1. What are the positives and negatives of how British film audiences are targeted by international/global institutions

2. Stages of production, distribution and exhibition Hollywood practices Working Title See-Saw Film Ownership and Budget (Prod) Big Budgets = Avatar (C20th Fox, owned by Media Giant Newscorp) ($280m budget Total gross over $1bn.) Production costs were shared with investor groups to hedge the risk. Universal owns 2/3 of WT. Paul - estimated budget of £40,000,000. Independent film company. The kings speech - £15,000,000 estimated budget. Location (Prod) Avatar - Due to 3D, not bound by set. Warehouse locations used to film. Los Angeles and New Zealand. Pau l – main locations of Downtown, San Diego , California , USA. The kings speech - 33 Portland Place, Marylebone, London, England, UK. Use of Technology (Prod) Avatar - 3D Technology, 100s of graphic artists 2/3 of the film is CGI. Use of virtual camera (where director can see how the action would look on screen with CGI) and ‘performance capture’. Paul – use of animation. This is England – ebay used to buy and sell period cars to place in shots for authenticity. Standard cameras – authenticity for social realism. Actors (Prod) Avatar – Sigourney Weaver, Sam Worthington. Relatively low key Hollywood actors Paul – Simon Pegg, Nick Frost , Seth Rogan, Mia Stallard. The kings speech – Colin Firth , Helena Bonham Carter and Geoffrey Rush. Vertical Integration (Dis) Avatar – Produced and distributed by C20th Fox (owned by media giant Newscorp) Release date set back to Dec 2009 to allow for ‘finishing touches’ to be added at post-production stage. Paul – Distributed by Universal (one of six major movie studios and is a subsidiary of NBCUniversal) The kings speech - Distributed by motion pictures . Cross Media convergence and synergy marketing (Dis) Avatar – Coke Zero marketing campaign, viral marketing (facebook etc links from official website, most talked about film on twitter) ‘visual richness’ of official website – scrolling boxes, ‘Pandorapedia’ msn pop-ups Paul – Viral marketing, Blogs and Above the line marketing. Synergy marketing – paul app on Iphones and Ipods. This is England – Site taker over by Brit Films TV – Employed by Greenroom digital who were responsible for the promotion of the film. Digital Distribution Avatar – Distributed to IMAX cinemas, digitally distributed in 3D but also available in 2D formats. Cinemas needed to have appropriate 3D technology. Blanket release. Green Zone – prints and digital distribution. Blanket release. This is England – Awarded £90,000 to order 10 more prints and have film digitally converted. Distributed to 150 DSN sites. Marketing Strategies (Dis) ‘ Avatar Day’ – 16 minute trailer in 100 IMAX cinemas. Dist Exec Bev Livingston said Avatar ‘was like a freight train out of control’. New, advanced 3D technology to ‘sell’ film, Cameron – maker of Titanic. Paul – trailers in cinema, on the internet and on television. Posters The kings speech – Above the line e.g Trailers, Posters etc. Below the line - Viral Marketing. Mainstream Cinema (Exhib) 75% of profit for Avatar came from 3D cinemas. 4 quadrant target audience (young, old male ,female). 3D Technology had to be in place for film to be exhibited. Mainstream cinema has been important in exhibiting many WT films. Paul was shown at Vue (Mainstream Cinema) The kings speech . Released in mainstream cinemas e,g Vue. Independent cinema (Exhib) Films such as Avatar are shown in independent cinemas if set to be hugely popular ( Alice in Wonderland shown at The Phoenix in Leicester) , they tend to show mainstream films after thy have come out in mainstream cinemas. Paul would have been released in mainstream cinemas. The kings speech - intention of being shown in independent film companies, successful viewings at mainstream. DVD Release (Exhib) Avatar - DVD release 26 th April 2010. No bonus features. Won’t make a 3D copy due to lack of availability of 3D TVs currently. The release date for Paul was February 14 th 2011, the DVD release date has not yet been confirmed, The kings speech -

3. Stages of production, distribution and exhibition Hollywood practices Working Title See-Saw Film Ownership and Budget (Prod) Big Budgets = Avatar (C20th Fox, owned by Media Giant Newscorp) ($280m budget Total gross over $1bn.) Production costs were shared with investor groups to hedge the risk. Universal owns 2/3 of WT. Paul - estimated budget of £40,000,000. Independent film company. The kings speech - £15,000,000 estimated budget. Location (Prod) Avatar - Due to 3D, not bound by set. Warehouse locations used to film. Los Angeles and New Zealand. Pau l – main locations of Downtown, San Diego , California , USA. The kings speech - 33 Portland Place, Marylebone, London, England, UK. Use of Technology (Prod) Avatar - 3D Technology, 100s of graphic artists 2/3 of the film is CGI. Use of virtual camera (where director can see how the action would look on screen with CGI) and ‘performance capture’. Paul – use of animation. Actors (Prod) Avatar – Sigourney Weaver, Sam Worthington. Relatively low key Hollywood actors Paul – Simon Pegg, Nick Frost , Seth Rogan, Mia Stallard. The kings speech – Colin Firth , Helena Bonham Carter and Geoffrey Rush. Vertical Integration (Dis) Avatar – Produced and distributed by C20th Fox (owned by media giant Newscorp) Release date set back to Dec 2009 to allow for ‘finishing touches’ to be added at post-production stage. Paul – Distributed by Universal (one of six major movie studios and is a subsidiary of NBCUniversal) The kings speech - Distributed by motion pictures . Cross Media convergence and synergy marketing (Dis) Avatar – Coke Zero marketing campaign, viral marketing (facebook etc links from official website, most talked about film on twitter) ‘visual richness’ of official website – scrolling boxes, ‘Pandorapedia’ msn pop-ups Paul – Viral marketing, Blogs and Above the line marketing. Synergy marketing – paul app on Iphones and Ipods. Digital Distribution Avatar – Distributed to IMAX cinemas, digitally distributed in 3D but also available in 2D formats. Cinemas needed to have appropriate 3D technology. Blanket release. Paul– prints and digital distribution. Blanket release. Marketing Strategies (Dis) ‘ Avatar Day’ – 16 minute trailer in 100 IMAX cinemas. Dist Exec Bev Livingston said Avatar ‘was like a freight train out of control’. New, advanced 3D technology to ‘sell’ film, Cameron – maker of Titanic. Paul – trailers in cinema, on the internet and on television. Posters The kings speech – Above the line e.g Trailers, Posters etc. Below the line - Viral Marketing. Mainstream Cinema (Exhib) 75% of profit for Avatar came from 3D cinemas. 4 quadrant target audience (young, old male ,female). 3D Technology had to be in place for film to be exhibited. Mainstream cinema has been important in exhibiting many WT films. Paul was shown at Vue (Mainstream Cinema) The kings speech . Released in mainstream cinemas e,g Vue. Independent cinema (Exhib) Films such as Avatar are shown in independent cinemas if set to be hugely popular ( Alice in Wonderland shown at The Phoenix in Leicester) , they tend to show mainstream films after thy have come out in mainstream cinemas. Paul would have been released in mainstream cinemas. The kings speech - intention of being shown in independent film companies, successful viewings at mainstream. DVD Release (Exhib) Avatar - DVD release 26 th April 2010. No bonus features. Won’t make a 3D copy due to lack of availability of 3D TVs currently. The release date for Paul was February 14 th 2011, the DVD release date has not yet been confirmed, The kings speech - DVD release was 9 th May.