cross media – different medias (TV, radio, print, film) or different media institutions (studios, newspapers, TV networks)
convergence – the joining of two or more media companies or technologies to form a new object/promote a new product
in cross media convergence – more than one company benefits from working in a partnership. cross media convergence ensures that the film reaches the widest audiene available.
out of home advertising – advertising that reaches consumers when out of the house
cross media convergence in skyfall and shifty –
- skyfall sponsered by heineken (they paid £28 million to feature in the film)
- skyfall sponsered by tom ford, sony, aston martin
- shifty sponsered by boxfresh (clothing and shoes company), they paid for the lauch party
- 007 cologne
out of home advertising –
- london 2012 stunt
- coke zero advert
- shifty – illegeally placing posters
UK film council –
- set up by the labour government as a non-departmental public body in 2000
- help promote british film industry
- BBC films, Film4, film councilmain port of call for film makers trying to get feautre films off the ground, especially if those films are outside the mainstream, or ‘specialised’.
- council recieved £15 million funding per year
- funded by national lottery, it channelled about £160 million into more than 900 films over the last 10 years, including Bend it like Beckham, This is England, and more
- UK film council closed in April 2011.
- the BFI (british film institute) has taken over its core functions: distribution of lottery funding, production, supporting distribution and exhibition through prints and advertising fund, certification of UK films, research and statistics.
- BFI increased the lottery fund by 20% from £15 million to £18 million in 2011/12
screening british films nationwide
- studios are selective about where and when they release films
- e.g. a bollywood film wouldn’t do as well in an area where the population is 99% white
- looking for eric is good example of different ways of marketing in different localities and for audiences
digital is the future –
- the digitalisation of film makes it cheaper to produce, distribute and exhibit
- independent film makers can produce larger numbers of prints at smaller cost, therefore they will not lose as much money if the film does not attract such a large audience in the cinemas
- shifty – the cinema exhibition was mainly an advertising method, to get people to buy the DVD