Aardman Animations, Ltd., also known as Aardman Studios, or simply as Aardman, is a British animation studio based in Bristol, United Kingdom.

The studio is known for films made using stop-motion clay animation techniques, particularly those featuring Plasticine characters Wallace and

Gromit. It entered the computer animation market with Flushed Away (2006). Aardman is a completely independent film company – there is no massive media conglomerate, and they rely on collaboration and funding from other producers, distributors and marketer to gauge the success of

their film.

All New Adventures of Morph• Morph was one of the first characters created

by the company. He was originally in a programme called Take Hart, where he lived on the desk of the artist and presenter, Tony Hart. Due to his metamorphosing capabilities, he was then aptly named Morph.

• After 30 years since his birth, he still has quite a cult following online as well as with the older generation. Therefore, the company decided to start a kickstarter programme.

• A kickstarter programme is when anything from films, games, or music to are bought to life with the direct support of the general public. Essentially, people fund the projects and take more part in the development – as they have a closer relationship with the audience rather than being passive to what companies peddle their way. Thousands of creative projects are not being funded this way.

Issues Raised by media ownership

• Issues are still raised by media ownership due to the fact that the film could still be distributed online after its creation, meaning that less money is going to the film industry.

• However because there are no large media conglomerate, there is more creative license left with the film makers. This means that they have control over who sees their film, what is advertised and what material they wish to keep in the final cut.

• On the other hand, due to them being so independent, there may be an issues with raised adequate numbers during the film’s release – Getting the film to be shown in cinemas may also be harder, as media conglomerates have shares and ownerships in the cinemas: Meaning they can distribute their film to a wider audience.

Cross-media convergence and synergy in distribution

• Unlike with films such as Skyfall, The All New Adventures of Morph will not have as much synergy. Where Skyfall has apps, soundtracks and even a range of aftershave – Morph solely relies on the general public to guarantee its success.

• However in regards to cross media convergence, The All New Adventures of Morph is already based an a character from an Art programme, meaning that the audience will still be relatively familiar with the character and therefore develop hype with a cult following.

Technology introduced in recent years

• Internet (Websites, Facebook, Twitter, social media)

• Crisper cameras• In regards to actually making the 12 minute

film, technology will remain the same in regards to the stop motion, which means no technology whatsoever. Hundreds of artists and designers collaborate on every edit they make and every pose they position the clay figure into.

Technological convergence for institutions and audiences

• The website can be reached from online, and con even be accessed on Smart phones.

• In order for the Kick-starter programme to become successful, the movie relies on the word of mouth and hype online: This can, again, all be covered by the apps on Iphones. Morph was already a big hit from TV, so success in the box office may also be assured.

Issues raised by targeting of national and local audiences by international/global institutions

• The company is based in the UK. Also, Morph is a very British creation and portrays the eccentricity of the UK quite successfully.

• The film is basically going to be orientated around Morph’s desk adventures, so how it portrays its national audiences will not be indirect. However, the film company is set in Bristol and will therefore appeal to a local audience that are proud of a production company based in their local region.

• There us unfortunately a large chance that Morph will not appeal to a global audience, as the character is obscure and not a particularly memorable character in their own culture; there is a large chance, too, that they have no idea who Morph actually is.

Significance of proliferation in hardware & context for institutions & Audiences

• Proliferation in hardware is vital for keeping the film project going, as without sponsors or the advertisement from news programmes, radio, youtube or other methods online – there is a chance that the film won’t even be made.

• Proliferation in hardware is useful in the making of Morph, as CGI could speed up the progress of stop motion

• Morph can be advertised on facebook, youtube and twitter.

• It can also be accessed via Iphone and donated to with the use of apps.