This mid unit assessment contains both 2 mark (What is meant by an independent film?, Briefly explain what you understand by vertical integration?), 6 mark (: Explain two features of mainstream film production. Refer briefly to black panther) and 15 mark questions (Explain how economic contexts sha...
India Briars 13AC
Media Studies
Section B: Media industries
Date:5/3/21
I, Daniel Blake: Lesson two – mid unit assessment
Question one: What is meant by an independent film? 2 - detailed
An independent film such as I, Daniel Blake is a production which exists outside the major film
conglomerates like Warner Brothers and do not follow the same formula of only creating films for
financial gain. This can be made evident through franchises which reuse and recycle successful
ideas to migrate risk and maximise profit. On the other hand, Independent films are designed to
make you think about certain issues and featuring risky storylines that may not entice a
widespread audience. They are often funded privately or through public service broadcasters like
the BBC and BFI. To qualify for national lottery funding through BFI, the needs to qualify as a
‘British film’. Filmmakers need to apply a cultural test to their production plans e.g., is the film set
in the UK? Are the lead characters British? The purpose of this is to encourage filmmakers not only
to invest in British talent so that the tax revenue stays in the UK but to produce films of a cultural
significance.
Question two: Briefly explain what you understand by vertical integration 2 - examples
Vertical integration is when a company buys out or takes over a company that does a different part
of production process as them. A company such as 20 th century fox will own production studios,
distribution channels and methods of circulation like cinemas. As a result of this chain, a company
can receive all the profit made from the product without having any other company within the
process to share with. Thus, it can be argued that vertical integration will not only maintain control
within their production but gradually increase their dominance in the industry as other companies
will pay to use their resources e.g. studios.
Question three: Explain two features of mainstream film production. Refer briefly to black panther -
6 - excellent, detailed and accurate
A mainstream film such as Black Panther, is a production which exists within the major films
conglomerates and is often created for a large financial gain and to create synergy and franchise.
Unlike independent films, they often built on marketing and stars with their large budget e.g. Black
Panther had to $200 million to spend. Many of the films produced are used as a form of escapism
by distracting audiences from their mundane lives and not informing them of it.
Firstly, one feature of a mainstream film includes it’s large marketing campaigns which are often
allow productions to target a selection of niche groups through both above the line marketing,
magazine interviews, tv appearances, and guerrilla marketing which is used to surprise audiences
through unconventional interactions. Black Panther targeted the niche African American audience
to meet the social needs of a strong and heroic black role models. For instance, the films writer and
director, Coogler, maximised his influence within the civil rights activism community by showing
kids recreating character posters from the film. This tactic gave the film great ethos, encouraging
target audiences that Black Panther was a black narrative that would be told to black people by
black people. This was arguably Black Panther’s greatest strength in development – audience
members were more “excited to see people who looked like them in a blockbuster comic book
movie” and thus more likely to watch the film. Furthermore, synergy placed brand partnerships
were carefully created to appeal to maximise exposure for young children this is evident by the
franchise adopting a 360 – degree consumer experience, when a brand employs a marketing
strategy that covers television, internet platforms, billboards, product packaging, and other
traditional media. This includes Black Panthers partnership with toy manufacturer Hasbro which
gave Black Panther great means to reach the children demographic, featuring African American
kids in the toy advertisements it allowed the extension of diversity amongst another known
household franchises. For instance, in the first ad the company released, a black boy wore
T’Challa’s Black Panther mask and claws, while a black girl along with a non-black friend wield
Shuri’s panther gauntlets as the trio are transported from their backyard directly to Wakanda. This
contextualised the affirmation that underrepresented ethnicity can to be heroes too and thus are
not limited in developing their futures. Also, Black Panther partnered with Clarks to release a
collaborative children’s trainer which further explored the idea of the campaign linking towards the
Disneyfication of the film by all sectors of society being dominated by the Black Panther Brand. For
instance, the shoe was released a few weeks before the initial screening. This enabled the film to
become widespread amongst family households as it allowed the children to put the particular
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