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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 timeline- Aaron

Captain America: The First Avenger 2011

Captain Marvel 2019

Iron Man 2008

Iron Man 2 2010

The Incredible Hulk 2008

Thor2011

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

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 War2018

Avengers: Endgame 2019

Spider-Man: Far From Home 2019

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 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

Iron Man 2 2010 The Incredible Hulk 2008

Thor 2011

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Marvel Cinematic Universe (Films Only) Toby S

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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 epic film which is part of the Marvel Cinematic Universe. The plot revolves around Shaun who is the son of Xu Wenwu the leader of the terrorist organisation called ‘the ten rings’, Shaun must confront his past as his father sends his terrorist organisation after him.

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.

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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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Narrative: shang- chi is an origin story about a young Kung-fu master. He is forced to confront his past he thought he’d left behind when his distant father draws him into a search for a mythical village.

Genre: action/adventure

Mark of quality:

- Film logo

Stars: main character is shang chi

who is played by Simu liu

Binary oppositions: shang chi is the hero

Whereas Xu Wenwu is the villain and they are father and son

Semiotics: different colours were used to help portray characters and how they want to be perceived as and also their role in the narrative. For example the character of shang chi's father is associated with the colour blue due to him showing qualities we would match with this color such as loyalty, confidence.

Intertextualities: shang chi factors in a lot of appearances and references that tie into the Marvel cinematic universe. For example the incredible hulk.

-The poster uses the size of the characters to show their importance and role.

- the colours between the fight give of connotations of what the character may be like and represent.

- the effects help show the genre and give an insight to the audience of the quality.

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Who is Awkwafina and how does she help to sell the movie to audiences? (Maximise Audiences)

How do character posters help sell a movie to audiences. OWEN

David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

Click on the images to play a video

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AWKWAFINA

Background:

Her real name is Nora Lum and is an American actress, comedian and rapper.

She was born in New York to a Chinese - American father and Korean mother on the 2nd June 1988 (36 years old).

Acting career:

She posted a rap song in 2012 called “My vag” which went viral and she was soon offered acting roles in projects a few years later such as Girl code, Neighbours 2 and Storks. These projects started off her acting career and she went on to be in much larger films such as Ocean’s 8, The little mermaid, Jumanji: the next level, kung Fu Panda 4, Shang - Chi and also Crazy rich asians. Awkwafina received the Golden Globe Award for Best Actress – Motion Picture Comedy or Musical, becoming the first person of Asian descent to win a Golden Globe Award in any lead actress film category. By 2024, her total net worth was around $8 million.

How she helps maximise audiences:

She is known for her comedic approach to acting and her funny actions and lines which just make movies and projects that she is in much better, making more people want to see the film or series.

How do character posters help sell a movie to the audience:

If a film poster presents well known actors that have a good reputation for being in good films, such as Awkwafina, it may persuade people more to go and watch it, which leads to more seat sales in cinemas and overall making the movie do well and make lots of money.

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Who is Michelle Yeoh and how does she help to sell the movie to audiences?

(maximise audiences) ISAAC

David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

Click on the images to play a video

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Michelle Yeoh is a Malaysian actress, producer, who has worked in both English and Chinese language films and TV shows. She was born on August 6, 1962, in Ipoh, Perak, Malaysia.

Yeoh started her career as a beauty queen, representing Malaysia in the Miss World 1983 pageant. She then transitioned to acting, appearing in numerous Hong Kong action films throughout the 1980s and 1990s, including "Police Story 3: Super Cop" (1992) and "Wing Chun" (1994).

Yeoh gained international fame with her role in the James Bond film "Tomorrow Never Dies" (1997) as the Bond girl Wai Lin.

In recent years, Yeoh has continued to work in film and television, appearing in the "Star Trek: Discovery" TV series, as well as the films "Crazy Rich Asians" (2018) and "Shang-Chi and the Legend of the Ten Rings" (2021). Everything Everywhere All At Once (2022) in which she won best actress at the oscars.

Michelle Yeoh

Maximises Audience Through:

Interviews for the film
Press tour
Rating PG-13
Partnerships with big brands- BMW

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Ben Kingsley and Tony Leung Chiu-wai are both well-known actors in the film industry.

Ben Kingsley is a British actor who has appeared in a wide range of films, including the biographical drama Gandhi, for which he won an Academy Award for Best Actor. He has also appeared in films such as Schindler's List, Sexy Beast, and Iron Man 3, in which he played the role of the villain, the Mandarin.

Tony Leung Chiu-wai is a Hong Kong actor who has appeared in numerous films throughout his career. He has won numerous awards for his performances, including Best Actor at the Cannes Film Festival for his role in In the Mood for Love. He is also known for his roles in films such as Infernal Affairs, Lust, Caution, and The Grandmaster.

Both actors have had successful careers in the film industry, with a range of acclaimed performances in a variety of roles.

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David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

Film Trailer Analysis:

Genre

Narrative

Binary Oppositions

Semiotics

Stars

Mark of Quality

Intertextuality

Roland Barthes

#Signs

#Connotations

#myths

Tzvetan Todorov

#Equilbrium

#Disequilbrium

#ideology

Steve Neale

#Repetition Difference

#Borrowing

#Industry

Claude Lévi-Strauss

#Binary Oppositions

#ideology

Film trailers are an essential part of the film marketing process, and they are designed to sell the film to audiences by creating excitement, anticipation, and intrigue. Here are some ways in which film trailers sell a film to audiences:

Teasing the story: Trailers give the audience a glimpse of the story, characters, and setting of the film, while leaving enough unanswered questions to make the audience want to see more. They use a combination of dialogue, music, and visual effects to create a sense of mystery and intrigue.

Showcasing the stars: Film trailers often highlight the stars of the film, showing them in their best light and emphasizing their charisma and star power. This can be particularly effective in drawing in fans of specific actors or actresses.

Highlighting the action: Trailers often feature the most exciting and action-packed scenes from the film, which can grab the audience's attention and get them excited for what's to come. This is particularly effective for action, sci-fi, and superhero films.

Creating an emotional connection: Trailers can also connect with audiences on an emotional level by showcasing heartwarming or emotional scenes from the film. This can be particularly effective for dramas, romances, and films that deal with serious themes.

Building hype: Finally, film trailers are designed to build hype and anticipation for the film. They use a combination of editing, music, and visuals to create an exciting and memorable experience that stays with the audience long after they've watched the trailer. This can help generate buzz and excitement for the film, leading to more ticket sales and a successful box office run.

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Film Trailer analysis

Genre- Shang Chi is an action suspense film with bits of comedy throughout

Narrative - About a young Kung-Fu master who is forced to confront his past when he is estranged father draws him into a search for a mythical village

Binary Oppositions - Shang Chi is the hero whereas Xu Wenwu is the villain Father and son

Stars - Awkwafina is a big actor that stars in the film she STARS IN JACKPOT, The Farewell, Crazy Rich Asians, Oceans 8 and many other popular films

Mark of quality - This film poster shows the quality of the film and the 4k image and editing teases the audience that the film is going to be great and that there is going to be high quality scenes and acting throughout the film displaying an eye catching film.

Intertextuality-

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Marketing Techniques:

Find examples of the following for Shang-Chi and share with the class.

Posters

Trailers

Synergy

Television Interviews

Magazines / On Set Articles / Interviews

Premiere

TV Spots

Social Media

Word of Mouth

Rotten Tomatoes

Reviews

LOLA, HARRY, ANGEL

Film studios use a wide variety of marketing techniques to promote their films and generate buzz among audiences. Here are some common techniques:

Trailers: Film trailers are the most common and effective way of marketing a film. They give audiences a sneak peek of the film and generate excitement and anticipation.

Social media: Film studios use social media platforms such as Facebook, Twitter, Instagram, and YouTube to promote their films and engage with fans. They use a combination of promotional videos, images, and hashtags to generate buzz.

Merchandising: Film studios create and sell merchandise related to the film such as T-shirts, hats, posters, and action figures. This can help to promote the film and create additional revenue streams.

Publicity stunts: Film studios may create publicity stunts to generate buzz and media coverage for the film. For example, they might arrange a red-carpet event or a special screening for fans.

Collaborations: Film studios may collaborate with other brands or products to promote their films. For example, a film studio might partner with a fast-food chain to offer a special promotion or a limited-edition menu item.

Press coverage: Film studios may arrange interviews and press coverage with cast and crew members to generate media coverage and promote the film.

Influencer marketing: Film studios may partner with influencers such as bloggers, YouTubers, and social media stars to promote the film to their followers.

Outdoor advertising: Film studios use outdoor advertising such as billboards and posters to promote their films in high-traffic areas.

These are just a few examples of the marketing techniques used by film studios. The goal is to create as much buzz and excitement around the film as possible to generate high box office numbers and ensure its success.

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Marketing Techniques(1.Posters)

Posters help market a film as the bright colours can attract and interest audiences. It can also help with ticket sales, as some posters are exclusive to ticket holders. It can excite audiences such as saying things like ‘Filmed on IMAX’ which can attract a wider audience who might want to see a film using IMAX cameras.

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Trailers help to promote films as they give a teaser to the film and make the audience want to watch more. Youtube accounts also post reactions which help the film reach a wider audience.

Films will usually release multiple trailers, such as Shang Chi which helps to reach a wider audience and in showing more clips and scenes further interests us and makes us want to watch the entire film to learn more as trailers usually leave us on cliff-hangers or cut off the action.

2. Trailers

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3. Television Interviews

Television interviews are another technique producers use to market their films as they feature exclusive interviews with the actor as they explain what it was like to film the movie or can sometimes react to their own scenes.

This is a good marketing strategy because it involves the audience as some of the questions may have been popular questions that fans wanted to know or behind the scenes footage can peak the interest of those who may not have wanted to watch the film before.

With actors appearing in different videos, this reaches a wider audience.

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4-Magazines/On set articles

Many articles and magazines were made for the production and promotion of the film to help boost viewership and attract a wider audience. These can vary depending on the topics sometime referring to the production and development of the film with quotes from actors and directors or the comics and how they compare to the accuracy of the film.

Similarly, articles are made such as this one by Variety, to promote the film along with discussing topics of culture and the history of shang chi and its involvement in the Marvel universe

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5. Premiere

Film premieres help to boost viewer counts as people talk about the film more during its premiere as it's seen as a big event or a ‘grand opening’ people don’t want to miss out on seeing a film that's popular at the moment which leads to more people watching it, an example of this is Oppenheimer and Barbie which did extremely well during its release due to it’s premiere and ‘don’t miss out’ aspect.

Pictures of the cast on the red carpet also helps as celebrity culture is common in the film industry and many people want to watch new content with their favourite actors.

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6. Reviews

https://youtu.be/qWLfDQIceqc

Shang-Shi has decent ratings on multiple websites and this can reflect the quality of the film:

Rotten Tomatoes: 92%
IMDb: 7.4/10
Empire Magazine: 4/5
Google Rating: 4.6/5

Many film fans research a film before watching it, looking at it’s ratings and reviews online to see if it’s worth the watch. If Shang-Chi had a lower rating than less people would watch it but due to it’s well received ratings and reviews this boosted their audience.

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6. Reviews

https://youtu.be/qWLfDQIceqc

Shang-Shi has decent ratings on multiple websites and this can reflect the quality of the film:

Rotten Tomatoes: 92%
IMDb: 7.4/10
Empire Magazine: 4/5
Google Rating: 4.6/5

Many film fans research a film before watching it, looking at it’s ratings and reviews online to see if it’s worth the watch. If Shang-Chi had a lower rating than less people would watch it but due to it’s well received ratings and reviews this boosted their audience.

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7. TV spots

TV spots are times during usual shows that are interrupted to advertise another film or show. For example, Disney+ will usually advertise their own shows and films during ads.

This helps reach a wider audience as it shows clips and teasers of a film that you may not have previously wanted to watch however as the service forces you to watch a teaser of it, it may peak the interest of a few - just like how mobile advertisements work to get you to download a different game whilst your playing another game.

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8. Social Media

Shang-Chi has it’s own twitter and instagram account which they use to post Shang-Chi content and promotional videos on. It’s especially useful before the film releases as it can build an audience and a online presence.

It helps engage the audience more and as people like, repost and comment it reaches a wider audience and this is how most films are announced - through a youtube video, instagram post or even a twitter post.

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8. Word Of Mouth

Word of mouth is one of the most effective ways film reach a wider audience, as its fast and free for the company producing the film.

It involves consumers telling their friends, family or online audience about a film such as ‘Did you see the new film this week?’ and this helps spread the news of a new film, such as Shang-Chi.

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9. Rotten Tomatoes

Rotten tomatoes is a website where movie fans can rate movies. It features a ‘Tomatometer’ and a ‘Audience score’ and the higher the score out of 100 the better the film was received by the audience. The tomatometer is for film critics, and is usually much harder to receive a high percentage.

This website can make or break a films reputation, as fans don’t want to watch films that are received badly or considered boring, so having a high Rotten Tomatoes score can increase the reputation of a film and encourage more people to watch it.

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Merchandise

There are many merchandise options available for Shang-Chi and this helps bring in profit, and viewers. Some of the notable merchandises are:

Shang-Chi Funko Pop
Shang-Chi T-Shirt
Shang-Chi Cap
Shang-Chi minifigures
Shang-Chi lego set

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What are the influences that helped shape the film? WILLIAM

David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

Click on the images to play a video

The film Shang-Chi and the Legend of the Ten Rings draws on a range of cinematic influences, including:

Martial arts films: The film features a number of martial arts sequences that pay homage to classic kung fu films, including Bruce Lee's Enter the Dragon (1973) and Jackie Chan's Drunken Master (1978). These sequences are choreographed by veteran Hong Kong action director, Yuen Woo-ping.
Superhero films: As part of the Marvel Cinematic Universe, Shang-Chi also draws on the conventions of the superhero genre, including its use of special effects, larger-than-life villains, and epic action sequences.
Chinese mythology and folklore: The film incorporates elements of Chinese mythology and folklore, including the Ten Rings themselves, which are based on a magical artifact from Chinese legend. The film's use of mythical creatures such as dragons and the Great Protector also reflects this influence.
Hong Kong cinema: Director Destin Daniel Cretton has cited Hong Kong filmmakers such as Wong Kar-wai and John Woo as influences on his visual style, particularly their use of light and color.
Fantasy adventure films: The film's blend of martial arts action and fantasy adventure has been compared to films such as Crouching Tiger, Hidden Dragon (2000) and The Lord of the Rings (2001-2003).

Overall, Shang-Chi and the Legend of the Ten Rings draws on a diverse range of cinematic influences to create a unique blend of martial arts action, superhero spectacle, and Chinese cultural elements.

Who is Awkwafina?

ChatGPT

Awkwafina, whose real name is Nora Lum, is an American actress, rapper, and comedian. She was born on June 2, 1988, in New York City. Awkwafina first gained recognition for her satirical rap songs, including "My Vag" and "NYC Bitche$". She later transitioned into acting, with roles in films such as Ocean's 8 (2018) and Crazy Rich Asians (2018), which earned her critical acclaim. Awkwafina's breakthrough role came in the 2019 film The Farewell, for which she won a Golden Globe award for Best Actress in a Motion Picture – Musical or Comedy. In Shang-Chi and the Legend of the Ten Rings, Awkwafina plays the character of Katy, a friend of the film's titular hero.

Regenerate response

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l

Main Influences For Shang-Chi

Older martial arts movies from actors such as Bruce Lee and Jackie Chan heavily influenced how the films style and action sequences were created.

Shang-Chi was first introduced as a comic in the 1970’s. Many aspects of the films character are the same as the comic book version.

The film integrates elements of Chinese mythology, folklore, and traditional culture.The film also explores themes of family,honour and legacy, all of which resonate with traditional Chinese values.

A significant influence on the movie was the desire to create a film that authentically represents Asian and Asian-American experiences. Director Destin Daniel Cretton, along with a predominantly Asian cast, worked to ensure that the film explored themes of cultural identity, family dynamics, and generational trauma.

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Cinema Exhibition CHARLIE/ALEX

Box Office: How successful was the film?

Advertising spend is the same as the budget.

Cinemas take roughly 50% of the box office.

What is a simultaneous release strategy?

What happens to films in the weeks following a film’s release?

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Shang-Chi and the Legend of the Ten Rings (2021) - Financial Information (the-numbers.com)

The budget for the film is estimated at $150-$200 million. The film was shot in Australia; the local state and national governments gave $24million in funding. Blockbuster budgets like these require the producers to minimiserisk, as it is so easy to lose a lot of money. Much of the budget is spent on spectacle, including elaborate CGI, to offer accessible pleasures to global audiences. Complex fight scenes are intended to attract the young audiences that are most likely to attend cinemas. Plot is kept simple and archetypal – the standard MCU origins plot – but the audience also requires difference, in this case through different settings and characters and a slightly different tone to previous MCU films. The film achieved a PG-13 rating in the US, thus maximising a teenage audience.The film made $432 million in box office, so it should have covered its costs (after promotional costs and the cinemas’ takes). However, its after-life on Disney+ adds extra value, so Disney considered it enough of a success to produce a sequel.

The film box office refers to the amount of money a movie earns through ticket sales at movie theaters. It is an important measure of a movie's success because it reflects the audience's interest in the film and the financial return for the producers and investors who financed the movie.

The box office is important to film producers for several reasons. First, it provides a way to measure the success of a film in monetary terms. A high box office result indicates that the film is popular with audiences and has a good chance of earning back its production and marketing costs, as well as making a profit.

Second, the box office results can influence future investments and financing decisions for the film industry. A successful movie can attract more investment and help to secure funding for future projects. Conversely, a poorly performing movie may make it more difficult for producers to secure financing for future projects.

Finally, the box office results can also have a significant impact on the careers of the filmmakers and actors involved in the film. A successful movie can raise the profile of the people involved, making them more attractive to future investors, studios, and audiences.

In summary, the film box office is important to film producers as it provides a measure of the success of a film, influences future investments and financing decisions, and impacts the careers of the people involved in the film.

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Box Office: Shang Chi made $432.2 million total worldwide and earned $13.2 million from IMAX. On opening day Shang Chi earned $29.6 million.

A simultaneous release strategy is where a film releases on multiple platforms on the exact same day, or in very close proximity of time.

The theatrical window for a new movie is usually 40 to 50 days. After their theatrical run it is usually a three or four month wait until the film is released to buy physically or digitally.

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Box Office: what is distribution?

What are the advantages and disadvantages of each?ROXY

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Shang-Chi and the Legend of the Ten Rings (2021) - Financial Information (the-numbers.com)

Film exhibition refers to the public display of films for audiences to watch in movie theaters or other venues. This includes the physical presentation of the film on a big screen, with accompanying sound and visual effects, as well as any additional elements such as 3D or IMAX presentations.

Film distribution, on the other hand, refers to the process of getting the film to the theaters or other venues for exhibition. This includes the marketing and advertising of the film to create awareness and generate interest among potential audiences, negotiating deals with theaters or other exhibitors to show the film, and coordinating the logistics of delivering the film reels or digital copies to the theaters.

In the past, film distribution was primarily done through physical media such as film reels, while today, digital distribution has become the norm. This involves sending digital copies of the film to theaters through secure online networks or satellite transmissions.

Both film exhibition and distribution are crucial parts of the film industry, as they allow movies to be shown to large audiences and generate revenue for the filmmakers and studios involved. Without these processes, it would be difficult for movies to reach their intended audiences and achieve commercial success.

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What is distribution? The methods of which media products are delivered to audiences including marketing campaign. Distribution in media includes research and understanding of the efficacy of advertising.

Shang chi was produced by marvel studios and distributed by walt disney studios motion pictures.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. Shang chi was distributed through theatrical release on september 3rd 2021 it was released in cinemas worldwide including north america, europe and asia this was its primary method of distribution it was also distributed through disney+ and was available to stream on disney plus two months after its theatrical release. Lastly it was also available on home media it was made available for purchase on demand and rentals

Advantages of how shang chi was distributed; the advantages of shang chi being distributed through home media are its long term revenue because after its theatrical and streaming releases the home media sales provide a sustained revenue stream for shang chi . and its extra content from physical media which will often include behind the scenes footage, deleted scenes and commentary tracks which can enhance the viewers connection with the film.

Disadvantages of how shang chi was distributed; the disadvantages of shang chi being distributed through home media is the growing shift towards digital content resulting in physical media sales decreasing so fewer people are purchasing DVDs and blu-rays affecting the physical media market which in the long term could reduce the overall impact of this distribution method.

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What are the advantages and disadvantages of using different technologies in the production of a big budget film? LOLA F

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Click on the image to play a video

Economic Context

Visual and special effects are a crucial part of creating the immersive worlds and larger-than-life characters that audiences have come to expect from Marvel films. Here are some of the key techniques used to create these effects:

CGI (Computer Generated Imagery): Marvel films extensively use CGI to create a wide range of visual effects. This can include everything from the creation of entire environments to the addition of special effects to live-action footage. CGI allows filmmakers to create larger-than-life characters and environments that would be impossible to achieve using traditional filmmaking techniques.
Motion capture: Motion capture is a technique in which an actor's movements are captured using special cameras and sensors, and then used to animate a digital character. This technique is often used in Marvel films to create realistic and expressive movements for characters such as the Hulk or Groot.
Green screen: Green screen technology allows filmmakers to film actors in front of a green screen and later replace the background with a digitally-created environment. This technique is commonly used in Marvel films to create the illusion of characters flying through the air or battling in fantastical environments.
Practical effects: While CGI is heavily used in Marvel films, practical effects are also used to create realistic and tactile environments and props. This can include the use of practical costumes, makeup, and prosthetics to create convincing alien or superhuman characters.
3D printing: 3D printing technology allows filmmakers to create detailed and intricate props and costumes that would be impossible to achieve using traditional fabrication techniques. This technology is often used to create detailed and intricate armor, weapons, and props for characters in Marvel films.

Overall, the creation of visual and special effects for Marvel films is a highly collaborative process that involves a wide range of artists, technicians, and filmmakers working together to create the immersive and spectacular worlds that audiences have come to expect.

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The making of a big-budget film typically involves a wide range of advanced technologies across various stages of production. Here are some of the key technologies used:

1. Cameras and Lenses

Digital Cameras: hese cameras provide excellent image quality and flexibility for both practical and visual effects-heavy films.
3D Cameras: For films that require stereoscopic 3D, specialized cameras
Lenses
2. Visual Effects (VFX)
CGI (Computer-Generated Imagery):for creating fantastical environments, creatures, or complex action sequences
Motion Capture: For realistic animation of digital characters, motion capture technology records human actors' movements and translates them into digital models.

. Post-Production

Editing Software: Advanced editing software like Avid Media Composer, Adobe Premiere Pro, or Final Cut Pro are standard tools for film editing.
Color Grading: Software like DaVinci Resolve is used for color correction and grading to create a specific visual mood.
Sound Design: Technologies like Pro Tools or Avid's suite of sound design tools are used to create and mix complex soundscapes for the film.

4. Production Design

Virtual Production: Techniques like Unreal Engine, LED walls (e.g., Stagecraft by ILM), and real-time rendering are used for virtual sets, where actors perform in front of LED screens that display photorealistic environments. This is part of a broader shift toward "virtual production."
3D Modeling and Scanning: 3D modeling software like Autodesk Maya or ZBrush is used to create digital models of sets, props, and characters. Additionally, 3D scanners can be used to capture real-world objects to replicate them digitally.

5. Sound and Music

Dolby Atmos: For immersive sound, Dolby Atmos is commonly used to create 3D audio in cinemas.
Foley Art: Creating real-world sounds through physical objects is still a staple of sound design, with the use of specialized microphones and environments.
Film Scoring: Music is often composed using high-end digital audio workstations (DAWs) and instruments, with orchestral recordings or electronic music depending on the film’s tone.

6. Special Effects (SFX)

Practical Effects: In addition to digital VFX, practical effects, such as animatronics, makeup effects, and pyrotechnics, are used for realistic interactions and on-set visuals.
Miniatures and Models: Some big-budget films still rely on miniatures and physical models for complex scenes that are difficult or expensive to replicate digitally.

7. Lighting and Rigging

Advanced Lighting: Cinematographers use various lighting technologies, such as LED panels, HMIs (Hydrargyrum Medium-arc Iodide lamps), and Fresnel lights, to achieve the right mood and exposure.
Rigging Systems: To move cameras, lights, and even actors during complex shots, rigging technologies such as drones, cranes, and motion control rigs are employed.

8. Computer Graphics (CG) Software

Maya, Blender, and 3ds Max: These are widely used for modeling, rigging, animation, and rendering in the creation of VFX-heavy scenes.
Autodesk Maya: One of the industry standards for 3D modeling and animation.

9. Advanced Simulation and AI

Artificial Intelligence (AI): AI-driven tools can help with automating processes like rotoscoping, facial recognition, and even predicting audience reactions or refining edits.
Physics Simulations: Software like Houdini is used for realistic simulations of complex phenomena such as fluid dynamics, explosions, and crowds.

10. Drones and Aerial Photography

Drones: Used for aerial shots and capturing footage from perspectives that would otherwise be difficult or expensive to achieve, drones equipped with high-quality cameras provide unique angles and sweeping views.

11. Distribution Technology

4K/8K Resolution: With the increasing push for high-definition content, films are often shot, edited, and distributed in ultra-high-definition formats.
Digital Cinema Package (DCP): A standardized format used for digital distribution to cinemas globally.

12. Collaboration Tools

Cloud-Based Tools: Filmmakers use cloud-based project management and collaboration tools to facilitate communication and ensure seamless workflows across large teams. Services like Frame.io are used for real-time collaboration on visual assets.

These technologies combine to produce the high-quality, visually stunning, and immersive experiences that audiences expect from big-budget films. The advancements in VFX, virtual production, and real-time rendering have also significantly changed how movies are made in recent years.

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Streaming Services: What are they and how are they supposed to increase profit and power?

List the other streaming services in direct competition to Disney+

How many subscribers do each have?

Share your findings with the rest of the class? DAISY

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Sonia Livingstone and Peter Lunt #Protection

#Consumers

#Internet

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Economic Context

Official streaming services can reduce the risk of illegal streaming in several ways:

Offering a wide range of content: Official streaming services can reduce the incentive for people to turn to illegal streaming by offering a comprehensive library of movies, TV shows, and other content. By providing a convenient and affordable way to access content legally, streaming services can help to reduce the demand for pirated content.
Providing high-quality streaming: Official streaming services can provide high-quality streaming, with fast and reliable connections and high-definition video. This can make it more difficult for people to justify the risk and inconvenience of illegal streaming.
Implementing anti-piracy measures: Streaming services can implement a range of measures to prevent piracy, such as digital rights management (DRM) technologies that encrypt content and prevent unauthorized copying, and watermarking techniques that allow content owners to track the source of leaked content.
Offering competitive pricing: Streaming services can offer competitive pricing that makes it more affordable to access content legally.

The arrival of digitally convergent media platforms has had a significant impact on Disney and their films in several ways.

Firstly, these platforms have allowed Disney to expand their distribution channels and reach a wider audience. Disney has been able to leverage the power of digital platforms such as streaming services like Disney+, Netflix, Amazon Prime, and Hulu to distribute their films and TV shows to a global audience. This has allowed the company to increase their revenue streams and profitability.

Secondly, these platforms have provided Disney with a way to connect with audiences in new and engaging ways. Disney has used digital platforms to create interactive experiences and immersive worlds that allow fans to engage with their favorite characters and stories. For example, the Disney+ series The Mandalorian utilized cutting-edge technology to create a groundbreaking virtual production, which was a major selling point for the series.

Thirdly, digital platforms have provided Disney with a wealth of data and insights about their audience. Disney has been able to analyze user data to better understand their audience's viewing habits, preferences, and behaviors. This has allowed them to tailor their content to specific demographics and create more personalized experiences for their fans.

However, the rise of digital platforms has also brought new challenges for Disney. The increased competition for attention and viewership has forced the company to adapt to changing consumer behavior and preferences. They have had to invest heavily in creating high-quality content to stand out in a crowded marketplace.

Moreover, the increased use of digital media has also brought new challenges related to piracy and copyright infringement. Disney has had to invest in anti-piracy measures to protect their content and intellectual property.

In conclusion, the arrival of digitally convergent media platforms has had a significant impact on Disney and their films. While it has presented new opportunities for growth and engagement, it has also brought new challenges that the company has had to navigate to remain successful in a constantly evolving media landscape.

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Streaming services

The following are all American subscription media services owned and operated by Disney Streaming, a major business segment of the Walt Disney company:

-Disney+

-hulu

-ESPN+

-By offering bundled subscriptions with other Disney-owned services such as Hulu and ESPN+, Disney has been able to expand its reach and attract a broader audience.

Disney+

Disney+ was made to provide a dedicated streaming platform for Disney's vast collection of movies, TV shows, and exclusive content. For example, showcasing Disney, Pixar, Marvel, Star Wars, National Geographic and more.

-158.6 million subscribers (increasing)

-Main competitors= netflix and amazon prime.

Hulu

-

-51.1 million subscribers (increasing)

ESPN+

-

-24.9 million subscribers (decreasing)

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How does the MCU promote diversity?

Give some examples.

Curran and Seaton

#Power and Profit

#Limit Creativity

#Social Diversity

Click on the images to play a video

The Marvel Cinematic Universe (MCU) has taken steps to promote diversity in a number of ways, both on and off screen. Here are some examples:

Casting: The MCU has made a concerted effort to cast a diverse range of actors in its films and television series. This includes actors of different ethnicities, genders, and ages. Notable examples include Chadwick Boseman as Black Panther, Simu Liu as Shang-Chi, and Tessa Thompson as Valkyrie.

Representation: The MCU has also made efforts to represent diverse perspectives and experiences in its storytelling. This includes exploring themes of race, gender, and sexuality in its films and television series. For example, Thor: Ragnarok featured a prominent LGBTQ+ character in Valkyrie, and WandaVision explored the experiences of a character dealing with grief and trauma.

Behind the Scenes: The MCU has also taken steps to increase diversity behind the scenes, hiring more women and people of color in key creative roles. For example, Black Panther was directed by Ryan Coogler, who is African American, and featured a predominantly black cast and crew.

Outreach: The MCU has also used its platform to promote diversity and representation in broader society. For example, the studio has partnered with organizations like Girls Who Code to encourage more girls and women to pursue careers in STEM fields.

Overall, the MCU has made significant strides in promoting diversity and representation in its films and beyond. While there is still work to be done, these efforts have helped to create a more inclusive and diverse entertainment landscape for audiences around the world.

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How does Disney and Marvel maintain audiences?

Click on the images to play a video

Economic Context

David Hesmondhalgh #Vertical Horizontal

#Formatting / Risk

#Different industries

Disney and Marvel maintain audiences through several key strategies:

Compelling storytelling: Disney and Marvel invest heavily in creating captivating and well-crafted stories. They aim to create engaging narratives, memorable characters, and exciting plotlines that keep audiences invested in their movies and TV shows.
Strong brand identity: Both Disney and Marvel have built strong brand identities over the years. Disney is known for its family-friendly content, magical experiences, and timeless characters, while Marvel is associated with epic superhero stories and interconnected universes. Their consistent branding and reputation help attract and retain audiences.
Franchise building and interconnected storytelling: Marvel, in particular, has pioneered the concept of interconnected storytelling through the Marvel Cinematic Universe (MCU). By linking multiple films and TV shows together, they create a shared universe where each installment builds upon the previous ones, generating anticipation and a sense of continuity. This encourages audiences to stay engaged and follow the ongoing storylines.
Diverse range of content: Disney and Marvel cater to a wide range of audiences by producing diverse content. They offer family-friendly animated films, superhero blockbusters, TV series, and more. This variety ensures that there is something for everyone, attracting different demographics and expanding their audience base.
Marketing and promotion: Disney and Marvel invest heavily in marketing and promotion to create buzz and generate excitement for their releases. They utilize various channels such as trailers, posters, social media campaigns, and fan events to engage with audiences and keep them eagerly anticipating their upcoming projects.
Fan engagement and interaction: Disney and Marvel actively engage with their fan base through social media, fan events, and conventions. They value fan feedback and create opportunities for fans to feel connected and involved in the franchise. This fosters loyalty and dedication among their audience.

Overall, Disney and Marvel maintain audiences by consistently delivering high-quality content, nurturing their brand identity, expanding their storytelling universes, and actively engaging with fans. These strategies help them build a dedicated and loyal fan base that eagerly anticipates their new releases

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Economic Context

Production Budget
Box Office Revenue
Merchandising
Market Trends
Streaming and Distribution

Applying economic context to Disney and Marvel Studios, as well as their recent film Shang-Chi, involves considering factors such as production costs, box office revenue, merchandising, and overall market trends.

Production Costs: Disney and Marvel Studios are known for producing high-budget films with extensive visual effects and star-studded casts. These productions involve significant investments in terms of talent, technology, and marketing. The production budget for Shang-Chi and the Legend of the Ten Rings, for example, was reportedly around $150 million.

Box Office Revenue: The success of Disney and Marvel Studios films is often measured by box office performance. Box office revenue includes ticket sales from theatrical releases, which is a key revenue stream for film studios. The performance of Shang-Chi at the box office would be a crucial factor in determining its economic success and the profitability of the film.

Merchandising: Disney and Marvel have a strong merchandise and licensing business. They capitalize on the popularity of their films and characters by selling toys, apparel, collectibles, and other merchandise. Shang-Chi's success could lead to additional revenue through merchandise sales, particularly if the film generates a devoted fan base.

Market Trends: The economic performance of Disney and Marvel Studios is influenced by broader market trends in the film industry. Factors such as audience demand, competition, and consumer preferences can impact the success of their films. Understanding the economic landscape and adapting to evolving market trends is crucial for sustained profitability.

Streaming and Distribution: Disney has also embraced the streaming market with its Disney+ platform, which provides a new avenue for releasing and monetizing their films. The availability of Shang-Chi on Disney+ would impact its revenue potential and audience reach, as streaming platforms offer an additional source of income and viewership.

It's important to note that the economic success of a film like Shang-Chi is multifaceted and depends on various factors beyond its box office performance, including ancillary revenue streams, international markets, and long-term franchise development. Evaluating these economic aspects helps assess the financial viability and impact of Disney, Marvel Studios, and their films within the entertainment industry.

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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 timeline- Aaron

Captain America: The First Avenger 2011

Captain Marvel 2019

Iron Man 2008

Iron Man 2 2010

The Incredible Hulk 2008

Thor2011

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

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 War2018

Avengers: Endgame 2019

Spider-Man: Far From Home 2019

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 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

Iron Man 2 2010 The Incredible Hulk 2008

Thor 2011

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Marvel Cinematic Universe (Films Only) Toby S

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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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