Monday 4th November 2024 Film Industry
L/O:
A conglomerate is a large corporation that consists of multiple businesses operating in different industries or sectors. These businesses are usually subsidiaries of the conglomerate and are managed by separate entities while from shared resources . Good example of this is Walt Disney.
worth £133 billion pounds
Disney bought:
Pixar for $7.4 billion dollars
Lucasfilms for $4.05 billion dollars
Marvel for $4 billion dollars
20th century $71.3 billion dollars
Revenue made;
Pixar - 411.5 billion dollars
Lucasfilm - $12 billion dollars
Marvel - $13.2 billion dollars
20th century fox -
Friday 8th November 2024 Snow White & The Seven Dwarfs
L/O: To explore set texts.
Horizontal integration - A business strategy is where a company expands its operations by acquiring or merging with other companies in the same industry.
Vertical integration - A business strategy is where a company owns and manages multiple stages of its supply chain.
Hollywood big 5
Colombia picture, warner Bros, Universal pictures, Paramount pictures and Disney
Colombia picture - founded in 1924
Warner bros - founded in 1923
Universal - founded in 1912
Paramount - founded 1912
Disney - founded in 1923
Early development of cinema
- Creation of camera and displaying moving images
- editing technology
- Late 1930's synchronised sound
- Cinemas looked like theatres having an orchestra and narrator on occasions.
- Entering the golden age of cinema
1930's Hollywood Golden age
- First talking film 'The Jazz Singer'
- Dubbing was introduced to help with international audiences
- Warner bros, Fox, paramount, RKO and MGM were the top 5 at this time
- Colour was introduced
- each Studio had its own personality with films
- Start of film regulation
Monday 18th November 2024 Snow White
L/O: To explore the context of production in 1930's.
Main characters - Snow white and 7 dwarfs are the main characters of the movie they are other characters such the evil queen and the prince.
Narratives - Evil queen is jealous of snow white's beauty so she creates a spell to turn her old and makes a cursed apple which will put snow white to an eternal sleep. Yet Snow white, dwarfs, prince and nature have a way to wake her from her eternal slumber.
Themes - Love and Jealously
Representation - Dwarfs are old and slightly fat viewed on negatively. Evil queen when she is old instantly lowers her beauty suggesting older people are ugly. Snow white - beautiful white red lips and black hair.
- First movie to make merch on the first day, soundtrack released on vinyl
- First full length animated movie
- Became known as 'Disney's Folly'
- Started 1924 and took 3 years to complete
- New technology at the time was used for the creation of Snow White and the 7th Dwarfs called the multi-plane Camera adding more depth to animation.
- Disney himself was heavily involved in the production , overseeing every aspect of the film from the story development to the animation to the music.
- Premiered December 21st 1937. Became the highest grossing film in 1938.
Friday 22nd December 2024
- Early silent cinema was globally accessible due to visual storytelling.
-World War I disrupted film industries in France, Italy, and the UK but led to innovation in Germany.
- German Expressionism emerged, with exaggerated visuals reflecting psychological depth, exemplified by The Cabinet of Dr. Caligari.
- UFA consolidated German film production, producing historical dramas and avant-garde works.
- Directors like Ernst Lubitsch, Fritz Lang, and F.W. Murnau innovated mise-en-scène, camera techniques, and storytelling.
- Post-war, Hollywood's dominance ended Germany's global influence, but Expressionism left a lasting impact.
- Snow White's influence of german expressionism is very clear with the contrasting views on dark and light and character designs with angular lines, sharp angels . The castles twisted architecture. The forest transforming from a regular forest to a nightmare fuel that all influence to german expressionism.
Production context
- Multiplane camera was used in the making of Snow white giving them the illusion of depth and movement.
- Rotoscoping as well was used to make more realistic movement giving the life-like movements.
- Silly symphonies was used to allow Disney to experiment with techniques and styles. With these techniques and styles they were all ported and used in Snow White.
- Every fame was hand-drawn by artist working tirelessly to bring the animations to life.
- The music and sound effects were really spectacular and even had a groundbreaking musical score by Frank Churchill.
America Midwest
Walt Disney's upbringing in the American Midwest had a massive influence and significance on the themes and values that are presented in films.
Disney had a huge appreciation for family, community and hard work. These were often shown in the films and characters. Due to the importance of these roles on Disney.
Most films had a nostalgic view of rural America, with picturesque setting 😀 and idyllic small towns
Criticism as the films present America in a narrow minded and idealised .
Walt Disney
Early cinema was for working class but had elements so that higher classes could also go and watch.
First ever animation movie that everyone had seen.
Movie palaces had featured elaborate architecture, plush seating, AC and marble restrooms.
Double features were also included in theatres
Theatres would also show news reels and provided news and current events from around the world which was rather serious to the audience but also got showed cartoons.
Intermissions were available to audience
censorship was still around so some films were deemed inappropriate or offensive and were edited to be censored or outright banned.
Distribution
Cinemas being a popular form of entertainment with studious having a national releases they have to distribute them across towns cities and if globally meaning even further costing a lot of money.
RKO
RKO and Disney's relationship was significant for the success of Disney's studio. RKO got the exclusive rights to Disney's animated shorts and features including Snow white.
RKO being a major Hollywood studio at the time, and its distribution network allowed Disney's film to reach a wider audience
Box Office
Made over 8 million during its initial release in 1937 and 1938 and costed 1.5 million to make Snow white. It was re-released in theatres over the years, and it went on to make a gross an estimate of 418 million dollars worldwide.
was artistically and commercially successful and paved the future of animated shorts and movies. Was the 10th most successful Hollywood movie of all time.
Monday 2nd December 2024 Exhibition
- Innovation it was the first feature-length animated film, which was a significant technological and artistic achievement at the time. Audiences were amazed.
- Storytelling Was engaging and accessible to audiences of all ages. Based on a well known fairytale which made characters charming and likeable.
- Music the film's score composed by Frank Churchill and Larry Morrey featuring several memorable songs.
- Marketing was extensive and effective generated interest and application for the film's release.
- Reception the film was well received by critics, who praised its technical achievements and storytelling.
Marketing
- Comes under distribution. Snow white's merchandising was an extensive marketing campaign a year before Snow White's release being toys and other themed items were on shelves months before release.
- Merch was old out several times before release so they ramped up the production and sold over 2000 different products for the film.
- Snow white was already in peoples houses before the film's release and created excitement.
Success
- Disney were able to produce more animated long feature films and expand into other areas of entertainment
- Pinocchio (1940), Fantasia (1940) and Dumbo (1941)
- Expanded to television in the 50's and 60's
- theme parks were built revolving around Disney
- Acquired other studios and expanded Disney's business interests and expanded its reach in other areas of the entertainment industries
- Digital streaming services with streaming service Disney+
Types of merch
- Dolls/Figurines
- Clothing mainly for younger children/babies such as snow white's actual dress
- Stuffed plushies being the Dwarfs
- Journals inspired by the fairytale books that snow white was based on
- Christmas ornaments
Good example of success is Disney's synergy
- Disney themed happy meal with Mcdonalds. Started with Snow white. Benefited both companies
released multiple soundtracks mostly remasters over the years like 50th anniversary
2015 legacy special editions
2017 vinyl for 80th anniversary
released on music platforms digitally
all of these linked to Disney's use of nostalgia
Disney re-release Statagey
- Keep re-releasing the film in new generations aka about 10 years or so mainly were there to celebrate the film's anniversaries and or to help promote other merchandise campaigns and merchandise-tie ins
- It helped maintain their audiences throughout the years and not be forgotten and keep having be viewed on the big screen to keep its classic status and on the big screen as it was intended to.
- Introduce it to new fans and recreate the feeling of nostalgia for many more generations.
Exhibition Home releases
- VHS: released in 1994 first time available for home viewing.
- DVD in 2001 and had many varying editions of the film that included bonus/new content.
- Blu-ray in 2009 added a HD version of film
- 4K ultra HD in 2019
and eventually streaming services.
- Nostalgia allowed the films to be held in a special place in peoples hearts and becomes a classic people will go back to.
- Timeless storytelling
- groundbreaking animations
- memorable characters
- Disney branding make themselves a good reliable brand image and a leader in animation and family entertainment and created loyalty and a lasting impact.
recently Disney have gone out their way to re-create the films in live action remaking the films because now re-releasing the films no longer were as effective as they were and the stories themselves although had nostalgia cannot compete with the new stories that are being made. However, remaking them adds even more of the nostalgia to the audience with more modern story telling and again new for the newer generations and their future.
appeals to a more modern audience
Friday 6th December 2024 Context
L/O: to explore regulations & Context of 1930's.
- BBFC regulate films in UK
- United states in 1930 had the Hays Code was America form of regulation. to eliminate depictions of violence, sexuality, and profanity. eliminate anything immoral or offensive. enforced the code through self-regulating.
- Snow white was produced in accordance with the hays code. This film was pushing the boundaries for animated films at the time. Particularly in terms of the dark and scary scenes.
- In the UK at 1912 the BBFC classified films with different age ranges. (U) - Universal. (A) - Adult (X) - Over 16.
- they could ban films deemed to them being offensive or harmful.
- Snow White and the seven dwarfs was rated "U" but was given a warning that it may not be suited for young children.
Overall both both American and British regulations had an impact on the production and distribution of Snow White and the seven Dwarfs. While the film was able to navigate these regulations and achieve commercial success, it also reflects the limitations and restriction placed on filmmakers at the time.
- Social, cultural, political, economical and historical context
reflecting and also constructing of issues and beliefs (contexts)
Media products reflecting issues an events
Intertextual references reflect context
How media products studied reflect their economic contexts through production, financial and technological opportunities and constraints.
Economic context
production cost was $1.5 million dollars significant investment from Disney as it was a groundbreaking and ambitious projects
Revenue stream: Highest-grossing film of its time earning over $8 million at the box office. Allowed them them expand further in the animating industry.
Merchandising: having merchandise in peoples homes before the release was a smart marketing strategy from Disney.
History: revolutionised the animation industry itself
LT Impact: set the groundwork for future long form animated films and the ongoing popularity of Snow White continues to generate revenue.
Historical context
Dominance of Hollywood Majors: Release Strategies reflect changes
source of income merch and additional revenue sources
Proliferation of technology
Shang-Chi And The legend of The Ten Rings (2021)
Main characters
- Shang chi
- Xu Xialing
- Katy
- Madrin Xu wenwu
-
Narratives
Themes
family
Chinese and its culture
Representation
Chinese representation. Using actual Chinese culture and also does not negatively reinforcing.
Female representation is very strong showing very strong and positive representations of them
American rep
Monday 6th January 2025 Shang- Chi & The legend of the ten rings
L/O: explore the context of the set text
Disney in 2021
- Massive international conglomerate now and made up of multiple companies. This meant that they had more money to invest and had more advanced technology compared to 1937.
- Film still retains some of its status as a form of art. Prestige content for the company.
- Disney pre-pandemic accounts (2019) 11 billion dollars were made jus from the film segment of the business $70 billion in total. Media networks and parks made most of the revenue
- Diversified into different areas rather than just film
- Access to streaming services such as Disney+ and Hulu.
- Exclusive rights and having control over the prestige content so the audiences can come to them to watch their content.
- Disney had cut all of their deals with other streaming services such as Netflix in order tp ensure their exclusivity for Disney+
1. Destin Daniel Cretton
2. Kevin feige, Jonathan Schwartz
3. Marvel productions, a subsidiary of Walt Disney company's 'studio entertainment' division.
4. Disney
5. 150 million
6. 1.2 million
7. An exclusive theatrical window and a 45-day release on Disney+ premier access
8. 432 million at the box office extra value with Disney+
9.
Influences
- Martial art films
- Superherofilms
- Chinese mythology and folklore
- Hong Kong Cinema, Director Destin Daniel Cretton
- fantasty adventure films
Friday 10th January 2025
New Technology to improve the special effects are crucial part of creating the immersive worlds and large-hen-life characters.
- CGI (Computer generated imagery)
- motion capture
- Green screen
- Practical effects
- 3D Printing
Streaming services: Distribution
- Offering a wide range of content and reduces the incentive of illegal streaming, by offering a comprehensive library of content in the best quality compared to illegal streaming.
- Providing high-quality streaming of the content for the viewers best experience
- Implementing anti-piracy measures meaning that it is harder to pirate content.
- offering a competitive and affordable price.
Having Disney+ has allowed them to expand their distribution channels and reach a wider audience. Obtaining leverage over other digital platforms such as other streaming services from distributing their films and TV shows to a global audience, which increases Disney+'s revenue streams and profitability.
- Have far more analytical data and insights from their audiences to understand their audience's viewing habits, preferences, and behaviours. This allows to tailor their content to a specific demographic and create a more personal experiences to their audience.
- connecting with the audience in new and engaging ways. Releasing exclusive content for the audiences to watch who are die-hard fans of Disney content such as new TV shows for the movie and many other forms of content related to a certain product of theirs.
- rise of digital platforms has also brought new challenges for Disney. Increased competition for attention and viewership has forced to adapt to changing to consumers behaviour and interest.
Promotion
Shang-Chi Marketing & promotion
- Trailers
- Events
- Collaboration
- Posters
- Social media collaboration
- Billboards
- newspapers
- Magazines
- Game events
- word of mouth
- Product placement
- interviews
- Puzzle
- Online platforms
- Merch
- Soundtrack
Distribution agreements
film distribution are involved with a film before production, advertising on its marketability
- the promotion. in all media before and after release
- different cuts necessary for different cultures or territories
- how income for the release will be apportioned
- How far the distribution licence extends into other markets such as TV & home entertainment.
The objective is to create visibility for an individual film and engage the audience's interest.
Shang -Chi premiered on Disney's ESPN in a pre-basketball match programme.
Was unveiled at 2019 comic-con with an early teaser
Monday 13th January 2025
Genre action, superhero
Narrative - The villain look omniscient and powerful however our main character wearing a different colour and in front of the him purposes a fight between the two.
shows binary oppositions such as the warm colours and cold as well as good vs evil.
semiotics - pose behind him with a serious pose implies an evil power/antagonist whilst Shang chi stands unfazed showing his strength
stars - Michelle Yeoh and Awkwafina well known pulls audience in
tone - serious pumped with action and fights
intertextuality - golden gate bridge. Marvel logo
Theatrical trailer
- With the involvement of Wong and link to the overall marvel multiverse instantly showing new powers involving the other MCU
- Many fights and incredible action/magic moments which is very appealing to men
- Fights between father and son throughout we see the change as well as dynamic its slightly myserteous however it builds and changed throughout the trailer
- Asian and Chinese culture is showing a lot however it still appeals to a western audience like the bus scene and it being spoken in english and not dubbed. appeals to a western culture as well.
- Focuses on an origin story showing his journey and his upbringing to become a marvel superhero
- CGI visual effects looked great and interesting high quality film
open para - explain how both have changed due to technological factors and the increase of populaity of Disney
second para - 1930's explain how it was advertised
- Huge marketing campaign such as releasing merch a year early before the film such as Snow White dolls.
- Comes under distribution. Snow white's merchandising was an extensive marketing campaign a year before Snow White's release being toys and other themed items were on shelves months before release.
- Merch was old out several times before release so they ramped up the production and sold over 2000 different products for the film.
- Snow white was already in peoples houses before the film's release and created excitement.
- also did use simple movie posters that were at the pictures and most likely around towns/cities where the film was originally screened
Disney went huge due to this being a shot in a deep end and the first long form animated film that was produced by Disney
Third para
Shang-chi being a modern Disney film had a lot more budget and creativity allowed then snow white.
- using 'marvel studios' in advertisement such as posters and trailers gave it more reach to an audience as it is a popular and well known and strategically used to gain more traction.
- Proliferation of advertising styles. Trailers, Posters, Interviews, social media, product placement and word of mouth .
- Had separate posters to show individual characters/cast which showed it was a a dominated Asian cultured film also in trailers showed a lot of Chinese culture and underrepresented culture in media.
Final para
conclusion mention how it has improved as well as changed due to the mass success that Disney has gained over the course of time.
Marketing for major Hollywood films have changed due to increase advances of technology as well as the overall popularity of Hollywood films due to experience a new form of entertainment that is full of high quality and passion from the producers. With Disney we can see that they have underwent several changes due to the mass increase in popularity for their movies and products and we can see that technology surrounding Disney has also improved.
During the 1930's Disney also had various competition in the film industries such as Colombia pictures, Universal, Paramount and Warner Brothers. Making a name for themselves was very important. With this began a year long marketing campaign that Disney created for Snow White. During this marketing campaign, it was produced a year before Snow Whites actual release. Disney created merchandise such as Snow white dolls and themed toys and distributed them to their audience. Clearly this idea was successful for Disney as products for this marketing campaign had already sold out several times before the release and in total Disney sold over 2000 different Snow white themed products for the film. Snow white was already in people's homes and gained mass excitement for the Film itself. This was massive for Disney as no one else had done something like this and it was a massive gamble that Disney did not know was going to work but clearly this gamble had paid off for them. In addition to the merchandise, Disney also placed several movie posters around areas in the city for people to see and another way for audiences to gain an interest in the film. Overall, Disney tried a very innovative marketing strategy at the time which was highly successful for Disney as Snow White became a very successful film as it made history for cinema as a whole and allowed Disney to continue produce these animations such as Pinocchio as well as Dumbo both being success as well.
Modern Disney had underwent massive changes and development. Throughout this Disney had went through horizontal integration and bought out a massive amount of companies to produce films for them one of them being Marvel Studios. Shang Chi released in 2012 also had a unique marketing campaign and due to the success Disney and Marvel studios have had over the course of time audiences were already eager on new products from them and, the success of their films allow them to have a bigger budget and the advancement of technology for the movie as well as the marketing. Originally, the film was actually shown at a basketball game via a trailer. This is where social media took a storm of this and word of mouth spread quickly through social media which already start building hype. Then at one of the most popular events for Marvel studios Comic con, Shang Chi had its own panel where the actors and president of Marvel Kevin Feige presented the film to a massive audience and explained what will go on in the film without spoiling anything too much. It also was shown to link with the current MCU which fans of the production were excited about which would gain huge popularity. ever since 1937 with Snow White a proliferation of advertisement methods were created as well as used by Disney such as online advertisements, collaboration with other companies public events etc. A popular method of modern films used was actor interviews and using their social media platforms as a well to spread the movie. The actors would talk about the experience and the film itself and drop hints at the film for the audience to watch and find out and share. Especially when this film actually had unique representation unlike other Disney as well as Marvel films and that was marketed with the character posters. They produced several posters for individual characters so the audience can see the whole cast. Therefore can see that Disney and Marvel are doing something different and that is representing an ethnic group that isn't often represented in the media. As well as that it was a way to spread the Marvel logo even more so people knew a new Marvel film was releasing which builds more hype. Overall, the marketing campaign for Shang Chi showed Disney utilising the assets to advertise the film to a wide audience and gaining popularity quickly.
In conclusion, we can see that the marketing for major Hollywood films has changed the marketing strategy due to the development of technology as well as audiences interests for film and cinema. Being original and create unique ways of marketing a film is key to gaining attraction to the audience and is shown clearly via the two examples. Although Snow White's marketing was innovative if that was used now may not be as successful but with the success of Disney over the years Disney was able to build up a fanbase and collecting other companies and taking there fanbase mean that most media products they produce will already have an audience interested and may not need much innovation previously used to gain such an attraction.
This is more universal product that appeal to collectors and younger audience due to is easy accessible price point as well as it being in a variety of toy stores it also releasing before the film making buzz for the film's release.
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