How is the distribution model pre-pandemic?
- Trailer release (free to audience)
- Cinema release
- Paid digital download (through services such as Sky Movies, Virgin Store, Disney+, etc).
- DVD release.
- Linked ‘free’ streaming to subscribers of services such as Disney+
These distinct phases are scheduled separately so that income is maximised as audience choose to purchase at different points. Dedicated fans may purchase all of these.
How is the distribution model post-pandemic?
Disney knew that the box office would be low, so tried to maximise income from it’s streaming services:
- Simultaneous release on Disney+ (Premier Access only) with cinema release
- Paid digital download (through services such as Sky Movies, Virgin Store, Disney+, etc)
- DVD release
- Linked ‘free’ streaming to subscribers of services such as Disney+
This timescale is much shorter than a standard movie schedule and was also rushed as there were other MCU franchise movies that had to be released and Disney were concerned about the loss of income during the pandemic
Why was the box office poor compared to other MCU films?
Black Widow premiered on June 29th 2021 – after being delayed during the Coronavirus pandemic
Upon re-opening, cinema audiences were initially smaller as there were many precautions etc. in cinema’s and streaming services were improved so that audiences could watch their content at home easily and safely. All of these factors meant that the box office revenues for Black Widow were much smaller than other MCU films.
Led to a lawsuit as Scarlett saw that she didn’t get the box office takings she could have due to simultaneous release on Disney+, which went against her contract
Why was Black Widow certified a 12A by the BBFC? And why do companies want to keep a young audience?
It was deemed to have “injury detail” (blood), “violence and mild bad language”
Major film companies want to keep the young audience for:
- Merchandising opportunities
- Better potential box office
- 47% of cinema audiences were aged 7-24 in the UK in 2014
- Word of mouth and peer influence is important in generating interest
Explain the marketing strategies used for Black widow
- The film’s production was announced at ComicCon 2019. ComicCon are huge conventions for fans of comic book culture.
- Marketing campaign refresh so audiences don’t get bored
- Series of trailers over many months to make audiences eager for more
- Exclusive footage shown via a commercial aired during the College Football Playoffs on ESPN in January 2020
- Three black widow comics focusing on characters from the movie
- BW trailer during SuperBowl ad break (American audiences)
- Toys based on film
- Black widow skins on Fortnite
- BMW has a campaign that shows the company’s cars executing some of the movie’s big driving stunts.
- Synchrony Bank [big US bank] uses Black Widow clips to promote it’s services
How is globalisation shown in BW?
- Coke machine
- Pepsi
- Shell garage
- US military
Define conglamorate
Company that owns a range of smaller companies
Define vertical integration
When one conglomerate owns different companies in the same chain of production.
E.g Disney owns film studios, CGI specialists, film distributors and TV channels such as the Disney Channel. This gives Disney the chance to make money at every stage of production. Complete ownership = more profit.
Define horizontal integration
When one company buys other companies at the same level of distribution.
E.g Facebook acquired Instagram in 2012 (at a cost of $1 billion) so that they could cancel out the competition by making money from both. Horizontal integration allows companies to widen their audience and find other ways to make money.
Define film franchise
A film franchise is a series of films often including some of the same characters from film to film.
Define blockbuster
A major studio movie that’s made with a large budget, big stars and often involves a franchise
