FTV 183C SSC - 2016 - Syllabus - 080516 2 - FTV 183C-­‐...

Info icon This preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: FTV 183C -­‐ Producing 3: Marketing, Distribution and Exhibition Summer Session C -­‐ 2016 (August 1 to September 9) Instructor: Hans-­‐Martin Liebing, MFA, PhD Phone: 310-­‐441-­‐3844 Email: [email protected] Class: Mondays and Wednesdays 7-­‐9:20 pm Public Affairs 2238 Office Hours: Tuesdays and Wednesdays 4-­‐6pm East Melnitz 114C COURSE SYLLABUS Teaching Assistant: Rishi Chitkara Email: [email protected] 1. Course Description and Goals: The course explores the marketing, distribution and exhibition practices of feature films across multiple exhibition platforms, domestic and international, and addresses the various conceptual frameworks and industrial strategies at play. We will follow the marketing, distribution and exhibition cycles of U.S. studio and independent feature films, while recognizing the similarities and differences with other entertainment properties, particularly television, and web-­‐based and virtual and augmented reality content. Special emphasis will be on how the discussed frameworks and processes have been adapted by global film and television industries, and on emerging alternative marketing, distribution and exhibition practices. The course is designed to blend theory with practical application. Students will read both academic literature and trade publications addressing marketing, distribution and exhibition practices, and will gain an understanding of the mechanisms that drive the different industry sectors. Through lectures and moderated sessions with domestic and international guest speakers, the course provides an overview of industry practices in the U.S., as well as a survey of marketing, distribution and exhibition practices in key international markets. Through assignments and an immersive classroom environment, students will be encouraged to develop film, TV and new media content, that is meaningful, marketable and distributable in the rapidly changing domestic and global entertainment arenas. 1 2. Course Requirements: Coursework consists of weekly class meetings, readings, nine sets of five questions regarding the readings, a group presentation, and a midterm and a final paper. Written assignments are due at the date and time specified for each assignment below. All assignments should be submitted on time through Turnitin (via My.UCLA). Following UCLA Producers Program protocol, late assignments will be subject to grade deductions. Attendance is required in all sessions. As is policy for all Producers Program courses, unexcused absences and more than one excused absence will affect your attendance grade. 3. Weekend Recap (Group Assignment) Each week a group of 5 students will be assigned to lead a 15-­‐minute discussion, similar to a studio’s “Monday Morning Meeting.” The brief presentation should address the following components: • A brief discussion of key box office grosses and release patterns that week. What movies did best, domestically and internationally? What TV shows did best? • A brief discussion of notable marketing campaigns that week (one studio feature film, one independent feature film and one TV) and a brief description of key elements of these campaigns. • One comparison of a domestic and an international campaign of your choice (studio, independent or TV). The first group of students, to present in Week 2, will be formed during the first class. The other groups will be formed in Class 2. 4. 8 “Five Questions” Assignments For these assignments, please read the assigned materials for the week the assignments are due, and come up with five questions about the readings. Think of interesting and challenging questions that crossed your mind when reading the materials. The questions should be closely related to the materials you are reading. Feel free to add additional questions you might have about previous class sessions. 2 The 8 “Five Questions” assignments are due on the following Sundays and Tuesdays before 10pm on Turnitin: August 7, August 9, August 14, August 16, August 21, August 23, August 28, and August 30 a) Midterm Assignment: Part I: Marketing and Distribution Analysis Pick a feature film released by one of the major studios in 2016. Evaluate its marketing and distribution campaign. Analyze how the film has been positioned in the marketplace and discuss the potential reasons for that. Consider the marketing campaign, the distribution pattern, the film’s target audience, and the film’s budget. Pick one foreign territory the film is released in, and look at how the marketing and distribution strategy in that country differs from the domestic strategy. For researching the current feature film, you may use newspaper and trade paper articles on Lexis Nexis and other online sources (see below for useful research tools). Part I of your paper should make a critical assessment of the information you find, and reflect your own thoughts and insights. Please make sure to cite your sources and include a bibliography. A sign-­‐up sheet with film and TV series titles to choose from will be distributed in Class 2. Part I should be 3-­‐4 pages, double-­‐spaced. Part II: Personal Projects a) Come up with 5 project ideas for feature films, studio or independent. Create a one to two-­‐sentence logline for each project. b) Create a concept for an online presence for one of your project ideas. This can consist of plans for creating a project website, Twitter feed, Instagram, Snapchat, Wechat, Pinterest, and other social media tools of your choice to raise awareness for your project. Describe in detail how you would envision content and design of each of these components, and why you are choosing each of these tools for your campaign 3 If you intend to produce your project yourself, you may also describe how you would design a Kickstarter or Indigogo campaign for your project, and potential avenues of distribution. Be as creative as you like. Create projects that you feel strongly about and that you could envision producing yourself or setting up at an independent production company or studio, in the U.S. or overseas. Briefly compare your marketing and distribution concept to the marketing and release strategy of the studio release that you analyzed in Part I. Part II should be about 2 pages, double-­‐spaced. The midterm is due on Friday, August 19 by 10 pm on Turnitin. b) Final Assignment and One-­‐Sheet: Part I: Marketing and Distribution Analysis Analyze the marketing and release strategy and online presence of a TV series that started airing in the 2015/2016 TV season. Alternatively, analyze the marketing and release strategy and online presence of a video game, or virtual or augmented reality project released in 2015 or 2016. A sign-­‐up sheet with TV series, video games and VR and AR titles to choose from will be distributed in Class 3. Part I should be about 4 pages, double-­‐spaced. Part II: Personal Projects a) Come up with 5 project ideas for TV series, video games or virtual or augmented reality projects. Create a one to two-­‐sentence logline for each project. b) Create a concept for an online presence for one of your project ideas following the guidelines established in the midterm assignment. Briefly compare your marketing and distribution concept to the marketing and release strategy of the property you analyzed in Part I. Part III: One-­‐Sheet Create a compelling one sheet for one of your projects. You can either do a poster or a writers one sheet. Instructions for one-­‐sheet creation will be discussed in class and samples will be available on the course website. Part II should be 5-­‐6 pages total, double-­‐spaced. 4 You are encouraged to submit drafts of your one-­‐sheet by Tuesday, August 30 for an in-­‐class project presentation and discussion during our final class on Wednesday, August 31. The final assignment and one sheet are due on Friday, September 9 before 10pm on Turnitin. 5. Assignment for Extra Credit: a) Online Presence Assignment For this extra credit assignment, create the website, Facebook page, Twitter, Instagram, Snapchat and Pinterest presence you described in your midterm paper. Model your online presence after examples discussed in class and successful online presences you came across during your own research. Links for your extra credit assignment are due on Sunday, August 28 by 10pm on Turnitin 6. Required Reading: • Assigned chapters from Robert Marich, Marketing to Moviegoers, 3rd Edition (Focal Press, 2013) • Assigned chapters from Stacey Parks, The Insider’s Guide to Independent Film Distribution (Taylor and Francis, 2012) Additional required readings will be made available on the course website. 7. Suggested Reading: You are encouraged to read TheWrap.com, Deadline Hollywood, Daily Variety, The Hollywood Reporter and Screen International / Screen Daily on a regular basis. 8. Recommended Further Reading: • Kerrigan, Finola. Film Marketing (Elsevier, 2010) • McDonald, Paul and Janet Wasko (eds). The Contemporary Hollywood Film Industry (Blackwell Publishing, 2008) • Napoli, Philip M., Audience Economics: Media Institutions and the Audience Marketplace (Columbia University Press, 2012). 5 • • Angus Finney, The International Film Business: A Market Guide Beyond Hollywood (Routledge, 2014) The Age of the Platform: How Amazon, Apple, Facebook, and Google Have Redefined Business, Phil Simon (Motion Publishing, 2011) 9. Useful Research Tools: Lexis-­‐Nexis: To facilitate your research for your midterm and final papers, you can access related trade and newspaper articles through the Lexis-­‐Nexis database. To access Lexis-­‐Nexis, go to ? If you are accessing Lexis-­‐Nexis from an off-­‐campus location, you will need to add a proxy server address to the settings of your browser or use a VPN client. For instructions for Windows installations of Cisco’s VPN client, please go to: 25727a92e25b&sysparm_language=&sysparm_nameofstack=&sysparm_ kb_search_table=&sysparm_search=Cisco%20VPN%20Client For instructions for Mac installations of Cisco’s VPN client, please go to: 25727a92e271&sysparm_nameofstack=&sysparm_kb_search_table= Other online resources: 10. Grading: TheWrap.com: , Deadline Hollywood: , Box-­‐Office Mojo: , Hollywood Reporter: , Variety: , IMDB: , TV Tracker: , Baseline Studio System: (subscription-­‐based), The Numbers.com: -­‐numbers.com/ Screen Daily: If you are unclear abut proper citation formats, please consult the MLA’s style guide: Grading breaks down as below: 15% -­‐-­‐ Weekend Recap (Group Presentation) 15% -­‐-­‐ Eight “Five Questions” Assignments 6 25% -­‐-­‐ Midterm 30% -­‐-­‐ Final 15% -­‐-­‐ Attendance and Participation in Class 100% -­‐-­‐ Final Grade Extra Credit 5 % -­‐-­‐ Online Presence Assignment 11. Academic Integrity The course requires the adherence to the University’s general policies and protocols governing academic integrity: As specified by University policy, violations or attempted violations of academic dishonesty include, but are not limited to: cheating, fabrication, plagiarism, multiple submissions, or facilitating academic dishonesty (See University of California Policies Applying to Campus Activities, Organizations, and Students, 102.01). More information on these policies can be found in the Dean of Students’ guidebook to academic integrity: e.pdf 7 WEEKLY CLASS SCHEDULE WEEK 1, CLASS 1 – COURSE INTRODUCTION, AUDIENCE RESEARCH Monday, August 1, 2016 Part 1: Course Overview • Introductions • Syllabus • Group Assignments Part 2: Reaching the audience • Definitions of the term “audience” • Demographics and market research tools • The role of international audiences in the development, marketing and distribution of motion pictures • Big Data and the rapidly changing landscape of audience research and marketing WEEK 1, CLASS 2 – MOTION PICTURE MARKETING 1 AND 2: ADVERTISING, PUBLICITY AND PROMOTIONS Wednesday, August 3, 2015 Part I: Advertising • Creating a marketing plan • In-­‐theater advertising • Television advertising • The role of media buyers • Outdoor Advertising Part 2: Publicity • Creating awareness • The role of stars • Critics and reviews • The awards race 8 WEEK 2 – Class 1 – SOCIAL MEDIA MARKETING BY STUDIOS AND INDEPENDENTS Monday, August 8, 2016 Group 1: Weekend Recap Part 1: Social Media Marketing Strategies and Practices Part 2: Marketing Strategies for Studio Independents Moderated session with Roya Vakili, Vice President International Marketing, Fox Searchlight Pictures/Fox International Productions Readings: “Creative Strategies,” “Traditional Media Advertising,” “Marketing in Digital Media,” and “Publicity,” Marketing to Moviegoers, 1, 3, 4 and 7 Assignments due: “Five Questions” Assignment 1. Covering Week 2 Monday readings, due Sunday, August 7 by 10 pm on Turnitin. WEEK 2 – Class 2 – DOMESTIC MOTION PICTURE DISTRIBUTION AND EXHIBITION Wednesday, August 10, 2016 Part 1: Theatrical distribution and exhibition • Roles of distributors and exhibitors • The changing exhibition landscape • Distributing blockbusters • Imax and 3D Part 2: Film and TV Greenlights and Acquisitions, and Domestic Film and TV Distribution Moderated session with Alexander Zahn, Director of Acquisitions at Sony Pictures Entertainment 9 Readings: • • “Distribution to theaters,” and “Exhibition,” Marketing to Moviegoers, Chapters 8 and 9 “A recent history of distribution” and “Before you start production: getting a leg up on distribution,” The Insider’s Guide to Independent Film Distribution, Chapters 1 and 2 Assignments due: “Five Questions” Assignment 2. Covering Week 2 Wednesday readings, due Tuesday, August 9 by 10 pm on Turnitin. WEEK 3 – Class 1 – INTERNATIONAL MOTION PICTURE DISTRIBUTION & EXHIBITION Monday, August 15, 2016 Group 2: Weekend Recap Part 1: The International Marketplace • The major international territories • The roles of sales agents and international distributors • International co-­‐productions and global distribution • The landscape of international exhibition Part 2: Developing Properties for International Audiences • Developing international properties from the ground up • Cross-­‐cultural differences and common ground • Overcoming cultural discount/ creating for foreign local markets Part 3: Working with International Distributors and Sales Agents Moderated session with Daisy Hamilton, Head of Business Development at TriCoast Worldwide Readings: On course website: “Global Film: a changing world,” “The film value chain,” “Sales and markets,” “Co-­‐production and the changing European film audience,” from Angus Finney, The International Film Business, Chapters, 1, 2, 5 and 7 Assignment due: “Five Questions” Assignment 3. Covering Week 3 Monday readings, due Sunday, August 14 by 10 pm on Turnitin. 10 WEEK 3 – Class 2 – VIRTUAL AND AUGMENTED REALITY – DEVELOPMENT, MARKETING AND DISTRIBUTION Wednesday, August 17, 2016 Part 1: Marketing and distribution of VR/ AR content • Virtual and augmented realities in the marketplace • Virtual Reality and consumer behavior • Storytelling in a VR/ AR space • Virtual Movies: The possibilities and limitations • Hollywood’s adoption of VR/ AR technology • Independent VR/ AR production Part 2: Development of socially conscious VR content and Immersive journalism Moderated session with Emmy Award winning VFX Supervisor Rainer Gombos (Game of Thrones), former head of Production at Virtual Reality company 8i and CEO of Realtra. Readings: Articles on course website Assignment due: “Five Questions” Assignment 4. Covering Week 3 Wednesday readings, due Tuesday, August 16 by 10 pm on Turnitin. Midterm Paper, due on Friday, August 19 by 10 pm on Turnitin. WEEK 4 – Class 1 – INDEPENDENT FILM DEVELOPMENT, MARKETING & DISTRIBUTION Monday, August 22, 2016 Group 3: Weekend Recap Part 1: The Independent Marketplace 11 • Indie Film Development • Low budget and micro budget films and crowd funding strategies • Independent, art-­‐house and specialty distribution • Distributors: studio boutiques and independents • Social media and grassroots marketing • Film festivals and markets • The role of critics and reviews Part 2: Studios and their Specialty Divisions Moderated session with Casandra Kate Escobar, Manager -­‐ Film Greenlights, Acquisitions, International TV, Film & Digital Distribution NBC Universal Readings: • • “Financing strategies for distribution,” The Insider’s Guide to Independent Film Distribution, Chapter 3 “Production and post geared toward distribution,” “It’s in the can. Now what?” “Getting a distribution deal, and what to expect,” “After the distribution deal,” The Insider’s Guide to Independent Film Distribution, Chapters 4, 5, 6 and 7 Assignment due: “Five Questions” Assignment 5. Covering Week 4 Monday readings, due Sunday, August 21 by 10 pm on Turnitin. WEEK 4 – Class 2 – ALTERNATIVE APPROACHES TO DEVELOPMENT AND MARKETING Wednesday, August 24, 2016 Part 1: “Conscious,” “cause” and “purpose-­‐driven” development, marketing and branding • • • The concepts of “conscious,” “cause” and “purpose-­‐driven” development and marketing How to apply these development and marketing approaches to the film business A look at these development and marketing practices from a global perspective Part 2: Cause-­‐Driven Media: Making it Work Moderated session with Participant Media Executive (TBA) 12 Readings: Articles on course website Assignment due: “Five Questions” Assignment 6. Covering Week 4 Wednesday readings, due Sunday, August 23 by 10 pm on Turnitin WEEK 5 – Class 1 – TV SERIES DEVELOPMENT, MARKETING AND DISTRIBUTION Monday, August 29, 2016 Group 4: Weekend Recap Part 1: Development, marketing and distribution of TV content • Introduction to one-­‐hour drama series development • Fundamentals of the interactions between writers, showrunners, network executives and marketing departments Part 2: Inside TV Development Moderated session with Alex Sepiol, EVP Scripted Development, USA Networks Readings: Articles on course website Assignment due: “Five Questions” Assignment 7. Covering Week 5 Monday readings, due Sunday, August 28 by 10pm on Turnitin. WEEK 5 – Class 2 – NON-­FICTION DEVELOPMENT, MARKETING AND DISTRIBUTION Wednesday, August 31, 2016 Part 1: Topic: Documentary Films and Reality Programming • Documentary Development, Marketing and Distribution • Reality TV Development, Marketing and Distribution Part 2: Course Wrap Up Readings: Articles on course website 13 Assignments due: “Five Questions” Assignment 8. Covering Week 5 Wednesday readings, due Tuesday, August 30 by 10pm on Turnitin. Final Paper, due on Friday, September 9 by 10pm on Turnitin Online Presence Extra Credit Assignment due on Sunday, September 11 by 10pm on Turnitin 14 ...
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern