Case Study Research
Case Study Research
NZ Film=What we did in the shadows
Hollywood Blockbuster=Avengers: End Game
Indi Film=The Passion of The Christ
A Film that didn't do well=The interview
Disney is a large and diverse company that operates in multiple industries, including entertainment, media, and theme parks. They also have a licensing division that licenses their intellectual property to other companies. This allows them to focus on creating and producing content, while other companies handle the manufacturing and distribution of merchandise. By licensing their intellectual property to companies like Hasbro, Disney is able to generate additional revenue from the sale of merchandise without having to invest in the manufacturing and distribution.
DISTRIBUTION- INDIE VS HOLLYWOOD
-Studio film distribution handles wide-release, big-budget, big-marketing movies differently than “indie” titles. Big films are released into 800 to 4,000 theaters at the same time in North America. Most of the marketing and advertising budget is spent prior to opening — to bolster that crucial opening weekend. Opening weekend is critical because it will be the biggest weekend financially throughout the life of the film. After opening weekend, a commercial title’s numbers will usually fall 40 percent to 70 percent weekly, depending on genre. This week-to-week box office decline continues for the duration of the film’s theatrical exhibition life...
The opposite is true in “independent” distribution. When an indie title is released, the expectation is that the opening weekend will be the smallest weekend financially. If the screen average is high enough on a limited number of screens, the film will receive attention not only from reviews, but also from potential moviegoers and other theater operators. The film, after an initial successful weekend, will then expand by adding more screens in more cities as the word-of-mouth continues. Word-of-mouth is a critical piece of the equation, because these films do not have the large marketing budgets that wide releases have.
However, the concern is that these indie films which play in theaters gather more box office revenue as time goes on, keeping these film on screen in cinemas. This may not be the case if studios keep pushing to accelerate to streaming.
Indie films that did really well=
-JoJo Rabbit
-The Favourite
-Darkest Hour
-Won't you be my neighbour??
CHINESE CENSORSHIP AFFECTING FILM DECISIONS
-Previously China has only asked for the adjustment or removal of certain scenes which they do not agree with
-However, now China is rather deciding to reject the movie altogether, or accept it.
-Because of this film studios have been under pressure of satisfying censors in China as well as appearing before American Audiences as supporters of artistic freedom.
So what are film industries doing about this???
-Pre-censoring films so they can still sell to China (lucrative market) otherwise they may suffer extreme losses E.G. Disney has a 47% in the Shanghai Disneyland.
-some argue this must not be worried about as China is just attempting to shape the whole world view as theirs.
What has Hollywood learned??
-to avoid making Chinese themed films (e.g. "Shang-Chi") as those can be better done in China itself
MARKETING RESEARCH: Air NZ in-flight safety video
Views on YouTube= 13M
When was this made= 2012
NZ films wish to promote New Zealand and its unique features... once again this ad is a creative way of reminding the audience that these iconic films were made in new zealand. Marketing strategy for both the film and Air NZ.
Piracy: Can be included in essays on:
-audience trends
-technology
-ownership
NZFC
1. Who are the NZFC and what is their primary purpose?
-A government agency that invests into New Zealand feature films and short films.
-Help talented practitioners to develop their career
-Promote NZ films nationally and internationally
-Aim to contribute production financing to 10-12 feature films each year.
2. What films have they funded in the last 5 years that did really well internationally?
(made in nz)
-black widow
-megan
-Godzilla vs kong
-The lord of the rings- rings of power
-avatar- the way of water
4. What services do the NZFC offer to help NZ filmmakers in the production process?
-business support
-documentary funding
-distribution funding
-feature film funding
-industry support
-post production funding
-talent development funding
-production funding
-screen incentives
5. What is the difference between the 'why' NZFC funds films vs. 'why' Hollywood Big 5 studios fund films?
-NZFC- growth and development of film industry, chances for new aspiring film makers.
-Hollywood- purely motivated through money- no matter nature of the film, if they think it will be successful they will fund it (this is why most of their films are "same, same" "cookie-cutters" because these options are sure and safe.)
Research:
What we do in the shadows:
synergy:
A short film and advertisement campaign by Wellington, as a comedic promotion that the city is a vampire-friendly place to visit. The film follows vampire Viago promoting the nightlife, cinemas and clothes shops of the city alongside his flatmates Vladislav and Deacon. As part of the campaign, the 'W' in the Wellington Blown Away sign on Miramar hill was temporarily changed to a blood-red 'V'.
Premiered at the Sundance Film Festival on 19 January 2014
This movie was released in New Zealand on the 19 June 2014
Released theatrically on 18 Aug by Madman Entertainment.
Released in United States on 13 Feb 2015
Budget and earnings:
The film had a budget of $1.6 million and earned $6.9 million on the movie
Profit of $5.3 million
Directors:
The directors of the film were New Zealand writer-director-actors Jemaine Clement and Taika Waititi.
Both directors were main actors in the film.
On opening weekend the film made $83,555- Which was 2.4% of their total gross.
Actors: As the movie was set in Wellington New Zealand, mostly kiwi actors were used for verisimilitude.
Rhys Darby- nz actor
Jonny Brugh- nz comedian
Distributed by:
Madman Entertainment (NZ & Australia)
Unison/Paladin (United States)
What We Do in the Shadows is now playing in 1 cinema in New Zealand. What We Do in the Shadows is available to stream in New Zealand now on Apple TV and Academy On Demand and AroVision.
WORLDWIDE:
Apple TV, Amazon Video, Google Play Movies, YouTube, Vudu, Microsoft Store, DIRECTV
Funding:
What We Do in the Shadows raised $447,000 towards the film from over 7,000 supporters via the crowdfunding website Kickstarter
Box Office Revenue: 7.3 Million USD
In contrast to a big Hollywood Film, such as Avengers Endgame, WWDITS small budget from crowd funding- although they were creative with it- only really allowed them to advertise on a national scale (mostly in wellington) missing out on many potential sales.
YOUTUBE:
-Official trailer= 7.2M views (not bad for an Indie Film)
-Official trailer= 7.2M views (not bad for an Indie Film)
-2005 wwdits- "interview with the vampires" was realeased - short film
the 2014 film- included aspects of original.
Nine years before "What We Do In The Shadows" premiered at Sundance, Taika Waititi and Jemaine Clement created its low budget precursor "What We Do In The Shadows: Interview With Some Vampires" with an almost identical cast. Take a look at the characters, jokes, visuals, and locations that made it into the final cut
MARKETING:
Turn up at Fan Events- they came fully dressed up in character, even holding an umbrella for the sun.
Run art competitions- poster designs submitted on FB- winner gets to come to premiere and have their poster displayed at cinemas
Changing the Wellington sign to Vellington- The movie was shot and set in Welly.
Trade me- Selling the items from the set of the flat on trade me
Online dating- Put up the vampire profiles onto online dating apps
FaceBook Page- Extremely comedic, draws people in without directly saying come watch our film.201,000 followers
ACTORS:
Followers on Insta:
Jemaine Clement= 4,194 followers
Avengers: End Game:
Directed by The Russo brothers- Anthony and Joe
Marketing Budget: $200 million- higher than the average Hollywood movie budget
Box Office revenue: 2.8 Billion USD- Marvels highest grossing Movie
synergy:
Marvel partnered with huge brands such as Audi, McDonalds, Coca Cola, Google, General Mills, and Ziploc to promote the film.
AUDI:
Before the debut of Avengers: Endgame on April 26th, 2019, Marvel and Audi partnered for a dual promotion ad campaign for the upcoming movie and the upcoming Audi e-tron lineup of electric vehicles. These promotions firstly involved captain marvel charging one of the vehicles before sending it out for a spin. The second half involved Actor Robert Downey jr. arriving to the premiere party in the new Audi e-tron GT.
COCA COLA:
Marvel partnered with Coke and produced 'Limited edition' collectable Coke Zero cans with black and white side portraits of different superheroes from the film.
Marvels large budget allowed them to partner with such large and well known brands to promote their movie worldwide and build up large amounts of hype around it. This contributed to the large box office revenue that derived as a result.
Cross media Convergence (trailers)
Three trailers were released...pretty much all of them showed the first 20m of the film. This ensured:
-there were no spoiler
-leaves audiences eager to buy tickets (boost box office revenue)
- very rare nowadays
NOSTALGIC FEELS
Second trailer shows shots of Iron man and Captain America 1- acknowledges the beginnings
YOUTUBE:
-One youtuber, Deffinition, posted video on YouTube breaking down the three "Endgame" trailers and connecting the dots between them.
-Endgame official trailer has 155M views on Youtube
-few months after release BONUS CLIPS & BLOOPERS (19M views), BEHIND THE SCENES (20M views) posted on YouTube.
Cross media Convergence (Social media)
32.5 million followers on insta- great platform to reach many people
PIRACY:
“I’d postulate ‘Endgame’ has a higher degree of immunity than most films [to piracy] because it’s a movie that demands to be experienced on the big screen with an audience,” Shawn Robbins said- chief analyst of BoxOffice.com
ACTORS:
Followers on insta:
Robert Downey Jr.= 55.6M
Chris Hemsworth= 56.6M
Chris Evans= 18.9M
Tom Holland= 67M
Elizabeth Olsen= 1.6M
DISTRIBUTION:
streaming platforms:
Watch it on Disney Plus, ROW8, Prime Video, Redbox. or Vudu on your Roku device.
cinemas:
Opened in 4,622 theaters
average earning per theater...$75,075
TECHNOLOGY:
fake suits:
WETA and Marvel decided they wanted to have Brolin on screen with other actors because they wanted this movie to feel real. And certain expressions and physical cues could only be achieved with Brolin working with the other talent.
So, not only did they have to build a digital form of him, but they also had to build a fake 15-foot suit so eyelines would match and so would his hand and feet movements.
motion capture suits:
These were used for the Hulk and Thanos
skin doubles:
Things were not as easy when it came to aging Captain America. While making Steve Rogers less svelte was easy in the first Captain America, because they could just digitally de-muscle Chris Evans' body, this time they didn't have a body to work off because Evans is so young.
They had to bring in an older man who looked similar to Evans.
This person was his wrinkle double...aka skin double.
They then digitally took the wrinkles on that person's face and dropped it onto Evans' face. They also made his neck thinner and his body look thinner so he didn't appear to be a muscular guy in a costume, but a 100+ guy who has lived a life.
Blend of practical and CGI:
But not everything as CGI in these movies.
Thor's fat costume is actually a suit built for Hemsworth.
They stitched him into the costume every day, and then WETA digitally took out the stitches in post. So, all they did was smooth some of the skin.
This blend of practical and CGI is one of the reasons the movie felt so real. It's hard to tell what is computer generated and what's just excellent costuming and makeup. Bridging that gap is the next stage in the future of Hollywood
Nomadland:
Release/Distribution:
Had a one week streaming limited release on Dec 4 2020
Distributed by Sunlight Pictures in selected IMAX theatres in US on 19 January 2021
Streamed digitally on Hulu and in theatres on 19 Feb 2021
Fox Searchlight acquired the movie after it debuted at the 2018 Sundance Film Festival.
theaters: Was released in 1,175 theaters
Budget:
The budget for the film was $5m USD
However, the film was a huge success, grossing $39m worldwide.
Earnings on Opening Weekend:
estimated a gross of $170,000 from its two-week IMAX run
then $503,000 from 1,175 theaters in its wide opening weekend on February 19, for a total of $673,000.
Director:
The film was written, produced, editing and directed by Chloe Zhou.
Actors:
The 'Nomadland' cast only had two professional actors, and the rest were people that actually live the nomad life in America. The unconventional cast helped portray the real-life community behind the movie with depth and feeling.
The actors were:
Frances McDormand
David Strathairn
Where the money came from:
NO RESULT FOUND upon research.
Marketing:
Posters
Set against an all-white background, the first poster (released in mid-August) features the movie’s title spelled out in segments of different state license plates, a nice way to communicate the wandering nature of the story and its characters.
A motion poster came out in mid-January
Trailer:
A teaser trailer(2.9 million views on YouTube) was released in early September just before its festival screenings. It doesn’t show much, just Frances walking through a camp on an evening walk, the trailers and tents of others in the background.
The second trailer (2.7 million views on YouTube), which came out in mid-December, does a much more complete job of introducing Fern.
Interviews:
In advance of those festival screenings, a profile of Zhao about how she approached this project as well as what else she had coming up.
As festival season was getting underway there were a number of additional interviews with McDormand where she talked about her character, the story and more.
Movie Controversy:
YOUTUBE:
-Official trailer= 8.2M views
-Official trailer= 8.2M views
-Official trailer 2= 4.3M views
- around the same time as trailers were posted, a half hour broadcast special was posted= 457K views
The interview:
RELEASE/ DISTRIBUTION:
The Interview opened to a limited release in the United States on December 25, 2014, across 331 theaters and earned over $1 million on its opening day.
YOUTUBE:
-Official Final Trailer= 4.4M views
-Official Trailer 2= 8.9M views
On its release date (25 Dec 2014) 'the interview' became available on Youtube to buy ($14.99) or rent ($5.99) at 1pm that day.
BUDGET AND EARNINGS:
-made $15M at the Digital Box Office on a $44M budget
DIRECTORS:
-Seth Rogan, Evan Goldberg
ACTORS:
-Seth Rogan 10M followers on insta
CONTROVERSY:
Sony delayed the movie from its original release date so that further edits could be made to soften the film's portrayal of North Korea and Kim Jong-un's graphic death scene was cut down from how it was originally depicted.
The Interview became highly controversial after the North Korean government threatened to take action against the United States if Sony, the film's producing studio, released it. Sony also suffered a computer hack, carried out by a group tied to North Korea, which led to stolen data and many leaked emails.
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