4 Stages of a Film
1 Production-pre production/ post production
2 Distribution
3 Marketing
4 Exhibition/Exchange
Conglomerates- When two or more companies engage in a multi-industry company.
20= 20th Century Fox
Purple= Paramount
Unicorns= Universal
Walk = Warner Bros.
Sausage= Sony
Dogs= Disney
Vertical Integration- When the production company has the ownership of the means of production, marketing and distribution.
Horizontal Integration- When the production company expands into other areas of one industry. Merges with other companies to help eliminate competition.
Things to consider before making a film:
-Concept
-Message
-Production timings
-Audience
-Budget cost
What is Audience?
-Mainstream and niche
-It is about the relationship between the audience and the institution
-The ways in which people engage with media
-Institutions are no longer interested in keeping the audience together but in 'triggering engagement' in people
-Shift from PUSH media (where producers push media at us and we receive and consume it) to PULL media (where we decide what we want to do with the media and access it the way it suits us).
-People are now distributing/making their own videos much more. It has gone from a VALUE CHAIN (products are made and distributed to audiences) to SOCIAL NETWORK (complex system where producers and consumers are mixed up)
-SOCIAL NETWORK is a problem for film producers because it means people can broadcast a bad response for everyone to see, therefore it might turn people off going to see the film.
Audience Engagement- This describes how an audience interacts with a media text. Different people react in different ways to the same text.
Audience Expectations- Advanced ideas an audience may have about a text. This particularly applies to genre pieces. Producers often play with or deliberately shatter audience expectation.
Audience Foreknowledge- The definite information (rather than vague expectations) which an audience brings to a media product.
Audience Identification- Audience feel connected to a particular media text
Audience Placement- Range of strategies media producers use to directly target a particular audience and make them feel that the media text is specifically 'for them'.
Audience Research- Measuring an audience is very important. Research is done at all stages of productions of a media text→audience will be continually monitored.
Counting Audiences
- Different types of media texts measure their audiences in different ways.
-Film figures are based on box office receipts and cinema takings rather than numbers of people who have actually seen it.
Franchises- Groups of films that will promote one another e.g.. Pirates of the Caribbean and Star Wars.
Disney Formula
1) 1 stars sequel/spin-off
2) 2 or 3 Marvel/Superhero movies
3) 1 or 2 live animation/action
4) 2 or 3 animated or sequel films/1 original
Synergy- Interaction of 2 or more forces working together creates a greater effect than the sum of their individual efforts eg. High School Musical with their soundtrack
What Does Film Marketing Involve?
-Involves all of the deals done to get the film shown and promoted.
'Above the line'- This includes marketing such as trailers, posters, radio, billboards and magazine advertisements. This is to promote brands and reach out to target audiences. It involves mass media methods for targeting larger and more general customers.
'Below the line'- This advertising is more one to one, word and mouth, search engine marketing, social media marketing and events etc. This includes journalist reviews, taking pictures of publicity stunts e.g. Jurassic World Statue. This is similar to direct marketing for reaching a smaller- more targeted audience, this also drives individual responses.
Vertical Integration- When the production company has the ownership of the means of production, marketing and distribution.
Horizontal Integration- When the production company expands into other areas of one industry. Merges with other companies to help eliminate competition.
Things to consider before making a film:
-Concept
-Message
-Production timings
-Audience
-Budget cost
What is Audience?
-Mainstream and niche
-It is about the relationship between the audience and the institution
-The ways in which people engage with media
-Institutions are no longer interested in keeping the audience together but in 'triggering engagement' in people
-Shift from PUSH media (where producers push media at us and we receive and consume it) to PULL media (where we decide what we want to do with the media and access it the way it suits us).
-People are now distributing/making their own videos much more. It has gone from a VALUE CHAIN (products are made and distributed to audiences) to SOCIAL NETWORK (complex system where producers and consumers are mixed up)
-SOCIAL NETWORK is a problem for film producers because it means people can broadcast a bad response for everyone to see, therefore it might turn people off going to see the film.
Audience Engagement- This describes how an audience interacts with a media text. Different people react in different ways to the same text.
Audience Expectations- Advanced ideas an audience may have about a text. This particularly applies to genre pieces. Producers often play with or deliberately shatter audience expectation.
Audience Foreknowledge- The definite information (rather than vague expectations) which an audience brings to a media product.
Audience Identification- Audience feel connected to a particular media text
Audience Placement- Range of strategies media producers use to directly target a particular audience and make them feel that the media text is specifically 'for them'.
Audience Research- Measuring an audience is very important. Research is done at all stages of productions of a media text→audience will be continually monitored.
Counting Audiences
- Different types of media texts measure their audiences in different ways.
-Film figures are based on box office receipts and cinema takings rather than numbers of people who have actually seen it.
Franchises- Groups of films that will promote one another e.g.. Pirates of the Caribbean and Star Wars.
Disney Formula
1) 1 stars sequel/spin-off
2) 2 or 3 Marvel/Superhero movies
3) 1 or 2 live animation/action
4) 2 or 3 animated or sequel films/1 original
Synergy- Interaction of 2 or more forces working together creates a greater effect than the sum of their individual efforts eg. High School Musical with their soundtrack
What Does Film Marketing Involve?
-Involves all of the deals done to get the film shown and promoted.
'Above the line'- This includes marketing such as trailers, posters, radio, billboards and magazine advertisements. This is to promote brands and reach out to target audiences. It involves mass media methods for targeting larger and more general customers.
'Below the line'- This advertising is more one to one, word and mouth, search engine marketing, social media marketing and events etc. This includes journalist reviews, taking pictures of publicity stunts e.g. Jurassic World Statue. This is similar to direct marketing for reaching a smaller- more targeted audience, this also drives individual responses.
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