Practical and Technical Skills
Knowing how to use a variety of editing software for a variety of purposes, for example Adobe Premiere (or Avid), Audition, After Effects, Bridge etc. would be essential for an editor, as these are used for all parts of the editing process (editing video, sound, adding effects and organising respectively). I already have a reasonable grasp on all of these programmes, and am aiming to further increase this knowledge.
Specific Industry Knowledge
Specialised software mentioned previously would be used, which would only be used in that industry due to the specialised aspect and price of the programmes.
Communication Skills - Oral and Written
As the job of the editor is to use the ideas of the writer and director to put together the film, communication by all mediums is essential. This is because editors need to be able to understand the others' ideas so they can translate it in editing, as well as being able to ask questions, clarify points and add their own opinions to the conversation for the other to consider. As a result, being able to communicate is very important for an editor. Although not experienced, I'm quite competent at interpreting the ideas of others, and can confidently interject and build on concepts in conversation.
Organisation
Working with video and audio clips, often out of order, with many retakes and adjustments means that an editor needs to be able to effectively organise all of this so it can be edited together. This also means that they need to be able to create and navigate multiple versions of products with ease, so knowledge of hard drives and other external storage devices, formatting and general organisation skills are important for an efficient production. I am quite informed of the different types of files and what their pros and cons are, as well as being able to use external devices well in a production.
Creativity
Although an editors job is to create the vision of the writer and director, there is still a large element of creativity in the profession. Translating someone else's ideas is in itself a creative process, as this requires visualising their ideas in a realistic way. However, editors often are relied on to create their own version of a story, at the very least to be used as something to be compared to, and as a result an editor needs a good understanding of narrative structure and story pacing. I am currently doing English Language, and so have a decent knowledge of story structure and how to create a narrative.
Problem solving
There are many things that may be wrong with a clip - ambient noise, continuity issues, poor syncing etc. A large part of an editor's job is to solve these issues, especially as when a product is in the post-production stage reshoots are unlikely, meaning they have to solve this issue or the clip can't be used. As a result, being resourceful and thinking of creative solutions is important. I have some experience editing, although it is quite limited in terms of genre, so I have some idea for how to solve issues, such as well timed cutting, adjusting volume of music etc.
Working as Part of a Team
Editing is usually done by only one editor, meaning working in a team isn't one essential part of the job. However, there are other people who they interact with, such as an Assistant/Second Editor, Writer, Director, who they would communicate with regular in order for them to make the product as close to planned as possible. So working in a team isn't a large part of the job, but I have experience working with a team and discussing ideas regardless, which may be helpful.
Monday, 17 July 2017
Friday, 30 June 2017
LO1: Task 4 - Cross Media Product Case Study
1. The Simpsons used web, TV and print among other mediums to advertise the film. For example, a partnership with petrol stations and Jet Blue (an aeroplane company) meant they could display imagery from the film and franchise around America (its target audience) to create awareness. The film also used similar imagery in traditional print and TV advertising to contribute to an overall brand, making the already popular imagery from the franchise synonymous with the upcoming feature, effectively keeping the release in the mind of its audience. As a result, the film used both above and below the line advertising to great effect. Also, a Simpsons game Tapped Out was also released at a similar time to this, which served to both promote the film and the franchise as a whole, referencing it in multiple places (for example, providing assets from the film in the game) to make the players more interested in watching the film.
2. The film was distributed to a very wide audience, appearing all over America and Europe in cinemas and later distributed on physical copies (DVD, Blu Ray), as well as being available on VOD services such as Hulu and Netflix. As the film and franchise as a whole is owned by Fox, who is in turn owned by News Corporation, synergy was used to advertise the film, using other assets such as Fox News to reach the target audience and a large amount of the population as a whole. This was effective in reaching an incredibly wide audience, as it appeared to people regardless of the platform they use or what media they consume, using multiple above the line advertising methods to attract a large audience to the film.
3. Due to the fact that The Simpsons franchise is animated and is generally classified as PG (BBFC), the film is targeted at a young audience (6-13) and the families of this audience. It's also targeted at the ABC1C2 audience, as although its based on a working class American family, all families and children can relate to the characters. The geo-demographic target is the America, as thats where the film is based, although the national market grossed approximately $350 million, proving that its attractive for audiences all over the world.
4. As the film as well as the TV show is available on VOD services and on the internet, so the audience can access either via a 'blackbox'. This is advantageous as it allows quick access, comparison and viewing which means people are more likely to watch either, as they are easy and often cheap to access. As well as this, the mobile game Tapped Out can also be accessed on Black Box devices as well as on most devices where the film and TV show can be viewed.
5. The adaptation was very successful, grossing $527 million worldwide and becoming the highest grossing TV adapted animated film of all time, although it didn't have a large presence on social media so there is little evidence in that regard. In addition, it also garnered enough interest to promote a very successful game (Tapped Out) for mobile devices which further increased the brand. However, a goal of attracting more viewers to the TV show can be seen as unsuccessful due to the fact that awareness of the brand did not show noticeable difference, but this can be attributed to the fact that the franchise is already very successful and effective in targeting a large audience. Instead, it succeeded in appealing with its already established audience, evident by its large profit.
2. The film was distributed to a very wide audience, appearing all over America and Europe in cinemas and later distributed on physical copies (DVD, Blu Ray), as well as being available on VOD services such as Hulu and Netflix. As the film and franchise as a whole is owned by Fox, who is in turn owned by News Corporation, synergy was used to advertise the film, using other assets such as Fox News to reach the target audience and a large amount of the population as a whole. This was effective in reaching an incredibly wide audience, as it appeared to people regardless of the platform they use or what media they consume, using multiple above the line advertising methods to attract a large audience to the film.
3. Due to the fact that The Simpsons franchise is animated and is generally classified as PG (BBFC), the film is targeted at a young audience (6-13) and the families of this audience. It's also targeted at the ABC1C2 audience, as although its based on a working class American family, all families and children can relate to the characters. The geo-demographic target is the America, as thats where the film is based, although the national market grossed approximately $350 million, proving that its attractive for audiences all over the world.
4. As the film as well as the TV show is available on VOD services and on the internet, so the audience can access either via a 'blackbox'. This is advantageous as it allows quick access, comparison and viewing which means people are more likely to watch either, as they are easy and often cheap to access. As well as this, the mobile game Tapped Out can also be accessed on Black Box devices as well as on most devices where the film and TV show can be viewed.
5. The adaptation was very successful, grossing $527 million worldwide and becoming the highest grossing TV adapted animated film of all time, although it didn't have a large presence on social media so there is little evidence in that regard. In addition, it also garnered enough interest to promote a very successful game (Tapped Out) for mobile devices which further increased the brand. However, a goal of attracting more viewers to the TV show can be seen as unsuccessful due to the fact that awareness of the brand did not show noticeable difference, but this can be attributed to the fact that the franchise is already very successful and effective in targeting a large audience. Instead, it succeeded in appealing with its already established audience, evident by its large profit.
LO1: Task 3 - Technological Convergence, Advertising and Distribution
1. Inception used social media profiles (Facebook and Twitter), along with those of the cast and crew, to promote the film and appear to a wide audience. By promoting their posters and trailers via these accounts, as well as informing the audience of important information such as the release date, it successfully advertised the film to the target audience. As this audience is also part of the demographic that is most likely to use social media (young - 13-30 ABC1) and so this was effective, especially as the film isn't part of a franchise, and so relied more so on advertising to gain a fan base before release. Unconventional methods of advertising were also used, such as a game on the website that revealed another poster, books which explained concepts on the film (attractive to the sci fi fan demographic that the film targeted), codes and images in print (magazines and newspapers) which related to social media campaigns etc. This made the campaign more effective by using the 'black box' theory, as all methods used could be accessed with a mobile device (internet, news/magazine app, social media etc.). This meant that the audience could quickly go from advert to advert and use social media to interact with it, making an effective advertising campaign.
2. VOD services such as Netflix mean films such as Inception can be viewed whenever the viewer wants. As a result, the audience is no longer reliant on scheduled programming, and as a result causes the 'death of the schedule' (Sonia Livingstone 1999). An audience no longer works around a program, for example making sure to be home to watch a TV show, instead they can choose to watch the show whenever, meaning no precaution has to be made. This is positive for films and TV shows as it means the audience isn't restricted by time, resulting in a larger audience viewing their product than before.
3. Due to technological convergence, the way in which an audience views and accesses an AVP has changed. Due to the black box (mobile devices), people can now access products regardless of location, as they can use their mobile device anywhere, which in conjunction with VOD services such as Netflix have resulted in the death of the schedule (Sonia Livingstone), as any product can be accessed anywhere. Also, due to the fact that mobile devices have internet and people can also access the media on other platforms, its possible to simulcast (for example, watching a on a phone while also watching it on TV), meaning there is more of a focus on using AVPs to build personal identity (McQuail 1972), as people can access it anywhere.
2. VOD services such as Netflix mean films such as Inception can be viewed whenever the viewer wants. As a result, the audience is no longer reliant on scheduled programming, and as a result causes the 'death of the schedule' (Sonia Livingstone 1999). An audience no longer works around a program, for example making sure to be home to watch a TV show, instead they can choose to watch the show whenever, meaning no precaution has to be made. This is positive for films and TV shows as it means the audience isn't restricted by time, resulting in a larger audience viewing their product than before.
3. Due to technological convergence, the way in which an audience views and accesses an AVP has changed. Due to the black box (mobile devices), people can now access products regardless of location, as they can use their mobile device anywhere, which in conjunction with VOD services such as Netflix have resulted in the death of the schedule (Sonia Livingstone), as any product can be accessed anywhere. Also, due to the fact that mobile devices have internet and people can also access the media on other platforms, its possible to simulcast (for example, watching a on a phone while also watching it on TV), meaning there is more of a focus on using AVPs to build personal identity (McQuail 1972), as people can access it anywhere.
LO1: Task 2 - Technological Convergence and Production Techniques
Due to the interactive nature of convergent technologies such as social media and apps on phones, the production process of AV products is made quicker and easier as it allows communication (of ideas, adjustments, critiques etc.) between the audience and crew from all over the world, resulting in an effective way to quickly make the best product possible for the audience. This also applies to research, with producers and prosumers both being able to find the exact piece of information (e.g. a theory, manual/guide, other AV product etc.) needed to create their product, to implement an idea, ensure they're not infringing on copyright etc.
Pre-Production
An example of a convergent technology being useful in pre-production is Celtx - a website dedicated to collaborating on scripts and other similar pre-production documents. This is useful as it allows for a whole team of people (for example, a director, writer, producer and client) to all collaborate on a product in real time while not in the same location. Due to the fact that such people are often in different locations (especially common with a client) allowing collaboration quickly is effective in creating a script or other document without such restraints.
However, due to the reliance on an web-based service, this could increase the risk of losing work done (either by issues with the company, human error etc.) as physical copies would be less likely to be produced. This also means that in areas where internet access is impossible, especially applicable while shooting in a remote location, accessing important documents such as a storyboard would be impossible, making production more difficult.
Also, applications and websites such as mindmapfree.com and similar mind mapping software, made possible by convergent technology, is useful to an AVP. This is because professionals such as writers, directors and clients can quickly and easily mind map projects, or separate them into ideas, which can be added to at all times. Before convergent technology processes such as mind mapping was limited to an allotted time in a certain location, most likely a studio. Allowing ideas to be contributed any time means more ideas can be generated and built upon, resulting in a higher quality product.
Production
Although limited in products that directly impact the production stage of creating an AVP, technological convergence has allowed for apps and other things to be made that help the process. For example, the GoPro App allows a camera to be used remotely via a phone or other mobile device. This opens up possibilities for angles and timings not available or very difficult with manual control to be used to create a more effective product, and also more efficient as it can eliminate the need for crew (or at the very least reduce the amount of time crew work, saving money).
On the other hand, apps such as this are less versatile and adaptable than camera operator, and so while useful cannot be used to replace crew, especially as technical limitations may result in failures while shooting that could be avoided with a crew member (e.g. battery/storage issues).
A large part of production, especially for productions such as music videos or trailers, is gathering music. This can be difficult due to copyright, especially for smaller/independent companies, so services such as SoundCloud which provide access to free music is important in quickening the creation process. This is also effective as it presents a large range of music from all over the world, which is important as otherwise music would be limited to more local sources, important if location is key in the production.
Post-Production
Although editing is most effective on a PC, using programmes such as Adobe Premier on a mobile device, made possible by technological convergence, is useful because it allows crew on location to make a rough edit of the footage taken. This is important is ensuring all necessary shots are taken, it makes it easier to identify mistakes and continuity errors (such as water on the lens, objects in the wrong place etc.).
Due to technological convergence and the proliferation of messaging and social media apps such as WhatsApp and Facebook, services such as WeVideo use this technology to enable people to share their footage, rough cuts and whole films via the Cloud. This can be used to collaborate on projects (for example, two editors both using available footage to make an edit, and then compare the results), resulting in the best product available, and it also speeds up the editing process as footage is available more easily (as opposed to waiting for email, USB ports etc.).
Pre-Production
An example of a convergent technology being useful in pre-production is Celtx - a website dedicated to collaborating on scripts and other similar pre-production documents. This is useful as it allows for a whole team of people (for example, a director, writer, producer and client) to all collaborate on a product in real time while not in the same location. Due to the fact that such people are often in different locations (especially common with a client) allowing collaboration quickly is effective in creating a script or other document without such restraints.
However, due to the reliance on an web-based service, this could increase the risk of losing work done (either by issues with the company, human error etc.) as physical copies would be less likely to be produced. This also means that in areas where internet access is impossible, especially applicable while shooting in a remote location, accessing important documents such as a storyboard would be impossible, making production more difficult.
Also, applications and websites such as mindmapfree.com and similar mind mapping software, made possible by convergent technology, is useful to an AVP. This is because professionals such as writers, directors and clients can quickly and easily mind map projects, or separate them into ideas, which can be added to at all times. Before convergent technology processes such as mind mapping was limited to an allotted time in a certain location, most likely a studio. Allowing ideas to be contributed any time means more ideas can be generated and built upon, resulting in a higher quality product.
Production
Although limited in products that directly impact the production stage of creating an AVP, technological convergence has allowed for apps and other things to be made that help the process. For example, the GoPro App allows a camera to be used remotely via a phone or other mobile device. This opens up possibilities for angles and timings not available or very difficult with manual control to be used to create a more effective product, and also more efficient as it can eliminate the need for crew (or at the very least reduce the amount of time crew work, saving money).
On the other hand, apps such as this are less versatile and adaptable than camera operator, and so while useful cannot be used to replace crew, especially as technical limitations may result in failures while shooting that could be avoided with a crew member (e.g. battery/storage issues).
A large part of production, especially for productions such as music videos or trailers, is gathering music. This can be difficult due to copyright, especially for smaller/independent companies, so services such as SoundCloud which provide access to free music is important in quickening the creation process. This is also effective as it presents a large range of music from all over the world, which is important as otherwise music would be limited to more local sources, important if location is key in the production.
Post-Production
Although editing is most effective on a PC, using programmes such as Adobe Premier on a mobile device, made possible by technological convergence, is useful because it allows crew on location to make a rough edit of the footage taken. This is important is ensuring all necessary shots are taken, it makes it easier to identify mistakes and continuity errors (such as water on the lens, objects in the wrong place etc.).
Due to technological convergence and the proliferation of messaging and social media apps such as WhatsApp and Facebook, services such as WeVideo use this technology to enable people to share their footage, rough cuts and whole films via the Cloud. This can be used to collaborate on projects (for example, two editors both using available footage to make an edit, and then compare the results), resulting in the best product available, and it also speeds up the editing process as footage is available more easily (as opposed to waiting for email, USB ports etc.).
LO1: Task 1 - Audiences
As 21st Century Fox aims to generate a profit from their productions, they appeal to the audience by targeting the basic/visceral emotions (Altman 1999) which effects everyone, for example making comedy films such as the Simpsons Movie to appeal to the humour in the wide audience, or action films such as Avatar which appeal to the gut reactions to action - fear, excitement etc. This is effective as targeting pleasures shared by all demographics, which also helps to build a personal identity which attracts an audience (McQuail 1972) because as films become more popular, people are more likely to see them to say that they have. This is evident in the Simpsons Movie, that uses comedy in combination with shock and excitement (via mock-action) to entertain the audience.
In contrast to this, Warp Films targets a more specific audience. As a result of this, they are able to use more niche pleasures (for example intellectual puzzles) which only a certain audience will be interested in. While these techniques are often more effective for delivering a message or meaning, they are less attractive to a mass audience.
This offers another key difference in the two in terms of uses and gratification theory. The Simpsons Movie and similar features made by conglomerates offer escapism - offering the audience unrealistic and fantastical films that allow the audience to lose themselves easily in the plot and world, a common want for people of all demographics. On the other hand, This is England and similar things made by independent companies like Warp Films show a more realistic and gritty existence that many people share, offering surveillance - the audience watches another, real, life. This is a more niche interest, especially given the life shown can vary, which as a result has less interest. In addition, This is England offers the audience a way to build personal identity, because the film aims to relate to a specific audience, that audience will be able to use that film as part of their identity and that of their peers.
In contrast to this, Warp Films targets a more specific audience. As a result of this, they are able to use more niche pleasures (for example intellectual puzzles) which only a certain audience will be interested in. While these techniques are often more effective for delivering a message or meaning, they are less attractive to a mass audience.
This offers another key difference in the two in terms of uses and gratification theory. The Simpsons Movie and similar features made by conglomerates offer escapism - offering the audience unrealistic and fantastical films that allow the audience to lose themselves easily in the plot and world, a common want for people of all demographics. On the other hand, This is England and similar things made by independent companies like Warp Films show a more realistic and gritty existence that many people share, offering surveillance - the audience watches another, real, life. This is a more niche interest, especially given the life shown can vary, which as a result has less interest. In addition, This is England offers the audience a way to build personal identity, because the film aims to relate to a specific audience, that audience will be able to use that film as part of their identity and that of their peers.
Monday, 26 June 2017
LO1: Media Products in the Audio Visual Industry
Both conglomerates and independent organisation operate in the audio-visual industry, but go about producing AV products very differently.
As a conglomerate, the former company owns smaller subsidiary companies which they use in their productions. For example, 21st Century Fox owns Fox Digital Entertainment, a company that specialises in digital content and mobile applications. Because this company is part of the conglomerate, they can use these applications to benefit their product (in this example, in advertise digitally and provide cross-platform synergy between mobile and other platforms) via horizontal integration. This differs from an independent company such as Warp Films, as they do not own any other companies or are part of a conglomerate. As a result, they cannot rely on other companies to assist in their productions, instead making the product by themselves, and only sourcing out parts of their production to specialist companies if they're unable to compete it themselves (for example sound design).
In addition, both types of companies typically focus on creating different types of product to appeal to a different audience. 21st Century Fox, as a conglomerate, is oriented on producing films that will make as large a profit as possible, which they achieve by targeting a large audience that's applicable to where they operate. For example, as they target a western audience, action films such as Deadpool that have proven popular in the past are produced as this is what the audience wants. As they also operate in Asia, they also produce films applicable to this audience, showing its goal as it adapts to an audience, not sticking to a key idea or cause. Because of this, it relies on 'visceral pleasures' (Altman 1999) to entertain, as this applies to the broadest range of demographics and is the least risky to make, guaranteeing profit where other types wouldn't. In contrast to this, Warp Films' goal is not to profit as much as possible. Instead, they aim to create a message through their various films to make products that resonate with the concept rather than purely to entertain the audience, although as the goal is more leaning to inform entertaining is important as an audience is more likely to listen when entertained. For example, 'This is England' tries to show the realistic life in the north of England at that time period. Not only is the target audience for this only British, but its geodemographic is even smaller than this - only the north of England. As a result, this shows that Warp Films aimed to inform and relate to the audience rather than apply to the most demographics and the widest range of people as possible. It uses Rick Altman's theory to use 'emotional pleasures' to relate to the audience (which can be seen in This is England by traumatic and relatable experiences such as death, troubled relationships etc.).
Adaptation
Due to the fact that conglomerates more often than not contain companies from a variety of mediums (making it a cross-media conglomerate) it makes adaptations of their products such as films very easy. This can be seen in the Simpsons franchise. The TV programme is owned by 21st Century Fox, as was the production companies who made the Simpsons Movie, the film adaptation. As a result, the cost of the adaptation was largely eliminated, while still being made to a high quality, which is vertical integration. This contributes to the goal of conglomerates, making as large a profit as possible, as synergy is used in the conglomerate to reduce cost and increase profit. The target audience for this venture remained similar, children-teenagers (6-14) (although this is a loose age range, as people of all ages have proved to have watched it) of both genders, white ABC1C2, American, but due to the wide release it also targeted similar audiences abroad. This was successful, as can be seen by it grossing $527 million worldwide (boxofficemojo.com). In contrast to this, independent companies such as Warp Films can rarely adapt a production of theirs, as such companies focus on one medium (in this example, film). However, Warp Films was able to adapt the 'This is England' film into a tv show by partnering with Film 4, a larger company, who funded the production. Similarly to a conglomerate, adaption is usually effective in achieving their goal - as the message they're conveying will reach more people (mainly geodemgraphics due to a wider release) and so be more effective. As this is a joint venture it benefits both parties, Warp Films gets its message to a wider audience and achieves its goal while Film 4 profits monetarily.
Brands
The film Inception used a variety of mediums to advertise their brand and product to an audience. For example, a game was used on the Inception website which revealed a never before seen poster upon completion, which targeted the young male demographics (its target audience) in order to generate interest in the film. In addition to this, posters, bus adverts, magazine adverts and billboards were all used to reach as large an audience as possible, owing to the fact that the film was not part of a franchise and so didn't have an already established fan base, and so had to reach as many people as possible to guarantee interest. Social media was also used via Facebook and Twitter, both using the cast and crew accounts and an official profile to reach the younger demographics of audience who are both more likely to use social media and use it to find media products such as films. This meant that they used both above and below the line methods to establish a large amount of interest. Because the film is complex and the characters, especially the protagonist, are well informed, the mode of address of the film is teacher to pupil. This is an effective mode of address as it successfully connotes the serious aspect of the film while also explaining the more complex aspects of it.
In contrast to this, the Warp Film This is England used a much more focused advertising campaign. For example, magazine and TV adverts were only shown in specific places (for example film/TV magazine and the Channel 4), as the target audience for the film was smaller and more niche than Inception (majority of the male population - white ABC1 vs young people of both genders - BC1C2 white British in the north of England). Because of this, below the line advertising was used primarily to target their audience, instead of above the line, which would be wasted as the general population is less likely to be interested in a film with very specific locations and themes. Below the line advertising is also more effective in using peer to peer mode of address to communicate with an audience, and as people similar to the characters (i.e. can relate to the film) respond most positively with peer to peer modes of address this is effective.
Audience Pleasures
As 21st Century Fox aims to generate a profit from their productions, they appeal to the audience by targeting the basic/visceral emotions (Altman 1999) which effects everyone, for example making comedy films such as the Simpsons Movie to appeal to the humour in the wide audience, or action films such as Avatar which appeal to the gut reactions to action - fear, excitement etc. This is effective as targeting pleasures shared by all demographics, which also helps to build a personal identity which attracts an audience (McQuail 1972) because as films become more popular, people are more likely to see them to say that they have. This is evident in the Simpsons Movie, that uses comedy in combination with shock and excitement (via mock-action) to entertain the audience.
In contrast to this, Warp Films targets a more specific audience. As a result of this, they are able to use more niche pleasures (for example intellectual puzzles) which only a certain audience will be interested in. While these techniques are often more effective for delivering a message or meaning, they are less attractive to a mass audience.
This offers another key difference in the two in terms of uses and gratification theory. The Simpsons Movie and similar features made by conglomerates offer escapism - offering the audience unrealistic and fantastical films that allow the audience to lose themselves easily in the plot and world, a common want for people of all demographics. On the other hand, This is England and similar things made by independent companies like Warp Films show a more realistic and gritty existence that many people share, offering surveillance - the audience watches another, real, life. This is a more niche interest, especially given the life shown can vary, which as a result has less interest. In addition, This is England offers the audience a way to build personal identity, because the film aims to relate to a specific audience, that audience will be able to use that film as part of their identity and that of their peers.
21st Century Fox vs Warp Films (Conglomerate vs Independent)
OwnershipAs a conglomerate, the former company owns smaller subsidiary companies which they use in their productions. For example, 21st Century Fox owns Fox Digital Entertainment, a company that specialises in digital content and mobile applications. Because this company is part of the conglomerate, they can use these applications to benefit their product (in this example, in advertise digitally and provide cross-platform synergy between mobile and other platforms) via horizontal integration. This differs from an independent company such as Warp Films, as they do not own any other companies or are part of a conglomerate. As a result, they cannot rely on other companies to assist in their productions, instead making the product by themselves, and only sourcing out parts of their production to specialist companies if they're unable to compete it themselves (for example sound design).
In addition, both types of companies typically focus on creating different types of product to appeal to a different audience. 21st Century Fox, as a conglomerate, is oriented on producing films that will make as large a profit as possible, which they achieve by targeting a large audience that's applicable to where they operate. For example, as they target a western audience, action films such as Deadpool that have proven popular in the past are produced as this is what the audience wants. As they also operate in Asia, they also produce films applicable to this audience, showing its goal as it adapts to an audience, not sticking to a key idea or cause. Because of this, it relies on 'visceral pleasures' (Altman 1999) to entertain, as this applies to the broadest range of demographics and is the least risky to make, guaranteeing profit where other types wouldn't. In contrast to this, Warp Films' goal is not to profit as much as possible. Instead, they aim to create a message through their various films to make products that resonate with the concept rather than purely to entertain the audience, although as the goal is more leaning to inform entertaining is important as an audience is more likely to listen when entertained. For example, 'This is England' tries to show the realistic life in the north of England at that time period. Not only is the target audience for this only British, but its geodemographic is even smaller than this - only the north of England. As a result, this shows that Warp Films aimed to inform and relate to the audience rather than apply to the most demographics and the widest range of people as possible. It uses Rick Altman's theory to use 'emotional pleasures' to relate to the audience (which can be seen in This is England by traumatic and relatable experiences such as death, troubled relationships etc.).
Adaptation
Due to the fact that conglomerates more often than not contain companies from a variety of mediums (making it a cross-media conglomerate) it makes adaptations of their products such as films very easy. This can be seen in the Simpsons franchise. The TV programme is owned by 21st Century Fox, as was the production companies who made the Simpsons Movie, the film adaptation. As a result, the cost of the adaptation was largely eliminated, while still being made to a high quality, which is vertical integration. This contributes to the goal of conglomerates, making as large a profit as possible, as synergy is used in the conglomerate to reduce cost and increase profit. The target audience for this venture remained similar, children-teenagers (6-14) (although this is a loose age range, as people of all ages have proved to have watched it) of both genders, white ABC1C2, American, but due to the wide release it also targeted similar audiences abroad. This was successful, as can be seen by it grossing $527 million worldwide (boxofficemojo.com). In contrast to this, independent companies such as Warp Films can rarely adapt a production of theirs, as such companies focus on one medium (in this example, film). However, Warp Films was able to adapt the 'This is England' film into a tv show by partnering with Film 4, a larger company, who funded the production. Similarly to a conglomerate, adaption is usually effective in achieving their goal - as the message they're conveying will reach more people (mainly geodemgraphics due to a wider release) and so be more effective. As this is a joint venture it benefits both parties, Warp Films gets its message to a wider audience and achieves its goal while Film 4 profits monetarily.
Brands
The film Inception used a variety of mediums to advertise their brand and product to an audience. For example, a game was used on the Inception website which revealed a never before seen poster upon completion, which targeted the young male demographics (its target audience) in order to generate interest in the film. In addition to this, posters, bus adverts, magazine adverts and billboards were all used to reach as large an audience as possible, owing to the fact that the film was not part of a franchise and so didn't have an already established fan base, and so had to reach as many people as possible to guarantee interest. Social media was also used via Facebook and Twitter, both using the cast and crew accounts and an official profile to reach the younger demographics of audience who are both more likely to use social media and use it to find media products such as films. This meant that they used both above and below the line methods to establish a large amount of interest. Because the film is complex and the characters, especially the protagonist, are well informed, the mode of address of the film is teacher to pupil. This is an effective mode of address as it successfully connotes the serious aspect of the film while also explaining the more complex aspects of it.
In contrast to this, the Warp Film This is England used a much more focused advertising campaign. For example, magazine and TV adverts were only shown in specific places (for example film/TV magazine and the Channel 4), as the target audience for the film was smaller and more niche than Inception (majority of the male population - white ABC1 vs young people of both genders - BC1C2 white British in the north of England). Because of this, below the line advertising was used primarily to target their audience, instead of above the line, which would be wasted as the general population is less likely to be interested in a film with very specific locations and themes. Below the line advertising is also more effective in using peer to peer mode of address to communicate with an audience, and as people similar to the characters (i.e. can relate to the film) respond most positively with peer to peer modes of address this is effective.
Audience Pleasures
As 21st Century Fox aims to generate a profit from their productions, they appeal to the audience by targeting the basic/visceral emotions (Altman 1999) which effects everyone, for example making comedy films such as the Simpsons Movie to appeal to the humour in the wide audience, or action films such as Avatar which appeal to the gut reactions to action - fear, excitement etc. This is effective as targeting pleasures shared by all demographics, which also helps to build a personal identity which attracts an audience (McQuail 1972) because as films become more popular, people are more likely to see them to say that they have. This is evident in the Simpsons Movie, that uses comedy in combination with shock and excitement (via mock-action) to entertain the audience.
In contrast to this, Warp Films targets a more specific audience. As a result of this, they are able to use more niche pleasures (for example intellectual puzzles) which only a certain audience will be interested in. While these techniques are often more effective for delivering a message or meaning, they are less attractive to a mass audience.
This offers another key difference in the two in terms of uses and gratification theory. The Simpsons Movie and similar features made by conglomerates offer escapism - offering the audience unrealistic and fantastical films that allow the audience to lose themselves easily in the plot and world, a common want for people of all demographics. On the other hand, This is England and similar things made by independent companies like Warp Films show a more realistic and gritty existence that many people share, offering surveillance - the audience watches another, real, life. This is a more niche interest, especially given the life shown can vary, which as a result has less interest. In addition, This is England offers the audience a way to build personal identity, because the film aims to relate to a specific audience, that audience will be able to use that film as part of their identity and that of their peers.
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