JAN 09

Discuss the ways in which media products are produced and distributed to
audiences. 1. Understand
what the
question
wants.
Underline key
words.
2. Complete a quick plan of what you need to talk about
3. Write a BRIEF introduction which clearly states what your
contention is: what you will be arguing about the question.

JAN 09
Discuss the ways in which media products are produced and distributed to
audiences.
Bear your 2 main case studies in mind: what do they tell you
about the production and distribution of film? What will you be
talking about? Make sure you mention production AND
distribution.
JAN 09
Discuss the ways in which media products are produced and distributed to
audiences.
Bear your 2 main case studies in mind: what do they tell you
about the production and distribution of film? What will you be
talking about? Make sure you mention production AND
distribution.
The production and distribution of film varies greatly depending on who is producing and
distributing the film. American films are dominated by the big 6 production companies who
tend to be owned my massive media conglomerates. This means that the companies are fully
integrated, meaning they have huge budgets for both the production and distribution of film.
They are able to appeal to a mass audience and often make huge profit which means they can
continue making films.

In the UK however, film production is less structured and film makers have to often rely on
national lottery funding in order to get their film produced. Even then, films can struggle to
pick up distribution and as a result of this, many never get seen. Even if a UK film is a
success, often there is not enough profit to immediately start production on another film.
which bits relevant to Q?

PRODUCTION
Where the finance comes from
Impact of internet on being able to raise finance on line -Kickstarter
What the budget is & what impact this has on the film (starts, director, SFX & CGI)
Consider genre & who the genre is able to appeal to: how sellable the genre is for
distributors
Production development: what goes into getting the film made
Digital vs. 35mm film
Impact of digital technology on filming and editing

DISTRIBUTION
Shipping the film and the impact of digital technology
Marketing the film and the impact of technology (below the line marketing strategies)
Link below the line strategies to the importance of viral = Exchange
Marketing synergy and integration
Marketing budget (above the line marketing strategies)
Deals with exhibitors
Release strategies: where and when (blanket or limited, time of year)
Release to DVD & TV

EXHIBITION
Why the preference for U.S high concept
Positives of technology
The 3-D debate
Threats to cinemas from technology
RECEPTION:
How technology has affected where and when people consume media products technological
convergence and the
impact on the film industry.
- All media now offer multiple ways to watch via new technology
- Blu-Ray
- Threat of better technology at home to cinema

EXCHANGE:
Viral
Parodies
3. Decide which films to talk about. Mainly, this will be
Shifty & Avatar, but you want to be able to mention others to
show a wider knowledge

Case study Useful for

4,3,2,1 British production company
Genre approach high concept formula more marketable so good for
distribution question
Targeting a specific audience
Black Swan Ownership benefits of being part of a conglomerate
Importance of integration released to an indie audience and then expanded so
really good for a production & distribution question
Kickstarter & Innovative way of getting funding (linked to technology)
Wish I was Why he didnt want to co produce issues with co producing
Here
Dreamworks & Quality VS quantity debate
Aardman Issues with co producing with U.S
20th Century American production practices advantages of being part of a conglomerate
FOX - AVATAR Use of technology
Every aspect: production, distribution, exhibition, reception, exchange
SHIFTY Low budget Independent
Limited audience
Social realism genre
Disadvantages for the UK film industry
Make sure you know how films try to overcome obstacles like small marketing
budgets = more clever use of below the line strategies.
DNA & Fox The advantages of co producing.
4. Work through your mind map methodically, covering both
parts of the question.
Give both parts equal time: even you havent finished talking
about the production side, but realise youve gone half way
into your 45mins, then wrap it up and start on distribution.

DISTRIBUTION
PRODUCTION
Digital
Finance
advantages
Budget &
Marketing: above
impacts
the
Genre
line and below the
Production
line
development
Synergy &
Impact of digital
integration
Budget for above
the
line
Release
6. Use your plan and then get stuck into the question.
Use the TELL structure because this will make sure you are
using examples the whole way through (this is worth 20 of
your 50 marks).
This is where your revision / memory
becomes important: can you remember the
examples / facts and figures you need to
know?

TOPIC First point on my plan was finance so this is where I should start.
Ill talk about Avatar first and then move on to Shifty.

Ask yourself: who financed this film? What type of company is it? What
does this mean for the financing of the film?
TOPIC First point on my plan was finance so this is where I should start.
Ill talk about Avatar first and then move on to Shifty.

Ask yourself: who financed this film? What type of company is it? What
does this mean for the financing of the film?

Avatar was released by 20th century Fox which is one of the big 6 production
companies in America. It is a fully integrated company and as a result, is able to
plough huge budgets into high concept films which are visually spectacular. Avatar
and had a production budget of $310 million.
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does finance have on production of
the film?
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does finance have on production of
the film?

This kind of budget makes a massive impact on the production of the

film because it can affect the kind of stars that the project is able to
attract, who directs it and the CGI & SFX of the film.
LINK TO EXAMPLES Hopefully, you identified 3 main ways the budget impacts the
production:
- Director:
- Stars
- CGI & SFX
LINK TO EXAMPLES Hopefully, you identified 3 main ways the budget impacts the
production:
- Director:
- Stars
- CGI & SFX

Avatar was directed by James Cameron who has a fan base and star
appeal because he famously directed one of the highest grossing films
of all time, Titanic.

Equally, the film included 3 very well known stars which help to
increase the appeal of the film.

Most importantly, Avatar main selling point what the technology used
to produce the film which would not have been possible without the
budget. The film was shot with reality camera system which was so
expensive Cameron had to put some of his own money into the
production of the film. Ground breaking use of technology, CGI & SFX
like this draws audiences and was enhanced by Peter Jacksons Weta
(who also worked on Lord of the Rings.
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?

The creative team who worked on the production and the stars in the film are all a
result of budget which would knot have been possible without the backing of one
of the big 6 production companies.
7. Now the same, but for Shifty.

This is where your revision / memory

becomes important: can you remember the
examples / facts and figures you need to
know?

TOPIC First point on my plan was finance so this is where I should start.

Ask yourself: who financed this film? What type of company is it? What
does this mean for the financing of the film?
TOPIC First point on my plan was finance so this is where I should start.
Ill talk about Avatar first and then move on to Shifty.

Ask yourself: who financed this film? What type of company is it? What
does this mean for the financing of the film?

In contrast, Shifty is a UK micro budget independent film which was partly financed
by the Microwave scheme and had a budget of just 100,000.
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does finance have on production of
the film?

This kind of budget makes a massive impact on the production of the

film because it can affect the kind of stars that the project is able to
attract, who directs it and the CGI & SFX of the film.

Its the same

explanation as the
paragraph on
Avatar youve
already set up
what the impact
on production is,
so you dont need
to repeat this.
LINK TO EXAMPLES Hopefully, you identified 3 main ways the budget impacts the
production:
- Director:
- Stars
- CGI & SFX
LINK TO EXAMPLES Hopefully, you identified 3 main ways the budget impacts the
production:
- Director:
- Stars
- CGI & SFX

The director of Shifty, Eran Creevy, has only ever had success with
commercials and music promos so is not able to lend any star appeal
to the film.

Also, the two main actors in the film are relatively unknown so again,
are not able to give the film a broad appeal.

The CGI and SFX of the film were not a selling point of the film and
ultimately, British independents wouldnt be able to compete with the
visual spectacle that Hollywood producers are able to achieve.

Notice how Im setting

it up to talk about
genre (next point on
my mind map): what
we make (social
realism)
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?

As I have shown, who produces a film will have a massive impact on budget which
in turn impacts on the overall production of the film and ultimately, the audience it
is able to reach and success in terms of profit.
8. Return to your plan, see what you have covered and what
is left keep checking the time.

DISTRIBUTION
PRODUCTION
Digital
Finance
advantages
Budget &
Marketing: above
impacts
the
Genre
line and below the
Production
line
development
Synergy &
Impact of digital
integration
Budget for above
the
line
Release
9. Use your plan and then get stuck into the question.
Use the TELL structure because this will make sure you are
using examples the whole way through (this is worth 20 of
your 50 marks).
This is where your revision / memory
becomes important: can you remember the
examples / facts and figures you need to
know?

TOPIC Second point on my plan was genre.

Ill talk about Avatar first and then move on to Shifty.

Ask yourself: what genre is this film? What does this mean for the film and
its success?
TOPIC Second point on my plan was genre.
Ill talk about Avatar first and then move on to Shifty.

Ask yourself: what genre is this film? What does this mean for the film and
its success?

The genre of a film you intend to produce is also an important aspect of film production.
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does genre have on production of
the film?
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does genre have on production of
the film?

Avatar is fantasy / sci-fi and this genre has dominated at the box office
for the last 20 years.
LINK TO EXAMPLES Link it to AVATAR
LINK TO EXAMPLES Link it to AVATAR

This kind of genre can arguably only be made well by one of the big 6
production companies. This is because the genre relies on the
creation of characters and settings which rely heavily on SFX and CGI.
This requires the kind of budget and expertise which I discussed in my
previous paragraph.

Also, because this is a genre favoured by audiences, Avatar was

almost a guaranteed blockbuster.
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?

Because this is a genre favoured by audiences, Avatar was almost a guaranteed

blockbuster.
10. Now the same, but for Shifty.

This is where your revision / memory

becomes important: can you remember the
examples / facts and figures you need to
know?

TOPIC Second point on my plan was genre.

Ask yourself: what genre is this film? What does this mean for the film and
its success?
TOPIC Second point on my plan was genre.
Ill talk about Avatar first and then move on to Shifty.

Ask yourself: what genre is this film? What does this mean for the film and
its success?

In contrast, shifty is of the social realism genre. This does have an impact on the
success of the film as it doesnt have the broad appeal of other genres.
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does genre have on production of
the film?
EXPAND / EXPLAIN Now I need to talk about why this is relevant/ what is shows
How/ Why? about production.
Ask yourself: what impact does genre have on production of
the film?

British social realism films tend to deal with British life which doesnt
necessarily have broad international appeal. Also, the subject matter is
often controversial and intense which doesnt always attract a mass
audience.
LINK TO EXAMPLES Link it to Shifty
LINK TO EXAMPLES Link it to Shifty

Shifty is a character led film meaning the main selling point of the film
is the relationship between the two characters this is what drives the
plot. However, one of the themes in the film is dealing drugs and this
limits the appeal of it to both a British audience and an international
audience.
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?
LINK TO Q When you get to this part of the paragraph, have the question firmly in
your mind: ways that films are produced what have you shown about
the ways that films are produced in this paragraph?

Because the social realism genre doesnt necessarily have broad, international
appeal, arguably British productions are at a disadvantage from the start.
Investors ultimately want profit and it is debatable whether the social realism has
the required appeal to make return on investments. Because of this, this type of
genre will always be low budget and therefore affected by lack of stars etc.
Unless.
You produce British film with a more genre / formula approach like
4,3,2,1
See how I can briefly bring in another case study to show my
broader knowledge here

I would just need to write one paragraph about how it is an option to

follow the genre approach at the production stage in order to ensure a
broader appeal.

I would then mention whether we should have to do this! Should

British cinema be about producing films that reflect real British life
and issues? OR should producers first consideration be about wrapping
a story around a popular genre in order to achieve mass appeal?

No need to answer the question you raise, just showing your

awareness of it as an issue is enough.
Ta-da!.....
Intro: The production and distribution of film varies greatly depending on who is producing and distributing the
film. American films are dominated by the big 6 production companies who tend to be owned my massive media
conglomerates. This means that the companies are fully integrated, meaning they have huge budgets for both the
production and distribution of film. They are able to appeal to a mass audience and often make huge profit which
means they can continue making films.

In the UK however, film production is less structured and film makers have to often rely on national lottery funding
in order to get their film produced. Even then, films can struggle to pick up distribution and as a result of this,
many never get seen. Even if a UK film is a success, often there is not enough profit to immediately start
production on another film.

Para 1 Avatar: Avatar was released by 20th century Fox which is one of the big 6 production companies in
America. It is a fully integrated company and as a result, is able to plough huge budgets into high concept films
which are visually spectacular. Avatar and had a production budget of $310 million.

This kind of budget makes a massive impact on the production of the film because it can affect the kind of stars
that the project is able to attract, who directs it and the CGI & SFX of the film.

Avatar was directed by James Cameron who has a fan base and star appeal because he famously directed one of
the highest grossing films of all time, Titanic.

Equally, the film included 3 very well known stars which help to increase the appeal of the film.

Most importantly, Avatar main selling point what the technology used to produce the film which would not have
been possible without the budget. The film was shot with reality camera system which was so expensive Cameron
had to put some of his own money into the production of the film. Ground breaking use of technology, CGI & SFX
like this draws audiences and was enhanced by Peter Jacksons Weta (who also worked on Lord of the Rings.

The creative team who worked on the production and the stars in the film are all a result of budget which would not
have been possible without the backing of one of the big 6 production companies.

Para 2 Shifty:
In contrast, Shifty is a UK micro budget independent film which was partly financed by the Microwave scheme and
had a budget of just 100,000.
Also, the two main actors in the film are relatively unknown so again, are not able to give the film a
broad appeal.
The CGI and SFX of the film were not a selling point of the film and ultimately, British independents
wouldnt be able to compete with the visual spectacle that Hollywood producers are able to
achieve.

As I have shown, who produces a film will have a massive impact on budget which in turn impacts
on the overall production of the film and ultimately, the audience it is able to reach and success in
terms of profit.

Para 3 Avatar:
The genre of a film you intend to produce is also an important aspect of film production.
Avatar is fantasy / sci-fi and this genre has dominated at the box office for the last 20 years.

This kind of genre can arguably only be made well by one of the big 6 production companies. This
is because the genre relies on the creation of characters and settings which rely heavily on SFX and
CGI. This requires the kind of budget and expertise which I discussed in my previous paragraph.

Also, because this is a genre favoured by audiences, Avatar was almost a guaranteed blockbuster.

Para 4 Shifty:
In contrast, shifty is of the social realism genre. This does have an impact on the success of the
film as it doesnt have the broad appeal of other genres.

British social realism films tend to deal with British life which doesnt necessarily have broad
international appeal. Also, the subject matter is often controversial and intense which doesnt
always attract a mass audience.
Shifty is a character led film meaning the main selling point of the film is the relationship between
the two characters this is what drives the plot. However, one of the themes in the film is dealing
drugs and this limits the appeal of it to both a British audience and an international audience.

Because the social realism genre doesnt necessarily have broad, international appeal, arguably
An option to ensure a sizeable investment to get the film made and guarantee a distribution deal, is
of course to make films more genre led that is, to wrap your film around a popular genre, as
Gareth jones, producer of 4,3,2,1 advised at the Paris Film
Festival
 Understand what the question wants. Underline
and define key words.

Complete a quick plan of what you need to talk

about

Decide which films to talk about. Mainly, this will be

Shifty & Avatar, but you want to be able to mention
others to show a wider knowledge.

Write a BRIEF introduction which clearly states what

your contention is: what you will be arguing about
the question.
PRODUCTION
Where the finance comes from
Impact of internet on being able to raise finance on line -Kickstarter
What the budget is & what impact this has on the film (starts, director, SFX & CGI)
Consider genre & who the genre is able to appeal to: how sellable the genre is for
distributors
Production development: what goes into getting the film made
Digital vs. 35mm film
Impact of digital technology on filming and editing

DISTRIBUTION
Shipping the film and the impact of digital technology
Marketing the film and the impact of technology (below the line marketing strategies)
Link below the line strategies to the importance of viral = Exchange
Marketing synergy and integration
Marketing budget (above the line marketing strategies)
Deals with exhibitors
Release strategies: where and when (blanket or limited, time of year)
Release to DVD & TV

EXHIBITION
Why the preference for U.S high concept
Positives of technology
The 3-D debate
Threats to cinemas from technology
RECEPTION:
How technology has affected where and when people consume media products technological
convergence and the
impact on the film industry.
- All media now offer multiple ways to watch via new technology
- Blu-Ray
- Threat of better technology at home to cinema

EXCHANGE:
Viral
Parodies
TWO types of question:
1. Technology
2. Ownership

If its a technology question, you still need to bring in issues

about ownership because its a case of who can afford to do
the things Avatar does? (though there are elements of
technology that benefit both).

If its an ownership question, you still need to bring in

technology, for the same reason as above.
JUNE 09
How important is technological convergence for institutions and audiences?
If its a technology question, youll be talking about all areas of film making
(production through to exchange, unless the question states otherwise).

Production: - DVD bonus features encourages DVD sales even if you have seen the film at
the cinema.
- Mid production marketing: leaks about production or coverage about
production (think about
how much press Avatar had already received while the film was still being made)or
actors on twitter about making the film to build up a buzz.
- Digital filming advantages
- Type of filming practices now available think what they were able to do with
Avatar
- Getting funding via web - Kickstarter

Distributio - Use of social networking sites encourages viral exchange

- iPhone apps like Orange Wednesdays: using phone to get deals and tickets
n: - Reviews in online newspapers recognising that people want to access
information in a variety of
ways
- Synergy: how releasing a soundtrack before the film helps publicise the film
- Synergy: how releasing a game after the film is released help keep up interest
in the film.
- Below the line marketing: how seeing actors doing interviews on television
helps promote the film
better than just reading about it in the newspaper.
Reception - How audiences now watch films at home links to threat to cinema
- Being able to access media when and where you like because of technological
: convergence

Exchange: - Viral sharing etc

- Prosumers have ability to edit etc from home - satires
JUNE 10
What significance does the continuing development of digital media technology have
for media institutions and audiences?

If its a technology question, youll be talking about all areas of film making
(production through to exchange, unless the question states otherwise).

What significance: How important its important that you are able to
talk about the negatives of this too. Remember the lesson we did on how
technology is affecting cinema?
Institutions: All parts: production, distribution, exhibition
Audiences: Reception & exchange

This is basically, the technology mind map I gave you.

You should use Shifty & Avatar to compare how technology has impacted
film making through to exhibition and what affect it has on audiences.
JAN 12
To what extent does digital distribution affect the marketing and consumption of media
products?

Digital: Impact of new technology

Distribution: Just on that sector: shipping, marketing, deals with
cinemas
Consumption: where and when seen: this includes exhibition,
reception & exchange

This question DOES ask you about a specific area so you would need to
just stick to distribution and audience: reception, exchange.
JAN 10
Media production is dominated by global institutions, which sell their products and
services to national audiences. To what extent do you agree with this statement?
JAN 10
Media production is dominated by global institutions, which sell their products and
services to national audiences. To what extent do you agree with this statement?

Media production: what is getting made

Dominated by: the most films produced
Global institutions: conglomerates, fully integrated companies like The Big 6
Sell: distribution : way it is marketed
Products: Films
Services: Distribute for other productions , co producing
National audiences: A mass audience able to reach everyone

Wants you to talk about:

- Films the big 6 make high concept as most dominant. Use Avatar to show
dominance
- How these films are marketed to a mass audience. Use Avatar to show the
marketing
strategies and who able to reach.
- Compare this to Shifty to show dominance.
- Whats interesting about this Q is the wording products and services.
Products
obviously = films, but services?
They want you to talk about distributing for others or co producing.
JAN 11
Discuss the issues raised by media ownership in the production and exchange of media
texts.
JAN 11
Discuss the issues raised by media ownership in the production and exchange of media
texts.

Issues: problems
Media ownership: conglomerates, Big 6 VS. Independents
Production: Films being made
Exchange: What audiences do - because this is part of the Q, you will
need to focus on below the line marketing (use of social networking sites)
as this is what encourages exchange.
JUNE 11
Successful media products depend as much on marketing and distribution to a
specific audience as they do upon good production practices. To what extent do you
agree with this statement?
JUNE 11
Successful media products depend as much on marketing and distribution to a
specific audience as they do upon good production practices. To what extent do you
agree with this statement?
Successful: How do you define success? critical acclaim? profit?
Marketing and distribution to a specific audience: About the ability to
target your specific market well VS>
Good production practices: How the film is made, budget etc.
Do you agree? Wants you to weigh up marketing to a specific audience
VS budget and everything that is involved in production.

Remember those quotes we looked at: Do audiences see a film because

its an amazing film or because the marketing convinces us we have to see
it?
Is Avatar an amazing film? (I think the production the budget and
especially the SFX & CGI means we have to answer yes to this)
How much did the marketing have to do with people seeing it? Answer is it
was easy peasy to market because it had the selling point of the
technology used in the production to market it.
so in the case of Avatar, Im going to say production more important, but is
this the case for British independent film? Is British independent film all
about knowing your small-ish audience and being very clever about
marketing to them?
So in the case of British, marketing more important.
T OPIC SENTENCE
This is where you Digital technology means cheaper production methods for
make a point film makers.
which you will
explore.

E XPAND/EXPLAIN
Give more detail.
Explain HOW?
WHY?

L INK TO
FILM/FACT/FIGURES
Show how the point
is linked to a
specific film or
company.
Give facts and
figures.
LINK TO THE What is the significance (why is it
important?)
QUESTION
BRIEFLY explain what you
have proved in relation to
the question.
JAN 09
Discuss the ways in which media products are produced and distributed to
audiences.

JUNE 09
How important is technological convergence for institutions and audiences?

JAN 10
Media production is dominated by global institutions, which sell their products and
services to national audiences. To what extent do you agree with this statement?

JUNE 10
What significance does the continuing development of digital media technology
have for media institutions and audiences?

JAN 11
Discuss the issues raised by media ownership in the production and exchange of
media texts.

JUNE 11
Successful media products depend as much on marketing and distribution to a
specific audience as they do upon good production practices. To what extent do
you agree with this statement?

JAN 12
To what extent does digital distribution affect the marketing and consumption of
media products?
 Marking Grid for Qu2.
Band / Argument Examples Terminology
Grade
Level 1: Minimal Limited range Minimal use of
U understanding and use of terms.
& reference to examples Inaccuracies
study (0-7) (0-3)
(0-7)
Low Level 2: Basic Some relevant Some terms
E>D understanding. examples used. Some
Some relevant (8-11) inaccuracies
points. (4-5)
(8-11)
Upper Level Proficient Good range of Mostly accurate
3: argument, well examples terms
C>B supported. (12-15) (6-7)
(12-15)
Level 4 : Excellent, Frequent use of Relevant and
A relevant, relevant accurate terms