The Avengers:

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?)

marvel owns marvel studios which means that they will make films based on comic books containing superhero's so they are always creating superhero films from the original comic books. Big film companies mostly create blockbusters that are produced to then make large amounts of money

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?)

Convergence and synergy in production is very important in the Avengers film. This characters in the Avengers come from other films such as Captain America, The Hulk, Thor and many others are the reason for this. These characters all help to give Disney publicity as well as marketing in the media and links to YouTube showing trailers and web adverts on social media sites to get viewers interested.

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?)

Since 3D films have been introduced it has made audiences more curious and they want to then go and experience a film in 3D. But recently 3D films are becoming less popular because of the extra cost to view them increasing, Because of this most people just watch the 2D version as it saves money. DVDs allow people to enjoy films in the comfort of their own homes and watch them as many times as they like without having to leave the house or pay. Blue ray also now allows people to watch HD films within their homes, this attracts people because it is the cinema experience however with less hassle. The internet allows people to stream and download content such as films,which then saves people money,
also they get all the home comforts once again saving money.These methods make it easier for people to watch films. However these factors then impact the box office, resulting in lower gross as people are finding easier and cheaper ways to watch films. At least these other methods still bring in gross resulting in a gross increase.

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)


Films are now available to watch on smart phones, computers and consoles, because of this people are most likely to stay at home and use new websites such as Netflix. so people aren't going to go out to cinema and pay money. These sites such as Netflix are easier to access and it costs less money.

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?)

YouTube, Facebook and twitter advertise these films, this makes audiences produce and get excited and want to watch the new films being produced.  Web adverts are released by Facebook and Twitter and YouTube showing trailers.


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 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?)