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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)

Representation of Ability/Disability(Homework)

At the beginning of the clip there is a aerial view shot which establishes a contrast in the two characters space in their bedroom.This sense of separation is shown through mise-en-scene which shows the contrast in colour, size, tidiness and the amount of toys. A pan shows the brothers miserable face which is then followed by a close up which shows the other brother who has down syndrome. These two shots represented the disabled brother to have the more colorful and bigger part of the room.Following this there are several shot which show the parents acting differently towards their disabled son compared to their other son. A close up shot shows the able body son;s facial expression which is showing that he is aware that his disabled brother is being treated better and he doesn't like it. The medium shots shows the disabled boy as nervous as he is on the bus on his own. This is representing him to be unable to do simple task on his own as he has always had his brother there with him. During this shot there is a non-dietetic sound of narration which establishes the able body brother essentially being worried about his brother as they have been been apart before. This is representing him to actually care about his disabled brother more than he actually thinks.

There are many child like and innocent props associated with the disabled boy which is representing him to act younger than he is. When looking at the outside location, such as the activities of the able bodied boy compared to the activities of the disabled boy. For example when the able bodied boy is climbing up the tree and the disabled boy is just watching him whilst eating his ice cream. Also when the disabled boy is in the playground he appears to clutch his school bag as a sign of insecurity. In contrast to this the able bodied boy's ability is represented by an artistic drawing in the class room. The fact that he is then able to answer a question without paying much attention is representing him to have the ability to multi task.

When the deigetic soundtrack 'wouldn't it be nice' is played it is representing the able bodied boy frustration towards having a disabled brother. Also diegetic sound is used to create empathy for the disabled boy along with close ups of him on the bus juxtaposed with shallow focus, muffled diegetic sound which signifies his detachment from others and vulnerability.

There are several shot reserve shots in the family home. The position of the two main characters establishes them to be separate from one another. There is a montage of black and white evolutionary images. This montage shows the able bodied boys ability to have thoughts on an evolutionary scale.

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