1. Skyfall: case study revision
Jack Roberts

2. Production Who is responsible for production
Produced by UK-based Eon Productions and distributed by MGM (US) and Columbia Pictures (Sony Pictures Company).
Eon Productions based in London’s Piccadilly.
They operate in Pinewood Studios and are British, producing the James Bond series.
Eon Productions started by film producers Albert R.Cubby Broccoli and Harry Saltzman.
Founded in 1961 (51 years ago). Have produced 24 Bond films since.
Only made one non-bond film (Call me Bwana). However Broccoli has been
part of producing Chitty Chitty Bang Bang. Saltzman has produced Battle of
Britain.
Type of institution
It’s a British film and is a thriller and action and adventure genre. This is all found
on the BFI website, where it also says it’s a fiction film. British Film Institute.

3. Production
Money
SkyFall was suspended throughout 2010 because of MGM’s financial troubles.
MGM had a bankruptcy case in 2010 and SkyFall also had a lower budget then it’s predecessor (Quantum of Solace). Many scenes filmed in London to keep costs down.
MGM left bankruptcy on December 21st 2010 and then pre-production began again.
The film had a buget of $ million (financed by the USA even though a British film). Budget needed to appeal to global audiences. Third of these costs covered by Heineken, who paid $28 million for their product placement in the film.
Promotional costs estimated around $100 million.
OPENING WEEKEND IN US: $88.4 million. Almost $21 million more then predecessor.
BUDGET: $200 million
DOMESTIC GROSS: $304,360,277
WORLDWIDE GROSS: $1,108,561,013 (2nd in 2012 behind The Avengers).
First Bond film to cross the $1 billion mark in Worldwide revenue.
Highest grossing film in the UK.
Highest grossing for Sony Pictures and MGM.

4. Production Filming Filming took 128 days (scheduled for 132).
Filming began on 7th November 2011 around London and foreign locations including Istanbul, Turkey, Shanghai and Macau.
SkyFall was the first bond film to be shot digitally and first production to make use of Alexa Studio Cameras.
Also HD (on Blu-Ray).
Film converted to IMAX cinemas as well eventually.
Type of story
Film like the production company (Eon productions) as only produce Bond Films.
Genre is thriller and action and adventure.
Represents a different side of Britain that we don’t normally see. Citizens of Britain are never really aware of the MI5 and what they’re up to. This gives a different side to Britain and represents a different ‘typical stereotype’ of a British citizen. Someone who doesn’t just drink tea and is lazy. Instead shooting and involved in action and murder.
The story centres on Bond investigating an attack on MI6; the attack is part of a plot by former MI6 agent Raoul Silva to humiliate, discredit and kill M as revenge against her for betraying him.
What is British about Bond?
Production base
Most of the technical personnel
Generic roots
Ideology of national identity

5. production
Stars
Daniel Craig- known for being James Bond in a number of films previously. Also starred in Cowboys and Aliens (2011) and the Golden Compass in He is typical to the company as he is been in Quantum of Solace, Spectre (2015) and Casino Royale which are all other Bond films.
Judi Dench- Been involved in other previous Bond films so typical to Eon Productions. Also starred in other films such as Pride and Prejudice and the Best Exotic Marigold Hotel.
Naomie Harris- First Bond film is Skyfall so not really typical to Eon Productions. Been in films such as Pirates of the Caribbean: Dead Man’s Chest and At World’s End. Also involved with Ninja Assassin.
Directors
Directed by Oscar-winning director Sam Mendes (British director). Unusual as Bond films weren’t usually helmed by critically acclaimed directors.
Directed American Beauty which earnt him Academy Award and Golden Globe Award.
Directed stage shows of Oliver, Charlie and the Chocolate Factory and Gypsy.

6. Distribution Companies Distributors are MGM and Columbia Pictures.
MGM owned by Sony Pictures. Chairman is Gary Barber and he is also the CEO.
Columbia Pictures also owned by Sony Pictures. It is the 5th Worlds largest film studios.
Columbia associated with Coca-Cola.
Columbia known for Spiderman, The Da Vinci Code, 21 Jump Street and of course the James Bond films.
Columbia fits into not a lot of BFI categories, as most films are American made.
MGM are associated with James Bond films and Comic cartoon shorts.
MGM tried to overtake Universal Studios in 2003 but failed and were forced to sell several of its cable channel investments.

7. Distribution
Cinema
Film was distributed to cinemas across the UK and America. The distributors are MGM and Columbia Pictures.
Eon Productions produce the film. MGM and Columbia Pictures have a licence agreement and they decide how many copies of the film should be made. They then negotiate deals to sell the lease to buyers.
The films have to go through a rating report. For Britain: The BBFC. Then the film is released across the country onto different cinemas. 26th October 2012 was the UK release date and the America release date was 9th November 2012.
The impact of digital technology is that you can sell the film to more buyers making more money. For example, Netflix may also negotiate a deal with MGM/Columbia Pictures, as well as cinemas, to display SkyFall on their site. This means more people will watch the film as it’s on a wide range of digital technology, such as on their laptop/PS4 on Netflix.
This means more money is made as more people are contributing towards the film on different digital technology, such as on Netfilx on phones or Amazon Prime.
DVD/BLU Ray
The film was released in the UK on 18 February 2013 on DVD and Blu-Ray, and in North America on 12 March 2013 by 20th Century Fox Home Entertainment.

8. Distribution Internet
The Internet has made a significant to the distribution of films, including James Bond. The film companies can distribute their film across various sites and promotional features across different sites on the internet.
All of this information lends itself to the customized links available for celebrity news and gossip, images of stars, box-office and sales statistics, and Amazon.com for DVD purchases.
Distributing facts, things on the Internet helps to promote the film, persuading people to go and watch the film as they may like what they see.
Convergence
Technological convergence affects Distribution as it allows the film to be played on a variety
of different media platforms.
You can rent SkyFall on Netflix for a subscription fee of $4.99 a month. Money can be made
more from convergence.
Distributors can distribute their film onto various media platforms, allowing a broader
audience and more money made back.
Heineken is backing the marketing drive with digital activity on Google and social media
marketing on Facebook.

9. Distribution
Piracy
Piracy is the illegal distribution of media without the permission of its owner.
A disadvantage of digital technology is the ease with which films can be pirated. This is a major problem for the film industry. It effects profits and breaks copyright law.
Illegal downloads – leaking and sharing of films over the internet can spread within minutes.
Illegal filming of screenings – fake DVDs.
An advantage of digital technology is that it allows films to be released simultaneously, and legally, around the world. Previously, the delay in films reaching other parts of the world encouraged piracy.
Digital encryption means that films can be securely distributed.
3D cinema is currently more difficult to pirate

10. Marketing
Audience
The film was targeted at a global audience, especially considering the Olympic skit brought the film international attention. The film was edited for a Chinese audience, however.
Aimed at a mainstream audience (and the James Bond franchise fanbase) - as the narrative is constructed around action and drama with an accessible plot, featuring heroes and villains. Film’s action scenes appeal to a mass audience (certain scenes been edited to additionally appeal to the Chinese audiences – this is because China has become the world's second- biggest movie market)
Narrative - Skyfall reveals information on Bond’s childhood which other Bond movies have not focussed on. This offers an additional pull to the conventional Bond narrative, which would appeal to dedicated fans of the franchise. As this was a 50th anniversary film, there were certain elements that were 'special'.
Sam Mendes was brought in as the director, whose films are typically associated with intense dramas, scripts and dialogues. This would appeal to Mendes film fans who are familiar with his previous hits ‘American Beauty’ and ‘Revolutionary Road’

11. Marketing
Audience
Conventional chase sequences (Turkey - on the motorbikes and on the top of the train) and action packed scenes are reinforced which would appeal to the genre’s action and adventure/thriller fans.
Severine’s (and arguably Eve Moneypenny’s) attractive appearance and role of being served as an object of sexual gratification in the narrative provide the ‘male gaze’ (Laura Mulvey, 1975) and work to satisfy the male heterosexual target audience. Posters including Severine appear to focus on her appearance.
Daniel Craig’s muscular physique and body is evident in Skyfall, which positions Bond also as a sexualised object for the pleasure of the ‘female gaze’ (Gamman and Marshment, 1988) and works to satisfy the female heterosexual target audience, who may not be a fans of the Bond franchise but find Daniel Craig’s sexual allure appealing enough to watch the film
50th anniversary of the film Pillars of British acting, self-parody jokes throughout – Sam Mendes plays with the generic conventions of the Bond franchise to ensure Skyfall is contemporary and offers something different for the mass target audience.

12. marketing
Audience
Advertising companies will put on competitions themed with James Bond so that audiences can know about their company and also be persuaded to go and watch the film while also winning something at the same time.
Advertising companies, such as Heineken will use stars, such as Daniel Craig (James Bond), and use them on their product to attract big audiences. These type of advertising companies help to promote the film and persuade people to go and watch the film.

13. Marketing
Synergy
“The new film raises the bar for onscreen product placement, from 007's Tom Ford-tailored suits, Omega Seamaster watch and Sony Xperia phone, as well as off-screen alliances ranging from Coke Zero to perfume retailers... His new tipple of choice, Heineken, has proved an ongoing sticking point with fans, particularly after a big-budget ad that actually roped Daniel Craig into the action. However, with the Dutch beer having stumped up over £28m for the privilege of seeing Bond sip from a green bottle in an early scene – coolly covering almost a quarter of the film's estimated production budget in the process… ”
Synergy helps the film spread amongst different types of audiences who may be influenced by certain products to go and watch the film.
The use of synergy was very effective for the movie Skyfall. Synergy enabled Skyfall to become more established within the movie industry, generating more public awareness. An example of synergy is Adele’s newly released song ‘Skyfall’ which is used to promote the new James Bond movie also known as Skyfall. This active use of synergy to promote from one platform to another is clearly evident. Any fan of the James Bond series will be more inclined to check out Adele’s single, and fans of Adele are also inclined to check out the James Bond Skyfall, so it benefits both parties. In some respects the song incorporated such a valued commodity of the Bond series, and that is Bond’s motif. The soundtrack which plays usually at the beginning of the movie is used to manipulate the audience’s feelings because we all know as soon as we hear that, something good, energetic and ebullient is going to transpire.  Synergy doesn’t have to be the combined forces of a media product; it can range from anything; like McDonalds promoting Skyfall merchandise.

14. Marketing
Synergy
VisitBritain, the official tourism and destination partner of SKYFALL, has launched its first film tourism ad. The Bond is GREAT Britain ad is out in cinemas around the world reminding people that there is no better time for them to come to Britain and explore the home of James Bond.

15. marketing
Synergy
In a tie-in, act of synergy, Heineken stumped up over £28m for the privilege of seeing Bond sip from a green bottle in an early scene. This was combined with a successful TV advertising campaign used Heinekin to promote their beer, using scenes from the film (and other Bond films, such as Dr No). Craig himself has been a diplomatic spokesman on the issue, acknowledging that their reliance on brand associations is “unfortunate”.
However, the use of brand association in the film has been great, with product placement such as Tom Ford suits and Sony Vaio laptops leading to additional promotion of the film through product advertising on TV and in print ads.

16. Marketing
Synergy
The soundtrack album was released on 29 October 2012 in the UK and on 6 November 2012 in the US.
In October 2012, British singer-songwriter Adele confirmed that she had written and recorded the film's theme song with her regular songwriter, Paul Epworth.
She posted the cover for the Skyfall sheet music on Twitter.

17. marketing Advertising
Clear Channel are the leading advertisers in outdoor advertisement. They own the famous billboards that run up and down Cromwell road in London. These billboards are known to affect the box office dramatically with the advertisement of new movies on the billboards.

18. Marketing Around $75,000,000 was spent on marketing Skyfall.
Advertising
Around $75,000,000 was spent on marketing Skyfall.
Advertising SkyFall has a success on the film as buyers of magazines, people who see these adverts will be intrigued to watch the film.
Also they will possibly see a star, like Daniel Craig, and know he’s a good actor and want to watch the film.

19. Marketing
Internet
Digital technology has changed the marketing of a product as most people view things online.
Social Media such as Facebook, Twitter, Instagram can all participate towards promoting the film, earning hundreds more fans to go and watch the film.
6158 RT
3565
2431
1621
1297
3079
2107
1459
All the most retweeted tweets since November 2011 (right) were posted in October Adele took top spot for most retweeted when she announced the release of the official theme song.
The official James Bond account also appears in the top 10.
Fake/parody accounts receive lots of attention on Twitter – such as the Queen’s fake profile and Felix Baumgartner (Red Bull space jumper).
X factor boy band Union J appear twice, with Jedward also featuring.

20. marketing
Internet
1,637,385 total ‘Skyfall’ mentions on Twitter globally over the 12 months before release, with volume gradually building around each major announcement - peaking at 129,384 mentions on Friday 26th October, when the film was released.
November 3rd 2011:
When the new title was announced as Skyfall, there were 3,298 mentions commenting on the ‘name’ or ‘title’ of the film . There were mixed reviews on the title, with majority positive sentiment overall.
Gender distribution: Male – 81%, Female – 19%
May 21st 2012
The release of the first Skyfall trailer generated 54,752 mentions and positive buzz around the up coming film with. Most of the conversation included references to how ‘amazing’ and ‘awesome’ the trailer looks.
Gender distribution: Male – 71%, Female – 29%
October 26-28th 2012
The record breaking opening weekend has generated the most buzz so far - a huge 311,485 mentions (1/5 of all activity). Most of the conversation referenced ‘excitement’ about seeing the film and about how ‘great’ the movie is. Social activity peaked on Friday 26th October with 129,384 mentions.
Gender distribution: Male – 63%, Female – 37%

21. Exhibition Digital Technology
Distribution into cinemas: It was the first James Bond film to be screened in IMAX venues, although it was not filmed with IMAX cameras. The film’s release coincided with the 50th anniversary of the James Bond series, which began with Dr.No in 1962.
The decision to make SKYFALL the first in the franchise to be released in IMAX has already proved hugely successful - it took $3.5 million in 79 locations over 15 territories, averaging $45,000 per screen. That represents the best international opening in IMAX history.
Perhaps the most outstanding piece of marketing, involved James Bond’s skit with the queen at the London Olympics opening ceremony - a stunt that may not have had Skyfall's enigmatic name anywhere on it, but pointedly raised awareness of the agent's return to a global audience of a billion. This was perhaps the best celebrity endorsement the film could wish for.
IMAX helps us to feel like we’re experiencing the film more ‘full on’. Digital Technology such as phones, PS4, Netflix, Amazon all impact on the comfortability we’re feeling when experiencing SkyFall.

22. Exhibition
35mm Film
People use it because it’s more unique and rewarding now as it’s not used a lot.
It’s more fun and interesting to use.
However, it’s not used a lot now, as for example if this was shot for SkyFall, the audience appeal and attraction would be nowhere near to the technological items we have.
We now can just use a click of a button and start recording and have much more easier, HD, wider range of cameras ready to use.

23. Exhibition Hollywood vs. British Film
People in the UK really want to watch action, thriller films, like James Bond.
Quite a lot of people in the UK do involve themselves in watching Hollywood films, because the distribution of these films are frequent.
However, when British films are made, the majority of the country tunes into watch because the amount of British films made compared to Hollywood films is not as much.
Also, the quality of British films are actually really high when they are made, meaning a lot of people love to watch.
Taken from ‘Movies in the Cinema this week of IMDB’, the ratio of American films compared to British films is a huge 11:1. This shows the vast more majority of films that America make compared to Britain.