The issues raised by media ownership in contemporary media practice
The Studio's that produced the film Kick-Ass are Marv Films and Plan B Entertainment, small studios owned by Matthew Vaughn himself (Marv Films) and Brad Pitt who has recently became the sole owner of Plan B entertainment. These are relatively small studios and therefore didn't necessarily contribute so much to Kick-Ass' potential success as they can only fund a $30million budget so are limited to who they can have in the film, as well as effects and marketing. However, these smaller companies did succeed with Kick-Ass and did create a big profit considering the size of the film and it's budget. Therefore it is possible for small companies to succeed, even it is only on a small scale.
The importance of cross media convergence and synergy in production, distribution, and marketing
Kick-Ass was distributed by two major companies, Universal Pictures (UK) and Lionsgate Films (US). These two large distributors worked together so that the two country's that the film was going to be shown in had a major distrubtor in each, creating lots of much needed publicity for the film. With the American help of both of these distributors, Matthew Vuaghn was able to promote Kick-Ass successfully in America, so it was worth the extra expense. By joining with other companies, it allows them to cover a large range of advertising techniques such as trailers, posters, games, apps, etc. each technique sparking up ideas, which are then used in different countries and reviecing different responses and publicity as it leads up to the film release date. Trailers are a significantly good way of marketing for a film, as these short clips will generate word of mouth (Which Kick-Ass relied on for it's marketing), which will then build the anticipation and excitement for the film's premiere and then release date.
The technologies that have been introduced in recent years at the levels of production, distributtion, marketing, and exchange
The introduction of Blu-Ray influenced the majority of Kick-Ass viewers to buy the DVD once it had been released because it proved to be that most buyers wanted the 'cinema experience' within the comfort of their own living room. This boosted sales of Kick-Ass after the initial releases in cinema, as people who wanted to see the film but were put off by the extortianate prices for a ticket much preferred the investment of Blu-Ray or DVD as a long time product, which they can view over and over. Online distributors also contribute to the success of a film, such as Kick-Ass, because of their wide variety of films that people can access and rent out. These recennt techniques in distributing are increasing in popularity and some companies are becoming extremely well known. e.g. Netflix or LoveFilm. However, free internet streaming of the film has had a negative effect on the success of the film industry, as it is becoming more popular especially with the teenage market. Although this way of viewing the film is illegal, it is still possible to find a decent quality copy of the film online for free - Consequently having a negative effect on the sales of the film. The recent introduction of a 3D cinema experience changes the way the film industry now makes films in the production stages, as more technical and special effects need to be considered when filming, possibly making the process more complicated and difficult, but getting a good response in sales at the end of it. This also has a positive knock-on effect of cinema sales as more people want the real-life experience of 3D and are willing to pay for the benefits.
The significance of proliferation in hardware and content for institutions and audiences
With the forever increasing usage of smart phones, the film industry has had to adapt to the change when it comes to marketing their product and advertising it. As for a film's website, the company is able to apply a setting so that iPhone and other smart phone users can view it, increasing the publicity of the film even further. This proliferation in hardware can also boost the effect of word of mouth, because if a film is brought up in conversation between a group of people and portable access to the trailers and the website of the film is accessible, people are more likely to eventually see this film with their friends, yet again increasing the publicity of the film. Audiences' viewing habits have also changed due to this change in technology, as more and more people are renting video's online and viewing them on their PC. Film companies should consider selling their films to these online distributors, such as LoveFilm, increasing their number of potential customers and therefore increasing their profits, sales, and publicity. Now we no longer have to go to the cinema to see a film, film companies have had to alter the way they work, as they have to assess each possible way of distributing their film in the best and most successful way.
The importance of technological convergence for institutions and audiences
In recent years, the progression of technology has created an era where media is a part of our lives every single day. Whether we are interested in a magazine, a film, or a book, it is almost definite that they won't just be part of a specific brand of media. This is because in this generation, products converge into many different platforms. Kick-Ass had a small budget and therefore the technological convergence available within this film is quite minimal. However, there was a website for the film and a soundtrack is still available to purchase and download, which is very relevant to the film's genre. In addition to all this, Kick-Ass the comic is also available to purchase for the public, which creates another window accessible to the audience who enjoyed the film. This technological convergence creates multiple windows for the film to receive finance and publicity from, boosting sales and, ultimately, the final profit and success of the film.
The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
Film companies always try different ways of attracting their audiences, especially in different countries. Matthew Vaughn wanted to exaggerate the American 'comics' theme running through the film and therefore even got Aaron Johnson to pull off an American accent - Appealing to the American audience. However, the film is British and so automatically appeals to the British audience without the need of specifically targeting some trailers etc. to the British audience. The concept of the film was clearly a hit in both countries anyway, taking £9million in the UK just by the end of May and taking nearly £13million in America during it's opening weekend - Chart topping the US box office. There were no new trailers or different batch of posters solely to be released in America or in the UK, which proves that a film's idea could sometimes be enough to draw two different audiences to one film without the need of excessive marketing. As well as this, big names starred in the film that the Americans and the British are both familiar with - Such as Aaron Johnson, Nicolas Cage, Christopher Mintz-Plasse, and Chloë Grace Moretz. A cast such as this is bound to attract any audience to see the film, attracting especially the two audiences Matthew Vaughn and Brad Pitt were aiming it at. Finally, the distributors were able to successfully publicise and distribute the film in both America and Britain, contributing majorly to the success of targeting the national audiences and overcoming the issues raised by this.
The ways in which the candidates' own experiences of media consumption illustrate wider patterns and trends of audience behaviour
The developments in technology has definitely had a positive effect on the film industry, as it has opened up many windows for companies to produce, distribute, market, and exchange in. As well as this, evolving technology is allowing consumers to view films in many different ways quickly and efficiently. However, downfalls to the development of technology could include the illegal viewing of films on the internet, the effect on the younger generation and the disregarding of tradition. The negatives to this changing in technology don't seem to be acknowledged by the film industry as the change in technology is forever being used and benefiting the way we view films today. I believe that the development in technology is a good thing, and that the pros definitely outweigh the cons when regarding filmmaking and viewing.
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