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Example of a case study…

• http://www.slideshare.net/kingedmedia/wo

rking-title-case-study

AS OCR Media Studies

•Audience and Institutions: Film Industry

You have to research the production and distribution companies that made and

distributed your film

•Here is a list of statements, questions and tasks to ensure you have EVERYTHING covered!

1. ALL the questions are offered asguidelines.

2. There will be questions that you may notbe able to answer.

3. It is down to you to work on thedevelopment of your own chosen film fromidea to screening: from institution toaudience.

•GOOD LUCK!!!

Take Note

• Since his directorial debut with Othello in 1995, Oliver Parker has

helmed a wide range of projects ranging from the classical (The

Importance of Being Ernest) to the farcical (St. Trinian’s).

• Now Parker can add action filmmaker to his palate with the release

of Johnny English: Reborn, a stylish spoof of modern espionage

movies which features the return of comedy god Rowan Atkinson as

bumbling spy Johnny English.

• Matt’s Movie Reviews spoke to Oliver Parker about the making of

Johnny English: Reborn, spy movies and working with Rowan

Atkinson.

• Genre

• Consider your film. Are there any issues

with the genre of it? Is it a hybrid? How

does this effect the distribution and

marketing?

Johnny English Reborn

• 2011

• Oliver Parker

• Spy Spoof

• Released in the wake of James Bond as

the modern audience knows him to be.

• As a hybrid it has appeal across genres

and sub genres e.g. Spy > James Bond >

Spy spoof: 3 potential markets.

Posters

Trailers

• Trailer 1

• Trailer 2

• Promo

• Promo 2

• 5 different promo trailers

• 3 different UK trailers: the

first in April ’11 with the

last in August ‘11.

• A separate trailer for

International markets.

• You must be able to understand the film

genres associated with each studio/

production company.

• Why have they chosen these? What

does this suggest about them?

• How profitable are these genres in

today’s market? How do you know

this?

Universal

• In 1930s – prestige costume films,

musicals, dramas, and was a big player in

developing the horror genre.

• Very diverse.

• 90s – present :high concept films

Universal Films

• Problem Child 1990–1995

• Child's Play 1990–present

• Beethoven 1992–present

• Jurassic Park 1993–present

• The Flintstones 1994–2000

• Babe 1995–1998

• Balto 1995–2005

• The Nutty Professor 1996–present

• American Pie 1999–present

• The Mummy 1999–present

• The Skulls 2000-2004

• Bring It On 2000–2009

• Meet the Parents 2000–2010

• The Fast and the Furious 2001–present

• The Bourne Identity 2002–present

• The Chronicles of Riddick 2004–present

• Nanny McPhee 2005–present

• Curious George 2006–present

• Despicable Me 2010–present

Working Title

• Working Title Films was co-founded by producers Tim Bevan and Sarah Radclyffe in 1983. In

1992,

• Although contractually allowed to produce any film with a budget of up to $35 million, on a

practical basis, Bevan and Fellner consult with studio executive at Working Title's parent company

NBCUniversal. Working Title is located in London, and is known for having a limited number of

employees. The company also has other offices located in Los Angeles, and Ireland.

• PolyGram became the company's corporate backer. Radclyffe left Working Title, and Eric

Fellner, a fellow independent film producer, joined the company.[1]The company produced a

variety of films forPolyGram's London-based production company PolyGram Filmed

Entertainment. An Anglo-Dutch film studio, PolyGram Films became a major Hollywood

competitor. In 1999, PolyGram was sold to Seagram and merged with MCA Music

Entertainment, to form Universal Music Group. PolyGram Films was merged and sold to Universal

Studios in 1999

In 1999, Bevan and Fellner launched a subsidiary company named Working Title 2

Productions, commonly known as WT2. The company is an independent film production arm run by

Natascha Wharton, and has produced films that include Billy Elliot, Shaun of the Dead and The

Calcium Kid.

• What about Synergies?

• What are the advantages and

disadvantages of this?

Synergy and institution

• Working Title UK

• Owned by Universal US

• Universal made films; bigger budget

• Universal can branch out…

• Vivendi own Universal and mp3.com and Odeon = very useful when distributing and promoting an up coming release e.g. Synergy

• Convergence

• Relate to...

• Production

– Arricam LT, Zeiss Master Prime Lenses

– Arricam ST, Zeiss Master Prime Lenses

• Distribution?

– 35 mm (anamorphic)

– D-Cinema

• How did cross-media platforms aid your film?

• What could be pre-production issues for

the production company?

• Sequel would it flop? Could it secure

continuity?

• This was Oliver Parker’s first time

directing an action oriented movie.

• Reviews prior release

like…http://www.totalfilm.com/reviews/ci

nema/johnny-english-reborn

• Original Idea

• Where did it come from? Hamish Mccoll

• Website interview with Mccoll

• Did your company get taken over by

another, or use another for support?

(Look at Warp and Film4 here).

• Detail any institutional issues that were a

result of this?

• Consider the implications to the audience

here.

• Finance

• Were there any issues with getting

backing?

• Who financed it? One group or many?

What was in it for them?

What was in it for them? Work

with a partner.Vivendi/General

Electric

Working Title Studio Canal

Studio Canal UK f. Optimum

Handles Miramax

Relativity Media

Netflix

Universal

Vivendi Video games

• Now think about the budgets and

prospects of how companies might

distribute and market a film.

$45,000,000 budget

• What issues do you think there are?

• Where can you find this information?

– Imdb

– http://www.the-numbers.com/

What was in it for them? Work

with a partner.Vivendi/General

Electric

Working Title Studio Canal

Studio Canal UK f. Optimum

Handles Miramax

Relativity Media

Netflix

Universal

• Costs

• What did it cost the studio to make?

• How much did the stars get? Did it

differ much between the main stars?

Why? X

• Can you identify where the budget

went? X

• Was it shot within budget? Did it go

over? How close?

Name of producer/s?

• Tim Bevan.... producer

• Jo Burn .... co-producer

• Liza Chasin .... co-producer

• Chris Clark .... associate producer

• Eric Fellner .... producer

• Debra Hayward .... co-producer

• Mark Huffam .... producer

• Name of the director?

• How did they get involved? Any further

associations with these - what are they

known for? X

• Casting

• Main stars/ roles/ characters?

• What had they been cast in before?

• What was their ‘star appeal’?

Barclay Holby

Atkinson – Bean and

Blackadder

Anderson- Xfiles/The

Last King of Scotland

Igawa – Memoirs of a

Geisha/Last Samurai

Pike – The Devil you

know/Wrath of the

Titans/Doom/Die Nother

Day/Foyles War

• Any issues with getting the cast? Their timetables and

other commitments? Were they second or first choice?

X

• How important was this casting in terms of the

audience? Why were they chosen? Effect?

• One of our ambitions was to cast the movie, as if

we were casting a James Bond movie, and I think

all those people would do extremely well in a

James Bond movie, along with Rosamund, who

was cast in a James Bond movie. I always believe

that the more serious and believable our British

secret service world is, the funnier Johnny

English’s mistakes would appear in contrast.

• Production

• Any issues for the production company

whilst shooting?

• See if you can find any ‘on set’disputes

• Any script changes whilst on set/ in

production? X

• Same editor throughout? Was the script

editor changed? X

• Do you know of any re-writes/ script

edits? X

• Who were the main people in the

production team and what did they do?

• See slide 77

• Sound

• Who composed the film music? Consider

the implications of this person (just as a

star is cast) – In 2010, IlanEshkeri

worked on the music for Kickass

• Consider the sales of the CDs. Find

reviews (Empire is good here). X

• Location

• Was it all shot in a studio?

• Was anything shot on location?

• Think about budgets - did they choose

the cheaper location, would the audience

know this? Yes

• Any technical issues when making the film? X

• Convergence – see earlier slides looking at App and D-Cinema.

• Consider in terms of technology and production/ distribution/ marketing and relate to the key concepts here.

• How important was new technology such as Computer Generated Imagery? Think about the studios involved here (Disney for example)

• How important is this for the film and its audiences?

• Importance of digital technology for the

distribution of your film?

• How significant are distribution mediums

like DVDS, the world web and DTV when

distributing a film?

• DVD distribution very important –

• What are the Advantages and

disadvantages of relying upon DVD

sales?

YOU NEED TO WORK

THROUGH THE REST • WE WILL REVIEW YOUR FINDINGS IN

MONDAY’S P6 3pm-4pm SESSION

• Detail the advertising strategy for the

film.

• What do you know about the consumptionof your film with different audiences -demographics and different geographicallocations?

•Who were the distributors?

• Is it a major player? What else have theydone? Did they work with other companiesin different locations?

• What do you notice about this?

• Target audience for your film...

• You know this because...?

• Where and when did they release your

film?

• What do you notice about the dates

(Awards, holidays, was it the same

across the country/ countries)?

• What happened outside of the UK?

• Do you know how these were secured?

• Any changes to the release time table?

Why?

• Where/ when was the premiere? Which

venue? Any themes? What was the

coverage like?

• Was it distributed to digital cinemas?

Why?

• When did it go to DVD/ blue-ray?

• Any figures for this?

• How did they market this online -

Youtube or viral ads? Any downloads

available before?

• Comment on the film’s website. What

do you notice about the marketing?

• Are there any social network forums

linked?

• Analyse film posters for the film:

• Consider the UK audience

• Further mediums for advertising?

• TV, radio, magazines...?

• Merchandise - detail.

• Who were these marketed at?

• What was the campaign like?

• Can you add any further marketing?

• Think about the actors and their

interviews on TV/ Radio and online.

• Where there any ‘leaked’ stories

about the stars and their private lives

around this time?

• Exhibition

• Any issues at this point?

• When, where and how was it exhibited?

• How did your film fair with the

censors?

• Any issues?

• How did they achieve the rating?

• What is the benefit of this audience

to the institution?

• Any restrictions on the film? What

and why? Link to genre, audience...

• Reviews

• What were the reviews like of the film?

Favourable or rotten tomatoes?

• Was it considered a critical success?

• Has it been reviewed for DVD too?

• Choose a selection of Positive reviews -

do they choose the same features of the

film to focus upon?

• What was public opinion? Remember to

reference social networks or blogs here.

• Did it create any controversy, or water

cooler moments/ talking points?

• First year takings?

• Do you think this is a success? Does the

industry? How do we know this?

• Did it have an extended run? Was it cut

short? Was it re-released at the

cinemas?

• Primary Research

• Ask your peers what they thought of the

marketing of the film (using Face Book, a

film poster or the trailer for

example), using a survey.

• What conclusions do you reach about

the marketing of the film?

• Then ask if they saw it? What does this

tell you?

• Did the audiences’ reaction have

an impact on the studio/ producers

in terms of how they created/

promoted/released other films?

• Have they stuck with the stars or

genre for example? Why?

• Alternatively, have they completely

gone the other way?

• Have audiences’ tastes changed?

Why?

Finally

Speak to your peers about this

•Have they found anything of interesting with

their studies you could learn from?

•Could you create your own questions for this

unit?

•Have you googled everything about this you

can?

•Lastly, make sure you have clear points for your

response and keep up to date with new

references for this.