INSTITUTIONS & AUDIENCES (FILM INDUSTRY)
Section B question: What impact does media
ownership have on the range of products available to audiences in the media
area that you have studied? (January 2013)
- State your area of debate: I have studied the film industry
- State what you understand by media ownership and by audiences in the film industry: By ownership, I understand the various institutions that make and distribute film, such as the 'big six' Hollywood mega-franchises targeted at mainstream global as well as international audiences, the UK film industry with its different, smaller scale and national / US target audiences and independent film producers, often with national / niche audiences. I will illustrate these industries using Disney (Holllywood mega-franchise), Working Title (UK film industry) and small independents, niche films (TIL, A Day In The Life and vloggers like Casey Neistat).
- State what 'range of products' could include: I interpret 'range of products' to refer to the formats in which films are produced for a range of platforms, such as for cinema exhibition,i n DVD and BluRay for home cinema, for downloading and streaming on the internet (such as Netflix offers) using portable platforms, for YouTube audiences and for IMAX screens.
- These products include the range of distribution products used by distributors to attract and address target audiences, such as TV and in-cinema trailers, film websites with interactive features, Instagram and Twitter feeds to satisfy audience's hunger for pre-release information.
- I will also explain the way in which the mega-franchises like Disney can offer audiences a range of related products that create a synergy of cross-media ownership, through horizontal and vertical integration of products, such as theme parks, merchandise, TV shows, musical sound tracks, clothing, toys, comics and numerous sequels.
- Disney owns a group of companies that produce different products catering for different audiences: Pixar Animation Studios make animated movies for family audiences, Touchstone make darker movies geared towards adults, Marvel make comic- inspired superhero movies for teens and young adults, and Lucas Films make the blockbusters like Star Wars and Indiana Jones. The Marvel Cinematic Universe is currently the highest grossing film franchise and Star Wars the fifth highest.
- Whilst it may seem that the mega-franchises have the upper hand, I will provide examples that web 2.0 has been a game changer, allowing audiences to be both producers and consumers. Equally, I will argue that UK cinema looks to serve national audiences who do not necessarily demand a wide range of merchandise or theme parks, as long as they have a choice of platforms / formats.
- Cover your debate through a range of contrasting case studies.
- Remember the words "what impact" means the question invites evaluation.
- Refer to your own film viewing experience to support your case studies.
- Include an understanding of what trends are developing.
