1. Technology and the British Film Industry 
Lesson Objectives: To be able to explain the implications of new media
technologies to the production and marketing of British Cinema.

2. The British Film Industry
 Create a mind-map summarising what you found
out about key British film institutions.
 You should be aware of the role of:
 Public bodies
 Independent companies
 Television companies
 Co-productions

3. StreetDance 3D
 StreetDance 3D is a co-production between Vertigo
films (an independent company), BBC Films (film
making arm of a TV company, and the UK Film
Council (public body).

4. StreetDance 3D
 UK Film Council-financed Streetdance 3D not only claimed number one spot in cinemas
nationwide this weekend, but it also "popped and locked" its way into the history books to
score the biggest ever opening weekend performance for any film backed by the UK Film
Council in its 10 year history – bigger than even Bend it like Beckham and St Trinian's.
 Streetdance 3D is the UK's first 3D feature film, and it was released on the highest ever
number of 3D screens (345). In a highly-anticipated battle of the blockbusters, the
independent British film beat Robin Hood and Prince of Persia to claim - by a clear
margin - the number one spot across the weekend, increasing its performance by a
massive 30% on Saturday compared to the opening night on Friday.
 Commenting on Streetdance 3D's massive success, John Woodward, Chief Executive
Officer of the UK Film Council said:
 "The UK Film Council can take credit for co-financing and championing Streetdance 3D. It
is the UK's first ever 3D feature film and signals to the rest of the world that the British
film industry is well placed right at the heart of the 3D film revolution, it's jampacked with
upcoming British talent both behind and in front of the camera, and it's already proven to
be a massive hit with the British public as well as international buyers who have snapped it
up in almost 30 territories worldwide. It's another shining example of how Lottery funding
can make all the difference in discovering and nurturing new creative talent in the UK.”

5. StreetDance 3D
 Made on a budget of just £4.5m, the British film proved more
popular than Russell Crowe's epic tale, reported to have cost
upwards of $200m, and Disney's $150m blockbuster Prince of Persia.
 It took £1.8m on its opening weekend, and a box office total of
£2.4m when preview screenings are taken into account.
 The figures represent the biggest ever opening for a Lottery-funded
film.
 It was the most successful independent British production of 2010,
and the only one in the UK Top 20 for 2010.
 What factors do you think may have contributed to its success?

6. New Technology and Marketing
 Watch the video and make notes on how new
technologies were used to promote films.
 You need to identify specific examples you can use
in the exam, and be able to discuss benefits and
disadvantages.

7. Digital Innovation in Distribution
 In August 2009, the UK Film Council (now BFI) launched a pilot
application process as part of the P&A Fund that allowed rights holders
the opportunity to apply earlier for funding towards innovative, long-lead
digital campaigns. The objectives of the scheme were to
 a) help independent rights holders better utilise new online tools and
services to reach their audience and;
 b) share data and learnings from the supported projects with the wider
industry so that the scheme had the largest possible impact.
 The scheme was initially launched for five awards of up to £30,000.
Following a successful uptake of these a further seven awards were made
available, making a total of 12 awards across the scheme.

8. Digital Innovation in Distribution
 Read through the case study and identify key points
in relation to:
 Marketing activities
 Evaluation of success
 Be ready to feed back to the class.

9. New Technology and British Cinema
 What are the implications of new media
technologies to the production, marketing, and
distribution of British films?

10. Writing About New Technologies 
Lesson Objectives: To be able to produce a written evaluation of the
implications to the film industry of new technology.

11. Key Terms – How many of the following
terms can you explain?
 Convergence  Stealth Marketing
 Distribution/digital  Day and date release
distribution
 Multi-platform release
 P&A
 Distribution windows
 Viral marketing
 Proliferation
 Social networking sites
 Interactivity
 Early adopters
 Video on demand
 Long lead

12. Exam Style Question
 What are the implications to the film industry of
new media technologies?

13. Marking Grid
Band / Grade Argument Examples Terminology
Level 1: Minimal understanding Limited range and Minimal use of
U & reference to study use of examples terms. Inaccuracies
(0-7) (0-7) (0-3)
Low Level 2: Basic understanding. Some relevant Some terms used.
E>D Some relevant points. examples Some inaccuracies
(8-11) (8-11) (4-5)
Upper Level 3: Proficient argument, Good range of Mostly accurate
C>B well supported. examples terms
(12-15) (12-15) (6-7)
Level 4 : Excellent, relevant, Frequent use of Relevant and
A sustained argument relevant examples accurate terms
(16-20) (16-20) (8-10)

14. Step 1 –Your Argument
 What are the implications to the film industry of
new media technologies?
New media technologies are beneficial to both film
institutions and audiences in a number of ways such
as…However new technologies also bring with them
drawbacks to both producers and consumers, such as… I
will explore this in relation to…

15. Step 2 –Your Examples
 Production Technologies:
 3D – Tron: Legacy; StreetDance 3D
 Benefits/disadvantages
 Marketing:
 Viral marketing
 Social networking
 Benefits/disadvantages
 Distribution
 Digital distribution – theatrical, home entertainment (Disney All Access)
 Convergence – Second Screen
 Piracy
 Decline in DVD sales
 Benefits/disadvantages

16. Step 3 - Conclusion
 Sum up your argument:
 As I have demonstrated new technologies have
benefited film producers by…
 However disadvantages to the film industry of new
technology includes…
 For audiences new technology offers…
 In my experience new technology allows me to…

17. Terminology
 Convergence  Day and date release
 Distribution/digital  Multi-platform release
distribution
 Distribution windows
 P&A
 Proliferation
 Viral marketing
 Interactivity
 Social networking sites
 Video on demand
 Early adopters
 Long lead
 Stealth Marketing

18. What are the implications to the film
industry of new media technologies?
 Introduction (5 minutes)
 Argument
 Main Sections
 Production/Marketing/Distribution
 Conclusion (5 minutes)
 Sum up your argument
 Relate to your own experiences as a consumer

19. Peer Assessment
Band / Grade Argument Examples Terminology
Level 1: Minimal understanding Limited range and Minimal use of
U & reference to study use of examples terms. Inaccuracies
Low Level 2: Basic understanding. Some relevant Some terms used.
E>D Some relevant points. examples Some inaccuracies
Upper Level 3: Proficient argument, Good range of Mostly accurate
C>B well supported. examples terms
Level 4 : Excellent, relevant, Frequent use of Relevant and
A sustained argument relevant examples accurate terms
Read through the answer and decide what level you think it is in terms of Argument, Examples,
and Terminology. Note down what has been done well, and how the student can improve?