Answer the question below, making detailed reference to examples from your case study material to support points made in your answer.

Q. How important is technological convergence for institutions and audiences within a media area which you have studied?

June 2009

Understanding the question

Key words / phrases

1. ‘technological convergence’

2. ‘institutions’3. ‘audiences’4. ‘media area’

Meaning• ‘The key agent of change’ …

‘technologies coming together’

• Film producers, distributors and exhibitors

• Viewers (home and abroad)• The film industry

Mark Scheme

To get a top mark (level 4 out of 50) you need to do the following:

1. Explanation/analysis/argument (16-20 marks)

Shows excellent understanding of the task Excellent knowledge and understanding of institutional/audience practices – factual knowledge is relevant and accurate A clear and developed argument, substantiated by detailed reference to case study material Clearly relevant to set question

2. Use of examples (16-20 marks)

Offers frequent evidence from case study material – award marks to reflect the range and appropriateness of examples Offers a full range of examples from case study and own experience Offers examples which are clearly relevant to the set question

3. Use of terminology (8-10 marks)

Use of terminology is relevant and accurate

4. Expression and coherence of argument

Complex issues have been expressed clearly and fluently using a style of writing appropriate to the complex subject matter. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.

This candidate got a TOP LEVEL 4 – full marks.

Some Key Concepts for Film Industry Questions

1. Convergence - ‘The key agent of change’ … ‘technologies coming together’

2. Impact of Digital Technologies – ‘digital technology is transforming the audio-visual experience of film’

3. Piracy4. Synergy – ‘media industries are diversifying so they

produce and distribute across several media’5. Audience fragmentation – ‘convergence, user-generated

content and social networking have transformed the audience’ – cinema vs DVD

6. UK vs Hollywood - Case Studies – large vs small, indie vs studio, low budget vs big budget, social realism/heritage drama vs romcom/action-adventure

Basic Essay Structure

1. Introduce your answer including the case studies you intend on using…

2. Compare and Contrast your Case Studies3. Conclude your essay summarising your

argument proving

How technological convergence has changed these things:

Production: the funding and making films.The Distribution & Marketing of films - getting them into cinemas and out on DVD/TV as well as any spin offs/related media products.Exhibition: people paying at the cinema, renting or buying DVDs and downloading and purchasing related products.Audiences: in the cinema, on TV, DVD/Blu-ray, on the Internet, NetFlix/LoveFilm.

What does the question what you to write about?

What are the case studies in this essay and how are they used?

Case Study1. Warner Bros ‘Rock n Rolla’

2. Small independent film ‘DID’ edited on AVID & Baselight

3. Working Title ‘The Boat That Rocked’

4. Independent cinema - The Phoenix, East Finchley

5. Multiplex Cinema6. Online booking, BFI, Blu-ray

Point made• Production & Marketing - Filmed in HD-

DV, viral marketing campaign, website tie-in with amazon.com, fun widgets

• Production - Digital technology is ‘smaller, lighter, quicker, easier, cheaper, more effective’

• Digital marketing/synergy

• Middle class audience/digital distribution (download) & exhibition.

• Piracy – ipods, iphones, bittorrents, Spotify.

• Anti-piracy measures

What are the case studies in this essay and how are they used?

Case Study

7. Vimeo

8. Qwerty Films

9. Working Title ‘The Duchess’

10.Working Title & Vertical integration

Point madeP9

P9

P10

P10

Homework

• Now read the other exemplar essay that uses Slumdog Millionaire and The Dark Knight as its Case Studies.

• What points does it make about how technological convergence (digital technology) has changed the production, distribution, marketing and exhibition of films to audiences?

• Make a note of each point they make and consider how you can use these ideas in your own answer, along with your knowledge of Warp Films, Four Lions, This Is England, Working Title, The Boat That Rocked and now Monsters.