Monday 4th November 2024
Film Industry
Film Industry
Warner Bros Assets -
- The Cartoon Network
- Discovery Channel
- Animal Planet
- DC
- HBO
- Scooby Doo
- Batman
- Superman
Warner Bros worth-
$20.18 bill
Conglomerate -
Large business that is made up of multiple businesses, and operates in many different industries. The smaller owned businesses are called "subsidiaries" of the conglomerate, and are managed as separate things altogether. By owning a multitude of subsidiaries, the benefits of them all will feed back directly to the conglomerate.
Disney's industries -
Media streaming platform, themeparks, merch, movies, videogames
Worth - $173.76 bill
HOW MUCH DID DISNEY PAY FOR...
Pixar - $7.4 billion est
LucasFilm - $4 billion
Marvel -$4 billion
20th Century Fox - $71.3 billion
HOW MUCH REVENUE HAVE THEY GENERATED:
Pixar - $11.5 billion
LucasFilm - $12 billion
Marvel - $13.2 billion
20th Century Fox -
Friday 8th November 2024
Economic context
Horizontal and vertical integration - two strategies used by companies to expand their operations and increase their market power
Horizontal integration - Where a company expands its operations by acquiring/merging with other companies within the same industry on the same level of the value chain. Increases market share.
Vertical integration - Where a company acquires/merges with another company that is on a different level on the value chain. Improves efficiency, control costs, and control over the supply chain.
1.) Creation of cameras
2.) Editing
3.) Synchronised sound
4.) Cinemas
Major film studios in 1930-1945
Warner bros
Fox
Paramount
RKO
MGM
Monday 18th November 2024
LO: To explore the context and influences in the 1930s
Main characters - Snow white, the seven dwarves, the evil queen, the prince
Narrative - Evil queen jealous of Snow Whites beauty, tries to kill her, she finds the dwarves, the Evil Queen kills her, the prince brings her back with TRUE LOVES KISS
Themes - LOVE, JEALOUSY
Representations (groups, individuals, places, etc) - Dwarves old, balding grey hair, big beards, usually fat ; evil queen as old woman ugly, big nose, warts, snaggle tooth, hunchback. Snow white - pale, beautiful, slim, red lips
First movie to have merch and a vinyl ost released
First full-length animated feature film EVER
Based on classic fairy tail by brothers Grimm to make it less scary/more modern
Started in 1934, took 3 years
Used a multi-plane camera
Walt himself was veryyy involved with production
Premiered 3 days before christmas
- Early silent cinema was globally accessible due to visual storytelling.
- World War I disrupted film industries in France, Italy, and the UK but led to innovation in Germany.
- German Expressionism created, with exaggerated visuals reflecting psychological depth, exemplified by The Cabinet of Dr. Caligari. (sharp angles, lines and colour contrast, heavy shadows, often unsettling)
- UFA consolidated German film production, producing historical dramas and avant-garde works.
- Directors like Ernst Lubitsch, Fritz Lang, and F.W. Murnau innovated mise-en-scène, camera techniques, and storytelling.
- Post-war, Hollywood's dominance ended Germany's global influence, but Expressionism left a lasting impact.
- Walt Disney's upbringing - idealised, all-American vision of innocence and wholesomeness
- Midwestern roots - appreciation for family, community and hard work
- Nostalgic view of rural America - picturesque settings, small towns, (audiences of 1930s and 1940s seeking escape from hardships of WW2)
- HOWEVER - narrow and idealised view of American culture, no diversity or complexity.
- MULTIPLANE CAMERA, ROTOSCOPING, ENTIRELY HAND DRAWN, MUSICAL/SOUND
What influenced the production of Snow White & the Seven Dwarfs
A number of factors influenced the production of Snow White and the Seven Dwarfs. The first of which being German expressionism, where visuals and movements and sounds are exaggerated significantly to amplify the emotions and personalities of each character. This is used lots within Disney Cartoons, and has become a trademark trait of the production. New animation techniques are done through advanced software rather than being hand-drawn, which some would argue diminishes the personality and "german expressionism" of the work. Walt Disney's upbringing also massively influenced the production, with his rural, midwestern roosts, where in which hard work and innocent family ideals were a priority
Monday 25th November 2024
The Golden Age
LO: To explore cinema in the 1930s
- 1896 first cinema opened
- 1 nickel for a short film
- live music/sfx
- black people separated / charged differently
- used as escapism
- EARLY cinema was for working class
- MOVIE PALACES
- DOUBLE FEATURES
- NEWSREELS
- CENSORSHIP
Exhibition
LO: To explore Disney's exhibition strategy
Why was snow white such a success? -
- Innovation
- Storytelling
- Music
- Marketing
- Reception
Merch -
- Figures
- Plushies
- Stationary
- Costumes
- Accessories
- Household items (cutlery, furnishings, etc)
Disney's release strategy -
- 1944 : Re-released for the first time, to boost morale during WWII
- 1952 : Part of a double feature with Alice in Wonderland
- 1967 : 30th anniversary celebration, new promos and merch
- 1983 : Double bill with Mickey's Christmas Carol and 50th anniversary
- 1993 : Promoted release on VHS
- 2016 : Celebrated films 79th anniversary, introduced by Disney's daughter, Diane.
How has it maintained its audience for older products? -
- Nostalgia
- Timeless storytelling
- Groundbreaking animation
- Memorable characters and music
- Disney BRAND
Friday 6th December 2024
Contexts
LO: To explore regulation & context of the 1930s
BBFC REGULATES FILM
In the US, the Hays Code was introduced in 1930 to regulate film content and "uphold moral standards" in the industry, and aimed to eliminate any content that was considered immoral or offensive, such as depictions of violence, sexuality and profanity. Snow White and the Seven Dwarfs was produced in accordance with the Hays Code, and as a result, contains no controversial or offensive material. However, the uses of German Expressionism, e.g the Wicked Witch and the dark forest, pushed boundaries at the time.
In the UK, film censorship was governed by the BBFC, which was established in 1912. It reviewed and classified films according to content and appropriateness for different age groups. U for universal/suitable for all ages, A for adults only, X for viewers over 16 years old. The board also cut or ban films that were deemed to be offensive or harmful. Snow White was classified as a U in Britain, however, the board raised concerned about the film's scary scenes, PARTICULARLY with the Evil Queen, so the film was given a warning that it may not be suitable for very young children.
Overall, both American and British film industry regulations had an impact on the production and distribution of Snow White. While the film was able to navigate and comply with these commercial regulations, it reflects the limitations that filmmakers had at the time.
Social, Cultural, Political, Economic and Historical context
Economic -
- Production costs
- Revenue streams
- Merchandising
- Historical significance
- Long-term Impact
- Dominance of Hollywood Majors
- Disney's personal role
Monday 9th December 2024
Blockbusters
- A highly successful and popular movie that has been produced by a major Hollywood studio.
- Large budget, high production values, well-known actors and directors
- Typically have a strong marketing campaign
- A film that is NOT ONLY financially successful, but also culturally significant
Legacy character -
A character is a character whose identity is passed down to them from an older character, in the form of a title, job or persona for the newer character to assume.
SHANG CHI AND THE LEGEND OF THE TEN RINGS
WHY IS IT DIFFERENT???
- Origin story
- New character
- New themes and identities (family, identity, cultural heritage)
MAIN CHARACTERS -
Shang-Chi -
Xu Wenwu -
Xu Xialing -
Katy -
Ying Li -
NARRATIVE -
An origin story about a young Kung-Fu master who is forced to confront his past when his estranged father draws him into a search for a mythical village.
THEMES -
Family, identity, cultural heritage
REPRESENTATION (GROUPS, INDIVIDUALS, PLACES, ETC) -
- No white characters
- Man and woman equal in physical/fighting power
CHANGES IN THE FILM INDUSTRY -
Focus on ethnic minority
Monday 6th January 2025
Disney in 2021
- More money
- More progressive
- Advanced technology
- Made up of multiple companies (conglomerate)
- International
- Diversification into different areas (e.g collabs, theme parks, cruises, streaming platform)
- Cutting licensing deals in order to promote Disney+ exclusively
1.) Destin Daniel Cretton (director)
2.) Kevin Feige, Jonathan Schwartz (producers)
3.) Marvel Studios (production)
4.) Disney (distribution)
5.) 150 mill
6.) 1.2 mill
7.) Cinema
8.)
9.) 432 mill
Influences -
- Martial arts films
- Supheroes/marvel
- Chinese mythology
- Hong kong cinema
- Fantasy adventure movies
Friday 10th January 2025
Marketing Techniques
New tech -
- CGI (Computer Generated Imagery)
- Motion capture
- Green screen
- Practical effects
- 3D Printing
How has the risk of illegal streaming been reduced? -
- Offering a wide range of content
- Providing high quality streaming
- Implementing anti-piracy measures
- Competitive, affordable pricing
Streaming and Disney -
- Expansion of distribution channels and wider audience
- Connection with audiences in new and engaging ways
- Provision of data and insights about their audience
- Adaptation of changing consumer behaviours and preferences
- Also brought new challenges related to piracy and copyright infringement
Shang Chi - Marketing and Promotion
-SOCIAL MEDIA POSTS
-PHYSICAL POSTERS
-PHYSICAL FLYERS
-BILLBOARDS
-ADS ON STREAMING PLATFORMS
-AUDIO ADS ON SPOTIFY/RADIO
-ADS IN NEWSPAPERS/MAG
-WORD OF MOUTH
-INTERVIEWS
-COLLABS
-SPONSORSHIPS
Film distributors are involved with a film before production, advising on its marketability. A distribution agreement will also cover -
- The promotion in all media before and after the release
-Different cuts necessary for different cultures or territories
- How the income for the release will be apportioned
- How far the distribution licence extends into other markets such as TV and home entertainment
The objective is to create visibility for an individual film and engage the audience's interest
Marketing techniques for Shang Chi -
- project was unveiled at 2019 comic con
- early teaser trailer april 2021
- full trailer premiered on Disneys ESPN
- a limited edition drink to promote it
- events run by promotional partners (Microsoft and BMW)
Monday 13th January 2025
Film Poster
Genre - sci-fi, action, superhero
Narrative - Protagonist looking strong and serious, villain looming in background, and then the clear divide between the villain and protag fighting at the very front
Binary oppositions - Good and evil, warm and cold colours
Semiotics - Colour differences, the jagged spikey look of the villains magic and the smooth mystical look of the protags magic, colour themes makes it obvious who is good and bad
Stars - Simu Liu and Awkwafina well known, pull in audiences
Tone - SERIOUS and mystical
Intertextuality - implications of Martial arts and asian culture, might remind people of prior kung fu movies
What does the trailer suggest about -
The Narrative - Revolves around his evil father and the rings, ACTIONNN
Intertextuality - Martial arts, magic, asian culture and mythology, family dynamics, usual marvel elements of creative fight scenes and moments of humour, westernised
Opening - tech/strategies in the 30s
2nd Para - Tech/strategies used in 2021
3rd para - HOW FAR/MUCH? Impacts?
The techniques used for the marketing of major hollywood movies has transformed over history due to the evolution of both technology, and the audiences that consume it. For example, in 1937 after the production of Snow White, a number of marketing strategies were implemented to ensure the success of the movie. The movie was one of the first to feature its own merchandise, with dolls of the characters being exhibited in shops before the first streaming of the movie. This strategy introduced audiences to the movie and its characters as a concept, and inevitably the merchandise increased in popularity as the movie grew in fame too. It also had over one million brochures advertising the movie, a strategy still used today. Most of the audience came from the fact alone that Snow White was such an innovative and groundbreaking project, being the first full length animated film, and also relying massively upon the popularity of Disney himself - the market for movie length animated films was not competitive, therefore making it much easier for the movie to rise in popularity and speculation before it had even came out.
Marketing strategies in the modern day are much different, however, due to inventions such as social media platforms, physical casts to interview, online advertisement and trailers, etc.
Friday 17th January 2025
Shang Chi - Economic Context
LO: To explore the context of the set text
Merchandise -
- Can provide a significant additional source of revenue beyond the box office. It can extend the popularity of their product and they can capitalise on the continued interest of fans.
- Can take many forms including toys, clothing, accessories, home decor, etc. It may feature a character, logo, or other elements associated with the movie, and can be marketed to fans of all ages
- Can help to promote a movie and create buzz pre-releasee
- Can maintain a strong fanbase
Collectors item, for adult fans with a high income and a massive, consistent love for the movie.
Backpack, can be used by all ages but more likely children or passionate fans
Hoodie, for a range of fans
Shang Chi Rating -
- 12A
- Moderate violence (martial arts)
- Fight scenes , but no focus on injuries, blood or gore
- Monsters and potentially scary scenes
- Monsters explode but its colourful gunk instead of gore
- Sad and dark scenes but its not an OVERALL upsetting film
- Language minimum, says "bitch" once
Scenes in Shang Chi that would be "strongly cautioned"
- Monsters
- "Drowning" scene
- Fight scene with his dad and implied death
WHO RATES FILMS ON STREAMING SITES -
- THE SITES!
- Each country has its own classification system, standards vary
- By using own classification, streaming standards can offer consistent standards globally
- This has drawbacks because it can lead to perceived "inaccuracy" from country to country
BANNED -
- Trade tensions
- Cultural appropriation
- Perpetuation of stereotypes
Monday 20th January 2025
Exam Format
Strengths -
- Directly explains uses of marketing in both eras
- Directly explains evolution of tech
Weaknesses -
- Doesn't argue much regarding changes in culture/society
- No conclusion!
Strengths -
- Discusses social/cultural changes
- Conclusion!
- Explains uses of marketing in both eras
Weaknesses -
- Doesn't talk about tech changes
Strengths -
- Talks about marketing strategies
- Talks about tech changes
Weaknesses -
- No discussion of 1960s vers
- Weird structure
- No discussion of cultural/social change
Explain how producers target, reach and engage audiences for film through content and marketing. In your answer you must explain how social and economic contexts influence how producers target, reach and engage social audiences.
Through a films content and the marketing it uses, it can massively reach a particular audience and demographic of its choosing, which can, in many instances, boost the success of a movie overall. Many factors impact how these demographics are reached how marketing is engaged with, most particularly social and economic contexts.
In regards to the marketing of Shang Chi, the movie was targeted mainly toward a male, adult audience. Strategies used to emphasise this was its trailer, which was first premiered in 2021 in a pre-basketball match on television. This, stereotypically, caters to Shang Chis target demographic of adult men In regards to economic context, Disney is known for its high budget movies, Shang Chi included, with a budget of $150 million. A high budget typically guarantees a high quality movie, either through a well known cast or impressive VFX, which would have boosted audience interest alone. There was also the social context of the coronavirus pandemic, with Shang Chi being one of the first cinema releases after the lockdown. Due to this, people would have been eager to see a movie in theatres, which made Shang Chi successful as a first-in-theatres release. Similarly, promotive tie-ins were used, such as exclusive posters or soundtrack albums, in order to build hype around the movie pre-release and guarantee a large amount of viewers.
Snow White, alternatively, would have differed in its marketing techniques due to changes in technology since the 1930s.
Friday 24th January 2025
Summary
- Oligopoly in 1930s - Paramount, Metro, Goldwyn Mayer, Warner Bros, Fox, RKO
- Hollywood studio system wasn't really regulate, relied on vertical integration
- These studios owned and controlled every element of film production
- Disney's content was distributed by RKO
- This system of studio ownership broke down in the late 40s/50s
- 21st century Disney is an international conglomerate that makes films as a small part of its overall operations
- More media platforms and forms = increased consumer choice and more competition
- Big budget films must offer visual spectacles and an immersive experience
- 1970s introduced "blockbuster" films - large budget designed to appeal to mass global audiences, huge marketing efforts, saturated distribution (goes everywhere)
- Production companies now bring together a script, cast, producers, directors and other key staff as a "package" to promote to distributors.
- Stars are still important in the "marketability" of a film but are no longer "owned" by studios, which makes their agents more powerful
- Hesmondhalgh - minimise risk with a high budget and good cast
- Production was quicker then, but distribution was slower.
- Celluloid films had to physically travel from cinema to cinema, with reels gradually declining in quality, losing their picture and sound quality.
- Snow White was the first ever animation to use technicolour
- Cel animation
- Multiplane camera
- Premiered in LA in December 1937, then shown in two cinemas in New York and Miami in January 1938 (limited release)
- RKO then decided on a general release in February 1938 due to good box office and positive response from the audiences
- Massive success in both US and overseas, ran for 6 months in one London cinema
- This reflects the slow pace of distributions in the 1930s
- There was also a lack of competition, meaning cinema attendance was higher
- Cinema re-releases - 1995 to boost money for Disney during the war, then every 7 years. A special 100 year anniversary cinema release in UK in August 2023
- VHS release in 1994
- DVD release in 2001
- Blue-ray in 2009
- Further blue-ray/4k editions in 2011, 2016, 2022 and 2023
- International distribution - seven foreign versions released
- Premier with orchestra
- NBC Radio reported nationally
- Glowing review in Time Magazine
- Print poster campaign
- "Trailer"
- Merchandise (first film to do this!)
- Tie-ins with other brands
- CGI, motion-capture, and blue screen technology are synonymous with Marvel
- Complex choreographed fight scenes
- Pyrotechnics and stunts
- Vertical integration - Released in cinemas May 2021, then Disney+ November 2021
- Destin Daniel Crettin, Japanese-American director wanted Asian actors to self rep
- Film didn't do well in Asian market and was banned in China
- Budget was $150-200 mill
- Made $432 mill in box office
- In 4300 cinemas in US
- Global distribution was easier in 2021 due to the speed and economy in digital distribution.
- Trailers of the film showed the power of Marvel as a brand - Producers are named but not cast members.
- Trailers had to appeal to a general, global audience
- MCU fans with theories and promotions
- Extensive global print campaign, 6 posters
- Simu Liu released first teaser poster, followed by Marvel
- Shang Chi in Disneyland
- Merch - clothes on Disney store (synergy), etc
- Historical context (Only snow white) -
- Attitudes to people with dwarfism is patronising
- Produced by white men
- Gender representations reflect an uncritically patriarchal society
- Hays code of 1930s is considered now racist and homophobic
- The Great Depression and Wall Street Crash were rarely represented in Hollywood, and it was mostly used as escapism
- German expressionism and filmmaking
- Economic contexts -
- Free market capitalism, the pursuit of profit through selling products to audiences, can also be used as political control over what audiences can/can't see
- Globalisation, both films were successful in global markets, pace of globalisation accelerated at the end of 20th century, representing a fictionalised Chinese culture
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