Technology timeline

Movie camera development 1894: Black and white, also no sound.

1900 - 1927: Silent black and white films.

1906: Edward A Turner and George Albert Smith, invented colour by drawing on top of film after being filmed.

1926: A Scottish man invented the television.

1927 - 1979: Some synchronised sound appears.

1939: Computers are being invented, however are massive and don't do much.

1970 - 1990: Technology improved.

1970s - 1980s: Home video invented.

1980s: CGI

1990 - 2010: Films are turning non-linear.

1995: DVDs replaced VHCs

Late 1990s-2005: Internet is invented.

Marketing

"Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices." To what extent do you agree with this statement within the media area you have studied?

Many factors need to be taken into account, when agreeing or disagreeing with this statement. However I am going to use my two case studies, to help me answer the question and give key points as to how to come to my overall judgement. 

When it comes to marketing a film it can be done in many different ways these include: TV trailers, posters, adverts in the cinema, and even social media. As time has moved on, it now easier than ever to market your film, in the cheapest way possible. However this can depend on certain factors such as, the production value of the film itself, and the cast you have featured in your film. A good example of a film that used a cheap, and efficient way of marketing its film is Fast and Furious 6. Fast and Furious 6 features some of the biggest stars featured in the film. These include Paul Walker, and Vin Diesel, to market the film they uploaded the film on Vin Diesel's social media page. This is a great way of marketing and an effient way of doing it, as it is much cheaper and Vin Diesel's social media accounts have millions of followers, meaning loads of people and fans will see the trailer and encourage them to view the film.

This also applies with one of my case studies, called Harry Brown. The film is about an elderly ex-serviceman who lives in a disadvantaged area in London with gangs and drugs, it's about him getting his revenge as they killed his best mate, and gets rid of the gangs. The film was marketed in many other ways, however one way that is similar to Fast and Furious 6 is that one of the main characters, Plan B, who is a successful rapper collaborated with Chase and Status and famous duo to create a song, about the film. This was a great, and easy way of marketing as it not only provided a new song, but marketed the film at the same time. 

However, the Harry Brown film had a low budget overall, and didn't make a lot of money in the US. The film lacked support, and although it had many big names such as Harry Caine, it didn't have enough push. This could be because it was released by a British distribution company, meaning it wouldn't be shown, or have enough marketing overall.  

If we look at what my other case study, The Notebook, it has a much more bigger and better budget at $29 million. It also made a lot more money that Harry Brown, and was an American film. The Notebook had many famous stars such as Ryan Gosling and Rachel McAdams, meaning it could be easily marketed online, and things such as TV interviews. The film made $115 million in the box office overall. The distribution company for the Notebook is New Line Cinema, a well known and one of most popular distribution companies. Compared to Harry Brown this shows the advantage, American films such as the Notebook have compared to British films that have a much more lower budget. 

Audience

Hypodermic needle theory-
The hypodermic theory is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. 

UK age restrictions-
These are the restrictions put in place, in the UK. The restrictions are based on different categories. The categories include violence, drug use, drug references, sex, nudity etc. They also base the classification of films on the tone, and the impact it has on the audience, including how it makes them feel. 












USA age restrictions-
The USA also rates it films in a very similar way to the UK. However the age bands change slightly. It's based more on the children's mentality, and whether or not the parents agree with it.



“Any media text is created for a particular audience and will usually appeal most to this particular target audience” (Hall and Holmes, 1998). 

The impact of age restrictions, in the contemporary film industry.

During the 1990s film age ratings, were much more strict as well as they only catered for certain audiences (niche audience). Films during the 1990s were more gritty, violence related and drug fuelled, a perfect example of this is Trainspotting. Trainspotting is a film about heroin addicts, who make a massive drug deal. However there are graphic scenes, which include all sorts of content. Although Trainspotting was a 18, it is one of the most popular films, which the majority of under 18s have seen. This shows how age ratings, are not good when it comes to catering for a specific audience, Trainspotting had a niche audience, however was widely watched by many people. By catering for 18s and over means only a selected profit can be made, and that the film itself is loosing out on a certain profit. It also complies with Stanley Halls theory that youths will intentionally do something to be rebellious, in this case it is watching Trainspotting how people over and under 18 have watched it.
The hypothermic needle is also influencing the age rating system, the majority of people who play, or watch a graphic film/game, do not go and commit certain crimes, and replicate the content. However, the UK age ratings at this time, would support the hypothermic needle theory as they have had the age ratings become strict, preventing younger audiences from "replicating" certain scenes. In the 1990s film makers also did not cater for what the audience wants, instead they catered more for profit. This meant that the films being produced at this time were aimed at a niche audience, and received a high age rating such as a 18. This meant less of a audience would see the film, or would not be interested as the film makers would be more interested in the profit, a good example of this is, Human Traffic. Human Traffic was a low budget, gritty British film about the rave and club culture. The film received an 18, and overall the film made very little profit, as the budget was £2.2 million and it only made £2.5 million. The film only catered for a certain audience, and is perfect example as to why the British film industry did not do so well around this decade.

British film industry history

Slumdog Millionaire VS Avatar:

The scenes are very different when looking at the two different films. Slumdog Millionaire is set in a slum around India and them areas, whereas Avatar is based on another planet altogether. Avatar is a fantasy/si-fi, and Slumdog Millionaire is a drama. The camera work of the two films are completely different, Avatar is mainly CGI and very high-tech looking. Slum dog Millionaire is more gritty, and Bollywood. The budget for Slumdog Millionaire is £15,000,000, and Avatar is £237,000,000.

Highest grossing films of 2000s USA VS UK: 

UK:                                          
Snatch                          
Slumdog Millionaire
Harry Potter
Shaun of the Dead

USA:
Mr. & Mrs. Smith
40 year old virgin
Gladiator
The Notebook

The USA at this time appear to be making more, action packed, crime, thriller films. Where as the UK were making more gritty, low-budget comedies, and even fantasy's.

Finance

The biggest production and distribution companies US:

The biggest production and distributers UK:



As McDougall (2008) summarised, five major distribution companies dominate the UK film industry:
- United International Pictures- Warner Brothers- Buena Vista- 20th Century Fox- SonyNone of these distribution companies are British, approximately 9/10 films seen in UK cinemas have been distributed by these Hollywood companies. In the majority of cases, these companies are either the same company who produced the film or are directly linked to the Hollywood production companies who made the film (vertical integration). Although the Paramount 1948 Supreme Court ruling now prevents these companies from owning the cinemas used for exhibition, films distributed by these Hollywood companies are still prioritized (for reasons of long term and short term profit) over films produced/distributed by independent companies e.g. Hollywood films generally gross more than a independent film and also because they make more films than independent companies cinemas can make more each year through supporting Hollywood films than they would if they started prioritizing independent films over Hollywood releases (doing this might prompt Hollywood to stop using this chain which would obviously impact profit for the cinema).  
The fact that multiplex cinemas are often owned by American companies also has an impact here because they obviously have deals with the Hollywood distributors in the USA and UK that makes it easier/more cost effective for them to secure Hollywood blockbusters than it is for independent cinemas (it is basic business that works in the same way to Tesco's v independent stores).
* A spokesperson for distributors Polygram summed up the problem as follows; "The British film industry is renowned for its creativity but we need to improve distribution and training, get closure to out audiences and take a global perspective. Only then will British film have a brighter future in the worldwide movie business."



  

Pre-Production 

(funded by production company)

• Producer/studio acquires rights to film story or treatment OR an independent production company chooses a production company/distributor (e.g. British production company makes the decision to work with major Hollywood company for production and distribution - using vertical integration - or seeks funding for production from UK sources then selects/attracts a Hollywood distributor). Hollywood has the advantage as it has more money to spend securing the rights to films. 
• 
  
• Screenplay is developed (script, storyboards etc.) - Hollywood has advantage as it employees more writers and can afford the best 'talent.'
• 
  
• Production finance and cast/crew are confirmed, locations are confirmed, scheduling takes place, call sheets are created, costume fittings happen, equipment is organised. Hollywood has the advantage as it can afford to spend more on big name stars, directors (even great British directors like Hitchcock get lured to Hollywood), experienced crew, locations, costumes and equipment. 

Production

(funded by production company)

• Principle photography takes place, in studios and/or on agreed locations (on average this takes 3 months). Hollywood has the advantage as vertical integration means access to studios, equipment etc. Also, they can afford to spend longer on shoots. 

Post-Production

(first two stages funded by production company, the other stages are funded by the distribution company)

• Post production (editing and scoring) takes place, test screenings taken place that the producer feels are necessary after getting feedback from the primary target audience (could even include re-shooting some scenes). Hollywood have the advantage because they can spend more of employees, editing equipment/technology and music rights.   
• 
  
• Master print of finished film delivered to distributor. USA distributors have the advantage because they can afford to produce more prints for blanket release. 
• 
  
• Distributor determines national and international release strategies and date (where/when/how in each country - also decide on premieres, film festivals etc.)
• 
  
• Distributor presents film to exhibitors and negotiates bilateral agreements to have film shown in cinemas
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• Distributor's marketing campaign creates 'hype' amongst target audience (a 'want to see' buzz) and launches film (marketing takes many forms, big Hollywood conglomerates have the advantage because they can use synergy across range of media platforms)
• 
  
• Prints are delivered to cinema a few days before opening - Hollywood films have the advantage because multiplex cinemas are loyal to Hollywood films for profit reasons. 
• 
  
•  Film's run extends any number of weeks subject to demand 
•  
• Marketing of home media begins after the film has left cinemas. Hollywood companies have the advantage as they have more to spend on marketing. 
•  

• Film is released on DVD, Blue-ray and becomes available to download. Home media sales is often where British films make the most profit - they can compete on a more level playing field at this stage as the production costs of DVDs etc is less than reels.

My British case study

The British film I have chosen to do my case study on is, Harry Brown (2009). It's a British film, that portrays the violence and corruption on the streets of the UK, through the view of an ex-military, widower.
The production company for Harry Brown is Marv Films and the UK Film Council. It's also in association with: Hanway films, Prescience Film fund and Framestore. The budget for the film was estimated at $7,300,000. The film was released in 2009, and it is a British film. It features British characters and is overall based on the streets of Britain. The director of the film is Daniel Barber, who is a British actor based out of London, which is relevant to the film.
The equipment used Sony CineAlta F35, Zeiss Master Prime and Angenieux Optimo Lense Sony DCR-PC2E. The budget for the film is relatively low, compared to what you would see for a American film. However due to the British film industry lacking more compared to the American film industry this is, an average amount of money spend on a British film. On the opening weekend Harry Brown made £1,271,814, this was over 351 screens, however in America it only made $173,353 this was only shown over 19 screens. 
Harry Brown was marketed in many ways, using social media and the internet, but also TV trailers. Actors such as Plan B who is featured in the film, advertised it on many of their social media accounts keeping fans updated. However the film was also marketed through the actors, Michael Caine is a massive notorious actor who has won many awards, as well as being in well known films. 
The film was also advertised at the 2009 Toronto International Film festival, where it had its own "special presentation." The film was distributed by Lionsgate UK. 

What is a British film?

What is a British Film?
As critic McDougall (2008) states there are various 'official' ways of categorising British films. The most common is through using the following categories defined by the BFI (British Film Institute):

Category A: Films made with British money, personnel and resources.

Category B: Films co-funded with money from British and from foreign investment, but for which the majority of finance, cultural content and personnel are British.

Category C: Films with mostly foreign money (but non USA) investment and a small British input either financially or creatively.

Category D: Films made in the UK with (usually) British cultural content, but financed fully or partly by US companies.

Category E: US films with some British involvement.