5. What institutional issues are raised in the case study?

1.) Who are the key institutions involved in promoting the film and how are they involved?

DISNEY/MARVEL & PARAMOUNT.

The Walt Disney Studios agreed to pay Paramount at least $115 million for the worldwide distribution rights to Iron Man 3. Disney, Marvel, and Paramount announced a May 3, 2013 release date for Iron Man 3.

2.) How do they use each platform to reach their target audience (now fragmented)?

• Print media (Current fans of Marvel and fast food) Synergy is created, by other Marvel/Disney magazines promote Iron Man 3 along with other movies, such as The Avengers.
  

  

  
  

  
• Broadcast media (TV/Radio/DVD) (Juniors- aged 3-10, and young teens, and families/adults) Audi is used to promote on TV, thus meaning that families, and adults in specific are targeted through this. Children and famillies(further) and targeted further by the use of promoting using fast-food chains, such as Burger King & Mc D's. There is both kids menu and the adult 'power meal' available.
• E-Media (Teenagers, and young adults - 20-34) This group is most active with e-media, in specific social media, such as YouTube and Facebook. Facebook page of Iron Man 3 has more male liker than female, and majority are over 18. 

3.) How do they use technological developments to provide new audience experiences?

Iron Man 3 featured over 2,000 visual effects shots and was worked on by 17 studios, including Weta Digital, Digital Domain, Scanline VFX, Trixter, Framestore, Luma Pictures, Fuel VFX ect. It gives the audience to experience action exaggerated, and it allows them to be more engaged with the movie, as they are left stunned with what is being shown in the movie. This provides a new audience experience, as they will receive further entertainment, by the visual effects, such as crashing of a aeroplane, as it is not real, however look very realistic. Iron Man 3's visual effects had taken 4 months of working 7 days a week (12-16 hours everyday), to create in order to provide the outstanding 2000 effects.

4.) Are the institutions affected by economic issues within each media platform? Broadcast : audience from the C2-E may not be able to buy the movie as a DVD, or go to a Cinema with their family to watch it, this means that a great amount of people may not be able to view this movie, or may even have to watch a pirated copy(more info below). In addition, many of those from D and in specific E socio-economic groups will not be able to access internet(E-media) as easily, because they may not have a laptop/computer at home, or may share one in the family - which could lead to them not being able to watch the movie. Print : People may not want to keep buying magazines to stay updated, and due to E-media being cheaper overall, the institutions may not be able to make enough money from selling such merchandise. Overall the institution can be affected, as they may have not been able to get enough money back, if not enough people view the movie. 

5.) Has internet piracy impacted on the construction/distribution of the film/DVD?

Iron Man 3 is available on many websites, such as on Mega share as a pirated copy. This means that the special effects won't visualize as expected by producers, meaning that the audience may not be able to see the effects that they could enjoy in the cinema or by a official DVD.

Now think of how the institutions behind the film are working across the 3 platforms:Analyse how the platforms interactDo some work better together than others?