Working Title Films (WTF) is owned by Universal Studios, which helps promote WTF's films through its theme park and various media platforms. Universal Studios uses cross-promotion between its subsidiaries and convergence across different media to reach large audiences. Technological advances have both helped and harmed independent film studios like WTF by providing new distribution methods but also enabling piracy.
2. Media Ownership
• Working Title Films (WTF) is owned by ‘Big 6’ member Universal Studios. Universal
Studios, also known as Universal Pictures, is located outside of Hollywood which is
uncommon to be successful when not inside Hollywood.
• Albert Dorskind (served as Vice President of Universal Studios, Inc) had envisioned a theme
park and film studio in Hollywood California. After numerous improvements, a branch
of Universal Studios opened in Los Angeles County, California in 1964. The entertainment
value it brought to the city gave an up rise to its slogan "The Entertainment Capital of LA."
This helped the community as it brought tourists willing to spend money at the new
attraction. This would liven up the area and help the community there make a decent living.
Since it embodies a film studio theme park, there are a lot of motion picture themes
incorporated. Some films include Shrek in 4-D and Terminator 2 in 3-D. Themes from movies
and television shows are integrated into the rides like The Simpsons Ride, Jurassic Park: The
Ride, and Revenge of the Mummy. This boosts promotion for Universal Pictures and
encourages those who have visited the theme park to purchase the merchandise they have
on offer including their films. This in the process helps WTF earn money because the films on
sale will include those of WTF as Universal Studios owns the company. The collection of films
made by WTF on show will promote the films and encourage them to purchase and view
them, possibly then recommending those films to their friends and so on so that the
company’s sales and profits increase.
3. Synergy and Cross Media Convergence
• Synergy is the marketing of a product through a media
conglomerates subsidiary companies. They do this to
gain the largest target market available and therefore
make more sales. For example WTF used this technique
with Shaun of the Dead as Universal International
distributed the DVD and sound track for Shaun of the
Dead.
• Cross media convergence is the process by which a
range of media platforms are integrated within a single
piece of media. For example with WTF it is owned by
Universal films. Universal films is a part of Vivendi
Universal and Vivendi Universal owns major phone
companies in many countries
4. New Media Technologies
• In the modern day world we are now able to watch films almost anywhere we please. We can
watch them in the theatre possibly on iMax3D, on a home cinema system or in any place in the
world with new portable television and films applications on our phones and tablets. The
internet has also played a key role in the advances of technology as websites such as
YouTube, owned by Google, allow the user to upload any videos they wish, including films. Some
people are even creating short films just specifically for YouTube and are making a living from it.
• The way this advance media technology has effected the media world is by making the viewing
of films increase but this may encourage piracy which allows people to download films for free
illegally. No one wants to pay for a film when you can get it for free but by people doing this the
media world is dying.
• The range of new platforms to watch films on has given birth to new companies revolving
around film and television such as LoveFilm and Netflix. These companies allow the public to
gain even more access to films on any platform possible. The user pays a fee each month to
watch unlimited films that are available at the time
• The range of platforms that give the ability to watch films on has allowed smaller film companies
to get their films viewed because if they put their film on each platform such, as LoveFilm or
Netflix which can be viewed on tablet, PlayStation, Xbox and phones some people are likely to
come across this small film and watch it. This gives the film a chance and if it is liked then the
viewer will tell friends about it and popularity will spread.
5. Technological Convergence
• Technological convergence is the merging of distinct technologies
such as a camera and video console. For example the iPad is a
tablet where the user can record videos and upload them to
YouTube, can play games, listen to music and socialise with friends
on social networking sites such as Facebook. For Working Title Films
this is useful because if they release their film on iTunes only they
can guarantee they’ll have purchases from a range of different
devices because of the mass amount of people who have
technology that links together and the Apple products do this very
well.
• Technological convergence allows people equal access to both
mainstream and niche/alternative films which is great news for
small independent film companies like Working Title Films because
it means they do not have to try as hard to compete with the larger
companies distributing their films on all possible platforms.
6. The Spread of Technology
• The proliferation of software allows films to be displayed in higher
quality and up to a higher standard for smaller film companies with
smaller budgets. This is because the editing software used is more
advanced but still affordable and so allows for more realistic and
dramatic effects that
• The proliferation of hardware has meant that cameras of high
quality can be purchased anywhere for low prices and so gives small
independent film companies the chance to compete with larger film
companies. please the audience and the finalisation of the film is to
a higher quality. Films of extremely high quality can be purchased as
Blue ray disks rather than DVD disks and they give a higher quality
to the film. Unfortunately, the proliferation of hardware means that
it is easier for people to download films illegally off of the internet
for free on sites such as Pirate Bay. This can destroy a film company
because it means that they are getting less income from the film
than the outcome spent on making the film.
7. Big Industries Targeting British
Audiences
• Large media conglomerates that are part of the ‘Big 6’ are targeting
the British audience with their films. By doing this the large media
conglomerates are deteriorating the number of small British
independent companies as a means of getting rid of the
competition. The large popularity of these big budget films are
making the journey to becoming a successful independent film
maker a lot harder. Working Title Films have got through this
challenge because they are owned by ‘Big 6’ member Universal
Studios and so if their films are ever ignored because of the other
conglomerates such as Warner Bros producing more anticipated
films, Universal Studios can invest money in promoting Working
Title Films’ films. This will solve the problem for them but for many
other British independent film companies this is not so easy to
overcome. The company must try and promote their film as much
as possible through the use of convergence. Promotion in
newspapers, advertisements, magazines, radio etc.
8. Your Media Consumption
• My personal media consumption is quite large because I have access to
many devices that use technological convergence such as a computer,
PlayStation 3, iPod, smart phone etc. This means that whether I am at
home, on the move or at school I am able to access media. I use the
media for both research and entertainment. Watching YouTube videos
for tutorials and watching documentaries on BBC iPlayer are examples
of research using technology. Entertainment comes from all the
devices above and so because they key factors of my life include the
media, I do consume a large amount.
• This affects Working Title Films because it means that when I am on
the plane to my holiday destination or on the bus I can use my iPod to
watch the companies latest trailer or film. If with friends they usually
question what it is I am watching and take an interest in the featured
film. This means that due to word of mouth new audiences are being
achieved and so proves why technological convergence is so useful.
