UK Film Industry

Remember!
1. Write a plan. 2. Use as much media specific terminology as possible, there are 10 whole marks for this! 3. Ensure you have a really excellent introduction & conclusion that incorporates the words and phrases of the question and also establishes that you will focus on the UK film industry.
Explanation/analysis/argument (16-20 marks Shows excellent understanding of the task Excellent knowledge and understanding of institutional/audience !practices factual knowledge is relevant and accurate A clear and developed argument, substantiated by detailed !reference to case study material Clearly relevant to set question !Use of examples (16-20 marks) Offers frequent evidence from case study material award marks to reflect the range and appropriateness of examples Offers a full range of detailed examples from case study and own experience Offers examples which are clearly relevant to the set question Use of terminology (8-10 marks) Use of terminology is relevant and accuraComplex issues have been expressed clearly and fluently. Sentences and paragraphs consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.

May 2012
SHSG Revision Guide

Institutions and audiences

1. The focus of this unit is Institutions & audiences so consider how every question element refers to each of these. 2. Answer the question but I would expect you to outline the process of film and most answers could probably be addressed in the following order: Production Distribution/marketing Exchange/exhibition And you should also anticipate discussing: Digital technology & implications for the future.

Points to remember

Really important examples to use:

Institutions
1. Film 4 We develop & co finance a slate of smart & distinctive feature films like Slumdog Millionaire & The Iron Lady. They even employ a multi platform commissioning editor. 2. The Film Policy Review 'A Future For Bri ti sh Fi l m: I t
begi ns wi th the audi ence'

recommends Joint Venture- to compete against vertical integration. Suggested over 54 recommendations for the BFI (who have taken over the work of the now defunct, UK film council which was disbanded in 2011). 3. Most films are funded by a combination of investors. Even the Big 6 (US film studio companies), now tend to specialize in the commissioning, financing, distribution and marketing & merchandising of films, (using their vertical integration & synergy to achieve this) and leave the actual film making to independent production companies. Eg Working Title produce the films but are partly owned by Universal who finance and distribute.

Revision process

1. You have your sheets with the 7 different focus aspects. You should have already read through all your class notes and worksheets and transferred the key points and examples onto the appropriate sheet. Look for the points you have highlighted and annotated. 2. The next step is to read right through the blog entries. There are some slideshows and links we didnt go through in class. They may have been homeworks to read, this is alevel, you are expected to read around the subject. Read them again and add any relevant points to your sheets. 3. Look again at your own blog and add egs, then have a look at your classmates blogs. If you looked at a more mainstream film then read through one who had a more niche film. 4. So, now you have all your notes & egs on 8 sheets of paper, easy to memorise and recall.

Once you have got all your notes in order you should prepare detailed essay plans (including lots of up to date egs). Then, spend 45 minutes writing your essays, by hand. You can put them in my pigeon hole or email.

Issues around institutions. In the UK film industry its basically like this: Big 6 US conglomerates

Some 2012 Case Study examples: 1. The Iron Lady: good for egs around ownership, production & distribution. How companies are funded and produced by many different investors & institutions. Budget of 12 mill, 5 main production companies, including Film 4 & UK Film Council. Distributed in UK by 20th century fox (which is owned by News Corp, owned by Murdoch who was a big Thatcher supporter). 3 SFX companies involved and over 54 other companies from wig makers, insurance, lighting and catering. Gross in US, nearly $30 mill, huge heritage appeal- one of UK films strongpoints. Won 2 Oscars and 2 BAFTAs. 2. The Avengers- Produced by Marvel Studios & distributed by Disney (ooh, any chance of synergy & some merchandising, I wonder?).blanket distributionscreened at every Odeon in UK (& Odeon is the largest cinema chain in UK

Smaller, independent UK production companies. Digital tech, has made it easier for them to use innovative techniques to compete on a more democratic level (this capability will increase in future). Joint Venture approach recommended by They can take more risks on new talent for niche audiences. Expertise lies in either heritage or urban British films.They can be surprisingly successful, Slumdog Millionaire (2008) (400 mill), or Woman In Black (2012) Hammer films, distributed by Momentum, one of UKs biggest indie distributors. Or, lack of finance can lead to struggle for distribution eg Deviation (2012, Silverleaf) which had a week on theatrical release & then went to DVD.

Have very effective synergy due to their Vertical Integration.

They produce mainstream blockbusters & use blanket distribution. They dominate the market, 18/20 of top UK films in April were from the big 6. David Cameron suggested that UK tries to produce more blockbuster styles but Film Policy Review Survey (2012) identified that UK is best at innovation & should focus on encouraging new talent in production as well as performance & writing.

3. Prometheus (Ridley Scott 2012), highly respected British director. 20th Century fox distribution, $100 mill budget Shot entirely in 3D, means no post production conversion. Look at the Wikipedia site which has very detailed exploration of viral marketing campaign. 30th April 2012, very unusual tactic of buying whole of 3 minute ad break in Homeland, & encouraging audience to twitter about it. General release not until 1st June in UK, 8th in US. Already pre-sold 18,000 tickets

Audiences
1. Digital technology has democratised process of prod, dist & exhib. David Gauntlett, Web 2.0. 2. Audiences now have more choice because of the proliferation of digital technology, software & hardware. 3. Institutions have had to allow cross or multi-platform access to their films. 4. Future is VOD eg Curzon on demand, Film 4, iplayer, itunes a reaction to negative distribution of piracy (FACT are campaigning against this). 5. DSN (digital screen network), and the Film Policy Review survey, It begins with the AUDIENCE are trying to expand the digital screens in the UK. This should give audiences easier, cheaper and more convenient access to the cinematic experience. 6. Convergence- a trend, audiences can now access film on their convergent devices, eg phones, PSPs, X box, HD TV, Blueray, DVD etc Digital TV, Film 4 is free. 7. Digital technology has mad it easier to target niche & specific audiences using viral marketing.

Some more essay plans..

Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices. To what extent would you agree with this statement, within the media area you have studied? You need to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and your own experiences as audiences.

Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area. Define UK film industry

Production and exchange practices which allow texts to be constructed for specific audiences Global, national and local production and exchange of specific products or types of products Forms of exchange and the impact on institution and/ or audiences Audience strategies in facilitating or challenging institutional !practices Arguments for different/ alternative forms of media ownership and !the production and exchange of media texts !

Production practices which allow texts to be distributed and marketed for specific audiences The distribution and marketing of specific products or types of products How audiences engage with distribution and marketing strategies Audience strategies in facilitating or challenging institutional !practices Arguments for, or against, an institutions success or failure Explanation of synergy, cross media or digital initiatives and how !these practices target specific audiences Include your own case study examples for these

What significance does the continuing development of digital media technology have for media institutions and audiences?

Media production is dominated by global institutions, which sell their products and services to national audiences. To what extent do you agree with this statement?

Film Music Newspapers Radio Magazines Video The impact of new technology on media industries The transformation of distribution and marketing strategies by !media institutions The use of new technology to facilitate more accurate targeting of !specific audiences How audiences embrace the use of new digital media technologies
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

AS exam advice: Audiences and Institutions Whichever media area you are covering for this question, it is important that you show understanding of the key concepts and refer to specific examples in your answer. In this post, we will consider some of the ways in which you can help yourself do well with five 'top tips'. 1. Read the question carefully You have no choice of questions, so you have to have a go at what is there on the paper; sometimes students panic and think that they don't understand the question- maybe because of one particular wordbut so long as you have prepared on all the concepts there will be something in the question that you recognise. Words like 'technology', 'convergence', 'distribution', 'marketing', 'digital' come up and you should see them as your 'hook' into the question. Even if the overall wording seems to be baffling, look for the terms that are there in the question and see them as the springboard for your answer. 2. Don't spend ages on an introduction You only have 45 minutes to answer the question, so there isn't time to waffle! A quick sentence which sets out what you are going to do and which media area or industry you are going to use will suffice. You can prepare a lot of this in your head in advance, so something like: In this essay, I shall write about (concept) in relation to the (film, music, radio, etc) industry, drawing on (examples) as my case studies. Whichever industry you are writing about, you will

3. Know your examples Whichever industry you are writing about, you will need examples to support your points. I would always advocate having some contrasting examples so that you can look at all angles; for example, you might have a mainstream high budget film from the USA to contrast with a low budget independent Uk film, or a major record label to contrast with a little UK indie label. That way, you can talk about the different ways in which the industry might operate in different circumstances. You need not know absolutely eveything about just two examples, however. It could be that you know about the funding of a particular low budget film, but don't know about its marketing; in which case find another example of something similar where you can find out about its marketing. The important thing is to get a good grasp of the ways in which the concepts apply rather than every tiny detail of a specific case study example. What you do need is to make sure you understand the general principles well and can back up your points accurately. 4. Try to be systematic Don't jump about between points; spend a bit of time at the start of the exam planning the structure of your answer and working out the main points and examples for each paragraph. this will ensure that the rest of your time is spent fruitfully as well. Know what key point you will make in each paragraph, what examples you will refer to and how you want to make a case from it all. Use similarity and difference as starting points for organising an argument; there will be differences between mainstream and indie which you might use as your way through, for example. 5. Make it all legible Remember, examiners may be old and may have poor eyesight. Well at least that applies to me! Most students do not have great handwriting, so make it easier for the examiner to find the strengths in what you have written. Keep your paragraphs relatively short- half a page at most. Leave a clear line between each paragraph. There is nothing in the rules to say that you can't use a highlighter pen to emphasise your key examples or terms. Don't overdo this, but it does sometimes help to draw the reader's attention to points which ought to pick you up marks.