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film Flashcards

1
Q

What is a conglomerate

A

a company that owns lots of different companies (subsidiaries)

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2
Q

What is vertical integration?

A

where a company owns all three stages of the production of a product. Production, Distribution and Exhibition.

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3
Q

What is horizontal integration?

A

where a company grows it’s operations at the same level in an industry - e.g owning merch and music. As well as buying competitors to gain market dominance.

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4
Q

What is David Hesmonhalgh’s theory of cultural industries?

A

• cultural industry companies try to minimise risk and maximise audiences through:
-vertical and horizontal integration
-formatting their products by using stars and genres
• conglomerates operate across a number of different cultural industries
• the radical potential of the internet has somewhat been contained as it is owned by profit orientated companies

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5
Q

What is Curran and Seaton’s theory about profit and power?

A

•commercial media companies aim to maximise their profit by becoming dominant within a profitable marketplace, then use their earnings to achieve further market domination
• small companies dominating a whole market reduces the diversity of content
•This limits creativity and experimentation amongst media products as it is a risk to profit rates, leading to formatted products

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6
Q

what is Livingston and Lunt’s theory about regulation

A

‘new media’ is harder to regulate e.g podcasts

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7
Q

How did Black Panther fit into the marvel franchise?

A

• 17th film in Marvel Cinematic Universe
• Black Panther first appeared in the Fantastic Four #62
• Based on a comic book
• Hesmondhalgh’s cultural industries - pre sold audience - minimises risk

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8
Q

When was Black Panther released and directed by?

A

• Ryan Coogler
• 2018

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9
Q

How much did Black Panther gross worldwide

A

• well over $1bn
• 48% in non-US countries
• (representations appeal to diverse audiences)

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10
Q

What Oscars did Black Panther win?

A

• Costume Production Design
• Production Design
• Original Soundtrack
• addresses 2016 #oscarssowhite meme

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11
Q

How is Africa conventionally portrayed in film?

A

• Victorian branding as ‘the Dark continent’ - underdeveloped

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12
Q

What is afrofuturism?

A

• A movement in literature, art, music featuring futuristic or science fiction themes which incorporate elements of black history and culture
• Used to explore the African American experience and connect the black diaspora with their African ancestry

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13
Q

Hasbro toys synergy with Black Panther

A

• Ad starred black children - feedback loop of identification and affirmation creates ideas in younger audience ‘I can be a hero too’ and ‘this fandom can be a place for me as well’
• audience for toys is 4+, widening target audience of film - primary audience men 25-45

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14
Q

Impact of Kendrick Lamar’s soundtrack on audience

A

• star studded soundtrack, attracts their pre sold fans (Hesmondhalgh’s cultural industries theory, minimising risk)
• Only featured artists with ethnic minorities - promoting diverse culture
• targets male audience 18-24

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15
Q

Synergy with Lexus cars

A

• used by protagonists on the car chase scene, advertised during breaks at the Super Bowl
• prestiged and admired car, promotes film to audience interested in cars
• ‘Long live the King’
• targeted male audience 45-55 interested in cars, A sociology economic brackets

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16
Q

How does the synergy of Black Panther promote the film?

A

• creates a 360 consumer experience, above the line marketing
• due to Disney’s massive budget as a conglomerate

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17
Q

Representation of black women in Black Panther (how does it appeal to that audience)

A

• Represented as warriors - very powerful in the film, different hairstyles, hair politics, dress code of armour
• More progressive representation - Guantlett’s theory of identity
• Welcome to Wakanda show at New York Fashion Week - featured in numerous fashion magazines, on opening weekend 44% of ticket buyers were female

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18
Q

How does the structure of Disney’s production challenge Curran and Seaton’s ideas?

A

Marvel is a different brand to Disney - allows for more creative freedom, agreed this during takeover
Yet Disney still has a say in production

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19
Q

Apply Hesmondhalgh’s theory to Black Panther

A

• Disney is vertically integrated, so is able to make the film Afrocentric and guarantee it’s mainstream success due to previous box office success in this genre

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20
Q

How did the films harness a political element to add gravitas?

A

• crowd funding projects to buy under-privileged children a ticket, won support from celebrities
• film released during Black History Month
• Director Coogler, stars and costume, hair/makeup, production designers all gave detailed interviews about how the film celebrates African culture

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21
Q

How did Disney use high profile marketing to promote Black Panther?

A

• teaser trailer released in 2017 by Disney’s sister channel ABC, during NBA finals (high budget, promoted film to massive mainstream sporting audience)
• Within 24 hours it had been viewed 89 million times on YouTube
• Spent $37 million on US TV advertising

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22
Q

How did Black Panther utilise online marketing?

A

• Just before release, Black Panther was the most tweeted about film of 2018 with more than 5 million tweets globally
• In mid-March 2018, it became the most tweeted about film ever with 35 million tweets
• word of mouth marketing

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23
Q

Apply Henry Jenkins fandom theory to Black Panther

A

• online social media pages, digitally convergent marketing, encourages active consumers and fan interaction

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24
Q

Apply Steve Neale’s genre theory to Black Panther?

A

• conventional superhero narrative, yet afrocentric

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25
Q

Previous black audience of Marvel films

A

• 15% - Black Panther expands this audience
• Disney trying to maximise and diversify audience (Hesmondhalgh)
• e.g Moana, Coco, Encanto

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26
Q

Disney securing high profile magazines to market Black Panther

A

•secured personal appearances of film stars on Time and Variety magazine
• creates personal identity between actors and audience

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27
Q

How much did Deadline Hollywood estimate the marketing budget of Blck Panther to be

A

$150 million
Most expansive advertising budget and biggest merchandise of any Marvel non sequel

28
Q

Certificate allocated to Black Panther

A

12a - no sex, moral code, violent but fantastical
Expands target audience to younger audience

29
Q

When was I Daniel Blake released and who was it directed by?

A

• 2016
• Ken Loach - renowned filmmaker

30
Q

What is meant by an independent film?

A

• A film made outside of the commercial mainstream and outside of the financial and artistic control of a large film company
• A fil which is privately conceived and funded or is made by a smaller film company on a low budget

31
Q

What is meant by a mainstream film

A

• A film that is made by the major film studios on a high budget and targeting a universal, global audience
• The film companies have the means to produce, distribute and exhibit these films and rely on financial returns
• Mainstream films have visual appeal, high production values and are easy to market to audiences

32
Q

Who produced I Daniel Blake

A

• Sixteen Films
• Why Not productions
• BFI
• BBC Film (financial support)

33
Q

Who distributed I Daniel Blake and where was it distributed?

A

• BFI Entertainment One(UK) and Sundance Selects (US)
• UK, France

34
Q

Production budget for I Daniel Blake

A

Around £2 million

35
Q

Box office total of I Daniel Blak

A

• opening weekend box office: around £404,000
• Box office total £8.8 million

36
Q

Apply Curran and Seaton’s theory to Disney+

A

Has access to unrivalled content - relates to theory about a small number of companies dominating industries

37
Q

Who are the BFI and how do they help independent films?

A

• An institute that help to promote and fund British films
• Invest £26m per year on independent films

38
Q

What is the BBC’s commitment to film production?

A

• spend £10m a year investing in British film production, make about 6 films per year

39
Q

What is the BBC’s public remit

A

To educate, entertain and inform

40
Q

How did the BBC’s funding of I Daniel Blake meet their own remit?

A

• helping to educate the British public about the benefits system

41
Q

What awards did I, Daniel Blake win?

A

• 2016 Palm d’Or at Cannes Film Festival
• 2017 BAFTA for Outstanding British Film
• 2017 Empire Award for Best British Film
(Displayed at start of trailer to endorse the film)

42
Q

Gesture code of I Daniel Blake poster connotations

A

• clenched hand above his head, connoting power/ rebellion, signifies to audience that the film is challenging social issues

43
Q

Visual codes of typography on I Daniel Blake poster

A

• spray painted title reflects themes of the film, connoting rebellion/crime, signifying social realist genre
• connotes art, reflects artistic style of independent films

44
Q

Dress codes of Daniel Blake on film poster

A

• wearing a blue jacket, demonstrating he is a blue collar worker, targeting film at a working class audience

45
Q

‘Directed by Ken Loach’ on I Daniel Blake film poster

A

• Directed by Ken Loach - attracts his pre sold fans who enjoy the genre (Steve Neale’s theory of repetition and difference) due to previous success as a director and work as social campaigner
• left wing
• USP

46
Q

Endorsement on I Daniel Blake poster

A

Critic review - 4 stars, ‘Blunt, dignified and brutally moving’ - credibility of film, reflecting its conventional grittiness as a social realism film

47
Q

Grassroots marketing campaign of if I Daniel Blake

A

• Had the premiere in Newcastle rather than London, more fitting of working class background, encouraged cultural ownership
• Did community screenings and employed regional marketing officers in the North to get the film seen before it came out, gave away around 10,000 tickets

48
Q

Apply Henry Jenkins theory of fandom to I Daniel Blake

A

• Official Social media pages on Facebook and twitter - allows fans to connect with the producers, find out exclusives, word of mouth marketing, social interaction within fans

49
Q

How did I Daniel Blake use guerrilla marketing?

A

• projected ‘I Daniel Blake’ film title onto the Houses of Parliament and other tourist attractions in London - reflecting politically resonant message, attracting mass attention, expanding audience reach from singularly more alternative and niche
• Ran a similar ‘clean graffiti campaign’

50
Q

How did I Daniel Blake use disruptive marketing techniques by partnering with the Trinity group?

A

• eOne partnered with the Trinity group to create a column in the Daily Mirror called ‘My Britain’, voiced by Daniel Blake
• appeals to left leaning C2DE readership of the mirror
• gave Daniel Blake a voice, where it had previously got lost in the benefits system in film
• eOnes involvement in distributing the film gave this film a huge advantage over other independent films

51
Q

How did the content of the I Daniel Blake trailer suggest the target audience of the film?

A

• reformers (Young and Rubicam’s theory)
• interested and have been affected by relative poverty/ benefits system
• educated, interested in social issues, left wing educated
• working class C2DE

52
Q

How does the I Daniel Blake marketing campaign reflect the independent product context?

A

• relatively low budget, below the line marketing, focused on targeting the intended geographic/ demographic of the film to ensure consumer connection
• Guerrilla marketing cost effective but memorable

53
Q

Significance of film being distributed in France

A

• ‘Moi, Daniel Blake’ flag seen at an anti austerity protest in France
• reflects how class message relevant nationally

54
Q

Left wing ideology of I Daniel Blake reflected

A

Corbyn attended the London premiere of I Daniel Blake

55
Q

How did the BBC help to fund I Daniel Blake

A

• helped promote the film with production images and information
• PSB - funded by license fees, can be more experimental as doesn’t have to please advertisers
• Yet also has large resources, minimises risk (Hesmondhalgh)

56
Q

How did the five core priorities the BFI has when funding a film reflected in I Daniel Blake

A

• UK- wide set in Newcastle
• Impact and Audience
• Equity, Diversity and Inclusion

57
Q

5 codes and conventions of British social realism genre

A

• location shooting rather than studio shooting
• wider social issues explored via emotional and dramatic individual stories
• wide shots
• regional identities
• humour and seriousness

58
Q

How did Loach describe I Daniel Blake as portraying ‘conscious cruelty’

A

• government is aware of the impact its actions and schemes have and that they aren’t doing enough to

59
Q

Why would Hollywood companies see I, Daniel Blake as a risk?

A

• discusses social issues, could be controversial
• more experimental/ artistic - doesn’t follow a successful formula, box office success not guaranteed
• gritty, realistic, may not appeal to mainstream audience

60
Q

Apply Curran and Seaton’s Power and media industries theory to I, Daniel Blake

A

• doesn’t apply - Loach argued that the film was intended to deliver a message rather than gain profit
• applies - I, Daniel Blake has diverse ownership, therefore is more experimental and discusses social issues

61
Q

Apply Curran and Seaton’s theory of power and profit to Black Panther

A

• applies - Black Panther owned and produced by conglomerate Disney, interested in maximum profit
• doesn’t apply - represents underrepresented group in a positive light, could be considered more risky

62
Q

Below the line marketing of I Daniel Blake

A

• used printed newspapers, posters, trailers, targeted at an audience 45+

63
Q

Explain how economic contexts shape independent films [15]

A

• marketing is low budget, therefore distribution companies need to make it more impactful
• production, distribution and exhibition all owned by separate companies
• Received funding from different sources based on its educational value

64
Q

Explain how economic contexts shape mainstream films

A

• Film produced by a conglomerate therefore has large resources
• Film is HPV therefore has a large production budget, stars, genre, VFX, soundtrack
• Large distribution budget so creates a 360 consumer experience

65
Q

Production budget of Black Panther

A

$200 million

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