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George Sherratt

on 29 November 2012

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Transcript of Prometheus

The international release trailer for Prometheus Prometheus Case Study 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 importance of technological convergence for institutions and audiences; the significance of proliferation in hardware and content 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. Prometheus was produced and distributed by 20th Century Fox, which is a major studio subsidiary of the conglomerate News Corporation (one of the big six). Although this big company surely affected the interest and income of the film, I do not believe the film really depended on a big name behind it to attract an audience because of all the factors that make the film so intriguing. For one you have the director Ridley Scott who created the concept of ‘Alien’ and directed the film in 1979. Alien has now achieved cult status and is remembered as one of the greatest sci-fi movies of all time and with such a huge fan base of the original film there would no doubt be an excitement for them once they heard about a prequel. Other factors of interest for audiences could be the technology used to create the film and an apparent reboot of the Alien Franchise, but that also could of put off some fans due to the previously failed ‘Alien vs. Predator’ films.

I do believe the film did need a big company behind it or else the budget needed to tie the film together would have been less substantial, but in this case I think the film studios were seeking after the film, not the film seeking after the film studios. For Prometheus the importance of cross media convergence and synergy in production, distribution and marketing were not so important. The film was already huge before it had even been released and was certainly not short of funds due to the large investment of $130 million made by 20th Century Fox. This shows how much confidence Fox had in the film and the evident profits that could be made. If Fox had cooperated with another studio the film could have possibly had even greater effects and they probably could have saved some money, but like I said before Prometheus was a film everyone wanted to release and will surely heighten Fox’s reputation. During recent years movie makers have been trying to create a new style of film viewing through 3D media, Prometheus was one of the many films to fall under this innovative change and was filmed using 3D cameras throughout, this was a good ploy for business because the cinemas that exhibit the film can charge more for tickets due to the enhanced experience, however I am not suggesting that 3D has entirely changed the way we watch films because like me, not everyone enjoys 3D films and still would much prefer to see the film in the normal 2D format. Prometheus was virally marketed through YouTube videos which enabled the audience to become excited and look more into the film, thus creating a buzz; this is a great way to advertise a film because nearly everyone can access it, opposed to occasionally seeing the ad on your TV. The film was also available to purchase online for downloads and streaming which allows the audience to gain access to the film much quicker than a prolonged wait for the film to be released for public retail. For these reasons I believe the internet has had a positive effect on Prometheus’ outcome and is one of the most important middle men of today’s media empire. The film is now available for anyone and everyone due to the increase in ways to watch the film, however Prometheus is one of those films that can be interpreted better when seen at the cinema, it also allows you to truly appreciate the money that went into creating the masterpiece and the visual effects that can only astonish you. In North America, Prometheus DVD and Blu-ray disc releases were listed for pre-order in partnership with Amazon on June 1, 2012, a week before the film was released in theaters. A limited number of cinema tickets for the film were offered as a pre-order incentive. In June 2012, the film network ‘FX’ gained the television premiere rights for the film in America. The film was released on Blu-ray disc and DVD on October 9, 2012 with Blu-ray disc including special content such as an alternate ending and beginning which would surely draw in any intrigued fans who would like to see how the film could have differed from the final cut. These marketing techniques definitely paid off rolling in a profit of $126,477,084 of home media sales. Also During its first week of sale in the United Kingdom, Prometheus was the number 1 selling film on DVD and Blu-ray Disc, outselling its nearest competitor by a factor of three. Prometheus is full of technological marvels and special effects that are guaranteed to convince you they are real, but for me I felt this affected the coherence of the storyline that coincides with Alien, because in Alien, even though for the time the special effects were outstanding, when compared to today’s modern technology it looks a bit obsolete and I feel that kind of spoils the timeline and makes it much harder to believe that the film is set before the original Alien. This could be an example of a negative towards the advance in technology that has been introduced in recent years, because even though the capabilities are there to create a better film it doesn’t mean that the film will be better for it, but I can understand that by using less technology and special effects the film would have had a more isolated audience aimed towards fans of the previous films whereas the final cut of the film can be enjoyed by everyone even those who have never even heard of the Alien saga. Prometheus does not have a specific national audience, the film caters to all nationalities, it even features a multinational cast and ‘David’ the android has a British accent. However the film does target one audience which is the previous fans of the Alien films, Ridley Scott knew what the fans wanted to see, he knew they wanted answers and he wanted to give them. He specifically answered the mystery of the fan titled ‘Space Jockey’ which appeared briefly in the first Alien film and left the audience to ponder its existence and how it related to the storyline, but in Prometheus he renames the characters as ‘the engineers’ and creates a new tangent spewing from the original storyline. As an Alien fan myself and have been for a long period of my life, I was extremely happy with how the story played out and the questions that were answered, I think other fans will also feel the same. Prometheus also leaves room for a sequel that I’m sure any fans would love to see go deeper and create more mysteries. I think that Prometheus proves that fans are for life and will always be hooked. Prometheus can be watched in various formats and with modern updates in today’s technology we could even find ourselves watching it on a bus or in a café, it may not be the most traditional way of watching a film, but what is? I myself streamed the film from my computer to my Xbox, which I would have never dreamed of doing say a year ago, but nowadays the way we use media via the internet is so prominent and efficient we ask ourselves how we ever lived with out it. These advances have certainly changed how films are marketed and how audiences view them so much so that it has become easier to watch a film in the comfort of your own home rather than go to the cinema, but I do not feel the cinema industry will be harmed by this due to the experience you get from seeing a film on ‘the big screen’ and not to mention the social advantages gained when you go with a group just for a day out. The cinema may not be as thriving as it once was, but I do not think it will ever die out.
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