1. Institutions and audiences: The Film Industry

2. The film...
 The film I have
chosen to focus on is
‘Happy Feet 2’ which
was released on the 2
December 2011.

3. Production...
 Being the sequel for the smash hit children's movie ‘Happy
Feet’ the idea for this film just snowballed from the
original, as viewers were enticed into the storyline and left
wanting more after the first encounter.
 It is a children's film telling the story of Mumble the
penguins problems due to the fact his son Erik hates to
dance. Resulting in Erik running away and landing himself
in the company of The Mighty Sven – a penguin who can
fly! Unable to compete with this, Mumble brings the forces
together to restore natural order.
 http://www.youtube.com/watch?v=gKWNUyTGqss

4.  Budget: £130,000,000
 Other companies who financed the film include:

5.  As Happy Feet is an animated film,
there are no actors involved as such,
however the characters have voice • The producer
over's, which are produced by a few also produced
well known celebrities. E.g.: the first Happy
 The pop/rock singer ‘Pink’ does the Feet film along
voice of Gloria
 Brad Pitt covers the voice of Will the
with other
Krill smash hit
 Matt Damon – Bill The Krill animations such
 Ava Acres – Erik as Babe.
 Elijah Wood – Mumble
Along with many more.

6.  The film was produced using a 3D format which gives
it an added extra, making it more enticing for the
audience. This is also an improvement on the first
Happy Feet, showing the technological advances
throughout the times.

7. Distribution
 Warner Brothers were the distributors of the
film, which consequently means that the film has a
large chance of being widely noticed, as Warner
Brothers are one of the largest distribution companies
in the world, with a lot of followers etc.

8.  The film was released
on the 2nd December
2011, this resulted in
key merchandise from
the film being
identified for
Christmas presents
for children who
became fans of the
film, which is a great
marketing technique
and great to advertise
the film.

9.  The trailer for the film was shown in a number of
places in the lead up to the release of the
film, primarily on T.V and in cinemas before other
newly released films, but also on the internet on sites
such as YouTube in advertisements before certain
videos and so on.

10. Cross Media Convergence
 The film was soon made into a video game for the giant
consoles such as Xbox, Nintendo wii and Play Station.
 The soundtrack for the film was also released on CD by
Watertower music on November 21st 2011, just before
Christmas, which is a very clever marketing strategy as it is
a potential present for fans of the film.
 It was also released on DVD and Blu-Ray on March 13th
2012.
 The film has therefore benefitted from being owned by a
horizontally integrated media conglomerate as the hype of
the film has been prolonged through the use of the video
game and other such synergy meaning that more profit is
made for the film.

11.  Web 2.0 technologies were used by the film being
advertised on Youtube as a trailer before certain
videos.
 Facebook/Twitter users who had been to see the
film, and posted something about it may have
encouraged other Facebook/Twitter users to go and see
the film.
 Actors who had taken part in the film may have posted
something on their Twitter/Facebook account about
the film may have also enticed people to go and see
it, especially if they were followers/fans of the
celebrity.

12. Exhibition
 The film made $21,237,068 in the US box office on its
opening weekend alone.
 The audience are also able to watch the film via the
DVD that has been released, which is also on Blu-ray.
 They can also purchase/download the film off
Lovefilm.com which is an up and coming film site
showing how the media industry is improving rapidly.