Vertical and Horizontal integration

Definitions;

Vertical integration: This is when a company can control every stage of production, distribution and exhibition. This is for a new film release because all the companies make profit from every aspect of film production.

Horizontal integration: when a company owns companies that help produce websites, merchandising, DVD releases etc.

An Example:

Entertainment: Marvel Entertainment; ABC Studios; ABC Media Production; Pixar; Walt Disney Pictures; Walt Disney Records; Hollywood Records; Mammoth Records; Buena Vista Records; Lyric Street Records

Other: Buena Vista Concerts; Disney Mobile; Disney Theatrical Productions; the Disney Store; Disney theme parks and water parks; Disney English; Disney Interactive Media Group; Disney Games; Playdom, Inc.

In order for Slumdog to distribute to a big range of target audience, they need to make an alliance and create a synergy with a few companies such as Warner Bros, Fox Searchlight.

Associated Companies

There are many companies that help produce and distribute Slumdog Millionaire. Pathe (UK), Eros Entertainment (India), Fox Searchlight Pictures, Warner Bros (US) and Icon Film Distribution (Australia)


Question 3


The USA is ranked the largest media conglomerate with The Walk Disney Company being their number once source of income.

These companies can benefit smaller companies because it can give them financial support. It is a positive for both companies because smaller companies can now have a wider range of ideas as they have now more money and bigger companies earn recognition if the film is a success, in this case, Slumdog Millionaire was.

However it can be hard for them to survive in a market where you are competing against other bigger companies. Ways small British companies can compete is to enter film festivals to help them gain more recognition.

Web 2.0 is the best way for any indie film but in this case Slumdog to make a good film. Web 2.0 has helped smaller companies make ways of advertising and getting their film out there. There are many ways they can market their film such as social networking, YouTube adverts, Google banners and many more ways.

Homework

Positive points 

- 21 million adverts were views by the main target audience and all for free
- Tug are working with Pathe for other projects in the future. Tug also improve their website every week and update it.
- Google allowed a click to play trailer ads, where Pathe only paid Google if the trailer was used.

- They won 7 BAFTA's and 8 Oscars.

Negative Points

- They only had about 5 weeks of intensive marketing research to do, if they had longer time, then they would of reached a bigger target audience. 

Interesting 

- A PCC (pay per click) scheme was used by major UK search engines such as Google, Bing, etc and this focused on key words such as Pathe, Bollywood, Danny Boyle, Slumdog and Indie Movies

- 75,000 new visitors clicked onto slumdogmillionairemovie.co.uk through PPC scheme
More than 21 million adverts were viewed by target audiences,  at £5 per click, that would have cost over £100,000.
- 73,000 audience members viewed the trailer

What is a British Film?

What is a British Film?

A British film usually consists of any type of element, but is predominantly British orientated such as British Cast, Storyline, Life (past,present or future) or they base them on British role models. For example, Bend it Like Beckham is a film that is based around a girl from West London who enjoys playing football. This film also helps portray certain social issues.
Most British films also have British scriptwriters, producers, directors and if they know the right people, even investors.

There are 3 ways a film can be passed as being British

1) Test one is the 'marker test' which means the film must b made by a company that is registered and managed and controlled in the UK, in another state of the European Union/European.
2) Test two is the 'production test' which proves that 70% of the production cost of the film must be spent on filmmaking activity in the UK; in another state of the EU.
3) Test three is the 'labour test' which consists the 70% of one person whose nationality must be a non-commonwealth/EU agreement. They have to be be paid citizens to the country and sign an agreement.
No more than 10% of the film is allowed to compromise a sequel from a film that is produced by someone else.

Films must score at least 16 out of a possible 31 points in criteria such as whether its lead actors, director or crew are British.The rules will be relaxed to help encourage more investment in the UK film industry. Changes include expanding criteria to include other European Union states. For example, an actor can be from any country so long as their dialogue is in English - meaning the production would score points in the language criteria.

The cultural test which was introduced in 2007, is used to allow production companies to apply for UK film tax relief and is administered by the British Film Institute (BFI) on behalf of the Department of Culture, Media and Sport. The new test will require productions to score at least 18 points out of 35 and will include an increase in the points available for principal photography and using British visual and special effects companies.

Distribution and marketing, exhibition

Distribution and Marketing

Films are delivered to audiences through many ways. Some of those can be cinema bookings, shipping film reels to around the world, digital download. Advertising such as posters, trailers, web coverage, TV appearances from lead actors, preview evenings, press packs, radio, social networking and competitions.

Exhibition

Films can be viewed by audiences in many different ways, some of these ways are in cinema's, at home when you are watching a DVD or watching it on TV, laptop my downloading it, netflix or lovefilm accounts, box office (which is part of TV) and awards such as the BAFTA'S and Oscars.


Convergence

Convergence is the joining of two types of media. For example, most mobile phones these days can use internet access, online TV catchup and many other ways.

How was Slumdog Millionare distributed 

Pathe was launching a new independent movie in the UK: Slumdog Millionaire.
They wanted to use online marketing to build awareness with the public while also targeting niche audiences such as people who loved indian movies. Pathe were worried about the fact that they couldn't pay for the distribution and could use their cost effectively

Slumdog millionaire became successful through adverts, and this then increased the buzz around it, so more and more people wanted to see it. Slumdog Millionaire ended up being one of the biggest selling blockbuster movies of the year earning over $234 million dollars. It was targeted to only be released in 6 major countries, but in the end was shown across the world because of the popularity.

Institutions & Synergy - incomplete

Institutions 

Institutions can be many different things. For media, it can be used to the process of film making, such as production, distribution and marketing, exhibiting and consumption.
Institutions can also be known as an establishment/company/organisation.

Synergy 

Synergy is the collaboration of two production companies coming as one and forming an alliance, such as Saw has 'Twisted Pictures' and 'Lionsgate'

Working Tile Films produced some popular film titles such as:

Rush
The Worlds End
Les Miserables
Paul
Shaun of the Dead
Love Actually
Pride and Prejudice

Vertigo Films produced some popular film titles such as:

A Haunted House
The Facility
Monsters
Street Dance:2
Bronson
1 Day

Film 4 Films produced some popular  film titles such as:

The Inbetweeners
The Deep Blue Sea
The Last King of Scotland
Four Lions
127 Hours
Deep Water
This is England 

Institutions and Audiences

Noun

The second stage of development of the internet, characterised especially by the change from static web pages to dynamic or user generated content and the growth of social networking.

The media times we have grown up in have changed drastically. Everything we hear and say always come through media, and the media these days helps change and interpret different opinions of what people think, and then how certain types of people are called, so it is the main cause of stereotypes. The media has a big impact on people and it can help change peoples views.

Web 2.0 - Web 2.0 is the step up from Web 1.0 which was the first form of internet in 1997. In those days they used dial-up which was internet in your home, but you had to call up to use the internet.  Web 2.0 is the internet and how social networking has helped take over the internet. Web 2.0 is the biggest thing that has happened in the 21st century. Web 2.0 is the second generation of the internet. It helps interact to share and interact information online. 

Gauntlett Quote: 'to make use of peoples of creativity and brush aside the outmoded notions of 'receiver' audiences and elite producers.'