Overview
If this CSP appears in the exam, it will be in SECTION B and (as with our Television case study) will focus on INSTITUTIONS. As such, students are not required to watch the film for the assessment. However, I recommend that you all watch the film over the weekend.
What do I need to study? Key Questions and Issues:
- Hidden Figures is a co-production between independent production companies and a major Hollywood conglomerate through its film subdivision Fox 2000
- Case study of industry context would include Fox as a conglomerate with an exploration of the role of low budget film making in its wider strategy.
- With a budget of $25m Hidden Figures is a low to medium budget Hollywood film, an industry category which has recently been recognised for its profit potential.
- Distribution techniques – focus on traditional distribution and exhibition linked to targeted audience.
- Students do not need to watch the film but will need to be familiar with the production context and distribution materials to support advertising and marketing including the official website, trailers, posters, social media presence (twitter, facebook etc). A useful overview of the campaign can be found at:
https://christhilk.com/2016/12/29/movie-marketing-madness-hidden-figures/ - The concept of “risk-taking” in terms of subject matter which might not be tackled by big budget productions.
- Ideas and debates about ownership and control, for example the idea of conglomerates using vertical and horizontal integration to ensure global market dominance.
TASK 1: Produce a post that provides institutional details of this film. Think about the relative size of the film – was it a big budget blockbuster, or was it a medium sized budget film? What do you think was the appeal of this film to Fox studios? What was the appeal of this film to audiences? Do you think this film was a success?
Use as much factual detail as possible: names of production companies, release dates, box office success, critical success etc Use this link to get some information about the marketing campaign:
https://christhilk.com/2016/12/29/movie-marketing-madness-hidden-figures/
ASSESSMENT: as with out CSP on TV, we will again complete an exam question in class, as such, make sure you spend some time planning your response. The question is from the AS 2018 exam (23rd May), on page 13 and is question 7. Note again that this is worth 15 marks and only allows you 1 & 1/2 sides to respond. You can find the markscheme / feedback sheet below with some helping advice & starting points underneath the teacher / student comments box.
BBC Bitesize Quick Quiz: link here
Social, economic and cultural contexts
Hidden Figures is a Hollywood low to medium budget film which combines serious (potentially controversial) themes about race in the US with a familiar, accessible film style.
Hidden Figures deals with US history and the idea of the contribution of particular groups being ‘hidden from history’ (apparent in the marketing of the film). The subject matter of the film also links to contemporary concerns and debates about race in the US. The film is also targeted at an audience often ignored by Hollywood due to age, gender and race and thus can be explored in terms of the social and cultural context in which it was produced. As a low to medium budget film, it will be interesting to consider this film in its economic context, especially in comparison to big-budget Hollywood films.
Key words:
- Media concentration / Conglomerates
- Globalisation (in terms of media ownership)
- Vertical Integration & Horizontal Integration
- Gatekeepers
- Regulation / Deregulation
- Free market vs Monopolies & Mergers
- Neo-liberalism
- Surveillance / Privacy / Security / GDPR
For a broader look at MEDIA INSTITUIONS look at this post from my blog: http://mymediacreative.com/blog/2019/04/27/institutions/ you can use much of these conceptual ideas when thinking about CSP 4 TELEVISION & CSP 6 MUSIC (VIDEO).