Thursday 2 February 2017

Marketing


"Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices." To what extent do you agree with this statement within the media area you have studied?

     The marketing budgets for the two films "Kingsman: The Secret Service" & "Guardians of the Galaxy" are $12 and $40 million, respectively. This immediately shows the main difference between US and British film industries as the British film had half of the marketing budget as the US film. One of the reasons for this is to do with how easy it is for US companies to market on certain medias due to them owning something on each platform, such as how Disney owns multiple TV channels, magazines etc. This allows certain companies to market their film with a much cheaper cost as they do not have to buy airtime from a separate company. Very few, if any, British companies have the availability to do this and so rely on American companies or simply market in other means.
      As theorists Hall and Holmes stated in 1998, “Any media text is created for a particular audience and will usually appeal most to this particular target audience”. This explains how important it is to get marketing correct and how impactful it can be when directed to a specific audience in terms of viewership. Were the marketing done to not be specified to the target audience it is possible to repel viewers 

Tuesday 31 January 2017

Audience

“Any media text is created for a particular audience and will usually appeal most to this particular target audience” - (Hall and Holmes, 1998)

Hypodermic Needle Theory:
The theory that the 'mass audience' is able to be 'injected' by messages from the media. Even though some critics still believe that there is some truth to this model, others felt that this model over simplifies the situation. David Morley did a nation wide ‘Reception Theory’ study in 1980 to determine how different audiences view the same text and found an audiences perception fell under:
  • A preferred reading of the text most likely to be received by the intended target audience who share the same ideologies (people read it as the creators intended – this is the closest to the hypodermic needle).
  • An oppositional reading, generally by people who are not in the intended target audience (they reject the meaning intended and receive an alternative meaning).
  • A negotiated reading (basically accept the meaning but interpret it to suit their own position/ideologies.
UK Age Ratings:
US Age Ratings:
  • G - General Audiences/All ages admitted
  • PG - Parental Guidance Suggested
  • PG13 - Parents Strongly Cautioned
  • R - Restricted/Under 17 Require Parent or Guardian
  • NC17 - No One 17 and Under Admitted
Blumler & Katz (1973):
Contemporary Age Ratings In British Cinema:
During the 90's, the British film industry was producing films with age ratings of 18+. This severely limited the viewing availability from certain audiences as they are not able to legally watch the film. It also can be seen as repulsive by some as they will imagine that by having it as an 18+ rated film that it will not be a relaxing or enjoyable film. Age ratings are in place somewhat due to the Hypodermic Needle Theory. This is the theory that mass audiences can be strongly influenced by messages from the media and so age ratings are in place to 'protect' younger audiences from messages that are deemed unsuitable for them.

Research shows that the primary demographic for cinema go-ers is between the ages of 15-24. This 

Thursday 26 January 2017

Production Cycle

Pre-Production


  • Producer or studio acquires rights to story/ an independent production company chooses a distributor
  • Develop screenplay
  • Cast/crew, filming locations, equipment organised
Production

  • Principle photography in studios or on agreed locations takes place
Post-Production

  • Editing and test screening to gather feedback from target audience, may include re-shooting scenes
  • Master print of film finished and given to distributor
  • Distributor plans release dates
  • Distributor presents film to exhibitors and negotiates agreements for film to be shown in cinemas
  • Marketing campaign for buzz
  • Launch film
  • Film runs for as long as demanded
  • Marketing of home media begins after cinema run
  • Film released on home media and for download

Tuesday 17 January 2017

The Rise and Fall of the British Film Industry

The differences between the American and British film industries between 1930 - 2000 grew as time passed but they were originally quite similar, doing primarily thrillers and comedies, as they could be done on the small budgets allotted. The 30's was the early days of cinema in both Britain and the US and so there was much intrigue from the public but little investment from companies, due to its recent nascence. Comedies such as Charlie Chaplain's and thrillers such as Scarface were among the most popular. Britain's film industry was being critically acclaimed for the director Alfred Hitchcock, who was famed for his thrillers, a poplar genre of the time.





In the 40's the film industries began to part when World War II was happening, the British Film Institute began making war propaganda films such as 49th Parallel and The Lamp Still Burns. This was widely considered Britain's golden era of film and was the all-time high for viewing numbers. Thrillers and dramas were still very popular due to their prior success and for making easy viewing experiences but was lacking slightly in quality due to the recent departure of Alfred Hitchcock for America's film industry in Hollywood.





Through the 50's, America had a much easier time competing with Britain's film industry due a great number of the studios in Britain being destroyed by the bombings of London during World War II. This was also the decade where many sic-fi films began to be produced, such as War of the Worlds and Invasion of the Body Snatchers, especially by Hollywood as they generally had a much larger budget than other film industries. While Britain's industry was rebuilding, they were creating social-realist films such as Look Back in Anger and Room at the Top where the focus was on the hardships of the working class. To audiences outside of the UK, these were received poorly as they could not understand the cultural references and so did not sell well.





During the 60's sci-fi was still a nascent genre but potent nonetheless with the greatly successful 2001: A Space Odyssey. Alfred Hitchcock was still an incredibly successful director, creating a great deal of viewership for America with The Crows and especially with Psycho. The UK were still making social-realist films and as a result, began slipping further behind the American film industry even more dramatically. Near the late 60's there was a cultural revolution of sorts that ushered in a more free-spirited cinema that gave much more attention to Britain's film industry but unable to bring it back to the viewing numbers of the 40's.


The decade following, the 60's, was a slow down for both American and British film industries as neither had the financial status to create consistent blockbusters. The British film industry had its funding cut substantially by the Conservative government of the time and the US industry was fairing poorly due to the on going Vietnam War becoming a costly priority. The primary genre of the 70's for Britain was Crime dramas. Films such as A Clockwork Orange and Get Carter topped charts in views as they often gave light to and a serious portrayal of what working class in large cities may have had to deal with, but appropriated into a film. Two notable exceptions to this were the Monty Python films of 79 & 75. Monty Python and the Holy Grail and Monty Python's Life of Brian, respectively, were clear juxtapositions from the grit of Crime dramas and also showed how even low budget films can be wildly successful. America, at the time, was somewhat similarly creating many dramas such as Jaws and Apocalypse Now, the latter being highly relevant to that period as the film portrayed elements of the Vietnam War that America was involved in. The US also found success in certain science fiction films  such as Alien and Star Wars, both being considered classics and sprouting numerous sequels each despite the poor economic state of the Hollywood industry.


In the 80's there was somewhat of a struggle for the British film industry due to the introduction and growth of the home television as well as the government subsidising a percentage of all ticket sales. The 101 million annual admissions to 54 million in 1980 and 1984 respectively.

Thursday 12 January 2017

History of British Film Industry

Slumdog Millionaire

Setting: Mumbai
Lighting: Artificial & blue/ Natural & orange
Costumes: Simple cloth
Genre: Social realist drama
Camera Work: Lots of close ups and low angle shots
Editing: Few special effects, trailer captions amateur looking





1990-1: World Wide Web launched publicly
1999: 'Napster' and rise of free digital content



Thursday 5 January 2017

Hollywood Case Study

Guardians Of The Galaxy -
Production: Marvel Studios
Distribution: Walt Disney Studios Motion Pictures
Director: James Gunn
Writers: James Gunn, Nicole Perlman, Dan Abnett (comic book), Andy Lanning (comic book)
Cinematographer: Ben Davis
Music Composer: Tyler Bates
Star Actors:

  • Chris Pratt
  • Zoe Saldana
  • Dave Bautista
  • Bradley Cooper (voice)
  • Vin Diesel (voice)
Budget: $170,000,000
Box Office: $774,176,600
Filming:
  • Filmed at Millennium Bridge in London (inspiration from places such as Singapore)
  • Filming began July 2013

Nationality: US
Source Material Owners: Marvel Studios
Release Pattern: 
  • Holywood Premiere ~ (21 July 2014)
  • UK ~ (31 July 2014)
  • US ~ (1 August 2014)
Examples of Marketing: 
  • Trailer first debuted on a popular American talk show
  • A two-part comic was released, preluding the films events, by the creators of the original source material for the film
  • A fake website was advertised as a travel agency that showcased multiple locations from the film
Formats: 3D &  IMAX 3D
Age Rating: PG-13/12A

Tuesday 3 January 2017

British Case Study

What is a British Film?

As critic McDougall (2008) states there are various 'official' ways of categorising British films. The most common is through using the following categories defined by the BFI (British Film Institute):


Category A: Films made with British money, personnel and resources.
Category B: Films co-funded with money from British and from foreign investment, but for which the majority of finance, cultural content and personnel are British.
Category C: Films with mostly foreign money (but non USA) investment and a small British input either financially or creatively.
Category D: Films made in the UK with (usually) British cultural content, but financed fully or partly by US companies.
Category E: US films with some British involvement.


Kingsman: The Secret Service -
Production: 20th Century Fox (US)
Distribution: 20th Century Fox (US)
Director: Mathew Vaughn
Writers: Jane Goldman (screenplay), Mathew Vaughn (screenplay), Mark Millar (comic book), Dave Gibbons
              (comic book)
Cinematographer: George Richmond
Music Composers: Henry Jackson, Matthew Margeson
Star Actors: 
  • Colin Firth
  • Samuel L Jackson
  • Michael Caine
  • Mark Strong
  • Taron Egerton
Budget: $81,000,000
Box Office: $412.4 million
Filming: 
  • Filmed in various places in London
  • Filming began 6th October 2013
Nationality: English
Source Material Owners: Mark Millar, Dave Gibbons
Release Pattern:
  • London Premiere ~ (14 January 2015)
  • UK ~ (29 January 2015)
  • US ~ (13 February 2015) The US release date was planned for 14 November 2014 but was pushed back to 6 March 2015, then moved up to 24 October 2014 and finally back to 13 February 2015
Examples of Marketing:
  • As the film was based on a comic book, there was a comic made relating to the film in a similar style
  • The director teamed up with a luxury retailer, Mr Porter, to create a 60-piece clothing line based on the film
Formats: IMAX
Age Rating: R/15