January 2013 Examiners' Report (Film)

Film was the most popular media area studied and at times very successfully. Those candidates that addressed the question well would compare and contrast a major Hollywood Studio with a British film company. The most able responses were supported by examples across a range of media and these in turn were embedded in institutional practices such as synergy, convergence and cross media promotion. The most able candidates also argued that despite the power of film companies (backed by conglomerates) outweighing smaller independent and British film companies in terms of success, many opportunities have been created by the ever changing online age, for example Vertigo films and ‘Monsters’ or ‘Streetdance 3D’ and ‘The Microwave’ scheme encouraging films like ‘Shifty’ to be produced. There were also some confident discussions of three of the majors: Disney/Sony/News Corp with ‘The Hobbit’ and ‘The Life of Pi’ and ‘Skyfall’ being introduced as particularly relevant and topical case studies. Candidates who studied these examples seemed to have a broad understanding of issues around audience.

Less able candidates would simply describe media ownership, sometimes incorrectly, for example using Pinewood Studios as a discussion of ownership, or offer potted histories of film companies. In some instances candidates had very little to say on media ownership, displaying a lack of preparation for the set question. There were a significant number of film titles mentioned which are deemed as non-contemporary: (‘Atonement’ (2007), ‘Notting Hill’ (1999) ‘Four Weddings and a Funeral’ (1994) and ‘Chicken Run’ (2002). When discussing examples form the online age it is a basic response to argue that a product or service is a T-shirt or piece of merchandising, candidates need to identify and explain the example; likewise a mention of a twitter account or references to Netflix or Lovefilm are basic ways to present examples. Candidates should be encouraged to provide detail in the examples they use and explain these in relation to the set question.