Discuss the issues raised by media ownership in contemporary
media practice.
Media ownership is an organisation or individuals that has control
over the mass media in which issues that are raised in contemporary media
practice suggests that British independent companies such as ‘Marv Films’ may
find it particularly difficult to produce their films in the production process
as Marv films budget for the film ‘Kingsman: the secret service’ (Vaughn, 2015)
was $81million compared to Universal studios ‘Jurassic world’ (Trevorrow, 2015)
with a budget of $150million. This highlights that Universal studios are able
to afford more as the film industry is expensive in which Jurassic world was
able to achieve a box office of $1.670billion in comparison with Kingsman: the
secret service in which their box office was $46million. However, it could be
argued that British independent films tend to be more unique than Hollywood
blockbusters as Jurassic world is based on an original idea formed as a sequel
from Jurassic park whereas Kingsman: the secret service is based on pre-existing
content, which was based on a comic spy book by Mark Millar and Dave gibbons. Although
shown by the box office figures, there is also the target audience to be taken
into consideration as Universal Studios target their films at younger audience
aged below 12 such as ...whereas Marv films target their films at mature audiences
ranging from 12 and up, films such as Kick ass (Vaughn,2012) in which Marv
films would find it difficult to distribute their film compared to Universal
Studios as Marv films is an independent company that would need enough money to
distribute the film and that it is harder to market their film to its target
audience in comparison with Jurassic world.
However, there is also the target audience of the film to
consider as Universal studios are mainly aimed at younger target audiences
below the age of 12 in which Universal studios are able to produce and
distribute their film easily as marketing their film through synergy and cross
media convergence has allowed them to communicate their film through to their
target audience in the form of merchandise and an interactive website to
promote the film. The issue raised could suggest that these are typical ways to
promote a film in which Marv films was able to promote their film Kingsman: the
secret service by introducing a clothing line based on the costumes worn in the
film. However, it could be argued that as new technology is becoming more
advanced they would need more ways to promote the film such as through social
media and using more of cross media convergence to promote the film such as
when Jurassic world promoted their film by bringing out a video game ‘Jurassic
world LEGO.’ This was a suitable product to promote the film as this allowed
Universal Studios to aim their film at their target audience as younger
audiences are more likely to play these types of video games. However, this
could be the reason why Kingsman: the secret service did not do as well as
Jurassic world as Marv films are mainly aimed at older audiences compared to
Universal studios in which it is difficult for Marv films to use synergy and
cross media convergence to attract their target audience to their film.
However, Kingsman: the secret service was able to transfer
from the distribution process to the exhibition process quicker than Jurassic
world in which Kingsman: the secret service was put onto Blu-ray and DVD on 15
May 2015 whereas Jurassic world was put onto Blu-ray and DVD on October 20,
2015. Also, Kingsman: the secret service was put onto the sky store to be
purchased by users in which the film could also be viewed on sky movies. Kingsman:
the secret service was advertised more on their Blu-ray and DVD in comparison
with Jurassic world as there is only small clips of Jurassic world shown on the
sky store advertisement whereas Kingsman: the secret service was specially
advertised for their DVD and Blu-ray. This suggests that as users of sky store
are older, they would be the
perfect target audience to aim the film at as this allows Marv films to
communicate their product to their target audience. However, Jurassic world has
done better in terms of the Blu-ray and DVD as they were claimed to be the second-highest selling video of the year in the UK,
selling 1.05 million copies since its release. It was the third highest-selling
DVD and the second highest-selling Blu-ray in the country as it sold nearly $3
million Blu-ray and DVD units in its first week.