Week 7 - Essay Question

Cross Media Convergence and Synergy are vital processes in the successful marketing of a media product to audiences. To what extent do you agree in relation to you case studies?

We rely heavily on technology for many areas of our lives, including the marketing and distribution of media products. I believe that technology makes it possible to market a film with ease and to wider audiences. However, I think it is more difficult for smaller budget films to use synergy or cross media convergence due to a lack of finances and not being well known to worldwide audiences.

‘The big six’ global institutions (Universal, paramount, 21st century Fox, Warner Bro’s, Sony and Disney) all find producing films a lot easier and will continue to be successful as they have the money to distribute and advertise their creations to worldwide audiences.

A movie produced by Disney titled “Guardians of the Galaxy” is a good example of a movie that successfully used synergy. A ‘Guardians of the Galaxy’ Animated Series is planned to be shown on Disney XD. Disney is always looking for multiple platforms to increase brand recognition and to introduce a wider audience. Disney looks to the small screen for new opportunities as well as huge cinematic releases. An animated series will no doubt appeal to younger fans (i.e. children) that don’t necessarily fall into the film’s PG-13 demographic. Attracting a younger audience will not only lead to increased ticket sales, but also a higher level of interest in the merchandise (especially toys) that will showcase Rocket Raccoon, Groot, and space action.

Cross media convergence was also a vital part of the film and its ongoing success. When director James Gunn began assembling the soundtrack for his Marvel superhero movie, he wanted familiar hits but not music that is overplayed on the radio.

As he worked, the director compiled a playlist of tunes, most from the Seventies, that he thought the character would have liked. David Bowie, the Runaways and the Jackson 5 all make appearances.  A week after its release, Guardians of the Galaxy: Awesome Mix Vol. 1 topped the album charts, becoming the first soundtrack ever to do so without having a single original song.

It is clear that these processes added to the success of the film but it would have been successful even without synergy or cross media convergence due to the brand recognition by the audience and the large budgets that large media conglomerates have.

On the other hand, small budget, independent films would benefit a lot more from synergy and cross media convergence but it is a lot more difficult for them to get involved in these processes. 

An example of an independent film that was successful with synergy and cross media convergence is “Honey Trap”.

The director of the film, Rebecca Johnson, collaborated with a number of people to create her movie. She collaborated with Sarah Sulick, to produce the film – David Raedeker who directed the photography – Tracy Granger who edited the film. They all contributed in the production of the film. She also collaborated with Julie Fawcett who is the Community Liaison and it was her permission that was needed to film in the Community Trust Neighbourhood Centre and she was able to gather enough youths for the production.

An example of synergy is the music used in the film that was compiled and produced by Bucks Music Group. Artists on board include critically acclaimed grime artist MC Killa P.

The cross media convergence of the film also helped its distribution and marketing. The film is linked in to other film festivals but does not have any major conventions. However it is going to be made as a co-production between Bright Pictures and Fierce Productions.

To conclude, I believe synergy and cross media convergence has a different importance for smaller budget films than it does for huge media producers and conglomerates. I think large media conglomerates use these processes to create as much money as possible and keep large successful films successful for as long as possible. On the other hand, smaller budget films use it to gain the recognition they may desperately need to reach as wide an audience as possible; therefore, it is a lot more meaningful for smaller film producers. 

Compare Guardians of the Galaxy and Honey Trap, in terms of PDME (The film chain)

^{“The Guardians of the Galaxy” film is directed by James Gunn and produced by Kevin Feige. The movie release was July 31, 2014. The cast includes Chris Pratt, Zoe Saldana, Dave Bautista and Vin Diesel. A lot of what went into production was technology based especially when bringing the character of Rocket the raccoon to life. The movie was successfully marketed. James Gunn delivered a winning final product, and so Disney screened it early and let it drop right before Comic-Con.}

^{“Honey Trap” is a film directed by Rebecca Johnson and produced by Victoria Lorkin-Lange and Sarah Sulick. It is to be released in October 2014 at the London Film Festival. The film was made in a community centre in Southwest London in Brixton on Stockwell Park Estate. The distributor of the film is an International Film Festival where the film will then be sold onto independent distributors around the world.}

^{A movie produced by large media conglomerates such as “The Guardians of the Galaxy” differ in many ways to independent films produced with a smaller budget such as “Honey Trap”.}

^{One of the ways in which they differ is the technology they used. “Honey Trap” used Camera, Photography camera, editing tools (editing can relate to music and cutting of shots which will be done on a computer). “The Guardians of the Galaxy” used technology that was a lot more advanced. James Gunn used a live raccoon on set in order to help animators accurately capture the motion and behaviours of a raccoon for their CGI model.}

^{The main difference is the budget as it has a direct effect on how much money can be spent on marketing, distribution and production.  “Honey Trap” had a budget of under a million and relied on the British film festival (BFI) to promote the film.  In contrast, “The Guardians of the Galaxy” had a budget of $170 million and within 10 days of being released, the film made a massive $300 million.}

^{Another difference between the two films is the synergy used. Disney is always looking for multiple platforms to increase brand recognition and to introduce a wider audience and make money. An animated series of “The Guardians of the Galaxy” will be introduced to Disney XD; this further boosts profits. On the other hand, “Honey Trap” received finding and made money by employing young people from Brixton. In 2010, Rebecca was awarded development funding from the UK Film Council (now British Film Institute) to write the script for Honey Trap.}

^{Another difference is the format in which the movies will be available. “The Guardians of the Galaxy” movie is available in an IMAX format with a high quality sound system in worldwide cinemas. The movie will also be available on DVD and Blu-Ray. However, “Honey Trap” will be screened in national cinemas. The film is made by local people and is aimed at local people. This can also be seen from the casting of both films. The actors cast in “Honey Trap” are national tabloid celebrities. For example, Jessica Sula who has also played in “Skins”. On the other hand, the cast of “The Guardians of the Galaxy” are Hollywood famous superstars, an example being, Vin Diesel who has played in “The Fast and the Furious” film series.}

^{Another difference between the two films is the storyline and the plot. “Honey Trap” is based on a true tragic story of love and death, whereas, “The Guardians of the Galaxy” is complete fiction. The different storylines attract different audiences.}

^{Despite the major differences, the films also share some similarities. Both films rely on the Internet for marketing and distribution. Trailers give insight into the film and can leave on a cliffhanger, persuading the viewer to watch the full film.}

^{Also, the casting for both movies were used as marketing tools. Rebecca Johnson used local young people and created opportunities for disadvantaged youths. This caught the attention of the press and meant she got more publicity. Similarly, James Gunn cast well-known Hollywood actors, which caught the attention of the press as well as fans of the actors and was also a marketing tool.}

The Guardians Of The Galaxy Info

• According to a Forbes article, the film is set to overtake Captain America: The Winter Soldier to become the highest grossing domestic film of the year so far.
• "Guardians" is the least well-known Marvel property to date.
  
• Writers Nicole Perlman and James Gunn are using ignorance to their advantage, playing fast and loose with Origin Stories and relationship dynamics.
  
• Guardians of the Galaxy is a major part of the 2nd phase of Marvel Studios lineup of feature-length films.
• The Film’s Guardians Includes Members From the 2008 Team
• The Film’s Plot Revolves Around a Very Important Object That Could Affect the Well-Being of the Galaxy
• Chris Pratt Had to Lose Several Pounds in Order to Play the Film’s Lead Role
• Bradley Cooper and Vin Diesel are Voicing Two of the Film’s More Popular Heroes

Links:

http://www.hollywoodreporter.com/news/box-office-milestone-guardians-galaxy-727213

http://screenrant.com/guardians-of-the-galaxy-story-themes-james-gunn-interview-2014/

http://www.telegraph.co.uk/culture/film/film-news/11067364/Why-the-Guardians-of-the-Galaxy-couldnt-save-the-box-office.html

http://variety.com/2014/film/news/guardians-of-the-galaxy-marvel-analysis-1201274603/

http://heavy.com/entertainment/2014/07/guardians-of-the-galaxy-2014-film-movie-plot-cast-soundtrack-thanos-phase-2/

Week 6 - Case Study Film 2 - Honey Trap - Short Writing Task

Week 6 – Case Study Film 2 – Honey Trap

Digital technologies have a huge impact on the film industry. There has been an expansion of technology used in the film industry in recent years. We are now able to use more technology efficiently than ever before. The technologies used to promote the film ‘Honey Trap” helped it to be viewed by a larger audience.

Mainstream conglomerates have been able to harness the new digital technologies to allow them to reach a wider audience and consequently gain more profit. However, lower budget films can now gain more recognition too due to movie streaming and by promoting their films on social media. 

An improvement of digital cameras has improved the overall quality of film making films more desirable to watch.

Improvements in technology means larger conglomerates can contact smaller production companies and support them in terms of funding.

Fierce Productions "Honey Trap" Answered Question

                    

            

                                 Questions on Honeytrap: Low budget

1. Who directed the film?

Rebecca Johnson

2. Why did the director choose to tell this story? Where did it come from and why is it topical?

The director tells this story as she feels it represents the tragic nature of some locations in South London. It is topical because it represents some of the troubles that young people in those areas are presented with in their daily lifes.

3. Who produced the film?

Victoria Lorkin-Lange and Sarah Sulick

4. How did the director find a producer for the film?

Through companies such as the UK Film Council and Bright Ideas.

5. What was the budget?

Under a million

6.  How did they raise funds for the film?

By contacting the UK Film Council and requesting funds

7.  How did they find the films cast?

Through the company Candid Casting who offer untrained actors within that area who wish to make their debut in Honeytrap.

8. Who did the director collaborate with to make the film and why was it so important?

She collaborated with Sarah Sulick, to produce the film – David Raedeker who directed the photography – Tracy Granger who edited the film. All contributed in the production of the film. She also collaborated with Julie Fawcett who is the Community Laison and it was her permission that was needed to film in the Community Trust Neighbourhood Centre and she was able to gather enough youths for the production.

9. What technology is used to make the film?

Film Camera, Photography camera, editing tools (editing can relate to music and cutting of shots which will be done on a computer).

10. What examples of cross media convergence can you find?

The film is linked in to other film festivals but does not have any major conventions. However it is going to made as a co-production between Bright Pictures and Fierce Productions.

11. Where was the film made? Why was this important to the director?

The film was made in a community centre in Southwest London in Brixton on Stockwell Park Estate. This was important because she was interviewing youths from their area in the area showing their comfort zone and showing how comfortable they are as a whole allowing them to represent their themselves and what their community stands for.

12. Who is the distributor of the film?

The distributor of the film is an International Film Festival where the film will then be sold onto independent distributors around the world.

13. What other films have they distributed?

They have also distributed Top Girl, Electric, Home Turf and Balling for Brixton.

14. Who is the target audience(s)?

The target audience is Urban adults (25+), who seek out critically well-reviewed films. Also Urban young people (15-25), both sexes, who relate to story and cast and listen to soundtrack artists.

15. List the different marketing tools that have been used to promote the film to different audiences?

The marketing tools are Fundraising (create a profile and start to develop a fan base), Production (dedicated film pages on Facebook, twitter and Tumblr) and lastly Festivals/run up to release (recent unit publicists/PR company).

16. How has the social inclusion aspect of the film helped to promote and market it to audiences?

Social inclusion enables all people feel valued, their differences respected, and their basic needs are met so they can live in dignity. This helped to promote and market the film, as whole communities from similar backgrounds may be a lot more supportive of a film that reflects their lifestyle.

17. Why would this film appeal to National audiences?

This film may appeal to a national audience because it is relatable and therefore it made me it more appealing.

18. Are there any examples of synergy with other products/ merchandise?

An example of synergy is the music used in the film that was compiled and produced by Bucks Music Group. Artists on board include critically acclaimed grime artist MC Killa P.

19.What is the role of the BFI London Film Festival in promoting the film and the filmmaker?

Honey Trap has been selected for the 58^th BFI London Film Festival, which runs from 8 to 19 October 2014. Rebecca Johnson has also gained recognition by being nominated in the Best British Newcomer category.

20. What examples of technological convergence can you find relating to the film’s production, distribution or exhibition?

The technological convergence adds to the look and feel of the film. Screens will be a key element of the visual world of Honey Trap. Her inner world becomes a hyper real dream space where images collide and degrade until they lose their meaning.

Week 5 Case Study Essay Question

“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?

To some extent, I both agree and disagree with this statement. There is no doubt that media is fed to us on a daily basis by the same media conglomerates; they dominate large numbers of various mass media such as television, radio, publishing, movies, and the Internet. Household names such as “Walt Disney” reach global audiences and successfully sell their products. The Disney name remains as a mark on all parts of American popular culture, namely animated movies, live action films, network television, children’s books, merchandising and theme parks. Disney has been passed down for generations and its history is well respected and therefore, people choose to invest in it.

The trust Disney has formed with its audience boosts sales and box office figures, enabling it to be a multi-million dollar phenomenon. These huge sums of money are invested in partnering projects such as with Marvel Entertainment.  In 2009, The Walt Disney Company acquired Marvel Entertainment, Inc. for 4.64 billion dollars. The “Guardians of the Galaxy” movie was produced my Marvel Studios and distributed by Walt Disney Studios Motion Pictures.

Disney is always looking for multiple platforms to increase brand recognition and to introduce a wider audience; synergy is used.  An Animated Series of “The Guardians of the Galaxy” will be introduced to Disney XD, further boosting profits.

Despite the advantages, there are some difficulties companies such as Disney may face. Although Disney may partner up with other major firms to create successful films and products, if Disney partner up with a British film maker for example, it would be difficult to categorise the film and label it as either British or American. Also convergence between two film-makers may lead to disagreements on finances and one company may dominate the other.

Some of the greatest cinematic masterpieces were made on a low budget and have gone on to be just as successful as big budget films, earning millions of dollars and becoming multimillion firms just like the global institutions. For example, “The Inbetweeners Movie” only had a budget of 5.3 million dollars; it went on to make £44 million in UK cinemas. The film remained true to the series, as well as finding a fitting ending to the story.  Another successful film with an even lower budget is “Paranormal Activity”. It is believed to be the most profitable film of all time. Made from just $15,000, it took over $193 million at the box office. A part of its success may be due to its premiere at the “Screamfest Horror Film Festival”, it is the largest and longest running horror film festival in the United States and allowed the film to be viewed by a wide audience.

To conclude, I think low budget films now have a better opportunity to become successful and earn large sums of money than they would have a few decades back. This is down to improvements in technology and being able to share and stream movies online and the opportunity to screen them at film festivals. Many great, original ideas are also well respected as it is now increasingly more difficult to create a movie with a unique storyline. However, ‘the big six’ global institutions (Universal, paramount, 21st century Fox, Warner Bro’s, Sony and Disney) all find producing films a lot easier and will continue to be successful as they have the money to distribute and advertise their creations to worldwide audiences.

THE GUARDIANS OF THE GALAXY CASE STUDY PAGE 2

DISTRIBUTION:
The IMAX cinema distributed the film in 3D in UK and in the USA the film was released in 3D. In other cinemas the film was in 2D. Companies involved int th films production was Marvel, ABC and Disney. They also had LEGO involved to  promote the movie by selling GOTG orientated toys to catch a younger audience. Disneyreleased a series of toys and stationary to help with the films distribution and due to marvel being a main company involved in the distribution of the film any comic book fan was enticed from the start. The film worked with comic con which is a massive convention that is dedicated to comic books and any programmes aor films based around the genre sc-fi. Comic con is such a big part of america that anyone who went came out knowing about GOTG which was a good way to promote it as they went on to tell their friends and later would seee it themselves due to them getting access to sneak peeks and early previews firsthand. Empire online helped to publicise GOTG giving th fanbase exclusive interviews,ratings and never before seen pictures.

THE GUARDIANS OF THE GALAXY CASE STUDY!

PRODUCTION:

Walt disney motion pictureswas the designated studio for the guardians of the galaxy. The director was James Gunn who is also known for his work in movie 43 and scooby doo. Producers included well known writer Stan Lee who plays a huge part in creating superhero movies such as iron man and spiderman. The budget of the film was $170 millon and within 10 days of being release the film made a massive $300 million. The film is aimed at people who are in to comic books and teenagers due to the fact that marvel is incorperated into the production of the film. The cast include big names like Vin Diesel and Bradley Cooper which makes a bigger audience watch the production as leading actors are starring and have been in other well known films.

MARKETING:

Worldwide the film was shown 2D but in america and the UK we recieved it in 3D and IMAX. The campaign team promoted the movie with an official facebook,twitter and site including and french site aswell. The film was shown in cienmas worldwide and is number 26 of the most watch films this year. Posters and bus banners were a way of drawing peopl in to watch in the UK. Lego announced three toys sets that were based around scenes from the film which could of brought a younger audience into cinemas to watch. The facebook and twitter are used via the internet to promote the film and keep the fanbase up to date on trailers, comic con meet ups and 'spoilers'. Youtube is a big part of promotion: it is used for the fans to access trailers, press talks,interviews and much more to entice the audience to go and see the movie once out in cinemas. The cinema shows trailers which promotes the film further as the audience going to see a different film will watch the trailer and show an interest GOTG due to a similar interest.

FINANCE:

Total Lifetime Grosses

Domestic:	$327,954,942	44.8%
Foreign:	$404,800,000	55.2%
Worldwide:	$732,754,942

Domestic Summary

Opening Weekend:	$94,320,883
% of Total Gross:	28.8%

Widest Release:

4,088 theaters