Film Prioritization

Film Prioritization Case Analysis James Kaura University of Phoenix MGT 437 Talal Bakdache November 29, 2005

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Film Prioritization Case Analysis Selecting a feature film project can be a major undertaking for any project manager. This document will provide the results of a case analysis that selected a film project for the feature film division of a major business conglomerate. The piece will provide the companys selection criteria guidelines to be used in the selection process. Using these guidelines, a selection will be made and some justifications will be provided for these selections using comparisons and contrasting viewpoints for each film project. The completed evaluation form for this project can be found on page A-1 in Appendix A of this document. Finally, an overview of the topics presented and some closing comments will be provided. To appreciate the difficulty of this film selection process one should first understand the objectives of the parent company and the criteria used for making decisions on the viability of a film project. Project Selection Criteria The parent company consists of theme parks, home videos, a

television channel, interactive games, and theatrical productions as well as a feature film division. In the past decade the company has seen steady growth and the total revenues for last year were $21.2 billion. $274 million of that revenue was generated by the feature film division although the profit margin was down a few percent due to the poor response of some of the films released last year. The mission for the parent company is to create shareholder value by continuing to be the worlds premier entertainment

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company from a creative, strategic, and financial standpoint. The film

division supports the mission of the conglomerate by producing several highquality films for mass distribution to family audiences each year. The CEO of the parent company has recently advocated that the firm take a leadership role to help fight for awareness of environmental issues (University of Phoenix, 2005). The selection criteria are determined by the wants and needs of the executive management of the parent company. There are three need or must objectives, which include the following: 1) all film projects must meet current legal, safety, and environmental standards, 2) all film projects should receive a PG or lower advisory rating, and 3) all film projects should not have an adverse effect on current or planned operations within the parent company. The want objectives are assigned weights for their relative importance as determined by top management. This team is responsible for formulating, ranking, and weighting objectives to ensure that projects support the companys strategy and mission. There are seven want objectives, which include the following: 1) the film should be nominated for and win an Academy Award for Best Picture of the Year, 2) the film should create at least one new animated character each year that can star in a cartoon or TV series, 3) the film should generate additional merchandise revenue (action figures, dolls, interactive games, music CDs), 4) the film should raise public consciousness about environmental issues and concerns, 5) the film should generate profit in excess of 18%, 6) the film should

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advance the technology used in film animation, and preserve the firms

reputation, and 7) the film should provide the basis for the development of a new ride at a company-owned theme park (University of Phoenix, 2005). To illustrate the complexity of the decision making process, the selection justification will now be discussed. Project Selection Justification The project that has been selected to be made into a feature film is Project Proposal 4: Escape from Rio Japuni as the film meets the must objectives and scored the highest on the weighted want objectives. This film is about unity and friendship which are two values that give the movie a high potential for being nominated for Best Picture of the Year. The main character Pablo, a young jaguar, will make a welcome addition to the companys collection of major animated characters. Pablo and the supporting cast of animal friends will generate a new line of stuffed animals, stickers, magnets, coloring books, other merchandise and possibly a spin-off series for the television channel. The film also brings to light the environmental issues of the devastation of clear-cutting in the rain forests and the hazards this clearing presents to the inhabitants of these forests. Initial studies show that the film has a 20% probability of producing a 24% return on investment, a 50% probability of producing a 20% return on investment, and an 80% probability of producing a 15% return on investment. The film will have the ability to make some impact on the advancement of film animation if can use newly developed technology.

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Finally, the film project has the high potential of creating a new theme ride at the amusement park or possibly even a whole new series of attractions. The other two film projects that were closely considered included Project Proposal 6: KeikoOne Whale of a Story, and Project Proposal 1: My Life with Dalai Lama. These two film projects had animation and potential

for generating good profits, new merchandise or new attractions but they did not address any major environmental issues. The two film projects that were middle of the road were Project Proposal 2: Heidi, and Project Proposal 7: Grand Island. While both of these projects had some redeeming qualities, neither was weighted very heavily with regard to potential for merchandise, attractions, or advances in the state of film animation as they are live-action films. The two film projects that came in next to last and last were Project Proposal 5: Nadia! and Project Proposal 3: The Year of the Echo respectively. Both of these projects were weighted very poorly and neither of them addressed any environmental issues. Proposal 3 seemed like it would have a hard time getting a PG rating due the graphic nature of the film which seems very inappropriate for family viewing in the first place. Overview and Closing Comments As this document has shown, selecting a feature film project can be a major undertaking for any project manager. This document has provided the results of a case analysis that selected a film project for the feature film division of a major business conglomerate. The piece provided the companys selection criteria guidelines that were used in the decision

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making process. Using these guidelines, a selection was made and some justifications were provided for these selections using comparisons and contrasting viewpoints for each film project.

In the end, the film Escape from Rio Japuni was the project selected as it scored the highest on the weighted criteria and met all of the parent companies wants as well as their needs.

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References: University of Phoenix. (2005). Week two materials. Retrieved November 26, 2005, from the University of Phoenix, Week Two, Materials, Case Studies. MGT 437 Project Management Web site: https://ecampus.phoenix.edu/secure/resource/resource.asp