Audiences and Institutions

Last minute key revision

Marking Grid for Qu2.Band / Grade Argument Examples Terminology

Level 1: U

Minimal understanding& reference to study

(0-7)

Limited range and use of examples

(0-7)

Minimal use of terms. Inaccuracies

(0-3)Low Level 2:

E > DBasic understanding. Some relevant points.

(8-11)

Some relevant examples

(8-11)

Some terms used. Some inaccuracies

(4-5)Upper Level 3:

C > BProficient argument,

well supported.(12-15)

Good range of examples(12-15)

Mostly accurate terms(6-7)

Level 4 : A

Excellent, relevant, sustained argument

(16-20)

Frequent use of relevant examples

(16-20)

Relevant and accurate terms

(8-10)

Barry Litman (1983)Found that actual movie type mattered far less than the story itself. High-quality stories—as determined by things like the reputation of the screenwriter and director coupled with timeliness, theme, and critical ratings—trumped things like star power and name recognition. It was the “buzz” leading up to a release that made a difference.

James C. Kaufman Films that dealt with nuanced and complex themes did better than those that played it safe, as measured both by ratings on metacritic.com, rottentomatoes.com, and IMDb and by over-all financial performance. With…the best kids’ movies have enough adult elements in them to hold on to both.

BRAND IMAGE

TENT POLE RELEASE

BRAND EQUITY

VERTICAL/HORIZONTAL INTEGRATION SYNERGY

CONVERGENCEINTERTEXTUALITY

TIE IN

PROSUMER

ACTIVE AUDIENCE

PLURALISM

Distribution• Thanksgiving• Digital distribution - Traditional Release; Digital Distribution; Advantage: Money; Disadvantage:

Money; Advantage: Range; Disadvantage: Marketing; Advantage: Keeping up with Technology; Disadvantage: Destroying Art; • Distribution of Frozen: Universal release: US Premiere November 24th 2013 at 3,742 screens;

December 1st 505 screens in UK; 8th December 2013; Hungary 8th December 203• Disney released “Frozen” online nearly a month before its Blu-ray/DVD street date, making an HD

download available in February for $19.99 (a price that includes the short film, ”Get a Horse,” and bonus features). • Breakout song “Let It Go” has been streamed over 300 million times on YouTube alone• iTunes-powered Disney Movies Anywhere service allows viewers to watch over 400 titles from

the Disney, Marvel and Pixar collections.-- lets people purchase and watch movies from Disney, Pixar and Marvel. The service has more than 400 titles and offers exclusive content and bonus features in addition to feature films. Customers can stream movies directly from the app or download them to view offline.The service is currently offering a free digital copy of The Incredibles to customers who connect their Disney Movies Anywhere and iTunes accounts.

Advertising and Marketing• Trailers – teasers – Olaf – Elsa - song• Idina Menzel – Demi Lovato• Content over advertising - "In 2014, 'Frozen' is more popular than when it opened in 2013 and

momentum has picked up, not slowed down," (Jim Silver CEO of and editor-in-chief of TTPM)• In house synergy and convergence - Disney-owned ABC's "Once Upon a Time" season finale –

Elsa, Anna and boyfriend Kristoff – vertical integration• Vertical integration - July: a YouTube video and Disney Channel music video with 26 of its

popular tween and teen stars singing "Do You Want to Build a Snowman?" was broadcast. • A Disney on Ice take on "Frozen“• Broadway show• "This is one of those cases where the content won. It was not so much about marketing, it's

just really astory that resonates, particularly with young girls,“Marty Brochstein, senior VP at the International Licensing Industry Merchandisers' Association. "

• Synergy: Vodafone celebrates 'local heroes' in biggest ever Christmas ad

Ancillary products• Toys alone will account for $500 million in sales this year, with "Frozen" apparel

and other licensed merchandise adding a similar amount to hit the billion-dollar merchandise mark- KIDdesigns' microphone and talking boom-box- Fast Forward backpacks- "Frozen" food, including 16 new "Frozen"-themed food and health products

including fresh apples and grapes, juice, yogurt, bandages and an oral-care line. - 50 print and electronic books- Cars” has pumped billions in profit into Disney via a wide range of ancillary

businesses: Over $460 million in global ticket sales; sold 27 million DVDs; related retail products have generated $5 billion in sales; “Cars” virtual world is opening on the Internet, a “Cars” ice-skating show will begin touring the nation in September.

Technology‘Art inspires technology, technology

inspires art’ – this is the fundamental belief of John Lassiter, one of the Pixar founding members.

Technology• Ed Catrell the founder of Pixar was the first person to explore curved surface animation and the first to

produce 3D film. Pixar also created ‘Tween’ which allowed animators to draw directly onto the computer.• CAPS: Lion King, Little Mermaid• Catrell originally worked for Lucas Film and used edit droid to allow for greater camera movement.• Verisimilitude: hair, balloons, snow etc…• Renderman: Global illumination - algorithms used in 3D computer graphics that are meant to add more

realistic lighting to 3D scenes; reyes rendering - render photo-realistic images; raytracing - tracing the path of light through pixels in an image plane and simulating the effects of its encounters with virtual objects. The technique is capable of producing a very high degree of visual realism. Motion blur; depth of field;

• Free renderman• Computational power has changed drastically since 1995. Back then it took four hours to render one

frame; in 2009 when Toy Story was re-rendered for 3D it took around four minutes a frame. • DeMartino noted that ‘the younger generation has not only grown used to computer graphics, it has

come to appreciate the art form and expect more because of it.’ - Pixar rides this wave, but also drives it in many ways. ‘They just keep setting the bar higher and higher, with fantastic execution’ DeMartino said

• MARI, Pixar artists take basic 3D models created by other team members and begin to "paint" details onto their characters

• Pixar = very innovative and successful (first Oscar) but losing over $1 million a year.

THE BAD• Disney signed a three film contract with Pixar; Even when Toy Story was a huge success, Pixar did not enjoy huge

revenues. Disney controlled all the merchandise for example.• Pixar only released a film a year, this has now risen to 2 – does this signify a decline in quality?• Pixar used to resist straight to DVD releases but now they do produce these – is this a sign of greater

commercialism?• They also outsource some of the production to India – another sign of a decline in quality?• Lots of Pixar creations can still be considered boundary pushing but some films such as Brave could be considered

to suffer from a lack of creative freedom and corporate pressure.

THE GOOD• Disney did agree to a specific set of guidelines for protecting Pixar’s creative culture• Disney has become a film maker studio and not an executive led studio• “Most acquisitions, particularly in the media, are value destroying as opposed to value creating, and that certainly

has not turned out to be the case here” (David A Price, author of ‘The Pixar Touch: The Making of the Company’

Ownership