HOOK

• What is tent pole production?

• What is diversification?
• What is vertical integration?
• What does it mean by ‘theoretical framework?’
• What is synergy?
• What is digital convergence?
• Who regulates Film?
• What is a PSB? A type of what?
• What three channels were available on TV in 1960s?
 HOOK
• What is tent pole production?
• A film that can make large profits to support funding of other projects.
• What is diversification?
• When other institutions breach out into other industries to limit risk
• What is vertical integration?
• When a single company controls both the production and the supply of the product
• What does it mean by ‘theoretical framework?’
• LIAR- media language, media industry, media audience and media representation
• What is synergy?
• The promotion of linked products across different areas of the media.
• What is digital convergence?
• The ability to view the same media content on different devices
• Who regulates Film?
• BBFC
• What is a PSB? A type of what?
• A type of channel/radio station
• What three channels were available on TV in 1960s?
 What does Ofcom do?
• Regulates television and radio
• Sets standards for tv and radio programmes that
broadcasters have to follow
• Ofcom can fine broadcasters if their programmes
breach (do not follow) Ofcom’s broadcasting
code.
• Ofcom carries out regular reviews to see that the
BBC, ITV, Channel 4 and Channel 5 are fulfilling
their particular PSB requirements.
Regulation: is the controlling of an activity or process, usually by means of rules
 Ofcom’s duties:
To ensure:
•
the UK has a wide range of electronic communications
services, including high-speed services such as broadband;
• There are a wide range of programmes to suit all types of
audiences from a wide range of producers.
• That audiences are protected from harmful or offensive
material;
• That people are protected from being treated unfairly in
television and radio programmes, and from having their
privacy invaded;
 BBC & Ofcom
• Ofcom is the external regulator for the BBC.
• However, the BBC is also internally controlled by
an internal board of 12-14 members mostly
selected by the BBC itself.
• The BBC is granted a license to broadcast by the
Royal Charter which must be renewed every 11
years (next renewal date is in 2027)
• It is renewed if they continue to meet their
requirements as a PSB.
The TV Licence- applies to anyone that watches or listens to BBC programmes live on any
media platform. A criminal offence if you do not pay. Also implies to BBC iPlayer.
 Scheduling
• Cuffs- Wednesday-8pm-BBC One -2015
This was peak viewing time (between 6pm-10:30pm).
This was done to attract a mass audience yet making
it suitable for younger audiences (before watershed).
Because of the pressure of the watershed, other
companies often work for BBC to encourage
competition. This was why Tiger Aspect Productions
who produced Cuffs were hired- horizontal
integration.
 Scheduling- The Avengers
• Colour TV wasn’t available until 1966.
• The Avengers- Saturdays-ITV-9:05pm- 1965
• peak time

Fierce competition between ITV and BBC. ITV was financially

secure and funding by commercials allowed it to have a
higher budget. ABC produced the Avengers, the ITV company
responsible for weekend broadcasting in Midlands and the
North.

£56,000 budget per episode- allowed different filming

locations.
 How did the Cold War influence The
Avengers?
• Saul, the fisherman was not alarmed by the
strange imposter Mark Brandon from the sea in
the waterproof bag. Instead he directs the man to
town as if it were normal. This fits with familiar
themes of spying- disguise and impersonation.

• The scene where Emma tells John Steed the plan

with the blackboard reassures the audience that it
is not as big as a threat invasion as World War II.
 Emma and John
can hear the
marching of
soldiers however
are not able to see
them.

Army soldiers
Mark Brandon arriving on the references the war-
beach- does not concern Saul. familiar to the older
audience.

Piggy and John exchange war John finds himself in a bunker- would have
been blown up during the war.
stories.
 Female Representation
• This was the first episode with Emma Peel. The first
three seasons had Dr Cathy Gale as Steed’s assistant.
• This was a break through of representation of women
as highly intelligent with martial arts expertise. Yet
still sexualised and subordinate to Steed.

• Far more women were going to university and

pursuing professional roles in 1965. But still no
guarantee as equal pay.
 Old Vs Young
John Steed- older
• Values of the older generation
• Fought in the war
• Bowler Hat- symbol of ‘British City’
gentleman with steel- overcome enemy
• Black umbrella- symbol of ‘British City’
gentleman used as weapon with Piggy
Warren
• Expensive suit- has wealth
• Gets respect from older audiences by
having fought in the war- discusses the
war in programme
• Refers to Emma as Mrs Peel- respectful
yet is flirtacious
Emma Peel- young
• Represents swinging sixties
• Vibrant young woman
• Black and white beret- fashionable-
increases attractiveness
• Black leather cat suit- makes
fighting easier yet sexualises her
• Mini skirt- 1960s fashion (not
practical for fighting)
• Care free yet committed- doesn’t
complain when Steed sets her the
mission
• Polite and correct- flirtacious
Bowler Hat and Umbrella- when he
waits outside of Emma Peels room. John Steed and Piggy Warren reflect on their
memories of the war. Well respected.

Umbrella is used as a
Bowler hat shows it is a weapon. weapon on Piggy
Warren.
 Emma’s black
and white
beret
represents
her as
fashionable.

Emma’s 60s
skirt.
Sophisticated
and
attractive.

Black jumpsuit is used to

sexualise her yet to
easily fight/perform.
Lego Movie
 Tent Pole Production
• In 2003 Lego was on the verge of failing- which is why
they made the film
• Tent Pole Production is a film that conglomerates such
as Warner Bros expect to make large profits. This can
then be used to fund other projects such as films,
games etc.
• It is called tent pole as the film can support other
projects- like tent poles do with tents
• It can also be expected to support thee sale of tie-in
merchandise- products associated with the film.
 Regulation- Film
• BBFC- British Board of Film Classification
• Films are awarded an U, PG, 12A, 15 or 18
• Lego Movie was given an ‘U’ (Universal) rating as
it “contains mild fantasy violence and very mild
language”
• “No one is seen to get hurt and the fact that all
the fighting involves animated toy figures means
that the fantasy nature of the violence is very
clear”
 Regulation- Game
• Some people see regulation in gaming even more crucial
than films as it is more easily accessible by under-age
gamers who may be more exposed to inappropriate
content
• The VSC (video standards council) uses the PEGI rating
system to classify video games in the UK from 3, 7, 12, 16
and 18. They also known as the Games Rating Authority.
• The Lego Movie was given a 7 age rating to receive the
widest appeal and to match the classification of the
movie (synergistic)
 Vertical Integration
Warner Bros (conglomerate)
Lego Movie is an excellent example of vertical
integration. The Developed of the Lego Movie
video game TT Fusion was bought by Warner
Warner Bros Interactive Bros in 2007.
Entertainment
Warner Bros owns the distribution rights to the
video game and was able to release it itself.
TT Games
Warner Bros is therefore in control of
production and distribution of The Lego Movie.

Same actors in the film and the video game and

TT Fusion the game shares similar themes and narratives
as the film. This allowed Warner Bros to
produce a video game that is similar in profit.
 Targeting Audiences
Targeting Deciding Strategy Campaign Launch

media producers Media producers Media producers

decide on the key decide on their
demographics promotion strategy
(audience) they want to target their
to target. E.g gender, audience e.g. trailers,
class, ethnicity etc. merchandise,
campaigns etc.
launch campaigns
such as television
advertising, print
media products,

The Lego Movie created a

poster campaign that was
spread internationally to
attract its mass family
audience. These reflects
its hybrid genres and use
of intertextuality.
 Trailer
• Created a ‘TV Spot’ devoted to using Lego to advertise other brands. The
result was a 3 and a half minute break, comprising individual adverts for
British Heart Foundation, Confused.com, BT and Premiere Inn.
• The final part of the ad break was used to promote The Lego Movie itself
by including a small teaser trailer.
• https://www.youtube.com/watch?v=HSbYBzUEQlc

A 2:40 you will see both Warner Bros

(producer and distributor) and Village
Roadshow Pictures (a company
involved in the production) are show
at the start of the trailer. These are in
Lego to familiarise the film with the
audience and to interest the younger
and older audiences in the film. An
example of synergy.
Todorov’s theory with The Lego Movie teaser
Trailer
• Equilibrium- Emmet sat on the sofa
• Disruption- President Business’s dialogue “you
will be put to sleep”
• Disequilibrium- Emmet falling in the sky with
the explosion. Use of intertextual characters.
• Resolution- cannot have as would ruin the film
• New State- cannot have as would ruin the film
Representation in The Lego Movie
Emmet
• Hero

The film & game revolves around his transition from

normal everyday guy to hero to save the world.
Supports the stereotype of men being the dominant
gender.

Subverts stereotypes. For example in the full trailer we see

a close up of Emmet with a terrified expression when he
runs away from danger. In the ad break we also hear him
scream “I want to go home!” while in a high speed chase.

Theories this fits with:

- Stuart Hall “stereotypes assert power”
- Propps’ theory “hero”- familiar theme for the audience
(arguably why it was so successful for all ages)
Representation in The Lego Movie
Wlydstyle
In both posters she is in we see that she supports and
subverts stereotypical representations of women.

Wlydstyle links to post-feminist context of the franchise

as she is represented as a strong, independent
character who is equal, if not superior, to male
characters in both the film and the game. This brings in
a wider audience and a character female audiences
would aspire to be like.

Theories this fits with:

- Bell Hooks- not a main role and under oppression of
Emmet
- Stuart Hall – “stereotypes assert power”
- Propp- helper/donor
Representation in The Lego Movie
Vitruvius
Wise and noble wizard who teaches Emmet that the
key to true building is to listen to yourself and follow
your own instructions.

Vitruvius is a token in comparison to other characters

as he has dark skin and is clearly an old man.

Vitruvius goes against stereotypes that ethnic

minorities are seen as ‘troublesome’ or associated with
negative actions such aa crime

Vitruvius goes against stereotypes that older

generation are grumpy and not able

Theories this fits with:

- Bell Hooks- not a main role and under oppression of
Emmet
- Propp- dispatcher
Intertextuality