Revision Guide: Examiners' Comments from June2010

Here are some comments made by examiners about typical strengths and weaknesses in candidates' responses to the question on Audiences and Institutions:

...there were a significant number of candidates (and centres) who did not seem to understand the concept of technological convergence, despite the fact that it is clearly indicated within the specification.
...there were also a number of brief and very short answers for question two.

...popular case studies included the study of UK film companies such as Working Title and Film Four, which provided plenty of promising material, particularly when their working practices were contrasted with Hollywood equivalents, such as the Dark Knight

...institutional questions, which dealt with, a comparison of successful American institutions versus less commercially successful home grown UK industries often worked well, for example, Bullet Boy and This is England.


...more able candidates could develop an argument which could discuss and evaluate how technological convergence enables effective digital distribution, supports viral marketing campaigns, such as the Dark Knight or The Simpsons, creates media synergy and, for example, the use of Sony BMG to record the soundtrack, and merchandising tie in deals. These able candidates could also evaluate how institutions and audiences used media technology across different platforms, for example on the iPod and other mobile devices/phones and the use of social networking sites to share and offer fan comments. Candidates also discussed downloading (including the issue of internet piracy) films, but did not give specific examples of websites or how you could subsequently watch the movies. On occasion candidates could offer criticism that independent and often British film releases which do not have the budget of major conglomerate film studio’s had to find alternative non- convergent methods of distribution and marketing.