T3 | Wk 3 | Friday - Exam preparation

Answer the following questions using correct definitions and explanation of theory;

1. Write a paragraph in response to the following question;

"How has audience consumption changed over time?" make sure you link in the following concepts;

- technological convergence

- web 2.0

- fragmentation

- Shirky's 'End Of Audience' theory 

- Youtube case study stats and research

(5)

2. Write an introduction to an essay that answers the following question;

"How does funding impact the media area you have studied" 

Make sure to include definitions and in correct context, the following terminology/ concepts;

- oligopoly

- monopoly

- horizontal + V integration 

- conglomerate 

- subsidiary

- Disney case study info

(5)

3. Explain in a paragraph how the internet has levelled the playing field for Indi filmmakers and the big studios. Make sure to reference the following concepts;

- internet

- web 2.0

- cross-media convergence

- synergy 

- case studies in relation to their marketing 

(5)

4. Talk about the NZ film market. Who funds films in NZ and how does it differ from the Big 5? What differences are there? 

(5)

5. Compare and contrast your big bidget Hollywood film and 'Sound of Freedom'. Talk about some key details of them all and how crowd funding has played a role in the indi film

                                                                                                                                                    (5)

6. What do you think about the world now being a GLOBAL audience? What are the challenges that come with this? Think specifically about China and what we studied. 

(5)

T3| Wk 3 | Wednesday | Interpreting Essay Questions

- Choose 2 Questions to look at (pick your least favourite questions, this will be more helpful) 

- Create a Canva slideshow that explores different perspectives on how you can answer the question and how you can incorporate all your concepts, case-studies and theories into the question

- pretend you are teaching this question to an AS Media class and create a resource that explains answering the question, well.

1. “There are no such things as ‘local audiences’ any more; all audiences are global.” How far do you

agree with this statement?

2. To what extent is profit more important than creativity to media companies?

3. A very small number of institutions dominate the media.’

Evaluate the arguments against media ownership by fewer and fewer companies.

4. To what extent are your own media consumption practices typical of wider trends?

5. ‘Although large media institutions dominate the market there are benefits that come from being smaller.’ To what extent is this true for the media area you have studied?

6. Analyse the relationship between media ownership and media content in the area you have

studied.

7. Evaluate the ways in which audiences are active participants in the media area you have studied.

T2 | Wk 2 | Friday - hospital drama

Representation practise. 

You are going to watch this clip (from start to 1min52secs) and include answers the following questions in an essay format.

1. What type of TV Drama is this?
2.  What groups out of the 7 core media representations of society, are represented in this clip?
3. How are they represented? (What ideas are we presented about them? what meaning is encoded by the maker and decoded by us, the audience?)
4. How has the director used the 4 technical elements to create this representation and overall meaning in this clip?

T3 | Wk 1 | Wed / Thurs - Representation practise + theory application

 Let's talk about representation of GENDER and CULTURES 

First - watch this video explaining Stuart Hall's perspective on representation 

https://www.youtube.com/watch?v=FWP_N_FoW-I

I'd like you to include the following theories in an opening paragraph to the clips below;

1. Stuart Hall's reception theory 

3. David Gauntlett's Identity theory 

4. Active vs. Passive theories (Hyperdermic needle / 2 step flow theory)

The question is, "How is meaning created in this clip, using the four technical elements"

Compare and contrast the first clip from Netflix TV drama, 'Maid' with this clip from Season 1 of Suits. 

Consider differing perspectives on gender and the role women play in society today. Considering David Gauntlett's theory on identity, how may these 2 clips impact women constructing their identity? 

Maid clip – family dinner 

 

https://www.youtube.com/watch?v=CpS9_r5dECY&list=PLI0GtBzO2OgJdzfSvKEQSPAxuTDJ4vOde

T3: Wk 2: Monday + Tues + Wed - Representation practise

 Task 1

Check out this clip from Downton Abbey.

I want you to watch it through from 1.36 mins to the end (please note, this will be longer than the average clip you'll get in an exam but for the purposes of practise, it's a great clip).

Task 2: 

Create a blog post with the title, "Downton Abbey Representation Practise" with your notes

Questions;

1. Who (out of the 7 core representation areas of society) are being represented in this clip? 

(you can choose more than 1 category if you feel it's relevant)

2. How are they represented to us? (what messages are we told about these groups? What are they like? What are their lives like? What are we encouraged / pursuaded to think about them?)

3. Split a planning page up into 4 squares and include your 4 technical elements. Go through the clip from 1.36 and collect EVIDENCE (or examples) of where each technical area created meaning. Use correct terminology AND details of the example you're referring to (you can't just say 'there's lots of close-up's") You will need to watch the clip through 3 - 4 times, like you would in an exam, to get the notes you need. 

Task 2:

Watch this video as it goes through each technical element and how you should be taking notes for your essay;

 Task 3:

Write an essay over the next 2 lessons in response to the exam question,

'How is meaning created using the four technical elements?"

This is due on Thursday. 

T3 | Wk 1 | Friday - Understanding distribution

Understanding distribution 

https://www.youtube.com/watch?v=BPtliDtwQpQ

Make some notes on the comparison between Big 5 studio and indi filmmaker in relation to the film distribution process.

Distribution

 https://www.studiobinder.com/blog/film-distribution-guide/

https://dylansidoo.org/uncategorized/the-changing-landscape-of-film-distribution-in-the-streaming-era/

T3| Wk 1 | Wed - WWDITS Marketing campaign

 https://stoppress.co.nz/news/what-we-do-shadows-viral-marketing-its-finest/

T3 | Wk 1| Wed - Synergy and CMC for NZFC films

   

Hey guys,

You are going to add this example to your portfolio for a case study in the area of marketing.

Have a look at the viral in-flight safety video that Air NZ made in the theme of the Hobbit. It's a great example of CMC + Synergy.

Watch the VIDEO here  

Notes to write

1. How many hits did it get on Youtube? 

2. what year was this made? 

3. Why is this a good example that illustrates how NZ film is used for a different purpose than the films created for the Big 5? Was this safety video purely for entertainment? 

T3 | Wk 1 | Tuesday

  Hi guys!

Let's look at this together and make some notes about how marketing is changing with technological advancements to be more interactive. Also, for a marketing essay, let's use this as an example of how movies can create hype/ buzz in creative ways. This was produced by and distributed by Warner Bros. Use this as an example of how big studios have an advantage for this sort of reach, in their marketing. 

https://blog.opiumworks.com/why-so-serious-how-the-dark-knight-changed-movie-marketing-forever

T3 | Wk 1 - Disney Marketing

We are moving into marketing and distribution!

Let's take a look at Disney's marketing strategies. 

 https://businessmodelanalyst.com/walt-disney-marketing-strategy/#:~:text=Streaming%20Services%3A%20Disney%20reaches%20audiences,greets%20that%20strengthen%20brand%20loyalty.

 https://taodigitalmarketing.com/why-the-avengers-end-game-marketing-is-genius/

https://www.campaignlive.co.uk/article/avengers-endgame-watershed-moment-cinema/1583251

https://www.independent.co.uk/arts-entertainment/films/news/avengers-endgame-marvel-promo-campaign-cost-mcu-infinity-war-release-date-a8875676.html

https://www.webchanakya.com/5-insane-but-true-facts-about-marvel-marketing-strategy-for-the-avengers-endgame/

CROSS MEDIA CONVERGENCE AND SYNERGY TERMINOLOGY

Activity#1

Research the definition of the following terminology and get examples from the case study above (Avengers Endgame) and/or Avatar, Way of the Water, for each one;

- 360' Marketing / immersive marketing 

- viral marketing 

- hype/ buzz

- global marketing 

Also look up the following;

- Box office for this film, how it was released and how well it did.

Activity #2 - we will work on this during the week

Write an essay in response to the question below, using all the terminology and case study research above...

"How far does cross-media convergence and synergy affect the success of a film?"

Term Break Homework Essay (July Break) - Audiences

 "In relation to the media area you have studied, discuss the ways audience consumption has changed over time."

T2 | Wk 9 - Friday - Audience Trends - Research

  Audience Trends 

 

HOW Audiences are watching has changed;

1. Active Audiences & Participatory Culture

• Trend: Audiences are no longer passive—they produce content, share, remix, and influence media narratives.
• Examples: TikTok trends, memes, fan fiction, YouTube commentary.
• Theory tie-in:  Stuart Hall – Reception Theory(preferred/oppositional/negotiated readings).

 

2. Second Screening and Multi-Platform Interaction

 

• Trend: Audiences often engage with films through other platforms simultaneously (e.g., looking up trivia while watching, or tweeting about a movie).
• Examples: Live tweeting during awards shows or trending hashtags during releases (#Barbenheimer).
• Why it matters: Film engagement is now extended and social; impacts how filmmakers and marketers reach viewers.
• Theory: Reception Theory (Stuart Hall)—meaning can shift when viewed with other media inputs.

 

WHAT audiences are watching has changed 

 

3. Algorithmic Personalization

• Trend: Social media and streaming platforms use algorithms to personalize content feeds.
• Examples: Netflix recommendations, TikTok “For You” page.
• Implication: Filter bubbles; audiences rarely see content outside their interests.

 

 

4. . Short-Form Content Preference

• Trend: Attention spans are shortening; short videos dominate
• Examples: TikTok, YouTube Shorts, Instagram Reels
• Why it matters: Editing styles, narratives, and advertising must adapt.
• Theory tie-in: Blumler and Katz – Uses & Gratifications (entertainment, escapism in short bursts).

 

5.  Niche Audiences & Fragmentation

• Trend: Mainstream media struggles to reach mass audiences; people engage with niche, interest-based content.
• Examples: Podcasts, YouTube channels with specific focuses (e.g., true crime, K-pop, tech)
• Implication: Audiences are more segmented than ever.

 

 

 

WHERE audiences are watching has changed 

 

6. Mobile-First Consumption

• Trend: Most audiences, especially younger ones, consume media via smartphones.
• Examples: Vertical video on TikTok, Instagram Reels, Snapchat; mobile gaming.
• Why it matters: Media producers now design content specifically for mobile formats.
• Theory tie-in: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

 

7. Streaming vs Cinema – Changing Viewing Habits

• Trend: Audiences increasingly choose to watch films at home on streaming platforms instead of going to the cinema.
• Examples: Netflix’s Glass Onion: A Knives Out Mystery had a limited cinema release before streaming; Disney+ released Soul and Turning Red directly online.
• Why it matters: Impacts box office revenue, marketing strategies, and the future of theatrical releases.

·       Theory: Uses and Gratifications Theory—audiences prefer convenience and control

 

8. Globalization of Film Audiences

• Trend: Non-Hollywood films gain global popularity thanks to subtitles, dubbing, and streaming and Hollywood movies going international 
• Examples: Parasite (South Korea), RRR (India), Money Heist (Spain – though a series, it demonstrates trend). / Examples of Hollywood changing movies to suit Chinese audiences - 'Top Gun' / '2012'
• Why it matters: Challenges Hollywood dominance; audiences embrace diverse storytelling.
• Theory: Cultural Imperialism vs. Cultural Hybridization. (A2) 

 

9. Fragmentation and technological convergence 

·       Trend: Audiences are accessing media based on demand, thanks to the accessibility of technological devices and the internet

·       Examples : Family members all watching / consuming content on different devices 

·       Why it matters: Challenge to media producers to find audiences on different platforms, no centralised audience anymore

• Theory: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

 

 

 

  

 

 

T2 | Wk 9 | Tuesday - Audience trends - Cinema

 

Today you are going to do the following research on audience trends.

You are then going to look at the numbers for your Hollywood blockbuster and compare that to your other films.

Questions to research;

- What were box office numbers for your films? 

- What correlations do your numbers have with the type of release? (for example, was it during Covid, was it released simultaneously online to streaming?)

Make a few notes about NZ film 

https://www.collaborate.co.nz/journal/the-new-zealand-film-industry-in-2025-a-brighter-future-for-nz-film

https://www.scoop.co.nz/stories/CU2309/S00050/strong-growth-in-on-demand-viewing-latest-audience-trends-from-nz-on-air-research.htm

 https://www.kantarmedia.com/news-and-resources/consumer-cinema-trends#

Good article on current research indicating WHO is attending the cinema and also factors contributing to these outcomes;

https://gruvi.tv/post/movie-audience-demographics/

How did NZ cinema fare over Summer? 

https://stoppress.co.nz/news/kiwis-embrace-the-big-screen-over-summer/

T2 | Wk 9 | Uses + Gratification Theory

Today we are going to look at Blumler and Katz's uses and gratification theory. 

Here are the 2 videos to watch in class, for your reference. This theory should be referenced and explained in your essay.

ACTIVITY:

Write a paragraph for an audiences essay that includes;

- Stuart Hall's Reception Theory 

- Shirky's End of Audience Theory 

- David Gauntlett's Identity Theory 

and

- Blumler and Katz' Uses and Gratification Theory 

The question to answer would be;

"Media audiences are increasingly active in how they consume and engage with media products." Discuss this statement. 

T2| Wk 8 | Monday - Distribution as part of audience study

   Media Studies - DistributionSearchInfoShoppingTap to unmute2xIf playback doesn't begin shortly, try restarting your device.•hello and welcome to my easy tounderstand guide to Media distributionUp nextLiveUpcomingCancelPlay NowShareInclude playlistAn error occurred while retrieving sharing information. Please try again later.Watch laterShareCopy link

Activity 1 

CLICK HERE  to rad an article outlining HOW you get a film distributed. 

Read the Wikipedia page for distribution to find answers to the following;

1. What are the different types of releases? 

2. How have release strategies changed with the development of technology?

3. What are ancillary rights?

4. What is a theatrical window? 

ACTIVITY #2

Click here to read the article on DISTRIBUTION (The Art Of the Deal) and then answer the following questions;

1. What are the two different financial models that distribution agreements are based on?

2. Describe what they both entail.

3. What are ancillary rights?

4. What is the definition of the film's 'opening' and what factors are taken into account when making decisions about a film's opening? 

5. What does it mean if a film has 'legs'? What factors might determine this? 

6. At the time of this article, how many theatres were there across USA and where are they mostly located?

7. What role does a 'buyer' play and what are some of the terms they negotiate?

8. What are the 2 ways a theatre may release a movie? Explain how they work.

9. What is meant by a 'loss leader'? 

ACTIVITY #3

Go to your case study notes on the 4 films you looked up information for. Check what information you have about your film's ditribution process.

- who distributed the films?

- how were they distributed?

- Where were they released and when?

- What type of release did they have?

 Class discussion 

For 5 minutes, brainstorm all the ways media consumption has changed over the last 3 generations.

GRANDPARENTS

PARENTS 

TEENAGERS / YOUNG ADULTS

Gen Z

1997 – 2012

13 – 28

"Discuss how changing audience trends have affected the way media products are consumed and distributed. Refer to examples from media platforms you have studied."

T2| Wk 7| Wed / Thurs - Shirky's

Today we are watching 'A Youtube GENERATION' 

You are going to use the theory below and Youtube as a case study in the following essays;

1. Ownership - changing models of media ownership 

2. Technology - how the internet has changed modelf of media ownership 

3. Audiences - how audience trends have changed and we now have a generation of 'ProSumers' 

Some things to consider for your upcoming essay;

• Define media success (e.g., audience reach, profitability, cultural impact).

• Briefly explain YouTube as a hybrid platform — both a distribution platform and an institution that enables user-generated and corporate content.

• State your argument: YouTube's unique funding model (advertising, partnerships, premium services, and creator monetization) has been a core driver of its global success.

 Shirky – end of audience theory.

What is it?

Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn’t just consume media, but also produces it – creating the term ‘prosumer’.

Amateur content made this way has different values to professional media producers, in that it promotes a connection between other amateur producers – they both deeply care about the products they make and can help them work together.

When they work together in this way, audiences can make more content than producers – Wikipedia is a good example of this.

What is the advanced version?

In the ‘old’ media, centralised producers addressed atomised consumers; in the ‘new’ media, every consumer is now a producer. Traditional media producers would ‘filter then publish’; as many ‘new’ media producers are not employees, they ‘publish then filter’.

These amateur producers have different motivations to those of professionals – they value autonomy, competence, membership and generosity. User-generated content creates emotional connection between people who care about something. This can generate a cognitive surplus – for example, Wikipedia can aggregate people’s free time and talent to produce value that no traditional medium could match.

‘The Audience’ as a mass of people with predictable behaviour is gone. Now, behaviour is variable across different sites, with some of the audience creating content, some synthesising content and some consuming content. The ‘old’ media created a mass audience. The ‘new’ media provide a platform for people to provide value for each other.

T2 | Wk 7 | Tues - The Interview (Case Study)

   Hey guys,

I want you to make some notes on the following videos, looking at The Interview as our case study example. 

Visit this website to check out some facts about the movie, so you have these ready for an essay, too...

You would use this case study in an essay about 

- ownership 

- technology (mainly how the internet has changed movies being so globally available)

- audience (how movies are now made for a global audience, even when not intended)

 

Watch until 1.22mins

T2 | Wk 7 - Mon - NZFC - Ownership in a NZ context

   Hi guys!

Today's research is going to be useful for any essay regarding ownership.

We are going to look into the New Zealand Film Commission. 

I want you to open your case study blog post and do some research on the NZFC and answer the following questions;

1. Who are the NZFC and what is their primary purpose?
2. What films have they funded in the last 5 years that did really well internationally?
3. What films have they funded in the last 5 years that you have seen or that you know have been popular?
4. What services do the NZFC offer to help NZ filmmakers in the production process?

www.nzfilm.co.nz/new-zealand

List of films from NZFC

Now I want you to consider the following question on a brainstorming page that you will title, "INSTITUTIONS (OWNERSHIP)".

Flick though this slideshow and make some notes but keep in mind this is British and we are focusing on the NZFC so mainly take the generalised points about ownership and what affect it has on a film being made.

"How does the status of the institution impact on how they engage with the major stages of production?"
(basically, how does it impact a film being made to have the backing of a massive conglomerate like Disney, as opposed to being a filmmaker from NZ wanting to make an indi film).

Write points for;

1. Production (getting funding / cast & crew / music for the film / technology & equipment)
2. Distribution / marketing ( actors promoting the film / vertical & horizontal integration / synergy & cross-media-convergence)
3. exhibition & exchange (the type of release you may have / the rights to the film / piracy)

***NZFC new funding update 

The New Zealand Film Commission (NZFC) has announced key funding changes for 2025, designed to simplify processes, enhance accessibility, and support a broader range of filmmakers. With an emphasis on cultural storytelling, commercial viability, and innovation, these updates aim to make New Zealand’s film industry more dynamic and globally competitive.

Filmmakers will now be required to define the aspirations of their projects from the outset. This ensures that NZFC funding aligns with the film’s intended impact and goals. Projects should fit into one or more of the following categories:

Cultural: A film that represents Aotearoa’s identity and unique storytelling.

Critical: Aimed at international film festivals and critical acclaim, with a clear audience and distribution pathway.

Local Audience: Strong potential to connect with and engage New Zealand audiences.

Commercial: A film with market attachments and international sales potential.

Innovation: Projects by emerging or distinctive filmmakers that push creative or technological boundaries.

By clarifying these aspirations, filmmakers can better align their projects with NZFC’s funding priorities.