3. How has the film been marketed to ensure the film reached its UK audience? AVATAR CASE STUDY QUESTIONS
3. How has the film been marketed to ensure the film reached its UK audience?
Overall, a good answer that uses the key concepts well at times, although not always consistently. Audiences and Institutions key concepts:
1. The film's target audience, both in the UK and globally (core and secondary markets, audience demographics, typical audience profile) good
2. Patterns and trends of audience behaviour (audience tastes and habits in media consumption, pleasures, sharing, uses and gratifications) some
3. How the film has been received, both globally and in the UK (box office and other data, reviews and opinions, debates/discussions around the film) some, lacks specific examples though
4. The issues raised in the targeting of UK national and local audiences by international or global institutions (specific needs of the UK market, cultural awareness, impact of global distribution) not really tackled
5. The issues raised by the institutional ownership of each film (production company, production and marketing budgets, UK distributor, licensing deals) not tackled
6. The importance of cross media convergence and synergy (production technology, marketing campaign, the website, social networking, viral, cross platform distribution) good although not enough about audience appeal/gratifications/pleasures. Key issue is about the difference in the web presence of one film compared to the other and how web 2.0 has been utilised to market Avatar compared to the more traditional nature of the marketing for TBTR. This point is identified but not fully explored. TBTR official website not explored at all.
7. The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exhibition/exchange (3D, CGI/animation, blu-ray, home cinema, multi-channel TV, PVR, digital cinema projection, fast broadband) Again, this is not explicitly tackled in relation to impact on marketing
8. The significance of proliferation in hardware and content for institutions and audiences (competition, changing digital landscapes, technological obsolescence, investment costs, piracy) Again, this is not explicitly tackled in relation to impact on marketing
9. The importance of technological convergence for institutions and audiences (portability, convenience, levels of control and personalisation, non-linear experiences, interactivity/immersion, changing expectations, impact on traditional media insititutions, rise in short form content, piracy) discussed but impact not always explicit
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