Thursday 23 April 2009

The Future of the UK Film Industry

The UK film industry underwent a revival in the last ten years, various tax breaks and Government initiatives along with the success of UK exports such as Four Weddings and a Funeral and Atonement encouraged an optimism for UK film production.

In the light of the recession though, arts and cultural funding is usually the first to get hit. How do you think the UK film industry will have to adapt and change in order to survive?

What is the future of the UK film industry and what part will audiences have to play in this?

What you need to do now is write essays!

We have covered the topic now and you need to write as many timed essays as possible & hand them into me. You need to do this so that I can see that you have understood the topic and at this point, see if there are any weak points in your understanding as we still have some time to address any gaps.

IF YOU DO NOT DO THE ESSAYS I CAN NOT HELP YOU. We will be doing some in class but I would suggest that you do all of the titles I have given you as they cover every possible eventuality.

For homework you are to choose one of the other students essay plans to help you answer the question. They follow on the blog entries below. Remember, these were written by your peers so they may not be complete and I would expect you to add your own points and examples, it will not look good if you all produce exactly the same essay in the exam.

How do audiences consume/receive a particular medium/artefact?

Introduction: A brief outline of audience & institution/processes of production, distribution, marketing & exchange/significance of proliferation

Paragraph 1: DVD – family, own, portable, integral, PS3, Xbox,
DVD’s are increasingly more accessible due to other forms of technology such as game consoles that play DVD’s such as PS3 and Xbox. DVD players are also becoming more personal through portable players and also the lower prices mean that there are multiple DVD players in homes.
Paragraph 2: Internet – iphone/laptops/PC/Mac/itunes
Audiences are now able to watch films online, which makes them accessible anytime, anywhere. This is increased by new technology such as iphones and other mobile phones with Internet access. Films are also available to download through itunes. However, the availability for free download means that this is not a popular choice.
Paragraph 3: Television/Cinema – Sky+/Film4/Box Office/imax/HD/etc
Traditionally films have always been seen at the cinema, however, due to the price increases and more availability on television many people are choosing to watch them through home. Examples of this are Sky+, Film 4 and Sky Box Office which allow the consumer to watch fairly new films for a small fee. However, cinema remains the first legal point of access for new films.
Paragraph 4: Illegal Download – piracy
Illegal downloading is becoming increasingly popular due to easy access to internet websites which allow the consumer to watch brand new films which may not be available in UK cinemas.
Conclusion: A brief summary of targeting audiences/media consumption/recent technologies/awareness/control of consumption

With reference to your case study, consider how media industries are making use of advantages in digital technology.

Paragraph 1: Digital Cinema
Paragraph2: The Internet, legal film downloading
Paragraph 3: CGI & SFX
Paragraph 4: Blu Ray, HD TV
Paragraph 5: Convergence
Paragraph 6: Multi-platform advertising

Advantages?

• Can attract a wider audience, as there is greater access to all available media platforms.
• The use of digital film allows for infinite editing capabilities and endless benefits to distribution and special effects.  The use of digital film allows for producers to add in extras, produce stunts, and even create false people with the click of a mouse.  
• Smaller film companies will benefit more, as they wont have to pay for their film in the cinema reducing costs.
• D cinema, would lead to the release of films over the Internet stopping the need for piracy, as all films would be released at the same time in all countries.
• Digital movies could be of better quality than that of the film prints as they last longer and it doesn’t matter if they are copied more than once, as all copies will be the same in quality.
• Convergence means that audiences can access different media platforms without buying new technology, e.g. PS3 consoles play BluRay DVDs. This means that all those who already owned a PS3 do not need to spend more money on buying a BluRay DVD player, and so this format will seem appealing to them.
• Multi-platform advertising attracts a wide audience, as the advertising isn’t all centralised in one place. Audiences are exposed to adverts wherever they look, on billboards, television, on the Internet and during on demand television services. Adverts can be continuous throughout the platforms.
• Legal film downloading will combat piracy, which tends to affect smaller film companies. This will lead to another boom in the film industry, and hopefully to the prominence in small-budget films.
• CGI and SFX have lead to a boom in action based movies. People now go to the cinema with high hopes of seeing computer-generated images that are impressive. Many cinema goers are enticed by these effects, and will specifically see a film because of it. CGI has also helped the family genre of film, as characters no longer have to been drawn in cartoon form, and so bring to it a new lease of life.

Consider the extent to which media audiences are the agents, beneficiaries or victims of change.

Change in technology
How the films are exhibited - Game consoles can now play DVDs and music and have blue ray. The hardware is getting cheaper and personal dvds players have gone down in prices. Audiences can now pause and leave films and get films on demand, which is easy access to audiences. Mobile phones, such as the iphone can link up with sky and record films. Institutions have to take a risk in technology about what to back up. People are benefiting from channels such as film 4 and channel 4 films that are available to most viewers.

Changes in cinemas
Because of modern technology and the internet, the cinemas are becoming less popular because downloads are available and pirate copies of films. This means that cinemas have become more expensive and people are less likely to spend money. Some people are being victimised because cinemas are showing less films, meaning the regular cinema viewers are losing out. The film ‘This is England’ was not shown in some cinemas. The American film industry are dominating cinemas, meaning the British film industry struggles to show films. When ‘This Is England” was being shown around the country it was distributed by film canisters. But if the British film industry was to convert the cinemas to digital then more films like “this is England” would be able to be shown in our town. This would therefore benefit the audience.

Films on demands
Audiences benefit from purchasing films on demand, as it is cheaper to wait a couple of months and view it for half the price in the viewers own home. DVDs have also become cheaper to buy because rental stores are closing down. For example, in the Southend area currently blockbuster, choices and starburst have recently closed down. There are fewer rental stores because free view and box office are becoming more popular and the internet is used for downloads.

How and why are changes in consumption and production happening in the industry you have studied.

Introduction: Changes in technology and general summary of consumption and production –
Consumption is people paying at the cinema, renting or buying DVD’s, as well as any spin offs/related media products. Production consists of the making of films that are then distributed to UK audiences and institutions.

Paragraph 1: General outline of how it is affecting the film industry – Due to easier access and decrease in general income as people are finding other ways to access/consume films without having to pay for them. Resulting in a loss in revenue for the film industry.

Paragraph 2: Pirate DVD’s – It is claimed that a 10 % increase each year in revenue is lost to illegal distribution. The film industry is the largest institution to be affected by piracy, as they cannot bear the impact with already acquired capital.

Paragraph 3: Internet – American Links. As films are released at a earlier date in America, people can access this on the internet and watch it legally before they are released in the UK.

Paragraph 4: Technological Convergence Significance – The idea of institutions coming together. This is important for institutions as they have to take a risk as to what technology to back for example the Convergence of the I phone and Sky +. It is important for institutions like these to make connections with each other.

Paragraph 5: The significance of proliferation in hardware and content for institutions and audiences. This consists of the means by which films are exhibited. For example travel DVD players, PS3’s compatible for blue ray and PS2’s compatible for DVD’s.

Paragraph 6: The current boom is also affecting the consumption and production –
Investment in the making of films dropped, largely due to the rate of the English pound against the American dollar and the availability of low cost studios in Eastern Europe. A recent example of Hollywood’s dominance is the record-breaking box office performance of Pirates of the Caribbean 2, seen by industry commentators as a victory blanket of marketing. £50 million was made at the UK box office, and 1.5 million copies of the DVD were purchased in the ten days after release. The timing of releases in relation to the Oscars, school holidays, the spring/summer blockbuster period and DVD releases at Christmas is strategic, and any British release attempting to get attention amidst this marketing stealth will be at the mercy of this.

Paragraph 7: Digital Distribution – This will certainly transform the film industry more than any previous technological change. Once it becomes the norm to download film via broadband, the potential for a new form of ‘blanket’ distribution is obvious. Not only do you need multiple prints you can also bypass the cinemas. Digital film has the advantage of offering identical versions of the film to each viewer, and this will without a doubt save billions of pounds at the distribution phase.

Thursday 2 April 2009

Audience viewing figures

You must have an awareness of the changes in cinema going and in particular how it relates to age and demographics. Here is a really excellent, (and short!) article.

The Film Distributers site, here, gives cinema admission figures from 1935, don't forget that the population has risen since then, but it will give you an idea of the trends.

Wednesday 1 April 2009

Future of the British film industry

This article is a little out of date now, bearing in mind the dreaded 'credit crunch' but it does raise some interesting issues.

The criteria

Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with:
•the issues raised by media ownership in contemporary media practice;
•the importance of cross media convergence and synergy in production, distribution and marketing;
•the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;
•the significance of proliferation in hardware and content for institutions and audiences;
•the importance of technological convergence for institutions and audiences;
•the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;
•the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas. Examples may include the following:
Film
A study of a specific studio or production company within a contemporary film industry that targets a British audience (eg Hollywood, Bollywood, UK film), including its patterns of production, distribution, exhibition and consumption by audiences. This should be accompanied by study of contemporary film distribution practices (digital cinemas, DVD, HD-DVD, downloads, etc) and their impact upon production, marketing and consumption.

More sample questions

As I have already pointed out, these questions are necessarily vague as they need to be applied to any of the case studies that we could have studied. You think about them in terms of the film industry and film audiences and consider the pre-production, production, post production, marketing, distribution and consumption by the audience, depending on the focus of the question. You should prepare an essay plan using your notes, then, without looking at your notes, give yourself 40 minutes to answer the question and send it to me at shsgmedia@me.com.

The key to success here is lots of examples to show that you have researched and studied the topic. That is why you were set lots of research into film companies for homework, use them!!


1. With reference to your case study, consider how media industries are making use of advantages in digital technology.

2. How do audiences consume/receive a particular medium/artefact.

3. How and why are changes in consumption and production happening in the industry you have studied.

4. Consider the extent to which media audiences are the agents, beneficiaries or victims of change.

5. What are advantages and disadvantages of the means of distribution/exhibition for your particular case study.

Sample Questions

The question will be a general one that you could use any of the case studies to answer.

You should do essay plans and timed essays for all of these as revision, you may email me during the holidays at shsgmedia@mac.com
Section B: Institutions and Audiences
Answer the question below, making detailed reference to examples from your case study
material to support points made in your answer.

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


Here is the mark scheme for this question:
Section B: Institutions and Audiences

Discuss the issues raised by institutions’ need to target specific audiences within a media industry which you have studied.
Candidates will be assessed on their ability to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and their own experiences.

Candidates may cover the following material in their responses to the question:

• Production practices which allow texts to be constructed for specific audiences
• Distribution and marketing strategies to raise audience awareness of specific products or types of products
• The use of new technology to facilitate more accurate targeting of specific audiences
• Audience strategies in facilitating or challenging institutional practices

Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally. Examiners should also be prepared to allow points, examples and arguments that have not been considered if they are relevant and justified.
Level 4
Explanation/analysis/argument (16-20 marks)
• Shows excellent understanding of the task
• Excellent knowledge and understanding of institutional/audience
practices – factual knowledge is relevant and accurate
• A clear and developed argument, substantiated by detailed
reference to case study material
• Clearly relevant to set question
Use of examples (16-20 marks)
• Offers frequent evidence from case study material – award marks to
reflect the range and appropriateness of examples
• Offers a full range of examples from case study and own experience
• Offers examples which are clearly relevant to the set question
Use of terminology (8-10 marks)
• Use of terminology is relevant and accurate
Complex issues have been expressed clearly and fluently using a style of writing appropriate to the complex subject matter. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.

Compare this American Trailer with the British one.

What are the differences? What does this tell us about audiences and institutions?

The Boat That Rocked- case study

Keep your eyes peeled for the marketing and advertising that surrounds The Boat That Rocked, produced by Working Title Films and written and directed by Richard Curtis. It will make a really good up to date case study of a British Film, there are so many sources available at the moment.


Look here to think about it from:

pre- production- production, post- production & marketing/distribution.

This is a great spot for really understanding the process. We have done some of this in class but not all of it and quite a lot of you were away so do this over Easter. It will be really good revision and hopefull you will enjoy it too!

This is England -directed by Shane Meadows

Produced as a result of collaboration between 7 companies. This will make it logisticaly more complicated but does mean that
no one studio has overall control or takes a huge risk at financing it.

1. Big Arty Productions


Somers Town Production Company 2008
This is England Film Financier 2006
Dead Man's Shoes Production Company 2004
Once Upon a Time In the Midlands Production Company 2002
A Room for Romeo Brass Production Company 1999
Small Time Production Company 1996

2. EM Media is the Regional Screen Agency for the East Midlands, one of a network of nine agencies covering the country. Our core mission is to place media at the heart of the creative economy of the East Midlands. We believe that media is essential to the cultural and economic growth of the region and are committed to delivering cultural and economic success on an international scale.

3. Film Four

We looked at a selection of cinema listings in our local area...

Odeon Southend 4th Feb 09 out of 21, 19 are USA. Ben & Jerrys ( some Haagen Daz) ( tie ins & sponsorship).

Beverly Hills Chihuahua U USA
Bolt PG ( some 3D screenings) USA
Bride Wars PG USA
Doubt 15 USA
Frost/Nixon 15 USA
Gran Torino 15 USA one showing on a Tuesday ‘Directors Chair’ showing.
He’s Just Not That Into You 12A USA
Hotel For Dogs USA
My Bloody Valentine 3D 18 USA
Revolutionary Road 15 USA
Role Models 15 USA
Seven Pounds 12A USA
Slumdog Millionaire 15 GB/Indian
The Curious Case of Benjamin Button 12A USA
The Secret of Moonacre USA
The Wrestler 15 USA
Twilight 12A USA
Underworld 18 USA
Valkyrie 12A USA
Yes Man 12A USA

Empire Basildon 4th Feb 09 - more American experience, sloped seating, sofa seats, more comfortable seats, Ben & Jerrys, more variety. 27 films on offer, 2 not USA.

Nick & Norahs Infinite Playlist 12A USA
Slumdog Millionaire 15 UK
Revolutionary Road 15 USA
Valkyrie 12 A USA
7 Pounds 12A USA
Underworld 18 USA
Role Models 15 USA
Bride Wars PG USA
The Wrestler 15 USA
Beverly Hills Chihuahua U USA
Frost/Nixon 15 USA
The Reader 15
Yes Man 12A USA
Star Wars Clone Wars PG USA- Satruday am shows for kids
Dr. Seuss’ Horton Hears a WHo - Saturday am shows for kids
Hotel for Dogs U USA Saturday am shows for k
Madagascar PG USA Saturday am shows for k
Bedtime Stories PG USA
Bolt PG USA
Defiance 15 British Actors, set in Eastern Europe - released by Momentum Pictures -UK Paramount Vantage, Grosvenor Park Paramount Vantage is the specialty film division of Paramount Pictures, which is part of the entertainment operations of Viacom Inc., one of the leading global entertainment content companies, with prominent and respected brands in focused demographics.
Doubt 15 USA
He’s Just Not That Into You 12 A USA
Punisher: War Zone 18
The Curious Case of Benjamin Button 12A USA
Dark Knight 12 A USA
The Secret of Moonacre U USA
Twilight 12A USA


FACT Liverpool- independent Arts Centre

6 films, only one of which is available in cinema local to Southend.


BFI Southbank in London 11 different films on offer, 14 screenings on Saturday, none of these films are available in Southend or Basildon.

StardustAction-packed family fantasy filled with sorcery, dreams and true love.
13:00 NFT3
Reality BitesFree introduction to our British documentary collection.
13:10 Studio
Barry LyndonArguably Kubrick's greatest achievement, a supremely elegant version of Thackeray's novel.
15:30 NFT1
4 Months, 3 Weeks and 2 DaysChristian Mungiu's taut, desperately effective Palme d'Or winner.
15:40 NFT3
ChangelingClint Eastwood's latest is a rich, dark, admirably understated drama.
15:50 Studio
Drôle de drameCarné and Prévert's surreal classic, based on a British thriller.
16:00 NFT2
Paths of GloryOne of the great films about World War One.
18:10 NFT3
Hôtel du NordMarcel Carné's the quintessential French populist classic.
18:20 NFT2
Waltz with BashirThis animated documentary is a potent study of the futility of war.
18:30 Studio
Barry LyndonArguably Kubrick's greatest achievement, a supremely elegant version of Thackeray's novel.
19:00 NFT1
ChangelingClint Eastwood's latest is a rich, dark, admirably understated drama.
20:20 Studio
PersepolisUnsentimental, witty and humane screen version of Marjane Satrapi's celebrated graphic novel.
20:30 NFT3
Killer's KissKubrick's noirish second feature, plus two of his earliest shorts.
20:45 NFT2


It appears from a limited sample of cinemas that the American market totally dominates UK film distribution in mainstream branded cinemas like the Odeon and Empire chains. Independent cinemas have a wider choice of UK & foreign films but they are rarely found outside of big cities.

Film Industry G322

Section A of this paper is the TV drama- textual analysis and representation. This is when you get a 4 minute extract from a television drama series and you have to conduct a textual analysis of it with particular reference to a form of representation.

Divide your paper into sections for each of the aspects and take copious notes for this section.


Section B of this paper is called 'Institutions and Audiences'.

There were other choices apart from the Film Industry that we could have done a case study on so the question will be one, very general question about some aspect of the relationship between institutions and/or audiences & the film industry.

You MUST write an essay plan for this question.


There are 50 marks for each question & the paper is 2 hours long.
30 mins for viewing and note taking then approx 45 mins answering each question.