Ownership - P1(a)

Ownership.

Meaning and Purpose: DreamWorks company produces wide range of media product and merchandising. It is a Public limited company this will have a huge impact on their decision making process because every decision must be agreed by the shareholders which might be looking at shortism ( looking for a quick way to find profit ) and because of that, they can lose some opportunities which their competitors might take instead. 

 ( This information have been taken from this website page 1 : http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf ) 

Our feature films are currently the source of a substantial portion of our revenue. We derive

revenue from our distributors’ worldwide exploitation of our feature films in theaters and in posttheatrical markets such as home entertainment, digital transactions and pay and free broadcast

television. In addition, we earn revenue from the licensing and merchandising of our films and

characters in markets around the world. For our films initially theatrically released prior to

December 31, 2012, our results reflect our distribution, servicing and other arrangements with

Paramount Pictures Corporation and its affiliates and related entities (collectively “Paramount”).

Paramount will distribute and service our films which were released on or before December 31, 2012

for a period of 16 years after the theatrical release of any such film. Twentieth Century Fox Film

Corporation and Twentieth Century Fox Home Entertainment, LLC (collectively, “Fox”), pursuant to

our distribution and fulfillment services agreement (the “Fox Distribution Agreement”), distributes

and services our films initially theatrically released after December 31, 2012. For a discussion of the

Company’s business segments and geographic information about the Company’s revenues, please see

the Company’s consolidated financial statements and notes thereto included in this Annual Report on

Form 10-K. 

Those three screenshots represent all the activity between DreamWorks and it's shareholders. This short summary explains and illustrates all incomes and support which DreamWorks have gain in 2013. Those information have been taken fron those websites:(http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf) and
( http://ir.dreamworksanimation.com/ownership-profile.cfm)

Concentration of media ownership - is a process whereby progressively fewer individuals or organisations control increasing shares of the mass media. ( This information have been taken from http://en.wikipedia.org/wiki/Media_ownership ). This explanation means that the media ownership is when the huge companies ( like DreamWorks ) control the media market with shares. 

Public ownership - is a company which is run by government then individuals.

Media Ownership - is a process whereby progressively fewer individuals or organisations control increasing shares of the mass media. Contemporary research demonstrates increasing levels of consolidation, with many media industries already highly concentrated and dominated by a very small number of firms. ( http://en.wikipedia.org/wiki/Concentration_of_media_ownership ) 

Conglomerate - DreamWorks follow this by selling their products to the companies and retailing shops like Amazon/ Ebay or HMV

Multinational - DreamWorks do this by creating and selling a huge amount of products like Shrek and Madagascar all around the world. 

Dreamworks animation - is an American film company which was founded by Steven Spielberg, Jeffrey Katzenberg and David Geffen in 12th of october 1994. 20th Century Fox is global mass media company which help to distribute Dreamworks's films like " The Croods".

Their offese is located in Glendale:

Operating model - P1(b)

Operating model.

Below you can see from the anual report that DreamWorks Animation have restructured their organisation
Meaning and purpose - Changes have met that the company is focused more on their television production and consumer products (merchandising ) and they conbined clasic media with this other departments.

Management Overview
" This picture represent the DreamWorks operating model:
During the year ended December 31, 2013, we reorganized our internal management structure to
align with changes in how we operate the business and evaluate financial performance of each of our
individual business units. The changes in our operational structure resulted from, among other things,
our growing television production business, an increased emphasis on our consumer products
business and the ongoing integration of our Classic Media business into our operating segments. We
evaluate the performance of each of our segments based on gross profit, and accordingly, the
discussion of our revenues and costs of revenues for the years ended December 31, 2013, 2012 and
2011 reflects our new segment categories. A description of each of our segments is discussed in the
section entitled “Our Revenues and Costs.” "
 ( this information from this website : http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf )

As you can see their model contains 5 steps which are based in the order. 

DreamWorks animation is a huge company, which produces and provide people with a high quality animated films, which involves a huge amount of CGI - computer generated imagery. Therefore, this company should have an operating model. This model - is a representation of how the organisation should operate through the processes, technology domains and organisations in order to be successful. 

There are the main two people in this organisation:

JEFFREY KATZENBERG ( Chief Executive Officer and Director ) - is the most senior administrator in charge of managing a for-profit or non-profit organisation ( DreamWorks)

 LEW COLEMAN ( Vice-Chairman and Acting Chief Accounting Officer ) - is a corporate office primarily responsible for managing the financial risks of the corporation.

Those are the rest of their management team : 

ANN  DALY ( President ) 

ANDREW CHANG( General Counsel and Corporate Secretary) 

MICHAEL R. FRANCIS ( Chief Global Brand Officer )

FAZAL MERCHANT ( Chief Financial Officer )

MARGIE COHN ( Head of Television )

DAWN TAUBIN ( Chief Marketing Officer )

Products - P1(c)

Products

Meaning and purpose: 


As you can see from the DreamWorks annual report ( which you can se below ) the company produce a wide range of  family entertainment for both television and cinema. In addition to this they have thriving merchandising business producing related products. Their appeal is a mass market audience. According to their mission statement inovation and creativity is that the heart of their core values.

Quoted from DreamWorks annual report 2013
DreamWorks Animation creates and exploits branded family entertainment, including animated
feature films, television series and specials, live entertainment properties and related consumer
products. We have released a total of 27 animated feature films, including the franchise properties
Shrek, Madagascar,Kung Fu Panda and How to Train Your Dragon.

( This information have been taken from this website page 1:  http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf )

DreamWorks Animation - is a huge media company which have been producing films and entreatment media products for a long time. Now I would like to talk about the most famous ones, which have increased DreamWorks's reputation, made an amazing income and made the whole world remember its names: 

• Shrek 
• Shrek 2 
• Shark tale 
• Madagascar 
• Flushed Away 
• Shrek the Third 
• Kung fu Panda 
• Madagascar 2
• How to train your Dragon 
• Kung fu Panda 2 
• Madagascar 3
• How to train your Dragon 2
• Puss Boots
• Shrek - the Final chapter 

Shrek

Shrek - is an American animated fantasy-comedy film produced by DreamWorks Animation in 2001 and distributed by DreamWorks Pictures.

Shrek 2

Shrek 2 -  is a American animated comedy film produced by DreamWorks Animation in 2004 and directed by Andrew Adamson, Kelly Asbury and Conrad Vernon.

Shark tale

Shark tale - is a American animated comedy film produced by DreamWorks Animation in 2004 and directed by Vicky Jenson, Bibo Bergeron and Rob Letterman. 

Madagascar 

Madagascar - is an American animated comedy film produced by DreamWorks Animation in 2005 and directed by Erik Darnell and Tom McGrath. 

Flushed Away

Flushed away - is an American/ British animated action, comedy film which have been directed by David Bowers.

Shrek the Third

Shrek the Third - is an American computer - animated fantasy comedy wich have been directed by Aron Warner in 2007.

Kung fu Panda

Kung fu Panda - is an American computer-animated action comedy film which have been directed by John Stevenson in 2008.

Madagascar 2

Madagaskar 2 - as an American computer-animated comedy film which is directed by Eric Darnell in 2008.

How to train your Dragon

How to train your Dragon - is an American 3D computer- animated action - fantasy film which was directed by Chris Sanders in 2010

Kung fu Panda 2

Kung fu Panda 2 - is an American 3D computer-animated action comedy-drama film, which have been directed by Jennifer Yuh Nelson in 2011.

Madagascar 3

Madagascar 3 - is an American 3D computer-animated comedy film which have been directed by Eric Darnell in 2012.

How to train your Dragon 2

How to train your Dragon 2 - is an American 3D computer-animated action fantasy film which have been directed by Dean DeBlois in 2014.

Puss Boots

Puss Boots - is an American computer-animated action comedy film which have been directed by Chris Miller in 2011.

Shrek - the Final chapter

Shrek - the Final chapter - is an American 3D computer-animated fantasy comedy film which have been directed by Mike Mitchell in 2010.

Those are the names of a great films, which are very famous as well, but they are not as popular and remembered as others:

• Sinbad: Legend of the Seven Seas. 
• The Prince of Egypt 
• The road to El Dorado 
• Antz 
• Chicken run
• Spirit: Stallion of the Cimarron 
• The curse of the were - rabbit 
• Bee Movie
• Over the Hedge 
• Monsters vs Aliens 
• Megamind
• The guardians
• The Croods 
• Turbo 
• Mr.Peabody & Sherman

Sinbad:  Legend of the Seven Seas. 

The Prince of Egypt 

El Dorado 

Antz 

Chicken run

Spirit: Stallion of the Cimarron 

The curse of the were - rabbit 

Bee Movie  

Over the Hedge

Monsters vs Aliens

The highest percentage of DreamWorks Animation's comes from the merchandising, therefore they have created a huge number of interesting and eye-catching products like toys, DVDs, T-Shirts and others.  

Market Position - P1(d)

Market position. 

Meaning and Purpose: Due to a business amalgamation between 20th Century Fox and DreamWorks in 2012 an extremely powerful union of businesses has meant that there has been a change in the power balance in the animation industry. This is emphasised in the final paragraph of the article discussing the challenge to Disney's animation empire.

( This information have been taken from this website: http://www.forbes.com/sites/scottmendelson/2013/04/10/can-20th-century-fox-and-dreamworks-

combined-challenge-the-disney-animation-empire/ ) 

With this new deal between Fox and Dreamworks, the animation landscape has shifted.  It’s no longer about Disney/Pixar versus a handful of studios who are attempting to depose them as rulers of the animation kingdom, but rather Disney/Pixar vs. 20th Century Fox/Dreamworks vs. everyone else fighting for scraps against the two relative titans.  It will be interesting to see how this plays out over the next few years.  But this deal was indeed a proverbial game-changer in the realm of American animation.

This screenshot shows the current DreamWorks's position in the market: 

This screenshot shows that their current position is not bad because of the prise is rising by 0.74%. 

( this information was taken from this website : (http://www.wikinvest.com/stock/Dreamworks_Animation_SKG_(DWA) ) 

DreamWorks Animation - is a huge media company with a lot of huge competitors. It is really important for them to have as much market shares as posible because it will give them more opportunities for development. This might mean that their production process will be much faster which will boost  their revenue. In DreamWorks's anual report 2013, there are some interesting points which I would want to discuss. For example, in April they closed every relation with China, which might have an impact of their distribution because Chine is the World's bigger producer of different products ( which can be DVDs and toys). DreamWorks have done it to improve their current market position. There are a huge number of different competitors which overtakes DreamWorks at the moment like Warner Bros. and Walt Disney.

Competitors - P1(e)

Meaning and Purpose: DreamWorks company is concern about their main competitors which are in the same market which are releasing similar types of genre at key times of the year. It makes mention of peak times such as school holidays.  The report mentions Disney/ Pixar specifically.

( This information have been taken from this website page 13: http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf  )

Competition for Film Audiences. Our primary competition for film audiences generally comes
from other wide-release “event” films, especially animated and live-action films that are targeted at
similar audiences and released into the theatrical market at or near the same time as our films. Our
feature films compete with both live-action and animated films for motion picture screens, particularly
during national and school holidays when demand is at its peak. Due to the competitive environment,
the opening weekend for a film is extremely important in establishing momentum for its box-office
performance. Because we currently expect to release only two or three films per year, our objective is to
produce “event” films, attracting the largest and broadest audiences possible. As a result, the scheduling
of optimal release dates is critical to our success. One of the most important factors we consider when
determining the release date for any particular film is the expected release date of other “event” films.
In this regard, we pay particular attention to the expected release dates of other films produced by other
animation studios, as well as live-action films targeting family audiences.
Disney/Pixar, Sony Entertainment, Fox Entertainment’s Blue Sky Studios and Illumination
Entertainment are currently the animation studios that we believe target similar audiences and have
comparable animated filmmaking capabilities. In addition, other companies and production studios
continue to release animated films, which can affect the market in which our films compete.

( This information have been taken from this website http://dreamworksanimationskg.weebly.com/competitors.html )

DreamWorks Animation’s main competitors are 

• Warner Bros. Entertainment Inc. 
• The Walt Disney Studios.
• Pixar Animation Studios

Warner Bros. Entertainment Inc. 

Warner Bros. Entertainment - is an American film producer, television programs , and music entertainment. It is generally involved in the same media area as DreamWorks Animation which can be a threat for this company because of competition. In 2013, the Warner Bros. Studio achieved a record-breaking success across all businesses, including the most successful theatrical year in company history which have stabilised their place in the market. The popularity of WB was made by such movies as Harry Potter that is extremely popular within children and teenagers.

The Walt Disney Studios

Walt Disney Studios -  is an American media company which is a department of The Walt Disney’s Company. It is producing movies, animated movies and music entertainment as well as Warner Bros. It was founded in 1923 by Walt Disney. It is considered as the most powerful competitor of DreamWorks Animation as it now has the biggest market share in their market. It may course some difficulties with retailing DreamWorks’s products as the competitor is really powerful. As the biggest percentage of income is merchandising, it could have a huge impact on quality of DreamWorks’s films and on their profits. 

Pixar Animation Studios

Pixar - is American computer animation company which produces a large number of animated moves, television shows and music entertainment. This company was founded by Edwin Catmull and Alvy Ray Smith in 3rd of February 1986. This company is counting is one of the most significant DreamWorks's competitors because Pixar is cooperating with a huge media company called The Walt Disney Company therefore it helps Pixar to distribute and create a high quality products.

( This information have been taken from this website : http://en.wikipedia.org/wiki/List_of_highest-

grossing_animated_films )

The chart below lists the highest grossing animated films. Figures are given in United States dollars (USD). Many films that were released during the 20th century do not appear on this list as figures have not been adjusted for inflation. For example, if figures were adjusted for inflation, Snow White and the Seven Dwarfs would appear at the top of the chart with an adjusted gross of $1,746,100,000.

Eighty-four percent of the films in the top 50 were released after 2000. 2010, 2011 and 2012 are the most represented years on the list, with five films each. All films in the Shrek, Ice Age, Toy Story, Madagascar, Despicable Me, main series of Cars, Monsters, Inc., Kung Fu Panda, How to Train Your Dragon, and Rio franchises are in the top 50 highest-grossing animated films.

Analysis of a media product - P2(a-g)

DreamWorks Animation. 

DreamWorks animation - is an American film company that creates media products that are than distributed by Paramount Pictures like the franchises of Shrek, Madagascar, Kung Fu Panda, Monsters vs. Aliens, and How to Train Your Dragon. Now I would like to talk about the film which I chose. 

Shrek Forever After

Shrek Forever After - is a computer-animated fantasy comedy film produced by DreamWorks Animation in 2010. This film was directed by Andrew Adamson, Kelly Asbury and Conrad Vernon and was based on the William Steig's picture book with the same name. The main Purpose of this film is to  entertain the public in the age group from 7 - 16 years old. As this film was segmented for children this film have to have some amazing characters which would grab children attention. Those are the examples of those characters:

• Shrek - is an ogre which is the main character of the whole 4 films about Shrek. This person is soppose to make the worst actions that the human represet. An ogre (feminine ogress) is a being usually depicted as a large, hideous, manlike monster that eatshuman beings. ( This information have been taken from this website ( http://en.wikipedia.org/wiki/Ogre )). This means that Shrek or ogre is an human looking animal which hasn't got any feelings, but instead, in whole 4 films, Shrek represented that he is a Hero by doing different actions like he saved a princess for a castle, helped donkey then he was nearly sold to Prince Farquaad, helped a huge amount of animals whose house have been taken away from them by Prince Farquaad).  According to Vladimir Propp's list of methodical characters Shrek represents a hero because he saved the princess and helpen a lot of methodical characters.

• Princess Fiona - is an amazing looking princess which have been plagued by a curse which terns her in to the ogre an night but the love kiss would return her normal look therefore her parents are deciding to lock her in the old castle which is looked after a huge dragon. Her role in the film is really important because she was dreaming about an amazing looking prince which would kill the dragon and will come and save her, but instead, ugly looking ogre sneaking in to the castle, tricks the dragon and instead of kissing the princess  he is driving her to the Prince Farquaad, who is a tiny human, without any morals and good actions in his head. In the end she realises that Shrek in not a bad creature and understands him more. In the end she fells in love with him and decides to forget all her dreams about being beautiful and live with a prince and changing all of that to being an ogre for the rest of her live a have a normal life. According to Vladimir Propp's list of methodical characters, Princess Fiona represents a " the princess or prize and her father " because she is a character which have to be saved. 

• Donkey -  is a euphoric and talkative character, who also has a sweet tooth and hates spiders. This character was designed to entertain the viewer and it did his job. More then 20% of the audience were buying this film after they have seen this film. In merchandising, Donkey's toys were the most successful to be sold. His film lines were remembered for more than 4 years. Eddie Murphy called Donkey "a really positive character. He's always looking at the bright side of everything, trying to work it out. A happy-go-lucky donkey." In the film, Donkey represent the best friendship you can ever find in life. He was always helping Shrek out even when his live was in big danger. According to Vladimir Propp's list of methodical characters, Donkey represents a " Donor" because he is a character which have helped Shrek a huge amount of times during the film. 

Vladimir Propp ( Russian folklorist and scholar ) who have created a list of typical character that could be found in films and literature.

1. The villain — struggles against the hero.
2. The dispatcher— character who makes the lack known and sends the hero off.
3. The (magical) helper — helps the hero in their quest.
4. The princess or prize and her father — the hero deserves her throughout the story but is unable to marry her because of an unfair evil, usually because of the villain. The hero's journey is often ended when he marries the princess, thereby beating the villain.
5. The donor — prepares the hero or gives the hero some magical object.
6. The hero or victim/seeker hero — reacts to the donor, weds the princess.
7. The false hero — takes credit for the hero’s actions or tries to marry the princess.

Here are technical characteristics of the movie. 

Genre

Shrek Forever After - is a computer-animated fantasy comedy film. It's budget was $150 million and such stars as Mike Myers, Eddie Murphy, Cameron Diaz and Antonio Banderas were involved in creating this movie. For its genre which is comedy Shrek has all the main characteristics. It has funny characters which is the main feature for a comedy genre. Also, best story writers put a great effort in creating a story which would be funny and interesting.

Production process

This image represents DreamWoks's animated filming process. 

This image have been taken from DreamWoks's annual report for 2010. There is a link for their website ( http://www.dreamworksanimation.com/2010AR/docs/114527_008_DreamWorks_BMK.PDF ) 

 DreamWorks - is a huge company which creates an amazing animated movies. To create those kind of films, they should have a solid professional team of artists which could create and explain what thw film is about what they want in the different areas. 

After they have created a plot, there is a time for one of the most important parts in the film - Script. Every amazing film is based on good explanation to the viewer the whole idea of the film in words which can differentiate a good film from a incomplete student Media work. Therefore big companies like DreamWorks Animation have hired a huge amount of professionals in communicating with public. They have to make script as powerful, funny, interesting and sensitive as they possibly could. 

Analysis of a sequence from the film "Shrek Forever After" : 

Now I would like to show you my favourite part in this film. It is Shrek's children birthday party and everyone from different films are in this party. Huge celebration for all his family, but Shrek is getting annoyed with everyone and everything what is happening e.g Fiona asks for a birthday cake with candles, small fat kid is asking him constantly to do the famous ogre roar, children is crying and more things are happening. In the end he have done his famous road, smashed the birthday cake and left the room.  

Now I will analyse some shots of this sequence. There are 4 areas which I would like to cover :

• Camera
• Editing 
• Sound 
• Mise-en-scene 

1st shot :

Camera:This is a wide shot which gives a huge impact on the viewer by showing the full Pinocchio's body while he is dancing and the light makes the colour brighter in this sequence. Camera is not moving, which make a viewer look straight in the middle of this scene ( right on Pinocchio )
Editing: 
Sound: The sound is constant as the music is playing and in the same time, Pinocchio is singing and you can hear the people on the background. This gives a feel that you are actually is sitting in the theater and listening to what is happening.
Mise-en-scene: In this shot, you can see a Pinocchio dancing and singing on the scene and entertaining Shrek's friends and family.

2nd shot:

Camera: This is a medium closeup. This shot represent how ugly and annoying is the kid which is asking Shrek to do the roar. After this shot viewer will understand that Shrek in not in a very good position and this kid will get what he wants.
Editing:
Sound: in this shot you can hear over people in the scene, this kid talking, Shrek talking and all those components create a feel that you are actually in this place.
Mise-en-scene: overall, everything what is happening in this scene linked very good and makes you believe that you are involved in this sequence and the film is real.

3rd shot :

Camera: This is over the shoulder shot. This gives an idea and a clue that those people are talking and Shrek is responding. This is the best way to show his emotions in this talk.
Editing:
Sound: in this shot you can hear over people in the scene, Shrek talking and all those components create a feel that you are actually in this place.
Mise-en-scene: overall, everything what is happening in this scene linked very good and makes you believe that you are involved in this sequence and the film is real.

4th shot :

Camera: This is a shot. This shot represent that Shrek in the middle of attention and everyone is expecting something from him. This puts him under pressure and this might make him angry. 
Editing:
Sound:in this shot you can hear over people in the scene, screaming his name out and all those components create a feel that you are actually in this place.
Mise-en-scene: overall, everything what is happening in this scene linked very good and makes you believe that you are involved in this sequence and the film is real.