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Audience and Institution

Audience and Institution. Re-sit preparation. WHAT DOES THE SPECIFICATION SAY?

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Audience and Institution

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  1. Audience and Institution Re-sit preparation

  2. WHAT DOES THE SPECIFICATION SAY? A study of a specific studio or production company within a contemporary film industry that targets a British audience (eg Hollywood, Bollywood, UK film) including its patterns of production, distribution, exhibition and consumption by audiences. This should be accompanied by study of contemporary film distribution practices (digital cinemas, DVD, HD-DVD, downloads, etc) and their impact on production, marketing and consumption.

  3. What does the examiners report say? Some superb responses seen under this topic which dealt very well with digital technology and marketing/consumption practices. The most able candidates were well prepared, which enabled them to compare and contrast a range of examples through the case studies set. These focused on a studio, often Hollywood practise and UK film making. Best examples included Skyfall, Harry Potter, The Hobbit, The Dark Knight Rises, Les Miserables, Paul and the Kings Speech, Streetdance 3D, Inbetweeners, Submarine, Monsters and Fish Tank. Many candidates could draw upon the use of viral marketing campaigns and how this promoted a film’s release, were able to compare US and UK film releases and discuss the role of digital technology via the key concepts of synergy and cross media promotion/ convergence of technologies. There were good comments about the use of social media and mobile technology to market films and candidates were able to support their comments with examples of Facebook and Twitter pages and apps. Facebook and Twitter were mentioned by many candidates and stronger candidates were able to give clear examples of how they were used to target audiences - notable examples were a S.H.I.E.L.D game on the Avengers Assemble Facebook page and The Dark Knight Rises. There was also plenty of discussion between older traditional (non-digital) forms of technology and marketing and digital versions linked to the capabilities of different film companies and the need to make the market aware of the product. Lengthy and informed discussions of how US film companies had more power to market a product globally was frequently compared to how British companies could not compete at the same level, in terms of a range of services being promoted. On occasion candidates could discuss how digital marketing strategies succeeded, but the film was not considered a success, for example Disney’s John Carter.

  4. How we are going to approach this • Two contemporary films • One Hollywood, One UK • To save time, the UK film will be Four Lions, which we have all watched • The Hollywood film you can choose from • The Hobbit: The Journey Begins • Dark Knight Rises • Skyfall • You need to watch whichever one you choose on your own time. If you don’t have access to any of these I can lend you one (The Hobbit)

  5. What you have to do • Each week on a Tuesday for the next five weeks we will have a seminar in which we will discuss the following aspects of our chosen Hollywood films: • The studio or production company that made it, including details of the director/producer and other work that they have done. • Its production practices for that film, including technologies and industrial practices • Its distribution practices including marketing (both old and new, digital and non-digital) • Its exhibition practices including digital cinema, DVD, on demand film and Internet streaming services • Audience reception and consumption of the film including box-office, back-end rights (DVD, Blu-ray, PPV) • We will also compare an contrast this with similar themes for Four Lions. I will give you information about Four Lions, but you must find the corresponding information for your Hollywood film.

  6. Homework • Will be to prepare your contribution to the cinema for your Hollywood film. • You do not need to have clips, but you will need to prepare a one-sided handout with your notes on the topic for that week and this can have links to clips and other resources. • SO for next Tuesday you need to prepare your handout on …… • The studio or production company that made it, including details of the director/producer and other work that they have done. You should also include some details (production dates, release dates, costs, cast and a brief, 1 paragraph synopsis of the film)

  7. Four Lions • Look at the handout. This gives some background to Warp Films and is an example of the kind of thing you need to prepare for each seminar.

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