1. Film Audiences and Institutions Technological Convergenceexam question

3. Proliferation of hardware and content

4. Media Ownership

5. Cross-media convergence

6. Synergy

7. Cross-platform marketing

8. Specific, named target audience groups

10. Examples of technological convergence (ie converged technology) with relevance to film institutions/audiences Computers Broadband cable Cameras – digital, HD, 3D Cinemas (traditional technology with digital projection, HD, 3D capability Flat screen, hi-def TVs Blu-ray dvd 3D technology Apple and i-tunes Sony & Playstation 3 Microsoft & X-box Nintendo & Wii BSkyB & Skyplus (use the EPG, internet, email, order pizza, watch tv, watch a film, listen to radio, watch one channel + record another, pause live tv etc) Virgin Media & V+ Box

11. Cross-media convergence The adoption of high-performance computers, shift to digital platforms, and creation of high-speed computer networks have brought us new ways of doing things. Old barriers of time and space are practically eliminated. You can view, hear, or read virtually anything, anywhere, anytime. The old definitions that provided separation between Radio, TV, Cable, Newspapers, and Film have gone (or are going) forever. The 1990's brought cross media ownership, creating media conglomerates like Disney, Viacom, and Sony. From the consumer view, the Internet has recently changed our favourite delivery systems - Newspapers now provide audio and video (via the web), TV offers interactive chat, and radio has web-cams. This is cross-media convergence – where the media has come together to create consumption experiences that audiences now take for granted Cross-media convergence has created cross-media texts and experiences for audiences to consume and interact with

12. Examples of converged media The Internet/ Web 2.0 relies on converged technology Websites rely on converged technology (interactive) eg and are examples of cross-media: Love Film, IMDB, Amazon, i-tunes, Youtube, Facebook, Twitter Films themselves are an example of converged entertainment (animation, live action, film/video, audio, text, graphics, 3D, CGI) Through broadband, streamed or downloaded films (ie converged video, audio, text, and interactive imagery) can reach its intended audience 3D films are an example of how converged technology can create high level interactivity between the audience and the text (a truly ‘immersive’ experience)

13. Synergy and cross-platform marketing The process of synergy comes about as a result of cross-media convergence. Synergy is when various texts work together to broaden the appeal of a text, to exploit the various opportunities offered by the film and to enable more effective marketing of a text. The various forms the film is sold in work in synergy with each other eg: The film at the cinema, the dvd and blu ray release with extras, the soundtrack, the game, the book, the comic, merchandising (toys, the web, clothing, interactive technology) Cross platform marketing works via the process of synergy – different forms of promotion across different media platforms, working together to sell a product. The marketing campaign is part of the distribution process and accompanies the film’s release. This may include: The film’s website, the use of taglines and artwork, a facebook page, a twitter page, a viral video/email, posters, appearances, promotional events, a TV or radio trailer, the opening night, the staggered worldwide release The film’s narrative image (what is said about it/discussed by audiences) is constructed through the combination of the aboveand is generated by word of mouth

14. How to start your answer Try to keep a narrow focus initially Try to interpret the question first and show some knowledge ie that you know what TC actually is Then perhaps agree with the statement Then answer the question ‘how important?’ Try to quickly identify a range of ways in which it is important. Maybe say – ‘there are 6 key ways in which technological convergence is important for audiences and institutions’ or similar Try to point out that this may be different for different institutions/films/audiences Then identify the audiences, institutions and film texts you intend to focus on in order to explore your answer further. (From here on, you need to use your case study material to answer the question, so you must tailor what you know to suit the question)

15. How to develop your answer Explore each of the key areas that are relevant to TC eg: Production and convergence (3D, independent, low/high budget, post production, audience appeal) Distribution and convergence (various stages of release, different legal distribution platforms, narrow & broad reach, ownership, targeting specific audiences, issues eg illegal downloading ) Marketing and convergence (essential part of release strategy, cross-media, cross-platform, synergy, viral, audience interactivity, targeting of specific, narrow audiences within the core market) Exhibition and convergence (digital cinema projection, 3D cinema projection, blu-ray technology, home entertainment and the future of 3DTV, the tv release, both subscription & freeview, specific forms of converged technology including portable devices, importance of availability of film as a download via i-tunes) Try to compare/contrast your case studies as you go along You will need to keep considering the question ‘how important?’ – is it the same for each film/institution/audience?

16. How to finish your answer Try to summarise the overall importance of TC for your 2 case studies Try to draw comparisons between your case studies Try to show clear balance between audience and institutional points Try to widen out to maybe compare different film industries like Hollywood and UK Try to make some interesting (wider) points about any of the concept areas

17. Overall approach Type your answer and print it out to hand it in Use paragraphs Try to write simply and clearly in Standard English Capitals for names (channels, institutions, films) Reference your films correctly Use your notes No more than 1,000 words Use the terminology (carefully and correctly though) Answer the question Make constant, clear reference to your case studies Compare, contrast, debate, engage the reader where possible Check your essay against the marking criteria: 20 marks for explanation/analysis/argument 20 marks for use of examples (case studies) 10 marks for use/understanding of terminology