Long Form TV Drama Deutschland 83

Deutschland 83

Directors - Edward Berger / Samira Radsi

Shot Location - Filmed in Berlin and Potsdam Germany / Stazi museum

Budget- $40Million Germany Biggest Budget

How many countries- USA, Germany , UK, Europe

Revenue- 

LIAR-

Language
Industry
Audience
Representation

Old fashioned Vibe- e.g TV
colourful but muted colours
lowly saturated
shot reverse shot- passing cigarettes
use of real life footage gives authenticity
intertextual link song in the grocery
costume (Verisimilitude)
Handheld shots following character
smooth establishing shots
Animated title sequence with light hearted music but serious visuals
lots of character movement suspenseful music to fit mood
silence for effect
low angle shots


Editing

Throughout the first episode, the pace of camera changes to build suspense. This is evident from when Martin was running away from his aunt and the East Germany generals. Audiences would've became engrossed as the pace increases it leads to increased pressure.
Blue tone to represent a more moody , serious scene this was seen in East Germany.
Throughout the episode there was a use of colours but they were muted colours to conform to the authenticity and when the episode was set.
News footage from real television gives high levels of authenticity and makes it relatable to the audience and relates to the idea of Verisimilitude.

Sound
"Sweet Dreams" is a song by Euthrymics , made in 1983. This is an intertextual link as this song came out the year the episode was set and it accentuates the fact that where it was set and it makes it authentic as possible as the West was allied with America and thus the reason thew song being played in the grocery store.
Use of silence in meeting with the general playing chess, was unsettling.
Amplified  sounds and fast music links to the ideal of paranoria and makes the audience be on the edge of the seats as they're instantly interested.

Mise-en-scene
Verisimilitude - uniforms and offices gives more authenticity
A lot of dark humour within the episode examples are when the Aunt was drugged and dancing, also at the beginning scaring the two thief

Camera Work
Wide shots of buildings establishes shots and builds suspense. As well shows transitions within the episode and it shows off the iconic places.
Shot reverse shot with the aunt and general passing the cigarettes. It builds the pace and tension and it goers back and forth.
Lots of camera movement shows panning and handheld
Match on action and pulling focus when Martin was on the phone to his girlfriend.


Class
Gender
Todorov
Hall
Van Zoonen
4 Micro Elements

Genre Conventions- Spy

Main Protagonist usually male
Weapons/Tech
Double Agent (Plot Twist)
Secrecy
Dark Colour Palette
Tension and Suspension

Genre Conventions - Comedy

Lighting tends to be proud
Main character usually male
Life doesn't run smoothly


Hybrid of Deutschland of 83 conforms to both to a Spy genre and comedy genre show. It contains a male protagonists who's life isn't running smoothly. Deutschland 83 also used a Dark colour palette but subverts from it in a light heart moments. As it is a spy genre it contains a lot of  Tech and Weapons , Secrecy, Tension and Plot twists.

Genre theory is about what genres are, and about how and why they are created, change endure or decline.

Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.

This means that genres are not fixed, but constantly evolve with each new addition to the generic corpus (the body of products in a genre), often playing with genre codes and conventions or becoming hybrids with other genres.

Generic codes and conventions are not just established in media products but in products that refer to these products such as critical writings or advertising and marketing material, what Neale referred to as ‘the inter textual relay’.

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Theories of Representation – Hall

Representation is not about whether the media reflects or distorts reality, as this implies that there can be one ‘true’ meaning, but the many meanings a representation can generate. Meaning is constituted by representation, by what is present, what is absent, and what is different. Thus, meaning can be contested.

A representation implicates the audience in creating its meaning. Power – through ideology or by stereotyping – tries to fix the meaning of a representation in a ‘preferred meaning’. To create deliberate anti-stereotypes is still to attempt to fix the meaning (albeit in a different way). A more effective strategy is to go inside the stereotype and open it up from within, to deconstruct the work of representation.

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Stuart Hall's theory of representation (Guardian Research)

A more western population such as Americans may view Deutschland 83 the preferred reading in the fact that it is a fictional story and almost sympathise for Martin and will see the story from the point of the view the main protagonist. 

An oppositional reading would be more suited to Germans as this was proved as Deutschland 83 lost half its German starting audience with only 1.72m viewers. This could be as the Cold war was still fresh in the minds for Germans and its too close to home. This could be also linked to the Stasi within the political context of East/West Germany.

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The economic context for long form TV drama is summed up in p 154 where its states that the reduction in costs of technology coupled with increased competition (p.   ) has resulted in higher quality long form TV dramas. This includes factors such as

• CGI allowing visual effects even within TV budgets
• Drones allowing arial photography
• The development of high definition cameras, with low lightr sensitivity enabling recording low key lighting set-ups at night.

The developments of streaming technologies has enabled LFTV dramas to be made available on Netflix, BT, Virgin, Sky and Amazon who are actively commissioning proprietary content on their streaming services in order to differentiate themselves from other providers.

• The emergence of low cost streaming services is only possible through the lower cost of computers
• The political drive to create high speed connections
• The cultural contect of changing attitudes as to what constitutes television.

Streaming as a technology has also allowed

• Programmes to be made without obvious segmentation in order to fit advertising breaks
• Less adherence to rigid program lengths
• Less need for traditional narrative elements such as cliff hangers as programmes can be watched as complete series.;

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Viewpoints and ideologies in media language   (p156)

Referring to pages 156 of the OCR media studies book you will refelect of the ideologies influencing media language in TV dramas, these may include

·         Individualism - Deutschland 83 mainly focuses on Martin the protagonist and his journey of going to the west. Phone call to Girlfriend/ Take care of his mother/Shakespeare shows corruption 

·         Consumerism- E.g. In Deutschland is when Martin jumps the wall and runs away from the general. Also, the Shakespeare books and the scene in the Grocery store/trying all the gadgets and spy skills/Puma/ Hypocrisy

·         Patriarchal- The scene at the generals party, Yvonne is expected to sing and show herself off. /Lenora- East German spy leader subverts the ideoalogy  / Anett/ Martins mum in kitchen 

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(p159.)    Todorov’s narratology can be used to analyse narratives of LFTVD’s but the theory has its limitations.   Essentially the dramas can be analysed in terms of how they suggest an initial equilibrium and how they disrupt this equilibrium with an event that creates a drive towards a narrative resolution.

(p161) Todorov’s theory is designed to explain a linear narrative with a distinct ending, a narrative resolution.   As Long form TV dramas are serial narratives (meaning they drive towards a resolution over e.g. the length of a series in order to meet audience expectations however the prime interest in these dramas is in how the resolution is delayed ,  a delay which creates a sense of anticipation by combining the movement towards that resolution with other narrative strands.

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Cultural Context-

• The episode reflects specifically German concerns about cultural amnesia and remembering. The need to remember - recent media products have explored East German experience in a way that represents how ambiguities of that experience were buried in the triumph of the West at reunification
• An example will be the tensions between the East and West
• Spy narrative is of global cultural resonance, despite its local origin , and helps explain the international success of its series
• The representational complexity of the programme reflects the context of the high expectations of LFTVD.

Historical Context-

• The episode explores the German division in 1983 : the East poor, controlled and firmly ideological: the West rich, free but self-doubting
• The complex and ambiguous representations in Deutschland 83 reflect the difficulties faced by Germany in coming to terms with its past., the political and military tensions of the early 1980s in divided Germany. The collapse of communism in 1989 meant that much more East German experience was swept under the carpet. 

Political Context-

• The representation of concern in both Germany about american sabre about rattling may reflect either contemporary German political confidence, as the lead in European politics or a liberal critique of american republican politics by the programme american writer or both 

Economic Context-

• The complexity of the characteristics and representations reflects the economic pressure to create quality flagship programming. 

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Levi Strauss Levi Strauss’s idea of the binary opposition – that the system of myths and fables was ruled by a structure of opposing terms such as hot/cold, male female can be applied to LFTVD.

The opposites of way of life between East/West - west is more richer and more modernised whereas the east is more poorer 

Male Leader/Female Leader 

State:Family - Lenora is more interested in the East Germany state rather her than her own sister 

Martin wants to be back home with his girlfriend and family 

Manipulation/love-  becoming a spy/lying to his girlfriend 

Danger/Safety- always in danger and safety isn't given yet

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Stereotypes 

• Walter is a stereo typically ruthless spymaster
• Young people at the party are stereotypical pleasure-seeking teenagers
• Martin flawed young man with lack of self control 
• General Jackson Black male - Gung-ho american military man 
• Yvonne troubled and rebellious young teenager 

Media Theory - Paul Gilroy

Paul Gilroy

Minecraft

In what way is the content suited to this wide age demographic?

As Minecraft is a sandbox game it appeals to a variety of different age groups. It introduces certain social aspects by playing multiplayer online. As well you are able to play different game modes so it suits the different ages to what they want to do. For example, you can play more passively and just build and design buildings. As well you can play a survival game mode to give a more competitive advantage. 

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Task 2 

Create a 1000 word essay discussing the evolution of Minecraft.  As part of the essay you will address

• How the ownership of Minecraft has affected the games evolution

• How Minecraft is marketed to a variety of audiences

• How users interact with the game including how they create their own content

Minecraft is an online video game that can be played on all platforms and consoles. Minecraft is a sandbox game, which offers users the opportunity to let their imagination run wild, and build/construct whatever they want as well as playing an interactive survival mode, which is available on multiplayer to enjoy a social aspect of the game. Minecraft vast success has come from the fast evolution of the game and the different marketing techniques they used. 

Minecraft is the second most successful video game of all time behind Tetris. Minecraft was originally created and designed by Markus Persson a programmer who also developed and published the game through his company Mojang. Markus Persson and a small company he founded with two other friends started working/creating the game in May of 2009 having been inspired by similar games to Minecraft such as Dwarf Fortress, a single-player construction and management game. Markus’s goal was to produce a Role Playing Game variation. But despite Minecraft’s success, its initial reception wasn’t commercially viable and was seen as more of a niche product for players with expert knowledge of computers and programming. Some players of the game in the early stages helped with early bugs and there was a lot of room for audience interaction as it was open for people to modify the code. The game was available in a downloadable cloud version, which allowed the game to be constantly updated with new features and bug fixes, thus allowing the game to work with minimal glitches. However as time went on Minecraft has increased popularity and has grown exponentially. During development Minecraft was developed as a multiplayer game using JAVA code (c++). In September of 2013, Microsoft bought all rights to Minecraft from Mojang for $2.5billion dollars. 

Minecraft’s growth is proven as to date they have sold well over 121 million copies across all platforms. This is including over 27 million PC copies, making it the biggest selling PC game of all time. One of the first largest changes that Minecraft conducted was the introduction of cross platform gaming. This allowed PC gamers to join games with Xbox users and now recently PlayStation and Nintendo users. Xbox and Windows 10 are both owned by Microsoft so it enabled Microsoft to make Minecraft available for these two platforms first. This is a very rare function as only two other games are known to have this function (Fortnite and Rocket League) this furthered the sales of Minecraft. Minecraft also partnered with Oculus to create a VR version of the game to further draw in consumers. 

Minecraft is marketed to a variety of audiences through number of strategic and calculated ways to maximise Minecrafts full capacity. In the beginning though, the main way Minecraft was advertised and marketed was through word of mouth. The word of mouth between gamers and being featured on sites such as the Penny Arcade web comic to generate even more interest amongst gamers. By being featured on Penny Arcade web comics Minecraft was also able to generate interest from an older generation, as that web comic is known to be more expletive and read by older audiences. By the time it was January 2011, the beta-version of the game had passed over one million purchases in just only a month and by the time it was April of that year Persson estimated that $33 million of revenue had been made after 3 months of the beta version being released. 

  

Another significant way Minecraft marketed their game was through YouTube. As the game inspired many content creators to apply Minecraft in their videos this gained significant popularity within the community and this generated further hype and ‘talk’ around the gaming community as a whole. Popular Youtubers such as Stampy and Sky Does Minecraft gave fans of the game insights and special features. This further grew Minecrafts popularity as more popular influencers are playing the game and this allowed more users to play the game.

Minecraft also carefully marketed to audiences aged 8 and above by collaborating with Lego. By aligning themselves with one of the most iconic learning construction education products in history. This gave Minecraft the ability to appeal a younger audience as well as the more mature and thus introducing a wide age demographic for the game. Minecraft also introduced a schools initiative in order for schools to use Minecraft for educational purposes and to introduce the young generation to computer programming and engineering games. 

Audiences can interact with the game by producing their own content. As Minecraft allows users to express the creativity. A lot of gamers/ users of Minecraft have decided to post their creativity through social media. The main site to find Minecraft content is YouTube. Where it allows Minecraft fans to interact with their favorite gamer or even view other people’s works. This allowed Minecraft to further their popularity. By using YouTube, fans of Minecraft were able to replicate their favourite Minecraft you tuber into their own gameplay. This became even more popular and common within the community and got to the point where Youtubers were earning large amounts of money through playing Minecraft and uploading it online. 

Also Minecraft fans were able to visit different forums and websites to research new features about the games or different hacks and game modes in order to have more fun within the game. As well Minecraft are well known to listening t their audiences as they regularly conduct polls to see what audiences want updating in the game. This audience interaction gave more enjoyment to the fans as they are able to put their own input into the game. 

Minecraft has universal appeal. It is useful to explore how such a game can appeal to different ages, genders and audiences from different social and cultural backgrounds. The variety of different modes is certainly a contributing factor to the game’s success, but also the way in which audiences can control and shape their own worlds and create new identities through mods and altering textures, maps and craft kits. 

Radio One Essays

Part (a)Radio 1 target audience is on the decline, discuss the reasons why audience numbers are dropping and the steps taken by the organisation to maintain (and or grow) its audience 600 words.  Discuss the role of technology in maintaining its audience

Radio 1 target audience of 15-29 is on the decline, as recent trends and numbers to show that ratings and listenership is dropping prove this. This has caused Radio 1 to take action in order to maintain its audience and attempt to grow their audience through different avenues. A report has shown that on average people in the target age group of 15-29 consume radio for 7 less hours a week than the average adult. According to OFCOM young people listen to the radio 15% less than they did a decade ago.

The main factor for the audience decline is the advancements of technology. Due to technology being so advanced you are able to listen to music whenever and wherever you want with unlimited choices. Due to streaming websites and services such as YouTube. It enabled listeners to choose their favourite music and genres. YouTube allows them to listen whenever they want and not to be restricted. As well as avoiding music users do not enjoy. Another service that has influenced the decline of Radio 1 is Spotify and Apple Music. These apps are used on your phones and allow listeners to make their own playlists of music they enjoy. Spotify in particular have an algorithm that allows them to find a users preferred music choices and makes suggestions to them. As Radio 1 is an inclusive shows it includes all type of genres and this can stray away audiences as they don’t want to be listening to music they don’t like and instead opt for applications such as Spotify and Apple music. Also with the rise of Bluetooth it gave users the opportunity to users to play their music whenever they want and in the car, where radio is most likely to be listened to, instead users prefer to use Bluetooth and play their own music.

Another technologically advanced that has affected the amount of listener son the radio is the introduction of on demand. As the radio 1 breakfast show is recorded it can be available on demand for 30 days. This changed listener habits, as they are now more likely to listen or watch the show when it is more convenient to them instead of listening to it live. This has been a way in BBC maintaining their audience.

Another reason why numbers are dropping is the amount of competition from other radio shows BBC radio 1 has. With the emergence of new, urban radio shows that are generally more popular audiences such as Capital and KISS. This has aided in the dropping of audiences for radio show. As KISS and Capital play more current music and music that appeals to the wider audience which is pop, RNB and rap.  Younger listeners prefer to go listen to the likes of Capital and KISS instead. This is mainly due as Radio 1 plays a more wider range of audience to appeal and attract a larger demographic whereas Capital, for example, are more concentrated on the current popular music.

Radio 1 manages to maintain their audience by using social media to attract more listeners. Recently throughout their breakfast show they invite big name celebrities such as Demi Lovato and Stormzy in an attempt to bring people to tune in and get to know their favourite artists and celebrities more. With the introduction of BBC live lounge it gave viewers/listeners the chance to see their favourite artists performing a few songs liv this gives it a high level of authenticity which attracts the audiences. Radio 1 uses platforms such as Twitter to improve and involve more of the audiences to increase interactions. It allows them to tweet out their opinons, which could be read out live on air.

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Part (b) From your viewing 400 words (listening) of a radio 1 breakfast show program
Discuss the impact of Radio 1’s funding (from tax payers money) on its production content. (take into account the stations remit…)   
Identify examples from your analysis you must also refer to commercial radio stations Capital One or Radio X to highlight the differences

The majority of Radio 1 funding comes from taxpayer’s money, government, which is paid by the public through their TV license. Which for one year a colour licence costs £150.50. This £3.50 increase from the previous year. Radio 1 itself has a service budget of £34.7million in 2016/2017; this accentuates the fact that there are high levels of funding within Radio 1. This would leave a huge impact on the production content for Radio 1 as this well enable them to further their radio show from other competitors and use the budget to good effect. Radio 1 remit is to inform, educate and entertain. With this budget BBC breakfast show are able to hire top a class celebrities to come onto the show and feature. This will attract a vast amount of listeners, as they would want a more in-depth listen on their favourite artist or celebrity lives. As well as that BBC are able to use the top equipment available with the budget to keep their standard at a high quality and this will entice further audiences. As well they are able to produce content to view on YouTube so audiences can watch. Programs such as Live lounge which shows peoples favourite artists singing their popular songs live to give a real high level of authenticity.

 Commercial radio stations such as Capital, KISS and Radio X rely heavily on advertisements for funding. In Radio X their advertisements are more targeted towards their audience. As Radio X audience is more masculine and is known to be more male orientated. Giant Beer companies such as Strong bow and Greene King advertise their brand on Radio X to attract high amount of audiences. Capital has more of a younger audience and are very popular they are known to advertise current trends in markets and follow popularity. Capital could also ear the money from text in from certain competitions to win prizes.

This shows a clear difference between the two radio breakfast shows with the constant barrage of adverts could frustrate some audiences in to change the radio station. But due to the mass market that Capital and KISS operate in they still have a high listenership daily. Also Radio 1 still have a lot of funding from the TV license and so this will mean they will have to cater for more of the population. 

Radio X

Radio X use an all male lineup to host the radio show. Chris Moyles being the most controversial host.

Controversial presenter have been found to be homophobic, sexist and casually offensive. It can introduce more opinionated viewS.

Some of the adverts used in the Radio show are mainly for Beer with companies like Greene King and StrongBow advertising their products with Radio X, this suits a male audience

This radioshow could be found offensive to certain groups as Chris Moyles does have a history in offending multiple people as well. Also it can be seen as light hearted banter for the hosts but offensive to certain groups.

The hosts are all white and shows little diversity in the music as well as hosts.

Radio 1 generally appeals to a mode diverse range of people as their target audience is between 15-29 whereas Radio X target audience is 25-44

Radio One Big Breakfast (Greg James)

Public Service Broadcasting (PSB) remit to entertain, educate and inform.

The term "public service broadcasting" refers to broadcasting intended for public benefit rather than to serve purely commercial interests.

Radio 1 Breakfast Show with Greg James

5/12/18

Yesterdays Quiz, Wednesday fun and Ten minute Takeover

If in red Contemporary artist example

Unknown T- grime
Duke dumont - edm
Jonas Blue - DJ
Clean bandit- electronic
Little mix - pop
Biffy clyro - alternative rock
James Arthur - pop
Jax jones - house
Lewis capaldi- pop
George Ezra - blues
M-22 - dance 
The 1975 - indie pop
Jess glynne- pop
Friendly fires -indie rock
 Not3s (rapper)
 Loyle Carner (hip hop)
MK (american), Jonas Blue and Becky Hill (house)
Sam Fender (alternative rock)
 Mumford and sons (folk rock, alternative rock)
You me at six (rock band)
Ellie Goulding (electro pop, synth pop, etc)
The streets (alternative hip hop)
Disciples (house)
Friendly fires (indie rock)
Jess Glynne (pop, R&B, dance, soul)

Upcoming artists

Unknown T
Not3s
Sam Fender 

Important to support emerging artists as it gives a platform for artist to showcase their music and it shows support to these British upcoming artists.

Radio X plays a more mature types of genre of music to appeal to an older audience whereas the BBC remit is more orientated to a younger audience which is more diverse and enjoy different genres. 

Variety of A list, B list and C list music played throughout the week. A list being most popular , B list second and C list third. Wide range of genres. 

Discuss the BBC’s position as the World’s largest producer and its ability to create original high end media content, to what extent does the license fee impact on their production content.

The license fee impacts heavily on the production content. BBC radio 1 gets a budget of £34 million from licensing this can enable the BBC to bring in top, global artists and to improve the quality of their show. 

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Talking about celeb gossip Cardi/Offset
Links to other BBC shows (live lounge)
Backstage gossip/Banter
Joking with cast/producers
Fans interactions
Jokes and mimicking engages audiences
"Radio 1"
Newsbeat every half hour
Scottish -Weather Reporter
Celeb endorsement - Mark Buckingham Triathlete
Games and quizzes


Layout- every half hour newsbeat
           - Activity/Celebrity interview around half way of each news beat cycle e.g. 7:15
           - music in between
           - News and Sports content

British Artists within the first 4 songs of the programme.

How does the content suit the target demographic of 15-29 year olds? 

Topics include celebrity gossip, sports and pop culture. Use of Comedic relief, presenter being amusing. Audience interaction through social media. Music is more current and urbanised to appeal to the target audience.

What does the above content hope to achieve? 

Achieves the entertaining aspect of the BBC remit. 

What news features were aired, why are they relevant to a youth audience? 

Theresa May included. Sports scores and Im a celeb gossip. As well as celeb gossip with Cardi B and Offset. 

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Sports Bulletins

Gender: Male

Age: 15-29

Ethnicity: All ethnicities 

Region: All regions 

Male- Sports

Females- Gossip

Age (15-29)- Afrobeat

Ethnicity- Afrobeat & Indie

Region- Grime urbanised music 

Radio declining 1 audiences

Fewer people listen to the radio

More competitors e.g more young people listen to Capital

Discuss whether in your view R1 has made the right decision in selecting G. James considering other options e.g. a female /younger presenter?

In my opinion, R1 has made the right decision to bring in Greg James he's an experienced radio presenter with bags of history. He brings in a more light hearted feel about the radio show and more comedic relief. 

Highlight reasons for the decline in Radio 1’s audience

• Younger audience don't listen to radio as much 
• Can use different platforms such as Spotify, YouTube

Discuss  how Radio1 maintains its listeners, including through marketing, varieties of audiences nationally and globally.

Radio1 still maintained its listeners and audience by using social media to keep the younger audiences interacting with them and to speak on certain topics. As well it has used celebrity endorsement to offer an insight into the lives of their favourite celebrities through interviews. It also uses Youtube videos so audiences are able to watch the best bits of he radio show in clips instead of watching the whole radio show. 

Jungle Book - Economic Factors

The significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products.

• Compare the production costs of the 1967 and 2016 versions.
• Discuss how the BIG 6 film studios are increasingly pouring more resources into fewer films offering SPECTACLE but limiting choice 
• See the following page to help support your argument.

Power of Media Industry:  In considering media industry and the consolidation into larger companies please  write a response to the following statements. 

The media is controlled by a small number of companies primarily driven by logic of profit and power.

90 % of the media in the world are controlled by 5-6 media giants. They make reboots that they know will create profit, buys large movie franchises such as Marvel and Star Wars. 

Creativity, variety and quality in the media is limited by the amount of companies and products.

Films start becoming more common to maintain the normal audience. This suggests that there is a less of a variety within the industry. A lot of the market is becoming more saturated and mainstream. Creativity has improved massively with the advancements of technology. With the use of SFX and CGI. 

More socially diverse ownership will result in more varied media productions.

Targets more of an audience, allows more creativity within production.

It allows a wider range of audience as it appeals to different ethnicities.  Examples such as Get Out and Black Panther are examples of having a diverse cast and crew to crete§§

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How media organisations maintain, including through marketing, varieties of audiences nationally and globally

Disney's ability to maintain a market and a variety of audience has been mainly due to the family friendly content Disney has produced over the years. By having family friendly content it appeals to a wider range of audience. 

Walt Disney Studios used marketing sleight of hand to fill seats on opening weekend. “The Jungle Book” took in an astounding $103.6 million in North America, according to Disney.

In August, Mr. Favreau bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif., and showed sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi, who plays the man-cub Mowgli. Thousands of movie posters were handed out.

Studio marketers have learned that Hispanic moviegoers tend to buy tickets in particularly large groups; if you hook one family member, you can get an exponential result. To achieve that goal, Disney teamed with Univision for a five-week stunt that brought “Jungle Book” characters and clips to telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes

Various corners of the Disney empire pitched in to promote “The Jungle Book.” A New Year’s Day stunt on the Disney Channel, for instance, was used to portray the film as one of the year’s first blockbuster offerings for families and children.

But the synergistic heavy lifting was done by Disney theme parks. During the jam-packed spring break weeks, park theaters in Florida and California offered sneak-peek footage of the movie, with Mr. Favreau providing introductions

If moviegoers believe that, they are more likely to spend $3 to $5 more a ticket to see “The Jungle Book” in 3-D, which can lift opening-weekend sales considerably. To emphasize the scope and scale of this movie, Disney introduced a mazelike Law of the Jungle website in partnership with the female-leaning Tumblr; ran special promos at IMAX theaters focusing on the snake Kaa; and created a touring virtual-reality experience and 360-degree Facebook video emphasizing the “Avatar”-like world of its jungle.

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Film content can be consumed by audiences in a variety of ways and locations 

cinema, 

home entertainment

On the move (in flight entertainment, etc.)

Institutions need to provide films increasingly in digital format

• Because film consumption is moving away from cinema towards Home entertainment via Blu-ray, streaming
• Increases the risk of Piracy - easier to download online as technology improves. 
• Large institutions (Big 6) offering cinematic experience in large screen (iMax) format, followed by digital release as DVD, Blu-ray, streaming- This increase the profits for the big 6 and allows them to produce a higher budget films and to keep the flow going. 
• Disney actively trying to make its own streaming service through the acquisition of FOX review the following link and summarise why it is a smart move for Disney to grow:  why would disney buy fox? - Main reasons Disney would buy Fox as it would increase Disney's market share. As well it will enable Disney to compete with streaming services such as Netflix as thee is a clear decrease in cinema goers so it will allow Disney to increase their profits. 

Increased profit margins

Increase in market share 

allows more control within the market