How your experiences of media consumption illustrate wider patterns and trends?

How your experiences of media consumption illustrate wider patterns and trends?


"at some point, a slew of mega-productions will flop all at once and Hollywood will be forced into a dramatic change. Including movie-going becoming, rarer and a more expensive occasion, and most movies coming to us via online services," 

- More opportunities for audiences to consume due to proliferation of hardware and content and technological convergence - Smartphones, PCs, tablets.
- Decline in cinema attendance (1946 - 1.4bn, 2013 - 166m) CINEMA UK ASSOCIATION- Cinema was the only way to consume. Reach lowest point in 1984 - 54m (introduction of videos and TV) - Increased since then due to IMAX, D-Box, 4D etc.

- DVD - 1995 - Twister 1st film
- 4K 1080p Blue Ray - Sony 2013


- Rise of Web 2.0/Digital Distribution - Netflix record 4.9m subscribers in the first quarter of 2015, 100m hours of TV programmes and films. - Piracy. Kill Bill most pirated 

Group viewing - increase in people watching with friends etc.

Distribution

Marketing - Ill Manors - reliant upon social media etc. 30K likes, trailers, YouTube etc.
 MORE ACCESS TO CROSS MEDIA CONVERGENCE/SYNERGY - James Bond 

To what extent do you agree that synergy is an important process for film companies?

To what extent do you agree that synergy is an important process for film companies?


Introduction

synergy definition =  the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects. In terms of the film industry, it is when multiple companies work together in order to create a film product that would appeal to the widest audience.

Conglomerate

- Easier for conglomerate companies because they are more BITG, more finance, better links to other companies (switch to horizontal integration from vertical integration means more subsidiary companies that produce other media products) 

SKYFALL SYNERGY ($200M)

1. - The only mission that is not on the game disc itself is the "Skyfall" mission, which was released on 20 November 2012 as free downloadable content, since 007 Legends was released one week before Skyfall was first released in theatres. (CMC)
   - Soundtrack release - Skyfall: Original Motion Picture Soundtrack is the soundtrack album to the 23rd James Bond film of the same name. Released by Sony Classical on October 29, 2012 in the United Kingdom and on 6 November 2012 in the United States, the music was composed by Thomas Newman. (Ancillary revenue) - The Skyfall song went to number one at the UK's iTunes online store less than ten hours after it was released, selling 84,000 copies in the first two days of release (CMC)
   - TV (Synergy) - SONY displays
   - Tie Ins - Heineken, Coca Cola, Tom Ford, Aston Martin etc. (More accessible for conglomerates)
   - SEQUELISATION 
   
   
   FROZEN SYNERGY ($150M)
    Disney released a variety of synergetic complimentary products, most notably merchandise. -  kids' toys and accessories
   Disney received increased sales on their merchandise, as children watching the film became interested in buying the products whilst children seeing the products would be more inclined to consume the film product. 
   - first quarter of the Walt Disney Company's 2015 financial year jumped 9% as sales of merchandise from the hit animated film Frozen dominated the holiday season 
   - Soundtracks - songs such as 'Let It Go', which received over 442,000,000 views on YouTube and made the number 1 on the US and UK Billboard charts. The 'viral' aspect of the soundtrack increased awareness of the film significantly, raising sales, whilst the film's release raised awareness of the soundtracks, increasing their iTunes sales. These soundtracks were released on Walt Disney's own record label and on Disney's own radio show - Disney Radio. (CMC)
   
   
   INDEPENDENT SYNERGY ILL MANORS (£100,000)
   ILL MANORS CDs a soundtrack album by British musician and rapper Plan B released on 23 July 2012 as the soundtrack to the film of the same name. Several songs were used in the film Ill Manors, although some of the recordings were completed after the release of the film - RELEASED 23 July 2012 - FILM RELEASED 23RD MAY 2012 (CMC) - not usually as easy for independent companies - but Plan B's profile helped this. For example, Ill Manors' YouTube upload, which included many actors from the main film production, such as Riz Ahmed, only received 6,800,000 views on YouTube, which allows us to notice the difference between the impact of an independent and conglomerate company such as Disney releasing a soundtrack, as Let it Go received 442,000,000.
   - synergy limited - film is niche - NOTa spectacle
   
   
   CONLUSION/COMPARISON
   SMALLER COMPANIES LESS ABLE TO UTILISE SYNERGY. (REVOLVER VS SONY - COLUMBIA) - LESS FINANCE, NICHE PRODUCTS - NOT A SEQUEL ETC.
   
   
   
   

Representation of Age

How is age represented in this clip?

Throughout this extract of TV Drama, Criminal Justice, we are presented with two main age groups - the first of which being young adults (represented by the male the offender in the court) and the other being middle aged people, represented by the listeners and barristers within the court. In this text, the contrasting age groups are presented very differently, and throughout this essay, i will be analysing the ways in which the producers of the drama have used camera work, mise-en-scene, editing and sound in order to do this.

Immediately, as the scene begins, from looking at the mise-en-scène in the opening frames, we can observe that the young adult male is being portrayed as a criminal offender. We can infer this from looking at his position on the set; sat at the witness box in a courtroom. In addition to this, a master shot allows us to see that there are two uniformed guards stood behind the young male on either side of him, allowing us to make associations of criminality and untrustworthiness with the youthful male character. This is further reinforced by the use of lower key lighting surrounding the character, which carries connotations of darkness and evil whilst a more intense light is used to focus on him as a subject, imitating the aesthetic of a spotlight interrogation procedure.

From looking at the costume of the other primary character in this scene, we can deduce that he is a barrister, due to his robes and wig. This conforms to the stereotype that this type of occupation is usually taken by older individuals, whilst also presenting him as a character that is lawful and righteous, which is also illustrated by the use of much softer, high key lighting. Furthermore, as would be expected, the barrister is shown to hold much more authority over the younger character, and acts dominant in the scene in contrast to the younger male who comes across more submissive. The use of low angle shots to present the barrister, and low angle shots to present the younger male illustrates this to us, as it makes the barrister to appear bigger (as though the audience is looking up to him), whilst the boy appears smaller (as though he is being looked down upon).

The older barrister also asserts his authority over the younger male offender in many other ways. One way he does this is through the use of dialogue. For example, he often speaks to him in a condescending manner, such as when he is asking him questions like 'do you want to change that answer?' followed by, 'are you sure?' in very quick succession, without allowing the boy to reflect upon what he is saying, in an attempt to provoke a quick and exploited response from him. The older barrister also comes across as intimidating when he says 'I can't hear you', again suggesting his dominance and authority.

Throughout this clip, the young male character is also shown as being nervous as well as emotionally unstable. A  series of mid shots of the boy allows us to observe his body language as he is being spoken to, showing that he often avoids making eye contact with the speaker in the court, he often holds his head low, showing his embarrassment and also that he is very restless in his seat . This is further reinforced by the slow zooming action of the camera within the mid shot that is frequently used, and the use of slow paced editing, that allows us to focus on his expressions whilst feeling the discomfort expressed by the boy. This slow zooming shot is used on multiple occasions throughout the scene, such as when the boy begins to cry and wipes tears from his eyes.

Later in the scene as it becomes more tense, an eerie, minor non-diegetic soundtrack is played to compliment one of the aforementioned zooming mid shots. The volume of this soundtrack slowly increases, as the character becomes more emotional and further reinforces the tension in the scene. Not only does this aid to exacerbate the audience's acknowledgement of the young boy's guilt but it also presents him as being emotionally distraught and again, unable to cope with his circumstances. Many of the ways that the boy is presented showing his emotion and guilt in this way gives a wider representation of the youth as often not thinking of the consequences of their actions. As the scene continues to progress, all shots that show the offending boy are much closer up, and the shot types change from mid shots, to close ups. The use of the close up shot type makes the scene feel much more intense and allows the audience to get an even clearer view of his facial expressions and his deteriorating emotional state, such as at 4:48, creating a further feeling of discomfort amongst the audience. This intensity in the scene is further illustrated as the editing in the becomes faster paced.

At the end of the scene, the stereotype that the occupations held within a court system belong to older and middle aged people is challenged, as a mid shot allows us to see a younger lawyer who appears to be defending the offender.

Issues raised with national and local audiences

What are the issues raised with national and local audiences?

Working Title Films - Subsidiary of conglomerate Universal (global appeal) (British)
Warp films - an independent film production company based in Sheffield & London, UK (British)


PRODUCTION

• Content - Films aimed at a larger audience might have to use less local contextual narratives/in order to appeal to a global audiences (conglomerate companies usually). Also, films aimed at global audiences must ensure to be politically correct/inoffensive. Films aimed at more niche local audiences can use more contextual narratives as they may be more relatable also locations and local themes. Social-realism films - This is England (Warp Films) Had little impact in America, only grossed $300,000 to £15,000,000 budget vs Theory of Everything (Working Title) - Global context - Based on a internationally known character
• Use of more well known actors to appeal to larger audiences - Working Title - The Theory of Everything (Eddie Redman) Warp - This is England (Thomas Turgoose - 1st time actor) 

DISTRIBUTION

• Marketing campaigns need to be stronger to reach a larger audiences. Conglomerate companies would be more often be able to afford using substantial marketing methods, which would be more costly.  The Theory of Everything - marketed using TV adverts etc, in contrast This is England - little marketing, low budget.

How New Technology Affects Institutions and Audiences

How New Technology Affects Institutions and Audiences

Production

- Digital Storyboards - better planning
- Increase in CGI (Toy Story one of first CGI films - Frozen - most successful)
   
Frozen

• Frozen was first released in December 2013 (in the UK) and is Disney’s 53rd animated feature. • The film’s budget was $150 million. 
• To date (Jan 2015) the film has made $1.274 billion worldwide – making it the highest-grossing animated film of all time, the fifth highest-grossing film of all time, the highest-grossing film of 2013.
• Frozen won two Academy Awards in 2014: Best Animated Feature and Best Original Song ("Let It Go"). 
• The film will be followed by a short sequel ‘Frozen Fever’ in Spring 2015. 
• The film also managed to top the UK Box Office TWICE – firstly, on its initial release and then for it’s re-release to the cinema in December 2014.
 • First released on the 8th December 2014 on around 500 screens (a wide release). 
• The film made £4.7 million in it’s opening weekend and was top of the UK box-office. DVD/Blu-Ray 
• Released on 31st March 2014 – the film sold over 500,000 copies in the first few days and by the end of the first three weeks of its release had sold 1.45 million units. Frozen is the biggest selling video title of 2014.

- More people can make films - Tangerine (iPhone 5s)
- HD digital video - can review footage, cheaper - good quality

Distribution

- Digital distribution - cheaper and more efficient than physical distribution
- Online marketing (Ill Manors - Twitter, Facebook, Website)
- Animated posters (Skyfall) at train stations

Exhibition 

- New, more advanced, cinema facilities - D-Box seating, 3D, HD, 4DX, sound systems etc (better viewing experience)
- More technology = more sales = more attendance = more concessionary sales

Audience

- Improved experience such as IMAX - 10 times larger screen (76x94ft), 10 times resolution (18,000 pixels), 2 times brighter screen - "Most immersive  motion picture experience"
     The Dark Night Rises - used 70 mins of IMAX footage in he film
     Waterloo IMAX took £1m in advance booking
     Sales exceeded Avatar's - highest BFI IMAX record - highest first day sales (£409,838)
     People flew in from abroad to see it in IMAX cinemas
- More platforms for people to watch from - Smartphones etc, cheaper convenient (on the go)
- Prosumers
- Online reviews, trailers, interactive film websites, screensavers, ring tones
- involvement in viral marketing
- More variety of films due to more places to consume

Discuss the issues raised by media ownership in the production, distribution and exchange of media texts in your chosen media area.

Discuss the issues raised by media ownership in the production, distribution and exchange of media texts in your chosen media area.

Media Ownership is concerned with the types of media companies that produce and distribute products, relative to the company's size and wealth. The film market is oligopolistic in nature, meaning that it is dominated by a few large conglomerate companies, Warner Bros (19.8% market share), Universal (19.4%), 20th Century Fox (14.7%), Buena Vista (10.5%), Paramount (8.5% market share) and Colombia (12% market share), who together own approximately 90% of the industry. The idea that there are powerful corporations dominating the market in this way has many impacts upon independent companies, whilst also being in this position is mostly advantageous for the conglomerates in the film industry.

Firstly, in terms of production, conglomerate companies such as Sony that own subsidiary company Colombia Pictures, are able to budget their films highly and have a higher financial capital, allowing them to achieve films with higher production values by using more renowned actors for example, in turn allowing them to reach a larger audience and therefore receive greater revenues. In contrast, independent companies such as BBC Films may find it difficult to compete with these conglomerate companies as their budget restrictions due to their relatively low retained capital. This often means that their production values may be considerably lower. Ill Manors is an example of a film that had a relatively low production value due to it being produced by an independent production company - BBC Films,and was therefore only budgeted at £100,000. In contrast, films such as Skyfall that were produced by large companies MGM and EON and was partly funded by SONY, could invest much more money in their film, in turn creating a product with a higher production value which then would often generate greater sales and a high return upon the initial investment. A second advantage to large conglomerate production companies is that they are more likely to have an audience for their film product, as often their brand is associated with successful past film releases, creating a sense of trust from the audience. On the other hand, it may be argued that large conglomerate companies are able to take less creative risks when producing a film product. This is because large budget films have to generate a significant amount of revenue by ensuring that their film is a success at the box office in order to make a satisfactory return on their investment, meaning that producers will often use narratives and different visual elements within the product that are considered 'safe' and that the audience is likely to react positively. On the other hand, smaller independent companies are able to take more creative risks, as the initial investment in their product is often smaller, meaning that there is less return needed, although it is important that the company at least breaks even in order to ensure that it can cover the costs of running. It may be considered that Ill Manors was 'risky' due to its very specific target audience, social context and somewhat taboo subject matter, highlighting issues with poverty, drug use, murder and anti-social behaviour. Larger companies such as Columbia may not be able to produce such a film due to it's niche nature making it a financial risk as there may not be a guaranteed audience to consume the product.

Conglomerate distribution companies would also benefit from the large size and established nature of the business. Firstly, they would be able to use more costly marketing techniques in order to reach a larger audience. Again, Skyfall, which was distributed by MGM and Columbia (Sony) used marketing methods such as synergy and tie ins within their film to help raise awareness of the film. For example, they collaborated with Coca Cola to produce a specialised Skyfall-themed vending machine in a popular train station in London and also used the opportunity of 2012 London olympics to perform a Skyfall stunt in the opening ceremony. Many independent companies would not have the opportunity to collaborate with such companies to raise awareness of their product due to their comparatively small reputation and also lack of available finance for marketing. In addition, Skyfall's marketing companies had the funds available to advertise their film product on large billboards and posters in prime areas both within the UK and also internationally such as as in Central New York City. It is very expensive to rent spaces such as these for promotion, and independent companies such as Revolver, who distributed Ill Manors simply wouldn't be able to afford this, and instead have to rely on much cheaper forms of marketing and promotion such as on Social Media and through the use of web 2.0, using websites for example, which was still very successful, with them receiving 30,000 likes on their dedicated Facebook page. Finally, in terms of distribution, conglomerate companies such as Sony would find it easier to sell their film product to exhibitors. This is because exhibitors will often consider showing films from well established companies such as this rather than independent ones, as there would be less risk associated with showing the product, as the company are more likely to bring in a larger audience than what many Independent companies' products might. This is exemplified as MGM's Skyfall was shown in 587 cinemas across the United Kingdom, whilst Revolver's Ill Manors was only shown in 191 across the United Kingdom and Ireland.

As aforementioned, cinemas are more likely to screen films from large Hollywood films in comparison to smaller independent British films. This is because as an exhibitor, there is much less risk associated with these products from reliable producers as they are more likely to generate a larger audience. As a result of this the exhibitor will generate a greater turnover. However, most cinemas only receive approximately 40% of their total revenue from ticket sales, whilst the other 60% is made from concessionary items, such as food and beverages. As a result of the cinema receiving higher attendance rates due to the screening of popular film products (often from renowned film companies), sales of concessions are likely to increase simultaneously, meaning that the cinema can be a more profitable concern. In contrast, exhibitors are less likely to screen smaller films from independent companies such as Ill Manors, as they are less likely to receive high admission figures, and therefore will sell less concessionary products as a result of the smaller footfall within the cinema.

How important is technological convergence for institutions and audiences within the media area that you have studied?

Technological Convergence is defined as is the tendency that as technology changes, different technological systems sometimes evolve towards performing similar tasks. For example, a smartphone that contains a camera would be an example of this, as two technologies have been combined into a single product. This increase in technological convergence has affected institutions and audiences in many different ways.

To begin, technological convergence has affected production companies. Firstly, it has enabled a more efficient filming process due the technology that is used being able to perform more functions. An example of this is the playback facilities offered within modern camera equipment, allowing directors and cinematographers to review footage after filming, meaning that they can make quick decisions about whether the footage is adequate, eliminating the need for producers to download their footage onto another device or in the case of film, export it into film rolls. Not only is this more convenient for producers, but it is also cheaper, which would be advantageous to low budget productions such as Ill Manors, budgeted at £100,000. Ultimately, this would make for a better quality final product. 

In addition, technological convergence has also enabled the prosumer or amateur film producer to construct film products much easier. This is due to the array of products that now offer video and audio recording facilities. For example, smartphones such as the iPhone have built in cameras which offer users the ability to take videos and photos whilst simultaneously recording audio using the built in microphone. This means that it is easier for films to be made without any specialist equipment, and in the modern day, smartphones are being used increasingly to produce film products, the introduction of the "iPhone film festival" reinforcing this. Not only this but many devices such as smartphones and tablets also offer applications that enable users to edit their footage, meaning again, little specialist equipment is required, whereas before technological convergence producers would have to edit their footage manually. This availability of equipment may be detrimental to production companies to some extent as this will mean that there may be more film products available to consumers and subsequently there will be more competition, meaning that production companies may have to increase the production value of their products. This may be financially difficult for independent companies such as Revolver, but in contrast, many major conglomerate production companies, such as Disney who own subsidiary MGM, would commonly spend around $200m on a film production, as they did with Skyfall. This would mean they would not suffer so much from the threat of technological convergence as they are already well-established and would have the finances available to increase the production value of the films, ensuring to retain their current audiences with successful film productions.

Next, distributors are also affected by this increase in technological convergence. As audiences now have access to many different online services due to the rise of the availability of web 2.0 on many technologies such as smartphones, games consoles such as the Xbox, tablets like the iPad and PC's, internet use amongst consumers is rising meaning that marketing teams now have greater access to audiences. This means that they can effectively utilise the web when promoting their film products. Most frequently, distributors use social networking platforms such as Facebook and also often have their own dedicated websites. Revolver Pictures, who distributed Ill Manors (a 2012 film directed by Ben Drew/Plan B), used the web as a main platform of reaching their audience, receiving almost 30,000 on their Facebook page and having a website - www.illmanors.com - which also received significant traffic. Ultimately, the rise in consumers having access to web 2.0 on their devices means that distributors can access them easier and cheaper. Again if many distributors have this idea, this may cause an overload of promotion and advertisement on social media and the web, which can deter consumers. 

A second advantage of technological convergence for distributors is that they are able to distribute their media product digitally rather than physically. This is because technological convergence has allowed there to be storage facilities within technologies such as PCs, whereas previously this was not available. In the past, distributors would physically distribute their films on reels to exhibitors whereas now, files can be digitally transferred via the internet or using storage devices that can be accessed on PCs that were not previously available to distributors. However, a disadvantage of this is that there is a greater likelihood of experiencing issues with films in this digital format such as piracy which can be very costly to institutions and file corruption.

Technological convergence has also affected film exhibitors greatly. The main reason for this is that cinema attendance figures are now less stable as audiences now have many alternative ways of consuming films, due to technical convergence, which means that many technologies such as TVs, smartphones, tablets, PCs, games consoles have access to film viewing platforms, subsequently giving consumers more choice in how they watch films. As a result of this, less people are visiting the cinema. In order to tackle this cinemas are now using different initiatives such as premium seating, 3D screenings and D-Box in an attempt to improve the customer viewing experience and to sustain admission figures.

Representation of Disability Question

In this extract of the television drama A Touch of Frost, we are presented with a disabled character, Billy, who has Downs Syndrome. In this essay i will be analysing the ways in which Billy is represented to us in comparison to the more able characters within the text, through the use of camera work, editing, and mise-en-scène.

In the opening scene, we are presented with a mid shot showing a man and lady. Immediately, we can observe from the woman's dialogue that the disabled are being treated as unequal to the able bodied, due to the way that she says 'I didn't that that there was anything strange about Billy' - the word 'strange' suggesting that as a person he is disparate and disconnected to them. The juxtaposition of this dialogue with the following shot, showing Billy, confirms the character that the woman is talking about.

After this, we are shown a long tracking shot of billy walking through the woods. The use of this shot type enables us to observe Billy's body movements. As he walks he stops momentarily and begins to dust off his trousers, immediately suggesting that Billy has been mischievous and a sense of wrong doing, which is reinforced by the use of low key lighting and a minor non-diegetic soundtrack that suggests negativity in the scene. Following this, we are shown a low level long shot of a police dog which we can assume is searching for Billy. The use of a dog as a prop to aid the police investigation suggests that they are searching for somebody that is particularly dangerous, representing Billy and the disabled as irresponsible and deviant. Next, we see a mid-long shot of Billy as he continues walking and a camera tracking movement is used to follow him, which is abruptly stopped as Billy stops walking, emphasising how he has noticed and is startled by the presence of the police. This is further reinforced by a CU reaction shot, which is used to show Billy's facial expression, which appears frightened, this time representing Billy and the disabled as vulnerable. Following this, the  shot returns to the previous mid shot, showing Billy running, suggesting that the disabled may have the inability to make good decisions.

Finally in this scene, Billy is chased by the police before being tackled to the floor. A low level mid shot is used to show this, allowing the audience to explicitly see the police officer as the dominant character as Billy struggles, representing Billy as being the weaker of the two. This is strengthened as Billy is captured and shown being held by the collar in a close up shot. The composition of Billy on his knees whilst the police officer stands above him represents him as submissive and weaker and the use of the tone of his dialogue 'I haven't done anything wrong' shows desperation amongst the character,  representing the disabled as vulnerable in society.

After the main title 'A Touch of Frost' is shown, a tracking long shot is used outside what would be assumed to be Billy's house. The use of this shot type exacerbates the number of people stood outside on the street watching, and also allows us to notice that there is a uniformed police officer standing on guard at the gates of the house. Each of these elements within this shot emphasise that the community are concerned with Billy's actions and that he is potentially a threat to them, representing those with disabilities as threatening to the welfare of society. After this, we are presented with a scene where the detective speaks with Billy's father. As they exchange dialogue, the detective says 'he would be considered mentally subnormal?' and in response to this Billy's father corrects him, saying 'handicapped.' The detective's word choices here represent the able bodied as being ignorant towards and unknowledgeable about those with disabilities, due to the way that he has incorrectly categorised Billy's disability. After this, the detective says 'i will have to have somebody else with me in case i break the rules'. This suggests that the disabled are seen as different to the able bodied in that they require special care and need to be carefully handled. This idea of the disabled requiring special care is reinforced when Billy's mother says 'he'll feel better if i can clean him up' suggesting that Billy is unable to carry out daily tasks such as this at his own accord, portraying him as being childlike.

Next, as Billy's father and the detective walk into the room where Billy is sat, a high angle shot is used, creating the impression that Billy is being looked down upon and that he is inferior to the able bodied detective in the room. This is fortified as the detective is composed high in the shot (standing up) whilst Billy is sat down in a chair, also creating this impression of dominance vs sub-ordinance of the able bodied in comparison to the disabled. In this same shot, which is elongated in order to create a more tense atmosphere in the room, Billy's father kneels down next to him and places his arm around Billy's shoulder. This use of composition and body language also supports the idea that Billy is receiving special care in order to ensure that he feels comfortable, again suggesting that the able-bodied around him perceive his mentality as being child like.

As the detective begins to speak, we are shown a close up shot of Billy's face, allowing us to observe his facial expressions. From this, we can gather that Billy looks suspicious of the authoritative figure (the inspector) from the way that he doesn't look him directly in the eye as he speaks and the way that his head is tilted to the side slightly suggests that he feels confused about the circumstances that he is in, representing the disabled as being unaware. In contrast, as the inspector speaks, he uses overly simplistic language within his dialogue, speaking to billy in the tone that one would usually speak to a child, ensuring to support and reassure him at every opportunity, saying things such as 'yes, I'm sure you were'. This gives us the idea that often the able bodied will act in a condescending manner towards the disabled and may consider them to be incapable of understanding. In addition, a low angle shot is used to show the detective during the shot reverse shot sequence. This camera angle again created the impression that Billy is looking up at the inspector as he is the more dominant figure, whilst a more high key lighting is used for the inspector in comparison to Billy, indicating that the disabled figure is

As the conversatiom between the two continues, the shot reverse shot sequence changes, and we are shown a shot of Billy with his father on his right hand side, composed just behind him. The deliberate use of composition creates the idea that Billy is constantly being watched over by his father suggesting that the able bodied are not able to trust those with a disability. Moreover, at one point, when the detective is unsure of what Billy is referring to by 'workshop' he turns to his father to reiterate. The way that his facial expressions look puzzled by this suggestion as he says 'what does he mean workshop?' suggests a lack of respect for Billy as he talks to his father as though he isn't present in the room, again demonstrating how the able bodied are represented to be untrusting of the disabled in this text.

What is the significance of proliferation of hardware and content on institution and audiences

Definition of proliferation of hardware and content: the increase of hardware technology and examples of products at a rapid rate.

Production (Advantages)

• More technology available, meaning quicker and more efficient production. More cameras on set etc. 
• Better technology resources means that companies can produce effective CGI - Disney (Avatar)
• There is a lower barrier to entry meaning that it is easy to produce competitive film
• Major companies can spend their money on raising their production values so they beat competition (Big 6 Hollywood conglomerates - WB, DISNEY, 20th Century Fox)
• More content = more opportunity for work

Production (Disadvantages)

• More pressure to compete against all the other films. The market is so saturated and there is so much competition as there is a lower entry level to producing films.
• Independent companies struggle from the level of competition, as they may not be able to spend sufficient money (Ill Manors £100,000)

Distribution (Advantages)

• More opportunity to reach audiences as more people have access to web 2.0
• Cheaper distribution - social media etc, more people have technology
• more content to distribute = more money to be made
• Films can be distributed digitally rather than physically transported due to technology that allows this.

Distribution (Disadvantages)

• More competition as more film products are being marketed - companies have to spend more money or use better techniques in order to beat competition

Exhibition (Advantages)

• Online exhibitors such as Netflix thrive.
• More technology to consume media on.
• More content = exhibitors have a greater choice of what films to screen in their cinema 
• Good quality digital/3D projectors 

Exhibition (Disadvantages)

• Cinema admission figures fall
• need to improve the viewing experience  by adding D-Box and premium seating  

Audiences (Advantages)

• More films to watch - more content
• More opportunities to consume - more technology available - means that consumption can be more convenient (on the go) 
• Cheaper consumption - cheaper alternatives to cinema
• More opportunity for prosumers to produce
• Review sites (imdb) 

Audiences (disadvantages)

• Less consumers experience good quality films in cinemas etc

Synergy

What is synergy and how is it easier for a media conglomerate than a smaller independent British company?

Synergy is defined as the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects. In relation to the film industry, synergy refers to the way in which different companies, usually within a conglomerate - a corporation that is made up of a number of different, seemingly unrelated businesses - work together to promote different linked products across different media, usually by releasing two or more products to promote one another.

The Walt Disney Company is an example of a conglomerate company, and in total owns over one hundred subsidiaries, such as PIXAR, ESPN, Marvel Studios and Buena Vista Entertainment. Conglomerates such as Disney often use synergy as a tactic to promote new product releases. An example of this is when the film Frozen was released. Alongside this release, Disney released a variety of complimentary products, most notably merchandise. This merchandise was mainly in the form of kids' toys and accessories, which became particularly popular amongst young children around the time of the release. As a result of this synergetic collaboration, Disney received increased sales on their merchandise, as children watching the film became interested in buying the products whilst children seeing the products would be more inclined to consume the film product. 

In addition, Disney also released the soundtracks to the film during the opening period of the film, including songs such as 'Let It Go', which received over 442,000,000 views on YouTube and made the number 1 on the US and UK Billboard charts. The 'viral' aspect of the soundtrack increased awareness of the film significantly, raising sales, whilst the film's release raised awareness of the soundtracks, increasing their iTunes sales. These soundtracks were released on Walt Disney's own record label and on Disney's own radio show - Disney Radio.

There are examples however where smaller independent companies have used synergy similarly to promote the release of their films. Ill Manors, a low budget film distributed by Revolver Entertainment, is an example of this. At a similar time to the release of the film, Plan B's album, also titled 'Ill Manors' was released. Although this was received well and had a large impact on admission figures for the film,  we can observe the difference in the success of this in comparison to Disney's Frozen. For example, Ill Manors' YouTube upload, which included many actors from the main film production, such as Riz Ahmed, only received 6,800,000 views on YouTube, which allows us to notice the difference between the impact of an independent and conglomerate company such as Disney releasing a soundtrack, as Let it Go received 442,000,000.

It is easier for conglomerate rather than independent companies to use synergy tactics as they will often have many subsidiary companies under their control, which will often be renowned in their media area. This means that it will be easier for these companies to release products successfully,  as they have a greater influence than independent companies due to their relative size. Disney's soundtrack release is a good example of this, as Disney own a radio show as well as a record label as subsidiaries, meaning that they have the power to release this media, whereas independent companies such as Revolver Entertainment often do not have corresponding subsidiary companies that may have the power or resources to produce such products.

Homework

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

In the film industry, the term 'digital distribution' refers to the way that film products are being delivered to exhibitors electronically rather than physically. Furthermore, this also involves the ways that distribution companies are able to use electronic media to market the films that they are working with. In the modern day, digital distribution is not only becoming increasingly popular due to the advantages that it offers to film companies, but also due to the convenience that it offers consumers.

Firstly, as aforementioned, digital distribution has a large effect upon the marketing of films. This is mostly because it offers extensive new platforms and opportunities to reach potential new audiences. For example, Web 2.0, a network that offers international connectivity and is becoming increasingly popular, is often used as one of the main media platforms when marketing new film products, due to it's versatility, low maintenance costs and access to large audiences. Many marketing teams might choose to create campaigns on social media platforms for example, such as Facebook. This again, is becoming more and more widespread. This is because it is almost free to maintain and start up, compared to other mass media strategies such as TV advertisements, and because it can attract a vast audience. Facebook has over a billion users, which reinforces this. Ill Manors, a film distributed by Revolver Entertainment, is an example of a film that relied heavily upon it's social media campaign, receiving 31,000 likes on it's Facebook page, reflecting how successful this can be, particularly for low budget films such as this (budgeted at £100,000), where other mass media promotion may be inaccessible due high cost. Also, using cheaper alternatives such as this can mean that the production company may be able to allocate more of the film's budget to increasing the production value. This is not to say that only small budget films make use of this form of promotion, as larger productions such as Skyfall, which was budgeted between $150 and $200m, also made use of a Facebook page before the film's release, receiving almost 150,000 'likes'. On both Ill Manors' and Skyfall's Facebook page, the marketing team uploaded posters, trailers and exclusive content for fans to see, which would not have been possible without the presence of digital distribution.

Another commonly used digital marketing platform that relies upon digital technology is the use of a dedicated website for the film. Ill Manors also used a website in their marketing campaign, www.illmanors.com. Similarly to the use of social network pages, a website also allows a variety of media to be displayed to the potential audience, however, although it may be more costly to start up, it allows for greater interactivity and control over design and stylisation for the marketing teams, meaning that the page can look more visually appealing. For example, illmanors.com emphasises the brand strongly, through the use of a consistently dark colour scheme, 'urban'-style typefaces and large images. This allows potential consumers to get a stronger feel for the film, meaning they may be more inclined to buy it upon it's release. Moreover, many films' websites, such as illmanors.com offer consumers the opportunity to buy the film through their site and acts as an exhibitor also.


Digital Distribution also offers increased opportunity for cross media convergence - when two products tie in with one another and work together encourage sales. In the case of Ill Manors, digital distribution allowed Plan B's corresponding album, also called Ill Manors, to be publicised. This raised lots of awareness of the film and helped to develop a fan base for it. The media presented both of these products side by side and the CD reached number one in the charts for a brief time, partly due to the online coverage that the two products had received, whilst the film product gained much more additional interest.

As well as to marketing, digital distribution also offers many advantages to consumers. The main reason for this is because they are able to view film products through a variety of new platforms. Due to the introduction of digital technology, films can now be viewed on many devices that have internet access, such as smartphones, tablets, smart TV's and games consoles, that allow users to visit streaming websites such as Netflix and LoveFilm. Many distribution companies have recognised this and many now distribute their films digitally through websites such as these and YouTube. The access that so many users have to films digitally means that they can consume films cheaply and conveniently, as many can now be consumed 'on the go'. This has impacted many production companies, as streaming websites can often exploit them paying them very cheaply for rights to their product and the issue of piracy is ongoing, meaning that if an uncoded copy of the film is leaked, it can be watched for free, giving producers no capital return. 

Digital distribution has also affected exhibitors hugely, as it has caused cinema attendance to be less necessary for consumers. Due to this, many cinemas have worked to improve the quality of the viewing experience for customers by introducing premium seating for example as well as D-Box facilities, where consumers can get a viewing experience that cannot be recreated at home. Schemes such as these have been introduced in order to maintain cinema attendance figures, so profits did not drop as a result of the introduction of digital technology.

In conclusion, digital distribution has had a significant effect upon marketing, as it allows large audiences to be reached as the amount of internet users in the modern day is at all time high. Also this allows distribution companies to be conservative in their promotion costs, which is particularly useful for low budget productions, such as Ill Manors. Furthermore, consumers are also mostly positively affected by digital distribution, as it allows them access to film products through a variety of media, whereas previously, in the pre-digital age, they would have to visit a cinema to consume.

Revision - Essay Plan

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

Production

Advantages:
 - Cheaper to produce (Ill Manors, low budget - couldn't have been shot on film - £100,000 budget. Total revenue - £450,000) - no need for 35mm film reels when filming, digital filming = free
                     - Easier production - directors/cinematographers can easily watch footage back during         filming, whereas with 35mm film they would have to process it first.
                     - Editing is simpler, no film to digital conversions necessary.
                     - CGI (Disney - Avatar/Shrek) /special effects are easier to create
                     - Footage can be backed up

Disadvantages:
- More competition as digital technology is available to many film makers
- Quality of film is inferior to digital


Distribution:

Advantages:
(Marketing Ill Manors)
- Gives marketing teams better access to audience through online media (web 2.0) such as social networking allowing them to reach larger audiences, cheaply. Ill Manors used this method due to it's low budget, and focussed heavily on it's social media Facebook campaign (31,000 likes), where they published promotional material such as posters and other exclusive content.
- Use of other digital media to allow cross media convergence. Plan B's CD 'Ill Manors' raised awareness of the film and helped develop a fan base. The CD reached number 1 in the UK.
- Allows easy trailer distribution across the web. Films such as Ill Manors (small £100,000 budget) relied upon this extensively. Specifically using YouTube (a free platform) and their website 'illmanors.co.uk' as a medium to present these as well as providing an opportunity for consumers to buy the film. This wouldn't have been possible without digital.
- The cheap marketing of Ill Manors allowed them to allocate their budget to production areas.



- No physical storage necessary for 35mm film - Films can be distributed digitally rather than physically which is logistically simpler and cheaper/


Disadvantages:
- Files can easily be leaked/pirated as they are transferred digitally meaning that companies can be exploited
-

Exhibition:

Advantages:

- Consistent projection quality - Film quality deteriorates after each viewing
- Automatic projection
-

Institutions and Audiences - How does technological convergence affect institutions and audiences?

How does technological convergence affect institutions and audiences?

Technological convergence is the move towards different technological systems to evolve towards similar tasks, or simply the merging of more than one piece of technologies into a single device, meaning it has multiple functionalities. An example of this would be the combining of a video and still image camera, telephone, a music player and an internet browser into a smart phone, such as the iPhone. Technological convergence has many influences on film institutions, throughout the production, distribution and exhibition processes, as well as the audience of film products.

Technological convergence impacts production institutions for many reasons. Firstly, the development of technology means that film production is widely accessible to prosumers and amateur film makers, as well as well-established production institutions. This is because technologies such as smartphones offer both production and post production platforms, such as a camera to record initial footage with as well as editing applications such as Magisto. This means that an entire product can be produced with a single piece of relatively low-cost technology. This is becoming increasingly popular, with entire film festivals becoming dedicated to iPhone produced films. Due to this increase, there will be more potential content to be exhibited, leading to more competition within the film industry. This would be detrimental to many production institutions, as it would mean that they would have to increase their production value in order to retain an audience. This would particularly affect smaller independent institutions such as Vertigo Films, a UK based independent production, who would generally create products with relatively low production values, generally budgeted around £2m. In contrast, many major conglomerate production companies, such as Disney who own subsidiary MGM, would commonly spend around $200m on a film production, as they did with Skyfall. This would mean they would not suffer so much from the threat of technological convergence. This is because they are already well-established and would have the finances available to increase the production value of the films, ensuring to retain their current audiences with successful film productions.

Furthermore, technological convergence can also affect the way films are distributed and would therefore affect distribution companies. Firstly, technological convergence would mostly benefit the marketing divisions within many of these corporations. This is because there has been a huge increase in the amount of devices that have access to an internet browser, making the internet an increasingly used tool by a vast a number of people. In the modern day there are a wide range of devices that now have internet access, such as smart phones, PC's, smart TV's, games consoles (such as the Xbox and Playstation) and tablets (such as the iPad).  Due to this, the internet has been transformed into a significant marketing tool and plays a large part in the promotion of films - especially through the use of social media websites such as Facebook. This is a relatively cheap marketing method, but allows companies to reach very large audience. These strategies are adopted frequently by both independent and major distributors, however it is more beneficial for independent companies, as they often lack the capital to finance large marketing projects, as majors can afford to.  An example of a distributor that has benefitted from this technological convergence is Revolver Entertainment, who used social media for a large part of the marketing for Ill Manors.

On the other hand, distributors may find other aspects of technological convergence disadvantageous. An example of this is the evolution of film storage from 35mm film reels to digital copies. Previously, although some are still used, films were stored using traditional film methods. This would involve distributors physically dealing films to exhibitors. Nowadays however, due to technological convergence, there are a variety of devices that offer information or data storage, which can now be accessed on many types of PCs. This means that films can be transferred to exhibitors digitally. Although this is a cheaper alternative, there are many risks associated with it. Whilst many of these files are encrypted, digital film transfers to exhibitors can lead to piracy. Meaning that the film files can be redistributed illegally, and sold or given away for free to consumers, which can be very costly for both the production and distribution companies.

In addition, technological convergence also affects film exhibition. The main reason for this is that there are so many platforms and devices that allow audiences to consume a product. For example, whereas there were only limited ways to watch films in the past, i.e. at the cinema, now there are multitudes of media that allow film consumption due to technological convergence. For example, now films can be viewed on tablets, games consoles, PC's, smartphones, Smart TV's, as often many of these technologies would contain various media players or even would be able to access the internet and therefore view films through online streaming websites, such as NetFlix. Not only do consumers now have access to convenient means of viewing media, high quality exhibition is also available in the comfort of peoples own homes, such as by using the Blu-Ray player, an example of technological convergence in it's own right, as it can display both DVD's (in a higher quality than a DVD player) and Blu-Ray's, offering a superior experience to general home movie viewing, both visually and audibly. This has a colossal effect on exhibition companies, as this has lead to the decline of the cinema user, causing the box office to lose significant amounts of money.

In order to tackle this, cinemas have introduced a variety of new experiences in order to keep the viewing experience unique and unparalleled, keeping viewers returning and buying tickets, rather than compromising and watching films in their own homes. Firstly many cinema establishments, such as ODEON, have begun to offer Premier seating, where customers can pay a premium in order to watch the film more luxuriously and comfortably, with extra leg room, wider seats, and a better viewing angle. Most cinemas will show films in 3D also, making the viewing experience more unique still, although now many TV's offer this at a lower quality, again due to technological convergence. Also, some cinemas are beginning to introduce a '4-Dimensional' viewing experience, where audience members are seated in chairs that move, vibrate and provide physical effects to match onscreen visuals and audio. This experience is completely unique, and could not be imitated in other surroundings, giving 4D cinemas a unique selling point.

To conclude, technological convergence - the combining of more than one piece of technology into one device - is significantly affecting both audiences and institutions. Mainly, it is giving audiences more opportunities to consume film products, in turn negatively affecting cinemas, as less people are attending cinemas.

Film Consumption and Production

In the modern day, there are a number of ways that film can be both consumed and produced due to the plethora of technology available today that allows easy viewing of existing films as well as provides a simple medium to produce them, in comparison to fifty years ago, for example. Technological convergence, the combining or merging of more than one piece of technology into a single device, is one way that technology has advanced in order to allow this. For example, the adaption of a mobile telephone to contain a camera. As technology continues to advances, such as in this way, we have more and more platforms available to us allowing for a more convenient and accessible means to watch and create media such as film. This is known as Proliferation of Hardware (The rapid increase in the number of available technology.) Steven Spielberg suggests that "at some point, a slew of mega-productions will flop all at once and Hollywood will be forced into a dramatic change. Including movie-going becoming, rarer and a more expensive occasion, and most movies coming to us via online services,".

Firstly, a proliferation of hardware means that viewers can consume film in a number of different ways in the modern day. This contrasts with how society would respond to the release of films in the pre-digital age. Previously, audiences would not have instant and convenient access to new and even past film productions. Instead, they would have to wait until the release of the film, when it was shown in the cinema. This not only meant that their viewing of the film couldn't be revolved around their own lives, but also that the film could only be watched once and the experience couldn't be repeated. Although this is partly true for new releases today, as cinemas are still an important exhibitor in today's society, there are now a huge array of devices that allow instant and repeated access to films. This is reflected by DVD sales being responsible for 85% of movie sales. The DVD was introduced in 1995, allowing repeated acess to films. Over time, more and more devices were introduced that allowed DVD's to be played, beginning with the DVD player and then advancing to games consoles and PC's, allowing further availability to consumers. Following this, the blu-ray disc was created a year later. The principle of this technology was the same as the DVD, however, Blu-ray's allow for a higher quality viewing, now encoding films in 1080p and 4K resolution, with surround sound and generally stronger detailing. This made for a better viewing experience for the consumer. However, the main constraint with both of these technologies is that although films can be watched repeatedly and at a high quality, there is still a period of time between a cinema release of a film and the DVD or Blu-Ray being released, allowing maximum profit to be obtained by exhibition companies.

Following this, films began to be made available through internet devices. This became increasingly popular as the internet expanded and and so many devices became capable of accessing the internet. Nowadays, many technologies have internet access, such as Smart TV's, smartphones, games consoles, PC's and tablets. This means that consumers are usually never far away from a device that they can watch films through, rendering these forms of consumption some of the most convenient, as the viewer can watch when it suits them, or even 'on-the-go' with many portable devices, and with the rise of 3 and 4G - a mobile communications standard that allows mobile phones, computers and other electronic devices to access the internet wirelessly. There are many different platforms available on the internet that show films, whether they may be at a price or free for the user. The first of these platforms are streaming networks. These are sites that allow users to view films through internet websites limitlessly, usually for a small cost. The most popular of these are Netflix, the world’s leading Internet television network with over 57 million members in nearly 50 countries enjoying more than two billion hours of TV shows and movies per month, and Amazon Prime, which offers is a similar service and was previously known as LoveFilm. The total market for these on Demand sites was £243m in 2012 and now the figure far exceeds this. These sites usually offer a wide variety of films, including documentaries and series. However, often, new releases are slow to be shown on these sites. In addition, these sites can often exploit production companies, as they will not be paid per viewing as they would with the box office, instead they will be paid a one off fee for rights to the film. Meaning that the distribution of the film on these sites is no longer as controlled. There are many benefits of online streaming for the consumer. Firstly, due to the proliferation of hardware, as aforementioned, there are many devices that are capable of streaming these films through their internet access. Due to the convenience that this allows, streaming websites have proven to be one of the largest platforms for film consumption in the modern day, as users can watch unlimited films when and wherever they please.

Also, there are many networks available that allow consumers to buy one off films, rather than using the internet for films on a subscription basis. An example of this is iTunes, Apple's digital store, which sells a wide range of movies, priced cheaper than DVD retail prices. However, these are only mostly only rentals and can only be watched within a 24-hour period, before the movie expires. Although this is a big negative, an advantage is that the movie can be transferred across all of the consumers devices within this 24 period, meaning that the movie can be watched on a computer, smartphone, tablet or smart tv etc. If the film is wanted permanently, the store offers this at a slightly higher cost. Other online services also offer similar services such as SkyGo and YouTube, which sells films officially as well as allowing uploads of independent users.

Another popular means of film consumption is through illegal file downloads. This means that a film that would usually be paid for is downloaded and then watched at no cost, from an illegal website or torrent host. For consumers, this is extremely cost-effective (as it's free) and also relatively easy. Once the file has been downloaded, they can be spread across all of their modern smart devices also, meaning that the actual film viewing can be viewed across a variety of platforms, due to the proliferation of hardware, making it once again hugely convenient for the consumer. However, people that are partaking in this activity are running a risk, as the process in illegal, and can result in prosecution, although this is uncommon. All producers, distributors and exhibitors will suffer from customers illegally downloading film, as none of them are generating any revenue from the consumer, making it harder for them to generate a profit when their costs are accounted for.

A common misconception is that cinema is in a strong decline due to the proliferation of hardware and content. Figures from the box office contradict this however, suggesting that over the past years, cinema admissions have been rising, with figures from 2011 to 2012 increasing by 24%. The cinema is still a huge market, as the number of cinemas is also increasing. There are many possible reasons as to why there is still a big demand for cinema viewings. Firstly, modern day cinemas offer an unrivalled viewing experience. This is due to the large high-resolution screen and good quality sound system that is available. These make the audience feel more involved in the film, as it appears more realistic. Furthermore, some cinemas now even offer VIP and premium seats, where customers can enjoy more comfortable seating at a higher cost. Also, some cinemas are beginning to introduce a '3-D' and even a '4-Dimensional' viewing experience, where audience members are seated in chairs that move, vibrate and provide physical effects to match onscreen visuals and audio. This further enhances the images onscreen, one again making for a better quality film viewing experience for the consumer. Although, each of these are priced higher than regular tickets, consumers are able to experience films that they are unable to view in an at all the same way that they are in these types of cinemas, making the extra value added worthwhile. As discussed earlier however, there are disadvantages to attending the cinema to see a movie. Firstly, prices can be very high when coupled with food prices, and also, viewers can only view the film once and at the time suited to the cinema, not to their own lifestyles, contrasting to many internet-based alternatives.

Proliferation of hardware and content and technological convergence also means that producers and prosumers can create media with relative ease. The wide range of technology that can aid in media production such as film encourages creative use of these products and can inspire anyone to create films, usually on a small scale, due to the ease of production that new technology offer. Firstly, due to technological convergence many modern devices offer applications that can see a media piece from pre-production to exhibition. Many devices will have a camera built in for example, that allows videoing. This means that anybody with one of these possessions can create a video piece. Also the fact that so many of them are portable means that producers can be opportunistic and can also shoot 'on-the-go'. Some examples of devices that would be capable of this would be smartphones, tablets and laptops.

In the modern day, more advanced or specialist technologies are also available to the wider population. Digital cameras or handheld video cameras are priced relatively cheaply and offer a better visual and audio quality than most smartphones. For slightly higher price still, producers can buy DSLR's (digital single-lens reflex cameras). These will offer a better quality visual and audio still. At the top end of this range of cameras, a similar quality picture may be obtainable to many cinema productions, shooting in 4K and 1080p resolution. This means that a professional level of film can be acquired by new or amateur producers. Many of these devices allow easy file transfer, through the use of Wi-Fi for example, increasing the convenience for the user. After file transfer, the producer can complete their media product post-production. This is also hugely accessible due to the technologies that are made readily available to the public. For example, many free applications offer editing devices and can be used on a multitude of devices, including computers and even smartphones and tablets. Furthermore, industry standard editing software is still obtainable to the public for relatively small prices, in comparison to in the past, where industry standard software was hard to come by and amateur users would not have the technology required to use it.

Finally, film makers can also use technology to distribute their films after completing the production process. The internet hosts a wide array of video sharing websites such as YouTube, and Vimeo. Furthermore, many social networking platforms also allow video uploading. This is a particularly good method for small scale producers to use to distribute their films, as they can easily appeal to a vast audience and get many people interested in their project. However, a disadvantage is that by doing this they are less likely to earn money from their film as they will be showcasing it for free viewing.

Disney Homework

Disney

The Walt Disney Company, also known as Disney, in terms of it's income the world's second largest mass media broadcasting company in the world, after Comcast, another American mass media company. The Walt Disney Company create a variety of both physical products media products, such as television shows, films, music, theme parks, radio products and web portals but are best known for their family-orientated film and television. Currently, the company's gross revenue stands at $48.81bn and their assets are valued at $84.19bn, showing the huge success of the company.

Disney was founded on October 16th, 1923 by brothers Walt and Roy O. Disney, who were born in Chicago, Illinois but later grew up together in Kansas City. The project began when Walt Disney began to create a series of animations known as "Alice Comedies", with Ub Iwerks, a fellow animator that Walt met whilst studying at Kansas Art Institue. This project was being additionally financed by Roy O. Disney. Eventually, "Alice Comedies" lost popularity as did Walt and Ub. By then however, the two were already working on a new animated character, Oswald the Lucky Rabbit, which was hugely successful until 1928, when they had the rights for the work stolen from them. A short time after this, Walt Disney was doodling on the train, when he created two mouse cartoons, that later went on to be Mickey and Minnie Mouse. After years of development and success with these characters, Walt started The Disney Brothers Cartoon Studio with Roy, which soon established itself as the leading American animation company before diversifying into live-action film production, television and theme parks. Throughout this time the company had several names: The Walt Disney Studio, Walt Disney Productions and then finally, The Walt Disney Company in 1986 following Walt's death in 1966. To this day the company remains very successful.

From the reputable company image that Disney built up over the years, the first Disney theme park was built and created in 1955, in California, under the supervision of Walt Disney himself. However, he passed away in 1966, so wasn't able to follow the success of the park. Following this, many other Disney theme parks were built such as in Tokyo, Florida, Paris and Shanghai. Disneyland has a larger cumulative attendance than any other theme park in the world, with over 650 million guests since it opened. In 2013 the park hosted approximately 16.2 million guests, making it the third most visited park in the world that calendar year. 

Another example of a hugely successful area is Disney television. Disney have their own dedicated channel known as 'The Disney Channel', which was first aired in 1983. The channel is available to approximately 98,142,000 pay television households (85.94% of households with at least one television set) in the United States. Originally, Disney Channel was mostly marketed to a family audience, followed by a younger audience in the 1990's, but it now includes older children and teens. In addition to the main Disney Channel, Disney also caters for it's younger viewers with Disney Channel Junior, which targets children aged 2 - 7, and Disney XD, targeting children aged 7-14. This means that most age groups are covered, reflecting one of the reasons why it is so successful. According to the Internet Movie Database, the most successful Disney Channel shows in terms of ratings are Even Stevens, That's So Raven and the Suite Life of Zack and Cody.

Disney is most known for it's renowned family movies. Currently, Disney have worked on 492 movies, many of which have grossed very highly. The majority of the highest-grossing animated films are Disney movies or have had huge involvement with the Walt Disney Company during the production or distribution of the films. For example, the highest grossing is Frozen, receiving $1,279,852,693, next is Toy Story 3 which grossed at $1,063,171,911 and after this The Lion King, which received $987,483,777. There are many reasons for the huge successes of Disney's films, however the effective marketing of the films is responsible for much of it.

As aforementioned, the 2013 film with a $150,000,000 budget, Frozen, is currently Disney's highest ever grossing movie. Frozen is a fantasy story of character Anna and her friends as they attempt to rid Anna's home of a spell, casted by her sister Elsa, which creates an eternal winter. On the film's opening weekend it took $67,391,326 in the USA at the box office and a further £4,704,940 in the UK. In total, the film has grossed $1,279,852,693, exceeding it's budget by $1,129,852,693. This makes Frozen the 5th highest grossing film of all time and the highest grossing animated movie. In order for the release of Frozen to be such a success, it relied heavily upon the marketing from the distribution team Walt Disney Motion Pictures, Disney's dedicated distribution company (again this reflect's the breadth and enormity of the company). A big part of this marketing campaign was through partnership with other companies, allowing for maximum exposure and awareness of the film's release.

One company that has helped increase the popularity of Frozen and that was therefore partly responsible for its huge gross was Apple. This was through the use of it's iTunes store, which has 800,000,000 customer accounts. The film Frozen contains numerous songs as a part of its narrative; the most well known being Let it Go, which received copious awards, such as a Grammy and Golden Globe award. Disney allowed iTunes the rights to sell and distribute a number of these songs, which raised awareness of the film a huge amount. Let It Go made over 3,000,000 sales and reached the top end of the music charts in most countries, due to it being published on the iTunes store. This almost had a viral effect on the song, as many people became aware of it. This meant that listeners were in turn made aware of the film, which increased it's popularity and awareness, meaning more people watched it. In addition to the music, the iTunes store also released an app based on the Frozen film, called 'Frozen Free Fall'. As people bought the app, it began to appear on the central App Store page, under the 'Popular' and 'Top Grossing' section. This raised awareness of the application as it meant that it could be seen by and advertised to people who hadn't searched for it specifically. This raised awareness of the film similarly to the way that the song releases encouraged a new audience to pay attention to the film release. Google Play, the application store for android also released the songs and apps, expanding the market further still.

Another internet-based company that Disney worked with was YouTube. They used Youtube's free video publishing as well as advertising service to their advantage due to it's huge potential audience. Disney released a free sing along version of some of the songs that it released on iTunes, receiving around 335,000,000 views. This created a sense of interactivity with the audience which was very effective as it allowed them to feel involved, and the fact that it was free for users meant that it could be played repeatedly for no cost. Also on YouTube, was the whole film available for purchase at £10.99. This is was a successful place to sell the film due to the huge market that it offers. Finally, Disney placed trailers for the film on YouTube prior to the film's release, which attracted lot's of attention from users.

Due to Frozen's main target audience being children, Disney collaborated with a range of companies to create and release a full range of Frozen merchandise, in the form of toys. This was done as the marketing executives at Disney realised that the characters Anna, Elsa and Olaf realised how popular the characters were likely to be. After the merchandise was created, Disney sold the rights to the products to Hasbro, an American multi-national toy and board game company. The public responded very well to this range of 200 toys and sales revenue reached £35million in the UK alone. This merchandise was so popular that Disney had to limit the number of toys available per person in many stores such as Toys R Us to only two. In addition to this, many companies got Disney's permission and then used Frozen's characters on their product packaging even when their products were completely unrelated or irrelevant to the film. For example, Loom Bands and Campbell's Soup. Many cheaper budget stores such as Poundland stocked products like this, as it meant that customers who couldn't obtain the coveted official Disney goods could access Frozen related products. This made the character's faces seem familiar to customers in shops, which again raised awareness of the film greatly.

In conclusion, Disney is a very large and successful organisation, who are responsible for the success of a plethora of films. Much of this success from films such as films comes from the strong marketing techniques that it uses, such as synergy and collaboration with other large companies in order to appeal to the largest market possible.