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G322 Institutions and Audiences - Avatar

Case study: Avatar

Stephen Ratcliffe-Jones

on 15 November 2011

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Transcript of G322 Institutions and Audiences - Avatar

Audiences and instituions:
The Film Industry

the issues raised by media ownership in contemporary media practice;

the importance of cross media convergence and synergy in production, distribution and marketing;

the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;

the significance of proliferation in hardware and content for institutions and audiences;

the importance of technological convergence for institutions and audiences;

the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;

the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
“…as we think of the audiences of tomorrow, we need to think of ways to engage them, not alienate and control them. There's a lot of creativity in this room. Why put it into trying to maintain status quo rather than taking things to the next level?

By and large, we treat the Internet as another broadcast medium where you push content at people. In other words, we're still aiming to localize rather than to co-opt. A better way of conceiving it is as a public space where people want to pull content in to personalize it, identify with it, and share it. It is no secret that we're not yet sure how to monetize this practice, but efforts to stop it are like trying to build gigantic walls after planes were invented.”

Danah Boyd
Cannes Film Festival Opening Forum:
"Cinema: The Audiences of Tomorrow" May 16, 2007
Old practices are kept intact and
imported into the new medium
Practices are modified to take
advantage of the technology,
usually to make things more efficient.
New practices emerge that are completely incomprehensible to those who were fluent in the previous culture of film
Answer the question below making detailed reference to case study material to support points made in your answer.

Discuss the ways in which the media prodcuts are produced and distributed to audiences, within a media area that you have studied.

Candidates must choose to focus on one of the following media areas though you may make reference to other media where relevant in your answer.

Video Games

[50 marks]
The exam question
What you're expected to know...
Initial budget: $287 million
Began in 2005
Released 16th December 2009
January - April 2006

Dr Paul Frommer, a linguist, developed the Na'vi language
Dr. Jodie S Holt

Professor of
plant psychology
October 2006
Principal Production:

April 2007 utilising digital 3D Fusion Camera System
900 staff

1 minute of final footage constitutes 17.28 gigabytes
Blur Studio
Framestore CFC
Gentle Giant Studios
Giant Studios
Halon Entertainment
Hybride Technologies
Industrial Light & Magic (ILM)
Lola Visual Effects
Pixel Liberation Front
Prime Focus
Stan Winston Studio
Stereo D
Third Floor, The
Weta Digital
Atlantic Records
Chapman/Leonard Studio Equipment
Codex Digital
Cunning Stunts Limited
Direct Tools & Fasteners
Dolby Laboratories
Fairfield Studios
Fisher Technical Services Rentals
Modern VideoFilm
Movie Movers
Newman Scoring Stage, Twentieth Century Fox Studios, The
On Tour Productions
Pacific Studios Inc.
Rockbottom Rentals
Scarlet Letters
Skywalker Sound
Spitfire Audio
Star Waggons
21st August 2009
Trailer released
3,457 U.S. theatres
2,032 of these 3D
90% of ticket sales went to the 3D showings
14,604 screens worldwide
3,671 of these were 3D
The film value chain




Subscription TV

Terrestrial TV
On December 3, MTV.com put together an Facebook-hosted, LG-sponsored webcast called “Avatar Live.”
1,149,471 fans as of 28th January,2010
1,518 fan photos
3,235 links
Full transcript