Paper 1 Section B - Film Marketing

PAPER 1 Section B exam questions

 a) What is meant by a mainstream film? [2]

A mainstream film is usually a film with a big budget, produced by a well-known company such as Disney or Fox. It is produced for a mainstream audience and usually does will in box office. Films such as Black Panther and Avengers are examples of mainstream films.

 b) Briefly explain what a media conglomerate is. [2]

A media conglomerate is a company that owns numerous other companies involved in mass media enterprises. An example of a media conglomerate is Disney.

 c) Explain two features of independent film production. Refer briefly to I, Daniel Blake to support your points. [6]

Independent films are usually produced by independent companies that are on a low budget. They cast unknown actors/actresses because they don't have enough budget to afford a popular actor/actress. For example, I, Daniel Blake casted unknown actors/actresses. Independent films are usually funded by different companies because they need that investment for their film. For example, I, Daniel Blake was funded by numerous different companies such as BFI and BBC Films. Independent films are usually made to make the audience think about a certain topic or issue. They are made to be more realistic compared to mainstream 'studio' films. For example, I, Daniel Blake touches subjects such as life on benefits and the way poor people are neglected by the government.

d) Explain how economic contexts shape mainstream films. Refer to Black Panther to support your points. [15]

Mainstream films can be identified by their economic factors such as production company, distribution or their budget. For example, Black Panther can be identified as a mainstream film because it was produced by Disney, one of the 5 major studios and one of the big 3 media conglomerates. Black Panther had a budget of $200 million and a box office of $1.344 billion (as of May 2018). Due to the success of Black Panther as part of the Marvel franchise and the high profit number, Disney is releasing a sequel said to be released in July 2022.

Mainstream films have a big budget to work with and this helps them hire their cast. Most mainstream films have popular actors/actresses and this is good for the film as it brings the actors/actresses fandom to the audience. For example, Black Panther cast popular actors/actresses such as Chadwick Boseman, Michael B. Jordan, Letitia Wright, Lupita Nyong’o, etc. This helps the success of Black Panther as not only Marvel fans are watching it but also fans of the actors/actresses.

Mainstream films are known to attract a wide range of people. For example, Black Panther attracts the Marvel audience/fandom. They also attract people who are aware of The Black Panther Party. The Black Panther Party (founded in 1966, Oakland, California) were people who were disappointed in the failure of the civil rights movement to improve the condition of blacks outside the south and decided to focus on improving and helping their communities. Black Panther can be seen as in support of the Black Panther Party. This also inspires everyone, including black youth, who deserve to see superheroes like them, to show them that truly anyone can be a superhero. Black Panther’s role signals a black renaissance.

Mainstream films are also known to have big marketing campaigns. For example, Black Panther released the teaser trailer in June 2017 and within 24 hours it has been viewed 89 million times on YouTube. Just before release, Black Panther was the most tweeted about film of 2018 with more than 5 million tweets globally. In mid-March 2018, it became the most tweeted about film ever with 35 million tweets. Black Panther also released the movie poster that contained many different enigma codes from the movie.

In conclusion, there are many different economic contexts that help shape a mainstream movie and Black Panther is a successful example of that.

Black Panther as a Mainstream Film

GENRE ( mainstream appeal e.g action, scifi, superhero or niche appeal e.g UK drama )

Black Panther is an action, sci-fi, fantasy, superhero and adventure movie. 

NARRATIVE ( straightforward and clear story with action elements, upbeat ending etc. or experimental structure and downbeat/sad ending )

STARS ( mainstream stars that  would also increase budget/possible profits/size of audience ? )  

AUDIENCE ( niche/mainstream , age/gender , preexisting audience ? wide range ?) 

FRANCHISE   ( is film a sequel, a spinoff, or part of existing franchise or range of films that would help maximise audience and profits ) 

There are talks that there are a second movie in the making. It apparently will be coming out in 2022. Due to the death of Chadwick Boseman, people are wondering who the next black panther would be as he died before he could begin filming. Some of the public want the Black Panther role to be passed to T'Challa's sister Shuri.

PRODUCER ( who made the film ? )

The producers of Black Panther are Kevin Feige and David J. Grant. Kevin has been the president of Marvel Studios since 2007. Black Panther was directed by Ryan Coogler. The screenplay was written by Stan Lee, Ryan Coogler, Jack Kireby and Joe Robert Cole. 

OWNERSHIP ( small independent company or global multinational corporation ) 

Marvel is owned by Disney. Disney is one of the 5 major studios (alongside Warner Bros, Universal, Sony and Paramount). Disney is also one of the big 3 media conglomerates alongside Comcast and TimeWarner. Disney produces films, tv shows, theatre productions, music, video games and own parks/resorts and have retail shops. There are some big brands that Disney own such as LucasFilm, Marvel, Pixar and Touchstone Pictures. Since owning LucasFilm and Marvel Studios, Disney can now produce films in the Star Wars and Marvel Cinematic Universe franchises. 

BUDGET ( small or large, production.marketing etc.)

The production budget for Black Panther was 200 million USD and the estimated budget for marketing was 150      million.

FUNDING AND PLANNING ( where did the money come from ? Range of small distributors ore one corporation ? How was the  film created ? Script and director  first or led by producer) 

Disney funded Black Panther and they didn't need to raise any money as Disney is a well-off company. Black Panther is based on the Marvel comic written by Stan Lee and Jack Kirby. 

MARKETING CAMPAIGN  ( small-scale  or large and wide-reaching, formats , platforms, methods used in trailer/poster to maximise audience  ) 

DISTRIBUTION ( small amount of targeted cinemas or wide release schedule across different formats and platforms) 

PROFITS AND RECEPTION ( How much money has the film made so far ?  )

LINKS TO OTHER PRODUCTS  (e.g soundtrack,games, other films,,merchandise, sequels )

OTHER ELEMENTS ?

Research of similar products

TV Show Magazine Examples

This is an example of what my TV magazine will look like. 

Codes and Conventions

There are people on the front cover which is a norm for entertainment magazines. There is a masthead and skyline like other ...

Representation

This magazine cover represents more than 1 social group. It has one or more people from different ethnicities. It also has people from different gender groups. The magazine doesn't portray any negativity towards any of these social groups. John David Washington is in a different coloured suit from Robert Pattinson and Elizabeth Debicki, perhaps this is to show that John is the main character and Robert and Elizabeth are supporting characters in Tenet.

Industry Content

Entertainment Weekly is an American monthly entertainment magazine based in New York City that covers film, television, music, Broadway theatre, books and popular culture. The publisher of Entertainment Weekly is Meredith Corporation. Entertainment Weekly has a website (https://ew.com). People can subscribe to the online version of the magazine and get notifications. In April 2011, EW.com was ranked as the 7th most popular entertainment news property.

Cross Media Products

Entertainment Weekly is available on paper and online. People are able to subscribe to the online version and receive notifications when new articles are put up. It is easier and more convenient for people to read the magazine on the go.

Audience

Entertainment Weekly has a more general audience. People from all social groups can read this magazine.

Black Panther Reseach

CAST

Black Panther - Chadwick Boseman

Erik Killmonger - Micheal B. Jordan

Shuri - Letitia Wright

Okoye - Danai Gurira

Nakia - Lupita Nyong'o

W'Kabi - Daniel Kaluuya

The film was directed by Ryan Coogler. The production team were inspired by Ta-Nehisi Coates' run on Black Panther, who was writing the comic at the same time as they were working on the film. It was also inspired by the comic runs of Jack Kirby.

Intro task:

How does Black Panther fit into the Marvel franchise and universe? 

Black Panther is a based on the Marvel Comics character of the same name. It was produced by Marvel Studios and distributed by Walt Disney Studios Motion Pictures, it is the 18th film in the Marvel Cinematic Universe.

What makes it different from other films in the Marvel cinematic universe? Consider  the narrative of the film, characters, critical response, range of audiences

The film is based around the black community. It highlighted the majesty of Africa due to the character being noble and the opposite of African stereotypes.

What  made it successful ? Consider the film itself, the star, the existing fanbase , the cultural contexts of its release e.g  BLM , oscars so white , the range of audiences. 

The film is about that it means to be black in both America and Africa. The film goes head on with the issues affecting modern day black life. This relates a lot to the Black Lives Matter movement. 

Harlem Renaissance

The Harlem Renaissance was an intellectual, social and artistic explosion in Harlem, Manhattan, New York City, spanning the 1920s. At the time it was known as New Negro Movement. The movement also included the new African-American cultural expressions across the urban areas in the Northeast and Midwest United States affected by the Great Migration of which Harlem was the largest. It lasted roughly from the 1910s through the mid-1930s. This period is considered as a golden age in African American culture.

The Black Panthers

The Black Panther Party was founded in 1966, Oakland, California. Huey Newton and Bobby Seale were disappointed in the failure of the civil rights movement to improve the condition of blacks outside the south. Kathleen Neal Cleaver, inspired by women of the civil rights movement, Cleaver joined other women as influential members of the Black Panther leadership. Local chapters of the Panthers, often lead by women, focused their attention on community "survival programs". For 20,000 children each day, they organised a free breakfast program and also a free food program for families and the elderly. They sponsored schools, legal aid offices, clothing distribution, local transportation and health clinics and sickle-cell testing centres ins reveal cities. 

This links back to Black Panther because the name of the movie and main character is Black Panther. It inspires everyone including black youth, who deserve to see superheroes like them, to show them that truly anyone can be a superhero. Chadwick's role signals a black renaissance.

Afrofuturism

Afrofuturism is a cultultural aesthetic, philosophy of science and philosophy of history that explores the developing intersection of African diaspora culture with technology. It was coined by Mark Dery in 1993and explored in the late 1990s through conversations led by Alondra Nelson.

Black Panther 

Oscarssowhite

OcscarsSoWhite is a hashtag used to call out the lack of diversity - especially people of colour but also women and the LGBTQ community - in nominations for the Academy Awards or Oscars. It has expanded as a call for greater inclusion of marginalised groups in all aspects of the film industry.