1. Aardman Animations, Ltd., also known as Aardman Studios, or simply as
Aardman, is a British animation studio based in Bristol, United Kingdom.
The studio is known for films made using stop-motion clay animation
techniques, particularly those featuring Plasticine characters Wallace and
Gromit. It entered the computer animation market with Flushed Away
(2006). Aardman is a completely independent film company – there is no
massive media conglomerate, and they rely on collaboration and funding
from other producers, distributors and marketer to gauge the success of
their film.

2. • Morph was one of the first characters created
by the company. He was originally in a
programme called Take Hart, where he lived
on the desk of the artist and presenter, Tony
Hart. Due to his metamorphosing capabilities,
he was then aptly named Morph.
• After 30 years since his birth, he still has quite
a cult following online as well as with the
older generation. Therefore, the company
decided to start a kickstarter programme.
• A kickstarter programme is when anything
from films, games, or music to are bought to
life with the direct support of the general
public. Essentially, people fund the projects
and take more part in the development – as
they have a closer relationship with the
audience rather than being passive to what
companies peddle their way. Thousands of
creative projects are not being funded this
way.

3. Issues Raised by media ownership
• Issues are still raised by media ownership due to the fact
that the film could still be distributed online after its
creation, meaning that less money is going to the film
industry.
• However because there are no large media conglomerate,
there is more creative license left with the film makers. This
means that they have control over who sees their film,
what is advertised and what material they wish to keep in
the final cut.
• On the other hand, due to them being so independent,
there may be an issues with raised adequate numbers
during the film’s release – Getting the film to be shown in
cinemas may also be harder, as media conglomerates have
shares and ownerships in the cinemas: Meaning they can
distribute their film to a wider audience.

4. Cross-media convergence and synergy
in distribution
• Unlike with films such as Skyfall, The All New
Adventures of Morph will not have as much
synergy. Where Skyfall has apps, soundtracks and
even a range of aftershave – Morph solely relies
on the general public to guarantee its success.
• However in regards to cross media convergence,
The All New Adventures of Morph is already
based an a character from an Art programme,
meaning that the audience will still be relatively
familiar with the character and therefore develop
hype with a cult following.

5. Technology introduced in recent years
• Internet (Websites, Facebook, Twitter, social
media)
• Crisper cameras
• In regards to actually making the 12 minute film,
technology will remain the same in regards to the
stop motion, which means no technology
whatsoever. Hundreds of artists and designers
collaborate on every edit they make and every
pose they position the clay figure into.

6. Technological convergence for
institutions and audiences
• The website can be reached from online, and
con even be accessed on Smart phones.
• In order for the Kick-starter programme to
become successful, the movie relies on the
word of mouth and hype online: This can,
again, all be covered by the apps on Iphones.
Morph was already a big hit from TV, so
success in the box office may also be assured.

7. Issues raised by targeting of national
and local audiences by
international/global institutions
• The company is based in the UK. Also, Morph is a very
British creation and portrays the eccentricity of the UK quite
successfully.
• The film is basically going to be orientated around Morph’s
desk adventures, so how it portrays its national audiences
will not be indirect. However, the film company is set in
Bristol and will therefore appeal to a local audience that are
proud of a production company based in their local region.
• There us unfortunately a large chance that Morph will not
appeal to a global audience, as the character is obscure and
not a particularly memorable character in their own culture;
there is a large chance, too, that they have no idea who
Morph actually is.

8. Significance of proliferation in
hardware & context for institutions &
Audiences
• Proliferation in hardware is vital for keeping the film
project going, as without sponsors or the
advertisement from news programmes, radio, youtube
or other methods online – there is a chance that the
film won’t even be made.
• Proliferation in hardware is useful in the making of
Morph, as CGI could speed up the progress of stop
motion
• Morph can be advertised on facebook, youtube and
twitter.
• It can also be accessed via Iphone and donated to with
the use of apps.