The US film industry Lesson 2
Key terms
Conglomerate- two or more companies joined together. Each company will be an entirely different business but will be joined together often by a parent company. Often the conglomerate is multi industry
Subsidiaries are entities that are controlled by another higher entity. So for example a business that is owned by a parent business or conglomerate.
Key terms
Vertical integration – When a company owns all stages of the film
Production Distribution Marketing Exhibition/exchange
Globalisation The process whereby the lives of individuals and
local communities are affected by worldwide economic forces. It may also be seen as the idea that the world is becoming a single market place dominated by multinational companies
AS film studies the essential guide
http://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/
Warner brothers studios
Warner Brothers Studios
Castle Rock EntertainmentNew Line CinemaFine Line Features
Part of larger conglomerate AOL time Warner
Linked up with time Warner subsidiary HBO to produce Picture house
The town Production with legendary pictures. In a 7 year 40 picture contract to co produce and co finance with warner bros
Distributed by Warner Bros $37 million budget
Marketing? Exhibition?
Task
Using on conglomerate create a mini case study which shows how they have
Production
This means all the elements that are involved in producing a film.
This means the budget
The use of genre New technology
Distribution
This is how the film is actually ‘got out there’ We will discuss digital distribution compared to print copies at a later date.
This involves all the marketing as well
Exhibition
Where is the film being exhibited? Type of cinema How many cinemas Global release date? Re-released
Exchange
This is what people do with. Fan based videos Downloading Streaming
Case study- Avatar
Production Lightstorm entertainment- James Cameron Official budget $237 million Fox didn't want to take the financial risk but
when Disney showed interest they decided to change their mind
Ingenious media offered to finance over half meaning that Fox has less risk
Signed with Fox for 2 sequels Reality camera system which was created by
Cameron to film in 3D
Distribution
20th century fox $150 million for marketing Music for the film premiered on my space
(Owned by News corp which owns Fox) 16 minute exclusive of the film given to the
press Largest trailer during the Dallas cowboys
game- Shown on Fox Film promoted on Bones (A tv series owned by
Fox) Links with coca cola for advertsing
Official marketing
Internet a key area of marketing
Exhibition
Released 2D 3D IMAX 3D International release 4,007,750 (USA) (29 August 2010) (812
Screens) re-release $77,025,481 (USA) (20 December 2009)
(3,452 Screens) £8,509,050 (UK) (20 December 2009) (503
Screens
Exchange This is what people do with it once it is
out there. Reviews
Fan based videos/youtube exchange
Other key points to consider with this
For Avatar there was a lack of use of ‘STAR’
James Cameron not a particularly well thought of director in all areas plus hadn’t made a film for a long time
Lack of publicity –building a hype-word of mouth
Don’t forget in terms of exhbition
Illegal downloading The pirate bay Watching at home- the experience!
Have we got it compared to what the cinemas now offer
The dark knight
Production
Distribution
Budget $185 mil Four major scenes shot with Imax
cameras to promote that it was to be screened in IMAX theatres
Warner bros
Legendary Pictures
In a 7 year 40 picture deal
Marketing
Huge viral campaign called WHY SO SERIOUS
Website I believe in Harvey Dent Scavenger hunt at the DC comics
festival – across US cities which led onto another website- fans to submit pictures of themselves dressed as the joker
Electronic version of the Gotham times which also led to numerous websites
Exhibition
Warner bros held the premiere in New York (Interesting choice rather than the London premiere) Also the impact of Warner bros to be able to do this
Screening in an IMAX theatre with the films composers playing part of the film score live.
4,366 theatres Role of celebrity – Making $2.3 in
Australia when opening
Teaser campaigns
Teaser trailer on the batman begins dvd
Shown in IMAX theatre Teaser posters with the why so serious
slogan Global marketing
Other factors
Use of stars to draw in audiences Death of Heath ledger Internet played a huge role in target
fans and creating a word of mouth Importance of viral campaigning Huge focus on cutting out piracy with a
six month anti piracy strategy Sharing the cost and risk means more
money
TaskPrepare a case study on a US produced film.
Show evidence of the role of the conglomerate if applicable
Show the importance of vertical integration and companies ability to cross promote across a range of media platforms
Consider these key questions as you complete the case study :
Compare the different factors that
contribute to the box office success and failure of a film.
The internet is of equal benefit to producers and audiences
Look at the key areas of:Production DistributionMarketing Exhibition Exchange
Key websites:Rotten tomatoesWikipediaIMDB Apps The films official website Youtube Two past exam
questions