Component 1 Section B Spectre Industry and Audience

Component 1 Section B Spectre: Industry and Audience

Consider the nature of media production, including by large organisations, who own the products they produce, and by individuals and groups: Film production consists of five major stages: development, preproduction, post-production and distribution. Development – ideas are created, if necessary rights are bought, screenplay is written and financing is sought. Pre-Production – Cast and film crew are found, locations chosen and sets are built. Production – The film is shot. Post-production – The recorded film is edited. Crew work on the sound, images and visual effects. Distribution – Finished film is distributed. It is screened at the cinema and released for home viewing.

Consider the effect of ownership and control of media organisations, including conglomerate ownership, diversification and vertical integration: • • Production company - The James Bond series is produced by Eon productions, a British film production company based in London, Sony Pictures and MGM. Ownership rights and copyright - The video rights of all of Eon’s films are owned by MGM Home Entertainment and are controlled by MGM’s distributor 20 th Century Fox Home Entertainment. Production problems - On April 9 th 2010, a year and a half into the making of the 23 rd Bond film (subsequently titled Skyfall), the producers decided to suspend production due to MGM spiralling towards bankruptcy. Funding - It wasn’t until the end of 2010 when the new owners of MGM were able to secure a $500 million revolving credit line that the film could continue. Box office statistics - Luckily, it made $1. 1 billion at the global box office, more than any other Bond film. This allowed the Bond franchise to continue. Context - Bond has always been well known for its exotic locations across the globe and Spectre was no exception. Production locations - Buoyed on by the success of Skyfall, Spectre used Pinewood Studios in London as its base, but then was also shot in Mexico City, Rome, Solden, Morocco and Austria.

While the poster above is set for Section A, and does not need to be analysed textually for Section B, it can be used as a starting point for exploring the industry issues: - Company names - GM, EON, Columbia, Sony can be researched in terms of production and distribution, ownership issues, including conglomerates. - Cast - Names of actors – exploration of previous roles, ‘star’ appeal. #MAGA #metoo #Oscars. So. White #Take. AKnee #Black. Lives. Matter - Crew - Director, writers, other crew e. g. DOP, Costume Designer – exploration of these roles and their importance in the production process. - IMAX – role of technology in exhibition/ circulation of products. - Online media - Hashtag, website – role of new technology and social media in marketing film products. - Soundtrack - Decca Records – synergy and convergence of different platforms to promote the film.

Q&A Factsheet: Spectre Who produced Spectre? Barbara D. Broccoli, OBE is an American film producer known for her work on the James Bond film series. Michael Gregg Wilson, OBE is the producer and screenwriter of many of the James Bond films. Who owns this production company and what other films have they produced? Eon Productions is a British film production company known for producing the James Bond film series. The company is based in London's Piccadilly and also operates from Pinewood Studios in the United Kingdom. Films produced by EON productions: Spectre 2015, Skyfall 2012, Quantum of Solace 2008 Who directed this film? The film Spectre was directed by Sam Mendes also known as Samuel Alexander. Sam Mendes is best known for directing the comedy-drama film American Beauty (1999), which earned him the Academy Award and Golden Globe Award for Best Director, the crime film Road to Perdition (2002), and the James Bond films Skyfall (2012) and the newly released Spectre (2015) are others he has directed. What was the budget? When Spectre began production, it was announced that Mendes would be working with a larger budget than on Skyfall (which is saying a lot since that film was made for $200 million), but we doubt few would have predicted a James Bond movie would cost in excess of $300 million to produce. (http: //spectreaah. blogspot. co. uk/ 2015/12/all-about-spectre. html) How was the film marketed? Sony is responsible for the production and marketing of Spectre. During the making of the film they have also combined other Sony products and put them into the film. For example, the mobile phone for Bond in Spectre was put out as an advertisement to brand both Sony products and for people to know more about the film which can increase the amount of box sales they get during the time Spectre comes out in the cinemas. Belvedere, the worlds original luxury vodka, collaborated with Albert R Broccoli's Eon Productions, Metro Goldwyn Mayer Studios and Sony Pictures Entertainment to promote Spectre. Which different marketing tools were used? Spectre used many different marketing tools. To begin with the most commonly used tools such as billboards, newspapers, bus sides and within magazines. Spectre campaign also took on the social media platform, as the appeared on social networking sites such as Snapchat, Facebook, Instagram and Twitter. Spectre also appeared on advertisements on television with branding of Sony products and on the Graham Norton show. What examples of synergy with other products/merchandise can you find? Spectre worked alongside Sony Entertainment and promoted each other. Also Spectre worked alongside Belvedere and promoted the alcohol and Spectre. So the food industry met with the film industry and the technology industry met with the film industry to create a campaign to promote each other and gain a bigger publicity. What examples of cross media convergence can you find? The cross media convergence that occurred in this particular aspect is the merging of the social networking platform alongside the film industry. Spectre used a lot of social media to gain attention of their target audience. As for one of the very first time Snapchat had promoted a film on its platform which is a new feature which was only exclusive for the film Spectre. This was unique and had caught attention of many users eyes and is a great example of cross media convergence. Where and when was Spectre released and in what cinemas? Spectre had its world premiere in London on 26 October 2015, the same day as its general release in the United Kingdom and Republic of Ireland. Following the announcement of the start of filming, Paramount Pictures brought forward the release of Mission: Impossible – Rogue Nation to avoid competing with Spectre. In March 2015 IMAX corporation announced that Spectre would be screened in its cinemas, following Skyfall 's success with the company. In the UK it received a wider release than Skyfall, with a minimum of 647 cinemas including 40 IMAX screens, compared to Skyfall 's 587 locations and 21 IMAX screens. Who is the Target audience? The primary audience is young males, 16 - 30 years old but bond is popular with males and females in the 30 - 50 range. Many 40 - 50 year old's with the original Bond movies of the 60 s and 70 s along with the shows like Mission Impossible and the Wild West. Nevertheless, the classic secret agent fantasy character appeals to both teenagers and adults.

Settings and locations for Bond films

SPECTRE: PRODUCTION QUESTIONS Are Eon Productions part of a conglomerate? Who is the executive production company for James Bond and Spectre? What roles in production did each company have? MGM - 20 th Century Fox - Eon Productions – Sony Pictures – Pinewood Studios - What was the budget for production? What other production companies are involved? Production includes the financing, management and creation of a film. When was the Hollywood production industry founded? Who directed this film within the Bond franchise? Producers: - Securing funding by convincing investors why a film will be successful - Secure rights to a screenplay - Manage crew, cast and directors - Manage locations, equipment, schedules - Manage any problems that occur Executive production teams delegate specific production jobs to other production companies.

MARKETING STRATEGIES FOR ‘SPECTRE’

MARKETING STRATEGIES FOR ‘SPECTRE’ Short Film Olympics Promo Sam Smith Theme Song https: //www. youtube. com/ watch? v=1 AS-d. Cd. YZbo https: //www. youtube. com/watch ? v=8 jz. Dnsj. Yv 9 A

MARKETING STRATEGIES FOR ‘SPECTRE’ http: //cineuropa. org/dd. aspx? t=dossier&l=en&tid=1366&did=318278 The last two James Bond features: Skyfall [+] and Spectre [+] demonstrated a successful and innovative marketing campaigns becoming the highest grossing films in the franchise’s history. This case study analyses the many different marketing tools they used, such as social media platforms, 360 -degree marketing campaigns and product placement. Skyfall, produced by Albert R. Broccoli’s EON Productions with Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment, was the first Bond film to cross the $1 billion mark in worldwide revenue, and became the second highest-grossing film in the UK. The promotional cost has been estimated at around $100 million, approximately $75 million of which was spent on marketing. Skyfall is the first Bond movie to be shot digitally and screened at IMAX. The film was targeted as global audience, especially when you consider that London had the whole world’s attention, hosting the 2012 Olympic Games. The outstanding marketing strategy culminated in Daniel Craig’s appearance alongside the Queen in a short film promo at the event’s opening ceremony. Product Placement in Skyfall One of the most effective marketing strategies in Bond films has been the product placement of numerous brands. Bond is no stranger to product placement, with even Ian Fleming’s novels full of specific brand names – from Aston Martin, to Guerlain’s Sapoceti soaps – however, since the film franchise began, they have been becoming increasingly common: from 007's Tom Ford-tailored suits, to Q's Sony gadgets, Heineken beer, Omega and Aston Martin. His new drink of choice, Heineken, has proved an ongoing sticking point with fans, particularly after a bigbudget ad that actually roped Daniel Craig into the action. Off-screen alliances: from Coke Zero to perfume retailers Visit. Britain, Britain’s tourism office, used Skyfall as part of a marketing campaign to attract the tourism of international audiences, using a mix of viral and print advertising, as well as its social media platforms. Their efforts reached a total audience of 653 million people around the world and generated £ 3. 5 million worth of exposure for the Britain brand partners. The campaign had a positive effect on travel, with 16% of people who recalled the “Bond is Great” campaign having booked a trip to Britain and 35% of those who recalled the advert saying they strongly intend to visit Britain in the next three years. Skyfall also helped boost tourism in Scotland with visits up to Glencoe, one of the film’s shooting locations, up by 41. 7%. Skyfall on social media You Tube: The Coca-Cola Company’s “Unlock the 007 in You” campaign for Coke Zero challenged unsuspecting train passengers to unlock the 007 in them for their chance to win exclusive tickets to Skyfall. These exclusive tickets weren’t free, however, and saw people having to go the extra mile and unlock their inner 007, in less than 70 seconds, to win. Coke themselves have commented on the results they achieved from the campaign. As of November 2012, the video received 7. 1 million views on You Tube with 832, 300 shares on social media and was included in Mashable’s Top 100 most shared commercials. It also earned the title of most shared Bond-related ad. Twitter: The Twitter activity began 12 months before the film was released, prompting people to start discussing the film and labelling it as a “must-see” movie. In May 2012, the release of the first Skyfall trailer generated 54, 752 mentions and positive buzz for the upcoming film, with references to the film as “amazing” and “awesome”. October 2012 saw the official release of Adele’s Skyfall theme song, which resulted in the second highest peak of the 12 months, with 103, 948 mentions of the film. The film’s record-breaking opening weekend of 26 -28 October 2012 generated the most buzz of all, with 311, 485 mentions, most of which referenced excitement about seeing the film and its quality. Spectre Marketing Campaign Spectre, the 24 th entry in the James Bond series, used many diverse marketing strategies and it is believed to have featured more product placement than any of the preceding offerings in the 007 series. Ranging from Tom Ford’s suits, Heineken beer, Bollinger champagne and Sony mobile phones, a wide assortment of companies cashed in on the secret agent’s enduring appeal. The Omega Watches advertisement used the character of James Bond to help boost the company’s popularity. Alcohol is in steady supply throughout the film. While Bond does order a martini, dirty with olives, he is also seen drinking from a green beer bottle, which is almost certainly Heineken, giving the company’s lucrative deal with the film. In Skyfall, Bond sipped more obviously from a Heineken bottle in a bar scene, and the company, in advertisements for which Craig has appeared as Bond, is believed to have shelled out £ 28 million for the privilege. This, in itself, paid for almost one third of the films £ 94 million budget.

MARKETING STRATEGIES FOR ‘SPECTRE’ http: //cineuropa. org/dd. aspx? t=dossier&l=en&tid=1366&did=318278 Other drink brands that have paid for an association with Spectre include: Belvedere vodka, Bollinger champagne and The Macallan malt whisky, a bottle of which can be seen on Bond’s living room table. Belvedere vodka, the world’s original luxury, collaborates to promote Spectre. The marketing operation included a global advertising campaign and a wide range of promotion and activation rights around the film. The campaign was launched on February 2015, Belvedere promoted its deal of a “shaken, not stirred” martini vodka in the film with two limited edition 007 branded vodkas and cocktail recipes on its website. Aston Martin announced a special “Bond Edition” DB 9 sports car that featured 007 license plates and lots of other franchise branding throughout. On-screen presence: Sony promotes its presence in the film with a “Made for Bond” ad campaign for its Xperia Z 5 phone. The campaign-starring actress, Naomie Harris as Moneypenny, uses Sony’s RX 100 IV camera to capture super-slow motion surveillance of the villains, before a chase unfolds as she tries to deliver Bond’s Xperia. In terms of cars, the film has a tie-in with Jaguar, featuring a C-X 75 during a thrilling Rome-set car chase, while Land Rover also had a number of their cars on display and rolled out brand new models. Even the main promotional campaign for Spectre managed to sneak in favoured brands to influence fans. A simple shot of Bond glowering outwards sees him wearing a polo neck from N. Peal, as the fashion label had signed a deal to dress Bond in its £ 200 cashmere jumpers. Other brands that can be spotted in Spectre are: Rolls Royce, CNN, The Guardian, The Times and gun brands like SIG-SAUER P 226 R and Walter. The filmmakers have previously defended product placement, claiming it is the only way to fund the stellar budgets they need. Spectre is reported to have cost £ 226 million to make. Craig has publically defended the amount of product placement in the film, claiming the films would have been too expensive to make otherwise. An intelligent marketing tool that Sony Entertainment Pictures employed with the two films was creating a 360 -degree marketing campaign. Through the various brands in the films, they obtained more promotion and social media presence, the movies were also constantly announced in different environments, helping to reach more diverse audiences and generate more awareness, not only for the films, but also for the brands and products involved. Social media campaign – Spectre posted a teaser trailer six months before the film was released. This led to millions of people starting to talk about the film and many Bond fans started to get excited about this. Sony Pictures was the first production company to create a Snapchat Discover channel which featured daily content from 15 publishers, including Buzz. Feed and People, at the top of the application page. The sponsored James Bond Discover Channel on Snapchat was the first of its kind in the world. It was available for 24 hours and published numerous photos, behind-the-scenes videos and some interactive elements. Any Snapchat users who swiped through all of the videos were then encouraged to message their friends with a Snap reading, “Come see Spectre with me!”. The channel was similar to the Facebook Canvas Ads advertising format and, due to its exclusivity, the campaign led to high awareness levels, engagement and press coverage. Tom Ford sold Craig’s extensive Spectre menswear collection (Tom Ford suits, shirts, knitwear, ties and accessories), promoting it on the brand’s website and social media platforms. Craig continues to be fitted out in Tom Ford suits with the fashion label also providing sunglasses for a range of characters. Visit. Britain back on board as a marketing partner: The “Spectre campaign” was launched in more than 60 countries to encourage fans of the franchise to visit Bond’s UK home while going on their next holidays. As the official national tourism partner for theatrical release of Spectre, Visit. Britain’s global campaign used a mix of outdoor billboards, print, digital and social media. This included exclusive, behind-the-scenes footage from Spectre through its dedicated campaign page. Other highlights included the release of four new 360 -degree images of key filming locations from the movie (including Blenheim palace, Camden, Westminster Bridge and City Hall) to be promoted internationally through Visit. Britain’s extensive social media channels. The immersive 360 -degree experiences would give overseas visitors a virtual opportunity to step inside some of the iconic British locations showcased in Spectre. The campaign marked the third marketing partnership between Visit. Britain and Sony Entertainment Productions and MGM studios.

MARKETING STRATEGIES FOR ‘SPECTRE’ http: //cineuropa. org/dd. aspx? t=dossier&l=en&tid=1366&did=318278 • As part of the “Bond is GREAT” campaign, 007 fans from around the world also had the opportunity to enter an exclusive online competition on the Visit. Britain website for a chance to live the Bond lifestyle in Britain. The prizes included a chauffeur-driven Aston Martin, a private visit to Madame Tussauds and a stay at one of the exclusive Radisson Blu Edwardian Hotels. There was also a “Bond is GREAT” advertisement featuring clips from previous Bond movies and exclusive Spectre footage on Visit. Britain’s You. Tube channel. • After Spectre was released in theatres in October 2015, the social media activity and media coverage continued because of the rumours of Daniel Craig leaving the role of the secret agent. Fans of the franchise and the media were left wondering who would be the next actor to portray the secret agent on screen, and started to discuss their favourite candidates and making their own suggestions.

HORIZONTAL INTEGRATION Where a production company expands into other areas in one industry. A company can develop in a particular area of production or buy out another company that deals with these areas. Danjaq VERTICAL INTEGRATION When the production company has ownership of the means of production, distribution and exhibition of a film by the same company. As a result, they receive all the profit. This was common in the Hollywood Studio System Era (1930 s-60 s)

These are conglomerates with subsidiaries of ownership:

SPECTRE: DISTRIBUTION QUESTIONS Who were the UK and US distributers of Spectre? What are ‘theatrical windows’? Distribution is the process of making copies of the film for cinema, video on demand (Vo. D), DVD and SDV (streaming and digital video) release and marketing. Does that mean the film’s production and distribution is vertically integrated? Sometimes, producers will show their films at festivals in order to persuade distribution companies to take on their films. What marketing strategies were used by Spectre and its distributors? Sometimes a conglomerate will delegate a distribution to a smaller company that they owned. This is called vertical integration. What examples of synergy with other products/merchandise can you find? Distributors need to: - work out and stick to budgets for creating copies of film and all aspects of marketing. - consider release dates and theatrical windows carefully.

SPECTRE: EXHIBITION QUESTIONS Circulation is the process of exhibiting (showing) the film across a range of different media platforms. Historically, this used to only include the cinema release, but as digital technology evolves, so does the way in which we watch films. 1. Cinema release 2. DVD release, Pay-per-view (PPV), Video on Demand subscription services (Vo. D). 3. ‘Free to Air’ television (standard terrestrial TV channel viewing) Changes in the way audiences consume film has risen due to technological advancements. They can stream digital copies straight to their TV, laptops, tablets and phones. This is known as SDV (streaming and digital video. When was Spectre released and in what cinemas? How much money did it make at the box office? Was it released on DVD Vo. D, PPV simultaneously? Why was the IMAX screening significant? How much does Spectre cost on various platforms (to rent/buy)? DVD – You. Tube – Amazon –

Consider the functions and types of regulation of the media: • • Film and video releases in Britain - amongst the most tightly regulated in the Western world. Age restrictions - placed on all commercially released films by the BBFC (British Board of Film Classification) and some are even expected to make cuts or alter the film in some way to conform to the guidelines. Censorship - Sony had to cut some violence from Spectre in order to secure a 12 A UK rating instead of the 15 classification the BBFC originally recommended. Pros and cons - This may seem like a sensible decision in order to secure a much wider audience, however, it could be argued that it is no longer the original movie that Sam Mendes, director, wanted the audience to see (director’s cut).

Regulation https: //vimeo. com/101286399 CONTENT LEVEL SWEARING Occasional mild bad language SEX Occasional, mild references VIOLENCE Frequent, moderate THREAT Frequent, moderate

The BBFC 12 A rating - Suitable for 12 years and over. Discrimination Discriminatory language or behaviour must not be endorsed by the work as a whole. Aggressive discriminatory language or behaviour is unlikely to be acceptable unless clearly condemned. Drugs Misuse of drugs must be infrequent and should not be glamorised or give instructional detail. Imitable behaviour No promotion of potentially dangerous behaviour which children are likely to copy. No glamorisation of realistic or easily accessible weapons such as knives. No endorsement of anti-social behaviour. Language No promotion of potentially dangerous behaviour which children are likely to copy. No glamorisation of realistic or easily accessible weapons such as knives. No endorsement of anti-social behaviour. Nudity There may be nudity, but in a sexual context it must be brief and discreet. Sexual activity may be briefly and discreetly portrayed. Moderate sex references are permitted, but frequent crude references are unlikely to be acceptable. Threat There may be moderate physical and psychological threat and horror sequences. Although some scenes may be disturbing, the overall tone should not be. Horror sequences should not be frequent or sustained. Violence There may be moderate violence but it should not dwell on detail. There should be no emphasis on injuries or blood, but occasional gory moments may be permitted if justified by the context. Sexual violence may only be implied or briefly and discreetly indicated, and its depiction must be justified by context. 12 A/12 –Films classified 12 A and video works classified 12 contain material that is not generally suitable for children aged under 12. No one younger than 12 may see a 12 A film in a cinema unless accompanied by an adult. Adults planning to take a child under 12 to view a 12 A film should consider whether the film is suitable for that child. To help them decide, we recommend that they check the BBFCinsight for that film in advance. No one younger than 12 may rent or buy a 12 rated video work. How can I find out more about a specific 12 or 12 A work? Please check the BBFCinsight for the film or video you are thinking of watching. BBFCinsight is available on this website, on our free App, as well as on film posters, DVD and Blu-ray packaging, and on some listings. It provides comprehensive information on exactly why a film or video has been given a particular category. All the issues are discussed in detail and parents in particular can use this information to make informed decisions when choosing viewing material for their children.

SPECTRE: REGULATION QUESTIONS What age classification was Spectre given for theatrical release in the cinema and for video release on DVD? Did the film pass uncut in order to get its final certificate? Why or why not? Why was it given this certificate? Swearing – What are the financial positives of Spectre being given this age classification? Sexual content – Violence - Threat – Other - What are the digital age ratings? How is this relevant to the regulation of Spectre?

Historical Context - Hollywood is the oldest film industry in the world, originating in the 1890 s. - The first motion pictures were less than a minute long, due to the limitations of technology, and sound was not introduced into films until 1927. - Hollywood is considered the ‘film factory’ of the world and exports its products to most countries.

Consider how the media operate as commercial industries on a global scale and reach both large and specialised audiences: • The long-running Bond franchise has an established fanbase and Spectre, a US/UK co-production, received global distribution (theatrically and on DVD/ Blu-ray) to reach a very large audience. • Unlike many media products, it is difficult to specify a specific target audience for Bond. The reason for this being that it has spanned so many decades, so many leads and so many directors. However, it is clearly intended for mass audiences and has great commercial appeal: - Bond is iconic and has universal appeal – he is charming, suave, good looking and, most importantly, always catches the ‘bad guys’. Arguably, men want to be him and women want to be with him, providing a form of escapism from their everyday lives. - Bond also provides a narrative we feel comfortable with (‘bad guy’ does something wrong, ‘good guy’ catches him and wins the day) and reinforces dominant messages and values about ‘good’ and ‘bad’.

Articles • Spectre violence sparked most complaints to BBFC (http: //www. bbc. co. uk/news/e ntertainment-arts-36677553) • Bond and gagged: Spectre's kissing scenes censored by Indian film certification board (https: //www. theguardian. com /film/2015/nov/19/spectrekissing-censored-in-india) • Detailed list of Bond censor cuts (http: //melonfarmers. co. uk/hit scr. htm) • The business of Bond (https: //www. director. co. uk/00 07 -news-james-bond-thebusiness-of-bond/) • Heineken unveils $64 m Spectre campaign with Daniel Craig ad (https: //www. campaignlive. co. uk/ar ticle/heineken-unveils-64 m-spectrecampaign-daniel-craig-ad/1364821) • Why James Bond couldn't afford to lose Daniel Craig, a true Hollywood heavyweight (https: //www. theguardian. com /film/2017/aug/16/daniel-craigjames-bond-spectre-skyfall-new -film) • From Dr. No to Spectre: the brands of James Bond (https: //www. theguardian. com /medianetwork/2015/oct/22/spectrejames-bond-007 -brandsmarketing-sony-heinekenbelvedere)

Spectre: Industry and Audience Practice Exam – Sample Assessment Materials

Mark Scheme to Sample Assessment Materials

Sample assessment materials – indicative content – 3 d

Factsheet

Glossary of terms • • • Development Pre-production Post-production Distribution Exhibition Marketing Demographics Box office • • • Franchise Conglomerate ownership Diversification Vertical integration Censorship Regulation Classification Industry Uses & Gratifications Theory

Bond producers and distributors • • • Budget = $200 MM (USA) Box office = $881 MM (Worldwide) Production companies – B 24, Columbia, Danjaq (copyright holder), Eon Productions (presents), MGM (copyright holder) Distributors – Columbia (US), Sony Pictures (UK), 20 th Century Fox (UK DVD ) Film Studio Location – Pinewood Studios. • The Bond franchise has a mastery of diversification through converging media forms such as product placement and cross platform marketing strategies. Examples of 007 iconography branding certain products includes the advertising of Aston Martins, Heineken, Sam Smith theme song music videos on Vevo (You. Tube), even Visit. Britain campaigns with Bond as an icon of the UK's USP. Tom Ford managed to use his Instagram to advertise his designer label outfits through film stills from the Bond film featuring Daniel Craig and Monica Belluci in his garments applying hashtags such as #TOMFORD #James. Bond and #SPECTRE. All these strategies help to broaden the audience demographic beyond its core target audience. • Production Companies finance and make the films. Eon Productions have developed the Bond franchise over generations. Danjaq and MGM have acted as copyright holders whilst Columbia (merged with Sony) has produced most of the film (alongside B 24). Eon is a subsidiary of Danjaq and Columbia/Sony have a role is production and distribution (not quite an example of vertical integration due to no control of exhibition, like in the Studio System era). The film studio location for most Bonds is UK’s Pinewood Studios. • They buy the finished films, market and advertise them and sell on copies for exhibition. Companies that own different media companies are called Media Conglomerates. Sony Pictures, Columbia and 20 th Century Fox all have subsidiaries, with a share of the distributive pie with the film ‘Spectre’. • Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain. The connections between Eon, Danjaq, Columbia and Sony is a complex example of horizontal integration. • Exhibition is the retail branch of the film industry. It involves not the production or the distribution of motion pictures, but their public screening, usually for paying customers in a site devoted to such screenings, the movie theatre.