Film Advertising

Film Advertising

Conglomerate
One overall parent company owns a number of smaller, subsidiary companies. 

e.g. Disney with Frozen. They company has complete control over the firm from inception to release, and have access to multiple platforms from cross-promotion and synergy. (vertical integration)
It has entire control of the production process.

Joint Ventures
Not all films have this luxury, though, so independent companies (i.e. those free from the control of a conglomerate) may undertake a joint venture - this is when one media company works for another on a project mutually beneficial for both parties.

e.g. Street Dance 3D 
between BBC Films and Vertigo Films. Vertical acquired the rights to distribute the film, while BBC Films and the UK Film Council co-produced it. 

Black Box
Smart phone device, for technological convergence. 

Downloading and Streaming:
Both streaming and downloading involve a file being sent to the device. The key difference is that a streaming file is simply played as it becomes available, while a download is stored onto memory. If you access a downloaded file later, you do not have to use more mobile data to play it.

FROZEN CASE STUDY

Marketing and Distribution
Frozen was released in November 2013
A Disney animated film, it had an estimated budget of $150,000,000 and went on to gross $1,276,480,000 worldwide.

Digital Advertising

• Has its own Youtube channel (3.5m subscribers)
• and Frozen has a channel of its own with over 10m views
• and its own website
• advertises it own brand 'Disney' frequently (have their own subsidiaries) 

Implies Olaf due to the target audience, is going to be the main character throughout the film. Centre of brand.

As soon as the film became successful, the entire campaign changed fading out the snowman character.

THE WORLD END'S RESEARCH

Who are Universal?

Universal is a production studio located in Orlando, Florida. Theme park is also based on the entertainment industry, in particular movies and television. One of the big 6, a conglomerate. Owned by Comcast. 

Who are Working Title?

Working Title is a British independent film and television production company owned by Universal Pictures. It produces feature films and several television productions. 

Do these production companies have any links with other media companies? 
Yes Working Title with, PolyGram, MCA Music Entertainment, Universal Music Group, NBC Universal.

What major films have they produced in the past five years?

Working Title:
Baby Driver,
Bridget Jones,
Yonderland,
Universal:
Jurassic World,
Minions,
Fast and Furious, 

Big box office successes and fails

Working Title:

• 'Yesterday' passed over $100m at global box office, quadrupling its $26m budget.
• Bridget Jones, Nanny McPhee, Thunderbirds 
• 'Captain Correlli's Mandolin' in 2001, unexpected flop at $62m box office.

Universal:

• different target audiences, ages, genders, which is what makes them successful

Research

Best boy: the assistant to the chief electrician of a film crew.

Gaffer: a person in charge of others, a boss the head electrician, responsible for the execution (and sometimes the design) of the lighting plan for a production. The term "gaffer" originally related to the moving of overhead equipment to control lighting levels using a gaff.

First assistant director: The role of an assistant director on a film includes tracking daily progress against the filming production schedule, arranging logistics, preparing daily call sheets, checking cast and crew, and maintaining order on the set. They also have to take care of the health and safety of the crew.

Director: Advertising media directors are in charge of the research, development, and implementation of a client's media plan, and may need to perform additional tasks to achieve a positive outcome for their clients.


Question in exam form:

Explain two disadvantages of being an independent company. Use examples to support your answer. (6)

don't have as much funding, have to use venture to get money.

harder to distribute, less of following or presence, more costly for the company to create attention, conglomerate companies can help the film gain popularity.

examples Streetdance (Vertigo and BBC), Worlds End (Working Title and Universal)

-profit, power, creative control 

GET OUT RESEARCH

(INDEPENDENT FILM)

'independent' film 
film not made by major studio. 

An independent film is one made outside of the Hollywood studio system. 
The major Hollywood film studios are often referred to as 'The Big Six'. These command a significant market share, and the budgets tend to be much bigger than those of an indecent film. The big six are:

- Paramount
- Warner brothers
- 20th century fox
- Universal
- Columbia 
- Walt disney

Get Out (2017)
Director: Jordan Peele
Stars: Daniel Kaluuya, Allison Williams

Production companies: Blumhouse, QC, Monkeypaw
Budget: $4.5 million
Box Office: $255.4 million

First look deal: Looking at a product before anyone else and get first refusal.

Blumhouse productions:
Founded 2000
produces low-budget horror films such as:
Insidious
The Purge
Happy Death Day
Paranormal Activity
Sinister

Monkeypaw Productions:
Founded 2012
Founded by Jordan Peele, who is a director and producer

Monkeypaw had previously released comedy series Key & Peele on Comedy Central.