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A-Level Media > Black Panther > Flashcards

Black Panther Flashcards

AUDIENCE AND INDUSTRY

1
Q

What is vertical integration?

A

When a company owns and controls every stage of the production, distribution and exhibition process.

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2
Q

What is horizontal integration?

A

When a media company acquires companies of the same media type. (Rivals before acquisition)

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3
Q

What is Curran &Seatons key ideas?

A
  • Media is controlled by a small number of companies driven by profit.
  • Media concentration limits variety creativity +quality.
  • Profit driven works overtake creativity.
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3
Q

What 2 forces do C&S claim media is driven by?

A
  • Creativity (writers, directors, actors, photographers etc)
  • Business (managers responsible for ensuring profitability and commercial viability of products)
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4
Q

3 advantages of horizontal integration?

A
  • Production costs minimized
  • Resources can be shared
  • Markets can be controlled
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5
Q

Why does Disney horizontally integrate?

A

To be able to have rights to produce more films of a franchise/rights to a character

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6
Q

What’s some examples of horizontal integration in BP?

A
  • Shared resources: Marvel characters, Disney production studios
  • MarvelStudios/LucasFilm/Pixar- potential rivals
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6
Q

Advantages of vertical integration?

A
  • Disney retains all profits from product distribution
  • Full control of when and where products broadcasted
  • Cross media synergies - use subsidiaries to promote + max profits
  • Producing and distributing sales costs
  • Restricts access to competitors on their distribution channels
  • Disney do not have to pay distributors thus capturing downstream profits
  • Distribution company doesn’t have to pay for content, thus capturing upstream profits
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7
Q

What is a conglomerate?

A

A company that owns other companies across a range of media platforms.

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8
Q

What are criticisms of conglomerates?

A

It prevents creativity (Curran & Seaton media concentration)

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9
Q

What does distribution mean?

A

The way media productions are advertised and delivered to audiences.

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10
Q

What does artificial scarcity mean?

A

Hesmondhalgh argues media producers control commercial risks through careful supervision of distribution and promotion practices - restricting access to product by limiting availability.

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11
Q

What is brand cultivation?

A

Building your brand and increasing awareness.

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12
Q

What is Hesmondhalgh’s argument about internationalization?

A

Media expansion is often pursued so producers can develop the ability to distribute their products on a global scale. (appeal to global audiences)

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13
Q

Why is the media industry high risk?

A
  • Audience aste virtually impossible to predict
  • High production costs
  • Mass competition
  • Media products have limited consumption capacity
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14
Q

What is over production ?

A

Success is hard to predict so industries deliberately over produce in the hope one or two will be hugely successful

15
Q

What is Hesmondhalghs argument on over production?

A

Over production compelled media production companies to expand through horizontal and vertical integration.

16
Q

What is meant by multi-sector integration?

A

Buying companies across the culture industry allows for further opportunities for cross promotion.

17
Q

What are the 5 formatting strategies?

A
  • Star power
  • Genre-based formatting
  • Serialisation
  • Remakes
  • Independent labeling
18
Q

What is star power formatting?

A

Using well known actors/actresses/directors.
- Can deliver ready made audiences

19
Q

What is genre-based formatting?

A

Genres pre-promise consumer satisfaction - you know what you’re getting.
Allows audiences to identify the potential rewards of consuming a particular media product in advance of consumption

20
Q

What is serialisation /remake formatting?

A
  • Franchises, sequels, prequels, remakes, spin offs.
  • Needs less investment in marketing activities to create audience visibility
  • Piggy backs on preexisting audiences
21
Q

What is independent labeling formatting?

A
  • Independents provide a useful means of engaging audiences that are reluctant to consume mainstream media.
  • Conglomerates also delegate production to independents to shield themselves from impact of potential failure on their brand identity.
22
Q

Star power in BP.

A
  • Kendrick Lamar
  • Michael B Jordan - Creed
  • Lupita Nyong’o - Star wars
  • Danai Gurira - TWD
  • Martin Freeman - International appeal
23
Q

Genre based formatting in BP.

A
  • Marvel studios branding in trailer
  • Repetition of superhero genre
24
Q

Remakes/Serialisation in BP.

A

Part of MCU - seen in civil war
Superhero genre reshaped for a more diverse audience

25
Q

Independent Labeling in BP.

A

Non mainstream aesthetic through Afrocentric settings and cast to attract a wider audience.

26
Q

What is digital convergence?

A

Combining different technology, media, information etc into a single service.

27
Q

Uses of new technologies in BP?

A
  • Teaser trailer released in June 2017 and was views 89 million times on YT.
  • BP was the most tweeted about film of 2018 with more than 5 million tweets globally.
  • Frederick Joseph’s GOFUNDME online campaign and the #BlackPantherChallenge.
28
Q

How is artificial scarcity evident with BP?

A

You’re unable to rent BP, you can only or buy view on Disney+.

29
Q

Black cinema has traditionally consisted of
issues-based social realism, how is BP different?

A

Is one of the few superhero films
to have a black main character.

30
Q

What is a 360 degree marketing strategy and how is it evident in BP?

A

Aims to contact the target demographic through many platforms and channels. (In hopes that wherever you go, you’ll see ads of that product
- Eg for BP: Synergy with Hasbro toys and Lexus

31
Q

What are some of BP’s marketing strategies?

A
  • Partnership with Lexus and Hasbro Toys
  • ## 360 degree marketing campaign
32
Q

How can BP and IDB be compared to each other in economic contexts?

A

Due to BP being produced and distributed by a conglomerate/vertically and horizontally integrated company, they obviously had a much larger budget and funds to make the film, whereas because of IDB’s independent film labelling, it had to work on a much smaller budget which is evident by the lack of post production, real locations, non-starbased actors, minimalist costumes etc. Furthermore, the funding directly impacts how the film could be marketed. Whilst BP was marketed through expensive methods like high quality posters, partnerships with car brands, 360 degree marketing, IDB used guerilla marketing and more subtle but powerful marketing like free screenings.

A-Level Media (14 decks)

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