1. The Exam Rubric
WJEC
1

2. Modules
FM1: coursework (50%) FM2: examined (50%)
1. Micro analysis 1. Producers/Audiences
2. Photographed 2. UK Film
Storyboard
3. USA Comparisons
2

3. FM2: British and American Film
Exam. Three 50 minute questions, one from each section.
Section A: Producers and Audiences
Section B: British Film Topics
Section C: US Film Comparative Study
FM2 Focus …
• Producers, audiences and their interrelationship
• National cinema: UK and USA
• Personal response via study and contexts
3

4. Section A:
Producers & Audiences
Focus …
1. The Film Industry
2. The Film Audience
3. Their interrelationship: case studies
4

5. The Film Industry The Film Audience
Focus … Focus …
1. Contemporary Hollywood: finance 1. UK/USA: supply and demand
and organisation
2. UK Film: 2. Film consumption: cinema and new
independence, distinctiveness and technologies
profitability.
3. Production 3. Importance of stars and genres
4. Distribution
5. Exhibition
5

6. Interrelationship: Case Studies
It is recommended that case studies are used as the
basis for study in this unit. (WJEC Spec: 2009 -2010)
Media convergence: phones, games, internet
Marketing: posters, trailers, web sites
Film Reviews: forums and critics
Film experience : access and social practice
Stars: star system and fandom
6

7. Audiences
Audience
Exhibition Exhibition
Exhibition Exhibition
FILM
Production
Producers Distribution
A diagram illustrating the complex relationships explored in FM2
7

8. This is me. Is it you?
8

9. Back to Basics
How do films reach
audiences?
What films are coming out?
9

10. UK Leisure
We buy/rent 350 million films at £3 billion p.a.
The value of cinema ticket sales is £1 billion.
The UK computer games industry clocks up
annual software sales of £2 billion.
(FDA micro site: approximate figures)
10

11. The 3 Faces of the Film Industry
Production Distribution Exhibition
11

12. UK Production
Working Title (Universal)
BBC Film
Film 4
Ealing
EMG (Hammer)
Celador
Vertigo
Warp Films
12

13. Exhibition UK
66% of cinema visits Fri-Sun
30% total BO from opening weekend
3rd most profitable BO behind USA and Japan
Ancillary market 2nd behind USA
Exhibitors: 650 cinemas with 3,400 screens
13

14. DISTRIBUTION
Distribution is the process by which a film
reaches its public. It lies at the heart of
modern commercial film making.
Production Exhibition
DISTRIBUTION
14

15. Distribution is about releasing and sustaining films in the market
place. In the practice of Hollywood and other forms of industrial
cinema, the phases of production, distribution and exhibition operate
most effectively when 'vertically integrated', where the three stages
are seen as part of the same larger process, under the control of one
company. In the UK, distribution is very much focused on marketing
and sustaining a global product in local markets.
In the independent film sector, vertical integration does not operate so
commonly. Producers tend not to have long-term economic links with
distributors, who likewise have no formal connections with exhibitors.
Here, as the pig-in-the-middle, distribution is necessarily a
collaborative process, requiring the materials and rights of the
producer and the cooperation of the exhibitor to promote and show
the film in the best way possible. In this sector, distribution can be
divided into three stages - licensing, marketing and logistics.
15

16. www.launchingfilms.com
UK trade body c1915
500 titles + p.a.
250,000 poster sites
50 London premieres p.a.
£300 million distribution spend p.a.
16

17. Major Distributors in UK
Distributor share of box office, UK and Republic of Ireland, Jan 2007 to Jan 2008
Distributor Market share (%) Films on release 2007 Box office gross (£ million)
Warner Bros 15.6 32 141.5
Paramount 14.7 31 133.7
20th Century Fox 13.9 27 126.3
Universal Pictures 13.9 24 126.3
Walt Disney 10.7 23 97.3
Entertainment 9.5 25 86.7
Sony Pictures 8.2 28 74.4
Momentum 3.4 18 30.9
Icon 2.3 13 21.1
Lionsgate 2.3 22 20.9
Sub-total: 94.47%
Others (63 distributors) 5.53%
Total100% Source: Nielsen EDI.
Source: UK Film Council web site: 2009

18. The Distribution Pathway
Development and/or Acquisition
Planning a release
Marketing
Licensing
18

19. Marketing
Advertising Publicity
Trailers Chat shows
Posters Premieres
A Market
Promotions
Tie-ins
Merchandising
19

20. Festivals, Competitions, Premieres, Fairs,
Buyers/Press/Test/Free screenings
Straight On-line
to DVD/TV Shelved release
Staggered release Saturation release
Word of mouth
20

21. FDA: Distribution Budget Plan
UK distribution can vary from a few £1000 to £4m-£5m per film.
21

22. The „long‟ Film Value Tail
Theatrical release
DVD - Bluray launch
Pay-to-view TV rights
TV broadcast rights
Re-release
Directors Cut
Extended version
22

23. BOND v SLUMDOG
A distribution case study
23

24. 24

25. The Bond Franchise
• Pre-sold product: stories of Ian Fleming
• First Film: 1962 Dr No. Currently 22.
• Genre: spy, action, thriller
• Rights: EON 1961. Danjaq 1962.
• Mainstream and iconic
• Loyal fan base
• 2nd most profitable film franchise
• Sixth Bond
25

26. PUB QUIZ
Name all 22 „official‟ Bond Movies
Invent your own Bond title
Chose the 7th Bond
26

27. The Bond Filmography
Dr. No (1962) A View to a Kill (1985)
From Russia with Love (1963) The Living Daylights (1987)
Goldfinger (1964) Licence to Kill (1989)
Thunderball (1965) Golden Eye (1995)
You Only Live Twice (1967) Tomorrow Never Dies (1997)
On Her Majesty's Secret Service (1969) The World Is Not Enough (1999)
Diamonds Are Forever (1971) Die Another Day (2002)
Live and Let Die (1973) Casino Royale (2006)
The Man with the Golden Gun (1974) Quantum of Solace (2008)
The Spy Who Loved Me (1977)
Moonraker (1979)
For Your Eyes Only (1981)
Bond 23 (2011)
Octopussy (1983)
27

28. “Bond, James Bond.”
Bond‟s various incarnations ranging from the cool, sexual predator
(Connery) to the muscular, man of action (Craig).
28

29. The Bond Format
Cars
Great Escapes Super-Villains
John Barry‟s
Theme The Film Song
Exotic locations Beautiful Women
Hi-Tech Gadgets M, Felix, Q
Weapons

30. 2nd „Blond Bond‟ and „Bourne Bond‟
$200 million plus budget
Released UK 31st October
Released USA 14th November
Best ever UK opening weekend
Action/Thriller market 2nd in UK
30

31. EON
Harry Saltzman
1961 „Cubby‟ Broccoli
Canadian born: US born: 1909 - 1996
1915 – 1994
Assistant Director at
Theatrical producer Fox 1930s
and talent agent
Moved to UK 1951
Settled in UK
mid-50s Warwick Pictures
Woodfall Productions Daughter and
step-son, Barbara
Sells EON shares Broccoli and Michael
to United Artists - 1975 Wilson now produce
Bond
(L to R) Saltzman, Fleming and Broccoli
31

32. EON‟s Partners
Producers of QoS Distributors of QoS
MGM/ United Artists: Global Theatrical – Sony
part owned by Sony and UK DVD – Fox
Columbia - a subsidiary USA DVD - Sony
of the Sony Group and
part of Sony Pictures
Entertainment

33. MGM
Metro-Goldwyn-Mayer is a motion picture, television,
home video, and theatrical production and distribution
company. MGM owns the world's largest library of
modern films, comprising approximately 4,000 titles, and
over 10,400 episodes of television programming.
MGM is owned by an investor consortium comprised of
Providence Equity Partners, Sony Corporation of
America, Comcast Corporation and DLJ Merchant
Banking Partners Quadrangle Group.
Its film library has 205 Oscars and includes numerous
successful film franchises including James Bond.
(Source. MGM website) 33

34. MGM: Historical
Formed 1924. MGM had the greatest output of all of the studios:
at its height, releasing a film week.
In the 50s and 60s it lost its theatre chain.
In 1956 MGM sold the television rights for The Wizard of Oz to CBS:
the first theatrical film to be shown complete in one evening
on prime time television over a major American commercial network.
Downsizes in 1970s yet buys United Artists in 1981. 2004 Sony buy MGM.
34

35. Bourne
2002
2004
A Universal franchise.
“James Bond take notice. The Bourne Identity is my new
standard for contemporary spy thrillers.” (IMDB fan forum 2002)
2007 35

36. Bond V Bourne
Box Office Mojo
Summary
Genre Action Action Thriller Action Action Thriller Action Action Thriller
Studio Sony / Columbia Universal Sony / Columbia Universal MGM Universal
Release Date November 14, 2008 August 3, 2007 November 17, 2006 July 23, 2004 November 22, 2002 June 14, 2002
Domestic Gross
$168,368,427 $227,471,070 $167,445,960 $176,241,941 $160,942,139 $121,661,683
(USA)
Production Budget $200 million $110 million $150 million $75 million $142 million $60 million
Running Time 1 hr. 46 min. 1 hr. 51 min. 2 hrs. 24 min. 1 hr. 48 min. 2 hrs. 3 min. 1 hr. 58 min.
MPAA Rating PG-13 PG-13 PG-13 PG-13 PG-13 PG-13
BBFC 12A 12A 12A 12A 12A 12A

37. Worldwide Summary
WG = world gross
FG = Foreign (non-USA) Gross
F%W = Foreign % of worldwide box office
Source: Box Office Mojo
Quantum of Solace (2008)
(WG) $575,952,505 (FG) $407,584,078 (F%W) 71%
The Bourne Supremacy (2004)
(WG) $288,500,217 (FG) $112,258,276 (F%W) 39%
Die Another Day (2002)
(WG) $431,971,116 (FG) $271,028,977 (F%W) 63%
The Bourne Identity (2002)
(WG) $214,034,224 (FG) $92,372,541 (F%W) 43%
37

38. Publicity
38

39. QoS Bond Girl
39

40. Bond‟s Cars
Aston Martin
BMW
A new demographic: the feminised
Ka‟s appearance is part of a 3 picture
($100 million) deal Ford signed with
Bond‟s producers back in 2002.
KA 40

41. The Trailer and Music Video
Teaser Trailer: The film's first major theatrical
teaser was launched with Sony's summer
blockbuster Hancock on 2nd July 2008 after its
on-line premiere on 30 June.
Music Video: Premiered on C4 Oct. 3rd 2008.

42. Poster USA Poster UK
42

43. Web Sites
Domain name quantumofsolace.com registered by
Sony Pictures on 22nd Jan. 2008. The title of the
movie was then leaked onto the internet prior to
the official press conference on 24th Jan. 2008.
Official Site: 007.com
Numerous fan sites.

44. Web site hits (largely 007.com) peak in months leading up to a film‟s release.
Familiarity with Craig limits his hits in Nov 08 as opposed to Nov 06.

45. Merchandising
Computer Games
Targeting new markets
GoldenEye 007
1997: Groundbreaking first-person
shooter computer game for
Nintendo 64. Sold 8 million copies.
45

46. The Soundtrack
David Arnold: 5th Bond. Released: October 2008
Label: J Records (Parent Company - Sony )

47. The Song:
Another Way to Die
Alicia Keys and Jack White.
Key‟s label is J Records.
The single was released by J on October 20, 2008 in the United Kingdom.
It was released as a downloadable song for the video game Guitar Hero World
Tour on November 7, 2008.
An instrumental version of the song was used in a Coca-Cola Zero commercial.
On October 5, 2008, the song entered the UK Singles Chart at number twenty-
six on downloads alone, and peaked at nine.

48. The Book
As a promotional book-tie
in for the movie, all nine
Original James Bond
short stories were housed
in one volume for
the first time and called:
Quantum of Solace: The
Complete James Bond
Short Stories.
It was released on 29
May 2008 in the UK and
on 26 August 2008 in
Northern America.

49. The Bond Brand
Adventurous Cool
Successful
Sophisticated
Rebellious &
Sexy
conformist
Exotic Dangerous

50. Product Placement
A British private jet
company, Ocean
Sky, will feature
eight times in the
film at approx.
Virgin Atlantic
£600K. Omega
Product placement in Quantum of
Solace exceeded 2002's Die Another
Day (nicknamed Buy Another Day).
Other key brands in QoS are:
Sony Ericsson, Sony Electronics,
Heineken beer, Smirnoff vodka
and Ford - including its Aston
Martin and Range Rover brands.
Ocean Sky 50

51. Bond Endorsement
Bond‟s brand identity is licensed from Danjaq to companies seeking to
establish their own brand‟s. The result is a cross-promotion or tie-in.
51

52. More Bond
Endorsement
Avon Smirnoff Swatch
52

53. Fandom
www.commanderbond.net
A non-profit, unofficial fan site
53

54. The Critics
Mark Kermode: BBC Radio 5
Jonathan Ross: BBC 1
Aint it cool news: Internet (USA)
IMDB forums: Internet (USA)
Peter Bradshaw and Paul Ross Harry Knowles
(The Guardian and The Sun)
QoS: odd title; confusing plot; not enough one-liners or casual sex; chaotic
action; poor villain; too much „Bourne‟ and not enough „Bond‟.
BOND IS, TO SOME EXTENT, CRITIC PROOF
54

55. DVD MARCH 09
BluRay
55

56. Box Office Mojo
June 1st 2009
TOTAL LIFETIME GROSSES
Domestic (USA): $168,368,427
Foreign: $407,584,078
Worldwide: $575,952,505
56

57. 57

58. UK Film Council
Cultural Test Points
16 out of 31 qualifies for grants
Cultural Content (16)
Set in the UK 4
Lead characters Brits 4
British subject matter 4
English language 4
Cultural Contribution (4)
British culture 4
Cultural Hubs (3)
UK Studio/location 2
Cultural Practitioners (8)
Director/Prod/Script/Actor, etc 1 each
58

59. Great BO
Popular Success Critical Acclaim
The
Slumdog Phenomenon
UK Triumph Cultural Crossover
59

60. The Package

61. Unpacking „the package‟
Small Film - Big Players
Director Danny Boyle: Trainspotting 1996
Screenplay Simon Beaufoy: The Full Monty 1996
Film 4: Producer Tessa Ross
Bollywood Star: Anil Kapor
Acclaimed Novel: Vikas Swarup
Music: A. R. Rahman & M.I.A.
Global game show: Who wants to be a Millionaire

62. A Sleeper Hit
Low Budget: $15 million
No Hollywood Stars
UK Film: Film 4 and Celador
Partly in Hindi
Set in India - Mumbai
Nearly went straight to DVD
A story of poverty, corruption &
LOVE triumphing against all odds

63. Originally Channel Four Films, re-
branded as Film Four.
First production Walter, (1982).
In 2002, after mounting losses, re-
integrated into C4 drama department.
In 2004, Tessa Ross became head of both
Film4 and Channel 4 drama.

64. Celador is an independent UK TV, Radio
and Film production company: formed 1983.
Millionaire is now part of 2waytraffic, a TV
format distribution company, itself part
of Sony since 2008.

65. A News Corp Company: part of Murdoch‟s media empire
Founded in 1994 as the independent arm of Twentieth Century Fox.
“Fox Searchlight is a filmmaker-oriented company that both produces and
acquires motion pictures . It focuses on distinctive films, helmed by world-
class auteurs and exciting newcomers, by blending speciality films with
trademark art-house fare. It has its own marketing and distribution
operations, and its films are distributed internationally by
Twentieth Century Fox.”
(Fox Searchlight website: June 2009)

66. Fox Searchlight Successes
66

67. PATHE
All Pathe films are released on DVD by
2Oth Century Fox
P E
R X
O H
D I
U B
C I
E T
R O
R
DISTRIBUTOR
67

68. Slumdog was sold to Fox Searchlight Pictures (50% share) after Warner
Independent closed in 2008. The main Warner Bros. studio logo now appears
at the beginning of the film after the Fox Searchlight logo. Warner retained
distribution rights in some countries outside North America. However, Fox
Searchlight is its distributor in North America, and FoxStar handles it in India.
“Sources say Warners has been shopping around Slumdog Millionaire. The
film, whose U.S. rights were acquired for $5 million by Warner Independent
Pictures, is good enough to be accepted at this fall's Telluride and Toronto
International Film Festivals. But Warners is unsure of its commercial
prospects. The film, originally slated for release Nov. 7, has now quietly been
bumped to next year.” (LA Times: August 12th 2008)
68

69. The 2008
Festival Circuit
Audience Award
Plus wins at 2008: Boston, Chicago, Dallas, Florida, LA, New York,
Phoenix , San Diego, and Washington DC Film Critics Awards
69

70. Major Awards Season
British Academy of
Film and TV arts
BAFTA: Feb 9th 09

71. High profile wins
8 OSCARS
Director, Cinematography, Screenplay, Editing, Score, Song, Film, Sound
7 BAFTAS
Director, Cinematography, Editing, Film, Score, Screenplay, Sound
4 GOLDEN GLOBES
Director, Film, Score, Screenplay
QoS: only 2 BAFTA nominations: sound; visual effects

72. Marketing designed to
suggest an event
movie by popular
acclaim rather than
Hollywood hype – a
true „crowd pleaser‟.
Hyperbole abounds:
„terrific, wondrous, jo
yful, spellbinding, exci
ting, exuberant
astonishing, brilliant.‟
5 star reviews and, of
course, leading with
BAFTA and OSCAR
nominations. 72

73. US Poster UK Poster

74. Spanish Poster Italian Poster

77. Pinto and Patel

78. The Publicity Machine

79. CONTROVERSY
Child Welfare
Poverty Porn

80. Box Office Mojo
June 1st 2009
TOTAL LIFETIME GROSSES
Domestic (USA): $141,319,928
Foreign: $211,529,617
Worldwide: $352,849,545 80

81. Thanks
mar@collyers.ac.uk
81