media production, film industry technology.
Question 2
.written exam: you answer one question from a choice of two,about the film industry.
.IN section B, we investigate the intuitions and audiences of Hollywood and the British industry.students developer case studies
question: evaluate the role of digital technology, in the marketing and consumption of products in the media area you have studied.
The film industry is dominated by the Hollywood film studios whose global products reach mass audiences and make huge profits. Companies such as Disney. Warner Bros Pictures and Sony release generic, franchise movies target a mass audience on multiple different platforms such as IMAX, streaming platforms, Netflix,etc. However, this is only a segment of film industry output and as there are many small, independent film companies also fighting for a place on these platforms.
Warner Brothers:
Warner Brothers Pictures are a major,Hollywood film production and distribution company, who make 20-30 movies a year. They release very high budget films using a lot of different types of platforms to make a large income. Warner Brothers are a subsidiary. AT&T own Time Warner who own Warner Brothers, they are the biggest media conglomerate. Warner Brothers Pictures released Wonder Woman and Wonder Woman 84 as examples of the type of high concept ,tentpole movies , the profit created by these films allows Warner Brothers Pictures to afford the marketisation and deals with different platforms that they need in the future for more films as well as helps the theatre industry as they make a profit off of successful films that are being shown.
Warner Bros Pictures is a film production and distribution company owned by AT&T is an American multinational telecommunication conglomerate,making warner Brothers part of a powerful network of media companies that can work together to achieve synergy.For example,AT&T who are now one of the biggest Synergies in film. For WonderWoman, Warner Brothers had a budget of 300million which included the marketisation. As they are a big well know company Warner Brothers Pictures also received profits from their pre-sold elements as copyrights had to be paid in order for toy companies to use their version of WonderWoman.
Warner Brothers Pictures, for WonderWoman spent half of their budget towards marketing this included youtube adverts,social media an example would be Gal Gadot's instagram and other medias using the WonderWoman filter,Snapchat and Facebook filters, behind the scenes as they allow the audience to feel as though they are apart of the process also known as precipatory culture, this enhances the experience for the audience , having precipatory culture allows for sharing around different platforms as the audience wants there subcultures to grow and have more common interests, liking on Instagram also draws people in as most people don't want to miss out on the next best thing. Within their marketing they did product tie ins with Dr Pepper in America and sponsored a female nascar driver, this catches the attention of an even wider audience as well as develops a ripple effect, when the driver takes interviews her suit will be eye catching like the car therefore bringing in a wider audience, by doing all these different forms of marketisation Warner Brothers Pictures are hooking the next generation of Wonder Woman fans as they are constantly being exposed to her, thier use of current technology is long lasting and fast spreading as they are taking advantage of the influence they have on their fans, e.g passing on Warner Brother Pictures content to other contacts of their, causing a big spread.
As Warner Brothers Pictures are well known they have the contacts and material capital to make a deal with streaming services and theaters of where they want there film to be shown and as their films are on high demand bigger companies such as IMAX will request to have their film shown with them. As Warner Brothers have a high budget they can also afford to take multiple different types of shots with different utensils that smaller companies will not have the material capital for such as 3D films and shots for IMAX that will emerse the audience as well as show excellent quality and depth. Using streaming services such as Netflix and Amazon prime and most recently HBO allows for more people to view the film as the audience can enjoy to watch their new releases in the comfort of their homes, due to current events (COVID-19) Warner Brothers is following in the footsteps of one of the other big 6, Disney,m as they have announced that they will be creating a platform for their up and coming films this, due to this we could see a big decrease in films being shown by Warner Brothers in Cinema which shows the power dynamic that Warner Brothers have over the Cinema industry. This will also allow the profit made off of Warner Brothers Pictures films to go straight to them avoiding theaters showing their film more than agreed therefore stealing some of the profit. However due to the fact Warner Brothers Pictures is a big film company they face piracy, 'the unauthorized use or reproduction of another's work', due to this Warner Brothers Pictures can face a loss of profit , especially in China , Russia and Thailand where the highest rates of piracy occur according to https://www.wired.com/images_blogs/threatlevel/files/MPAstudy.pdf this therefore leads to the company losig alot of profit in their consumption of their releases. Warner brothers can also afford to have feedback every time it is shown, encrypted copy being watch viewed investigate by an undercover worker, this allows for a copyright claim to go out to the user of their product.
However,not all film production companies operate at the same level as Warner Bros Pictures and its Hollywood counterparts.The film industry also includes vast number of small,independent producers and each country has its own national industry.Companies such as this often produce films that are not as marketised and not as readily available on different sytreaming platforms.
Introduce belstone:
Belstone pictures is a small scale production company that have created films on small budgets. Belstones, unlike Warner Brothers Pictures, gets its funding from individuals ,examples would include Cosmo and Richard who have invested into Belstone Pictures therefore making them investors. As Belstone pictures do not have the same amount of material capital as Warner Brothers Pictures they produce more controlled shoots, with a small cast, an example of this would be Tank 432 as it was done with little marketisation and technology as they did not have the same amount of material capital as Warner Brother Pictures. As Belstone did not have the same level of hype behind it they did not developed any behind the scenes of Tank 432 and therefore also did not have the same amount of pre conversation of the film. Belstone pictures did not have the ability to cast highly regarded actors so Tank432 did not gather the hype that WonderWoman had. Belstone pictures did not have any pre sold elements for any of their films so far. Belstone pictures in terms of their marketisation used youtube trailers and online reviews to reach their niche audience. Belstone Pictures originally had a lower set of available consumption methods as streaming platforms were less inclined to purchase their product due to the fact they are not as well established. In streaming platforms they had Amazon Prime and struck originally a deal with Netflix, their film is also available for purchase on yourube.Tank432 allowed Belstone pictures to be established as a filming company.
In conclusion technology and marketisation massively influences consumption, without the material capital and pre-existing fan base, and right marketisation used the consumption of the product will not be as high as it would with these factors, this is strongly demonstrated in a comparison between Belstone pictures which is an uprising film production company and WarnerBrothers which is a globally renowned film production company. Having more connections allows for a wider spread of a film, which is what Warner Brothers has and what Belstone pictures are currently lacking. The scale and the scope of the companies marketistation massively effects the consumption of the film as the more people who know the more people will pay to watch it if they match the target audience wich will allow for more profit to be made.
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