Essay Questions Plan

Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practice? How far do you agree with this statement.

Agree: Jurassic World: The marketing campaign was key in the word of mouth and word of mouse of the product. The Film itself had an extensive marketing campaign with various areas including websites, TV, posters in newspapers, articles and interviews and social media attributes. Facebook, Twitter, Universal Pictures YouTube channel.- new generation of fans from the older fans of the previously trilogy. Shown around the world on the same day- limit piracy and give a boarder audience and opening weekend profit.

TTOE: had not focused to much on the marketing. Did some focus on the fetaureette and trailer/ teaser trailer method. Much more conventional/ traditional methods were used like trailers, posters ( trailers shown in cinemas like that of Jurassic world) TV interviews, articles, radio interviews etc

Disagree: depends on what you classify as success- TTOE, had box office success compared to the smaller budget that it obtained and for a film of its genre (biopic), Jurassic world became top grossing film of 2015 until Star Wars The Force Awakens opened in late December 2015. TTOE was significantly critically acclaimed. Nominated and Won BAFTAS, Academy Awards, Golden Globes and so on.


Evaluate the role of digital technologies in the marketing and consumption of media products in the area you have studied?

Software and Hardware in the production of the film is much more significant, with the film being filmed in 3D or 2:00:1 IMAX camera, 35mm, 65mm.- much more in Jurassic World than TTOE- only pyrotechnics. The Imax and 3D elements come into the consumption of the film, with 3D in recent  years being on the decline and IMAX growing in significance. Audiences would pay more to see the film in these two different formats, helping the success of the film and its gross overall. DVD, BluRay, streaming , downloading- can lead to piracy. The use of social media as a marketing outlet and technique was significant for both films but especially Jurassic World. Networks like YouTube for the company and film, Twitter, Facebook and Instagram pages. The stars of the films would also much more easily be able to talk to fans and show what filming was like, increasing the interest into the film.



Cross media convergence and synergy are both vital processes in successful  marketing of media products to audiences. To what extent do you agree with this statement.




Agree:


Convergence of media occurs when multiple products come together to form one product with the advantages of all of them.


JURASSIC WORLD: In the film various different methods were used when it came to cross media convergence and synergy with the later being much more significant and vital to the film itself. The film decided to used a distribution campaign creating apps, websites and video games. The apps and websites were able to be accessed online and using smart phone products. this also increased the marketing of the film overall with it reaching a wider audience.  Lego Jurassic world, link with Apple. Video games linking to XBOX and PS4 which also links to online and social networking.


Disagree:


TTOE: This film however was not as significant in its convergence and synergy campaign. YouTube videos and social networking pages were able to be reached using smart phone products. No real use of this in its marketing campaign with the more conventional  methods used instead.

Global Institutions

Media Production is dominated by Global Institutions, to which extent do you agree with this statement? (Jan 2010)

Do media conglomerate/ American conglomerates dominate the film industry? Speak about the effect on the British film industry.

 

AGREE

 

Yes as they are introducing new elements and special features to the film industry like 3D and IMAX which the audiences are enjoying. This means that the British industry has suffered a large decrease in popularity and box office numbers as more audiences are focusing on and spending their money in the cinema to see the American conglomerates. Also the inclusion of big celebrities in their movies. Jurassic world- focusing on sequels, spin offs and what they know audiences will enjoy.  

 

 

 

 

DISAGREE


There are still films which are gaining huge amounts of success and dominating movie theatres coming from other insitiutions and not just American conglomerates. Skyfall and the theory of everything.

DISCUSS THE ISSUES RAISED BY MEDIA OWNERSHIP IN CONTEMPORARY MEDIA PRACTICE

In contemporary media practice many issues are raised by media ownership. All media, whether it is film, music or print is owned by a company. These companies, which can be 3-4 depending on the scale of the media hold the rights to publish and distribute their work; an example of this being Disney buying the rights for the Star Wars saga, in 2012 for £2.5 billion from LucasFilm.

The first issue which is presented from media ownership is that of piracy. Piracy is the illegal distribution of media without the permission of its owner/ the company. This could be through downloading or streaming the film online or the filming and sale of pirated DVDs. Piracy has had a huge boost in its popularity in recent years with the film industry and its companies taking a direct hit from it. The film industry last year was recorded to have lost nearly £3 million due to piracy alone. Advances in technology, such as cheaper equipment at a higher quality, whether that be the camera or recording material, has meant that it has become easier and more frequent for piracy to occur directly in the cinema; for it then to be put on the internet to be streamed and downloaded from thousands of different websites. This has a direct link to the media owners and companies as it means that profit and box office numbers would decrease, as well as a having a lack in DVD or BluRay sales, due to the easy and unlimited access to the films online, any time.  Therefore the movies would end up failing to meet their budget meaning that less and less films would be made due to no guarantee of profit being made from them. Therefore smaller, more independent films like that of 'The Theory of Everything' or any film coming out of the British film industry would be less likely to be made, with only the big blockbuster movies such as Jurassic World being put into production. Pracy hwoever can be prevented with measures such as that of digital encryptions for the films distribution and 3D cinema being used which is known to be increasingly difficult to pirate. Therefore, stopping the widespread piracy of films in the cinema.

Another issue which is raised by media ownership in contemporary media practice is that of  the Hollywood conglomerates dominating the films industry. Due to companies like that of MGM, Paramount, Warner Brothers, Sony and Disney etc being multi million pound industries they are able to release lots of titles and have vast amounts of money to market and distribute them. Therefore this results in the continual production of sequels and bad films whose only appeal are the budgets, names and stars. Furthermore, cinema chains like that of ODEAN and VUE shows these films much more than the other smaller independently made ones. This gives cinema goers limited choice in cinemas which would ultimately lead to a lack of audiences and also a loss in profit of the film industry as a whole. Going on from this, the British Film industry is put at a large disadvantage with it also being rumoured to be a 'dying' enterprise.

However, in order to tackle this organisations like that of the UK Film council have been created and forced to act in recent years. This organisation is funded by the Lottery and has everyone's £1 of lottery money invested going to the films helping them generate around £5 from each. This has included films like Bend It Like Beckham, Adulthood, This is England and The Last King Of Scotland.

Although, the surrounding issue concerning the UK Film Council is that in 2010 the government announces that the scheme was going to be axed. This meant that smaller budgeted films like those mentioned above wold in the future not be made, meaning the British film industry would again be at risk of being shut down, and the cinemas being ruled by American Conglomerates.

Overall, we can therefore see that although there are issues concerning all companies and media owners like that of piracy, the main issues surround the growing size of larger conglomerates and their eventual take over of the cinematic world.

Stereotype- sexuality

Sexuality, and differing sexuality depending on whether that's to do with homosexuality or heterosexuality can have a varied range of stereotypes.


This can also apply to different genders within sexuality
Homosexuality is spotted and talked about, it is questioned whether people are gay but heterosexuality is already just assumed



Homosexual
Male: feminine qualities, making them distinctly camp and weaker. They are imfluenced by a keen interest in fashion and stereotypical feminine activities
Female: they are on the other hand, much more masculine and burn compared, stereotypical having short hair cuts like men and dressed much more masculine.



Heterosexuality
Both heterosexual men and women are just shown to be the normal, they are not different in anyway or have any particular qualities except from sticking to their gender specific roles- woman particular girly of feminine and also being able to wear ant type of clothing without being automatically stereotyped into one sexuality group. Men however are usually very masculine in how they dress with colours like pink being shown to be gay and feminine and therefore if worn could have connotations of homosexuality.


In history, differing sexuality to that of heterosexuality was illegal and discouraged. If you were homosexual or bisexual, you would be shunned and punished, with special 'treatment' being prescribed to them to 'cure them'. Homosexuality was a sin, and as religion was still fairly significant throughout the world then for you to go against it, it would be a very serious act. Homosexuality itself was seen as an illness and not a sexuality like it is now.

Regional identity research

Regional identity can range between what you sound like to your overall appearance. As well as this what you like and how you act can also be considered.

Northerners: much more brash and strong accent, vowels are deeper and you are shown not to pronounce words correctly
Stereotypically working class with sometimes being much nicer and friendly but also rude and hot tempered, these are considered more of a community than those down south

Southerners: stuck up, posh accents, rude snobbish tendencies, live in cities, busy upper class workaholics etc. Dress sense much more stylish and up do date

Country: strong farmer accent, working class comfy clothing

The most used regional idenitities consist of
 scottish: loud, angry, ginger and pale look
irish: again pale, stong accent, possibly traveller persona etc
english: snobby, obsessed with beer and football, slightly racist
welsh: dumb, not fully aware of whats happening everywhere else. often shown to be living the middle of the countryside.
Londener: cocky accent, rough and tough. criminal eastender persona/ posh, uipper class hugh granyt characater stereotype.
Yorkshire: olf fahsioned and quiet, friendly. cobbled streets and hilly.
Lanchasire, Liverpool, Manchester etc: chav, poor fashion, fake designer clothing. Drunk or involved with drugs overall not a good persona of people.

Digital Technologies

Evaluate the role of digital technologies in the marketing and consumption of products (your films) in the area you have studied.

The role of digital technologies in the marketing and consumption of products are important of the film in general. Universal pictures 2015’s Jurassic World, directed by Colin Trevorrow and Working Title Films, The Theory of Everything also released in 2015 and directed by James Marsh demonstrate why this is and how it is used in modern cinema.

Digital technologies refer to the computerization or digitalization of hardware or software. These therefor include that of projectors, computers, internet and mobile phone. However, in relation to film it is argued that digital technologies have and will further shape the future of the film industry. I believe this to be plausible and argue for due to how technology like that in cinema has made such a dramatic advance in the past 20 years, that it would be very unlikely for it not to just stop.

In the film Jurassic World digital technology has made it become one of the most modern and outstanding pieces of modern cinema. All of which leading to it becoming the top grossing film of 2015 at $1.6 billion dollars but also spurning another 2 more films to complete another trilogy. The director and producers of the film decided on filming it all in provision and 2:00:1 camera, in order for the film to ultimately be able one shown in IMAX cinemas and also in 3D. This would lead to a higher satisfaction rate as these features are very popular in today’s cinemas and also add to the profit, with both of them costing more to watch in the cinema. This is possibly how the film was such a large success as although it was a sequel to a hugely successful trilogy, its visual and technological features would’ve added to it. 3D is now a must have in order to create a block buster film especially that of an A American Conglomerate. With original 3D films coming to light in the 80’s and early 90’s, it wasn’t till 2009, with James Cameron’s Avatar that it became the necessity it is today for cinema. The film itself became the highest grossing of all time with $94 million made just in the UK alone.  This therefore led to the fil industry changing its outlook on technology, with IMAX shortly following, creating a digital and technologically controlled and dictated industry all together, with it Improving the sound, and visuals of movies. The Theory of Everything, although not shown in 3D or IMAX, and being wildly successful, with its claiming academy award wins and nominations as well as a reasonably good $150 million box office, therefore argues that digital technologies are not re shaping the industry, as a film could be just as successful without having to use all the new mediums and aspects that big blockbusters use. However, I ultimately think this is due to how the target audiences differ between the two, with the Theory of Everything having a much older audience and Jurassic world although relevant to all mostly focusing on younger adults and teens. Showing how the digital advances could just be relevant to younger audiences and therefore not re shape the industry just know but in future films it will do in order to please future generations.

Another digital technology includes that of CGI which was used vividly throughout Jurassic World. The CGI and also animatronics in this film were used in order to create the dinosaurs which were the main feature of the film itself as well as adding to the landscape and overall look and sets. The animals themselves were also created using performance capture, previously used in films such as that of The Lord of the Rings Trilogy. The CGI in this fil however was critical to make the dinosaurs themselves, therefore linking to the previous films but also differing from them by adding much more modern visuals and animation. This made the film more believable and realistic as well as adding to the overall tone, by making the movie much more ‘scary’ and ‘thrilling’. CGI itself has added to the re shaping of cinema since the 1980’s, with films like ET, Avatar and Star Wars, all of which being the most successful films of the early 21^st century and 20^th century and gaining significant box office profit. However, it could be argued that films like The Theory of Everything and previous films which did not use this technology or any real digital technology altogether being successful means that its success is not limited due to its lack of modern aspects. Pyrotechnics however were used in the film.

Both films were released on DVD and Blu-Ray. This therefore adds to the cinematic experience and films popularity, through it be accessible out of the cinema and in audience’s homes whenever they want it. Differing from Video casets in the 20^th century, DVD gave a new and more efficient way for films to be viewed, with Blu-Ray being introduced later on with higher quality and colour of the film itself. Also DVDs and Blu-Ray also gives audiences access to behind the scenes and extras involving the film with it also including advertisements to other films. All of which adds to the digital technology in cinema.

Finally, social media is a significant aspect to the success of a film. Both films used the basic promotional methods like trailers and poster, both of which were displayed throughout social media and the internet, either on the side of pages as adverts or as short videos of the trailers which social media users could ‘Like’ and ‘Share’, therefore showing how ‘word of mouth’ and ‘word of mouse’ are equally as important to a film’s success. Jurassic World itself, being a blockbuster created its own interactive, realistic website for the park featured in the film. This made the film connect to a younger, teen audience. The Theory of Everything although being broadcasted on social media, is no extra ordinary in its marketing attempts. This is possibly due to its older targeted audience and therefore those targeted would not necessarily use social networking apps, like twitter.

Overall we can see how digital technologies are important and a significant factor in the film industry and how they are re shaping modern cinema. Jurassic World is a prime example of this and demonstrates how features like IMAX, 3D, CGI and emphasis on social media can lead to a popular and successful film. However, this is argued by The Theory of Everything, which although sing some effects and social media features was not as involved in digital technologies however was still successful overall. Therefore, showing, however digital technologies although in majority being important are not always necessary is significant amounts.

Production Case Studies

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