Problem 7-19 (Algo) Second Stage Allocations and Product Margins [LO7-4, LO7-5]

Pixel Studio, Incorporated, creates computer-generated animations for films and television. Much of the companys work consists of short commercials for television, but the company also does realistic computer animations for special effects in movies.

The companys owners created an activity-based costing system to better understand their costs in the face of growing competition. It includes three activities: animation concept, animation production, and contract administration. The animation concept activity is carried out at the contract proposal stage when the company bids on projects. This is an intensive activity involving individuals from all parts of the company in creating story boards and prototype stills to be shown to the prospective client. Once a project is accepted by the client, the animation goes into production and contract administration begins. Almost all of the work involved in animation production is done by the technical staff, whereas the administrative staff is largely responsible for contract administration. The activity cost pools and their activity measures are listed below:

Activity Cost Pool	Activity Measure	Activity Rate
Animation concept	Number of proposals	$ 5,700	per proposal
Animation production	Minutes of completed animation	$ 8,200	per minute
Contract administration	Number of contracts	$ 6,000	per contract

These activity rates include all of the companys costs, except for its organization-sustaining costs and idle capacity costs. There are no direct labor or direct materials costs.

Preliminary analysis using these activity rates indicates the local commercial segment of the market may be unprofitable. Producers of local commercials usually ask three or four companies like Pixel Studio to bid, which results in an unusually low ratio of accepted contracts to bids. Furthermore, the animation sequences are shorter for local commercials than for other work. Because animation work is billed at fairly standard rates according to the running time of the completed animation, this means the revenues from these short projects tend to be below average. Activity data concerning the local commercial market appear below:

Activity Measure	Local Commercials
Number of proposals	17
Minutes of completed animation	15
Number of contracts	10

The total sales from the 10 contracts for local commercials was $170,000.

Required:

1. Calculate the cost of serving the local commercial market.
2. Calculate the margin earned serving the local commercial market. (Remember, this company has no direct materials or direct labor costs.)

Calculate the cost of serving the local commercial market. Calculate the margin earned serving the local commercial market. (Remember, this company has no direct materials or direct labor costs.)