LO1:

The CEO of Disney is Robert. A Iger. The founder of Disney is Walt Disney. Disney is a
conglomerate that owns many companies.

The main companies and organizations that Disney own

are:
- Marvel Studios
- Lucas Films
- Pixar
- Touchstone Pictures
- ABC (American Broadcasting Company)
- Muppets
- Hollywood Records
- ESPN
- A&E (Real Life Drama)
- Lifetime
- History Channel
- Maker Studios

With these companies under its control Dinsey produce a massive range of products. They
produce children's toys and tv channels/shows with the main Disney brand and the marvel,
muppets, and pixar brand. They make magazines and books with the Disney, Marvel, and
Muppets brand. They make movies for all ages with the Disney, Marvel, Muppets, Pixar,
Touchstone Pictures, and Lucas Films. They also make television programs for older ages
with the ABC, ESPN, A&E, Lifetime, and History Channel brand. They also produce music
with the Hollywood Records brand. Disney makes products that entertain, educate, fiction,
and nonfiction. Disney acquired lucasfilm on October 30th 2012 for the sum of $4.05 Billion.
Disney paid them half with money and half with shares in disney worth $2.025 Billion. Before
they acquired lucas Films, Disney bought Marvel Studios on August 31st 2009 for the sum of
$4 Billion. Buying these massive brands allowed Disney to add to the repertoire of
conglomerates under their control. Disney bought them out so that they could add to things
like their, for example, Disney Jr. channel, they can now have marvel and star wars cartoons
playing on that channel for free, which are massive successes. Buying these companies
ensures that Disney's legacy carriers on because if, for some reason, disney go bankrupt
and go out of business, their legacy will live on through the brands it bought like amrl and
lucas studios and the brands that those company have and buy, and so on and so on. The
different parts of Disney's conglomerate all have to work together to make sure the products
they produce remain in tact. All of the marvel products they make have to follow a set of
rules, for example all the character names, appearances, and personalities must remain the
same no matter what product it is, they all have to work in harmony.
The different arts of the institution interact to the needs of the products produced and the
needs of the audience through horizontal and vertical integration. For example:
This image shows the integration for Avengers 2. Toys are released of the characters from
the film, comics of the film are already around they will just get promoted more, games will
be made on it, the soundtrack will be sold, merchandise will be sold like collectibles and
clothing, and if the film does extremely well and remains popular it will get its own ride at
disney world like pirates of the caribbean. To do all this marvel and disney need a film studio
to film the film, a game and web developer to make the games and design the online stores,
a record label to produce the sound track and shops and online stores to sell the
merchandise.

Some of Disneys main competitors are Time Warner Inc., Twenty-First Century Fox, CBS
etc. One of Disney's biggest competitors is Time Warner Inc. They are Disney's biggest
competitor because they own similar companies to them and produce similar products.

For example Disney own Marvel Studios and Time Warner own DC Comics. Marvel and DC
Comics have always been rivals even before they were bought out by bigger companies.
The majority of superhero fans will pick a side as their favourite, the marvel universe or the
DC universe. Marvel is currently the most popular, and has been for some time. This is
because the Marvel Universe is all connected. Everything that comes out of marvel is
connected to each other, every film, comic book, tv show. This hasn't changed since Disney
have bought Marvel Studios. Whereas DC Comics isn't all connected and this hasn't
changed since they were bought out. They make films in different universes to TV shows.
This doesn't build up as much excitement for the blockbuster films because fans of the brand
have not been pushed in the direction of that film unlike marvel who promote their upcoming
films in the TV shows so that fans know to be excited and anticipated. Disney have the
advantage of every product being connected which means every product can advertise and
promote every other product.
The purpose of Marvel Studios Films are to connect fans to the world they have respected
and admired since they were a child weather it was the comic books that started when the
franchise first became a business or the TV cartoons that have only recently come out, no
matter what got you into the universe the movies are the things that make you stay.

LO2:

The purpose of the product is to primarily entertain the audience as well as get them excited
for the new upcoming film that most fans have been waiting at least a year for. Its purpose is
also to make money, that is the reason once a new movie comes out and is popular there
will be loads of movies just like that until that particular style of movie becomes boring and
not as popular. This is done because if a film is popular it will make a lot of money and
conglomerates like Disney take advantage of that the audience likes and produces more of
it.

The conventions in Marvel's films is that it will be set in a major american city with a lot of
crime, usually New York. Something tragic will have happened to the hero to turn them into a
hero, for example Captain America had to fight in world war two and he crashed into the
atlantic sea and was frozen for 75 years. The hero will have a base/HQ and someone
helping them weather it's a sidekick or a team, for example the Stark tower in Avengers 2
and the rest of the Avengers. There will always be a hero, a villain, and a pretty girl or
partner for the hero, for example in Captain America 2 there captain ameica, the winter
solider and sharon carter. There will be two themes. Things that affect the general public and
things that affect the hero (public and private). There will also be a macguffin (a prop in
which the story revolves around). For example the Tesla Cube in Avengers 1.

The target audience for the Avengers 2: Age of Ultron film is primarily the demographic of 10
- 18 year olds and mainly male but it isn't massively in favour of males. The secondary target
audience however is the people who liked the original comic books and might have children
and are trying to relive the days when they were younger and got really excited when they
got a new comic book, the older generation (35 - 45). This movie isn't targeted at a specific
socio-economic group. The Psychographics that this film is targeting is Believers, Achievers,
Experiencers, Makers, Survivors, and Thinkers. It is targeted at them all. The films main
target is the demographics, that's what they are targeting here.

The style of Marvel Studio films is that it includes micro elements to build up a specific look
or feel.This will more times than not link to the original comic books. The genres of Marvel
films are action, adventure, fantasy, and usually science fiction (depending on the film).
The mise-en-scene of all Marvel films is very similar. All of the actors and props will have
similar positioning on screen because it is more than likely that it is some of the same cast or
crew. The lighting in Marvel films will differ depending on the film. If the film starts of with a
sad scene, for example one of the first scenes in iron man is him being kidnapped by
terrorists and being held in a cave. The lighting in this scene is dark and very low key this is
because there isn't any sun light in a cave. In the start of Avengers 2, it starts of with the
Avengers fighting a person in possession of an alien spear. The lighting in the start of
Avengers 2 is very high key and bright, this is because it involves them being outside in a
snowy location. The hair and makeup, as well as costumes, differ slightly between films. For
example in Avengers 1 Captains Americas outfit look like this (Left) but in Avengers 2 his
outfit was like this (Right).

Also the sound and editing in all of the marvels are similar, for example the sound of iron
man's thrusters for his suit have to stay the same throughout every movie he is in. Across all
of the films the sound of avengers theme song stayed the same, this was played in intense
battle moments, usually followed of a pan or swinging shot of the avengers or some of them,
standing there with scars staring at the oncoming enemy. The music really makes the marvel
movies what they are, they use brass band orchestras to get the dramatic effect, without the
music the film wouldn't be as intensive and dramatic. The editing in all of the movies can
differ because of different directors and them all having different methods and styles, but
marvel and disney do like to keep their products as similar of possible which can sometimes
help them a lot of restrict them in some departments because then they would never know
what else works and if they did something different it might be even better. The editing
usually involves a lot of cross cuts between what each avenger is doing at the time and then
to the enemy as well. There is also a lot for over the shoulder shots for when the characters
talk, as well as a lot of panning shots for fight scenes and to show the location. The location
for the films is different in each film and can also change throughout the films themselves.
For example in Avengers 2 they start of in the snowy mountains, and then switch to a
skyscraper in new york, and then to a small town called Sakovia. Also the props had to stay
the same like captains america shield, hawkeye's bow, etc. Marvel have been making the
same series of films for 10 years now and throughout all of these the main cast members
have stayed the same. This allows the fans to be more involved with the characters
themselves and the storyline because they have gotten use to them and have grown
accustomed to them. On the other hand it does mean when these specific actors contracts
run out and they choose not to renew them it will take something special to replace them, as
the fans have grown use to a specific set of actors. All of Marvel's movies are set in the
same universe, these means that throughout one film there is a high chance you will see an
easter egg or a point to another film or character in that universe. This is usually done will
iconography. Certain symbols or props are related to one character, and sometimes these
icons can be more famous than the characters storylines themselves. For example Captain
America's shield is one of the most well known icons in the Marvel universe, and the world.
An example of a easter egg is in the first iron man film we see reference to Captain
America's shield and this tolds fans, through iconography, that Captain America and iron
man would meet very soon, which they did.

As previously stated the Marvel films have had the same set of actors for 10 years now so
they haven't had any trouble with casting or recasting. The directors have changed
depending on which character the movie is based around. For example Joss Whedon has
directed Marvel's Avengers 1 and 2, he directs Marvel's TV show Marvel's Agents of
S.H.I.E.L.D but he hasn't just worked with Marvel he has also worked with pixar with the first
Toy Story which was produced by Pixar, which is also owned by Disney. This shows that
they are working with a set bunch of crew, as well as actors, that have worked with them
before because they know it works, they have only ever brought someone new into the
Disney/Marvel crew when they needed to, wether it's be because someone else wasn't
available, didn't want to do the job, or they didn't do very well last time. The films haven't
really developed nor do they require a lot of pre production. All of the Marvel films are based
on the comic books. The storyline, some of the dialogue, and what the characters look like is
already done, it will just need updating to look and fit in with modern times. Having said this it
doesn't make it easy to produce these films. Having all of the people who have read or even
seen the comic books expecting a certain level of quality and a certain way of
filming/directing is a big task, this is because they have to appeal to them fans as well as the
fans who watch the movies without seeing the comic books but are use to a high level of
movies from growing up in the 20th century.