P2: Industry and Audiences

 Tuesday 8th November

Jungle Book (1967)

Main Characters:

• Mowgli - Man Cub
• Baloo - Bear
• Bagheera - Panther
• King Louie - King of the Apes
• Shere Khan - Toger
• Kaa - Snake
• Col Hathi - Elephant

Narrative:

Mowgli is found by Bagheera. The panther then takes him to live with the wolves. A while later we find out that Shere Khan is returning and he will be after Mowgli. Bagheera then starts to take Mowgli back to the man village, however he finds a lot of issues along the way. 

Themes:

Discrimination, Xenophobia

Representation (groups, individuals, places, etc.):

The Jungle Book (2016)

Main Characters:

*

Narrative:

*

Themes:

Discrimination, Xenophobia

Representation (groups,individuals,places,etc.):

Changes:

• Used CGI to make a live action version with real animals
• Songs shorter and some taken out

Tuesday 17th November

L/O - To research the social context

1. You will have to make comparative study of these two film texts.
2. The question may be linked to production, distribution, exhibition and/or consumption

 The Jungle Book (1967) is a historically significant media product. The 1967 film is currently one of the most successful films of all time (it has taken over 100 billion US dollars) and followed a traditional pattern of production, distribution and circulation, although it enjoyed a 'second life' on video and DVD.

THE 60s

Times change. What was acceptable back then may not be tolerated now, such as attitudes to ethnicity, gender, smoking, drugs (and vice-versa) 

Post World War 2 - countries have nothing so having to rebuild. Massive period of conservatism. In the 60s, the economy started booming again whilst a socio-political revolution ongoing. 

The sixties was the age of the flowering of global social activism, with particular emphasis on Black civil rights, anti-war protests and the Second-Wave of Feminism. 

THE PERIOD THAT FOREVER SHIFTED LARGE AREAS OF SOCIETY. 

Key Events in the 60s:

• Middle of the Vietnam War 
• UK abolishes death penalty
• Kennedy assassinated
• "I have a dream" speech
• Moon landing 
• Cold War
• Collapse of UK Commonwealth
• Strikes and Unions
• The Cuban Missile Crisis
• Contraceptive pill

5 Key People in the 60s:

• Martin Luther King Jr.
• Sean Connery - James Bond
• Nelson Mandela 
• The Beatles 
• Mohammed Ali

Youth Culture:

• Mods and Rockers
• Beatles/Rolling Stones
• Hippies 
• Drug Culture

Equal Rights:

• Legalisation of homosexuality
• Abolition of capital punishment in UK
• The Second Wave of Feminism

Disney Research

Ownership: 

Disney was founded on the 16th October 1923, by Roy.O and Walt Disney (brothers) . As a whole Disney is a publicly traded company with many stockholders: the most notable stockholders are Bob Iger (CEO of Disney), Christine McCarthy (Vice President) and Alan Braverman (Secretary)

Funding:

The company is a diversified global entertainment company that operates theme parks, resorts, a cruise line, broadcast TV networks and related products. The company makes most of it's revenue from it's media networks, with it costing the most to operate as well. Almost $2 billion dollars to operate. 

Growth:

Walt Disney first started his career in animation in Kansas in 1920. In 1922, Disney and one of his friends founded a film company called 'Laugh O Gram' producing tales on fairy tales and fables. In 1923 they produced a short called 'Alice in Cartoonland'. They hat to file for bankruptcy and Disney moved to California to establish himself as a cinematographer.

Box Office Successes

The highest grossing (animated) films Disney have made are:

1. Snow White and the Seven Dwarfs ($1.8Billion)
2. Frozen ($1.287Billion)
3. Toy Story 3 ($1.067 Billion)
4. Finding Dory (1.028Billion)
5. Zootropolis ($1.023Billion)

Influence & Brand Values

Disney's core values are:

"Make everyone's dreams come true, you better believe it, never a customer always a guest, all for one and one for all, share the spotlight, dare to dare, practice practice practice". They aim to create a work environment where everyone feels wanted, secure and motivated to give their all. 

How can the values, ideologies and key events of the 1960s be seen in The Jungle Book (1967)? What does a lack of some values suggest about Disney and its audiences?

In 1967s 'The Jungle Book', there is a lot of the decades' reflection involved within the film through the use of values, ideologies and key events.

To start, the ethnic values of the older generation living in the 60s is shown through the character 'King Louie' the ape. Discrimination is present during these scenes, as Disney have put him in there to represent black people as 'monkeys' to appease to the older generation during the changing time who may not have liked the change of views. King Louie is shown singing a jazz song whilst also having the voice actor speak like Louie Armstrong - a black jazz singer. Jazz was only popular within the black community during this time. This further backs up the discriminative point shown to black people that the older generation thought that they act like the animal. In the film, King Louie is shown as a nuisance to Mowgli by wanting to create fire; many people also saw black people a nuisance also. 

To add to the values of the social groups of the 60s, hippies are also represented in 'The Jungle Book' through certain characters. For example, the character Baloo is shown to represent the hippies in a way that the adults watching may find annoying, like what they thought of them outside the film. Baloo's character is popular for singing "The Bare Necessities", which link to a hippie's way of life about being chill and going with the flow. 

Tuesday 24th November

L/O - To explore the contexts of Disney in the 1960s

• $4 Million to make the Jungle Book, however it has grossed over $100 billion to date. 
• Disney Studios (the animation studio) was made under Walt Disney Productions.
• At the time, Disney's animation studio was seen as pioneering. The techniques they created made its way to all animation studies.
• These techniques are still being used by Disney today. 

Walt Disney Studio

• During its history, WDS has been considered the best animation company in film production. 
• It has been able to buy up other media companies specially known for their animations, eg. Pixar, Marvel. 
• They buy out their competition 
• Its specialised animation processes involve highly creative film makers. 

Historical Context

• The Jungle Book is a landmark film amongst the best ever written for Disney
• The soundtrack was the first to achieve gold disc status in the US for an animated feature film.
• The film credits a notable cast and production team that had been in place and worked together for a number of years. 

Economical Context

• When the film was released, the company was already diversifying (theme parks, TV series, etc.)
• These could be a reaction the the 1950s baby boom and the fall in cinema ticket sales in the 60s, due to the increasing competition for TV.  
• The younger generation were more involved in the new trends in music and fashion. 
• Released in October 1967and grossed nearly $24 million, demonstrating how spectacularly Disney could generate revenue worldwide by selling a truly American brand.
• Fourth highest grossing film in 1967
• Re-released in cinemas in the US in 1978, 1984 & 1990 (unlike other film studios, Disney refused to sell TV rights to their films, maintaining the 'classic' nature of their products). 
• Throughout the 80s, it had many European screenings
• The film's success exemplifies how Hollywood conquers all

• In 1991, The Jungle Book was released as part of the Walt Disney Classics collection. 
• A limited edition DVD was released in 1999, then a subsequent release as a two-disc DVD in 2007 to mark the 40th anniversary.
• In 2010, the film was released as a Blu-ray/DVD/digital copy combo-pack. 
• Most recently, the film was released as a digital download via iTunes and available to stream on Amazon & Google. Now it is on Disney Plus. 

Ownership, Distribution & Control

• Media companies practice vertical integration in order to control and maximise efficiency of the supply and distribution of a product. 
• Jungle Book shows how important synergy and merchandising is to a media conglomerate. 
• Disney's developed the idea of synergy between media consumption and theme parks visits in 1950s. 
• This strategy of cross-promotion has become a basis for the Walt Disney Company's rapid growth
• Exploiting the popularity of its brand is a major profit source for Disney. 

What were the differences between how Disney operated as a film studio and how other studios operated at the time?

He created the film in a backwards motion. He created characters first that engaged the audience, and then narrative second. This resulted in them not having a good ending written. Others writers were appalled at the ending. Others studies write narrative, then characters. They cast characters around the voice actors. 

What was Walt Disney's own influence on the production?

He wanted something fun and light-hearted. He got rid of the main producer and employed another. Then scrapped the original, dark jungle book for the fun version. 

Where did the animators get their inspiration from?

They got influence primarily from Walt Disney and the characters he created. They loved the characters and narrative so much that they had a want to work on the animation. They got inspiration from the voice actors also. 

How has Disney become and stayed one of The Big Six for so long?

Walt Disney Studios has stayed in The Big Six for many decades because of their great marketing strategies.

Firstly, Disney Studios buy out other competition in a long-sight profit method. For example,  Disney bought out Marvel, Pixar and Lucasfilm just to name a few. By doing this, they are not only eliminating competition, but they are expanding their company in terms of capabilities for films, merchandise, etc. This allows them to make even more money than what they were previously earning, with the help of new stories from other companies. By expanding their company, they become bigger and bigger, climbing The Big Six by having a loss of money for a gain of profit in the future. 

Another reason why Disney have stay one of The Big Six is because they slowly release films. For example, throughout the late 1900s, they would release a film in the cinema for all to watch, and then a decade later re-release it, and so on. Doing this allows them to give the younger generation of that decade a sense of nostalgia and connection to the film. For example, Disney's 'The Jungle Book' was re-released in 1978, 1984 and 1990. They refused to sell rights to their films to remain the 'classic' feel associated with the films. Nowadays, the company don't tend to use this marketing strategy so much anymore due to new technology introduced, but back then this would have helped them stay in the big six as it allowed new audiences and old audiences to have a need to go to the cinema, rather than a one time purchase of a DVD. 

To finish off, Disney started diversifying their company early on in the mid 1900s. For example, a theme park was created in America in the 1950s, which was a success as they decided to build more around the world later on. By doing this, they gave their audiences a way to view Disney in real life, rather than just a film aspect, with themed rides and characters roaming around. Also, TV series and merchandise was created, which would generate even more revenue to help them stay in the big six. 

Overall, Disney's marketing strategies and early on diversifying has helped them maintain being a member of the Big Six. 

How was The Jungle Book different in terms of production & technology at the Disney Studios. 

The 1967's 'The Jungle Book' was different to all of Disney Studio's other films in terms of production & technology, as they were working on the film in an obscure order.

 Rather than having a set narrative and working in a chronological order, Disney were forced to work in a different way. Walt Disney fell in love with the characters themselves rather than the narrative and story. In the end, Disney scrapped the original narrative, fired the main writer and kept the characters. He wanted a fun, light-hearted story to represent the Disney brand, rather than the dark, twisted turn it was taking. This resulted in them working heavily on characters and musical features first, and then leaving narrative until a further date. 

Despite having mishaps and errors at first, the film turned out to be a hit, and has earned over $100 billion for Disney. 

Tuesday 1st December

L/O - To explain the process of making a film & changes within the film industry. 

What was the process of making films?

• Film footage would be shot, then ready to see the following day. 

How has it changed in the past 20 years?

• Film footage is available to see whilst actually being shot with the help of the digital camera
• Sony started releasing digital cameras in the 80s that were handheld
• New technology allows for new abilities - e.g. new editing tech

What impact has digitalisation had on the industry?

• It allowed for an easier way of filming and capturing footage
• It minimised the time to create a film, as you could reshoot instantly
• Made it cheaper
• You could now shoot legally and quickly in public areas
• New editing techniques were introduced - they were computerised 

How has changing technology effected the industry?

• It has helped the film industry to make products quicker with lower cost
• Visual Effects have been adjusted to make it more efficient and more appealing. 
• Film could be adjusted to look better through the uses of computers with digital colour correction 

What's the future of filmmaking?

• -Digitalisation 

Vertical Integration - Vertical integration is when a Media company owns different businesses in the same chain of production and distribution. eg. FILM (Production, Distribution, Exhibition companies) 

Horizontal Integration - Horizontal integration is where an organisation develops by buying up competitors in different market areas. 

Standard Definition Convergence - When multiple products come together to form one, e.g. iPhone

Technical Definition Convergence - The growing interactive use of digital tech in the film industry and media which enables people to share, consume and produce media that was difficult or impossible just a few years earlier. E.g. Pirate downloads, digital projection 

Tuesday 8th December

L/O - to explore the production and distribution of the 2016 Jungle Book

Director - Jon Favreau 

Production Company - Walt Disney Pictures and Fairview Entertainment 

Director's previous two big CGI based successes as a producer - Iron Man & Iron Man 2

Main difference to the original film - Much darker and sinister in terms of narrative 

PRODUCTION

• Estimated production budget - $175 million 
• Disney had two flops in 2012 and 2013, so they decided to remake a movie with popularity. 
• They gave Favreau room to experiment as they wanted a visual spectacle across the globe. 
• It can be described as live action/CGI film as it combines the two. The animals and landscapes were created on computer by the British digital effects house MPC. 
• The animal characters were deliberately created with a realistic look in order to target older movie-goers. 
• The production process was highly dependent on other companies, such as MPC and so was not fully made in-house, as the original had been. 
• "Hollywood makes lots of films for kids, but the Disney reboots may be one of the few safe bets, They revive classic characters for a new generation of kids". 
• The proliferation (rapid increase) of digital technology in film had been driving film production.

Between 2010-2015 what films show the proliferation of digital technology (CGI, Live action, etc.):

Transformers 3 - 2013

The Hobbit: Battle of the five armies - 2014

Jurassic World -2015

• Disney wanted to create an immersive experience, demonstrating Disney's willingness to be a creative market leader with its use of digital technologies. This is what Disney does: its business model sees the potential for media synergy and cross-media products.
• This is one way a studio reduces risks and offers the potential to maximise profits through the creation of additional non-film revenue streams, such as merchandising 
• By working alongside other media companies, the synergistic benefits of cross-promotion are effectively doubled. Disney is able to strike deals to make film and TV spin-offs, from which it gains a substantial share of the profits. 
• Disney chose to use one of its subsidiaries to distribute the film - meaning no costs. They granted licences to other companies (including some of their own) to produce related merchandise. 

DISTRIBUTION

• The 2016 film was distributed by Walt Disney Studios Motion Pictures. It handled the theatrical release, marketing and promotion of films produced globally.  
• The film was released from April to July 2016 in 70 countries, opening at different times depending on competition and targeted school holiday dates,
• It was produced in every format, e.g. 3D, 2D, IMAX.
• It cost an estimated $175m to produce but opened with $103.6 million in North America, making it one of the biggest April debuts ever at the box office. It grossed over $966 million, making it the fifth highest grossing film of 2017 and the 35th highest grossing film of all time
• Disney earned more that year than any of the other 5 majors PUT TOGETHER
• It has been released on DVD and Blu Ray, digital downloads and is now on Disney Plus. 
• The current trend for making theatrical release windows shorter between different countries is fuelled by the growing importance of non-theatrical revenue sources. 
• At present, DVD Sales account for almost twice the profit earned by theatrical exhibition.
• Historically, cinema has been the source of the highest revenue in the shortest time, cascading down through home exhibition, TV and so on. 
• Warner Bros. are putting their films in cinema and streaming at the same time. 

DISNEY IS VERTICALLY INTEGRATED

Explain how the production & distribution of major Hollywood films have changed since the 1960s. Refer to the two versions of The Jungle Book to support your answer. (Explain how historical and economic contexts influenced this).  BULLET POINTS PARAGRAPHS - HOW I WOULD ANSWER IT. 

• The production and distribution now is much different to how it was back in the 1960s. 
• The Jungle Book 60 would

DISNEY IN 2016

Tuesday 15th December

L/O - To explore the marketing techniques used in 2016

DISTRIBUTION AGREEMENTS

Film distributors are involved with a film before production, advising on its marketability.

A distribution agreement will also cover:

• The promotion in all media before and after release
• Different cuts necessary for different cultures or territories. 
• How the income for the release will be apportioned
• How far the distribution licence extends into other markets such as TV & Home entertainment. 

The objective is to create 'visibility' for an individual film and engage the audience's interest.

Because of the proliferation of films, interest needs to be built to a peak just before the film opens at cinemas. 

Early release windows an create issues with substitutability (when a film is shown in cinemas and then made available on DVD, pay-per-view, streaming etc.) but then benefit from the buzz it creates. This is why theatrical releases are now less profitable than subsequent release formats - this was not the case with The Jungle Book 2016.

What are the most effective methods of film promotion?

• Word-of-mouth
• Posters
• Trailers
• Social Media

Research: what did Disney do to promote and advertise the release of the Jungle Book 2016?

• Favreau showed a sneak-peek from the film to a 7,800-seated arena. This ensured the initial blast on social media would be positive by getting Disney-enthusiasts happy. 
• They used bloggers and entertainment news sites to hammer home the point that Favreau used sophisticated filmmaking techniques to create the animal characters. 
• Disney then packed the first trailer with scary moments, hiding the musical numbers and Baloo's goofier times to get older siblings to influence their younger brothers and sisters. 
• They also got the adults attention by releasing who was voice acting the characters - Idris Elba, Ben Kingsley, Scarlett Johansson 
• Commercials on ESPN portrayed the movie as "from the studio that brought you 'Pirates of the Caribbean'" rather than the studio that made "Cinderella" to get male attention. 
• There was an action-oriented trailer during the Super Bowl. 
• They learned that Hispanic moviegoers tend to buy tickets in particularly large groups. If you hook one family member, they could hook the rest. They teamed with a company for a five-week stunt to show clips and characters of telenovelas, talk shows and sports coverage.
• During spring break weeks, park theatres in Florida and California offered sneak-peek footage of the movie, with Favreau providing introductions. These parks also had 'Jungle Book sections' in their stores. 
• They promoted it as 'Not Just a Film. It's an Immersive World.' - if movie-goers believe that then they are more likely to spend $3-$5 more a ticket to see "The Jungle Book" in 3-D. 

http://www.waxmarketing.com/IMC-CAMPAIGN-MONTH-JUNGLE-BOOK/

Wax Marketing say that Disney made several smart marketing choices during the lead-in to the release.

• Word of mouth spread over social media. With the use of CGI, they created filters and other exciting gizmos to involve the audience - for example, A Kaa the snake filter on snapchat. 
• An extended 3D trailer was played during the showing of Star Wars: The Force Awakens.
• Special promotions at IMAX cinemas. 
• Full length trailer on YouTube

Explain how the marketing of major hollywood films has changed since the 1960s. Refer to the two versions of the Jungle Book to support your answer [15]

From the 60s to now, there have been massive changes in marketing strategies of major hollywood films. This is because of the proliferation of new technology and also changes in cultural and societal values.

To start, in the 1960s, a film would be marketed by using posters, word-of-mouth, merchandise and use of theme parks. In Disney's "The Jungle Book's" case, at their theme parks they created specific souvenirs and set around the park to immerse the audience and get them attracted to this new film, whilst also using merchandise. Once this film had been released, they used a long-profit method of releasing the film every ten or so years in cinemas, to attract old audiences and new audiences. This was good for marketing, as it returned old audiences which gave them nostalgia, whilst introducing the new audiences into the technology at the time and allowing them to build a connection with the film. This is different compared to the 2016's "Jungle Book". With new technology being created, we now have streaming platforms,  DVD's, etc. This 'long-profit method' would no longer work as well as it did back in the 60s. Disney and other major hollywood companies have had to adapt to this, and as a result, we see new major hollywood films being released on DVD and streaming platforms within a year or so of the film being released. 

These days, the marketing of major hollywood films are advertised with posters, trailers, social media aspects (like CGI and word-of-mouth), etc. In Disney's aspect, for the marketing of "The Jungle Book" 2016, they appealed to multiple audiences by using all of these in specific ways. For example, they created social media CGI filters to allow younger and older audiences to immerse themselves with the film. They released an action packed trailer, hiding musical numbers and Baloo's funny moments (adding a scarier look into the film) to intrigue older siblings, who would then attract their younger brother an sisters. They also promoted the film as "Not just a film, it's an immersive world", which would attract any often cinema goer. Disney also showed a sneak-peek at the end of Star Wars: The Force Awakens, which many audiences saw in IMAX. This attracted not only cinema goers but a large male audience. As a result of these, this goes to show the massive changes in technology.

(20 mins)

ONLINE LESSONS

ANALYSIS STRUCTURE

L/O - to refine analysis & exam technique

Explain how the production & distribution of major Hollywood films have changed since the 1960s. Refer to the two versions of The Jungle Book to support your answer. 

Since the 1960s, production & distribution of Major Hollywood films have changed massively due to the changes of technology,  market and integration. This allows for a greater cinema and movie experience.

The proliferation of technology is arguably the greatest factor in the change of production and distribution of major Hollywood films. Comparing Disney's 1967 Jungle Book and 2016 Jungle Book show this to a great extent. Looking at the first one, the animation of the movie at the time was ground-breaking - however if this was released nowadays it would be seen as substantially less. With new technologies (in the 2016's The Jungle Book's case) in editing, cameras and set itself, we are able to see just how far it has come. For example, the use of CGI to have animals talking would have been nothing but a dream in the 60s. Also, being able to see films in greater quality and resolution show just how far the advancement of technology has come. With this however, comes greater audience expectations. Along with this new technology, they expect to be more immersed in the world of film.

Marketing has also contributed to the change of production & distribution of Major Hollywood films since the 1960s. Using Disney as an example, they advertise their content through theme parks, merchandise, trailers, and more. The company have globalised their content, reaching every corner of the globe, like many others. Times have changed and companies now market and distribute differently due to the changes of society and its values. For example, once 1967's 'The Jungle Book' had been released, they used a long-profit method of releasing the film every ten or so years in cinemas. It returned old audiences which gave them nostalgia, whilst introducing the new audiences into the technology at the time and allowing them to build a connection with the film. This is different compared to the 2016's "Jungle Book". With new technology being created, we now have streaming platforms,  DVD's, etc. This 'long-profit method' would no longer work as well as it did back in the 60s. Disney and other Major Hollywood companies have had to adapt to this, and as a result, we see new Major Hollywood films being released on DVD and streaming platforms within a year or so of the film being released. 

Integration has helped production and distribution of Major Hollywood films change. With integration, companies like Disney are able to own many companies to do with the two under the Disney company name. In the 60s and later years, there would have been a lot of horizontal integration involved with companies. Nowadays Major Hollywood companies are able to practice vertical integration. This helps production and distribution, as they are able to keep everything within their company and keep profits - this goes for the 2016 Jungle Book, as everything to do with the film was under Disney's name.

In conclusion, I think that the production & distribution of major Hollywood films have changed massively since the 1960s through the uses of integration, marketing and technology. 

DISNEY AUDIENCE

L/O - to analyse the target audience for Disney

Disney's primary target market of 4-12 year old boys and girls has been unchanging for decades.

It is widely diverse as it includes both the very young and those that are nearly teens. 

These two segments are considered primary because they have the greatest influence over their parents' decision-making and are most excited about the brand.

They are also heavy users of the brand in terms of merchandise and as a source of entertainment

The secondary target market is therefore parents (35-55) as they are the money makers and make the Disney experience available to their children. Much of the appeal to them is based on the nostalgia. 

How can we see that the 1967 film was aimed primarily at a family audience?

We can see that Jungle Book 1967 was aimed primarily at a family audience by using the knowledge that Disney had the first version of the script scrapped as it was 'too dark'. This is shown in the film itself, as we see light-hearted and fun characters/narrative. 

1960s Target Market

• Both the primary & secondary target markets are very trusting of the Disney brand due to its longevity and the association with customer service and quality.
• In 1967, the brand offered a wide array of products (TV shows, movies, theme parks, toys etc.) that satisfied both segments needs and desires.
• Children felt a strong association with the many characters; parents were confident in the wholesome values of the brand in a shifting society context

2016 Target Market

• The 2016 film succeeded in attracting a wide range of age groups - not just the under 12s or traditional family audience - to see the film
• The success is largely due to the brand's ability to market and distribute the product and to value its audience
• The 2016 film reinterpreted the characters and narrative for a more modern age and the new technology appealed to technophiles everywhere!
• The more adult themes, the darker atmospheres, the action credentials of the studio and director and the other action conventions followed appealed far more to a predominantly male audience.
• The subtle hints to the original maintained the sense of nostalgia and humour for older generations.
• Moreover, Disney adapted to the online age with the use of social networking to promote the film triggering even more audience engagement and interaction with its marketing strategies. This reflects the modern age of film making which is dominated by CGIO and visual effects technology. 
• This effective utilisation of the company's massive resources and power created an immersive viral campaign that was consumable by all age ranges when allied with traditional marketing strategies.
• The Jungle Book 2016 made over $966million globally; it won the Academy Award for Best Visual Effects. It enjoyed unrivalled success globally. Disney successfully created a fan culture for a movie, for a whole new audience, all over again. 

What happened in 2016?

The era of The Jungle Book 2016 is now! You were younger teens at the time of release, and thus part of the key audience demographics for the film. As we know, it was pitched to a much wider youth audience than the 6-12 audience of the original.

2014-2016 events: 

Trump - Trump becoming president in 2016 caused a lot of uproar for some and tranquillity for others. This had an effect on the world itself, rather than just America, as one of the world's most powerful nations had a new leader with new ideals. 

Brexit - In addition to this, the UK had a vote for Brexit. This is where the UK was withdrawing from the European Union. This was big for Europe and the world, as it would effect trade deals and much more. 

Syrian boat refugees - A high amount of refugees arriving in the EU due to conflict in their countries.

The ongoing 'OscarSoWhite' campaign - On Jan 14th 2016, all 20 Oscar nominations in the acting categories went to white performers for the second year in a row, elevating the stature of #OscarsSoWhite

The Ferguson riots of 2014 - Protests and riots beginning on August 10th 2014, the day after the fatal shooting of Michael Brown by police officer Darren Wilson.

North Korea conducting missile tests - North Korea testing missiles struck some fear

Terrorist attacks in France - Paris experienced terrorist attacks in November 2015

Ebola - A deadly virus hit Africa. 

How can you link these to the narrative or the appeal of the 2016 film?

We can see that the 2016 Jungle Book is much darker than the 1967 version. These events reflect on that, with them them being negative. Disney took to the social context at the time and resembled it in their film. These events also link to the appeal of the film, with the need for escapism. 

Coming together as a family - juxtaposition to ongoing events. For example, Trump building a wall on the US-Mexico border, Brexit meaning that the UK are exiting the EU, and Syrian refugees fleeing their countries. This is juxtaposed to the Jungle Book, where we see Mowgli, the wolves, Baloo and Bagheera becoming one family.

MINECRAFT (2011)

L/O - to explore Minecraft & the history of gaming

Video games are a significant media industry.

TERMINOLOGY

Sandbox Game - A game with a gameplay element that gives the player a great degree of creativity.

Open-Source Software - A computer software in which source code is released under a license in. which the copyright holder grants rights to use, study, change and distribute the software to anyone of any purpose.

Beta Version - A piece of software that is made available for testing, typically by a limited number of users outside the company, before its initial release.

Franchise - An authorization granted by a company enabling them to carry out specified activities. 

Intellectual Property Rights - Rights given to persons over the creations of their mind. 

What does this cover tell us about the game?

With the colour palette and art style, the cover indicates that this game is targeted at a younger audience. This is due to the range of colours used, making it bright and excessive. The art style is very square and fundamental, also linking it to a younger audience. 

The cover also tells us that the game involves elements of hostility, with the skeleton and unknown creature appearing from the shadows of a cave. 

Video games have changed massively in the past 40 years. The role of technology is massively involved. With new consoles and software to be able to make and play games on, it has become a growing industry. At the start, games were very basic, however as time went on they started to include narratives, characters and more. Way down the line, with the uses of Xbox's, Playstation's, phones, etc. we are able to have a broad range of capabilities with games.

Types of games, like films, include any genre - adventure, action, horror and so on. This allows for a broad industry, allowing different games for different genres.

The main game companies currently are Microsoft, Sony and Nintendo.

A 2020 survey shown that 38 percent of video game players still come from the 18-34 age range, with even 6 percent 65 years old and older. 

Minecraft

When was it released?

It was released on 18th November 2011, created by Markus Persson (better known at Notch). The company that produced it was Mojang.

What is the idea of the game?

The idea of the game is to allow the player to explore the world and experiment with the features implemented however they want. 

Who was the target audience?

It was originally aimed at male 5-15 year olds, however as years passed it became much more broader.

How has it developed?

Minecraft has developed massively since its release with yearly updates to keep interest in the game for the audience. It has been released on multiple platforms (Java, Xbox, Playstation, etc.) and allows cross-platform play.

Who owns it now?

Microsoft

Minecraft (2011)

L/O - to explore the game features & initial development

"Minecraft is this generations Super Mario" - Anonymous

• It is best described in terms of its genre: a SANDBOX game with a key focus on building & survival.
• A sandbox game relates to a format in which minimal limitations are placed on the gamer, allowing them to roam and change the virtual world at will.
• It is sometimes also referred to as an open-world or free-roaming game.

The game is also home to a giant modding community - thousands of mods available to manipulate or extend your gameplay. This creates endless possibilities for what is available to a Minecraft user.

'Minecraft is a form of 'artistic expression'

I could not agree more with this statement. Minecraft allows anyone to be artistic and creative with multiple features in place - not just implemented in-game. The users can be creative in game with the use of game designs by doing whatever they want, however if you dig deeper you can explore an element of Minecraft that is not seen at first. For example, people can be artistic by creating different textures and resources. Even the most basic artistic individual is able to create their own textures for the game. People can explore the creativity of modding and server creation.

Minecraft's Swedish creator, Markus Persson created and started developing the concept in 2009 having been inspired by games such as Dwarf Fortress, a single-player construction and management game. He was also inspired by Infiniminer: open-source software and a multi-player block-based sandbox building and digging game. This game heavily influenced the style of gameplay, visual style and building fundamentals.

Persson, as an independent producer, wanted the game kept for 'gamers' and as he developed the concept he tried to resist the temptation of large multinational companies. This was quite unusual; in the gaming industry, it is more typical for products to be highly collaborative with many programmers working on a single project. This is demonstrated when whole studios receive either praise or criticism for a new game, rather than an individual.

The game had no money spent on advertising revenue; it relied entirely on word of mouth between gamers. For many media companies this would not typically have enabled growth or development of the concept. This was not the case for Minecraft, due to the digital age and the ability to circulate the game via the internet. 

In 2011, due to its popularity, Minecraft was released to multiple platforms becoming a commercially viable franchise with increased interactivity. 

Persson wanted to spread Minecraft's concept and ethos within the control of genuine gamers. He also understood, however, that the game's success would grow with the backing of the technology companies, as they could provide him with multiple digital platforms to distribute the game - ultimately to reach all the non-gamers now using mobile digital devices.

Which developments in gaming do you think have transformed gaming technology and influenced the development of Minecraft?

I think the overall development of technology in gaming have enabled the transformation and influenced the development of Minecraft. With this, we are able to have a better visual experience whilst also being able to see multiple communities rise and have their say. With this, it creates an influence of development of Minecraft by having multiple new features and communities being able to experiment with visual aspects and gameplay mechanics. 

Explain how the production and initial development of Minecraft is an example of a concept developed among a game community independently of the video game industry.

The production and initial development of Minecraft was created by a independent producer, Marcus 'Notch' Persson. This was later helped by the introduction of beta testing - allowing the gaming community to have their input and suggestions on the game. This allows for the concept to be developed among the game community, rather than one big video game company. It is also a game developed amongst the community, as the games marketing relied entirely on the word of mouth from gamers. This is abnormal in the gaming community, due to companies having funds to market and advertise their products, however this is a prime example of a game concept being developed amongst the community. 

Lesson 12
Minecraft

L/O - To explore the distribution and takeover of Minecraft

Distribution

The development of Minecraft in 2011 occurred at a time when gaming went 'online' and was characterised by multi-gaming platforms. This was in part a response to gaming not just for consoles - but on any device. 

This opened up the opportunities for games distributors to connect to wider non-traditional gamers to game on media devices like phones and tablets. As well as this, digital distribution allowed easy access to global markets - Persson & Sony took full advantage of this. 

It was at this point that Minecraft became a media product that could be packaged and distributed across multiple platforms to offer its users creativity via interactivity with its content and educational values, and with apparently limitless boundaries to its gaming. 

What are the advantages of distributing cross-media content?

An advantage of distributing cross-media content allows for promotion and distribution to be vast and broad, bringing in more income.

Research and create a timeline of the progress of Minecraft's global success from 2011 - now.

Microsoft Takeover

Minecraft inspired videos were key in the early marketing of the game by Mojang, swiftly gaining in popularity on YouTube and generating viral hype about the game. It was marketed to audiences as an online version of Lego, though no connection; by implication Minecraft aligned itself with one of the most iconic construction products. The block cell graphics and its well-publicised 'maverick' origins created interest and made the game far more desirable in appearing to be outside the direction and creative control of major distributors. By 2012 there were millions of YouTube videos based around the game - parodies; instructional screen grabs; walkthroughs etc. That such impact came without a major studio backing enhanced the reputation and standing of the game and of Mojang.

• By 2014, Minecraft, as a PC Java game, had become a globally successful phenomenon across all consoles and hand-held devices, appealing to a wide range of users.
• Mojang had struck deals with both Nintendo (Largest game software seller) and Sony (Hardware manufacturer and global conglomerate).
• In 2014, Microsoft acquired the intellectual property rights (and Mojang itself) for $2.5 billion. They had a vision for the game that went beyond global distribution and the exploitation of its loyal gaming community: they realised that gamers could be sold 'add-ons' and a whole range of merchandise.
• The takeover cemented Minecraft as a top-brand selling video game; it enabled Microsoft to extend its reach further and secured its distribution to smaller mobile devices like Xperia play. The exchange of the game was made easier and not simply confined to gaming or consoles. 

Research the range of merchandise and Minecraft products Microsoft created.

Microsoft introduced in-game transactions (such as the ability to buy skin packs, game features, servers, etc.) The allowed for Microsoft to have another way of income through Minecraft. To add to this, Microsoft also released merchandise such as clothing and toys. This also expanded their income.

Microsoft using Minecraft content to build a Business

• Introduction of mine coins (in-game currency bought with real money)
• With these coins, users can buy various packs and features on the 'marketplace'

Research and explain the various reactions to Microsoft's takeover from the gaming community in 2014. 

• Most people in the Minecraft industry was not happy with Mojang's decision to sell to Microsoft. 
• Fans were uncertain about the future of Minecraft - one saying "it is already ruined", another one saying "well that's the kiss of death for Minecraft". 

These reactions were fair and justified within the gaming community, as nobody had any idea what would happen to the game and little reassurance or idea was given. 

Lesson 13

L/O - to consolidate the takeover & its implications 

Updates

The game releases regular major updates to keep the game fresh and enjoyable. Updates are provided entirely free to owners of Minecraft, with no need to purchase DLC or Expansion packs.

Why is this a good thing?

The fact that users get updates free is a good thing because it keeps the community happy at the companies expense - showing the users that they care for the game and its future. This is also a good thing, as in 2014 when the takeover occurred, fans were unsure about what was going to happen with updates - whether you'd have to pay for them or not. To their joy, it hasn't changed.

Community

The community support is valuable with any app or game - especially when changes take place. This is the case for Minecraft. Updates have been influenced and partially crafted based on community demands and originate from community-led modifications. 

Why is community so important to Minecraft?

Community is very important to Minecraft as the game thrives off of it. From the start, the community has impacted the game, with Marcus Persson involving them from the start and continuing to get feedback and ideas for the game throughout his years working on it. The users help make the game what they want it to be. The community also help advertise and market the game, so it works well for both the community and company.

In less than a year, Microsoft had taken Minecraft and injected it into two additional industries - Education edition and VR.

What was the impact?

The Education Edition was released on the 1st of November 2016. It enables classrooms to experiment their lessons in Minecraft - with teachers being able to create lesson plans or use already made ones on the website. Kids playing this edition can learn a variety of coding, math and problem-solving skills. Rather than the gameplay, it focuses on learning tutorials and project-based games.

The Virtual Reality edition of Minecraft allows users to be fully immersed within the game. It is used by various VR gear and hardware. It is not a separate game itself - users who already own Minecraft can play it for free, they just need the right VR gear. It is also updated free. Availability is on PC and PlayStation. 

What impact did the acquisition of Mojang by Microsoft have on Minecraft? [12]

In September 2014, the takeover of Mojang and Minecraft by Microsoft was finalised. This deal was worth $2.5 billion. People feel that Microsoft bought it as they knew could monetise it and make a business out of the global phenomenon, whilst also promoting some of their other products. 

The takeover had a massive impact on the community itself. Fans and users of Minecraft were not happy at first - one even saying it was "the kiss of death for Minecraft". This was a fair reaction, as the community were left in the dark as to what would happen with the game. People thought that the game would being commercialised - costing extra money to play the game and access updates. The company did not do this exactly - however they introduced add-ons and in-game transactions in the marketplace.

 The marketplace was added later on down the line and introduced a new way of making money for Microsoft. This was a way of them monetizing the game, whilst also allowing community-made creations, such as player skins, mod packs, and resource packs to be put to a mass-market. This allows for the creators of the creations to make money, yet allowing Microsoft to profit off of them. This was positive within the community of Minecraft, as it allowed people to have jobs and enabled people to have fun, enjoyable experiences for a small price.

The Virtual Reality and Educated Edition of Minecraft impacted Minecraft in a positive way also, by allowing users to have a new way of playing the game. For the Education Edition, it was released in November 2016, enabling a classroom of up to 30 people experiment with their lessons through Minecraft. Teachers are allowed to create or use already made lessons plans that allow for the students to learn math, coding, problem-solving skills and more. The Virtual Reality edition was introduced not long after the takeover, whilst the PlayStation VR edition was released in 2020. It allows for users to be totally immersed in the gameplay through the uses of Virtual Reality gear, such as the Oculus Rift. The VR update was free, however the purchase of the gear needed to use it would be needed. This was positive for the community, as it showed that Microsoft were trying to include and experiment with different communities and features of technology. 

To finish, the impact of the Microsoft takeover of Minecraft and Mojang was at first negative, however turned into a positive outcome. 

Lesson 14

L/O- to explore the marketing of minecraft

Mojang originally marketed the game effectively through the word of mouth from gamer-to-gamer, and also featured on sites and forums such as the Penny Arcade web comic to generate interest. 

Minecraft Realms

Realms was added in 2013. It allows users of Minecraft to purchase a server and world for them and their friends to play on - introducing content such as mini-games also. If played on the 'bedrock' version of Minecraft, users from PC, Xbox, PS4, Switch and PE can all play together on cross-platform. It comes at a price of $7.99

Social Media: Twitter

Minecraft's Twitter feed exemplifies its highly developed use of online technology and has nearly 2million followers. Any successful media product requires a marketing strategy in the online age.

The Minecraft twitter feed is a marketing platform for Mojang, as it markets their game and they are mentioned all over the page. For example, in the bio their name is mentioned, '@Mojang'. Also, in replies tweets, the Mojang twitter account can be seen replying to others, whether it be questions or issues. This helps market Mojang, as their game is being pushed to people, which has their stamp on.

Social Media: YouTube & Wiki

Minecraft exploited YouTube and Wiki to promote its products by allowing content creators and users make videos and posts on Mojang's product - allowing it to reach masses. Mojang and Minecraft encouraged people to make YouTube videos and Wiki posts, exploiting their audiences by using them as advertising, rather than having to pay for a marketing team. 

LESSON 15

L/O - to explore audience appeal and demographic

On the basis of a conventional video-game sales leader board, Minecraft is a global product. Compare Minecraft's sales of over 100million to GTA V's 56 million, for example. The US,UK & Canada register the most legal downloads of the game from the 112 countries on the list. Minecraft report selling on average 53,000 copies a day since 2016

An age poll recently, states that the 86% of players who were under 30 were made up of the following:

• 20% under 15
• 44% 15-21
• 22% 22-30

(Therefore, 14% are 30+)

Teens in North America and Europe seem to be the dominating the demographic, with the majority being male. 

Does the age breakdown surprise you?

Not too much, as I feel that many people have grew up with the game from an age of under 15 and continued playing it. Due to the poll being recent, this could show that people who have done this are now in the 44% of 15-21 year olds.

How can you see this demographic reflected in the game design.

The demographic is reflected in the game design through the action aspects. It is stereotypical that males are more drawn into the action aspect and with the game design implementing a lot of these features, this is how its reflected.

What is the universal appeal of Minecraft? 

The universal appeal of Minecraft is on a global basis, having users all over the world with many audiences, such as from ages and genders. It involves an active community of gamers who share a common interest. Over time Mojang have built up the appeal and audience of Minecraft. 

To start, the game started with the influence from games such as Infiniminer and Dwarf Fortress. The creator and developer 'Markus Persson' got the initial idea for Minecraft from the games and other sandbox games. Following from the alpha release of Minecraft (2009), Mojang featured the game on sites and forums, which opened the game to a very small audience. This small audience gave feedback to Persson and Mojang, which enabled the community to begin and have a good relationship with the developers. Following on from this success, they reached new audiences through the 'word of mouth' between gamers. This helped grow the game massively. The game attracts new audiences to this day with the amount of genres and possibilities it falls under.

The universal appeal of Minecraft is effected by how Mojang target their audiences through content and media products. This includes arguably the biggest factor in the advertising of Minecraft; the use of user-created products. For example, YouTube was a massive factor in the increasing purchases of Minecraft due to the mass amount of videos and posts community members were putting out there. To this day, Minecraft videos on YouTube are gaining millions of views. Mojang advertised the game this way. This allowed the game to reach many audiences and increase the universal appeal for the game to a minimal global extent. 

Following on from the increasing success of Minecraft, Mojang struck deals with platforms (Xbox, PlayStation, mobile, etc.). The game was released on these consoles and phones in the earlier half of the 2010s. This means that the game is eligible for purchase on any device, ranging from consoles, computers and phones, enabling a new audience with each console which enhances the global reach and universal appeal of Minecraft. 

Minecraft have also increased the universal appeal and introducing new audiences by creating alternate versions of the base game. For example, an Education Edition was released in November 2016, enabling a classroom of up to 30 people experiment with their lessons through Minecraft. Teachers are allowed to create or use already made lessons plans that allow for the students to learn math, coding, problem-solving skills and more. To add to this, the Virtual Reality edition was introduced not long after the Microsoft takeover, whilst the PlayStation VR edition was released in 2020. It allows for users to be totally immersed in the gameplay through the uses of Virtual Reality gear, such as the Oculus Rift. The VR update was free, however the purchase of the gear needed to use it would be needed. This allowed to new communities to enjoy the endless possibilities of Minecraft.

Audiences can also interact with media and be actively involved in media production for Minecraft through multiple ways. One way is through the Microsoft created 'Marketplace'. This was a way to profit of the game, whilst also allowing users to be paid to create packs, skins and resources for the game to be rolled out to a mass market. A positive for the Minecraft community, as it allowed for people to have jobs and users to increase their entertainment.

The marketplace was added later on down the line and introduced a new way of making money for Microsoft. This was a way of them monetizing the game, whilst also allowing community-made creations, such as player skins, mod packs, and resource packs to be put to a mass-market. This allows for the creators of the creations to make money, yet allowing Microsoft to profit off of them. This was positive within the community of Minecraft, as it allowed people to have jobs and enabled people to have fun, enjoyable experiences for a small price. Although being paid to create these is not the case for the Java edition of Minecraft, people can create textures, skins, mods and more and have done for years. 

To finish off, the universal appeal of Minecraft is on a global scale and is still increasing. 

LESSON 16

L/O - to review key areas and exam style questions

PLANS FOR EXAM QUESTIONS

Evaluate how ongoing audience interaction influences the production of video games. Refer specifically to Minecraft in your answer.  

Introduction:

• Audience interaction is heavily involved in production of video games
• Overview of Minecraft's audience and demographics. 
• Ways of interaction

Social Media, Internet and Feedback:

• Companies can easily see feedback from its users and act upon this with the further production of their video game.
• Audience interaction enables advertising for the game with platforms such as YouTube - Minecraft rakes in millions of views. 
• Context - Most gamers do not rely on traditional marketing for information on new games, reflecting modern audiences' resistance to advertising. Most marketing is only successful if it generates word-of-mouth communication. 

Adaptations and Community Productions

• Reference mods and resource packs in Minecraft - allows community to interact with the game and creates base ideas for the company to act on. Horses was a mod and now they're in the base game.
• Marketplace - Microsoft pay users to create packs giving them jobs.
• Context - Many internet users have a resistance to paying for content, but will happily pay for micro-transactions. Likewise, many object to ads in paid games but are happy to accept it is a part of free games. 

Conclusion

• Audience interaction heavily influences production through community productions and the internet with social media and feedback.

Explain the impact of digitally convergent media platforms of video game production, distribution & consumption. Refer to Minecraft to support your answer. 

Introduction

• New technologies shown with digital convergence - shown through Minecraft.

Production

• Different consoles and platforms to play games on
• Feedback from the internet allows help for production - take Mojang for example.
• Mojang implementing their game on all platforms.
• Context - Most gamers do not rely on traditional marketing for information on new games, reflecting modern audiences' resistance to advertising. Most marketing is only successful if it generates word-of-mouth communication. 

Distribution

• Minecraft is distributed on all platforms.
• Cross-platform play allows for many to play together 
• Wide ranges of audience
• The proliferation of technology contributes to distribution with the entrance of new consoles. The persistent and rapid fall in the cost of computing power allows for a wider audience. 

Consumptions

• New technology introduces availability for online purchases of games.
• Many versions of games - Minecraft introduces VR and education.
• Context - The regulation for gaming is statutory rather than self-regulating (as it is for newspapers, magazines) highlighting the different social attitudes towards gaming: fears about addiction, violence, isolation etc.; the need to protect the most vulnerable & the fact that many gamers are younger. 

Conclusion

• Proliferation of technology and the impact of digitally convergent media platforms of video game production distribution and consumption

Explain how producers target, reach and engage audiences for video games through content and marketing. Refer to Minecraft to support your answer. 

In your answer, you must explain how social & economic contexts influence this.

Introduction

• Producers target reach and engage the audience through social media, television and much more.
• Minecraft uses this and its audience to engage other audiences.

Social Media

• Minecraft used forums and social media posts to engage with their audience with various content.
• Minecraft used audiences to market their content with YouTube videos as an example
• Social media context - many people use it nowadays so it reaches many
• With the release of YouTube in 2005 and Twitter in 2006, Social media has impacted society massively. This reflects to the gaming industry also, as it is a way to market games.

Conventions

• Games feature at conventions such as Gamescom to engage with their audience and also introduce new audience members.
• Minecon was a Minecraft convention held yearly for fans to come together for a celebration.

Conclusion

• Through the use of social media and conventions, producers are able to engage with their audience a lot more

LESSON 17

L/O - to review social & economic context 

BBC BREAKFAST SHOW

LESSON 18

L/O - to research the background & industry behind the BBC Radio 1 show

On 30th September 2017, the show celebrated its 50th anniversary. Launched in 1967, it offered a diet of pop music and was described as the "swinging new radio service".

What is Public Service Broadcasting and what does this mean for the BBC?

PSB means that in return for payment of a licence fee, the BBC provide viewers with a service of programmes with wide appeal that are guaranteed to conform to its public service remit to 'inform, educate, and entertain'. This means that the BBC have to be 100% truthful.

How is the BBC funded?

The BBC is funded by an annual television licence fee which is charged to all British households.

How many radio stations does the BBC have and how do they differ?

The BBC have 39 local radio stations that cover all of England, Jersey and Guernsey, however 11 domestic stations. They differ based on location.

What are the BBC's mission, values and public purposes?

"To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain".

What are the main differences between commercial and non-commercial radio?

Non-Commercial is not for profit, whereas commercial is for profit. 

RESEARCH

Who are the target audience for BBC Radio 1? What are their expectations of the Breakfast Show?

Ages 15-29 are aimed at which is presented by the main genre being pop music.

Radio 1 Breakfast Show: times, presenters, audience figures and regular features?

• Time - 7:30am to 10:30am
• Presenter - Greg James (formerly Nick Grimshaw)
• Audience Figures - 4.8 million at the end of 2019
• Regular Features - Music and talking.

How can audiences access the Breakfast show, both during and after airing?

It can be found live on the radio or on the website.

What is BBC Radio 1's remit?

"To entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech".

Which other breakfast shows are it's biggest competition?

Threat comes from Chris Evans Breakfast on Virgin Radio 

Analyse the BBC Radio 1 Breakfast Show website. How clear is their remit (entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. Its target audience is 15-29 year olds)?

• The website is sleek and very easy to navigate. It contains different pages easy to find, a search bar at the top of the website, and times of the show.
• The dark background compliments the colourful stripes and shapes - this shows that it is not boring.
• The past presenters have always been young. Greg James, who is now in the job, can relate to his target audience.