7 Areas of Audience and Institution - Applied to Kick-Ass

• the issues raised by media ownership in contemporary media practice; (how does who owns a media company influence the type of film made and its potential success? For example do BIG companies make BIG films and therefore make all the money? Is it possible for small companies to succeed?)

Having faith in the project, Matthew Vaughn decided to finance Kick-Ass through his Marv Films (UK) production company, with help from Brad Pitt's Plan B Entertainment production group.
As both were small companies, with Plan B (US) being the slightly bigger of the two, Vaughn only had a $30 million budget, which he raised within two weeks, half from his own pocket and half from private investors.
Because the movie had such a low budget, Vaughn could afford to have it rated 'R' and have it pay off, as it was only expected to please a certain audience.
However, these smaller companies were able to succeed with Kick-Ass, even though they weren't in a position to go crazy with special effects and marketing, and couldn't afford to hire many well known stars, although they did manage to tie down a few, and considering the size of the film and its budget, the film did create a relatively big profit.
This proves that it is possible for small companies to succeed in their own way, but also proves that the size of the company does in fact impact the size of the film, as Kick-Ass only grossed around $48 million, which although was an acomplishment for the company, was not a major achievement when compared to other films produced by bigger companies.

• the importance of cross media convergence and synergy in production, distribution and marketing; (how do companies work together to produce, distribute and publicize a film? How can Disney use their size to promote and publicise a film? How can small companies work together to promote their business' when making and promoting a film?)

The film was distributed by Universal Pictures in the UK, and Lionsgate Films in the US.
With Universal being one of the 6 'major' studios, and Lionsgate being a current 'mini-major' studio, a lot of publicity was created for the film.
As both companies were American based, Vaughn was able to promote Kick-Ass successfully across the Atlantic, and also extremely well in the UK, as Universal Pictures specifically targetted areas closer to home.
Working together also meant that a vast assortment of advertising techniques, such as trailers, posters, games etc., could be used in different areas of the world  to create this said publicity and also a range of different repsonses and anticipation in build up to the film's release.
Kick-Ass relied on word of mouth, as money had proven to be an issue, and so the trailers that had been made were significant in the promotion of the film.

• the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; (how has the introduction of digital film, 3D, DVD, Blue Ray, internet streaming, downloadable content, home cinema influenced the types of films made, the way we watch them and the way we 'buy' them?)

The way the film industry now works in the production stages has changed over the years, as the recent introduction of 3D cinema now means that more technical and special effects need to be considered when filming.
This does make the process more difficult and complicated, but the response in sales at the end of it is generally considered good. Likewise, cinema sales are also boosted as more people are willing to pay for the 'real-life experience' that 3D offers.
Similarly, the recent introduction of Blu-Ray now meant that the 'cinema experience' which most viewers wanted could now be achieved in the comfort of their own living rooms, and so this had influenced the majority of Kick-Ass viewers to purchase the DVD, thus boosting sales of the film after it had been released in cinemas.
This was also a more popular alternative for the people who didn't want to pay a high price for a ticket to see the film, and it meant that they could invest in a long time product which they could view as many times as they liked, rather than just going to see the film once.
As well as this, online distributors helped to increase the success of Kick-Ass, too, as they constantly provide an almost never-ending selection of films which can be accessed or rented out quickly and affordably via the internet.
This has recently become one of the most popular distributing techniques, and companies such as Netflix and LOVEFiLM have become extremely well known.
However, because of the increasing popularity surrounding free internet streaming an opposite effect on the success of the film industry has come about.
Focusing on Kick-Ass in particular, it is definitely possible to find an online copy of the film for free which is decent enough to entice an audience, and so even though it is illegal, a negative effect on the sales of the film was also created.

• the significance of proliferation in hardware and content for institutions and audiences; (how and why have film companies had to alter the way they work now everyone has web enabled phones, PC's, consoles etc? How have audiences changed their viewing habits now we no longer need to go to the cinema to watch a film)

The film industry has had to change their ways when it comes to marketing and advertising a product, as the usage of web enabled phones is increasing.
For example, a film's website, which previously would have only been accessed via a PC, would now have to be altered slightly so that it could be accessed via a mobile device, too.
This would also increase publicity of the film by way of word of mouth, because if a conversation about the film is established between a group of people and portable access to websites, trailers etc., are accessible at the touch of a button, more people are likely to make the effort to go and see the film after its release.
As well as this, due to this change in technology, cinema is not the only way to watch a film anymore, and so audience's viewing habits have also changed a considerable amount.
With regards to this, in order to increase their number of potential customers, film companies decide to sell their films to online distributors, so as to increase their profits, sales and publicity, as more people now rent videos online and view them on computers, laptops, consoles etc.

• the importance of technological convergence for institutions and audiences; (can you think of examples of how different technologies have come together to help the film industry?) 

The progression of technology over the years has created a society in which media is present a significant amount in every person's life.
Everyone is interested in different types of media, whether it be films, TV, books, magazines or the internet, but no matter which one that may be, it is certain that there will be some overlap, as products converge into many different platforms nowadays.
For example, as Kick-Ass had a small budget, the incorporation of technological convergence was limited, but still existent, as a website, soundtrack, and a video game were created to promote the film, as well as a comic book which was made before the film itself.
This created multiple windows for the film to receive financial benefits, and created a franchise much bigger than the film itself, along with a rise in the film's sales, the final profit and the success of the film, which proves that technological convergence is extremely important.

• the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions; (how do film companies try and attract their audience? Do they do different things in different countries?)

The ways in which film companies try to attract different audiences, especially within different countries, is something that is given a lot of thought each time a new film is under production.
For example, Matthew Vaughn made sure that Aaron Johnson spoke with an American accent throughout the film, so as to exaggerate the American 'comics' theme which is present, in order to appeal to the American audience, and many of the scenes were also filmed in the US, too.
As the film was distinctly British, however, Vaughn had to make sure that it appealed to a British audience as well, which was obviously easier to do, given his background and experience, and so various scenes were shot in the UK, including the opening sequence with Nicolas Cage which was filmed in a sewage plant in East London.
Several big names starred in the film, as well as this, which gave both the Americans and the British an insentive to go and see the film.
The film was clearly well received in both countries, due to Vaughn's efforts in production and casting, as it took over £11 million in the UK by the end of May, and chart topped the US box office, taking just under $20 million in America during its opening weekend.
The same trailers and batch of posters were used in both the US and the UK, which tells us that excess marketing was not needed at all and that the film's idea was enough to draw in two different audiences to the film anyway.

• the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour (what is your opinion on the above? Do you see the developments as a good or bad thing?)

Developments in technology have definitely benefited the film industry, as they have allowed for many new ways for companies to produce, distribute and market films, and for audiences to view and enjoy films.
We can see that the positives of such technology, such as Blu-Ray, special effects, 3D, online distribution and other windows etc., certainly outweigh the negatives, such as illegal viewing, as the film industry don't tend to acknowledge the bad points very much, and new technology is always being used to benefit the way we watch films - so it can't be that much of a problem.
These growing changes in technology mean that films can be accessed more quickly and efficiently, and that the experience we have as an audience is more enjoyable.