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

Capture_20160306_4 from Jessica Hooker on Vimeo.

Pod Casts - Development Hell

Development Hell

Movie making includes continuous problems and issues

‘a matter of life and death’

Has to reinvent itself every year in its distribution and making

High risk, high return business

Ac- focused on entire global audience, Russia, china, Europe- distribute worldwide and continue its efforts with video games and theme parks whilst BI focus more on the film itself and its success alone

Harry Potter and Star Wars although produced in Britain are owned by American companies

If the screenplay is rubbish then you have no film- by the time the film is being made., it is in its final stages

Showmanship also used to increase publicity to the film

When films are released at festivals including Sundance, factors including length of it are taken into consideration and are changed to appeal

Screenplay continually rewritten

Development hell- what you get into when a film is getting development beyond a reasonable stage when directors and producers want to put their spin on it which could become out of date

Companies pay directors and stars to keep their schedules free without conformation that a film is going to be made

Companies, directors and producers find out about scripts due to other films and productions in relation to them

If a script is widely enjoyed, then it is more likely to be picked up no matter how good it is.

Financial decisions play key role in casting- the list of the director may not appeal to the financiers so it will need to be changed- some casting options are too expensive or won’t do the film

Foreign sales can change or differ in countries and the likes of people in various countries

If a films development can last too long, it can go into development hell

Commercial films sell much better and are picked up by companies and film teams much more than smaller more independent films

Aim to make money usually is the best mind set

Some producers become independent when they are unable to get financiers

Depending on who comes to the screenings and premieres, and their opinions of the films whether this be at conventions like comic con, a film success can fail or exceed expectations

Technology has increased the ease of making a film

the most critically acclaimed films are not always the best in the box office

wider audience who may not want to see the most popular and mainstream movies- financing and audiences are unpredictable

The best exotic marigold hotel supplied these fans with something different and therefore through word of mouth became widely successful

Sequels are either the best or worst thing for a film- British we do not do sequels

7/10 of bestselling movies were sequels- they are the movie business

You need to secure a big profit if you have a large budget- hardly any risks

Film 4 and BBC films being the main two financiers with BFI also helping with the financial parts- develop new talent is also a very significant part of it

In competition with anything significant including sporting or entertainment events

When you finished your film, the government will give you up to 5% of your money back, would depend on the ‘brutishness’ of your film

UK is always attracted by Hollywood studios because of this and also from the good film crews and new directors- the tax is also held back on wages

700 films released in the UK every year, the market place is now more unstable than ever, the countries to appeal to have changed with DVD falling under the radar and piracy being much more prominent

Independent film world becoming more prominent in the film industry with the awards shows mainly being filled with them this year

Blockbusters usually focus on our greatest fears; greater cultural diversity are becoming more popular in today’s society with true story’s also being more appealing

Women are their likes in cinema and their voice in film crews and starring in films have increased in interest of film companies

‘What are you developing for women?’

 Older audiences are also being focused on much more, with them always being there but waiting for a film for them- over 55

THE CINEMAS WILL SHOW WHAT SELLS – 91% OF MONEY GOES TOWARDS BLOCK BUSTERS PRODUCTION COMPANIES

Development hell can make a better film overall
BFI Film Fund- fund commercial films

Have to try and get people to distribute your film- many ways to do this 

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Re Write of mock Exam

1.        

The clip from Merlin displays the issues of class and status through the micro features of mise-en-scene, camera angles and movements, sound and editing.

The cinematographer in the clip uses a range of angles and movements in order to present class and status as well as adding to the overall effect the scene will have on its viewers. The clip begins with a tracking shot of Merlin as he walks throughout a medieval castle and then into a supernatural room, shown to us with an establishing and panning shot of the room. We are able to see that Merlin does not belong there as of how he is rushed and sceptical. There is constant use of extreme close ups of his hands and the objects he is holding as he inspects them so that the audience may do as well. The shot is then intervened by another tracking shot, similar to the one features before, of a regal looking woman as she walks through the castle. When she realises someone is in, what is thought to be her room a dolly zoom is used to add tension. Over the shoulder shots are used here as the two characters begin conversation, which are continually used with other conversations Merlin has later on in the clip. As these are used with no high or low angles, we can see how the characters of Merlin counts himself as equal to those he is speaking to. Going against the social structure, as he is poorer than them. A low angle is used as he exits the castle, looking up at it behind him which is then followed with the camera tracking him as he walks through the courtyard. This establishes his status as being low as the castle towers him showing his inferiority. However, as the audience look up to him we can tell he will have some significance later on in the scene or the show.

The set then changes to a village, where the area is busier with people and stalls. An argument occurs between the prince and Merlin, where mid shots and over the shoulder shows are used of each character. As the fight occurs the camera becomes hand held and much shakier adding to the hectic surrounds and breaking the 3^rd wall.  The two characters are down from both high and low angles differing and changing throughout the fight as the power is shifted between the two characters as it goes on. The prince should be winning the fight from his said ‘experience’ however this does not always occur as Merlin using his powers starts to gain the upper hand before losing it again. When merlin uses his magic, extreme close ups of his eyes are used, at eye level where the camera then turns to a point of view shot of whatever Merlin is casting his spell on. Whereas the Prince is much more elegant and refined in his fighting, Merlin is clumsier adding to the stereotype of the richer being more ‘perfect’ and overall better than the lower classes.  A dolly zoom is used again as it zooms into an elderly character watching the fight through a window showing this from a point of view shot, we can tell he has a personal link with Merlin as he later bickers with him after the fight concerning it and his magic.

The sound in the scene is mostly dialogue, with it increasing and decreasing in volume as the tone of the fight changes. This adds effect to the scene and also shows how class and status is represented. This is when Merlin addresses his superior with a bitter, sweet response of insulting him but respectfully adding ‘my lord’. This shows how people of Merlin’s status shouldn’t act to those above them in rank and goes against societies standards. Two pieces of audio are used throughout.  The first being when Merlin is in the castle, where a ghostly, mysterious but also supernatural piece of music is used, with sounds of whispers. This adds to the magical and witch like surroundings in the room. The music’s pitch increases when the women look at her true form in the mirror and as merlin leaves the room. The second piece of music is shown during the fight between Merlin and Prince Arthur. This has a medieval, folk sound to it and includes an upbeat rhythm, and also brass and drum tones. Certain sounds in the fight are synchronous to what is happening, for example, when merlin falls and is hit three times a drum sound is heard with each hit, adding to the comedic side of the clip.  Also ambient sound is continually used, whether this is faint talking or animal sounds or walking. All of this adds to the scene as a whole and shows the difference between the both hectic and busy working lifestyle of the lower classes and the more relaxed life of the higher. Asynchronous sound is also used as well as synchronous, with whenever the shot going into slow motion, the sound being a little bit faster than the action or vice versa. This adds to the overall effect of the scene and fight and makes it more interesting.

The mise-en-scene strongly shows the issue of class and status. The lighting whenever the castle is shown is bright and vibrant, this contrasts to the dark and slightly smoky lighting used in the village scenes. This shows a clear difference between the higher classes and the lower classes lives, with the richer being much cleaner and well of whilst the poor being shown as dirty. As well as this the dirty ad much noisier surroundings show how possible much more hard labour is done in these locations rather than in the castle. The bright colours of the stain glass windows in the castle also show this. Furthermore, the surroundings of the village use colours of brown and yellow showing that work a d labour is done there adding to the theme of the poorer classes lives. Merlin’s colours differ significantly to the posh woman in the castle and also the Prince. His clothes are much scruffier and messy with them also having much darker and mud like colours. The princes clothing is armour which is silver showing both his noble and brave side but also his royal background. The woman wears very regal looking clothing with colours including purple, which add to her presumably royal or noble stature. Both of which show how these characters will have a lot of wealth. Merlin’s attire links to the village setting, with his clothes being slightly scruffy and dirty and also having red, brown and orange colour tones. All of which set a contrast between the higher and lower classes in this scene.

The Editing in this scene uses a range of features. Parallel editing is used as the elderly man in in his room watching what is going on outside his window. The scenes then switch to what he is then looking at from his view and other views from the camera and surrounding extras. He will therefore have some direct link to whoever is involved in the occurring scenes, which is confirmed later on as he speaks to Merlin. Jump cuts are mainly used throughout the clip especially in the fight. This is used to add to the quick movements of the characters fighting as well as the tension creating. Also it matches with the increasing tempo of the music heard. Eyeline match is significantly used as Merlin casts his magic, the cinematographer will position the camera to make the viewer believe that they are looking at what Merlin is looking at and also focuses closely on his eyes with the shot primarily being of them moving.  The speed of the transitions matches with the tone of the entire scene in progress, emphasising it even further. Finally, continuity editing is significantly used as the scene follows from where Merlin leaves the room for the next shot to be of him in the corridor and in the fight where he falls down and the next shot being him being picked up. All of this adds to the professionalism of the scene and helps the viewers understand, what is happening and when it is doing so.

Therefore, we can see how each of the micro features adds to the overall issues of class and status being represented.

2) The technological convergence and synergy for institutions and audiences are important for both American conglomerates and British independents films and their companies. This is shown in Universal Studios 2015 film, Jurassic World directed by Colin Trevorrow and Working Titles, The Theory of Everything, directed by James Marsh and released in 2015.

In the pre-production of Jurassic World, which was in development since the release of the third Jurassic park film in 2001, majority of the planning went towards finding the right cast and story for the next instalment. The previous trilogy already had a significant fan base, however by the time the new film and its cast, Chris Pratt and Bryce Dallas Howard was fully planned and ready for production in early 2014, technology and marketing the film would play a significant part in its success of appealing to a new audience. The filming team wanted to match the visual look of the three other films, in order to have the same effect as they did before, film real was therefore used to create a professional and authentic look which would match the previous trilogy. New technology including that of sydercams (for dinosaur chase scenes) and 2:00:1 visuals and profusion cameras were used so that the film could keep up to date with modern cinema and the likes and interests of today’s generations, especially as it would therefore be able to be shown in IMAX theatres, and in 3D, adding to its popularity and profit.  Furthermore, the 35mm and 65mm Kodak cameras were used in order to display modern visuals. Furthermore, the previously used CGI effects and animatronics were included to create the all-important dinosaurs. However, The Theory of Everything was not as involved in the newest technological advances in cinema, as it was shot on 35mm cameras whilst fireworks used in the May ball scenes being the only significant visual effect. The film however, although being somewhat successful in the box office was much more focused on awards and was very critically acclaimed unlike Jurassic World, with it being nominated for three and winning one Academy Award for Best Actor. Also the films differed again by the British independent focusing on the more emotional biographic element whilst Jurassic World being more about the overall action packed look a d amazing cinematic visuals of the modern day film.

This is further shown by how James Marsh’s biopic was marketed using much more traditional m methods, such as that of trailer, posters and television interviews with both of the main stars appearing in shows in the UK like Graham Norton and the USA with the Tonight Show.  This was due to how the director and company were mainly focused on the film gaining recognition from critics and not a large profit, although it did amount to a $150 million over $15 million budget. Jurassic World instead used all mediums, whether it being the conventional Trailers, posters and interviews, but also having its own interactive website for the park in the film, advertising on social media and so on. This would link directly to the young adult audience who may not have been around to be strong fans of the originally trilogy. Therefore, whilst securing original fans, they established new ones through such mediums. This is different to the older and more mature audience of The Theory OF Everything.

The Theory of Everything was initially released at the Toronto film festival in 2014 and officially on 1^st January 2015. This would have led to a significant amount of talk (word of mouth) about the film before its premiere. The DVD and Blu-ray for the film was released on February 17^th 2015, with it creating a successful amount of profit from the sales. This film was not extra ordinary but very traditional again in its synergy and convergence as it was targeted towards an older age group and therefore more modern attributes of marketing would not be focused on and also being a big contender for box office success was not a key aspect.

This was unlike Jurassic Park which became the top grossing film of 2015, with a $1.6 billion profit. The DVD and Blue-ray was released in October 2015, with it also distributing action figures of the cast and dinosaurs and video games and Lego toys. All of this would have amounted to a, large amount of publicity as well as popularity for the film with its fans and viewers buying the merchandise in order it keep up to date with the film.

Furthermore, the film also produced even more profit from its extensive amount of sponsors, with Mercedes Benz, Coca Cola and Pandora all being featured in the film, usually being their logos at some point. The films popularity has also led to it confirming a 2019 sequel whereas The Theory of Everything was only planned to be one biopic motion picture and therefore showing how it did not necessarily need popularity as it would not be having spin offs or squeals.

Therefore, we can see how the synergy and technological convergence in both films, whether they were used a considerable amount or not to a large extent, have led to both films becoming successful. The Theory of everything with its many awards, critical acclaim and surprising box office profit and Jurassic World with it winning small awards and being the top grossing film of 2015. 

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 therefore 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 film 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 film 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.