Rewrite of institutions essay: Discuss the issues raised by media ownership in contemporary media practice.

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.