News corporation

News CorporationNews CorporationAssembled by Kuldip Judge For the benefit of AS Media student’s unit Institutions & Assembled by Kuldip Judge For the benefit of AS Media student’s unit Institutions &

Audiences (OCR)Audiences (OCR)

Unit OutlineUnit Outline 1. History of News Corporation (201. History of News Corporation (20thth century fox) century fox) 2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice 3. Cross media convergence/synergy in production, 3. Cross media convergence/synergy in production,

distribution and marketingdistribution and marketing 4. Technology used in production, distribution and 4. Technology used in production, distribution and

marketingmarketing 5. Targeting national and local 'British' audiences by 5. Targeting national and local 'British' audiences by

News Corp’s global network of media operationsNews Corp’s global network of media operations 6. Audiences own experiences of media consumption 6. Audiences own experiences of media consumption

of News Corp’s productsof News Corp’s products 7. Mock examination7. Mock examination

Q: How did 20Q: How did 20thth Century Fox target a British Century Fox target a British Audience through the promotional campaign behind Audience through the promotional campaign behind ‘AVATAR’ (2009)?‘AVATAR’ (2009)?

1.1. History of News Corporation History of News Corporation (20(20thth Century Fox) Century Fox)

SubsidiarySubsidiary of of News CorporationNews Corporation IndustryIndustry FilmFilmFoundedFounded May 31, 1935 (31/05/35), May 31, 1935 (31/05/35),

by merger of by merger of Fox FilmsFox Films (founded in (founded in 1915) and 1915) and 20th Century Pictures, 20th Century Pictures, Inc.Inc. (founded in 1933) (founded in 1933)

20th Century Fox's most popular 20th Century Fox's most popular film franchisesfilm franchises include include AvatarAvatar, , The Simpson'sThe Simpson's, , Star WarsStar Wars, , Ice AgeIce Age, , GarfieldGarfield, , Alvin and the ChipmunksAlvin and the Chipmunks, , X-MenX-Men, , Die HardDie Hard, , AlienAlien, , SpeedSpeed, , Revenge of the NerdsRevenge of the Nerds, , Planet of the ApesPlanet of the Apes, , Home AloneHome Alone, , Dr. Do-littleDr. Do-little, , Night at the MuseumNight at the Museum, , PredatorPredator, , Diary of a Wimpy KidDiary of a Wimpy Kid and and The Chronicles of NarniaThe Chronicles of Narnia

A potted historyA potted history 2020thth Century Fox Century Fox With financial stability came new owners, and in 1978 control With financial stability came new owners, and in 1978 control

passed to the investors passed to the investors Marc RichMarc Rich and and Marvin DavisMarvin Davis. . By 1985 Rich has fled the US on tax evasion. Davis sold Rich's By 1985 Rich has fled the US on tax evasion. Davis sold Rich's

half of Fox to Rupert Murdoch's News Corporation. Six months half of Fox to Rupert Murdoch's News Corporation. Six months later Davis sold his half of Fox, giving News Corp complete later Davis sold his half of Fox, giving News Corp complete control. To run the studio, Murdoch hired Barry Diller from control. To run the studio, Murdoch hired Barry Diller from ParamountParamount. Diller brought with him a plan which Paramount's . Diller brought with him a plan which Paramount's board had refused: a studio-backed, fourth television network board had refused: a studio-backed, fourth television network that was financed by advertising. that was financed by advertising.

1986 the new 1986 the new Fox Broadcasting CompanyFox Broadcasting Company took to the air. Over took to the air. Over the next 20-odd years the network and owned-stations group the next 20-odd years the network and owned-stations group expanded to become extremely profitable for News Corp. expanded to become extremely profitable for News Corp.

In 2008 Fox announced an Asian subsidiary, Fox STAR Studios, In 2008 Fox announced an Asian subsidiary, Fox STAR Studios, a joint venture with a joint venture with STAR TVSTAR TV, also owned by News Corporation. , also owned by News Corporation. It was reported that Fox STAR would start by producing films It was reported that Fox STAR would start by producing films for the for the BollywoodBollywood market, then expand to several Asian market, then expand to several Asian markets markets

News Corp ownershipNews Corp ownership

Founded in Australia in 1979 by Founded in Australia in 1979 by Rupert Murdoch who owned a Rupert Murdoch who owned a vast number of Australia's vast number of Australia's newspapersnewspapers

Rupert wanted global expansion Rupert wanted global expansion into other mediums such as into other mediums such as TV,Film,Cable,Satellite TV, TV,Film,Cable,Satellite TV, MagazinesMagazines etc and own other etc and own other significant and iconic significant and iconic newspapers such as ‘The Times’ newspapers such as ‘The Times’ to add to his expanding portfolioto add to his expanding portfolio

Rupert Murdoch is chairman and Rupert Murdoch is chairman and CEO and he likes to have various CEO and he likes to have various members of his family involved members of his family involved in his media empire, hence the in his media empire, hence the CEO of News Corp in Europe & CEO of News Corp in Europe & Asia is his son James MurdochAsia is his son James Murdoch

ConglomeratesConglomeratesWhat is a conglomerate?What is a conglomerate? A A conglomerateconglomerate

is a combination of two or more is a combination of two or more corporationscorporations engaged in entirely different businesses together engaged in entirely different businesses together into one corporate structure, usually involving into one corporate structure, usually involving several (or many) several (or many) subsidiariessubsidiaries. Often, a . Often, a conglomerate is a conglomerate is a multi-industry companymulti-industry company. . Conglomerates are often large and Conglomerates are often large and multinationalmultinational (across countries)(across countries)

News Corp is the News Corp is the 33rdrd biggest media biggest media conglomerate in the world? conglomerate in the world?

Which company is number 1 & 2?Which company is number 1 & 2?

FinancesFinances

Revenue: Revenue: $30.423 billion$30.423 billion (2009) - (2009) - ($30,000,000,000) ($30,000,000,000)

Total assets: Total assets: $53.121 billion$53.121 billion (2009) (2009)Employees: Employees: 64,00064,000 (2008) (2008)

2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice

2. MEDIA OWNERSHIP IN CONTEMPORARY 2. MEDIA OWNERSHIP IN CONTEMPORARY MEDIA PRACTICEMEDIA PRACTICE

News Corp own a great range of News Corp own a great range of cross media institutions. They own cross media institutions. They own various institutions that cover a various institutions that cover a whole range of mediums from Film, whole range of mediums from Film, TV, Cable, Satellite, Print and the TV, Cable, Satellite, Print and the internet. internet.

List the most significant media List the most significant media corporations which come under the corporations which come under the ownership of News Corp from the ownership of News Corp from the next slide?next slide?

2. Media ownership in contemporary media 2. Media ownership in contemporary media practicepractice

http://www.suttonmedia2.blogspot.com/http://www.suttonmedia2.blogspot.com/

An introduction to News CorporationAn introduction to News Corporation Watch and analyse the promotional video Watch and analyse the promotional video

(which is in run on a loop at the entrance of News (which is in run on a loop at the entrance of News Corporation) - What do you learn about the Corporation) - What do you learn about the Corporations Media interests in Film? Web? Print? Corporations Media interests in Film? Web? Print? industries??industries??

Can you name any TV shows News Corp has been Can you name any TV shows News Corp has been responsible for?responsible for?Can you name any Films News Corp has been Can you name any Films News Corp has been responsible for?responsible for?Can you name any Newspapers that belong to Can you name any Newspapers that belong to News Corp?News Corp?

Homework: Go onto the News Corp website and list the many products they make through their various companies

““Ofcom to review News Corp bid for Ofcom to review News Corp bid for SkySky”” The GuardianThe Guardian

The business secretary Vince Cable has asked Ofcom (the The business secretary Vince Cable has asked Ofcom (the media watchdog) to look into the impact News Corp’s media watchdog) to look into the impact News Corp’s proposal to take over BSkyB Television. proposal to take over BSkyB Television.

Currently News Corp has Currently News Corp has 39%39% shares in the company buy shares in the company buy wants to buy the remaining wants to buy the remaining 61%61% of shares to take complete of shares to take complete ownershipownership

Rupert Murdoch already owns Rupert Murdoch already owns 37% of all the uk newspapers37% of all the uk newspapers including The Sun, The News of the World, The Times and including The Sun, The News of the World, The Times and The Sunday TimesThe Sunday Times

There is a law that prevents certain mergers and takeovers There is a law that prevents certain mergers and takeovers taking place on the grounds it could eliminate competition taking place on the grounds it could eliminate competition and become biased in its coverageand become biased in its coverage

The worry is that Rupert Murdoch will have too much power The worry is that Rupert Murdoch will have too much power and influence over key media which could bias his coverageand influence over key media which could bias his coverage

2. Media ownership in contemporary media practice2. Media ownership in contemporary media practice5. Targeting national and local 'British' audiences by News 5. Targeting national and local 'British' audiences by News Corp’s global network of media operationsCorp’s global network of media operations

Partisan News = Fox NewsPartisan News = Fox News If he owns all the key newspapers and Sky news he could If he owns all the key newspapers and Sky news he could

enforce his own political ideologies like he has done with Fox enforce his own political ideologies like he has done with Fox News which is partisan towards the Republican party and is News which is partisan towards the Republican party and is highly biased in its adoration for the republicans, the criticism highly biased in its adoration for the republicans, the criticism is that it is un-democratic and UK TV coverage has to be legally is that it is un-democratic and UK TV coverage has to be legally unbiased and independent of political and business influenceunbiased and independent of political and business influence

The BBC are also nervous of Murdoch having more media The BBC are also nervous of Murdoch having more media powerpower

BSkyB is the biggest broadcaster in the UK. It’s revenue in the BSkyB is the biggest broadcaster in the UK. It’s revenue in the UK was $5.9 billion in 12 months compared with BBC’s global UK was $5.9 billion in 12 months compared with BBC’s global revenues of $4.8 billionrevenues of $4.8 billion

British Sky Broadcasting was formed in 1990 by the News British Sky Broadcasting was formed in 1990 by the News Corp’s Sky Television and rival British Satellite BroadcastingCorp’s Sky Television and rival British Satellite Broadcasting

3. Cross media convergence/synergy in production, 3. Cross media convergence/synergy in production, distribution and marketingdistribution and marketing

AvatarAvatar premiered in London on December 10, 2009, and premiered in London on December 10, 2009, and was released overseas on December 16 and in the United was released overseas on December 16 and in the United States to critical acclaim and commercial success.States to critical acclaim and commercial success.

The film broke several box office records during its release The film broke several box office records during its release and became the and became the highest-grossing filmhighest-grossing film of all time of all time in the U.S. and Canadain the U.S. and Canada and also worldwide, surpassing and also worldwide, surpassing TitanicTitanic, which had held the records for the previous 12 , which had held the records for the previous 12 years. It also became the first film to gross more than $2 years. It also became the first film to gross more than $2 billion.billion.

AvatarAvatar was nominated for nine was nominated for nine Academy AwardsAcademy Awards, including , including Best PictureBest Picture and and Best DirectorBest Director, and won three, for , and won three, for Best CinematographyBest Cinematography, , Best Visual EffectsBest Visual Effects, and , and Best Art DirectionBest Art Direction. The film's home release went on to . The film's home release went on to break opening sales records and became the top-selling break opening sales records and became the top-selling Blu-rayBlu-ray of all time. Following the film's success, Cameron of all time. Following the film's success, Cameron signed with signed with 20th Century Fox20th Century Fox to produce two sequels, to produce two sequels, making making AvatarAvatar the first of a planned the first of a planned trilogytrilogy..

3. Cross media convergence/synergy in production 3. Cross media convergence/synergy in production

distribution and marketing : distribution and marketing : Action figuresAction figures Mattel ToysMattel Toys announced in December 2009 that it would be announced in December 2009 that it would be

introducing a line of introducing a line of AvatarAvatar action figures. Each action figure will action figures. Each action figure will be made with a 3-D web tag, called an i-TAG, that consumers can be made with a 3-D web tag, called an i-TAG, that consumers can scan using a scan using a web camweb cam, revealing unique on-screen content that is , revealing unique on-screen content that is special to each specific action figure.special to each specific action figure.

A series of toys representing six different characters from the film A series of toys representing six different characters from the film were also distributed in were also distributed in McDonald'sMcDonald's Happy MealsHappy Meals in Argentina, in Argentina, Brazil, Canada, China, Brazil, Canada, China, ColombiaColombia, the United States and , the United States and VenezuelaVenezuela..

Convergence/synergy in production, distribution and Convergence/synergy in production, distribution and marketingmarketing: : BooksBooks

Avatar: A Confidential Report on Avatar: A Confidential Report on the Biological and Social History the Biological and Social History of Pandoraof Pandora, a 224-page book in , a 224-page book in the form of a field guide to the the form of a field guide to the film's fictional setting of the film's fictional setting of the planet of Pandora, was released planet of Pandora, was released by by Harper EntertainmentHarper Entertainment on on November 24, 2009. It is November 24, 2009. It is presented as a compilation of presented as a compilation of data collected by the humans data collected by the humans about Pandora and the life on it, about Pandora and the life on it, written by Maria Wilhelm and written by Maria Wilhelm and Dirk Mathison. Dirk Mathison.

Harper FestivalHarper Festival also released also released Wilhelm's 48-page Wilhelm's 48-page James James Cameron's Avatar: The Reusable Cameron's Avatar: The Reusable ScrapbookScrapbook for children. for children.

3. Cross media convergence/synergy in production, 3. Cross media convergence/synergy in production, distribution and marketing: distribution and marketing: Video GamesVideo Games

James Cameron's Avatar: The GJames Cameron's Avatar: The Gameame

Cameron chose Cameron chose Ubisoft MontrealUbisoft Montreal to create an to create an AvatarAvatar game for game for the film in 2007. The filmmakers the film in 2007. The filmmakers and game developers and game developers collaborated heavily, and collaborated heavily, and Cameron decided to include Cameron decided to include some of Ubisoft's vehicle and some of Ubisoft's vehicle and creature designs into the film. creature designs into the film.

James Cameron's Avatar: The James Cameron's Avatar: The GameGame was released on was released on December 1, 2009, for most December 1, 2009, for most home video game consoles (home video game consoles (PS3PS3, Xbox 360, Wii, Nintendo DS, , Xbox 360, Wii, Nintendo DS, iPhone), Microsoft Windows and iPhone), Microsoft Windows and December 8 for PSP.December 8 for PSP.

See GAME documentary - blogSee GAME documentary - blog

4. TECHNOLOGY USED IN PRODUCTION, 4. TECHNOLOGY USED IN PRODUCTION, DISTRIBUTION & MARKETINGDISTRIBUTION & MARKETING

(marketing)(marketing) PromotionsPromotions The first photo of the film was released on August 14, 2009, and The first photo of the film was released on August 14, 2009, and EmpireEmpire magazine magazine

released exclusive images from the film in its October issue.released exclusive images from the film in its October issue.

James Cameron announced at the Comic-Con Avatar Panel that August 21 will be 'Avatar James Cameron announced at the Comic-Con Avatar Panel that August 21 will be 'Avatar Day'. On Day'. On

this day the trailer for the film was released in all theatrical formats. The official game this day the trailer for the film was released in all theatrical formats. The official game trailer and toy line of the film were also unveiled on this day.trailer and toy line of the film were also unveiled on this day.

The 129-second trailer was released online on August 20, 2009.The 129-second trailer was released online on August 20, 2009. The new 210-second trailer was premiered in theatres on October 23, 2009, then The new 210-second trailer was premiered in theatres on October 23, 2009, then

soon after premiered online on Yahoo! on October 29, 2009, to positive reviews. An soon after premiered online on Yahoo! on October 29, 2009, to positive reviews. An extended version in extended version in IMAX 3DIMAX 3D received overwhelmingly positive reviews. received overwhelmingly positive reviews.

..

Trailers – Fox exclusiveTrailers – Fox exclusive

The Hollywood ReporterThe Hollywood Reporter said that said that audience expectations were coloured audience expectations were coloured by "the [same] establishment by "the [same] establishment scepticism that preceded scepticism that preceded TitanicTitanic" and " and suggested the showing reflected the suggested the showing reflected the desire for original storytelling.desire for original storytelling.

The teaser has been among the most The teaser has been among the most viewed trailers in the history of film viewed trailers in the history of film marketing, reaching the first place of marketing, reaching the first place of all trailers viewed on Apple. COM with all trailers viewed on Apple. COM with 4 million views.4 million views.

The The three-and-a-half-minute trailerthree-and-a-half-minute trailer of of the film premiered live on November 1, the film premiered live on November 1, 2009, during a Dallas Cowboys football 2009, during a Dallas Cowboys football game at Cowboys Stadium in Arlington, game at Cowboys Stadium in Arlington, Texas on the Diamond Vision screen, Texas on the Diamond Vision screen, the world's largest video display, and to the world's largest video display, and to TV audiences viewing the game on Fox. TV audiences viewing the game on Fox. It is said to be the largest live motion It is said to be the largest live motion picture trailer viewing in history.picture trailer viewing in history.

Marketing and PromotionMarketing and Promotion The Coca-Cola Company The Coca-Cola Company

collaborated with Twentieth collaborated with Twentieth Century Fox to launch a worldwide Century Fox to launch a worldwide marketing campaign to promote marketing campaign to promote the film. The highlight of the the film. The highlight of the campaign was the website campaign was the website AVTR.com. Specially marked AVTR.com. Specially marked bottles and cans of Coca-Cola Zero, bottles and cans of Coca-Cola Zero, when held in front of a webcam, when held in front of a webcam, enabled users to interact with the enabled users to interact with the website's 3-D features using website's 3-D features using augmented reality (AR) technology.augmented reality (AR) technology.

The film was heavily promoted in The film was heavily promoted in an episode of the Fox Network an episode of the Fox Network series series BonesBones in the episode "The in the episode "The Gamer In The Grease" (Season 5, Gamer In The Grease" (Season 5, Episode 9). Episode 9). AvatarAvatar star Joel David star Joel David Moore has a recurring role on the Moore has a recurring role on the program, and is seen in the program, and is seen in the episode anxiously awaiting the episode anxiously awaiting the release of the film. release of the film.

Coco-cola zero promoCoco-cola zero promo

Company linksCompany links

From your notes list the companies From your notes list the companies associated with the marketing and associated with the marketing and promotion of ‘Avatar’ thus far?promotion of ‘Avatar’ thus far?


(Production)(Production)

Avatar – 3DAvatar – 3D AvatarAvatar was officially budgeted at was officially budgeted at

$237 million. Other estimates put the cost $237 million. Other estimates put the cost between $280 million and $310 million for between $280 million and $310 million for production and at $150 million for production and at $150 million for promotion. The film was released for promotion. The film was released for traditional 2-D viewing, traditional 2-D viewing, 3-D3-D viewing (using viewing (using the the RealD 3DRealD 3D, , Dolby 3DDolby 3D, , XpanD 3DXpanD 3D, and , and IMAX 3DIMAX 3D formats), and " formats), and "4-D4-D" viewing. The " viewing. The stereoscopicstereoscopic filmmaking was touted as a filmmaking was touted as a breakthrough in cinematic technology. breakthrough in cinematic technology.

Box office successBox office success AvatarAvatar earned $3,537,000 from midnight earned $3,537,000 from midnight

screenings screenings domesticallydomestically (United States and (United States and Canada), with the initial 3-D release limited to Canada), with the initial 3-D release limited to 2,200 screens2,200 screens..

The film earned The film earned $27$27 million on its opening million on its opening dayday, and , and $77$77 million over its opening million over its opening weekend,weekend, making it the second largest making it the second largest December opening ever behind December opening ever behind I Am LegendI Am Legend, , and the 25th largest national United States and the 25th largest national United States weekend opening, despite weekend opening, despite a blizzarda blizzard which which blanketed the blanketed the East Coast of the United StatesEast Coast of the United States and reportedly hurt its opening weekend and reportedly hurt its opening weekend results.results.

The The IMAXIMAX opening also broke box office opening also broke box office records, with records, with 178178 theatres generating theatres generating approximately approximately $9.5 $9.5 million.million.

3-D Blu-ray3-D Blu-ray Cameron initially stated that Cameron initially stated that

AvatarAvatar would be released in 3- would be released in 3-D around November 2010, but D around November 2010, but the studio issued a correction: the studio issued a correction: "3-D is in the conceptual stage "3-D is in the conceptual stage and and AvatarAvatar will not be out on will not be out on 3D Blu-ray in November.“ In 3D Blu-ray in November.“ In May 2010, Fox stated that the May 2010, Fox stated that the 3-D version would be released 3-D version would be released some time in 2011.some time in 2011.

It was later revealed that Fox It was later revealed that Fox had given had given PanasonicPanasonic an an exclusive license for the 3-D exclusive license for the 3-D Blu-ray version and only with Blu-ray version and only with the purchase of a Panasonic the purchase of a Panasonic 3DTV3DTV and 3D Blu-ray player. and 3D Blu-ray player. The length of Panasonic's The length of Panasonic's exclusivity period is unknown exclusivity period is unknown and said to be "unusually and said to be "unusually long"long"

What is 3D Film?What is 3D Film? Cameron first devised the concept for Avatar in Cameron first devised the concept for Avatar in

the mid-90s, but decided to hold off on the actual the mid-90s, but decided to hold off on the actual filming until the technology caught up with his filming until the technology caught up with his vision. When the technology appeared to be vision. When the technology appeared to be lagging, he stepped in to lend a helping hand. The lagging, he stepped in to lend a helping hand. The director worked alongside cinematographer Vince director worked alongside cinematographer Vince Pace to pioneer and patent a Pace to pioneer and patent a "fusion digital 3D "fusion digital 3D camera system"camera system" that he first employed on his that he first employed on his 2003 documentary, Ghosts of the Abyss2003 documentary, Ghosts of the Abyss, and has , and has subsequently refined and adapted. He shot large subsequently refined and adapted. He shot large portions of Avatar on a portions of Avatar on a "virtual camera""virtual camera", a , a handheld monitor that allowed him to move handheld monitor that allowed him to move through a 3D terrain, in effect editing this existing, through a 3D terrain, in effect editing this existing, computer-generated universe. The result, he computer-generated universe. The result, he boasts, turns cinema into "the ultimate immersive boasts, turns cinema into "the ultimate immersive media media


http://www.guardian.co.uk/film/2009/http://www.guardian.co.uk/film/2009/aug/20/james-cameron-avatar-3d-filaug/20/james-cameron-avatar-3d-filmm

““Is James Cameron's 3D movie Avatar the shape of Is James Cameron's 3D movie Avatar the shape of

cinema to come?”cinema to come?” The Guardian (20/08/09)The Guardian (20/08/09)

Friday 21 August, is officially designated Friday 21 August, is officially designated "Avatar Day","Avatar Day", although although "Avatar Quarter-Hour" would be more accurate. It is the date that "Avatar Quarter-Hour" would be more accurate. It is the date that sees the public unveiling of a sees the public unveiling of a full 15 minutes of teaser footage from full 15 minutes of teaser footage from the new 3Dthe new 3D blockbuster from director James Cameron, playing at blockbuster from director James Cameron, playing at hundreds of sold-out cinemas across the planet; the date that could hundreds of sold-out cinemas across the planet; the date that could come to define how Hollywood frames the world. come to define how Hollywood frames the world. "We are born "We are born seeing in three dimensions," seeing in three dimensions," Cameron proclaimed recentlyCameron proclaimed recently. "Most . "Most animals have two eyes, not one. There is a reason."animals have two eyes, not one. There is a reason." After tomorrow, After tomorrow, industry experts predict, 3D cinema will never be the same again.industry experts predict, 3D cinema will never be the same again.

They call it They call it "the illusion of depth","the illusion of depth", a conjuring trick on the visual a conjuring trick on the visual cortex, and it works like this. You take two cameras and shoot with cortex, and it works like this. You take two cameras and shoot with them side-by-side. Later, when the results are projected, the viewer them side-by-side. Later, when the results are projected, the viewer interprets these dual images as a single three-dimensional image. interprets these dual images as a single three-dimensional image.

We see (or believe we see) a foreground, a background and, best of We see (or believe we see) a foreground, a background and, best of all, bulky projectiles that threaten to leap from the screen and land all, bulky projectiles that threaten to leap from the screen and land in our laps. This is the in our laps. This is the USPUSP of of 3D 3D or or stereoscopic cinemastereoscopic cinema, a gimmick , a gimmick as old as film-making itself. In the past the success of this illusion as old as film-making itself. In the past the success of this illusion has likewise proved illusory – but this time, we are assured, the has likewise proved illusory – but this time, we are assured, the landscape is different. landscape is different.

DistributionDistribution Whilst 20Whilst 20thth century fox and its many departments century fox and its many departments

were filming, editing the Avatar, the distribution and were filming, editing the Avatar, the distribution and marketing divisions were busy developing strategies marketing divisions were busy developing strategies to promote the film in order to maximise profitability to promote the film in order to maximise profitability for their soon to be released filmfor their soon to be released film

DISTRIBUTION:DISTRIBUTION: Organisation of synchronised release, internationallyOrganisation of synchronised release, internationally Getting film stock, ready for digital transfer to Getting film stock, ready for digital transfer to

cinemascinemas Communicating with worldwide distributors for Communicating with worldwide distributors for

exclusive deals, country to country for maximum exclusive deals, country to country for maximum reachreach

Dealing with cinemas Dealing with cinemas (Showcase/Cineworld/Odeon/AMC) etc for initial (Showcase/Cineworld/Odeon/AMC) etc for initial release phase, domestic & international dealsrelease phase, domestic & international deals

Technology – Technology – Distribution/exhibitionDistribution/exhibition

The days of film reels are erodingThe days of film reels are eroding It is cheaper and faster to send hard drives with film pre-It is cheaper and faster to send hard drives with film pre-

loaded then shipping separate film reels around the worldloaded then shipping separate film reels around the world Films are now projected on special projectors through a Films are now projected on special projectors through a

hard drive and not of actual film cells/negative through a hard drive and not of actual film cells/negative through a projector in the traditional way (Imax projector below)projector in the traditional way (Imax projector below)

3D film needs a special projector and currently there are as 3D film needs a special projector and currently there are as not as many as 2D projectorsnot as many as 2D projectors

5: Targeting national and local 'British' audiences by 5: Targeting national and local 'British' audiences by the News Corp global network of media operationsthe News Corp global network of media operations

Traditional Marketing:Traditional Marketing: Glitzy ‘Tent pole’ Movie premiere – Odeon London (images of celebrities Glitzy ‘Tent pole’ Movie premiere – Odeon London (images of celebrities

showcased in Women magazines) – Hello, OK, Heat etc – wider showcased in Women magazines) – Hello, OK, Heat etc – wider demographic appeal and Newspapers – Sun, The Times, NOTW)demographic appeal and Newspapers – Sun, The Times, NOTW)

PR junkets (interviews in a rota in hotel, guest appearances on chat shows)PR junkets (interviews in a rota in hotel, guest appearances on chat shows) International news conferences (Brazil, France etc)International news conferences (Brazil, France etc) Advertising – Billboards, bus stops, Advertising – Billboards, bus stops, TV spots, Cinema trailers (various lengths – shorter then bigger)TV spots, Cinema trailers (various lengths – shorter then bigger) Radio adverts – Commercial Radio/ Review showsRadio adverts – Commercial Radio/ Review shows Newspaper adverts (Sun, NOTW, Times – synergy)Newspaper adverts (Sun, NOTW, Times – synergy) Magazines – Film and other genre magazines: Empire (exclusive)Magazines – Film and other genre magazines: Empire (exclusive) Commercial/business TIE-INS - Commercial/business TIE-INS -

(McDonalds/Coco-cola/Mattel/Panasonic/Yahoo)(McDonalds/Coco-cola/Mattel/Panasonic/Yahoo) Merchandising – Unique Products that stem from Film (see PowerPoint)Merchandising – Unique Products that stem from Film (see PowerPoint) Viral Marketing:Viral Marketing: Online trailers (various) ExhibitionOnline trailers (various) Exhibition I-TagsI-Tags Pop-upsPop-ups Online reviewsOnline reviews

Technology - ExhibitionTechnology - Exhibition This is all about how This is all about how ‘Avatar’‘Avatar’ the film can and has the film can and has

been been exhibited exhibited and and accessedaccessed 1) Teaser trailers (x3?) various lengths1) Teaser trailers (x3?) various lengths 2) World Premiere – London Odeon2) World Premiere – London Odeon 3) International cinema release on 2D & 3D (all 3) International cinema release on 2D & 3D (all

around the world)around the world) 4) Special editions on IMAX 3D & extra 8 min’s 4) Special editions on IMAX 3D & extra 8 min’s

version on Cinema prior to Oscars (March 2010) version on Cinema prior to Oscars (March 2010) 5) 6 months later – DVD release (rental-5) 6 months later – DVD release (rental-

blockbuster)blockbuster) 6) DVD & Blu-ray home release (Spring 10) 6) DVD & Blu-ray home release (Spring 10) 7) Internet downloading on mobile and VOD7) Internet downloading on mobile and VOD 8) Xmas special edition DVD & Blu-ray release Nov 8) Xmas special edition DVD & Blu-ray release Nov

1010 9) Future 3D- Blu-ray release sometime in 20119) Future 3D- Blu-ray release sometime in 2011

6. Audiences own experiences of media consumption of News Corp products

Students can assess how they are targeted by such News Corps products on a daily basis and does any of the marketing filter through in terms Passive theories such as the hypodermic needle effect?. Eg: Buying a happy meal at McDonald's, buying a ‘Avatar’ film poster, buying a book on the world of Pandora special?, dressing like the Na’vi for fancy dress parties? or are they Active consumers. Eg: You reject the hype and refused to watch the film when it was released due to ‘overkill’, and you have no interest in the franchise for whatever reason? Or you watch the film on your terms.

Also, FANDOM, making spoof versions of Avatar on YouTube shows that people have embraced the franchise and taken ownership of it. This helps to cultivate the brand and keep it in the public realm/public sphere

See examples of ‘Swedes’ on blogSee examples of ‘Swedes’ on blog

FANDOMFANDOM

The public making their own versions of The public making their own versions of AvatarAvatar, including new trailers for , including new trailers for Avatar 2Avatar 2 etc. etc.

When people remix music it is called “MASH-When people remix music it is called “MASH-UP’s” and when films are remixed it’s called UP’s” and when films are remixed it’s called “SWEDES“SWEDES” and part of what is known as the ” and part of what is known as the “LONGTAIL” “LONGTAIL”

HW: Go onto Wikipedia and look up the term HW: Go onto Wikipedia and look up the term the the longtaillongtail in the context of Audience ‘Active’ in the context of Audience ‘Active’ behaviourbehaviour

Avatar made over $2 billion dollars making it Avatar made over $2 billion dollars making it the most successful film of ALL timethe most successful film of ALL time

How did you consume ‘Avatar’? Think in terms How did you consume ‘Avatar’? Think in terms of what items you bought to do with the film?of what items you bought to do with the film?

EXAM REVISIONEXAM REVISIONSection B: Institutions and Section B: Institutions and

AudiencesAudiences Answer the question below, making Answer the question below, making

detailed reference to examples from your detailed reference to examples from your case study material to support points case study material to support points made in your answermade in your answer

2. Discuss the issues raised by 2. Discuss the issues raised by an institution’s need to target an institution’s need to target specific audiences within a specific audiences within a media industry which you have media industry which you have studiedstudied

Write down the question and highlight the keywordsWrite down the question and highlight the keywords

Re-write the question to make it Re-write the question to make it applicable to usapplicable to us

2. Discuss the issues raised by an institution’s need to target specific audiences, within a media industry which you have studied

Think in terms of News Corp/20th century fox/UK audiences etc

REWRITE:

Discuss the issues raised by News Corp’s need to target UK audiences through its release of the Avatar, 2009

Why and how does News Corp target uk audiences with a film such as the Avatar, 2009?

How did News Corp target uk audiences through it’s processes of production, distribution and marketing?

Q: There are 3 core areas of discussion for the exam. Looking at the images, what are they?

[Draw the triangle and 4 arrows on A3]

2. MEDIA 2. MEDIA PRODUCT/ PRODUCT/ ARTEFACT:ARTEFACT:

Avatar (2009)

3. 3. AUDIENCES:AUDIENCES: UK audiences reception of News Corp products

1.1. INSTITUTIONSINSTITUTIONS:: News Corp20th Century Fox (subsidiary)

1b. D

ISTR

IBUTIO

N/M

ARKETIN

G

2. EXHIBITION

3. FANDOM

1a. PRODUCTI

ON

Education

News corporation