Case Study Condensed

8/12/2019 Case Study Condensed

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CASE STUDIES

PRODUCTION

It took two years and ten companies to create the 1,565 visual effects[technological convergence]

shots of Tron: Legacy. The majority of the effects were done by Digital Domain [technologicalconvergence], who created 882 shots under supervisor Eric Barba. The production team blended

several special effect techniques, such as Chroma keying, to allow more freedom in creating effects.

Similar to Tron, this approach was seen as pushing the boundaries of modern technology

Sonys Terminator 2 movie storyline involves a number of digital special effects. Robert Patrick's T-

1000 character could not exist without computer effects such as morphing and warping. The T-1000

changes from one form to another via a computer process which is generally known as morphing.

Morphing is done via computer programs and simple morphing programs can be purchased

affordably by anyone at this point. But the believability of a morph depends more on the skill of an

artist than the powers of a program.

Patchworks productions, independent film dog city, produced by Colin crutts, actors were

volunteers, actors are up and coming, not well known, add to their portfolio, where the lines were

made up as they go along, Extras werent hired, either from location or fromthe local community, in

comparison to this, The film Expendables, featured a large cast of famous actors and many genre

icons such as Sylvester Stallone and Arnold Schwarzenegger made affordable by the films 70 million

pound budget.

Ryan Connelly an independent film maker, who owns his own film production company called film

riot recently made a film called tell which he marketed, distributed and produced the film

himself, he rented a red epic camera to film his shots on, the proliferation of hardware aided him as

previously red epic cameras were only thought to be used in Hollywood productions as they would

cost up to 100,000 pounds, for twentieth century fox when producing their film transformers:

revenge of the fallen the use of these cameras was not a big deal as they had a budget of 100

million, as an independent film maker Ryansbudget was considerably lower than this 10,000, and

the advancement of technology through rent that these cameras are cheaper.

Distribution-

Disney have creatively linked and produced many different media platforms, allowing them to use

vertical integration through their subsidiary companies such as Motion Pictures, Walt Disney

Studios, Disney Music Group, ABC Television Group, ABC Family and ABC Entertainment. A company

like Disney can promote its films through their own subsidiary companies, which allows them to to

remain cost efficient, whilst advertising their product.[vertical integration]. Disney can attract their

films target audiences through their subsidiary companys for example (ABC Familyc.an attract

families, like adults and children); this creates almost a global recognition, and creates almost a

synchronous viral campaign, as they are promoting their film to audiences around the world, all at

the same time targeting their specific target audience. Advertisements which appear between shows

can also encourage audiences as it is an easy, yet effective way of grabbing the audiences attention

and interest.


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For Independent film companies who dont have the resources to vertical integrate in the same way

as the big media conglomerates do they have to rely on other means when distributing their films,

they are forced to specify their target audience as they dont have the budget to reach such a varied

target audience for instance they went to talk to college graduates to advertise the film (target

audience), Percentage of target audience is aspiring film makers, niche specialized audience, makes

the target audience feel more involved. Independent films are prevented from reaching mass

audiences and are reliant on niche groups, an example of this is independent film maker Ryan

Connelly distributes his film through YouTube, with a 230,000 strong YouTube subscriber fan base,

he has a partnership with both YouTube and Netflix to produce a weekly video series.

Disneys Oz the Great and powerful was released by Walt Disney Studios Home Entertainment on

Blu-ray, Blu-ray 3d, DVD and digital download on June 11, 2013. Oz the great and powerful debuted

at number one in its first week of home media release in overall disc sales with 46% of its first week

sales from Blu-ray disc. The film has earned 46 million in sales.

Independent film companies are forced to resort to less direct, more cost efficient methods of

distribution, for instance patchwork production film WMD is on and has links to amazon US, UK and

is on demand on love film, allowing them to reach a larger audience, the proliferation of hardware

makes this all possible as now films can be digitally downloaded and distributed through the

internet, making it easier to access for the viewers, Disneys oz the great and powerful can also be

viewed on Netflix and sky movies, so in this way they also utilize the internetof distributing their film

Big media conglomerates also utilize the internet and technology in order to distribute theire films

whilst they also have a utilize their large funds and support ,disney uses synergy with sky and they

have their own film categories in the sky movies on demand, whilst independent films are rarely

featured or never featured on sky movies.

Disneys frozen account has 42.9k followers wheras independent film company veritys summer has

350 followrs, Disney even paid for forced advertisements whereas veritys summer cant afford this

due to their smaller budget

MArketing

The Avengers, chose to release its film globally; this created a global trend and buzz on many major

social networking sites and blogs. The unusual choice to release the movie in many majorinternational markets before releasing it in the United States built a global countdown buzz for

The Avengersand also reduced piracy.

Disney put out chapter books on each character, familiarising kids with action-packed back-stories.

An Avengers animated series took on some of the tone, humour and attitude of the filmswhilst

Marvel produced video games. This is known as trans-media storytelling (the coordinated extension

of a cohesive story world, across multiple media platforms).

Using the internet and social media to market films, It is also a form of portable marketing, as users

are able to download and install apps on their mobile phones [profliferation of hardware], allowingthem to get immediate updates/constant alerts on new releases, competitions and awareness if


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sequels. Film companies also monitor these sites to know what their fans are saying. Disney/Marvel

use social media to build up buzz for the audience by engaging the audience through competitions

(e.g. The Woman in Blacks completion carried out to submit audiences ghost stories) and online

gamesthis allows audience participation. The Avengers also promoted their film through their

official websitewhich has an immediate link to their Facebook and YouTube page (placed either on

the top of the website or at the bottom for easy access). The Avengers site also includes: trailers for

new releases, character profiles, film stills/behind the scenes/teasers, sign ups, DVDs and Blu Ray

disks, competitions, as well as a link to the Disney Store.

Merchandising and franchising are fundamental in terms of making money as effective

merchandising can enhance a brands exposure to the public and increase sales. Its 1994 animated

film The Lion King generated over $1 billion in profit. It led to a popular Broadway show, a TV series

and all sorts of media spin-offs. It also led to 186 items of merchandising. Wall Street analysts gush

at the profit potential of animated films in the hands of media conglomerates; they estimate that

such films on average generate four times more profit than their domestic box-office take for

instance it earned $1,063,171,911 worldwide . larger market share and profit through all the cross-

selling. That is, a film may generate certain revenue, but the overall profit will be even more than the

revenue.

Big conglomerates utilize symbiosis , An example of where a non-media company as joined with a

film to promote it, is the combination of Peugeot 5008 and Toy Story 3, where a Peugeot car was

used in the film as the family car, toystory toys could also be seen in the adverts for the same peugot

car. The benefits of this combination are the idea of awareness, developing and branding of the film.

Technologogical convergence has enabled different medias to converge together to promote and

market a film. For instance, Disneys frozen is in the top five most downloaded films in the itunes

appstore charts, mobiles phones do a lot more than act as hand-held telephones; you can download

and watch films and TV programmes, as well as use them for constant alerts on new releases and

competitions. Media convergence is having an enormous impact on the film industry because of the

ways in which institutions can produce and market for audiences on a widening range of platforms.

Distributors market films using the latest software for designing high concept film posters in

comparison to this independent film life just is launched a competition inviting applicants to submit

designs for the leading poster, having 100+ entries and a public vote, this not only gets the audience

involved but it gets the film advertised at a low cost to the film company.

exhibition

Cinemas get 50-60% of what the film makes, as a result, with media conglomerates focus on

generating revenue and independent companies usual focus on sending a message and getting

praise, big media companies typically earn more renue and cinemas tend to show Disney films like

the avengers, who generated a giant worldwide total of $1,518,594,910, more than an inpendent

film like sket which only generated 70,299 to date, due to this big conglomerate films are made

more accessible to audiences and are shown at peak times . The big media conglomerates have less

issues with the exhibitions of films, Disneysavengers was shown globally with videos on demand

and at the sky box office, whilst sket was only shown in 66 UK cinemas with a majority being smallindependent cinemas like phoenix house in north London.


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independent are usually not popular enough to be exhibited in shops or in supermarkets whereas

Disney films are sold and distributed globally in a variety of different languages allowing more

audiences to be able to view their films, whereas independent films cannot afford to do so due to

lack of funding

Independent film companies have to rely on festivals in order to build reputation and gainrecognition and build reputation, for example veritys summer a patchwork production independent

film was displayed at the 2013 berlin independent film festival and premiered at the London

independent film festival in 2012.

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Case Study Condensed