Chris Anderson's Longtail Theory

- In 2013, iTunes sold over 25 billion songs.


- Anderson suggests the ITunes is a prime example of business that is taking advantage of the new entertainment economy as it embraces the long tail along with the big hits. This is a quote from Anderson in 2004 - “With no shelf space to pay for and, in the case of purely digital services like iTunes, no manufacturing costs and hardly any distribution fees, a miss sold is just another sale, with the same margins as a hit. A hit and a miss are on equal economic footing, both just entries in a database called up on demand, both equally worthy of being carried.”


- By selling the mainstream hits and attracting costumers, the iTunes store uses the hits to recommend and raise more of an interest to the unpopular songs in the Long Tail.

Spotify information

Spotify is a digital music streaming service that allows anyone access to listen to millions of songs for free. If you pay and become a member you are able to use and listen to muisc offline when and wherever you would like to. As well as having access to Spotify on your computer, you can also access Spotify on yout smartphone or a device with internet access using the app.

Spotify mainly focouses on the distribution of music. However it also focouses on the exhibation of music as there are adverts on that are played after listening to a certain amount of songs. These adverts advertise music that you can listen to on Spotify or to tell you which artists have released a new single/album that you should listen to and buy.

You can access Spotify on most devices with an Internet connection that can download the app e.g laptop, smartphone, tablet, iPod. If you are not a member of Spotify and don't pay money then you need the internet to use Spotify all the time. You also have to listen to an advert after listening to a certain number of songs. If you're a member and pay (£4.99 per month for Unlimited and 9.99 per month for Premium) then you can listen to Spotify offline as long as you have already downloaded the app. You also don't get interrupted by adverts.

Spotify is owned by Daniel Ek and was founded in April 2006 and launched on the 7th of October 2008.  The last time Spotify counted the amount of users in March 2013, it had 6 million paying subscribers.

Deadpool marketing and Web 2.0

- Marvel franchise
- Reboot of the character (appeared in X men)
- Not like stereotypical superheroes --> unique/unconventional but also poses a risk to distributor
- Partly due to the 'risk' that budget was only $58million (blockbuster = $150million)
- Distributed by 20th Century Fox
- Rated a 15 in UK and R in America (17+), so not family friendly 
- the biggest opening ever for an R-rated movie with $130million in opening weekend
- Opened at the cinemas on 12th Feb 2016 in America (valentine's)
- In total has made: $620million at the box-office


http://www.wired.com/2016/02/deadpool-marketing/

The official Deadpool Instagram page

- 659 thousand followers

-115 posts

- Stills from the movie

- Promotionals for the film

- reposts from Ryan Reynolds

-Re-post fanart 

Benefit to audience: 

re-posting of fanart from fans makes the fans feel more involved in the film and special because they feel like they are valued and being recognised.

Benefit to institution: 

People like and share posts from the official instagram on their own personal accounts which means more people hear about the film and hence are more likely to watch it.  

Theory:

In some ways this example supports Mihailidids because it shows people are using media literacy in order to interact with the film, by liking, re-posting and commenting on posts. In other ways Mihailidis' theory isn't supported because fans are interacting with the film for pleasure and because they like it, not for any citizenship reasons or to better their community.

Viral Marketing Campaign- 12 days of Deadpool

- Another marketing strategy that was used by the film was viral marketing

- In the countdown to Christmas a website was released which would be updated each day and culminating in a new trailer for the film on Christmas day. 

- Examples included: 

a page from the script annotated by the character himself

- The release of Deadpool emojis (so many people rushed to download them, the servers broke!)

- The final trailer on 25th December (which has 1.3 million views):

Benefit to audience: The idea of exclusive content, e.g. the script page, makes the film seem more personal because they are getting 'more' from it. The Deadpool emojis create a way for fans to express their love of the film.

Benefit to institution: the creation of a count-down to the main trailer creates more buzz and hype around the film, meaning there are more likes and shares on social media, meaning more publicity and hopefully box office.

Theory:
This goes against Gauntlett's ideas of more people making things, as the fans are instead watching and reacting to professionally made content, not making it themselves. It also goes against Keen's cult of the amateur.

Twitter https://mobile.twitter.com/deadpoolmovie?p=s
- 400 thousand followers
-Posts as of they were the character, making the film 'come to life' also causing a bit of a stir and causing controversy because some of the posts are quite rude (hilarious). This would cause hype and get people talking about the movie--> the shock factor

- Interact with fans of the film, again making them feel more a part of the film and special.

Netflix Revision

Student Revision Notes
Media area	The Past	Example	How has the internet/ technology facilitated this	Impact on media areas	Key terminology	Theory and relevant terminology	The future
Film industry, Netflix and film distribution	Films had to rely on box office sales in order to make money. This posed a significant risk- no guarantee film would do well.	Crouching Tiger, Hidden Dragon: The Green Legend. Netflix made a distributor- finance deal with the Weinstein Co. In return for providing money to fund the film, Netflix was given exclusive distribution rights to the film. With it being released simultaneously on Netflix as in IMAX cinemas on the 26th February 2016	Audience are able to access Netflix via the internet, thanks to wi-fi, 3G, 4g. Also technological convergence has meant the audience could watch this film from different devices as soon as it premiered, e.g. smart phone.	Films get a definite amount of money for the film without having to totally depend on box office. Led to a boycott of some cinemas for the film because believe audience are less likely to go to the cinema to watch it, when they can do so at home straight away. For example American cinema chain Regal Entertainment Group refused to show it.	Production Digital distribution Technological convergence	Chris Anderson- could result in a growth in the long tail. Possibility for more niche products because it provides a safety net for the producers.	Likely to see more of this with simultaneous digital distribution. It benefits the film companies as they have an element of safety which box office does not provide, as well as allowing the audience to watch via different devices from the premiere date and not have to wait. Could lead to a reduction of piracy, because films are cheaper.

Student Revision Notes
Media Area	The Past	Example	How has the internet/technology facilitated this?	Impact on media area	Key terminology	Theory and relevant terminology	The future
Netflix & film production	Mostly major film companies/conglomerates had the funds and tech to make films, maybe some smaller studios. Not a lot of indie stuff.	Special Correspondents	Streaming is becoming incredibly popular and profitable.	Netflix pre-bought global distribution rights for $12M. This=Netflix exclusive, despite Sony buying rights for cinema distribution.	Streaming conglomerates (Digital) distribution	Gauntlett-bypassing media ‘gods’ -Sony’s pretty ticked off. Long tail	More and more streaming service-exclusive films are likely- Netflix keeps getting bigger. Audiences like convenience, plus it’s probably cheaper than buying movie tickets.

Netflix & Film Distribution

o   Netflix & Film Distribution

Digital film distribution & streaming has changed the way audiences consume films. In the past film distribution was solely controlled by institutions they decided: ·         which films got released ·         where they were released ·         when they were released (day, time, how long for) New business model for in the digital age – Gauntlett’s idea of traditional media, in this case film and new media (digital distribution) existing side by side. Gauntlett viewed this as a positive for audiences e.g. the removal of the fixed schedule (cinema timings) with VOD affording audiences more choice / power as to how and when people watch the films. It’s important to remember though that ultimately, Netflix control what we watch (see notes below on distribution deals).  All forms of media are migrating online - including the film industry. Arguably this the challenges Gauntlett’s ideas of the resurgence in making of things as all that has happened is traditional media have just found new ways of profiting in the online age. In addition Neflix’s business model  challenges the ideas of the great levelling – instead we are seeing the same monopoly of ownership online that has always existed offline. Technology convergence & increased connectivity has facilitated the process of digital distribution. Audiences buy into the freedom and choices this gives them. One could argue that this choice / power is an illusion (see point above). Supports Anderson’s idea of economic growth of niche – The Long Tail. Streaming is viewed as a tool to attempt to combat piracy.

Netflix & Distribution

Netflix currently has exclusive "pay TV window" deals with major and mini-major studios. The "pay TV" deals in essence, give Netflix exclusive streaming rights and are not distinct from the distribution rights held by traditional pay television services, which are also effectively prohibited from obtaining first-run linear television rights with these deals.

Titles from:

·         DreamWorks Animation

·         Open Road Films

·         FilmDistrict

·         The Weinstein Company

·         Sony Pictures Animation

·         Walt Disney Studios Motion Pictures. This includes Walt Disney Pictures, Walt Disney Animation Studios, Disneynature, Pixar, Lucasfilm and Marvel Studios.

·         Epix signed a five-year streaming deal with Netflix in which for the first two years, first-run as well as back catalog content from Epix was exclusive to Netflix.

·         On January 14, 2013, Netflix signed an agreement with Time Warner subsidiaries Turner Broadcasting System and Warner Bros. Television to distribute content from Cartoon Network, Warner Bros. Animation, as well as TNT's revival of the drama Dallas beginning in March 2013.

However: Licenses expire over time, meaning that titles can disappear with little warning.

Universal, Paramount and Lionsgate have all ended their former deals with the company

The benefits for the audience of film distribution deals

·         They receive unlimited access to films and tv shows uploaded to Netflix.

·         They get a competitive price as Netflix is in competition with other streaming websites such as Amazon prime.

·         As Netflix knows what they watch it can recommend films and tv programmes based on the customers previous watch history creating more interest.

·         It’s cheaper than most, $9.99 to the basic package, to $15.99 for ultra-HD.

·         Original series, like House of Cards

·         Unlimited access to films

·         Vast range of films, and recommendations to the user

·         Audiences benefit from this as they are getting to watch all the films they want from big film industries for half the price if they were buying them separately as Netflix’s pays most the load

·         Audiences benefit from having access to films with more choice for less money than if they were to by the films individually

Benefits to Netflix

·         They can collect data from what their audience watch in order to make deals with other media conglomerates.

·         Benefit to institutions as they always have somewhere to stream their films and make them accessible for audience to watch.  Another way for them to make money through their films rather than just selling dvds or copies.

Netflix benefits as they are gaining money if they have successful films on the website it will therefore attract more money which they are using to reinvest e.g original film production

Netflix and Fim Production

o   Netflix & Original Film Production

Netflix first original movie, a sequel to Ang Lee’s martial-arts epic Crouching Tiger, Hidden Dragon -

Original production  = new territory for the Internet-streaming firm.

Netflix partnered with independent producer the Weinstein Co. to release Crouching Tiger, Hidden Dragon: The Green Legend.

The film will also premiere at the same time on some global IMAX theatres — but it will not hit mainstream cinemas, Netflix said.

The film was released in the United States on Netflix and in 10-15 IMAX screens on February 26, 2016

The deal between the streaming service and the production house threatens to upset to the traditional model of releasing movies: put them out first in cinemas and then wait months before making them available on DVD and streaming services, including Netflix.

The pact could have a huge effect on already dwindling box office numbers, with the option to watch a film straight away on Netflix negating the need to head to a cinema (unless you're determined to get the full, immersive experience).

“Beasts of No Nation,” releasing on October 16 on Netflix, and starring Idris Elba, the film tells the story of a child soldier torn from his family during a civil war in an African nation.

Following “Beasts of No Nation,” Netflix says it will release the first of four Adam Sandler films with the launch of “The Ridiculous Six” on December 11, 2015. While Sandler can still churn out hits, his film releases are hit-or-miss. For every box office winner, there are a couple of bombs. However, as DVD and video-on-demand releases, Sandler movies do well. That means they’ll likely work for Netflix’s viewer base, too.

Crowdfunding and the Film Industry

o   Kickstarter & Crowdfunding for film production

·         Kickstarter launched on April 28, 2009 in US.

·         On October 31, 2012, Kickstarter opened to projects based in the United Kingdom, followed by projects based in Canada on September 9, 2013,  Australia and New Zealand on November 13, 2013, and Denmark, Ireland, Norway, and Sweden on September 15, 2014. and in Spain on May 19, 2015.

·         Crowdfunding model.

·         Offers rewards in exchange for pledges.

·         Kickstarter has reportedly received more than $1.9 billion in pledges from 9.4 million backers to fund 257,000 creative projects, such as films, music, stage shows, comics, journalism, video games, technology and food-related projects.

·         Veronica Mars (film) is Kickstarter’s 10^th highest funded crowdfunded project. Recieving $5,702,153 from 91,585 backers.

Key issues about Crowdfunding:

Focus is on the impact crowdfunding is having on film production.

Positives	Negatives
Can be viewed as democratic – users deciding what films get produced. Echoing Tim Berners-Lee’s vision of the web.	Very often once films get produced they have to go to one of the big six to get distributed. The media gods can still then be considered gatekeepers (Gauntlett) in terms of how producers get their films to audiences.
Illustrating a challenge of the control of media gods (Gauntlett).	Potentially could allow lead to the cult of the amateur (Keen).
Potential to see more niche products being made – The Long Tail (Anderson).

1. Veronica Mars

Film’s Kickstarter Stats:

Number of backers on the film’s Kickstarter: 91,585 backers

How much money it pledged: $2,000,000

How much money it received: $5,702,153

If you pledged $1 or more you would receive exclusive backer updates throughout the production of the film.

If you pledged $10 or more you would be sent a pdf of the shooting script on the day of the movie’s release. You will also receive regular updates and behind-the-scenes scoop throughout the fundraising process and the movie production process.

If you pledged $25 or more you will be sent a limited-edition Veronica Mars – The Movie t-shirt, you’ll be sent a pdf of the shooting script and regular updates.

If you pledged $35 or more you would be sent a digital version of the movie within a few days of the movie’s theatrical debut, plus the t-shirt, regular updates and the pdf of the shooting script.

If you pledged $50 or more you will receive everything already mentioned and a physical DVD of the movie which also includes a documentary on the making of the movie.

Etc.  (for more info: https://www.kickstarter.com/projects/559914737/the-veronica-mars-movie-project/description)

Film release date: March 14^th 2014

Budget: $6 million

How much it made at box office: $3.5 million

Directed by: Rob Thomas

Distributed by: Warner Bros. Pictures

Warner Bros. Pictures is one of the big media gods which have power over the film industry. The fact that the film used one of the big 6 from the media conglomerates to get their film distributed tells us that the big 6 have control of film distribution.

Distribution: Majority of its screenings were held by AMC Theatres. The film also became available to rent and buy through video on demand (streaming services such as Netflix) and online platforms. This film was the first film distributed theatrically and for home viewing at the same time in the United States by one of Hollywood’s six major studios (Warner Bros. Pictures). The film was released on DVD and Blu-ray formats on May 6^th 2014. The film had its first world premiere at the South by Southwest film festival on March 9^th 2014.

Student Revision Notes Example: Veronica Mars
Media Area	The Past	Example	How the internet / technology facilitated this	Impact on media area	Key terminology	Theory and relevant terminology	The future
Kickstarter and production	Media producers would have to go to a media god such as 20th Century Fox in order to have their film funded and market to audiences. Media producers might have also pitched their idea to possible investors in order to gain funding	Veronica Mars (2014)	Web 2.0: due to social media websites such as Facebook existing it has made it easier to share these campaigns and get them seen by thousands of people. This has been made possible by… Increased connectivity (broadband, 3G, 4G, fibre optic, wifi) Technological convergence (you can have a kick starter app and due to mobile phones now being able to connect to the internet, you can access this website anywhere)	Media producers can now gain funding without going through the media gods or investors. The film maker offered rewards such as t-shirts, a copy of the shooting script and even a short speaking role in the film was offered to donators in order to get them to donate more money for funding. It made the audience feel like they were getting involved with the production of the film. One lucky backer who donated $10,000 got a speaking role in the film and got a chance to be on camera Backers who donated $35 or more got a copy of the shooting script, t-shirt, regular updates, behind the scenes scoop and they also got a digital copy of the film before it’s theatrical release	Web 2.0 Technological convergence Crowd funding	David Gauntlett Bypassing media gods	We will defiantly see more kickstarter funded films in the future because it’s not easy getting an investor or a media god to back your idea. So by people using crowd funding – we might see more films.

2. Blue Mountain State: The Rise of Thadland

-          What was it? The film idea came about after the TV show (Blue Mountain State) was cancelled in 2012 after just three series. One of the creators, Eric Falconer, felt the story wasn’t complete and so decided to make a film to continue the story.

-          2016 American comedy film

Kickstarter Facts:

·         23,999 backers

·         Pledge total $1,911,827 to help bring this project to life.

-          $1,500,000 goal

-          Offered a range of rewards:

o   Pledge $10 or more- PDF OF THE SHOOTING SCRIPT PLUS A THANK YOU TWEET AND FOLLOW FROM THE OFFICIAL 'BMS: THE MOVIE' TWITTER ACCOUNT.

o   Pledge $10,000 - A SPEAKING ROLE IN THE MOVIE. You will speak at least one line in the movie.
As an added bonus, you will receive two tickets to the premiere of your choice plus access to the exclusive after party with the cast and creators. You'll also receive a signed BMS Jersey, a "Special Thanks", an autographed poster, a personalized Vine, a T-shirt, a digital download of the movie, Mascot's doorknob sign, a PDF of the script, a tweet/follow from the official BMS: The Movie twitter.

-          Distributed by Lionsgate Entertainment Corporation

o   As of November 2013, it is the most commercially successful mini major film and television distribution company in North America and the seventh most profitable movie studio.

o   Lionsgate distributed The Hunger Games and The Insurgent film franchises.

-          Blue Mountain State: The Rise of Thadland was released on Netflix on March 1, 2016.

3.Anomalisa

·         Project launched in 2012, July 11

Kickstarter Key Facts:

·         Raised $10,000 in less than 3 hours

·         People who pledge $250 received an exclusive, Mary Shelley Frankenhole season 2 crew sweatshirt, signed by Dino Stamatopoulos (Exec. Producer)

·         Pledge $50 or more, A DVD copy of the film once it has been distributed and all of the above

·         5,770 backers pledged $406,237

·         Received $406,237,  its goal was $200,000

https://www.kickstarter.com/projects/anomalisa/charlie-kaufmans-anomalisa/description (Kickstarter page)

https://itunes.apple.com/movie/id1067043927 (ITunes page)

·         Anomalisa is a stop-motion animated film written by Charlie Kaufman (Being John Malkovich, Adaptation, and Eternal Sunshine of the Spotless Mind).

·         The film is about a man crippled by the mundanity of his life.

·         The film is approximately 90 minutes in length.

·         Anomalisa had its world premiere at the Telluride Film Festival on September 4, 2015.

·         The film went onto screen at the Venice Film Festival on September 8, 2015, and the Toronto International Film Festival on September 15, 2015.

·         It was announced that Paramount Pictures (Parent company, Media conglomerant-Viacom) had acquired worldwide distribution rights to the film.

·         The film was released in a limited release on December 30, 2015. A wider release followed in January

·         Released: 2015 ©2015 Paramount Pictures. Paramount is one of the Big Six Studios. Clearly, Kickstarter facilitates funding but in order to get to audiences this project had to go to one to a major conglomerate.

·         Anomalisa has grossed $3.1 million worldwide

·         $8 million budget

https://www.youtube.com/watch?v=DT6QJaS2a-U trailer

4. Who the F*@% is Frank Zappa

Who the F*@% is Frank Zappa is going to be a documentary about Frank Zappa. This documentary will included exclusive interviews and unseen footage and material by Frank Zappa. This unseen material will be taken from Zappa’s private vault which the director will have access to with the funding.

·         The project is by Alex Winter (Director).

·         Who the F*@% Is Frank Zappa will only be funded if at least $500,000 is pledged by the 9^th April 2016.

·         The project has been up on Kickstarter for 24 days (todays date is the ^15/03/16)  and has pledged $341,826 from 1,916 backers.

·         The full goal is to raise $3mm.

·         The creators will also share some of Frank’s never-before-seen artwork, video stills and more in a hardcover companion book if the money is raised.

·         They have put together a bunch of rewards to lure backers into donating their money for their project.

 

Why are people backing the project? –  The main people who are backing the project are fans of Frank Zappa. These fans want to discover and learn more about Frank Zappa and want to help this project happen.

5. Wish I was Here

6. Incident in New Bagdad

Created by;

Morninglight film

Directed/produced by;

James Spione – American writer director and producer of documentaries

Release Date;

April 24, 2011

Summary;

Incident in New Bagdad is a short documentary film (22 mins), about the 2007 Bagdad airstrikes.

The film features a first-person account from Ethan McCord, one of the first soldiers to arrive at the scene of the airstrike that killed between 12 to over 18 people and wounded 2 children in New Baghdad during the Iraq War.

What the pledgers get if they back a certain amount of money on the project:

If they pledge $5,000 or more: You will become the sole Executive Producer of this movie. In addition, you will receive the signed DVD, LA premiere tickets, plus a private dinner and conversation in Los Angeles with director James Spione and the subject of the film, U.S. Army veteran Ethan McCord.

Pledge of $5 or more: You will receive a heartfelt thank you email from me, plus your name listed on a special "Thank You" page on the "Incident in New Baghdad" website

Awards;

Featured at the 2011 Tribeca film festival where it won for the best short documentry. It was the second Kickstarter-funded film to be nominated for an Academy Award.

Pledges;

84 backers pledged $11,960

Distributors;

Commercially distributed this film, companies like Seventh Art Releasing. Seventh Art releasing is a independent distributer that mostly distributes award winning documentaries and short films.