/Media Ownership Disney’s Assets
Walt Disney Studios
Buena Vista Home Entertainment
Walt Disney Motion Pictures Group:
Touchstone Pictures
Pixar Animation Studios
Lucasfilm Animation
ESPN
ABC Entertainment Group
Marvel Entertainment
Disney Music Group

5. Institution/Media Ownership Media Conglomerates
Massive multinational media companies who own:
Film Studios
TV Stations
Record Labels
Magazines
Newspapers
Books
Internet platforms

6. Institution/Media Ownership Independents
Some 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...

7. Industry Overview Institution/Media Ownership Budgets average $100m+
British Films, have low to modest budgets, make modest returns. British films - stuck in a rut…
Hollywood Studios
(US)
Working
Title (UK/US)
Indie
(UK)
The main British success story, Working Title now has US cash to finance its films.
Budgets average £1m
Budgets average $30m
Budgets average $100m+
US films out of Hollywood have massive budgets, which generate massive profits - a cycle of self-sustaining profit.

8. Why might conglomerates be seen as a negative?

9. L/O: To explore the production process of Disney films

10. Homework: 1. Choose a recent Disney film 2
Homework: 1. Choose a recent Disney film 2. 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?

11. Production
Walt Disney Animation: History

12. Overview: The Production Cycle You are expected to know what happens in each of these 4 stages of a film’s life:
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?)
Film Production
Film Distribution
Film Exhibition
Film Marketing

13. The Production Cycle What issues might film producers face
during the production cycle?

14. Production Walt 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)

15. Production The Importance of Innovation
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

16. Production Little Mermaid (1989) Fact File Budget
$40,000,000 (estimated)
Box office: $211,343,479 (worldwide)
Rentals: $40,227,000 (USA)

17. Computer Animation Production System

18. Production The Lion King (1994)
Soundtrack:

19. Production
The 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.

20. Film & New Media Technology
HOME CINEMA?
FILMS ON THE MOVE?
OR IMAX 3D?
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.
Digital T.V
Satellite ( Sky)
Digital Terrestrial (Freeview)
Cable (NTL)

21. Media Convergence - Film

22. Technological Convergence
Gadgets 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)

23. Frozen (2013) Produced by Walt Disney Animation
Distributed by Walt Disney Pictures
A summary:

24. ALL OF THE ABOVE NEED SPECIFIC EXAMPLES.
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.

25. 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.

26. 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.

27. 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?

28. 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?

29. 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
Minimal use of terms. Inaccuracies
(0-3)
Low Level 2:
E > D
Basic understanding. Some relevant points.
(8-11)
Some relevant examples
Some terms used. Some inaccuracies
(4-5)
Upper Level 3:
C > B
Proficient argument, well supported.
(12-15)
Good range of examples
Mostly accurate terms
(6-7)
Level 4 : A
Excellent, relevant, sustained argument
(16-20)
Frequent use of relevant examples
Relevant and accurate terms
(8-10)