CASE STUDIES

PRODUCTION
It took two years and ten companies to create the 1,565 visual effects[technological convergence]
shots of Tron: Legacy. The majority of the effects were done by Digital Domain [technological
convergence], who created 882 shots under supervisor Eric Barba. The production team blended
several special effect techniques, such as Chroma keying, to allow more freedom in creating effects.
Similar to Tron, this approach was seen as pushing the boundaries of modern technology
Sonys Terminator 2 movie storyline involves a number of digital special effects. Robert Patrick's T-
1000 character could not exist without computer effects such as morphing and warping. The T-1000
changes from one form to another via a computer process which is generally known as morphing.
Morphing is done via computer programs and simple morphing programs can be purchased
affordably by anyone at this point. But the believability of a morph depends more on the skill of an
artist than the powers of a program.
Patchworks productions, independent film dog city, produced by Colin crutts, actors were
volunteers, actors are up and coming, not well known, add to their portfolio, where the lines were
made up as they go along, Extras werent hired, either from location or from the local community, in
comparison to this, The film Expendables, featured a large cast of famous actors and many genre
icons such as Sylvester Stallone and Arnold Schwarzenegger made affordable by the films 70 million
pound budget.
Ryan Connelly an independent film maker, who owns his own film production company called film
riot recently made a film called tell which he marketed, distributed and produced the film
himself, he rented a red epic camera to film his shots on, the proliferation of hardware aided him as
previously red epic cameras were only thought to be used in Hollywood productions as they would
cost up to 100,000 pounds, for twentieth century fox when producing their film transformers:
revenge of the fallen the use of these cameras was not a big deal as they had a budget of 100
million, as an independent film maker Ryans budget was considerably lower than this 10,000, and
the advancement of technology through rent that these cameras are cheaper.
Distribution-
Disney have creatively linked and produced many different media platforms, allowing them to use
vertical integration through their subsidiary companies such as Motion Pictures, Walt Disney
Studios, Disney Music Group, ABC Television Group, ABC Family and ABC Entertainment. A company
like Disney can promote its films through their own subsidiary companies, which allows them to to
remain cost efficient, whilst advertising their product.[vertical integration]. Disney can attract their
films target audiences through their subsidiary companys for example (ABC Family c.an attract
families, like adults and children); this creates almost a global recognition, and creates almost a
synchronous viral campaign, as they are promoting their film to audiences around the world, all at
the same time targeting their specific target audience. Advertisements which appear between shows
can also encourage audiences as it is an easy, yet effective way of grabbing the audiences attention
and interest.
For Independent film companies who dont have the resources to vertical integrate in the same way
as the big media conglomerates do they have to rely on other means when distributing their films,
they are forced to specify their target audience as they dont have the budget to reach such a varied
target audience for instance they went to talk to college graduates to advertise the film (target
audience), Percentage of target audience is aspiring film makers, niche specialized audience, makes
the target audience feel more involved. Independent films are prevented from reaching mass
audiences and are reliant on niche groups, an example of this is independent film maker Ryan
Connelly distributes his film through YouTube, with a 230,000 strong YouTube subscriber fan base,
he has a partnership with both YouTube and Netflix to produce a weekly video series.
Disneys Oz the Great and powerful was released by Walt Disney Studios Home Entertainment on
Blu-ray, Blu-ray 3d, DVD and digital download on June 11, 2013. Oz the great and powerful debuted
at number one in its first week of home media release in overall disc sales with 46% of its first week
sales from Blu-ray disc. The film has earned 46 million in sales.
Independent film companies are forced to resort to less direct, more cost efficient methods of
distribution, for instance patchwork production film WMD is on and has links to amazon US, UK and
is on demand on love film, allowing them to reach a larger audience, the proliferation of hardware
makes this all possible as now films can be digitally downloaded and distributed through the
internet, making it easier to access for the viewers, Disneys oz the great and powerful can also be
viewed on Netflix and sky movies, so in this way they also utilize the internetof distributing their film
Big media conglomerates also utilize the internet and technology in order to distribute theire films
whilst they also have a utilize their large funds and support ,disney uses synergy with sky and they
have their own film categories in the sky movies on demand, whilst independent films are rarely
featured or never featured on sky movies.
Disneys frozen account has 42.9k followers wheras independent film company veritys summer has
350 followrs, Disney even paid for forced advertisements whereas veritys summer cant afford this
due to their smaller budget

MArketing
The Avengers, chose to release its film globally; this created a global trend and buzz on many major
social networking sites and blogs. The unusual choice to release the movie in many major
international markets before releasing it in the United States built a global countdown buzz for
The Avengers and also reduced piracy.
Disney put out chapter books on each character, familiarising kids with action-packed back-stories.
An Avengers animated series took on some of the tone, humour and attitude of the films whilst
Marvel produced video games. This is known as trans-media storytelling (the coordinated extension
of a cohesive story world, across multiple media platforms).
Using the internet and social media to market films, It is also a form of portable marketing, as users
are able to download and install apps on their mobile phones [profliferation of hardware], allowing
them to get immediate updates/constant alerts on new releases, competitions and awareness if
sequels. Film companies also monitor these sites to know what their fans are saying. Disney/Marvel
use social media to build up buzz for the audience by engaging the audience through competitions
(e.g. The Woman in Blacks completion carried out to submit audiences ghost stories) and online
games this allows audience participation. The Avengers also promoted their film through their
official website which has an immediate link to their Facebook and YouTube page (placed either on
the top of the website or at the bottom for easy access). The Avengers site also includes: trailers for
new releases, character profiles, film stills/behind the scenes/teasers, sign ups, DVDs and Blu Ray
disks, competitions, as well as a link to the Disney Store.
Merchandising and franchising are fundamental in terms of making money as effective
merchandising can enhance a brands exposure to the public and increase sales. Its 1994 animated
film The Lion King generated over $1 billion in profit. It led to a popular Broadway show, a TV series
and all sorts of media spin-offs. It also led to 186 items of merchandising. Wall Street analysts gush
at the profit potential of animated films in the hands of media conglomerates; they estimate that
such films on average generate four times more profit than their domestic box-office take for
instance it earned $1,063,171,911 worldwide . larger market share and profit through all the cross-
selling. That is, a film may generate certain revenue, but the overall profit will be even more than the
revenue.
Big conglomerates utilize symbiosis , An example of where a non-media company as joined with a
film to promote it, is the combination of Peugeot 5008 and Toy Story 3, where a Peugeot car was
used in the film as the family car, toystory toys could also be seen in the adverts for the same peugot
car. The benefits of this combination are the idea of awareness, developing and branding of the film.
Technologogical convergence has enabled different medias to converge together to promote and
market a film. For instance, Disneys frozen is in the top five most downloaded films in the itunes
appstore charts, mobiles phones do a lot more than act as hand-held telephones; you can download
and watch films and TV programmes, as well as use them for constant alerts on new releases and
competitions. Media convergence is having an enormous impact on the film industry because of the
ways in which institutions can produce and market for audiences on a widening range of platforms.
Distributors market films using the latest software for designing high concept film posters in
comparison to this independent film life just is launched a competition inviting applicants to submit
designs for the leading poster, having 100+ entries and a public vote, this not only gets the audience
involved but it gets the film advertised at a low cost to the film company.
exhibition
Cinemas get 50-60% of what the film makes, as a result, with media conglomerates focus on
generating revenue and independent companies usual focus on sending a message and getting
praise, big media companies typically earn more renue and cinemas tend to show Disney films like
the avengers, who generated a giant worldwide total of $1,518,594,910, more than an inpendent
film like sket which only generated 70,299 to date, due to this big conglomerate films are made
more accessible to audiences and are shown at peak times . The big media conglomerates have less
issues with the exhibitions of films, Disneys avengers was shown globally with videos on demand
and at the sky box office, whilst sket was only shown in 66 UK cinemas with a majority being small
independent cinemas like phoenix house in north London.
independent are usually not popular enough to be exhibited in shops or in supermarkets whereas
Disney films are sold and distributed globally in a variety of different languages allowing more
audiences to be able to view their films, whereas independent films cannot afford to do so due to
lack of funding
Independent film companies have to rely on festivals in order to build reputation and gain
recognition and build reputation, for example veritys summer a patchwork production independent
film was displayed at the 2013 berlin independent film festival and premiered at the London
independent film festival in 2012.