S E C T I O N—B
GLOSSARY
360 degree branding Institutions ‘surround’ consumers with various converged media forms to market/sell their products. (Disney) Alternate Reality Game (ARG) An interactive networked narrative that uses the real world as a platform and uses transmedia storytelling to deliver a story. Animatics Digital storyboarding Apps Applications for smartphones. Institutions will frequently use these to involve the consumer (Prometheus) Audience General term that refers to the consumers of media Blog Shortened version of web-blog. Ben Wheatley used this to keep fans informed of the development of A Field in England Brand identity The assets that define a company; including ethos, products and logo: Disney! Conglomerate (Media) A media group or media institution that owns large numbers of companies in various mass media such as television, movies, and the Internet: Disney Corporation and Consumption The way in which media is ‘consumed’ by an audience (e.g., cinema/DVD) Convergence Coming together of two or more things Cross-media convergence Media industries produce and distribute across several media—e.g. advertising Prometheus’ website in the Wall Street Journal (both owned by Fox) Distribution The process of making a film available for viewing by an audience Exchange The buying and selling of goods (tickets) from institution to audiences. Alternatively, it can also represent the way in which audiences are ‘exchanging’ information regarding film via social networking (commenting-Twitter; updating a status)/YouTube (‘Honest Trailers’ and comments) and thus ‘marketing’ the films Exhibition The showing of a film in a cinema Global Relating to the world Hardware In film this can be any form of equipment that a particular function; e.g., 3-D cameras or hard-drives for digital projection Institution General term that refers to the producers of media Local audience A specific area of the country (e.g., Glasgow – Under the Skin) Marketing Communicating a film’s availability for the purpose of promoting or selling it. Mass market A product (film) that is intended to appeal to a large audience (Frozen/Prometheus) Media platform A specific way of media delivery Motion Posters An online moving representation of a film’s content for marketing purposes
Multi-platform Refers to many ways a film can be accessed; e.g. online; Blu-ray; streaming; cinema National audience A large native population to a country Niche market A product (film) that tends to appeal to a limited audience (A Field in England/Under The Skin) Oligopoly A market structure in which a few companies dominate-the ‘Big-6’. Although only a few companies dominate, it is possible that many smaller companies may also operate in the market. On-demand A service provided for consumers to access films via their television Posters An illustrative representation of a film’s content for marketing purposes Pre-production The process of preparing a film for production Production The actual filming and sound recording Post-production All stages of production occurring after the actual end of shooting and/or recording. Pull-media The audience decides to what they do with the media in ways that suit them; how they access media (tablet; laptop; smartphone) Push-media The audience passively receive the media they are ‘given’; the ‘old’ model-specific ways of receiving media; e.g. going to the cinema to see films and trailers Simultaneous release A coordinated release of a film in all its formats (A Field in England) Second-screen app A downloadable application intended to enhance the DVD/Blu-ray viewing experience (Prometheus) Social networking New media services which act as online sites to connect people with similar interests Software Part of a computer's processor to perform specific operations Soundtrack Used to promote the film ahead of its release (synergy) Streaming A service provided for consumers to access films via their television Synergy One or more elements coming together to produce an effect greater that the individual parts; e.g., soundtrack and game to promote Frozen Technological convergence How technology can be used to make things come together in one place: e.g. Trailers An advertisement, usually in the form of a brief excerpt or string of excerpts Transmedia Storytelling The technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. Viral marketing Marketing techniques that use pre-existing social networking services and other technologies to raise awareness of films through, for example transmedia storytelling