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Students study two set films as part of the Media Industries and Audiences topic in A Level Media Studies. For students starting their course from September 2023 onwards, the set films are Snow White and the Seven Dwarfs (1937) and Shang-Chi and the Legend of the Ten Rings (2021).

The new set films allow students to explore the evolution of the film industry from the 1930s to the present day. The films give students the opportunity to consider Disney’s development into one of the dominant media conglomerates in the industry.

Historical and economic contexts

The 1930s, often referred to as the ‘Golden Age of Hollywood’, operated under the principles of free market capitalism with one primary focus – to make money. This objective was made easier to achieve as many studios were vertically integrated, with the ‘Big Five’ studios, Paramount Pictures, Metro Goldwyn Mayer, Warner Brothers Pictures, 20th Century Fox, and RKO dominating the market. Most cinemas were owned by the ‘Big Five’ studios, ensuring that their films secured prime spots on opening weekends.

By 1948 the United States v Paramount Pictures Supreme Court case had taken place and the American film industry had undergone fundamental changes. The ‘Big Five’ could no longer practise block-booking and many major studios decided to sell off their theatre chains to focus on production and distribution. The ‘Big Five’ faced increasing competition from the ‘Little Three’ – Universal Pictures, Columbia Pictures, and United Artists, and although the ‘Big Five’ retained their influence, the industry began to see the emergence of smaller studios, including Disney.

Walt Disney Studios

Disney has always been innovative in its approaches to technology and where many studios struggled to break through in the system of block-booking, Disney found their niche in producing animated shorts. The development of the first Mickey Mouse cartoon Steamboat Willie (1928) came as a direct response to the industry’s shift towards use of synchronised sound. This YouTube video from Toons Mag, an online cartoons magazine, offers some interesting insights into Disney’s working practices.

In the 21st century, the film industry is still dominated by a handful of major studios (Universal Pictures, Paramount Pictures, Warner Bros, Walt Disney Studios, and Sony Pictures) which continue to operate within the principles of free market capitalism, maintaining Hollywood's oligopolistic market structure. Today the film industry is more global than ever before. International markets play a crucial role in a film’s box office success.

Disney as a studio has also experienced exponential growth. From a humble animation studio in the 1930s, it has since diversified into owning theme parks, television channels, and has made significant acquisitions including Pixar, Marvel, Lucasfilm, and, most recently, 21st Century Fox. The proliferation of technology and competition from streaming giants like Netflix has meant that Disney needed to diversify further to remain at the forefront. The launch of Disney+ exemplifies this shift and suggests a potential move back towards vertical integration.

Snow White and the Seven Dwarfs

Snow White was produced by Walt Disney Productions and distributed by RKO. It comprised 1.5 million individual illustrations which were composited into over 350,000 frames. The film, which had a budget of $1.5 million, made $7.8 million at the box office, setting a record as the top-grossing animated film in the industry at the time of its release. The film represented a huge advancement in the use of technology and story development in animation.

Groundbreaking production

The 1937 release of Snow White stands as a groundbreaking production and it was the feature film upon which Walt Disney built his empire. It was the first full-length cel animation to incorporate both colour and sound. Advertising and promotion highlighted its use of Technicolor which was often seen as a hallmark of a high quality film.

Many film critics were sceptical about its potential success, given the limited popularity of animated films at the time. Walt Disney needed to carefully balance realism and fantasy to ensure that the characters were both relatable and magical. For some sequences, actors were hired to perform live-action sequences which were either directly rotoscoped by animators or served as reference material for character design. This video from the Axel Malibu YouTube channel features some live action references from Snow White.

Sound and animation firsts

The realistic approach to animation marked a significant advancement from the previous Silly Symphony shorts. Settings and locations like the Evil Queen’s castle and the Dwarfs’ cottage echoed the style of early European fairy tale illustrations.

To enhance this sense of realism, Disney incorporated filming techniques and camera movements typically used in live-action films to really immerse the viewer into the reality of the fairy tale world. The multiplane camera was a significant invention which allowed animators to create a sense of depth and a more three-dimensional feel by moving different layers of illustrations at different speeds and in different directions. This video from the Ohio Rick YouTube channel demonstrates the multiplane camera in action.

The success of Snow White was also partly due to its pioneering use of synchronised sound and dialogue. While Disney had previously experimented with this in Steamboat Willie, it was the feature film where the potential of sound was truly realised and maximised.

Distribution

Snow White premiered at the Carthay Circle Theatre in Los Angeles on December 21, 1937. The distributor RKO opted for an initial limited release in select US cities, including New York and Miami before the film saw a broader release nationwide and eventually internationally. The film made more than $7.8 million at the box office during its initial release. Following Disney’s strategy of ‘vaulting’, the film was then subsequently re-released in theatres several times before being made available on VHS for home-viewing in the early 1990s.

In the 1930s word of mouth promotion was key to a film’s success. Given Disney’s size at the time, they cleverly began building anticipation for the film almost a year in advance. Merchandise such as toys and figurines played a pivotal role in drumming up excitement. This strategy ensured that Snow White was already a household name even before its cinematic release.

This documentary posted on the Diz Avenue YouTube channel explores Disney’s history and specifically the making of Snow White, and is great for students to watch to understand the processes involved.

Shang-Chi and the Legend of the Ten Rings

Shang-Chi serves as an interesting comparison to Snow White as it not only highlights the economic evolution of Disney as a studio but also demonstrates a shift in cultural values and attitudes. Shang-Chi is part of the Marvel Cinematic Universe (MCU), a franchise of interconnected films organised into ‘phases’. The MCU began as a series of comics but evolved into a franchise of films when it was acquired by Disney in 2009 for $4 billion. Shang-Chi itself grossed just over $432.2 million at the box office.

This video from the David Gluhaich YouTube channel offers an interesting insight into the Marvel Cinematic Universe. If you have access to Disney+, there is a ‘Making of Shang-Chi’ documentary which you could show to your students.

Production

Shang-Chi marked a significant step for Asian representation in the MCU both in terms of casting and behind the camera roles. Destin Daniel Cretton directed, while Dave Callaham wrote the screenplay, and both worked to try to create an authentic representation of the Asian-American experience. The film came on the back of the critical and financial success of Black Panther, a film with a largely Black cast.

Shang-Chi used a range of computer generated imagery (CGI) techniques which makes it an interesting contrast with Snow White. Digital Domain was the main VFX studio and produced close to 275 visual effects shots for the film. The opening sequence introducing Wenwu’s compound, for example, was entirely digitally rendered. A remote region in New Zealand was captured using LiDAR technology and then further digitally expanded using 3D modelling technology. This video from the Digital Domain YouTube channel shows the process.

Shang-Chi also used blue and green screen technology to capture and refine the environments where the action takes place. Many scenes were rotoscoped to create a more distinctive environment.

The film featured other interesting animation technology like rigging and key frame animation to bring the Great Protector and Morris characters to life. This video posted on Corridor Crew YouTube channel offers more insight into the VFX processes used in the film.

Distribution and marketing

Shang-Chi had a theatrical-only release for the first 45 days, before being made available on Disney+ which added value to its overall revenue stream, perhaps attracting and retaining subscribers.

The release of the film was put back several times because of the Covid pandemic but its eventual saturation release in 4,300 cinemas in the US guaranteed a degree of success. The Marvel brand has a large pre-sold audience so relies less on star marketing.

Much of the marketing for the film was traditional, for example the 2019 Comic-Con event, teaser and promotional trailers on Disney’s television channel ESPN. As well as this, the marketing campaign included press junkets with cast interviews. There were also several promotional partnerships including BMW, which involved product placement in the film and BMW adverts featuring the film.

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Early Cinema - Pre classical cinema

What are the 5 major technological developments in this period:

Technicolor

The Multiplane camera

Advances in Cel Animation Techniques

Synchronized Sound & Enhanced Film Audio

Industrial‑Scale Animation Production Pipelines

(5) Film History - YouTube

The birth of cinema can be traced back to the 19th century, with the invention of the first motion picture camera by Thomas Edison in the 1890s. The Lumière brothers in France also played a significant role in the early development of cinema, as they developed the Cinématographe, a device that combined a camera, a printer, and a projector.

In the early years of cinema, films were often short, experimental, and focused on capturing everyday events or people performing stunts. As the technology improved, films became longer and more sophisticated, with filmmakers exploring new ways to tell stories on screen.

One of the first feature-length films was The Birth of a Nation, directed by D.W. Griffith in 1915. The film was a landmark in the history of cinema, as it was the first film to use a number of cinematic techniques, including close-ups, fade-outs, and parallel editing. However, the film was also controversial due to its depiction of African Americans, which was seen as racist.

In the 1920s, cinema entered its golden age, with the rise of Hollywood studios and the development of the star system. Major studios, such as Paramount, MGM, and Warner Bros., emerged, and they began producing films on a massive scale. The introduction of synchronized sound in the late 1920s also revolutionized cinema, with films such as The Jazz Singer and All Quiet on the Western Front incorporating sound into their storytelling.

By the 1930s, cinema had become a major form of entertainment and a powerful cultural force. The Great Depression and the rise of fascism in Europe also influenced the types of films that were produced, with audiences turning to escapist fare, such as musicals and comedies. At the same time, a number of filmmakers, such as Frank Capra and John Ford, used their films to comment on the social and political issues of the day.

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Walt Disney

Who was Walt Disney and how did he become a success in the 1930s?

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History

The Walt Disney Company is a world-renowned entertainment company that was founded in 1923 by Walt Disney and his brother Roy Disney. Here is a brief history of the company up until 1937:

In 1923, Walt Disney and Roy Disney founded the Disney Brothers Studio in Los Angeles, California. The studio initially produced a series of short films featuring a character named Oswald the Lucky Rabbit, which was created by Walt Disney.

However, in 1928, Walt Disney lost the rights to Oswald the Lucky Rabbit and was forced to come up with a new character. That character was Mickey Mouse, who made his debut in the animated short film "Steamboat Willie."

The success of Mickey Mouse led to the creation of a number of other popular characters, including Donald Duck, Goofy, and Pluto. These characters became the basis for a series of successful short films produced by Disney throughout the 1930s.

In 1934, Disney produced its first full-length animated film, "Snow White and the Seven Dwarfs." The film was a huge success, both critically and commercially, and it helped establish Disney as a major player in the entertainment industry.

Following the success of "Snow White," Disney went on to produce a number of other animated feature films, including "Pinocchio," "Fantasia," "Dumbo," and "Bambi." These films helped solidify Disney's reputation as a leader in animation.

By 1937, Disney had become a major force in the entertainment industry, with a successful film studio and a number of popular characters and franchises. The company would continue to grow and expand in the years to come, becoming one of the most successful and recognizable brands in the world.

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Snow White and the Seven Dwarfs

Watch this documentary and list 10 facts about the film.

Film

The making of Snow White and the Seven Dwarfs was a significant achievement in the history of animation and filmmaking. Here are some key details about the production:

Snow White and the Seven Dwarfs was the first full-length animated feature film ever produced.

The film was based on the classic fairy tale by the Brothers Grimm, but Walt Disney and his team made a number of changes to the story to make it more appealing to a modern audience.

The production of Snow White and the Seven Dwarfs began in 1934 and took three years to complete.

The film employed a large team of animators, artists, and technicians, who worked tirelessly to bring the story to life. The team used a process called multiplane camera, which allowed them to create the illusion of depth and movement in the animation.

Walt Disney himself was heavily involved in the production, overseeing every aspect of the film from the story development to the animation to the music.

The film's score, composed by Frank Churchill and Larry Morey, included the iconic songs "Heigh-Ho" and "Someday My Prince Will Come."

Snow White and the Seven Dwarfs premiered on December 21, 1937, and was an immediate critical and commercial success. The film went on to become the highest-grossing film of 1938, and its success paved the way for future animated feature films from Disney and other studios.

Today, Snow White and the Seven Dwarfs is widely regarded as a classic of animation and filmmaking, and it continues to be beloved by audiences of all ages.

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Advertising

Marketing Techniques:

How do the following promote the film? Add a slide with information on all Snow White marketing and re-release marketing and merchandise.

Posters

Trailers

Trade Cards

Synergy

Radio

Magazines

Premiere

Word of Mouth

Reviews

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Advertising

The advertising campaign for Snow White and the Seven Dwarfs in 1937 was a significant undertaking, as Walt Disney and his team worked to promote the first full-length animated feature film ever produced. Here are some of the ways the film was advertised in 1937:

Theatrical trailers: The film's theatrical trailers were shown in movie theaters across the country, promoting Snow White as a "magic mirror musical" and highlighting its groundbreaking animation and music.

Merchandise tie-ins: Walt Disney and his team also worked with a number of companies to create merchandise tie-ins for Snow White, including dolls, books, and other items. These tie-ins helped to build excitement for the film and reach a wider audience.

Print advertisements: The film was also advertised in newspapers and magazines, with full-page ads highlighting the story, characters, and music of Snow White.

Radio promotions: Walt Disney and his team worked with radio stations to promote the film, with actors from the movie appearing on radio programs to discuss the making of the film and encourage audiences to see it.

Public appearances: Walt Disney and some of the film's voice actors also made public appearances to promote Snow White, attending events like movie premieres and fan conventions to interact with fans and build excitement for the film.

Overall, the advertising campaign for Snow White and the Seven Dwarfs was a significant effort that helped make the film a huge success. The film went on to become the highest-grossing film of 1938, and its success helped establish Walt Disney and his studio as major players in the entertainment industry.

Word of mouth had a large role in marketing films to audiences in the 1930s, as films would take a long time to reach most of them, but ‘marketability’ – the ability to create a big opening – was still crucial to film promotion. Actors dressed as the characters in Snow White welcomed audiences to the premiere in Los Angeles, where there was a full-scale model of ‘the magic land of Snow White’ and the events were described over NBC radio. Open air concerts of music from the film were played by the Disney Recording Orchestra. The trailer for Snow White deals with the issue of the lack of stars within the film by foregrounding Walt Disney’s ‘genius’ in creating a full- length animation, the technology involved, a glowing review in Time magazine, and the characters of Show White and the seven dwarves. There is a long sequence where Walt Disney explains each dwarf’s character using models. The emphasis is on quality and characterisation. Similarly the poster is dominated by an image of Snow White nurturing her ‘family’ of dwarves.For international distribution, Disney produced seven foreign versions of the film: Spanish, French, German,

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Original Trailer

Film Trailer Analysis, consider:

Genre

Narrative

Binary Oppositions

Semiotics

Stars

Mark of Quality

Intertextuality

The original trailer for Snow White and the Seven Dwarfs, released in 1937, primarily promoted the film as a groundbreaking achievement in animation and as a family-friendly entertainment.

The trailer starts with an opening title card that reads "Walt Disney presents the first full-length feature production in Technicolor," which emphasizes the technological and artistic achievements of the film. The trailer then showcases clips from the film, highlighting the colorful and whimsical visuals, the charming characters, and the catchy songs.

The narration in the trailer also emphasizes the film's appeal to audiences of all ages, saying, "Here's a motion picture that will be enjoyed by children of all ages. The youngsters will love it for its charming characters, colorful animation, and delightful story. And grown-ups will appreciate its true worth as a remarkable achievement in the field of entertainment.“

Additionally, the trailer highlights some of the film's comedic moments, particularly those involving the Seven Dwarfs, as a way to appeal to audiences looking for a lighthearted and fun moviegoing experience.

Overall, the trailer for Snow White and the Seven Dwarfs promotes the film as a technical and artistic achievement, a family-friendly entertainment, and a fun and charming moviegoing experience. It effectively showcases the film's most appealing qualities and helped to generate excitement and anticipation for the film's release.

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Original Poster

Film Poster Analysis, consider:

Genre

Narrative

Binary Oppositions

Semiotics

Mark of Quality

Intertextuality

The original poster for Snow White and the Seven Dwarfs, released in 1937, promotes the film to audiences in several ways.

Firstly, the poster prominently features the film's title in bold, capital letters, drawing attention to the film's name and its significance as a full-length animated feature. The title is also surrounded by colorful illustrations of the characters, including Snow White, the Seven Dwarfs, and the Evil Queen, which immediately conveys the film's whimsical and fantastical nature.

Secondly, the poster features a tagline that reads "The greatest picture in the history of entertainment," which promotes the film's significance and sets high expectations for its quality. This tagline emphasizes the film's groundbreaking status as the first full-length animated feature, and its significance as an important milestone in the history of cinema.

Finally, the poster includes several quotes from reviewers who have seen the film, praising its beauty, artistry, and appeal to audiences of all ages. These quotes aim to create buzz and generate interest in the film among potential audiences.

Overall, the original poster for Snow White and the Seven Dwarfs promotes the film as a groundbreaking achievement in animation, a visually stunning and whimsical story, and an entertaining experience for audiences of all ages. It effectively uses bold typography, colorful illustrations, and positive reviews to create excitement and anticipation for the film's release.

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Cinemas in the 1930s

How does the 1930s cinema experience differ from today?

Cinemas in the 1930s were a popular form of entertainment for people around the world. Here are some characteristics of cinemas during this era:

Movie palaces: Many cinemas in the 1930s were large, ornate buildings known as "movie palaces." These theaters often featured elaborate architecture, plush seating, and luxurious amenities such as air conditioning and marble restrooms.

Double features: In the 1930s, it was common for cinemas to show two feature films for the price of one admission ticket. This practice, known as a "double feature," allowed moviegoers to see more films for less money.

Newsreels and cartoons: Before the main feature film, cinemas often showed newsreels and animated cartoons. Newsreels were short films that provided news and current events from around the world, while cartoons were often comedic or musical in nature.

Intermissions: During long films, cinemas would often have an intermission halfway through to allow moviegoers to stretch their legs, use the restroom, and buy refreshments.

Censorship: In many countries, films were subject to censorship by government bodies or industry associations. This meant that some films were edited or banned outright if they were deemed to be inappropriate or offensive.

Overall, cinemas in the 1930s were a popular form of entertainment that offered people a chance to escape from their everyday lives and immerse themselves in the glamour and excitement of Hollywood.

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Distribution

1930s context - go to Great Depression chapter

How was Snow White different to other films of the time?

Film distribution in the 1930s was dominated by major Hollywood studios such as Warner Bros., MGM, Paramount Pictures, and 20th Century Fox. These studios controlled the production, distribution, and exhibition of their films, which gave them significant power and control over the industry.

The distribution process typically involved sending copies of films to theaters around the country through a network of regional and national distributors. The distributors would negotiate with theaters to secure exhibition rights for the films, and theaters would pay a percentage of their box office revenue to the distributors and studios.

During the 1930s, movie theaters were a popular form of entertainment, with many people visiting their local theater regularly to watch the latest films. The industry experienced a significant boom during this time, with attendance reaching an all-time high in 1930. However, the Great Depression of the 1930s also had a significant impact on the industry, as people had less disposable income to spend on entertainment.

Despite these challenges, major Hollywood studios like Disney continued to produce and distribute films during the 1930s, with Snow White and the Seven Dwarfs becoming a significant success in 1937. While the distribution landscape has changed significantly since the 1930s, with the rise of digital streaming services and other platforms, the legacy of Hollywood studios and their role in shaping the film industry remains an important part of film history.

The film premiered in Los Angeles in late December 1937, and was shown in two cinemas in New York and Miamiin January 1938. At this point, RKO decided on a general release in February 1938 due to good box office in its limited release, successful promotional strategies, andpositive critical response.

The film was a huge success both in the US and overseas. In one London cinema the film ran for well over half a year. These long runs reflect the much slower pace of distribution in the 1930s. Big city cinemas could attract audiences from further afield who didn’t want to wait months or even years for a successful film to reach their local cinema, so could show the film on their one screen for long periods until demand dropped off. Films also had longer ‘legs’, despite the larger number of films available to cinemagoers, because of the lack of competition from other media, meaning that total cinema attendances were far higher in the 1930s than today.

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Box Office

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How successful was the film at the box office? Research budget and profits up to and including the present day

Snow White and the Seven Dwarfs was a major success at the worldwide box office, grossing over $8 million during its initial release in 1937 and 1938. This was an unprecedented amount for an animated film at the time and it was considered a commercial breakthrough for Walt Disney and his studio.

In terms of budget, Snow White was a very expensive film to produce. It cost approximately $1.5 million to make, which was an enormous amount of money for an animated feature film in the 1930s. In fact, many people in the film industry believed that the project was too risky and would be a financial disaster for Disney.

However, Snow White and the Seven Dwarfs proved to be a tremendous success, earning back its production costs many times over. The film continued to be re-released in theaters over the years, and it went on to gross an estimated $418 million worldwide over the course of its various releases.

Overall, Snow White and the Seven Dwarfs was not only a creative triumph but also a financial one. It demonstrated that animated feature films could be both artistically and commercially successful, and it paved the way for the future of animation in cinema.

BoxOfficeMojo.com estimates that Snow White and the Seven Dwarfs is the tenth most successful Hollywood film of all time, judging by lifetime adjusted gross box office. This takes inflation in ticket prices into account. At the time of its release, it was the most successful sound film of all time.

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Why was it a success?

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What makes a film a success? Apply these to Snow White.

There were several reasons why Snow White and the Seven Dwarfs was a success with audiences in 1937:

Innovation: Snow White and the Seven Dwarfs was the first feature-length animated film, which was a significant technological and artistic achievement at the time. Audiences were amazed by the film's technical innovations, such as the use of cel animation and the multiplane camera.

Storytelling: The film's storytelling was engaging and accessible to audiences of all ages. Snow White and the Seven Dwarfs was based on a well-known fairy tale, which made it familiar to audiences, and the film's characters were charming and likable.

Music: The film's score, composed by Frank Churchill and Larry Morey, featured several memorable songs, including "Whistle While You Work" and "Heigh-Ho," which became popular hits at the time.

Marketing: The film's marketing campaign was extensive and effective. Disney used a variety of promotional techniques, including trailers, posters, and tie-in merchandise, to generate interest and anticipation for the film's release.

Reception: The film was well-received by critics, who praised its technical achievements and storytelling. Positive reviews helped to generate positive word-of-mouth and sustained interest in the film.

Overall, Snow White and the Seven Dwarfs was a success with audiences in 1937 because it was a groundbreaking, entertaining, and well-marketed film that captured the imagination of audiences around the world.

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Disney after 1937

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What happened to Disney after the success of the film?

After the success of Snow White and the Seven Dwarfs in 1937, the Walt Disney Company continued to produce animated feature films and expand its reach into other areas of entertainment. Here are some key developments:

Feature films: The success of Snow White paved the way for a series of other animated feature films, including Pinocchio (1940), Fantasia (1940), Dumbo (1941), and Bambi (1942). These films further solidified Disney's position as a leader in the animation industry and helped to establish many of the conventions of modern animated storytelling.

Expansion into television: In the 1950s and 1960s, the Walt Disney Company began to expand into television, producing popular shows such as The Mickey Mouse Club and Disneyland (later known as Walt Disney's Wonderful World of Color). These shows helped to introduce Disney's characters and stories to a wider audience and paved the way for the company's eventual domination of the theme park industry.

Theme parks: In 1955, the Walt Disney Company opened Disneyland, the world's first theme park, in Anaheim, California. This was followed by the opening of Walt Disney World in Florida in 1971, and the expansion of the Disney brand into theme parks around the world. Today, Disney theme parks and resorts are major destinations for tourists from around the world.

Acquisition of other companies: Over the years, the Walt Disney Company has acquired a number of other entertainment companies, including ABC in 1995 and Pixar Animation Studios in 2006. These acquisitions have helped to diversify Disney's business interests and expand its reach into other areas of the entertainment industry.

Digital and streaming: In recent years, the Walt Disney Company has made a major push into digital media and streaming, with the launch of Disney+ in 2019. This streaming service features a wide range of content from Disney's extensive library of films and TV shows, as well as new original programming. The success of Disney+ has helped to solidify the company's position as a major player in the entertainment industry for years to come.

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Merchandise

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Find examples of merchandise for Snow White and share your findings with the group.

Snow White and the Seven Dwarfs has had several soundtrack releases since its original release in 1937. Here are some of the notable releases:

Original 1937 Soundtrack: The original Snow White and the Seven Dwarfs soundtrack was released in 1938, featuring songs and music from the film. This release included popular songs like "Whistle While You Work" and "Heigh-Ho," as well as the score by composer Frank Churchill.

1987 Soundtrack: In 1987, Disney released a new soundtrack for Snow White and the Seven Dwarfs as part of the film's 50th anniversary celebration. This release included a remastered version of the original soundtrack, as well as new songs and recordings by contemporary artists like Linda Ronstadt, David Bisbal, and Luis Miguel.

Legacy Collection Soundtrack: In 2015, Disney released a special edition Snow White and the Seven Dwarfs soundtrack as part of its Legacy Collection series. This release included a remastered version of the original soundtrack, as well as bonus tracks and behind-the-scenes content.

Vinyl Releases: Snow White and the Seven Dwarfs has been released on vinyl several times over the years, including a limited edition picture disc release in 2017 for the film's 80th anniversary.

Digital Releases: The Snow White and the Seven Dwarfs soundtrack is also available on digital platforms like iTunes and Amazon Music, where fans can purchase and stream the music from the film.

Overall, the Snow White and the Seven Dwarfs soundtrack has remained popular and beloved by audiences over the years, with its catchy songs and memorable score continuing to be celebrated and enjoyed by fans of all ages.

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Home Release: Super 8mm

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What were the advantages and disadvantages of owning a copy of the film on Super 8mm?

The history of releasing films on 8mm film to audiences dates back to the mid-20th century, when small-gauge film formats like 8mm and Super 8mm became popular among amateur filmmakers and hobbyists. These formats allowed people to shoot and project their own films at home, and they quickly became popular for family home movies, travelogues, and other personal projects.

In the 1950s, companies like Kodak and Ansco began producing pre-packaged 8mm films for consumers, including edited versions of popular Hollywood films. These films were typically around 10-15 minutes in length and were sold in small reels that could be projected using a standard 8mm film projector.

As the home movie market grew, some companies began to specialize in producing and distributing 8mm versions of feature films. These films were typically edited down to fit on a single 200-foot reel, and they were often marketed to collectors and enthusiasts who wanted to watch their favorite movies at home.

However, the quality of these 8mm film versions of feature films was often poor, as the films had to be heavily edited and compressed to fit on the small reels. Additionally, the projectors used to play 8mm films were often low-quality and prone to breaking down, making the viewing experience less than ideal.

With the advent of new home video formats like VHS and Betamax in the 1970s and 1980s, the market for 8mm films began to decline. Today, 8mm films are primarily used by collectors and enthusiasts, and they are no longer a mainstream format for distributing or exhibiting films.

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Home Release

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What was Disney’s video release strategy?

How did this boost sales?

Apply the same to Laserdisc, DVD, BluRay and 4K.

Snow White and the Seven Dwarfs has been released to home audiences in a variety of formats since its original theatrical release in 1937. Here are some of the key home video releases of the film over the years:

VHS: Snow White was first released on VHS in 1994, marking the first time the film was available for home viewing. It was subsequently re-released on VHS several times over the years.

DVD: In 2001, Snow White was released on DVD for the first time, as part of the Walt Disney Platinum Editions series. This release included a restored version of the film, along with a range of special features and bonus content.

Blu-ray: Snow White was released on Blu-ray in 2009, as part of the Walt Disney Diamond Editions series. This release included a high-definition transfer of the film, along with a range of new special features and bonus content.

Digital: Snow White has also been released digitally, both for purchase and rental, on platforms like iTunes, Amazon Prime Video, and Google Play.

4K Ultra HD: In 2019, Snow White was released on 4K Ultra HD Blu-ray as part of the Walt Disney Signature Collection. This release includes a 4K Ultra HD transfer of the film, along with a range of special features and bonus content.

Overall, Snow White and the Seven Dwarfs has been released to home audiences in a variety of formats over the years, allowing fans of the film to enjoy it in the comfort of their own homes. These releases have also allowed new generations of viewers to discover and appreciate the groundbreaking animation and storytelling of this

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Re-Releases

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Why did Disney re-release the films 6 times in cinemas?

1944, 1952, 1967, 1983, 1993, 2016

Snow White and the Seven Dwarfs has had several re-releases at the cinema since its original release in 1937. Here are some of the notable ones:

1944: Snow White and the Seven Dwarfs was re-released in 1944 as part of the film's first national re-release. This was done to help boost morale during World War II and to introduce the film to a new generation of children.

1952: The film was re-released in 1952 as part of a double feature with Disney's Alice in Wonderland. This re-release helped to introduce the film to a new generation of children who had not seen it before.

1967: Snow White and the Seven Dwarfs was re-released in 1967 as part of the film's 30th anniversary celebration. This re-release included a new promotional campaign and merchandise tie-ins.

1983: The film was re-released in 1983 as part of a double feature with Disney's newly released film, Mickey's Christmas Carol. This re-release was also timed to coincide with the film's 50th anniversary.

1993: Snow White and the Seven Dwarfs was re-released in 1993 as part of a limited engagement in theaters to celebrate the film's 56th anniversary. This re-release was also used to promote the film's upcoming release on VHS and Laserdisc.

2016: In 2016, Snow White and the Seven Dwarfs was once again re-released in theaters as part of a special event screening to celebrate the film's 79th anniversary. This re-release included a special introduction by Walt Disney's daughter, Diane Disney Miller.

Overall, these re-releases have helped to keep Snow White and the Seven Dwarfs in the public consciousness and to introduce the film to new generations of fans. They have also provided an opportunity for fans to see the film on the big screen, as it was originally intended to be seen.

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Popularity today?

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

How has Disney maintained audiences for its older products?

Snow White and the Seven Dwarfs remains popular with audiences today for several reasons:

Nostalgia: The film holds a special place in the hearts of many people who grew up watching it and has become a beloved classic that is passed down from generation to generation.

Timeless storytelling: Snow White and the Seven Dwarfs is based on a classic fairy tale that has been told and retold for centuries, making it a timeless story that continues to resonate with audiences of all ages.

Groundbreaking animation: The film was a pioneering achievement in animation, introducing techniques and innovations that are still used in the industry today. Its artistry and technical brilliance continue to be admired by animation enthusiasts and professionals.

Memorable characters and music: The film features memorable characters, including the Seven Dwarfs, the Evil Queen, and Snow White herself, as well as iconic songs like "Whistle While You Work" and "Heigh-Ho," which have become cultural touchstones.

Disney brand: Snow White and the Seven Dwarfs was the first feature-length animated film produced by Walt Disney and helped to establish the Disney brand as a leader in animation and family entertainment.

Overall, Snow White and the Seven Dwarfs has endured as a beloved classic due to its timeless storytelling, groundbreaking animation, memorable characters and music, and the lasting impact of the Disney brand.

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Live Action Remakes

Who are the major film studios during this period?

What where some of there biggest successes?

Disney is making live-action remakes of their classic animated films for several reasons.

First, it allows them to breathe new life into their classic stories and characters, introducing them to a new generation of viewers. By updating the stories and characters with modern technology and filmmaking techniques, they can make the films more visually stunning and appealing to modern audiences.

Second, it's a way for Disney to leverage their existing intellectual property, which is a valuable asset for the company. By adapting their animated films into live-action versions, they can continue to generate revenue from these beloved stories and characters.

Third, it's a response to the changing film industry and audience preferences. With the rise of streaming services and competition from other studios, Disney is looking for ways to differentiate themselves and stand out in a crowded market. Remaking their classic animated films in live-action form is a way to capture audience attention and build brand recognition.

Finally, it's a way for Disney to take advantage of the nostalgia factor. Many people grew up watching Disney's classic animated films, and by remaking them in live-action form, Disney can tap into that sense of nostalgia and emotional connection that people have with these stories and characters.

Overall, there are multiple reasons why Disney is making live-action remakes of their classic animated films, including introducing the stories and characters to a new generation of viewers, leveraging their intellectual property, responding to changing industry and audience preferences, and tapping into the power of nostalgia.

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Synergy

Who are the major film studios during this period?

What were some of their biggest successes?

Disney and McDonald's have a long-standing partnership that has been beneficial for both companies. The partnership began in the 1980s when McDonald's began offering Disney-themed toys in their Happy Meals. This proved to be a successful marketing strategy for both companies, as it helped to promote Disney's films and characters to a wider audience while also increasing McDonald's sales.

Over the years, the partnership has expanded to include other initiatives, such as joint marketing campaigns and co-branded products. For example, McDonald's has sponsored Disney theme park attractions and even created Disney-themed food items, such as a Mulan-themed Happy Meal and a Disney-themed McFlurry.

The partnership between Disney and McDonald's is an example of synergy, which is when two companies work together to achieve a mutually beneficial outcome. In this case, Disney and McDonald's have been able to leverage their respective strengths to promote their brands and increasee sales. For Disney, the partnership has helped to promote its films and characters to a wider audience, while for McDonald's, the partnership has helped to increase sales by attracting families and children to their restaurants.

Overall, the partnership between Disney and McDonald's has been a successful example of synergy and a valuable marketing tool for both companies.

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Maintain Audiences

Production Budget

Box Office Revenue

Merchandising

Historical Significance

Long-Term Impact

Streaming and Distribution

Applying economic context to Disney and the classic film Snow White and the Seven Dwarfs involves considering factors such as production costs, revenue streams, merchandising, and the film's historical significance.

Production Costs: Snow White and the Seven Dwarfs was released in 1937 and was the first full-length animated feature film. At the time, it was a groundbreaking and ambitious project for Disney. The production costs were reportedly around $1.5 million, which was a significant investment for an animated film in that era.

Revenue Streams: Snow White and the Seven Dwarfs was a critical and commercial success. It was the highest-grossing film of its time, earning over $8 million at the box office during its initial release. The film's success contributed to Disney's financial stability and allowed the company to expand further in the animation industry.

Merchandising: Disney recognized the potential for merchandising early on and was among the first to market licensed merchandise tied to a film. Snow White and the Seven Dwarfs paved the way for the Disney merchandising empire, with toys, books, clothing, and other products capitalizing on the film's popularity. The success of the film's merchandise further contributed to Disney's revenue streams.

Historical Significance: Snow White and the Seven Dwarfs holds immense historical significance as the first feature-length animated film. Its success not only established Disney as a major player in the animation industry but also revolutionized the medium itself. The film demonstrated that animation could be a viable and profitable form of storytelling, leading to the growth of the animation industry as a whole.

Long-Term Impact: Snow White and the Seven Dwarfs set the foundation for Disney's subsequent animated films and its brand identity. The success of the film allowed Disney to finance and produce future animated classics like Cinderella, Sleeping Beauty, and The Lion King. The ongoing popularity of Snow White and its characters continues to generate revenue through re-releases, home video sales, and licensing deals.

Overall, the economic context of Disney and Snow White and the Seven Dwarfs highlights the film's groundbreaking success, its impact on Disney's financial stability and brand identity, and its role in shaping the animation industry. The film's enduring popularity and financial success laid the groundwork for Disney's subsequent ventures and established a legacy that still contributes to the company's economic growth today.

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Assessment:

Explain how changes in production and/or distribution methods have affected the film industry. [15]
Explain how the arrival of digitally convergent media platforms has impacted film producers. [15]
How do film producers guarantee their success? [15]
How is the film industry regulated? [15]
How does the film industry maintain audiences? [15]

Refer to Snow and the Seven Dwarfs (1937) and Shang-Chi and the Legend of the Ten Rings (2021) to support your answer. Refer the economic and historical contexts in your answer.

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Component 2: Evolving Media

SECTION A Media Industries and Audiences

Film: Snow White and the Seven Dwarfs (1937)andShang-Chi andThe Legend ofThe Ten Rings (2021) OverviewSnow White and the Seven Dwarfs funded the emergence of Disney as a successful animated feature film producer at a time when the American film industry was dominated by the classic Hollywood studio system of the 1930s.Shang-Chi and The Legend of The Ten Ringsillustrates the importance of franchises to blockbuster film-making aimed at global audiences. These films act as prestige content for multi-media conglomerates such as The Walt Disney Company who will use exclusivity to drive subscribers to streaming services.This factsheet uses these two films as a case study to illustrate the changes and continuities between Hollywood film- making in the 1930s and the present day, looking at the role of ownershipand funding, processes of production, distribution and exhibition (circulation), strategies to maintain audiences, and the influence of media contexts.ocr.org.uk/medi

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How much did Disney pay for each company?

What IPs do the companies own?

What revenue have they generated?

Economic Context

IPs (or Intellectual Properties) refer to popular movies, TV shows, and video game series. Disney franchises such as Star Wars, Toy Story, the Lion King, the Avengers, and more are some of the most famous examples

TOBY RONN.

Horizontal integration and vertical integration are two common strategies used by companies to expand their operations and increase their market power.

Horizontal integration involves the acquisition of or merger with a company that operates in the same industry and at the same level of the value chain. The goal of horizontal integration is to increase market share and reduce competition by combining resources and capabilities with similar companies.

An example of horizontal integration by Disney is its acquisition of 21st Century Fox in 2019. This acquisition allowed Disney to expand its media and entertainment portfolio by acquiring Fox's movie and television studios, cable networks, and other assets. By combining its resources with those of Fox, Disney was able to increase its market power and reduce competition in the media and entertainment industry.

Vertical integration, on the other hand, involves the acquisition of or merger with a company that operates in a different level of the value chain. The goal of vertical integration is to improve efficiency, control costs, and gain greater control over the supply chain.

An example of vertical integration by Disney is its ownership of its theme parks and resorts. By owning and operating its own theme parks, Disney is able to control the entire customer experience, from the characters and attractions to the food and merchandise. This allows Disney to create a seamless and immersive experience for its customers while also controlling costs and maintaining quality standards.

Overall, both horizontal and vertical integration have been important strategies for Disney to expand its operations and increase its market power in the media and entertainment industry.

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Intellectual properties of disney

Name	picture	date	Price then	Price adjusted to inflation	Revenue generated
Pixar		January 2006	7,400,000,000	11,184,000,000
Marvel Entertainment		August 31, 2009	4,400,000,000	6,249,000,000
Lucasfilms		October 30, 2012	4,050,000,000	5,375,000,000
21st Century fox		March 20, 2019	71,300,000,000	84,970,000,000

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What are cinematic universes?

Create a timeline of the MCU and how much did each film make at the box office? Aaron

The Marvel Cinematic Universe (MCU) is a series of interconnected superhero films and TV shows produced by Marvel Studios and based on characters from Marvel Comics. The MCU is one of the most successful and expansive movie franchises in history, with over 25 films and TV shows released to date.

The MCU began with the release of "Iron Man" in 2008, which introduced the character of Tony Stark (played by Robert Downey Jr.) and set the stage for a shared universe of interconnected stories. The subsequent films in the MCU, including "Captain America," "Thor," and "The Avengers," introduced more characters and expanded the universe with each new installment.

The films and TV shows in the MCU are interconnected, with events and characters from one story affecting and influencing others. This has allowed for complex and interwoven storylines that span multiple films and TV shows, creating a rich and immersive fictional universe.

The MCU has also introduced a number of iconic characters, such as Iron Man, Captain America, Thor, Black Widow, and the Hulk, and has helped launch the careers of actors such as Chris Evans, Chris Hemsworth, and Tom Holland.

Overall, the Marvel Cinematic Universe has become a cultural phenomenon, with fans eagerly anticipating each new installment and speculating about what's next for their favorite characters and storylines.

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Marvel movie chronological timeline-

Shang-Chi and the Legend of the Ten Rings 2021

Spider-Man: Far From Home 2019

Eternals 2021

Spider-Man: No Way Home 2021

Doctor Strange in the Multiverse of Madness 2022

Thor: Love and Thunder 2022

Black Panther: Wakanda Forever 2022

Ant-Man and the Wasp: Quantumania 2023

Guardians of the Galaxy Vol. 3 2023

The Marvels 2023

Deadpool & Wolverine 2024

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Captain America: The First Avenger 2011 Captain Marvel 2019 Iron Man 2008 Iron Man 2 2010 The Incredible Hulk 2008 Thor 2011

The Avengers 2012 Thor: The Dark World 2013 Iron Man 3 2013 Captain America: The Winter Soldier 2014 Guardians of the Galaxy 2014 Guardians of the Galaxy Vol. 2 2017

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Avengers: Age of Ultron 2015

Ant-Man 2015

Captain America: Civil War 2016

Black Widow 2021

Spider-Man: Homecoming 2017

Black Panther 2018

Doctor Strange 2016

Thor: Ragnarok 2017

Ant-Man and the Wasp 2018

Avengers: Infinity War 2018

Avengers: Endgame 2019

Spider-Man: Far From Home 2019

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Shang-Chi and the Legend of the Ten Rings 2021

Spider-Man: Far From Home 2019

Eternals 2021

Spider-Man: No Way Home 2021

Doctor Strange in the Multiverse of Madness 2022

Thor: Love and Thunder 2022

Black Panther: Wakanda Forever 2022

Ant-Man and the Wasp: Quantum Mania 2023

Guardians of the Galaxy Vol. 3 2023

The Marvels 2023

Deadpool & Wolverine 2024

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Marvel Cinematic Universe (Films Only) Toby S

Infinity Saga

Multiverse Saga

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Ishaan What other cinematic universes exist in competition to the MCU?

List the films of the DCU. How much money did each make at the box office.

Click on the images to play a video

The MCU (Marvel Cinematic Universe) and DCU (DC Extended Universe) are two of the most popular and successful franchises in the superhero film genre, and they have some key differences in terms of their approach to storytelling, characters, and tone.

Approach to Storytelling: The MCU has a more interconnected and cohesive approach to storytelling, with many of the films and TV shows building upon and connecting to each other. This allows for a more complex and interwoven narrative that spans multiple films and characters. In contrast, the DCU has a more disjointed approach, with less emphasis on interconnectedness and more standalone films.

Characters: Marvel has a wide range of characters with different personalities and abilities, and the MCU has successfully brought many of these characters to the big screen. Marvel has also focused on developing characters over time, allowing audiences to become invested in their journeys and relationships. DC, on the other hand, has a smaller roster of well-known characters and has struggled to develop some of them fully.

Tone: The MCU is known for its humor, wit, and light-hearted tone, even in the face of high-stakes action and drama. The DCU, on the other hand, has been criticized for being overly dark and serious in tone, with less emphasis on humor and levity.

Box Office Success: The MCU has been consistently successful at the box office, with many of its films grossing over $1 billion worldwide. The DCU has had some success with individual films, such as "Wonder Woman" and "Aquaman," but has struggled to match the MCU's consistent and widespread success.

Overall, while both the MCU and DCU have their strengths and weaknesses, the MCU has been more successful in terms of box office revenue and critical acclaim. However, DC has made some strides in recent years with well-received films like "Wonder Woman" and "Shazam," and it remains to be seen how both franchises will continue to evolve and compete in the future.

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Click on the images to play a video

What are legacy characters within superhero films?

How does this maximise audiences?

SUMMER

In the upcoming Flash movie, it has been confirmed that there will be multiple legacy characters appearing alongside the main character Barry Allen/The Flash. These include:

Michael Keaton's Batman: Keaton is reprising his role as Batman from the 1989 film, and will serve as a mentor figure to Barry Allen.

Ben Affleck's Batman: Affleck will also appear in the film as an alternate version of Batman, who is older and more experienced than Barry Allen's version of the character.

Sasha Calle's Supergirl: Calle will make her debut as Supergirl in the film, taking on the mantle from previous versions of the character.

In Spider-Man: No Way Home, it has been heavily rumored that there will be several legacy characters appearing alongside Peter Parker/Spider-Man. While it has not been officially confirmed, it is widely speculated that these characters will include:

Tobey Maguire's Spider-Man: Maguire played Spider-Man in the original Spider-Man trilogy directed by Sam Raimi.

Andrew Garfield's Spider-Man: Garfield played Spider-Man in the Amazing Spider-Man films directed by Marc Webb.

Alfred Molina's Doctor Octopus: Molina played the villainous Doctor Octopus in the second Spider-Man film directed by Raimi.

Jamie Foxx's Electro: Foxx played the villainous Electro in the second Amazing Spider-Man film directed by Webb.

Overall, the inclusion of legacy characters in these films is a way to pay homage to previous iterations of beloved characters, while also expanding the story and bringing in new audiences.

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WHAT IS A LEGACY CHARACTER?

A legacy hero is a type of character, usually a superhero, that is the descendant or relative of

an already or previously existing hero who either inherits or adopts the name and attributes of the original character. An example of a legacy character is Harry Osborn, the son of Green Goblin, or the most famous legacy character is when where Wally West became The Flash, after the character Barry Allen died in 1985’s Crisis on Infinite Earths.Wally West was one of the first true legacy characters ever.

HOW DOES THIS MAXIMISE AUDIENCES?

Legacy superheroes maximize audiences by appealing to a broad range of fans, from nostalgic long-time followers to new, younger generations. By introducing new characters who inherit the mantle of a previous hero, the franchise taps into multi-generational interest, offering diverse perspectives and backgrounds that resonate with different demographics. The narrative flexibility of legacy characters allows for fresh storylines, deep intergenerational drama, and rich world-building, all of which keep the franchise dynamic and engaging. Additionally, legacy superheroes create merchandising and branding opportunities, as multiple iterations of the same character can be marketed across different platforms. This broader appeal, combined with easier entry points for new fans, ensures long-term investment in the franchise, making legacy superheroes an effective way to expand a story's reach and keep audiences engaged over time.

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What is Shang-Chi’s and the Legend of the Ten Rings? Give context, history links with other MCU films.

Research the film on IMDb.com DYLAN

Shang-Chi and the Legend of the Ten Rings" is a recent addition to the Marvel Cinematic Universe (MCU), and it differs in several ways from other Marvel films. Here are some comparisons:

Origin Story: Unlike many other Marvel films that focus on established characters, "Shang-Chi and the Legend of the Ten Rings" is an origin story that introduces the character of Shang-Chi to the MCU. This allows the film to explore new themes and ideas, such as family, identity, and cultural heritage.

Cultural Representation: "Shang-Chi and the Legend of the Ten Rings" is the first Marvel film to feature an Asian superhero as the lead character, and the film celebrates and embraces its Asian heritage throughout. The film also features a diverse cast and crew, which is a departure from the predominantly white casts of many other Marvel films.

Action Sequences: "Shang-Chi and the Legend of the Ten Rings" features some of the most visually stunning and innovative action sequences in the MCU. The film incorporates martial arts, acrobatics, and CGI to create thrilling and dynamic fight scenes that stand out from the more conventional action sequences in other Marvel films.

Villains: "Shang-Chi and the Legend of the Ten Rings" features a compelling and complex villain in the form of Wenwu, the leader of the Ten Rings organization. This is in contrast to some other Marvel films that have had weaker or more one-dimensional villains.

Connections to the MCU: While "Shang-Chi and the Legend of the Ten Rings" is a standalone film, it also connects to the wider MCU in several ways. The film features a cameo from a well-known Marvel character and sets up potential future storylines and connections to other MCU films.

Overall, "Shang-Chi and the Legend of the Ten Rings" distinguishes itself from other Marvel films by its focus on cultural representation, visually stunning action sequences, and compelling characters, while still connecting to the wider MCU.

The 21st century Walt Disney Company, in contrast tothe Walt Disney Productions of 1937, is an international conglomerate that makes films as a small, though significant, part of its overall operations. Film still retains some of the status of an art form, so represents prestige content for the company. This means that films and their spin-offs remain important to the Disney brand. However, by revenue, the company primarily sells television (cable and broadcasting), parks, cruises, holiday resorts, and merchandising. In the last pre-pandemic accounts (2019) these accounted for $51 billion of the company’s overall revenues of $70 billion. The film segment of the business made just over $11 billion in revenues in the same year. ‘Media Networks’ and ‘Parks, Experiences and Products’ made the vast majority of the company’s overall income. This is a good example of diversification – The Walt Disney Company has diversified considerably from its film roots into more profitable areas.Disney’s television businesses include the ABC broadcast network and cable television networks such as the Disney Channel, ESPN, Freeform, FX, and National Geographic. Its streaming services, such as Disney+ and Hulu, are rapidly growing in revenue but were still making a substantial loss in 2020. Disney’s films are key to establishing brand awareness of their streaming services, where growthof audience share is a higher priority than profitability. Exclusive rights to blockbuster films such as Shang-Chi can promote the service, which can then extend the brand of the franchise by making television spin-offs, as is planned for Shang-Chi. The very strong competition between emerging streaming platforms means that control of prestige ‘content’ is vital. Disney has cut all licensing deals with streaming companies such as Netflixin order to ensure exclusivity for Disney+. The company is gambling on expanding its subscriber base sufficiently to become a major streaming player, and eventually achieve profitability (the model that Netflix pioneered). Other studios are following suit – Paramount has removed its Star Trek franchise from Netflix to boost its Paramount+ streaming service, for example.Shang-Chi was produced by Marvel Studios – a subsidiary of The Walt Disney Company’s ‘Studio Entertainment’ division, which was bought for $4 billion in 2009. Marvel Studios built a valuable brand by working with a number of different Hollywood studios to create the series offilms based on its comic book characters that became branded as the ‘Marvel Cinematic Universe’ – a brand so well-established that it is commonly recognised just by its initials. While it is unlikely that such massive corporate projects as Hollywood blockbuster films will strongly reflect the influence of individual producers, the comic book artist Stan Lee created many of the most famous characters within the MCU and the style and content of the MCU films does reflect, in part, his work, though some of his representations needed ‘modernising’, particularly for Shang-Chi.Disney’s ownership of Marvel Studios and Disney+ represents a partial return to vertical integration. The Walt Disney Company own the producers of Shang-Chi, their distribution arm distributed the film, and Disney have restricted streaming of the film to Disney+. However, they do not own or control the cinema chains that provide the theatrical release. Theatrical release remains important to film’s credibility as an ‘art’ medium – so Netflix released potential Oscar-winning films such as Roma andFor full details see ocr.org.uk/mediastudies 4© OCR 20

The Irishman in cinemas, for example – but simultaneous release in cinemas and on studio-controlled streaming platforms is becoming common, especially for lower budget films that might struggle to be seen in mainstream cinemas.Whereas the Disney films of the 1930s very much reflect the tastes and style of Walt Disney as an individual, the huge and varied output of The Walt Disney Company today reflects the various strands of its corporate make-up. They own Walt Disney Pictures, Walt Disney Animation Studios, Pixar, Marvel Studios, Lucasfilm, 20th Century Studios, 20th Century Animation, and Searchlight Pictures. The latter, formerly the art film division of 20th Century Fox (the whole studio was acquired by Disney in 2019), produces films, such as Nightmare Alley and Fresh, that are far removed from the family-friendly fare of its flagship brands. However, within Marvel it should be noted that Kevin Feige, the President of Marvel Studios, is a key figure within the MCU films due to the need for continuity within this long series of films.MCU films, such as Shang-Chi, meet key commercial imperatives in the unpredictable world of film production and distribution, where many films lose money. The MCU is an expandable franchise – it can include sequels, but, unlike many other franchises, it doesn’t rely on them. This enables any film within the ‘universe’ to benefit from the brand recognition that a franchise brings without the risk of brand fatigue brought about by repetitive sequels of diminishing quality and lowered audience expectations. This ‘marketability’ creates greater predictability for the producers and distributors, allowing larger production and marketing budgets and more ambitious saturation release, which all increase the prospect of commercial success, so long as the film generates good ‘word of mouth’. The strong element of fandom the MCU franchise has generated may help to generate positive word of mouth, so long as the film is tailored to fulfil the pleasures already established in the franchise, giving the film extra ‘playability’.

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Shang Chi and the Legend Of the Ten Rings is an action adventure film, which is based on the Marvel comic series, Shang Chi. Shang Chi was originally written when 2 writers approached DC comics but were rejected, they then approached Marvel with the idea for a Kung Fu based Original comic series, the pitch was a success and Shang Chi made his first appearance in 1973, the comics that he made appearances in where major successes due to the popularity of Martial Arts in the USA at the time.

The film is part of the MCU and therefore links in with every other film that is also part of this cinematic universe. It links in with the main MCU through a character called Wong who was a major character in the Doctor Strange films and the Avengers Infinity war and Avengers Endgame.

When the comics for Shang Chi were first written in 1973 Shang Chi’s design was based on Bruce Lee, both masters of martial arts that fought shirtless.

In the late 1980’s a tv show for Shang Chi was in talks where Brandon Lee, Bruce Lee’s son would play the lead role, but it was never made.

What is Shang-Chi’s and the Legend of the Ten Rings? Give context, history links with other MCU films.

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Film Poster Analysis:

Genre

Narrative

Binary Oppositions

Semiotics

Stars

Mark of Quality

Intertextuality

Share your findings with the rest of the class? MAISIE

Roland Barthes

#Signs

#Connotations

#myths

Tzvetan Todorov

#Equilbrium

#Disequilbrium

#ideology

Steve Neale

#Repetition Difference

#Borrowing

#Industry

Claude Lévi-Strauss

#Binary Oppositions

#ideology

A film poster is a promotional tool used to advertise a film. It typically features key elements such as the title, tagline, and images of the main characters or scenes from the film. Film posters can come in various sizes and formats, from small flyers to large billboards.

Character posters, on the other hand, are posters that focus on individual characters from the film, rather than the film as a whole. They often feature a single character, or a group of characters, along with their name and a tagline that highlights their role in the story. Character posters can be released in addition to the main film poster, or as part of a larger marketing campaign leading up to the film's release.

Both film posters and character posters are important tools for promoting films and generating interest among audiences. They are often used in theaters, on billboards, in magazines, and on social media to raise awareness and generate excitement for the film. Film studios may release multiple posters for a single film, each with a different design or focus, in order to appeal to different audiences and highlight different aspects of the film.

The poster for Shang-Chi and the Legend of the Ten Rings uses a variety of techniques to sell the film to audiences:

Visual appeal: The poster features a striking image of the film's lead actor, Simu Liu, in a dynamic pose, surrounded by swirling red smoke and golden dragons. The bold colors and dramatic composition are designed to catch the viewer's eye and convey a sense of excitement and adventure.
Branding: The poster prominently displays the film's title and the Marvel Studios logo, helping to establish the movie's brand and connect it to other successful Marvel films.
Genre identification: The poster gives viewers a sense of the film's action-packed martial arts genre, with the inclusion of traditional Chinese elements like dragons and temples.
Star power: The poster highlights the film's diverse cast, including Simu Liu, Awkwafina, and Tony Leung, who are all shown in character.
Tone: The poster's dynamic composition, bold colors, and traditional Chinese elements suggest that the film will be a high-energy adventure with a strong sense of cultural identity.

Overall, the poster for Shang-Chi and the Legend of the Ten Rings effectively sells the film's unique blend of martial arts action, diverse casting, and traditional Chinese culture to audiences. It captures the film's tone and style, while also connecting it to the wider Marvel Cinematic Universe and its fan base.

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