Section
B (45mins- 50marks)
Notes
Marking:
20 marks for analysing,
arguing and explaining.
20 marks for use of
examples
10 marks for use of
terminology
Fox:
Fox Searchlight
Pictures whose parent company is 20th Century Fox, which
is part of the Fox Entertainment group, a subsidiary of News
Corporation, which is owned by Rupert Murdoch. It is the 2nd
largest Media conglomerate in the world.
New corporation is a
huge Media conglomerate, a mass-media multinational company.
Their assets are worth
over 56 Billion dollars.
Despite their owner
being a global mass market corporation Fox Searchlight specialise in
British film, horror films, Dramedy and non English Language films.
Cross media convergence
and synergy:
Production- being part
of a conglomerate means that the money for productions is available
for searchlight. Bigger budgets can also attract larger stars,
utilise the newest and best technology for special effects and
shooting.
Films are generally
developed by a smaller production company (often set up just for the
film itself) who then seek more finance and or distribution with
Searchlight as they have a film with British content or 'independent
film' content or a non-English language/ horror/dramedy film that has
done well outside of America.
In many cases FSP can
'pick-up' a film that has already been developed(script, budgeting ,
stars attached) and has a lot of potential or they can help
distribute a film that has done well in other regions already and is
a 'sure-fire' hit (it may have won film festival awards previously or
'opened' a festival with it's premiers).
Ultimately, it means
working with other companies through synergistic horizontal
integration as oppose to the old style of vertical integration where
every aspect of film making was done by one major company.
360 degree marketing:
Example- the black swan
released teaser trailers and multiple trailers and features on TV and
on-line.
Synergy -working with a
number of companies: horizontal integration.
Cross- media
promotion(below- the-line-strategies): working in synergy with other
companies for the benefit of both.
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