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?