Institutions can target audiences by marketing and advertising. There are two different types called above the line marketing (billboards, posters, interviews, talk shows mentioning, competitions etc) and below the line marketing (social media, trailers, YouTube etc). There is also push or pull marketing, where institutions either force consumers to watch their content, (pull) or they let the audiences choose what they want to be marketed with (push). Consumers nowadays prefer to select what they want rather than get forced to look at certain things that don't relate to them, so companies try and pick up on this by using cookies.
Cookies on the computer are bits of information which keep track of what consumers research, so they will advertise suitable content for that consumer. This can be helpful, but consumers may find this irritating and wanting a change of adverts, or none at all as it's not what they asked for.
Many subsidiary companies don't have large budgets, so they can't spend a particularly large amount on the marketing process, as they may not have enough money to make the film in the end. Therefore they use "Below the line marketing" in contrast to raise awareness in a reasonable way. However, Street Dance 2 (2012) used "Above the line marketing techniques", meaning that they used billboards, posters, bus posters or adverts about the film which would cost more.
Multinational companies take over the filming industry, creating an oligopoly where they create the majority of British film content. This means that consumers always see the same things, their choice is limited and that other subsidiary companies don't get chances to exhibit their film. Subsidiary companies also often can't afford to create any amazingly different content compared to normal, as they don't have the budgets to film in exotic locations or use fancy camera lenses.
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