audience & institution
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- INSTITUTIONS AND AUDIENCES FILM INDUSTRY REVISION OF PRODUCTION, DISTRIBUTION AND MARKETING
- AIMS To understand the focus for KEY TERMS the Audience and Audience Institutions section of your Institution June Exam Production Subsidiary To understand the structure Distribution of a Cultural Circuit Marketing To understand the different Exhibition sectors of the film industry Horizontal Integration Vertical Integration
- CULTURAL CIRCUIT What they have produced Media Text TargetInstitution AudienceWho has produced Who it is produced the media text for.
- HORIZONTAL AND VERTICAL INTEGRATION Often a single parent company will own multiple companies in the film industry. HORIZONTAL The parent company This is divided into two types of ownership: owns multiple companies at the same stage of the film industry. A smallerPRODUCTION PRODUCTION PRODUCTION company, owned by the parent is a subsidiary. VERTICALDISTRIBUTION The parent company For example Walt Disney also owns: For example Warner Bros owns: owns multiple companies across Warner BrosFilms (Production) Miramax Studios different stages of the film industry. EXHIBITION Hollywood Pictures Warner Bros (Distribution) Used to own Warner Bros Cinemas Pixar Animation What are the in the UK (Exhibition advantages for a parent company of each type of ownership?
- THE EXAM Section B: Institutions and AudiencesCandidates should be ABLE to understand and discuss the processes of production, distribution,marketing and exchange as they relate to contemporary media institutions, as well as the nature ofaudience consumption and the relationships between audiences and institutions. In addition,candidates should be familiar with: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) byinternational or global institutions;the ways in which the candidates own experiences of media consumption illustrate wider patternsand trends of audience behaviour.This unit should be approached through contemporary examples in the form of case studies basedupon one of the specified media areas.
- Exam Translation ExampleThe issues raised by media How the ownership of the As case studies, useownership in contemporary production, distribution and Warner Bros and Warp andmedia practice exhibition companies compare the types of films affects the type of films that that they make and how are made. they make sure they reach their target audienceThe importance of cross Understand how all aspects Compare how Warp andmedia convergence and of the media (websites, Warner Bros films aresynergy in production, newspapers, tv etc) are marketed through other aspects of the media. Look atdistribution and marketing used to market a film and specific examples of TDK and show you understand how TIE, discuss horizontal and companies work together to vertical integration and produce and distribute compare the different types of films. marketing campaigns and how they target audiences.The technologies that have Show you are aware of how From your case studies look atbeen produced in recent years new technology has been used how filming in HD, Imax andat the levels of production, to improve the making, look at how SFX is added atdistribution, marketing and distributing, marketing and the editing stage. Analyse howexchange. exhibition on film. the Internet influences the way films are marketed. Look at digital distribution of films.
- The significance of Show you understand how the You need to be able to explorehardware and content for increase and improvements how the affordability of newinstitutions and audiences made in technology are technology has impacted upon affecting the ways that films are the making, distribution and made and distributed today. exhibition of film in relation to Also, be able to assess how your case studies. You should technological improvements also discuss the emergence of have impacted the viewing blu-ray, piracy and the new experience, at home and in the wave of 3D as well as analysing cinema. new ways of distributing films that could have helped TIE such as digital distribution.The importance of Understand how new media Include information from bullettechnological convergence technologies can combine points 3 and 4 here as well butfor institutions and to produce, market, also give specific examples from your case study on howaudiences. distribute and exhibit a film new technologies can combine successfully to reach a target audience. TIE- Greenroom digital approached Britfilm.tv to launch a site take over to market the film to target audience. TDK whysoserious and Ibelieveinharveydent.com ARGs.
- Exam Translation ExamplesThe issues raised in the Show how you know how Warner Bros is owned bytargeting of national and international and global Time/Warner a Medialocal audiences (specifically institutions target an conglomerate who makeBritish) by International or international and local films for an internationalglobal institutions. British audience and global audience. State how compare this to how British they manage to do this institutions target their using media language we audience. have learnt. Compare this to how Warp target a niche audience. Discuss relevant funding, costs, P and A and why they target different audiences.The ways in which your own Include reference to how This should be included asexperience of media your own experience of the elemen
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