Hotel Babylon

Discuss the ways in which the extract constructs the representation of ethnicity

In the clip of Hotel Babylon the first shot takes place in what appears to be a storage room of a hotel and shows a white, middle aged man in a fairly sharp looking suit, he is then approached by two policeman, also male and white. The semic code is used in the scene, as his superiority conveyed by his attire and skin colour leads to him being the one that is confronted by fellow men of power, in the two police men.

The following significant scene shows a young white woman dressed in white, who is thought to be a receptionist due to her position behind a desk (semic code). The choice of clothing and the fact that she is front of house, both suggest that she is also in a position of power. This becomes more apparent as a group of border force officers, who are also all white, enter the hotel and immediately engage in conversation with the receptionist. like the first scene this enforces the power that the white employee holds, as she engages and holds the attention of the law enforcers. Fast paced background music is then added to the clip, as a black member of staff is told to go downstairs and warn the illegal immigrants working at the hotel that border force members are present in the hotel. The fast paced music coupled with the faster paced cut rhythm adds suspense as the immigrants are encouraged to lock themselves in a small room to prevent their capture.

Whilst in the small room action code is used to show a woman fainting due to medical conditions (of what appears to be diabetes),a black male begins to treat and give the woman aid immediately. This is a counter-type as black males are generally perceived to be thuggish and have no specialist talents or training in advanced fields, which is not the case in this situation, as his quick instincts indicate some training in medical areas, for this semic code is used.

When the black male cleaner is apprehended a mid-shot is used, this is used to clearly show who is the bad person and that they have captured him. The fact that it shows a black male being arrested is a massive stereotype as it is very common that black males are often depicted as being criminals as the fact this man is follows closely to this stereotype. Also because the man is arrested the audience feel sorry for him and feel pitiful which is a common stereotype that black people are pitied an in this case it being by the audience.

Overall ethnicity stereotypes are used greatly this situation mainly to highlight the storyline that the police are coming to arrest people. But countertypes are also used which shows one of the characters in a better light.

Distribution- What is it?

What part of the supply chain is distribution?

The 3rd part of the supple chain is distribution.

What is distribution often referred to as?

Distribution is referred to as 'The invisible art'.

What does 'vertical integration' mean when discussing distribution?

This is where the three stages are seen as part of the same larger process, under the control of the same company. 

Why isn't 'vertical integration' so common in the independent sector?

Producers tend not to have long-term economic links with distributors, who likewise have no formal connections with exhibitors.

What three stages are involved in the independent sector?

The three stages involved are- licensing, marketing and logistics. 

What is licencing?

This is the process by which a distributor gets the legal right to exploit a film.

What are the two levels of licencing?

International distribution and 'local' distribution are the two levels. 

What is the advantage of being a major US studio?

They often have their own distribution offices in all the major territories.

What three different types of rights can you acquire on a local level?  

Theatrical rights, for showing the film in cinemas; video rights, for video and DVD exploitation; and TV rights, if the distributor is able to sell the film to a broadcaster.

What are royalties?

A fee taken from the profit the film generates. 

What is the most effective way to increase interest in a film?

A theatrical opening is seen as the most effective way to create interest in a new film.

How long does it take for a film to reach 'free to air' TV?

Two years after opening in cinemas. 

What are the two key questions surrounding the marketing of a film?

The two key questions are 'when?' and 'how?'.

What day are films typically released on?

They are typically released on Fridays. 

What will a distributor look at before releasing a film on a Friday?

The schedule for forthcoming releases.

What is a 'light' week in terms of distribution?

A 'light' week will ensure that there will be both screen space and adequate review column inches in the press allocated to any potential release.

What does it mean to 'position' a film distinctively?

The distributor will avoid a release date occupied by other films with similar traits.

Why has this become increasingly difficult in the UK?

The release schedule has regularly featured over 10 new releases in a week.

What are P&A?

P&A are Prints and Advertising. 

How much can P&A cost?

They can cost from less than £1,000 to over £1 million.

Typically how many prints will a 'specialised' film have?

Fewer than ten prints into key independent cinemas. 

How many will mainstream films have?

Often over 200 prints. 

What is a key factor in developing the profile of a film?

Favourable press response is a key factor. 

How else can awareness of a film be raised?

Advertising in magazines, national and local newspapers works in tandem with press editorial coverage to raise awareness of a release.

Why is distribution in the UK seen as risky?

It's seen as risky becuase the cost of print advertising is a lot higher.

Why are companies looking towards viral marketing?

They are looking forward to it because it will mean different forms of electronic word-of-mouth via the internet, email and mobile phones.

What are the benefits of a 'talent visit'

It wins significant editorial coverage to support a release.

In the pre digital film age what was a distributor responsible for?

To arrange transport of a film to the cinema. 

How much does a 35mm print typically cost?

It can cost around £1000.

How many reals is a typical feature print?

5-6 reals. 

Why do 35mm prints get damaged?

They get damaged as they pass through different projectors, and the hands of various projectionists. 

Where are prints stored?

West London.

How long did a theatrical release used to last?

6 months. 

When did digital distribution begin in the UK?

Towards the end of 2005. 

Name two advantages of digital distribution

It is seen as more cost effective and logistics-light alternative to be tried and trusted. 

Which countries adopted digital distribution early and why?

China and Brazil because conventional logistics cannot, for one reason or another, efficiently bring together supply and demand.

How many screens were digital in 2005 and how many are now (you'll need to google this)

There were 211 in 2005 and 90% are digital now. 

Why has digital distribution radically altered the operating model of distributors?

The comparatively low cost of film copies and additional logistical effectiveness of digital distribution provide the distributor with greater flexibility.

What has happened to the typical release period for a film?

It dramatically reduce the overall theatrical period from 3-6 months to perhaps 1-3 months. 

What is a loss leader (google it) and why are companies using the Cinema as a potential loss leader?

Loss leader is a product sold at a loss to attract customers. Companies use the cinema for this, because in the long run they would get more money.

20 questions

1. How much did Disney pay to acquire the rights to Star Wars from Lucas Film?

$4.05 billion

2. Which other major studios/franchises did Disney acquire in 2006 and 2009 respectively?

2006 - Pixar

2009 - Marvel comics

3. Why did Josh Dickey believe Disney was a good fit for Star Wars?

"They're so good at branding and brands. They're so good at working with existing intellectual property and making it resonate with fans and marketing it very well," he told BBC World Service radio.

4. When did the UK introduce generous tax relief for the film industry?

2007

5. How much has Disney earned in tax rebates since 2007?

£170 million

6. How many people were employed at Pinewood studios when working on Star Wars The Force Awakens?

Recruited 130 staff at a cost of £6 million.

7. What is Matthew Vaughan's criticism of the UK's tax arrangement (include the full quotation)?

“I think it’s crazy that we subsidise British movies with tax breaks but we don’t get any of that money back. We’re subsidising Hollywood. We’re service providers. We’re not an industry.”

8. How much was Harrison Ford paid to reprise his role as Han Solo?

$20 million

9. How much money must the film make before its stars earn 'back end bonuses'? (A back end bonus is when an actor agrees to take a lower fee for staring in a film in return for a share of any profit a film makes over an agreed figure.)

$1 billion world wide

10. How much did The Force Awakens take globally on its opening weekend?

$247 million in the US and $529 million globally

11. Which 5 major companies have signed tie in deals with the film?

Pepsi, Burger King, M&MS/Mars, Hasbro and Kellogg's.

12. How was the White House linked with the film?

White house news conferences have been attended by imperial storm troopers, and the president also got a special White house screening.

13. The article states "only finite resources for a movie like The Force Awakens are screens and seats: you cannot force four buttocks into one movie seat." What solution have cinemas dreamt up to cope with this problem?

They increased the screenings, and also did screening times such as 3am and 5am.

14. How many screens are being used for saturation play (placing a film on virtually every screen in a cinema)? 

2,500 screens in UK and Ireland and at 670 cinemas.

15. What is the % rise in box office takings thanks to Star Wars?

512%

16. How is the box office split between 2D, 3D and IMAX?

54% in 2D, 36% in 3D and 10% in IMAX.

17. How many mentions has the film had on Weibo?

700,000 mentions since the start of December.

18. When does the film open in China?

9th January

19. How was the film promoted to China in October 2015?

They flew in 500 storm troopers who stood against the Great Wall of China, holding signs saying "The Force Awakens".

20. What other marketing strategy has been used?

The studio hired pop star Lu Han to introduce trailers, with the singers band EXO contributing the single Lightsaber.

CHRISTMAS 50

MEDIA

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

50 marks

20 marks Evidence, Analysis, Argument

20 marks Examples

10 marks Terminology

In the film industry there are 4 main stages; pre production, production, post production and distribution. personally I strongly argue that distribution is the most important and significant of the 4. But what is distribution? Distribution is the way in which a film is made available to audiences. Previously films were made available firstly at the cinema and then on video or DVD (depending on how far back you view this). However with the introduction of digital distribution the marketing area and consumption faces of film have changed drastically.

With the increasing amount of capabilities in various technological areas over the past few years, more significantly; the internet, mobile phones, tablets and VOD (Video on Demand). Audiences prefer to view films and media products from the comfort of their own home. The reasons for this can be different depending on the individual. Some may find a trip to the cinema tedious, some may prefer the comfort of their home (for example being able to watch these products in bed) and some may prefer the more recent methods of film viewing as the price of these media platforms is generally cheaper than that of a cinema ticket.

Due to digital distribution media institutions benefit more than the previous distribution methods. This is because more audiences can access their products, these audiences tend to be those who find it difficult or uncomfortable going to the cinema. for example the disabled population, the elderly and those who live in relative isolation (with large distances in between themselves and the nearest cinema).

Trends in viewing currently in the UK and moreover the World are largely centred around VOD. This platform of viewing first arrived on the scene with Kingston in 2001, and in the last 15 years has boomed. Although the future seems to hold more success for VOD, problems have been encountered with a portion of the population not paying for media products and streaming and downloading these products from illegal torrent sites. The film Mad Max: Fury Road was the most pirated film of 2015, it has been illegally downloaded 22.90 million times in 2015. Even though the studios will not get any money from the downloads it shows that many people want to watch the film and that one area of the digital distribution that isn't legitimate is working.

Small film institutions benefit from digital distribution greatly, as their smaller budgets tend to rule out their incorporation across screens worldwide with large cinema chains. However these products which tend to be cult films, have planted their feet firmly in the digital market, as VOD the main method of digital viewing is cheaper and can contact the smaller audiences these films target far easier than cinema can.

This is evident with the film Ex Machina. The film had a limited marketing campaign and therefore was not widely noted by audiences across the world. however with it appearing on a variety of VOD services including;    I Tunes, Amazon and Sky Go the film attracted some attention. Which was instrumental in it being nominated and winning an ward for the British Independent film award. Which then saw a re-release in cinemas on a larger scale. This manipulation of classic (cinema) and recent media platforms is a key attributer to the film being noted as one of the best films of 2015.

As far as marketing is concerned, the far more cost effective methods of digital distribution suit films such as Ex Machina, the independent- low budget films, massively. This is apparent with the marketing of Ex Machina and the large social media following and attention it received. With the film advertising on social media sites  Tinder and Instagram, which coupled with the VOD services it appeared on made a formidable paring, enhancing the recognition the film gathered.

On the other hand the marketing of Mad Max, on platforms such as television, bus stops and billboards was also successful and is more suited to larger budget films, with vast audiences. These methods of marketing are able to contact these audiences with ease, whereas if these techniques were used by Ex Machina, they would not be as effective and would be more costly than the methods they actually chose.

In conclusion I believe the extent of digital distribution that affects marketing and consumption in film differs depending on the budget of the film and the audience size. As lower budget, independent films rely on digital distribution greatly as it offers a large proportion of each products potential profits, due to the capabilities of it being able to contact their smaller audiences easier. Whereas larger budget, 'blockbusters' do not rely on digital distribution as heavily as their counterparts. Although digital distribution for these products can increase and maximise profits further, as these type of products will always generate a profit due to the faces they include (stars), content- usually largely CGI heavy and the size of the audience they appeal to, which is why blockbusters tend to be 4 quadrant films.

Distribution

What is distribution?

What part of the supply chain is distribution?Distribution is the third part of the supply chain.

What is distribution often referred to as?
'Invisible art'

What does 'vertical integration' mean when discussing distribution?Vertical integration is where three stages are seen as one larger process.

Why isn't 'vertical integration' so common in the independent sector?Producers have no formal connections with exhibitors and producers need exhibitors to promote and show the film it its best possible way.

What three stages are involved in the independent sector?Licensing, marketing and logistics.
Licensing

What is licensing?The process that the distributer of the film would go through to be able to legally show the film to the public. 

What are the two levels of licensing?International, marketing the film across the world and local, releasing the film in just one particular country.

What is the advantage of being a major US studio?They have their own distribution offices in all of the major territories already. 

What three different types of rights can you acquire on a local level? Theatrical rights, video rights, video and TV rights. 

What are royalties?Something that the distributer pays to the producer out of the profits that the film generates.

 
What is the most effective way to increase interest in a film?
A theatrical opening.

How long does it take for a film to reach 'free to air' TV?Two years.

 Marketing

What are the two key questions surrounding the marketing of a film?The two key questions are 'When?' and 'How?'

What day are films typically released on?
Films are typically released on Fridays.

What will a distributor look at before releasing a film on a Friday?
To ensure there are only a few other films which are released on Fridays.

What is a 'light' week in terms of distribution?
It will ensure that there will be both screen space and adequate review column inches in the press allocated to any potential release.

What does it mean to 'position' a film distinctively?
It will be positioned distinctively and a void a release date occupied by other films with similar traits, such as story, subject, country of origin, etc.

Why has this become increasingly difficult in the UK?
It has become increasingly difficult, as the release schedule has regularly featured over 10 new releases in a week.

What are P&A?
Are the nuts and bolts of marketing and distributing films, and its known as Prints and Advertising.

How much can P&A cost?
Its the bulk of the distributor's investment, after paying the initial fee for rights, and can range from less than £1,000 to over £1 million for the release of a film in the UK.

 Marketing - Prints and adverts

Typically how many prints will a 'specialised' film have?Specialised films will often have less than 10 prints, with them 'toured' over a 6 month period to all parts of the UK.

How many will mainstream films have?Commercial mainstream films however, will often open on over 200 prints. These simultaneously screen in all major UK towns and cities.

What is a key factor in developing the profile of a film?For most films, favourable press response is a key factor in developing the profile of a film. 

How else can awareness of a film be raised?Awareness of a film can also be raised by posters, advertising campaigns (e.g. magazines and newspapers), and press campaigns (e.g. interviews.)

Why is distribution in the UK seen as risky?Distribution in the UK is seen as risky compared to other countries because the cost of print advertising is comparatively high.

Why are companies looking towards viral marketing?Companies are looking towards viral marketing in order to extend the reach of advertising and develop more effective communication with audiences at a lower cost. 

What are the benefits of a 'talent visit'?

The benefit of a talent visit is that the director and/or lead actors win significant editorial coverage to support a release. It makes the volume of coverage far outweigh the cost of talent visits.

 Logistics

In the pre digital film age what was a distributor responsible for?
Before film became mostly digital, a distributor would arrange the transportation of the film to cinemas and theatres, the tapes, videos or DVDs to shops and ensure that this whole process is as efficient as possible.

How much does a 35mm print typically cost?
Each 35mm print costs around £1000 so handling it needs to be done safely. If the film has subtitles than it may cost as much as twice this.

How many reals is a typical feature print?
Within the UK specifically, feature prints are shortened so that they can be easily transported. They are usually around 20 minutes long and an entire feature film would require 5-6 of them.

Why do 35mm prints get damaged?
The simple answer to this question is that 35mm prints get damaged from repetitive use as they are moved around lots of cinemas and played through many times.

Where are prints stored?
The UK's central print warehouse which is located in West London. 

How long did a theatrical release used to last?
Originally, the distributor would run two different releases, the first of which would last for around 6 months, trying to reach optimum coverage until the prints are essentially destroyed after this period. Any remaining prints are then used in second-run which lasts for the rest of the film's licensed period.

 Digital Distribution

When did digital distribution begin in the UK?
2005

Name two advantages of digital distribution
Easy to replicate and cost effective.

Which countries adopted digital distribution early and why?
China and Brazil, because efficiently bring together supply and demand.

How many screens were digital in 2005 and how many are now (you'll need to google this)
112 to 192.

Why has digital distribution radically altered the operating model of distributors?
The comparatively low cost of film copies and additional logistical effectiveness of digital distribution provide the distributor with greater flexibility.

What has happened to the typical release period for a film?
Reduced from 3-6 months to 1-3 months.

What is a loss leader (google it) and why are companies using the Cinema as a potential loss leader?
A loss leader is a product sold as a loss which attracts customers, and Cinema's are used as loss leaders so customers will buy DVDs.

June 2010

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

The continuing development of digital media technology has extreme significance for media institutions and audiences, because without it, several production, marketing and distribution techniques could not possibly be used, consequently lowering the profits of these companies dramatically. The power of current technology in all film institutional practices is a major reason for films being deemed successful both financially and non-financially. 

This is evident in production with the shooting of Mad Max: Fury Road, a film directed by George Miller, a Phantom Camera is used. This camera is able to capture 300 frames per second, allowing the shots to look, cleaner, smoother as well as enabling super slow motion shots to be achieved with high quality results. Originally before digital film cameras, mechanical film cameras were used in movie production. Without the development of digital media technology and specifically camera technology, Mad Max: Fury Road would not have been able to be made for several reasons. These include the mechanics of previous film cameras, which prohibited the camera being tilted, as this would affect the components inside and cause implications with the shots or stop the filming all together. Also the elements of the filming location, the Namibian Desert, would have thrown up problems in production also; with the vast amounts of sand that would breach the cameras exterior and jam the mechanics inside, forcing filming to come to a momentary halt whilst the camera would be being fixed. Also the use of the $500,000 'Edge Arm', a robotic arm which mounts a camera, which enables the camera to be moved with extreme precision and manoeuvrability. This piece of technologies use is highlighted in a particular scene that pans through the window of Nux's car and into another war boys car. This affect of course not available without the development of digital technology. The development of digital media technology in film has had extreme significance in the much smaller British film industry, this is apparent with the double filing of British, independent, cult film; Ex Machina, to achieve an authentic look of robot of ava's exposed mechanical insides, by using the 'rotoscoping' method of CGI. The film directed by Alex Garland in his directorial debut. Without the development of digital technology this method would still be possible, however considerably more expensive with non digital cameras, with a roll of film costing around £1000 per unit and lasting no longer than 1 hour per roll.

With developments in digital technology in the film industry, usually, enhancing the experience and appeal to the consumer, which further results in profit. But how can cinemagoers be expected to experience these products without available places to do so. Box office figures for both Mad Max, being shown on 12,000 screens worldwide, and Ex Machina on 2,000. which is an extraordinarily feat for an independent film with a budget of only 15 million. Mad Max on the other hand with 10,000 more screens was expected to reach figures in that ball park, due to the fact it was the 4th instalment in a successful franchise and trailers promised audiences with large amounts of action and explosions, all of which seem to be tailored perfectly for the big screens of cinemas across the globe. Not only has the development in digital technology aided the production of films and made film making more accessible, for example the first in the Paranormal Activity being made for a small fee of $15,000, but the development has helped cinema viewing, with such features as online booking. However not only has it developed various areas of the film industry but it has played a major role in the development and creation of video streaming apps and websites such as; Netflix and NowTV. Both of which amongst others were encouraged by the problem of illegal downloading and streaming. Both Mad Max and Ex Machina have featured or continue to feature on such websites or apps. With these institutions creating profit for production companies, the money is put into circulation thus increasing the size of the film industry worldwide, of which is of extremely large significance to both media institutions and audiences.

Also with recent digital technological developments, the marketing of films has evolved and been developed. This can be a conscious decision with viral marketing, a method adopted with Ex Machina and the irregular advertising media choice of Tinder, a dating application. Whereas the development can sometimes be done subconsciously via non institutional groups, companies or individuals via social media, or TV institutions. An example of this would be Furious 7 and the unfortunate and surprising death of Paul Walker, was documented worldwide via digital technology, whether it be; television, social media or other technologically involved news platforms. The news was spread and created a demand for the Furious 7 product, as he passed mid filming, which created an air of mystery regarding to how his character (Bryan O'Connor) would feature in the rest of the film. Which coincidently was also achieved with digital media technology, by using cgi, stunt doubles and Pauls Brother as a base for his face to be rendered onto it. 

In conclusion the development of digital technology for use in the film industry has lead to both institutions and audiences benefiting in a variety of different of ways. Institutions, are able to create better quality films, at lower costs. In juxtaposition audiences have benefited as the quality has improved, however financially maybe not so as the improvement in quality does not come for free.

The Big Six

Parent company: Fox television,founded by William Fox Divisions inside the company: Fox TV group, Filmed Entertainment,Fox Networks, Endemol Shine Group, Fox Sports, National Geographic Channels and Fox International
Owns: Blue Sky Studios, Fox Star Studios (India)20th Century Fox Home Entertainment, Fox, 20th Television, 20th Century Fox Television, 20th Century Fox Japan, Fox Studios Australia and TSG Entertainment 
20th Century Fox has 11.2% market share
Known for: X-men, Avatar, Star Wars, Fantastic Four and The Simpsons
Total gross: $956.6 mil

Parent Company- Sony, CEO: Michael Lynton.Owns: Consumer electronics, Semi conductors, Video games, Media/Entertainment, Computer hardware and Telecom equipment
Divisions inside the company: Sony Pictures Motion Picture Group, Sony Pictures Animation ,TriStar Pictures and Sony Pictures Image works. 
Total gross: $567.2mil
Columbia pictures has a market share of 6.6%   

Parent Company: Famous Players-Lasky Corporation then Independent then Gulf+Western then Paramount Communications inc and now Viacom.Divisions inside the company: Paramount Home Media Distribution, Insurge Pictures, Paramount Famous Productions, Paramount Vantage and Paramount Animation.
Owns:Madison square gardens properties, 50% steak in USA networks as well as being involved with TV, music publishing and home video.
Known for: Titanic, Shrek (including 2, 3 and 4), Forrest Gump, Iron Man and The Truman Show
Total gross: $563.4mil
Paramount pictures has a market share of 6.6%

Parent Company: NBC Universal, owned by National Broadcasting CompanyOwns:NBC News, NBC sports, NBC Universal TV and Cable.
Divisions inside the company: Universal animation studios, Focus features, Illumination entertainment, Working title films, Universal pictures home entertainment and United International Pictures
Known for:Jurassic Park/ World, Despicable me/2, Pitch Perfect/2, Jaws, Ted, Fifty Shades of Grey and E.T.: The Extra Terrestrial 
Total gross: $2,285.8mil
Universal Studios has a market share of 26.8%

Parent Company: Walt Disney Studios, owned by Walt Disney's companyOwns: Live action TV, film production and theme parks. 
Buena Vista (divisions of the company): Disney Pixar, Publishing (Marvel and Disney Music), Theatre (Aladdin the musical), Radio (Radio Disney and ESPN Radio Network) and websites such as Club Penguin
Known for: The Avengers, Frozen, Toy Story (1,2 and 3), Wreck-it-Ralph, Pirates of the Caribbean: Dead Man's Chest and Finding Nemo
Total Gross: $1,443.4mil
Walt Disney Pictures has a 16.9% market share.

Parent Company:Time Warner IncorporatedOwns: Warner Brothers Television Group, Warner Brother's digital distribution, Warner brothers interactive entertainment, DC entertainment and DC comics.
Divisions inside the company: HBO, Time Warner Corporate, Turner Broadcasting System and Warner Brother's entertainment.
Known for: American Sniper, Mad Max, The Hobbit, Game of Thrones and FRIENDS
Total Gross: $1,416.7mil
Warner Bros has a 16.3% market share.