Exam Question

January 2009 from Josh Yates

Socrative technology questions

Evaluate the role of digital technology in the production, marketing and consumption of products?

Firstly, look at the question and write down all the ingredients it is asking you to be included in the essay as a memory checklist.
To evaluate digital technology in the production, marketing and consumption of a film.


Paragraph 1 -introduce your media and what you are going to discuss, what is the question asking you?

The role of digital technology in the production, marketing and consumption is a broad aspect of film. Digital technology in film industry is evolving to be one of the most significant phases of film. It is prominent throughout production (use of cameras and editing), marketing (websites and apps) and consumption (Netflix, IMAX).


Paragraph 2 - Evaluate the role of digital technology in the production of films?

Digital technology is heavily used in the production stage of films. It is used in the filming process for props with 3D printing in Guardians of the Galaxy and Blue and Green screens in and with Digital 1 Red cameras. Secondly, digital technology is used in editing with CGI and After Effects. Additional characteristics of technology in production include Virtual Reality, Depth sensors and low emission filming.


Paragraph 3 - Discuss the role of digital technology in the marketing of films (this is where you bring your distribution notes in). Don't forget to name three interesting marketing techniques that got a lot of viral attention. What was unique about The Field of England distribution tactic? (he directed High Rise too). What is Tortoise in Love and what makes this an interesting case study?

The marketing of mainstream films is much more heavily reliant on digital technology than independent film’s marketing. Mainstream films typically market their films through social media, their own websites, phone and tablet applications, cross media deals with other brands (XBOX or PlayStation games). Viral campaigns of films such as the Carrie and the Devil’s Due videos are spread over YouTube, then shared by viewers on social media. Independent films use cheaper digital marketing such as social media and YouTube.


Paragraph 4 - Discuss the role of digital technology in the consumption of products (this is where you distinguish and discuss your understanding of exhibition and exchange.

Furthermore, technology is used in consumption of film technology to the audience. Technologies used in the exhibition process of film are Blu-Ray, a sharper HD version of the DVD component of the film, 3D, 4D and 5D (used mainly in Asia). These technologies have advanced in the recent years, along with advancing technologies in the exchange process of the film. Exhibition technologies include streaming websites (usually requiring a membership), such as The BFI Player, Netflix and Amazon Prime and cinema, including mainstream (Odeon) or independent (The REX).


Conclusion - what is the role of digital technology in the film industry today? How much impact, positive and negatives summarise.

The role of digital technology in the film industry in the modern day has changed and adapted to the times which we live in: film is more accessible through exchange to the audience with online streaming sites, online viral marketing campaigns such as Devil’s Due and Carrie, Digital Red One cameras in production and 5D cinemas for exhibition.

Task 10 - film distribution

• Intro what is film distribution?

The process of making a film available for he audience to view it.

• What is the distributor's role?

The distributor typically owns the cinemas or film networks in the case of mainstream films. In the distribution for independent, low budget films, the film distributor may only deal with more limited products, such as DVD or BluRay.

• What's a distribution plan?

The management of the manufacturing business creates a plan of how the film and its products are to be transferred to the intermediaries, retailers and consumers.

• What's a P + A budget?

The money allocated and the breakdown of known costs along with ways for how to keep them.

• What is the average distribution cost for a big six film?

$100-200 million

• What does the distribution budget include?

Music and Effects  track, website, artwork, and a trailer and a movie theater release.

• What is a simultaneous release?

Simultaneous release is a new method of making movies available to consumers. Traditionally, movies are released first in cinemas, next with a DVD release.

• What are some main distribution companies?

Walt Disney Pictures, Warner Bros. Pictures, 20th Century Fox, Universal Pictures

• What do you think is the link between audiences and distribution?

 For a teenage film, for the audience (teenagers) using social media would be the best way to promote and distribute it. Young children’s films could be on children’s TV channels.

• Define target market audience? What's audience positioning? 

Target market audience is group of consumers, which a business aims its marketing and advertising at to sell a the film.  Audience positioning is the way a film is viewed by a select group for example women or teenagers.

• Why is the release date crucial?

It can affect how much of your target audience will see the film. For example a Disney princess film in the middle of term time will properly do worse than one released in a school holiday. 

• What is self distribution?

The distributor distributing the film itself without a big distributing company, such as 20th Century Fox.

Task 8 - Technology Brainstorm

Above is an image of the technology spreadsheet which we created in class in groups of four. It covers technology the production, distribution and marketing, exhibition and exchange aspects of film - showing the names of  technology used in each.

Representation of Gender in Cutting It

Representation of Gender in Cutting It

Within the clip from the TV Drama Cutting It, gender representations are shown through the man and woman in a romantic relationship. These representations of gender are shown displayed to the audience through the uses of editing, camera, Mise en Scen and sound.

Through the use of editing, women and men’s relationships are represented as fast pace, moving swiftly through modern day life. This perception is created with the use fast and multiple cuts in the first scene of the couple in the taxi. In the second third of this scene, there are 21 cuts between the couple during their conversation. Therefore, this demonstrates modern day relationships between male and females as being fast pace and hectic – due to their own stereotypical gender roles.
Secondly, the editing in this clip shows men as sensitive and emotional. This demonstration is shown after the man’s fiancé is hit by the bus subsequent to her hospital consultation of her health. The male’s facial expression is shown through a close-up shot of his face which has been slowed down after the filming process through editing. The slow-motion effect creates extra screen time for the man, emphasising his emotions during this scene. His facial expression is predominantly concerned and upset – showing that men are as emotional and sensitive as women, defying most representations of men in the media.

Thirdly, this clip represents women as being in command and taking the superior role in society. This representation is created through the use of pace, seen in the contrast of slow pace in the taxi scene, switching to fast pace once the couple get out the taxi and the woman takes charge of the conversation and narrative. The editing presents the woman as therefore being in charge through this power switch from being shared, to being held completely by the woman alone.

Lastly, the editing in this clip of Cutting It presents women as most important in the hierarchical scale of men and women. This representation is evident throughout the whole clip - the woman has the most screen time out of anything else in the clip, including her husband. This disobeys most media conventions - mostly showing the woman role as the weakest and least important.

The use of camera in this clip of Cutting It presents women’s problems as insignificant. This is seen in the obscured shot of cars passing in front of the woman upon leaving her hospital consultation and walking towards her fiancé. The cars obscuring the shot of the woman whilst she shouts the long-awaited news across the road makes her problems and important events of her life seem not worth paying attention to. Reflected onto society, this representation creates a perception of women as being less important than other events and people in the world.

Secondly, this clip provides the representations of men having the higher employment than women – being higher in the social hierarchy. This is shown in through the camera’s birds eye view shot of the doctor’s consultation room in the consultation scene. This shot shows the contrast of the male and female roles in the confined room – the male is the doctor, dressed in a suit and tie and has the knowledge. The woman’s role is seen as vulnerable – she is sat alone opposite the doctor in a different environment in every day clothes, not showing any skill.

Furthermore, the camera presents women as being capable of taking charge over a male in a relationship. This is shown in the close up shot of the woman moving her hand on top of the male’s in the taxi scene – asserting her authority above the male gender. The woman’s hand could represent which gender has the most control – in this instance, the female has the most control over the male.

Lastly, camera shows a representation of men having the most authority and importance. This is seen by the camera keeping the man’s head/ body centre shot throughout the whole clip. This use of camera makes reflects the societal norms of men being the top of the hierarchy in society – creating the audience to subliminally agree that the male figure is the most important in this clip, despite the narrative.

The use of Mise en Scen in this clip from the TV Drama, Cutting It, presents woman as innocent and angelic. This perception is created through the use of lighting upon departure from the taxi – the sunlight is directly on the woman’s face, whilst the man’s face is in the shadows. The light effect gives the woman a likable quality which additionally allows the audience to see the woman’s facial expressions with higher clarity – making her seem the more genuine and believable gender out both of male and female characters.

Secondly, the clothing use of Mise en Scen shows clear societal gender roles through the use of costume This is notable throughout the whole clip, the woman is dressed in a light-coloured dress and jacket, whilst the man is dressed in a suit of dark colours. Both of these outfits assigned to the characters allocate stereotypes of modern genders: women being feminine and men being authoritative and intelligent.

Furthermore, Mise en Scen in this clip shows women as having the most authority in a relationship. This is evident when the couple leave the taxi, the woman leaves the taxi before the man does – she is seen to be asserting her authority over her partner. This simple departure from the vehicle leads the audience to see the woman as having the most control over the audience. As the woman is taking charge, she is ‘reversing roles’ – roles which society has set.

Lastly Mise en Scen shows women as being associated with femininity at all times. This is evident in the last scene of the clip, showing the woman laying lifelessly on the floor, post being hit by the bus with a bird’s eye view shot. This shot shows the woman lying next to light pink tulips sprawled on the floor next to her own sprawled body. Even when almost dead, women are associated with femininity. The audience makes an association and connection between the woman and the flowers from this shot and use of Mise en Scen.

Representations of gender in this clip from Cutting it are shown through the use of sound. Sound create a perception of men being more emotionally attached to women than most media shows. This is evident in the clip of the woman being hit by the bus, upon the husband’s realisation, a dramatic, slow piano plays (non-diegetic). This music makes the audience empathize with the man – he is represented as emotional and attached.

Furthermore, both men and women’s lives are represented as unimportant and insignificant in comparison to modern day life. This is shown through sound in the taxi and all outdoor clips, the street sound and background noise level is seemed to be exaggerated through foley, instead of editing it out completely to focus on the dialogue (most TV Dramas and Films do this). This sound does not allow the audience to completely focus on the man and woman’s relationship, forcing them to believe that they are not the main focus – they are unimportant.

 Thirdly, woman’s lives are presented as highly important. This is evident in the scene of the crash where foley is used to emphasize the sound of the crash against the woman’s body. This emphasis causes the audience to pay their full attention to the woman and have concern of her life. She is presented as precious, reflecting all other women’s lives, through this use of sound.

Lastly, women are represented to have independence over men. This is evident in the dialogue after the couple leave the taxi, before the Doctor’s consultation where the woman says to the man “No, no, no, don’t come with me.” At this point, she is asserting her authority over the man and additionally proving her independence of assuring him she desires and can indeed go alone. This makes the audience believe that women’s traditional roles are changing and almost swapping with men’s as the most independent and authority.

Task 7 - Audience and cinema going statistics

• What days to audiences go to the cinema?

December (15,216,370) and July (16,590,400) and August (18,088,513) are the most popular months to go to the cinema worldwide, whilst June (10,707,878) and September (11,664,455) are the least popular - according to the UK Cinema Association 2015 survey.

• What are the most popular genres? 

Adventure with $45.5 billion in total box office from 1995-2017
Comedy with 42.5 billion      "
Action with $36.7billion       "

• What was the top film in each of these genres?

Top Adventure film of all time: Raiders of the Lost Ark with $248,159,971 total domestic gross
Top Comedy film of all time: Airplane! Domestic Total Gross: $83,453,539
Top Action film of all time: The Dark Knight - total domestic gross $534,858,444

• How do audiences hear about films?

Advertisement online and on mobile phones, print (newspapers, magazines, brochures, direct mail), guerrilla (interactive), broadcast (television, radio), outdoor (billboards, bus shelter, posters, times square), product placement.

• Do audiences prefer US, UK or other nationality films?

Biggest film industries in the world:

• Hollywood.
• Cinema of China.
• Bollywood.
• Yeşilçam or Turkish Cinema.
• Nigerian Cinema or Nollywood.
• Hong Kong Cinema.

• Do audiences like 3D films?

1. “Generally speaking, and aside from the fact that I’ll have to pay $20, I like 3D movies. It adds a neat effect to films.” -Kristin LeMunyon
2. “I like the idea of 3D movies, but they always give me a migraine.” - Andi Ware
3. “It’s just really uncomfortable for some people (me) to watch 3D movies especially people with glasses (me) who can’t wear contacts (me) and thus have to wear two sets of glasses to see the film.” - Sarah Maloy

Despite being expensive, film consumers enjoy the novelty of 3D films and most will pay the extra money just for the 3D effect.

• What other ways to audiences watch film aside from the cinema?

1. Online movie streaming sites: Amazon prime, netflix, etc
2. Online rental/ buying
3. DVD

• Who do audiences go to the cinema with?

Friends, significant others, family members, alone.

• When and where are most audiences likely to go to the cinema?

Most likely to their local cinema, sometimes to a more luxury cinema as a treat or for a special occasion. On a weekend or an evening time.

Task 6 - independent cinema

Independent cinema from Anneka Williamson