AS G322 revision booklet pt1 (Film Industry)
View more documents from Belinda Raji
Monday, 16 May 2011
Good luck tomorrow
Good luck in your exam tomorrow.
Things to do now:
1. Read through the entire blog, make notes on the key points.
2. Divide your time properly during the exam.
3. Write a plan before your answer the question on the film industry.
4. Remember the focus is on audience and institution but you should also ensure you include the following points in any answer.
The processes of
production
distribution
marketing & exchange on a
local, national or international level &
British audience’s reception & consumption
You must also include up to date examples and ref to theory.
We have covered all of these points so you should be able to do really well on this unit.
Things to do now:
1. Read through the entire blog, make notes on the key points.
2. Divide your time properly during the exam.
3. Write a plan before your answer the question on the film industry.
4. Remember the focus is on audience and institution but you should also ensure you include the following points in any answer.
The processes of
production
distribution
marketing & exchange on a
local, national or international level &
British audience’s reception & consumption
You must also include up to date examples and ref to theory.
We have covered all of these points so you should be able to do really well on this unit.
Tuesday, 10 May 2011
Useful presentation to help you answer essay questions
http://www.scribd.com/full/14824216?access_key=key-1ajlwzh5sfn5at7e13jq
Essay Plan; Here is a detailed essay plan for todays lesson, you find your own up to date examples and email back to me.
How important is cross media convergence and synergy in production.
Intro: Begin with a quote from theorist David Gauntlett,
'Making is connecting',
Look at his website here for more theory.
If you can't bear that then watch his video here before you start writing, This is relevant for this essay as everyday creativity is relevant precisely because of cross media convergencee and synergy in film production.
2nd paragraph: define your understanding of what cross media convergence & synergy is. (remember the powerpoint we looked at the other day, I have put that on the blog as well). Synergy is arguably more relevant in terms of production, cross media is more relevant in terms of post production, marketing, distribution and exchange. Even if these terms arent mentioned in the question, in terms of the film industry I would expect to see them in most essays.
3rd para- Focus on synergy- look to your case studies.
How many different companies were involved in the production of the boat that rocked and the kings speech?
WHy is this important? Well, in the UK its important because if there wasnt synergy, there wouldnt be enough funding available to make the films- this is why the cutting of the UK Film Council is a big issue for the Uk film industry.
You can compare it to huge branding of Harry Potter which has a huge amount of cross media convergence involved too. This should lead you nicely to ....
4th Para cross media convergence for film institutions, give an eg of how that works and what is the advantage to the instiution
eg The Boat that rocked producing a soundtrack to go with the film- importance for institiution- importance for audience.
4th para- 2nd example- the marketing of The Kings Speech- remember you did a case study on Momentum this so you should be able to write very confidently on the marketing campaign that used cross media convergence very successfully.
5th para- Remember this unit's focus is on audience and institution so how important is convergence and synergy to the audience?
6th para conclude with reference to question and theory. In particular in the light of Web 2.0, and Gauntlett and Hall's theory, how are audiences involved in the creativity?
Friday, 6 May 2011
Advice from Principal examiner
1. Plan how you will make your notes for TV Drama.
2. Link analysis of the technical features of the extract to the representation being analysed.
3. Editing and sound tend to be the least well done areas, pay close attention to them.
4. Section B on the film industry, have lots of egs from the last 5 years to back up your points.
5. Make sure you answer the question. You need to explain and evaluate the points you have made, don't just describe!.
6. Leave a line between each paragraph to make it easy for the examiner to read.
2. Link analysis of the technical features of the extract to the representation being analysed.
3. Editing and sound tend to be the least well done areas, pay close attention to them.
4. Section B on the film industry, have lots of egs from the last 5 years to back up your points.
5. Make sure you answer the question. You need to explain and evaluate the points you have made, don't just describe!.
6. Leave a line between each paragraph to make it easy for the examiner to read.
Wednesday, 23 March 2011
Tuesday, 22 March 2011
Monday, 21 March 2011
Digital Screen network
Digital Screen Network
The average Hollywood blockbuster opens on 300-plus screens across the UK; most independent films, restored classics, documentaries and foreign language films still struggle to reach over ten per cent of those screens.
Digital screening cuts the cost of releasing films (a digital copy costs around one tenth of a 35mm print). That's why UK Film Council and the Arts Council England have created the Digital Screen Network – a £12 million investment to equip 240 screens in 210 cinemas across the UK with digital projection technology to give UK audiences much greater choice.Cinemas in the network have already screened non-mainstream films including Control, This is England, Good Night and Good Luck and the Oscar®-winning The Lives of Others, as well as classics like Meet me in St Loius, The Wizard of Oz andCasablanca.
Digital Screen Network cinemas hosted the UK Film Council and BBC Two's Summer of British Films season - a sell out tour running from July to September 2007 featuring British classics such as Goldfinger, Brief Encounter, Billy Liar, Henry V, The Wicker Man, The Dam Busters andWithnail and I.
Digital Innovation in Distribution
Pilot scheme for innovative digital campaigns
In August 2009, the UK Film Council launched a pilot application process as part of the P&A Fund that allowed rights holders the opportunity to apply earlier for funding towards innovative, long-lead digital campaigns. The objectives of the scheme were to
a) help independent rights holders better utilise new online tools and services to reach their audience and;
b) share data and learnings from the supported projects with the wider industry so that the scheme had the largest possible impact.
The scheme was initially launched for five awards of up to £30,000. Following a successful uptake of these a further seven awards were made available, making a total of 12 awards across the scheme.
Projects were selected based on the criteria laid out in the fund guidelines which are available here: http://www.ukfilmcouncil.org.uk/printsguidelines
Case studies for the first six awards are presented here. These aim to provide an objective overview of the campaign and its relative success or otherwise. Each case study includes details of what worked, what didn't, relevant data and key performance indicators as well as the full campaign budget.
Key Learnings and Observations
The case study format was chosen because of the inherent difficulties in judging the success or failure of innovation relating to specific titles. Since there are many factors that affect the performance of a film, not least the film itself, but also the execution of the strategy – an account of the entire project is likely to be more useful that simply looking at the resulting statistics.
Despite the varying nature of each project, a number of recurring themes emerged, including:
1. It is never too early to start planning your digital campaign
The Fund's guidelines were for applications to be received 16 weeks before release at the latest but several of the case studies report issues arising due to underestimating the necessary lead time. Equally, it is important to have built in the flexibility to adjust a campaign post-launch.
2. Simplicity of concept and design
A user experience that is clear, uncomplicated and doesn't require too much time or effort from users appears to be an important quality.
3. Identify a clear target audience
Projects reported particular success when they identified a very specific target audience. Careful targeting and a clearer focus on a target audience generally lead to more efficient and effective campaigns.
4. Creating traction and driving awareness
A recurring issue with many of the campaigns was the challenge of creating awareness of the campaigns in the first place. Those which relied exclusively on online PR and seeding to do this struggled to bring in the numbers to make the campaigns effective. Conversely, the inclusion of an offline hook was an effective way of translating online awareness into something wider.
5. Integrating social media
Without exception all campaigns employed Facebook as a core part of their strategy. However, there were different approaches to this, ranging from applications built directly on the Facebook platform to those simply using it as a communication channel. The platform's constantly changing Application Programming Interface (API) means that the question of how best to integrate Facebook and other social media platforms into a campaign is one of the key strategic decisions to be taken at the outset.
6. Conversions and measuring success
It was apparent that exposure to a campaign doesn't necessarily translate into audience. The ultimate challenge, therefore, is one of conversion which means that the measurement of conversion is extremely important.
Next Steps
Case studies will be added to this page on an ongoing basis as and when the projects have been completed and reviewed.
Anglia Ruskin University Research Project
Anglia Ruskin University has also reviewed the UK Film Council's Digital Innovation award scheme as part of a wider research project on the Culture of Digital Economy and new business models within the Creative Industries. The findings are presented in a short film which features clips from the films and campaigns, and interviews with those people involved. The film runs for approximately fifteen minutes and can be viewed below:
Tuesday, 15 March 2011
Monday, 7 March 2011
Task
Find out 5 interesting facts about an element of the production, marketing, distribution and exhibition of The Kings Speech.
Present at the beginning of next lesson.
Present at the beginning of next lesson.
Monday, 28 February 2011
work for Monday 28th Feb
Please read this article
and follow the instructions to research the marketing of Avatar in terms of a comparison with the US and Uk distribution.
You should also ensure that your essay that was set for over half term is complete.
and follow the instructions to research the marketing of Avatar in terms of a comparison with the US and Uk distribution.
You should also ensure that your essay that was set for over half term is complete.
Wednesday, 16 February 2011
Tuesday, 8 February 2011
Monday, 31 January 2011
Focus
Film
A study of a specific studio or production company within a contemporary film industry that targets
a British audience ( 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 upon production, marketing and consumption.
We will look at three case studies, Disney, Working Title and Vertigo.
A study of a specific studio or production company within a contemporary film industry that targets
a British audience ( 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 upon production, marketing and consumption.
We will look at three case studies, Disney, Working Title and Vertigo.
Sample Question:
Discuss the issues raised by institutions’ need to target specific audiences within a media industry which you have studied.
Candidates will be assessed on their ability to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and their own experiences.
Candidates may cover the following material in their responses to the question:
• Production practices which allow texts to be constructed for specific audiences
• Distribution and marketing strategies to raise audience awareness of specific products or types of products
• The use of new technology to facilitate more accurate targeting of specific audiences
• Audience strategies in facilitating or challenging institutional practices
Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally. Examiners should also be prepared to allow points, examples and arguments that have not been considered if they are relevant and justified
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