Institutions and Audiences

The British Film Industry

AS Media Studies
Examination Section B

Learning Outcomes
Be able to
Explain the requirements of the unit
and the 7 key focus areas.
Explore the factors that influence
whether a film is considered to be
British.

What can you remember

We started this last June. Write down
anything you can remember from
those sessions

The Course

Section B of the AS Examination

1 question
45 minutes to write your repsonse
The question is based on 1 or 2 of 7
key focus areas.
Your answer will be supported by
reference to case studies (production
companies and films)

What makes a Film British?

Have a look at the handout and note
down any questions you have

Key Focus Areas:

the issues raised by media ownership in contemporary media
practice;
the importance of cross media convergence and synergy in
production, distribution and marketing;
the technologies that have been introduced in recent years at
the levels of production, distribution, marketing and exchange;
the significance of proliferation in hardware and content for
institutions and audiences;
the importance of technological convergence for institutions
and audiences;
the issues raised in the targeting of national and local
audiences (specifically, British) by international or global
institutions;
the ways in which the candidates own experiences of media
consumption illustrate wider patterns and trends of audience
behaviour.

British Film in the news

All of these films are have been nominated
for a BAFTA or a Golden Globe award. But
which ones are British?
Gravity
Mandela: Long Walk To Freedom
Philomena
Rush
Saving Mr. Banks
The Selfish Giant

Best British Film 2014

Read the handout and consider the
following questions:
1. Why do people find it controversial
that films like Gravity are
described as British?
2. What issues do these classifications
have for the British film industry?
What are the positives and the

Learning Outcomes
Be able to explain where the money
comes from.
Be able to describe the different
stages of pre-production.
Be able to evaluate the position of
British Production Companies in
relation to their American rivals.

Recap: What makes a film

British?

Finance: Where does the money

come from?
In order to be made, the film needs to attract investment. There has to
be a package:

A script treatment
A generic profile
A proposed budget
A visualisation or storyboard
Key personnel
Potential spin-offs and merchandising.

Investment
In order to get the green light all funding for a film needs to be secured first.
For some (UK) films this may be Lottery funding; for others it may be selling
direct to a studio.
Obvious above the line costs (actors, etc.) need to be calculated.
Hidden below the line costs (over-lengthy shooting, etc.) need to be considered.
Once shot and cut the film will then have to be distributed.

Film Production
Production is broke down into 3 stages:
Pre-production (preparation)
Production (filming)
Post-production (editing)

Pre-production
Make a list of the different stages of Preproduction
Choice of source material (original screenplay,
novel, videogame etc)
Scripting
Storyboarding
Animatics
Location scouting
Casting
Shooting schedule
Budgeting

Production Companies The

Big 6

The Big Six

What advantages do Hollywood studios have over British ones?

British Production
Companies
The British film industry has had a
turbulent history, from its cottage
industry origins in the 1890s to its
'golden age' in the 1940s, when
giants like Alexander Korda, Michael
Balcon and J. Arthur Rank ruled over
a thriving business, through
Hollywood investment in the 1960s,
collapse in the 1970s and a
succession of rises and falls from
the 1980s to the present

British Production
Companies

The UK Film Council

Not a production company, but a vital
source of information, funding and support
for films and filmmakers.
Funded by the Government and the
National Lottery, the UKFC supports the
regional film agencies (such as Screen
Yorkshire and Film London).
Since its creation in 2000, the UKFC has
backed more than 900 films, shorts and
features, entertained more than 200
million people and helped to generate
approximately 700 million at the boxoffice worldwide.
More will follow in a future lesson

Task

For each of the above companies, find

Year established / brief history
Aims
Parent companies (if relevant) H or V
integration, public or private?
The titles of five recent films (2010/2011)
Box office figures
Market share ([Link])

Useful Websites
Summary of British Film
[Link]
Close analysis of the production of Shifty
[Link]
BFI Screen Online
[Link]
Pathe
[Link]
The Numbers (Box Office Figures)
[Link]
International Movie Database
[Link]

Production
Preproduction

Production

Postproduction

Production
Preproduction

Production

Postproduction

Choice of source
material (original
screenplay, novel,
videogame etc)
Scripting
Storyboarding /
Animatics
Location scouting
Casting
Shooting schedule
Budgeting

Filming!

British Film Facts and

Figures
Slumdog Millionaire
Budget: $15.1 million
Box Office: worldwide $377,417,293 (31m UK)
Screens (opened 9th Jan 2009): 324 (379 by the 23rd, 449 by the 27th Feb)
In the Loop
Budget: 600,000 (Largely UKFC)
Box Office: worldwide $4.3m (2.2m UK)
Screens (opened 17th April 2009): 104 (151 by the 24th)

Shifty
Budget: 100,000
Box Office (UK): 150,000
Screens (opened 24th April 2009): 51
Moon (BAFTA Best British Indie Film)
Budget: $5 million
Box Office: worldwide$7,917,854 (1.3m UK)
Screens (opened 17th July 2009): 57

Shifty Case Study

As with almost all modern films, a number
of companies were involved in producing
and distributing Shifty. The main
companies were:
BBC Films
UK Film Council
Film London: Microwave
Metrodome (distributor)
The Following slides will summarise the
nature of the companies. You will then
research their roles in bringing Shifty to

BBC Films
BBC Films is the feature film-making arm
of the BBC. It is firmly established at the
forefront of British independent filmmaking and co-produces approximately
eight films a year. Working in partnership
with major international and UK
distributors, BBC Films aims to make
strong British films with range and
ambition. We are committed to finding and
developing new talent, as well as
collaborating with some of the foremost
writers and directors in the industry.

BBC Co-Production
Funding
We secure third party financing for BBC
Films theatric films in the commercial
market place and public sector by sourcing
equity, rights presales to agents or
distributors, bank gap, tax funds and
international co-production. We work
together with the independent producer,
to create and execute a finance strategy.
We provide BBC Films with marketplace
knowledge about talent values and
information on sales and distribution
results. The team seeks to maximise the
BBC's return on investment and to achieve
the maximum value-for-money for the
licence payer.

BBC Successes

UKFC / Film London / Microwave

The UK Film Council is the governments
agency for film financing and production in
the UK.
The distribute funds and expertise to the
industry, ensuring continued suucess for
UK films both domestically and
internationally.
The UKFC runs the regional screen
agencies, which in turn support film in
different areas of the UK. An example of a
regional screen agency is Film London

Film London and Microwave

Film London has been granted
over 2.4 million by the UKFC (as
of January 2010).
As with the UKFC, it is responsible
for promoting and supporting film
in the Capital, both in terms of
funding and resources (human
and physical).
Microwave is Film Londons
micro-budget arm which
promotes and supports films
operating on strict running costs.

Metrodome
Metrodome is an independent all-rights
distributor, in business for over 10 years. It
acquires films and other product for exploitation
in cinemas, on DVD and via broadcast.
Metrodome has earned a reputation for acquiring
and releasing quality independent films that
challenge our audiences and provoke the critics from box office smash hits Monster and Donnie
Darko to the Academy Award winning The
Counterfeiters, and Academy Award nominated
Away From Her, Days of Glory and Water.
Metrodome continues to engage an everexpanding audience and provide distribution for
some of the most invigorating voices in modern
cinema.

Metrodome - Funding

Questions
Watch the clips and answer the following questions
1.
2.
3.
4.

What did Metrodome find appealing about Shifty?

How does the Microwave scheme help?
What is the budget for films made through Microwave?
How do the BBC support the film production and
distribution?
5. How was the film marketed?
6. How did the film attempt to reach its target audience?
7. Does the production of Shifty rely on a vertically or
horizontally integrated industry model? Explain.
8. Are the companies involved public or private? Explain.
9. What options are available for the consumption of
Shifty? For each option, briefly explain the technology
that would be necessary.
10. Synergy involves companies, industries and technologies
working together to increase the performance or impact
of a product. What synergy is evident in the production of
Shifty?

Homework and Folders

Homework Yes

Homework No

Chloe
Isabel
Holly
Ryan
Oliver
James
Rhiannon
Terri
Liam

Ben
Chris
Jack
Louis
Lauren
Jordan
Callum

Hollywood vs. The UK

In the practice of
Hollywood and other
forms of industrial cinema,
the phases of production,
distribution and exhibition
operate most effectively
when 'vertically
integrated', where the
three stages are seen as
part of the same larger
process, under the control
of one company.

In the UK, vertical

integration does not
operate so commonly.
Producers tend not to
have long-term
economic links with
distributors, who
likewise have no formal
connections with
exhibitors. This is
known as horizontal
integration.

Horizontal and Vertical

Integration
Production

Production

Production

Distribution Distribution Distribution

Exhibition

Exhibition

Exhibition

Production

Production

Production

Distribution Distribution Distribution

Exhibition

Exhibition

EG: Warner Bros (US)

Exhibition

Production

Production

Production

Distribution Distribution Distribution

Exhibition

Exhibition

Exhibition

EG: BBC Films (UK)

Film Distribution in the UK

The Different Stages of

Distribution

The Different Stages of

Distribution
Distributor
acquires
rights to
manage the
release of a
film
(contract).

Distributor
develops a
release
strategy
(when and
where).

Distributor
presents the
film to
exhibitors
(negotiates
for screens).

Marketing
campaign
aims to create
a buzz
amongst the
audience

before
ensuring
people
definitely
want to see
it.

Film prints
(featuring the
BBFC) are
delivered to
cinemas.

Films run
extends any
number of
weeks subject
to demand.

The film is
then
released in
other
formats.

Release Strategy

Marketing
How do distributors
create a Buzz?
How is this
developed to ensure
that the audience
wants to see the
film?

Other formats
Following the cinema release, what
other formats can the distributor
exploit?

Case Study: Bullet Boy

Read the case study and consider the
following:

How was the distribution

of Bullet Boy planned in
order to maximise
revenue?

You are the Distributor

Your team represent a leading
distribution company, seeking to
secure the rights for one of the
following upcoming films:
Robocop
The Lego Movie
300: Rise of an Empire
Working together, you need to
create a pitch to persuade the
films producers that your
company is the best one to handle
the distribution of the movie.

Groups
Liam Carter
Jordan Cleaver
Lauren Chadwick
Chloe Taylor

Louis Chadwick
Isabel Redding
Terry Yoxall
Holly Savage

Rhiannon Wayman
Ryan Scragg
Jack Eardley
Ben Simpson

Callum Morgan
James Stephenson
Chris Nixon
Oliver Marks

Your Pitch
Use your Different Stages of Film
Distribution resource to ensure you
plan an effective Release Strategy and
Marketing and Merchandising
Campaign.
Youll need to research the film to
ensure that you are targeting the
correct audience.
Pitches should last for up to 5 minutes
and will be delivered tomorrow.
Prizes will be awarded to the winning
team.

A different approach

A Field in England
Read the hand-out (both sides) and
answer the following questions:
1. Summarise (in bullet points) the
release strategy for this film.
2. Why did the producers and distributors
of the film choose to follow this release
strategy?

Certification and Targeting

an Audience
Y12 Media Studies
British Film

Learning Outcomes
Be able to explain the role of the
BBFC and how they classify films
Know how and why film producers /
distributors target specific audiences.

Starter
Write down the last five films you
have seen.
Write down the certificate of each
film (if you dont know, make an
educated guess).
Write down why you think the film
was given that certificate.
Do you agree with the certificates?
Why?

The BBFC
The British Board
of Film
Classification.
What is their role?

The British Board of Film Classification is an

independent, non-governmental body, which has
classified cinema films since it was set up in 1912,
and videos since the passing of the Video Recordings
Act in 1984.

Rate a Trailer!
All the trailers here were passed at U, PG or 12A - though
many are for films which received a higher category in the
end
Each trailer has a brief introduction which tells you how
much examiner's knew about a film before they saw the
trailer - remember, some films are already famous before
they've been released (especially sequels and franchises)
Remember to look out for key classification issues like sex,
violence and language
Don't forget to take into account the tone of the trailer and
how it makes you feel
Keep in mind that trailers come to an audience unbidden.

The Classifications

Theme
Mature themes are acceptable, but their treatment must be suitable for
young teenagers.
Language
The use of strong language (eg 'fuck') must be infrequent. Racist abuse is
also of particular concern.
Nudity
Nudity is allowed, but in a sexual context must be brief and discreet.
Sex
Sexual activity may be implied. Sex references may reflect what is likely to
be familiar to most adolescents but should not go beyond what is suitable
for them.
Violence
Violence must not dwell on detail. There should be no emphasis on injuries
or blood. Sexual violence may only be implied or briefly and discreetly
indicated.
Imitable techniques
Dangerous techniques (eg combat, hanging, suicide and self-harming)
should not dwell on imitable detail or appear pain or harm free. Easily
accessible weapons should not be glamorised.
Horror
Sustained moderate threat and menace are permitted. Occasional gory
moments only.
Drugs
Any misuse of drugs must be infrequent and should not be glamorised or

Theme
No theme is prohibited, provided the treatment is appropriate to 15 year olds.
Language
There may be frequent use of strong language (eg 'fuck'). But the strongest
terms (eg 'cunt') will be acceptable only where justified by the context.
Continued aggressive use of the strongest language is unlikely to be acceptable.
Nudity
Nudity may be allowed in a sexual context but without strong detail. There are
no constraints on nudity in a non-sexual or educational context.
Sex
Sexual activity may be portrayed but without strong detail. There may be strong
verbal references to sexual behaviour.
Violence
Violence may be strong but may not dwell on the infliction of pain or injury.
Scenes of sexual violence must be discreet and brief.
Imitable techniques
Dangerous techniques (eg combat, hanging, suicide and self-harming) should not
dwell on imitable detail. Easily accessible weapons should not be glamorised.
Horror
Strong threat and menace are permitted. The strongest gory images are unlikely
to be acceptable.
Drugs
Drug taking may be shown but the film as a whole must not promote or
encourage drug misuse.

In line with the consistent findings of the BBFC's public

consultations, at '18' the BBFC's guideline concerns will not
normally override the wish that adults should be free to
chose their own entertainment, within the law. Exceptions
are most likely in the following areas:

where material or treatment appears to the Board to risk

harm to individuals or, through their behaviour, to society
e.g. any detailed portrayal of violent or dangerous acts, or
of illegal drug use, which is likely to promote the activity.
The Board may also intervene with portrayals of sexual
violence which might, e.g. eroticise or endorse sexual
assault.
the more explicit images of sexual activity unless they can
be exceptionally justified by context and the work is not a
'sex work' as defined below. In the case of videos and
DVDs, which may be more accessible to younger viewers,
intervention may be more frequent. For the same reason,
and because of the different way in which they are
experienced, the Board may take a more precautionary
approach in the case of those digital games which are
covered by the Video Recordings Act.

PG13
Vigilance on issues of harm and age appropriateness
is also evident in the Boards treatment of a number of
blockbuster Hollywood cinema films which had
received a PG-13 classification (cautioning parents but
allowing unrestricted access for children of any age )
in the USA. Cloverfield, Disturbia and I Am Legend
all featured extended periods of intense violent threat
and moments of horror which the Boards large
consultation exercises suggest go beyond what most
members of the UK public would consider appropriate
for children younger than fifteen. In each case, the
Boards own judgement was that the films were likely
to be disturbing to many younger children a
judgement tested and confirmed by the Advisory Panel
on Childrens Viewing in respect of I Am Legend, and
by the Consultative Council in respect of Disturbia. In
each case, the distributor request for a 12A
classification was refused and the films were all
classified 15.

The Dark Knight

Senior MPs have criticised the British Board of Film Classification's

decision to allow young children to see the new Batman film, The Dark
Knight.
In a letter in the Times today, Iain Duncan Smith, the former Conservative
leader, said he was "astonished" that the BBFC did not give the film a 15
certificate, which would stop children under the age of 15 from viewing it.
Keith Vaz, the Labour chairman of the home affairs committee, has also
said that the film should have been a 15. Instead the BBFC made it a 12A,
meaning that children under the age of 12 can see it if accompanied by an
adult.
Duncan Smith decided to speak out after taking his 15-year-old daughter to
see the film, starring Christian Bale and Heath Ledger, at the weekend.
"Unlike past Batman films where the villains were somewhat surreal and
comical figures, Heath Ledger's Joker is a brilliantly acted but very credible
psychopathic killer, who extols the use of knives to kill and disfigure his
victims, during a reign of urban terrorism, laced with torture," Duncan Smith
wrote.
"It is a relentlessly violent film, filled with dark themes, and as I left I
wondered what the board could possibly have been thinking. There is no
way that a parent could have been guided by the classification and realised
what they were about to see."
Duncan Smith said he enjoyed the film and thought it was well-made. But
he thought the BBFC had "caved in to commercial pressures".

This is England

From the opposite view point, we received a

number of requests for our classification decisions
to be lowered. Shane Meadows powerful antiracist drama, This is England, prompted eight
impassioned calls for the 18, awarded to it for its
combination of very strong, racially abusive
language and racially motivated violence, to be
reduced to 15. All believed the film to be of
significant educational value in tackling racism,

Targeting

Targeting
Why do films target specific audiences?

Generate maximum revenue (its no good

having a film with a teenage subject matter
and an 18 certificate).
Appeal to the biggest audience possible.

How do they do it?

Themes and issues that are raised (eg youth

pictures, black and Asian identities).
Methods of advertising and marketing (place
and type).
The certificate they intend to gain.

Past Question

Certificates
Gender
Age
Nationality
Regionality

Discuss the issues raised by an

institutions need to target specific
audiences within the British film
industry.

Why do they need to do it?

British film in general

Working Title

To make sure it is in the right

number of cinemas in the right
areasto make moneyto
generate interest

How do films target their audience?

Production
Cast
Source
Expl
a
Location
atte in each
mpt
p
to su oint an
w
Director
ith a
d
ppor
n
e
Briti
t it
x
Distribution
sh) o ample
(idea
f a fi
instit
lly
l
Advertising
ution
m or
an
.
Trailers, posters, websites...
Marketing
Spin-offs such as sound tracks, games, action figures...
Exhibition
Where it is shown
When it is shown
How it is shown

How do films target audiences

according to

Certificates
Gender
Age
Nationality
Regionality
Ethnicity

Give examples of
British films and
studios in your
responses!

To start you off

There are a number of issues raised by an institutions need to target a
specific audience. The ultimate aim of most films is to make a profit whilst
enhancing the reputation of those involved. In this sense, the main issue
for an institution is ensuring that it appeals to as many people from its
target audience as possible.
This process begins with production. The source material for a film,
whether it be a book, a game, or an original screenplay, often has an
existing fanbase. This provides an existing audience for the Production
Company and Distributor to build upon. A good example of this can be
seen in the Harry Potter films (produced and distributed by Warner
Brothers), where the popular novels ensured an interested audience, and
also in Slumdog Millionaire, co-produced by FilmFour, where the popular TV
show helped audiences to establish an idea about the plot of the film.
Director and stars Bullet Boy, This is England, A Field in England
Distribution

Some Keywords
Synergy

Convergence

Two or more things

working together to
have a greater impact
overall.

Technological
convergenceis the
tendency for different
technological systems
to evolve toward
performing similar
tasks (EG - PS4)

EG Production
companies working
together to create a
better product (film).

Cross-media
convergence occurs
EG Different types
when a product is
of advertising working distributed through
together to reach a
various media (EG
larger audience.
Guardian)

Proliferation
The rapid increase of
something.
EG Media
technology
EG Popularity of a
film

MOON
Y12 Media Studies
The British Film

Feedback on essays...
Overall, not bad.
Strongest on production and distribution,
weaker on exhibition.
Tendency to list the different factors that
affect audience, rather than linking them
together.
Some technical language used, not
enough in some cases.
Grades can be given when MS is available.

Genre? Target Audience? British?

Budget and Box Office

Budget: $5 million
(Although this may sound a lot, it really
isnt!)
Box Office: worldwide$7,917,854 (1.3m UK)
(Very good considering it was originally going
straight to DVD!)

Awards
BAFTA Awards 2010
Alexander Korda Award for Best British Film - nominated
Carl Foreman award for special achievement by a British director,
writer or producer in their first feature film - won
British Independent Film Awards 2009
Best British Independent Film - won
Douglas Hickox Award for Duncan Jones - won
Best Actor for Sam Rockwell - nominated
Best Director for Duncan Jones - nominated
Best Screenplay for Nathan Parker - nominated
Technical Achievement, Original Score for Clint Mansell nominated
Technical Achievement, Production Designll for Tony Noble nominated
Fantastic'Arts 2010
Special Prize - won
Critics' Prize - won

Critical Reception
89% Fresh Rating

8.0 / 10 IMDB

one of the best performances of the

year Empire Magazine

Production
Directed by Duncan Jones
(aka Zowie Bowie), UK.
Production Company:
Liberty Films (UK,
independent)
In association with Stage
6 Films.
Shot in 33 days.
Shepperton Studios (UK)

SYNERGY!!!

Stage 6 Films is a label

created by
Sony Pictures Worldwide A
cquisitions Group
that acquires, produces
and distributes 10-15 low
budget (capped at
approximately $10 million)
films and direct-to-DVD
releases per year.

Production - Cinesite (Visual Effects,

UK)
Hunt says he turns down a lot of producers
looking for free vfx in return for a stake in their
films. But he is open to exploring cut-price
deals on interesting indie projects, such as scifi drama Moon, the feature directing debut of
David Bowie's son Duncan Jones.
"We're not doing it for the money, but because
the script was good," Hunt says. "'Moon' is a
great example of us helping a U.K. producer to
use vfx for the right reasons, to open up their
film

Distribution
Sony Pictures Worldwide Acquisitions Group acquired
distribution rights to the film for English-speaking
territories. Sony was considering to send Moon to go
straight-to-video; but after Moon premiered at the 2009
Sundance Film Festival in January 2009, Sony Pictures
Classics decided to handle this film's theatrical release for
Sony Pictures Worldwide Acquisitions Group.
Sony Pictures Classics distributed the film in the United States
theatrically, beginning with screenings in selected theatres
in New York and Los Angeles on 12 June.
Certified 15
Independent Film Co (UK) secured the rights for all other
territories.

Exhibition
Opened on 57 screens (17th
July 2009)
The film's British premiere
was held on 20 June 2009 at
the Cameo Cinema in
Edinburgh as part of the 63rd
Edinburgh International Film
Festival
Released on both DVD and
Blu-ray.
+ OD, downloads, itunes,
etc

What does this tell

About the films
Target audience?

Questions
1. Who is the Target Audience
for this film? How do you
know?
2. How is the production of
this film an example of
Synergy at work?
3. Explain how Technological
Convergence and
Proliferation had an impact
on the production,
distribution and exhibition
of this film.

Consider niche or
mass market,
screens, premiere,
release date etc

BAFTAs 2014

What was controversial about this years awards?

How could we use this in an essay?

Issues of
Technology
British Film

Learning Outcomes
Know how technology affects the
ways in which you consume films.
Be able to explain the impact of new
technology on the film industry.

Three Keywords...
Synergy
Synchronised Energy! Institutions, products or
technology working together to have a bigger
impact.

Proliferation
To proliferate = to grow or spread. For example the
spread of technology as it becomes cheaper, or the
spread of knowledge, such as viral marketing.

Convergence
To converge to merge / link together. An example
of technological convergence could be an Iphone or
Xbox, allowing media to be consumed in a variety of
ways.

Film Technology - Starter

Write down all the technology that
you use to watch films.
Compare this to the people sitting on
your table. Are there differences?
Why?
Now consider, and note down, how
your viewing habits have changed in
the last five years.

Handout
Read and highlight the Issues of
Technology handout from your
booklet.
Use the information from the sheet,
along with your own knowledge and
opinions, to answer the following
questions

Questions
1. CGI enables filmmakers to visually enhance their films. What other
benefits does it have for production?
2. How can the internet be used by film companies to enhance the
success of their film?
3. What could the film industry do to combat illegal film downloads?
4. What technology issues are helping directors (like yourselves) to
make films?
5. DVDs offer improved sound and picture quality over tape. What
other advantages can they have for viewers?
6. To what extent are special editions and directors cut DVDs merely
a marketing ploy by the film industry to make more money?
7. Cinema going is still seen as an experience. If that is the case,
why hasnt the IMAX experience with its bigger screens, sharper
pictures and clearer sounds taken over from standard cinemas?
8. To what degree do you see the advent of home cinema, with largescreen televisions, home projectors and surround sound,
threatening the profits of multiplexes?
9. How has the video games industry, with its advances in
technology like Blu-Ray and HD-DVD, affected the way we watch
films in our own homes?
[Link] benefits do synergy-rich media conglomerates have when
producing, distributing, marketing and exhibiting their films?

Technology: Pros and Cons

Advantages

Disadvantages

Productio
n

Distributio
n

Exhibition

Try to think of
films to support
your points

The Question
With reference to case study
examples from the industry that you
have studied, discuss the impact of
new technologies that have been
introduced in recent years at the
levels of production, distribution and
exhibition.
1 hour 50 marks

Technology: Case Studies

Production

Proliferation
Slumdog Millionaire FilmFour the cameras used in Mumbai were small yet
high quality to allow realistic scenes to be shot in a difficult location.
Affordable technology for British indie projects (eg Shifty (Film London / BBC))
making micro-budget films a possibility.

CGI Moon (Cinesite) example of synergy and proliferation. Simple, cheaper

technology makes access to CGI a possibility for lower-budget films.
Distribution

Digital Distribution
DSN UK Film Council This is England (FilmFour / Warp Films)
Blanket Release = less piracy
No prints = Lower environmental impact
Exhibition

3D
Hollywood Avatar (20th Century Fox). Contrast to British Film Industry.
UK Streetdance 3D (BBC) proliferation of 3D technology.

Internet and web 2.0 enabling amateur filmmakers and indie projects to exhibit
films.

Games consoles Blu-ray and dvd, Zune, rentals, downloads (example of synergy)

Other points could include:

On Demand
These all offer increased access for
Downloads
Streaming
audiences and (potentially) increased
DVD and Blu-ray
profits for institutions.

Option compare and contrast two films throughout the essay

The Question
With reference to case study
examples from the industry that you
have studied, discuss the
significance of proliferation of
hardware and content for institutions
and audiences.
1 hour 50 marks

Manchesters Independent
Cinema
Exhibition case study

About Cornerhouse
Cornerhouse is Manchester's international
centre for contemporary visual arts and
film.
Located in the heart of the city and
openseven days a week,they have3
floors of contemporary art galleries, 3
screens showing the best of
independent cinema, a bar, caf and 2
bookshops.
Cornerhouse's patrons are: Danny Boyle,
Damien Hirst and Helen Mirren.

March 2014

Stoke Film Theatre

Established in 1974, the Film
Theatre ensures that a wider
variety of films are shown in
Stoke-on-Trent. Our program
contains a wide range of
independent, foreign (often
subtitled) and more
mainstream releases. The
emphasis is on films which
have either not been shown
or have received a very
limited release at the local
multiplex cinemas.

Task
1.
2.
3.

4.
5.

Have a look at the current schedules for an

independent cinema (Stoke Film Theatre,
Cornerhouse, etc).
Compare this to the listings of a local Multiplex
(Vue, Odeon).
Comment on the number of independent / nonmainstream films on show in each location. Also
consider the genre and target audience of the
films shown.
What does this tell you about multiplex
cinemas?
Why is it important to have independent

The Question
Discuss the ways in which media product(s) are
produced and distributed to audiences within a
media area, which you have studied.

Consider:
How films are produced and
distributed in order to target
specific audiences
The impact that technology
has had in helping films to
reach their audiences

Assessment feedback
Good times
Some pupils managed to follow the points
suggested in previous lessons
Some effective use of case studies
Some relevant terminology
Bad times
Lack of effort in some cases?
Not enough case studies Moon, Bullet Boy, A
Field in England would have enabled full marks.

The mark scheme

Synergy

in the British Film Industry

A Definition:
Synergy (from the Greek syn-ergos,
meaning working together) is the term used to
describe a situation where different entities
cooperate advantageously for a final outcome.
Simply defined, it means that the whole is
greater than the sum of its parts.
Its the strategy of synchronising and actively
forging connections between directly related
areas of entertainment.
New Technologies support this process web, bluray, downloads... Media institutions exploit
various platforms to sell various products

An example of synergy from

Disney

Outlets
CD

DVD
Game

An example of synergy from Working Title Films.

Sound Track

DVD

Convergence
Cross Media Convergence

Technological Convergence

is the way that different products

are produced and distributed on
different platforms.

is the process by which a range

of media platforms are integrated
within a single piece of media
technology.

For example The Guardian used to

be a purely paper-based media
product. Now it's produced and
distributed on iphone and ipad apps,
the website
Cross-media convergence also
applies to marketing strategies
whereby products are marketed
using print, web, film and TV-based
platforms.

For example the new X Box One is

a games console, a Blu-Ray
player, a web browser
Media institutions recognise that
audiences want to consume
media in a variety of different
ways .

Vivendi SA
Working Title films is owned
by Universal films.
Universal films is part of
Vivendi Universal.
It also owns major phone
companies in many
countries.
It also owns 60 publishing
houses selling 80 million
books a year.

Vivendi SA
Vivendi Universal own
Cineplex and Odeon cinema
chains, as well as [Link].
Owns Canal+ (French TV
subscription channel) which
has 14 million subscribers in
11 countries in Europe.
Canal+ part finance Working
Title Films productions.
Owns Universal records. (22%
share of global market across
63 countries).

Vivendi SA
Can produce their own TV
shows and films at Universal
Studios.
Have exclusive distribution
rights of Working Title films
and soundtracks.
Can distribute, market and
exhibit films they own through
their own 13 cable channels,
eg Chiller channel for horror
films, Movies 24 in UK and
Canal+ in Europe.
They can distribute their
content through their

[Link]
Vivendi Universal own [Link]
They can use this as a platform to distribute
Universal owned content
They can also use the [Link] as a platform for
advertising content and can sell advertising space
to other related companies eg CBS have links to
their film sites
Therefore the company benefit from audiences
owning converged technology such as a videoipod as this is where they will download and
exhibit their content

Vivendi SA
Have integrated film, music, web and distribution
technology into the company, including owning
big stakes in cables and wires that deliver these
services.
Therefore they are vertically integrated because
they own all the different companies involved in
film, from production to distribution to exhibition.
They are also horizontally integrated because they
have all the expertise for producing media
content under one roof films, tv, magazines,
books, music, games thus being able to produce
all the related media content for one film under
the same roof (see synergy).

The Question
With reference to the industry and
institutions that you have studied,
consider the impact of cross media
convergence and synergy in
production, distribution and exhibition.
50 marks

Convergence and Synergy

Impact of CMC
or S

Examples

Keywords

Prod.

Dist.

Exhib.
Try to think of
films to support
your points

Convergence and Synergy

Prod.

Dist.

Exhib.

Impact of CMC
or S

Examples

S production
companies
working together
to create
effective
products.

Moon Liberty
Films, Cinesite,
Stage 6. Worked
together to produce
an effective sci-fi
film on a budget

Keywords

S combination
of strategies
used in
advertising and
marketing.
CMC range of
media utilised to
promote film.

Synergy
Convergence
Prolifieration
Release Strategy
Advertising
Bullet Boy
Marketing
Festival release (=
hype); TV, radio and Niche
Mass
online promotion.
Soundtrack as spin- Digital distribution
off.
+ different ways of
watching films

CMC films
released on a
variety of media
platforms.

A Field in England
synchronised
release on all
platforms. Wide

Try to think of
films to support
your points

Ownership and The Film

Industry

Key Words which key ownership

terms are defined below?
Two or more types of media
coming together.
Different elements of a
company working together to
promote related products.
The process by which an
increasingly smaller number
of companies own most media
outlets.
A company which produces
two or more types of media.
A large parent company which
owns a range of smaller
companies.
Smaller companies owned by a
parent company.
When the market is dominated
by a small number of

Key Words which key ownership

terms are defined below?
Convergence

Two or more types of media

coming together.

Synergy

Different elements of a
company working together to
promote related products.

Concentration of media
ownership

The process by which an

increasingly smaller number
of companies own most media
outlets.

Cross-media ownership

When a company which

produces two or more types of
media.

Conglomerate

A large parent company which

owns a range of smaller
companies.

Subsidiary

Smaller companies owned by a

parent company.

Oligopoly

When the market is dominated

by a small number of

What is media ownership?

All media whether it is film, music,
or print is owned by a company.
They hold the rights to publish,
distribute and manipulate their work.
For example: Warner Bros own DC
Comics and therefore own the
rights
to all of the characters in
the DC universe

Key Issues
For a question on issues raised by
media ownership you will primarily
write about the following key areas:
Piracy
The dominance of Hollywood over
the industry
The destruction of the UK Film
Council

Piracy
Piracy the illegal distribution of media
without the permission of its owner. E.g.
Downloading, Pirate DVDs
Advances in digital technology (see digital
cinema notes) have made piracy easier,
cheaper and has improved the quality of
the content.
Electronic files can be leaked in advance of
a films release.
The internet allows pirate material to be
distributed all over the world very quickly

Piracy
Digital cameras and sound
equipment used in cinemas to record
pirate copies of a film have improved
greatly in quality
This technology is now far cheaper
and easier to use.

Combating Piracy
Digital technology has allowed films to be released
simultaneously across the world. Previously the delay
in films reaching the UK from America meant that
piracy was a more popular option.
Digital encryption means that films can be securely
distributed.
The rise in digital film production and exhibition has
paved the way for 3D cinema.
3D cinema is currently more difficult to pirate.
It can not be filmed effectively in cinemas.
The cost of watching good quality 3D material at home
currently means mass audiences arent yet interested.

The American Film Industry

The American film industry is dominated
by The Big Six film studios.
Can you name them?
Warner Brothers
Paramount
20th Century Fox
Walt Disney Pictures
Columbia Pictures
Universal Pictures

What is the
combined North
American market
share of the Big
Six?

90%

Who Owns the Big Six?

Warner Bros.
Time Warner (worlds 2nd largest media
conglomerate)
Paramount
Viacom (4th largest media conglomerate)
20th Century Fox
News Corp (3rd largest media
conglomerate)

Who Owns the Big Six?

Walt Disney Pictures
The Walt Disney Company (worlds largest
media conglomerate)
Columbia Pictures
Sony Corporation (5th largest media
conglomerate)
Universal Pictures
GE (2nd largest company in the world) and
Comcast (largest telecommunications company
in the US)

Ownership and the American Film

Industry
The American film industry is dominated by 6 major studios, each
of which are subsidiaries of major media conglomerates.
The American film industry makes more money from international
revenue ($30 billion) than domestic revenue ($10 billion).
What are the implications of this ownership structure?

Concentration of media ownership (bias, stealth marketing)

Ability to take bigger risks bigger budgets spectacle
Synergy
Limited choice in cinemas
Endless sequels
Poor quality films
A dying British industry

Films helped by the Film

Council
Vera Drake, The Last King of Scotland, My
Summer of Love, Bend it Like Beckham, Fish
Tank, Adulthood, London to Brighton,
Nowhere Boy, How to loose friends and
Alienate People, This Is England, Happy-GoLucky
For everyone 1 of lottery money invested,
British films are reckoned to generate 5 at
the box office.

UK Film Council axed!

The UK Film Council is essential to film-making
in the UK. Put simply, if it wasnt for the UK Film
Council, many projects (films) wouldn't exist
Along with BBC Films and Film4, the Film
Council is the main port of call for film makers
trying to get feature films off the ground,
especially if those films are outside the
mainstream.
In 2010 the government announced that the
scheme was going to be axed

The Kings Speech

Would not have been possible without
the support of the UK Film Council. Both
Film 4 and the BBC turned it down.
Head of the UK Film Council's Film Fund,
said "The rise of The King's Speech
from a British independent film to a
worldwide commercial and critical
phenomenon is a huge testament to
the creatorsIt's a magnificent final
chapter for the UK Film Council.
The film won 4 Oscars, including Best
Picture.

FACT FILE: THE KINGS

SPEECH
Directed by Tom Hooper
Released 2010
Starring Colin Firth, Helena Bonham
Carter, Derek Jacobi, Geoffrey Rush
Budget: 10,000,000
The Weinstein Company, Alliance
Films, Paramount Pictures

CRITICAL SUCCESS
Nominated for seven Golden Globes
Nominated for fourteen BAFTAs
Nominated for twelve Academy
Awards
Won four Oscars for, Best Picture,
Best Director, Best Actor and
Best Original Screenplay

FINANCIAL SUCCESS
In the UK it took 3,510,000 from 395
cinemas on the opening weekend.
In the US it made $355,450 in four screens,
It was then widened into 700 screens and then
1,543
The film has made $40 million in profit from
the theatrical release alone.
Compare these figure to those of Shifty

FINANCIAL SUCCESS: SHIFTY

Opening weekend 51 prints
took 61,000
After 3 weeks down to 12 prints
after taking over 131,000
Final box office - 143,000

Film and Britain

The film market in Britain is
dominated by American products.
American produced films account
for 75% of the total UK box office.
18 of the top 20 most successful
films at the British box office
were produced by the Big Six
studios.
[Link]
media/pdf/1/6/The_UK_box_office_

Ownership and Globalisation

One effect of the concentration of
media ownership is that the global
media market is increasingly
dominated by a small number of
Western (mostly American)
conglomerates.

Do you think this is a positive or a

negative?

Sample Question
Discuss the issues raised by media
ownership in contemporary media
practice within a media industry which
you have studied.
The main issues you will focus on are:
Piracy
Hollywoods Dominance
The loss of the UK Film Council

 Discuss the issues raised by

media ownership within a media
area you have studied.
Relevant to the question
Accurate factual knowledge
Specific examples
Terminology
Personal experience

Essay Structure
Introduction state your focus, argument, and
case studies.
Media Ownership general overview of key
issues relating to the film industry
American film industry using _____to support
points you make explain implications of
ownership on institutions and audiences
British film industry contrast British film
industry using examples such as _________
Conclusion sum up your argument, relate to
your own personal experience as a consumer

Public vs. Private (vs. Independent!)

Answerable to the
BBC Trust and
licence payers
Able to form
partnerships
with other
companies
(synergy, HV)

Only answerable
to the
shareholders

Not able to work in all genres?

Funding guaranteed from the licence fee

And Government

Can use their

existing
brands and
media outlets
to promote,

Ownership
Issue

Piracy

US

UK

Consider production,
distribution and
exhibition

Examples

Keywords

A Case Study: Watchmen

An extra example that could be used in the exam

UNDERSTANDING FILM
RIGHTS

Film Rights
When an existing story (book, play, comic) is made
into a film the rights have to be bought from the
author the product is their intellectual
property
E.g. Warner Brothers bought the rights to make the
first 4 Harry Potter for 1 million. (They bought the
remaining 3 when the first had been a success.)
Film makes may option a script meaning they
only pay 10% of the fee and then pay the full amount
if the project is green lit ( goes into production) .
There is normally a time limit on an option usual
two or three years. If the film isnt made in this time
the rights can be re-sold.

Film Rights
Establishing who has
the rights to make
a film offer results in
long legal battles and
the delay of a film being
made.
Case Study: Watchmen

Watchmen
There have been numerous attempts to make a
film version of Watchmen since 1986, when
producers Lawrence Gordon and Joel Silver
acquired film rights to the series for 20th Century
Fox.
In 1991, Fox put the project into turnaround and
was moved to Warner Bros.,
A turnaround is an arrangement in the film
industry, whereby the rights to a project one studio
has developed are sold to another studio in
exchange for the cost of development.

Watchmen
Gilliam later abandoned the project
because he decided that
Watchmen would have been unfilmable. Subsequently it was
dropped by Warner Bros.
In 2004 the film went to Paramount
Pictures but again it was placed in
turnaround when the lead director
left to work on other projects.
In 2005 Lawrence Gordon took the
film back to Warner Bros where it
was eventually brought to life.

Watchmen
20th Century Fox filed a lawsuit to block the
film's release, stating that they still had the
rights to the film and that L. Gordon was
supposed to resubmit Watchmen to Fox every
time he came up with a changed element.
Warner Bros fought this claim but eventually
the studios eventually settled.
Fox received an upfront payment and a
percentage of the worldwide gross from the
film and all sequels and spin-offs in return.
The film was released to cinemas in March
2009 a year after the original release date.

How you watch films

Your consumption

Your Consumption
You cant answer this question with I dont really
watch films
Equally, your response cant be a list of
everything youve watched recently and whether
you liked it or not
The best answers will give a range of examples
of the different ways an viewer could watch
films, and will explain how this links to wider
patterns in the industry.

Mr Taylors Film Diary

The Hobbit: The
Desolation of
Smaug
Moneyball
Elysium
A Field in England
Blade Trintiy
The Wolf of Wall
Street
Inside Llewyn
Davis

Film

When/Where/How/
Why?

Link to the industry

spectacle (big
screen), 3D occasion
movie

blockbuster. Cross
media convergence in
marketing made it
hard to miss!

January, DVD.
Supermarket
promotion. Didnt
care enough to see it
at the cinema. Like
Brad Pitt and sports
movies.

DVD promotions
(distribution), starappeal, genre.

Mr Taylors
Film
Diary
December, IMAX
Large
budget, blanket
Manchester. Hype,
release, CGI

The Hobbit: The

Desolation of Smaug

Moneyball

Elysium
A Field in England

BlinkBox
Blade Trinity
4OD
The Wolf of Wall
Street

Film4

Inside Llewyn Davis

Illegal download

Film

When/Where/How/
Why?

Link to the industry

Your film diaries

For exampleIntroduction
In a world in which changes in technology are a daily
event, audiences are now able to consume films in a
huge variety of ways. Proliferation of technology, along
with increased technological convergence, has meant
that films can be accessed anywhere and at any time,
provided an internet connection is available.
My film viewing habits largely reflect those of most
teenagers in Britain today. They are influenced by both
convenience and the highly effective distribution
strategies that film institutions employ. The most
common way in which I watch films is

For exampleMain
Paragraph
Cinema Desolation of Smaug
Why Source material, sequel, US Blockbuster (MGM),
CGI, Release Strategy (Christmas), Cinema as a social
occasions
Link to wider trends This reflects wider audience trends
as this film is designed for maximum effect on the big
screen. Also the Christmas release, combined with the
multi-media, synergistic marketing approach, meant that
there was a lot of hype created for the release. Also, the
fact that this is a sequel, taken from a bestselling novel,
would encourage audiences to make the effort to see it
as soon as possible.

Feedback

Average mark:

30.785 (low C)

The Question
With reference to case study
examples from the industry that you
have studied, discuss the impact of
new technologies that have been
introduced in recent years at the
levels of production, distribution and
exhibition.
1 hour 50 marks

Average mark:

34

(high

C / low B)

General feedback
Good range of points (for production,
distribution and exhibition)
Some effective case studies (Moon
(synergy and CGI), Gravity (CGI), A
Field in England (release strategy))
More use of keywords required
Not enough references to institutions
Case studies often lack the required
detail

Technology: Case Studies

Production

Proliferation
Slumdog Millionaire FilmFour the cameras used in Mumbai were small yet
high quality to allow realistic scenes to be shot in a difficult location.
Affordable technology for British indie projects (eg Shifty (Film London / BBC))
making micro-budget films a possibility.

CGI Moon (Cinesite) example of synergy and proliferation. Simple, cheaper

technology makes access to CGI a possibility for lower-budget films.
Distribution

Digital Distribution environment, no loss of quality, blanket releases, cheaper

DSN UK Film Council This is England (FilmFour / Warp Films)
Blanket Release = less piracy
No prints = Lower environmental impact
Exhibition

AFIE unique release strategy created hype and lots of options for the audience

Internet and web 2.0 enabling amateur filmmakers and indie projects to exhibit
films.

Games consoles Blu-ray and dvd, Zune, rentals, downloads (example of synergy)

Other points could include:

On Demand
These all offer increased access for
Downloads
audiences and (potentially) increased
Streaming
profits for institutions.
DVD and Blu-ray

Option compare and contrast two films throughout the essay

Referring to a case study

A good example of how technology has proliferated and
allowed films to make use of advanced editing techniques is
Moon (2009). Produced by Liberty Pictures (an independent
British production company) and directed by Duncan Jones,
the Sundance nominated film managed to use CGI to create a
convincing moon setting despite its relatively low budget of
$5 million. Part of this was accomplished through synergy;
Liberty Pictures worked in partnership with Cinesite (a British
effects company) to access CGI at a reasonable cost, but the
increased availability of advanced technology was also a
factor. The fact that the films distribution rights were secured
by Sony Stage 6 shows how successful this partnership was
and how new technology is having such a big impact.
At the opposite end of the scale, recent UK hit Gravity
(2014) is an example of

The Question
With reference to case study
examples from the industry that you
have studied, discuss the
significance of proliferation of
hardware and content for institutions
and audiences.
1 hour 50 marks

Some definitions
Proliferation: rapid increase and growth
Hardware: a technological device which assists the
production, distribution and/or exhibition of a film.
Examples of hardware would include the camera that
captures the film, the computer and editing software
that cuts and markets the film or a digital projector, to
exhibit the film in a digital cinema. Also hardware for
consumption in the home.
Content: the products that audiences receive from the
film institutions

Proliferation of Hardware and

Content
Proliferation of
hardware

Production

Distributio
n

Exhibition

Proliferation of content

Proliferation of Hardware and

Content
Proliferation of
hardware

Production

Distributio
n

Proliferation of content

Faster computers and

high speed internet
(Shifty)
HD cameras cheaper,
smaller (Slumdog)
Editing software CGI
(Moon)

NA

Digital distribution (A
Field in England)
Viral marketing
campaigns
Social networks
Synergy and cross
media convergence in
marketing

Above the line (Posters,

teasers, trailers etc.) and
below the line (viral,
social media, youtube etc.)
advertising and marketing.

3D, IMAX, Digital

cinemas, smart TVs,

Apps, websites, games,

soundtracks

Average mark:

34.0667

(high C / low
B)

To improve
Detailed case studies!
References to the institutions
No more Avatar!

Your homework
Submarine / Warp Films case study
has to be included in your next
essay!
Write the ownership essay
Revise your case studies (essays
without notes next term wooo!)

Public vs. Private (vs. Independent!)

Answerable to the
BBC Trust and
licence payers
Able to form
partnerships
with other
companies
(synergy, HI)

Only answerable
to the
shareholders

Not able to work in all genres?

Funding guaranteed from the licence fee

And Government

Can use their

existing
brands and
media outlets
to promote,

Ideas
Production
Public BBC Film
Private Film4 and The Big Six
Independent Warp Films
Distribution (exchange)
Public BBC Film
Private Film4 and The Big Six
Independent Warp Films

Issues:
Budgets,
accountability,
genres, mass
[Link], importance
of synergy, H/V
integration, reaching
an audience
Issues:
Piracy, budgets,
relaese strategies,
above and below the
line marketing,
digital distribution,
cross media
convergence