Section B- Practice

What significance does the continuing development of digital media technology have for media institutions and audiences?

Section B question on film distribution

What significance does the continuing development of digital media technology have for media institutions and audiences?

Key words in the sentence: continuing development of digital media technology + Media institutions and audiences.

What does this mean? It basically means the forever changing and evolving internet and the ability for film and TV to be streamed through internet as well as DVD sales which are physical objects. The power of VOD, social media sites and sites that let you watch film and TV. It also includes the ability of carrying films in your pocket of your mobile or on a tablet.

SO….  You need to look at how film distribution has been helped and made easier by the continually changing technology

  • A Field In England:
  1. This Film was released on all platforms, this was an advantage as it made people more aware of itself as a film, the filmmaker stood out as a risk taker, intriguing people, he was brave to release it on all platforms, meaning he must have had some kind of faith that it would be a success. The platforms the film was released on was cinema, TV, VOD and DVD and Blue Ray.
  2. A Field In England had a significant advantage as the film maker had a strong and active fan base, who have a keen interest in new forms of communication and distribution. (12000 followers on twitter)- Twitter is a digital media technology which has a large significance in the distribution of A Field In England.
  3. Film4 and Channel 4 supported A Field In England and this was an advantage as both companies already had a reputation and was recognisable for quality innovation, all from previous films that had been supported by Film4 and been a success. Therefore making people trust the companies and be loyal, and thinking that this next film would be good.
  4. Aswell as having a television channel, Channel 4 has its own DVD label (4DVD) which also distributes to transactional  VOD platforms such as iTunes, this was an excellent link which gave the film companies which supported it.
  5. The exhibitor and distributor was Picturehouse Cinema, it helped devise, refine and execute the strategy. Picturehouse cinema had the major advantage of local loyalty towards its cinemas around the world as it has the reputation of good quality cinemas around the UK.
  6. Ben Wheatley also took part in Q&A screenings which showed his active involvement in the advertising and distribution of his film.
  7. The involvement of Twitter and other social media sites also play a large part in the advertising and awareness of the film, gaining and pulling in an audience that are anticipating to see the film, but also knowing that it will be on a range of platforms for them to choose which way they see the film.

 

  • A Major Hollywood Film (standard model):
  • The 5 Major film conglomerates:  20th Century Fox, Paramount Pictures, Warner Bros, Universal Pictures, Columbia Pictures
  1. My Choice of film: Rock of ages: then how the continuing development of digital media technology has helped it. Rock of Ages is Warner Bros.
  2. Released in cinemas first on the 13th of June 2012 by Warner Bros and Pictures Distribution.
  3. It was later released on DVD and Blu-Ray on October 9, 2012.
  4. Warner Bros has a reputation of releasing quality films, therefore it has loyalty, people will not be put off by the distributor as they know they are good.
  5. This is the normal, traditional release method: cinema- DVD Blue Ray- VOD- TV

 

  • My chosen film- Attack The Block
  1. The film was first released in cinemas, but later brought out on DVD and Blue Ray.
  2. StudioCanal chose to promote Attack The Block through social networking sites such as Facebook. Social media helped with the awareness of the film and helped build the anticipation of it.  Film4 Productions had also contributed to the production of Attack The Block, the film also aired on Channel 4 and Film4 without any added cost. Again both companies with loyal and extended customers, people know they provide quality films and have the faith that the film will be good.
  3. A website was created supporting the film and keeping fans updated, and trailers were broadcast on TV and social media, again, places like twitter helped create a build up to the opening weekend and get people excited.

SO…….

Overall the significance of the ever changing technology is that it is creating new and easy ways in which we access and watch films. It is also advertising film and making people aware in a way which is simple for the directors and helps with the distributing methods and it gets the audience hyped before they watch it. Social Media sites being the most powerful and simplest way of getting your film talked about, also having a director like Ben Wheatley is a good thing because of his active fan base and interest in having a connection with his audience, showing them he has an interest in the people he is selling to as well as his film.

 

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