P2: Industry & Audiences
Monday 4th November 2024
Media Industries & Audiences
L/O: to explore the content of unit
- Snow White funded the emergence of Disney as a successful animated feature film producer. At the time the industry was dominated by classic Hollywood studio system
- Shang-Chi illustrates the importance of franchises to blockbuster film making aimed at global audiences.
- both act as prestige content for multi-media conglomerates such as the Walt-Disney company.
Comcast delivers the best in Internet, TV, Voice, Mobile, Home Management and Business Solutions all working together to connect you to the experiences that matter most – anywhere, anytime.
owns:
sky UK
dreamworks pictures
Universal
Sky news
Spectra
Cloo
products:
-xfinity = TV, Internet, Phone, Smart Home, Home Security
- Universal resort
- Super Nintendo World at Universal Studios
- Every Universal studio
Worth
166.68B USD
A conglomerate is a large media company that owns many different smaller companies in multiple different industries/sectors.
the smaller companies are subsidiaries and are operated as their own separate entities.
Disney:
subsidiaries: ABC, ESPN, Pixar, Marvel, Lucasfilm etc.
Disney's strategy of diversification and acquisition has helped it become one of the largest media entertainment companies in the world.
It has created synergies between its various subsidiaries.
US Entertainment conglomerates:
Disney, Comcast, Sony, AT&T, ViacomCBS.
Disney:
Industries:
media networks, parks and resorts, studio entertainment, consumer products and interactive media.
Worth:
173.76 billion USD
Disney paid:
Pixar: $7.4B
The acquisition gave Walt Disney access to Pixar's technology, which was very important to them. It also provided Walt Disney with new characters that would help the company create new revenue streams.
IP: owns Toy Story, Bugs Life, Finding Nemo, Cars, etc.
Lucasfilm: $4B
IP: Star Wars
Marvel: $4B
IP: Comic characters
Fox: $71.3B
IP: X-Men, Avatar, The Simpsons
Friday 8th November 2024
Horizontal Integration: branching out into other industries - movies, games, books, advertisement etc. (can be done through buying out other companies) will be in the same level of the value chain
Vertical Integration: owning all levels of the value chain - Production, Distribution, Exhibition of one industry.
THE BIG 5: Disney, Warner Bros, Universal, Paramount, Columbia
Snow White & The Seven Dwarves
L/O: to explore the set texts
Early Cinema:
pre-classical cinema: 1898 - 1915
invention of motion picture camera - Lumiere brothers
Film tape was painted to add colour
Cinema's - Silent films - orchestras in the cinema
Editing - Birth of a nation
Synchronised sound - 1920's
Hollywood: 1930 - 1945
Vertical Integration
Golden age of Hollywood
Warner Bros - Jazz Singer, Little Caesar
MGM - Gone with the wind, Wizard of Oz.
RKO -
Universal - Frankenstein
Big 5:
failed because they owned movie theatres and people couldn't go to them because they were a luxury therefore no money
Warner Bros, RKO, Fox, Paramount, MGM
Major Minors:
Universal, United Artists, Columbia
'Dubbing' - laying a different vocal layer on top
Censorship - Will hays - list of don't do's
Walt Disney:
sold old company to a small Kansas city theatre chain.
granted contract for 6 animated shorts - theatre refused to pay
company went into bankruptcy
went to LA
became movie director
Alice's wonderland - cartoon + real person
worked with brother
Alice's wonderland became more focused on the cartoons than the girl.
Monday 11th November 2024
Snow White and the Seven Dwarves
Main Characters
Snow White - Loving, Caring, Nurturing, Feminine, Sweet, Innocent, Protagonist
Magic Mirror - Speaks in rhymes
Stepmother - Evil, Jealous, Vain, Main Antagonist
Prince - Handsome,
Sleepy - Tired Constantly
Grumpy - Aggressive
Dopey - Unintelligent, doesn't talk, Comedic, tallest
Sneezy - Hay fever, always ill
Happy - Happy, laughs a lot
Doc - Leader, Glasses, stumbles over his words.
Bashful - Shy, Embarrassed, face goes red
Narrative
Queen is jealous of snow whites beauty, asks a hunter to take snow white into a forest and bring back her heart.
Snow white runs into the forest and finds the cottage, meet the 7 dwarves.
Queen discovers she is alive and uses magic to disguise as an older, frail woman. Creates poison apple
Snow white dies, dwarves unable to bury
Themes
Jealousy
Royalty
Good vs Evil
Romance
Representation (groups, individuals, places etc.)
Women -
Snow White: Dainty, Feminine, Princess, Cooks & cleans - conforms to stereotypes
Evil Stepmother: Vain, Cruel, Unfair - subverts stereotypes
Men -
Hunter: Strong, meant to kill Snow White - subverts stereotypes by failing and being sympathetic.
Dwarves: Comedic value; older gentlemen, unclean, miners - stereotypes of men.
Prince: conventionally attractive
Age -
Older Women - seen as unattractive witches, cruel, evil.
Older Men - grey hair, balding, gentlemanly
dwarfism -
mocked/ridiculed, dwarves presented in a patronising way.
Monday 18th November 2024
L/O: to explore the context & influences in the 1930s
first full length animated feature film
first movie to make merchandise released the day it was released
first movie to have a soundtrack released on vinyl
short films to test effects/ideas for snow white
ran out of money whilst producing and so had to cut down scenes.
Took a classic story and changed it to fit the audience at the time.
took 3 years to produce
used a multi plane camera - created depth/3D
Disney himself was heavily involved
premiered December 21st 1937 - people on holiday; more likely to see it.
highest grossing film of 1938.
today is regarded as a classic
Influences:
Brothers Grimm - fairytales - 1812
European Ballet and Opera
Winsor McCay & European Animators
Multiplane camera system, Technicolour
sensibilities about differences are blunt - dwarfism is patronising
produced by white men for a white audience
Friday 22nd November 2024:
German Expressionism:
Film creation + Industry
WW1 brought film creation to a standstill in France, Germany & UK
German government controlled what films could or couldn't be created.
Germany had the only film industry that could compete with Hollywood
Brought in costume wearing
not many independent production companies.
Cabinet of Dr Caligari - film made that showed WW1 experience and distrust of authoritarian leaders
focus on stories and story telling.
Created Mise-En-Scene - exaggerated and distorted to look creepy. Stylised and unsettling
German creators fled to London during fascist Germany
unchained camera is free to move around the scene.
Nosferatu inspired by Caligari - uses the exaggerated Mise-En-Scene
THEMES: Duality of human nature - Good/Evil, Forest - becoming evil characters.
German expressionism in snow white:
Exaggerated looks of queen, castle, dwarves
sharpness of the light and the dark
Technology and techniques used to create Snow White:
Technicolour - use of colour in film
Drawing on paper - character moves when you flip between each page. Had to follow every line exactly.
Photos are taken of each image which are put through a machine which inverts the image and projects the full animation.
Silly Symphonies: Used the short films "Silly Symphonies" to experiment with techniques to use in Snow White.
Multi Plane camera: makes the art seem like you could walk into the scene, provides layers
Music & Sound: uses of an orchestra to add emotion and tension to the scenes. Used actual things to make sound, knocking down a stack of shelves to make a crashing noise (Foley Art).
Rotoscoping: drawing over live action footage, creates more realistic movement. Snow White - moves realistically.
Women cooking, cleaning, washing etc.
Caring for the dwarves as if they were her children (?)
Men: strong, Hard-working
American Mid-west
Walt's upbringing in the American Mid-West had an influence on the themes and values in his films. Many of his films shows the American vision of innocence and wholesomeness.
Midwestern roots instilled a love for family, community, and hard work. Snow white - virtuous, hard working,
Nostalgic view of rural America. idyllic small towns, picturesque. Popular view during the great depression & WW2 1930-40s.
The production of Snow White & the Seven Dwarves was influenced by the technological developments of the time, German Expressionism, culture of America, and old fairytales.
We can see the influence of German Expressionism in Snow White through the Mise-En-Scene found throughout the movie. At the start of the film, we see the towering structure of the Queen's castle, which Snow White & the Evil Queen live in. The scene shows a low angle shot of the towering castle with its twisted turrets. Also, the sharp contrast between the dark and light creates an intimidating image of the castle. This stylized exaggeration makes the tower seem creepy and unsettling, which is a feature of Mise-En-Scene created during the era of German Expressionism. In addition, the design of the dwarves being heavily emphasized - short stature, large noses, exaggerated personalities - is also done to adopt the style of Mise-En-Scene created during the early 1920's.
Another influence used in the creation of Snow White is the Animation Techniques and technologies. One aspect of this is the Multi-Plane camera which completed development in 1937. It was made to give animation different layers, to make it seem like you could physically walk into the scene. Walt Disney first used it on the 'Silly Symphonies' Skits, which were used as a test for new techniques to use in Snow White and to see how audiences reacted to them. One technique he tested was the effects used in the potion scene, where the evil queen reads the spell book, turns into an old lady and creates a poison apple. Through doing this, it allowed for Disney to develop his techniques and eventually use them as an influence for Snow White and the Seven Dwarves. Furthermore, the creation of 'Technicolor' in the 1910's allowed for the animators to bring color to their motion picture movie. This meant that audiences could feel the fantasy of the movie with color.
The biggest influence to the story of Snow White is the original fairytale by the German authors: Brothers Grimm, which was made in the 1800's. Walt Disney took this story and altered it to a more kid friendly version for all the family to watch and enjoy.
Monday 25th November 2024
The Golden Age:
L/O: to explore cinema in the 1930's
Main Differences: 1930's to Today
only 72 people.
Nickelodean cinemas - only cost 5 pennies.
segregation in cinemas
Drive-in theatres
Movie Palaces: offered for the upper/middle classes+, allowed everyone to visit.
Double Features: 2 feature films for the price of one ticket.
Newsreels and Cartoons: before the main feature film, cinemas showed newsreels and animated cartoons. Newsreels were short films that provided news and current events from around the world, cartoons were comedic and musical.
Intermissions: During the longer films, cinemas would often have an intermission half way through to stretch legs/restroom/refreshments.
Censorship: in many countries, films were subjected to censorship usually by government bodies or industry associations. Some films were edited or banned if inappropriate or offensive.
premiered in LA in late december 1937.
shown in two cinemas in New York and Miami in January 1938.
RKO then decided on a general release in February 1938.
In one London Cinema the film ran for over 1/2 a year.
this reflects the slower distribution pace of 1930's
Disney & RKO:
RKO were disney's distributor.
Disney signed a contract with RKO in 1935, to give them exclusive distribution rights.
RKO were a major studio, and its networked allowed disney's films to reach a larger audience.
RKO wanted to cut some stuff from Snow White.
Box Office:
grossed over $8M
had a budget of $1.5M
the film has continues to be rereleased and has grossed and estimate of $418M worldwide
Monday 2nd December 2024
Exhibition/Circulation
L/O: to explore Disney's Exhibition Strategy.
Why was Snow White successful:
Innovation: the first. full length feature animated film. A significant technological and artistic development at the time. Audiences amazed by technical innovations such as Cel animation and multi-plane camera.
Storytelling: engaging and accessible to audiences of all ages. Based on a well-known fairytale. which made it familiar and characters were charming and likeable
Music: The films score had several memorable songs - made by Frank Churchill and Larry Morey. Heigh Ho and Whistle While you work. Became popular hits.
Marketing: Marketing was extensive and effective. Disney used a variety of promotional techniques, including trailers, posters and tie-in merchandise, to generate interest and anticipation
Reception: The film was well received by critics, who praised its technical achievements and storytelling. Positive reviews helped to generate positive word-of-mouth.
Merchandisng executive Kay Kamen started and extensive marketing campaign a year before snow white's release. manufacturing toys and other themed items that were on shelves. months before the Film's release.
painted figurines were made.
After snow white:
More feature films, Expansion into television, Theme Parks, Acquisition of other companies, Digital & Streaming.
Merchandise:
Synergy:
Disney & McDonalds - McDonalds offering Disney themed dolls in Happy Meals.
Soundtrack:
Soundtrack released several times since 1937.
- Original 1937/8 soundtrack after film release
-1987 - 50th anniversary - remastered & original
- 2015 legacy collection soundtrack - special edition & remastered, behind the scenes content
- many vinyl releases - limited release in 2017
- Digital releases
Re-release strategy:
-1944: boost morale during WW2 & new generation of children
-1952 - double feature with Alice in wonderland - new generation of kids
-1967: 30th anniversary celebration - new promotional campaign & merch tie ins
- 1983: double feature with Mickey's Christmas Carol - coincides with films 50th anniversary
-1993: 56th anniversary - promotes upcoming release on VHS and Laserdisc
-2016: special event - 79th anniversary. Special introduction by Walt's daughter
Home Release:
- VHS - 1994
- DVD - 2001, special features, restored
- Blu-Ray - 2009, high-def, new range of special features
- Digital: for purchase & rental, platforms like iTunes, Amazon, Prime Video, Google play.
- 4k Ultra HD - 2019, special features & bonus content
How has Disney maintained audiences:
- Nostalgia
- Timeless Storytelling - classic fairytale,
- Groundbreaking Animation
- Memorable characters and music
- Disney's Brand - trusted by parents
Live action remakes:
- breathes new life into Snow white and characters and classic stories
- leverage existing IP
- A response to the changing film industry, captures audience attention and builds brand identity.
- nostalgia
Friday 6th December 2024
Contexts
L/O: to explore regulation & contexts of 1930s
BBFC - regulates film in the UK
U, PG, 12, 12A, 15, 18, 18A
Looks for: language, violence, nudity, how realistic it is.
In the US, they had the Hays code - introduced 1930 - to regulate film content and uphold moral standards. created by the Motion Picture Producers and Distributors of America - MMPDA. The code aimed to eliminate content that was considered immoral and offensive, such as depictions of violence, sexuality, and profanity. Code was enforced through self-regulation with a Code Administration Office responsible for approving films for release.
Snow White was produced in accordance with the Hays Code. The film contains no controversial or offensive material. However, the film did push the boundaries of what was considered acceptable in animated films at the time, particularly in terms of its dark and scary scenes.
In Britain, film censorship was governed by the British Board for Film Censorship, established in 1912. Responsible for reviewing and classifying films according to their content and appropriateness for different age groups. Films were given classifications such as U (universal, suitable for all ages), A (Adults Only), or X (Restricted to viewers over 16 years old). The board also had the power to cut or ban films that were deemed to be offensive or harmful.
Snow white was classified as a U in Britain. However, the board did raise concerns about the film's scary scenes, particularly the scenes featuring the Evil Queen. As a result, the film was given a warning that it might not be suitable for very young children.
Both American and British regulations had an impact on the production and distribution of Snow White. While the film was able to navigate these regulations, it reflects the limitations and restrictions placed on film makers at the time.
Contexts:
how media products studied differ in institutional backgrounds and use of media language to create meaning and construct representations to reach different audiences and can act as a means of:
- reflecting social, cultural and political attitudes towards wider issues and beliefs.
- constructing social, cultural and political attitudes towards wider issues and beliefs.
How media products can act as a means of reflecting historical issues and events
can be an agent in facilitating social, cultural and political developments.
how they are influenced by social, cultural, political and historical contexts
how they reflect their economic contexts through production, financial and technological opportunities and constraints.
Economic Contexts in Snow White:
- production costs, revenue streams, merchandising, and the film's historical significance.
1. production costs: released in 1937, first full length feature film. at the time it was groundbreaking and ambitious. Production costs were reportedly around $1.5M, significant investment in that era.
2. revenue stream: critical and commercial success. highest grossing film of its time. earning over $8M at the box office during its initial release. The films success contributed to Disney's financial stability and allowed the company to expand further into the animation industry.
3. Merchandising: Paved the way for the merchandising empire: toys, books, clothing
4. Historical significance: Holds immense historical significance as the first feature length animated film.
5. Long term impact: set the foundation for Disneys films and brand identity.. continues to generate revenue through re-releases, home video sales and licensing deals.
Historical & Economic:
- Dominance of Hollywood majors: release strategies reflect changes
- sources of income
-Proliferation of Technology: Audience expectations
proliferation
/prəˌlɪfəˈreɪʃn/
noun
- rapid increase in the number or amount of something.
- Disney's involvement
Shang Chi & The Legend Of The Ten Rings
L/O: to explore the set texts.
1)
2) A film made to make money to produce other films
Blockbuster: high production values, high budget, well known actors, released during movie going period, strong marketing, generates high revenue
became cultural phenomena.
Marvel Cinematic Universe:
interconnected superhero films
Cohesive approach to story telling - more interconnected.
Characters: marvel has a wide range of characters with personalities and abilities. come from the comic books. Characters are developed over time.
Tone: MCU known for humor & wit. It is light hearted and not taken too seriously.
Box Office Success: consistently successful.
Legacy Character:
a character whose identity is passed down to them from and older character in the form of a title, job ir persona
spider-man no way home: several legacy characters.
Shang-Chi:
Origin Story - introduces the character of Shang Chi. Explores new themes & ideas, such as family, identity and cultural heritage
CUltural Representation - first film to have an Asian lead superhero. Diverse cast and crew
Action Sequences - features some of the most visually stunning and innovative action sequences in the MCU. incorporates martial arts, acrobatics and CGI.
Villains - compelling and complex villain - Wenwu.
Connections to the MCU - connects to the wider MCU in several ways. Cameo from a well-known Marvel character. Sets up potential future storylines and connections to other MCU films.
Main Characters:
Shang-Chi
Wenwu
Katie
Xu Xialing
Narrative
Shang-Chi's father Wenwu, the leader of the Ten Rings terrorist organisation, hunts down Shang-Chi and his sister Xialing into a search for their mothers village. Shang Chi and Xialing defend the village. Shang-Chi is new owner of the Ten Rings. Dragon vs Soul Taker.
Themes:
Family
Culture
good vs evil - blue/purple vs red/orange
fiction & mythical creatures
Representations:
Asian Culture & Characters
Language
Martial Arts
Opening scene subtitled
Gender:
Male & Female equal in power - Female was more skilled & overpowered him.
Male hungry for power
Women represented as feminine
Heteronormative:
Katie & Shang Chi
Wenwu & Ying li
Changes in film industry:
CGI intensive
Animation
Longer Films
Monday 6th January 2025
Shang-Chi
L/O: to explore the context of the set text
Disney in 2021 vs 1937:
- More Money
- International Conglomerate
- More progressive in its opinions
- More popular
- Films and spin offs are important to the brand, makes more money through merch, tv, cruises, holiday resorts.
Film in 2021:
- Access films through streaming & Cinema
- Disney: Disney+ & Hulu
1. Destin Daniel Cretton
2. Kevin Feige, Jonathon Schwartz
3. Marvel Studios
4. Walt Disney Studios Motion Pictures
5. $150-200 Million
6.
7. Delayed by COVID. 45-day exclusive theatrical release, rather than being released simultaneously in theaters and on Disney+ with Premier Access
8.
9. $432.2 million
Production:
produced by Marvel Studios - subsidiary of walt disney.
content reflects most of Stan Lees work, though some of his representations needed modernising.
Vertical Integration - production, distribution. Exhibition - streaming. Does not own cinemas that provided theatrical release.
Influences:
Martial Arts films
Chinese culture - myths and folk lore
Shang Chi comic book
Bruce Lee
Marvel, superhero movies
Hong Kong Cinema
Fantasy Adventure Films.
Distribution & Exhibition:
advantages
Streaming - can be watched anywhere at anytime, wider audience, less distribution costs
Cinema - prestige, hype, premium experience. slightly cheaper.
Physical copies - fans will buy every version, exclusives.
disadvantages
Streaming - rely's on people having a subscription.
Cinema - have to share profit with the cinema
Physical copies - doesn't cost to view multiple times, less profit.
New Technologies:
CGI:
Visual & Special Effects
Motion Capture: actors movements captured using special cameras and sensors to animate a digital character
Green Screen: replacing background with a digitally created environment
Practical Effects: create realistic and tactile environments and props
3D printing: detailed & intricate props that could not be made traditionally
Streaming Services:
1. offering a wide range of content - convenient affordable
2. High quality - high def, fast connections
3. Anti-Privacy measures: digital rights management, encryption, prevents un-authorized copying & watermarks
4. competitive pricing.
Streaming & Disney:
Digitally Convergent Media Platforms has had an impact on disney and their films
1. allowed Disney to expand their distribution channels and reach a wider audience. This increases revenue, streams and profitability.
2. Can now connect with audiences in new and engaging ways.
3. gains data and insights about there audiences
4. increase in competition for attention and viewership has made the company adapt to change consumer behaviour and preferences.
5. new challenges related to privacy and copyright infringement
Friday 10th January 2024
Shang-Chi
Marketing & Promotion
L/O: to explore the marketing of the set text.
how do films market and promote:
posters
advertisements - bus, billboard, trailers, spotify, youtube
social media posts
Merchandise - toys
collaborations - mcdonalds, famous brands
trailers - youtube, cinema
Actors doing stunts/interviews
video game events
reviews
word of mouth - fans
Distribution Agreements:
production, advising on its marketability
- promotion in all media before and after release
- different cuts necessary for different cultures or territories
- how the income for the release will be apportioned
- how far the distribution license extends into other markets like TV and home entertainment.
Main objective is to create visibility and engage the audiences interest.
Because of the proliferation of films, interest needs needs to be built to a peak just before the film opens in cinemas.
Early release windows can create issues with substitutability (when a film is shown in cinemas and then made available on DVD, pay-per-view, streaming) but then benefit from the buzz it creates.
unveiled at Comic Con 2019
Trailer released on ESPN - male audience
Lychee drink produced by Sanzo
Microsoft and BMW
YouTubers reactions to the Trailer
Lego
Many different posters
Fortnite (after release)
Kopf - hero bloks
interviews with actors
world premier
ratings
action - fighting, cage, car
superhero - fighting, superpowers, outfit, armour
supernatural - powers
ficiton - bright colours, fighting in the middle,
Narrative:
Shang-Chi fighting against Wenwu, Superhero narrative
Different locations
Binary Oppositions:
Good/Evil - Shang-Chi vs Wenwu, Orange/red vs Blue/Purple
Male/Female
Younger/Older
Light/Dark
Up/Down
Semiotics:
Armour - protection, war
Superpowers: powerful, strong, Heroic.
Graffiti - rebellion
Ten Rings - title, important
Stars:
Fully Asian cast - not all well known
Katy - Awkwafina - slightly known
Tone:
Wenwu - sinister, scheming, plotting
Shang-Chi - Powerful, Tense, Determined
Intertextuality:
Superhero films - good vs evil, Hero & Villain, Super powers
Marvel - Shang Chi comic book - Shang Chi stood at the front.
Golden Gate bridge - behind Katy
FIlm Poster Analysis:
- visual appeal:
-Branding: displays marvel
- Action packed, martial arts
- Star Power: Diverse casting, nod to Chinese culture
Trailer:
- Change in technology:
CGI - very intense - water, dragon, fighting, explosions, rings,
- Audience Appeals:
Action, Thriller genres - martial arts
audience fans of superheros
men - fighting
Family - Father & Son
fans of marvel
Asian Culture - Dragon, Cast, Martial Arts, Mandarin
Western - bus - in a western setting, Spoken English
Explain how the marketing of major Hollywood films has changed since the 1930's Refer to Snow White (1937) and Shang-Chi (2021) to support your answer.
In the 1930's, technology was not as advanced as it was today. For Snow White (1937), Walt Disney relied on the releasing of merchandise before the movies release. This was done through the release of figures in the shape of the dwarves, clothing and accessories related to Snow White and the release of the movie soundtrack on vinyl. Furthermore, the release of toys/figures & collectibles drew in attention for a younger audience, and allowed the fans to learn who the characters were before the film had been released. Walt Disney also used the 'Silly Symphonies' skits to promote the techniques in animation that he would be using for the animated feature. This showed the development of animation and the technology they had at the time, such as the multi plane camera, rotoscoping and the use of sound. This meant that snow white received marketing and the audience could see how the movie was created. Another method that was used to advertise after the films release was Walt Disney's "re-release" method. As technology developed over time, Walt Disney would re-release snow white on DVD, CD, Vinyl and would re-release the soundtrack with it, especially during anniversaries.
Due to the proliferation of technology, Shang-Chi (2021) was able to create more advanced marketing schemes. For example, the use of CGI in the trailers, movie poster and character posters allowed for a more intense view of the characters and the narrative. The CGI can be seen in the trailer through the use of the water, the dragon, the intense fighting and the explosions and rings that were used in the fighting. Also, the CGI used in the poster shows the fighting and the rings glowing.
Similarly to Snow White, Shang-Chi also had merchandise releases. This was done by collaborating with famous brands, such as Lego and Funko. Several Lego figures related to Shang-Chi and the set were released, alongside Pop figurines of some of the characters
Shang-Chi also had the audience & word of mouth to promote the film. Many YouTubers posted their reactions to the trailer online, which helped to generate attraction to the movie.
Both Snow White and Shang Chi had trailers released for them, however Snow White and the Seven Dwarves was only able to show it in Cinemas and relied on word of mouth, whilst Shang Chi was able to release it on social media, YouTube and have it shared by fans. Through using social media, fans are able to comment, like, share and discuss the content with other fans
Friday 17th January 2025
Economic contexts
kids/teens clothing
https://www.merchoid.com/uk/shang-chi-premium-hoodie/
younger people or collectors, kids toys
released before the movie
https://www.amazon.co.uk/Funko-52874-POP-Steamboat-Shang/dp/B08KGHG1ZS
released after the movie
https://store.polydor.co.uk/products/shang-chi-and-the-legend-of-the-ten-rings-the-album-vinyl-lp
1. Production costs: high budget films, visual effects, star cast, $150M for shang chi
2. box office
3. Merchandising
4. Market trends
5. Streaming and Distribution
Audience & Regulation:
UK:
Shang Chi was rated 12A - moderate violence, fantasy threat, bloody images, language
Violence - Wenwu attacking the soldiers with the rings, martial arts, bus fight scene
Bloody images: slight emphasis on some injuries - cuts and scrapes, monsters exploding into colourful gunk
Darker tones: death of Shang-Chi's mother
Language: a single use of the term ‘bitch’. Other milder terms used in the film (‘ass’, ‘shit’ and ‘bloody’)
US:
PG13
violence, action, language
Scenes:
scene where it looks like Shang-Chi is drowning
fight with Wenwu
soul sucking demons
Streaming Sites:
use their own age classification system
each country has its own system of classification
standards vary
streaming services have global reach
can lead to confusion for viewers, accuracy, not the same as BBFC
potential reasons for why Shang-Chi was banned in China:
1. trade tensions between china and USA
2. portrayal of Chinese culture and themes - stereotypes and cultural appropriation
3. Strict rules around media content - films that are politically sensitive or culturally inappropriate are banned
4. Casts comments
Monday 20th January 2024
Exam Format
L/O: to explore exam style questions
1.
+ve: examples of marketing strategies
-ve:
2.
+ve: links back to the question at the end
-ve: doesn't explain how it's changed/developed, only talks about each part separately
3.
-ve: could write more
-ve: doesn't talk about the points they make, only mentions them
INTRO
P1: Advertising
P2: Merchandising
P3: Exhibition
CONC
2.
Producers target, reach and engage audiences for Film through content and marketing. This has developed and changed overtime.
One method of targeting and engaging audiences is the use of Advertising. This is seen in the film industry through the use of posters and trailers. We can see examples of this through Disney's methods of advertising "Snow White and the Seven Dwarves" in 1937 and "Shang-Chi and the legend of the Ten Rings" in 2021. In the 1930's, technology was not as developed as modern day, meaning it was difficult to reach audiences. It was especially difficult for Disney, as they were not an established conglomerate at the time and so struggled financially, leaving Snow White with a limited budget. However, Disney took out loans to produce the film, and so were able to create a Trailer for the Animated Feature. This trailer was then shown in cinema's (called nickelodeons). Because of the economic context of cinema tickets only costing a nickel, more people would have been in the cinema to see the trailer. Whilst technology was not as advanced, new tech was still being developed, such as the Multi-Plane camera. This technology would have been new and quite advanced at the time, which would have caught the audiences attention. This meant that the cinema-going audience would have seen the Trailer for Snow White and so would have been inclined to see it when it released in cinema's. The adult audience who saw the trailer would believe it to be appropriate for their kids, and so it sells more tickets and broadens their audience to both older and younger. Due to the proliferation of technology, Disney was able to create a more advanced trailer for Shang-Chi in 2021. In addition, due to Disney now being an established brand, they were able to give Shang Chi a higher budget for more advanced technology. The use of CGI in the trailer would have attracted the modern audience, and would appeal to their wants and needs. Furthermore, the CGI was used in the movie poster and individual character posters. This allowed the posters to display the action-packed genre of the Movie, which would attract an audience who are looking for that from the movie. This targets a stereotypically male audience, who would be engaged by that genre of film. Furthermore, the existing Brand of Marvel and the expectation of action packed - CGI using films would appeal to a Marvel loving fanbase. This shows the methods of content and marketing that producers use to engage and target their audiences, as they use different technologies in their advertisements
Another way that producers reach and engage their audience is the use of merchandise surrounding their film. Disney did this in 1937 through the release of small figurines based around the dwarves in Snow White. This appealed to a younger audience - as the children who see them would ask their parents to buy it for them.
Friday 24th January 2025
L/O: to summarise key factors in the film industry
Notes:
Tentpole - film that is expected to make money to make smaller more risky films
Saturated Distribution - when a production is globally distributed
SW:
First ever animation to use technicolor
voice actors were unknown - no stars used
Technology - Cel animation, multi-plane camera, hand-colouring, rotoscoping, technicolor
premiered in La in December 1937
shown in New York and Miami in January 1938
RKO then decided to have a general release in February 1938
Cinema re-releases: 1944 to boost money during the war, then every 7 years
VHS in 1994
DVD in 2001
Blu-Ray - 2000
DVD/Blu-Ray & 4K special editions - 2011, 2016, 2022, 2023
International distribution - French, Spanish, Italian, German, Dutch, Swedish, Norwegian
Star-Studded premiere: elaborate replica model set of 'the magic land of Snow White' and Disney's orchestra playing the score
Premiere reported on nationally in the US on NBC radio
Glowing review in Time Magazine for a week after release
print poster campaign
trailer which features Walt explaining the character dwarves
merchandise - first film ever
Tie-In with companies including McDonalds for a 2001 re-release
SC:
CGI, motion-capture, blue screen
complex choreographed fight scenes
pyrotechnics & stunts
distribution:
Vertical integration
asian actors self represent
film didn't do well in the asian market
Premiered in august 2021. released on labour day weekend
simultaneous saturated release in 4,300 cinema's
box office dropped 67% after the first week - typical for a film with a big opening weekend.
Shown on 400 IMAX screens, 1500 3D, 275 in speciality D-Box, 4DX and ScreenX
performed well on the West and East coasts
- extensive global print ad campaign
- April 2021: Simu Liu released the first teaser poster, Marvel released the first teaser trailer
- June 2021: full trailer release during NBA countdown show
- Sept 2021: Shang-Chi and death dealer at parks
SW & SC contexts:
Historical - SW only:
- Sensibilities about differences were rather blunt
- attitudes towards dwarfism is patronising
- produced by white men in an era when mainstream Hollywood targeted a white audience
- gender reflect a patriarchal society
- Hays Code - forbade a range of representations that would be considered normal today - ban on homosexuality or miscegenation
- great depression - cinema used as escapism
- influence of german film making - german expressionism
Economic contexts:
- Free market capitalism:
- pursuit of profit through selling products to audiences, selling audiences to promotional partners or advertisers, or selling services/IP to other companies.
- Anti trust laws in the US protect free markets by ensuring competition. Hollywood films in the US and UK are free of state regulation - ran by the industry itself
- China film group corporation has a monopoly on importing foreign films into china - political control
- Economic domination of US film
- part of the genius of Walt Disney was to be a small fish in the most economically powerful film industry at the time, thus finding his films globally distributed
Globalisation
- both films successful in global markets - pac of globalisation accelerate d at the end of the 20th century and Shang-Chi represents a global product - American film shot in Australia representing a fictionalised Chinese culture
Friday 7th February 2025
BBC RADIO 1 BREAKFAST SHOW
L/O: to research the background & industry behind the BBC radio 1 show
BBC radio 1:
- launched 1967
-30th september 2017 - 50th anniversary
- offered pop music
- "swinging new radio service"
- alternative to BBC's Radio 2 and Radio 4
- at the time there was no breakfast TV or independent radio stations
- established at the request of the government following the ban of pirate radio stations
- breakfast shows considered the flagship programme of the radio station
- change of the show's presenter draws much media attention
Public Service Broadcasting: done for the public to inform and entertain and educate - Reithian principles, social integration & empowerment
Reithian values:
- education the masses (must broadcast under a royal charter)
- funded by a public licence fee
- approachable and accountable
- high quality broadcasting with a background of tradition.
BBC is funded through a licence fee.
different music genres
BBC MISSION VALUES:
Charter:
The BBC's mission is set out in the Charter. The broadcaster is to “act in the public interest serving all audiences through the provision of impartial, high quality and distinctive output and services which inform, entertain and educate”.
Commercial radio earns money whilst non-commercial does not
BBC has a 100% remit - achieves £3.7B
BBC remit is that the breakfast show should entertain and engage a broad range of young listeners with a distinctive mix of contemporary music 7 speech
Service License: https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/regulatory_framework/service_licences/radio/2016/radio1_dec16.pdf
Over 75's now pay unless on pension credit
Losses can be made by the BBC
Decline in quality effects the brand & reputation of the BBC.
increasing fragmentation through digitisation however like most media will ultimately lead to further change - audiences are becoming broken up.
Monday 10th February 2025
BBC Radio 1 Breakfast Show
L/O: to research the background & industry behind the BBC radio 1 show.
PSB & Political Context:
- important in democracy/culture
- PSB institutions dependant on political support
- culture policy suggests PSB encourages inclusivity but also 'national culture'
- links to Reithian origins but develops into a global framework and debates 'national television' vs 'global television'
- BBC news vs Al Jazeera english
RESEARCH
1. BBC radio 1 is targeted at a younger audience of 15-29 year olds
2. Presenter: Greg James, Time: 7:00 am – 10:30 am, Audience figures: Greg James' Breakfast Show was up to 4.1m listeners, a gain of almost 200,000 in the past year - 2024, Regular features: Yesterday's news, Unpopular opinions
3. BBC sounds, Radio, I player catch up, youtube highlights
4. It's remit is to entertain and engage a broad range of younger listeners with a distinctive mix of contemporary music and speech.
5. Zoe Ball's breakfast show Radio 2, Radio 4, Heart
INdustry & economic factors:
- impact of PSB and license fee as a funding source is shown by the breadth of output on the shoe. The show has transmitted outside broadcasts from glastonbury, WImbeldon and until recentely the Ibiza weekend.
ANother importatn element of the show is the use of PSB funding to promote new musical talent:
- utilising live lounge
- expensive playlist
- promoting and developing upcoming artists from a range of genres
- annual sound of the year poll
- prromoting artists who appear at the reading and leeds festivals
- promoting BBC introducing artists
Online & Socials:
- real time dialogue with audience through text, email & social media, calls
- podcasts of highlight sections that can be downloaded and listened to
- dedicated youtube channel with highly shareable, often celebrity related content
- social media accounts
- i-player video channel
- audio imaging packages
- sounds app
Radio shows - Unpopular opinion, Mum Day
Contact page link - allows users access to contact the show
Whatsapp, SMS - appeals to younger generation,
uses alliteration - Mega Massive Mum Day - 15 + audience
UK radio show with a younger, UK host
Episode names are funny or references to culture - traitors. smell ya later
references to bands/artists - rage against the machines. Rizzle kicks, etc.
Monday 3rd March 2025
Radio 1 Breakfast Show
L/O: to explore industry & contextual areas
music is play-listed - decided by a committee every week. 40 records for repeated play
choices guided by what is popular with young people online; many older artists not included due to under 30 audience.
Brit list which helps push featured new British artist again to make the output less globally homogenous and to make it more distinct.
1. Repeated news stories - Russia v Ukraine, Plane crash - Newsbeat
2. Interesting information - hugging trees
3. Mix of artists and genres, Quizzes, News, audiences calling in to discuss topic.
4. Scottish accent with the news stories, artists are a mix of ethnicities & identities, English - Greg, different presenters, Welsh accent
5. Culture of UK primary schools - discuss it in the middle and then reflect on it at the end. UK accents
Regulation:
OFCOM - tv and radio. Royal charter and agreement
PSB - public interest, impartial, inform, educate, entertain
strict remit - Greg James nearly quit during lockdown
people submit complaints to BBC/OFCOM and they will either uphold it and make them apologise/remove the content or not uphold it
not government funded
not a censor
Audience Interaction:
'mates round the table' - everyone talking over each other, audience feel like they are talking with friends.
Social media - audience interact with the program
Radio 1 website should be the main point of interaction for the audience
Friday 7th March 2025
Maintaining Audiences:
audiences have declined
covering national live events
Radio 1 had 1.6M 10+ yr old listeners
Audiences are measured by RAJAR which is the official body in charge of measuring radio audiences in the UK. It is jointly owned by BBC and Radio Centre on behalf of the commercial sector.
The BBC aims to produce content appropriate for a diverse range of young audience. As has been noted above, its various remits have emphasised the need to cater for the whole UK population, with Radio 1 having responsibility for younger people. This is reflected in its presentees, playlists and content
The use of live concerts and regional events are a critical component of this with the inclusion of global majority groups being a particular focus. Specifically, the aim is to make sure the Radio 1 has a presence outside of the South-East/Greater London Area.
1. RAJAR third quarter of 2024
51 Million adults - 88% of the adult UK population (15+)
weekly hours listened to radio for this Quarter is
1.045 billion hours.
20.5 hrs of Radio per week
45 million aged 15+ tune in with digital platforms - 78% of the population.
62% in home, 26% in vehicle, 12% at work/elsewhere
2. focus on its key, younger audience of 15-29-year-olds and in their own words to “ play the best new music and support emerging talent.”
Latest figures for BBC Radio 1 show the station had 8.62m listeners aged 10+ and the Radio 1 Breakfast Show with Greg James (Mon-Fri) had 4.65m 10+ listeners.
3.
Radio 1 is suffering because its core audience is turning away from live radio
It’s targeting its 15- to 29-year-old demographic elsewhere online, because they’re aware that 42% of 15- to 24-year-olds on social media follow their chosen radio station’s social pages, compared to 31% of those aged 25 or older. On YouTube, Radio 1 has 3.5m subscribers compared to Radio 2’s paltry 42,069. Radio 1 has 2.55m Facebook likes compared to Radio 2’s 633,053.
4. Guardian article
Greg James has helped with viewership by helping make people happy
James wakes up at 5:30 with the show on air from 6:30 to 10:00.
focus is now on the audience/viewers
Twitter:
2.9M followers
Insta:
1.8M
Facebook:
3.5M - less posts
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