AF 7410 Financial Management for Film, Television and New Media
This course aims to provide students with the basic principles and theories of financial management and fund-raising with practical applications. Students will be able to analyze and evaluate different types of funding methods and budgeting as well as the earning potential of a media project. Students will be equipped with global vision of the future development of both domestic and global film markets.
AF7420 Promotion, Advertising and Distribution for Film, Television and New Media
This course aims to explain, examine and apply a wide range of marketing, advertising, sales and distribution models and theories related to specific Hollywood case studies while also applying them to Asian markets. Students will arrive at an understanding of the importance of innovation in the contemporary media production industry as well as the challenges that marketers are now facing within new-media industries.
AF7430 Law, and Film, Television and New Media
This course aims to provide students with knowledge concerning statutory requirements and legal management within the media industry. Students will acquire a basic knowledge of laws, rulings and principles for legal management, while applying issues and rulings of specific landmark cases to practical and contemporary situations. Students will be able to grasp and articulate broad global perspectives in media and entertainment law within the industries, and also understand the film regulation and censorship in the Greater China region.
AF7440 Script Analysis for the Producer
This course aims to equip students with excellent script-analysis skills, and to identify uniqueness, value and creativity. Students will identify important commercial elements for film distribution and marketing in relation to the script. In addition, the production feasibility for scripts will be analyzed and artistic elements of scripts will also be discussed.
AF7450 Case Studies in Production and the Market
This course will cover the fundamental principles for the duties of film management and human resources management. The basic principles behind positions of a crew, ethics and code of practice of film productions will also be discussed. It aims to provide students with a wide range of marketing and distribution techniques in addition to models for film productions by examining and analysing specific Hollywood case studies. Students will be able to apply acquired theories to Asian markets and develop critical analytical skills, spirit of leadership, communication and teamwork. The new challenges that new marketers are facing within new media industries will also be discussed.
AF7460 Overview of New Media Contents and its Future: Internet Movie, Drama Series and Short Video
This course aims to provide students with the basic principles and theories of intellectual property creation, distribution (Television, film and Internet), merchandising, technology; and with a broad vision and mind-map concerning key aspects of media business and the global vision of the future development and trends of such issues and aspects.
AF7470 Seminar on Non-Mainstream Producing
This course aims to provide students with basic principles and theories of film distribution, promotion and advertising which can be applied to non-mainstream film or media productions. A wide range of marketing and distribution techniques will also be examined during lectures by applying case studies to non-mainstream markets.
AF7480 Film, Television, New Media and Globalization
The subject explores the Hong Kong media and the media in Greater China, with emphasis on cinema, television and New Media, in its social-historical context from the 1930s to the present. Its impact on both Asian and global media and community will be thoroughly examined. Attention will be paid to the processes and patterns of the changes in Hong Kong and Mainland China media industries as a major shaping force of globalization.
AF7490 Multimedia Management
This seminar aims to establish a firm foundation of business and management skills for specialized career training in the media industry for film, television and new media. The roles and skills of a media producer are examined, and the proper procedures for production management from project initiation to completion are analyzed in detail.
AF7510 Fundamentals of Media Arts
This course will introduce the meanings of media arts related to Film, TV and New Media through the study of media history and archaeology from traditional film and video art to multimedia design, net art, digital art, computer animation, computer graphics, interactive installation, robotic art, biotechnology, and so forth. Different media arts and their applications of different media technologies and interface design will be studied to explore their relationship to transforming culture and society. The students will gain broader understanding and critical awareness of different concepts and developments of media arts and mediated interaction from early experiments by futurists and constructivists to most recent practices like interactive games and virtual reality experiments with wearable and portable media. Eventually the students will be able to identify creative ideas of design solutions related to Film, TV and New Media for different applications ranging from conceptual to virtual art, computer graphics to digital animation, and performance to interactive installation.
AF7520 Interactive Media Design
This course aims to extend students’ visual literacy and application of creative ideas from static medium to dynamic interactive media with the introduction of programming skills and the relationship between codes and visual elements. In order the harness the full potentials of the emerging dynamic media, a thorough understanding of the general programming principles and interactivity design is indispensable. However, this course is not going to train students as programmers but prepare them with sufficient knowledge to develop and exploit the dynamic media for their creative endeavours. Students will learn the underlying mechanisms of manipulating, creating and transforming visual elements using programming codes. Moreover, students will explore the domain of generative visuals and arts through the evolutional computing concepts of iterations, recursion, random function and L-system. After finishing this course, students will be able to develop dynamic and generative visual applications for various domains of creative and media productions.
AF7530 Principles and Applications of Computer Graphics
This course is designed to introduce the fundamental principles of computer graphics and its applications in Film, TV and New Media. The course will approach the landscape of computer graphics from the aesthetic and technical perspectives. On one hand, aesthetic issues will encompass concepts, composition, appreciation and historical context. On the other hand, technical topics will include raster and vector imaging, scanning, retouching, printing, animated graphics, and other related topics. The course is based on lectures, demonstrations, and a series of workshops which will involve the creation of computer generated images.
AF7540 The Art and Practice of Digital Media
This course provides a comprehensive study and understanding of the art and practice of digital media. The learning goal will focus on the aesthetic as well as cognitive theory and applications of visual ideas and industrial standard by different creative digital media. The major learning activities will be hands-on practices in digital media and design experience of communication and transformation such as graphic arts, multimedia design and interactive publication. Exploration of content creations and media solutions in contemporary creative business are expecting to be realized and delivered by students. Cross-media narrative skill and visualization techniques will be required to achieve the creative expression and idea. In addition, exploiting different visual skill sets together with demonstrations on professional techniques will be provided to student. After completing this course, student will be able to understand the discourse of design solutions and cultural changes in digital media aesthetics and practices.
AF7550 Graduate Seminar on Chinese New Waves Cinema
This subject analyses textual and institutional features of various Chinese New Waves, including those from Hong Kong, Taiwan and the PRC's Fifth Generation. Close analysis of films, historical background and exploration of critical controversies will be taken. Comparative perspectives are also incorporated to tease out differences and similarities of industry, audiences, auteurism and cultural politics. Experts of each individual New Wave movement will be invited to participate on the seminar.
AF7560 Multimedia Platform Programming Positioning and Branding
This course enables students to gain perspective on and acquire a comprehensive basic understanding of the features, opportunities, challenges and issues with programming and conceptualizing multimedia content for new platforms. Equal in its aim is for students to gain experience with methodologies for working with these platforms amidst the larger entertainment landscape. The course expands on the perspective cultivated in the Programme's marketing courses-- the importance of innovation in the contemporary media production industry-- as well as elucidates the challenges that professionals are now facing within the emergent platforms and formats with positioning and branding. Through lectures, guest lectures, discussions, and international case studies of the latest market intelligence students will analyze five new media platforms gaining depth in four essential aspects consisting of: positioning/branding; programming strategy; platform operation/ production; and its business model. This depth, along with the perspective of the history of platforms will help to bring into focus the larger picture of how programs (media content) are selected (or not selected), arranged, evaluated, positioned, promoted and branded within pressures from technology, financing, and marketing.
AF7570 Non-Scripted (Reality Show) Creation and Production
This course aims to investigate and involve students in the well-established, popular, and continuously transmuting genre of entertainment programming known as 'non-scripted' or 'reality' television. It considers the global phenomenon of the genre and the localized changes contributing to the evolving formats and narratives in the genre. Lectures with discussions, presentations, and industry guests will allow students to examine and evaluate a range of issues for reality shows including, but not limited to: structures and conventions of formats in Eastern and Western cultural contexts; honoring Intellectual Property (IP); development and production stages; sponsorship and multi-platform tie-ins; and distribution with a focus beyond the local and on international distribution. Finally, students will synthesize the material to create an original format with a 'high concept' that considers and appeals to changes in the demographics of consumers. Students will refine their presentation skills and skills as a producer as they will pitch their concept in class with the goal of viable distribution via network/channel/internet, and global marketing to include Hong Kong and mainland China while traveling beyond their borders.
AF7580 Graduate Seminar on a Director's Palette
As understanding the mechanism of acting and the preparation needed to act can help a director in directing his actor, this subject introduces and explores the tools and the palette a film director uses to allow a producer an insight into the creative process of directing. This seeing things through the eyes of a director is meant to allow an executive producer the sensibility to be creatively empathetic in selecting and putting projects together. In short, the subject will allow for a driver seat experience on filmmaking from a director's point of view.
AF7590 Digital Multimedia Communication
This course introduces the principles of digital multimedia storytelling across different forms of media communication with minimal hardware requirement. Students will learn to create and judge effective audio-visual persuasion techniques, on-camera interview skills, and to produce visual content for completing a multimedia story in promotion, reporting, film, public relations, or other communication applications, on the web and on social media platforms. Lectures and workshops are designed for students with limited technical skills to understand how images and sound tell stories through active discussions, analysis on narrative and promotional films, and through interview and production exercises.
AF7600 Narrative Storytelling
This professional course aims at training future media workers to identify good narrative material for producing; provides structured understanding in writing and directing contemporary motion picture formats, namely feature films, TV dramas, "webisodes", "micro movies" and short web videos, etc. Through lectures and hands-on exercises, students will be able to identify the needed ingredients of a commercially successful narrative work. They will be able to apply script writing and directing techniques learned from this course in their producing career as well as personal creative work.
Students will learn to analyze a screenplay; break down the action beats; and treat the material with cinematic pacing in mind. Students will be more familiar with the production protocols and the entertainment industry in general. Through in-class practices they will be able to handle professional actors and pull out better performance from nonprofessional talent as well through audition and rehearsal. As the camera and imaging is the essential of modern media, use of camera and visual elements in general will be addressed throughout the course.