1. Answer the question below, making detailed reference to examples
from your case study material to support points made in your answer.
Q. How important is technological
convergence for institutions and
audiences within a media area
which you have studied?
June 2009

2. Understanding the question
Key words / phrases
1. ‘technological
convergence’
2. ‘institutions’
3. ‘audiences’
4. ‘media area’
Meaning
• ‘The key agent of change’ …
‘technologies coming
together’
• Film producers, distributors
and exhibitors
• Viewers (home and abroad)
• The film industry

3. Mark Scheme
To get a top mark (level 4 out of 50) you need to do the following:
1. Explanation/analysis/argument (16-20 marks)
Shows excellent understanding of the task
Excellent knowledge and understanding of institutional/audience practices – factual knowledge is relevant and
accurate
A clear and developed argument, substantiated by detailed reference to case study material
Clearly relevant to set question
2. Use of examples (16-20 marks)
Offers frequent evidence from case study material – award marks to reflect the range and appropriateness of examples
Offers a full range of examples from case study and own experience
Offers examples which are clearly relevant to the set question
3. Use of terminology (8-10 marks)
Use of terminology is relevant and accurate
4. Expression and coherence of argument
Complex issues have been expressed clearly and fluently using a style of writing appropriate to the complex subject
matter. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical
terminology. There may be few, if any, errors of spelling, punctuation and grammar.
This candidate got a TOP LEVEL 4 – full marks.

4. Some Key Concepts for Film Industry Questions
1. Convergence - ‘The key agent of change’ … ‘technologies
coming together’
2. Impact of Digital Technologies – ‘digital technology is
transforming the audio-visual experience of film’
3. Piracy
4. Synergy – ‘media industries are diversifying so they
produce and distribute across several media’
5. Audience fragmentation – ‘convergence, user-generated
content and social networking have transformed the
audience’ – cinema vs DVD
6. UK vs Hollywood - Case Studies – large vs small, indie vs
studio, low budget vs big budget, social realism/heritage
drama vs romcom/action-adventure

5. Basic Essay Structure
1. Introduce your answer including the case
studies you intend on using…
2. Compare and Contrast your Case Studies
3. Conclude your essay summarising your
argument proving

6. How technological convergence has changed these things:
Production: the funding and making films.
The Distribution & Marketing of films - getting them into
cinemas and out on DVD/TV as well as any spin offs/related
media products.
Exhibition: people paying at the cinema, renting or buying
DVDs and downloading and purchasing related products.
Audiences: in the cinema, on TV, DVD/Blu-ray, on the Internet,
NetFlix/LoveFilm.
What does the question what you to
write about?

7. What are the case studies in this
essay and how are they used?
Case Study
1. Warner Bros ‘Rock n Rolla’
2. Small independent film ‘DID’
edited on AVID & Baselight
3. Working Title ‘The Boat That
Rocked’
4. Independent cinema - The
Phoenix, East Finchley
5. Multiplex Cinema
6. Online booking, BFI, Blu-ray
Point made
• Production & Marketing - Filmed in
HD-DV, viral marketing campaign,
website tie-in with amazon.com, fun
widgets
• Production - Digital technology is
‘smaller, lighter, quicker, easier, cheaper,
more effective’
• Digital marketing/synergy
• Middle class audience/digital
distribution (download) &
exhibition.
• Piracy – ipods, iphones, bittorrents,
Spotify.
• Anti-piracy measures

8. What are the case studies in this
essay and how are they used?
Case Study
7. Vimeo
8. Qwerty Films
9. Working Title ‘The
Duchess’
10.Working Title &
Vertical integration
Point made
P9
P9
P10
P10

9. Homework
• Now read the other exemplar essay that uses
Slumdog Millionaire and The Dark Knight as its
Case Studies.
• What points does it make about how technological
convergence (digital technology) has changed the
production, distribution, marketing and exhibition of films to
audiences?
• Make a note of each point they make and consider how you
can use these ideas in your own answer, along with your
knowledge of Warp Films, Four Lions, This Is England, Working
Title, The Boat That Rocked and now Monsters.