G322casestudy skyfall
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This document provides a case study on the 2012 James Bond film Skyfall. It discusses the film's production, which was delayed due to MGM's financial troubles but resumed in late 2010. Skyfall had a large budget of $200 million and filming locations in the UK and abroad. The film was the first Bond movie to be shot digitally. It was also the first in the franchise to be released in IMAX theaters, which proved very successful. The document outlines Skyfall's marketing campaign, which had a budget of $75 million and included extensive product placements, publicity stunts, and synergy partnerships. Social media discussion of Skyfall peaked around key announcements like the film's title and trailer reveals.
G322casestudy skyfall
- 2. Case Study – Skyfall (2012) • G322 Key Media Concepts (TV Drama) • Section B: Institutions and Audiences 1. AUDIENCE – UK/US film aimed at a global audience – censorship in China. 2. PRODUCTION – Big Budget ($200million +) – Problems with production - produced by Eon Films (Independent UK/US film company that finances all the Bond Films) & MGM. 3. DISTRIBUTION – MGM & Columbia Pictures (both owned by Sony) 4. MARKETING – Product placement, PR Stunts, Synergy. 5. EXHIBITION – IMAX release – saturation 6. DIGITAL – First use of HD-DV on a Bond film – easy CGI -
- 3. Case Study – Skyfall • PRODUCTION • Production of Skyfall was suspended throughout 2010 because of MGM's financial troubles. • With big budgets comes big risks – can you think of a film that’s underachieved recently? • Pre-production resumed following MGM's exit from bankruptcy on 21 December 2010. • MGM and Columbia Pictures announced that the UK release date would be 26 October 2012, two weeks ahead of the US release date, scheduled for 9 November 2012. • The film's budget was estimated to be $200 million. • Skyfall was part of year-long celebrations of the 50th anniversary of Dr. No and the Bond film series.
- 4. Case Study – Skyfall (2012) • PRODUCTION • Filming was scheduled to take up 133 days (it took 128). • Filming began on 7 November 2011 in and around London, including the National Gallery, Smithfield, Vauxhall Bridge and foreign locations including Istanbul in Turkey, Japan and China. Why is China important?
- 5. The latest James Bond film, Skyfall, has finally opened in China after a two- month delay, with some key scenes removed by Chinese censors. A scene in which Bond kills a security guard in Shanghai has been cut, as have references to prostitution in Macau. Subtitles have also been changed to hide references to torture by the Chinese security forces. http://www.bbc.co.uk/news/entertainment-arts-21106821 Overall, the European market was subdued in 2012 compared with other major international cinema markets, with reports of box office gains of 5.9% in the USA and 33% in China (making China the world #2 territory after the USA)… Case Study – Skyfall in China
- 6. Case Study – Skyfall (2012) • PRODUCTION • Compared to Quantum of Solace (which proved the most widely travelled Bond film to date; the crew charted six countries in just under five months) Skyfall with three quarters of the budget only went to 3 locations round the world. • Why the cutbacks?
- 7. Release Schedule for Skyfall 2011/12 2011 2012 2011 2012 Oct 23rd Skyfall Premiere in Royal Albert Hall Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep OctOct May 21st 1st Skyfall trailer released Nov 3rd Film name, cast and director announced Oct 1st Adele confirmed as the theme song artist Jul 27th Daniel Craig appears alongside the Queen for Olympic Games opening ceremony Nov 7th Production begins Sep 17th Official UK Skyfall poster revealed Oct 26-28th Opening weekend of Skyfall Jul 31st 2nd Skyfall trailer released
- 8. Case Study - Skyfall • PRODUCTION – SHOW ME THE MONEY… • “The windfall will benefit three players in the Bond universe: producers MGM; producers and rightsholders Barbara Broccoli, 52, and Michael G. Wilson, 70; and distributor Sony Pictures. In a complicated deal that was heavily negotiated with Sony after MGM emerged from bankruptcy in 2010, MGM and Broccoli and Wilson will jointly collect 75 per cent of the movie's profits.” http://www.hollywoodreporter.com/news/daniel-craig-james-bond-skyfall-390090
- 9. Case Study - Skyfall • PRODUCTION & DIGITAL TECHNOLOGY • SKYFALL the first BOND movie to be shot digitally, as well as Sam Mendes’ first digital experience, it is the first production anywhere to make use of ALEXA Studio cameras http://www.arrimedia.com/news/view/33/skyfall
- 11. Case Study - Skyfall • PRODUCTION • SKYFALL the first BOND movie to be shot digitally, as well as Sam Mendes’ first digital experience, it is the first production anywhere to make use of ALEXA Studio cameras http://www.arrimedia.com/news/view/33/skyfall
- 12. Case Study - Skyfall • EXHIBITION & DIGITAL TECHNOLOGY • The decision to make SKYFALL the first in the franchise to be released in IMAX has already proved hugely successful - it took $3.5 million in 79 locations over 15 territories, averaging $45,000 per screen. That represents the best international opening in IMAX history.
- 13. • MARKETING • Around $75,000,000 was spent on marketing Skyfall. Case Study - Skyfall
- 14. • MARKETING – SYNERGY • “The new film raises the bar for onscreen product placement, from 007's Tom Ford-tailored suits, Omega Seamaster watch and Sony Xperia phone, as well as off-screen alliances ranging from Coke Zero to perfume retailers... His new tipple of choice, Heineken, has proved an ongoing sticking point with fans, particularly after a big-budget ad that actually roped Daniel Craig into the action. However, with the Dutch beer having stumped up over £28m for the privilege of seeing Bond sip from a green bottle in an early scene – coolly covering almost a quarter of the film's estimated production budget in the process… ” Case Study - Skyfall http://www.jamesbondlifestyle.com/product/heineken
- 15. Case Study - Skyfall Synergy – Ocean Royale Aftershave
- 16. VisitBritain, the official tourism and destination partner of SKYFALL, has launched its first film tourism ad. The Bond is GREAT Britain ad is out in cinemas around the world reminding people that there is no better time for them to come to Britain and explore the home of James Bond. Synergy – VisitBritian
- 22. Synergy– Coke Zero Zero 7
- 23. Case Study - Skyfall • SOUNDTRACK - SYNERGY • The soundtrack album was released on 29 October 2012 in the UK and on 6 November 2012 in the US. • In October 2012, British singer-songwriter Adele confirmed that she had written and recorded the film's theme song with her regular songwriter, Paul Epworth. • She posted the cover for the Skyfall sheet music on Twitter.
- 26. • . Marketing - Posters
- 27. SKYFALL AUDIENCE & TWITTER Who was talking about Skyfall? • It’s interesting to note that even though the conversation was male-driven throughout the campaign (2/3 of all mentions) the female audience had it’s most prominent appearance on the release week. 6158 RT 3565 RT 2431 RT 1621 RT 1297 RT 3565 RT 3079 RT 2107 RT 1459 RT 1297 RT Most retweeted Skyfall mentions: • All the most retweeted tweets since November 2011 (right) were posted in October 2012. Adele took top spot for most retweeted when she announced the release of the official theme song. • The official James Bond account (@007) also appears in the top 10. •Fake/parody accounts receive lots of attention on Twitter – such as the Queen’s fake profile and Felix Baumgartner (Red Bull space jumper). • X factor boy band Union J appear twice, with Jedward also featuring. 0 20 40 60 80 100 Title Trailer Adele Release Male Female
- 28. SKYFALL AUDIENCE & TWITTER 1,637,385 total ‘Skyfall’ mentions on Twitter globally over the 12 months before release, with volume gradually building around each major announcement - peaking at 129,384 mentions on Friday 26th October, when the film was released. November 3rd 2011: When the new title was announced as Skyfall, there were 3,298 mentions commenting on the ‘name’ or ‘title’ of the film . There were mixed reviews on the title, with majority positive sentiment overall. Gender distribution: Male – 81%, Female – 19% May 21st 2012 The release of the first Skyfall trailer generated 54,752 mentions and positive buzz around the up coming film with. Most of the conversation included references to how ‘amazing’ and ‘awesome’ the trailer looks. Gender distribution: Male – 71%, Female – 29% October 26-28th 2012 The record breaking opening weekend has generated the most buzz so far - a huge 311,485 mentions (1/5 of all activity). Most of the conversation referenced ‘excitement’ about seeing the film and about how ‘great’ the movie is. Social activity peaked on Friday 26th October with 129,384 mentions. Gender distribution: Male – 63%, Female – 37% October 5th 2012 The official release of Adele’s Skyfall theme song generated the second highest peak within the last 12 months with 103,948 mentions about ‘Skyfall’. This shows she has a huge international following, more so even than in the UK perhaps. Gender distribution: Male – 62%, Female – 38%