G322:
Institutions
and Audience
The questions are very broad and can
focus on one of the following areas:
Media Ownership (Media Conglomerates)
Synergy & Cross Media Convergence
New Media Technologies
The spread of technology
Technological Convergence (media gadgets)
Big industries targeting British audiences
Your media consumption
Marketing
Production
Our Case
Study: Disney
• Revenue: $48 billion
• Operating income: $12 billion
• Its assets are believed to be
worth $84 billion
Institution/Media Ownership
Disney’s Assets
Walt Disney Studios
Buena Vista Home Entertainment
Walt Disney Motion Pictures Group:
Touchstone Pictures
Pixar Animation Studios
Lucasfilm Animation
ESPN
ABC Entertainment Group
Marvel Entertainment
Disney Music Group
Institution/Media Ownership
Media Conglomerates
Massive multinational media companies who own:
•Film Studios
•TV Stations
•Record Labels
•Magazines
•Newspapers
•Books
•Internet platforms
Institution/Media Ownership
Independents
Some producers work outside of the major studies. Often
British productions are made by smaller outfits like Warp
Films, working with Film 4 or the BBC to try to secure extra
funding and help with distribution. Often films made this way
struggle to get more than £1 or £2 million budgets and
consider a success to break even, with DVD after-sales
included.
US independent film maker Orin Peli made ‘Paranormal
Activity’ for just $15,000. But he needed Paramount, a US
major studio to distribute his film. In doing so the film made
over $190 million. This shows there are exceptions to the rule
that big budget films usually do best...
Institution/Media Ownership
Industry Overview
British Films, have low to modest
budgets, make modest returns.
British films - stuck in a rut…
The main British success
story, Working Title now
has US cash to finance its
films.
Budgets average £1m
Indie
(UK)
Budgets
average $30m
Working
Title
(UK/US)
Hollywood
Studios
(US)
US films out of Hollywood have
massive budgets, which generate
massive profits - a cycle of selfsustaining profit.
Budgets
average
$100m+
Why might
conglomerates
be seen as a
negative?
L/O: To
explore the
production
process of
Disney films
Homework:
1. Choose a recent Disney film
2. Find out about the institutions involved
with the production, distribution,
exhibition and marketing. What role did
they play? Who spent what?
3. Research the production of the film –
what problems were there? What
technology was used? Was there any
synergy between institutions?
Production
Walt Disney Animation: History
Overview: The Production Cycle
You are expected to know what happens
in each of these 4 stages of a film’s life:
1. Film Production
2. Film Distribution
3. Film Exhibition
4. Film Marketing
Choose genre, director, stars,
SFX, & film it!
£1000 Film reels produced &
sent to as many cinemas as
possible
Get film into multiplexes & TV
deals
Advertise the film as widely as
possible (Synergy?)
The Production Cycle
What issues might film
producers face
during the production
cycle?
Production
Walt Disney Animation
For a long time, Walt Disney was seen as the most
innovative and successful animation institution.
1970s and 80s – downturn
1990s – renaissance thanks to new technology, A
list actors, use of music and engaging narratives
(for both adults and children)
Production
The Importance of Innovation
https://www.youtube.com/watch?v=yKUWli76KRc
The Little Mermaid (1989) was also the first to feature the
use of Disney's Computer Animation Production System
(CAPS).
Developed for Disney by Pixar
Production
Little Mermaid (1989) Fact File
Budget
$40,000,000 (estimated)
Box office: $211,343,479 (worldwide)
Rentals: $40,227,000 (USA)
Computer Animation Production System
https://www.youtube.com/watch?v=FDjPziJl778
Production
The Lion King (1994)
https://www.youtube.com/watch?v=WmcJthJmF98
https://www.youtube.com/watch?v=dqRHdH_4PK0
https://www.youtube.com/watch?v=rkb0r2-vYK0
Soundtrack:
https://www.youtube.com/watch?v=S3o7eBeTQo0
Production
The Lion King Fact File
Budget
$45,000,000 (estimated)
Following a 3D re-release in 2011, with earnings
of over US $987 million worldwide as of 2011,
the film is the highest-grossing hand-drawn film
in history,
The film has led to many derived works
such as a Broadway show, two straight to
video follow ups and two TV spin offs.
Film & New Media Technology
HOME CINEMA?
FILMS ON THE MOVE?
OR IMAX 3D?
Advances in new media
technology have made it
possible for anyone to make
films and showcase them on the
internet on sites like YouTube.
We can now also watch films on
phones, games consoles, digital
TV on demand.
We can also see state of the art
SFX on giant screens in 3D.
Digital T.V
Satellite ( Sky)
Digital
Terrestrial
(Freeview)
Cable (NTL)
Media Convergence - Film
Technological Convergence
Gadgets to watch films on:
• Smart-phones (iPhone etc)
• MP4 players
• Portable Games Consoles (PSP
etc)
• Laptops (Airbooks etc)
Multimedia devices, films at home:
• Games Consoles (Xbox 360, PS3
etc)
• PC (via DVD, BluRay, il/legal
downloads)
• Home Cinema (Plasma TV /
Projector + digital TV)
Frozen (2013)
Produced by Walt Disney Animation
Distributed by Walt Disney Pictures
A summary:
http://www.channel4.com/programmes/
frozen-at-christmas/on-demand
Essay Approaches.
• The exam board want to know what you understand about:
• Media Institutions: Hollywood Studios (20th Century Fox etc.),
British Studios (Working Title + Warp Films etc).
• Media Audiences: UK film viewers (either in cinemas, or via PC
/ TV / Phone etc)
• Media Technology: Digital filmmaking (CGI, 3D, Imax, DVCams), Online Films (LoveFilm, iTunes, YouTube, piracy),
Convergence (gadgets to watch films on)
• Marketing Campaigns: How Studios advertise their films
(Synergy, TV + Internet trailers, Print ads – newspapers,
magazines, posters, Premieres, junkets, word of mouth, USP,
merchandising etc).
ALL OF THE ABOVE NEED SPECIFIC EXAMPLES.
Past Questions for Q2.
• Section B: Institutions and Audiences
• Answer the question below, making detailed reference to examples
from your case study material to support points made in your answer.
• Discuss the issues raised by an institution’s need to target specific
audiences within a media industry which you have studied.
Past Questions for Q2.
• Section B: Institutions and Audiences
• Answer the question below, making detailed reference to examples
from your case study material to support points made in your answer.
• Discuss the ways in which media products are produced and
distributed to audiences, within a media area, that you have
studied.
Past Questions for Q2.
• Section B: Institutions and Audiences
• Answer the question below, making detailed reference to examples
from your case study material to support points made in your answer.
• “Media production is dominated by global institutions, which sell
their services and products, to national audiences.” To what extent
do you agree with this statement?
Past Questions for Q2
• Section B: Institutions and Audiences
• Answer the question below, making detailed reference to examples
from your case study material to support the points made in your
answer.
• How important is technological convergence for institutions and
audiences within a media area which you have studied?
Marking Grid for Qu2.
Band / Grade
Argument
Examples
Terminology
Level 1:
U
Minimal understanding
& reference to study
(0-7)
Limited range and
use of examples
(0-7)
Minimal use of
terms. Inaccuracies
(0-3)
Low Level 2:
E>D
Basic understanding.
Some relevant points.
(8-11)
Some relevant
examples
(8-11)
Some terms used.
Some inaccuracies
(4-5)
Upper Level 3:
C>B
Proficient argument,
well supported.
(12-15)
Good range of
examples
(12-15)
Mostly accurate
terms
(6-7)
Level 4 :
A
Excellent, relevant,
sustained argument
(16-20)
Frequent use of
relevant examples
(16-20)
Relevant and
accurate terms
(8-10)