The document provides lesson objectives and content for a case study on Disney. It defines key terms related to media ownership and conglomerates. It lists topics to cover with specific examples from Disney, including media ownership, technology, marketing, synergy, production techniques like 3D and CGI, distribution methods, and viral and social media marketing. Students are to identify examples from Disney and explain the implications in relation to concentration of ownership, synergy, production, distribution, and marketing.

1. Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

2. What key terms are defined below?
1) A large parent company.
2) When the market is dominated by a small number of companies.
3) When a company produces a range of different types of media.
4) A smaller company owned by a parent company.
5) The process where over time a smaller number of companies control most media
outlets.
6) A conglomerate uses two or more of its subsidiaries to create linked products which
promote each other.
7) Film revenue from everything apart from theatrical box office, e.g. DVD sales,
merchandise.
8) Marketing which relies on members of the audience passing the message on
through online media.
9) Different types of media coming together.
10) The time periods between a film’s theatrical, DVD, and television release.
Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

3. You need to have a range of specific examples to explain how Disney operate in
relation to the following key areas:
• Media Ownership
• Technology
• Marketing
Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

4. • Concentration of media ownership and the US film industry
• Ownership structure of Disney
• Synergy
• Specific Examples of Disney’s use of synergy
Specific Example – Explanation - Implications
Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

5. • Production (3D, CGI, digital cinematography)
• Distribution/Consumption (3D, digital distribution, convergence)
• Marketing – viral marketing, social media.
Specific Example – Explanation - Implications
Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

6. • Viral marketing
• Social media
• Synergy
• Marketing campaigns
Specific Example – Explanation - Implications
Lesson Objectives: To be able to identify and evaluate
specific examples from the Disney case study.

8. Media Institutions Mark Scheme
• Clear argument
• Factually accurate
• Understanding of the
film industry
• Specific and detailed
examples
• Relevant to specific
question
• Reference to your own
experience as a film
consumer
• Use of terminology

9. Media Institutions Mark Scheme
• Clear argument
• Factually accurate
• Understanding of the
film industry
• Specific and detailed
examples
• Relevant to specific
question
• Reference to your own
experience as a film
consumer
• Use of terminology

10. Essay Structure
Introduction
Section One – Production Technology
Section Two – Distribution and Consumption
Section Three – Marketing
Conclusion

11. Section One – Production Technology
3D – why do studios like 3D? Benefits and disadvantages
to studios and audiences with reference to specific
examples. (Tron: Legacy, Pirates of the Caribbean).

12. Section Two – Distribution and Consumption
3D re-issues
Keychest Technology
Second Screen

13. Section Three – Marketing
Viral videos – Toy Story 3
Viral marketing – Tron: Legacy website
Social media – Alice in Wonderland, Toy Story 3.

14. Introduction
State Argument – The development of new technologies
has created both advantages and disadvantages for the
film industry. Online piracy has significantly damaged
industry revenue. However, new technologies offer film
producers more effective ways of targeting audiences
and distributing their products.
Introduce focus – I will explore this in relation to the film
industry, with a particular focus on The Walt Disney
Company.

15. Conclusion
What are the benefits and disadvantages of new
technology to film studios and audience?
Relate this to your own experience as a consumer.