1. Topics for exam
» The issues raised by media ownership in contemporary media practice;
» The importance of cross media convergence and synergy, in production,
distribution and marketing;
» The technologies that have been introduced in recent years at the levels of
production, marketing and exchange;
» The significance of proliferation in hardware and content for institutions and
audiences;
» The importance of technological convergence for institutions and audiences;
» The issues raised in the targeting of national and local audiences (specifically,
British) by international and global institutions;
» The ways in which the candidates’ own experiences of media consumption illustrate
wider patterns and trends of audience behaviour.

2. Exam topic
Issues of media
ownership -
Do you agree with the
concerns??

3. Issues of media ownership
» Is all about the inequality of the way
in which film studios are owned.
» What are the studios able to
achieve in production, distribution
and exhibition due to the way they
are owned
» Independent vs conglomerates
» Solo vs vertically and horizontally
integrated companies.

5. Case study
recap
How many can you
remember?

6. What examples
did you come
up with??
Media convergence

7. Working title
» Working title joined forces with
Polygram record company before it
was taken over by Universal studios
» Here it used media convergence on
Four Weddings and a Funeral with
this song…

8. Universal NBC
» How can Working Title do media
convergence??
» Do we know of any examples?

9. Case studies
» With the Nokia N95 you got a free
Spiderman trailer
» With Sony Computers you got a Da
Vinci Code trailer
» On the Snake on a Plane website
you could input your mobile number
and receive a phonecall from
Samuel L Jackson

10. Activity
» Look over the two official websites
for The Dark Knight and Slumdog
Millionaire
» What content can you download?
» How do they create a viral
marketing campaign and as a
consequence how do they create
word of mouth!
» Complete the table

11. Slumdog Millionaire vs
The Dark Knight
» Warner Bros producers and
distributors of The Dark Knight - $185
million budget
» Slumdog Millionaire distributed by
Pathe Pictures, Fox Searchlight and
Warner Independent had a much
smaller budget $15 million

12. The Dark Knight
» Used Viral Marketing campaign
» Using the why so serious tag
» www.whysoserious.com
» Fun activities
» Hidden message board
» Blockbuster, existing audience so
could spend a lot of money on
marketing

13. Slumdog Millionaire
» Obviously cannot compete
» Wasn’t expected to be a massive
success
» So not much money spent on
marketing
» No guarantee of getting money
back

14. Synergy
» Slumdog used radio advert with Chris
Tarrant doing the voiceover - why him?
» Two Batman themed rollercoasters were
built in U.S.
» This cost 7.5 million half of the Slumdog
budget!
» Batman advertised on Toyota Jarno Trulli’s
car and at the Formula One at Silverstone

16. » E4 dedicated a week of programmes to
Dev Patel
» Creates hype around the leading actor of
Slumdog
» Slumdog made by Film4 and Celador
» Made this cheap and less risky!
» Technology obviously helped in making
the Batman film!

17. Gross to date
» Slumdog Millionaire approximately
30 million
» The Dark Knight over 100 million to
date!

18. Digital technology
» Cinemas are gradually going digital
» Cineworld – 7 screens
» Some resistance due to conglomerates
having some shares in international
cinema chains
» Delays by cinemas also because
projectors are extremely expensive and
they want to make sure that technology is
here to stay
» Who benefits from digital technology?

19. Which technology would
conglomerates prefer?
» DIGITAL » 35mm

20. Technological
convergence
» List all the ways in which the film
industry can use each of the
technologies you have been
given…

21. Remember:
» Offer both positive and negative effects
on the industry
» Change social patterns over the years
» Film industry has to move along and
compete because of technological
determinism