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Section B-Institution and Audiences Review

Case Study

Background Information

'Fox Searchlight Pictures' is the parent company to '20th Century Fox' which is part of the 'Fox Entertainment Group(a subsidiary of News Corporation)

News corporation is owned by Rupert and is the 2nd largest conglomerate in the world.It is also a mass media multinational company. Their assets are worth over $56 billion.

Although Fox searchlight Pictures are owned by a global mass market corporation, they focus on British films, horror films, dramedy and non-English language films.

Concentration of media ownership

This is the process whereby progressively fewer individuals or organisation control increasing shares of the mass media.

Research demonstrates that the media industry is already highly concentrated and dominated by a very small number of companies.

The Walt Disney Company is the largest media conglomerate in the US as of 2012.This is along with News Corporation, Time Warner and  Viacom ranking in second, third and fourth. 

News Corp Controversy

They are known for being a biased media organisation. They had previously given donations to the right wing American political parties.

They also had a controversial surrounding with their news outlets after hacking was used by one of their journalists.  

Unlike the BBC, News Corp have subsidiaries which promote the leaders ethos and have an agenda mcuh like other propaganda.

Cross-Media Convergence and Synergy
 Production:
To be part of a conglomerate means  that the money for production is available for Searchlight- Bigger budgets can help to attract bigger stars and they will be able to have the newest technologies for special effects and actually shooting the film.
Film are most commonly developed by a smaller production company.
FSP can pick up a film that has already been developed and has a lot of potential.
This means working with other companies through synergistic horizontal integration

Marketing and Distribution
FSP sometime only distributes the film however when FSP markets and distributes a film they have the financial backing of major conglomerate therefore they adapt their budgets according on how well the film does in the first few weeks at the box office.
On the other hand, if films fail at the box office the loss that the FSP takes can be absorbed by News Corp.

360 Degree Marketing

• Online and Offline tools
• Above the line and Below the line marketing

Black swan

• Teaser trailer, multiple trailers and featurettes on TV and online
• Horizontal Integration- Fox Searchlight Pictures, Cross Creek Pictures, Protozoa and Phoenix Pictures
• Released by a parent company therefore it had a larger distribution network
• Cross media promotion(below the line strategies)- a way of working in synergy with other companies for the benefit of both- Magazines, reviews and audience 2.0
• Audience 2.0- Comments of FSP's own YouTube channel with over 21 million views of the trailer to date. This mean that the film can go viral on social networking.
•  It had a Premiere, Press conference, three famous stars included, an academy award nominee and a huge french star
• There was controversy due to the lesbien scene as well as self harm.
• It had a well known director
• All of its mass marketing meant that it was impossible to avoid not knowing about the film. 

FSP Successes

• Slumdog millionaire(Academy award for best film)
• Juno
• 127 Hours
• Little Miss Sunshine
• The Full Monty(3.5 million to 257 million)
• Beast of the southern wild
• Napoleon Dynamite (400,00 to 46 million)
• 500 Days of summer
• 28 Days later(5 million to 28 million)
• Black swan(13 million to 329 million)