New Media and Technology Technology and Film

Every Stage  New Media Technologies have impacted upon every stage of the circulation process in ways that are advantageous for both producers and audiences. Processes that allow for Convergence, Democratisation, Proliferation, and even Interactivity, are all evident. All are the result of Digitisation.  It is important for you to know how these changes impact upon your own consumption as well as that of others.

Production  An increasing number of films are being shot digitally nowadays, especially those likely to feature a lot of CGI (Computer Generated Imagery). This has numerous advantages:  Digital Media (tapes, Hard Drives) is much cheaper than film. They also do not require processing which also reduces costs. This means that directors can now shoot a lot more footage than they would have done previously, allowing for more experimentation and more cover for the edit.  Cheaper technologies means cheaper films which allows young, new filmmakers to get films made on shoestring budgets (Democratisation)  Digital 3D technologies have allowed for a more enhanced viewing experience.

Post-Production  Digitisation has altered the post-production process so much that many claim it should now be called Production, as, with Blockbusters in particular, more time is now being spent with the film after it has been shot than during.  Non-Linear editing means that one can now edit a film without committing to any physical cuts on the film. This allows for faster, more efficient and more experimental edits  Non-Linear editing software is relatively inexpensive and can be installed on a domestic pc or mac, which again allows an opportunity for young filmmakers to get their films made.  CGI is now all encompassing. Blockbusters are marketed on their incredible, spectacular special effects. This all down to computers. Some films, like Sin City or 300, are shot exclusively in front of green-screen to allow for all the backgrounds and locations to be added after. This is perhaps the most significant impact.

Distribution  The 3 major impacts digital technologies have had on Distribution are the following: 1. Online Marketing Opportunities 2. The decline of Prints-Digital Distribution Opportunities 3. New Exhibition/Consumption platforms

Online Marketing Opportunities  Digital Technologies, especially the Internet have led to numerous new Marketing avenues:  Official Websites: Might offer numerous incentives such as free wallpapers, icons, competitions, games and other goodies.  Trailer Sites (e.g Apple Trailers): Whereas previously trailers could only be seen before other films and occasionally on TV, they are now accessible on demand.  Social Networking: Word of Mouth is the most important form of marketing, so studios are now using Facebook and twitter to try generate it. In some cases they have created Facebook profiles for imaginary characters in from the film being marketed. Some lower budget productions that do not have access to large marketing budgets have been able to create word of mouth and hype using free Social Marketing tools (Paranormal Activity)

Online Marketing Opportunities  Fan Sites: The Internet has allowed for the proliferation of a multitude of Fan sites that provide a source of free marketing and hype-generation for movie studios.  Magazine Sites: Some hugely influential online movie magazine sites have developed over the last few years, with the ability, in some cases, the break exclusive gossip and info. Being featured on one of these can be hugely influential for a production.

The decline of Prints-Digital Distribution Opportunities  Most cinemas have now converted to Digital Projectors. These are very expensive but far more cost-effective in the long run. Many argued that the initial ticket surcharge cinemas demanded for viewing 3D films was just a smoke-screen to fund the conversion.  With Digital projectors, cinemas no longer need to rent expensive prints that are both bulky and extremely sensitive. Now they need only get a digital file, in some instances transmitted direct from a studio, which is both cheaper and less valuable.

The decline of Prints-Digital Distribution Opportunities  The conversion to Digital Projectiors promises numerous advantages:  Consistent Quality as digital media is non-degenerative  New 3D  Increased availability of mainstream film in smaller cinemas. But:  Reduced costs for Distributors and Exhibitors have not been passed on to the consumer as ticket prices remain high.  Reduced costs should mean multiplexes have the ability or can afford to show more varied programming but this has not been the case.

New Exhibition/Consumption platforms  Digital Technologies have created a number of ‘Windows’, devices through and platforms on which films can be watched. Proliferation of multimedia devices has ensured this but there are other, newer exhibition models being developed.  Streaming: Streaming seems to be the next big thing for movie studios. Netflix in America has developed a highly successful streaming model based on its monthly subscription model. Both Facebook and Youtube have confirmed that they will be offering individual films for rental for as little as £1.20 a pop. This model has been embraced by the studios mainly in response to the declining sales of DVD’s, through which most of a film’s profits are generally re-couped. This decline has been the result of another new form of consumption: Piracy.