20477 - MOVIE INDUSTRY
Department of Management and Technology
Course taught in English
(6 credits - I sem. - OBS | 3 credits L-ART/06 | 3 credits SECS-P/07)
The film industry has experienced critical changes in recent years. Technology and market evolutions have significantly transformed the industry, shaping a fast-growing global arena where multinational and local players interact and compete. The course introduces concepts, theories and practical knowledge needed to understand how the global movie industry operates through its various stages: development, financing, production, marketing, distribution, licensing. Through discussions of cases, as well as interactions with guest speakers, students develop a critical understanding of the structure of the industry, the different components of the value chain, the logics governing the strategies of studios and independent players, and the main factors shaping how the industry evolves, including public intervention through subsidies and tax incentives. The focus is on acquiring the knowledge needed to work in the industry and/or developing entrepreneurial ideas.
Course Content Summary
The course starts with an examination of the properties that define entertainment industries, and how those properties together introduce a unique set of challenges and opportunities for managers. Subsequent modules explore a variety of questions, including:
- How is the industry structured, and what shapes its current state and future evolution? What are the main institutional logics underlying film production and distribution?
- What drives sustainable competitive advantage in the industry, and how changes in technology (e.g. digital platforms) and markets (e.g. emergence of global markets) shape competitive positions?
- How do entertainment businesses best allocate resources across a portfolio of projects? How do markets for stars and prestige both constrain and enable firm strategies?
- What are the dominant and emerging business models in the industries, and what are the conditions for their sustainability?
Cases discussed in class include: Disney, Warner Bros., Marvel, Independent financed movies, Netflix and Hulu (to be confirmed).
Detailed Description of Assessment Methods
For Attending students
Grading is based on Class participation (10%), Group project (30%), Final written exam (60%).For Non-attending students:
Grading is based on a final written exam (100%).
- J.C. Ulin, The Business of Media Distribution Monetizing Film, TV, and Video Content in an Online World, focal Press, 2014, 2nd edition.
- A. Finney, E.Triana, The International Film Business A Market Guide Beyond Hollywood, Routledge, 2015, 2nd edition.
Last change 21/03/2016 12:31