What significance does the continuing development of digital media technology have for media institutions and audiences?
The continuing development of digital media technology has a huge impact on media
institutions and audiences. Digital media technology is important when it comes to distributing
and marketing a film. It allows for companies to distribute and market the film(s) through a
broader range of technologies in order to create a bigger opportunity to make more profit.
Production is impacted by the use of digital media technology. The use of computer generated
images, computer software, special effects and digital cameras have helped massively in the
production of films within the film industry. Films such as Lion King (1994) (Production
companies: Walt Disney Pictures, Walt Disney Feature Animation) which budgeted at
$45,000,000 and had a gross of $422,783,777, Shrek (2001) (Production companies:
DreamWorks Animation, DreamWorks SKG and Pacific Data Images) which budgeted at $60,000,000 and had a gross of $267,652,016, and Monster's Inc (2001) (Production
companies: Walt Disney Pictures, Pixar Animation Studios) which was budgeted at
$115,000,000 and had a gross profit of $289,907,418 have relied heavily on these types of equipment in order to advance from other films. To use this software may be time consuming,
but improves the overall appearance of the film. Toy Story, Shrek and Monsters Inc all cost
millions of dollars/pounds to make (as se but as they were done efficiently with the software
and CGI, they made millions in terms of revenue.
Using digital media technology has many advantages for the companies that have their films
distributed and marketed. One advantage of using digital media is that it can be cheap to
market a film using technologies such as the internet and social networking sites. If a company decides to market their film online, it can cheap or potentially it can be free. Creating pages or accounts on social networking like Facebook and Twitter doesn't cost anything to make. The
use of social networking allows for the target audience to be captured easier than it would've
been without digital media. If a company decides to use social networking, they are likely to
gain the attention of potential audiences who will go and watch the film. Something that cost
next to nothing to market, can make a huge profit as the audience see it advertised and decide
to go watch it.
Another advantage of digital media technology is the fact that it is easier to distribute a film.
There are a wider range of technologies that now show the film. This can be things such as
Youtube, Lovefilm and Netflix. These benefit the distributors a it is a simpler way of distributing
a film without it being costly or time consuming. The only problem with using these digital
technologies is that the film can be pirated and therefore the company does not make money
from that viewing. This affects the companies as they miss out on potential profit. As the digital
media continues, the likelihood of this continuing is still present and therefore it has a
significant effect on the company. A way to reduce this is by using the same common release
dates in different countries.
Big film companies like Universal and Warner will have a
higher budget for distribution and marketing and therefore will
take more advantage of the digital media technologies. Using
the best possible software and equipment allows for their film
to be made at a better quality than smaller companies. It is
common for companies to use green screens. An example of a successful film that used CGI and green screens is 'Avatar'.
Avatar was made in 2009 and the film production companies
who created it were Twentieth Century Fox Film Corporation,
Dune Entertainment and Ingenious Film Partners. They
budgeted the film at $237,000,000 and it had a gross of $760,505,847. Avatar used a lot of CGI in order to create
the creatures that were seen in the film. The use of green
screens occurred a lot too, in order to create the realistic backgrounds.
A way in which a film can be exhibited is through IMAX Cinema.
This type of cinema allows for the audience to interact with
what is going on within the film. This is because IMAX cinemas
show viewings of 3D films. These cinemas ensure that the
consumers get the best possible experience when watching
one of the films that are being shown there. Another way in
which 3D films can be consumed is through home viewing. Consumers can watch 3D films at the comfort of their own
homes - as long as they have a 3D TV, glasses and a 3D DVD system. This is not common
for most people to have and therefore cinemas have been made specifically to ensure that audiences still get the chance to consume a film without having to pay for the equipment
needed for a home system. By enticing people to watch these 3D films are cinemas like IMAX,
they are encouraging them to buy the cinema products and use word of mouth in order for the
review of the film to go around. The only problem with IMAX cinemas is that the films that are produced have to be produced differently to normal films. They also have to be distributed
differently as well. This difference in production and distribution can cost more than it would
to produce and distribute a normal film. However, the experience for the audience is a lot
better and therefore consumption by the audience is favourited highly as they feel like
they're involved with the film themselves.
Technological convergence can also be thought of when dealing with the exhibition of a film.
Digital media technologies like the internet and mobile phones have been developed in order
to allow for the audience to consume a film in a specific way. The mobile phone used to be
used for ringing and texting but now can get access to the internet and films via the internet
or by downloading. Things on the internet like Youtube allow for trailers for to be put onto the internet for consumption by the audience.
institutions and audiences. Digital media technology is important when it comes to distributing
and marketing a film. It allows for companies to distribute and market the film(s) through a
broader range of technologies in order to create a bigger opportunity to make more profit.
Production is impacted by the use of digital media technology. The use of computer generated
images, computer software, special effects and digital cameras have helped massively in the
production of films within the film industry. Films such as Lion King (1994) (Production
companies: Walt Disney Pictures, Walt Disney Feature Animation) which budgeted at
$45,000,000 and had a gross of $422,783,777, Shrek (2001) (Production companies:
DreamWorks Animation, DreamWorks SKG and Pacific Data Images) which budgeted at $60,000,000 and had a gross of $267,652,016, and Monster's Inc (2001) (Production
companies: Walt Disney Pictures, Pixar Animation Studios) which was budgeted at
$115,000,000 and had a gross profit of $289,907,418 have relied heavily on these types of equipment in order to advance from other films. To use this software may be time consuming,
but improves the overall appearance of the film. Toy Story, Shrek and Monsters Inc all cost
millions of dollars/pounds to make (as se but as they were done efficiently with the software
and CGI, they made millions in terms of revenue.
Using digital media technology has many advantages for the companies that have their films
distributed and marketed. One advantage of using digital media is that it can be cheap to
market a film using technologies such as the internet and social networking sites. If a company decides to market their film online, it can cheap or potentially it can be free. Creating pages or accounts on social networking like Facebook and Twitter doesn't cost anything to make. The
use of social networking allows for the target audience to be captured easier than it would've
been without digital media. If a company decides to use social networking, they are likely to
gain the attention of potential audiences who will go and watch the film. Something that cost
next to nothing to market, can make a huge profit as the audience see it advertised and decide
to go watch it.
Another advantage of digital media technology is the fact that it is easier to distribute a film.
There are a wider range of technologies that now show the film. This can be things such as
Youtube, Lovefilm and Netflix. These benefit the distributors a it is a simpler way of distributing
a film without it being costly or time consuming. The only problem with using these digital
technologies is that the film can be pirated and therefore the company does not make money
from that viewing. This affects the companies as they miss out on potential profit. As the digital
media continues, the likelihood of this continuing is still present and therefore it has a
significant effect on the company. A way to reduce this is by using the same common release
dates in different countries.
Big film companies like Universal and Warner will have a higher budget for distribution and marketing and therefore will
take more advantage of the digital media technologies. Using
the best possible software and equipment allows for their film
to be made at a better quality than smaller companies. It is
common for companies to use green screens. An example of a successful film that used CGI and green screens is 'Avatar'.
Avatar was made in 2009 and the film production companies who created it were Twentieth Century Fox Film Corporation,
Dune Entertainment and Ingenious Film Partners. They
budgeted the film at $237,000,000 and it had a gross of $760,505,847. Avatar used a lot of CGI in order to create
the creatures that were seen in the film. The use of green
screens occurred a lot too, in order to create the realistic backgrounds.
A way in which a film can be exhibited is through IMAX Cinema. This type of cinema allows for the audience to interact with
what is going on within the film. This is because IMAX cinemas
show viewings of 3D films. These cinemas ensure that the
consumers get the best possible experience when watching
one of the films that are being shown there. Another way in
which 3D films can be consumed is through home viewing. Consumers can watch 3D films at the comfort of their own
homes - as long as they have a 3D TV, glasses and a 3D DVD system. This is not common
for most people to have and therefore cinemas have been made specifically to ensure that audiences still get the chance to consume a film without having to pay for the equipment
needed for a home system. By enticing people to watch these 3D films are cinemas like IMAX,
they are encouraging them to buy the cinema products and use word of mouth in order for the
review of the film to go around. The only problem with IMAX cinemas is that the films that are produced have to be produced differently to normal films. They also have to be distributed
differently as well. This difference in production and distribution can cost more than it would
to produce and distribute a normal film. However, the experience for the audience is a lot
better and therefore consumption by the audience is favourited highly as they feel like
they're involved with the film themselves.
Technological convergence can also be thought of when dealing with the exhibition of a film.
Digital media technologies like the internet and mobile phones have been developed in order
to allow for the audience to consume a film in a specific way. The mobile phone used to be
used for ringing and texting but now can get access to the internet and films via the internet
or by downloading. Things on the internet like Youtube allow for trailers for to be put onto the internet for consumption by the audience.
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